FingerPrint by Mobillify Brings Eye Tracking and Touch Map Analytics to Mobile Apps

September 9, 2012

2:00 pm

In an effort to understand customer behavior, it has become common practice for companies to invest in eye trackers and touch maps to see how users interface with their websites.  Makes sense.  If users aren’t drawn to the intended call to action, the conversion rate will ultimately suffer.

DC-based Mobillify is attempting to bring this intelligence to the world of mobile apps with their newest product FingerPrint.  The mobile intelligence service customer base is primarily developers and UX specialists, and according to Pavel Mogilevsky, Mobillify “Skipper” (i.e. CEO), “[helps] them understand their customers and, thus, improve their applications in the most efficient manner.”

Tech Cocktail chats with the Skipper to learn more about FingerPrint and the group behind this mobile tracking service.

Tech Cocktail:  What was the inspiration behind Mobillify? What do you enjoy most about working on it?

Pavel Mogilevsky:  We were once application developers ourselves, and were constantly asking ourselves these questions – how do people view and use our applications? In the era when the world is going mobile and customer experience dictates success of any business, we really enjoy the positive feedback from our customers, who find FingerPrint of high value for themselves.

Who is your greatest competitor, and how do you differentiate yourself?

The Skipper

The Skipper

Mogilevsky:  The mobile industry is still evolving, therefore we see most of our competitors as potential partners. At the moment there is a number of tools to perform UX analytics: focus groups used to evaluate user experience, desk-top web analytics, mobile statistics by Flurry and Google. However, our solution is less statistical and more visual.

What is the biggest advantage and disadvantage of starting up in DC?

Mogilevsky:  The world is flat – thus any single location won’t be enough for us. We aim at global customer audience and try to be everywhere – US, EU, China (the biggest smartphone market). We are new to Washington, and look forward to getting to know its mobile community.

Describe a challenging moment or a crucial decision for your startup. How did you deal with it, and what did you learn from it?

Mogilevsky:  Leaving good positions in big software companies we used to work for, and self-funding first round. It takes courage to start a company and to decide to keep equity. When it succeeds it pays off big time.

What’s one quirky fact about you, your team, or the Mobillify office culture?

Mogilevsky:  We are a team of 5 co-founders and find it funny to use formal corporate titles, thus between ourselves we use homemade titles. For example: Skipper, stands for CEO; Suit guy, for commercial director; and so on…

Mobillify was one of the showcased startups at the recent Tech Cocktail DC Mixer.

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When Zach Davis isn’t getting lost in the mountains, he is hustling from Boulder, CO as Tech Cocktail’s Director of Marketing. He is the author of Appalachian Trials, a book chronicling the mindset necessary for thru-hiking all 2,181 miles of the Appalachian Trail, a feat he accomplished in 2011. Zach is a green tea enthusiast, die-hard Chicago sports fan, and avid concert-goer. Follow Zach on Twitter: @zrdavis.

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