iCetana Ltd is an Australian technology company focused on the development and commercialisation of the ‘iCetana Solution’.
The iCetana Solution is an AI assisted video surveillance software using machine learning techniques to provide automated real time anomalous event detection.
The Company was formed in 2009 to commercialise technology developed by researchers in the School of Electrical Engineering, Computing and Mathematical Sciences at Curtin University. These intellectual property rights have been assigned to the Company.
The research and technology allows for the efficient analysis of very large data sets to identify anomalous activity and events outside normal patterns.
iCetana has successfully commercialised the technology to provide automated real time anomalous event detection (iCetana Solution) for use cases including security, loss prevention, theft and health and safety.
The iCetana Solution integrates with existing video surveillance systems or can be deployed to directly interface with surveillance camera feeds.
The software ‘learns’ activity patterns (not object or facial recognition) for fixed-field-of-view cameras and creates a model of ‘normal’ movement patterns and activity.
After the learning phase, the software then reports anomalous or unusual movement patterns and activity in real-time, through a user interface that highlights those anomalous events and activity.
Security operators, typically based in operations centres, can review the unusual events or activity and determine appropriate responses.
To date, significant traction has been made in securing enterprise grade customers and the Company currently has over 20 active customers across a number of core industry verticals, with installed sites in over 35 locations supporting in excess of 10,000 video surveillance cameras globally.
The product has application to multiple customer segments and use-cases and the Company will be adding use-case support for additional industry verticals as part of the product development roadmap (e.g. prisons, healthcare and financial services).
iCetana Limited (ACN 140 449 725) is offering 25,000,000 Shares at a price of $0.20 each to raise $5,000,000 before costs.
The Lead Manager of the Offer is Hartleys.
The offer of the securities are made in, or accompanied by, a copy of the Disclosure Document which can be obtained by clicking on the "ACCESS DISCLOSURE DOCUMENT" button on this page.
Anyone who wants to acquire the securities will need to complete the application form that will be in or will accompany the Disclosure Document.
Before making an investment decision, potential investors should read the Disclosure Documents entirely, and seek professional financial advice.
Investors should be aware that there are risks associated with an investment in this Company.
No assurance can be given that the Company will achieve commercial viability through the exploration or development of its Projects.
A complete set of risks associated with an investment in the Company is included in Section 3 of the Disclosure Document.
|Indicative market capitalisation||$27,500,000|
|Securities on issue immediately prior to Admission|
|Securities on issue upon Admission|
Please refer to the Disclosure Document for further details.
|Lodgement of this Prospectus with ASIC||15 November 2019|
|Opening Date for the Offers||25 November 2019|
|Closing Date for the Offers||6 December 2019|
|Allotment Date||17 December 2019|
|Expected date for quotation on ASX||18 December 2019|
Attractive Total Addressable Market and market growth
The analytics-based video surveillance market, within which the Company operates, is a large global addressable market that is forecast to grow significantly over at least the next four years.
iCetana’s business is transitioning swiftly to a Software as a Service (SaaS) operation, allowing the Company to build recurring revenue streams.
This is complemented by a non-SaaS direct-licensing model which includes recurring maintenance fees where customers or markets have a strong preference for such.
Although iCetana is revenue generating, investors should be aware that it is currently loss making (and refer to Section 5 and Annexure A for information on the Company’s financial position).
Movement over time towards more recurrent revenue:
The below diagram represents the sources of the Company’s revenue for the financial years 2016 to 2019, as between recurring pricing (SaaS and trailing annual fees) and enterprise pricing:
Direct and indirect Go-To-Market models
Sales of the iCetana Solution is either undertaken directly by the Company, or through resellers.
iCetana has partnered with industry leaders including Chubb as licensed resellers and system integrators for greater coverage in the Company’s go-to-market and lower costs of customer acquisition.
Current resellers used by the Company:
Moving forward, the Company intends to extend the range of partners in its portfolio and anticipate sales to continue to transition towards this partner channel to complement the Company’s direct sales efforts.
Sustainable Market Differentiation
The Directors believe that iCetana is the only proven commercially available non-rule-based AI motion anomaly detection solution for diverse large scale surveillance networks.
The Company is led by an experienced management team and Board with deep software industry experience, product management skills and B2B go-to-market capability.
The management team is strongly encouraged to grow the business in the short to medium term across key geographies (Europe, North America, APAC and the Middle East).
A variety of uses of the iCetana System by its Active Customers: