Vodafone Turkey has announced plans to ramp up its use of ‘presence cells’ to enable retailers to push relevant offers to customers based on their location and profile.
Supplied by small cell maker ip.access, the presence cells can identify mobile subscribers that come within five metres of one. The data is then sent to the operator which can then package it up and sell it to value-added service providers.
"We have been looking for a reliable and cost effective solution for network monetisation and working with ip.access we have found a high-resolution, reliable and rapid deployment solution that delivers everything we needed," said Ilker Serbest, location solutions manager at Vodafone Turkey, in a statement on Wednesday.
Vodafone Turkey has been trialling the technology at its retail outlets, enabling it to recognise customers when they enter the store and provide a much more personal service.
The operator said it is now entering phase two, which will see ip.access presence cells deployed in third-party retailers.
"This innovative collaboration is particularly exciting for us, as it’s the first commercial proof point within the Vodafone group for this high value monetisation model," said Rob Jones, SVP of worldwide sales and operations at ip.access.
