The secret sauce behind MagFS is a software design that separates data and the underlying bits and bytes that make up the information, which is encrypted at the granular level. This creates a plane for controlling the data and another for transferring and accessing information. Separating the two means data security can be centrally managed by IT, while allowing for it to be accessed on a range of devices. Users download a mobile client that decrypts the data and allows it to be accessed if they have the appropriate keys, which are centrally managed by the system. "This opens up economic benefits and access to data without sacrificing security," Kistler claims.
MagFS is different from other file sharing and document management systems because it's software, not a service, like Box, DropBox or Egnyte. "Enterprise IT has become a service provider," and IT needs ways to control the data, Kistler says.
Focus: Amazon Web Service monitoring, optimization Founded: 2010 Location: Tel Aviv, with plans to move its headquarters to the United States Management: Co-founders Zev Laderman and Ilan Naslavsky once sold a startup to Sun Funding: $4 million from Greylock Partners, Index Ventures and Eric Shimidt's Innovation Endeavors Fun fact: Originally were going to name the company Nuvem, which means "cloud" in Portuguese, but because that domain name was not available, settled on Newvem
Why we're watching: The folks at Newvem know a thing or two about efficiency analytics.
This is the second startup for CEO Zev Laderman and CTO Ilan Naslavsky, who got together in the mid-2000s to create Aduva, an open source analytics firm that was eventually sold to Sun Microsystems and later rolled into Oracle. This time they're focused on becoming the go-to source for analytics related to usage of the most popular cloud vendor in the market: Amazon Web Services.
Newvem has a read-only API call that sends customers' data provided by AWS into an analytics-pumping machine, which then informs customers how efficiently they're using AWS services and recommends ways they can save money. The company's product is in public beta and it's expected to be generally available this fall.