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.

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
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
17. 17 “eCommerce Style Science, for real world Locations”
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
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
38. Welcomes / Goods Pick-up
39. Hig Value : Cars
40. Hig Value : Real Estate / Property
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” :-)
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