Telefónica Digital has set up a new business unit to sell customer location data to companies and public sector organisations.
The first product from Telefónica Dynamic Insights is Smart Steps, which will use anonymised and aggregated mobile network data to help organisations mkeasure what influences visits to their locations. Telefónica said it could help retailers learn the best locations for stores and develop new store formats. Town councils could use the service to measure how many more people visit a high street after the introduction of the likes of free parking, the operator suggested. The company has teamed up with researchers GfK to work on developing new products, initially in the UK, Germany and Italy. The business could be a new stream of revenue for the operator with the rise of so-called 'big data', which has been caused by the explosion in smartphone use.
Stephen Shurrock, chief commercial officer at Telefónica Digital, said: 'Big data is one of the key building blocks of the digital economy. Approached in a smart and responsible way, it has the potential to transform every part of business and society – providing economic growth and improving people's lives.
'Smart Steps will help retailers better understand and meet their customers needs, reduce costs through improved efficiency, and make better informed decisions. It will help retailers to determine the best locations and formats for new stores and tailor product promotions in existing stores.'
Editor: Graeme Neill