Boxee wants to be your media center. The New York City-based start-up has high hopes of becoming the easiest and most elegant way for you to watch, play, and look at movies, music, and photos, regardless of whether that content lives on your hard drive, local network, or the internet at large. The company’s goal is to deliver the virtually unlimited entertainment choice and social interactivity of the web to your living room, through a user-interface that’s more akin to an upgraded television guide than a web browser.
Last night, Boxee came a few steps closer to accomplishing its aims. At a jam-packed party in Brooklyn, Boxee unveiled its beta software and gave a sneak peak of its soon-to-be-released set-top box. A ton of news outlets covered the specifics – new and improved navigation and design, the partnership with D-Link and Astro for the development of the Boxee Box, the announcement that the device will be available in stores by Q2 of 2010 for around $200, and the promise of the public release of the software’s beta version in January at CES.
But there hasn’t been much, if any coverage or color commentary provided of the event itself. With that in mind, here are my three key takeaways from the Boxee Beta Unveiling.
Boxee is Very, Very Cool.
Over 2,000 people RSVPed to Boxee’s event. After 750 of them were inside the Music Hall of Williamsburg, fire safety regulations required bouncers to close the doors. A line of Boxee fans unable to enter snaked up the block. To passersby, it must have looked like an (insert your favorite indie band of the last five minutes here) concert instead of a launch party.
How does an 18 month-old internet company still in alpha draw that kind of a crowd to a cash bar in Brooklyn on a Monday night? By being very, very cool.
Boxee has an ethos of cool. There’s a palpable sense of technological savvy, aesthetic commitment, screw the establishment sensibility, and well-placed ego that permeates every aspect of the company. From its open source framework, to the playfully functional UI, to the “submerged cube” box design, it all trickles down from Founder and CEO, Avner Ronen.
Despite being backed by $10 million in venture capital, Ronen’s the type of individual who sports hoodies instead of blazers when presenting at high-profile conferences. He confesses to being “unpolished,” often revealing confidential product details at times and to people he shouldn’t, and being unable to exclude things like pop shots at Sarah Palin from product demos.
It’s yet to be determined if Ronen’s alt attitude towards business will be successful in the long-run, but it’s certainly been successful so far. Boxee’s recruited and poached high-profile talent from Vimeo – including Zach Klein and Casey Pugh – to work on its product and development teams. Employees like these (and their work products) both establish and further promote the culture of cool.




