It might be London Technology Week, with unrelenting tech talk engulfing the capital, but the winner of CNBC's Power Pitch competition was the maker of a good-old, physical book.
Lostmy.name – named winner of the pitching competition by investor Eileen Burbidge on Friday – creates personalized books for children.
And although the end product might be a physical book, both Burbidge and company co-founder Asi Sharabi were quick to stress that complex technology was at the heart of the company.
"When people don't see a screen, they tend to disregard the tech. But there's more tech behind the creation of this physical book than there is behind quite a lot of things in the app store," Sharabi said.
Burbidge, a partner at prominent seed-stage venture fund Passion Capital, said the technology involved in the book-making process was subtle, but far from trivial.