Real World Use Cases

Proximity Marketing in Airports and Transportation - The Q3 Proxbook Report 2016

November 8, 2016
Eirik Buer Henriksveen
Account Manager

We are excited to announce the Q3 Proxbook Report. This time the focus is on airports and transportation, and with information from 350 Proximity Solution Providers, we can yet again deliver new and interesting trends and facts about the industry.

Download The Proxbook Q3 2016 Report

Key insights from the Report:

  • The physical world is being indexed further as the number of sensors deployed increases by each quarter, this time with a total of 11,770,500 sensors deployed globally
  • The sensors are split into 6,921,500 beacons, 2,102,000 NFC sensors and 2,747,000 Wi-Fi points.
  • Support for Google’s Eddystone beacon has risen 6 percentage points from Q2, now with a total 55% of the industry supporting the format
  • Some of the biggest changes to the proximity marketplace from Q2 to Q3 have been the rise in proximity advertising networks, which are up 6.2% as well as a 3.3% increase in Wi-Fi based services.
  • Proximity data is hot, data monetization grew more popular by 5.2 percentage points
  • Companies continue to see the value in online retargeting with proximity data, as there has been a growth of 4.6 percentage points
Download The Proxbook Q3 2016 Report

Releasing the Proximity Solution Provider index

  • For the first time in a Proxbook report we are now ranking all the companies in our Proximity Solution Provider index (PSPi). The PSPi is automatically calculated, and is based on the following criteria: if the company is in commercial or pilot stage, number of use cases, geographic presence, number of clients, sensors deployed, and number of employees. The PSPi is divided by hardware and platform:

Top 10 Platforms:

  • 1) Proxama (UK)
  • 2) Gimbal (US)
  • 3) In The Pocket (Belgium)
  • 4) OnyxBeacon (Romania)
  • 5) Tamoco (UK)
  • 6) Spark Compass (US)
  • 7) inBeacon (Netherlands)
  • 8) XtremePush (Ireland)
  • 9) BluVision (US)
  • 10) Liki Solution (Finland)

Top 5 Hardware:

  • 1) Estimote (US)
  • 2) (Poland)
  • 3) Accent Systems (Spain)
  • 4) Cisco (US)
  • 5) Sensoro (US)
Download The Proxbook Q3 2016 Report

Proximity technology in airports and transportation

  • 35% of the top 20 American airports have already deployed beacons
  • 90% of global airports are undertaking either a major program or a trial project related to mobile apps
  • Real-time information decreases the wait time in transit with approximately 30% less than riders who did not use real-time information, this accounts for approximately two minutes reduced wait time
  • In a survey of transit apps, 80% of the users checked the app two times or more during one day to plan their trips

What proximity technology can add to airports and transportation

The mobile app is a bottleneck for many proximity projects. Mainly because marketers are struggling to provide real value with an app. This is not the case in transportation as an Exploratory Analysis of a Transit App in New York City found that 80% of users are using the app two times or more per day. This opens the perfect window for a timely and relevant customer communication. Since transit riders willingness to pay more per ride if the travel is completely paperless, New York Metropolitan Transportation Authority could increase its annual revenue by as much as $350 million when increasing the ticket price as little as 5%. Proximity solution on top of the central app, would provide immense value and further increase the satisfaction for riders by using real-time information, loyalty programs and indoor navigation. Monetization of that data presents an interesting opportunity for brands/retailers and other interested parties looking to reach everyday riders.

“With an ‘always connected’ customer base of travelers, proximity technology presents a massive opportunity for transportation providers and their partners to communicate with passengers in real time. said Thomas Walle, co-founder & CEO of Unacast. “We already see that the transportation industry is a leading vertical in being smart with their data by monetizing their infrastructure. What is even more impressive, is the fact that majority of the transportation companies currently planning their deployments are already looking to capitalize on the data.”

By implementing proximity solutions at the Zurich main station, passengers can use the “My Station” app to navigate through the station, find places of interest, get updates about their transportation as well as enabling shops to send personalized offers and promotions.

“The Zurich main station is Switzerland's largest and most complex train station and Swiss Federal Railways SBB hub for innovative services. Together with Infsoft GmbH, we equipped the train station with over 200 shops with more than 1200 Beacons to provide indoor navigation and location based special deals through the app ‘My station.’ The project was very successful and in the next step, we want to expand the location based services to offer better interaction with our customers,” said David Wenger, Marketing & Communication at Zurich Main Station.

Download The Proxbook Q3 2016 Report