What Morphean excels at is leveraging its customers’ existing video surveillance equipment to boost their business performance. According to Rodrigue Zbinden, Managing Director of the company that was founded in 2009, its hosted platform VideoProtector incorporates “three levels of functionality”. The first is intelligent surveillance, whereby the system uses video and audio analysis to detect unusual or suspicious activity. The second level is “using the data collected by VideoProtector to analyze customer behaviour, such as the amount of time they spend in a given aisle (see photograph) or the length of the check-out queue. Retailers can then improve their business processes, particularly staff management, based on the results of these analyses.” The third and final level “generates information for the marketing department, such as the age and sex of customers buying a specific product and how customers shop in the store”. However, Rodrigue Zbinden is adamant that his company will never flout data protection rules.

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