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Apps World London - Proximity and In-Store Engagement

Apps World London - Proximity and In-Store Engagement

We gave a short talk at Apps World London in Nov 2014 covering the background to Proximity and Beacon technology. We especially covered the belief that the technology is not about Push and Offers, and is about data and user experiences.

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Sean O Sullivan

November 13, 2014
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Transcript

  1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 Proximity &

    In-Store Engagement
  2. Proximity software track record at scale (350M phones) Who are

    we? Proximity Nerds! 2 Impronto ‣ Java/Bluetooth Middleware based on JSR82 standard ‣ Sold to handset manufacturers ‣ LG, Samsung, Motorola, SonyEricsson ‣ 350M+ units shipped Embedded Proximity LocalSocial ‣ Proximity Platform ‣ Simplify creation of proximity-enabled apps and services ‣ WiFI, Bluetooth, NFC, Low Energy Bluetooth ‣ SDK, API, Cloud Proximity Platform ‣ Build out for retail ‣ Offers ‣ Locations ‣ ShopZones ‣ Points ‣ Beacons ‣ Analytics ‣ Push / Pull APIs In-Store Engagement Platform
  3. The Near and the Now Proximity

  4. The Near and the Now WiFi Bluetooth NFC Tag QR

    Codes Bluetooth Smart iBeacon Technology Proximity
  5. The Near and the Now WiFi Bluetooth NFC Tag QR

    Codes Bluetooth Smart iBeacon User is Nearby User Taps User Scans Signals Technology User in-store Proximity User dwells User left
  6. The Near and the Now WiFi Bluetooth NFC Tag QR

    Codes Bluetooth Smart iBeacon Unlock Collect Display Reward RAOK* Signals Triggers Technology RAOK = Random Act of Kindness Proximity Log User is Nearby User Taps User Scans User in-store User dwells User left
  7. The Near and the Now WiFi Bluetooth NFC Tag QR

    Codes Bluetooth Smart iBeacon Unlock Collect Display Reward RAOK* Signals Triggers Technology RAOK = Random Act of Kindness Proximity Log User is Nearby User Taps User Scans User in-store User dwells User left Analytics Insight Top Visitors Busy hours Busy Areas Dead Areas Dwell times
  8. The Near and the Now WiFi Bluetooth NFC Tag QR

    Codes Bluetooth Smart iBeacon Signals Triggers Technology Analytics Insight Top Visitors Busy hours Busy Areas RAOK = Random Act of Kindness Proximity User is Nearby User Taps User Scans User in-store User dwells User left Dead Areas Dwell times Unlock Collect Display Reward RAOK* Log iBeacon
  9. None
  10. 10 So what *is* an iBeacon? Bluetooth Low Energy Device

    Battery powered, mains powered, solar powered, passive powered Repeatedly transmits a message in an agreed way (it advertises itself) All iOS and all new Android devices can “see” this message Range : 10M / 30 feet
  11. 11 So what!

  12. 12 Greetings and Notifications Trigger welcome messages on arrival, after

    a certain dwell time, or after departure
  13. 13 Offers / Promotions Trigger offers in certain areas, or

    make them “unlockable” only if in the store or specific area
  14. 14 Points or Rewards Trigger points for walking in

  15. 15 Store “re-arranges” itself  As you move - so

    what’s nearest is under the thumb
  16. 16

  17. 17 “eCommerce Style Science, for real world Locations”

  18. None
  19. Data. Data. And Data.  Same as eCommerce: where, how

    long, who came back, what engaged, etc.
  20. College Square Brand New Housing Scheme, Dublin, Ireland €600K- 750K

    range
  21. None
  22. None
  23. Experience for visitor, data for Savills

  24. Data. Data. And Data.  Which houses were most popular?

    Who dwelled longest? Which rooms didn’t work?
  25. 25 OFFERS PUSH

  26. 26 OFFERS PUSH Lots of the initial focus has been

    on “pushing offers”. Not good!
  27. 27 Instead : ask yourself - “what would Steve do”

    :-)
  28. 28 Try it! Search “localsocial” in Store

  29. Quick Demo

  30. Quick Demo

  31. Powering Proximity twitter: @localsocial blog: blog.mylocalsocial.com 31

  32. 32 Background Slides - Non Retail Use Cases See a

    great list at Mobisfera (link at end)
  33. 33 Sports, Venues

  34. 34 Hailo in-cab payment

  35. Airlines & Airports

  36. Museum / Galleries

  37. 37

  38. Welcomes / Goods Pick-up

  39. Hig Value : Cars

  40. Hig Value : Real Estate / Property

  41. None
  42. Data. Data. And Data.  Which houses were most popular?

    Who dwelled longest? Which rooms didn’t work?
  43. 43 OFFERS PUSH Lots of the initial focus has been

    on “pushing offers”. Not good!
  44. 44 Instead : ask yourself - “what would Steve do”

    :-)
  45. 45

  46. 46 Hurdles and Issues

  47. 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
  48. 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
  49. 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
  50. 50 Some Resources

  51. 51 blog.mylocalsocial.com #proximityrules!

  52. 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” :-)
  53. 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)
  54. 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
  55. Powering Proximity twitter: @localsocial blog: blog.mylocalsocial.com 55