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Personalizing Devices with Open Source Hardware Jeremy Toeman, Bug Labs, Head of Marketing
Bug Labs 2008 <ul><li>An open source, modular platform for building customized, personalized electronics devices </li></ul...
The Long Tail of Electronics
Open Hardware is coming <ul><li>Current economics of CE industry are failing </li></ul><ul><ul><li>Hit-based business mode...
Why can't this happen organically? <ul><li>Unlike online/virtual/software industries, physical goods requires massive reso...
About Openness <ul><li>Open platforms are beating closed ones, and will continue to do so in the long term </li></ul><ul><...
Giving Power to Individuals <ul><li>Shifting power from those who create to those who consume </li></ul><ul><ul><li>TiVo/S...
The Consumer becomes the Producer <ul><li>The power of the 1% </li></ul><ul><ul><li>Blogging... </li></ul></ul><ul><ul><li...
An   eComm 2008   presentation –   http://eCommMedia.com   for more
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Jeremy Toeman's presentation at eComm 2008

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Jeremy Toeman's presentation at eComm 2008

  1. 1. Personalizing Devices with Open Source Hardware Jeremy Toeman, Bug Labs, Head of Marketing
  2. 2. Bug Labs 2008 <ul><li>An open source, modular platform for building customized, personalized electronics devices </li></ul><ul><li>Key components </li></ul><ul><ul><li>BUGbase </li></ul></ul><ul><ul><li>BUGmodules </li></ul></ul><ul><ul><li>BUGnet </li></ul></ul><ul><li>Product launch </li></ul><ul><ul><li>Q1 2008: 1 BUGbase, 5 modules </li></ul></ul><ul><ul><li>~20 more modules in 2008 </li></ul></ul><ul><li>Product overview </li></ul>
  3. 3. The Long Tail of Electronics
  4. 4. Open Hardware is coming <ul><li>Current economics of CE industry are failing </li></ul><ul><ul><li>Hit-based business models </li></ul></ul><ul><li>Watch iPhone as trend indicator </li></ul><ul><ul><li>~1-2MM “hacked” phones! </li></ul></ul><ul><li>Big companies are already making moves... </li></ul><ul><ul><li>Denon, Sony, Pioneer include IP-accessible consumer electronics devices </li></ul></ul><ul><ul><li>Sun, Google, Nokia pushing the industry </li></ul></ul><ul><li>Small companies still leading the way </li></ul><ul><ul><li>OpenMoko, Chumby, TuxPhone, Bug Labs </li></ul></ul>
  5. 5. Why can't this happen organically? <ul><li>Unlike online/virtual/software industries, physical goods requires massive resource requirements </li></ul><ul><ul><li>Prototyping </li></ul></ul><ul><ul><li>Developing </li></ul></ul><ul><ul><li>Testing </li></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><li>Transporting </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Channel/Distribution </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><ul><li>... </li></ul></ul>
  6. 6. About Openness <ul><li>Open platforms are beating closed ones, and will continue to do so in the long term </li></ul><ul><li>Music industry shows a shift from... </li></ul><ul><ul><li>No Internet </li></ul></ul><ul><ul><li>DRM-controlled content </li></ul></ul><ul><ul><li>Open MP3 format </li></ul></ul><ul><li>Blogging shows a shift from... </li></ul><ul><ul><li>5 companies controlling all media to </li></ul></ul><ul><ul><li>Robert Scoble, Mike Arrington, Dave Winer, ... </li></ul></ul>
  7. 7. Giving Power to Individuals <ul><li>Shifting power from those who create to those who consume </li></ul><ul><ul><li>TiVo/Slingbox </li></ul></ul><ul><ul><ul><li>On-demand, access-anywhere lifestyle </li></ul></ul></ul><ul><ul><li>News feed readers </li></ul></ul><ul><ul><ul><li>When/where/what content consumption </li></ul></ul></ul><ul><li>Consumers demanding individualization... and companies are responding </li></ul><ul><ul><li>Mini Cooper (BMW), Scion (Toyota)‏ </li></ul></ul><ul><ul><li>Nike </li></ul></ul><ul><ul><li>Timbuk2 </li></ul></ul>
  8. 8. The Consumer becomes the Producer <ul><li>The power of the 1% </li></ul><ul><ul><li>Blogging... </li></ul></ul><ul><ul><li>Threadless... </li></ul></ul><ul><ul><li>Etsy... </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><li>Common factor? Community. </li></ul><ul><li>Peer-based production implies CE transforming from Consumer Electronics to Community Electronics </li></ul>
  9. 9. An eComm 2008 presentation – http://eCommMedia.com for more

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