I love sitting down with entrepreneurs in Silicon Valley and hearing what they are up to. The conversations usually goes well beyond what is on their website because they’re either in ‘stealth mode’ or too busy changing the world to worry about keeping a website 100% up to date. Their determination to change the word with technology doing new and amazing things for you is absolutely exciting. Carlo Capello, CEO of ProxToMe is no exception.
I met Carlo at Silicon Valley’s 2014 Italian Innovation Day and have had the opportunity to chat with him about a wide range of topics as well as to see him pitch (his was one of the 55 Plug and Play pitches I write about here). Carlo has positioned ProxToMe as a Proximity-as-a-Service solution for proximity based interaction. What that means to B2C and even B2B CMOs is that using ProxToMe’s patented technology, businesses with mobile apps can first recognize and then share content with customers based on proximity to Bluetooth Low Energy (BLTE) beacons.
Carlo and his team began working with BTLE before Apple’s iBeacon move. Now that essentially every iPhone is a beacon, ProxToMe’s solution and expertise in this domain mean amazing things for their customers. “We do for offline businesses what Amazon does online. We let our clients learn more about their customers shopping habits and provide a new direct channel to influence what they buy,” Carlo says.
ProxToMe provides brands and retailers a full hardware and software solution comprised of Bluetooth tags and a mobile SDK (software development kit for my marketing friends). This way the brand maintains control of the in-app experience and can leverage all of the insight they may have with respect to a particular customer at the point in time they approach a beacon.
Ben Davis from Econsultancy makes the point, “Retail apps still have their place in a mobile optimized world, but they’re increasingly characterized as devices for customer retention.” ProxToMe helps avoid that characterization by generating customer involvement based on location, a form of context.
With contextually intelligent systems such as those offered by ContextM, the ProxToMe solution becomes even more powerful because it brings the ability to not only send messages to customers in the store but to send the right message in store, a message that will increase wallet share and improve customer retention and engagement.