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Show HN: Density – Anonymous People Counter and API

258 points| jordanmessina | 10 years ago |density.io | reply

145 comments

order
[+] Animats|10 years ago|reply
The site is rather vague. They provide the hardware and install it for free, which implies they're selling data to someone else. Who? There's no privacy policy. No terms of service. The "order" button just brings up a blank email.

How does the device tell how many people are present based on counting at a doorframe? Is it counting people passing through the door? Does it detect direction? Is it good enough to estimate the number of people inside by subtracting out counts from in counts? Will this work for wide entrances, such as malls? Is this a passive infrared sensor? Those go blind in hot weather.

This looks like a cheaper alternative to video counting systems, of which there are many. Video systems get about 98% count accuracy. If you already have surveillance cameras, you can often use them for counting. Beyond that, there's queue measurement - not just how many people are in line, but how many gave up and left without buying.[1] (Seven people in a queue is the tipping point – any longer and most shoppers won’t bother joining it. After 9 minutes, shoppers are likely to give up queuing and leave empty handed (other research says as little 6 minutes). 70% of customers who leave never come back.)

[1] http://www.retailsensing.com/queue-management.html

[+] afar|10 years ago|reply
[Density founder here] Hey Animats, sorry it took me all day to get to your list of questions.

> which implies they're selling data to someone else. Who?

Typically our customers are startups who sell to SMBs (coffee shops, bars, restaurants, museums, etc). They charge merchants anywhere between $50-$500/mo/location for some kind of software or service. These are startups that sell POS systems, loyalty software, marketing services, discounts, handle logistics, and delivery.

> There's no privacy policy. No terms of service.

Frankly, it should have been there before launch but since people don't "buy" through our website, we decided to sacrifice legal thoroughness for speed to launch. Maybe a misstep but people seemed okay emailing us their request to order.

> How does the device tell how many people are present based on counting at a doorframe?

Two closely situated, parallel infrared distance sensors. We timestamp spikes in voltage as they come in allowing us to see o...1 = entrance. 1...0 = exit. Giving us the current count in a place.

> Is it counting people passing through the door? Direction?

Yes. Not the line outside. Although we can do line detection and estimate wait times. Yes.

> Is it good enough to estimate the number of people inside by subtracting out counts from in counts?

Yes. It's better than just an estimate.

> Will this work for wide entrances, such as malls? Is this a passive infrared sensor?

No. Our current model maxes out at roughly 90in -- that's with two sensors on either side of a double door facing one another. No it's AIR.

> 98% count accuracy ... If you already have surveillance cameras, you can often use them for counting.

You're right. We're just betting that customer-aversion to facial recognition and surveillance cameras is slowing adoption in the long tail of the market we're after - the various independent merchants and sellers that comprise a city and who are too busy making coffee and food to spend too much time on potential controversial technology. See: http://techcrunch.com/2014/05/29/philz-coffee-drops-euclid-a...

[edit: for readability]

[+] berberous|10 years ago|reply
Hardware/install is free, but costs you $25/month/location to receive your data. (Not that this means they are not also selling data elsewhere).
[+] kefka|10 years ago|reply
> The site is rather vague. They provide the hardware and install it for free, which implies they're selling data to someone else. Who? There's no privacy policy. No terms of service. The "order" button just brings up a blank email.

Might I add that if there's no privacy polity, the FTC won't go after you for violating it. And the company is new, so this stuff is "tomorrow" kind of stuff. They have the limelight for right now; might as well use it.

> How does the device tell how many people are present based on counting at a doorframe? Is it counting people passing through the door? Does it detect direction? Is it good enough to estimate the number of people inside by subtracting out counts from in counts?

Doesn't seem so. Looks like they're going for the niche between mom-and-pop to something smaller than Staples.

> Will this work for wide entrances, such as malls? Is this a passive infrared sensor? Those go blind in hot weather.

PIR doesn't die due to hot weather. They go blind in heavy humidity. They start throwing errors and bounces around 40% and up. Here in Indiana, they would be nigh useless right now, unless inside AC.

> This looks like a cheaper alternative to video counting systems, of which there are many. Video systems get about 98% count accuracy.

I'm working on that. I've gotten better than 98% already. My time is "make it better and sell it".

> If you already have surveillance cameras, you can often use them for counting.

That's my point. Most/all businesses already have it. So the whole creep and privacy factor is a moot point. Might as well leverage the tech you already have installed.

