From: mk_thisisit
Inuru has developed a printing process for OLEDs, making them significantly cheaper and more accessible for various applications [00:03:35]. The company aims to be the best technology company in the world and contribute to a future with less waste [00:01:01], [00:25:27].
Initial Market Entry in the United States
Inuru launched its first product featuring its light technology in the American market [00:02:11]. This debut product is a board game, notable as the first in the world to incorporate a printed screen [00:02:22]. The printed screen adds an interactive element to the game, lighting up when a certain part is touched [00:02:30].
The game is initially distributed through the Walmart network, one of the largest retail chains in the United States, with plans for wider distribution to reach 300 million American consumers [00:07:14]. The Inuru logo is visible on each product package [00:07:37].
Strategic Approach to Commercialization
The company’s strategy involves starting with luxury products and games because bringing new technology to market is “extremely hard and difficult” [00:07:55]. These segments are willing to pay a higher price for the early state of the technology, which provides Inuru with the necessary customer margin [00:08:07]. This approach also helps to educate the market that integrated light is a positive and interactive element in products [00:08:25].
Expanding Applications
Beyond games and luxury items, Inuru envisions several future applications for its printed light technology:
- Medicine packaging: Labels with small timers could indicate when medicine expires [00:06:26] or inform about expired medicine in a cabinet [00:06:41]. These intelligent packages would help patients regain control over their health [00:08:52].
- Clothing: The technology enables clothing that can change color or patterns [00:10:20], promoting durable products where patterns can be updated via online licenses [00:10:37].
- Reusable packaging: Creating packaging that can be reused multiple times with changing content displayed on a screen, allowing the same carton to hold different products like apple juice, milk, or wine [00:11:00].
- Smart environments: The company believes in a future where images are moving and everywhere, on clothes, walls, sidewalks, and even road signs [00:09:48].
Production Scale and Future Outlook
Inuru is currently launching a new production line capable of producing 8 million OLEDs annually [00:23:32]. This expansion, combined with a much lower production price [00:23:46], will open the way for new applications, especially in the medical field where affordability is key [00:23:50]. This marks their first wave of broad commercialization beyond smaller case examples [00:24:11].
The company’s founders envision Inuru as a “dragon” rather than just a “unicorn,” implying a valuation of over a billion dollars [00:24:22]. While headquartered in Germany with development, they also have a branch in Poland and are expanding globally [00:15:11]. The long-term goal is to go public on the stock exchange to fulfill their mission of promoting smarter consumption and less waste [00:31:37].
Challenges Faced
The path to commercialization has been difficult, with many dismissing the technology and laughing at the idea of light on packaging [00:12:55], [00:13:01]. However, the company maintains that people desire such innovation because it is “fun” and “good” [00:13:13]. The company currently perceives itself as too small in terms of production scale and turnover to attract significant interest from larger players [00:13:34].
Near-Term Polish Market Availability
While the initial focus is on the American market, products incorporating Inuru’s technology are expected to appear on Polish shelves within the next year [00:33:18]. Luminous posters using their technology are already available for order online via Displate.com [00:33:30].