I believe when he says it is not simply an app or widget, he is referring to the server side of the operation. What ever data that is collected from the mobile app has to be processed by a server in order to be shared by other users. Very often it takes as much server programming as it does mobile app programming.

The sensor comment is very interesting. It is possible to make an external device that can attach to a smartphone and have sensors embedded in it. However Edigital could be using the built-in sensors found on most smartphones. They have a photodiode, used to detect ambient light, normally used to adjust the brightness of the screen, but that could be used by the app. They also of course have a microphone used for voice calls that could be used to detect ambient noice levels, as you would find during a movie. Most smartphone now have built-in accelerometers to detect motion of the phone, built-in gps for location, built-in compass to determine direction, etc.