How Life360’s Location-Tracking App Works

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July 30 (Bloomberg) -- Life360 CEO and Co-Founder Chris Hulls discusses the company’s family communication app on “Bloomberg West.” (Source: Bloomberg)

We don't like to think of ourselves as a tracking app.

We think of ourselves as an app that makes communication easier.

Location tracking is poor to it but when people think of tracking they think of these big brother-type things.

An alert when your kid gets home from school.

The word "tracking" never comes up.

It is about peace of mind, and we have skeptics who pushes on this and we say try it for 2 weeks and say it is a tracker.

Well, if the government wanted to track someone down, what is your policy?

In terms of government sharing without a legal subpoena, we do not share information, period.

We delete our location data every 10 days.

It cannot be later used for nefarious means.

It is very tightly controlled and you control your data and it is completely opt-in.

There are others who have done this.

Apple has find my friends.

Why wouldn't they do it in a bigger way than they already do?

Location sharing is a commodity feature and why it has worked for us and hasn't worked very well for apple and google is we focus on the family.

What we found his location sharing is very powerful but it is only useful for a small circle of people.

There is only a handful of people -- your family and everyone like your family, your babysitter and her best -- this is relevant.

Chris, i don't have friends or babysitters, but do you imagine an enterprise version of this and what might it be used for?

There could be enterprise versions of location sharing services, but at life360 we are all about the family and people in your close circle.

You could imagine fleet tracking for truck drivers, even for schools, parents and kids on field trips, more in line with what we are doing.

But overall, location is going to be a core feature of almost every service we use in the digital age.

I know this is an idea you came up with after hurricane katrina.

What about in an emergency if there is an earthquake in california and my husband is in po -- palo alto and i am in san francisco and my kids are home?

How do we communicate with each other, especially when services are disrupted?

Usually in major disasters of voice communication gets clogged but data is reliable and robust.

We have seen and heard from tons of users -- we have had users after tornadoes and 200 families use us in needs in on me after japan.

Our app worked even when you cannot make a phone call.

What most people are using our app for is saying i am ok instead of i need help, because in disasters most people are ok and the challenge is reconnecting with the family and letting people know the information.

Chris, how do you guys make money?

We make money by selling peace of mind-type services, and we are focused on becoming a hub for the family.

We have done major partnership deals -- 50 million -- $50 million with the largest security and automation company because this network is bigger than tracking.

We will connect life360 two euros where we could have your doors automatically locked and the thermostat turned down and all automatically based on the location of your family members.

That ties in with the business model we are charging for.

Interesting stuff.

Thank you for joining us.

Still ahead, microsoft is going

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