In this chapter the development of the welfare innovation called Blink is described through the lens of responsible innovation. Developed by a medium-sized multi utility and service company, the innovation project was designed for application of video communication channel in the homes of elderly people. Presented from a firm perspective, this story provides an example of challenges of new technology development in this particular setting and learnings gained while balancing new technology development with the needs of and feedback from users as well as market considerations.