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4 Startups Finally Delivering On IoT’s Promise

Single-use plastic, time-itself, reality and analytics are all up for an IoT makeover

We’re into the second generation of IoT already.

It remains unclear as to who is going to dominate the sector. However, if past tech-revolutions tell us anything, the people who delivery the best Customer Experience (UX) always win.

These four IoT startups were all super impressive at a recent Silicon Roundabout pitch event in London.

And given the tremendous growth of IoT this year — 20 billion devices in the world today! — the sheer scalability of these businesses is simply breathtaking.

Vesta Smart Packaging

Stats on plastic-use plastic are never easy to stomach.

According to Co Founder and CEO, Tom Mowat, the latest goes:

“1,000,000 plastic bottles are bought, globally, every minute.”

Evidently, the situation is becoming increasingly bleak.

Vesta Smart Packaging are looking to change that, using IoT and an alternative model of consumerism.

Sounds cool, right?

Vesta’s smart containers can house all manner of cleaning products: clothes detergent, washing-up liquid, toilet cleaner, basically anything that lives under your sink.

The containers are smart because they know when they are nearly empty and automatically reorder environmentally-friendly refills.

And, yes, “environmentally-friendly refills” means packaging that dissolves, so Vesta are banking on people learning how to quickly install the product when it arrives!

Its early days but this concept is surely a genuine game-changer in the race to solve our dependence pm single use plastics.

Vesta simultaneously offers a product that:

  • Ensures households never run out of essentials
  • Reduces travel time, costs and emissions
  • Cuts cost as a result, and
  • Stops the purchase and throwing away of single use plastic

Finally, the cosmetic industry is getting a makeover. Get it?


The engineers — or should we say, philosophers? — behind emit have two issues with our relationship with time:

  1. Traditional watches only show us the current time, but not the context
  2. Smart watches are designed to drain our attention and sell it to advertisers
“That’s why we waste time irreversibility… and that’s when we regret it”, says, Co Founder and CEO, Stephen Titus.

Emit, the world’s first productivity smart watch, is different.

Their simple interface — literally a digital timer counting down — is programmed to your next goal: your journey time, study assignment, work project. And because you are physically wearing it — unlike a calendar — you are compelled to take action. And because it doesn’t have your social media or email embedded, it can’t distract you from the task you have committed to.

Crucially, emit promise to provide the user with their own productivity analytics so they can understand when they work, and rest, best.

The piece of kit is being designed by CTO Thushaan Rajaratam out of Imperial College, London. The kickstarter campaign just finished and they smashed their target.

Not a bad Christmas present methinks.


GPS powers many of the everyday services we rely: google maps, uber, Deliveroo etc.

And with the advance of augmented and mixed-reality services, GPS is set to become even more vital.

But, asks Fredi Nonyelu, Chief Exec at Briteyellow:

How is this going to happen when we spend 90% of our time in buildings, where GPS doesn’t really work?

The simple answer is IoT.

IoT is the dual-enabler of GPS and mixed reality services. To get there, we need to integrate IoT and software into buildings so these profound new services can be explored.

Briteyellow are a a leading innovator in the global “Indoor Location” technology market with a long-term commitment to Research and Development.

Nonyelu spells out the scale of their opportunity:

“Briteyellow only focus on buildings over 30,000m².
We have identified 58,000 locations worldwide that we can deploy our tech in.
8,700 of these have the budget to handle the service .
We are targeting 15% of the market share.
That’s 1,307 locations.”

Clearly, they have some serious work, revenue and responsibility ahead of them.

Best of luck Yellow Team!


“Paper towels in a washroom”, might be the most unsexy example imaginable, but that’s probably the point for DevicePilot CEO, Pilgrim Beart.

He knows that absolutely everything and anything is up for connection in the IoT 2.0 era, and service-providers are going to need their kit serviced.

This is where DevicePilot step in.

They are a cloud-based, software-as-a-service (SaaS) for IoT. The platform offers real-time analytics on an organisation’s IoT kit, providing performance monitoring and analysis. Essentially, they do for IoT what google analytics does for websites.

Device Pilot are a third of the way through their seed round for £150,000.

They already have diverse use-cases, including Winnow, the impressive data-kit used in professional kitchens to reduce food waste.

Given the exponential growth of IoT devices, DevicePilot’s customer base is set to explode.

Only The Beginning

IoT is getting serious and fun at the same time, now.

Plastic usage, time, and reality are all getting a makeover. And essential maintenance platforms like DevicePilot mean we won’t be left with an internet of malfunctioning “things”.

It might 2.0, but this is only the beginning.

Craig writes for Calcey Technologies, a boutique software product engineering agency with roots in the Silicon Valley, that lends its software development muscle to start-ups and scale-ups around the world. Calcey’s client portfolio includes global names such as PayPal and Stanford University, alongside numerous exciting startups, including Nutrifix (UK), (Sweden) and MyBudget(Australia). The team of 100+ engineers, based at its development centre in Sri Lanka, are looking to engage with more startups.