Sealed Air hopes iBubble can revive the Bubble Wrap brand, which has seen its status deflate in an increasingly crowded market. By 2012, Bubble Wrap made up 3.6% of Sealed Air’s sales, down from 5.7% in 2010, and profit margins on the product had contracted sharply in the previous decade, according to the company. Sealed Air also has been unable to take advantage of the rise in e-commerce in far-flung markets, losing business to local imitators. The company rarely sends Bubble Wrap to customers more than 150 miles from its factories because its bulky size makes it prohibitively expensive to ship long distances.