Fundamentally, presence sensing and location-based services are focused on creating a context for the consumer. In today's world, where the customer is inundated with mass marketing, smartphones provide the ideal platform to connect in a personal way.

With the Proximity & Analytics solution, we can identify the device owner and location, and provide the necessary platform for retailers to act upon this information. The action could be a personalised greeting to a high-value consumer, or sending a discount coupon to price-conscious ones. This strategy of delivering personalised marketing improves conversions, builds customer loyalty and eventually increases the customer lifetime value.

5) What type of customers will this functionality be most suitable for?

In the early stages of adoption, we see this solution being applicable to larger scale retail stores such as the hypermarket and large malls.

We also expect early adopters among vendors in fast-moving consumer goods (FMCG) segment given that they have been among the most active and savvy in terms of in-store POP (point-of-purchase) tactics. Presence sensing and location-based tools will give these retailers even more control over the consumer purchasing habits, allowing them to eventually influence purchasing decisions.