an introduction to bluetooth beacon technology - part 2
TRANSCRIPT
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Intermission
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2Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
• Orientation & Market• Core Concepts
− Standards− The Operating System− Signal and Placement− Beacons− Hands-on− Analytics
• Networks• Alternative Technologies• Applications• Strategy
Structure
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3Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
NetworksScale is essential for investment
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4Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
Networks
• Beacon Registries• Ad networks• Maps• The FCC - e911
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5Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
• Inventory of physical beacons• Independent of advertising content
management and sales force• By vertical, geography, vendor• Open or conditional access• Free or revenue generating
NetworksBeacon Registries
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6Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
• Wikibeacon.org• Sita• Gimbal• Coming soon …
− Estimote?− Google?− Apple?
Beacon registriesLists of beacons independent of advertising content management and sales
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Wikibeacon.com
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WikiBeacon
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Wikibeacon.com
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Wikibeacon.com
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13Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
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• Allows beacon owners to manage their beacon infrastructure and track
• Enables monitoring beacon deployment to prevent radio interference with Wi-Fi access points
• Beacon meta-data management• API for app developers
SITA Beacon RegistryServices
www.developer.aero/BeaconRegistry
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• Promote shared infrastructure to reduce cost and complexity
• Introduce standard beacon types and data definition to encourage reuse
• Simple to use API to discover beacons and get meta-data about beacons
• Provide tools to airport operators and beacon owners to visualize and track beacons
• Vendor agnostic
SITA Beacon RegistryGoals – reduce cost and complexity
www.developer.aero/BeaconRegistry
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• Passenger Location - late arrivals• Triggering mobile boarding passes• Navigating airport• Baggage reclaim – direct to correct belt
Sita Registry – Use- cases
www.smartmeetings.com/meeting-and-event-planning-news/2013/01/04/little-acts-of-airport-kindness/san-diego-intl-airport-baggage-claim-t2/
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• Airport scope v general scope - Are the airport use cases sufficiently unique that the fragmentation is warranted?
• Are they capable of keeping up?• Do they have the momentum to establish control?• Is working with SITA trading away opportunity for … what benefit?• What if OS vendors annex this space?
Questions
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• Public• Private – Your app only• Conditional access
− Visibility by app− Metered for frequency and type of access− Auctioned
Beacon Registries - GimbalConditional Access
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• Subset of beacon providers dynamically change the UUID …
• Not part of the iBeacon spec (as of July 2014)
• Mitigates replay attacks• Typically use rolling codes that change
the UUID based on a shared secret• One beacon can look like multiple
beacons• “Similar” to RSA• Multiple patents applied for
Beacon Registries - GimbalConditional Access
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Beacon Registry - Gimbal
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24Statler Consulting @stevestatler www.statlerconsulting.com/#beacon-training
Bluetooth BeaconsDigital End-Caps in the Physical World
Ad Networks
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Ad NetworksIn-App advertising
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In-App advertising
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In-App advertising
1 minute away
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• A marketplace• Content management• Campaign management• Sales people• Sales portal• Bidding, limits, targeting• Rationing / scarcity
Ad NetworksComponents
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• Beacon focused− Swirl− inMarket− Mobiquity
• Generic In-App − Apple iAd− Google Admob− Millennial-media
• Uber-Apps− Gas Buddy− Facebook
• Out-door advertising − Billboard / Display− CBS, Titan, JC Decaux
Ad Network types
https://getappcase.com/blog/app-marketing/in-app-advertising
“In app ads tend to perform as much as 11.4 times better [than banner ads], meaning that they are almost as effective as web search.”
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A Dilemma for Venue Owners
Indoor Maps
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End user Apple/Google Venue Owner BrandsHighly familiar and convenient
Significantly enhances the value of their systems
Location services in an app all smartphone users have and use
Highly targets offers, at point of purchase
Easy indoor way finding, location of proximate facilities, products offers
Competitive requirement
Bare the cost for infrastructure Wi-Fi and beacons with no direct monetization
Opens up location advertising
Lift from increase visits and transactionsNo analytics or controlUnless they unite and take a stand will need to accept terms offered
Adding indoor fidelity to Google/Apple Mapshttp://blog.statlerconsulting.com/2014/09/02/the-airport-and-mall-indoor-location-dilemma/
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Planning, Executing, Tracking and Analyzing
Campaign Management
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Planning, Executing, Tracking and Analyzing
Campaign Management
Examples:• Lighthouse• Urban Airship• Rover
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Campaign Management - Execution parameters
• Targeting• Frequency Throttling• Triggering
− Signal Strength− Dwell Time− Entrance / Exit
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Urban Airship - Mobile audience segmentation
PREFERENCESDrive app engagement with timely, relevant content delivered right to the home screen.
BEHAVIORSAdapt messages based on how your audience engages with specific content.
LOCATIONCurrent and historical location reveals when and where users are most likely to act.
DEVICESUse information about device type, time zones and more to fine-tune content.
