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By Beth Bacheldor

Proxama Wins Contract From Exterion Media for Beacon-based Deployment

Proxama, a mobile commerce company specializing in proximity marketing and payment solutions that use Bluetooth beacons and NFC RFID technology, has announced that it has been awarded a contract with Exterion Media UK, a European out-of-home advertising and media provider. Proxama also announced that it has been awarded a £1 million ($1.6 million) grant by Innovate UK, an executive non-departmental public body, which is sponsored by the U.K government's Department for Business, Innovation & Skills. Innovate UK is aimed at supporting the United Kingdom's high streets—main commercial and retail streets in towns and cities, similar to main streets in the United States.

Proxama's Loka app
Proxama's proximity marketing division, which focuses on connecting consumers to retailers and brands via Bluetooth beacon technology, will provide Exterion with a managed service to deliver proximity marketing services to consumers' smartphones as they use public transportation. The first phase will build on a trial conducted on buses in Norwich late last year, with a rollout to major cities in the United Kingdom. That trial, which includes approximately 20 merchants from the Norwich area, leverage's Proxama's Loka location-based app that provides relevant content and offers (available on Android and iOS), which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers on the move. At the same time, shoppers have the opportunity to discover and purchase new products, as well as receive rewards, such as coupons, discounts and loyalty services.

The £1 million grant from Innovate UK is the second from the organization, according to Proxama. Last June, the company announced that it had been granted £100,000 ($157,000) from Innovate UK to develop mobile proximity marketing and loyalty services across the City of Norwich. The initial £100,000 grant enabled Proxama to create Loka, which allows merchants to engage shoppers by using Bluetooth beacon technology to deliver promotions and information as they pass by their stores. The additional £1 million, according to Proxama, will allow a full-scale rollout to other U.K. cities, in addition to further development around the technology.

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