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Anonymous information designed to enable more targeted marketing, help with event planning.
Proximus has begun selling anonymous location data about users connected to its mobile network, which it says will benefit marketers and event organisers.
Called MyAnalytics, the Belgian telco can supply reports on people’s origin, location and movements, providing valuable insights for businesses. Prices start at €700 per report, and can be prepared in 48 hours. Proximus said in the near future it aims to move to real-time reporting with finer detail on a user’s exact location.
"Thanks to reports based on mobile location data, they (businesses) can undertake more targeted promotion, align their staff and resources more closely with demand, establish a new business on the best site and manage traffic flows more effectively," said Proximus CEO Dominique Leroy, in a statement on Monday.
In another example, Proximus suggested that businesses can use the data to observe how people move around at and near an event. This makes staff planning and logistics, such as parking and catering, easier, the telco said.
In a bid to avoid any conflicts around privacy, Proximus is not only anonymising the data it sells, it also won’t sell data on individual users. Instead, a single report will contain information on a minimum of 30 users.
"This new, accessible application makes affordable market research available to everyone," said Leroy.
