News America Mktg.'s NFC Initiatives Enhanced with Cloud Tech
News America Marketing’s SmartSource with NFC initiative has the capability to deliver in-store information and offers from thousands of retailers directly from the shelves to consumers' mobile devices, thanks to mobile marketing company Thinaire’s deployment of Verizon Terremark’s Enterprise Cloud, which was developed to enable seamless scaling based upon traffic, need and demand
"The reliability, performance and security of Verizon Terremark’s cloud infrastructure allows us to run mobile brand marketing campaigns with confidence," said Mark Goodstadt, CEO of Thinaire. "Further, Verizon Terremark’s global presence translates into NFC-powered shopper marketing programs on an even greater scale than was previously possible."
Verizon Terremark, a pioneer in cloud computing, provides large companies and government agencies with secure cloud-based IT infrastructure solutions. Through its network of over 50 data centers around the world, including a dedicated cloud infrastructure in San Paulo, Brazil, Verizon Terremark is also well-positioned to serve emerging markets such as Latin America.
"These types of mobile campaigns represent the future of retail and we’re excited to be helping News America Marketing and Thinaire expand their reach," said Chris Drumgoole, SVP of global operations with Verizon Terremark. "The flexibility and scalability of our Enterprise Cloud makes it an ideal platform for multi-channel marketing campaigns of this size and complexity."
Increasing adoption of proximity-based media by brand marketers means that more in-store and out-of-home advertising is being accessed by mobile phones. Radio frequency identification (RFID) transmits a short-range wireless radio signal to mobile phones equipped with the near field communications (NFC) technology.
The strategic alliance incorporating Thinaire’s mobile marketing technology and News America Marketing’s in-store media network includes some 52,000 retailer franchises. With News America Marketing’s in-store program reaching 74 million households in a four-week period, the consumer package goods, health and beauty brand advertisers are using SmartSource with NFC for transferring product information to consumer mobile devices on consumer demand, according to Thinaire.