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Beacosystem V2

Beacosystem V2

Overview of the iBeacon / Proximity Ecosystem at the start of 2015. Updated regularly at blog.mylocalsocial.com. Details at LocalSocial (www.mylocalsocial.com).

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Sean O Sullivan

January 13, 2015
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  1. Beacosystem Overview twitter: @sos100 Sean O Sullivan blog: blog.mylocalsocial.com Q1

    ‘15
  2. Anywhere from 60M to 300M Beacons deployed worldwide by 2018.

    Currently, 1-2M, excluding Apple iOS devices. We are here
  3. None
  4. Pure Play Hardware Companies with standalone Beacons Marketing Automation Companies

    using Beacons for indoor & place-based signals Place / Location Analytics companies using Beacons for indoor & place-based signals Vertical Solution Provider using Beacons for features (Events, Museums, Enterprise, Real Estate) Shopper Marketing Platforms using Beacons to trigger engagement, understand context General Purpose Proximity Platforms offering PaaS to everyone else Indoor Location Providers using Beacons as part of the Indoor Location arsenal Hardware Companies with embedded Beacons (Lights, Sockets, Wearables) Lots of different players in the Beacosystem
  5. And of course, two companies that matter more than most

    in this ecosystem :-)
  6. Apple (iBeacon) Google (Physical Web)

  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) Range: 10M / 30 feet on average
  8. Embedded use of Beacons will likely drive the real long

    term volume in deployments But very much also about these…
  9. Embedded Volume monthly shipments match standalone volume by end 2015

    Successful deployments outside retail: events, gigs, conferences, real estate, tourism Enterprise use cases start to emerge: meeting rooms, staff location, security Privacy policy becomes a key differentiator for suppliers Do not track equivalent policies become formalised More M&A More options emerge for App-free proximity experiences Many poor consumer experiences launched - mostly in retail context Some expectations for 2015
  10. Right now : Investment, Structuring, Consolidation / Acquisition

  11. There are a few ways to group the players

  12. Here’s one…

  13. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  14. Recent Activity

  15. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  16. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  17. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform Aug 14: $2M Aug 14: Re-brands from Sonic Notify May 14: Spun out from Qualcomm Dec 13: $3M Apr 14: $4.5M
  18. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  19. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform Sep 14: $10M (Baidu) May 13: Acquired by Aruba ($26M) Apr 14: Founder joins Apple Oct 13: $3M
  20. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  21. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform Aug-14: iBeacon Support Oct-14 : $10M Sep-13: $6.3M Sep 14: Acquired by SK ($200M) Jan-14: $3.5M Sep-14: $.5M Nov-13: $3.3M Oct-12: Intel (undisclosed) Sep-14: John Lewis JLAB Winner Dec-14: Acquired Aconite; raised ST4M Mar-14: $1.5M Nov-14: Acquired by Groupon Aug-14: $1M
  22. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  23. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform Sep-14: $1.3M Jul-8: $30M Feb-14: $15M Jun-14: $10M Jan-15: $5M Oct-14: Acquired by BrickStream Oct-14: $4.4M Feb-13: $17.3M
  24. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  25. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform 2014 Seed - undisclosed
  26. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing

    Verticals Proximity Platform
  27. 27

  28. In no order… Issues and hurdles Android Consistency vs iOS

    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
  29. Obviously not exhaustive… Things to consider Whole solution Cost, ubiquity,

    accuracy, likely changes Privacy Ref: Nordstorm! Opt-in, opt-out. Emerging best practises and code of conduct. Data Can you handle, process, manage the data that will flow? Customers Handled poorly, irritates / annoys people / destroys brand Trials Timings, customer segmentation, use-cases (simple!) 1 2 3 4 5
  30. 30 Some Resources

  31. 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” :-)
  32. More information ABI PLACE / OPUS @Launch Research on Indoor,

    Proximity, Location, iBeacon Indoor marketing, advertising, positioning conference (SF, NY, London) From @Jason and the @Launch Team (Mar, SF)
  33. 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
  34. And of course: blog.mylocalsocial.com 34

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