Cisco to Buy Mobile Location Outfit July Systems

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It’s still June. But Cisco is already focused on July.

The company announced plans to buy wireless location business July Systems for an undisclosed sum. Following the close of the deal, which is expected in the first quarter of fiscal year 2019, July Systems will become part of Cisco’s Enterprise Networking Group.

July Systems is a 17-year-old, privately held company out of Burlingame, Calif. It also has offices in Bangalore, India. And it’s been a Cisco partner for several years.

The company’s Proximity MX proprietary cloud platform delivers location insights for physical spaces. That way, businesses can understand customer behavior based on their whereabouts.

“With Cisco’s leadership in enterprise Wi-Fi and July Systems’ global cloud footprint, partners can focus on developing industry-specific solutions for customers at scale,” blogs Rob Salvagno, the head of Cisco’s M&A and venture investment team. “With standardization and robust location context, we see an exciting partner ecosystem that will provide increased customer insights, exceptional visitor and guest engagement programs, and ultimately drive more revenue for all stakeholders.” He adds that the deal also supports Cisco’s intent-based networking effort.

In light of the Cisco-July Systems news, Mist CEO and co-founder Sujai Hajela reached out to reporters with the following comment: "This acquisition underscores the need for wireless location services to better engage with mobile users and optimize operational efficiencies. However, to really create a digital experience using indoor location, the industry must embrace modern technologies like virtual Bluetooth LE and the cloud with AI integrated in the core, as that is the only way to achieve the accuracy, ease and scale customers require.” 

An in this recent article, Julie Barnard of Forbes Councils writes: “It's important to inspire shoppers with relevant opportunities they didn’t know about before. This data-driven approach not only builds positive brand engagements, but when a mobile creative experience hits those marks, 42% of those we polled said they would click on the mobile ad; 21% said they would screenshot the relevant ad for later, and 26% said they would send those saved screenshots to their peers. Perhaps most importantly, one in four of the mobile consumers surveyed said they would then be motivated to make a purchase.”




Edited by Maurice Nagle
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Executive Editor, TMC

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