Vodafone and ip.access launch presence services


 Pair go for next generation of high precision presence services


Vodafone and ip.access have announced the global launch of consumer-based presence services for targeted retail marketing services and to fight payment fraud. The rollout follows a successful trial deployment of ip.access’ presenceCell across multiple locations in Turkey.

presenceCell gathers rich analytical data that provides retailers with actionable consumer behaviour insight accurate to less than five metres, as well as the ability to provide the customers with personalised marketing promotions when entering selected areas.

The cells 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.

presenceCell fits 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 first stage of this growing deployment saw Vodafone roll out presenceCell devices 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.

The high quality data captured by the presenceCell monetises Vodafone’s spectrum assets and provides retail intelligence in a uniquely valuable way. 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.”

Added Rob Jones, senior vice president worldwide sales and operations at ip.access: “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. We see continued strong interest across the market for our presenceCell offering with a particular emphasis on delivering secure mobile payment capabilities with the introduction of Closed Loop Authentication.”


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