From: mk_thisisit
Inuru is a technology company pioneering the production of printed OLEDs (Organic Light-Emitting Diodes), aiming to revolutionize how light and interactive elements are integrated into everyday objects and packaging [00:00:01]. The company’s journey highlights significant challenges and advancements in the tech development sector.
The Innovation of Printed OLEDs
Inuru has developed a unique process for producing OLEDs through printing, which dramatically reduces production costs compared to traditional silicon-based methods [00:03:35]. This innovation makes the technology accessible for a wider range of applications [00:03:40]. These printed screens are incredibly thin, about 500 nanometers thick, and can be integrated into almost any surface [00:05:06]. They are designed to emit light from one side, reflecting it to the viewer [00:05:17].
The printing process itself is “insanely complicated” but uses approximately 99% less surface energy materials than classic methods [00:04:14] [00:04:41]. Materials are introduced under a printer, with layers printed and dried sequentially until the OLED is complete [00:04:51]. Inuru claims to be the only company in the world with this specific technology [00:04:04].
Applications and Market Entry
Light has always fascinated people, serving as a calming and beautiful element that adds value [00:05:41]. Inuru’s technology aims to leverage this connection by integrating light into various products [00:06:01].
Initial applications include:
- Luxury Product Labels: For items like champagne, providing a unique aesthetic [00:00:21].
- Board Games: The first product featuring Inuru’s light was a board game released on the American market, distributed via Walmart [00:02:16] [00:07:14]. This game includes an interactive printed screen on the board that lights up when touched [00:02:25].
The strategy behind starting with luxury and games is that these segments are willing to pay a higher price for early-stage technology, providing the necessary customer margin for company growth [00:08:04]. This approach also helps educate the market on the positive impact of interactive light elements in products [00:08:34].
Future applications include:
- Medicine Packaging: Integrated timers to indicate medicine expiration or alert users when medicine is expired [00:00:26] [00:06:26]. This creates “smart interactive tools” for patient health control [00:08:44].
- Clothing: Enabling garments to change color or patterns via downloadable licenses, promoting durability and reducing waste [00:10:20].
- Reusable Packaging: Multi-use packaging that can change its displayed content (e.g., from apple juice to milk), supporting a “closed-loop” system and reducing waste [00:10:49].
Overcoming Challenges in Tech Development
The journey of Inuru, like many startups and entrepreneurship in technology ventures, has been fraught with difficulties. The co-founder, Marcin Ratajczak, recounted the 11 years it took to reach their current stage [00:18:59].
Underestimation and Self-Doubt
“You are simply morons. You have heard such things. Yes, of course, that’s how we are starting now for the first time in the history of our company, a new production line…” [00:00:40]
“You are underestimated, we are not appreciated, they only laugh at us… the market has always laughed at this, nothing will ever happen why does anyone need light on packaging, why does anyone need light on champagne labels…” [00:12:55]
The hardest moments involve doubting oneself and believing those who say “you can’t do it, you won’t succeed, it will never amount to anything” [00:19:13] [00:19:37].
Inuru distinguishes itself as an “innovative company” rather than solely a scientific research company [00:20:12]. The key difference lies in the ability to bring inventions to market, which requires thousands of iterations to make a product manufacturable [00:20:20]. Innovation involves quickly trying different things, changing rapidly, and not fearing failure [00:20:52].
Research and development centers played a crucial role in the company’s early days, providing access to infrastructure, laboratories, and specialized equipment [00:21:08]. The co-founder notes that while many companies break down due to these difficulties, finding the right people with the right attitude can overcome bureaucratic barriers [00:22:31].
Global Expansion and Vision
Inuru identifies as a European company with production in Germany and a growing branch in Poland, with plans for global expansion [00:15:11]. The company’s goal is to be the “best technology company in the world” [00:15:25].
The company’s overarching mission is to create a world with less waste by enabling the reuse of products through dynamic, changeable content [00:00:57] [00:14:25]. This includes smart, multi-circulation packaging that can be used for various products by simply changing the displayed content [00:14:47].
A "Dragon" Ambition
When asked if they aspire to be a “unicorn” (a startup valued over a billion dollars), Marcin stated, “I want to be a dragon… a dragon is worth more than to can it be worth more than a billion dollars should eat a unicorn” [00:01:11] [00:24:21]. The long-term vision is to go public on the stock exchange to maintain control and fulfill their mission [00:31:37].
The Future of Interactive Technology
Inuru believes that the future of the world of images will involve moving images that are ubiquitous – on clothes, walls, and even road signs [00:09:48]. They predict a future where products are more interactive and smart, actively assisting in daily consumption [00:11:36].
The company sees humanity moving towards transhumanism, where individuals become “homo technicus” – addicted to technology and objects that provide status updates [00:28:28]. This includes the potential for glowing, animated tattoos and even screens transplanted under the skin for health monitoring and communication [00:29:39] [00:30:01].
This radical integration of screens into non-electronic objects marks Inuru’s greatest revolution [00:32:05]. By making existing brilliant OLED technology cheaper, Inuru unlocks billions of new applications where light and small smart interfaces can make sense [00:32:28].