Pure Digital had a vision to create the smallest, most portable video camera with an important distinction—shooting and sharing video had to be so easy anyone could do it. Primarily a software company, they turned to Mindtribe for help in developing their next generation hardware. They communicated ambitious goals, both for development and the product itself: a camera that was 40% smaller than their existing model, a new electrical architecture to improve functionality, and a schedule that required shipping in volume within 12 months.
Mindtribe was responsible for all aspects of the hardware design, including mechanical, electrical, and firmware engineering. Mindtribe partnered with Smart Design for the industrial design and Foxconn for manufacturing. Mechanical design included a novel retractable USB connector that was later patented, and pioneering the use of in-mold decorated parts. Electrical design included an overhaul of the electrical architecture to integrate a next-generation camera module, rechargeable batteries, capacitive touch buttons, and a high resolution battery fuel gauge. Firmware development areas of focus included optimizing power management to maximize battery life, and driver development for on-board peripherals including USB, a camera module, and capacitive touch. After the initial design was completed, Mindtribe integrated the Foxconn engineering team into the design process to reduce the cost of development and provide a path for sustaining engineering. The joint Mindtribe-Foxconn team completed the design, and Mindtribe oversaw manufacturing and testing in Asia to ensure the design successfully ramped into high volume production.
Mindtribe’s highly optimized and densely integrated design realized the original design goals for size, functionality, and schedule. The Flip Mino was well received by the press and became the top selling video camera on Amazon within months of launch. The Wall Street Journal declared, “There’s clearly a lot of engineering mojo going on.” The product was a runaway success by all accounts, and helped fuel Pure Digital’s acquisition by Cisco for approximately $600 million.