In-car contactless payments: The next generation of mobile commerce


Contactless payment methods are more prevalent than ever. Banks, credit card companies, retailers and technology firms have embraced this form of commerce, propelling the market for contactless payment hardware and software to new heights. Last year, the space generated an estimated $6.7 billion in revenue, according to research from MarketsandMarkets. That figure is expected to increase at a compound annual growth rate of 21 percent, reaching $17.5 billion by 2021.

A good portion of that growth might come from an unusual source: automotive companies. Car manufacturers are exploring contactless payment deployment options in an effort to round out the connected car concept. The idea makes sense, considering over half of American adults shop via smartphone, according to data from Pew Research. Some automakers believe they can surely parlay this collective enthusiasm for mobile e-commerce into an exciting new retail model with the connected vehicle at the center.

How might this unfold on the road? Here are some of the contactless payment innovations car companies are currently developing:

The contactless key
General Motors was perhaps the earliest proponent of vehicle-based contactless payment technology. Back in October 2015, the automaker partnered with MasterCard to create a key fob designed for use with near-field communication-equipped point-of-sale terminals, according to a joint press release. While the two firms only managed to produce a prototype – which debuted at the Money20/20 conference in Las Vegas that year – the partnership did bring the idea of the payment-ready key fob into the mainstream.

It may have been the GM-MasterCard collaboration that led DS Automobiles, the French auto conglomerate that operates the Citroen brand, to pursue the technology on a wider scale. Earlier this month, the company launched the DS 3 Connected Chic, a payment-enabled key fob that works with any NFC POS terminal, TechRadar reported. Users can leverage the Barclaycard bPay mobile application to load as much as $270 onto the device and send across as much as $40 per transaction.

This product will provide concrete insight into how consumers will interact with contactless car key technology. Roughly 10 percent of buyers purchase items using credit or debit card data loaded onto their smartphones, according to research from the credit card service company Total System Services. This state of affairs may point to future success for DS Automobiles and other vehicle manufacturers exploring payment-ready vehicle key fobs. However, it is likely that the implementation methods will be more varied by the time these devices go mainstream.

For example, innovators like the engineers at LISNR® are pioneering data-over-sound solutions that can serve as secure alternatives. With groundbreaking technology like data-over-sound in play, the payment-enabled key fobs of tomorrow will be even more powerful than those available today. Instead of interacting with POS terminals via NFC technology, these devices might transmit user payment details through non-audible tones, facilitating optimal convenience while reducing the likelihood of data loss.   

Buy from behind the wheel
While car companies like GM and DS Automobiles look into the commercial potential of the modern car key, luxury giant Jaguar Land Rover looks to revolutionize the in-car experience with payment technology that will allow occupants to purchase goods and services without leaving their vehicles, TechCrunch reported.

In February, the British car brand announced a partnership with Royal Dutch Shell, rolling out an application that gives drivers the power to fuel their cars through their in-dash navigation units. Users can select the amount of fuel they wish to fill and then use Android or Apple Pay to complete the transaction. The application, which uses geolocation services and Wi-Fi to find and communicate with sensor-equipped fuel pumps, produces a receipt on screen and sends out a second copy via email. This in-car payment portal is available now.

Of course, Jaguar is not alone when it comes to this particular innovation. A month before the U.K. car brand announced its payment application, Honda, in partnership with fuel pump maker Gilbarco Veeder-Root, smart parking meter manufacturer IPS Group and Visa, debuted a similar solution at the 2017 Consumer Electronics Show in Las Vegas, according to a press release. The system allows vehicle occupants to fill gas and pay for parking from the comfort of the car cabin. However, the application was merely a proof-of-concept and has yet to go into production.

The future of in-car payment
With automakers pursuing innovations such as these, the in-car contactless payment movement is bound to pick up steam. While widely used technologies like NFC can certainly facilitate this emerging commerce methodology, there are more effective and secure alternatives on the horizon – namely, data-over-sound.

At LISNR®, we produce near-ultrasonic, ultra-low power data transmission technology that enables fast, reliable and secure communication between devices that have microphones and/or speakers. This technique, which does not require internet connectivity of any kind, is the ideal data migration method for carmakers developing fast and secure in-car contactless payment systems.

