tobii company presentation october2011

Tobii Company Presentation

October 2011

04/10/2023 Copyright Tobii Technology AB 2

COMPANY OVERVIEW


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


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

http://www.tobii.com/Images/contentimages/Produktbilder/TX300/tobii_tx300_eye_tracker_angle.jpg


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


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


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


EYE TRACKING – THE TECHNOLOGY AND IT’S CHALLENGES

04/10/2023 10Copyright Tobii Technology AB

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


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.


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


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.


EYE TRACKING INTEGRATION

New innovations and markets


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


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.


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


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


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


TOBII ANALYSIS SOLUTIONS

Eye tracking solutions for research


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


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.


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


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


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


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


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

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Market Research


TOBII ASSISTIVE TECHNOLOGY

Communication solutions for people with special needs


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.


Complete communication solutions

Communication devices Language and software


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.


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


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


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


Step by step, Tobii is striving to fulfill the vision of eye tracking in our everyday lives


LOOKING FORWARD

Tobii Technology

tobii company presentation october2011

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