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iBeacons

 iBeacons

Presentation shown on May 26th, 2014 in Zürich CH, August 13th in Leeds UK, August 14th in London UK, September 30th in Amsterdam NL, and October 28th in Durban, South Africa.

This presentation is about iBeacon - a new technology based on Bluetooth - for both iOS and Android smartphones and tablets. iBeacon offers unprecedented opportunities to communicate with the user via your mobile app. There are no complicated configuration or setup, no need to scan QR codes, etc.

iBeacons is the new frontier. Or at least that is what the press says every day. Using iBeacons, shops will be able to analyse in detail consumer behaviour, transport companies will be able to offer better information to their customers, conferences rooms will become intelligent and aware of their attendees, and the list goes on and on.

iBeacons show lots of promise and potential, but they raise lots of new questions; what are the costs? What are the implications in terms of UX? How about privacy? This 1-hour talk provides an overview of iBeacons from a conceptual point of view.

This presentation is targeted to both technical (developers, system architects) and non-technical team members (marketing managers, CEOs, project managers) interested in the characteristics of this new technology. It includes live demos of how to use iBeacons and a showcase of different options available in the market today.

The source code of the iOS application used during the demo can be found here:
https://github.com/akosma/iBeacon-Presentation

Speech: https://akos.ma/blog/ibeacons/

Adrian Kosmaczewski

May 26, 2014
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Transcript

  1. iBeacons
    Where, when, why, and most importantly, how?

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  2. Adrian Kosmaczewski

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  3. View Slide

  4. View Slide

  5. Cloud
    Mobile
    Agile
    Training

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  6. http://gotocon.com

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  7. View Slide

  8. A story

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  9. http://www.youtube.com/watch?v=ITjsb22-EwQ

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  10. View Slide

  11. 2054

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  12. Welcome to the Future

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  13. View Slide

  14. What is iBeacon?

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  15. How does iBeacon
    work?

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  16. When should I
    use them?

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  17. When should I
    not use them?

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  18. Where can I buy
    iBeacons?

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  19. How can I use
    iBeacons?

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  20. Why should I care?

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  21. Lots of questions,
    huh?

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  22. 4 answers

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  23. 1. Marketing
    2. Technology
    3. Usability & UX
    4. Security & Privacy

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  24. View Slide

  25. 1. Marketing

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  26. “Marketing is the process of
    communicating the value of a product
    or service to customers, for the purpose
    of selling that product or service.”

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  27. http://www.loyaltylab.com/blog/wp-content/uploads/2013/04/the-holy-grail-of-marketing.jpg

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  28. Tailored

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  29. Context

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  30. View Slide

  31. GPS

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  32. IPS

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  33. Micromapping

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  34. Scenarios

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  35. http://www.misionmisericordia.com/blogmision-fr/wp-content/uploads/2012/12/La-Fabric-Shop-Misericordia-Nice-France-boutique-mode.jpg

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  36. http://www.teylersmuseum.eu/afbeeldingen/gebouw/fs/de_eerste_schilderijenzaal_van_teylers_museum_foto_kees_hageman.jpg

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  37. http://www.cgarchitect.com/content/portfolioitems/2012/10/63501/Unique_Vision_studio_Rafal_Barnas_Setif_Stadium_01_low_large.jpg

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  38. http://teacherstraining.com.au/wp-content/uploads/2012/08/IMG_34271.jpg

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  39. http://teacherstraining.com.au/wp-content/uploads/2012/08/IMG_34271.jpg

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  40. http://graphics8.nytimes.com/images/2012/12/04/nyregion/Y-HOSPITALS1/Y-HOSPITALS1-superJumbo.jpg

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  41. View Slide

  42. Context

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  43. Analytics

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  44. in situ

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  45. Popular

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  46. Most visited

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  47. Most interesting

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  48. Feedback

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  49. Fidelity & Retention

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  50. http://musicconnection.com/wp-content/uploads/2013/12/Nirvana-kurt-cobain-1285569-1024-768.jpg

