Interview with Oskar Kalmaru – CEO of Bubblare

October 5, 2006 at 3:55 pm Leave a comment


Below is an interview with Oskar Kalmaru – CEO of Bubblare. We hope you find the interview informative and useful. Please visit one of their websites and check it out!,, or

TechAddress: Tell me a bit about your company, what it does and what’s your value proposition?

Bubblare: Bubblare is both a network of Scandinavian video communities where users can upload and watch video clips (, and as well as a technology company that provides other websites with a platform for uploading videos. We launched the Swedish website in July 2006 and the Danish and Norwegian in September. Today we have close to a 100% market share in Scandinavia on both of the business areas (English-speaking video communities excluded.) The company was founded in Stockholm, Sweden. We are now five people working with the company from the office in Stockholm.

TechAddress: What makes your company stand apart from your competitors?

Bubblare: The websites of Bubblare are the only ones in Scandinavia in the local languages: Swedish, Danish and Norwegian. These are all very small languages (spoken by less than 10 million people each) and it is hard to find videos on these languages on, say, Youtube or Google Video. And, if you are an uploader, it is even harder to get Youtube to feature a video clip in such a rare language. When comparing, for example, Swedish clips on Bubblare with the same ones on Youtube, we can see that Bubblare gets a lot (>10 times) more views, which signals the often overseen importance of the videos to have a “local feeling”.

TechAddress: What are some of the main features?

Bubblare: For the websites: see answer to the question, “What makes your company stand apart from your competitors?” For the technology part: we provide a cheaper and more time efficient way for large websites to develop a video service with a platform that is flexible, liable and scaleable.

TechAddress:  Who’s your target customer or audience?

Bubblare: For the websites: basically anyone interested in videos on the Internet, but so far the main part of our audience is younger (age 15-35) and living in the larger cities. One of the goals of the websites is to provide content that is relevant for as many groups or segments as possible.
For the technology: larger websites that are about to extend their content and make it more user generated.

TechAddress:  Any new things in particular that you’re working on right now?

Bubblare: We are doing our bests to improve the websites and making other partners as interested in this trend as possible. New features are about to be added on the websites and the business for selling the platform is steadily improving.

TechAddress:  Where do you see your company heading in the future?

Bubblare: Even though we are number one in Scandinavia right now, we understand that larger companies will pick up the competition any time soon. Our ambition is to maintain, and hopefully extend, the lead and in one year’s time be one of each countries number 30’th larger web sites overall. Establishment in additional countries might also be possible.

TechAddress: Any negative feedback or criticism regarding technology and services?

Bubblare: Obviously, we don’t have the amount of extra features on the websites that other, larger and older, websites have had the time to develop. As for all websites providing user generated content, there is also the problem of how to control the content and make sure that no illegal, offending or copyrighted materials reach the website. Bubblare has the same policy as similar websites: stating in the terms of use what rules are to be followed and dealing with unwelcome content in the event that someone makes a report on it. Of course, we also moderate the website and scan it for inappropriate material on a regular basis. Apart from a brief dispute with the state television in Sweden concerning copyright material, there has been very few problems about this.

TechAddress:  So what would you say is the guiding principle behind your company?

Bubblare: To provide a Scandinavian alternative to foreign video sites that is better, funnier and more relevant to Scandinavian Internet users. When it comes to the technology, flexibility and scalability and efficiency are leading parameters.

TechAddress:  What is the mission of your company and what are you bringing to the market that is innovative?

Bubblare: See above.

TechAddress:  Where are you in terms of funding and your lifecycle?

Bubblare: The income from the technology platform make us well financed. However, the service of uploading videos is still new, maybe even more in Scandinavia than in the U.S. and Bubblare is a company that hasn’t existed more than a few months. Therefore, we see that a lot of work is still left to do in order to extend the income sources.

TechAddress: If your technology or service is not formally launched yet, when’s the launch date?

Bubblare: The Swedish website launched in July 2006 and the Danish and Norwegian in September.


Entry filed under: business, communication, download, entertainment, File Sharing, google, google video, google videos, internet, music, online business, online video, startup, startups, tech, Technology, Technology and Gadgets, video, video download, video media, video uploading, videos, web, web 2.0, Web 2.0 technologies, you tube, youtube, YouTube Video of the Day, YouTubeMySpace Videos.

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