Blog - Cainkade

It was just a few weeks ago that a few of us on MediaShift debated the future of TV distribution based on Hulu’s increasing distribution rights, the premise being that Hulu’s position had strengthened based on library growth. But already, so much has changed. 

With the news today that Netflix is now available in 130 countries, the distance between #1 and everyone else is increasing dramatically. Neflix now has an “unfair” (to other companies) sustainable competitive advantage that is becoming increasingly self-contained and resistant to competitors. 

Lack of Friction

From a consumer perspective, the Netflix service is unmatched not just because of the library, but because of the user experience and the lack of friction. The apps on any device are fast and work better and more consistently across more platforms - so viewers can expect the same quality on whatever device you access the service.  It’s superior to Hulu and HBO Go, the services with which Netflix are most often compared. It’s faster, more fluid and easier to navigate on leading platforms Apple TV, Amazon Fire TV and Roku, Video playback is better and more consistent as well, with HBO Go and Hulu requiring stream restarts every now and then. 

More important and less heralded is the lack of friction in content discovery. Netflix carries whole seasons of shows, in chronological order. You won’t find a Season 2 without a Season 1.  Network apps, particularly the authenticated, TV Everywhere variety, often have only the most recent episodes or seasons of a show. They do this to cap residual costs - which is a cutting the nose to spite face product strategy. As a result it is common to find situations like Fargo from FX. You can find Season 2, but not Season 1, on the FX Now apps. But viewers know that Netflix usually carries complete libraries - definitely for its own shows, and often for those it licenses. And for others, you’d never see a Season 2 without a Season 1. It’s a great, predictable experience overall. 

This completist strategy of aggregation now carries over internationally. It’s great for viewers and will be powerful for distributors. Distributors, networks and rights holders now have a global subscription distribution platform for the first time, with little little friction. One deal - 130 markets. 

The Netflix moat

The Netflix moat is getting very, very big. It will be very difficult for competitors to mirror all of the things that empower Netflix - the powerful system the company now has in place all working together. 

Large scale consumer relationship - including identity and billing 

It’s original content budget is unparalleled - bigger than HBO, Starz, Showtime and Amazon combined. The public markets are funding global growth and a larger library.

Global presence. This presence, and therefore the size of the customer base, makes the service very attractive for distributors, further deepening the library.

Netflix will be able to grow dramatically in other ways - they are uniquely positioned to explore live events and global sports rights.

And the on-demand content library keeps growing.

The scale and cash is already forcing media companies to be on Netflix, even if it is not in their best interest long term, enriching the service and increasing value for viewers. 

Furthermore, the ad free subscription model is a huge advantage for Netflix, allowing the service to avoid a global rats’ nest of TV advertising that is still largely not programmatic globally. 

Really, only Apple, Amazon, Google/YouTube, Facebook and maybe Baidu could approach this scale.  Of the group, Amazon is best at combining software, content, subscriptions, payments and distribution. 

The smaller guys? The networks and other aggregators? Consolidation and closure of new streaming services will happen as quickly in 2016 as they came to life in 2015. Verizon, Sling, Sony, and verticals like Seeso (NBCU comedy) don’t have a chance.  It just won’t make sense to license SNL to Seeso when Netflix can offer so much money. Companies like Disney have already helped dig their own graves by licensing gems like Clone Wars to Netflix instead of retaining the rights themselves. Other big media companies like Time Warner and Fox are pulling out, but it’s too late now. The warchest for original content is built and the large global network is in place. These guys helped Netflix build it. Now the creators underneath the networks, will have to work with Netflix, potentially disintermediating the traditional distributors and the networks too. 20 or even 10 years ago, if you were a storyteller, the only place to was a network with MVPD distribution. That’s all changed. 

As Reed Hastings says in this Re/code interview:

“In the long term, the producer/developer was going to be the distributor. We’ve understood that for a long time.”

Binging and Chilling

We see something happening more deeply with Netflix, as the service has become so deeply engrained in the culture. Viewers have developed well-documented habits and expectations as a result of the experience. Viewing can be bingy or serially monogamous. Instead of watching a matrix of network TV, people seem (anecdotally) to be watching 1-3 things intensely until they finish a show and ask “what should I watch next?” The water color is an asynchronous reddit feed and blog recaps. Viewing habits and cultural norms have changed. 

