Prognosis
As Genetic Testing Blossoms, Companies Search for a Killer App
Color, Invitae are among DNA firms revamping their focus
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Millions of Americans have taken genetic tests to help them learn more about who they are or how sick they could become. In a crowded field of firms selling DNA tests — 10 new products enter the market each day by one estimate — many of the companies are racing to sort out their own identities.
Color Genomics Chief Executive Officer Otham Laraki, a former product manager at Google, likens genetic testing today to the early days of smartphones. When location data came on the scene, he said, everyone thought check-in apps like Foursquare would be a hit. But the killer app turned out to be a completely different use of GPS data: Uber.