Steve Caldwell’s wife bought him a Pebble smartwatch for Christmas in 2013. “Being a geek at heart, I started writing apps for it,” he said, which led to “thinking through things like app monetization for wearable developers and ad networks for wearables.” Months after that fateful day, he and his mobile software-development partners had formed Strap and were accepted into Cincinnati’s marketing-focused accelerator The Brandery. By late last year, they’d attracted $1.25 million in venture funding. In August, Mondelez, one of the world’s largest snack company publicly awarded Strap a pilot with Trident gum and the Kum & Go convenience store chain, which expects the result to be running in the chain’s app within 30 days. iOs8 (jobs in IOS) launched HealthKit, an iPhone app that tracks steps, calorie burn and sleep, Mr. Caldwell believes there is a lot more to this than just giving rewards for meeting your daily step goal. He feels that biometric data could legitimately help shape marketing, all using anonymized databases and opt-in programs. The basic premise behind Strap is “you are what you do,” as opposed to “you are what you tweet or post,” said Strap co-founder and Chief Operating Officer Patrick Henshaw. That...
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