Using Stewart Brand’s Pace Layer model for studying societal change, one can argue that Netflix has passed through the faster moving Fashion, Commerce and Infrastructure layers and has taken root in the slower moving layer of Cultural Change. Companies at this layer are able to build ongoing sustainable competitive advantage that is “unfair” to competitors. 

Our developers and designers have been taking a close look at the new tvOS for Apple TV and we've put together a short list of things to consider in targeting this new platform.

tl;dr

Apple TV apps are not a direct port from iOS and require additional development work to function. Apps should be purpose-designed to optimize for the TV experience. The device ships at the end of October. No doubt gift-wrapped little black boxes will be next to a lot of menorahs and under a lot of trees this holiday season. Get to work now.

1. Apple TV ships at the end of October. History tells us that it’s great to be on a new Apple platform early and to enjoy time at the top of the charts. It’s not often that a new platform with this much proven demand comes to market. The inputs are all in place for a mammoth new platform.

2. iOS style development is not required. You can use Apple-provided templates to craft more Web-like apps using JavaScript and XML-based TVML. Ideal for streaming experiences.

3. The device has no local storage for developers. Don’t let the retail specs fool you (and don’t overspend as a consumer). The storage appears to be for iCloud.

4. Video and cue points can be tied to data and interactivity. Check out the glorious new MLB At Bat from the Apple demo day. This can be useful for shopping, diagrams, enhanced data. Sports is an ideal application. With the right product teams and vision, racing, boxing, and the Olympics should be amazing on Apple TV. Apple TV will stand out from other platforms with richer apps.

5. Universal search via Siri. It's possible that your apps will be indexed, with results coming up alongside those of Netflix and others. This is going to be the primary way that people search for content on Apple TV.

6. The remote control combines a small touchscreen (#1 above with fixed buttons for the Menu, Volume, Display, Play/Pause and Siri. The touchscreen is a game changer for the UI. Apps won't be limited to simple Up, Down, Left, Right navigation, but can accommodate more precise gestures. Viewers can point to what they want with a single gesture, instead of 10 button presses.

7. You can build universal apps that run across Apple TV, iPad and iPhone. But it’s not a single instance of an app. To the consumer it will be universal, but there is more work to do as a developer to craft a seamless experience.

8. Universal payments. Consumers will be able to buy an app one that works across Apple TV, iPad and iPhone.

9. You may easily be able port your iOS app to TV, but the UI will not automatically be optimized for the big screen. TV is very different from a handheld device. You must consider TV-friendly colors and textures, safe areas, viewing distance. Apple’s sample templates help. Plan for a purpose-designed experience aimed at the device, not a simple port. As Apple notes in its developer guide:

“On top of new controls, the overall user experience is drastically different. Macs and iOS devices are generally a single-person experience. A user may interact with others through your app, but that user is still the only person using the device. With the new Apple TV, the user experience becomes much more social. Several people can be sitting on the couch and interacting with your app and each other. Designing apps to take advantage of these changes is crucial to designing a great app.”

The new Apple TV all about Choice and Control

These are themes that have driven consumer media adoption for decades. They beat fidelity. They beat first to market. 

It's why VHS beat Beta. Why DIVX and UltraViolet were doomed from the start. Why Flash beat Windows Media and Real. It's why Roku has led Google, Apple and Amazon to date

Choice and control, for consumers and developers, is what will make the new Apple TV a hit. It will change TV more than any streaming box or STB since the first Tivo because of three things:

1. Open App Store. The reach of the App Store and Apple's relationship with customers (and their billing information) will create an important new platform for developers and publishers. 2. Universal Apps that support iPad, iPhone and Apple TV. This is extremely developer and publisher friendly. And creates lock-in to the Apple system for consumers. One app, one account, one billing relationship. 3. Content not channels. When Steve Jobs said "I finally cracked" TV, did he mean this? Making content searchable and customizable at the atomic level makes the experience much more friendly for consumers. They can find an episode of a show they liked without having to remember in which app or aggregation service it lives.

Cainkade joined experts from Ad Age, MarketWatch and American University to look more closely at the future of TV. As more viewers subscribe to a mix of direct and bundled TV services, what will it mean for incumbent media companies?

Could Tastemade eat Food Network?

Tune in here on Mediashift...

What started out as an iOS programming R&D project has turned into the first official Cainkade side project - a game. A game with (after one day) all 5-star reviews in the App Store. Woo hoo! Next up sequels, plushies and a TV deal.

