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Proximiti [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

We set out to re-imagine the basic unit of the Internet: the webpage. For all the tech progress, the corporate webpage was still a one-size-fits-all experience presenting static content to customers irrespective of where they are and what they want to do.

We discovered that location-based services could transform webpages to shape them around the user and the actions they should take at that moment. The webpage should seamlessly connect customers with nearby product experts, local offers and the store up the road. We developed the Proximiti geolocation platform to do just this.

2. WHAT & HOW

The purpose of this innovation is to…

…convert website leads into in-store revenue. Traditional digital advertising aims to drive ‘virtual’ traffic, i.e. website hits. Geolocation technology is the ‘last mile’ of the chain, turning virtual interest into real-world visits.

It does this by…

…empowering businesses with a new way to engage and influence customers. By understanding a person’s location, the site provides contextual information about their local sales person, stockist or special offer.

This is considerably more engaging than a static website. Additionally, heat maps & geo-analytics combine location and behavioural insights to help businesses acquire more customers.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

The corporate website shouldn’t be crudely divided across business’s products or service lines. Our technology molds websites around the individual, connecting them with experiences, people and stores in proximity.

This deep personalization cuts through digital clutter and eliminates convoluted navigational steps. We have amassed evidence that this translates to in-store sales across multiple layers of conversion and engagement metrics.

Its various benefits to the customer/end-user include…

Geo-personalised websites cut through digital clutter with hyper-relevant content. We speed up web navigation by eliminating redundant steps that not only frustrate customers but also cost businesses precious leads e.g. actions that previously took five steps are now reduced to just one.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Businesses built layers of complexity within their websites. Users trawled through content with the aim of finding something relevant. Predictably, navigating countless websites via a smartphone’s small screen led to horrific bounce rates that bred waste within the entire digital advertising ecosystem. Advertisers sunk budgets at driving leads to websites without a way to convert these to nearby stores.

Its predecessors/competitors include…

Without a credible web-to-store conversion mechanism, users turned to mapping providers (Google Maps, Apple Maps) to pin businesses’ locations. Bricks-and-mortar businesses handed over control of digital relationships to mapping providers. Users missed out on richer interactions e.g. location-based offers.

5. TARGET MARKET

It is made for…

In five years, Proximiti has grown from a start-up to a leader in the geolocation industry. Our clients are typically mid-to-large enterprises. They include Australian and Asian banks, insurance companies, telcos, multi-national FMCG organisations and iconic sporting brands.

As far as target industries go, the platform is technology-agnostic, giving us access to diverse verticals spanning banking, telecommunication, retail, entertainment, government and media.

As for target markets, our technology is extending its tentacles across Asia Pacific countries via a growing office network and regional partnerships with telecommunication, technology, media and advertising players. We use partnerships to learn and participate in new markets.

It is available for sale through…

Proximiti offers the platform as a managed service or as a self-service toolkit. It is cloud-based or installed within an enterprise private environment.

Our services are delivered internationally via Proximiti offices or partners in Indonesia, Singapore, Thailand and more.

Our marketing strategy is to…

  • Hub in Singapore, sales office in India and regional partnerships
  • Proximiti is regularly invited to accompany the Innovation Minister on trade missions to Asia showcasing Australian innovation
  • Our management team delivers university lectures, speaking engagements and key note presentations in leading Asia Pacific forums
  • The impact of our work is featured in industry publications and marketing case studies

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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