# The Future of Tracking Assets & People | Deeyook's Gideon Rottem

- Show: [IoT For All Podcast](https://hardwarepodcasts.com/podcast/iot-for-all-podcast)
- Published: 2022-05-24
- Length: 30m
- Page: https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem
- Listen: https://podcasters.spotify.com/pod/show/iot-for-all/episodes/The-Future-of-Tracking-Assets--People--Deeyooks-Gideon-Rottem-e28bmr1

## Summary

Gideon Rottem, CEO and Co-Founder of Deeyook, explains how his company uses passive Wi-Fi interferometry to achieve sub-3-foot indoor and outdoor asset tracking without requiring devices to connect to the network. Rottem details the limitations of GPS (accuracy, spoofing, power) and traditional indoor technologies like UWB and Bluetooth (infrastructure cost, association requirements), positioning Deeyook’s solution as a scalable alternative leveraging the existing 2 billion Wi-Fi access points. He discusses the physics of phase differential measurements, the benefits of crowdsourcing for improving precision, and the company's recent partnership with Infineon to embed this technology directly into Wi-Fi chips.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem#t=4) Introduction and Deeyook Overview
- [12:12](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem#t=732) The Problem with GPS and Outdoor Tracking
- [17:12](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem#t=1032) Challenges of Indoor Tracking and Infrastructure
- [20:06](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem#t=1206) Passive Wi-Fi Interferometry and Precision
- [26:04](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem#t=1564) Crowdsourcing and Future of Location Services
- [28:25](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem#t=1705) Infineon Partnership and Conclusion

## Topics

- [Wireless & RF](https://hardwarepodcasts.com/topic/wireless-and-rf)
- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Deeyook (company)
- Allied Telesis (company)
- Tellus Wireless (company)
- Infineon (company)
- UWB (other)
- Bluetooth (other)
- GPS (other)
- Wi-Fi (other)

## Related episodes from other shows

- [Space Age Bluetooth with Alex Haro](https://hardwarepodcasts.com/podcast/the-amp-hour/2026-07-09-space-age-bluetooth-with-alex-haro) (The Amp Hour)
- [Gregory Charvat and Three New Companies](https://hardwarepodcasts.com/podcast/the-amp-hour/2018-09-17-gregory-charvat-and-three-new-companies) (The Amp Hour)
- [Ep 311:  AirTag Hack, GPS Rollover, and a Flat-Pack Toaster](https://hardwarepodcasts.com/podcast/hackaday-podcast/2025-03-07-ep-311-airtag-hack-gps-rollover-and-a-flat-pack-toaster) (Hackaday Podcast)
- [Cassette decks have browsers?](https://hardwarepodcasts.com/podcast/the-amp-hour/2021-05-24-cassette-decks-have-browsers) (The Amp Hour)
- [Tracking & Locationing Technologies from Renesas](https://hardwarepodcasts.com/podcast/ee-times-current/2025-11-12-tracking-locationing-technologies-from-renesas) (EE Times Current)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-24-the-future-of-tracking-assets-people-deeyooks-gideon-rottem. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to IoT For All Podcast.