SXSW remains the place for new consumer facing startups to launch, or for those that already exist, to debut new features and generally raise awareness for the app, service, or technology platform they provide.
We've been conditioned to expect a breakout runaway hit, one with the potential to disrupt businesses or create entirely new categories, a la Foursquare, Instagram, even Highlight, which was declared last year's "winner" before SXSW actually began.
Over the last week, I met with more entrepreneurs and investors than I can count, and in lieu of any new category creators, there were several startups I felt are putting innovative spins on existing, nascent categories, four of which are gaining traction after a strong, if quiet, showing at SXSW.
Takes is a very sleek app that aims to enable the creation of a new hybrid media, part image, part video, not unlike the animated gifs and Vines before it. Users snap photos, and in doing so, also capture very short videos. Those micro videos are then strung together into a fluid montage that can then be set to music. As an iOS only (at least for now) app, it's the kind of thing that will make Android users jealous.