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Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 Beacosystem Overview : Q414

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2 Context  Tour of the “Beaconsystem” Q4 2014

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3 Anywhere from 60M to 300M Beacons deployed worldwide by 2018. ! Currently, < 1M, excluding Apple iOS devices. We are here

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5 Apple Google

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2014/2015 The Emerging BeacoSystem 6 2014, Q1 2014,Q2 2014, Q3 2014, Q4 2015, Q1 2015, Q2 2015, Q3 2016, Q1 Retail Trials Swirl (Alex and Ani), ShopKick (Macys, Target), WEVE (EAT), Unilever Playaz Estimote, Radius, Swirl, ShopKick, Qualcomm, Nordic, Rollouts US, UK Estimote, Radius, Swirl, ShopKick, Qualcomm, Nordic, Regulation Code of conduct followed by self regulation followed by real regulation. DNT equivalents in US. Scale Deployments Everyday scale deployments, market begins to shift towards embedded Start of Backlash Lots of pester apps, deletes due to incessant buzzing, privacy concerns go front and centre M&A Emerging winners identified, Apple Strategy clear, M&A to roll up players with traction or technology or teams Global Infrastructure Clarity around need for Global Beacon offerings emerge; embedded takes over

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7 Not only about these… Bluetooth Low Energy Device Battery powered, mains powered, solar powered, passive powered Transmits a message in an agreed way All iOS and all new Android devices can “see” this message “Standalone” beacons have dominated much of the coverage to date

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8 Embedded use of Beacons will likely drive the real long term volume in deployments But very much also about these…

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9 Right now : Investment, Structuring, Consolidation / Acquisition

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10 There are a few ways to group the players

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11 Here’s one…

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12 Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform

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13 Recent Activity

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 14

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 15 Aug-14, $2M Dec-14, $3M May-14, Spun out Aug-14, re-brands Apr-14, $4.5M Debt

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 16

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 17 Sep-14, $10M, Baidu

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 18

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 19 Sep-14, Acquired by SK , $200M Jan-14, rollout to 200 Safeway, Giant Eagle Oct-13, $8M, $13M to date Sep-13, $6M, $13M to date, Google Tango, Estimote Oct-14, John Lewis Accel

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 20

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 21 Feb-13, $25M, $46M to date Jul-14 CEO gone, Jun-14 : COO -> Swrve Oct-14 Partnering with Gimbal Aug-14: iBeacon Support Oct-14 : $10M, $21.1 to date

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 22

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 23 Oct-13, $12M Oct-12, Intel Sep-14, Signul Beacon on IndieGoGo Sep-14, $1M Aug-14, $200K

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 24

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Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric Museums Proximity Platform 25

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26 Proximity Platforms Quick tour of what’s inside a typical Proximity Platform

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Apps, Libraries, API, Cloud CMS, Beacon Support, ++ Proximity Platform ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Libraries

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Apps, Libraries, API, Cloud CMS, Beacon Support, ++ Proximity Platform ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Device Side 3rd Party ‣ Find Beacon / Payload ‣ Push or Pull on Events ‣ Push Stats / Status / Sensor ‣ Notifications ‣ Cache Options / Connectivity ‣ Loyalty ‣ MA ‣ Product ‣ IFTT, IOT ‣ Identity Model Libraries API

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Apps, Libraries, API, Cloud CMS, Beacon Support, ++ Proximity Platform ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Device Side 3rd Party ‣ Find Beacon / Payload ‣ Push or Pull on Events ‣ Push Stats / Status / Sensor ‣ Notifications ‣ Cache Options / Connectivity ‣ Loyalty ‣ MA ‣ Product ‣ Locations ‣ Zones ‣ Agent Model ‣ Beacon Containment ‣ Beacon Management ‣ Events ‣ Event Automation ‣ Offers ‣ Rewards ‣ Content Model ‣ Redemption ‣ IFTT, IOT ‣ Content Automation ‣ Identity Model Libraries API CMS ‣ White Label

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Apps, Libraries, API, Cloud CMS, Beacon Support, ++ Proximity Platform ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Device Side 3rd Party ‣ Find Beacon / Payload ‣ Push or Pull on Events ‣ Push Stats / Status / Sensor ‣ Notifications ‣ Cache Options / Connectivity ‣ Loyalty ‣ MA ‣ Product ‣ Locations ‣ Zones ‣ Agent Model ‣ Beacon Containment ‣ Beacon Management ‣ Events ‣ Audience Segmentation ‣ Event Automation ‣ Offers ‣ Rewards ‣ Content Model ‣ Redemption ‣ IFTT, IOT ‣ Content Automation ‣ Raw Data ‣ Processed : Basic Insights ‣ Data Viz ‣ Identity ‣ Re-targeting ‣ Real time view ‣ Identity Model ‣ Message / Interaction Controls ‣ Campaign Management Libraries API CMS CMS2 ‣ White Label

