T-Mobile Poland has completed a Proof of Concept focussed around delivering enhanced retail-based customer analytics using PRESENCE sensors from UK small cell and location solutions provider ip.access.
The first stage of this activity saw T-Mobile install PRESENCE sensors (pictured) in retail stores in Warsaw. The solution enables T-Mobile to recognise subscribers as they enter the store.
Since there are more than 5 million T-Mobile subscribers with opt-in consents, the amount of data analysed thanks to ip.access PRESENCE sensors is tremendous. The company claims no other player can provide such complex analysis on the market at this moment.
From a retail perspective, PRESENCE sensors gather rich analytical data which provide retailers with actionable consumer behaviour insights, as well as the ability to provide personalised marketing promotions when entering selected areas.
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.
T-Mobile has been also evaluating how to enhance mobile subscribers experience within their own points of sales located in Poland, and the ip.access PRESENCE service provides the most insight, accuracy and ease of deployment. The sensors fit within the operator’s privacy and permissions frameworks.
Michal Krauze, Business Lead Data Monetisation for T-Mobile, commented: “We have been assessing a variety of solutions to enable us to serve our B2B retail customers with better insights. However, only ip.access accomplished the task and helped us with harnessing data on geographical level that was not accessible before – inside any retail store.”
"This innovative collaboration is particularly exciting for us, as it's the first proof point within T-Mobile for this high value monetisation model," explained Malcolm Gordon, CEO at ip.access. "We look forward to co-operating further with the T-Mobile Group as they expand their PRESENCE sensor derived offerings” added Gordon.