Technology Shifts vs Innovation

It is always hard to define a business idea when you start a new company. We started out by trying to change the world! We thought that we had learned and experienced so much during the years in the high-tech start-up world that we wanted to share. We thought that if we prevent companies from doing the same mistakes and learn from what we did right the world would be a better place!

After a while we decided to add more technology in the business with the simple logic that you need to work with the technology in depth to be relevant in area. You can´t say that " - a year ago we were pretty good at  lithium batteries".  The technology goes that fast! So we started doing development and advanced prototypes to prove the market value and technology performance.

Now we are drifting somewhat away from the Innovation term. Our mission is to drive technology shifts! We have worked with adaptive telecom antennas, mobile internet, voice recognition, signal processing, telematics, steer-by-wire systems and now energy storage and electrification! Maybe not any "eureka moments" but hard work in using new unproven technologies at a high cost with customers that are enthusiastic but does not pay for it. The business is far away but the spendings are now! Everyone acts as there is a race to the market but the winner get first to zero! Afterwards comes disappointed investors and management teams that has run out of fuel.

We think that this can be done in an other way! 

With a good understanding of what the users are trying to get done and why the new technology get its done better and with deep understanding of the possibilities and limitations of the technology you can save many to gain time! Spend less but on learning instead of guessing. When the product is actually sold to a market price that gives volume the time to invest in production, industrialisation and cost reduction comes! Before that the trick is to make dedicated prototypes that are sold to real customers but has all the needed short cuts that needs to be there.

We have now launched our new offering that takes customers from a vague worry that the existing products may be outdated by some new technology to a proven new product line that is worth investing in.

I got a new insight from a friend in the automotive business the other day. He asked when the peek engine comes. That is, when will the old fossil fuel engines start to decline in volumes due to the rise of electrical drivelines? What will the thousands of skilled engineers do then? 

The sooner you start the longer time you have to learn how to do!