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  51. View Slide

  52. Risks

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  53. http://blog.chron.com/thepeacepastor/files/2013/08/spider-man-ethics.jpg

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  54. http://comunidad.iebschool.com/jjmereloc/files/2013/11/i0S-7-sdk_keynote.jpg

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  55. View Slide

  56. 2. Technology

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  57. View Slide

  58. Bluetooth 4.0

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  59. “Bluetooth Smart”

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  60. Standard since
    June 2010

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  61. “Classic Bluetooth”
    “Bluetooth high speed”
    “Bluetooth Low Energy”

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  62. Bluetooth LE

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  63. View Slide

  64. View Slide

  65. ?

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  66. NFC = Near-Field
    Communications

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  67. NFC BLE
    Range 20 cm 50 m
    Bit rate 424 kbit/sec 1 Mbit/sec
    Set-up time < 0.1 sec < 0.006 sec
    Power consumption < 15 mA < 15 mA
    Cryptography Not with RFID Available
    Frequency 13.56 MHz 2.4 - 2.5 GHz
    Nature Mostly Passive Active
    Price range 0.01 - 1 CHF 1 - 50 CHF
    http://en.wikipedia.org/wiki/Near_field_communication

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  69. http://www.bubblews.com/assets/images/news/626864734_1374599188.jpg

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  70. Broadcasting
    • A “Unique Universal Identifier”, like this: 

    E6CA0E6E-44A8-4EF0-9E73-E2388E5611ED
    • A “major” integer number
    • A “minor” integer number

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  71. B0077DB3-C527-…!
    major: 45!
    minor: 1
    B0077DB3-C527-…!
    major: 1!
    minor: 1
    B0077DB3-C527-…!
    major: 1!
    minor: 2
    FAE107DE-785C-…!
    major: 100!
    minor: 22
    3EC33B7B-772B-…!
    major: 856!
    minor: 4945

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  72. http://beekn.net/wp-content/uploads/2013/11/ibeacon-distance_v3.1.png

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  73. View Slide

  74. Compatibility

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  75. • iOS devices with Bluetooth 4.0 and iOS 7 and
    later
    • Android devices with Bluetooth 4.0 and Android
    4.3 and later
    • BlackBerry devices with Bluetooth 4.0 and
    BlackBerry 10 and later
    • Macintosh computers with Bluetooth 4.0 and OS
    X Mavericks 10.9 and later

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  76. iOS
    • iPhone 4S and later
    • iPad (3rd generation) and later
    • iPad Mini (1st generation) and later
    • iPod Touch (5th generation) and later

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  77. Android
    • Samsung Galaxy S3/S4/S4 Mini
    • Samsung Galaxy Note 2/3
    • HTC One
    • Google/LG Nexus 7 (2013 version)/Nexus 4/
    Nexus 5
    • HTC Butterfly (aka Droid DNA)

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  78. Android iBeacon Library
    github.com/RadiusNetworks/android-ibeacon-service

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  79. Blackberry 10
    • Q10
    • Z10
    • Z3
    • Z30
    • Porsche Design P'9982

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  80. Blackberry 10
    github.com/blackberry/Cascades-Community-Samples/

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  81. Windows Phone
    • Windows Phone 8.1 supports Bluetooth LE
    • No public iBeacon API as of May 2014
    • Nokia 520, 620, 625, and 720 with Lumia Amber
    support BLE
    • Since Lumia Black, all WP8 devices support BLE

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  82. Other Platforms

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  83. Xamarin C#
    github.com/mikebluestein/FindTheMonkey

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  84. PhoneGap Plugin
    github.com/petermetz/cordova-plugin-ibeacon

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  85. Appcelerator Titanium Module
    github.com/jbeuckm/TiBeacons

