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All the startups threatened by iOS 14’s new features
Fitness, wallpaper, and lost item-finding startups could have a big new competitor baked into everyone’s iPhones. Leaks of the code from iOS 14 that Apple is expected to reveal in June signal several new features and devices are on the way. Startups could be at risk due to Apple’s ability to integrate these additions at the iOS level, instantly gain an enormous install base and offer them for free or cheap, as long as they boost sales of its main money maker, the iPhone.
It’s unclear if all of these fresh finds will actually get official unveiling in June versus further down the line. But here’s a breakdown of what the iOS 14 code obtained by 9To5Mac’s Chance Miller shows and which startups could be impacted by Apple barging into their businesses:
Fitness – Codename: Seymour
Apple appears to be preparing a workout guide app for iOS, WatchOS and Apple TV that would let users download instructional video clips for doing different exercises. The app could potentially be called Fit or Fitness, according to MacRumors‘ Juli Clover, and offer help with stretching, core training, strength training, running, cycling, rowing, outdoor walking, dance and yoga. The Apple Watch appears to help track your progress through the workout routines.
Icons for Apple’s fitness feature from the iOS 14 code
The iOS Health app is already a popular way to track steps and other fitness goals. By using Health to personalize or promote a new Fitness feature, Apple has an easy path to a huge user base. Many people are afraid of weight and strength training because there’s a lot to learn about having proper form to avoid injury or embarrassment. Visual guides with videos shot from multiple angles could make sure you’re doing those pushups or bicep curls correctly.
Apple’s entrance into fitness could endanger startups like Future, which offer customized workout routines with video clips demonstrating how to do each exercise. The $11.5 million-funded Future actually sends you an Apple Watch with its $150 per month service to track your progress while using visuals, sounds and vibrations to tell you when to switch exercises without having to look at your phone. By removing Future’s human personal trainers that text to nag you if you don’t work out, Apple could offer a simplified version of this startup’s app for free.
Apple Fitness could be even more trouble for less premium apps like Sweat and Sworkit that provide basic visual guidance for workouts, or Aaptiv that’s restricted to just audio cues. Hardware startups like Peloton, which offers off-bike Beyond the Ride workouts with live or on-demand class, and Tempo’s giant 3D-sensing in-home screen for weight lifting, could also find casual customers picked off by a free or cheap alternative from Apple.
There’s no code indicating a payment mechanism, so Apple Fitness could be free. But it’s also easy to imagine Apple layering on a premium feature like remote personal training assistance from human experts or a wider array of exercises for a fee, tying into its increasing focus on services revenue.
Wallpapers – access for third-parties
The iPhone’s current wallpaper selector
In iOS 14, it appears that Apple will offer new categorizations for wallpapers beyond the existing Dynamic (slowly shifting), Still and Live (move when touched) options. Apple’s always only offered a few native wallpapers plus the option to pull one from your camera roll. But the iOS 14 code suggests Apple may open this up to third-party providers.
A wallpaper “store” could be both a blessing and a curse for entrepreneurs in the space. It could endanger sites and apps like Vellum, Unsplash, Clarity, WLPPR and Walli that aggregate wallpapers for browsing, purchase or download. Instead, Apple could make itself the ultimate aggregator by being built directly into the wallpaper settings. But for creators of beautiful wallpaper images, iOS 14 could potentially offer a new distribution method where their collections could be available straight from where users install their phone backgrounds.
The big question will be whether Apple merely works with a few providers to add wallpaper packs for free, does financially backed deals to bring in providers or creates a full-blown marketplace for wallpapers where creators can sell their imagery like developers do apps. By turning this formerly free feature into a marketplace, Apple could also start earning a cut of sales to add to its services revenue.
AirTags – find your stuff
Apple appears to be getting closer to launching its long-awaited AirTags, based on iOS 14 code snippets. These small tracking tags could be attached to your wallet, keys, gadgets or other important or easily lost items, and then located using the iOS Find My app. AirTags may be powered by removable coin-shaped batteries, according to MacRumors.
