The company has announced its intentions to combine its service expertise with location based tech.
Nokia has now announced that bringing its existing services expertise with the latest in 3D geolocation technology will bring the company the capability for offering profound insight into the performance and traffic trends being experienced over mobile networks.
This move will be the outcome of a number of different acquisitions that Nokia has recently made.
Over the last few months, Nokia Corporation has absorbed a number of different companies, among which the most recent was the 3D geolocation technology company called Nice Systems Ltd. That business provides surveillance and security and is based in Israel. Nokia, based in Finland, has stated that this acquisition would help them to better the optimization and planning of mobile networks.
The purchase of the 3D geolocation technology could also help to enhance the tools and expertise of Nokia Networks.
By obtaining this location based technology, the company feels that its Nokia Networks business will be able to build on its technical expertise and tools as well as to dive much more deeply into the development of capabilities within that ecosystem.
According to the Nokia Networks head of network planning and optimization of global services, Dennis Lorenzin, “Advanced network planning and optimization services are at the forefront of Nokia Networks’ strategic services to mobile operators. The evolution of small cells and LTE necessitates more accurate 3D geolocation capabilities. Nokia Networks intends to enhance this unique solution in order to offer superior services to our customers, regardless of which network gear they use.
Dror Nemirovsky, the head of ecosystem venture at Nokia Networks, explained that the company intends to create an Israeli competence center and will further grow its future portfolio based on 3D modeling while it boosts its automation services.
Recently, the Finnish company also took in SAC wireless, which was a network deployment and infrastructure solutions provider based in the U.S. This move was made to help to enhance Nokia Networks’ market share within the network implementation space. It was meant as a complement to the company’s existing expertise held in-house.
Hong Kong movie patrons unknowingly participated in a unique ad experiment.
A shocking car safety advertisement from Volkswagen (VW) realistically demonstrated the hazard of texting while driving at the MCL Cinema in Hong Kong, thanks to location based marketing technology.
The ad demonstrated to viewers just how dangerous texting and driving can be.
Prior to showing the feature film, the cinema showed the movie theater audience an advertisement that began with someone starting their car, listening to some peppy music and driving along a road densely populated with trees. The ad was shot in a first-person perspective, creating the atmosphere that the viewer was the one behind the wheel operating the vehicle.
The scenic drive continued for a little while until suddenly all of the moviegoers with mobile phones in the theater simultaneously received a text. When they took out their handsets to check the message, the car on the cinema screen careened off the road and crashed into a tree. The stunned moviegoers looked up from their phones to see the smashed windshield of the car. This image faded to a white screen and was followed by this message from the German automobile manufacturer: “Mobile use is now the leading cause of death behind the wheel. A reminder to keep your eyes on the road.”
This location based marketing strategy proved a powerful point.
The people in the move theater who received the text could not resist taking their eyes off of the screen to read the message on their phone. This is exactly when the crash occurred. The people who checked their mobile devices did not see the accident coming and that is precisely the point. All it takes is a moment or two of distraction with eyes off the road for an accident to happen.
This ad stunt, created by Ad Agency Ogilvy Beijing, was made possible at the Hong Kong cinema because the theater featured a location-based broadcaster. This technology enabled those behind the scenes to send a group text to all the patrons in the room at the same time.
So far, Volkswagen and Ogilvy Beijing’s location based marketing “Eyes on the Road” demonstration has generated a positive response. A video that captured the audience’s reactions, which has been uploaded to YouTube, has received over 12,000,000 views and counting.
