I know I know, how good of a VP of Marketing can I be if I do not even write about the launch of my own product on my own blog. But the good news is that we have had such a great reaction that I have been swamped with work!

Nonetheless, when someone else blogs about your launch before you do that is pretty bad.

So here it is (check out the video bellow). The cat is out of the bag. The project startup that I joined and have been working on and off for the past year or so has finally come to fruition. I would like to belatedly announce to you all the launch of Flyscreen, Cellogic’s premier product.

We launched Flyscreen at the TechCrunch50 where we were selected to be in the demo pit. I cannot even begin to tell you how amazing the TC50 event was, not just for us but for all the companies. Even if you did not get selected as one of TechCrunch’s top 50 companies the attention we got just being in the demo pit was astounding. I have never been to a conference like this. The fact that no one pays to present really shows in who presented. Whether on stage or on a table TechCrunch50 had nothing but quality companies showing very very very innovative stuff.

So, about what we are doing. First lets end the confusion. The company is called Cellogic, the product is called Flyscreen.

Cellogic is a US and Israeli based startup founded by entrepreneurs (and my buddies) Itamar Weisbrod and Avi Elias, and backed by Israeli angel investor Yossi Vardi.

Flyscreen is a dynamic mobile platform that provides always on access and streaming content to the mobile phone’s sleep screen. Essentially, we let user put and use their favorite web services on their phones sleep screen to act as a kind of dynamic screen saver.

What does that mean? Oddly enough it appears to be hard to explain but once people see it in action they get it right away. The reaction is usually, “thats so obviously brilliant I cannot believe no one else is doing that.” Even Jason Calacanis who stopped by said he loved it and wanted it right away. Unfortunately we did not have his model phone ready.

The concept of the product is quite simple. When you are not using your phone the screen either turns blank or renders a dim image of the date and time. It probably looks something like this:

This screen is called the sleep screen or power save mode screen. Not to be confused with the idle screen, standby mode or home screen which looks like this blue home screen with the 12:52 time on it:

Many companies have tried to figure out what to do with the idle/home screen.
Flyscreen is not one of them. Simply put Flyscreen reinvents what happens on your phone while your not using it, while its sleeping. What was once a blank screen or dimmed image with the time and date is now a dynamic screen that renders constantly updating content that is relevant to you.

This puts the content that you want to see, such as weather, blog feeds, twitter or any RSS literally zero-clicks away. So, if you want to take a glance at your twitter feed all you have to do is pick up your phone and look at it. Wanna see the headline that everyone is talking talking about then just slide over to your TechCrunch widget. Thats it. We make getting your mobile content easy.

And the magic of the technology is that it does all this while remaining in power save mode. That means it does not effect the battery life (well, very minimally). How do I know? Well, for one thing, I helped build and test the product. For another thing it lasted three days of demo pit duty without a charge.

Users simply sign up at myflyscreen.com, choose which widgets and content they want, save, and then they next time Flyscreen updates on their phone they will be able to see what they want to see at an eyeball away.

Its also good for brands in that it help them leverage their mobile marketing experience on a valuable and untouched space of phone real-estate. Flyscreen is fully compatible with click to call, click to text, click to application and click to mobile web. In other words, with Flyscreen being the first thing people see on their screen, it can help drive a brands many other mobile marketing plays.

All in all its a pretty simple product made for a simple purpose, to make getting the stuff you want on your phone simpler. That’s a lot of simples!

Flyscreen is currently launched on Symbian so if you have an updated Symbian phone you can go to http://www.myflyscreen.com to get on the alpha invite list. If you use the code MOpocket we will speed your invite along.

If you do not have a Symbian phone do not worry! Other versions will be out shortly! Make sure you sign up for when Flyscreen will be ready on Blackberry, WIndows Mobile, Android and iPhone.

If the bellow video does not work… click here for a live demo and discussion!

Technorati Tags: calacanis, cellogic, demo pit, flyscreen, jason calacanis, myflyscreen, nokia games, power.save, sleep.screen, symbian, TC50, techcrunch, techcrunch50

This entry was posted on Thursday, September 18th, 2008 at 12:40 pm and is filed under Uncategorized, Mobile Applications, Mobile Marketing, Events, Widgets. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.