When you mix underwear and tech, you get Fundawear

Investing actively in tech (more specifically in web and mobile) for the last three years, means I'm no longer easily surprised.

Don't get me wrong... the hundreds of applications for investment we've received at KAYWEB Angels, and the innovations I follow on the web as an enthusiast, are certainly "very good" at times ... but just not too "surprising".

Therefore when something does surprise, it definitely leaves an impression. This post is about one such surprising innovation.

Last year, Durex came up with "Fundawear", what it called the "future of foreplay".

Now that I have your attention, watch this video:



As the video suggests, Durex is experimenting an underwear range that is remote controlled with a mobile application that allows you to "touch" someone remotely, regardless of how far you are from that person.

It seems Durex thought about the smaller world of frequent travellers that we currently live in, where Skype and Google+ Hangout has meant we can communicate with loved ones virtually. Being in the industry they are in, Durex thought about how they can extend this communication from just "video" and "talk" to ... "sex".

And this is what they came up with.

It is surprising, and quite brilliant.

Recently, I blogged about Target's applying existing technologies to their needs with "shoppable TV", and this Durex example is another example of a pre-web giant brand innovating by leveraging modern technologies.

I believe "Fundawear" will work for them! Just like "Shoppable TV" could be the future of retail advertising.

I hope this is a sign of things to come, and we see more well-resourced traditional powers innovating by using the ever-improving accessibility of web and mobile.