JasonSosa.com

Face Detection, Privacy and the Internet of Things

Fri, 11 Nov 2011 07:54:29 -0500

This week I was given the opportunity to speak with a New York Times reporter about our work in digital signage, adaptive intelligence and face detection. Having talked with a variety of people from venture capitalists and reporters, to every day people just curious about the technology the question invariably brings up the subject of privacy. Having had this conversation numerous times, I’ve become accustomed to giving our standard response.

“Our solution uses anonymous facial detection and can measure age, gender and attention time. We gather purely numerical data, no personally identifiable information is collected and no images are ever saved or recorded. We believe in an opt-in system that respects individual privacy.”

Since graduating Techstars NY last April, there have probably been at least a dozen news stories that have compared Immersive Labs to the Steven Spielberg sci-fi movie, Minority Report. In the film, Tom Cruise walks by holographic displays that tailor personalized content, calling out to him by name. Any technology in and of itself is amoral, it really depends on the intended use. For the most part, we think people don’t want to see advertisements. What people really want is relevant content that enhances their lives in some way.

In 2002, when the Minority Report film was released many of us still suffered from pop-ups in our browsers and there were concerns over the safety of online credit card transactions. The rules of marketing have changed since 2002. It’s no longer about bombarding consumers with advertisements. The future of marketing is about empowering consumers with better experiences and choices.

If you would have told someone in 1990, that in the year 2011 we’d all be carrying tracking devices (smart phones) with front facing cameras staring at us all day while we share our location and personal information for the world to see, they would think you’re crazy.

Tracking and monitoring technologies simply provide a feedback mechanism that enable new possibilities. Whether that be the form of a GPS device, that helps you know your location on the road, to a Wii controller or Xbox Kinect, that monitors body movements for interactive game play. Similarly, facial recognition is simply another input into a system that can enable new possibilities. In the next few years, as NFC cell phones become more predominate, it will make sense that we’ll begin to see people using their cell phones for payments, loyalty card programs, and even personal identification. We’re entering an age when the capabilities and experiences of the virtual world are moving into our physical environments. Soon we will have amazon recommendations in brick and mortar stores, and everything that was once offline will be online.

We are witnessing the beginning of what some have called the “internet of things”. The Internet of things is an era when every device, from a sophisticated smart phone to the most mundane things (like coffee cups) will be connected to the Internet. Low cost sensors and powerful micro processors will continue to see exponential growth in processing power (accompanied with a decline in price) that will allow for them to be embedded to everyday items. Maybe a new social network will emerge that gives you points for brushing your teeth. Perhaps your coffee cup will alert you that you probably shouldn’t have that 4th cup of coffee.

An intelligent discussion around the future of new technologies is needed. One that balances the concerns of privacy advocates with the advances of new techolonies that can enhance our world. As new capabilities emerge, new challenges will also be introduced. Immersive Labs will continue to be an outspoken advocate for facial recognition technology that respects personal privacy and brings about a vision of enhancing choices and experiences.

I'm a Buccaneer Scholar

Thu, 10 Nov 2011 18:43:13 -0500

I'm a Buccaneer Scholar:

From the website: A Buccaneer-Scholar is anyone whose love of learning is not muzzled or shackled by any institution or authority; whose mind is driven to wander and find its own place in the world.

I have made my way among educated people as an educated man, but I have shunned institutional education. I developed methods of teaching myself what I need and want to know. So can you.

I’ve done all this while suffering from a mild disability: I have almost none of what my teachers used to call “self-discipline.” Instead of discipline, I am driven by passion. Now that I’m in my forties, I want to share what I’ve learned about learning.

TEDx Gotham Sept 2011 in Manhattan.

Tue, 08 Nov 2011 19:52:16 -0500

TEDx Gotham Sept 2011 in Manhattan.

As an undergraduate student in a non-technical discipline, what skills should I be focusing on to build the "skill set" of an entrepreneur. I'm 21 years old, driven, hungry, and tenaciously passionate, but while lacking a technical skill set, I'm deterred from starting my own venture. What do you think I can be doing to strengthen my journey to entrepreneurship?

Sun, 06 Nov 2011 11:07:00 -0500

Awesome question!

