Most iPhone developers are focused on creating software applications for the hip smartphones from Apple.
But not Jeff Glasse. The founder and chief executive of the New York-based company Kogeto has developed an iPhone attachment that turns video shot by the smartphone into panoramic footage.
"It captures 360 degree video and then lets you share that video online," said Glasse, demonstrating the $79 lens attachment called the "Dot" at the Consumer Electronics Show (CES) in Las Vegas.
"You're capturing everyone in the room -- 360 degrees," Glasse said. "And then with one click you can upload that to Facebook, Twitter, wherever you want to share it."
The Dot resembles a magnifying loupe such as those used by jewelers or photographers, only slightly smaller.
It clips on to an iPhone, aligning with the lens of the smartphone's camera and transforms the footage into a 360 degree panoramic image.
Kogeto began shipping the Dot for the iPhone 4 and the iPhone 4S in October. It will begin selling in Europe in February and will be featured in Apple stores in two weeks.
Glasse said Kogeto will come out with a version of Dot for Android phones this year.
"We're bringing this to the consumer market so we can be the plumbing for panoramic video," Glasse said. "I believe wholeheartedly in panoramic video. I believe it's transformative."
Funding for the Dot was raised through Kickstarter, a website which collects donations for creative projects.
Kogeto sought $20,000 but received $120,500 from more than 1,200 donors.
Explore further: iPhone 4S gets thumbs up from Consumer Reports