We started with one bin.Now we run the OS.SmartEnds was founded in Ghent in 2017 with a simple belief — that knowing what is in a container should not require a manual check. Nine years later, 120K+ sensors deployed since 2017 are telling the world exactly that.SmartEnds was founded in Ghent in 2017 with a simple belief — that knowing what is in a container should not require a manual check. Nine years later, 120K+ sensors deployed since 2017 are telling the world exactly that.Every day, thousands of collection trucks drive routes that were designed years ago — stopping at bins that are empty, missing ones that are overflowing, and hauling loads that were never properly sorted. The problem is not logistics. The problem is visibility.SmartEnds OS gives operators real-time intelligence across every container they manage — whether that is a public bin in Westminster, a cooking oil tank in a Belgian restaurant, or a large-scale flood-monitoring deployment in the Middle East. One platform. One source of truth. No more blind spots.Noman founded SmartEnds in Ghent in 2017 and leads SmartEnds BV and SmartEnds USA Inc. Before SmartEnds he spent 15 years in wireless and embedded engineering at imec, Cisco and Technicolor, working on networks and gateways for operators such as BT, Verizon and Telecom Italia. That’s why SmartEnds hardware runs AI at the edge, lasts for years on a container and works on low-bandwidth networks. Under his leadership SmartEnds has grown to 120K+ sensors in 25+ countries, won a 10-year contract with Westminster City Council and Veolia, and launched VisnLine and SmartEnds OS.Imdad co-founded SmartEnds and leads operations, supply chain, hardware deployment and customer success across all markets. He brings 30 years in telecom and technology, including 16 years at Technicolor, where he directed R&D across three continents and delivered carrier-grade programmes for BT, Verizon, Telstra and Telecom Italia, including the launch of BT’s Home Hub. He brings that telco discipline to waste, from 25-sensor pilots to rollouts of thousands of units.Brian leads SmartEnds across North and South America from Boston. He has spent more than 15 years building the US smart-waste market: 11 years as VP Sales & Strategic Partnerships at Enevo, working with Fortune 200 organisations, and before that as Director of Channel Management at Bigbelly, running its partnership with Waste Management. Few people know US haulers, recyclers and municipalities like Brian.Ali runs product and R&D from SmartEnds’ headquarters in Ghent, where every BrighterBins sensor, VisnLine camera and SmartEnds OS feature is designed and validated. He leads the hardware, firmware and AI roadmap, including edge-AI development, and signs off every change before it reaches the field.Heera leads firmware and AI algorithm development at our Ghent R&D centre. Her work spans embedded firmware, computer-vision models and software design, the layer that lets a battery-powered sensor run for years and a camera recognise contamination in real time.Not a startup chasing a trend. Nearly a decade of deployments, iteration, and hard-won customer trust.EU customer data stays in the EU, North American data is hosted in North America, and on-premise deployment is available where data must stay in-country. GDPR compliant by design.Every year has added a new vertical, a new region, or a new product capability. Growth built on deployments — not decks.