Proxama brings digital dimension to Norfolk Show

App-savvy showgoers can have information and offers beamed straight to their mobile phone by walking past hotspots scattered throughout the showground.

Customer app Loka is the invention of Norwich-based company Proxama, and picks up signals from a nearby beacon to tell customers about offers in the area.

But the potential of the technology is much bigger, said founder Neil Garner.

The technology works by the app receiving a message from the beacon, which is placed in a building or bus and knows the retailers are in the area.

There are now 110 beacons in buses in Norwich and the app has 50 merchants signed up in the city, including Jarrold, The Forum, McDonalds and Theatre Royal.

'What I'd like to see next year at the show is even more on the app,' said Dr Garner. 'I want to see an I'm Lost feature, a treasure hunt feature, even booking and ordering a beer ahead of the queue.'

Loka was funded from a £1m grant from central government as part of a national competition, and is now being rolled out in more than 500 buses across London.

It has attracted 1000 active users in Norwich so far but did not breach privacy, said Mr Garner.

'One of the things we're proud of with Loka is that it's private – we don't know who you are, just what you say you're interested in.'