artoo is a technology-enabled art market platform that will democratise the art market, just as the printing press transformed the book publishing industry in the 15th century and the phonograph revolutionised the music publishing in the late 19th century.

Vision

artoo’s vision is simple – fill your life with art

Objective

artoo is on a mission to reinvent the art market for the digital age and to drive its growth through making art more accessible, affordable and profitable by offering an alternative way the people discover, purchase, enjoy and sell the art.

The Problem

The traditional art market inconspicuously deprives humanity of experiencing authentic art by constricting accessibility and affordability of artworks.

artist and gallerist

  • sadly, over 90% of artists are surviving through side jobs and eventually, by the age of 35, decide to stop their career as artists

  • four out of five new contemporary galleries fail within 5 years

art lovers

  • less than 6% of the population buys overpriced artworks

  • the remaining 94% don’t enjoy  authentic art in their homes

  • art lovers are frustrated by narrow  access to the market, high costs of ownership and limited flexibility

existing solutions

  • the traditional art market is not able to facilitate digitalised artwork commercialisation.

  • existing digitalised artwork platforms offer sub-optimal veracity to the original artwork, and don’t enable art collectors and art investors to trade  digitalised artworks.

The Solution

In structural terms, excluding the art market function, artoo is like  iPod/iTunes for the art world.

artoo operates a two-sided market enabling art suppliers to provide effortless access for art lovers to explore and enjoy digitalised artworks on platform-specific displays, which are ensuring the unsurpassable perceptual veracity to the original artwork in changing lighting conditions.

artwork supplier

the artwork supplier offers a limited edition of digitalised artwork on the artoo platform in return for publishing royalties and/or sale proceedings.

artoo

artoo creates the digitalised artwork content, publishes the digital edition, and manages the primary, secondary and tertiary art market platform in return for publishing fee and sale fee.

art lover

the consumer rents or buys the digitalised artwork content and projects it on the electronic canvas in their own space, or buys the digitalised artwork edition to further commercialise on the platform as  an artwork supplier.

The potent combination of  a unique electronic device, environmentally-adaptive high veracity digital artwork content, and an efficient online market platform,  with strong IP protection will quickly expand the contemporary art market and position artoo within a crystal blue ocean.

The Competition

What others are doing in this space and how does artoo’s offer fits within this landscape?

Traditional Art Market

perceptula veractity
content flexibility
canvas rotation
artwork is tradeable
non-liquid and non-transparent market
exclusive content
accessible
affordable
artist income

Customer perspective

  • Strength: signals sophistication, provides sense of ownership

  • Weakness: communicates only with 6% of the population, perceived as an elitist and non welcoming world by the rest of the population.

The Opportunity:

 

artoo can:

  • effectively address the lower middle art market consumers who would prefer flexibility, affordability, and accessibility over social signaling.

  • appeal to a younger, less technologically adverse audience who are bordering both sides of the art mid/mass market

  • capture new art consumers, from the vast 96% of the population who are currently don’t enjoy authentic art in their homes.
meural2

Netgear

perceptula veractity
content flexibility
canvas rotation
manual
artwork is tradeable
exclusive content
accessible
affordable
artist income

Customer perspective

  • Strength: affordable, accessible large art repository.

  • Weakness: targets art mass market, manual canvas rotation, non-exclusive content that can’t be traded, sub-optimal perceptual veracity to the original artwork

The Opportunity:

 

leveraging superior IP protected offer artoo can:

  • take and retain a significant part of Netgear’s market

  • prevent Netgear from addressing the middle art market 

  • prevent Netgear from offering art market functions (secondary and tertiary market)

theframe500

Samsung 

perceptula veractity
content flexibility
canvas rotation
manual
artwork is tradable
exclusive content
accessible
affordable
artist income

Customer perspective

  • Strength: strong brand and distribution ability

  • Weakness: expensive smartTV with the art app, can’t resemble the picture on the wall, non-rotational, no market function, content environmental adaptation automated through the TV brightness, contrast ..)

The Opportunity:

 

leveraging superior IP protected offer artoo can:

  • take and retain a significant part of Samsung’s market

  • prevent Samsung from addressing the middle art market

  • prevent Samsung from offering art market functions (primary, secondary and tertiary market)
artoo500

artoo

perceptula veractity
content flexibility
canvas rotation
automated
artwork is tradeable
liquid and transparent market
exclusive content
accessible
affordable
artist income

Customer perspective

  • Strength: larger auto-rotating canvas, unparalleled veracity to the original artwork, opportunity to trade on the art market

  • Weakness: new brand, unfamiliar product and offer

The Opportunity:

 

artoo can:

  • build an authentic brand


  • expand the existing art market and dominate the expanded space

  • expand participation in art world and significantly better the artist earning capacity.

Competitive advantages

artoo is not the first to offer a “digital canvas” to the world. In the last five years, a few businesses entered this market with various successes.

However, artoo has multiple significant and sustainable competitive advantages, which will ensure artoo’s dominance in the market for a substantial time.

Unique Features

  • TrueHues™ technology for creation and presentation of the environmentally adaptive digitalised artwork content that provides unmatched perceptual veracity to the original artwork under the changing light conditions and ensures the artwork non-copyability.

  •  artooCloud™ global art market platform providing on-demand access to digitalised artworks to rent, purchase or sell on primary, secondary and tertiary market.

  • artooCanvas™ a desirable electronic canvas that auto-rotates to adjust its orientation in accordance with the projected artwork orientation.

First to Market

artoo is the first, and due to the strong IP protection will remain the only, “digital canvas” platform that offers

  • unsurpassable perceptional veracity to the original artwork under the changing lighting conditions

  • the primary, secondary and tertiary digitalised artwork market platform, enabling a further opportunity for artwork commercialisation to the artist, art collectors, and art investors

  • auto-rotating canvas

Proprietary Technology

artoo’s strong IP portfolio provides strong protection of artoo’s market enabling the unrushed creation of a global brand.

  • TrueHues™ – international patent accepted; Australian Patent granted, other national applications in progress.

  • artooCloud™ – provisional patent; international patent application in progress

  • artooCanvas™ – international patent accepted; national applications in progress

  • trademarks and domain registrations – completed or in progress

The Market

artoo will compete in the global art market (>70 billion) but more importantly, it will create and dominate a new market for its offerings (>10 billion).

The Beached Market

artoo will launch in the Australian Market planning to control 3.5% of the market in 5 years after the product launch.

TAM

$684 million

Australia – total addressable market

SAM

$240 million

Australia – serviceable addressable market
(35% TAM)

SOM

$24 million

Australia -serviceable obtainable market
(10% of SAM in 5 years)

business opportunity

62%

gross income margin

16%

net profit margin

93%

IRR @ 22% discount rate (CAPM)

revenue structure

33%

hardware

33%

subscription + artwork rent

34%

artwork trade

get in touch

if artoo’s vision resonates with you and you would like to learn more about the business

Join us …

stay in the know on deals and discounts