In January, we stopped by the North American International Auto Show in Detroit to participate in the AutoMobili-D exhibition showcasing innovators in the automotive technology space. There, we showed attendees how the LISNR® solution can help move connected car technology forward. LISNR® is also participating in the Jaguar’s Portland Tech Incubator, using our expertise to propel smart vehicle technology forward, including in-car payment systems.  

Interested in learning more about what we do here at LISNR®? Connect with us today.

The Importance of Innovation & Creativity

Smart Tone Types

A quick guide to the different types of LISNR Smart Tones™

To stay relevant in today’s highly competitive and ever-evolving landscape, businesses must capitalize on opportunities to innovate. This includes being strategic about which technologies they adopt.

At the forefront of the Internet of Sound revolution, LISNR provides a cutting-edge technology that is just as unique as it is useful. The world’s most advanced high frequency “data over audio” technology, Smart Tones connect mobile apps and devices with more efficiency, scalability, and customizability than ever before. By integrating this ultrasonic communication protocol with their software programs, LISNR users are able to create contextually relevant engagements, seamless authentication & transaction process, and offline communication capabilities that deliver significantly better experiences than would otherwise be possible.

Recent enhancements were made to the LISNR Application Performance Interface as well as the customer portal to democratize Smart Tones, ensuring that more people would be able to use them in ways that are most meaningful to them – and their customers. LISNR offers three types of Smart Tones: ID Tones, Text Tones, and Data Tones. The LISNR CMS offers customers the ability to streamline LISNR functionalities using ID & Text Tones while version 2 of the LISNR API allows developers to easily works with all three types of Smart Tones. In addition, LISNR allows you to create these different tone types using a variety of codecs, which include WAV, MP3, and AAC-LC.

Three types of Smart Tones: Differences and benefits

These tones can be played and received by devices with microphone and speaker functionality – without the need for Wi-Fi connectivity or additional hardware – and can be used to power different experiences within the same application. What distinguishes them from one another, though, is that they each have their own identifier, as well as specific use cases they work particularly well in.

Gaining a better understanding of how each tone functions in various environments makes it easy to see how the technology can help you produce unique, personalized, relevant and engaging device-to-device communications.

ID Tones
In every industry, a huge part of successfully reaching target audiences is making sure the message is delivered at precisely the right time – which is why the value of ID Tones is so inclusive. They are best used for timing, 2nd screen, and proximity-based activations. ID Tones help with everything from alerting a retail customer of a discount at a pivotal point in their shopping experience to keeping concert-goers connected and updated on event details.

ID Tones carry a payload of a tone-specific ToneID, as well as an incrementing iteration Index that detects each time a new version of the tone is played. Put simply, when a listening device detects a tone with a matching API key, it generates the related content specified by app users – be it a video, picture, message, URL or other types of content. Businesses in retail, entertainment, broadcast, and sports industries (among many others) can leverage ID Tones for:

  • Special promotions
  • Digital signage
  • Coupons
  • Discounts

ID tones are also particularly useful for second-screen synchronization in broadcasting. Users can create perfectly timed multimedia experiences for both live and pre-recorded events.

Text Tones
Text Tones allow organizations to quickly and efficiently deliver relevant, real-time messages to their audience – completely offline. The tone’s payload carries the text directly to the SDK. Because the communication only occurs through the tones, no server calling is necessary. The inaudible sound is the medium for the data transfer.

Text Tones support up to 255 bytes of ASCII text, which is perfect for emergency alerts, event updates, welcome messages and other types of notifications. These types of tones are the most simplistic variation of the technology yet play a significant role in enhancing customer experiences.

Whether the intent is to inform, entertain or engage, Text Tones enable users to send pertinent information at the most critical moments.

Data Tones
LISNR supports tone payloads between 1 and 255 bytes, with Data Tones usually falling on the higher end of that scale. The most sophisticated of the tone types, Data Tones are primarily used for authentication purposes, including:

  • Ticketing
  • Internet-of-Things devices
  • Automobile connectivity
  • Payments and transactions
  • Access and security

Between keyless building security, connected cars, and venue check-in services, it’s hard to come across an industry or business environment where Data Tones don’t offer incredible value. Using a safe and secure offline data transfer protocol, Data Tones allow users to automate the in-person authentication process for quicker validation, increased control and customization, better integration and heightened security. 

