Mobiquity hopes SDK lures developers, retailers to beacon-based tracking

Mobiquity Technologies released a software development kit (SDK) aimed at encouraging developers and retailers to leverage the reach of its proximity-based mobile advertising network in U.S. shopping malls.

The company's Mobiquity Networks subsidiary claims to own and operate "the nation's largest location-based, mobile advertising Bluetooth network in shopping malls, which supports Bluetooth LE beacon technology."

Installing Mobiquity's new SDK in a mobile app gives the company's partners access to 100 U.S. shopping malls, covering nearly 3,000 unique retailers with more than 15,000 storefronts. The footprint represents 120 million monthly shopper visits and about $12 billion in purchasing power per month, said the company.

"We are excited to see Apple's (NASDAQ:AAPL) iBeacon, PayPal's Beacon and other Bluetooth Low Energy beacon products inside retail store locations, as this will give us the opportunity to further enhance the experience for all mobile apps that integrate our beacon technology while in the common area," said Michael Trepeta, co-CEO of Mobiquity Technologies.

While many retailers and brands have mobile apps, they are not always active or easy to find on a smartphone. Mobiquity said its SDK can be used to wake up dormant or inactive apps as appropriate, such as when someone is near a particular storefront.

Mobiquity Networks CMO Jim Meckley told Mobile Insider that the SDK will enable retailers to leverage key location-based shopper metrics, such as how long someone stays in a store. "They can overlay with that what they already know about the demo or what they know about the people using their app to guide what should be a very rich and interactive experience," he said.

He said the addition of "geo-behaviors" and context will enable marketers to better use location-based advertising to engage shoppers.

For more:
- see this Mobiquity release
- see this Mobile Insider article

Related articles:
Qualcomm's Gimbal proximity technology proving its value in ad-hoc networks
Micro-location is an attractive but fast-moving target
Bluetooth Smart, Wi-Fi raise the hackles of privacy advocates
Apple's iBeacon sensor technology gets another vote of confidence for use in location-based services
Apple iBeacon vs. NFC: Where location-based apps are headed

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