The GSMA MWC16 incorporates the Moca proximity marketing tool into its mobile app

Thanks to this platform, MWC16 attendees have features such as personalized notifications based on proximity; while exhibitors have a solution that allows them to attract and connect with the public through their mobile phones.; and the organizers have tools that facilitate the analysis and understanding of visitor behavior in real time.

Celebrate Barcelona, as official supplier of the GSMA Mobile World Congress 2016 (MWC), the most important global mobile telecommunications event that is being held in 22 al 25 February in Barcelona, You have selected the Proximity Marketing Tool SDK Moca Platform on the official mobile application and the fair's website to offer a complete range of services with benefits for both attendees, as well as for exhibitors and event organizers.

Thanks to the Moca platform, MWC16 attendees can enjoy features such as personalized proximity-based notifications and a smart recommendation system that improves networking opportunities within the event. For your part, exhibitors have a solution that allows them to attract and connect with the public directly through their mobile devices.

Finally, The organizers have tools that facilitate the analysis and understanding of visitor behavior in real time, so they can use this information to improve future editions.

In addition to being an official supplier, Moca is present in the App Planet area (Hall 8.1, stand 8.1B75), where it is presenting its three new services: recommendation system, proximity kit and contextual tagging. All three are implemented in the MWC16 app.

The recommendation system is a service that allows us to know and learn about the interests of visitors while they browse the web., use the official congress mobile application or visit the exhibitors' stands at the fair.

Moca Platform applies machine-learning algorithms so that users receive personalized exhibitor recommendations directly on their mobile phone., sessions or people who might be interested. The great advance of this tool lies in the fact that it jointly uses the information collected online with the location in the physical world.. During MWC, The system expects to provide personalized service to more than 90.000 visitors.

Proximity kits are a marketing solution that allows exhibitors to launch campaigns directly on the mobile devices of visitors in high-traffic locations or those close to certain stands.. This solution offers a new direct communication channel based on the location of the public. Besides, For event organizers it represents a new monetization channel for the digital space.

Finally, Contextual tagging allows an exhibitor to detect groups of people interested in certain products of a brand and send them personalized campaigns on their mobile device.

The system works through the installation of beacons placed near the products to be analyzed.. Once the data is collected, Moca creates user segments grouped by interests and allows you to send specific campaigns to those who have previously interacted with those products (retargeting). So, Contextual tagging helps companies better segment their target audience and improves the effectiveness of their campaigns.