HOW IT WORKS: The free, downloadable application is compatible with a variety of BlackBerry devices, and iPhone compatibility is slated for the coming weeks. It uses Sense Networks' Macrosense platform, which analyzes massive amounts of anonymous location data in real time. Macrosense is already used by businesspeople for things such as selecting store locations. But the company asked itself: With all this real-time data, what else could we do for a city?
THE MARKETER ANGLE: For now it's focused on nightlife, but were Citysense to expand to other sectors, such as restaurants or retail, it could be a huge opportunity for advertisers. Said CEO Greg Skibiski: "If you can see where people are coming from or going to, the city's patterns of movements over years, you can figure out where to put ads for which target group or how to measure the impact of outdoor advertising, for example."
THE PRIVACY ISSUE: It's a natural concern, for sure, but the company insists it's serious about privacy and data ownership and promises its users anonymity.