French Mobile Couponing app Plyce raises €1.5 Million

Paris: Geo-localized mobile shopping networking Plyce announced to have raised €1.5 Million from Caloga & BpiFrance. The funding comes on top of a 2011 $850K seed round raised from Orkos Capital, Jaina Capital & others. Founded in 2010 by Bruno Massiet du Biest, Mickaël Arias & Paul Wourlod, the startup today has shifted focus towards “drive to store” on mobile, enabling mobile shoppers to order on the go.

 "Thanks to this money , we can now further develop our product as well as our business”, says Plyce  president Bruno Massiet du Biest. “We need to improve the customer experience, working on topics such as the iBeacon and NFC to ensure traceability of the coupon. The goal is to be able to trace the circuit of a coupon and be able to 'burn' this coupon, if  one and the same coupon can only be used once, "he explains. Three people will be recruited in the coming weeks: one to develop the back office and two commercial people.

Massiet du Biest and his partners still hold the majority of shares of the company. Alongside its historic shareholders which are Jaïna, Orkos Capital and brothers Maublanc,  Caloga is added now. “This merger will allow Plyce to integrate geolocated e-mailing geolocated in its campaigns. However he will need to adapt the technology to the mobile medium. "Currently, the main challenge of the mobile-to-store industry is to demonstrate advertisers the effectiveness of mobile support and enhance its low cost," says Bruno Massiet du Biest.

Two weeks ago Scoupy, a similar Dutch app raised 2 million euros from investors. Recent developments in technology, such as iBeacon and NFC seem to have raised the interest in location based applications again.