Micello Blog: Indoor Cartography

We are thrilled to have sensewhere as our partner. They have integrated our newly introduced Indoor Context API product into their adwhere service, a location-based advertising solution. sensewhere Ltd. is a world leader in indoor location solutions. sensewhere's technology enables precise location information in areas where there is no or poor GNSS satellite reception such as indoors or in dense urban areas. 

Indoor maps are a key component for search, tracking, and navigation applications to allow the user to visualize where they are and what is nearby.  The unique integration of Micello's Context API with sensewhere's applications will provide users position and surroundings information that can be used intelligently for delivering contextually aware advertisements to consumers.  

This partnership offers an ideal, low-risk solution for companies looking to add indoor location-based services and intelligence to their mobile solutions. You can check out the official partnership announcement here


Ankit Agarwal is one of the panelists at Location Based Marketing Association (LBMA) of San Francisco Chapter Summer Mixer. Marcus Anderson from Senion, Filip Eldic from Bluedot Innovation and Ankit Agarwal will share useful information to the marketers on  “Leveraging Location Analytics to Plan Ahead in Marketing” at the event.


Venue owners from retail to airports, from education to amusement parks, all are applying insights gathered from location analytics into their businesses. Location analytics provides the essential insights into customer’s preferences and behavioral patterns which is the key point for creating a sustainable marketing strategy.  The panelists will be spilling the beans on all of this and much more, also there is going to be a little end of the summer celebration with some beer, wine and small bites. So be there, it is free and open to all event! Thanks to Senion for sponsoring the event! 

Title: Leveraging Location Analytics to Plan Ahead in Marketing

When is the event - Thursday, August 25, 2016 Time - 5:30 PM to 7:15 PM (PST)

Where -


995 Market St, 2nd Floor, San Francisco, CA

Panelists - 

Filip Eldic, Co-Founder and Executive Director, bluedot innovation

Marcus Andersson, VP Sales & Marketing, Senion

Ankit Agarwal, CEO, Micello

The event will be moderated by Tim Hayden, President, Location Based Marketing Association, San Francisco Chapter (Advisor, Zignal Labs; Author, The Mobile Commerce Revolution)

This event is free and open to LBMA Members and Non-Members, made possible through generous support of Senion.



Wow! It was that time of the year again, a time to celebrate and enjoy our annual party at Micello-India.

This year's party was even more happening and we had a blast celebrating it with our friends and family. It was one big incredible get-together!

The evening was filled with exciting Awards, foot-tapping music, lively dancing and singing performances, surprise gifts and lip-smacking food. 

Check out the awesome time we had at our annual celebration party:

Every occasion here begins by lighting the lamps. 


Party without cake is just a meeting! ;)


Anil Agarwal, our President of Micello-India sharing a few words of success with us. 


Girl power with their rocking dance performance!


More dance, more fun!



Asit Vachhani presented with a Special Recognition Award. 


Darshan Patel giving a thanks note on winning the Leadership Award and the President's Award. 

Maulik Baldha receiving Map Quality Captain Award from Monal Shah.

Chitrang Parmar receiving Best Performer of the Year Award.


Rookie of the year Award won by Dharmesh Goswami and Ashvini Prajapati.

Manohar Kumawat won Technical and Data Excellence Award. 


Soulful singing by Aslam Khan and Manohar Kumawat.


Our talented team mate, Niren Barsopiya singing a song written and composed by him! 

The fun continues...



We are glad to add ViziApps to our growing Marketplace of integrations. 

ViziApps is a Rapid Mobile App Development (RMAD) platform enabling businesses and enterprises to create mobile apps using a drag and drop interface.

This integration is a solution for retailers and enterprises aspiring to quickly and cost-effectively have their own business mobile apps. With this integration, you can now create mobile apps quickly for iOS and Android with ViziApps and instantly activate Micello indoor maps and navigation services too!

ViziApps has been a game changer since it introduced its Do-It-Yourself mobile development platform that has made it possible for enterprises to rapidly create mobile apps with rich user experiences, backend data and Internet of Things (IoT) access, and native device feature use, all without coding. ViziApps allows users to create mobile apps on iOS and Android phones and tablets much faster and at far less cost than coded development methods.

You can read about the official announcement online.





We are thrilled to introduce our brand new product offering, Context API.

What is Context API?

Context API is our recent offering that unleashes the power of reverse geocoding for the great indoors. It turns indoor geospatial queries into a meaningful contextual information. Reverse geocoding is a way of converting latitude, longitude pair into a descriptive location for the user.

Why Context API?

This product will help our customers to understand the user behavior, geographic context, location-based demographic and take action.

For instance, If a user is nearby your store in a shopping mall, sending an advertisement or an offer to that individual is much more valuable because he/she is a potential customer. With Context API, you will get to know the exact descriptive location of the user when they are nearby your store and you will be able to send them special offers/discounts at the right place and time.

Here’s a screenshot of Context API used in a Shopping Mall wherein the peg man shows the location of a user and the pop-up box shows up the details of all the stores and utilities that are available within the range of 50 feet distance.

