Light Reading
California startup stakes claim to growing home technology market with utility, retail, and service provider wins.

GreenWave Crashes Smart Homes

Mari Silbey
1/6/2014
50%
50%

GreenWave Reality Inc. may just be the most important smart home technology company that you've never heard of.

Founded in 2008, GreenWave Reality boasts 185 employees and $31 million in investment funding. More importantly, the California-based enterprise Green hit operational profitability in the fourth quarter of 2013 and just announced a major customer win with E.ON, one of the largest utility companies in Europe. Rounding out GreenWave's list of credentials, the startup is working with Home Depot in the US through a partnership with the wireless LED lighting company TCP Lighting, and has two undisclosed US service provider customers, including at least one in the cable/telecom/satellite market.

So what does GreenWave do and why are service providers interested? The company has designed a smart home platform called Home2Cloud, with the goal of becoming the underlying canvas not just for home security and automation, but also for everything that's connected in the home.

"Our view," said GreenWave Chief Narketing Officer Nate Williams," is that we've seen this progression of smarter devices -- smarter devices, smarter apps. Now where's the smarter platform?"

The GreenWave platform idea sounds a lot like the technology coming out of such better-known companies as SmartThings and Icontrol Networks Inc. But Williams outlined some crucial differences in a recent interview with Light Reading.

For one thing, Williams noted that SmartThings isn't built for the service provider market. Rather, he said, it's an open ecosystem to which virtually any hardware manufacturer or app developer can connect. On the other hand, he said, iControl is very much meant for service providers, but its entire focus is on home security and automation. GreenWave's ambitions are much broader.

In pursuit of delivering the primary platform for the connected home, GreenWave has integrated network intelligence into its Home2Cloud offering. The solution is self-monitoring and includes a self-healing application that automates necessary fixes, optimizations, and enhancements to the customer experience. Currently, the company offers specific hardware and applications for energy management, connected lighting, and home monitoring, but the platform is built to support far more.

"We actually think that there's a new category that we're pioneering called [the] Internet of Things infrastructure," said Williams. "So think about an infrastructure play for all the connected devices in the home that have to be managed and provisioned on a service provider network."

In Williams' view, the initial home security and automation services hitting the market are only the tip of the iceberg. Service providers are trying to figure out how to better monetize and manage everything that hangs off the home network, and the list of connected devices that encompasses is growing steadily.

Williams was also points out that GreenWave's management team includes a number of executives with ties to the media technology business. That suggests the company has near-term plans to bring entertainment and media-sharing applications into the picture alongside its original smart home services.

If Green Wave can continue to win major service provider contracts, the growth opportunity is tremendous. Strategy Analytics projects that in the US alone, the market for smart home systems and services will top $30 billion by 2018. So GreenWave is planting the seeds now in hopes of becoming one of the major smart home players in that promising market.

Related post:

— Mari Silbey, special to Light Reading

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Phil_Britt
50%
50%
Phil_Britt,
User Rank: Light Sabre
1/7/2014 | 3:01:27 PM
GreenWave
The company should benefit from the "coattails" of the AT&T Digital Life commercials that are currently running. Of course, none of these solutions will do much if the power goes off -- atoo common problem here inthe Chicago area.
albreznick
50%
50%
albreznick,
User Rank: Blogger
1/6/2014 | 4:19:12 PM
Too Ambitious?
This is one ambitious startup. But is there room for another player here? How many players can the still evolving smart home market support? Will be interesting to see how the established players respond. 
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Huawei Video Resource Center
Interview With Rick Talbot, Principal Analyst, Current Analysis

10|31|14   |   2:12   |   (0) comments


At the NFV Open Cloud Forum 2014, Rick Talbot shared his positive feedback about the holistic and open approach that Huawei adopts for SDN and NFV. He also found the open sharing at the event valuable as it features different perspectives from Huawei experts, telecom operators, industry analysts as well as security experts.
LRTV Huawei Video Resource Center
Interview With David Snow, Principal Analyst, Current Analysis

10|31|14   |   2:24   |   (0) comments


David Snow talked about his understanding of Huawei and its SoftCOM strategy at the NFV Open Cloud Forum 2014, saying that Huawei's wide approach combining IT and CT expertise, introducing big data and analytics into solutions and contributing to the OpenStack community particularly resonate with him and make the company stand out in the industry.
LRTV Huawei Video Resource Center
Interview With Roz Roseboro, Senior Analyst, Heavy Reading

10|31|14   |   3:13   |   (0) comments


Roz Roseboro commented on Huawei's data center capabilities and NFV solutions at the NFV Open Cloud Forum 2014, saying that in addition to covering all three key domains of compute, storage and networking, the company also emphasizes the importance of management capabilities and professional services, which are essential in making NFV a reality.
LRTV Huawei Video Resource Center
Interview With Michael Howard, Co-founder & Principal Analyst, Infonetics Research

10|31|14   |   5:25   |   (0) comments


Michael Howard talked about SDN, NFV, and OpenStack adoption at Huawei's NFV Open Cloud Forum 2014. Particularly, he pointed out that Virtual Enterprise CPE is the top NFV use case that operators plan to invest in over 2014 and 2015 to deliver new enterprise services through virtualized functions.
LRTV Huawei Video Resource Center
Interview With Jerry Caron, Senior Vice President, Current Analysis

10|31|14   |   3:11   |   (0) comments


At Huawei's NFV Open Cloud Forum 2014, Jerry Caron from Current Analysis said that orchestration and management are key to realizing SDN and NFV for global carriers, and the approach that Huawei is taking, with its FusionSphere Cloud OS at the core, is in the right direction to address the challenges.
LRTV Documentaries
Broadband Battles

10|31|14   |   01:39   |   (0) comments


This year's Broadband World Forum featured a number of show floor battles focused on access gear, components and coffee.
Jonestown
Mobile Backhaul: Going to the Dark Side?

10|30|14   |   2:26   |   (1) comment


Heavy Reading's Patrick Donegan shares his view on a dark trend that bubbled up at Light Reading's annual backhaul conference in NYC.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With CEO of SwitchCom

10|30|14   |   4:13   |   (0) comments


SwitchCom, an IT company based in Angola, recommends a variety of Huawei solutions and hardware to their customers in the energy industry.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Ethiopia's Ministry of Water Irrigation & Energy

10|30|14   |   4:08   |   (0) comments


Gosaye Mengistie of Ethiopia's Ministry of Water Irrigation & Energy discusses the collaboration with Huawei in that country.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Dongfang Electronics Corporation

10|30|14   |   5:46   |   (0) comments


Dongfang Electronics Corporation, headquartered in Chengdu, China, is one of China's largest manufacturers of power generators and contractors of power station projects.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Zimbabwe's Customers

10|30|14   |   3:31   |   (0) comments


Representatives of Zimbabwe's Ministry of Power and Development discuss the energy needs of their country as well as new areas of improvement due to enhanced ICT capabilities.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Colbún Chile

10|30|14   |   4:29   |   (0) comments


In Chile, an aging energy infrastructure was in dire need of a modern update. Claudio Valenzuela of Colbún discusses how Huawei's ICT solutions continue to provide crucial information to improve the grid and how an in-country engineer is a cricial asset.
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
Wheeler Gets Down With OTT
Mari Silbey, Independent Technology Editor, 10/29/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Let's Not Kill SDN & NFV With Silos
Francois Locoh-Donou, Senior VP, Global Products Group, Ciena, 10/28/2014
Like Us on Facebook
Twitter Feed