Samsung has been developing a new mobile marketing platform dubbed as “Samsung Proximity”. The platform intends to connect customers with places using Samsung’s location and context-aware technology. By leveraging Samsung Proximity, visitors in the merchant space can experience rich content delivered to them based on their location. Moreover, marketers can better connect with customers in order to propel sales and increase brand awareness.
It is no coincidence that Samsung is going after beacons after Apple has done the same. Today only I read an interesting article titled “There’s no company in the world that can copy Apple as fast as Samsung”.
Through Samsung Proximity, customers would get enhanced in-store experience by receiving relevant, real-time and personalized content. Considering the fact that there is rising penetration of Samsung mobile devices, merchants can leverage this to broaden target customer audience and further lift sales volume. Samsung smartphone users can install the Proximity Service app to receive dynamic and relevant information and coupons. The Samsung Proximity Platform has the following prominent features:
1.) End-user Application – gives easy access to location-based content. Users can receive content right on to their phones.
2.) Web Console – the Proximity Web Console allows marketers to:
- Manage beacon and venue information on the platform
- Create campaigns with template libraries and targeting options
- Understand customer behaviour and direct impact through in-depth analytics
3.) On-Site Management Tool – for beacon registration and campaign management. This tool assists venue managers to register beacon information on the Proximity Platform and manage on-going campaigns on site.
Samsung highlights certain use cases for its platform through the following illustration:
Samsung has integrated support for beacon technology provided by GigaLane, Radius Networks, ROXIMITY and SWIRL. Samsung is also providing its Placedge SDK to developers that allows apps installed on Samsung devices to both detect BLE signals transmitted from retail stores and to transmit beacon signals in order to fetch contextual content such as coupons from the cloud. The Placedge SDK APIs only work on Samsung devices running Android 4.3 or above supporting Bluetooth 4.0 or above.
With Apple already supporting its iBeacon technology, it’s great for the beacon technology space to have another major big brand like Samsung backing it. Samsung has the ability to act as influencer to merchants to adopt the Bluetooth Low Energy based devices. In the case of proximity marketing which was initially driven by SMS and WiFi, transformation started with the introduction of NFC. BLE technology gave a meaningful direction to proximity marketing. With Samsung in the picture, we can see further developments in the direction soon enough.
Apple was supposed to be running on beacon but went very heavy on NFC and did not even mention about beacons during new iDevice launches.