We’ve been busy designing and building great experiences for clients in health, media and education. This project has had a tough time getting to the front burner. We started the game work over four years ago - before even the Angry Birds got into space and experienced gravity. 

The “adorable graphics” as one reviewer wrote are retro in both their style and technique. The hand-drawn illustrations stand out from the typical feel of interactive games. The gameplay, while simple on the surface, gets progressively more difficult, and puts the player in the role of rocket scientist who has to master gravity.

And damn if that platypus isn’t cute. 

We’re very excited that we finally get to share Platynauts with the world. Have fun. 

Back to work....

NFL TV rights may be the kingmaker of the next generation of media companies. 

The $20mm Yahoo deal for one game this season gives us some insight into the future financials of Internet streaming rights. NFL has been a cornerstone of startup media businesses. The NFL legitimized the businesses and built awareness for programming at Fox in 1993, and DirecTV in 1994. 

A Yahoo insider shared with me that the company has been after NFL streaming rights for 10 years. I think that’s like 17 CEOs ago. The current deal, for one Jacksonville-Buffalo game is $20mm.  Extrapolated out that is $5.12B per seasons or over 3x the current DirecTV deal. 

Sooooo many questions and possibilities over th next 7 years. 

When the DirecTV deal expires in 2022, will NFL rights cost over $5B per season? 

Will be disruption of the traditional TV bundle and less predictable TV revenue push down TV contract value over time? 

If a digital major such as Apple, Google, Amazon or Yahoo made a push for the NFL could they go it alone, or would they need to partner with or buy a more experienced company with production capabilities. CBS? 

As GoPro becomes a media company and intelligent 4K drones come to market, could that young company be a player? 

Is Comcast best positioned out of everyone? The company has traditional distribution across broadcast, ad-supported cable, premium cable, and VOD. It has mature but less heralded digital products and a management team playing to win. And NBC. 

We’re delighted to see our partner Voyager Search featured on the cover of CIO magazine this month. Voyager Search is the “Google of the GIS World.” The company’s software makes sense of 2,000 types of data, making it easy for people at companies of all kinds, from global enterprises to local parks services, to sift through geo-specific data. 

Consumer expectations with software have never been higher. The user experience within enterprise software has often been neglected over the years. I’ve heard countless times “it’s the internal tool” or “it’s enterprise” - “let’s not spend as much time on the UI.” Today’s enterprise uses are also consumers, who get to use Google, Uber, Square and other delightful software each day. They expect the same level of experience from the software they use for work as they do for play.

We’ve been working with Voyager Search since 2014 to reinvision this search experience and look forward to sharing it with their current and future customers soon. 

In the meantime, get to know Bryan and Voyager Search here:

What would an iPhone for kids look like? What if this product was brought to life with just a few new screens in the existing iOS? We are delighted to be featured today on Techcrunch featuring our Apple Kids UI concept. Salve and team did a fantastic job of bringing this concept to life. 

When one of our kids saw this concept in progress on his mom’s computer, he asked if he could have it. We quickly knew this would resonate in the real world. 

More than the simple built-in Guided Access capability, this experience is something tactile for kids that essentially turns a parent’s phone, for set chunks of time, into a more immersive kids experience. 

Our product goals included:

Limited access to certain apps that parents curate

Time-limited access to that collection of apps

No easy way to toggle out of the Kids mode

A clear identified app icon on the home screen

Multiple kid profiles / preferences

Our design goals were to:

Respect the design language of iOS as much as possible with some variation when appropriate in kids mode.

Minimize variation as much as possible from global conventions.

Minimize clicks and interaction points that require parent intervention when in kidsmode.

Optimize for what we feel is the most common use case. A parent hands over a phone or tablet, and the child touches the icon that they know is theirs.

In just a few years, the TV business has transformed under our feet. Powerful incumbents like Comcast and Verizon face a complex set of new partners and competitors. By the end of 2015 there may be a dozen different name-brand streaming subscription services. Some like, Sling TV and Sony Vue, will aggregate content from a wide array of content publishers. Others like HBO and CBS News will be going direct with name-brand products. Apple may be competing with the incumbents and new players. And there is a good chance of a “nuclear” war amongst traditional providers who may introduce Sling-like streaming products in their markets, or nationally. By the end of the year, you might be able to choose TV from Comcast, Apple, Google, Netflix or Amazon.

