 from San Francisco, it's theCUBE. Here is your host, Jeff Frick. Hi, Jeff Frick here with theCUBE. We're on the ground at Location and Context World at the JW Marriott in San Francisco, California. It's a conference really focused on applications and location and context and what people can do now with kind of like GPS for inside. It's a pretty exciting space and there's a lot of interesting applications that are kind of growing out of the RFID space, really barcode reading, kind of a simple thing that was used more in supply chain but now with the power of mobile applications that we're all carrying around and all these apps on these phones, people are doing a lot of interesting things. So I'm excited to be joined by our next guest, Avi Sakaju, CEO of Sprio, welcome. Thank you, thank you very much. So give people kind of a quick overview on Sprio. What do you guys do for people that aren't familiar with the company? Okay, we solved the issue of indoor positioning and the most element thing that we do is we generate the XYZ of the person indoor location. Once we know the location of a person indoor in a venue in a place like this or a hospital shopping center, there are a lot of goods that can come out of it. We can then create a program that's called wayfinding or indoor navigation. We can navigate a person from place to place. For this purpose, we need to know all the time the person location. We can push content that is relevant to the person location. We can show you on the map where other people that are sharing their location with you are. That's the essence of what we're doing. Okay, so you said you guys trapped it on the XY and Z. So you do have height as well. And then we talked to the prior guest that that's the location piece, but then you really need the context piece. You need it to put it against the map, against something to know exactly whether you're in the hospital or whether you're at the basketball court or what are the obstacles between point A and point B? Yes, it's a simple thing, XYZ, but it's quite complicated to achieve those three parameters. For this purpose, we need, first of all, to have sensors that we position in the venue. Those sensors, which are the beacons, they transmit very basic information. One is their number. And the second thing is how far I am from the sensor from the beacon. We need to have the map of the place. And it involves getting the maps, positioning the sensors, and then another process is we need to walk around and collect data. The end result is that we can generate a specific XYZ now. The Z is very problematic. Knowing how your height is one of the biggest challenges that we faced actually in our installation in shopping centers in the US. Shopping centers are very, are large open spaces. And there are limitations where you can put those beacons, you know, it needs to integrate with the... That's right, because you got such a big space. Not just, but also with the style of the, they don't want to see beacons like this hanging on the wall and so forth. So sometimes we put them very quite high. And then their signals flows to the second floor. And when a person walks there, he may get the signal from the first floor and the program would think that he's in another floor. Then it changes the entire experience and so forth. This was a very big challenge. At the end of it, we are capable of changing floors which is a huge challenge in large open spaces. But you guys don't do the beacons, right? You guys are the software that's collecting the data that's creating the location, the context, right? We don't care so much about the beacons. We would, you know, our advantage is in the software. We have background in programming for a GPS system. We know maps. And we have mathematicians. We deal with the algorithms and all the techniques around it. So we would like to get out from the business of beacons. However, we couldn't find a beacon that will fit our purposes. And we have been forced to create our own beacon. Oh, you have? Yes. Okay. But that's not the direction of the company. Okay. So I wonder if you can share just a good example of some of the customer use case for what are people using this for? What's kind of the value that they're seeing? Are there any surprises that came out of it? Two type of solutions that we are focusing right now. One is shopping centers. Another is hospitals. We have two hospitals that are using the system. It is starting from the parking lot. The person that comes to visit can record the parking lot. Then going to the specific room, navigating through all the complexities of the hospital and so forth. It can be multi buildings, campus. Why do they want that data? What are they doing with, what's the value to them of knowing, tracking you coming from the parking lot, to the lobby and to your room? Hospitals are not at this point. Hospitals are not using it for data. They're using it as a benefit to the visitor, to the patient and so forth. Okay. So it's more pushing stuff out to that person based on where they are. Helping the person finding his way. Okay. And this is the reason, customer satisfaction, increasing the competitiveness nature of the hospital. And I got lost in a hospital before. So I know if you're at a big hospital visiting relative from out of town, I'd literally, my brother and I got lost trying to find my grandfather in Louisville, Kentucky. We couldn't find, we're walking all over this place. It's a huge facility. That would have been a nice thing. I didn't think of that. So hospital is one use case. Another one I think we talked a little bit about the shopping center and so forth. Surprises. So the first installation, hospital installation, we basically commissioned to do indoor navigation for the purpose of patients and visitors and so forth. It turned out at the end of the day that the most usage came out of physicians themselves that wants to know the different places they need to go, physician, visitors and stuff. So it kind of shifted the direction that this tool is not necessarily just for the visitors, the patient that can be used in general for the staff and for the physicians themselves. Yeah, it's interesting. It's a brand new world. And it's interesting, you guys did come from the GPS background. So you did it for outside, now you're doing it for inside. Yes, we did come from the GPS. And this gives us also some interesting advantages, the ability to navigate from outdoor, starting with let's say Waze or Google Maps coming to the parking lot, recording your spot using actually the GPS, the satellite signals, stepping into the hospital or the shopping centers and the software switches into indoor. And then you continue the navigation indoor. Very cool. Well, thanks for stopping by. Give us a little update. Abhisakha Jew from Sprio, CEO. I'm Jeff Frick, we're on the ground at the Location and Contact World 2014 in San Francisco, the JW Marriott and you're watching theCUBE.