Case Information

Digiscents
Glazer, Rashi
Publication date: 6/1/2007, pages 1-16

DigiScents made remarkable progress in the development of digital scent, which resulted in a number of inquiries about DigiScents' technology. The decision now facing the company was how to best develop the market for digital scent, while maximizing DigiScents long-term revenues in the process. Digital scent was the ability to transmit scents over the Internet. The team had focused on generating interest in DigiScents’ scent device (dubbed the iSmell Personal Scent Synthesizer) and software, and toward that end had spent a considerable amount of time refining the software, hardware, and scent technology. DigiScents’ success in developing the iSmell digital scent technology attracted interest from a variety of companies: manufacturers of devices, content providers, computer game developers, e-commerce sites, and even non-computer-related businesses, such as department stores and a large automobile manufacturer. Encouraged by the interest in their iSmell digital scent technology from the business community, DigiScents now had to determine how to build consumer demand for their products. DigiScents had little to worry about in terms of direct competition; however, this lack of direct competition also was a clear indication of the infancy of the market. Even though the company had developed innovative technology, customer preferences for services, devices, and content were still largely undefined.

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