Native integration with iOS could make AirTags super-easy to set up. They also could benefit from the ubiquity of Apple devices, as the company could let the crowd help find your stuff by allowing AirTags to piggyback on the connectivity of any of its phones, tablets or laptops to send you the missing item’s coordinates.
Most obviously, AirTags could become a powerful competitor to the vertical’s long-standing frontrunner, Tile. The $104 million-funded startup sells $20 to $35 tracking tags that locate devices from 150 to 400 feet away. It also sells a $30 per year subscription for free battery replacements and 30-day location history. Other players in the space include Chipolo, Orbit and MYNT.
But as we saw with the launch of AirPods, Apple’s design expertise and native iOS integrations can allow its products to leapfrog what’s in the market. If AirTags get proprietary access to the iPhone’s Bluetooth and other connectivity hardware, and if they’re quicker to set up, Apple fans might jump from startups to these new devices. Apple also could develop a similar premium subscription for battery or full AirTag replacements, as well as bonus tracking features.
Augmented reality scanning – Codename: Gobi
iOS 14 includes code for a new augmented reality feature that lets users scan places or potentially items in the real world to pull up helpful information. The code indicates Apple is testing the feature, codenamed Gobi, at Apple Stores and Starbucks to let users see product, pricing and comparison info, according to 9To5Mac’s Benjamin Mayo. Gobi can recognize QR-style codes for specific locations like a certain shop, triggering a companion augmented reality experience.
It appears that an SDK would allow partners to build their own AR offerings and generate the QR codes that initiate them. Eventually, these capabilities could be extended from Apple’s mobile devices to the AR headset it’s working on so you’d instantly get a heads-up display of information when you entered the right place.
Apple moving to power lighter-weight AR experiences rather than just offering the AR Kit infrastructure for developers to build full-fledged apps could create competition for a range of startups and other tech giants. The whole point of augmented reality is that it’s convenient to explore hidden experiences in the real world, which is defeated if users have to know to download and then wait to install a different app for every place or product. Creating a central AR app for simpler experiences that load instantly could speed up adoption.
Snapchat’s Scan AR platform
Startups like Blippar have been working on AR scanning for years in hopes of making consumer packaged goods or retail locations come alive. But again, the need to download a separate app and remember to use it has kept these experiences out of the mainstream. Snapchat’s Scan platform can similarly trigger AR effects based on specific items from a more popular app. And teasers of Facebook and Google’s eventual augmented reality hardware and software hinge on adding utility to every day life.
If Apple can build this technology into everyone’s iPhone cameras, it could surmount one of AR’s biggest distribution challenges. That might help it build out a developer ecosystem and train customers to seek out AR so they’re all ready when its AR glasses finally arrive.
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Remembering the startups we lost in 2018
There are few things in this world more difficult than launching a successful startup. It takes talent, know-how, money and a hell of a lot of good timing and luck. And even with all of those magical components in place, the odds may still be against you.
At TechCrunch, we take pride in covering the best and brightest of the startup world. But while covering the startup world is one of the most exciting and fulfilling parts of our job, death is a part of any life cycle. Sadly, not all startups that burn bright ultimately make it. In fact, most don’t.
As we wrap up this year and look forward to the next, let’s take a moment to remember some of those startups we lost in 2018.
Airware (2011-2018)
Total Raised: $118 million
Airware created a cloud software system to help construction companies, mining operations and other enterprise customers use drones to inspect equipment for damage. It also tried to build its own drones, but found that it couldn’t compete with giants like China’s DJI.
The shutdown appears to have been very sudden, coming just four days after Airware opened a Tokyo office, with an investment and partnership from Mitsubishi. In a statement, the company said, “Unfortunately, the market took longer to mature than we expected. As we worked through the various required pivots to position ourselves for long-term success, we ran out of financial runway.”
