Tile Launches UWB Tracker with AR Finding in App

Tile is preparing to launch a new product later this year designed to compete with Apple’s anticipated AirTags and other item-tracking solutions entering the market, including offerings from Samsung, according to information obtained by TechCrunch. Previous Tile trackers utilized Bluetooth technology to assist users in locating misplaced belongings – such as keys, for instance – but this forthcoming product will incorporate UWB (ultra-wideband) technology for improved item finding. The device will also leverage augmented reality within the Tile mobile app to visually guide users to the location of their lost items.

Ultra-wideband technology is currently available on newer iPhone 11 and iPhone 12 models, as well as on select Android devices, including recent models from Samsung.

Similar to Bluetooth and Wi-Fi, UWB is a wireless, short-range communication method, but it operates at significantly higher frequencies. Its ability to capture spatial and directional data makes it particularly useful for locating lost items with devices like Tile trackers.

Last year, Apple began providing third-party developers access to its U1 chip, which utilizes UWB technology to provide spatial awareness to the iPhone, through its “NearbyInteraction” framework. Certain Android devices also include this technology. The extent to which Tile is utilizing these new frameworks with its upcoming product remains unclear, and the company is likely bound by non-disclosure agreements regarding its collaboration with Apple, as previously reported.

Internal concept art of Tile’s UWB model reveals a design similar to existing Tile trackers like the Tile Mate and Tile Pro. It will maintain a square shape, a central button, and a flat back for mounting with adhesive. Like other Tile products, it will be designed for attachment to keychains.

Traditionally, Tile trackers have been attached to items such as keys, remote controls, handbags, luggage, or other small personal belongings, or affixed to larger items like electronics or bicycles. However, locating these items was previously limited to Bluetooth range or through Tile’s “community find” network when further away. The latter relied on the Tile app installed on other users’ phones to assist in locating a lost Tile tracker and notifying the owner when it was found, allowing users to recover items left behind in places like airplanes.

The new Tile tracker will employ UWB technology to streamline the finding process.

The spatial awareness capabilities of UWB will enable the location of missing items both indoors and outdoors, even if the tracker’s sound is inaudible. This will be beneficial when an item is hidden – for example, under a sofa cushion or inside a drawer – or when searching a larger area, such as a multi-story home.

The Tile app will feature an AR-enabled camera view to guide users to the item’s location, utilizing visual overlays like directional arrows and an augmented reality depiction of the item’s position.

 

Sources familiar with Tile’s plans indicate the new tracker is expected to be released later this year, with compatibility for both iOS and Android devices. Pricing information has not yet been disclosed. Tile will continue to offer its existing Bluetooth-enabled trackers, as a significant portion of the market currently does not possess a UWB-enabled smartphone, as the technology is only present in newer devices.

While Tile has historically been the leading provider of third-party lost-item trackers, the company anticipates increased competition in 2021 with the introduction of new trackers from major smartphone manufacturers like Samsung and Apple.

Samsung unveiled plans to integrate UWB into its new SmartThings Find application during the 2020 Samsung Galaxy Unpacked event. Images of Samsung’s upcoming Galaxy SmartTag tracker, which closely resembles Tile trackers in its square shape and keychain attachment point, were recently submitted to the NCC certification authority.

Meanwhile, analyst Ming-Chi Kuo reports that Apple will introduce its own Tile competitor, AirTags, this year. Apple has strongly hinted at AirTag’s existence, even inadvertently publishing references to the tracker in an official support video. Leaked images of AirTags have also surfaced, further supporting reports of an imminent launch.

A UWB-powered tracker could help Tile maintain its market position. As of last year, Tile had sold 26 million devices and was locating approximately six million items daily across 195 countries, now reaching over 230 countries and territories. This scale currently positions Tile as the market leader. However, Apple’s AirTags could benefit from first-party advantages and deep integration with its “Find My” app – a concern raised by Tile during last year’s antitrust hearings regarding Apple’s platform power and its impact on competitors.

Tile is currently not commenting publicly on its UWB device plans.

“While we can’t comment on our product roadmap, we’re constantly looking to improve our customer experience and solve the pain point of finding lost items,” a Tile spokesperson stated to TechCrunch.