Bosch's Azena ended external business for its AI camera app store after heavy investment

An app marketplace and operating system for AI-enabled security cameras, with apps for heat mapping, queue analysis and license plate recognition

An open, moderated app store and Android-based OS for AI-equipped IP cameras would let developers build security and business-intelligence software at scale

Tens of millions of euros from Bosch, per TechCrunch

In 2018 Bosch created startup Security and Safety Things (SAST) to host a vetted app store for internet-connected cameras on an open standard. It launched the store in 2020 and later rebranded itself Azena, opening a headquarters in Pittsburgh's Strip District.

At its peak Azena's marketplace had about 100 apps, and the Pittsburgh Penguins used it to monitor crowding and recognize license plates. In 2022 it came to light that it only did basic auditing of hosted apps, leaving ethics and legality to developers and users, including apps claiming to detect weapons or analyze behavior. The Intercept found it was years behind on security patches, which Azena disputed.

In December 2022 a Bosch spokesperson said Azena would focus on Bosch internal business and stop external business development, moving to maintenance and support only. Partners and customers were informed, contractual obligations would be honored, and the platform would stay operational for now while Bosch prepared a transition plan.

Azena did not reach the traction Bosch had hoped for despite heavy investment

Its app store drew criticism for basic auditing and for apps with dubious AI claims

Bosch decided to keep the technology for its own business rather than sell it externally

A corporate-spawned platform startup with dozens of apps still failed to find outside traction; Bosch chose to keep the technology for internal use.

As of December 2022 Azena had stopped external business development and was moving to maintenance and support, with its platform running while a transition plan was prepared.