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Urban Airship unveils first location segmentation messaging service and partners with Meridian for indoor location targeted messaging
April 3, 2012
PORTLAND, Ore. and SAN FRANCISCO -- Today at O’Reilly’s Where Conference, Urban Airship unveiled location and custom audience segmentation enhancements coming to the industry’s most utilized service for messaging to mobile devices. Available this quarter, Segments combines Urban Airship’s high-performance push notification platform with the ability to slice-and-dice mobile audiences by location, time, context and preferences to improve the relevancy and targeting of messages and offers.
Leveraging rapidly searchable geo-spatial data from the SimpleGeo acquisition, Segments will allow organizations to collect frequently updated latitude/longitude data from opted-in users to build and save specific audience segments for messaging. For example, a national retailer could off-load excess inventory held by various stores by targeting offers to people in those cities or multiple ZIP codes that have a preference for that product category. A sports or entertainment venue could target people that are nearby right now to drive attendance on a slow day, or offer longer-term promotions for people that were visitors within the last six months but not in the prior three months. A media site could define custom segments called Travelers or Movers based on changes in cities, states or countries over time, and bolster its breaking news pushes with useful local content.
“Location alone, especially with a narrow view of where someone is right now, is a blunt instrument with as much potential to annoy as to motivate,” said Anne Lapkin, research vice president at Gartner. “Understanding user context such as preferences and behaviors offers the opportunity to truly be thoughtful, targeted and useful.”
In a separate release:PORTLAND, Ore. and SAN FRANCISCO -- Urban Airship, the leading platform provider for messaging to mobile devices, today at O’Reilly’s Where Conference announced a strategic partnership with Meridian, the first mobile-software platform for locations. As the first company to join Urban Airship’s partner program for location companies, Meridian’s technology and expertise will enable Urban Airship customers with physical locations to reach people at the point of decision with indoor location targeting. Together, the companies’ solutions offer the mobile industry’s broadest capabilities for location targeted messaging, from quickly identifying audiences with certain behaviors or preferences in regions down to a neighborhood-level, to delivering pinpoint targeted messages inside buildings.
Since partnering with Cisco to build the first “indoor GPS” app for the American Museum of Natural History, Meridian has helped many different types of locations offer apps with campus and building-specific search functionality, multimedia, turn-by-turn directions and push messaging powered by Urban Airship. Urban Airship Segments, also announced today, enables marketers to segment mobile audiences by location, time, context and preferences to improve the relevancy and targeting of messages and offers. Leveraging both Segments and Meridian offers organizations powerful capabilities to utilize context and location to drive mobile audiences to and through physical locations.
A tourist attraction could use Segments to target people that are nearby right now to drive attendance on a slow day, or offer longer-term promotions for people that were visitors within the last three months but not in the past 30 days. Then, once people are at the venue, Meridian can power indoor location-based services, such as sending an Urban Airship Rich Push® message with multimedia content on a special exhibit including “from here to there” directions. In retail, marketers can use Segments to send highly targeted offers based on audience preferences, and Meridian to direct customers to the exact aisle location, serving-up location-based special offers or content to accelerate purchase decisions.
Urban Airship Inc.
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