With our powerful Context API, you can create a compelling cross-platform context-aware experience. The product provides essential details such as nearby exits, rest rooms, location of safety equipments, Telephone facility within a venue.

This is just one such possible usage of the product for hyper-local marketing and wayfinding but Context API can be used for several other important use cases too such as for enhanced 911 emergency services.

How to use Context API?

It’s pretty simple to use the product. For any indoor geospatial queries, Context API will return its context. Check out working example of the product from here. Also, check out entire documentation on the product here. Just create an account on micello.com and contact us for getting your API key. Activate Context API from ‘Products’ section in My Account using your API key.

The Context API also works nicely with our existing Maps SDK and Data APIs. Try it out today!

Happy Mapping to you!



We are excited to share that CARTO is using our indoor maps for displaying the creative ways in which data can be visualized using their Mobile SDK.

CARTO mobile SDK converts data to vector files for fast and beautiful rendering of large amount of data on an indoor map. For this, CARTO has integrated our Westfield Valley Fair Mall in California as use case.  

Excerpt from the CARTO blog post:

"In previous posts, we covered how the Mobile SDK can be used for indoor mapping. We really like indoor mapping because it is a unique way to visualize nontraditional geographic spaces like conferences, hospitals, and museums. A great example of this is the L.A. Times interactive graphic that charts every shot Kobe Bryant has ever made on the basketball court.

Here, we have an indoor plan from Micello...We used a simple data converter script to combine data from different floors and different object attributes to a single table. Output of the script is also GeoJSON, so it can be easily imported into CARTO. This is how that same map looks in our new CARTO Builder, before proper styling:" 

Check out a detailed blogpost on how to import Micello map on to CARTO and how to do various styling on top of it to enhance data visualization, group floors to different layers, and add layers for labels. 

Happy Mapping!


We're thrilled to integrate Micello maps into Aislelabs's leading end-to-end platform for indoor marketing and analytics. With this partnership and integration, the retailers will be able to visualize indoor traffic patterns, big data analytics and location services on Micello indoor maps.  

Aislelabs is a technology company that empowers the retailers in increasing their sales through the big data analytics. The Aislelabs platform provides a detailed data on customer traffic patterns, potential customer behaviour within and outside a store enabling the retailers to deliver highly personalised marketing tailored for individual in-store customers. Aislelabs' technology transforms retail locations to smart stores, resulting in effective marketing, increased sales, and better customer satisfaction.

You can also read about the official announcement online here



We are excited to announce our partnership with MOCA, an award-winning platform that offers a complete location-based engagement solution for mobile. With this partnership, our customers will be able to use our indoor maps on MOCA’s indoor location and proximity marketing tools at venues and big-scale events.

The integration will allow venue owners like shopping malls, airports, stadiums, business campuses, hospitals, retailers and others to import Micello indoor maps into the MOCA platform. Micello indoor maps will be used to track the location of deployed MOCA iBeacons and GeoFencing and view real-time analytics. 

We had recently mapped out Fira de Barcelona, an important trade fair institution in Europe, for Mobile World Congress 2016. Click here to read a white paper highlighting the success story of the Micello map integration with MOCA platform at Mobile World Congress 2016. The white paper discusses on how Global System Mobile Association (GSMA) Mobile World Congress 2016 took advantage of proximity marketing, indoor location and indoor mapping to enhance visitors experience.

You can also read about the official announcement online from here.



Micello Team is going to be at Esri International User Conference (Esri UC) in San Diego starting from 27th June to 1st July. Esri UC 2016 is world's largest event focussing on Geography Information System technology.


Esri User Conference Highlights:

  • 16,000 GIS users, managers and developers
  • 300 moderated sessions
  • 450 hours of technical training
  • 300 software vendors

Our team, including our CEO, Ankit Agarwal, is looking forward to be a part of creative excitement at the event. The event is chock-a-block with the inspirational keynotes, competitions and quizzes, Academic GIS Program Fair, UC Expo and one-on-one talks with some of the GIS industry experts at the conference.

Our recent partners, GeoComm will be exhibiting there about the latest industry developments with GIS for Public Safety.

We’re excited to attend such a grand-scale event and wish to make the most out of it by connecting with like-minded people. If you are attending, contact us and we would love to meet up!



We're excited to announce that Gimbal will be joining our Marketplace. Gimbal, a spin out of Qualcomm, uses Bluetooth beacons to power its mobile engagement platform for venues. The integration will result in Gimbal incorporating Micello indoor maps into its mobile engagement and location analytics platform. It will allow venue owners like shopping malls, airports, stadiums, business campuses, hospitals, retailers and others to import Micello indoor maps into the Gimbal platform directly. 

Micello indoor maps will be used to track the location of deployed Gimbal Places (which includes Bluetooth beacons) and to view real-time analytics in the context of the indoor map. Venue owners can also use their Gimbal deployment to enable real-time indoor navigation with Micello products. 

The integration is expected to be complete and commercially available for mutual customers by September 2016. 

You can read about the official announcement online here.