Swirl Networks and Motorola Solutions said they will work together on products, sales and services for IBeacon roll-outs in large-scale retailers.
This follows Motorola’s recent collaboration with Swirl and three other companies for the launch of its MPact Platform for Mobile Marketing, an indoor location platform that relies on both Wi-Fi and Bluetooth Smart (rather than one or the other).
ABI Research said earlier this year that 2014 could be “a breakout year for indoor location technologies in retail environments” as early adopters shift from trials to full-scale roll-outs. The firm expected to see more than 30,000 indoor location installations this year, and noted that both Wi-Fi and BLE/IBeacons are being used as new and lower-cost options for location services.
“We can clearly see major grocery and pharmacy chains really pushing towards this technology,” said Patrick Connolly, senior analyst with ABI in conjunction with a recent report. “These are very competitive verticals, which can benefit significantly from identifying and targeting loyal customers. Both already have large loyalty and advertising/offers deals in place and from a practical point of view, in-store items can be difficult to find. All of this makes indoor location a perfect fit.”
According to Swirl, its in-store mobile marketing platform for beacons will be sold either as a standalone solution or in conjunction with MPact. Its platform will be integrated with Motorola’s Bluetooth Smart Beacons. Motorola will offer its MPact as well as beacon installation and service, with the company’s national reach aimed at enabling faster, large-scale roll-outs for retailers.
Swirl noted that its beacons have been deployed by Alex and Ani, Kenneth Cole and Timberland stores across the country.
Strategy Analytics has also said that momentum behind indoor location and advertising, including growing interest from emerging markets, is set to boost mobile location-based services.
Nitesh Patel, director of wireless media strategies at Strategy Analytics, said this spring that venue owners and brands are “increasingly testing the capabilities of mobile devices to deliver enhanced customer experiences and engagement.”
“We see the increasing activity around indoor location and mobile marketing by brands, retailers and owners of complex venues as a clear signal that indoor LBS and location-enhanced marketing will drive the next wave of growth in the mobile LBS sector,” Patel said.
