An old friend approached me with the idea and we have developed it together. He used to work for a media company which had these sort of clients already so we got a head start when they folded and we stepped in to pick up the slack. Subsequent sales have all been word-of-mouth. Product development has been entirely driven by customers: they need something, I put it in and then every player gets the new functionality once it's battle-tested.

When we first looked at the market, we realized that no-one really knew how it worked because it's still very young. So we decided to compete on price and reliability. Instead of lock-in contracts and up-front hardware purchases, we charge a small month-to-month rental and the hardware remains ours.