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Open sourcing analysis, plus US, China and HQ2

The big news today is that — finally — we have Amazon’s selection of cities for its dual second headquarters (Northern Virginia and NYC). Then some notes on China. But first, semiconductors and open sourcing analysis.

We are experimenting with new content forms at TechCrunch. This is a rough draft of something new — provide your feedback directly to the authors: Danny at danny@techcrunch.com or Arman at Arman.Tabatabai@techcrunch.com if you like or hate something here.

Pivot: Future of semiconductors, chips, AI, etc.

Last week, I focused on SoftBank’s debt and Form D filings by startups. On Friday, I asked what I should start to analyze next. There were several feedback hotspots, but the one that popped out to me was around next-generation chips and the battle for dominance at the hardware layer.

As a software engineer, I know almost nothing about silicon (the beauty of abstraction). But it is clear that the future of all kinds of workflows will increasingly be driven by capabilities at the hardware/silicon level, particularly in future applications like artificial intelligence, machine learning, AR/VR, autonomous driving and more. Furthermore, China and other countries are spending billions to go after the leaders in this space, such as Nvidia and Intel. Startups, funding, competition, geopolitics — we’ve got it all here.

Arman and I are now diving deeper into this space. We will start to post once we have some interesting things to share, but if you have ideas, opinions, companies or investments in this space: tell us about them, as we are all ears: danny@techcrunch.com and Arman.tabatabai@techcrunch.com.

Open-source analysis at TechCrunch

Since I launched this daily “column” last week, I have included the text near the top that “We are experimenting with new content forms at TechCrunch.” One of those forms is what might be called open-source journalism. Definitions are fuzzy, but I take it to mean working “in the open” — allowing you, the audience of this column, to engage in not just feedback around finalized and published posts, but to actually affect the entire process of analysis, from sourcing and ideation to data science and writing.

I am thankful to work at a publication like TechCrunch where my readers are often working in the exact sectors that I am writing about. When I wrote about Form Ds last week, a number of startup attorneys reached out with their own thoughts and analysis, and also explained key aspects of how the law is changing around SEC disclosure for startups. That’s really powerful, and I want to apply it to as many fields as possible.

This thesis is ultimately intentional — now I have to operationalize it. There aren’t good tools (yet!) that I know of that allow for easy sharing of data and notes that don’t rely on a hacked-together set of Google Docs and GitHub. But I’m exploring the stack, and will publish more things publicly as we have them.

Amazon HQ2 — the future of corporate relations with cities

Amazon’s long process for selecting an HQ2 is finally over, and the official answer is two: Northern Virginia and NYC. Tons of words have been spilled about the search, and I am sure even more analysis will strike today about what put those two locations over the top.

To me, the key for mayors is to start using these reverse searches (where a company seeks a city and not vice versa) as leverage to actually get resources to fund infrastructure and other critical services.

This is a theme that I discussed about a year ago:

Take Boston’s bid for GE’s new headquarters. Yes, the city offered property tax rebates of about $25 million , but GE’s move also pushed the state to fund a variety of infrastructure improvements, including the Northern Avenue bridge and new bike lanes. That bridge adds a critical path for vehicles and pedestrians in Boston’s central business district, yet has gone unfunded for years.

Ideally, governments could debate, vote, and then fund these sorts of infrastructure projects and community improvements. The reality is that without a time-sensitive forcing function like a reverse RFP process, there is little hope that cities and states will make progress on these sorts of projects. The debates can literally go on forever in American democracy.

So if you are a mayor or economic planning official, use these processes as tools to get stuff done. Use the allure of new jobs and tax revenues to spur infrastructure spending and get a rezoning through a recalcitrant city council. Use that “prosperity bomb” to upgrade old parts of the urban landscape and prepare the city for the future. A healthier, more humane city can be just around the corner.

Take DC. The city has seen one of the best-run Metro systems deteriorate to abysmal levels over the past few years due to a complete dumpster fire of organizational design (the DC transit agency WMATA is funded by inconsistent revenue sources that ensure it will never be sustainable). Here is an opportunity to use Amazon’s announcement to get the tax framework and operations figured out to ensure that real estate, transportation and other critical urban infrastructure are designed effectively.

China’s mobile internationalization

Timothy Allen/Getty Images

Talking about second headquarters, the technology industry clearly has separated into poles, one based around the United States and the other based around China. Two articles I read recently gave good insights of the benefits and challenges for China in this world.

