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Etulipa: The 11-Person Bet on Solar-Powered Screens
A Dutch startup betting on electro-wetting to conquer outdoor digital signage
Imagine a digital billboard that consumes the energy of a lightbulb and runs entirely on solar power. Etulipa isn't just imagining it; with a lean team of 11 and $1.6M in revenue, they are building the infrastructure for a truly sustainable outdoor display economy.
"They aren't competing with LCD; they are replacing the need for power grids entirely."
The Tech: Oil Over LEDs
Etulipa's core differentiator is Electro-Wetting Display (EWD) technology. Unlike traditional LCDs or even standard e-paper, EWD uses colored oil droplets manipulated by electric fields. This results in full-color displays that reflect ambient light (readable in direct sun) but consume only 7 Watts per square meter. For context, a standard outdoor LED billboard consumes hundreds of watts. Etulipa’s tech makes solar-powered digital signage mathematically viable.
The Market Signal
While their global rank (#11.6M) suggests a quiet web presence, the intent data tells a different story. They rank for high-value technical queries like 'electrowetting displays' (130 monthly volume). This indicates a B2B-heavy pipeline driven by engineering specifications rather than broad consumer awareness. They are selling to decision-makers who need specific technical solutions, not browsing the general public.
The company’s positioning as 'Wallscaping without being intrusive' hints at a strategy targeting urban planners and architects. By using colored oil instead of LEDs, they avoid light pollution—a massive selling point for municipal contracts where standard digital billboards face strict zoning regulations.
- Tech Stack: Built on modern foundations (Vite, Tailwind, Bootstrap) suggesting an agile engineering culture despite hardware focus.
- Traffic Source: 40% direct traffic is unusually high for a niche hardware startup, implying strong brand recall or a concentrated B2B client base returning to the site.
- Global Ambition: The YouTube presence and English-first site suggest they are targeting markets beyond the Netherlands (likely EU/US solar incentives).
The Stealth Giant?
Etulipa represents the classic deep-tech profile: small team, high technical complexity, and revenue that outpaces their web footprint. For investors, the risk is adoption speed; for competitors, the risk is that oil beats LEDs.
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Electro Wetting technology is a kind of e-paper technology. The technology is specially developed for outdoor use. It uses colored oil instead of LEDs. Energy use only 7 W/sqm
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About etulipa.com
Electro Wetting technology is a kind of e-paper technology. The technology is specially developed for outdoor use. It uses colored oil instead of LEDs. Energy use only 7 W/sqm
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etulipa.com uses 14 technologies across their website including Google Fonts, reCAPTCHA, PHP, and more.
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etulipa.com receives approximately 914 monthly visitors and ranks #11,617,930 globally. The website has a bounce rate of 35% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 0:43 on the site.
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