Spatial intelligence
Reducing friction
Empowering travellers
Explore our Vision
Spatial Sound & Guidance (SSGC) integrates spatial intelligence with mapping technologies for transport operators. We combine AI, spatial audio, and voice technology to guide users of public transport, personal e-mobility and rideshare, without needing to look at their phones!
We use spatial intelligence to create location-based navigation experiences to facilitate audio-first campaigns to enrich the experience of users and drive value for businesses.
Our Vision
Spatial audio that connects places to people, arriving with confidence.
Work with us
Work with us to unblock the potential of active travel by enhancing your existing and future transportation and mobility innovations.
Take your customers from a 'heads-down' smartphone screen based experience to one which is 'heads-up', and empowering and engaging, through enhancing awareness of what's on around them through delivering contextually relevant and personalised information.
Users of mobility operator services say that they have a poor user experience on their apps when looking for their driver, stand, stop or station.
E-bike late return fees start adding up after 30 minutes, but repositioning costs the mobility operator £3 a ride.
Rideshare waiting fees start accumulating after two minutes, impacting driver revenue, and causing frustration for users.
Buses and trains get missed and incur extra cost, with the knock-on effect of adding £1 for customer assistance costs for every £3 of revenue.
The world is changing
The way people move through the world is changing. Cities are becoming more dense, transport networks more complex, and autonomous mobility is reshaping how people access destinations. At the same time, users increasingly expect more seamless and personalised digital experiences that extend beyond screens. As wearable technology and wearables become mainstream, navigation is shifting from visual interactions to intelligent, context- aware guidance delivered through voice, Spatial Audio and Al.
For transport operators, airports, property developers, smart cities and public venues, this presents both a challenge and an opportunity. Traditional signage and static maps can no longer meet the expectations of connected users navigating increasingly dynamic environments. Organisations need intelligent infrastructure that helps people move confidently while reducing operational complexity and improving customer experience.
The challenge
Every day, people lose time searching for pick-up points, transport stops, building entrances, parking locations and destinations. This creates customer frustration, increasing the need for staff assistance, contributing to missed services and adding to operational costs.
The impact extends beyond customer experience:
• Rideshare operators lose productivity because drivers make almost no money when they're waiting for a trip instead of driving, while annual driver churn exceeds 90%.
• Microbility providers incur repositioning costs of around $3 per ride, while customers begin incurring late-return fees after just 30 minutes.
• Public transport operators face missed buses and trains, passenger rebooking costs, and customer support expenses, where assistance can cost around $1 for every $3 of revenue generated.
As physical environments become more connected and digital-first, organisations need a better way to communicate with people in real time - without requiring them to constantly look at a screen.
Our solution
SSGC combines Artificial Intelligence, Spatial Audio and Location Intelligence to create intelligent navigation experiences. Our technology delivers real-time, context-aware guidance that helps people navigate complex enviroments naturally using immersive spatial sound and conversational Al. Instead of searching for signs or following maps, users receive personalised guidance exactly where and when they need it.
The result is faster journeys, more confidents users, improved accessibility and a significantly better customer experience.
Our capabilities
SSGC provides context-aware capabilities that enable organisations to build intelligent, location-aware experiences.
Our technology stack includes:
• Spatial Audio for immersive, hands-free navigation.
• Al that delivers personalised, contextual assistance.
• Location Intelligence that understands where users are and where they need to go.
• Real-time content management allowing organisations to update guidance instantly.
• Analytics & insights that reveal movement patterns and improve operational decision-making.
Together, these technologies create environments that communicate with people intelligently.
Who we serve
Our technology supports transport operators as cities become more and more complex.
• Rideshare
• Micromobility
• Public Transport
• Transport hubs
Business outcomes
SSGC helps future-proof organisations with AI powered, audio mobility solutions which deliver measurable business value by:
• Improving customer experience and satisfaction
• Reducing passenger confusion and navigation friction
• Lowering operational and customer support costs
• Increasing accessibility and inclusivity
• Improving passenger flow and asset utilisation
• Enabling intelligent digital engagement
• Unlocking new location-based communication and revenue opportunities
Turn every place into an intelligent customer experience
Spatially Aware
Your users always know where they are and what is around them.
Places that speak
Campaigns that speak to the user on the move and drive them to physical locations.
Screen-free
From head-down to heads-up engagement with your environment.
Transparency by design
Built-in user trust with transparent data sharing rules from the start.
