Proximity Marketing - GSMA World Congress Recap Continued
Kent McNeil
After having a chance to review all the marketing brochures I
collected at the GSMA conference last week I found one from a company focused
on Proximity Marketing.Proximity marketing is not the same concept as mobile marketing,
although both offer marketing capabilities via the mobile market.
Proximity Marketing can be defined as the localized wireless
distribution of advertising content associated with a particular place.Marketing messages and adverts can be
communicated to individuals in that location who wish to receive them.
Of course no hard and fast definition really exists which
separates the two, the easiest way to distinguish Proximity Marketing from
Mobile Marketing is simply the concept of localized content.Potential advertising audiences (you
and me) must enter a “localized” area such as a grocery store or a shopping
center in order to receive the marketing message or advert.
Proximity marketing can be attached to individuals,
billboards, posters, etc. with the intent to reach the customers while the
customer are near “your area”, whether the area is a bookstore or mass transit
system for example.
Depending upon your geography, the technology utilized to communicate
with the mobile devices of target customers can be Bluetooth, Infrared or WiFi,
with Bluetooth currently being the dominant protocol supporting the delivery of
the adverts.
The process of proximity marketing involves setting up
vendor "broadcasting" equipment at a particular location, and then
sending information, which can be text, images, audio or video to enabled
devices within range of the broadcast server.
Potential users of a Proximity Marketing schemes are:
Financial Institutions / Banks
Shopping Centers / Malls
Restaurants / Pubs
Mass Transits areas / Airports
Bookstores
Coffee houses
Grocery stores
Concerts / Outdoor Events
Business conferences
At the GSMA conference I met with Hypertag out of the
U.K.Although it is always
difficult to have an in-depth review, their solution appears to be robust and
comprehensive.I was impressed by
their technology, and they have a very clear go to market strategy that will
serve them well in the future.
For a deeper look into Hypertag please visit their website
below.
Kent McNeil is a recognized expert in the mobile financial services industry. He has helped wireless operators, international remittance providers and application service providers develop mobile financial strategies and commercialize their product offerings. Mr. McNeil is responsible for the mobile practice’s financial service offerings, its market research and overseeing client consulting engagements. Mr. McNeil also contributes to the mobile financial services information portal that provides industry insight and news to professionals around the world (www.mobile-financial.com). His specialties include mobile marketing, mobile applications, telecom open-source software (OSS) and business support systems (BSS) in wireless and wireline networks, enterprise application integration (EAI) open-source software, service-oriented architectures (SOA), service-delivery platforms (SDP) and business process management (BPM). He also manages DonRiver’s offshore teams.
Prior to joining DonRiver, Mr. McNeil served as an executive for Accenture, where he focused on network technology consulting, specifically on defining and implementing operational software solutions for Tier 1 wireless operators and telecommunications service providers.
Mr. McNeil holds a bachelor’s degree in Management Information Systems from the University of Texas in Austin.
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