The Eye Tribe, the company developing the software, could be worth millions if not billions of dollars if successful.
The smartphone generation takes for granted the ability to surf the web or play video games with the flick of a finger and thumb. Five years ago, touch screen technology was just a pipe dream. Now it is everywhere, but soon it will be out of date.
Now, the technology being developed by the Danish company, is being considered the next big by experts. It works by reflecting infrared light at the pupil of the eye. The onboard camera records the reflection that enables eye tracking or control on mobile devices.
"What we've developed is a software that enables eye tracking or eye control on standard, low cost higher volume products or components. So we can actually use the camera that's integrated in today's tablets and smartphones to do eye control on the mobile device," said Sebastian Sztuk, an engineer at the Eye Tribe.
"It's very important to be ahead of the game and we've spent many years doing research in this field. One year ago we decided now the time is right to spin out and we can potentially make it to be the first ones," said Sune Alstrup Johansen, the Eye Tribe's chief executive officer.
Mikkel Sorensen, national manager at Venture Cup, discovers exciting new entrepreneurs and the Eye Tribe has won a major prize from his organization for demonstrating their world class potential.
"It's a multi-billion dollar industry. And right now they have the chance to revolutionize the way that we work with smartphones. They're facing a massive market and I do believe we could be looking at the entrepreneurial superstars of tomorrow as we've seen it with Skype," he said.
The Eye Tribe team has been very secretive about their plans because so much is at stake. They have seen the major manufacturers of smartphones and tablets and claim there is great interest. However, they are refusing to identify potential partners. What they are prepared to say is that they hope their technology will be in use by games and apps makers sometime next year.