This year Ayelet headed up the communications and social media for four Israeli startups, which were fairly representative of the fledgling Web 2.0-style companies that showcased at the seminal tech conference in San Francisco:
• Tonara: This was one of my favorite discoveries: an iPad application for musicians that provides interactive sheet music. Tonara will show you where you are on your sheet music, and it will flip the pages for you. As Ayelet notes, until now, sheet music hasn’t changed much since Mozart’s time. As the pièce de résistance, on Monday they brought in a string quartet with ex-Facebook honcho Randi Zuckerberg as lead singer. (Who knew that Randi can warble like an angel?)
• uTest: Looking for someone to kick the tires of your new website or app? uTest uses crowdsoruced testing for usability testing, loading testing — “anything, anywhere, in any circumstance” testing, says Ayelet.
• Farmigo: One of the more ambitious efforts, Farmigo is an effort to create a global network that lets consumers find and purchase locally grown, fresh produce.
• TapTank: Use your social networks to achieve goals and build relationships in real life. Sign up for early access to the online service.
A production note: At 3 am, I gave up on trying to correct the white balance, which went kablooey about 3 minutes into the 6-minute interview. The Color Correction filter in Final Cut Express just flat-out refused to work after a dozen attempts. So I opted for timeliness rather than high production values.