At this week's DEMO Fall 2011, mobile startups trying to bridge the physical and digital worlds often didn't aim high enough and received mixed reviews from venture capitalists and former entrepreneurs. Got bad posture? Stick an adhesive sensor on your back and let your smartphone remind you to stop slouching. That’s a new mobile solution, called LUMOback, presented this week during DEMO Fall 2011 in Silicon Valley.More than a dozen mobile startups presented their innovations, ranging from MeMeTales, a publishing platform for children stories, to uTemporis, an app that serves up events and activities based on free time slots on your mobile phone calendar, to Zazu Mornings, an app that wakes you up with a voice that goes over your appointments and the weather.LUMOback mobile app and sensor keep you upright.Two groups of venture capitalists and former entrepreneurs judged the presentations – at times harshly. “I like companies that tackle big problems,” says Bill Maris, managing partner at Google Ventures. “Some companies feel like features of potential products.”Adds Satish Dharmaraj, managing director of RedPoint Ventures: “The ideas themselves didn’t feel like they were going to capture that entire market.” A common theme among venture capitalists is that some of the mobile startups have seeds of great ideas but just don’t go far enough in their vision.For instance, Looping, an app using sound-based patented technology that lets customers collect points and redeem rewards over a mobile phone at the point of sale, is aimed at strengthening customer loyalty. “Loyalty is a crowded space,” says Trevor Healy, CEO of Amobee, adding that it would be more interesting as a payment verification platform. To his credit, Dani Alyamour, founder of Looping, knows mobile payment is the future of his business. But he’s willing to go after loyalty programs initially—the low-hanging fruit—in order to get small businesses to buy into his solution. With mobile payments, he says, “we don’t want to get lost in a pilot program.”SeekDroid, which enables Android users to find lost phones and remotely lock and wipe them, didn’t perk panelists’ interests until the spokesperson, at the end of the presentation, mentioned that the solution could be used to manage fleets of phones for small businesses.Another troublesome presentation: FieldTest, which provides templates and a service for quickly getting your mobile app idea to market, sounded like a good idea at first. But then the presenters showed an amateurish app icon while illustrating the process of bringing an app to market that didn’t resonate with the panelists. App design, even icons, is a valued profession and critical to success—it should not be taken lightly, panelists say.(For more on app icon design, check out iPhone App Logos: 10 of the Best and Worst.)Whether you’ve got physical sensors on your back connected to a mobile phone app or you’re waking up to the sounds of a talking smartphone like in futuristic movies (not the post-apocalypse kind), startups are only beginning to explore the mobile potential.“It’s the tip of the iceberg of what’s ahead,” says Dana Stadler, general partner of Matrix Partners. Tom Kaneshige covers Apple and Networking for CIO.com. Follow Tom on Twitter @kaneshige. Follow everything from CIO.com on Twitter @CIOonline and on Facebook. Email Tom at tkanshige@cio.com Related content BrandPost Stay in Control of Your Data with a Secure and Compliant Sovereign Cloud By Stan Kwong Mar 23, 2023 6 mins Cloud Security Cloud Computing News Accenture to lay off 19,000 to cut costs amid economic uncertainty Technology services giant Accenture will continue to hire but meanwhile is cutting staff to streamline operations in the face of economic headwinds. By Anirban Ghoshal Mar 23, 2023 2 mins IT Consulting Services Technology Industry BrandPost Advice from procurement: How to evaluate and propose new IT investments By clearly defining needs and requirements, evaluating TCO, and performing risk assessments, procurement and IT teams can work together to help their business leaders make more informed decisions for an improved bottom line. By Bo Bradshaw, Edgio Procurement Director Mar 23, 2023 5 mins SaaS BrandPost Why AI is key to hiring and retaining developers Data shows that the opportunity to build AI-powered apps figures very prominently in where developers decide to work. By Bryan Kirschner, Vice President, Strategy at DataStax Mar 23, 2023 4 mins Artificial Intelligence IT Leadership Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe