Acuity Mobile allies with AlphaTrek for precision mobile marketing

By Giselle Abramovich

April 23, 2008

Five feet under

Acuity Mobile Inc. has partnered with AlphaTrek to deliver precision mobile marketing for clients with a claimed accuracy range of 3 to 5 feet.

Acuity will combine its Embedded Mobile Advertising Platform (EMAP) with AlphaTrek's tracking technology to target content delivery to the right person in a timely manner and at the right location.

“Mobile tracking is not new, but Acuity Mobile is creating a new reality by enabling offers to be delivered with Spot Relevance - the perfect combination of time, location, preference and offer - to any mobile device on any mobile carrier,” said Gregg Smith, CEO of Acuity Mobile, Greenbelt, MD.

EMAP relies heavily on GPS technology that allows targeted tracking as close as 50 feet. With AlphaTrek's precise targeting technology, this gap will be narrowed considerably.

Tracking accuracy of 3 to 5 feet can identify a consumer's proximity to a specific retail store rack or display.

Gregg Smith is CEO of Acuity Mobile

Imagine a consumer walking past a Starbucks Coffee shop and a coupon for a dollar off a latte is pushed to his or her mobile phone within 3 feet of the store. 

By combining that level of accuracy with Acuity's user demographics capabilities, mobile marketers can offer coupons for specific products when a user is within 3 to 5 feet of the store or the product, Mr. Smith said.

“Because the Acuity Mobile solution is both device- and carrier-agnostic, content providers can leverage the entire reach of their audience to quickly and easily develop an advertising channel to drive additional revenue,” he said.

The AplhaTrek technology will expand Acuity's wireless protocol to cover Wi-Fi and Wi-Max networks.

With the mobile phone market's increasing focus on producing Wi-Fi-enabled phones such as Apple's iPhone, Acuity claims it holds a distinct advantage over other mobile marketers relying only on GPS targeting systems.

“Acuity's platform ensures that confidential data is immediately purged and data access is strictly limited to authorized users,” Mr. Smith said. “A server architecture permanently separates user identity from any usage and location data, guaranteeing confidential information is secure.

“And marketers, clients and operators have access to the demographic data they need to plan and monitor campaigns without compromising user data,” he said.