If your looking to be a non-technical entrepreneur in the technology sector there are a number of things you can do to build your skill set.
First of all you, will need to examine you’re motives. If you’re looking to be an entrepreneur because you want to get rich, think it’s glamourous, or you want to be the next Mark Zuckerburg, maybe because you saw the movie The Social Network, then you may be doing it for the wrong reasons. The hard truth is that you will make little money, work long hours, and (statistically speaking) probably won’t be “successful”. It has been said that being an entrepreneur is like jumping out of a plane without a parachute…and then, building a plane on the way down. You’ll be so consumed that relationships will suffer, you will get grey hairs early, experience lots of rejection, at times fail miserably and everyone (including your family) will think you’re irrational, irresponsible or hopelessly impulsive.

Now after all that if you’re still interested…then your probably just crazy enough to be an entrepreneur. You’ll never grow more personally, spiritually, or professionally until you jump out of the “plane without parachute”. That’s when you’ll really know what your capable of. Life is too short to not do what you love. Passion will be your fuel, because it has to be so compelling that you just can’t help yourself. If it’s not in your blood, when the going gets tough you won’t stick it through. Passion while critical will not be enough however, you will need to be equipped with a solid foundation. All my past failures and frustrations laid the foundation for the understandings that have created the new level of living I enjoy now.

Below are just a few tips I wish I knew when I was 21.

Mixed ~~Martial~~ Mental Arts
You must be multi-dimensional and multi-disciplined. The ability to be expert generalist will be important trait. Learn the terminology necesary to speak and understand code, design, law, finance, marketing, PR, and venture capital. Learn to understand people, their motivations and their pains.You must have the ability to learn, unlearn and relearn quickly. Learn to see the world differently, from the big picture down to the smallest detail. Your perspective and vision will differentiate you from everyone else. These are the traits you can’t learn from a book. The essence of “who you are” is what will make you special. Be authentic and embrace it. Understanding your vision and your purpose along with the various “book knowledge” components of business will be critical in making effective decisions.

Relationships
Building real relationships will be the most important aspect of your career.The people you meet today may be one person that helps someday fund your company or introduces you to someone that will buy your company. Don’t burn bridges and be careful to guard your reputation and the perception of your reputation. At the end of the day it’s all you’ve got.

Get organized and take action
Few people understand the power of a person with directed focus when it is applied to a purposeful goal. Your ability to prioritize your time will be critical. There were times when I would find myself incredibly busy, but not really effective. Having the wisdom to know when to say NO will be important. Focus on the 20% of your actions that will bring about 80% of the results. This will be easy if you have a clear vision of where you want to go. Seek role models and learn from people that have gone down the road you want to travel.

Be confident
Don’t be intimidated by anyone. For the most part, nobody knows what their doing. The little secret know one tells you…is that we are ALL just making it up as we go along.

Manage your internal state
So many blogs focus on the importance of external strategies like getting the perfect pitch deck, setting up your biz or understanding the importance of choosing the right team. While these elements are EXTREMELY important, the one thing no one talks about is the internal battle that you’ll face. The doubts, fears, uncertainties, and insecurities that everyone goes through and no one speaks about. Your ability to manage these internal struggles and belief systems will direct your decisions and ultimately your destiny more than anything else. Examine yourself, learn what you believe, what your vision is, why you do the things you do. In doing this practice you’ll also learn about others.

Most of all, remember that it is not about the goal, it’s who you become through the process. You will always succeed in producing a result. As long as you keep going on your journey there will be no failures, just moments that lead you toward a greater version of yourself.

Jason Sosa’s parents started off as migrant workers from Texas....

Thu, 27 Oct 2011 18:43:38 -0400

Jason Sosa’s parents started off as migrant workers from Texas. Sosa himself never finished college and married at 21. Today, a decade later, he is still married, with two kids-and is at the helm of a buzzed about New York tech startup called Immersive Labs.

The long and the short of it? Sosa said he believes anything can happen if you work hard enough at it.

Immersive Labs Creating the Future of Intelligent, Scanning Ads – But Don’t Call Them Minority Report

Mon, 17 Oct 2011 09:59:23 -0400

Immersive Labs upgrades digital signs so that they know if a person is paying attention. By linking demographics to behavior, the intelligent billboards can predict which ads you may want to see as you walk by.

Talk to any human face to face and right away they’ll be able to guess your age, gender, and interest in the conversation. Now digital ads can do the same. Immersive Labs is creating the next generation of video billboards that gather anonymous demographic data about you while you watch. Pass by a digital poster they’ve enhanced, and sensors detect if you’re paying attention. The screen can then adjust the image to one it thinks will be more appealing to you. It only takes a tenth of a second, and the system works up to 25 feet away. Preliminary testing by Immersive Labs shows they can increase viewer attention by 60%. Get a taste for the new intelligent ad technology in the videos below. I talked with CEO Jason Sosa about their upcoming launch this fall and about the future of the company. Don’t worry about invasive ads that stalk you wherever you go, Immersive Labs is making digital signs smart enough that you’ll want to come to them.

