THE PROXBOOK REPORT THE STATE OF THE PROXIMITY INDUSTRY Q All information in this report belongs tounacast AS

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1 THE PROXBOOK REPORT THE STATE OF THE PROXIMITY INDUSTRY Q All information in this report belongs tounacast AS

2 TABLE OF CONTENTS Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Introduction by Thomas Walle, CEO Unacast Executive summary Proximity sensors deployed globally Proximity Solution Providers per country Industry verticals Proximity software vs hardware providers Proximity technology specifications Beacon standards The age of Proximity Solution Providers All Proximity Solution Providers in Proxbook All information in this report belongs to Unacast AS

3 PROXBOOK IS THE WORLD S LARGEST PROXIMITY DIRECTORY The proximity industry is growing rapidly. It is however fragmented, with several hundred companies offering proximity technology worldwide, with new entries every single week. Although the proximity industry is maturing, there is a lack of information and transparency, making it difficult for brands and retailers to find and connect with the right proximity solution provider. This limits growth. That s why we built Proxbook. Thomas Walle CEO Unacast Proxbook is the world s largest directory of proximity companies, with the mission of connecting these to potential customers and partners worldwide to grow the proximity industry. Different proximity solution providers (PSPs) have different strengths, that being in different geographies, verticals or technologies, and we wanted to showcase all of these companies to the world. In this report you will find the first comprehensive breakdown from Proxbook and the fast growing proximity industry. I hope you find it interesting. /Thomas Walle All information in this report belongs to Unacast AS 3

4 EXECUTIVE SUMMARY HIGHLIGHTS Proximity solution providers Countries Industry verticals Technologies Beacon standards Proxbook coverage 142 proximity solution providers from 31 different countries have signed up to Proxbook. That is more than 60% of the industry. All information in this report belongs to Unacast AS 4

5 PROXIMITY SENSORS DEPLOYED GLOBALLY There are an estimated sensors deployed in the world from Proxbook members. A sensor is typically a beacon, a Wi-Fi point or a NFC sensor of the sensors are deployed in Europe, in North America and in Asia. Followed by in Australia and 500 in Africa. 38% of sensors deployed are in the US, 18% of sensors deployed are in the UK and 34% of sensors almost equally distributed between Ireland, France, Netherlands, China, Romania and Italy. Australia, Turkey, Germany, Malaysia, South Korea, Norway, Sweden, Cyprus, Canada, Russia, Belgium, Slovenia, Israel and Ghana form the remaining 10%. PROXIMITY SENSORS DEPLOYED BY CONTINENT Australia 2 % Asia 9 % PROXIMITY SENSORS DEPLOYED IN TOP 10 COUNTRIES Europe 51 % North America 38 % While Europe is the leading continent in proximity sensors deployed, US is the country with most sensors deployed. All information in this report belongs to Unacast AS 5

6 PROXIMITY SOLUTION PROVIDERS PER COUNTRY There are 142 proximity solution providers in Proxbook. 49% of the PSPs are headquartered in the US, 10% in the UK and 22% of the PSPs are almost equally divided by Australia, France, Netherlands, Norway, Canada, China, Turkey and Germany. The last 19% is divided between Ireland, Italy, Sweden, Russia, Hong Kong, Poland, Romania, South Korea, Malaysia, Cyprus, Belgium, Israel, Slovenia, Ghana, Austria, Finland, Japan, Spain, Switzerland, Taiwan and United Arab Emirates. PROXIMITY SOLUTION PROVIDERS PER COUNTRY CITIES WITH MOST PROXIMITY SOLUTION PROVIDERS 1. New York: 11 PSPs 2. London: 7 PSPs 3. San Francisco: 4 PSPs 4. San Diego: 4 PSPs 5. Melbourne: 4 PSPs Nearly half of the proximity industry is headquartered in the US, and New York is crowned as the proximity capital of the world. All information in this report belongs to Unacast AS 6

7 INDUSTRY VERTICALS PSPs are offering solutions to a wide range of industries, and not surprisingly, the most covered industry is retail with 88 PSPs supporting brick-and-mortar stores to create a better shopping experience. However, with 19 industry verticals listed in Proxbook, it is clear that proximity technology is being embraced by a wide range of companies and brands world wide from large airports and shopping malls to smaller car dealerships and local gas stations. Retail Shopping malls Hotels/Tourism Stadiums/Sports Airports Conference Cafe/Restaurant 62% 49% 41% 39% 38% 36% 35% Museums Concerts/Festivals Cinema/Theatre Themeparks/Zoos Transportation Healthcare Automotive 33% 31% 27% 25% 25% 25% 25% Education Banking Real Estate Logistics Gas/Service stations 25% 25% 20% 20% 19% We believe the many industry verticals offered is a clear sign PSPs will be even more specialized in their offerings going forward. All information in this report belongs to Unacast AS 7

