Motion control co PrimeSense shows off deals in Vegas

CEO Aviad Maizels: We constantly get acquisition offers, but we want to be part of an industry in Israel and we don’t intend to be easily sold.

PrimeSense Ltd. is an important partner in the motion technology used by Microsoft Corporation's (Nasdaq: MSFT) Xbox Kinect new games console. At the 2011 International Consumer Electronics Show (CES) in Las Vegas, PrimeSense demonstrated that the relationship with Microsoft is no bear hug, and that its product is integrated with the product of several large electronics companies.

PrimeSense's technology is used by Taiwan's ASUSTek Computer Inc. (Taipei: 2357) in its XtoinPRO camera peripheral that is connected to a television to provide interface control of Asus's games.

PrimeSense president Aviad Maizels told "Globes", "Asus is responsible for the interface, and we're integrated into the product." His goal at the CES is to show the company's product to visitors, some of whom are top executives in the entertainment electronics industry, which could help the company sign more deals, in addition to new collaboration agreements announced at CES with Chinese television manufacturers Haier Ltd. (HKSE: 1169; SSE: 600690) and HiSense Electronic Co. Ltd. (SSE: 600060).

Maizels, CTO Alexander Shpunt, and others founded PrimeSense in 2005. The company was ranked second most promising start up in 2010 in the "Ernst & Young and "Globes" Israel Journey 2010 conference. It has raised $30 million to date from Gemini Israel Funds, Genesis Partners, and Canaan Partners.

Microsoft's Xbox Kinect recently received bad press when Thrixxx put its motion technology in a demo pornography game. Commenting on Microsoft's displeasure, Maizels said, "When developing a platform, you don't know where it will go. We distribute the platform to anyone who can take our product to use it for many things, some of which you might not like."

The success of the Kinect, which has had eight million sales in two months, raises the question whether PrimeSense will be sold. "We constantly get acquisition offers," says Maizels, "but we want to be part of an industry in Israel and we don’t intend to be easily sold."

The correspondent is a guest of Toshiba at the CES.

Published by Globes [online], Israel business news - - on January 9, 2011

© Copyright of Globes Publisher Itonut (1983) Ltd. 2011

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