BEACONS & EVENT APPS

An introduction to what beacons are, how they work with mobile apps and what this innovative technology can do for your event or venue.

CONTENTSIntroduction

What are BLE beacons?

How do beacons work?

What is a beacon’s range?

Cross platform compatibility

Some ideas

Why beacons make the difference

Get in touch

01

02

03

04

05

06

07

08

1

INTRODUCTIONTechnology is being adopted at an exceptional rate. Unfortunately, the average venue can’t easily adapt at the pace of consumer adoption. Hence, venues are sometimes years behind the technologies their visitors are actively utilizing. It doesn’t help that many venues possess sub-standard Wi-Fi infrastructures and cellular network coverage – ensuring the average event goer is not a connected one.

This all translates into lost opportunities for both venues and event organisers to enhance the delegate experience, increase engagement, and better monetize customers by providing more value.

Now for the good news. Technology now exists that essentially bypasses traditional connectivity challenges, and directly engages people where they are most - on their mobile phones. Venues now have an opportunity to create intimate digital interactions with their patrons, even when wireless infrastructures are subpar.

Beacons are hardware devices designed to interact with mobile smartphones on a micro-location level. This enables delivery of live location-specific information anywhere there is a beacon. Venues now have an unprecedented opportunity to reach visitors in a very personal, contextual way that was previously impossible.

2

WHAT ARE BLE BEACONS?

Think of a beacon as a mini radio tower. A mobile app listens for tower signals; when a given signal is detected it will trigger a location-based action in the app. Because beacon hardware does not rely on satellites to triangulate a device location (like GPS), they have the ability to work indoors and also to provide unparalleled micro-location services.

Visitors are already using their mobile devices within venues however connectivity challenges make providing a digital experience nearly impossible. Venues are increasingly viewing beacons as a way to heighten the visitor experience while bridging the physical and digital experience gap.

Beacons are small battery operated devices that transmit simple Bluetooth Low Energy (BLE) signals within a predefined range.

3

How do beacons work with apps?

Beacons are relatively simple electronic devices. Their sole purpose is to act as a “lighthouse” informing the mobile app of their presence at a given location. Most of the activity that occurs in a beacon interaction is within the mobile app and/or the backend services that support it.

Can they be used anywhere?

Beacons are designed to provide apps with contextual information. This can be anywhere but is especially useful inoors, where determining location is an issue. Because of dynamics like radio wave absorption/diffraction, wireless interference and multipath propagation, calculating exact distances can be problematic, especially in most venues.

Accordingly, beacons do not carry out location-based actions or track nearby visitors, the mobile app must carry this out. Each beacon has a unique identifier. This allows a mobile app to distinguish between beacons and perform the right location-triggered action.

So rather than attempting to provide an exact measurement, beacons estimate distances using Received Signal Strength Indicator (RSSI). With this system, the closer a device is to a beacon, the more precise its measurement is. For situations where precision is vital, accuracy can be improved by either boosting the broadcasting power or increasing the signal interval.

Beacons do not carry out location-based actions or track nearby visitors...

What about installation?

Beacons are very small, and designed to be discrete. They can easily be placed on ceilings/walls or inside/under objects. Depending on its intended use, it is important that the beacon is set up and installed correctly.

The BLE radio waves that beacons emit are absorbed by water particles, so even human bodies can impede a beacons range. To avoid signal blockage, it’s best to position beacons at a higher position relative to visitors, like a ceiling.

HOW DO BEACONS WORK?

4

WHAT’S A BEACON’S RANGE?

The total range of a beacon signal is contingent on its settings and the beacon hardware itself. Most beacons have a maximum range of about 70 meters, however in practice, a realistic range of 40 to 50 meters. Factors like location, obstructions and where the beacon is housed, will affect its maximum range. If necessary, beacons can be used in conjunction to provide expanded coverage. For intimate interactions, beacons also support a minimum range of about 10 inches.

A beacon has three customisable levels to identify a micro-location; Proximity UUID, Major and Minor. For example, Proximity UUID identifies a venue, Major identifies a specific region within the venue, and Minor identifies a specific location within the region. Beacon technology has the ability to estimate when a user has entered, lingered in or exited a location. Beacons also have the ability to provide contextual data to the app, so at different proximities to a beacon, different levels of interaction can be triggered.

