About our company
Exruptive is developing an innovative integrated solution for the optimization of the security- and commercial experience of travellers in international airports offering improved security at lower cost, better flow and increased revenue and efficiency in airport commercial areas.
We target airport owners, operators and retailers with a proprietary security scanning solution for cabin baggage, as well as chargeable, scanner compatible context aware airport shopping trolleys offering an integrated or click-on touch screen platform for personalised traveller interaction, way finding and business intelligence acquisition.
As opposed to traditional security equipment and staff suppliers, we are uniquely positioned in the market by combining next generation X-ray scanning technologies and imaging algorithms with deep insights into passenger flows, passenger perceptions, behavioural patterns and cultural differences to become a true end-to-end full service partner to our customers.
We have developed strong ties and partnerships with leading academic institutions, IT developers, manufacturers and service providers and have therefore been able to operate as a small agile organization. We have no vested interests in existing product lines, paradigms or business models. Everything we do is modular, adaptable and customizable to enable us to match the diversity of the customers we aim to serve.
Our main industry: Airports
The aviation industry is driven by four fundamental trends:
The growth in global air travel
→ More passengers passing through security every year, more security lines being established, more airports and airport terminals being built or upgraded
The ever rising security requirements and regulations
→ Existing X-ray scanners do not live up to regulatory requirements, rising security costs allocated to airlines, increased hassle and anxiety for passengers, missed connections, delayed flights etc.
The increasing strategic importance to airports of non-aeronautical income
→ Additional investment into airport shopping areas, increased focus on advertising, increased focus on business intelligence and on being able to reach and communicate with passengers
The growing pressure from passengers and airlines to improve the overall passenger experience and the ultimate goal of stress less flying
→ Growing demand for connectivity, integration, technology and new solutions. Passengers increasingly demand control, choice and enablement
Our Core Values
Disruption requires a lot of will-power
To deal with the complexity of what we are doing and the industry in which we are doing it
Zero tolerance on moral shortcuts
You may quietly live out your values, or seek to impose them on every person and situation you encounter.
We lean towards the latter.
Our ambition is to become the preferred technology and service partner to our customers in the airport industry based on a unique and sustainable competitive position.
What is exruption?
We have defined it thus:
Exrupt: To disrupt through the dramatic alteration of the experience of a thing.
Exruptive Innovation: An innovation that creates a new market or significantly alters an existing market by offering a radically different experience for some or all of the market stakeholders.
Exruptive business model: A new business model evolving around a dramatic change in the experience of a thing, which has the potential to disrupt a market
is a registered trademark ®
Airports are increasingly moving toward a business-to-consumer model, and non-aeronautical (or commercial) spending by passengers has surpassed aeronautical income as the most important source of earnings in the airport industry.
Passenger security screening at airports is an increasing problem for all the stakeholders in the aviation industry. For airlines and airports alike, the rising cost of aviation security is a significant burden and poses a number of associated operational problems that add additional costs.
Meet the team
Project Manager, Scanner
Chief Executive Officer
Morten came to Exruptive in 2015 from his own consultancy firm in the Experience Economy space. Over the years, he has helped numerous large and small companies develop their businesses using customer and experience based innovations tools, including global companies like Carlsberg and NCC, and large media corporations like Politikens Hus. His professional experience also includes a successful career as Divisional Senior Vice President in the Danish Broadcasting Corporation (DR).
Technical Project Mng.
Head of Test Center
Board of Directors
Peter Scheuer Jensen, chairman of the board
CEO, CPH Inventures
Thani Alzaffin, board member
Director General, the emaratech group
Jesper Aunbøl, board member
Business Controller, Falck
David Packness Meyer, board member
Henning Friis Poulsen, board member
Professor, DTU Physics
Jens Krogh, board member
CEO, KD Group