MADRID -- Telefónica Dynamic Insights today announced the launch of ‘Smart Steps’ in the UK. Smart Steps will help retailers, local councils, sporting arenas, major event organisers, public safety bodies, and other organisations to measure and understand the number of people visiting an area. Smart Steps is a joint initiative with GfK, Telefónica Dynamic Insights’ market research partner, and will be distributed by both companies.

Smart Steps uses anonymised and aggregated mobile network data to provide extrapolated trends about footfall by time, gender, and age. It will help companies and public sector organisations to make better informed decisions, reduce costs through increased efficiency, and better understand and serve the needs of their customers.

Smart Steps shows how many people visit an area by time, gender and age. Organisations will be able to analyse the movements of crowds at any given place by hour, day, week or month, and make like-for-like comparisons by area, as well as understand catchment patterns.

Telefónica SA (NYSE: TEF)