Blippar (2011-2018)
Total Raised: $131.7 million
Blippar was one of the early pioneers in augmented reality, but unfortunately the AR market has yet to live up to the hopes for mainstream adoption. And despite raising a funding round earlier this year, the startup was apparently losing money quickly as it sought new customers.
Not helping matters was some shareholder drama, where an emergency influx of $5 million was blocked by Khazanah, a strategic investment fund from the Malaysian government. In a blog post, the company said this was “an incredibly sad, disappointing, and unfortunate outcome.”
Bluesmart (2013-2018)
Total Raised: $25.6 million
One of the major casualties of the FAA’s ban on smart luggage, this New York-based startup was forced to close its doors in May. CEO Tomi Pierucci was extremely outspoken when airlines started to enforce the new rules early this year, calling the news “an absolute travesty.”
From the standpoint of Bluesmart, he was right. The startup went all-in on connected luggage, and ultimately found it impossible to adapt when battery packs were no longer allowed on flights. The startup ended all sales and manufacturing, selling what was left of its tech, designs and IP to luggage giant TravelPro.
Doughbies (2014-2018)
Total Raised: $760,000
Things came crumbling down for San Francisco-based Doughbies in July, when the 500 Startups-backed, same-day cookie delivery service announced it was shutting down immediately. But it wasn’t because the startup ran out of money. Doughbies was actually profitable. Rather, its founders, Daniel Conway and Mariam Khan, just wanted to move onto something new.
TechCrunch’s Josh Constine argued at the time that Doughbies really didn’t need venture backing and that pressure to deliver adequate returns may have weighed more heavily on Doughbies than it was willing to admit. RIP Doughbies.
Lantern (2012-2018)
Total Raised: $21.5 million
Like many failed startups before it, San Francisco-based Lantern was forced to shutter operations after an acquisition deal fell through. The mental health startup, founded by Nicholas Bui LeTourneau and Alejandro Foung, had raised millions in venture capital funding from the University of Pittsburgh Medical Center’s venture arm, Mayfield and SoftTechVC, but failed to follow through on its promise.
What was that promise? To offer personalized tools to deal with stress, anxiety and body image based on cognitive behavioral therapy techniques via a mobile application. Despite being an early mover in a now overly crowded field of mental wellness apps, Lantern wasn’t able to find enough customers to survive.
Lighthouse AI (2014-2018)
Total Raised: $17 million
Smart security camera maker Lighthouse AI had a promising product with a natural language processing system that allowed users to navigate their footage. But it also faced a crowded market, and it seems consumers didn’t embrace the product. The company announced this month that it’s winding down.
“I am incredibly proud of the groundbreaking work the Lighthouse team accomplished – delivering useful and accessible intelligence for our homes via advanced AI and 3D sensing,” wrote CEO Alex Teichman. “Unfortunately, we did not achieve the commercial success we were looking for and will be shutting down operations in the near future.”
Mayfield Robotics (2015-2018)
Total Raised: N/A
Mayfield, which was originally part of Bosch, created the adorable home robot Kuri. However, it announced in July that it would stop manufacturing Kuri, and followed with an announcement that it would cease operations altogether.
“Our team is beyond disappointed,” the company said in a blog post. “Together we’ve spent the past four years designing and building not just Kuri, but also an equally incredible company culture and spirit.”
Rethink Robotics (2008-2018)
Total Raised: $149.5 million
A major player in industrial robotics, Rethink was founded by iRobot co-founder Rod Brooks and former MIT CSAIL staff researcher Ann Whittaker. The Boston area startup grew into one of the most important players in both the collaborative and educational robotics space, courtesy of creations like Baxter and Sawyer.
Ultimately, however, the company served as yet another testament to just how difficult it is to launch a robotics startup. Even with brilliant minds and nearly $150 million in funding, the company couldn’t turn enough profit to stay afloat. A last-minute planned acquisition fell through, and Rethink was forced to close up shop in October.
