Indoor Location and Positioning @ Digital Summit

Slides from talk at the 5th Digital Marketing Summit in Ireland, covers basics of indoor location, iBeacon use cases, LocalSocial Proximity Platform and resources to learn more.

Transcript

1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 Indoor Location & Positioning
2. Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses You How might you use it? 1 2 3 4
3. Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses You How might you use it? 1 2 3 4
4. GPS Great Outdoors
5. 90%
   Time most Americans spend indoors
6. Retail Indoors, underground, few external windows…
8. Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses You How might you use it? 1 2 3 4
9. Omitted for now: cell tower, camera Indoor Location Current Approaches WiFi Beacons Light Either fingerprint or triangulate WiFi Access Points or Beacons Sound How Comment All mobile platform vendors use this (see next) Magnetic Dead Reckoning Dedicated Beacons used to mark areas or zones Apple iBeacon recently became the poster child for this Special Lights emit a unique code invisible to human eye Front facing camera detects the code Sound inaudible to the human ear ShopKick pioneered this in US Fingerprint of magnetic field variations used to fix position Area is first mapped in order to create a magnetic field map Direction, Speed, Turns, Height, Requires a known fixed starting point (often GPS or WiFi)
10. Omitted for now: cell tower, camera Indoor Location Current Approaches WiFi Beacons Light Either fingerprint or triangulate WiFi Access Points or Beacons Sound How Comment All mobile platform vendors use this (see next) Magnetic Dead Reckoning Dedicated Beacons used to mark areas or zones Apple iBeacon recently became the poster child for this Special Lights emit a unique code invisible to human eye Front facing camera detects the code Sound inaudible to the human ear ShopKick pioneered this in US Fingerprint of magnetic field variations used to fix position Area is first mapped in order to create a magnetic field map Direction, Speed, Turns, Height, Requires a known fixed starting point (often GPS or WiFi)
11. 11 Apple iBeacon 3rd Party Hardware, plus every iOS device!
12. WiFi already being used to help position you… Ever wondered about this? Appeared since iOS7 Has been here “forever”
15. Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses You How might you use it? 1 2 3 4
17. Navigation
18. Navigate to Brand
19. Major League Baseball
20. Welcomes / Goods Pick-up
21. Contextual Product Information
    Digital Product Cards for “what’s near” - plus, Greetings, Offers, Walk-in Points, more++
22. Navigation Savills on Show
23. 100 of the top 100 US retailers : trials or deployments now Momentum… 23
24. Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses You How might you use it? 1 2 3 4
25. In-store location and the customer journey Journey and Context Arrival Welcome / Greeting. Personal concierge (“whisk away”). Alert to staff member. Departure Thanks. “by the way…”, RAOK. Find / Browse Self-service on phone - “how can we help today?”. “Let us come to you”. Insertion point for relevant information, offer, or reminder. Here to pick something up? Timer for being dealt with. Partner brands? Here for Action Pick up. Queue jump. Get service with reduced friction, uncertainty. 1 2 3 4
26. Think about… Things to consider Whole solution Cost, ubiquity, accuracy, likely changes Privacy One word: Nordstorm! Opt-in, opt-out. What’s best practise? 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
27. More information Don Dodge StreetFight Blogs Works @ Google, Developer Advocate, Google Ventures, Investor Covers nearly everything that moves involving HyperLocal Ads, Publishing, indoor advertising, etc. blog.mylocalsocial.com BEEKN
28. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 28 Indoor Location & Positioning
29. In Store Engagement Platform twitter: @localsocial blog: blog.mylocalsocial.com 29
30. Me 3 1986 1995 2000 2009 now College Computer Science, SW Dev & Design @ NCB (Stock / Money broking), NZI IONA VP, Professional Services, EU R&D Projects Rococo Software Java / Bluetooth Infrastructure Software, Raised VC, 300M Handsets LocalSocial Proximity platform; in- store engagement for retailers (BLE, iBeacon, WiFi, NFC) Dial2Do Spin-out, raised funding, voice services mySay Realtime messaging for mobile workforce 2010