How can startups innovate better?

Haven’t had a chance to watch our hubraum on air video on innovation transfer, featuring none other than the founder of tagSpace (an AR startup currently collaborating with UEFA Euro 2020)? Don’t worry, we’ve got you covered. We have distilled some of the main takeaways below to give you a taster of what was discussed — or scroll down for a link to the video to watch it for yourself.

We spoke to Paul Martin from tagSpace (who have been enrolled on not one, but two hubraum programs – our 5G consumer program and our mixed reality program), Martin Liboska from Deutsche Telekom’s innovation unit and Alexander Krappe from hubraum.

Advice for startups who want to apply for a hubraum program…

Martin: They should bring their skillset and not try to please a large corporation right from the beginning and overpromise and aim for something that is impossible. That was one of the things we found while scouting, that some startups had a tendency to overpromise just to please us. My advice is be honest and transparent about your skills and figure out what it is you need from Deutsche Telekom.

Paul: At this point, there are a lot of incubator programs and accelerators for tech startups across the planet, so I think most importantly for you as a startup, know why you’re choosing a particular program with hubraum and Deutsche Telekom and if the value for you as a business is very well defined and aligned with your strategy and direction you want to take your startup, then chances are it’s very well aligned with what Deutsche Telekom and hubraum are looking for as well. Know what you want and go after it hard.

On advice for startups on getting the most out of hubraum programmes…

Alex: Do not expect Deutsche Telekom to be your white knight. It can be an interesting and value generating part of the growth puzzle, serving as a great platform for communication and attracting further investors or corporate partners. But don’t expect Deutsche Telekom to be the only reason you become rich and famous. There needs to be realistic expectations on both ends as to the outcomes of the partnership.

Why tagSpace was such an attractive potential program participant…

Alex: It’s interesting to realise how many startups think they need 5G but don’t! Because when you talk to them about their product and technological requirements for product delivery, often their product runs on LTE just as well. Their use case [of “information, navigation and entertainment” through AR in every possible location] resonated with us – how 5G could help them create product experiences that were not possible to be created on top of LTE when it came to the real-time synchronisation of content, super high quality content and real-time discovery of that content by end users. It was a good example of how to communicate the value of 5G to consumers in Germany on our networks.

On Covid creating opportunity as well as chaos for startups…

Paul: Somebody famous once said “In great downturn lies great opportunity” and I think for us, that has been true. Covid in its own way has provided certain opportunities and new use cases have become more valuable than they would have been before, but I think more importantly, Covid has forced a lot of big businesses to rethink how they are currently operating. 

We’ve seen basically every business start working from home, for example. All of these companies have started to realise that things like [the pandemic] aren’t going to disappear in a hurry and that they need to change themselves and clearly tech can help. People’s mindsets have changed around that, Covid has forced them to look at technical solutions on a more accelerated timeline than before.

Want more insights? Check out their full conversation – in video form – by clicking here.

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