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BehaviorLifecycle
Build profiles and deliverreal-time messages
Proximity
iBeacon
Dormant app
Favorites Purchases
Content viewsFirst open
Preferences Systems Integration
CRMeCommerce
Preference center
status level
likes shoes
sharedcontent
near beacon
new user
Urban Airship - Combine everything you know about your users
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Urban Airship - Audience engagement solutions
PUSH MESSAGESdrive immediate action.
ICON BADGESalert users when new content is available.
APP IN-BOXdeliver rich content at your customers’ convenience.
LANDINGPAGESget higher response rates with rich content that marketers control.
DIGITALWALLETnever forgotten, always up-to-date.
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Urban Airship - Example: Informed Beacon TargetingDrive more conversions with real-time relevant offers
Men’s Shoes
At Store Shoe Section&iBeaconFavorites
Interest in shoes & now visiting shoe section store
Trigger a coupon message
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John CoombsCo-founder & CEO, Rover
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Alternative TechnologiesOne More Tool in the Tool Chest
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Function Outdoor Location Indoor Location Indoor Foreground and Background Proximity
Indoor Foreground Proximity and Orientation
Question Roughly where are you outside
Roughly where are you inside
Are you: Far, Near, Immediate
What are you pointing at exactly
Technology Satellite GPS, Cell Tower Triangulation
WiFi, Sonic, Cameras,Bluetooth Beacon
Bluetooth Beacon,NFC
Visible Light Communication
What Gear Should You Be Using?
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Applications
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Applications
• Pre-installed apps− Maps− OS Wallets - Apple Pay− Bootstrap Issues− Passbook - Passjoy
• Interesting Apps• URLs• Use Case Taxonomy
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Payments
• Apple Pay− What is it− Will it be successful− Implications
• Cloud Payments− Perks Example
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Tailwinds• Track record / charisma• User experience• Bank and card network support• Hands-off approach to retailer data• Security (tokenization, biometrics)
Will it be successful?
Headwinds• Momentum / attention span• Lack of compatible PoS - EMV with
NFC terminals • Online connectivity – coverage /
latency• Fragmentation
− Banking, final third split among ~7,000 banks
− iOS only− Within retailers – franchises e.g. Subway
• MCX/CurrentC merchant resistance
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MCX / CurrentC MerchantsMerchants unlikely to accept Apple Pay IN STORE
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StakeholderBeacons Example of complementary roles, a cpAction that beacons
can convert to, more value for PassBook beacon triggered offers
EMV Drives adoption by retailers
ISIS / Softcard Enables an iOS app, saves the credibility of NFC, increases the value of Android alternative they provide
MCX / CurrentC May cause members to defect, strengthens card networks, saves NFC, tough competitive pressure on deployment and UE
Retailers Less threatening than Google Wallet (data ownership), more work, driving up transaction costs, improved UE
Google Unfavorable comparison with Google Wallet, reinvigorates NFC on Android (better handset coverage), proves way forward
Apple Card present for iPhone ecomm!, increase value of iPhone 6, underpins value of iBeacon, mcommerce business foundation
Apple Pay Implications
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ApplicationsCloud Payments
Beacon with cloud based resolution
Wallet
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ApplicationsPayments example – 20% share within 4 weeks
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• Start small – test and iterate• Getting a beacon app on their
phone• Controlling usage – your own app• Third party apps
− Align with the right network / standards Pick a partner friendly financial model
ApplicationsBootstrap issues
http://www.thegauntlet.ca/story/mythic-bootstraps
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Technologies to Drive Mass Adoption of iBeacons and Apple Pay
Tom Benson, Co-founder, passjoy.com
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Very cool but
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How Do We Get Users?
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How Do We Get Users?
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How Do Macy’s LevisPepsiCloroxAudiSony
Get Users?
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Give away Passbook cards
100x easier than Apps
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Easy Ad Platform60 Million Audience
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Pass joy
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Live Demo
From iPhone, enter this into Safari:
www.pass1234.com/fb
When pass loads, press “Add”
How it works: Shows how Facebook ad can deliver Passbook card, which become an integral part of the promotional process
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Pass Card Displays Beacon Msg
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Up to 10 Beacons per card& 10 GPS Locations, different messages
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Customers keep card for 9 months average
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Back Page
Shoppers reference info
Links for instant purchase
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Passes Native Apps
Built-in App Upgrade
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Dashboard — New Ad
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Select Audience by State/Zip
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Add Beacons/GPS Locations
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System Generates Ads/Cards
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Thanks!
Copyright (2014) Passjoy. All Rights Reserved. Patents Pending.
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Tulip Land - Holland
Theme Parks
http://labwerk.com/labwerk-fluwels-tulpenland-set-revolutionize-theme-park-experience/
incorporating the use of video, audio and adding further depth to our information for those visitors who would like to know the story of the tulip in more detail
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• Offers: Retail offers e.g. 0% commission on foreign exchange
• Passbook – open mobile boarding pass• Open appointment at Spa• Notifying crew of VIPs• Preemptive cocktail ordering?!