[+] patcheudor|10 years ago|reply
Also, what kind of battery does it take and how often am I going to need to change it? Honestly, maybe it's because I have too many devices but I'm done with anything which requires a battery swap more than a once every couple years.
[+] noxryan|10 years ago|reply
I was also wondering about its ability to determine the direction of traffic. If it relies on a location having a separate entrance and exit, that's a pretty big negative. I'm also wondering how it handles large groups. Does anyone have any idea how the hardware works?
[+] dhaivatpandya|10 years ago|reply
Fantastic product idea and a landing page that's so good that I figured out what the product does without touching my scroll wheel.

I wish however, you'd include a section that provides a reasonable explanation as to why Workroom got a 950% increase in traffic. I'm thinking that if I saw that a place was full, I'd be less likely to head over there. But, if I didn't know, I'd probably give it a whirl. Alternatively, if I've gone there a bunch of times and it's always been full, I just wouldn't go. What exactly is happening?

[+] crindy|10 years ago|reply
I think the idea would be that this helps fill dead times. If the place is full, they don't need/want more people showing up just to be turned away. If the place is empty, then they want to advertise that to fill it back up.

Also though, I think it was a 950% increase in traffic to the web pages powered by this product, not to the actual locations.

[+] codeshaman|10 years ago|reply
>> "After adding Density, we saw as much as a 950% increase in site traffic to supported locations. Our users love it." - Darren Buckner, Workfrom CEO

When I use google maps, it shows me how busy various roads are and it also chooses the fastest route based on how fluid the traffic is. Seems like google maps is just observing the world and making decisions based on those observations.

Now I was wondering, what if all the drivers used google maps at the same time ?

Wouldn't it mean that google maps is influencing and even creating the traffic patterns ?

Same here - just measuring the 'density' has the effect of actually influencing it which is an interesting outcome and resembles quantum mechanics voodoo stuff :).

[+] pdeuchler|10 years ago|reply
I live in Boulder and this happens all the time during ski season. When traveling towards I-70 there's a longer, more circuitous route which breaks off of Highway 6 and goes through Idaho Springs. This path is longer, but cuts off the beginning of the initial drive into the Front Range... it's also just a two lane mountain road.

Sometimes google maps will detect heavy traffic on I-70 and start re-routing drivers the other way... unfortunately this very quickly creates a bottleneck that Google Maps can't detect in time (traffic goes from 0mph to 60mph to 0mph in the mountains) so it'll continue to funnel people down that "shortcut" until the traffic essentially equalizes with the I-70 traffic.

There's an even worse side effect, as those who went through Idaho Springs eventually have to get back onto I-70 to get to the ski resorts, so now that on ramp (which is a metered on ramp) backs up, further hurting both I-70 and the "shortcut" traffic. It's a real terrible feedback loop that essentially is caused by Google Maps not being able to adequately predict how much traffic the Idaho Springs route can handle, which seems like a hard problem to solve (especially generally).

Edit: Thought about this more and realized predicting ski traffic is more or less a proxy for predicting the weather, so I highly doubt this is a fixable problem (at least in this specific case)

[+] mmorris|10 years ago|reply
Since in NYC taxis are a substantial portion of road traffic, I once had the idea that NYC should have a special navigation platform (maybe based on Google Maps?) that the taxis are mandated (or, more likely, highly encouraged) to follow, which would essentially load balance the traffic.

The city could include data about road closures, police & fire incidents, etc.

This might even be used to reduce traffic along bus routes, thereby increasing efficiency for them as well.

If someone works in the T&LC and wants to implement this feel free. ;)

EDIT: Note this works particularly well in Manhattan where the grid system means there are generally many routes of equal length between any two points.

[+] Xorlev|10 years ago|reply
> Wouldn't it mean that google maps is influencing and even creating the traffic patterns ?

I'm pretty sure I've observed this in the wild. Occasionally there's a major accident on a freeway in Denver that totally stops traffic. People that know the area well enough hop off the first exit they can and find the most straightforward way over to a major arterial road running in the same direction. Maps sometimes comes up with the theoretically-fastest route that requires lots of turns through neighborhoods, so you'll see a whole conga line of cars piling through suburban streets and congesting the whole area.

