Marcos Oliva and his colleagues at iTherm, a Boston- and Barcelona, Spain-based mobile health technology startup, know full well that the communications landscape is littered with the remains of many a cool idea that never quite found its niche. Oliva says iTherm is not about to fall into the trap of whiz-bang for its own sake.

"We wanted to solve a very specific problem," Oliva says. "We don't want to do a very cool device that does lots of things. We are focusing on our problem and trying to solve it in the best, simple way. I think, when we talk to potential investors, they realize that pragmatic approach is worth pursuing more than trying to build something big that may not solve any particular need, or that may have difficulty going through the regulatory process."

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