Join Alex "Sandy" Pentland as he talks about the indoor spaces of the city and the answers that can be gleaned from human movements within the interiors of buildings. Tapping into the potential of the phone to mine customer and employee location data within an organization leads to interesting results. From the movement of ants to how coffee breaks are scheduled, location based software can show habits that encourage and discourage productive behavior.

Arguing that greater information exchange leads to more productive workers. Managers can tap into a live feed of location information to determine actions that improve employee workflow. Large amounts of social graphing can also be used to better market and advertise to people with a degree of clarity that previous generations of marketers could only dream of. Collecting social data carries with it certain ethical obligations and Pentland calls for companies to ensure that organizations which collect this data ensure that it belongs to the people from whom it is collected by disclosing their individual results.