Zeemote is game to put more joy into the BlackBerry
Boston Business Journal - by Jackie Noblett
You may not see executives spending their spare moments playing games on their BlackBerrys now, but one area technology company wants to change that.
Zeemote Inc. is launching a software development kit that would allow software firms to make games for the business a staple.
The games would be controlled by the Chelmsford startup’s signature technology: a lighter-sized Bluetooth wireless joystick that Zeemote executives say would make playing games less a pain in the thumbs.
“Until now mobile gaming has been thumb-pressing on a very small pad. It has not lent itself to immersive gameplay programs,” said Jim Adams, vice president of sales and business development. “People are used to gaming (with controllers).”
The three-year old company started by veteran technology entrepreneur Beth Marcus seeks to capture part of the fast-growing mobile games market, which is expected to reach $6.8 billion in the United States by 2013, according to research firm In-Stat.
Although the deal with BlackBerry maker Research In Motion Ltd. would make games an attractive escape for the C-Suite, the initial market for controllers is 16 to 25-year-olds, Adams said.
Instead of selling direct to the consumer, Zeemote is working with phone makers and service providers to introduce consumers to the device.
Focusing initially in Europe, it has inked deals with handset makers Sony Ericsson Mobile Communications AB and Nokia Corp. for distribution in the Netherlands and Germany, respectively.
“The fragmentation of Europe is our friend,” said Adams, referring to the benefits of working with smaller national carriers. “They’ve all made gaming a very important part of their offerings and service.”
The company is wrapping up an agreement with a major wireless operator to bring Zeemote-compatable phones to the United States, but was tight-lipped on the specific carrier.
Though games may be the most obvious use, Adams said new software will allow the device to control other phone functions like music playlists and menus.
Analysts say there are opportunities for makers of wireless peripherals, but right now that market is largely business-focused.
“The market for Bluetooth devices is huge because of the number of people with Bluetooth cell phones. The question is whether all of those people will use it,” said In-Stat principal analyst Brian O’Rourke.
For example, some 600 million phones sold worldwide have Bluetooth capabilities but only about 85 million wireless headsets are sold, according to In-Stat.
While Zeemote officials would not reveal revenue, the company received about $7 million in funding in December from Waltham venture capital firm Commonwealth Capital Ventures, Boston’s Egan-Managed Capital and Spanish VC Nauta Capital. It has about 21 employees located in Chelmsford.
Jackie Noblett can be reached at
jnoblett@bizjournals.com.
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