Give your customers the confidence to navigate your spaces effortlessly. Whether they're arriving, exploring or searching for the next step in their journey, deliver the right information at exactly the right place and time-without relying on signs or constantly looking at a screen.
Transform physical environments into intelligent, responsive spaces that communicate naturally with every visitor. Using spatial awareness, voice and AI, you can provide personalised, real-time guidance and location-based experiences that keep people engaged with their surroundings while reducing confusion, delays and the need for staff assistance.
Every interaction becomes an opportunity to strengthen your relationship with your customers. Deliver context-aware experiences that are relevant, helpful and timely - creating greater engagement, increasing satisfaction and opening new opportunities for digital services, communication and revenue.
Built with privacy at its core, the technology provides valuable anonymous insights into how people move through your environments. Understand customer behaviour, identify operational bottlenecks, optimise layouts and continuously improve the experiences you deliver-all without compromising individual privacy.
The Team Behind Spatial Sound & Guidance
The company has four co-founders, comprising members of the original Microsoft research team and experts from the urban planning and digital places industry.
Stephen Lorimer
Chief Executive Officer
Steve is Chief Executive Officer for SSGC and is a well-known expert in UK and European urban planning and climate challenges. He is an independent expert for ClimateKIC and the European Urban Initiative. This is his second start-up and prior to that developed the Clean Energy Cities programme at the Centre for Net Zero. Prior to that Steve was at GDS (Government Digital Service) and the Greater London Authority where he was Smart London Strategy and Delivery Officer. Steve holds a PhD in energy and built environment and a Master's degree in town planning from University College London and was on the research staff of the Innovation and Entrepreneurship Department of Imperial Business School.
Linda Chandler
Chief Digital Officer
Linda is Chief Digital Officer for SSGC and most recently was Chief Digital Officer at Olympia UK. Prior to this she was the Smart Cities lead for Microsoft UK and APAC, and Chief Information Officer for the London Development Agency in the run up to the London Olympics. As a digital places expert, Linda speaks regularly at industry events on applying innovative technology to smart cities and the built environment. She is a BRE (Building Research Establishment) Trustee.
Jarnail Chudge
Chief Product Officer
Jarnail is Chief Product Officer for SSGC and was the founder of Microsoft Soundscape, and led the development of the Soundscape Community app based on the open-source release of the technology. Jarnail was with Microsoft for 21 years, holding positions in Microsoft Research and AI, and as a Solution Architect in the consulting business. He has acted as a mentor on the 'Impulse’ programme for technology innovators at the Maxwell Centre, University of Cambridge. Jarnail is an Honorary Professor of Practice (Computer Science, specialising in AI in Accessibility & Digital Accessibility Policy), at University College London, UK.
Phillip Joe
Chief Operations and Design Officer
Phillip is Chief Operations and Design Officer for SSGC and most recently Director of Strategy and operations for Experience design at Lloyds Banking Group, where he set up the first Inclusive design team at a UK bank. Prior to Lloyds he was the Global user experience architect for Microsoft Consulting. Prior to Microsoft he established and ran the Interaction design discipline at IDEO London, a product development consultancy. He is also currently a coach on the Innovation RCA (Royal College of Art, London) start-up programme.
News and Events
Exploring the future of immersive sound experiences.
SSGC at MOVE 2026
- General
- AgenticAI, AI Guide, FutureOfTransport, HumanCentricDesign, LondonEvents, Mobility, MOVE2026, SmartMobility
Exploring the future of intelligent mobility This week, SSGC CEO Steve Lorimer is attending MOVE 2026 at ExCeL London, one of the world’s leading gatherings for mobility, transport, automotive, and technology innovators. MOVE brings together industry leaders, transport operators, vehicle …
Google I/O 2026: The Shift From Searching to Assisting
- Artificial Intelligence, Human Experience, Technology
- Google I/O
This year’s Google I/O 2026 made one thing clear: technology is becoming less about tools and more about intelligent assistance. From real-time AI collaboration to conversational video creation and more context-aware Android experiences, Googleshowcased a future where AI no longer waits for instructions …
Designing for Dignity in the AI Era
- Artificial Intelligence, General, Human Experience, Technology
- FutureOfTransport, human values, HumanCentricDesign, SmartMobility, Travel
Artificial intelligence is transforming nearly every aspect of modern life. Cities are becoming smarter.Systems are becoming more automated.Technology is becoming increasingly predictive, responsive, and intelligent. But as AI accelerates, an important question is emerging: Are we designing systems that truly …
Contact us to explore opportunities
Let's discuss what we can do for your organization.