Estimote Introduces Mirror, Enabling Any Video Screen To Display Personalized Content

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World’s First Video Beacon allows for hands- and app-free interaction and experiences with any screen in retail environments, offices, sporting arenas, museums and more

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Today at TechCrunch Disrupt, Estimote introduced Mirror, a new device that allows any video screen to serve tailored content to individuals based on their proximity and preferences. Estimote is the leading beacon technology platform and is used by 70 percent of Fortune 100 companies and organizations including the world’s top retailers, airports, museums and arenas.

Estimote Mirror plugs into a video screen’s USB and HDMI ports. It uses beacons -- Bluetooth-enabled sensors -- to communicate with apps powered with Estimote’s SDK. If a nearby individual has the venue’s app installed -- for example, an app for the store in which the person is shopping -- Mirror can determine his or her relevant preferences, needs or habits, and immediately adjust the screen’s display accordingly.

Even without an app installed, Mirror can communicate with Estimote Beacons through accelerometer and temperature sensors. Mirror “knows,” for instance, if a shopper is near certain goods or, because a beacon is attached, has handled a specific product. It can display content in real time based on those behaviors.

“The ways Mirror can be used are limitless,” said Jakub Krzych, Estimote’s CEO. “A brick-and-mortar store can install Mirror on wall-mounted screens so those monitors show video ads or product information that change depending on the proximity of a particular customer. If a shopper has that store’s app on her phone, Mirror could discern if she has a history of buying a certain brand. The store can then display ads of that brand’s latest products when she walks by. It allows people to have ‘magical’ experiences interacting with their environment.”

Retailers, entertainment venues, smart cities and businesses increasingly use beacons to track customers and send them messages, mapping information, or ads, on their phones. Mirror’s debut marks the first time beacons allow for tailored content and targeted video to be shown on any screen within someone’s view, not just on his or her own phone, allowing users to experience content hands-free.

In addition to retail environments, Krzych notes Mirror will likely be used in:

  • Public spaces with display ads: Companies can attract more attention with eye-catching content tailored to consumers as they pass by, tapping into their interests, needs and previous buying habits. Screen advertisements can now be truly targeted to their audience. Mirror can even determine what to display according to the aggregated profiles of a crowd.
  • Smart Cities: Screens are everywhere in the urban landscape, from airports to subway platforms. Cities can now send precise alerts, push notifications, even video and mapping to the nearby audiences who need that information.
  • Arenas and Museums: Large display screens can direct passing patrons to their seats, to nearby concessions, or provide additional information about the events or exhibits.
  • Offices and Campuses: Mirror can welcome guests, push updates and notices, and allow for new collaborative experiences, and assist with business and workflow.

“Software of the future won’t be created for phones, computers or tablets - instead the developers of tomorrow will use the physical world as their canvas, creating real world applications and onsite experiences,” said Steve Cheney, Estimote’s President. “We’ve been using the phrase ‘smart displays’ for years; what Mirror does is make smart displays smarter.”

Over 75,000 developers already use Estimote’s platform, and there is nothing new for them to learn to integrate Mirror. With just a snippet of code, any of those mobile apps can tap the power of Mirror’s capabilities.

“Estimote Mirror allows users to experience the environment around them without squinting to look at the screen on their smartphone -- all hands free and in many cases without the need of any specialized app,” said Cheney.

Estimote Mirror is currently available for order at and will ship this winter. For more information, visit the Estimote blog here.

Estimote ( creates an operating system for the physical world. The world’s leading brands, including nearly 70% of Fortune 100, use Estimote Beacons to build the next generation of location-aware applications for retail, hospitality, culture, industry and smart cities. Estimote is backed by leading Silicon Valley investors and is a graduate of the famed Y Combinator program. With offices in New York, San Francisco, and Kraków Poland, the Company provides tools used by a community of over 75,000 developers.

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