No man’s land
Creativity, commerce and open source
Alexandra Deschamps-Sonsino
CEO & Co-Founder
Tinker.it!
TEDxSheffield
Sept 16th 2009

Tinker.it! London

www.tinker.it

Massimo
Banzi

arduino.cc

Arduino
Open source hardware hacking platform
for artists, designers and hobbyists.

Arduino
Learn about electronics
in a cheap and easy way.

Arduino
Designed in academia in 2005
Manufactured in Italy
Sold in 28 countries
More than 60K units sold

hobbyists, designers and artists

Hobbyists
Motivated by ideas
Not limited by time
Read Make / make magazine
Accessibility is key
Re-kindling interest in fixing things

Designers
Motivated by budget
Limited by deadlines
Reducing r&d costs
Right tool for the right job

Artists
Motivated by ideas and funding
Limited by deadlines and budget
Reducing material costs
DIY / ethical perspective
Piggybacking on hobbyists
Political stance on creativity

New markets
hobbyists, designers and artists
schools, technology, science,
marketing, research, politics...

Motivations
Get something done quickly & cheaply.

About open source
From software to hardware
Knowledge exchange
Word of mouth
Opportunities for new markets
Tool for commerce
Competitive advantage

Technophiles &
Technophobes

Open vs Closed

New habits

New expectations

The barbarians

Thank you
Alexandra Deschamps-Sonsino
alex@tinker.it
twitter.com/tinker_it