Amazon’s been doing some buying itself lately: The online retail giant has bought 2lemetry, an Internet of Things platform and technology company. It’s only the most recent IoT related acquisition for Amazon; industry analysts generally look at the purchase of Kinesis in 2013 as Amazon’s first purchase related to IoT. Kinesis processes and analyzes high-volume data streams from an infinite number of sources.
2lemetry’s core technology acts as an IoT version of Enterprise Application Integration (EAI) middleware solutions, providing device connectivity at scale, cross-communication, data brokering and storage. It also helps companies digest the captured data by serving up data intelligence through predictive computational models and a configurable rules engine.
Amazon has not directly released news about the purchase, but a short statement confirming the deal was available on 2lemetry’s site. It’s possible that the technology may be integrated into Amazon Web Services, but there is no indication that it’s anything other than business as usual at 2lemetry.
Why would 2lemetry be attractive for Amazon’s portfolio? The company has a strong retail background. For example, its solution named Incoming helps stores engage with customers in “real life,” through location sensing (as in wearables and beacons), and in addition, provides real-time integration with CRM data. It also features facial recognition with real-life analytics: 2lemetry’s solution measures and records age and gender, and that data can then be used for digital signage or for analytics to drive future business decisions.
Amazon is positioning itself for the eventuality of IoT, and the reality that brick and mortar selling will also be a facet of the giant’s business plan. By implementing IoT technologies, Amazon hopes to be a force to be reckoned with, both on and off line.