Our portfolio company Sonim [Disclosure: Yes, if you spend 250Eur here you support an investment of BV Capital] just got its first big German review of its XP1 “toughest mobile phone” from T-Online. I have played with it in the US a bit already and tried to throw it out of the window of our office in the Transamerica Pyramid but unfortunately those were sealed. However, if you don’t believe that this phone is almost unbreakable check out the videos on www.toughestphone.com for the proof!
The company has generated a lot of interest for its phone via www.toughestphone.com especially in Scandinavia, where it is already a success. I think the site is a good example of how a startup can gain an edge in marketing a hardware product directly to end-customers - phones are typically a channel-only product, i.e. primarily sold via retailers. Selling mobile handsets to consumers tends to be extra tough, since you need to get interest from the carrier to list and potentially subsidize the phone. Creating demand by seeding interest for the phone over the Internet is a great way for a product that is tailored to a specific use case, and I wish all hardware marketing people were so creative.
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