Proving the Business Case for the Internet of Things

Entropia and Rudra Labs form IoT joint venture

Steve Rogerson
March 21, 2019

Malaysian marketing consultancy Entropia has launched Aladdin in a joint venture with Rudra Labs to bring IoT opportunities to consumer businesses and help them drive higher growth.
Launched in 2016, Rudra Labs operating from offices in Singapore and Hyderabad designs and produces IoT device platforms with expertise in firmware, hardware, IoT cloud and native, as well as IoT security.
Entropia, based in Kuala Lumpur and Manila, brings its expertise to the joint venture in evolving customer value proposition, customer experience design, data, and UI and UX to the fold.
Aladdin will be led by Rajeev Bala (pictured right), currently CEO of Rudra Labs. He will be supported by a team of 22 people spread across Hyderabad, Kuala Lumpur, Manila and Singapore. The outfit will deliver end-to-end from value mapping to concept development to prototyping to final production. It will also close the full customer data-to-sales loop once usage begins.
"It's time that brands go beyond merely campaigns and content to offer IoT utility that creates a new level of value for customers and higher margins for businesses," said Bala, chief inventor of Aladdin. "In a world deeply impatient with sales pitches, an IoT based brand value can establish a more meaningful value exchange between people and brands. Aladdin aims to do exactly that."
Prashant Kumar (pictured left), founder and senior partner of Entropia, added: "The future of living resides in a matrix of sensors that work in tandem to simplify and enhance our lives. Hence, we can pack more life in each life. Aladdin is conceived to enhance brand power by using connected objects to better customer experience as well as solve unmet customer problems. It opens up a whole new world of customer value propositions that have the power to transform many categories."