The first is from Sam Byford writing at The Verge, who investigates the native OS options that Chinese consumers receive from companies like Xiaomi, Huawei, Oppo and others. The headline is much more shrill than the text, so don’t let that frighten you.

Byford provides an overview of the lineage of Chinese mobile OSes, and also notes that what might look like design gaffes in Western consumer eyes might be critical needs for Chinese buyers:

But what is true today is that not all Chinese phone software is bad. And when it is bad from a Western perspective, it’s often bad for very different reasons than the bad Android skins of the past. Yes, many of these phones make similar mistakes with overbearing UI decisions — hello, Huawei — and yes, it’s easy to mock some designs for their obvious thrall to iOS. But these are phones created in a very different context to Android devices as we’ve previously understood them.

The article is perhaps a tad long for what it is, but Byford’s key viewpoint should be repeated as a mantra by any person connected to the technology sector today: “The Chinese phone market is a spiraling behemoth of innovation and audacity, unlike anything we’ve ever seen. If you want to be on board with the already exciting hardware, it’s worth trying to understand the software.”

Of course, while China may be a huge country, its leading technology companies do want to globalize and expand their user bases outside of the Middle Kingdom’s borders. That may well be a challenging proposition.

Writing at Factor Daily, Shadma Shaikh dives into the failure of WeChat to break into the Indian market. The product lessons learned by WeChat’s owner Tencent could be applied to any Silicon Valley company — cultural knowledge and appropriate product design are key to entering overseas markets.

Shaikh gives a couple of examples:

Another design feature in the app allowed users to look up and send add-friend requests to WeChat users nearby. During initial onboarding when users were just checking app’s features, many would tap the “people nearby” feature, which would switch on location sharing by default – including with strangers. Once location sharing with strangers was switched on, it wasn’t very intuitive to turn it off.

“Women used to get a lot of unwarranted messages from men, which was a major turn off and many of them left the platform,” Gupta says. “China probably didn’t have this stalking problem.”

And

In China, where the internet was cheaper than in India in 2012, sending video files of, say, 4 MB was not a challenge. WhatsApp compresses a 5 MB photo to 40 kilobytes. WeChat did not compress the files and took many minutes and data to send and receive media files.

Internationalization will never be easy, but the lessons that Silicon Valley has slowly learned over the past two decades will need to be learned again by Chinese companies if they want to export their software to other countries.

Reading Docket

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WeRecover, the Kayak for addiction recovery, raises $2M

Approximately 90 percent of people in need of rehabilitation services for drug and alcohol abuse don’t have access to them, according to a Substance Abuse and Mental Health Services Administration survey. Why? Often, because they don’t know where to look.

Santa Monica-based WeRecover wants to fill that information gap with its Kayak-like online booking engine for rehab centers. The startup’s matching algorithm pairs people with an accredited rehab center with open beds, tailored to that person’s budget, insurance, clinical needs and location. The goal is to make it easier for anyone seeking treatment for themselves or otherwise to quickly discover and secure a spot at a facility, streamlining what can be a daunting and logistically complicated process that prevents people from receiving the care they need.

Today, WeRecover is announcing another $2 million fundraise led by Crosslink Capital, bringing its total venture capital backing to $4.5 million. Box Group, Wonder Ventures, Struck Capital and others also participated in the round.

“It’s a really obvious idea … but truly no entrepreneurs anywhere were working to build a marketplace for addiction recovery centers,” WeRecover co-founder and chief executive officer Stephen Estes told TechCrunch. “There’s an overwhelming need for a simpler way to connect with patients.”

WeRecover co-founder and chief executive officer Stephen Estes.

Founded in 2016 by Estes and Max Jaffe, WeRecover has rapidly grown from connecting a few hundred people seeking treatment per month to roughly 4,000 users last month. The startup now provides information on 11,000 treatment centers in 29 states. The goal is to have at least 1 program listed in every state by the end of 2018. Currently, most of the programs the company tracks are located in California, Florida, Arizona and Colorado.

Estes said the WeRecover database is the most comprehensive database of free, nonprofit and state-funded treatment programs in existence, simply because no one had set out to aggregate this particular set of information until now.

The startup plans to use the latest round of venture financing to continue hunting down treatment centers to add to its database, expand its 16-person team and, eventually, Estes said, WeRecover would like to craft and integrate content into the experience.

