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Summary:

I’ve been in Tel Aviv for almost two days and I still haven’t been able to shake off the jet lag, mostly because I’ve been so busy catching up with old friends, making new ones, and learning all I can about what’s going on in this […]

I’ve been in Tel Aviv for almost two days and I still haven’t been able to shake off the jet lag, mostly because I’ve been so busy catching up with old friends, making new ones, and learning all I can about what’s going on in this tiny country, which has the highest number of startups outside of Silicon Valley. Here, working for a tech company is as much a part of life as being a member of the Israel Defense Forces.

I typically write about a startup after hearing about it from many different sources. It doesn’t matter if the chatter is positive or negative; if people make mention of a company, unprompted, in casual conversation, there’s almost always a good story behind it. These days Israelis are talking about Modu.

According to the chatter that I’ve heard while sitting in cafes and bars here, Modu, which was started by M-Systems founder Dov Moran (who sold that company to SanDisk for $1.6 billion), may already have or is close to raising a whopping $100 million from investors including some of its partners. The Kfar-Saba, Israel-based company has backing and relationships with SanDisk, Texas Instruments, Telecom Italia, BeeLine (VimpelCom) of Russia and Cellcom of Israel.

When I asked Guy Horowitz, director of strategy for Modu, about the funding, he declined to comment. Regardless, the chatter isn’t focused on how much money the company might be raising (it’s already raised $20 million from investors including Gemini Israel Partners and Genesis Partners). Modu is the first Israeli startup aiming to hit a home run in consumer electronics.

Modu has developed a tiny, 2.5G mobile phone — about the size of a cigarette lighter — that uses a Texas Instrument chips to pack in features including music playback, FM radio, GPS and of course, tons of memory.It is a mobile phone module that can be inserted into a sleeve. And depending on which sleeve it’s inserted into, its feature focus will change.

A sleeve with a focus on music can turn the phone into a music player. A sleeve with a Qwerty keyboard can turn it into a messaging device. What makes it possible is a tiny connector port hidden at the bottom of the device that interfaces with these sleeves.

“We are taking our cues from the fashion industry,” says Horowitz. Indeed, just like fashion changes every season, people can swap and change their sleeves but keep the basic innards of the phone — with all information, such as address book and music, intact. With each different sleeve, while basic functionality remains the same, the focus shifts to another function. And in the same way that you buy shirts from, say, Banana Republic or Faconnable, Mobu hopes that one day you’ll be able to buy these sleeves not just from them but also from retail stores, carriers and even small, specialized designers who will come-up with sleeves.

“Today it takes about 12 to 18 months to bring a phone to market,” says Horowitz. “And phone companies need to sell millions of units to recoup profits.” Modu, in comparison, can build and bring sleeves to market in less than a quarter — and they only need to sell some 100,000 of them to make money. From that perspective, their plan seems quite logical.

But Modu still has lots of work to do. After launching at Mobile World Congress in February, it has yet to deliver a product. It plans to launch its phone sometime this year, but it will only be a 2.5G version. A 3G version won’t be ready until 2009.

I think the lack of a 3G device is going to prevent Modu from getting any meaningful traction. Apple, while a newcomer to the mobile market, was able to buy time for a 3G version, mostly because it had a strong brand and a loyal cadre of fanboys (and gals.)

The lack of a well-known brand will prove a challenge for Modu, especially since the company is aiming for fashion-conscious users. While these consumers can afford to buy new sleeves to “show off” their expensive toys, this same group is almost perversely married to “brands” and would pay a premium for them. Carrier-branded phones, on the other hand, might not hold as much appeal. As a result, Modu needs to get a lot of “brand names” to develop “sleeves.” And in order to do that, it needs to spends tens of millions of dollars.

Horowitz said the company’s carrier partners are going to be spending millions to promote Modu devices because it would allow them to push mobile brands into the background. I wouldn’t hold my breath, for carriers’ loyalties are worse than the fidelity of a free agent in baseball.

Finally, Modu is going up against entrenched players with deep pockets, who can use discounts as a way to destroy the company’s plans. And a desperate handset maker, like Motorola, could always copy Modu’s idea.

