What Does A Hardware-Based Social Platform Look Like?

Never has a social platform launched simultaneously with a piece of hardware and skyrocketed to success.

Twitter and Facebook were both launched before Apple’s iPhone, yet it was the iPhone’s mobile capabilities that drove them to astronomical success.

When the iPhone launched, many other companies jumped in to capitalize on this new Mobile frontier. Apps were designed to work seamlessly with Apple’s iOS which in turn, gave Apple a lot of control. Designing an app these days is less exploratory and more along the lines of, “I beseech thee Mightly Apple, please accept us into your app store.”

Hardware Drives Software

Ask any tech professional and they’ll say the same thing: “Hardware is hard.” The iPhone would be nothing without software and visa versa. So why didn’t Apple release their own social media platform?

Software Has Never Been As Impactful As Hardware, Until Now

Before smartphones, software was built to support hardware. Though today, software has the ability to function independently as its own product, it still relies on hardware for success, even working exclusively to support it. It’s amazing to think not only of how many social platforms the iPhone has made possible, but how many millions of dollars have been made for how many apps entirely unrelated to Apple.

Creating Hardware is expensive, but less expensive as it was 10 years ago

10 years ago, most bootstrapped startups couldn’t afford to develop an app/social media platform as well as hardware. Most developed them independently of each other so that if one didn’t succeed, they could pivot and leverage the other.

The Formlabs 1+ The Formlabs 1+

Today, you can buy a pretty decent 3D printer for under $2,000 and make a working prototype in your living room. Companies like Voltera are even making 3D printed circuitry possible. This is a difference of tens of thousands of dollars, which is HUGE for any startup hardware company. Before only businesses with serious funding could enter the hardware space, now there’s room for more.


It seems obvious, but knowing who you are and what you offer is incredibly important, particularly if you’re a hardware company. I learned quickly with my own consumer electronics company that every logo, every ad, every comment needed to broadcast our consumer electronics identity.

Despite offering the same products: a strong branding presence, limited text and immediate video tutorial is what distinguishes Hooke as a consumer product when compared to the enterprise oriented VisiSonics. Despite offering the same products: a strong branding presence, limited text and immediate video tutorial is what distinguishes Hooke as a consumer product when compared to the enterprise oriented VisiSonics.

Software Drives Hardware Drives Software 

It’s time for a sea change. More than ever, software developers are expressing mobile app exhaustion. Just last week at NYVR’s Meetup in NYC I met three new VR companies launced by ex mobile-app developers. They’re tired of making apps and websites. They’re looking to make new content that comes in new packages. Now more than ever it is possible for a company to launch hardware that is driven by it’s own social platform. The more hardware itself creates its own social platform natively, the less distinguishable the two will become. Instead of thinking of hardware and software separately, we will assume every piece of hardware has a software equivalent and vice versa.

Here are a few examples:

HOME – Nest – https://nest.com/

COURIER – Uber – https://www.uber.com/

RETAIL – Echo – http://www.amazon.com/Amazon-SK705DI-Echo/dp/B00X4WHP5E

TRANSPORT -Tesla – http://www.teslamotors.com/

MUSIC – Cone – http://www.aether.com/

ENTERTAINMENT – Sonos – http://www.sonos.com/

In Tomorrowland, the distinction between software and hardware will disappear; it will simply be referred to as product.

From One Ear To Another,
Anthony Mattana
Hooke Founder