“We play a really important role in somebody’s journey,” he said. “They find treatment through us and we are part of one of the most important decisions they make in their life, so we should keep them engaged. We do think there’s room to build an app to help people sustain their sobriety and connect them with their peers.”

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WeWork picks up ANOTHER $3B from SoftBank

WeWork has picked up another $3 billion in financing from SoftBank Corp, not to be confused with SoftBank Vision Fund. The deal comes in the form of a warrant, allowing SoftBank to pay $3 billion for the opportunity to buy shares before September 2019 at a price of $110 or higher, ultimately valuing WeWork at $42 billion minimum.

In August, SoftBank Corp invested $1 billion in WeWork in the form of a convertible note.

According to the Financial Times, SoftBank will pay WeWork $1.5 billion on January 15, 2019 and another $1.5 billion on April 15.

SoftBank is far and away WeWork’s biggest investor, with SoftBank Vision Fund having poured $4.4 billion into the company just last year.

The real estate play out of WeWork is just one facet of the company’s strategy.

More than physical land, WeWork wants to be the central connective tissue for work in general. The company often strikes deals with major service providers at “whole sale” prices by negotiating on behalf of its 300,000 members. Plus, WeWork has developed enterprise products for large corporations, such as Microsoft, who tend to sign longer, more lucrative leases. In fact, these types of deals make up 29 percent of WeWork’s revenue.

The biggest issue is whether or not WeWork can sustain its outrageous growth, which seems to have been the key to its soaring valuation. After all, WeWork hasn’t yet achieved profitability.

Can the vision become a reality? SoftBank seems willing to bet on it.

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Live streaming studio, Culture Genesis, launches its first show, the quiz-based Trivia Mob

A new generation of entrepreneurs is emerging to refashion the Los Angeles studio system for the digital age, forming companies that combine live-streamed video, podcasts and the newfound social media celebrities to craft entertainment for a new breed of consumer.

Two of those startup founders, longtime Apple executive Cedric Rogers and former developer for VEVO and MLB digital Shaun Newsum, are now pulling the curtains back on the first fruit of their production studio, Culture Genesis, with the launch of TriviaMob — a new quiz show targeting urban audiences.

The two creators envision their company as a combination of 106 & Park and Jeopardy with questions aimed at cultural references for the Highsnobiety and Complex set.

TriviaMob banner

TriviaMob players can win up to $10,000 in cash by competing individually or as part of a group (or “mob”) to win collective prizes by tuning in and competing to shows that stream every Sunday. Each player has 10 seconds to answer 10 questions around art, music, science and history. Players that answer all of the questions correctly will get a share of the $10,000 prize and participants who opt to be part of the “mob” can earn points for sponsored prizes.

For its foray into live-streamed appointment entertainment, Culture Genesis has tapped Melvin Gregg, the influencer and star of Netflix’s American Vandal series along with a host of… well… hosts, including former Miss USA contestant, Brittany Lucio; DJ Damage, the co-host of Sean “P. Diddy” Combs’ flagship show, REVOLT Live; Jessica Flores; and TV host and comedic actress Dariany Santana.

Backed initially by Los Angeles-based accelerator MuckerLab and Betaworks’ latest LiveCamp program, the two founders see Culture Genesis as tapping into the twin trends of gaming and mobile technology adoption in young African American and Latinx communities. The founders cite statistics indicating that 73 percent of African Americans and 72 percent of Latinx consumers over 13 years old identify as gamers.

“We’re building software for an urban, multicultural audience that continues to lead and influence culture — not just in the U.S. but around the world,” said Rogers, in a statement. “We see this influence growing in Hollywood but it’s not happening fast enough in Silicon valley. We want to accelerate this shift.”

The business model mimics that of HQ Trivia, the once-popular quiz show whose success has waned even as it scored massive gains in venture fundraising — valuing the company at a reported $100 million.

But the founders of Culture Genesis see their first product as fundamentally different from HQ. “People want to see things for them by them,” says Rogers. “From our perspective HQ meant nothing to our audience.”

Newsum, the company’s chief technology officer, goes even further. “I think HQ was a prime example of our thesis. HQ from a multicultural perspective — that didn’t appeal to our audience. Part of what we’re doing with Cultural Genesis is bringing that urban understanding.”

