Proxama and Dot Origin partner to bring NFC solution to digital signage


Proxama, the global platform provider of mobile proximity marketing, mobile wallet and payment solutions, and Dot Origin, the specialist distributor and developer of Near Field Communication (NFC) tags, devices and solutions, have partnered to deliver a digital signage solution that links NFC tags to dynamic video content for advertisers and media site owners. In future releases the solution will be upgraded to be Bluetooth Beacon capable.

The DTAG100 from Dot Origin is supported by Proxama’s TapPoint platform and opens up new options for interactivity and data capture for digital signage platforms.

The fact that adverts regularly change on digital signage has made it difficult to direct consumers’ phones towards a particular advertiser’s website or mobile application, but the DTAG100 solves this. It enables the NFC tag to be easily and automatically updated via USB, which makes it possible to dynamically change the mobile web destination and user experience at any time.

The low cost DTAG100 tag module can be installed and integrated easily into any digital signage enclosure in areas such as retail stores, airports, train stations and shopping centres, without the need for additional software.

Proxama and Dot Origin will be demonstrating their DTAG100 digital signage solution at RBTE (Retail Business Technology Expo), in London on 12 March 2014.

Neil Garner, CEO and founder of Proxama, said: “This is an exciting opportunity for media owners. By integrating with Dot Origin’s specially designed hardware we are now enabling dynamic NFC engagement for digital signage. With TapPoint, brands can change the mobile ads shown depending on the profile of individual, location and currently displayed screen content.

“In addition, brands and media owners will be able tailor their screen content to optimise engagement through their ability to measure who, when, where and how consumers are engaging.”

Dan Isaaman, joint founder and CEO of Dot Origin, said: “This partnership brings together two innovative UK companies who have each developed important parts of the jigsaw needed to make NFC a reality in the high street.

“We have worked on many NFC projects over the past few years, and it is clear that this technology can radically improve the effectiveness of in-store and outdoor advertising and marketing, as long as everything is properly joined up.

“Our DTAG100 product, when combined with Proxama’s TapPoint management platform and extensive expertise in this area, provides a perfect solution for NFC-enabling digital signage to make it truly interactive and easy to maintain.”