What’s it all mean for the little HDTVs in our pockets? 

If you can’t visit the glorious California Academy of Sciences in San Francisco’s Golden Gate Park, their Science Today app makes for a great substitute. Filled with originally produced stories, photos and videos, the app has become popular around the world. 

We were delighted to work on the recent update that updates the app for iPad and adds a host of other improvements. The big news is the app was just recognized as a Best New App, a great, unofficial honor. It will be part of a new display on the Academy floor - true honor for Cainkade. 

Check out Science today on iOS or Android today. 

When we look back on the Apple announcements today, the most impactful won't be the Watch, but HBO Now. Honorable mention to the tiny USB-C charger/connector in the new Macbook, which portends adoption in the iPhone 6S. Finally one set of chargers and cables to rule them all!

The Watch looks like a great accessory, but it strikes us as a transitionary technology. Much as Google Glass is/was, the Watch shows where wearable technology will be going. It's the Palm V of wearables. 

The official HBO Now announcement will have immediate and far reaching effects. 

1. Winter is coming, and Apple will sell a lot of Apple TV units by the end of April. The little streaming box will increase its footprint dramatically. This will further cement user expectations around choice and control of their TV programming. Viewers will install Apple TV for Khaleesi, and keep using it for PBS Kids, Netflix, MLB, NFL Now, and more. 

2. Previously, the only legal way to watch HBO shows in season was through traditional pay TV. Access to the on-demand HBO library changes things. Just a little. Much more than live ESPN via Sling TV. 

3. No more calling parents and asking for their HBO Go passwords! 

User experience designers have been stuck with the same incrementally better Adobe tools for the past twenty years. Strangely, neglected Fireworks, an old Macromedia hybrid vector-pixel design tool, has been put out to pasture officially by Adobe while so much innovation is happening from other new tools companies. 

There's been a lot of buzz around Sketch and Origami, but we're looking forward to giving New Zealand's Atomic a try. Our friend Philip Fierlinger, the head of design at business finance innovator Xero, brought it to our attention. 

Read more over at TheNextWeb.

Team Atomic - our designers have the following requests:

If Atomic can cover all of these, then it will be a game changer:

We're always on the lookout for great new members of the Cainkade team. But we are really looking for talented designers and developers to join us as we look forward into 2015. 

The consumerization of technology is reshaping healthcare, education and enterprise software. Complex workflows and productivity services have to be as easy to use as consumer apps, and technology solutions must work seamlessly across phones, tablets, Web and TV. We design and build products for some of the most interesting companies on the planet. No ad campaigns for soft drinks or potato chips. No brochureware. 

Cainkade could be a great fit for you If you like working on standout new products that matter in a low-friction, no BS environment. In the past year we've launched wonderful new products with Gaiam, The Root and California Academy of Sciences and other great things we can't talk about here. 

On the design side, we are looking for hybrid left-right brain designers who love solving complex workflow problems and can bring to life gorgeous visual designs. 

As for devs, we prefer full-stack developers but also welcome specialists with strong expertise and experience in particular areas. We work on a lot of the usual technologies - in particular Spring, Hibernate, Backbone, Marionette, JavaScript, CSS and Sass. 

We're split equally across New York and Oakland, and work as one team on projects. In NY, we're right near Broadway and 29th - the Ace Hotel, Stumptown, No. 7 Sub, Koreatown. In Oakland, we're doors from the Fox Theater, Xolo, Duende, Modern Coffee, Make Westing and two new breweries on our block - Diving Dog and Woods. More importantly, we're directly across the street from 19th St BART, on major bus lines, bike lanes and right off the highway with ample cheap parking. A superb commute for east bay folks and SF as well. 

We're delighted to be part of the first group of recipients for the ADT-1 or Android TV. We're putting this promising new Internet TV and gaming device through its paces. Nice work, Google. 

The hardware design is familiar enough to competitor's boxes yet differentiated by the neat elevated pyramid "legs" on the base. 

Plain white box. Minimalist or launch packaging likely TBD.

Full-fledged game controller. 

HDMI, USB, Ethernet, micro-USB power. 

Nice hardware design - Android TV floats on the desk. 

Sleek profile. We're optimistic that the software will be as well-designed as the hardware. 