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Cognigo raises $8.5M for its AI-driven data protection platform

Cognigo, a startup that aims to use AI and machine learning to help enterprises protect their data and stay in compliance with regulations like GDPR, today announced that it has raised an $8.5 million Series A round. The round was led by Israel-based crowdfunding platform OurCrowd, with participation from privacy company Prosegur and State of Mind Ventures.

The company promises that it can help businesses protect their critical data assets and prevent personally identifiable information from leaking outside of the company’s network. And it says it can do so without the kind of hands-on management that’s often required in setting up these kinds of systems and managing them over time. Indeed, Cognigo says that it can help businesses achieve GDPR compliance in days instead of months.

To do this, the company tells me, it’s using pre-trained language models for data classification. That model has been trained to detect common categories like payslips, patents, NDAs and contracts. Organizations can also provide their own data samples to further train the model and customize it for their own needs. “The only human intervention required is during the systems configuration process, which would take no longer than a single day’s work,” a company spokesperson told me. “Apart from that, the system is completely human-free.”

The company tells me that it plans to use the new funding to expand its R&D, marketing and sales teams, all with the goal of expanding its market presence and enhancing awareness of its product. “Our vision is to ensure our customers can use their data to make smart business decisions while making sure that the data is continuously protected and in compliance,” the company tells me.

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Snapchat launches Bitmoji merch and comic strips starring your avatar

Snapchat is doubling down on its biggest differentiator by turning its personalized avatar Bitmoji into a revenue stream and a new source of content. Snapchat is launching a Bitmoji merchandise store you can customize with you and your friends’ cartoonified faces, Bitmoji Stories comic strips featuring you and friends’ avatars in fun scenes and a new Friendship profile that collects all the content you and a friend have saved from your Snap message thread.

The new features could help earn Snapchat money to reduce its still-massive quarterly losses, get Snap’s brand out in public and give people new ways to spend more time on Snapchat when it’s otherwise been losing users.

Snapchat, the e-commerce company

The Bitmoji merchandise store opens Thursday in the U.S. on iOS only with $2 stickers, $15 coffee mugs, $16 standard t-shirts and notebooks, $22 triblend t-shirts, $27 sweatshirts and more that users can personalize by adding their Bitmoji, one of their friends’, them and a friends’ playing together, or any two of their friends. Phone cases, towels and pillows are also available. You can access the Bitmoji store from Snap Store in the Settings menu of Snapchat’s app. Snapchat first launched its Snap Store in Ghostface Chillah logo merchandise back in February to sell Dancing Hot Dog dolls, ghost pool floats and puppy selfie-filter shirts.

The new merch could help Snap show off its name and brand, reminding people to use the app as they can’t get the true Bitmoji anywhere else. Snap could also use the revenue given that it lost $325 million last quarter and might have to take outside investment or be acquired as it may not break even before running out of cash.

Snap comics

Back before it settled on the idea of turning personalized emoji into stickers you could use in chat, Bitmoji parent company Bitstrips started as a comic strip creator. You could make an avatar and then create little scenes for them to star in. The idea was inspired by co-founder Jacob “BA” Blackstock’s school days when he and friends would draw comic strips when they were bored. Now Snap is getting back to Bitmoji’s roots.

Bitmoji Stories launch tomorrow in the U.S. A Snapchat spokesperson tells me “Bitmoji Stories will tell lighthearted stories in the form of short comic strips. Bitmoji Stories are created by Snap (from the Bitmoji content team), and will star the Snapchatter solo or with a friend.” They’ll be constantly updated with new adventures, and they’re quite reminiscent of lifelike avatar startup Genies’ scenes. By creating a new form of Discover content in-house, Snapchat could draw more time and therefore more ad views out of its audience. And because there’s no outside publisher to pay, Snapchat can keep all the ad revenue.Snap’s big competitors have largely failed to field a viable Bitmoji competitor. A year ago I wrote that “Facebook seriously needs its own Bitmoji,” and in May, we broke the news that Facebook Avatars were in the works — though the prototypes were pretty ugly. Each day Facebook delays, Bitmoji becomes more entrenched as the avatar standard. Two weeks ago, Google launched its own Gboard Mini avatars that you can automatically create with a selfie, rather than having to configure them manually like on Snapchat. But when it comes to an illustrated version of you, even tiny missteps can make you look monstrous. Plus, people love wasting time customizing avatars. Snap’s version still reigns supreme.

