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Vydens: Industry demand for location Network APIs in physical retail

Retailers are calling on mobile operators to commercially expose location Network APIs to enable real-time, personalised and measurable connected retail experiences.

About enterprise API demands

Physical retail remains one of the world’s largest commercial sectors, but retailers face a fundamental challenge: they often cannot reliably know who is where and when. This limits their ability to deliver relevant promotions, optimise store performance, respond to real-world customer behaviour and directly measure the impact of marketing investment.

Vydens is addressing this challenge through an AI agentic platform built natively on GSMA Open Gateway and CAMARA Network APIs. Its platform enables retailers to activate personalised experiences based on real-world presence and location context, without relying on GPS or requiring customers to have an app installed.

The most significant requirement from the retail industry is commercial availability of Geofencing Subscriptions, followed by Device Location Verification and Most Frequent Location APIs. These capabilities can enable automatic campaign activation when consumers enter a store area, verify physical presence, optimise engagement based on mobility patterns and connect marketing activity directly to measurable retail outcomes.

Problem

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Enterprises need greater access to real-time network intelligence to improve operational efficiency, customer experiences and risk management, but network capabilities remain difficult to access consistently across operators.

Solution

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Standardised GSMA Open Gateway Network APIs can expose actionable network intelligence to enterprises through scalable, interoperable interfaces.

API service

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Geofencing Subscriptions, Device Location Verification and Most Frequent Location APIs supporting proximity-based campaign activation, in-store presence verification, retail media, drive-to-store campaigns, customer segmentation and engagement timing.

Impact

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Higher campaign relevance and conversion, measurable retail marketing ROI, improved customer experiences, new Retail Media opportunities and new enterprise revenue streams for mobile network operators.

More information

What is the Vydens market demand statement?

Vydens is calling on mobile operators to commercially expose standardised location Network APIs to enable retailers to deliver real-time, personalised and measurable physical retail experiences.

Why should mobile operators act now?

The technology has already been technically validated, while retailers are actively expressing demand. Savegnago Supermercados, Fast Shop and Multiplan have authorised citation as interested enterprises and have allocated budget for these capabilities, demonstrating that commercial demand exists today rather than being a long-term market aspiration.

How does GSMA Fusion help?

GSMA Fusion and Open Gateway provide a standardised framework for exposing Network APIs through interoperable interfaces, helping retailers and technology providers scale solutions across operators and markets while reducing integration complexity.

Partners

This initiative is supported by:

Download the full Statement of Requirements

Vydens Statement of Requirements