tobii company presentation october2011
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Tobii Company Presentation
October 2011
04/10/2023 Copyright Tobii Technology AB 2
COMPANY OVERVIEW
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Tobii Technology in brief
Founded in 2001 One of Europe’s fastest growing
technology companies +300 employees worldwide 60 MUSD turnover estimate 2011 Global market & technology
leader of eye tracking Strong patent portfolio protecting
core innovations around eye tracking hardware and eye control software. Tobii group revenue growth
2004 2005 2006 2007 2008 2009 2010 2011E
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Market leading eye tracking solutions
+1,000 commercial customers use Tobii Eye Trackers
+600 Universities use Tobii Eye Trackers +5,000 private persons with special
needs use Tobii’s communication devices
+50% of all eye-controlled communication devices have a Tobii Eye Tracker
+50% of all eye trackers used in commercial research are Tobii Eye Trackers
People crowding at Tobii’s booth at Cebit, the world’s biggest ICT fair
The history of Tobii – 10 years of eye tracking and business innovation
Tobii Inc, USA
Acquires Viking Software, Norway
Tobii is founded by John Elvesjö, Mårten Skogö and Henrik Eskilsson
First sold system
First product, Tobii ET-17
First assistive product, MyTobii D10
First eye controlled computer, MyTobii P10
Tobii GmbH, Germany
Tobii1750
Tobii Japan
Raises11 M€ funding
Acquires Assistive Technology, Inc
First profitable year
Tobii China
Tobii C8, C12, CeyeSono Key, Sono Lexis
Raises16 M€ funding
Tobii T60XLTobii T60, T120, X120 and Tobii Studio Tobii Glasses
Tobii IS-1
Tobii S32 and SymbolMate
EyeTrackShop
Tobii TX300
Sono Primo
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Tobii-Lenovo laptop prototype
Tobii PCEye
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Recognized for innovation and entrepreneurship
Red Dot award 2011 Red Herring Global Finalist 2008,2009, 2010 and 2011 SIME Grand Prize Award 2010 Emerging 101 – Most successful company 2010 Swedish IT company of the Year 2009 SIME Awards 2009 Industripreis 2009 IT renewer of the Year 2008 IT innovation of the Year 2008 Tech Star Winner 2008 Winner of the Grand Design Award 2008 Export Hermes Award 2008 Electronics company of the year 2007 Fastest growing tech company in Sweden 2007 8th fastest growing tech comany in Europe 2007 Microsoft Ingenuity point award for best health product 2007 World class award 2007 – Stockholm Chamber of Commerce Optronic Award 2007 Entrepreneurs of the Year 2005
Export Hermes
Deloitte Technology Fast Awards
Ahrens Rapid Growth AwardMicrosoft Ingenuity Point
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Global prescence – 9 companies worldwide in the Tobii group
Tobii Electronics Technology Suzhou, China
Tobii Technology, Inc., VA, USA
Tobii Technology AB, Sweden
Tobii Assistive Technology, Inc., MA, USA
Tobii Technology, Norway
Tobii Technology, GermanyTobii Technology, Japan
EyeTrackShop AB, Sweden
EyeTrackShop Inc, NY, USA
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Strong global network – more than 50 resellers and partners worldwide
Active Communication Acuity ETS Ltd. Alt 64 - Barcelona Anditec ASK "beit Tapuz“ BELMO (Faz Elektrik Motor A.S.) Caretta Ltd. Center of Iceland LTD /Civiam Comercio Importação e Exportação Ltda Consort World Dagesh Computers Assistive Technology Ergonomics Ltd Disability Solutions [M] Sdn Bhd.Edge Group Epitech GmbH Eye on Media Eyetracking Sp. z o.o. Fanoe Soft
Guidosimplex dcl Minusvalido S.L Harpo Hidrex HMC ICAP AB IDEASIS Ltd. Inclusive Solutions Inclusive Technology Ltd. Index Assistive Technologies International Marketing Company Kajo Apuvälineet Oy Kingfar International Inc. Lifetool Link-AT Mechatron MK Prosopsis Ltd Objective Technology Ortosana d.o.o. Proteor
Psychology Software Tools Quality Enabling Devices Ltd (QED) RDG Kompagne Reforma Takanawa 4F RehaMedia GmbH REHAVISTA GmbH Ronamac International Corp. RSL Steeper SDS Associates Sdn. Bhd Sensory Guru Ltd Shanghai PsyTech Electronic Co. Ltd Smartbox SR Labs TEA - Technologie Ergonomie Applications Thinkuser Today's Instruments Co., Ltd. Usability Lab USECON – The Usability Consultants GmbH Öryggismiðstöðin
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EYE TRACKING – THE TECHNOLOGY AND IT’S CHALLENGES
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Eye tracking is a technology that makes it possible for computers to know exactly where users are looking.
