Physical Web in London Buses

The company Proxama , one of the leaders in the field of mobile marketing non-contact, in close collaboration with Google and Exterion Media . Europe's largest privately owned company engaged in the advertising business away from home (Out-of-Home (OOH ) advertising), launched in London the first network Physical Web based on the Eddystone standard . The service, called MyStop, allows passengers to receive real-time information about the route of the bus, as well as set a notification about approaching the selected stop. The service is available to users on Android and iOS with the Google Chrome browser installed .

At the moment, the service operates in more than 100 buses. Brands and companies will have the opportunity to use a network of bluetooth beacons for advertising and attracting consumers through the innovative MyStop web application service. Eddystone significantly increases the effectiveness of such an advertising company, because it allows any smartphone with a Chrome browser to interact with the Physical Web without having to install an additional application. It is also worth noting that more than half of all bus trips in the UK are in London. This significantly increases the possible scale of the advertising company and the potential for return on investment.

John Worley, Proxama Marketing Director: “Proxama has long seen potential in beacons. The ability to deliver contextually sensitive messages and content to a specific age group has been the holy grail for brands for many years. We collaborated with Google to provide our TapPoint platform with support for the Physical Web, which means that brands no longer need to worry about whether the consumer uses their application or not, just an Internet connection is enough. With Proxama, brands can deploy their advertising campaigns, using beacons, for a large number of consumers without technical difficulties. In the coming months, we expect further deployment of the system in London and the UK on transport networks, and places with high traffic, such as shopping centers,

Mike Wood, Product Strategy and Innovation Director, Exterion Medaia: “It’s clear that Eddystone and the Physical Web provide exciting opportunities for brands to interact with consumers. We have added Eddystone support to our network of bus beacons and are happy to see how brands have taken advantage of this. Along with our by recent Fox and Shazam Kung Fu Panda 3 announcement companies, this is another indicator that bluetooth beacon technology will gain significant interest and growth in 2016.

Google Chrome is the first web browser to support Physical Web. Opera has also received Physical Web support. c ne transition to the Chromium 49 code base. It is expected that FireFox and Microsft will also implement support for this technology.