Location: Ipswich, Suffolk
Project: use of data to improve urban planning and transport systems, with further aspect of engaging local citizens via their mobile phones based on their precise physical location and context. This can improve communication around congestion, or can be used for targeted advertising.
Type: Mobility; Citizenship
Suffolk Council and Proximity have developed a new platform of over 10,000 connected beacons which process big data about physical location and context. This enables us to engage citizens via their mobile phones based on their precise physical location and context, both indoors and outside; monetise location based advertising on mobile phones; and gather rich insight about citizen movement and behaviour through a city or transport eco-system to better aid planning and measure impact.
This project will lead to a detailed understanding of city and transport challenges that can be addressed through the deployment of mobile proximity services.
The opportunity is
• to enable exciting new audience profiles to be developed to better target engagement and marketing;
• real time decisions to be made to deliver the right information at the right time;
• insights to be developed relating to consumer movements within cities and transport eco-systems.
Funds will be utilised to develop and deploy a large scale proximity network and on-board the required eco-system partners. Initial revenues are expected in the second half of year one with the service fully operational by year 2.
Proxama is currently deploying the advertising model at scale in London. This investment will accelerate the growth across other large UK cities. This investment will produce the blueprint, commercial model and key learnings which can be replicated internationally. Proxama is already exploring early stage opportunities in India and UAE to roll out these services abroad.