It can be used to control or interact with a computer or to study or monitor what a person is looking at.
Eye tracking and eye control – the two sides of the coin
Eye-controlled communication Eye tracking in usability testing
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Eye tracking technology – how it works
The Tobii Eye Tracker estimates the point of gaze with extreme accuracy using image sensor technology to find the user’s eyes and calculates the point of gaze.
One or several near-infrared illuminators, invisible to the human eye, create reflection patterns on the cornea of the eyes.
At high sampling rates, one or multiple image sensors register the image of the user’s eyes.
Image processing is used to find the eyes, detect the exact position of the pupil and/or iris, and identify the correct reflections from the illuminators and their exact positions.
A mathematical model of the eye is used to calculate the eyes’ position in space and the point of gaze.
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The advantage of Tobii’s eye tracking technology
Core values that meet the highest demands
Accurate and precise – the eye tracker can tell exactly where you are looking.
Unrestrained and unobtrusive – the user can move freely in front of the eye tracker and is not distracted by it.
Capable of robust tracking – regardless of eye color, with glasses, contact lenses, ambient light etc.
Easy to use and automatic – anyone can use eye tracking quickly and easily.
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Eye tracking brings unique benefits to a multitude of fields of use and will become a future standard
Research – Tobii’s eye trackers provide deep, objective insight into consumer responses, UX and human behavior
Augmented communication – Tobii’s eye-controlled communication devices give a voice and language to people with communication impairments
Consumer computers – eye control will fundamentally revolutionize user interfaces to standard computers, and make interaction faster, more fun and more relaxing
Driver safety – eye tracking in cars will improve safety by detecting drowsiness and distraction, and enable hands-free interaction
Hospitals and sterile environments – eye control enable surgeons to maintain sterility and improve the conditions in collaborative surgery
Gaming – Eye control and gaze interaction takes immersion and game intensity to a new level
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Three strong business units with leading solutions and ambitious business plans
Eye Tracking IntegrationBrings eye tracking features to computers, cars, medical devices, games and more.
Analysis SolutionsOffers eye tracking tools and services for market research, user experience testing and scientific research.
Assistive TechnologyOffers comprehensive communication solutions that meets the individual needs of people with speech impairments.
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EYE TRACKING INTEGRATION
New innovations and markets
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A standard feature adding unique and strong benefits In consumer computers In driver safety systems In a multitude of other applications
Tobii’s vision – eye tracking in our everyday lives
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Eye tracking in every computer will revolutionize the way we interact with computers Gaze interaction will fundamentally
revolutionize the user interface to standard computers
Eye control provide unique and powerful aspects to Natural User Interfaces that are not possible in any other way
Adaptive user interfaces – through gaze interaction, the computer automatically and invisibly detect the user’s attention. Thus, the computer can respond much more effectively and intuitively to serve the user in an almost magical way.
A super-effective position modality – “Gaze” allows the user to point in a super effective and intuitive way. The combination of “gaze” for pointing and other modalities for issuing commands is extremely powerful.
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Eye tracking in every car will have a huge impact on driver safety Car safety will take a leap forward with
sensors that monitor the driver, and detect if the driver is falling asleep, not paying attention to the road or fails to see objects in front of the car.
The same sensors can be used to identify the driver and add intuitive and exciting interfaces to the car information system.
