Enterprise wireless networking firm Aruba Networks (NASDAQ:ARUN) is branching out.
The company said Tuesday it would roll-out a new indoor location-specific mobile marketing technology — Aruba Mobile Engagement.
The move will broaden the firm's addressable market beyond wireless-connectivity gear, said chief marketing officer Ben Gibson.
"It's a significant opportunity for Aruba to sell not just Wi-Fi but a mobile app platform into different industries, like retail or large hospitality," he told IBD.
Marketing departments can use the new product to relay promotions, product location and other information in real time to mobile devices as participating customers walk store aisles or other venues.
Mobile Engagement makes use of Aruba's Wi-Fi technology and Aruba Beacons, a Bluetooth sensor technology that pinpoints the location of a customer's smartphone indoors.
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