Gail Chiasson, North American Editor
Gimbal Inc., San Diego-based mobile engagement and location intelligence platform, has just announced the acquisition of Phigital’s rich mobile experience suite.
Kevin Hunter
“This is exciting news for advertisers and their agencies that want a comprehensive solution they can use to design rich media content that will be delivered based on Gimbal’s macro and micro-location triggers,” says Kevin Hunter, Gimbal COO.
Until now, advertisers/agencies had to use a partner to deliver a content offer triggered by a beacon on the consumers mobile device. And this is great news for Gimbal which, until now, only triggered the consumer’s mobile device but couldn’t deliver the actual content offer.
Now, with the addition of Phigital’s rich mobile experience suite, the consumer will not only have their mobile triggered by a Gimbal beacon, but will receive the actual content developed by the advertiser or their agency. This could be, eg., a discount, information on a new product, or maybe a special-of-the-day. So, if the customer has, eg, a Macy’s app on her phone, her mobile not only is triggered when she passes a beacon-enabled Out-of-Home or Digital Out-of-Home board showing a Macy’s campaign, she gets the actual offer. Previously, advertisers and/or their agencies would have to partner with other campaign management providers to deliver content outside of a text offer.
With this acquisition, Gimbal is responding to customers’ requests to be able to directly and quickly create compelling location and proximity-triggered user experiences. The company now further enhances the ability of mobile apps to offer rich, contextually relevant experiences at the right time and place, increasing user engagement, brand loyalty and conversions.
“Consumers increasingly expect stimulating mobile experiences that are tailored to their preferences and informed by their physical context,” says Jeff Russakow, CEO of Gimbal. “Gimbal’s expertise in macro- and micro- location, combined with Phigital’s rich experience platform, further solidifies our position as the industry-defining platform for location-relevant mobile engagement.”
“Phigital was founded with the vision to provide brands and advertisers with a full creative suite for building and orchestrating more engaging consumer experiences through mobile and connected devices,” says Paul Cheng, co-founder and CEO of Phigital. “Incorporating the Phigital capabilities into Gimbal’s leading location and proximity platform creates a powerful end-to-end solution for delivering rich content at the right time and place.”
Gimbal will still continue to partner with mobile engagement solution providers and other content management systems across the ecosystem to meet the diverse needs of customers.
“We have been working closely with Gimbal to power rich location- and proximity-based experiences for the world’s largest brands,” says Mike Musson, senior vice-president of strategy and business development, Urban Airship. “We see increased value in Gimbal enhancing its platform to include more experiential content capabilities and will continue to offer Urban Airship and Gimbal’s combined solution for marquee brands seeking the broadest, best-in-class mobile engagement capabilities inside and outside of physical venues and apps.”
Initially developed within Qualcomm, Gimbal continues to innovate new ways to bridge the physical and digital worlds and transform how mobile users interact with their physical environments. Gimbal has earned TRUSTe certification for consumer controlled privacy and is an advisory board member of the Future of Privacy Forum.
Gimbal, Inc. is connecting enterprises with their customers in exciting new ways by providing leading-edge mobile technologies and solutions. With advanced geofencing, the world’s largest deployment of industry-leading Bluetooth Smart beacons, location-based engagement, analytics, unmatched security features and privacy controls, the Gimbal platform helps drive mobile app engagement and loyalty.
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