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  86. C
    github.com/carsonmcdonald/bluez-ibeacon

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  87. Command Line
    github.com/RadiusNetworks/ibeacon-cli

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  88. Node.js
    github.com/mschmulen/tracking-bluetooth-ibeacons-
    with-node

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  89. Arduino
    blog.onlycoin.com/posts/2013/10/3/coin-arduino-ble-dev-kit

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  90. Raspberry Pi
    developer.radiusnetworks.com/2013/10/09/how-to-make-
    an-ibeacon-out-of-a-raspberry-pi.html

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  91. … and eyeglasses
    Seriously.
    http://www.tzukuri.com/

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  92. View Slide

  93. Beacon Market

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  94. Alibaba.com
    http://www.alibaba.com
    Prices as low as 1 CHF / beacon. Good luck.

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  95. Appflare
    http://www.appflare.com/buy-beacons-now/
    Pack of 2 beacons: 69 GBP (~ 103 CHF)

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  96. Estimote
    http://estimote.com
    Pack of 3 beacons: 99 USD (~ 88 CHF)

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  97. Glimworm Beacons
    http://glimwormbeacons.com
    Pack of 4 beacons: 99 EUR (~ 120 CHF)

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  98. IoT Design Shop
    http://www.iotdesignshop.com/beacon
    1 beacon: 49.99 USD (~ 44.50 CHF)

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  99. Kontakt.io
    http://kontakt.io
    Pack of 3 beacons: 81 USD (~ 72 CHF)

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  100. Onyx Beacon
    http://www.onyxbeacon.com
    Pack of 3 beacons: 59 EUR (~ 72 CHF)

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  101. PassKit GemTot
    https://passkit.com/buy-ibeacon/
    1 beacon: 25 USD (~ 22 CHF)

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  102. Radius Networks
    http://www.radiusnetworks.com/ibeacon/
    1 beacon: 29 USD (~ 25 CHF)

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  103. Roximity
    http://roximity.com
    Pack of 3 beacons: 100 USD (~ 88 CHF)

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  104. Stick & Find
    https://www.sticknfind.com/Beacons&iBeacons/
    Pack of 2 beacons: 49 USD (~ 44 CHF)

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  105. Twocanoes
    http://twocanoes.com/bleu-station
    Pack of 3 beacons: 99 USD (~ 88 CHF)

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  106. Others
    (Pricing not available)

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  107. BlueCats
    http://www.bluecats.com

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  108. Gimbal (Qualcomm)
    https://www.gimbal.com

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  109. JAALEE
    http://www.jaalee.com/beacon_en.html

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  110. Rococo Software
    http://www.rococosoft.com/beacons.html

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  111. shopkick
    http://www.shopkick.com/shopbeacon

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  112. Swirl
    http://www.swirl.com/platform.html#beacons

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  113. Summary

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  114. Price per iBeacon Notes Certified
    Alibaba.com CHF 1 - 20 Unpredictable quality ?
    Passkit CHF 22 USB dongle
    Stick & Find CHF 22 Colors
    Onyx Beacon CHF 24 10-pack for 218 CHF
    Radius Networks CHF 25 USB dongle or case
    Kontakt.io CHF 27 Pack of 3, customisable

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  115. Price per iBeacon Notes Certified
    Twocanoes CHF 29 USB dongle, pack of 3
    Glimworm Beacons CHF 30 Bulk orders for 80 or 200
    Roximity CHF 33 Pack of 3
    Estimote CHF 33 Design, popular
    IoT CHF 44.50 Design
    Appflare CHF 52

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  116. Marketing Platforms

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  117. Adobe Marketing Cloud
    http://www.adobe.com/solutions/digital-marketing.html

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  118. Appflare Cloud
    http://www.appflare.com/products/#appflare-cloud

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  119. inMarket
    http://www.inmarket.com/mobiletomortar/

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  120. Passjoy
    http://www.passjoy.com

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  121. PassMarket
    https://www.passmarket.com/consumers

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  122. Pushmote
    https://pushmote.com

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  123. Roximity Platform
    http://roximity.com/platform/

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  124. Swirl
    http://www.swirl.com/platform.html

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  125. Disclaimer
    Trifork does not endorse any of these brands nor
    guarantee their operations or products, and this
    information is offered here as a guideline and an
    orientation.
    This information is valid as of May 26th, 2014.