[+] bgilroy26|10 years ago|reply
There is a policy on the backend of google maps to diversify the best routes they suggest to users. It's like A/B testing where they show different responses to users who make the same requests

This article is about Waze, but I can remember reading the same thing about google maps:

http://www.latimes.com/local/california/la-me-california-com... (Ctrl-f "variety")

[+] nikolaj|10 years ago|reply
I totally had that same thought when using google maps to navigate LA.

I wondered what happens when you enter some sort of harmonic oscillation of people trying to evade traffic with alternate routes matching the delay of Google re-routing them.

The easy fix would i guess be doing a round-robin of alternate routes..

[+] staz|10 years ago|reply
I thought Google Maps used the Android phone location to know the busy road?
[+] web007|10 years ago|reply
Please don't be too clever for your own good - let me Cmd-Click on the links to open in a new tab.

I don't want to be taken away from your page, I want to continue reading more about YOUR product before I go to view your "partner" sites. Same goes for your API, Twitter, etc.

[+] bryans|10 years ago|reply
This is obnoxious website behavior, and I equate it to sites ignorantly disabling right-clicking because they're paranoid someone will steal their photos. If your site contains any links at all, you should never, ever be breaking such basic browser functionality. The only possible legitimate use case would be a webapp which is attempting to create a desktop-style environment, and even then, co-opting the CTRL or ALT keys is likely not the best course of action.
[+] afar|10 years ago|reply
We agree. That was not by design. Updating.
[+] tyho|10 years ago|reply
Why does this need to connect to your servers? What happens if you become insolvent? Why can't I just buy the damn thing then use it? Why do I have to pay for a subscription to a service which is effectively a simple proxy between the device and my infrastructure?
[+] afar|10 years ago|reply
[a Density founder here] Okay...

> Why does this need to connect to your servers? Because that's where the signal gets processed. We store all signal data ever captured and do all the math on an analyze server. The benefit of this is that as our hardware can be cheap enough to replace or give away and when our algorithm improves so too does all historical data.

> What happens if you become insolvent? Not sure yet. What happens if any of your providers become insolvent?

> Why can't I just buy the damn thing then use it? Because there's no margin or recurring value in the damn thing. And selling hardware is a bad idea right now.

> Why do I have to pay for a subscription to a service which is effectively a simple proxy between the device and my infrastructure? Because we're not selling the device. We're selling the analyzed data. Also, I should probably say, you're not our target customer. We're after companies that control / manage large networks of locations not individual developers.

To be honest, we'd love to give this to any developer who wants it and just see what they build. Hopefully, we'll be able to do that someday and support that community properly. Until then, this is the best way for us to be a sustainable business and not rely on the crazy thin and ever-decreasing margins of hardware sales.

Hope that addresses some of your questions.

Andrew

[+] maxsilver|10 years ago|reply
"Density has raised an undisclosed amount of seed funding from Ludlow Ventures, Jason Calacanis and Bill Draper. "

http://fortune.com/2015/05/22/meet-density-a-startup-that-le...

The cynic in me sees this as as a requirement to justify their (current or future) venture funding. So that they can justify a high valuation in their eventual acquisition and shutdown in the next 12-36 months.

It's not enough to 'just' build a good product and sell it to customers anymore.

[+] soggypretzels|10 years ago|reply
That is my biggest thought. If this is oriented to hackers, let me own the thing so I can do some really cool stuff with it.
[+] robotnoises|10 years ago|reply
Had no idea what this was. Clicked link. Within one minute I figured out what Density is. Nice job on the landing page!

IMO, this is the strongest section: http://www.density.io/#comparison

[+] afar|10 years ago|reply
At one point we went as far as to quiz our moms. "Mom, what does Density do? What does it cost? Do we sell surveillance cameras?"

After she got 9/10 correct (she's 58)... she looks at me and says, "Ship it, Andrew. Ship it."

[+] sultanofsaltin|10 years ago|reply
Don't camera systems beat this in pretty much every way? http://www.placemeter.com/ comes to mind.

You don't have to resort to infrared sensors in order to provide anonymity, but they do inherently limit you potential accuracy and metrics you can prodive. It all comes down to where the data is processed and what is made available. Also, cheap camera components are coming down fast due to economies of scale, not sure how IR will play out in the long haul.

