Shalom Life | July 01, 2014

Never Get Lost in a Shopping Mall Again Thanks to Mally

The Arab-Israeli founder of the indoor navigation app offers a hardware-free solution for a more enjoyable shopping experience

By: Karin Kloosterman

Published: December 3rd, 2013 in Business » Israel

While the Israeli app Waze is very good at helping you navigate the drive to a shopping mall, there is currently no great solution for finding your way once you’re inside.

Frida Issa, 31, a computer engineer from Israel, developed Mally to enable people to navigate in a closed environment like a shopping mall or even a museum.

Shoppers download the app for free, and malls pay a setup and monthly fee. Store owners can upload deals and promos that they want to give to the shoppers, and Mally connects the dots.

Instead of relying on extra beacons or expensive, battery-draining hardware, Mally uses computer vision to help you get around the unknown space indoors with your smartphone’s built-in camera.

(Frida Issa, co-founder and CEO of Mally)

“All the other companies in the mall environment are trying to use hardware. They are installing Bluetooth or Wi-Fi spots or audio devices,” Issa tells ISRAEL21c. “Our solution is hardware-free.”

Once a 2D map of the indoor space is uploaded to Mally’s servers, a detailed 3D map is generated automatically for the shopper.

Point the camera at your location and give Mally a command. The app can help you find your favorite stores, the restroom, the shop running a sale on baby items, or even Santa. In the near future, it will also help you meet up with your friends somewhere in the same mall.

Upstaging Google

The idea was developed by Issa, a Christian Arab woman from the Haifa area, with a Spanish partner. The new app is already installed in a mall in Toledo, Spain, and two more malls are coming on board next. It is currently available in English, Hebrew, Spanish and Catalan.


To continue reading, click here

Via ISRAEL21c

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