“The continued development of eye-tracking systems is big news in the auto industry. Moving beyond the detection of simple head movement, actually following the driver’s eye gaze is a key piece of the inattentive driving jigsaw.”Vision Zero Magazine, June 2011
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Eye tracking will be standard in a multitude of fields Market research and consumer behavior
research Assistive Technology – enabling people with
speech impairments to communicate Psychology and vision research Wearable display systems Improve safety in control rooms and other high-
end systems Hands-free computer interaction in surgery and
other sterile environments Gaming; using eye tracking as a game
accelerator, adding eye control and eye contact.
Medical diagnostics (glaucoma, schizophrenia, Alzheimer's, hearing, cognitive abilities, vision testing and several more)
Security, i.e. lie detection and information protection
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Eye tracking integration and business development Tobii IS-1 Eye Tracker – the
world’s first embedded eye tracking platform
OEM component designed for mass market applications
Autonomous embedded eye tracking
Tobii laptop prototype Eye tracking component from Tobii Built by Lenovo Launched in March 2011
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TOBII ANALYSIS SOLUTIONS
Eye tracking solutions for research
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Market research
Print ads TV commercials Web advertising Package design Shelf placement Shopper research
User experience testing
Websites Software Computer games Mobile devices Other physical products
Psychology & vision research Cognitive psychology Developmental psychology Psycholinguistics Media psychology & HCI Neuroscience Nonhuman primate research Ophthalmology
Analysis Solutions - markets and applications
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Hardware eye tracking systems
Eye tracking software solutions
Training and consultancy services
Complete eye tracking solutions
Integrated eye tracking systems for any on-screen study
Modular eye tracking systems with flexible configurations
Head mounted eye tracking systems for mobile studies
Hardware eye tracking systems
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Eye tracking software solutions
Tobii Studio Comprehensive eye tracking
softwareSDK development kit
For customized software development
Software extensions Enable eye tracking data to
be used in 3rd party programs
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Training and consultancy services
Tobii Insight An eye tracking study
execution consultancy designed to lower the barriers for market research companies to include eye tracking in their service offering
Tobii Academy Comprehensive training
services – courses, customized and online.
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Researchers worldwide use Tobii’s eye trackers
2/3 of all companies that use eye tracking use a Tobii Eye Tracker
Today Tobii has over 1000 commercial customers, including several Fortune 500 companies
More academic articles are published on research made using Tobii’s solutions than on any other eye tracker
Today Tobii has over 600 academic customers, including a large percentage of the world’s leading universities and research institutions
Microsoft, Google, Apple, Yahoo, Amazon, IBM, Procter & Gamble, Unilever, GfK, Ipsos, TNS, Nestlé, Kraft, E-Bay, KantarOperations, Johnson, Synovate, InVivoBVA, SmartRevenue, Time Warner, Philips, Intel, Sprint, Oracle, Symantec, Infosys, France Telecom, AOL, Wells Fargo, HSBC Bank, Travelers, Progressive, USAA, ING, Credit Suisse, Electronic Arts, AT&T, Sony, LG, Lenovo, Baidu, Tencent, Taobao, Alibaba, 360buy, CBS Corporation, Globo.com, MercadoLibre, NTT, Ogilvy, SKY Broadcasting, China Telecom, Facebook, YouTube, Honeywell, Nielsen, Nokia, Panasonic, Paypal, Telefonica, Telstra, Strategir, Institut CSA, Pixmania, Isobar, OVH and BMW
Stanford University, University of California San Diego, San Diego State University, John Hopkins, University of Rochester, Yale, Brown University, Bejing Normal University, Huadong Normal University, Tianjin Normal University, Oxford University, Cambridge University, Fraunhofer Institute, Tokyo University, MIT, Imperial College, Université Pierre et Marie Curie, Université Paris Descartes, Université de Toulouse Le Mirail, Universität St. Gallen, Johannes Gutenberg-Universität Mainz, Universität Augsburg (IMB), Universität des Saarlandes
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Using a Tobii T120 to test functional prototype of re-designed electronic booking tool, Retrospective Think Aloud (RTA)
Many findings, eye tracking highlighting problems otherwise undetected
Saccades between price and schedule, eye tracking illustrated the inefficiency
Online reservations increased dramatically after eye tracking tests. 30% more users proceeded from searching to actually booking flights in the new version.
