March 12, 2014

Eye Tribe Introduces Platform to Track Eye Movements from the Cloud

Startup software firm Eye Tribe announced the launch of a cloud-based analytics platform yesterday, designed specifically to analyze eye tracking data. The platform, called EyeProof, will allow users to collect info on where exactly customers look on a website, from multiple locations simultaneously. The technology could allow companies to analyze thousands of customer’s eye patterns in real-time, and make targeted marketing decisions based on the data.

EyeProof is designed to simplify the process of collecting and sorting through eye tracking analytics. Specifically, Eye Tribe is hoping that the cloud-based platform will spur adoption of its $99 eye tracking hardware, which it released two months ago. Sune Alstrup Johansen, the CEO of Eye Tribe, says she envisions a time when “the technology becomes mainstream and multiplatform with full integration into computers, laptops, tablets, and smartphones.”

So far, eye tracking hardware and analysis has been a niche market. It’s used in scientific studies, advanced user design, and a few other industries, but is hardly mainstream. Eye Tribe is hoping to change that. Their hardware is made with lower-cost components than other solutions, and comes with a full Software Development Kit (SDK). Eventually, the company hopes their technology will be integrated into smartphones and tablets. If this happens, it would allow app developers to monitor a user’s focus and attention in ways that are currently impossible. Having access to such rich data could be a goldmine for advertisers as well.

EyeTribe has raised $3.1 million in funding, since coming out of the European Startup Bootcamp Accelerator program in 2011. In 2013, they won SAP’s Big Data Startup of the Year Award at TechCrunch Disrupt. The EyeProof platform is currently in beta testing, and can be used by anyone with an EyeTribe Eye Tracker. Here’s a video showing off their hardware:

Would you be comfortable with phones monitoring your eye movement? Would such data help your own development projects? Let us know in the comments.

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