8 PROXIMITY SOFTWARE VS HARDWARE PROVIDERS The proximity industry is split into half, with 70 companies focusing on software only and 72 on software with proprietary hardware. Software companies provide ad services, mobile apps, Wi-Fi tracking, content management platform, indoor location, GPS/Geofencing, payments, analytics and audio triggers. Companies delivering hardware typically provide beacons, NFC and other sensors. In order to manage the hardware, tools for fleet management and SDK's are provided. HARDWARE VS SOFTWARE FOCUS Hardware and software focus 51% Software only focus 49% The proximity market is equally divided by hardware and software focused providers. All information in this report belongs to Unacast AS 8

9 PROXIMITY TECHNOLOGY SPECIFICATIONS The proximity campaigns are often unique in nature, therefore there is a wide range of technologies deployed. 75 PSPs in Proxbook provide analytics to understand the results of a proximity campaign. 50 companies provide GPS/Geolocation. 34 companies support big scale hardware deployment with fleet management tools. 32 companies combine advertising services with proximity. 31 companies support Wi-Fi tracking, 25 companies mobile payments, 23 companies support audio triggers and 22 companies support NFC. Analytics Indoor location GPS/Geolocation Hardware fleet management Advertising services App to consumers 53% 42% 35% 24% 23% 21% 76% 77% 79% Wi-Fi tracking Mobile payments Audio triggers NFC 22% 18% 16% 15% 78% 82% 84% 85% We expect the number of companies that provide mobile payments and NFC to more than double by All information in this report belongs to Unacast AS 9

10 BEACON STANDARDS There are three leading beacon standards ibeacon, UriBeacon and Eddystone. ibeacon, supported on ios, was introduced to the market in It supports push notifications and with 96% of the companies supporting ibeacon, it has become the industry standard. UriBeacon was introduced in 2014 by Google. It enables to send out URL s, and is supported by 23% of the companies. Eddystone is the most recent beacon standard and was introduced by Google mid July Eddystone is a cross platform open sourced protocol, supported on ios and Android. The new beacon is able to broadcast UID, UriBeacon URL and telemetry signals (temperature, battery life etc.). With already 5% of the companies supporting Eddystone from day one, it is a clear future competitor to ibeacon With Eddystone introduced to the industry, we expect a more balanced beacon market in the coming years, perhaps even surpassing ibeacon. All information in this report belongs to Unacast AS 10

11 THE AGE OF PROXIMITY SOLUTION PROVIDERS Even though the proximity industry and the technologies are new to many, 15% of the PSP in Proxbook have been around for more than seven years. They have developed their offerings from mobile software, app development and content management companies into pure proximity companies. Apple s introduction of ibeacon in 2013 truly kick-started the market as 62% of the PSPs in Proxbook have been founded during the last three years, with 2014 as the peak year. PPROXIMITY SOLUTIONS PROVIDERS BY YEAR FOUNDED Based on trends, the proximity industry is excepted to grow at least 30% from 2014 to ibeacon release Eddystone release All information in this report belongs to Unacast AS 11

12 ALL PROXIMITY SOLUTION PROVIDERS IN PROXBOOK All information in this report belongs to Unacast AS 12

13 METHODOLOGY The Proxbook Report is based on data from Proxbook as of July The report is conducted by Unacast AS and the data and information have been submitted by the PSPs themselves. The amount of sensors deployed on page five is based on a number range (e.g ) submitted by the PSPs where the average of the range (e.g. 75) has been used to calculate the numbers of sensors deployed. Proxbook was launched in June 2015 by Unacast, in cooperation with the Location Based Marketing Association and New Location Essentials (Stephen Statler). The Proxbook report will be published quarterly. You can contact us at All information in this report belongs to Unacast AS

14 ABOUT UNACAST Unacast is the backend of proximity. By powering the world's largest proximity network Unacast enables a global and scalable use of proximity data which empowers brands and retailers to retarget customers online based on offline behavior. We call this continued engagement. Unacast offers the PROX Network to the world s leading proximity solution providers to collect, segment and serve customer insight by understanding consumers collective offline and online behavior anonymously, in real-time. For the first time, brands and retailers get the opportunity to retarget their offline visitors online. This creates a win-win situation. Proximity solution providers and ad platforms get incremental revenue, new product and campaign features. In turn, online users will see more relevant communication and ads. Unacast holds best practice in offline data management and privacy guidelines. We never disclose recognizable customer data and our partners always retain full control over their own data sets. Visit us at unacast.com to learn more, and to sign up to PROX All information in this report belongs to Unacast AS

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