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Apps, Libraries, API, Cloud CMS, Beacon Support, ++ Proximity Platform ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Device Side 3rd Party ‣ Find Beacon / Payload ‣ Push or Pull on Events ‣ Push Stats / Status / Sensor ‣ Notifications ‣ Cache Options / Connectivity ‣ Loyalty ‣ MA ‣ Product ‣ Locations ‣ Zones ‣ Agent Model ‣ Beacon Containment ‣ Beacon Management ‣ Events ‣ Audience Segmentation ‣ Event Automation ‣ Offers ‣ Rewards ‣ Content Model ‣ Redemption ‣ IFTT, IOT ‣ Content Automation ‣ Raw Data ‣ Processed : Basic Insights ‣ Data Viz ‣ Identity ‣ Re-targeting ‣ Real time view ‣ Identity Model ‣ Message / Interaction Controls ‣ Campaign Management Libraries API CMS CMS2 Apps ‣ Sample ‣ Offers ‣ Notifications ‣ Cross Platform ‣ Content ‣ Identity ‣ White Label ‣ White Label ‣ Rewards

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‣ Cache Options / Connectivity LocalSocial functionality coverage Proximity Platform ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Device Side 3rd Party ‣ Find Beacon / Payload ‣ Push or Pull on Events ‣ Push Stats / Status / Sensor ‣ Notifications ‣ Loyalty - API ‣ MA ‣ Product ‣ Locations ‣ Zones ‣ Agent Model ‣ Beacon Containment ‣ Beacon Management ‣ Events ‣ Audience Segmentation ‣ Event Automation ‣ Offers ‣ Rewards ‣ Content Model ‣ Redemption ‣ IFTT, IOT ‣ Content Automation ‣ Raw Data ‣ Processed : Basic Insights ‣ Data Viz ‣ Identity ‣ Re-targeting ‣ Real time view ‣ Identity Model ‣ Message / Interaction Controls ‣ Campaign Management Libraries API CMS CMS2 Apps ‣ Sample ‣ Offers ‣ Notifications ‣ Cross Platform ‣ Content ‣ Identity ‣ White Label ‣ White Label ‣ Rewards

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33 Non Retail Use Cases See a great list at Mobisfera (link at end)

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34 Sports, Venues

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35 Hailo in-cab payment

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Airlines & Airports

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Museum / Galleries

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Welcomes / Goods Pick-up

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Hig Value : Cars

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Hig Value : Real Estate / Property

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No content

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Data. Data. And Data.  Which houses were most popular? Who dwelled longest? Which rooms didn’t work?

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44 OFFERS PUSH Lots of the initial focus has been on “pushing offers”. Not good!

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45 Instead : ask yourself - “what would Steve do” :-)

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In no order… Issues Android Consistency Over Hype Bring on the trough! Bad Behaviour Just because you can - doesn’t mean you should! Backlash Privacy, Nordstrom, NSA, “black” phones… Scaling Power, management, control, refresh, firmware,… 1 2 3 4 5

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Obviously not exhaustive… Things to consider Whole solution Cost, ubiquity, accuracy, likely changes Privacy One word: Nordstorm! Opt-in, opt-out. What’s best practise? Code of conduct. Data Can you handle, process, manage the data that will flow? Customers Handled poorly, can spook people Trials Timings, customer segmentation, use-cases (simple!) 1 2 3 4 5

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In no order… Key Uses Greeting Don’t underestimate the power of a simple greeting RPRT Offers Right Place Right Time - Harder than we all think :-) Digital Product Information Jewellery, Houses, Cars, … Directions MLB, Department Stores, Airports,… Presence Driver in-cab, child arrives @home, @school, infrastructure 1 2 3 4 5

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50 ! Some Resources

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More information Don Dodge StreetFight BEEKN Works @ Google, Developer Advocate, Google Ventures, Investor Covers nearly everything that moves involving HyperLocal Ads, Publishing, indoor advertising, etc. Great Blog - also active twitter @dusanwriter “Be the Beacon” :-)

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More information ABI PLACE / OPUS @Launch Research on Indoor, Proximity, Location, iBeacon Indoor marketing, advertising, positioning conference (Nov, Lon) From @Jason and the @Launch Team (Mar, SF)

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More information MobisFera TI Radius http://www.mobisfera.com/ summary-real-cases-close- real-using-ibeacons/ App, Source, iBeacon-able, inexpensive, great support SDK, active on GitHub

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Powering Proximity twitter: @localsocial blog: blog.mylocalsocial.com 54