Shipley thinks there's a renewed realism to this year's crop of companies.
«This is such a global, deep recession that cuts across industries and companies big and small. It's a real reset and an opportunity for companies to figure out how to build smart, capital efficient organizations,» she said. «And the other key, especially now, is to attract happy customers with products and services you can build to scale.»
Historically, many of the companies at DEMO go on to be successful, but there have also been plenty of flops. Among the reasons, the technology was too early or didn't address a real need in the marketplace.
Shipley notes there will be more business-oriented companies at the show «because that's where the money is.»
Online ad-supported startups? Not so much
«There has been a tremendous faith in the ad industry by a lot of startups that don't understand it,» she said. There are a lot of moving parts to make online advertising work well for big advertisers.
«We've seen a lot of experimentation, but when you step back and look at it, the big brands are still mainly in things like TV and sporting events. Some of the new concepts for online ads are fantastic, but you still need to reach tens of millions of people clicking to make an ad model work for these big companies.»
Ключевые слова: Demo, emerging markets, iPhone, trends, video
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