Not so reality TV - my side of the story

Tue, 11 Oct 2011 12:50:00 -0400

On episode 4 of the reality show “Techstars”, some questions were brought up regarding financial issues during the Techstars NY program. Below is a Q&A I did for the website LAUNCH.is to clarify my position. I had intended to dismiss much of what was said in the TV show as reality TV drama, that is…until my personal integrity was brought into question. I have worked very hard to get our company to this point and just couldn’t let this ~~bullshit~~ notion of impropriety stand undefended. Below is my side of the story. You can also check out the LAUNCH.is article here.

How do you feel your team handled your announcement?

There was no surprise announcement. I want to be crystal clear, I NEVER stole or misappropriated funds from the company EVER! When I moved to NY to participate in techstars, I left a wife and 2 small kids back in Boulder CO. Here’s what happened. One day my wife called and said she had no money for food or gas. I explained the situation to my team mates and with their prior knowledge I used $2,000 to support my family in order to continue on with the program. My investors are well aware of the events, performed extensive due diligence, and have no concerns.

When we were accepted into Techstars we were given $18k for three founders to live in NY for three months. These funds were intended to cover our expenses so we could participate in the program. Given the cost of living in NYC, that barely covered our living expenses. I managed to raise an additional $20k from an investor, and that provided a cushion to sustain us a few months past the program.

How did it feel to have to go through this ordeal while the television cameras were rolling?

Some of us in the room that day, including myself were under the impression that the cameras were not rolling and that this was a private conversation. My former team mates brought me into the room to discuss certain private issues with the David’s. It wasn’t until Demo Day that I learned from producers that the conversation was recorded and would be used on the show. How does it feel? Well, it’s embarrassing to see such a personal moment used in a reality TV show, but I’m most upset that out of a two hour conversation (covering a wide range of issues) that producers chose to use the piece about this “supposed embezzlement”. The show failed to air any of my comments in my own defense. So given the way it is edited in the show, it appears as if I admit to these accusations.

It was a very difficult time of life. Many things were happening personally for me. As everyone knows, Michigan’s economic conditions are dismal and played a large part in the demise of real estate prices which directly affected our family. During techstars I wasn’t able to see my family for months. They’ve sacrificed so much in order for me to chase my dreams and for that, I’m incredibly grateful.

How have your team members and investors dealt with this situation, is this all in the past or does a decision like this continue to effect you?

So much has changed since that show was taped and we are now happily living and working in NYC. My investors are well aware of things that happened behind the scenes. They support me and have done extensive due diligence. There are no concerns. What you saw on TV was a snap shot in time, compressed and edited for your viewing pleasure, mostly taken out of context.

What would your advice be to another entrepreneur who is in a desperate situation as you were?

If you have a family then you need to have a serious conversation with your wife before you even think about doing something as crazy as starting a company. In the last year we’ve moved 3 times across the country, ran out of cash, stayed with family and sometimes we even slept on the floor. In retrospect, had we known what we had to sacrifice as a family we may never have even started. Many couples that go through what went through don’t make it. The fact that we got this far is a testament to my amazing wife. For 99% of people the best thing to do is to provide for your family and enjoy your life. If you’re in a spot like I was during Techstars, then my suggestion is that you have to basically be Superman. If you really want something than you just have to go for it. Model people who have accomplished extraordinary things, start building real relationships with good people. Work harder, do more faster, and offer to the world as much value as you can. Don’t expect overnight success. Just build everyday more than the day before.

What would you have done differently?

I wouldn’t change a thing. Given the situation there was nothing else I could have done. I was in an elite program working 120+ hours per week on something that inevitably changed the course my life. My family was in Boulder and I needed funds to take care of my obligations to them in order complete the program. I explained my situation to my team mates prior to taking any money and I wouldn’t have done anything differently. I used the money for its intended purpose, which was to cover expenses to make it through the program. Anyone else in my position would have done the same thing. It’s unfortunate that the TV show cast such a negative spin on what is really a very personal issue.

How was Immersive Labs originally formed?

