iRule is Only CE Company Invited to Google Demo Day

Home automation software company iRule wins Detroit, invited to pitch with nine other companies at Google for Entrepreneurs Demo Day in Silicon Valley.

iRule is Only CE Company Invited to Google Demo Day
iRule home automation to be featured at Google for Entrepreneurs Demo Day.
Julie Jacobson · March 17, 2014

iRule, an up-and-coming maker of DIY and professionally installed home automation systems, has been invited to pitch at Google for Entrepreneurs Demo Days in Silicon Valley.

The company, which recently snagged the Control Product of the Year award from the Consumer Electronics Association, beat out more than 100 applicants for the Detroit qualifier. Twenty-one companies were selected to demo to a panel of judges there, and seven made it to the final stage, presenting to a panel of Michigan investors.

iRule prevailed and will battle nine other winning startups throughout the U.S. at Google headquarters in Silicon Valley, April 1-2.

iRule CFO Joseph Ben-Gal tells CE Pro the company is the only consumer-electronics firm invited to the event.

The home automation firm is not exactly a startup. Founded in 2009, iRule claims to have sold “tens of thousands of licenses” in more than 55 countries. The software, which works with IP-enabling hardware from Global Cache, starts at $100 for the DIY model.

Considering the millions of licenses iRule hopes to sell, however, the company is still just a baby, hoping to gain the visibility that will catapult it into the Nest leagues.

“When Google selects 10 companies from around the country and pays for them to come and meet for two days, it’s amazing visibility and recognition,” says founder and CEO Itai Ben-Gal. “We are excited to meet other interesting start-ups from different sectors and continue to build our name beyond the CE community.”

RELATED: $100 iRule Could be Next Big Thing in Cloud-Based Home Automation

And if some funding happens his way from the Google pitch, that would be nice, too. AOL founder Steve Case and other prominent technology leaders will be evaluating the pitches.

Meanwhile, iRule will be evaluating Google technology over two days of meetings and learning sessions to determine “ways we can better use our mutual platforms,” says Itai Ben Gal.

iRule is a cloud-based software solution originally designed to control virtually any type of A/V gear, enabling users to chuck their handheld remotes in favor of a richer platform.

The software has grown to support any number of smart home subsystems including thermostats, motorized shades, lighting controls, security, surveillance, multiroom audio, streaming services and more.

With third-party hardware starting at less than $100, iRule can communicate via IR, RS-232, relay and IP-based commands.

Recently, the DIY-centric company acquired On Controls, an OEM customer, to better serve the custom installation channel with richer features and pro-worthy support.

iRule founders iTai Ben-Gal and Victor Nemirovsky at Google Demo Day held at Detroit’s Grand Circus
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  About the Author

Julie Jacobson, recipient of the 2014 CEA TechHome Leadership Award, is co-founder of EH Publishing, producer of CE Pro, Electronic House, Commercial Integrator, Security Sales and other leading technology publications. She currently spends most of her time writing for CE Pro in the areas of home automation, security, networked A/V and the business of home systems integration. Julie majored in Economics at the University of Michigan, spent a year abroad at Cambridge University, earned an MBA from the University of Texas at Austin, and has never taken a journalism class in her life. She's a washed-up Ultimate Frisbee player currently residing in Carlsbad, Calif. Email Julie at [email protected]

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