Theranos (2003-2018)
Total Raised: $1.4 billion
Startup stories don’t come more film-ready than this. Even before it officially closed its doors, Theranos was set to be the subject of a book, documentary and an Adam McKay-directed feature film starring Jennifer Lawrence as founder Elizabeth Holmes. Holmes founded the company in 2003, promising a breakthrough in blood testing. By age 31, she became the world’s youngest self-made billionaire.
Theranos would go on to raise $1.4 billion, with a $10 billion valuation at its peak. In 2015, medical professionals began to mount criticism against the company’s methods. The following year, the SEC began investigating Theranos, ultimately charging it with “massive fraud.” In September, the company finally called it quits, with Holmes agreeing to pay a $500,000 penalty, while being barred from serving as an officer or director of a public company for 10 years.
Shyp (2013-2018)
Total Raised: $62 million
NEW YORK, NY – MAY 06: Co-founder and CEO of Shyp, Kevin Gibbons speaks onstage during TechCrunch Disrupt NY 2015 – Day 3 at The Manhattan Center on May 6, 2015 in New York City. (Photo by Noam Galai/Getty Images for TechCrunch)
A $250 million valuation and capital from some of the best investors (Kleiner Perkins, Slow Ventures) failed to keep on-demand shipping startup Shyp from dissolving. The San Francisco-based startup raised multiple rounds of venture capital amid a major hype cycle for on-demand shipping companies, but wasn’t able to scale successfully beyond the Bay Area.
“To this day, I’m in awe of the vigor the team possessed in tackling a 200-year-old industry,” CEO Kevin Gibbon wrote at the time. “But, growth at all costs is a dangerous trap that many startups fall into, mine included.”
Telltale Games (2005-2018)
Total Raised: $54.4 million
Over the past few years, Telltale Games seemed to reinvent adventure gaming, adapting big franchises like The Walking Dead, Game of Thrones and Batman into episodic stories where players’ choices seemed to have real weight. It even partnered with Netflix to bring a version of “Minecraft: Story Mode” to the streaming service.
But it seems the company has had longstanding business issues, with 90 employees laid off in November 2017, then another 250 let go in September of this year. Although a skeleton crew remained employed to finish the work for Netflix, it looks like Telltale is dead. And the fact that those employees were let go without severance seems to reinforce an earlier report of toxic management.
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AR startup Blippar in danger of becoming a blip as shareholders fight over future funding
Blippar, the U.K.-based AR startup that raised more than $130 million, may be nearing the end of the road. The company has been burning through cash in a bid to pivot in search of a profitable AR business model, and now shareholders are in dispute over whether to throw Blippar any more money to aid that effort, according to a statement the company provided to TechCrunch.
The company has been on the brink for a while now, but things have taken a hard turn in the past few months on the back of yet another pivot.
A Blippar spokesperson told TechCrunch that a single shareholder is blocking the required unanimous vote to close on emergency funding, without which Blippar must begin insolvency proceedings. The company is hoping to continue negotiating with the holdout and come to a resolution this week.
A source close to the company confirmed The Sunday Times report from this weekend, which stated that Khazanah, a strategic investment fund from the Malaysian government, did not approve Blippar’s bid for emergency funding. In July, Khazanah’s board resigned as part of the transition to a new government, meaning that the top brass at the firm are not the same people who invested in Blippar originally.
In September, Blippar raised $37 million from Candy Ventures and Qualcomm Ventures, stating that the Series E financing would help the company achieve its goal of becoming profitable by September 2019. But the private company has posted losses for the past two years, according to BI. It’s unclear whether or not the emergency funding being blocked now is the same $37 million Series E the company claimed to have closed in September or new cash.
Blippar has been a contender in the AR space since 2011. The company started as a marketing agency that would allow brands to purchase augmented reality ads placed on real-world objects or on magazines. Users could scan these “Blipps” to unlock additional AR content and offers.
