Home SMART 100 2018 Sonder Design Pty Ltd

Sonder Design Pty Ltd [SMART 100, 2018]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

Two twin brothers from suburban Sydney tried and solve a problem which neither Apple or any their fellow tech giants could.

So we founded Sonder Design, a tech startup which shared the simple objective articulated by German design icon Dieter Rams, question everything generally thought to be obvious. As young designers, we found the problem of a static keyboard particularly challenging. Indeed, it was frankly insane that design.

2. WHAT & HOW

The purpose of this innovation is to…

…develop the world’s first E-ink keyboard which adapts intuitively to them. Based upon whatever application they’re using, users can work both faster and smarter empowered by infinite possibilities right at their fingertips.

It does this by…

Sonder was developed with Foxconn, the world’s largest manufacturer and Sonder is the first Western start up invited to Foxconn’s China accelerator. Sonder’s uses a patented magnetic mechanism above a custom E Ink display. This means the keys can change according to the application, language or context of the user.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

  • Sonder’s magnetic mechanism has the same travel and feel as a traditional keyboard mechanism; whilst being dynamic, tactile and having with less moving parts.
  • Designed with Apple’s advanced Mac Group, our design is thinner, uses 90% less energy, can show infinitely more languages and is dynamic.
  • Article on Apple cooperation: https://goo.gl/MuCb66

Its various benefits to the customer/end-user include…

We have users in over 40 countries, studies by Adobe have shown users can work up to 40% faster utilising application specific shortcuts. Moreover, with most of the world being bilingual, we’ve had an incredible response from the international community.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

The current solutions on the market are Intel’s project Tiger which has not yet entered the market, Secondly, Apple’s touchbar. We’re currently working with it to later integrate their innovation with our hardware.

5. TARGET MARKET

It is made for…

Premium laptop brands. The targeted end users are multilinguals, gamers and thirdly, those who use advanced applications like design and editing software.

It is available for sale through…

Our partnership with Foxconn, the world’s largest manufacturer. We integrate our technology into their customers laptops and other products. We currently are working on three mass production customers and will be in mass production later this year.

Our marketing strategy is to…

Sonder engages primarily through a B2B strategy. Our Chief Sales Officer Patrick, is a seasoned sales executive who previously was responsible for all aspects of sales, marketing, and partnerships for Misfit and Apple for over a decade.

Through Foxconn and his efforts, we have 3 mass production contracts and are working with a pipeline of 20 laptop brand customers.

 

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: Sonder Design Pty Ltd – Smart 100 2018
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