[+] daenz|10 years ago|reply
From the landing page:

  Camera: Real-time, Accurate
  Break Beam: Anonymous, Accurate
  Density: Real-time, Anonymous, Accurate, Cheap
[+] tommoor|10 years ago|reply
Placemeter looks very smart although they have an enterprise sales model, Density is literally giving their units away...
[+] afar|10 years ago|reply
Yeah... I mean I appreciate that people pay lip-service to privacy but a surveillance camera that counts you as a distinct individual without your consent is an invasion of privacy. The cost is higher than the price tag, homie.

Edit I am an employee of Density and definitely biased.

[+] lost_my_pwd|10 years ago|reply
Any plans to offer a "disconnected" version where I could push this data to my own aggregator+API instance? Use case for me would be where foot traffic numbers would itself be sensitive data.
[+] sbuccini|10 years ago|reply
Our student consulting group, Optimir, worked with Density to test their product around UC Berkeley's campus. It's a fantastic product, and we're really excited to get these installed permanently in libraries, coffeeshops, and weight rooms around campus.
[+] agotterer|10 years ago|reply
I have a few questions for the Density folks:

- How well does it handle people walking in side by side?

- What about someone pushing a cart or stroller?

- Can it tell if someone is walking in or out?

- How far does the laser reach? Would I need two sensors if I had a double or triple wide door?

- I assume these are battery powered? How long do they last?

[+] aniketpant|10 years ago|reply
I have always wanted to build something like this since I was a kid. The biggest driving thought was to make traffic signals dynamic and build a central communication system for a city's transport.

Really glad to see a product coming into the regular consumer space for this :)

[+] Smushman|10 years ago|reply
I spoke with Andrew over at density.io.

His answers regarding can it see the traffic direction (answer - yes for each individual) and how it is powered (custom length power cable, cut at install time for both sensor and base) are inline in this thread.

Also Andrew explained the base gathers info from all the sensors for counts.

I asked also about people in a group - most doorways are a physical narrowing that automatically places people in single file. If the doorway is wider than that, they can place a sensor on either side (my assumption is that these results are then filtered so a person is not counted 2x).

[+] deutronium|10 years ago|reply
Does this use PIR out of curiosity, or are you using an emitter, receiver in one package.
[+] jordanmessina|10 years ago|reply
We’re using infrared sensors. Both the emitter and detector are on a single sensor, so we only affix our hardware to one side of a doorframe. This is different than break beam which requires hardware on each side of a door.
[+] fbr|10 years ago|reply
Looks great! It could be very nice with public transportation, so I'll be able to know beforehand which wagons are not overcrowded.
[+] ChuckMcM|10 years ago|reply
This is pretty awesome. I mentioned doing something like this at the IoT talk I gave, I had read a paper on counting animals by their heat signature for conservation purposes and thought something along those lines would be a simple replacement for the 'walk through the door ring a bell' detectors, and given that a 32bit ARM Cortex-M is about $1.25 you could do that for not much more money than the old light + photocell.

Something the paper pointed out was that while the temperature from animal to animal varied, the same animal often kept the same temperature (+/- epsilon) when moving from sensor to sensor and that give some idea of uniqueness.

And while I also love kefka's solution I think the face recognition stuff gets a more Orwellian reaction than just tracking heat sources.

[+] kefka|10 years ago|reply
Ok. So businesses already have cameras. Yeah, privacy, schmiravacy. That horse has done gone left the barn.

So, the second problem with cameras/face tracking is cost?

I wrote this: https://github.com/jwcrawley/uWho

It does what your hardware does, but also does facial recognition. It's still early in the build process, but I'm working on a commercial (non-QT) version of this.

But right now, it can accurately count unique people, as well as remember people. So when Jane walks in front of the camera, it remembers that her database number is 1234. Tomorrow, it will also remember that she's 1234. And tracking is all stored in few XML config files for easy calculation.

[+] eevilspock|10 years ago|reply
> Yeah, privacy, schmiravacy. That horse has done gone left the barn.

So you're using the slippery slope as justification and welcome sign instead of warning. The world is all downhill from here exactly because people don't have the integrity and courage to resist.

Also

[+] downandout|10 years ago|reply
This reminds me of Motionloft. Their CEO was an idiot and ran into some legal trouble [1] which hurt the company, but it was backed by Mark Cuban and is still running afaik. I have thought since first learning about Motionloft that this could be a big business but I don't understand why both companies refuse to just sell the hardware. There have to be a ton of companies that would buy it but don't want their very sensitive data about customer counts etc. being transferred to a third party that could be hacked etc.

[1] http://techcrunch.com/2015/04/01/cuzyolo/