Mobitel is one of the largest telecommunication service providers in Sri Lanka with the second largest mobile subscriber based in the country. In recent times, Mobitel has been offering value added services to its subscriber base via USSD and smartphone apps. Having followed the rise of proximity marketing worldwide, Mobitel wanted to launch a location based retail deals aggregator app for the local market under the banner – Deals Now.

Calcey’s product play

Calcey developed and owns a platform (API) on top of which location based engagement apps can be developed easily. The platform named Shopmagik offers backend modules required for any location based customer engagement app offering administration capabilities to manage deals/promotions and users, send push notifications. The platform is integrated with geo-fencing and iBeacon technologies allowing admins to create location specific messages that are triggered when the user is in a particular location (inside a geo-fenced area) or near a particular iBeacon (used for closer proximity interactions such as messages related to the specific department of the store the user is browsing). Shopmagik platform also offers template based iOS and Android apps which can be white labeled as required.

Having recognized the advantages of Shopmagik, Mobitel commissioned Calcey to white label iOS and Android versions of the app with Deals Now branding under a licensing agreement.


Leveraging on its ready-made platform, Calcey was able to deliver a complete white labeled solution for Deals Now with smartphone apps and web based admin module, within a short period of time. The investment was also significantly lower than the cost of developing the platform from scratch.