OPN - What does it do.

I was re-reading the prospectus of OPN on the weekend. I couldn't quite get my head around if I should "up" my stake on this IPO, based on the fact that its the only company pioneering in the ASX on Digital Analytics.  SO wanted to have a discussion on what the business actually does; hopefully there are some more learned input from others on here.

From the prospectus

The Company’s technology works by creating a detailed, holistic profile of an individual user’s likes, dislikes and interests based on that user’s interactions with Platforms to which the technology is connected (and hence which are "Powered by OpenDNA").

Personalisation is a key trend in digital analytics and important for online businesses generally, regardless of industry sectors. OpenDNA’s technology delivers effective personalisation.

So how does it make money? How does it commercialised this platform? From the prospectus;

1. OpenDNA Customer businesses are charged monthly licence fees based on the number of individual user profiles in their user base, as well as further monthly fees depending on the users’ level of activity within each participating Platform.

2. The Company’s revenue is based on fixed and variable components. Customers (being online businesses) pay a monthly license fee for access to the Company’s technology, which is based on the number of users those businesses have within any Platform connected to the Company’s API.

Questions;

Are we looking at a search engine type of platform here that's similar to Google or Yahoo?
Or is it more a business analytics database?