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This video is to accompany the case, in which Berrebi explains some of the barriers in selling new technology, using his first client as an example. The eDevice case is at the crossroads of two basic issues: (1) what options for growth are available to the entrepreneur; and (2) how to make a new technology a commercial success and - more specifically - how, and under what conditions, can a company speed up the adoption of disruptive technology? eDevice was officially founded in October 1999. It was considered a pioneer in the Internet connection devices market. The company's software - SmartStack - allowed customers in business-to-business markets to monitor all sorts of appliances 24 hours a day, 7 days a week from any location using the Internet as a virtual connection tool. Case (A) describes the Internet connection devices market, eDevice's product, its customers and its growth until the end of 2001. In September 2001 - two years and two rounds of financing after he founded the company - Marc Berrebi, eDevice's Chief Executive Officer, faced a choice of four strategic directions that would define his company's future and should allow it to go public by the end of 2004.