If you’re interested in trying out some of our new functionalities, you can request access by Clicking Here!

The successful launch of Smart Tone Ticketing

Smart Tone Ticketing was used to establish a fast, secure and efficient offline authentication process.

As the world's most advanced ultrasonic inaudible technology, LISNR Smart Tones present a new, more efficient and cost-effective way of connecting mobile applications and devices. The most notable use of the revolutionary technology, Smart Tone Ticketing, was recently demonstrated at the 2016 TechStars FounderCon in Cincinnati.

An annual event that brings together thousands of tech leaders and guests, TechStars FounderCon was a perfect place for LISNR, in partnership with Splash marketing platform, to pressure test its Smart Tone Ticketing system. In the past, QR codes were used, making 2016 the first time the event would feature a new innovative system for mobile ticketing, as well as the first time LISNR would publicly demonstrate its Smart Tone Ticketing solution.

Attendees signed up for a ticket on a Splash site, then received a Smart Tone ticket via email. Once there, the guests' device emitted a Smart Tone with uniquely identifying data packets, which the venue's custom-built app locally received, decoded and authenticated. One-hundred percent of the Smart Tones played were authenticated, some in as quickly in 0.6 seconds – and all without the need for any Wi-Fi, Bluetooth or data connectivity.

Benefits of Smart Tone Ticketing
Mobile-based authentication can be difficult, with QR codes, NFC and a lot of the other existing technologies being expensive and inconvenient. Most require users to purchase and install additional hardware. Then there are also performance and operational issues, such as quick battery usage, lengthy installation processes and limited network range connectivity.

This is why the launch of Smart Tone Ticketing is so exciting, not just for LISNR, but for the opportunities and applications it provides organizations and users across the globe with. In addition to establishing a fast, secure and frictionless check-in process, below are some of the additional advantages of using Smart Tone Ticketing:

  • Low cost: Similar to other types of mobile ticketing solutions, Smart Tones eliminate the need to print paper tickets. However, what really sets Smart Tones aside is that they can be played and received from nearly any device speaker, so no additional hardware, maintenance or upgrades are needed. 
  • Offline authentication: With Smart Tones, encoding and decoding happens locally – no traditional connectivity or device pairing needed. And because LISNR is a closed communication protocol capable of wrapping standard encryption standards of other protocols, it results in the most secure mobile ticketing authentication possible.
  • Personalized experiences: Every Tone has its own unique identifier, allowing businesses to reach and target audiences efficiently and deliver guests with relevant messaging. Push notifications are sent directly to the attendee based on time synchronization or proximity. This real-time solution provides engaging augments to the moments that matter most during live events. 

To learn more about the world's first and most advanced ultrasonic audio solution, check out this video below:

Smart Tones causing massive transformation in automobile technology

Technological advancements in the auto industry are paving the way for a new type of transportation experience.

The way cars are designed and built is redefining the passenger experience. Already, we've entered an era of self-driving, autonomous vehicles. The auto industry, like most others today, is undergoing major changes, with technological advancements and groundbreaking software paving the way for a new type of transportation experience. The main objective for many businesses is to make everything as convenient as possible for the consumer – which means making everything more connected. 

According to Wired, within the next few years, there will be approximately 50 billion Internet-of-Things devices installed across the globe, with a significant portion going to our cars. And considering Americans spend about 280 hours per year in their cars, on average, it's no wonder there is such a demand for the experiences in them to be more connected and personalized. In fact, research conducted by McKinsey and Company revealed that more than 25 percent of consumers find connectivity to be more important than other features, even fuel efficiency and engine power.

Over the past few years, our digital devices have become extensions of ourselves, allowing us to stay connected even while on the go. Although most buyers want, or even expect, their vehicles to have remote connectivity, they aren't without their reservations. For example, McKinsey explained that while Wi-Fi and Bluetooth-enabled functionality allows for data sharing between a person's mobile devices and their automobiles, there is growing concern about the privacy and security implications this integration can present. 

"Technological advancements in the auto industry are paving the way for a new type of transportation experience."