Besties are Snap’s best shot

And lastly, today Snapchat begins globally rolling out its Friendship profiles. Accessible by clicking on a friend’s Bitmoji (or blank avatar if they haven’t made one) from Chat, Stories, Discover or search, Snapchat says they “make it easy to find your favorite memories and the important information you’ve saved over time.” That includes, photos, videos, messages, and links saved from your otherwise ephemeral chats, plus a quick way to see that bestie on the Snap Map.

None of these features is so seismic as to change the overall momentum of Snapchat, which has been struggling lately with shrinking user counts, a battered share price and non-stop executive departures. Its VP of Content Nick Bell left yesterday. Having talked with him, he’s one of the smartest minds in modern mobile content, and Snap’s hopes to get rid of the clickbait and messy design of Discover may be more difficult without him.

The strategy of focusing on best friends is smart, though. The one thing Facebook and Instagram can’t copy is Snapchat’s tight social graph of just your closest pals. Those competitors allowed their networks to bloat with acquaintances, family and colleagues that can make people less comfortable openly sharing. Now that they’ve copied Snapchat’s Stories broadcasting to a wider audience, Snap must refocus on best friends if it wants to stay unique and turn its smaller size and graph into an asset instead of a liability.

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Rent tech-focused RET closes first fund; pours $5M into management platform SmartRent

Today, Real Estate Technology Ventures (RET Ventures) announced the final close of $108 million for its first fund. RET focuses on early-stage investments in companies that are primarily looking to disrupt the North American multifamily rental industry, with the firm boasting a roster of LPs made up of some of the largest property owners and operators in the multifamily space.

RET is one of the latest in a rising number of venture firms focused on the real estate sector, which by many accounts has yet to experience significant innovation or technological disruption. 

The firm was founded in 2017 by managing director John Helm, who possesses an extensive background as an operator and investor in both real estate and real estate technology. Helm’s real estate journey began with a position right out of college and eventually led him to the commercial brokerage giant Marcus & Millichap, where he worked as CFO before leaving to build two venture-backed real estate technology companies.  After successfully selling both companies, Helm worked as a venture partner at Germany-based DN Capital, where he invested in companies such as PurpleBricks and Auto1. 

Speaking with investors and past customers, John realized there was a need for a venture fund specifically focused on the multifamily rental sector. RET points out that while multifamily properties have traditionally fallen under the commercial real estate umbrella, operators are forced to deal with a wide set of idiosyncratic dynamics unique to the vertical. In fact, outside of a select group, most of the companies and real estate investment trusts that invest in multifamily tend to invest strictly within the sector.

Now, RET has partnered with leading multifamily owners to help identify innovative startups that can help the LPs better run their portfolios, which account for nearly a million units across the country in aggregate. With its deep sector expertise and its impressive LP list, RET believes it can bring tremendous value to entrepreneurs by providing access to some of the largest property owners in the U.S., effectively shortening a notoriously lengthy sales cycle and making it much easier to scale.

Photo: Alexander Kirch/Shutterstock

One of the first companies reaping the benefits of RET’s deep ties to the real estate industry is SmartRent, the startup providing a property analytics and automation platform for multifamily property managers and renters. Today, SmartRent announced it had closed $5 million in series A financing, with seed investor RET providing the entire round. 

SmartRent essentially provides property managers with many of the smart home capabilities that have primarily been offered to consumers to date, making it easier for them to monitor units remotely, avoid costly damages and streamline operations, all while hopefully enhancing the resident experience through all-in-one home controls.

By combining connected devices with its web and mobile platform, SmartRent hopes to provide tools that can help identify leaks or faulty equipment, eliminate energy waste and provide remote access control for door locks. The functions provided by SmartRent are particularly valuable when managing vacant units, in which leaks or unnecessary energy consumption can often go unnoticed, leading to multimillion-dollar damage claims or inflated utility bills. SmartRent also attempts to enhance the leasing process for vacant units by pre-screening potential renters that apply online and allowing qualified applicants to view the unit on their own without a third-party sales agent.

Just like RET, SmartRent is the brainchild of accomplished real estate industry vets. Founder and CEO Lucas Haldeman was still the CTO of Colony Starwood’s single-family portfolio when he first rolled out an early version of the platform in around 26,000 homes. Haldeman quickly realized how powerful the software was for property managers and decided to leave his C-suite position at the publicly traded REIT to found SmartRent.