In between the many cord cutting and death of TV as we know it articles that appear often, it's nice to get a realistic take on the current transformation.

We highly recommend taking at look at the presentation by Terence Kawaja directly: http://www.slideshare.net/tkawaja/lumas-the-future-of-digital-tv

And the slides with some analysis: http://www.businessinsider.com/luma-partners-on-the-future-of-tv-2014-7?op=1

Some of the insights that jumped out at us. 

Bundling enables prefunding of content, which makes the TV business very different than previous disruptees newspapers and music. 

Live events are a great example of "convergence" combining TV with devices and social media. 

Facebook is a sleeping tiger, and the most likely contender to challenge YouTube as the next large digital video property. 

Enjoy!

Eric Elia @cainkade

We have shared several posts where we get to know some of the influencers who will be at RxUX. Today we will continue today with Alex Flint of image32. Alex Flint (below) is a Neurointensivist, stroke specialist, and medical device inventor. He went to medical school and graduate school at the College of Physicians and Surgeons of Columbia University. Alex co-founded image32 to create disruptive and innovative software that doctors and patients will love to use.

image32 is a fast and easy way to share medical imaging studies like X-rays, MRIs, and CT Scans, across organizations and systems. In seconds, you can upload a study from a CD, DVD or PACS, view it online, and share it with the click of a button. The image32 system automatically encrypts protected health information (PHI), using bank grade encryption methods. Once your images are up on image32, you can access and share them from any desktop or mobile device.

RXUX: Tell us about your product.

Image 32: image32 is a disruptive solution that lets patients, doctors, and clinical trials share medical imaging studies and easily collaborate using these studies.

What’s been your biggest challenge in bringing your product / service to market?

The biggest challenges are cultural, not technological.

Medicine has adopted many modern technologies into practice (think stereotactic localization devices, surgical robots, and implantable loop recorders), but on the software front in medicine there remains a significant lag in adoption behind what we all have come to expect in the consumer technology realm. 

There’s an important piece in telling the story about how modern computing approaches can benefit medical practice. We need to effectively communicate how, for example, you can use image32 to bring multiple people together ‘in the study,’ in the cloud at the same time, reviewing the original images together in real time, with no image degradation, and with no need for locally installed software. This isn’t an experience that physicians are used to, until now, so the challenge is to effectively explain how the technology facilitates practice.

For example, using the same example of real-time collaboration, clinical trials can now assemble a ‘Virtual Core Lab’ of Radiologists across the world and their cases can be collaboratively adjudicated in real time, using conferencing and access permissions. Trials can even log time spent in the study in the background. What this means is that clinical trials can save a lot of money, because they no longer need a ‘middle man’ of a contract research organization that sits between the trial and the Core Lab Radiologists.

What enabling technology do you think has the most potential to transform health and wellness over the next eighteen months? Next five years?

The basic tools are already out there in the realm of connected health devices, but the design and user experience needs to be improved to the point where these devices effectively ‘disappear’ and just work without any effort.

Take an example of a patient with hypertension and diabetes: for this person, an internet-connected blood pressure cuff and glucometer should seamlessly allow the patient and their providers to get their blood pressure and blood sugar under control. Achieving this across the majority of people with just these two chronic disease would dramatically improve outcomes and reduce healthcare costs. Because these conditions are so prevalent and a cause of so many complications, improving the user experience and letting patients take control of their own health data with have profound consequences.

Too often, we focus on the sexier technologies like personal genomics and wearables, but we lose sight of the fact that there are some simple but profoundly enabling technologies right in front of us. All we need to do is improve the user experience.

I think that this will happen in a short time frame, particularly as players like Apple come into this area. I think the bigger trend out to 5 years will be in further centering the healthcare experience where it belongs, on the patient.

Early attempts to build patient-centered health records largely failed (think Google Health) because there was too much friction – the patient had to manually enter their data. We want to see patients take charge of their own health information, curate it, and put it to better use. We will see a convergence of imaging data, test results, notes, vitals, genomics, and data from connected devices, all being curated in the cloud by the individual patient. The trick is to remove the work from this process of curation. People are happy to put a little work into curation – just look at the millions of active users on Pinterest – but they won’t do it unless the user experience is intuitive and fluid.

What lessons can we take from consumer technology in digital health and wellness?

Consumer technology has made it clear that powerful technologies alone don’t cut it – we have to make these technologies simple on the front end, easy-to-use, and seamlessly integrated with our lives.

