Five for Friday: Location tracking innovations
This quintet is putting Finnish location technologies on the map.
Keeping track doesn’t mean keeping on the beaten track – innovative location technologies have developed to enhance navigation and tracking systems for shopping, sports and healthcare to name but a few. Location-based information can be oriented in an abundance of ways to enhance user and customer experience.
That said, are you looking for a firm with a good track record of recording a track?
Winner of the Elisa IoT innovation challenge at Slush in 2016, Emergence can be considered an emerging expert in IoT technology. The firm has developed taival, a location-tracking device powered by solar energy and connected to the cloud which facilitates asset management and logistical efficiency.
“We are eager to expand and grow fast,” explained managing director Vesa Aaltonen in July. “We are aiming to be a major player in the worldwide business for wireless positioning services.”
Blurring the boundaries between the physical world and the domain of apps is the focus of this firms’ indoor navigation system. Proximi.io supports a navigation platform that allows users to add location-based positioning, geofencing and triggering and includes all available positioning technologies through one API.
“There have been a lot of new indoor navigation technologies popping up, but the field is also really confusing,” said CEO Annina Koskiola last summer, “We make it really easy and simple for developers who want to use location awareness on their apps.”
The possibility to shop on the web has changed customer behaviour – but only to some extent. Walkbase analytics collects data on customer behaviour to show how to optimise store layouts, customer service, merchandising, and staff rotas. The objective is to optimize the in-store shopping experience by developing the wow effect and customising the client experience.
“There are many categories where you want to have the physical experience: a conversation with somebody, or touch and feel the products immediately,” described CMO Juha Mattsson in 2016.
From players on a sports pitch to customers in a shop, this intelligent tracking technology allows for real-time tracking smart tags and devices with high accuracy. So far, it has seen success in enhancing user involvement in industries such as healthcare, sports, security, and logistics.
“Sports is definitely a hot one for us, simply because it’s fun. You also have the quickest speed of execution,” described chief customer officer Fabio Belloni in 2015, “It’s a tough environment – if you do it in sport, you can do it in retail.”
Three former Nokia colleagues have united to tailor mobile targeting technologies combining marketing potential, timing, and personalisation. Central to their idea is a location-based targeting which can, for example, notify you about an umbrella sale close to you when it begins to rain.
“We have platforms which we white label for our customers. With these they can target their content, be it advertising, news or emergency messages. (The clientele) is targeted based on their preferences, interests, location and time,” explained CEO Mikko Lietsalmi in 2015.