wins the Structure:Europe 2013 Launchpad

London-based won the Structure: Europe 2013 Launchpad Wednesday for its software that converts web page information into structured data. The startup won both the judges round with a score of 27 points (out of 30) as well as the People’s choice award generated via a poll of the audience. My colleague Derrick Harris described the software like this:

At its essence,’s service lets users train what Fogg calls a “data browser” to learn what they’re looking for and create tables and even an API out of that data. In the (eerily silent) demo video embedded below, for example, someone wants to get data from a realty website about the various attributes of homes for sale. The user dictates what attributes will comprise the rows and columns on the table, highlights them, and’s technology fills in the rest.

The presentation by co-founder and Chief Data Officer Andrew Fogg got all three judges to bestow nine points with Kevin Brown, General Partner, Reed Elsevier Ventures (see disclosure) saying, “That was the best presentation so far.” Brown said the company had a good solution for a broad general audience, but it will have to think hard about how to price it. Brown joined fellow judges Joe Weinman, SVP, Cloud Services and Strategy at Telxand Paul Papadimitriou founder of Digital Intelligence.

In winning the competition — and joining the ranks of such previous winners as, DotCloud and SaltStack — beat out nine other finalists described below:

Aquamatix:  A U.K.-based  software and services company that applies smart grid and internet of things technologies to water and wastewater operations and management. Judges’ score: 22

Cloud66:  The idea behind Cloud66’s  application management as a Service is to combine the best aspects of PaaS (ease of use) and IaaS (flexibility and control) to make system operations simple. Judges’ score: 22  This cloud Backend-as-a-Service (BaaS) for mobile developers also offers enterprise middleware edition option to allow deployment on a private cloud or internal servers. Judges’ score: 21

ECmanaged: This SaaS management system lets customers keep track of their multiple clouds from the development of an application onward, and lets customers pay as they go. Judges’ score: 20

Lunacloud: A startup that’s building a full-service  cloud services provider offering a full range of Infrastructure as a Service capabilities —  along with multi-lingual support and service level agreements. Judges score’ 21

SecludIT:  The company’s Elastic Detector services are designed to secure data and workloads running in third-party cloud infrastructure including Amazon Web Services, HP Cloud and Verizon Terremark VMware based clouds. Judges’ score 23

Stackdriver:  This service,  which targets devops personnel, applies real-time data analytics to identify issues in distributed systems — whether they are in the cloud infrastructure, system, or application tier. Judges’ score: 25

TresorIT This encrypted cloud storage tool boosts security of shared and synchronized confidential data. Judges’ score: 24

Waymate: This service lets travelers compare multiple train and plane schedules and fares to take some of the headaches out of travel planning. Judges’ score: 22

Check out the rest of our Structure:Europe 2013 coverage here, and a video embed of the session follows below:

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Disclosure: Reed Elsevier Ventures is also an investor in the parent company of GigaOM.

A transcription of the video follows on the next page