Minimum: 10 inches

Maximum: 70 metres

5

CROSS PLATFORM COMPATIBILITY

Privacy

A mobile app with beacon technology should improve the overall experience of a venue or event and be respectful of users’ privacy. Visitors have a right to know exactly how their location data is being used and must first consent to installing the app’s beacon software on their device before the IPS can be used. To avoid privacy issues, a venue should be open and transparent about how the beacon system works and what data is collected and stored.

Android

Supported.

The Android SDK supports beacons starting at OS 4.3. Most people own an Android device that will support beacons. In contrast with Apple, Android devices require that the mobile app be running for the device to scan for a BLE signal. This requires beacon detection at the app level, meaning additional battery usage.

Apple

Supported.

Apple devices supporting iOS 7 or later will be compatible with beacon technology. Fortunately, this covers about 95% of Apple’s users. In the case of Apple, beacons are detected at the operating system level. Devices continuously scan for BLE signals and open associated apps when they come into range.

Microsoft

Supported.

Mircosoft devices occupy a very low percentage of the UK market share, however the Windows 8 and Windows Phone 8 have recently added support for Bluetooth 4.0 and BLE. Additionally, Nokia’s Lumia phones now include Bluetooth hardware that will detect beacons.

6

SOME IDEAS

Automatic Check-InStreamline and engage your guests. When a visitor enters a venue, automatically check them in and present an opportunity to share their location to friends.

Proximity NotificationsEliminate blanket announcements and reliably deliver micro-focused proximity notifications in real-time.

Indoor PositioningTransform how visitors navigate your venue and network with one another using comprehensive indoor positioning that enables them locate themselves, others and areas of interest in the venue.

Location InformationImprove your guest experience. Present contextual information and media to passers-by to highlight interesting news, facts or history.

Contextual OffersDramatically increase the effectiveness of your marketing efforts. Present visitors relevant advertising, coupons and nearby deals as they pass by a gift shop or food vendor.

Foot TrafficMonitor live data on your venue’s traffic flow, and send real-time messages to delegates directing them to the shortest queues or exits.

GamificationKeep your guests engaged through the entire duration of their visit. Deliver contextual games, contests or trivia when visitor attention may be waning.

New AnalyticsGather entirely new insights. Track the shopping habits and visitor flow of customers to further optimize your venue sales and operations.

Think Outside the BoxGo one step further and choose to creatively use beacons unlike any other venue. Place a beacon with a team mascot and offer nearby fans a photograph. Correspond a beacon with a bus or train to notify visitors when their ride is arriving. The possibilities are endless!

7

WHY BEACONS MAKE THE DIFFERENCE

“Precise indoor location sensing, combined with mobile apps, will enable a new generation of extremely personalised services and information.” (Gartner, Feb 2014)

“Indoor positioning systems could lead the way at events, allowing organisers to personalise

push messages and notifications for every attendee.” (Genie-connect, Dec 2013)

Visitors who received a location-based notification were 19 times more likely to interact with the offering than those who did not receive the message. And those who received the message were 6.4 times more likely to keep an app on their phone compared with those who did not (Mobile Commerce Daily, 2014).

Analysts predict that by 2017, the indoor location market will reach revenues exceeding $5 billion in total which includes over 800 million branded app downloads (Sensewhere News, 2013) and that there will be 4.5 million active beacons by 2018 (Business Intelligence Estimates from ‘The Beacons Report’, Aug 2014).

8

SO... INTERESTED?

At the Live Group we are leading the charge in helping venues and their clients make the most of beacon technology at events.

We offer expert advice and end-to-end delivery of beacon installations, both permanent and temporary. We also provide stylish, branded event apps to go with them, which work on all the advanced ways with the beacon technology.

Contact

For some friendly, clear advice talk to our beacon integration specialist at the Live Group, Ulrike Bruening.

0208 481 2003 / 07843 515 789

ulrike.bruening@livegroup.co.uk

www.livegroup.co.uk

Discover why we’ve been winning one award after another for our unique use of beacon technology for events. ?