SECTIONS - Strategic Solutions Series
December 02, 2016

Enabling Experimentation: Makes IoT Integration, Innovation Easier

The Internet of Things is steadily building, but it’s clearly in the construction phase. Right now, nobody is quite sure what the IoT of the future will exactly look like. But at least two things are clear: Along the way, there will be plenty of experimentation, and trial and error; and various components from different suppliers will need to work together for IoT to meet its promise.

“ allows for that and the path to the future,” says Rabih Nassar, CEO and founder of the company, which provides an integration platform and end-to-end application building solutions to enterprises, service providers, systems integrators, and vendors.

The platform enables different IoT piece parts to work together. It also creates a user interface for the resulting IoT mashup. 

That means if you are working on a smart building implementation, for example, and want to include elevator, heating and air conditioning, lighting, and security systems into the mix, you can do so. While some of these individual connected solutions may come with their own user experiences, Nassar notes, end-users of the smart-building will prefer to access the services via a single consolidated interface in a way that makes sense for the particular project., he says, allows for all that. 

The company also outfits customers with application enablement solutions that allow them to have shorter innovation cycles and to be able to enrich IoT solutions over time, easily, as new ideas and requirements arise. provides enterprise customers building IoT solutions with the ability to create custom business logic for orchestrating third-party systems. As an example, the GPS position picked up from a tenant’s phone can trigger the heating system at his home when he approaches the building. The platform also provides identity management to enable applications to identify and model people and things that interact with the IoT system. offers messaging services that enable applications to communicate using multiple transport and application protocols such as REST, websockets, MQTT, AMQP, Push Notifications, SMS, SMTP, etc. In addition, offers out of the box NoSQL database persistence.

What’s more, provides a marketplace of connectors and IoT applications. The connectors are adaptors to third-party APIs that can give IoT solutions access to such resources as big data stores, cloud platforms, and connected devices. Virtually every software platform today provides open APIs, but doing the actual integration of multiple systems is still very challenging, says Nassar. Providing customers with truly easy-to-use integration tools enables developers to spend more of their time on value-added pursuits, he adds.

Creating IoT solutions, even the simplest uses cases, and getting them into production is typically a difficult and lengthy process, says Nassar. And there’s a shortage of people with the ability to develop needed solutions, he adds. So with its support of JavaScript, suppression of DevOps need and other out of the box concepts, has lowered the skillset needed of developers that can use the platform.

“We start everything with the JavaScript layer, on top of that are more evolved concepts, but we don’t want people to have to go to college again to use it,” he says. 

The IoT is expected to add $1.7 trillion to the global economy by 2020, notes Nassar. 

“We are fueling this growth by reducing barriers to entry for companies across all industries, allowing IoT innovation to evolve and to demonstrate real business impact,” he adds. “With, developers can build their own cloud APIs in minutes, and products can reach the market much faster without large up-front investment and high maintenance costs. This is critical in today’s rapidly-changing IoT environment.”

New York City-based, which was previously known as Elementn, in February announced it had raised $4 million in Series A funding led by Middle East Venture Partners, Berytech Fund, and Insure & Match Capital.

The company, which has 50 employees and an R&D team in Lebanon, Beirut, is now focused both on its future product roadmap, and on expanding its go-to-market with partners in the equipment vendor and systems integration realms. already has a number of partnerships in place with enterprise software vendors, IoT device platforms, gateway manufacturers, IoT connectivity and device management companies that are using to interface to device data platforms or augment their solutions.

Edited by Ken Briodagh

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