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This mobile intelligence tech firm has secured a major National Rail deal

London’s Proxama, the mobile location data and intelligence firm, has announced it has struck a major new deal with Rail Delivery Group to embed its technology in the soon-to-be-launched National Rail Enquiries app.

The deal, which is for an undisclosed length and value, comes after the business announced it was repositioning from its previous mobile proximity marketing business to a focus on mobile location data and intelligence.

To this end, the firm’s newest contract will see its location technology embedded in the iOS National Rail app, and the Android version of the app when it is released, to capture anonymised customer location which it plans to monetise through the sale of premium products and services.

Rail Delivery Group will also utilise the captured data to improve its app and deliver targeted and contextual mobile advertising.

Following the announcement of the deal this morning to the London Stock Exchange, Proxama’s Group CEO, John Kennedy said: “This agreement with Rail Delivery Group is important to the Company.

“Not only is it a fantastic brand to be working with, but it helps us to further establish our monetisable audience from which to base data products.

“Our mobile location and intelligence business is seeing increasing demand for our services and we look forward providing our clients with premium services and access to precise anonymised data.”

Rail Delivery Group’s Digital Revenue Manager, Jonathan McCauley-Oliver said: “Working with Proxama means we can embed the latest mobile location intelligence technology into our National Rail Enquiries apps, giving us a competitive edge when it comes to offering a more precise and targeted experience for our consumers and advertisers.”

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