Proximity / iBeacon @ Digital Marketing Institute

Short talk on Proximity and in-store engagement using iBeacon etc. for students on the Digital Marketing Institute course.

Transcript

1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 Proximity & In-Store Engagement
2. Java / Bluetooth JSR82 Tools / Implementations Proximity Platform (WiFi, Bluetooth) LocalSocial 2000 to 2007 2008 2009 Who Am I? Proximity Nerd :-) Proximity product track record at scale Set the standard 400M phones World’s 1st
3. Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
4. The Near and the Now Proximity
5. The Near and the Now WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Technology Proximity
6. 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
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
8. 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
9. Signals The Near and the Now WiFi Bluetooth NFC Tag QR Codes 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 Bluetooth Smart iBeacon Bluetooth Smart aka Bluetooth Low Energy : ideal for proximity use cases
10. 10 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
11. 11 Proximity and BLE Proximity Beacon on Right Hand Side Something unique available to device on Left to identify the Beacon Devices that can “see” sensors on left hand side Beacons kept (mostly) simple “I’m Here” Some Unique Information I see you!
12. 12 Place Beacons at specific areas within retail spaces Customer with Device detects Beacon - can trigger a greeting, an award, an offer, digital product information - and so on… Beacons used to “mark” physical areas for data collection and engagement (notify, reward, context, etc.) Beacons in use
13. Bluetooth - BLE in particular, used for location and services Ever wondered about this? Appeared since iOS7 Has been here “forever”
14. 14 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
15. 15 iBeacon “I’m Here” Advertizing Frequency Update Controls Data I see you!
16. 16 Bluetooth Low Energy Device Battery powered, USB, 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
17. iBeacon ecosystem Apple knows how to build a value network Background Notifications (iOS) Proximity APIs (iOS) iBeacon Support in all mobile devices Certified iBeacon Hardware Programme Exemplar usage in Apple Stores All iOS devices can act as an iBeacon Developers can quickly build in to apps Place based push notification of value to retailers and venue owners Large market for proximity powered experiences, including on Watch Supports p2p experiences, and next generation POS and hospitality Wide range of hardware available Showcase what’s possible
18. 18 So what!
19. 19 Greetings and Notifications
    Trigger welcome messages on arrival, after a certain dwell time, or after departure
20. 20 Offers / Promotions
    Trigger offers in certain areas, or make them “unlockable” only if in the store or specific area
21. 21 Points or Rewards
    Trigger points for walking in
22. 22 Store “re-arranges” itself
    As you move - so what’s nearest is under the thumb
24. 24 “eCommerce Style Science, for real world Locations”
26. Data. Data. And Data.
    Same as eCommerce: where, how long, who came back, what engaged, etc.
27. 27 Use Cases See a great list at Mobisfera (link at end)
28. 28 Sports / Stadia
29. 29 Airlines and Airports
30. 30 Fashion Retail
31. 31 Hailo in-cab payment
32. Museum / Galleries
34. Welcomes / Goods Pick-up
35. Hig Value : Cars
36. High Value : Real Estate / Property
37. Data. Data. And Data.
    Which houses were most popular? Who dwelled longest? Which rooms didn’t work?
38. 38 OFFERS PUSH Lots of the initial focus has been on “pushing offers”. Not good!
39. 39 Instead : ask yourself - “what would Steve do” :-)
40. College Square Brand New Housing Scheme, Dublin, Ireland €600K- 750K range
43. Experience for visitor, data for Savills
44. Data. Data. And Data.
    Which houses were most popular? Who dwelled longest? Which rooms didn’t work?
45. 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
46. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing Verticals Proximity Platform Beacosystem Analysis (slideshare)
47. Standalone Beacon Mobile Marketing Indoor Location Location Analytics Shopper Marketing Verticals Proximity Platform
49. 49 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
50. 50 Hurdles and Issues
51. 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
52. 52 Considerations Proximity Location Nearness Accurate Position Easy Setup Complex All Devices Some / future No infrastructure Installation req’d Background alerts App front / b/ground “App free” App Required
53. 53 Some Resources
54. Blog Apps Platform O Reilly Series Presentations Consult / Training LocalSocial App in Google Play and iTunes blog.mylocalsocial.com mylocalsocial.com seminars@mylocalsocial.com http://radar.oreilly.com/tag/ beacon-series http://www.slideshare.net/ sos100/
55. Proxbook
56. Proxbook
57. Google Resources Beacon overview https://developers.google.com/beacons/ Proximity Beacon API https://developers.google.com/beacons/ proximity/guides Beacon Platform Demo App https://github.com/google/beacon-platform/ tree/master/samples/ios Nearby API https://developers.google.com/nearby/ Physical Web https://github.com/google/physical-web Eddystone https://github.com/google/eddystone
58. 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” :-)
59. 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)
60. 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
61. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 61 Proximity & In-Store Engagement
62. Quick Demo
63. Quick Demo