Europe’s 10 Most Promising Technology Start-ups

(Image: PepsiCo, 2010 Annual Report Front Cover)


PepsiCo announced the ten start-up companies from across Europe that will make up PepsiCo10 – a programme designed to discover and support emerging technology companies.

Chosen from submissions of more than 130 technologies, the ten winners will work with some of PepsiCo’s leading brands in the U.K., including Walkers and Pepsi, to activate pilot marketing programs, whilst receiving the support and mentorship of Highland Capital Partners, OMD, Mashable and Wired.

The selected start-ups are:

SDMV (Slingshot Shopping) (UK): is the work of two recent university graduates who have created a program that allows consumers to instantly place products in their existing online shopping baskets from any website, Facebook page, or mobile device, at the tap of a mouse.

Shahmoon (UK): Uses 46″ HD video posters to bring big-screen advertising to small scale stores.

TvTak (France): is a mobile app which lets users access additional content about a TV show or commercial they are watching, by pointing their smartphone or tablets at the TV for one second.

SoDash (UK): is a social media monitoring tool which uses Artificial Intelligence to help companies manage their brand reputations, while also monitoring consumer insight and responses to their brand activity.

Sports Team Space (Bluefields) (UK): is a social network helping hundreds of amateur football clubs across the country easily manage their leagues, teams and subsidies online.

ParcelPoke (ParcelGenie) (UK): is an instant gift text messaging service that makes sending real products to friends and family as simple as sending a text message.  (UK): is a mobile music service that offers consumers instant access to the most current, hit chart music 24/7 on mobile phones.

Screenreach Interactive (UK): offers a platform that allows consumers to use the smart phone as a device to create real-time two way interactive experiences with public digi-screens or the mobile device itself. For instance, using mobile phones as a controller to play a game.

Roamler (Netherlands):  uses a network of consumers as a mobile ‘workforce,’ enabling them to earn rewards by performing small tasks on behalf of corporations, organisations and individuals.

Waxwired (Flypost) (UK): is a location based smart phone game that lets users discover and interact in real-time with live events happening in their city.


Bonin Bough (Global director, Digital and Social Media, PepsiCo):  Last year we identified the best upcoming tech start-ups from the USA, some of whom have been so impressive that we have continued working with them beyond the completion of their pilot projects.

I believe the next step for PepsiCo10 will be to tap the potential of Latin America or Asia.

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