Proximity Marketing: legal considerations for property owners

The growth of smartphones has revitalised the potential of proximity marketing in shopping centres, exhibition spaces, concert and sports venues, and other public places. This briefing highlights a number of things the owners and operators of these spaces need to bear in mind if they are thinking of taking advantage of this technology.

The first step to being able to balance risks and rewards effectively is ensuring that you are aware of potential difficulties so can address them in any negotiations.

Smartphones, with more processing power than desktop computers only 15 years ago, are finding their way into consumers’ pockets far more frequently. Industry analyst Gartner reported in November that sales of smartphones for Q3 2011 were up a further 42 per cent as against the record levels they had reached the previous November, and that more than one in five mobile phones sold globally was now a smartphone…

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