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.

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
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
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
24. Welcomes / Goods Pick-up
25. Hig Value : Cars
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
33. 33 Try it! World Smart Week app Beacons around the conference Rewards in some areas Greetings, Zones, Exhibitors, ++
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