SOURCE: Sense Networks

June 09, 2008 08:00 ET

Sense Networks Launches Software Platform That Indexes the Real World Using Mobile Location Data

NEW YORK, NY--(Marketwire - June 9, 2008) - Sense Networks today announced the launch of the company as well as Macrosense™, a software platform that leverages patent-pending technology to analyze historical and real-time location data from mobile devices. The company is also debuting the alpha version of a real-time social navigation and nightlife discovery application, Citysense™.

"The Macrosense platform enables an entirely new business model for location based services," said Greg Skibiski, CEO and co-founder of Sense Networks. "Location data is monetized by companies and investors who receive value from understanding emerging trends in real-time, while consumers receive compelling applications free of intrusive mobile advertising, remaining completely anonymous."


Macrosense collects massive amounts of anonymous location data emitted from mobile phones and automobiles. The platform leverages machine learning technology to analyze each new data point in the context of billions of historic location data points. This allows companies and investors to quantify aggregate consumer behavior and uncover macro trends in spending and sentiment in real-time.

"Just as Google indexed pages on the Internet to optimize web discovery, Sense Networks has indexed the real places in a city and characterized them by activity, versus proximity or demographics, to better understand the context of consumers' offline behavior," said Tony Jebara, Chief Scientist, co-founder of Sense Networks, and Director of the Machine Learning Laboratory at Columbia University. "Due to the high dimensionality of location and time data, Sense Networks had to develop a revolutionary approach to effectively reduce the number of dimensions and scale the system."


The Citysense alpha release is a mobile map application that shows users nightlife hotspots in real-time, initially in the city of San Francisco. Users can identify the busiest places, with another option to only view spots with unusually high activity based on years of historic data. From any real-time hotspot, the application allows one-click searching of nightlife activities and restaurants in that area on Google and Yelp.

"Citysense demonstrates the power of combining anonymous, aggregate location data for social navigation," said Sandy Pentland, Chief Privacy Advocate, co-founder of Sense Networks, and Director of Human Dynamics Research at MIT. "The idea is similar to automobile GPS systems sharing and pooling current road speed conditions so that everyone can avoid congestion."

Users can download Citysense today on BlackBerry® phones from A version for Apple's iPhone will be available when the iPhone App Store launches.

About Sense Networks

New York City based Sense Networks indexes the real world using real-time and historic location data for predictive analytics. Backed by leaders from the hedge fund industry, more information can be found on Sense Networks and the Macrosense platform at, and Citysense at

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