Deemed revolutionary by its creators, sensewhere core positioning software from the company of the same name automatically crowd-sources and cross-references RF-access-point data via the user’s own device. According to the company, the application cheaply and dynamically creates a near limitless proprietary global RF location database that self-corrects with use. Similar to existing indoor location systems, sensewhere uses whatever hybrid RF location reference information the end-device can receive, such as Wi-Fi, Bluetooth, Ultra-Wideband (UWB), near-field communications (NFC), RFID, and GPS. The system checks signals against its database of fixed-location reference points and uses proprietary algorithms to provide an indoor location. The sensewhere app uploads updated reference point information as it fixes a location. By cross-referencing this information from different sources, at different times, it improves the accuracy of indoor location over time. According to the company, “indoor location promises to be highly lucrative for whoever grasps the right system. Companies could provide advertising, promotions and directions within shopping malls, airports, clubs, casinos, etc., through mapping applications, automated alerts, augmented reality and other value-add applications.” That’s intriguing in that most companies are tempting consumers with special offers online and encouraging more people to shop online. Can you smell “conflict of interest”? For more details or to download the sensewhere app, visit