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Unacast Partners With LBMA And New Location Essentials On Global Proximity Directory

As geo-targeting and indoor digital marketing services grow, so does confusion about companies’ capabilities. Hence, Proxbook.

Unacast's Thomas Walle Jensen
Unacast’s Thomas Walle JensenBarely a month after beacon-based retargeter Unacast began its US expansion, the company is officially unveiling Proxbook, a database designed to help agencies and marketers make better sense of global companies that offer location marketing services.

Barely a month after beacon-based retargeter Unacast began its US expansion, the company is officially unveiling Proxbook, a database designed to help agencies and marketers make better sense of global companies that offer location marketing services.

The directory is intended to remain free and user-generated by any tech company that works in location-based services, from beacons to geo-targeting to NFC/mobile payments, says Thomas Walle Jensen, Unacast’s CEO and co-founder. Thanks to the backing of the global-focused Location Based Marketing Association, Proxbook debuts with 150 companies listed from 31 countries and over 600.000 sensors already represented. The database is also influenced, and supported by, proximity marketing consultancy New Location Essentials, which has also been cataloguing companies in the space.

Mapping The Location Marketplace

“We’re looking at the whole location space around the world,” Walle Jensen says. “Proximity is one thing we’re focusing on at Unacast, but we see that most of the brands considering a proximity marketing solution don’t know which companies to choose from. Instead of doing a Google search, which will only give you the top players, or shopping left and right for all types of services, marketers can sign on to Proxbook, check a few boxes and find what they’re looking for.”

Proxbook’s interface is pretty simple: a basic profile consists of a description, software and hardware specs, along with sections listing industry verticals, clients, partners, products and contact info. Users can also upload their case studies and videos to round out their showcase.

“It’s the directory we’ve been looking for to showcase the value of all proximity companies,” says Asif Khan, head of the LBMA.

Steve Statler of New Location Essentials, adds: “25 percent of the companies in Proxbook support uriBeacon, which is backed by Google. Industry watchers have long speculated about the potential of uriBeacon. Now Proxbook gives us hard data to understand the timing and magnitude of the disruption in an industry that has until now been all about iBeacon from Apple.”

Ending Confusion

As for why a company like Unacast, operating in the location space would promote others in the space —including both competitors and companies that are completely unrelated— Walle Jensen notes that clarity and brand control are in everyone’s interest, particularly at a time of overlapping technologies and fragmentation.

In a general sense, Unacast’s goal is to be “the one backend, the one API, for all proximity,” so that all players in the ecosystem on both the supply side (proximity companies) and demand side (media and ad companies) can use “harmonized and aligned proximity data, tagging structures and privacy through the Unacast PROX network to retarget customers online, Walle Jensen says.

Aside from its expansive approach to partnerships, for a rapidly evolving marketplace like location services, no one profits by continuing confusion, he adds.

“It’s a positive thing if everyone has a clear view of what each company specializes in,” Walle Jensen says. “And we’re seeing new companies every single day enter the space.”