From a design standpoint, what existing product or service has been most influential on your own product or vision?

We take inspiration from a number of consumer technologies that have successfully provided useful services by largely getting out of the way when it comes to design, including Apple’s integration of products and services, Dropbox’s elegant solution to provide effortless backup and sharing in a familiar context, and Google’s centering a large suite of products on a simple common theme of organizing knowledge.

What single role, process or productivity hack has helped your organization most?

We use a number of services to help us ‘punch above our weight,’ but I’d say that the one service that has let us be successful as a lean startup is Google App Engine / Cloud Platform. The differentiator is that Google’s cloud services handle scalability, replication, and a number of processes on the backend, and now their cloud storage is certified HIPAA-compliant. Freeing us up from these issues lets us focus relentlessly on our products and our customers.

We’re looking forward to RxUX - the upcoming digital health and user experience event we are hosting with angelMD on June 17 at the California Academy of Sciences. Early bird tickets are still available. :)

From patient-centric apps at home to the operating room, the amazing lineup of speakers will show how patient-minded design is influencing the future of digital health. Off the stage at RxUX there are going to be some amazing entrepreneurs, investors and influencers. 

From time to time leading up to the event we are going to get to know some of the influencers who will be at RxUX, continuing today with James Kovach of Beneufit. Jim earned his medical degree during a career as middle linebacker for the New Orleans Saints and San Francisco 49ers. After retiring from the NFL, he obtained his law degree and since then has worked in a variety of organizations from venture backed startups to independent research institute before cofounding Beneufit. 

RxUX: Tell us about your product, please. Beneufit: Beneufit’s software system and backend analytics is the first to coach patients through scientifically-validated exercise protocols, to reduce symptoms and improve quality of life in individuals battling chronic disease. Beneufit uses mobile devices and wireless sensors to track compliance with personalized cycling exercise protocols, mapping exercise results to recognized clinical parameters. The result is a healthier patient population and a quantified understanding of the impact of exercise on chronic disease management.

Heart-rate monitor and cadence sensor dashboard

What’s been your biggest challenge in bringing your product / service to market? Our first product, pdFIT™ addresses the exercise needs of Parkinson’s disease patients through stationary cycling exercise protocols. Our software and wireless sensors needed to be designed to allow for easy set up and use by someone with a movement disorder. It was also a design challenge to allow for the cycling cadence sensor to attach and detach off any model of spin and gym bike. The key to success in any digital health product and in fact to the thesis that digital health can reduce healthcare cost is that patients will be motivated to use these products over time and they’ll use them with passion. In our coaching metaphor, there is no self-reporting and this is a challenge, but we know people cheat when they self-report. I needed real coaches to push me to get to the NFL and this attitude is what we emulated in creating pdFIT. However, we’ve found that while everyone is an athlete (or can be somewhat of an athlete), there is a fine line of ensuring that our mobile app engages people so that they are able to maximize the benefits of each exercise protocol over time as their abilities increase. Too little increasing the ‘bar’ after success and the coach is too soft. Too much demand and the team gets upset. It’s a return to a past life that has been quite exciting and we think it’s the key to the whole issue of chronic disease management. Literally we’ll change the entire ball game, like my old coach Bill Walsh bringing the west coast offense to the NFL. Radically different and yet in a year or two we think the market will say ‘of course, why did this take so long?’

Coached workout, seen on iPad app

What enabling technology do you think has the most potential to transform health and wellness over the next eighteen months? Mobile devices + sensors (as long as they are used loyally and with increasing passion by motivated human beings

Next five years? Analytics (Big data).

What lessons can we take from consumer technology in digital health and wellness? Focus on high quality design and experience, from UI on mobile to effective engagement programs. And never doubt the power of informed US consumers, we have been awed by the intelligence of our customers and it’s a force that will build, gain momentum and turning the tide in chronic disease will be a consumer-led revolution.

From a design standpoint, what existing product or service has been most influential on your own product or vision? Apple and NFL training regimens What single role, process or productivity hack has helped your organization most? We are a patient-centered organization. From day one we’ve brought on advisors and engaged with Parkinson’s patients to ensure product-market fit. When does a real tricorder come to market? More than 5, 10, 25 or 50 years out?

On our roadmap so if we told you we’d have to, well, you know.