News - 01/09/2014

Beatrobo hires Rovio's Japan director

Beatrobo hires Rovio's Japan director


Beatrobo, the Japanese music startup that recently pivoted into hardware with its PlugAir dongle, has announced a new hire in Antti Sonninen, the Japanese country director for Swedish gaming company Rovio - Tech In Asia reports.

Sonninen has been heading the Japanese office of Rovio since November 2012 supervised the company’s growth in the country. He will be COO at Beatrobo and this represents a fresh challenge as the company has just 7 employees to date. The company’s PlugAir dongle is positioning itself as a hardware attachment for mobile phones (Android and iOS) that allows users to get access to specific digital content. In that sense for example the dongle could be used to gift a friend an album or a mixtape without purchasing a burdensome physical CD. As long as the person receiving the PlugAir is willing to download the app, the device is detected automatically after being plugged in and the content unlocked.

Beatrobo’s concept is not likely to gain a big following in Europe or the US, but markets like Japan and Germany for example, where physical is still prevalent and digital is still finding its feet, could be a perfect fit for the PlugAir providing the semblance of a physical product while maintaining the music in a digital domain.

(Andrea Leonelli)

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