Tobii was founded in 2001 after John Elvesjö, then an engineering student, built a computerized camera that could count bubbles in liquids. After realizing it could also track his pupils, he began developing an eye-tracking system that could control a computer. The team initially positioned its system for use in scientific research but quickly identified a market in health care. “We had experts approach us at trade shows and conferences saying, ‘Do you understand how much good this could do for people with disabilities?’” said Henrik Eskilsson, chief executive and co-founder.
Eye-tracking technology has been around for decades, but the devices were complicated, said Werner Goertz, senior director at the market research firm Gartner Inc. Today, companies such as Tobii are selling technology that allows other companies to add eye-tracking capabilities to their own products, allowing startups in industries including health care, retail, automotive and consumer electronics to test it out. “You just buy it off the shelf and stick your own application on top of it,” said Mr. Goetz.
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