Pure Cash Infusion
Pure Digital Technologies, which we demoed at D3 (you can see photos and videos here), just got $40 million in additional funding, a nice shot in the arm for the San Francisco maker of one-time use digital camcorders and cameras, as well as camcorders whose content you can upload to video-sharing services. It has added new investors Morgan Stanley Principal Investment, Heights Capital Management and AllianceBernstein, who will join existing investors Sequoia Capital and Benchmark Capital.
The money will likely be spent on marketing the line of products, which are handsome and substantial with good-quality video. The most focus will be on the new Flip Video, retailing for about $120 to $150, depending on storage, which has a nifty USB connection that flips up and makes it easy to download into a computer or use software to send it directly to video-sharing sites. It is an upgrade to their old Point & Shoot camcorder, which also had the USB link, but will be the first big brand play for Pure Digital.
Pure Digital currently licenses its technologies to others, like a big deal it did with RCA, which sells a camcorder under its own brand called Small Wonder, but such deals subject to negotiation and could end eventually. Hence, Pure Digital’s bid to push a more definitive brand of its own too. “We hope this will be our BlackBerry,” said CEO Jonathan Kaplan.
The proliferation of highly portable, easy-to-use devices that can make good-quality content is an interesting one, pushing ever forward the ability of everyone to access important interactive tools. “We believe everyone aspires to make video, but shies away from it because of complexity,” said Kaplan. “We think there will be a time when people can shoot anything and share everything.”
Now even my mother can upload video to YouTube. Oh joy.