Vodafone Turkey has partned with the UK-based ip.access, to launch consumer based presence services that is said to have an accuraracy of less than 5m. The service provider has successful deployed ip.access' presenceCells across multiple locations 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 see the proliferation of presenceCells into third party retail and m-commerce locations, said ip.access.
According to ip.access, the presenceCells solution 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 high quality data captured by the presenceCell monetizes Vodafone's spectrum assets and provides retail intelligence in a uniquely valuable way. The presenceCells gather rich analytical data which in turn can provide retailers with actionable consumer behaviour insight while providing customers with personalised marketing promotions when entering selected areas.
ip.access said that the 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. More 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, added ip.access.