Where it's based: Concord, Mass.
When it was founded: 2008
Why it's Fierce: Isabella Products focuses on designing "vertical devices," or devices that serve a single purpose. With a design pedigree that includes veterans from a diverse set of companies including Bose, Disney, Motorola and Nike, the company set out to build a portable device that could harness the power of a cellular network and would be focused solely on sharing pictures. That device is the 11-inch touchscreen Vizit, which is powered by an 11mm-thin communications module, runs a Linux OS and is networked through cloud architecture.
Isabella's founder and CEO Matthew Growney thinks the Vizit will be a success because people love to share their photos. The device can fold up, has an hour of battery life and can hold 150 pictures before requiring cloud storage. Users can download third-party content (such as photos from Getty Images), make photo albums in real time, send photos from photo-sharing sites like Flickr, print pictures with Isabella's printing partner Pixelz and even order items such as mugs with a picture plastered on it--right from the device. Growney hopes the device does for photos what Amazon's Kindle is expected to do for books.
What's next: Isabella will announce a partnership with a U.S. wireless carrier in June, and is in discussions with multiple European carriers. Vizit will probably sell for around $250, and will not be subsidized.