ApplicationsVirgin Atlantic – Heathrow – Estimote - Sita
http://www.zdnet.com/uk/virgin-atlantic-tests-apples-ibeacon-at-heathrow-7000028987/
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Applications
• Personalized Digital Display− Generic segmentation
− Duty free: Perfume for women, after-shave for men
− IndividualizedWelcomeThella Bowens Your car is in J02
Heidi Thanks for being a Good Traveller
You have offset 232 tones of Green house gasses Planting 34 trees in the Amazon
Digital Display1
23
4
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ApplicationsLuggage tracking
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• Check-in Passbook Ticket• Points-of-Interest• Ordering from seat• Merchandise offers
ApplicationsMLB.com At the ballpark - Gimbal
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• Geofencing• Geo targeted push
messaging• Points-of-Interest• Hyper local events• Offers
ApplicationsNFL - Gimbal
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Mannequins
http://www.ibtimes.co.uk/iconeme-puts-low-energy-bluetooth-beacons-into-mannequins-so-you-can-shop-go-1460724
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Beacon App TaxonomyA structure for classifying applications
… or translating the 7 basic dramatic plots to the world of proximity
The seven basic plots are: • overcoming the monster• rags to riches• the quest• voyage and return• comedy• tragedy• rebirth
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Use-cases
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Application SelectionCriteria
Application
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Strategy
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StrategyOverview• An organization specific process• Questions
• AltBeacon• Cost of beacons• Things to worry about
• Panel Discussion
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• Where - are we going?• Why - are we going there?• How - do we get there?• What
− What will happen (assumptions)− What might happen (scenarios) − What might go wrong (risks)?
StrategyQuestions
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1. Marinate2. Decide Critical Success Factors3. Simplify steps4. Think through details / issues / costs5. Test6. Analyze7. Refine8. Repeat until done
StrategyHow - do we get there?
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• The OS is in Control• The ecosystem is critical• Therefore Apple/Google are
in control
StrategyAssumptions
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• It’s a fad− Not reliable enough− Costs too high − Other technology dominates− Too fragmented
• The value is captured by others− Apple adds its own ad network− Apple introduces its own conditional access layer
• Invest: too much / not enough / in the wrong place• Too early / too late• We make wrong choices – partners / use cases
What – might go wrongMarket Scenarios
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Free beacons
• BizReport : Mobile Marketing : July 18, 2014
• iBeacon firm offers free hardware and installation to UK retailers• iBeacon technology is becoming popular with both consumers and
businesses. A UK-based iBeacon technology firm is offering free iBeacon installation and deployment to retailers in the run-up to the valuable festive season.
• by Helen Leggatt
• iBeacons are becoming the must-have mobile technology for brick-and-mortar stores. Used wisely, iBeacons can prompt store visitors to participate in in-store promotions and direct them to products that are relevant and useful to them, at the moment that is most effective.
• Stores in the UK that carry FMCG, alcohol or publishing brands can now get iBeacon technology installed free of charge courtesy of iBeacon security and deployment firm Appflare.
• As part of their offer, Appflare will provide qualifying retailers with its full iBeacon technology, including installation and maintenance, plus a campaign platform, free of charge for three years. For retailers that do not yet have an app, Appflare will also provide one, free of charge.
• The offer is an ideal opportunity for stores to kit themselves out with iBeacon technology in time for the fast-approaching festive season.
• "The reason why we are offering iBeacon technology to retailers for free is because we don't think the value lies in the hardware, but in the meaningful contact with a customer," said Owen Geddes, Founder and CEO of Appflare. "Retailers want to get their iBeacon solutions installed by September in time for the Christmas lock-down. Offering the service for free eases the installation process, which is great news for brands that are currently preparing their festive campaigns."
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Altbeacon.org
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• Developed by Radius networks
• Potential− Cross OS / Beacon API standard
• Issues− Conflict with Bluetooth SIG− Not well promoted: poor timing, lack of endorsements− Lacks the tight OS integration required− Lacks the tight Beacon management hooks required− Beacon vendors already offer Cross OS APIs
AltBeaconhttp://blog.statlerconsulting.com/2014/08/08/altbeacon-a-standard-to-be-avoided/
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The Panel
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• Vilat Keomoungkhoun – Director BD – Indoor Atlas• Jeff Stevens – CEO - ContextM • John Coombs – CEO – Rover Labs• Tom Benson – CEO - PassJoy• Ankit Agarwal – CEO - Micello
Panel Members
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Panel Question
• Is the beacon thing a fad, or is it here to stay?• How does Apple Pay and NFC on iPhone 6 impact the Beacon market?• How much emphasis should developers be placing on the different mobile OSes for beacon apps?• Where is the money to be made from beacons and who can make it?• What are some of the beacon driven apps or services you like most?• Where do you think this ecosystem is going?• How should a venue or retailer justify investing in this area, is there a hard ROI?
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• Orientation & Market• Core Concepts
− Standards− The Operating System− Signal and Placement− Beacons− Analytics
• Networks• Alternative Technologies• Applications• Strategy
Summary
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Feedback
• More of• Continue• Less• Suggestions
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