According to RET, the strong industry pedigree of the founding team was one of the main drivers behind its initial investment in SmartRent and is one of the main differentiators between the company and its competitors.

With RET providing access to its leading multifamily owner LPs, SmartRent has been able to execute on a strong growth trajectory so far, with the company on pace to complete 15,000 installations by the end of the year and an additional 35,000 apartments committed for 2019. And SmartRent seems to have a long runway ahead. The platform can be implemented in any type of rental property, from retrofit homes to high rises, and has only penetrated a small portion of the nearly one million units owned by RET’s LPs alone.

SmartRent has now raised $10 million to date and hopes to use this latest round of funding to ramp growth by broadening its sales and marketing efforts. Longer-term, SmartRent hopes to permeate throughout the entire multifamily industry while continuing to improve and iterate on its platform.

“We’re so early on and we’ve made great progress, but we want to make deep penetration into this industry,” said Haldeman. “There are millions of apartment units and we want to be over 100,000 by year one, and over a million units by year three. At the same time, we’re continuing to enhance our offering and we’re focused on growing and expanding.”

As for RET Ventures, the firm hopes the compelling value proposition of its deep LP and industry network can help RET become the go-to venture firm startups looking to disrupt the real estate rental sector.

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Analysts weighing in on $8B SAP-Qualtrics deal don’t see a game changer

SAP CEO Bill McDermott was jacked up today about his company’s $8 billion Qualtrics acquisition over the weekend. You would expect no less for such a big deal. McDermott believes the data Qualtrics provides could bridge the gap between his company’s operational data and customer, data wherever that resides.

The idea behind Qualtrics is to understand customer sentiment as it happens. McDermott sees this as a key piece to the company’s customer management puzzle, one that could propel it into being not only a big player in customer experience, but also drive the company’s underlying cloud business. That’s because it provides a means of constant feedback from the customer, one that is hard to ascertain otherwise.

In that context, he saw the deal as transformative. “By combining this experience data with operations, we can combine this through Qualtrics and SAP in a way that the world has never done before, and I fundamentally believe it will change this world as we know it today,” McDermott told TechCrunch on Monday.

Others who follow the industry closely were not so convinced. While they liked the deal and saw the potential of combining these types of data, it might not be the game changer that McDermott is hoping for after spending his company’s $8 billion.

Paul Greenberg, who is managing principal at The 56 Group and author of the seminal CRM book, CRM at the Speed of Light, says it’s definitely a big acquisition for the company, but he says it takes more than an acquisition or two to challenge the market leaders. “This will be a beneficial acquisition for SAP’s desire to continue to pivot the company to the customer-facing side, but it isn’t a decisive one by any means,” Greenberg told TechCrunch.

Customer experience is a broad term that involves understanding your customer at a granular level, anticipating what they want, understanding who they are, what they have bought and what they are looking for right now. These are harder problems to solve than you might imagine, especially since they involve gathering data across systems from a variety of vendors that deal with different pieces of the puzzle.

Companies like Adobe and Salesforce have made this their primary business focus. SAP is at its heart an ERP company, which gathers data by managing key internal operational systems like finance, procurement and HR.

Tony Byrne, founder and principal analyst at Real Story Group, says he likes what Qualtrics brings to SAP, but he is not sure it’s quite as big a deal as McDermott suggests. “Qualtrics enables you to do more sophisticated forms of research which marketers certainly want, but the double benefit is that — unlike SurveyMonkey and others — Qualtrics has experience on the digital workplace side, which could complement some of SAP’s HR tooling.” But he adds that it’s not really the central CEM piece, and that his company’s research has found that SAP still has holes, particularly when it comes to marketing tools and technologies (MarTech).

Brent Leary, who is founder at CRM Essentials, agrees that SAP got a nice company, especially when combined with the $2.4 billion CallidusCloud purchase from earlier this year, but it has a ways to go to catch up with Salesforce and Adobe. “Qualtrics does provide a more broad perspective of customers because of operational data from back and front office systems. The Callidus acquisition helps to turn insights into certain B2B-focused customer experiences. But I think more pieces may be needed in terms of B2C experience creation tools that companies like Adobe and Salesforce are focusing on with the marketing/experience clouds,” he explained.

Whether this is an actual game changer as McDermott suggested remains to be seen, but the industry experts we spoke to believe it will be more of an incremental piece that helps move the company’s customer experience initiative forward. If they’re right, McDermott might not be finished shopping just yet.