I formed Immersive Labs in Grand Rapids MI back in Jan 2009. I started by creating giant 8-ft computer-vision multi-touch screens with a leading furniture manufacturer. Not being able to build a solid team or raise the seed capital needed to take it to the next level, I took a giant leap of faith and decided to look elsewhere to start over with a fresh start. I found myself couch surfing in Boulder Colorado in May 2010 to attend Boulder Startup Week, an annual event meant to introduce people to the Boulder Startup scene. I absolutely fell in love with the beauty of the mountains, the great tech presence, and most importantly the amazing people in the community. Midway through my trip, I called my wife from downtown Pearl St. I told her that I was skipping my return flight in order to find us an apartment and that she needed to start selling everything we owned. Within 3 weeks we sold 85% of our belongings and moved our family to Boulder. As soon as we landed in Boulder, I began my search for amazing people to bring my vision into reality. I went to every tech meet up, networking event, and boulder open coffee club in order to meet people. I met with successful Techstars alums, investors and interviewed dozens of college students and tech folks of all kinds. I formed some amazing relationships. Less than 6 months later I was preparing to leave my family yet again, this time for 4 months, leaving them in a town we just moved to in order to participate in a once-in-a-lifetime opportunity with Techstars NY.

What happened to the original team?

My previous team mates are no longer with the company. The dynamics needed for building a successful team just wasn’t there. We had a fundamental difference of opinion in the direction of the company. In June 2011 it was mutually agreed that it would be best for everyone involved if they left the company. Our styles and team dynamics simply didn’t mix. When we first started working together at Techstars we shared a vision that we wanted to bring into reality. Even though things didn’t ultimately work out with us as a team, that vision is now real. The success of this company will be a reflection on all of us and I’m sure that they want to see this company succeed and move forward. In the last 3 months I’ve since rebuilt the team, raised a seed round of ~~$850k~~ $1M, sold my previous startup and I’m now glad to be working with some amazingly talented and supportive people.

Jason Sosa, CEO
Immersive Labs
www.immersivelabs.com

In the futuristic movie “Minority Report” from 2002, Tom Cruise...

Tue, 27 Sep 2011 11:13:44 -0400

In the futuristic movie “Minority Report” from 2002, Tom Cruise runs through a mall as the advertisements around him change to tailor exactly to his tastes, encouraging him to stop for his favorite beer as he runs from the Big Brother-like voice that knows everything about him.

Today, Immersive Labs announced that the future is, in fact, now. The start-up tech company will roll out its first camera-enhanced “smart signs” this fall, equipping billboards and retail signage with the ability to tailor advertisements to the person looking at them at any given moment.

Published on Sep 21, 2011 by Bloomberg Sept. 21 (Bloomberg)...

Tue, 27 Sep 2011 11:12:00 -0400

Published on Sep 21, 2011 by Bloomberg

Sept. 21 (Bloomberg) — Jason Sosa, founder of Immersive Labs, discusses his company’s business plan to target advertising to consumers and his appearance on Bloomberg Television’s reality show, “TechStars.” Sosa speaks with Erik Schatzker and Deirdre Bolton on Bloomberg Television’s “InsideTrack.” (Source: Bloomberg)

Techstars TV Show premieres tonight at 9pm on Bloomberg!

Tue, 13 Sep 2011 10:23:00 -0400

Techstars TV Show premieres tonight at 9pm on Bloomberg!

Troy Research snaps up Mind Spin

Tue, 13 Sep 2011 10:09:00 -0400

Troy Research snaps up Mind Spin:

TROY RESEARCH, INC. has entered into a definitive agreement to acquire MIND SPIN RESEARCH LLC, a GRAND RAPIDS MI-based internet music research company.

Video

Sat, 27 Aug 2011 12:06:05 -0400

World's Most Advanced Intelligence Software for Digital Signage

Sat, 27 Aug 2011 11:38:00 -0400

Amy Freeland

Jason Sosa is the founder and CEO at Immersive Labs, which has been featured by CNNMoney, The New York Times, The Huffington Post, Fortune, Mashable, and Business Insider. For the last few years, he has been researching digital signage and HCI (human computer interaction) with a focus on bridging the gap between the virtual (online) world and physical world through intelligent content.

Immersive Labs builds the world’s most advanced intelligence software for digital signage. Our backgrounds include advertising, artificial intelligence, media research, digital signage and human computer interaction.

Scroll Down to listen to the audio version of this interview.

Jason Sosa by Amy Freeland

The 25 Hot New York City Startups You Need To Watch

Tue, 07 Jun 2011 17:19:00 -0400

The 25 Hot New York City Startups You Need To Watch:

Immersive Labs makes ads relevant through facial-recognition technology

Date Founded: December 2010

Concept: Brings Minority Report to life by using facial recognition technology to make OOH ads relevant to passerbys. The smart ads will be able to estimate a user’s age and sex to display a relevant message (like beer or tampons).