Driving toward innovation
Automakers have already made strides in increasing the efficiency of the internal operations and processes within a vehicle. But the latest advancements in communication solutions are reshaping the way car passengers conduct activities both in and outside the car. Imagine never having to carry keys with you or pull out a credit card when going through a drive-thru. 

This type of simple, seamless and convenient experience is possible with Smart Tone technology. Using high frequency, inaudible "data over audio" sound waves, LISNR has created software that steers the vision of vehicles to a new level of innovation. From automobiles to entire fleets, this connected mobility makes sense for all transportation types. For individuals, it means a more enjoyable ride and for businesses, it means a more efficient and productive one.

Contrary to popular assumption, the connected car doesn't require Bluetooth or Wi-Fi. All Smart Tones need to facilitate automobile connectivity is a smart device, microphone and speaker. As such, it can help ease security concerns among consumers. With multi-factor authentication, the Smart Tones technology adds an extra layer of protection to devices and the transactions that occur between them. And because it uses existing speakers and microphones and doesn't require any additional hardware, it is also more cost-effective compared to other technologies. Additional benefits include:

  • Automatic personalization: Smart Tones play personalized tones and carry personalized data between digital devices and vehicles – meaning the car can immediately adjust to the preferred settings of the driver. Plus, the entire authentication process takes a matter of seconds. 
  • Keyless entry: With Smart Tone software, simply having your device on you can unlock the car. Fleet management companies, rental car businesses and ride-sharing agencies can track the location of vehicles in real time. 
  • Contactless payments: LISNR Smart Tone technology offers CarPay features that make it so drivers don't even have to reach for their credit card when they stop at a gas station, toll booth or drive-thru.

Smart Tone technology demonstrates the type of innovations already available today that can fuel companies forward in making the transportation experience more engaging, efficient and convenient for drivers – and it offers a glimpse into what we can expect the future of automobile connectivity to look like. 

5 Handy Tools for Minimum Viable Product Development

5 Handy Tools for Minimum Viable Product Development produces in excess of $2 billion in revenues annually (and is now a wholly owned subsidiary of Amazon). It’s well known for its diverse shoes and clothing collection and customer-first culture, but many people don’t realize that in the very early days, employees bought shoes at local stores to fulfill customers’ orders.

And I bet you’re wondering: What does this story have to do with LISNR?

Everything, in fact.

Like Zappos, LISNR uses the concept of a minimum viable product to continually create products and solutions that customers adore. LISNR technology is also designed to be as straightforward and flexible as possible, enabling others to use LISNR for MVP development of their own.

Popularized by Eric Ries, MVP is based on the concept of developing the most basic version of a product and getting it into a small group of users’ hands fast. Then, companies use customer feedback to build products based on how they’re actually using the product instead of making assumptions.

At LISNR, this way of thinking is a way of life. We’re constantly improving on our work and collaborating with our clients to come up with and implement fresh ways to apply our technology.

Looking to step up your own collaboration game? Here are my five favorite tools for gathering customer insight in MVP development.

Customer Interviews

Customer interviews can be a goldmine of information. LISNR frequently uses unscripted interviews to gather information from users about how they’re using our technology or what other features they need. Sometimes we’ll create a list of potential features and ask customers what they think about them. Or, we ask how they would rank different feature sets.

As we listen to multiple customers, certain trends rise to the top. We then use that information to guide future builds. This means that LISNR is always in touch with market trends, and can anticipate client needs that they might not even be aware of themselves.

A/B Testing

A/B testing (also called split testing) is when a portion of customers see product version A, while the rest see product version B. The goal is to compare responses and get feedback about which idea customers preferred.

A/B testing is especially helpful to gauge users’ reactions to design changes. This kind of testing eliminates any guesswork when it comes to product improvements. LISNR’s portal makes it easy to generate different Smart Tones that trigger different device reactions. Spacing those different reactions across a crowd or event gives LISNR’s customers the ability to track user engagement for each approach.

Demo Video

As Dropbox was initially launching, they believed most people didn’t know they had a problem synchronizing files. But they realized that once someone experienced their solution, they’d never be able to imagine how they lived without it.

But getting files to seamlessly sync across a variety of platforms comes with deep technical integration that would be hard to prototype. Rather than going through a long, drawn-out development process, the CEO created a humorous and informative demo video to seed the idea.