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Okay, one final Form D note

Some more comments from readers on the changing culture around startups filing their Form Ds with the SEC, and then a short update on SoftBank and a bunch more article reviews.

We are experimenting with new content forms at TechCrunch. This is a rough draft of something new – provide your feedback directly to the authors: Danny at danny@techcrunch.com or Arman at Arman.Tabatabai@techcrunch.com if you like or hate something here.

Lawyers are pretty uniform that disclosure is no longer ideal

If you haven’t been following our obsession with Form Ds, be sure to read our original piece and follow up. The gist is that startups are increasingly foregoing filing a Form D with the SEC that provides details of their venture rounds like investment size and main investors in order to stay stealth longer. That has implications for journalists and the public, since we rely on these filings in many cases to know who is funding what in the Valley.

Morrison Foerster put together a good presentation two years ago that provides an overview of the different routes that startups can take in disclosing their rounds properly.

Traditionally, the vast majority of startups used Rule 506 for their securities, which mandates that a Form D be filed within 15 days of the first money of the round closing. These days though, more and more startups are opting to use Section 4(a)(2), which doesn’t require a Form D, but also doesn’t provide a “blue sky” exception to start securities laws, which means that startups have to file in relevant state jurisdictions and no longer have preemption from the SEC.

David Willbrand, who chairs the Early Stage & Emerging Company Practice at Thompson Hine LLP, read our original articles on Form Ds and explained by email that the practices around securities disclosures have indeed been changing at his firm and others:

We started pushing 4(a)(2) very hard when our clients kept getting “outed” thru the Form D and upset about it. In my experience, for 99% is the desire to remain in stealth mode, period.

[…]

When I started in 1996, Form Ds were paper, there was no internet, and no one looked. Now they are electronic and the media and blogs scrape daily and publish the information. It actually really is true disclosure! And it’s kind of ironic, right, which goes to your point – now that it’s working, these issuers don’t want it.

[…]

What I find is that the proverbial Series A is the brass ring, and issuers wants to call everything seed rounds (saving the title) until something chunky shows up, and stay below the radar too. So they pop out of the cake publicly for the first time with a big “Series A” that they build press around – and their first Form D.

Another piece of feedback we received was from Augie Rakow, the co-founder and managing partner of Atrium, which bills itself as a “better law firm for startups” that TechCrunch has covered a few times before. He wrote to us that in addition to the media concerns, startups also have to be aware of the broad cross-section of interested parties to Form Ds that hasn’t existed in the past:

Today, there is a bigger audience in terms of who cares about venture backed companies. Whether this spun off from the launch of the Facebook movie or the fact that over two billion people across the global have the internet at their fingertips via smartphones, people are connected and curious. The audience is not only larger but also encompasses more national and international interests. This means there are simply more eyes on trends, announcements, and intel on privately held companies whether they are media, investors, or your competitors. Companies that have a good reason to stay stealth may want to avoid attracting this attention by not making a public Form D filing.

For startups, the obvious advice is to just consult your attorney and consider the tradeoffs of having a very clean safe harbor versus more work around regulatory filings to stay stealthy.

But the real message here is for journalists. Form Ds are no longer common among seed-stage startups, and indeed, startup founders and venture investors have a lot of latitude in choosing how and when they file. You can no longer just watch the SEC’s EDGAR search platform and break stories anymore. Building up a human sourcing capability is the only way to get into those early investment rounds today.

Finally — and this is something that is hard to prove one way or the other — the lack of disclosure may also mean that the fears around seed financing dropping off a cliff may be at least a little bit unfounded. Eliot Brown at the Wall Street Journal reported just yesterday that the number of seed financings is down 40 percent, according to PitchBook data. How much of that drop is because of changing macroeconomic conditions, versus changes in filing disclosures?

Quick follow up on SoftBank

Tokyo Stock Exchange. Photo by electravk via Getty Images

Last week, I also got obsessed with SoftBank. The company confirmed today that it intends to move forward with the IPO of its Japanese mobile telecom unit, according to WSJ and many other sources. The company is targeting more than $20 billion in proceeds, and its overallotment could drive that above $25 billion, or roughly the level of Alibaba’s record IPO haul.

