Shortly after NOMi – a company that bills itself as the Omniture of the brick and mortar store – acquired cross-device startup Media Armor, NOMi itself has been acquired by in-store analytics competitor Brickstream.
Apple delivered a major blow to a core part of NOMi’s business when it revealed this summer that it would begin randomizing Media Access Control (MAC) addresses for mobile operating system iOS8. This basically meant any WiFi-based tracker that relied on the MAC address to identify recurring visits in-store now had a scramble of digits to show for it.
Although this was a boon for consumer privacy, it left some, like NOMi, in an operational tangle.
Re-code reported in August that NOMi, which previously deployed video in addition to WiFi-based tracking methods, would ramp up its investment in the former and in beacon-based technology. Consequently, because WiFi installations were more labor intensive than iBeacons, there were subsequent staff cuts at the company, which Re-code pinned around 20 out of a 60-person total.
With NOMi halting WiFi sensor installations, it unsurprisingly saw “bluetooth and beacons increase in adoption,” CEO Marc Ferrentino told AdExchanger. “We saw the customer [cared less about the method of detection] than they did about getting the value and information they need for a better customer experience. … The Brickstream deal makes a lot of sense for us” looking long term.