After expressions of displeasure: Beem has a launch date

At the end of May, Swisscom's interactive platform first caused a stir when it was revealed that it was linked to cross-device tracking technology being tested by APG|SGA at Zurich's main train station (Werbewoche.ch reported). Swisscom described "Beem" as a platform that interactively extends classic advertising campaigns and is integrated into other apps. When displeasure about Beem arose from various sides, Swisscom postponed the start of the campaign, and Watson even jumped off as an app partner. (Werbewoche.ch reported). According to a statement from Swisscom, however, the launch is now to be completed.

Great interest from partners and clients

As part of the Energy Air partnership with Swisscom, Radio Energy is using the technology for the first time in August for an interactive competition. In this campaign, participants in the cities of Zurich and Bern can win tickets for the Energy Air 2019 event. This is the first time Beem is being piloted with customers. As of October 2019, Beem will be integrated with the apps of the partners 20 minutes and Bluewin, followed by Blick.ch in the first half of 2020.

Advertisers will also be able to offer interactions with Beem in cinema spots by Werbeweischer, on posters by APG|SGA - subject to all approvals for the installation of Bluetooh beacons - and via TV from October 2019. "Beem is an innovative platform and offers attractive opportunities that support companies, event organizers or cultural institutions in building a bridge between the real and digital worlds," says Roland Ehrler, director of the Swiss Advertisers Association (SWA).

Bluetooth and Audio Content Recognition

For transmission, Beem relies on Bluetooth and Audio Content Recognition (ACR) technologies, depending on the intended use. Objects equipped with Bluetooth transmitters, such as pictures in art exhibitions or posters, can be recognized by Beem. Beem also recognizes audio tracks from TV or cinema commercials via Audio Content Recognition (ACR).

If the user has activated Beem in a Beem-enabled app (opt-in) and opened it, he or she can receive the signal or audio track on the smartphone. He then receives a discreet message in the app. With one click, he then gets to the corresponding information and offers.

Beem could also be transmitted by means of a non-audible audio signal in the high-frequency range. "Swisscom wanted to launch this technology with audio signal in Switzerland already in spring. This has led to questions and uncertainties, although the technology is already used in other countries and also in Switzerland in the industrial sector," explains Alessandro Rausa, CEO of Beem. "However, we take the concerns seriously and will decide on further use as soon as the assessment from the Federal Office for the Environment is available. " It has already been confirmed that Beem complies with legal standards regarding noise levels. Nevertheless, for the time being, Beem will only be launched with Bluetooth and audio content recognition technology, which is already widely used today.

Users should have full control over data

"Of course, Beem also complies with today's data protection requirements at all times," explains Nicolas Passadelis, Head of Data Governance at Swisscom. After the initial presentation, technology-critical circles expressed concerns that Beem was engaging in data tracking. "The concerns are understandable, but unfounded," Passadelis explains. He points out that users have full control over their data. In fact, for a user to use Beem at all, he or she must install the technology directly in the Beem app or in one of the partner apps (20 minutesBluewin or Blick.ch) themselves (opt-in). Only then can the app receive Beem signals. It is also important, says Passadelis, that users can deactivate Beem at any time.

Caused a stir in Zurich's main train station in the middle of the year: The Beem boxes on APG|SGA billboards (Photo: Werbewoche.ch/hae)