Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Indoor Marketing Evolution: Proximity and iBeacons

Indoor Marketing Evolution: Proximity and iBeacons

Slides from a talk by LocalSocial at NFC World Congress, September 2014, covering iBeacon and Proximity uses in Indoors marketing and indoor location and services.

94d1bf43f079cf09dce10fa7b0f8fe26?s=128

Sean O Sullivan

September 23, 2014
Tweet

Transcript

  1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 It’s INDOOR

    MARKETING, Jim (but not as we know it)
  2. Proximity software track record at scale (350M phones) Who are

    we? Proximity Nerds! 2 Impronto ‣ Java/Bluetooth Middleware based on JSR82 standard ‣ Simplify Bluetooth for Java Devs ‣ Sold to handset manufacturers ‣ LG, Samsung, Motorola, SonyEricsson ‣ 350M+ shipped LocalSocial ‣ Proximity Platform for the Smartphone Age ‣ Simplify creation of proximity-enabled apps and services ‣ WiFi, Bluetooth, NFC, Bluetooth Smart, iBeacon ‣ SDK, API, Cloud CMS, Apps ‣ Build out full stack ‣ Manage Locations, Zones, Beacons ‣ Pre-canned Proximity Interactions ‣ Greetings ‣ Notifications ‣ Offers ‣ Rewards ‣ More++
  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 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
  8. None
  9. 9 So what *is* an iBeacon? 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
  10. 10 Greetings and Notifications Trigger welcome messages on arrival, after

    a certain dwell time, or after departure
  11. 11 Offers / Promotions Trigger offers in certain areas, or

    make them “unlockable” only if in the store or specific area
  12. 12 Points or Rewards Trigger points for walking in

  13. Navigation

  14. Navigate to Brand

  15. 15

  16. 16 “eCommerce Style Science, for real world Locations”

  17. 100 of the top 100 US retailers : trials or

    deployments now Momentum… 17
  18. 18 Not about Retail ! Enterprise, Events, Real Estate, Transport,

    FM, Security, Utilities, ++ Retail
  19. 19 Sports, Venues

  20. 20 Hailo in-cab payment

  21. Airlines & Airports

  22. Museum / Galleries

  23. 23

  24. Welcomes / Goods Pick-up

  25. Hig Value : Cars

  26. None
  27. None
  28. Data. Data. And Data.  Which houses were most popular?

    Who dwelled longest? Which rooms didn’t work?
  29. 29 Not really 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
  30. 30 But these…

  31. 31 OFFERS PUSH

  32. 32

  33. 33 Try it! World Smart Week app Beacons around the

    conference Rewards in some areas Greetings, Zones, Exhibitors, ++
  34. 34

  35. 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
  36. In no order… Uses Greeting Don’t underestimate the power of

    a simple greeting RPRT Offers 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
  37. 37 ! Some Resources

  38. 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” :-)
  39. 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)
  40. 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
  41. More information blog.mylocalsocial.com @localsocial

  42. 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
  43. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 43 Indoor Location

    & Positioning
  44. In Store Engagement Platform twitter: @localsocial blog: blog.mylocalsocial.com 44

  45. Me 4 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