About this project
Our mobile phones and devices connect us to the world in ever expanding ways. We call home, text friends, surf the web, listen to music, read books, watch movies, take photos, shoot video, play games, and even order pizza and an Uber, all with a few clicks and swipes. These devices are so versatile and valuable that we often keep them close at hand, if not right in hand. Yet, with screen sizes growing larger and phones getting thinner, we are finding them more and more challenging to comfortably and securely hold. While cases aim to protect against damage after a drop, they really don’t solve the problem of preventing a drop, nor do they adequately address the issue of comfortably holding a device. That got us thinking…
Mobile devices connect people to the world, but is there a better way to connect people to their mobile devices?
We founded Bullz-i Inc. to engineer an elegant and universal solution to this simple question. Our product, THE RiNG, is a slim, round aluminum attachment that adheres to the back of your phone, device, or case. It is lightweight and unassumingly simple in appearance, yet incredibly sturdy, stylish, and powerful in function.
THE RiNG brings confidence, comfort, and style to your mobile device experience.
Using THE RiNG, you can be confident that your mobile device is securely in hand. Now you can USE your phone instead of worrying about how to HOLD your phone.
THE RiNG is rounded and smooth to the touch. It easily fits most fingers, and reduces the strain associated with gripping your phone or device.
THE RiNG is hard anodized aluminum with a thin profile that complements the design of your phone or device. It looks and feels like it was meant to be there from the start.
360 Degree Rotation
THE RiNG is a set of concentric rings, hence our company name, Bullz-i. The outer ring/base attaches to the phone or device. The inner ring folds up and rotates a full 360 degrees so you can effortlessly change the position of your phone or device, all while never having to remove your finger from THE RiNG.
Strong But Removable Adhesive
THE RiNG attaches to phones, devices, and cases with a 3M adhesive that performs as though it were permanent, yet allows for removal as well. To remove, slide a credit card underneath THE RiNG while pulling up and work across the bottom. The remaining adhesive can be removed by simply pulling the adhesive film off THE RiNG, leaving no lasting glue on either THE RiNG or your device. We include an extra adhesive so you can reattach as needed. See the video below for a complete demonstration of applying and removing THE RiNG.
THE RiNG is very slim at 3.5mm, which is roughly ½ the height or less of a typical mobile phone. When not in use, the inner ring folds down allowing you to easily slide your phone or device in and out of your pocket or to simply lay it flat on a table.
Aluminum is light and strong. It complements the style of mobile devices, resists corrosion, and allows for color anodizing and laser etching as we expand our design offerings in the future. Aluminum is 100% recyclable.
Yup, It Works as a Stand Too
Interview with Co-Founder Eric Due
We are fortunate to be working with a tremendously talented team of partners through both the creation of Bullz-i Inc. and the development and introduction of THE RiNG. Focus Product Design has guided our design from our prototype to market-ready product. Damien Shulock has been a great influence in the design process and our engineering force. Steve Barretto and his team of marketing gnomes at Barretto-Co. have been instrumental in developing our brand and message. John Emmons has helped guide us through sales and strategy. GTC Law took us from three friends with a dream to a full-fledged corporation. GM Nameplate and 3M have helped in refining and coordinating our adhesive application. Lahlouh is coordinating our packaging and shipping. Last but not least, Kickstarter is helping us introduce THE RiNG to all of you!
With something so personal, we were aware we needed a physical prototype to accurately share our vision. The design process started with crude foam core and cardboard prototypes. These gave great concrete answers to some vital early questions. Would this be functional? Would the profile be too thick? Will it be useful closed? Will it be comfortable?
We found a local machinist in San Francisco who was able to work through the initial development stages and create a fully functional prototype. It was only one ring, but we knew we had something right away.
We began showing the ring to family and friends and the response we got reinforced our enthusiasm to move forward.
We plowed through incorporation docs, product design, patent filings, marketing vision, manufacturing sourcing, packaging, distribution, sales and strategy.
Our manufacturer has already started making THE RiNG. Yup, you heard that right. The manufacturing process is underway and we expect delivery shortly after the end of our 30 day Kickstarter campaign. You, our supporters, will be the first to have THE RiNG. Kickstarter is the perfect forum to announce THE RiNG to our friends, family and early adopters. Your enthusiastic interest and support will serve to announce THE RiNG has arrived! We are already pursuing THE RiNG with different colors and co-branded logo options (think sports teams etc.) for future options.
Eric, Geoff, George
Risks and challenges
Phone & Device Material Changes:
We selected the specific 3M adhesive for THE RiNG because it provides a very secure attachment, plus it allows the ability to be removed cleanly from your phone or device. Beyond our control however is the fact that device manufacturers can change the materials they use in the construction of their products. As an example, the back of Samsung’s new S6 has a coating which makes the adhesive less secure. Therefore, for this phone model, we recommend adhering THE RiNG to a case instead of directly to the device. We will keep our website updated, showing any other phone models for which we find an issue less than desirable. We have also noticed that when trying to remove THE RiNG from leather and faux leather surfaces if you pull up while sliding a credit card under, you may pull some of the finish from the cover. This is due to the secure attachment THE RiNG provides.
We have already committed to our first 5,000 unit run. THE RiNG still needs to be manufactured, assembled, quality checked, and shipped to our distributor. We are working closely with our partners to ensure this will go according to schedule but delays are always a risk.
We at Bullz-i, our affiliates, and everyone associated with our business thank you for visiting our Kickstarter campaign and allowing us to share our vision with you. We would be honored to have your support as the first owners of THE RiNG!
Support this project
- (30 days)