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Emblm Inc. (Emblm), subsidiary of Smart Casing Inc., is a mobile customization company. Parent company Smart Casing, in collaboration with suppliers, has developed a patent pending technology that embed colours and graphics into a wide range of surfaces. Emblm applies the technology to customize OEM phone parts, creating caseless, customized devices.



The proprietary coating provides a hard layer of protection to withstand scratches from day to day use.

History
Smart Casing was established in February 2011, when Pranav Sood, founder and president of Smart Casing Inc., drafted a business plan focused on a corporate market. Using existing technology, prototypes were developed using dummy phones. The prototypes included a combination of colour trim and corporate logos. Smart Casing was launched as a corporate mobile branding service.

In April 2011, Smart Casing was pitched on CBC’s Dragons’ Den. By this time, Smart Casing began developing production prototypes using original OEM parts. Smart Casing performed a live demonstration and pitched the concept of a new branding tool. Smart Casing received offers from Kevin O’Leary, Robert Herjavec, Arlene Dickinson, and Jim Treveling. Smart Casing agreed in principle to a deal with Robert Herjavec; the deal did not close in due diligence.

Marketing firm Rain 43, developed the Emblm brand in February 2012, to address the consumer market. The launch of Emblm also marked the launch of Smart Casing’s proprietary technology that uses advanced printing equipment, and an in-house process, to print images on a wide range of unconventional surfaces. The technology was completed in August 2012.

Smart Casing’s Dragons’ Den segment was aired in March 2012, reaching a national Canadian audience. Smart Casing is in the process of building infrastructure and a production process, but lacks the funding for the necessary equipment. In May 2012, Sood took Smart Casing and Emblm onto BNN’s The Pitch, looking for a $300,000 investment for equipment, marketing and patenting costs. Smart Casing received positive reviews from all three investor panelists.

In August 2012, Emblm launched a crowd funding campaign via crowd funding platform Indiegogo with a goal of raising $50,000 in 50 days. The campaign is currently ongoing.

Vision
Smart Casing was developed from the notion that devices are becoming intertwined with daily life and individuals should have the option to express themselves through technology. Emblm adds a canvas-like functionality to smart phones, but the company plans to launch several product lines that focus on the self-expression mantra.

Competition
In the OEM customization industry, Emblm is a market leader with its exclusive technology. ColorWare has a similar product and offers consumers colour customization only. ColorWare was established in 2000 and offers customization across a wide range of consumer electronics. Other competitors include customizable skins from companies like Gelaskin.

In the Media
In addition to appearing on CBC’s Dragons’ Den and BNN’s The Pitch, Emblm has been featured in the Financial Post, Globe and Mail, Crackberry, N4BB, NerdBerry, and BlackBerry Empire. Emblm will be featured again in the Financial Post’s October edition of FP Magazine, with an article focused on funding.