clinch
The business, the turning points, and the decisions behind them.
Some sections are still being researched1 / 4
Sections to complete：05
01 / WHAT IT BUILT
What the company did
Clinch, founded by Oz Etzioni in Israel and New York, built a location-based mobile video editing app launched in 2012. The app automatically threaded together users' video clips and photos based on location — ideal for concerts, sports events and conferences — and supported collaborative movies mixing content from people nearby, with customizable backgrounds, themes and music.
02 / clinch FAILURE REASONS
Failure reasons
The app operated in a crowded mobile video-editing market where no product became a breakout hit, competing with Animoto, Flipagram, Sharalike, phone makers' own story-making apps and built-in tools like iMovie and Google's Auto Awesome. Unable to win that consumer race, the team shifted its focus to its patent-pending HTML5 ad-rendering technology for the digital advertising business and could no longer sustain the consumer app.
03 / EVENT HISTORY
Events in the structured record
- App launch
Clinch launched its location-based video editing app, automatically stitching clips and photos into shareable movies with collaborative features.
- Consumer app shut down
In September 2014 the company announced it would remove the app from the iTunes App Store and Google Play on September 15, ending consumer support to focus on Smart Programmatic Creative ad solutions.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
Material for this section is being gathered and checked. It will appear here once ready.