The mobile phone interface is very important – the unparalleled success of the iPhone leaves this in no doubt. The Astonishing Tribe, or TAT, is the name of a rapidly growing Swedish company which has now provided its technology for over 100 million mobiles.
TAT provides mobile operators and manufacturers with high-class graphics for mobile menu systems and its client list includes Sony Ericsson, Nokia and Google. TAT’s work involves combining design with technology to strengthen the visual experience of mobile phones.
VINNOVA funded this interesting company back in 2003, when it had just started up. Based in Malmö, TAT became a VINN NU winner. VINN NU is a programme for new companies basing their operations on research and development results.
In recent years, TAT’s successes have come in rapid succession and its growth has been strong. Its global success is evidenced by the company’s recent inclusion in the exclusive 100 million club. This is for development companies that have succeeded in getting their technology into more than 100 million mobiles and only applies to some 20-30 companies.
One of the TAT’s most red-hot new projects is Augmented ID. When an Augmented ID mobile is aimed at someone’s face, their profile is displayed. A YouTube demo has had a quarter of a million hits and the project has also drawn the BBC’s attention.
VINNOVA's funding: VINN NU programme, 2003.
Read more about the programme VINN NU.
