Wi-Fi and Bluetooth Pioneers Debut Roost a Unique Retrofit Approach to the Connected Home

SUNNYVALE, CA--(Marketwired - Oct 2, 2014) - Roost, an innovator in smart home technology, today unveiled itself, and announced a strategic seed investment round of $975,000. Unlike the wide array of existing smart home electronics providers, Roost economically brings smart home functionality to consumers through one-step retrofitting of existing household products.

Founded by trailblazers of the Bluetooth and Wi-Fi industry, Roost has developed a unique, patent-pending connected platform that delivers the ultimate in installation simplicity and the most affordable way for consumers to enter the smart home space.

"The fast growing smart home industry is currently focused on selling 'shiny,' often costly and complicated new hardware," said Roel Peeters, Roost CEO and co-founder.

"Roost will offer consumers a simple and inexpensive way to transform their existing home products into smart connected devices."

Roost's initial hardware solution will address a disruptive retrofit opportunity versus other current smart home devices and approaches. Its first product to be announced this fall will be sold at a retail price point below $50, and will be coupled with an intuitive mobile app that manages home data in an intriguing and useful way.

Leading its over-subscribed seed funding are DCM Ventures and General Partner, Jason Krikorian, founder of Sling Media, as well as Legend Star, an investment division of Legend Holdings, the largest private corporation in China and owner of Lenovo. These powerhouse leaders in smart hardware, wireless and the connected home were joined by a unique group of angel investors consisting of serial entrepreneurs, seasoned executives and professional investors.

Roost's innovation leadership begins with its founders:

CEO, Roel Peeters is a serial entrepreneur with over 20 years of startup experience ranging from enterprise software to consumer electronics and semiconductors. Most recently, he was the co-founder of Ozmo Devices, a pioneer in low-power Wi-Fi. Prior to Ozmo's acquisition by Atmel in 2012, Peeters successfully raised angel and venture funding rounds for the company. He also developed and executed Ozmo's go-to-market plan with strategic partners including Intel and Microsoft. Furthermore, Peeters secured a key role for Ozmo in the standardization activities of Wi-Fi Direct technology.

CTO, James Blackwell is a wireless industry veteran with over 20 years of leadership experience in the design and manufacturing of Bluetooth and Wi-Fi systems. After spending over a decade at Bluetooth pioneer CSR, Blackwell joined Ozmo Devices as the head of Ozmo's Application Engineering and Integration group. One of the world's foremost experts on Bluetooth and Wi-Fi, Blackwell has spent a notable career building the backbone of today's wireless consumer technologies.

CMO, David Henry has more than 30 years of marketing experience, general management and product line leadership in the consumer electronics and B2C markets, including General Electric and Iomega. Most recently, Henry was CMO for SunPower, where he drove global brand and marketing strategies. Prior, Henry was a member of Logitech's executive team as CMO and GM of the Mice, Keyboard and Harmony remotes $1.2B global business.

"Roel and his team have more combined experience, expertise and vision in the development of low-power Wi-Fi and Bluetooth consumer products than anyone else in this segment," said Jason Krikorian, DCM Ventures General Partner. "What makes Roost so unique from other entrants in the smart-home space, is an ingenious take on technology offerings that work with the products consumers already have -- resulting in the delivery of smart functionality at a very affordable price point."

About Roost
Roost is an early stage start-up technology company headquartered in Sunnyvale, CA. They have developed a unique, patent-pending connected platform that delivers the ultimate in installation simplicity and the most affordable way for consumers to enter the smart home space. Roost's initial hardware solution addresses a disruptive retrofit opportunity versus the current smart home devices and approaches. For more information, please visit www.smartroost.net.