beacons in context
TRANSCRIPT
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BEACONS
Beacons in ContextAugust, 2014
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WHO AM I?
Rex St. John@rexstjohn
IOT Developer Evangelist @ Intel
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OVERVIEW
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The opportunityThe problemThe solutionBeacon basicsBluetooth LEDemosQ&A
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THE OPPORTUNITY(for retail)
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‘Smartphone influenced’ retail sales exceeded $150 billion in 2012 (5.1% of all
sales)–Deloitte
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Shoppers with smartphones are14% more likely to make a purchase in a store
–Deloitte
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–Deloitte
58% of consumers who own a smartphone have used it for in-store shopping
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Retailers* stand to earn billions by reaching smartphone shoppers with
targeted, contextual, in-store messages
OPPORTUNITY STATEMENT
*Sports stadiums, restaurants, museums, art galleries, grocery stores….
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RETAIL IS THE SMALLEST USE CASE
Home Automation, Fitness, Industrial, Shipping etc.
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THE PROBLEM
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Triangulating between cell-phone towers, Wi-Fi and GPS
CONTEXT DARK AGES
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CONTEXT DARK AGES
Won’t work indoorsHigh energy costAvailability may varyInaccurate
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CONTEXT DARK AGES
Closest we can get is “customer is in a store”
Offer: 20% off at Target
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#fail
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Retailers* have limited capability to target smartphone shoppers in an intelligent
manner
PROBLEM STATEMENT
*Sports stadiums, restaurants, museums, art galleries, grocery stores….
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THE SOLUTION
–Alan Kay
“Context is worth 80 IQ points.”
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ENTER BEACONS
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LOCKING IN
Granularity ~1-3 feetLow energyLow costProximity based*
*Not location!
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Closest we can get is “customer is in front of the Lucky Charms”
Offer: 20% off Lucky Charms
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Beacons allow retailers to offer intelligent, timely, contextual promotions to in-store
mobile phone shoppers
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Beacons allow retailers to analyze (and respond to) the in-store behavior of smart
phone shoppers with intelligence
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BEACON BASICS
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WHAT IS A BEACON?
Small hardware deviceUsing Bluetooth LEBroadcast simple id’s
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EXAMPLE HARDWARE
Feature DescriptionExterior Waterproof rubbery siliconBacking Sticky gecko cover
Beacon radio 32-bit ARM cortex CPUPower supply 620mAh Lithium coin-cell
Longevity 2 year battery life, 230 foot range
It’s a tiny computer!
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EXAMPLE HARDWARE
Feature DescriptionExterior Waterproof rubbery silicon
Backing Sticky gecko cover
Beacon radio ARM M0 Cortex, BLEThickness 3mmLongevity 1 year battery life, 230 foot
rangeEstimote stickers e.g. “Nearables”
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BEACON* HISTORY
300+ million compatible iOS devices, even more counting Android 4.3 & 4.4
*iBeacon will not be the only class of beacon!
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USES OF BEACONSContextual mobile experiences(!!!!)Hands-free paymentsIndoor proximity* detectionAdaptive retail experiencesIn-store analyticsTargeted messaging triggersHomeKit, HealthKit, MapKit…Many, many, many industrial applications
*Proximity, not location!
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PRIVACY
Permission based*Beacons store nothingBluetooth LE connections are ‘anonymous’Your mobile phone is the problem…
*Apple has made beacons “integral” to iOS 8 on the OS level
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WHO IS USING BEACONS?
…and many more to come
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APPLE STORE BEACONS
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Beacons require services, SDKs and APIs in order to be effective, driving a new wave
of retail focused startups
BEACON SERVICES
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BLUETOOTH LE BRIEFLY
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Bluetooth LE devices are… Which means…
Small ~Key-chain to hockey puck sized
Low-energy Last 3-24 months (button cell)
Medium range ~150 Feet (+ / -)Cheap $1 - $25 each
Prolific Everyone has one in their pocketDesigned to be extremely prolific, low-energy and affordable
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DUAL-MODE BLUETOOTH
The “killer feature,” an overloaded term with several meanings.
A device can function as a “Central” and a “Peripheral”
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DUAL-MODE OVERLOADING
Supports LE + classic BluetoothSupports central + peripheral roleAndroid 4.4 can only be centrals (#fail)Mesh networking incoming in 4.1
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GFSK FOR DUMMIES
Imagine data being sent using two metronomes. You would vary the “frequency” or “tempo” to signal 0 and 1 to a
remote observer.
Gaussian Frequency Shift Keying (how data is physically broadcast)
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ADAPTIVE FREQUENCY HOPPINGThe 2.4 GHz ISM spectrum is occupied by many other protocols
and sources of interference. The signal must literally play “Frogger” to find empty channels.
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CRC CHECKS
CRC (cyclical redundancy check) prevents data corruption in the data payload as it is sent over the air.
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THE BLE BIBLE
Bluetooth Low Energy: The Developer’s Handbook
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AUDIENCE PARTICIPATION
Your iPhone is a Beacon
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BEACON SERVICES
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SERVICES OVERVIEWMessage customers entering / leaving a fenceTrack linger timesTrack exits and entrancesRetail location heat mapsManage + track hands-free paymentsAn untold number of industrial applications
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WHAT ARE GEOFENCES?
Radial and polygonal formsTraditionally: GPS + WifiGPS = expensiveBluetooth LE = cheap
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ESTIMOTE DEMO
Radial Geofences
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ESTIMOTE
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ESTIMOTE
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SENSOR FUSION GEOFENCES
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GIMBAL
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GIMBAL
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FUTURE STUFF
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PROTOCOL BUBBLEEnOcean
Ant+Zigbee
6LowPANSCADA Radio
Z-WaveBLE
BLE is one of many competing Low-Energy wireless protocols for IoT devices though a very popular one.
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ENTER SENSOR FUSION
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A FEW BEACON DASHBOARDS
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BLUECATS
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BLUECATS
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NOMI
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ROXIMITY
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ADDITIONAL READING
• http://instadium.com/mlbs-ibeacon-rollout-can-learn-retail/
• http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could
-have-250m-units-in-the-wild-by-2014/
• http://developer.radiusnetworks.com/2013/12/15/why-android-devices-ca
nt-act-as-ibeacons.html
• https://www.indiegogo.com/projects/metrix-create-space-bluetooth-low-en
ergy-hardware-workshop#home
• http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Docu
ments/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf