After all the talk about mobile device capacity, a small share of it is actually utilized. Lots of “signals” emanate from our smartphones, and a growing set of chips and sensors capture and process all that data. It’s everything from your location to your, speed, elevation and heart rate.

Making better sense of all that data is what Sense360 does, and its a moving target. There’s a rich mosaic of information and an even richer set of possibilities to discern context and situational relevance. Thirdly, there is the art of applying that meaning towards optimal content and ad delivery.

One way this is starting to play out is the emerging batch of personal assistant apps like Google Now, Microstoft Cortana, Apple’s Siri, Amazon Echo, and Facebook M. As we’ve written, these services are highly predictive and proactive, as opposed to the desktop era that was ruled by reactive search.

“We’re really starting to see a new paradigm in how computing is done,” Sense 360 founder and CEO Eli Portnoy told me. “We’re going from this environment where we as consumers need to be in charge of all of the technologies and services, to one where the service itself is becoming smarter and more powerful and bringing that information to us.”

We had the chance to interview Portnoy on these topics on stage at the recent BIA/Kelsey SMB. He made it clear that the future of mobile and location based content delivery will heavily involve sensor intelligence to discern contextual relevance. The full session is embedded below.