E Ink Corporation was founded in 1997 and is one of the principal suppliers of electronic paper display technologies which are used widely in many industries like e-books, e-textbooks, memory indicators, smartcards, and promotional signs. The main customers of the company…
E Ink’s technology could be used for a number of applications and in many areas of interest. E Ink required $20 million for its second round financing. Due to its astonishing technology and a good potential for the product to be accepted, E Ink was able to attract many venture capitalists that were ready to finance E Ink. E Ink was getting easy financing opportunity, which a new company could not get that easily. Another opportunity which was knocking the door of E Ink was the potential of its product for acceptance in market and growth.
The three stage approach adapted by E Ink to achieve their long term goal was strategically sound. The Corporation in its first stage manufactured large area displays for retail signs. Large area display market provided E Ink good opportunity for the launch of its product as it was wise decision to offer a commercially feasible product as their first step in market.
Its second stage of flat panel display helped E Ink to identify different types of the market. Although there was already a tough competition in flat panel market and E Ink had to face severe problem in updating its technology from large area display to flat panel display. Eventually, E Ink’s effective combination of technology and price made it easy to capture flat panel market.
The ultimate objective of E Ink was to make radio paper. Till now, E Ink had secured a safe place in market through its both of the technologically advanced products. It had also improved in technology and James Iuliano, the President and CEO of E Ink’s idea was to use this technology for making radio paper.
In its second round financing, E Ink needed around $16 million for funding its large area display project. It already has $9 million in its bank out of $15.8 million of first round financing. If the scenario can be looked at from the long term prospective, ...
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The company had a revolutionary product that could transform the publishing industry. One of the challenges for the company was in pursing only the opportunities that could generate short term profitability while also serving to develop the technology along the path of radio paper.
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