Telefónica Enters Location Analytics, Measure Footfall for Retail

Telefónica Digital, the innovation division of the well known wireless operator today announced a new department called Dynamic Insight, tasked with the mission of “identifying and unlocking the potential opportunities for creating value from “big data.“

The first product, called 'Smart Steps', will use fully anonymised and aggregated mobile network data to enable retailers and other organisations to measure, compare, and understand what factors influence the number of people visiting a location at any time.

Partnership with GfK
Telefónica has also entered into an agreement with global market research firm GfK, that will work closely with Telefónica Dynamic Insights on product development. The partnership will start initially in Germany, United Kingdom and Brazil.

In addition to retail footfall measurement Telefónica said it developing other analytics products in areas such as fraud protection and 'Smart City' technology, including traffic management.