Vodafone and ip.access announced the launch of consumer based presence services this week (27 February 2015), following a successful deployment of ip.access’ presenceCell across multiple locations in Turkey.
Ilker Serbest, location solutions manager at Vodafone Turkey commented: “We have been looking for a reliable and cost effective solution for network monetisation and working with ip.access we have found a high-resolution, reliable and rapid deployment solution that delivers everything we needed.”
presenceCells fit within operators’ privacy and permissions frameworks to capture user location and identity information from mobile devices and direct it to approved value added services for a wide variety of business applications. The high quality data captured by the presenceCell monetises Vodafone’s spectrum assets and provides retail intelligence in a uniquely valuable way.
The first stage of this growing deployment saw Vodafone roll out presenceCells across its stores in Turkey. The technology enables Vodafone to recognise customers as they enter the store and so provide a highly personalised service to each individual customer. Stage two of the deployment will now see the proliferation of presenceCells into third party retail and m-commerce locations.
From a retail perspective, presenceCells gather rich analytical data, which provide retailers with actionable consumer behaviour insight accurate to less than 5m, as well as the ability to provide the customers with personalised marketing promotions when entering selected areas.
presenceCells can also be deployed to help fight payment fraud and provide an enhanced layer of security, verifying an individual by their SIM identity at the point a transaction is made, with Vodafone managing this service. Importantly the technology does not require any handset modifications or applications, nor does it need Bluetooth or Wi-Fi to be switched on, making it a universal solution.
“This innovative collaboration is particularly exciting for us, as it’s the first commercial proof point within the Vodafone Group for this high value monetisation model,” explains Rob Jones, senior vice president Worldwide Sales & Operations, at ip.access.
“We see continued strong interest across the market for our presenceCells offering with a particular emphasis on delivering secure mobile payment capabilities with the introduction of closed loop authentication.”