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Proxama Partners with Google

Proxama PLC, the leading mobile proximity marketing experts, has worked closely with Google to launch the world’s first deployment of a Physical Web consumer engagement experience. The campaign launches in London in partnership with Exterion Media, Europe’s largest privately held Out of Home (OOH) advertising business, via Google’s Eddystone open beacon format.
The MyStop™ web experience from Proxama delivers real-time transport updates to London commuters and travellers’ mobiles, as well as contextually relevant advertising. The service will be available to passengers with the Chrome browser installed on both iPhone and Android, initially across London buses. Passengers can use the service to see real-time route updates and status as well as set a reminder notification as they approach their chosen stop, according to their exact location on the bus route.
Brands will be able to use the beacon network to engage and advertise to London travellers, through the MyStop progressive web app service. London travellers are a highly sought after demographic – during ‘dwell time’, when they are most responsive to relevant and timely content. Bus travel in London accounts for more than half of all bus journeys in the UK with 2.36bn trips in the capital.
Eddystone boosts the reach and capability of beacon campaigns because it enables any smartphone with the Chrome browser to interact with the Physical Web without the need to download an app. With 47% of all handsets shipping with Chrome, this approach enhances the scale of campaigns significantly, and with it the potential to increase the Return on Investment on mobile advertising campaigns.
“Proxama has long seen the potential in beacons for delivering great consumer experiences via mobile. The ability to deliver contextually relevant messages and content to specific demographics has been the Holy Grail for brands for many years.” said Jon Worley CEO of Proxama’s Marketing Division. “We’ve partnered with Google to ensure our TapPoint® platform supports Physical Web experiences, meaning brands will no longer have to worry about whether a consumer is using this app or that device – just that they are connected to the internet. Through Proxama, brands are now deploying beacon enabled campaigns to large numbers of consumers rapidly and without technical complexity. We expect further roll outs in London and the UK over the coming months across transport networks and high footfall destinations such as shopping malls, stadiums, city centres and events.”
“It’s clear that Eddystone and the Physical Web creates exciting engagement opportunities for brands to better engage with consumers on the move. We have enhanced our bus beacon network to support Eddystone and we’re excited to see how brands take advantage of this. Along with our recent Fox and Shazam Kung Fu Panda 3 campaign announcement, this is yet another indicator that 2016 will be the year beacon technology gains significant market traction.” said Mike Wood, Product Strategy and Innovation Director, Exterion Media.
Via: Outsmart 

New Ubiquitous and Proxama partnership sees Beacon-enabled Taxis across the UK

Ubiquitous Taxis and Proxama the mobile proximity marketing expert, have announced an exclusive, long-term partnership to create a network of beacons in the UK’s black taxis, enabling messages to be delivered direct to an engaged audience experiencing times of dwell.
The network will connect consumers to brands via their smartphones using Bluetooth Low Energy (BLE) Beacons. The partnership will plan to install up to 4,000 beacons into taxis in London and other major cities including Edinburgh, Glasgow, Manchester and Birmingham, meaning that passengers can receive context-relevant messaging, as they travel to their destinations.
During the course of one year, each London taxi is estimated to make around 4,500 journeys, principally around central London locations, rail stations and London’s airports – similar journeys are experienced in other UK key cities. London’s regular taxi users tend to have high personal income, are smartphone and tablet enabled and are likely to be middle-management and above – in short, a very desirable group and one which brands very much seek to reach. This new beacon network represents an opportunity not only for Ubiquitous’ clients to send contextually relevant messages to passengers’ smartphones, but will be relevant to all app-based clients seeking a beacon network that engages with high value consumers, across a long dwell time.
Andrew Barnett, Managing Director, Ubiquitous comments: “Being the first company to put beacons into black cabs at scale is consistent with our innovative track record and I am delighted to be working with Proxama who are quickly establishing themselves as pioneers in this market. For all brands, the opportunity to connect with their customers through proximity marketing, in a high dwell-time setting such as the back of the cab, provides a unique one-to-one moment in which there is the time to respond to messages and offers.”
Based on data from their existing beacon networks, Proxama anticipate that 24% of consumers that receive ‘in-the-moment’ content-relevant notifications will click-through to the app. This is a significantly higher response than other forms of mobile advertising.
Jon Worley, CEO of Proxama marketing division comments, “This is an excellent high profile partnership for us and one which we believe is extremely well suited to proximity marketing. The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction. Our network of beacons has grown rapidly across London since the beginning of the year. Advertisers are now able to make use of the Proxama Network which covers London buses, airports and black cabs, with further expansion planned across multiple sectors.”

Bus Passengers' Journeys Enhanced with Technology

Bus journeys in Norwich will never be the same again, as, for the first time, Bluetooth beacon technology has been implemented. It brings a new experience to a journeys, as passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. The initiative has been made possible by a collaboration between Proxama, Exterion Media and transport company FirstGroup.
The initiative counts 20 merchants from the Norwich area amongst its participants and, crucially, signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers, which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move. At the same time, shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services.
The result brings benefits to both consumers and brands in the Norwich area. Consumers experience a more engaging journey, while local brands can expect an increase in loyalty, footfall and engagement.
Underpinned by Proxama’s TapPoint® platform, passengers are able to opt in to the experience by switching their Bluetooth on and downloading Loka which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them.
Working alongside multiple partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project is an ongoing initiative created to better learn about how to make beacon technology a part of the everyday shopping experience. Transforming the passenger journey by connecting the consumer’s digital capabilities with their physical environment will be a first for the UK and the involvement of local partners will showcase the full potential of mobile proximity commerce.
Via: Exterion Media

Orange partners with Proxama NFC Posters in UK EAT cafes

Orange have unveiled ‘Quick Tap Treats’ the UK’s first mobile contactless retail reward scheme in partnership with EAT restaurant chain which allows around 200,000 customers with NFC enabled handsets to tap their phones on NFC enabled posters  to play a game and receive a free treat each day.
Via: Proxama