Telefónica I+D (R&D) has taken another step in tracking and has developed emotional tracking, which allows adding other variables to an individual’s physical location; these include a person’s activity, mood, the weather, the day of the week and the time.
In this way the company advances in the creation of services that allow it to establish an emotional relationship with the client, as opposed to the traditional model in which the sociological component was pushed to the background.
In order to achieve emotional tracking two types of information converge: that offered by the user at the time the request for information is made (the application asks basic questions that are answered in real time) and information contributed by the company’s systems. Thanks to this, the user receives recommendations at the time they are needed, about places that best fit his or her emotional state. This adapts to the fact that a person will never–depending on whether he/she is with his/her partner or with a group of friends–want to go to the same destination, even if they start from the same location on the same day at the same time.
To this end, Telefónica I+D has developed an application that makes recommendations about places as a function of location and mood.
Emotional tracking falls under the tendencies defined by Telefónica I+D within its Technological Observatory. This effort was born in 2008 with the prime goal of transforming ideas into innovative products and services. The Observatory believes in open innovation, welcoming ideas from outside, coming from other countries, societies, companies, organizations, and of course from its own clients. Further, the ideas that cannot be taken advantage of today in the company’s current environment are channeled to new markets in order to be fully developed.