Mobilogie, Formerly 2XM, Pivots to Consulting from App Development

Posted by Jacob Serebrin

Montreal-based 2XM built up a strong business developing mobile applications with an eye to multi-touch devices. The company managed to secure some major clients and won awards for their work. But the company’s president and CEO, Antoine Azar, says he saw a problem—his customers didn’t even know what was possible.

Now, he’s trying turn that into an opportunity. On Sept. 19, the company announced that it’s changing its name, to Mobilogie, and shifting its focus to mobile strategy from app development.

“As we were starting to work with bigger and bigger companies we started to see a real gap between mobility and other industries,” Azar told Techvibes. “We’d go into these meetings and the people were really forward-looking but they didn’t know where to start.

He says that increasingly “instead of our clients wanting us to build apps, our customers wanted advice.”

While the move started gradually, Azar says that pivoting to a consulting-focused mindset means changing the way the company goes about dealing with a new client.

“The first step isn’t building an app, the first step is understanding the business,” he says.

He points to the company’s recent work with AngelCare, a Montreal-based manufacturer of baby monitors. While the company’s products were innovative when they were launched, it didn’t have the technological capabilities to keep pace with new developments in the industry.

Mobilogie worked with AngelCare to develop new monitors, which Azar says are more advanced than any others on the market.

“It involves tighter coupling with clients,” says Azar. “Basically we’re becoming the research and development team for customers.

But the company’s rebranding is more than just a new focus on consulting. Mobilogie is attempting to position itself as a leader in the mobile space. In order to do that, Mobilogie is planning to put on a series of educational event in partnership with Wavefront, a federally funded not-for-profit that supports wireless innovation and commercialization,

“There’s a disconnect between mobile and traditional industry,” said Azar. “We’re doing a very good job of talking to our own people but a bad job of reaching out.

The events will focus on a specific sector and are intended to demonstrate where mobile technology is currently being used in that industry and where it could be used in the future.

“When multiple industries talk, that’s when new products are developed,” said Azar.

One upcoming event will focus on the retail industry and look at how companies can use mobile devices to build customer loyalty and compete against showrooming—when customers go to brick and mortar stores to look at products they then purchase online.

The event will also look at the possibilities for retailers to use low-energy Bluetooth devices. According to Azar these tiny  devices, can allow retailers to send information to a customers smartphone based on where the customer is in a store.

Azar says he believes this will “revolutionize the indoor experience.”

Another part of the Mobilogie’s plan to position itself in a leadership role is the company’s new innovation fund.

Small and medium sized businesses that want to introduce an innovative product or revamp an existing one, often face two obstacles, Azar says, a knowledge gap and a funding gap. He wants to overcome this through Mobilogie’s innovation fund, which will allow startups and other businesses who wouldn’t otherwise be able to afford to hire the company to gain access to its talent.

“We don’t want funding to be an obstacle to innovation,” says Azar.

At the moment, the fund has no fixed amount and Azar says each deal will be unique, and could include everything from Mobilogie taking an equity stake, to partnering with a company to lend it credibility when it looks for funding from other sources.

He says that startups with innovative ideas need someone to believe in them and “for these innovative projects, we can take the leap of faith."

Company:
2XM Interactive
Website:
http://www.2xminteractive.com
Location:
Montréal, Québec, Canada

2XM interactive, established in Montreal in 2008, crafts mobile applications for iPhone, iPad, Android, Blackberry and Windows Phone 7, along with interactive touch surface solutions for storefronts and mobile units. 2XM interactive gives its clients a creative and competitive advantage by engineering the newest digital marketing technologies for mobile devices and glass surfaces - including in-glass projection,... more


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Jacob Serebrin

Jacob Serebrin

Jacob Serebrin is a freelance reporter based in Montreal. He specializes in covering small business and the business of tech. His work has appeared in publications including The Globe and Mail and The Toronto Star. Having previously covered higher education and politics, he started covering business almost by accident, but talking to passionate people about interesting things soon had him... more



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