In 2013, Blippar launched in the U.S. and the company grew alongside the momentum of the AR space in general. But there were more than a few missteps.
The company spent time and money building for short-lived platforms like Windows Phone and Google Glass.
But even if resources weren’t wasted on now-defunct platforms, the general premise of Blippar was always somewhat questionable. Even if the format of the engagement was novel, an ad is still an ad. Few consumers are interested in downloading and engaging with an app that simply serves up brand content.
So Blippar switched things up. The company pivoted on the heels of its $45 million Series C to become a computer vision-powered visual search engine.
Blippar overhauled the technology to allow for content to be unlocked by any object in the real world via computer vision, instead of relying on physical stickers (Blipps). The company also started incorporating content that wasn’t necessarily ad-based but information-based, such as the make and model of a car or the scientific name of a plant.
Indeed, there seems to be a use case for visual-based search. There are times when we simply don’t have the words to properly identify something we see in the real world. But in a world where really only one company dominates search, executing on that proved incredibly complicated for Blippar.
Google has offered a form of visual search for years, and you could argue that those companies that are already strong players in search and information discovery might become strong players (or at least tough competition) in visual search, an extension of what they already do.
Blippar has claimed it has upwards of 65 million registered users via its network of brand and publishing partners, white-label SDK partners, etc.; actual downloads of its app were closer to 500,000 in 2017, reports BI. (And it’s not clear how many of those registered users were regular users, anyway.)
After a number of attempts at making visual search relevant — including a truly bizarre move into social with the launch of a Snapchat-esque feature called Halos — Blippar turned its attention to spaces.
In 2017, the company launched the AR City app, which lets users navigate their way through more than 300 cities using the camera on their smartphone. The company argued that navigation via its computer vision tech was more accurate than GPS. In August 2018, Blippar took the technology indoors with the launch of the Indoor Visual Positioning System. The hope with this launch is that it would attract whales for clients, as it was built to be used in large commercial spaces like stadiums, airports, shopping centers and large office buildings/campuses.
The positioning system not only allowed for hyper accurate indoor navigation, but also extra AR content such as points of interest, personalized content, etc.
Shortly after the launch, in September of this year, Blippar picked up its most recent $37 million Series E funding, which it said would “help the company reach its profitability goal within the next 12 months.”
But, if this report is true, it would appear that it’s just too little too late.
While being an early player can have its advantages, many pioneers in the tech startup landscape don’t have the benefit of learning from others’ mistakes. With a launch in 2011, Blippar most certainly falls into that category.
But beyond the timing, Blippar also seemed to be building technology for the sake of building technology, without ever really nailing down a focused way for that technology to earn money.
We reached out to the company and a Blippar spokesperson had this to say:
The rate of change in the AR industry resulted in a lack of standardisation across platforms and tools which has become a barrier to greater adoption and application of the technology. In response to these we refined our strategy to primarily focus on our SaaS self-service AR creation and publishing platform and we are on the path to accelerate the developments of this platform. Our goal is to unify and standardise all AR formats and make it easy for everybody to create AR.
Our strategy and product roadmap to enable this goal has unanimous approval from our board, for which we require an additional amount of funding to accelerate our growth and fulfill our profitability plans. The additional funding has been secured and approved by the whole board, but ultimately requires shareholders’ approval, which was given by all except one.
Despite not participating in any further funding of the business, that shareholder took the decision to vote against the additional funding. We tried to reach an agreement with them that would allow the business to continue with these plans and have offered various solutions, and so far they have refused all proposals.
Our board is still trying to negotiate with them and we hope to have a reasonable position at some point this week.
We also reached out to Qualcomm Ventures but have not heard back. We will update if/when we do.
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Blippar picks up $37 million hoping to become profitable in the next year
Blippar, the AR startup that launched in 2011, has today announced the close of a $37 million financing led by Candy Ventures and Qualcomm Ventures.
