Waze Aims to Become Mexican Drivers’ Co-Pilot
What: Waze opened its first office in Latin America a few weeks ago, with a team of eight led by Luis Ita, country manager for Mexico.
Why it matters: Waze will sell advertising space within its app, allowing brands to generate a connection with drivers.
In an effort to expand its presence in Latin America, Waze recently opened its first offices in Mexico. Luis Ita, Waze country manager for Mexico, and his team of eight will be in charge of implementing the company’s strategies in the region.
Through its analysis of collected data, the Waze mobile app offers drivers from different countries alternative routes to reach their destination, with the promise that they will be the least trafficked.
Samuel Keret, Waze’s head of sales, said that their traffic platform has worked since its inception to facilitate movement of people in urban areas and help them avoid traffic, from the moment people leave their homes in the morning until their return at night.
According to information on the app, users have 636 minutes of time at their disposal per month, in which the app seeks to facilitate their driving experiences by providing users with relevant and contextual information to help them find a functional service that fits their needs.
One of Waze's objectives for Latin America is to develop a location marketing application, in order to offer a brand experience that is meaningful to users.
According to Benjamin Crowell, Waze's head of product marketing for the U.S., this app seeks to develop what he calls "the right experience." This refers to how the application benefits other user activities outside of the digital world.
In line with its expansion plan, Waze introduced a new feature in its app for the Mexican market that integrates real-time advertising. To prevent possible car accidents when launching an ad, the app measures speed indexes in order to add additional information that can be read by the user when he/she is able to without putting the driver at risk.
Among the new features, the user will now be able to find a parking lot before starting a trip or, when approaching the destination, the app will help you locate the nearest parking spot.
Since the app knows the exact location of the user, Waze can offer its advertisers branding pins. This helps brands to flag their locations within the area where potential consumers are moving.
Globally, 1.3 million people are killed in traffic accidents, and Waze's goal is to help prevent such incidents, added Keret, who confirmed that the company’s focus will remain in the automotive area for now.