The video became Dropbox’s MVP. Overnight, Dropbox’s waiting list went from 5,000 to 75,000 people!

Landing Pages

Landing pages are a great opportunity to explain your product’s features and have visitors sign up for a trial or more information. But they’re also a great MVP tool to gauge interest in features.

For example, we’ve used several landing pages for our different use cases. We review each page’s analytics to determine exactly what visitors clicked on, or where they spent the most time.  That information is then used to prioritize future improvements and plan development cycles.


Popularized by sites like Kickstarter and Indiegogo, crowdfunding is the newest platform for running MVP tests. Companies release an initial version on a crowdfunding site. Early investors or adopters provide feedback, which is incorporated into the next phase of product development. Although LISNR has never directly leveraged crowdfunding, we recognize its power for straight-to-consumer products.

Besides providing valuable potential feedback, this strategy also provides fundraising opportunities. Pebble is one of the most well-known (and record-breaking) MVP crowdfunding examples.

Stay in touch with the LISNR team by following us @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

What Is a Smart Tone?

What Is a SmartTone?Heard of the Internet of Sound yet? With more tiny, inexpensive speakers on Earth than people, the relatively new concept of using technology to send data over sound is gaining speed fast.

What Is a Smart Tone™?

Smart Tones are a revolutionary and proprietary data-over-audio communication protocol developed by LISNR.

Historically, audio tones have been an identifier or a trigger. For example, you produce a tone with an ID of 456. When a device hears tone 456, it goes to a cloud server to find out what that is. The tone itself doesn’t transmit data; it just finds the data on a server.  Shazam uses a similar technology in its need to record a fingerprint of audio and then check the server to identify music.  

Smart Tones are better in every aspect. My team and I have spent the last three years working to make ultrasonic technology more efficient, including synchronizing data more quickly and minimizing RAM and CPU usage.

How do Smart Tones work?

Smart Tones send data over ultrasonic frequencies, turning any audio speaker into a beacon capable connecting devices and triggering 2nd screen interactivity. Smart Tones are inaudible to people, but easily detected by virtually every mobile device manufactured today with a speaker or microphone.

Any existing infrastructure – stadiums, indoor or outdoor venues, automobiles and even TVs – outfitted with speaker or microphone equipment can transmit Smart Tones.

Once a smartphone hears a Smart Tone through an existing mobile app, the tone tells the device exactly what to do, versus going to a cloud server to find the data. As just one example, we can send a Smart Tone and tell everyone’s device to pulse the built-in flashlight on and off, creating an instantaneous and synchronized light show.

Frequently compared to Bluetooth technology, the differences couldn’t be greater. Smart Tones:

  • Need no additional hardware or local implementation.
  • Don’t require Wi-Fi/cell service.
  • Minimal power consumption.
  • Device neutral.

All of these capabilities translate into incredible efficiency. Smart Tones require very little RAM/CPU power to decode the tone, meaning transmitted data can be synchronized to one-tenth of a second.

How are Smart Tones being used?

When you think about the speaker and microphone infrastructure embedded almost everywhere, Smart Tone applications are truly limitless.

Sports teams are using Smart Tones to activate meaningful second screen experiences in the stadium and at home. Imagine you’re watching a football game, and Smart Tones are embedded in each team’s official app. Immediately following a scoring drive, a notification is sent through the stadium’s speaker system as well as through the TV broadcast. Devices hear the tone and light up with a “TOUCHDOWN!” notification. Whether you’re at the game or on your couch at home, the tone also tells all devices to show the scoring replay, turning each individual device into a pocket Jumbotron.

Other uses of Smart Tones include:

  • Sending proximity-based messaging to fans based on their specific location.
  • Delivering additional content to viewers at home.
  • Sharing recaps of what was just missed.
  • Providing updates about changes in schedule times or locations.

Smart Tones are poised to become the new technology standard for real-time and hyper-focused customer engagement, peer-to-peer communication, and secure data transfer for connected devices in the evolving Internet of things.