“Analysis of eye tracking data proves valuable in finding very specific and detailed design issues, which would very likely have gone unnoticed in a study without the support of eye tracking. These issues, albeit small, can make the difference between a sale or a disappointed customer.” Joris Leker, Usability Specialist,Valsplat
Valsplat for KLM Royal Dutch Airlines – user experience testing in the redesign of their electronic booking tool
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Valsplat for Guerrilla Games – user experience testing on video game “Killzone 3”
Tobii T60 XL tracking six participants during eight-hour game playing sessions
Fine tuning at a later stage of development as a part of a larger user experience development process.
Developers realized the full potential of eye tracking analysis, especially when applied early in the development process
Proved highly relevant for improving Path Finding, Theatre of War, menu navigation, Heads Up Display (HUD) and visual storytelling
Video GameUX
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Primate Research Institute for Kyoto University – Studies on human and chimpanzee face scanning
Tobii X120 with 72 color photos were shown to six chimpanzees and 18 humans
Analyzed using an application created using Tobii Software Development Kit
Providing great insights on the differences in face perception between humans and chimpanzees
Face is central in both groups, with a focus on the mouth instead off the eyes for the chimpanzees participants
Primate Research
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Ipsos & MRC International for Carlsberg – on-trade POS promotion unveiled
250 respondents using Tobii Glasses in 2 bars and 1 restaurant
Interviews with respondents and bar tenders High correlation between visible promotion
and order-choice, customer can be influenced at point of sale
Carlsberg can pin-point their on-trade promotion, improving budget efficiency
TOB
II CU
STOM
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Market Research
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TOBII ASSISTIVE TECHNOLOGY
Communication solutions for people with special needs
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Assistive Technology – enabling people to communicate Our Alternative and Augmentative
Communication solutions enables people to speak, interact with their environment, control and access computers, as well as lead independent and fulfilling lives – regardless of their disability
Eye control provides people with disabilities the ability to speak and interact. It’s life changing for people with CP, brain injuries, spinal injuries, stroke and autism.
+5,000 users around the world rely on Tobii’s solutions in their everyday communication.
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Complete communication solutions
Communication devices Language and software
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Communication devices
Tobii C-Series dedicated communication devices
optimized to suit individual needs concerning portability, movements and vision, available in 8-12-15”, for touch & eye-control.
Tobii PCEye stand-alone eye control with the ability to
control any PC using only your eyes for users with higher cognitive abilities wanting access to regular computer programs.
Tobii S32 “Talking Paper” device. Use of symbols
printed on normal paper to generate speech.
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Language and software content
Tobii Communicator a platform for personal solutions to
develop communication, a basic language tool to optimize access to communication aids through individual skills.
Sono Suite a comprehensive research-based content
package with vocabularies for different skill-sets, development levels and communicative intentions.
SymbolMate an ideal tool for creating paper-based
page sets, communication pages/boards and educational material with symbols, text and words.
Sono Flex – multi-platform software, available on iPhone and iPad
“Awesome, awesome, awesome! I wonder why it hasn’t been developed before. It is great to have the situational modules at hand so easily. This is just perfect for us to prepare sessions with clients with a minimum of time consumption. It is really nice that you have chosen very interactive and playful contexts that are age independent.”Alycia Berg, MS, CCC-SLP, Boston Children’s Hospital
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User testimonial: Ulrich Schnabler
“Ulrich has many sentences that he can choose from and he really enjoys expressing himself. In general, Ulrich has improved his body language and control since using his C12 and now says what he wants with more purpose due to an increased vocabulary. Ulrich has now reached a new stage in his communication development.“
Margit Schnablermother to Ulrich, 10 yrs, Cerebral Palsy
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User testimonial: Tony Quan
''For those with paralysis who are unable to communicate, the PCEye allows you to participate in the world again. It has made an incredible difference in my life.”
Tony QuanWell-known Los Angeles-based graffiti artist/activist with ALS
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Step by step, Tobii is striving to fulfill the vision of eye tracking in our everyday lives
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LOOKING FORWARD
Tobii Technology