Bloomberg reported on Wednesday that Essential, Andy Rubin's new startup, has added $300 million to its war chest as it looks to break into the highly competitive field of consumer electronics. The financing round valued Essential at $900 million to $1 billion, according to an analysis by Equidate, which runs a market for private company stock. In an interview, Rubin, who created Android, shared how the company plans to move forward: "I think when there's this duopoly with these two guys owning 40 percent of the market, this complacency sets in," Rubin said. "And that's the perfect time to start a company with this. Some people are complacent and it needs to be disrupted."