Follow @LISNR for the latest ways Smart Tones are transforming second screen experiences in broadcast and live events.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called Smart Tones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to device connectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

5 Ways to Engage Your Audience on the Second Screen

Second screenWhen you hear “second screen”, what do you think? Sitting on your sofa watching TV, surfing the latest cat videos on a mobile device during commercial breaks? #guilty

New technology delivering data over sound is re-booting second screen experiences everywhere. These new second screen experiences give brands, teams and content creators the opportunity to enable meaningful content delivery and enhance physical world experiences.

With the average person spending more time on their phone and laptop than sleeping here are five ways to better engage your audience on the second screen.

Understand your audience demographics

Knowing your audience and their desires is the first step to creating engagement. Beyond age and gender, drill deep to specifically find what they like and don’t like. You can’t deliver a meaningful experience if you’re off the mark with what you share. Case in point: Most 37-year-old male sports fans will be turned off if anything related to “Keeping Up with the Kardashians” crosses their second screen device during a ballgame.

Get precise

Technology provides the ability to get laser sharp about likes and dislikes—down to an individual audience member. “Smart” second screen experiences now utilize detailed social graph data and app profiles to deliver meaningful messages.

While it might be useful to deliver coupons to those walking by a retail store, take it a step further and deliver data, content or offers based on people’s specific interests. Rather than a generic coupon, think about sending notifications about a particular designer’s sale because the consumer likes that designer on Facebook. That’s the right combination of precise and meaningful that make an engaging second screen experience.

Design for speed

Meaningful content needs to be delivered in real time. No one wants to hold their phone to a TV for 10 seconds to learn about a song playing, or a commercial that’s already over. The moment is missed.

LISNR technology is synchronized to one-tenth of a second. If you want to see the biggest play of the game again, not only does your second screen experience let you replay it on the spot, but you can also control camera angles of the replay and see the latest player stats.

Create a simple user experience

No one wants to have to download another special technology or follow a set of complicated instructions just to participate in a second screen experience. LISNR seamlessly integrates with existing apps. Users spend more time engaging with your content than getting the experience itself to work.

Plan for interactivity

Too often second screen experiences are only about impressions. Build in social voting, contests or other interaction points throughout the experience to keep audiences engaged. Plus, you’ll know how many people engaged with the content and what generated the most interactivity — way more meaningful than just eyeball counts.

Looking for more ideas to connect with audiences on their second screens? Follow @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

Choosing Greatness

A funny thing happened on my 1-year anniversary at LISNR. Spotify, in an effort to maintain its ranking as biggest and most popular streaming music provider in an increasingly competitive and commoditized category relaunched it’s service to provide more than just streaming music. Not only did they add streaming video, podcasts, and other media they also added music relevance. The ability to connect with content, recommendations, even the right music for your run based on what you’ve listened to in the past and the world around you. Spotify launched a product that LISNR scrapped last September.

That’s right. In September 2014 LISNR had a working prototype of a product (branded “NGINE”) that provided content recommendations based on the world around you. What you’ve listened to in the past, where you were, how fast you ran. LISNR had content partners lined up. And LISNR had 3 of the largest streaming music providers in active conversations around licensing this technology as part of their streaming music app. And we shelved it.

Strategy is one of those elusive terms. Each week I find a new “definition” of strategy that I like. But the one that has stuck with me since the beginning of my career came from one of my early mentors. Simply, Strategy = Choice. My mentor would tell you more – that it’s technically the economic definition of strategy, and he’d go into some examples of game theory. But it all boils down to the ability to make choices. And in late 2014 LISNR chose greatness.

In Q3 2014 our organization had 3 different business models. Three different focus areas. Three different “proof of concepts” that we were selling to prospects. We had over 30 pilots in market in our then 18 month existence. But we hadn’t shipped a single product.

Fast forward to early February 2015. That same 20 person team had a product in market with a CMS portal surrounding the core code base. In a one-week period in February the LISNR team rocked the stage at R/GA TechStars Demo Day, presented to digital marketing leaders in sport at National Sports Forum, and sat on a panel with RocNation and SuperFly at Digital Entertainment World.

Three months later we sit named as #12 on the CNBC Top 50 Disrupters list. We have stayed true to the core business model developed in Q4 2014 allowing us to drive an amazingly accelerated rate of bookings. And we have a plan that will scale the technology capability and team’s ability to serve the market growth over the next 12-18 months.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.