Cleantech Market Intelligence
LIFX Reinvents the Light Bulb
Have you ever thought about “experiencing” your light bulbs? Not many of us would admit to it, but a couple of guys from a Melbourne garage did, and they are redefining the soul of lighting applications in a way unseen since the Savoy Theatre first lit up in the late 1800s. Their goal is to make energy-efficient light bulbs sexy. Launched on Kickstarter on September 15th, 2012, the project, “LIFX: The Light Bulb Reinvented,” has already pulled down $1.3 million from almost 9,000 backers – and the funding period runs until November 14th. Since their initial goal was to raise $100,000 to back the first release of “the smartest light bulb you’ve ever experienced,” it looks like the LIFX Labs dream of reinventing the light bulb may become a reality.
Basically, Bosua has applied the Internet model of persistent connectivity to illumination. LIFX uses both WiFi (802.11n) and IEEE 802.15.4 (which ZigBee also employs) to create a mesh network of light bulbs that are efficient (LED lights are highly energy efficient and have a long service life), multi-colored, and can be finely controlled with an iPhone or Android device. To create the network, a master bulb connects to a standard router, which then communicates with all the other bulbs in the network using the open LIFX protocol. The company plans to provide a software development kit and a hacker kit, so app developers will be able to create new experiences for the owners of LIFX bulbs.
Driven to reduce the wastage created by existing lighting technologies, Phil Bosua, the inventor of LIFX, tapped into the secret of creative explosion — he got out of the way. When I talked to Bosua, I was struck by how he and his team put their biases aside to associate seemingly unrelated concepts to help create a better light bulb design: light switches are boring, smartphones are cool, saving money is good, and mood lighting is sexy. Bosua says, “The guiding force wasn’t cleantech, but to make a light bulb that fit into the culture. The cleantech technology happened to be the best technology.”
Utilities and social scientists have been trying to figure out for years how to engage consumers in taking energy efficiency measures, including giving away compact fluorescent lightbulbs (CFLs). And, to be sure, it’s likely that (at least initially) LIFX will be out of reach for many homeowners at about $69 a bulb, or in a kit of 1 master and 3 slaves for about $49.00 for each bulb. However, unlike with CFLs, which have strange colors, long run-up time and excitable mercury vapor, with LIFX LEDs we can anticipate energy savings of up to 75% to 80%, have access to control applications from our favorite app store, enjoy high quality light, and avoid shopping for new bulbs for 25 years.
Without expensive studies and pilots, LIFX understood the emerging home environment as the context for their market. After all, when’s the last time you got off your couch to change the channel? Why shouldn’t it be the same for the lights in our homes? The Kickstarter audience overlaps precisely with the demographic adopting smartphones in increasing numbers. By imaginatively and emotionally connecting with their potential market, LIFX turned on thousands of people willing to give their attention and money to their cause – and may turn on energy-efficient lighting in the process.