Mobile geo-fencing makes gains inside the office and inside stores


Enterprises are looking for new ways to handle the rise of bring your own device, and one emerging strategy is the use of geofencing.

Geofencing can help enterprises better monitor and limit access to sensitive corporate data, IDC Analyst Will Stofega tells Computerworld. He calls it an "elegant and simple way to solve problems."

"With geo-fencing, an employee with a BYOD device might only be able to access some less-sensitive corporate apps at a certain distance from a secured building," reports Computerworld.

Building and operating corporate geofences is one skill highlighted in a recent CIO article on the increasing demand for geographic information services, or GIS, skills. And it's not only needed for internal IT management. More and more, consumer-facing and mobile marketing services are using GIS.

"In the private sector, so much of customer engagement nowadays can be enhanced by the use of GIS," Stephen McElroy, GIS program chair at American Sentinel University in Aurora, Colo., tells CIO.

"Geofence use is increasing, and it gives enterprises the ability to track customer location. When they get within a certain proximity to your store, you can send a text, or a Tweet, or an email with a special offer: 'Come in now and get a free cup of coffee,' or 'Come in now and save an additional 10 percent off your purchase,'" says McElroy in the article.

For example, Mobile Enterprise reports that fashion company GUESS is a leader in this arena. Michael Relich, CIO of GUESS Inc., tells the publication it has one of the most comprehensive mobile store apps out there.

Mobile Enterprise reports that the company's recently launched customer-facing app is fueled by data from its internal business intelligence tool that blurs the line between in-store and online shopping. It also allows the company to rope in its social media campaigns--rewarding customers when they enter the store by triggering geofencing technology.

"The app can be connected to the customer's GUESS List account so they don't have to carry around a card. Points, rewards and receipts can be accessed anytime, anywhere," writes Mobile Enterprise. "Plus, using geofencing and deep data analytics, customized offers are presented along with event invites and exclusive content."

For more:
- read the Computerworld article
- read the CIO article
- read the Mobile Enterprise article

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