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Projects →  Startupbootcamp Scale Osaka Cohort #1  →  iCetana

iCetana produces AI software for the automatic identification of anomalous behaviours in large video camera installations.

Category: Smart Living – Transport Safety & surveillance
Location: Australia

iCetana produces AI software for the automatic identification of anomalous behaviours in large video camera installations.

With the opportunity created by Startupbootcamp Scale Osaka, iCetana was able to engage in a proof of concept with Hankyu and Sakura Internet. The result of this POC was that the iCetana software filtered out much of the normal motion in a continuous CCTV camera stream, to show the operator only the 'outlier' events. By focusing only on 'outlier' events, they are able to keep staffing in the control to the minimum, with the majority of surveillance effort reserved for protecting company assets (be they financial, physical or reputational) in the field. That’s a very significant rise in monitoring capability, improving operator engagement and enabling our clients to better protect what matters to them.

Working With:


What does iCetana do?

iCetana Limited is a global software company providing a video analytics solution designed to automatically identify anomalous actions in real-time for large scale surveillance networks. Our software integrates with existing video management systems and IP cameras.
Using Artificial Intelligence and Machine Learning techniques, the iCetana solution learns and filters out routine motion, showing only anomalous actions, allowing operators to focus on events that matter and respond in real-time to precursor activities and incidents. iCetana has a broad range of use cases across a growing number of industry verticals. Implemented in over 35 sites on four continents, it enables clients to harness the rich data streams from their existing security networks, improving situational awareness and revealing deeper operational insights.


How did you/the founders come up with the idea?

This concept was incubated in a university in Australia and became a reality in 2008. Our unique patented software is used all over the globe in a range of industries. iCetana is not limited to security but also assists with health and safety and process control.


Could you tell us a bit about you and your team?

iCetana is a global company with offices in the US, Middle East, and our main centre of operation is Perth, Australia. CEO Matthew Macfarlane was the founding chief executive officer of iCetana and returned to the role in September 2018. CFO Shane Cranswick is an accomplished finance executive with over 15 years experience in senior management roles in predominantly listed companies both in Australia and overseas. COO Kevin Brown is an experienced technology leader with an entrepreneurial focus on taking products to market and driving them to scale. CRO Damon Watkins is a seasoned executive and private investor with experience managing private businesses on a growth trajectory, and as a senior executive with listed public companies. BDM Tarique Weerasekera heads up iCetana’s sales and business development activities in APAC with over 15 years of experience across technology and FMCG management and business development.


What are the other alternatives to iCetana?

The only alternatives to iCetana are rules-based solutions, which don’t compare to iCetana’s self-learning technology. Our technology lets operators focus on what is most important. Without iCetana, the amount of video from all the cameras overwhelms operators. Unfortunately, this can lead to missed incidents, injuries and damage. But iCetana highlights only the videos that require further review.


Who is your target customer?

Customers with large scale surveillance networks who strive to proactively address health, safety, and operational incidents. Current industries – Campuses, warehouse and logistics, manufacturing transportation, health, casinos, malls, financial, and prisons.


How does your product make a difference to the industry?

iCetana’s AI-assisted video monitoring analyses what ‘normal’ is across each camera scene, looking for the ‘abnormal’; alerting operators before an undesirable event occurs. It uses a rolling baseline to learn daily, constantly adapting to new environmental and behavioural events. It is more efficient than rules-based solutions which require manual input for every scene and regular updating.


What are the milestones for iCetana?

Won two proof of concepts with two prominent Japanese companies. Implemented these proof of concepts. Invited to participate in the Demo Day in February 2020. After the demo day, iCetana will progress the commercial discussions that support both partners to make a positive recommendation to proceed with an implementation of the iCetana solution, subject to the successful outcome of the trial.


Why did you start targeting Japan?

iCetana believes that we have a perfect product fit in Japan. Japan is faced with a declining population and a lack of younger people wanting to be physical security guards. iCetana enables security guards to be super human and have better situational awareness of their facility.

"Provided the proper partnership structure is set up in Japan, the groundbreaking technology offered by iCetana will, without a doubt in my mind, become the industry standard for the Japanese security industry."

Demo Day
Presentation Deck

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