Proximity marketing firm Proxama, in partnership with specialist platform developer Enable iD, has begun trialling its beacons on a number of Arriva UK’s Chiltern Railways Birmingham to London mainline trains.

The beacons enable brands to utilise the Proxama network to deliver location-based advertising to commuters travelling with Chiltern Railways, with support for Physical Web and in-app engagements.

“This partnership represents a further step for Proxama as we continue to accelerate our network growth and work with global brands who want to reach our audiences via their mobiles,” said John Kennedy, CEO of Proxama. “We’re focused on expanding our beacon network around major transport hubs that can create influential moments for brands and importantly, for consumers to gain real value from brands in return.”

The launch will also be used to improve services and the overall commuter experience, through Arriva UK’s ambition to ‘implement innovative technology initiatives that transform travel experiences’.

Chris Thompson, CSO at Enable iD, said: “Recognising the power of technologies such as beacons to deliver a differentiated consumer experience, with highly personalised advertising becoming an associated product, is an important milestone in building a more innovative, engaging, and better connected UK rail network.”