Exposure to untapped market segments, new users, and leads from start-ups as well as established companies – these were some of the benefits reported by Singapore-based start-ups that took part in one of the world’s largest interactive festivals, South by Southwest (SXSW) in Austin, Texas, in March.

In all, eight Singapore-based technology companies participated in the event as part of a delegation led by the Infocomm Development Authority of Singapore (IDA). Their products ranged from mobile and 3D to security and sensory technology solutions aimed at addressing the needs of the United States market. They included:

• Affluential.com by marketing firm Agility Research & Strategy, a do-it-yourself survey platform that enables clients to disrupt the market research industry by reaching out to affluent audiences in over 13 global markets
• Digify, whose solution allows users to read secret documents that self-destruct on their devices, bringing security to the next level and ensuring sensitive information is not left on devices
• Geteco.com by Eco, which offers an innovative way to collect customer feedback and engage directly with customers. Customers can scan a QR code on their smartphones or dial into a number to provide feedback on the product or service by texting their feedback or by speaking it. Data is pulled from rating sites and social media channels, creating a single, consolidated view for customer sentiments
• Gushcloud , an influencer network that executes advertising differently, helps their clients get their brand heard. Its advertising platform brings consumers into the advertising game with a value-exchange system that builds brand awareness, traffic generation and word-of-mouth
• EyeFly3D by Nanoveu , a breakthrough product which uses nano film structures to deliver distortion free 3D videos, photos and games on smartphones and tablets
• Record TV which promises users that they will “never miss a show again”, with its Internet-based Digital Video Recorder facility which allows its users to record any TV shows
• Touch Jet which allows users to create their own sci-fi interactive experience anywhere they go by enabling them to watch movies, draw, explain and share their ideas by projecting these on a table or wall
• Zensorium , which offers a creative, easy-to-use sensing solution for fitness and health to track one’s rest and put them to sleep at night

Commenting on her company’s experience in the Austin event, Ms Juliana Chua, Principal of Zensorium’s Business Innovation Group, said SXSW had a good mix of consumers and buyers because of the variety of events. “It was an interesting platform for Zensorium and we reached a market segment we did not know existed. The show brought leads from both start-ups and well established companies so there are opportunities for partnerships. We set out to create brand awareness with consumers at the show and we believe we have achieved the goal.”

Mr Augustine Lim, Chief Executive Officer and Founder, Digify, said the Singapore Booth was well-organised and gave the company good exposure. “We were able to get users to sign-up and sought feedback on our app. We managed to attract the right pool of people to speak with. We are following up with new users and potential new customers/partners in the weeks ahead.”

This is the fourth time IDA has brought together Singapore tech start-ups to participate in SXSW, and is part of an ongoing effort to boost the profile of Singapore-built technology products and grow the tech start-up ecosystem in the country.

“All parts of our ecosystem including investors, corporate partners, universities and the Government are actively working to ensure Singapore is a great place to create and build high growth tech product start-ups,” said Mr Steve Leonard, Executive Deputy Chairman, IDA.