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Bluedot Innovation secures $ 5.5 million in funding to more accurately track smartphone users

As for the promises of persistent hyper-awareness of localization, the promises of the mobile phone have largely fallen flat. While it has been unpleasant for consumers who are looking for more contextual services from the apps they have installed, it has also been a pain for marketers to get their hands on quality user data.

Bluedot Innovation wants to tackle this problem by building a technology capable of targeting the sites of smartphone users in the background. Mr. Bluedot announced today that he has raised $ 5.5 million in Series A financing, led by a major toll company, Transurban. The start of Melbourne has raised $ 13 million to date.

Startup technology focuses on capturing user location data just meters away, so companies using the API can find out whether their marketing efforts are turning into consumers visiting physical sites . There is no shortage of players in this space; What makes Bluedot unique, one insists, is that R & D is developing more accurate and low-power solutions that rely on networks and a variety of sensors in the phone to provide data clear enough to that users can distinguish urban areas and how they move.

Bluedot had initially focused his efforts on developing a service that could make mobile payments for toll roads, the idea being that rather than installing something on your windshield, you could download an app. you drove through a toll that had been mapped in the application, you would make a payment without any friction.

The ambitions of the start-up have certainly widened since then, thanks to a partnership with Salesforce, but since this tour was conducted by a toll company, suffice it to say that this case is not the same. use is always present. In November, the start-up released the LinktGO application with Transurban, which allows Australian users to make payments on the toll road from their phone.

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The start-up claims to use this new fundraising to build its US office in San Francisco and its Melbourne headquarters, where it plans to double its current workforce of 30 employees.