Tobii
Eye-tracking software and licensing for automotive, XR and research markets.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Tobii AB (publ)
- Entity type
- COMPANY
- Founded
- 2001
- Company size
- 501–1,000
- Market role
- AdTech Vendor
- Ticker
- TOBII
- Official website
- tobii.com
What Tobii does
Tobii develops proprietary eye-tracking and attention-computing technology, packages it into software platforms, SDKs and embedded integrations, and sells these capabilities to enterprises, OEMs, developers and research users. Value is created through specialised sensing algorithms, device integration know-how, analytics software and patent ownership. Revenue is generated through commercial software sales, licensing contracts, OEM integration agreements, professional services and IP licensing.
Category differentiation
This refers to Tobii AB, the eye-tracking and attention-computing technology company, not solely Tobii Dynavox or a consumer electronics brand. It is also not an adtech measurement vendor despite fitting loosely into analytics software taxonomy.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Tobii is a Swedish public technology company that develops eye-tracking, attention computing and behavioural analysis products for business customers. Its current product set spans automotive in-cabin sensing software, research and analytics tools, SDKs for developers, XR integrations, and commercial IP licensing. The company serves automotive OEMs and Tier-1 suppliers, device manufacturers, software developers, academic and enterprise research teams, and market research organisations. The business makes money through a hybrid model of software licensing, SDK and commercial integration licensing, OEM agreements, consultancy and selected IP licensing. Based on the provided product data, Tobii is primarily a B2B technology supplier rather than a consumer app or media company. Its value proposition is built around proprietary eye-tracking technology, embedded deployments and analysis tools that help customers measure attention, build gaze-based interfaces and deploy sensing features in vehicles and devices.
Company news briefing
Briefing updated:
Building on its strategic focus on embedding attention computing into wearables, Tobii has expanded its research capabilities by launching webcam eye tracking. This development, alongside a corporate platform redesign prioritising AI integration and webcam-based metrics, indicates a broadening of its technological application beyond dedicated hardware. These updates, following the May 2026 Annual General Meeting and a subsequent revision to total voting rights, reinforce Tobii’s efforts to capitalise on software-led attention analytics while maintaining its long-term prioritisation of the smart glasses market.
Business model & monetisation
Tobii uses a hybrid monetisation model centred on commercial software licensing, OEM integration agreements, SDK licensing, IP licensing and service revenue. Paid research software and analysis tools generate subscription or licence-style income; automotive and XR products are monetised through enterprise contracts and long-term integration deals; the SDK is free for certain research uses but monetised for commercial deployment; consultancy generates project-based service fees; and patent/IP access is sold through licensing agreements.
- Automotive sensing software and OEM integration agreements
- SaaS / software licensing and enterprise contracts
- Research software and analytics tools
- Software subscription or licence
- Commercial SDK and embedded integration licensing
- Licensing
- Consulting and research services
- Service fee / retainer
- Patent and IP licensing
- Licensing / royalty-style agreements
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Competitors & alternatives
- Smart Eye
Human behaviour sensing software for vehicles and research environments.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Global leader in eye tracking for over 20 years
Recorded impact score: 4/5
Tobii's blog page has been completely redesigned from a blog listing to a corporate landing page highlighting webcam eye tracking, customer stories, AI integration, and key metrics.
New number of votes in Tobii
Recorded impact score: 3/5
New number of votes in Tobii
Explore company relationships
Questions about Tobii
What is Tobii?
Tobii is a Swedish public technology company that develops eye-tracking, attention-computing and behavioural analysis software, integrations and licensing products for business customers.
Who uses Tobii?
Its customers include automotive OEMs, Tier-1 suppliers, XR and wearable device makers, developers, academic researchers, UX teams and market research organisations.
How does Tobii make money?
It generates revenue through software licensing, OEM integration agreements, commercial SDK licensing, IP licensing and consulting or research services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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