Motorola Solutions partners with Swirl to boost beacon marketing muscle

Motorola Solutions partners with Swirl to boost beacon marketing muscle

Summary: Swirl and Motorola will jointly sell Swirl's beacon-based in-store mobile marketing platform as a standalone product as well as in conjunction with Motorola MPact.

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TOPICS: CXO, Emerging Tech
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Swirl Networks and Motorola Solutions are combining beacon portfolios. The companies announced Tuesday plans to bring support for Swirl's mobile marketing platform to the Motorola MPact beacon, an indoor location platform that leverages wifi and Bluetooth Smart technology, with additional integration and purchasing options targeted toward large-scale retailers.

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The Swirl mobile app

Through the partnership, Swirl and Motorola will jointly sell Swirl's beacon-based in-store mobile marketing platform as a standalone product as well as in conjunction with Motorola MPact. Swirl's platform will be fully integrated with Motorola's Bluetooth Smart Beacons, and Motorola will offer the MPact platform and beacon installation and servicing to Swirl customers. 

Motorola introduced its MPact platform in May. Along with location-based marketing campaigns, the MPact also provides analytics on customer visits and dwell time, obviously useful for retail chains. Combining Swirl's cloud-based marketing platform could make the MPact stronger on the personalization front.

As for Swirl, which has deployed its platform at retail outlets such as Alex and Ani, Kenneth Cole and Timberland, it stands to gain a great deal of clout by positioning itself alongside the more established Motorola brand.

Imran Akbar, vice president and general manager of enterprise networks and communications for Motorola Solutions, said in the partnership announcement: 

We are excited to work with Swirl to bring enterprise-class beacon marketing capabilities to large-scale retailers. As Motorola Solutions continues to enhance the in-store experience for shoppers, Swirl's robust software for creating, managing and optimizing in-store mobile marketing campaigns makes for an ideal relationship.

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Topics: CXO, Emerging Tech

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