LISNR co-founder and CEO Rodney Williams has a simple explanation for what his start-up does: "we connect."
It's how the the 3-year-old company manages to connect its users—including businesses—that earned LISNR $4.4 million in funding and a spot on CNBC's Disruptor 50 list.
"We connect any device with a speaker or microphone," he said. "We've essentially made it very easy for any speaker to be used to connect devices, whether that's for experiences, or whether that's for device-to-device" communication, he told CNBC's "Squawk Box."
The Cincinnati-based company uses proprietary technology to transmit messages and data through ultrasonic sound, rather than Wi-Fi or 4G wireless networks. Essentially, it turns users' smart devices into an alternative to Bluetooth, the popular short-range wireless tech.
Williams said the technology enables greater efficiency and accuracy than Bluetooth over a wider range without taking a huge toll on battery life. An Apple Watch that relies on LISNR's ultrasonic waves would get five to seven times the battery life than one using Bluetooth, according to Williams.
LISNR aims to help brands connect with their target audience, whether that's a cable station pushing additional smartphone content to a viewer watching one of its shows or a sports team that wants to send information to fans at its stadium.