Beacosystem Overview

Beacosystem Overview

A tour of the iBeacon Landscape

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Sean O Sullivan

October 23, 2014
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  1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 Beacosystem Overview

    : Q414
  2. 2 Context  Tour of the “Beaconsystem” Q4 2014

  3. 3 Anywhere from 60M to 300M Beacons deployed worldwide by

    2018. ! Currently, < 1M, excluding Apple iOS devices. We are here
  4. 4

  5. 5 Apple Google

  6. 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
  7. 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
  8. 8 Embedded use of Beacons will likely drive the real

    long term volume in deployments But very much also about these…
  9. 9 Right now : Investment, Structuring, Consolidation / Acquisition

  10. 10 There are a few ways to group the players

  11. 11 Here’s one…

  12. 12 Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail

    Centric Museums Proximity Platform
  13. 13 Recent Activity

  14. Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric

    Museums Proximity Platform 14
  15. 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
  16. Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric

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

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

    Museums Proximity Platform 18
  19. 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
  20. Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric

    Museums Proximity Platform 20
  21. 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
  22. Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric

    Museums Proximity Platform 22
  23. 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
  24. Beacon Hardware Marketing Automation Indoor Location Location Analytics Retail Centric

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

    Museums Proximity Platform 25
  26. 26 Proximity Platforms Quick tour of what’s inside a typical

    Proximity Platform
  27. Apps, Libraries, API, Cloud CMS, Beacon Support, ++ Proximity Platform

    ‣ Multiple Beacons Manufs ‣ Security Options ‣ Native SDK ‣ Range Controls Libraries
  28. 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
  29. 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
  30. 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
  31. 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
  32. ‣ 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
  33. 33 Non Retail Use Cases See a great list at

    Mobisfera (link at end)
  34. 34 Sports, Venues

  35. 35 Hailo in-cab payment

  36. Airlines & Airports

  37. Museum / Galleries

  38. 38

  39. Welcomes / Goods Pick-up

  40. Hig Value : Cars

  41. Hig Value : Real Estate / Property

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

    Who dwelled longest? Which rooms didn’t work?
  44. 44 OFFERS PUSH Lots of the initial focus has been

    on “pushing offers”. Not good!
  45. 45 Instead : ask yourself - “what would Steve do”

    :-)
  46. 46

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