03 January 2018
O2 is aiming to gain insights into subscriber behaviour with the help of specialist wireless technology.
Following successful customer deployments and trials over the last year, it has implemented ip.access’ PRESENCE sensors in selected enterprise customer properties across a range of market segments. The devices will be responsible for micro-proximity customer analytics across differing use-case applications in retail, banking, transport, stadia and tourism.
The sensors incorporate 3G, LTE, Wi-Fi, Bluetooth and GPS to enable O2 to recognise subscribers as they enter chosen customer sites. The mobile operator says all data from the sensors is anonymised to ensure it fits within the company’s privacy and permissions frameworks to guarantee end-user privacy.
According to ip.access, its PRESENCE devices gather “rich” analytical data. It claims the data provides actionable behavioural insights for businesses that want to truly understand who visits their venues, as well as the ability to provide targeted campaigns at a level of granularity that has not been previously possible.
O2 director of digital Robert Franks says: “With rich data insight, PRESENCE enables us to help our customers in a variety of sectors understand what factors influence people visiting certain locations.”
ip.access points out that its technology does not require any handset modifications or applications, nor does it need Bluetooth or Wi-Fi to be activated, thereby making it a “universal” solution across all handsets.