App reinvents spreadsheets for the smartphone era

Airtable is a new organisational tool designed for simplicity and everyday functionality.


Spreadsheets have become the solution for a vast array of problems. Backing up contacts, working out rent and deciding when the dog needs walking are all tasks assigned to Excel or its equivalents. But more often than not spreadsheets can prove an infuriatingly complex way of moving and arranging data. Already we’ve seen companies such as Numerics shifting business functions away from Excel, and now California-based startup Airtable is aiming to revolutionize the spreadsheet interface for the everyman.

The company is bringing the sort of intuitive functionality associated with mobile apps into the world of databases. The team have designed an attractive, straightforward app that is accessible both on mobile and on the web. Beneath the sleek design lies a powerful relational database — a series of tables linked by key fields. This means that users can filter and order a vast range of information in a dynamic way, without needing all of the data in front of them at once.

This dynamism is a departure from conventional spreadsheet tools such as Excel which, as Airtable founder Howie Liu points out, were originally set up exclusively for number crunching and financial analysis, rather than creating homework timetables and shopping lists.

Airtable is built with a wide range of functions in mind. It’s designed so that users can create their own fields and incorporate images and video from integrated services such as Dropbox, Evernote and Google Drive. The app’s potential as a tool for cooperation goes even further, with colleagues able to @mention each other in relevant notes, and to edit in real time as a team, with everyone’s input tracked.

Airtable’s aim is to reimagine the spreadsheet — Are there other everyday tools out there that could benefit from an app-friendly makeover?

Contact: questions


About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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