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Serendipity Technologies, Inc.

Product Name

WorkLight™

Market Segment

Enterprise software and services

Funding

Seed round: Genesis Partners, $500,000. Series A: Genesis Partners, Index Ventures and Shlomo Kramer (CEO of Imperva), $5.1 million.

Competitors

No direct competitors. Secondary competitors include enterprise portals and Enterprise 2.0 startups, which deliver unstructured information through wikis, blogs and nonsecured RSS feeds.

Product Description

WorkLight™ defines a new category of server-based software products that let enterprise information workers and consumers vastly increase productivity by defining their own enterprise application experience. With WorkLight, business personnel can receive corporate application data in a timely and secure fashion via RSS feeds or secure AJAX widgets. WorkLight hides the complexity of difficult tasks such as acquiring data from enterprise applications, enforcing access control and conforming to corporate security policies—all without compromising scalability or security.

Market Opportunity

Serendipity targets mid- to large-sized enterprises. According to IDC, organizations employing 1,000 knowledge workers lose $5.7 million annually in time wasted by employees reformatting information as they move among applications. In the past, this need was addressed by enterprise portals, whose estimated worldwide revenue was $855.7 million in 2005, according to IDC.

Demo Says

Today’s 20-something employees experience a huge gap between their home Web experience and the interfaces they’re tied to at work. In the Web 2.0 revolution, the enterprise has lagged woefully behind. Serendipity plans to change all that with its “Enterprise 2.0” software solution, which leverages RSS feeds and AJAX to deliver corporate data. Employees log in to see sales leads, relevant news headlines, stock prices—everything one might see at home, but with a business-focused spin.