One interesting note from Taiga Uranaka at Reuters on the public issue is that everyday investors will likely play an outsized role in the IPO process:

Yet SoftBank’s brand name is still likely to draw retail investors long accustomed to using SoftBank’s phone and internet services. Many still see CEO Son as a tech visionary who challenged entrenched rivals NTT DoCoMo Inc ( 9437.T ) and KDDI, and brought Apple Inc’s ( AAPL.O ) iPhone to Japan.

Japanese households are commonly seen as an attractive target in IPOs with their 1,829 trillion yen in financial assets, even if they are traditionally risk-averse with over 50 percent of assets in cash and deposits.

More than 80 percent of the shares will be offered to domestic retail investors, a person with knowledge of the matter told Reuters.

Pavel Alpeyev at Bloomberg noted that “SoftBank is looking to tempt investors with a dividend payout ratio of about 85 percent of net income, according to the filing. Based on net income in the last fiscal year, that would work out to an almost 5 percent yield at the indicated IPO price.” A higher dividend ratio is particularly attractive to retired individual investors.

Despite SoftBank’s horrifying levels of debt, Japanese consumers may well save the company from itself and allow it to effectively jump start its balance sheet yet again. Complemented with a potential Vision Fund II, Masayoshi Son’s vision for a completely transformed SoftBank seems waiting for him in the cards.

Notes on Articles

Tech C.E.O.s Are in Love With Their Principal Doomsayer – Nellie Bowles writes a feature on Yuval Noah Harari, the noted philosopher and popular author of Sapiens. Bowles investigates the paradoxical popularity of Harari, who sees technology as creating a permanent “useless class” and criticizes Silicon Valley with his now enduring popularity in the region. Interesting personal details on the somewhat reclusive Israeli, but ultimately the question of the paradox remains sadly mostly unanswered. (2,800 words)

Why Doctors Hate Their Computers – Atul Gawande discusses learning and using Epic, the dominant electronic medical records software platform, and discovers the challenges of building static software for the complex adaptive system that is health care. His observations of the challenges of software engineering will be well-known to anyone who has read Fred Brooks, but the piece does an excellent job of exploring the balancing act between the needs of technocratic systems and the human design needed to make messy and complicated professions work. Worth a read. (8,900 words)

Picking flowers, making honey: The Chinese military’s collaboration with foreign universities – An excellent study by Alex Joske at the Australia Strategic Policy Institute on the hundreds of military scientists from China who use foreign academic exchanges as a means of information acquisition for critical scientific and engineering knowledge, including in the United States. China’s government under Xi Jinping has made indigenous technology development a chief domestic priority, and the U.S. innovation economy is encouraged to increasingly guard its intellectual property. (6,500 words)

The Digital Deciders – New America report by Robert Morgus who investigates the fracturing of the internet, which I have written about at some length. Morgus finds that a small group of countries (the “digital deciders”) will determine whether the internet continues to be open or whether nationalist interests will close it off. Let’s all hope that Iraq believes in freedom of expression and not Chinese-style surveillance. Worth a skim. (45 page report, but with prodigious tables)

Reading Docket

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BlaBlaCar to acquire Ouibus and offer bus service

French startup BlaBlaCar is announcing plans to acquire Ouibus, the bus division of France’s national railway company SNCF. For the first time, BlaBlaCar is moving beyond carpooling and plans to offer both long-distance carpooling rides and bus rides.

BlaBlaCar already ran a test with Ouibus for the past six months on popular corridors. It looks like both companies are happy with this test, as SNCF is willing to let BlaBlaCar run Ouibus from now on.

As part of this deal, BlaBlaCar is announcing a new $114 million investment (€101 million) from SNCF and existing BlaBlaCar investors. I’d guess that this isn’t just cash but probably cash and shares as part of the move with SNCF. Yes, you read that correctly, SNCF is now an investor in BlaBlaCar.

Ouibus has transported more than 12 million passengers over the past few years in France and Europe. Many thought that buses would hurt BlaBlaCar over the long run. By offering buses on BlaBlaCar directly, the company can capitalize on its brand and huge community to counter that trend. BlaBlaCar is now a marketplace for road travel.

BlaBlaCar is taking a risk, as Ouibus has been relentlessly losing money. Just like other bus companies, Ouibus relies heavily on contractors, which means that BlaBlaCar could quickly adjust the offering. It’ll also depend on product integrations on BlaBlaCar, OUI.sncf and other platforms.

BlaBlaCar currently has 65 million users in 22 countries and is about to reach profitability. And you can expect to find ridesharing offers on OUI.sncf in the coming months.

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