Are Inovent and the Ilumina for Real?

Posted on December 1st, 2008. Written by Rico.

After declaring that they would put the Philippines in the global map through, Inovent yesterday unveiled a prototype of the Ilumina. According to the press release, the “LCD interactive television (iTV) set” features an LCD display, hard drive, the ability to record TV shows, play music and video, and web-surfing capability. Pricing and availability info to follow as soon as they’re available.

While some wonder if Inovent and the Ilumina are real, there is genuine hope that this distinctively-Filipino project succeeds. Aware that they’re up against established foreign brands, Inovent’s founders have been vocal about the company’s Filipino nature, trying to pique local interest through nationalistic tidbits and a focus on the development team’s expertise.

Marketing the End of a “Heroes’ Journey”

Examples of this marketing approach include scheduling the Ilumina prototype’s launch on Andres Bonifacio’s 145th birthday, and highlighting the team members’ education at top Filipino schools. Inovent even revealed that the Ilumina development process was codenamed “Project Faith”, “which pretty much expressed the amount of faith we would need to pull this impossible stunt off”.

So far, Inovent’s publicity has been vague, relying on words like “Revolution” and “The Heroes’ Journey” in an attempt to inspire, without any specifics. That is a reason behind the skepticism over the company’s prospects, with one complaining that it all “seems like a lot of chest beating and not enough substance”—even as he was “really hoping they win over the local market.”

Suspicion and Hope

That pretty much sums up my feelings about Inovent and the Ilumina. I may have my own misgivings, but I desperately want the Philippines to become more competitive from a consumer electronics point of view—it is possible, and imagine the economic benefits! Inovent is currently the best hope of that happening (as far as I know), and unless they totally screw-up, they can count on my support.

For its part, let’s hope Inovent presents a transparent front more accepting of criticism. No doubt, the typical and suspicion of Filipino-made products will prove painful. But within the rough of crab mentality (“lang kwenta naman yan eh!”) are diamonds of great insights and advice. And being more open will convince more people that Inovent and the Ilumina are for real.