Hong Kong mobile carrier SmarTone's 'ST Beacon' marketing service was set up to make it easier for retailers to share promotions with consumers with iOS and Android devices equipped with Bluetooth. For example, when a customer enters a store, they could receive a greeting, an alert about new products or sales, as well as more information about special products on display.
Once downloaded, the ST Beacon app doesn't need to be opened on a consumer's phone while in close proximity to a store—it works as long as the Bluetooth feature is turned on. One example of a retailer trying out this app is Red Pass Delights, which delivers deals from a variety of retailers and restaurants.
What's Driving This Trend
- Bluetooth Low Energy (BLE) Technology
- Disruptive innovation opportunity: Develop advanced BLE-based marketing platforms that offer personalized promotions to consumers in real-time.
- Proximity Marketing
- Disruptive innovation opportunity: Create location-based marketing solutions that deliver targeted messages and promotions to customers when they are in close proximity to a physical store or venue.
- Mobile Marketing Applications
- Disruptive innovation opportunity: Design innovative mobile apps that seamlessly integrate with retailers' marketing strategies to enhance customer engagement and drive sales.
Who This Affects Most
- Mobile Carrier Services
- Disruptive innovation opportunity: Develop beacon technology services specifically tailored for mobile carriers to enable retailers to leverage targeted marketing strategies.
- Retail Industry
- Disruptive innovation opportunity: Implement advanced beacon-based marketing systems to enhance the customer experience and boost sales in physical retail stores.
- Mobile App Development
- Disruptive innovation opportunity: Create cutting-edge mobile marketing applications that utilize BLE technology to deliver personalized promotions and content to consumers.
