Amazon announced the finalists for their startup challenge yesterday and the list is surprising in my view. Yes, I’m bitter my entry wasn’t picked, but even so the selections for the five…no wait seven finalists are extremely questionable. Let’s break them down.

Ooyala

Ooyala is described as:

a platform which provides viewers with high quality interactive video with non-intrusive advertising. Their ad system uses computer vision and machine learning to deliver a targeted advertising experience.

It’s already been well documented that Loyoalaosao is extremely well funded. Oyalaloala is in beta and was built using AWS, so it makes sense for Amazon to be involved, since this type of application could really showcase their services. It’s a good thing Amazon ran this startup challenge otherwise they never would have found out about these guys. I mean it’s not like they’re speaking at lunches evangelizing the AWS platform. Good luck to Ooooyalaoaloa. I’m sure the $100k they’d get for winning will cover the costs of managing the $10 million (or more) they’ve already received.

Brainscape

Brainscape is:

an engine for measuring the networks in the brain. Researchers are using Brainscape to discover new brain networks and measure the effects of new drugs in clinical trials. Soon, doctors will be using Brainscape to diagnose disease and aid in treatment.

At least it’s not another social video network. Did I mention Ooyala is founded by former Google employees and therefor has no trouble getting press and people are practically throwing money at them? Anyway, back to Brainscape. I can’t find any news about them receiving funding, but since it’s the product of a research group and associated with a university, I assume they’ve gotten some pretty decent education/government grants at some point. They could probably use the money, especially considering they can’t even rank first on Google for their own name.

Justin.tv

Don’t even get me started on this one. I’m not even going to quote a description as they’ve already received endless coverage. I haven’t been able to find out much about their funding other then they receive an undisclosed amount from Alsop Louie Partners. Plus their already backed by Y Combinator. Way to get in early Amazon.

WeoGeo

Next up is WeoGeo:

WeoGeo creates a one-stop marketplace for mapping using EC2 and S3 services. It supplies surveyors, engineers, cartographers, and scientists with the ability to conveniently store, search, exchange high-resolution CAD and GIS mapping products.

Uhh…WTF? Is there really a huge need for this? Are cartographers sitting at their computer wasting hours because there is no centralized site to buy and sell maps? This is probably a good time to mention that the official Amazon rules call for “five (5) finalists (the “Finalists”)”. Yet somehow the list has seven. Was WeoGeo such a winner they couldn’t bear to not include it? Anyway, they have one of those super fancy sites that obviously took a ton of time and is the perfect example of how you can go completely overboard with a particular technology and kill usability in the process.

Commerce360

Amazon jumps on the web advirtising bandwagon with Commerce360:

Commerce360 uses advanced mathematics and statistical analysis as part of their ClickEquations product to optimize campaigns across the entire search chain and to deliver improved campaign efficiency and performance.

I’m completely bored by these guys and they’re niche in general. Although that doesn’t mean they aren’t a worthy finalist. Like the other guys they have “major funding” and a long and prestigous client list. Honestly how many of the Amazon services can they really use? Maybe the payment gateway and EC2 for their advanced calculations. I can’t see them using Mechanical Terk or S3. Did I mention my pitch utilized all four?

UserTesting.com

Now we’re getting into a couple decent entries. UserTesting is:

quick and cheap access to a network of pre-screened testers who are articulate and observant and who meet specified demographics. Website owners can request that one or more testers attempt to complete a task on their website.

Not a bad idea. Obviously this type of thing can cost a fortune if you hire a specialist and assemble focus groups. I think they’re going to have a challenge keeping the tester quality high. Plus their is a disjoint between the comments provided by the testers and how to actually improve the site. For example if a bunch of testers write “I was confused by the checkout procedure.” That’s great to know, but what do you do to fix it? I guess this could be a value added service.

I like these guys and hope they win. I could see how they can logically implement many of the AWSes and I get the impression the money could really help them, unlike some of the other, more established entries.

MileMeter

Rounding out the 5+2 finalists is MileMeter who:

offer “auto insurance by the mile,” so people who drive less pay less for insurance.

It’s an interesting concept and I could see a market for it. From my five seconds of research they don’t appear funded as of yet and they’re website is just a place holder, so they could certainly use the funding. My big compliant is I just don’t see which of the services they’ll use. Yea, they could use the payment gateway, but EC2, S3 or Mechanical Terk?

Good Luck…

… to UserTesting and MileMeter. They have a tough challenge against some established startups. I guess that is my big complaint. I was expecting more sites like the last two, since I thought the purposes of a contest like this was to discover some new ideas/talent. If Justin.tv or oowlaoaladyaa wins it’ll feel like this whole thing was a big PR stunt to get attention for AWS since they could have just funded these guys anyway.

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