Amazon's Internet of Things (IoT) strategy is coming into public focus. The latest move involves Amazon acquiring 2lemetry -- an IoT startup that links machine data with business applications, and potentially drives customers to buy more products and services.

2lemetry confirmed the Amazon buyout on its website. The startup has two core IoT offerings so far:

  • 2lemetry Integrate -- which connects device data to applications and databases like, Heroku and ThingWorx.
  • 2lemetry Incoming -- which blends the worlds of people, places and things -- covering everything from asset tracking to far more advanced applications like facial recognition with analytics. 2lemetry claims its facial recognition solution "effectively measures and records age and gender– data that can then be used for digital signage or for analytics to drive future decisions."

So where exactly is Amazon heading with 2lemetry? The answer appears to blend machine and user data with corporate applications to trigger intelligent events -- either an executive decision or an automated machine decision.
It's safe to say Amazon hopes many of the automated machine decisions -- such as displaying the right ad at the right time to the right mobile user -- inspires the user to visit and make a purchase.

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