Neura: A Leading IoT Startup at the CES Tech Show

CES 2016 turned out to be a grand show as it unveiled numerous exciting product launches. In this article, we focus on a new and innovative IoT startup called Neura which showcased its technology at the CES tech show.

Internet of Things (IoT), from eyewear to cars and smartwatches, is spreading its wings as the technology behind it matures. Connecting various types of electronic devices together for a great experience in the day-to day activities is stated to be the ultimate objective of IOT.

Neura’s groundbreaking technology enables connected devices to offer a responsive and personal user experience by understanding an individual’s patterns and behaviors. Additionally, Neura acts as a connective tissue that bridges devices, locations, people and the Web, allowing devices to communicate with one another.

"This is a map of your life, it shows what places are important to you. It is the holy grail of the Internet of things," said Mr. Meiri, Founder & CEO of Neura, to BBC.

Neura gathers data about their users in order to automatically provide notifications that it thinks will help its owner over the course of the day. But the firm's ultimate goal is to offer its service to other apps, and act as a single secure channel for all of a user's personal data rather than having it handled by multiple parties, as is currently the case.

To generate revenue, the company depends on having access to information about people's Web-browsing habits. It has also moved into connected devices via its smart home division, Nest, although it says it does not mix the two sets of data.

"Google takes data and serves ads, and in response you get a free service," Mr. Meiri said to BBC. "Our model is radically different—we take your data, transform it into knowledge that you can sell back to companies.

"We are like PayPal for the Internet of Things. We facilitate transactions, and our currency is your digital identity. It is a spy technology, but it is powered by trust.

"With the Internet, we have lost the battle to control our data, so changing the data economy for the Internet of Things, opposing the Google model is worth a shot," Mr. Meiri said. "Users can own their data, they can win."

Until now, the company has raised $2.02M. Investors include Greenhouse Capital Partners, alongside SingTel Innov8 Ventures, Pitango Venture Capital, TriplePoint Ventures, and prominent angel investors, including Ben Narasin and Isaac Applbaum. Neura is a graduate of Silicon Valley-based accelerator UpWest Labs.

About CES:

The International Consumer Electronic Show, being held in Las Vegas from January 6 to 9 this year, has served as the proving ground for innovators and breakthrough technologies for more than 40 years. The International Consumer Electronics Show showcases more than 3,600 exhibiting companies, including manufacturers, developers and suppliers of consumer technology hardware, content, technology delivery systems and more; a conference program with more than 200 conference sessions and more than 150K attendees from 150 countries.

And because it is owned and produced by the Consumer Technology Association (CTA), a technology trade association representing the $285 billion US consumer technology industry, it attracts the world’s business leaders and pioneering thinkers to a forum where the industry’s most relevant issues are addressed.