Location Based Services and Geofencing
Location based services
are location-related services that provide information that makes reference to the current location of the user. Various methods can be used for indoor positioning within buildings to implement location based services. A distinction is made here between reactive and proactive services. For reactive location based services, the user searches for locations in the vicinity directly on his/her device, e.g. for ATMs at the airport. Proactive services "recognize" when a user enters a specific area – walking by a coffee shop in the train station – and triggers an action. Then an advertisement or coupon is sent to the user's smartphone. These kinds of actions are called location based marketing
. A location based services app is required for these services. This app is the basis for indoor positioning without GPS.
Location Based Marketing and Geofencing
Geofencing is quite interesting for marketing in shopping centers, airports, train stations and at trade shows
among others. Customers can be assigned anonymous "tags" that are based on their interests and behaviors. This could include characteristics such as age, sex, visited or noticed stores and length of stay. This helps to provide customers with information, offers and coupons that are only relevant for them. This can include marketing messages as well as useful tips.
In this regard, we need to distinguish between client-based and server-based
- Client-based positioning
The user has a corresponding application installed. A feedback channel is available that can be used to send a coupon, for example.
- Server-based positioning
The user cannot be addressed directly. However, interesting conclusions can be made regarding the interests and behaviors of customers from the location of numerous devices.
The data gained from this can be analyzed and prepared via the user-friendly infsoft Indoor Analytics Tool.
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Geofencing in Interior Spaces
The triggering of an action when taking a specific path is called geofencing (combination of geography and fencing). This can also be used inside buildings without GPS reception
Typical applications include:
- Mobile goods trigger an alarm signal as soon as they leave a defined area (anti-theft protection)
- Goods, machinery or vehicles send a message when they enter or leave an area, or a defined driving route is not observed (asset tracking)
- Security is notified when persons enter security-relevant or locked areas, e.g. in airports (person tracking)
- Customers, travelers or patients with specific characteristics are sent useful information to a smartphone as soon as they enter an area