But at least it makes sense why this company needs more than $100 million in VC backing. In fact, I get the feeling that it won’t be enough. Still, the fact that they’re doing something this audacious makes their story one worth following.

How Modu Works:

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  1. You can read a lot more about modu at the official modu blog: http://blog.modumobile.com

    or follow me on twitter – @seovice

  2. The Moduis awesome.

  3. Alan Wilensky Wednesday, July 2, 2008

    I have worked in Israel for startups, both run by Sabra’s and brilliant Russian Olim.

    Modus will have to license to get traction, there is no way to compete in a head to head, direct sourcing of the device with less than a 1B$ war chest, and THAT might not be enough.

    What modus has demonstrated is the top technology for most startups in Israel: The ability to talk investors into placing equity at risk for way-out products. They are slick.

    I worked for a Russian and son team that made a steam hybrid fuel cell that ran on a stabilized HTP Paraffin block. Pour in water, and the HTP made steam for a turbine. THe block lasted for about 75KW/hr. Better than a battery but no government would ever let it be used in a consumer vehicle (although it was quite safe).

    THese two founders were both employed as top sceintists in the Russian Navy as propulsion engineers. They got nothing but heartache from their superiors in Russia, and came to Israel, where they got funding.

    The father, Issac, died a while ago, and his son, Jacob, is trying to find a market for this astounding invention that has not a hope of a consumer application.

  4. Books and Magazines Blog » Archive » Will They Really Modu? Wednesday, July 2, 2008

    [...] Will They Really Modu? I’ve been in Tel Aviv for almost two days and I still haven’t been able to shake off the jet lag, mostly because I’ve been so busy catching up with old friends, making new ones, and learning all I can about what’s going on in this tiny country, which has the highest number of… [...]

  5. Modu is interesting but may remain that.

    What Modu is trying to solve, The biggies are also trying to solve, except they are doing that with Software and Modu is trying to do that with hardware…

    The problem is that non smart phones run on proprietary os’s which cannot be extended easily for new phones. Also the data tey have in them is locked.

    The way to solve this problem is to remove the data out of the phone and store it in the cloud / pc like the iPhone or blackberry does. Also a single pc like generic mobile operating system can start cutting the development time. Windows Mobile is not there, Android has not launched and Symbian etc may be getting there…But these operating systems should be there pretty soon.

    Once that is done one can question modus survival.

  6. Jesse Kopelman Wednesday, July 2, 2008

    3G is not that big an issue if the initial sleeves are good enough. A big issue with media phones in the US is crappy UI and carriers making it hard to use content without buying it from them. If an early sleeve could address these issues, 3G is an afterthought. Indeed, for consumer phones, it is the carriers who want the 3G (the better to sell you VCast and the like) not the consumers. Consumers want a device that lets them better interface with their existing equipment and media libraries.

  7. Five trends driving the mobile web » VentureBeat Monday, July 7, 2008

    [...] However, lately there’s been relatively little innovation in the segment, and modest increase in overall traction. Therefore we did not put an arrow indicating a trend here. A notable exception maybe be Modu, a company which modularizes the mobile device and which got a lot of press at the last big U.S. mobile industry conference, the CTIA. We agree with Om: If Modu isn’t the company that pulls off this innovation, its efforts nevertheless point to an…. [...]

  8. Martin Kuhn Tuesday, July 8, 2008

    I saw the Modu demonstration in Barcelona and was impressed with the performance. Particularly impressive was the antenna integration challenge they appear to have overcome

    Although Modu has correctly identified an emerging mobile trend, namely the role of fashion in the handset industry, there is a far simpler way to provide a similar benefit – with far less complexity. Handset rentals – encouraging the customer to upgrade whenever new handsets come out, without incurring additional cost, under their existing rental contract

  9. Putting Ribbon on Memories of Israel – GigaOM Sunday, July 13, 2008

    [...] Tel-Aviv: Some Work, Some Fun Will They Really Modu Destination: San [...]

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