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  126. View Slide

  127. 3. Usability & UX

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  128. Biggest problem:

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  129. Multiplicity of Apps

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  130. 1. Wild West

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  131. http://www.thomasdigby.co.uk/blog/wp-content/uploads/2013/04/wild_west_wallpaper_1.jpg

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  132. First mover takes it all

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  133. 2. Aggregators

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  134. 3. Notifications

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  135. http://it-guides.com/images/ios7/notification-center%20(2).jpg

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  136. The Master Switch

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  137. View Slide

  138. View Slide

  139. Two Ways to interact
    with iBeacons

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  140. 1. Apps

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  141. 2. Passbook

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  142. http://cdn.imore.com/sites/imore.com/files/field/image/2012/09/ios_6_passbook_starbucks_hero.jpg

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  143. View Slide

  144. iBeacon > QR Code

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  145. iBeacon Best Practices
    • Make sure they serve a purpose
    • Pay attention to their placement
    • Disclose their benefit to users
    • Test them!
    • Track them!

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  146. View Slide

  147. View Slide

  148. 4. Security & Privacy

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  149. Security

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  150. Threat Management

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  151. iBeacon Threats
    • Hijacking iBeacon username and password
    • Stealing UUIDs and spoofing users
    • Battery drain
    • Management
    • Connectivity / Compatibility
    • Cost (Theft, insurance, etc)

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  152. Privacy

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  153. iBeacon == Cookie

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  154. View Slide

  155. http://www.cgarchitect.com/content/portfolioitems/2012/10/63501/Unique_Vision_studio_Rafal_Barnas_Setif_Stadium_01_low_large.jpg

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  156. View Slide

  157. Let’s not repeat
    mistakes!

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  158. First scandal…!

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  159. View Slide

  160. Demos

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  161. 1. Custom App

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  162. 2. Passbook

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  163. Wifi Network:
    bookmark7
    !
    Password:
    holidayinnzuerichmesse

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  164. 1. Connect to 

    http://akos.ma/pass

    2. Add the pass 

    to your Passbook

    3. Move closer to me :)

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  165. View Slide

  166. Case Studies

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  167. • Apple Stores
    • Virgin Atlantic (UK)
    • Macy’s
    • Major League
    Baseball (MLB)
    • National Baseball
    Association (NBA)
    • Consumer Electronics
    Show (CES)
    • Macworld / iWorld
    • UN Museum (NYC)
    • BeHere (Education)
    • Philips Museum (NL)
    • Home automation

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  168. More use cases:
    http://akos.ma/ibcase (mobisfera.com)

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  169. View Slide

  170. Conclusion

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  171. Speculation

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  172. Payments?

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  173. Tu quoque, PayPal?
    paypal.com/us/webapps/mpp/beacon

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  174. Answers

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  175. 1. Marketing
    2. Technology
    3. Usability & UX
    4. Security & Privacy

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  176. 1. “Minority Report” & Analytics
    2. Bluetooth LE Lighthouse
    3. Apps & e-Wallets
    4. Cookies & Privacy

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  177. View Slide

  178. [email protected]
    @akotrifork

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  179. Slides available at
    http://akos.ma/ibeacn

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  180. Thanks!

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  181. Questions?

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  182. Copyright © 2014 Trifork GmbH, Trifork A/S and all its affiliates.
    All Rights Reserved.
    !
    Thanks to Bertrand Dufresne for some bits and pieces
    of information provided in this presentation

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