Sensiya, a Tel-Aviv-based startup, wants to know if you’re traveling, perhaps, or maybe just being a couch potato.
The company wants to take the geo-data approach with its new mobile software development kit (SDK).
According to a post at VentureBeat, “Sensiya chief executive Noam Fine (said) that his startup’s new mobile-centric SDK allows advertisers, retailers, and developers to see the real-life behaviors of smartphone users in a bid to target them with ‘people-based marketing’ campaigns.”
Sensiya’s built-in gyroscopes and motion sensors can tell, fairly accurately, whether an iPhone or Samsung user is walking, running, or is just plopped down on the couch. Such knowledge would afford advertisers an opportunity to target smartphone users with more location- and activity-based ads.
“If you’re using the data from smartphones correctly, you can do amazing data-driven stuff. The data we collect on users is also statistical, and we’re able to conclude who you probably are, the apps your using, your texting patterns, how many characters you’re typing and also if you’re a woman or a man,” Fine said.
And don’t try to hide your age.
“Our SDK has a 90 percent accuracy on gender and age,” Fine noted.
It’s a step forward for advertisers, though it can seem a bit big-brotherish.
“Our mobile phone holds significant amounts of data about us like who we are, what apps we use, and how we use them,” the company exec explained. “This data is like a digital fingerprint of each person’s unique personality. The problem with apps is that they all look, behave, and perform the same. Through our technology, Sensiya seeks to enable developers to create individual and personal experiences and allow users to get the content, information, and UI that truly reflects who they are.”
Sensiya aims to build a bridge between developers and advertisers and the smartphone users themselves.
“We know whether you’re at home, when you wake up, when you go to sleep. This is physical context, and when you combine them, you create something that’s personal and engaging,” Fine said.
The company could have some competition. Adtile, a Southern California startup whose SDK already utilizes GPS, gyroscope, motion compressor, accelerometer, and compass to sense body functions, is also in the ring.