The company started out by offering AR experiences for brand marketers through publishers and other real-world products, letting users unlock AR content by scanning a tag called a “Blipp”.
Blippar then transitioned to a number of different AR products, but took a particular focus on computer vision, launching a consumer-facing visual search engine that would let users identify cars, plants, and other real-world objects.
Most recently, Blippar has introduced an indoor positioning system that lets commercial real estate owners implement AR mapping and other content from within their buildings.
The AR industry has been in a state of evolution for the past few years, and Blippar has constantly reshifted and re-positioned to try and take advantage of the blossoming market. Unfortunately, several pivots have put the company in a tough spot financially.
BI reports that Blippar posted revenue of £8.5 million ($11.2 million) in the 16-month period up to March 31 2016, with losses of £24 million ($31.5 million). These latest rounds have essentially let Blippar keep the lights on while trying to pick up the pace on revenues.
The company says that this latest round is meant to fuel the company’s race to reach profitability in the next 12 months. Blippar has raised more than $137 million to date.
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Blippar is using AR to help customers find their way indoors
Remember the scene in Minority Report where Tom Cruz walks through the mall and thousands of holographic ads pop up around him? That reality may not be as far off as we thought.
Blippar, the augmented reality startup that launched back in 2011, is today announcing the launch of a new product that would let retailers, airports, commercial real estate owners, etc. place augmented reality content across their space.
The product is called the Blippar Visual Positioning System, and it uses computer vision and augmented reality to help customers, tenants, etc. find their way through a large indoor space such as a grocery store, department store, or stadium.
This isn’t Blippar’s foray into AR navigation. The company launched the AR City app in the summer of 2017, which uses the camera of the phone to pinpoint a user’s location with better accuracy than GPS, according to the company. Blippar rolled out functionality for AR City in more than 300 cities.
But the visual positioning system should prove more lucrative. Location services is one critical piece of our digital lifestyle that hasn’t been completely overwhelmed by advertisements. But it’s not hard to imagine advertisements popping up within a department store or sports stadium as a user looks for the beauty department or the closest hotdog, respectively of course.
Blippar sees an opportunity to use this for retail and shopping, entertainment and gamification, tourism, and even design, giving interior designers a chance to check out AR furniture, paint colors, etc.
But there’s also a huge play here around data. Facebook may know just about everything about you, but the advertising behemoth hasn’t made the most of leveraging a user’s location. Blippar might stand a chance at doing just that with the new visual positioning system, giving retailers unprecedented information around the way that customers move through a store.
Because the system uses computer vision to determine a user’s location, the product can be used in offline mode.
Blippar uses blueprints, photography, and 3D models of buildings to build out the visual positioning system, and can turn around the project almost immediately if they have access to CAD files of the building’s layout. Adding content, however, takes as long as designers and other project leaders need to figure out what that content should be and how it should look.
Blippar has been through a number of evolutions as a company. The startup first launched as a tool for brands and publishers, laying AR content on top of real-world objects that were tagged with a Blipp (a little sticker to trigger the AR content).
The company then moved into visual search, letting users point their phone at a car or a flower and learning more about what that real-world object is.
That has all laid the foundation for this latest B2B iteration around navigation. Blippar hasn’t yet disclosed the exact cost of using this new product, but did say that it will range between $300K and $1 million. Thus far, the company has signed on two major clients, one retailer and one commercial real estate owner, though Blippar didn’t disclose which companies it’s working with.
Blippar has raised more than $100 million since launch.
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With $45 Million In Funding, Augmented Reality Platform Blippar Is Rethinking Search
Blippar, an augmented reality ad platform that uses real-world tags to deliver extra AR content in offline situations, has raised $45 million in new funding from undisclosed investors. This comes on the heels of a big 2014 for UK-based Blippar, wherein the company made its first acquisition by purchasing Layar in June. Combined, the merged companies boast over 50 million global users. But… Read More
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