Location: New York, NY and Boulder, CO

Funding: Raising $740,000. Techstars is an investor.

Why You Should Care: Immersive Labs garnered a lot of attention as a TechStars NYC startup that’s tapping into a big market.

“Digital signs and OOH is a $3.5 billion business,” Sosa says. It’s the fastest growing advertising opportunity next to internet advertising. By 2016, OOH advertising spending is expected to reach $6 billion.

A company that can minimize waste has the potential to own the industry. Also, Immersive seems to work. Sosa says the technology has been store tested, and it increases the time viewers spend looking at digital signs by 60%.

This Is The Best Blog Post We've Ever Read By An Entrepreneur

Sat, 14 May 2011 12:00:34 -0400

This Is The Best Blog Post We've Ever Read By An Entrepreneur

Touchscreen Prototype Provides Electric Feedback

Wed, 11 May 2011 14:07:00 -0400

Touchscreen Prototype Provides Electric Feedback:

The Next Generation Of Touchscreens Will Shock You (Literally)

Some Japanese manufacturers have come up with a new touchscreen prototype that provides feedback for every touch gesture.

When you touch the panel, it provides a slight electric jolt, mimicking the feel of tapping an actual button.

If it’s as good as it sounds, this could be a big help when it comes to typos on your touchscreen device.

Check out the video of the panel in action:

Boulder Startup Week - 1 year later

Wed, 04 May 2011 20:39:36 -0400

Intrigued by the idea of meeting entrepreneurs and seeing Boulder — a city quickly accumulating accolades for being a startup haven — Jason Sosa last May departed his home and a rough economy in Grand Rapids, Mich., and unknowingly embarked on a life-altering adventure.

Sosa came to Boulder to attend the first-ever Boulder Startup Week, an event designed to build community among startups, entrepreneurs and software engineers. Between the couch-surfing, the meetups with local entrepreneurs and the climbing of Mount Sanitas, Sosa phoned his wife to tell her to sell most of their items, pack up the house and the kids and move to Boulder.

“I came out here and, man, I just fell in love with the scene, the culture, the town,” said Sosa, who since co-founded Immersive Labs, a digital advertising company that recently captured the interest of investors and multibillion-dollar clients.

Immersive Labs discussed live on CNN

Tue, 03 May 2011 17:46:09 -0400

Immersive Labs discussed live on CNN

Minority Report meet...Minority Report

Sun, 01 May 2011 23:55:00 -0400

“Hey, it’s like that one movie…what’s it called…Oh Yeah, Minority Report”

There probably isn’t a day that goes by that someone doesn’t mention the 2002 Steven Spielberg film Minority Report in connection to Immersive Labs. While at times being helpful to quickly explain what it is what we do, it can also be mistaken by some, for a 1984 Orwellian precursor to SkyNet…go figure.

A few weeks ago, Chris Piekarski and I had the opportunity to visit the nondescript graffiti laden offices of Oblong, a Human Computer Interaction (HCI) company based in Los Angeles CA.

John Underkoffler the co-founder of Oblong, is probably the only other person on earth that gets more Minority Report comparisons than we do. That’s probably because he invented the ideas behind the technology in the film. John was a consultant to Steven Spielberg for the movie and designed the concepts shown, including the famous Tom Cruise scene with the gestural UI and the advertising scene at the Gap. The Oblong technology is astounding and the people involved in the company are equally as remarkable.

The Oblong team were amazing hosts and graciously answered our questions. We learned so much during our time with them and became inspired by the vision these guys shared of the future. Beyond the film, John and company have created a vision of the future that transcends pop-culture. They are introducing new ways of interacting with a virtual world that so many of us are familiar with, even if only through the 2D window of our monitors and cell phones at the moment. In the last 24 months, devices like the Kinect and iPad’s have transformed our understanding our interacting with our machines. I look forward to seeing the world transform yet again, when Oblong brings their technology to the masses.

Immersive Is The Google AdWords Of Intelligent Digital Signage

Sun, 01 May 2011 16:54:21 -0400

Picture a digital advertisement that is able to recognize your gender and display products that your peer group would wear for that time of day, and that day’s weather. You and your friends are able to pick the items you like and move them to the shopping cart using the ad’s touchscreen interface. While this may sound a lot like Minority Report, companies are in fact working on delivering intelligent, multi-touch, multi-user digital signs in high traffic environments like retail stores, airports and hotels. One such company is Immersive Labs, who unveiled their technology at TechStars NYC ‘s Demo Day.