bluetrace workshop-info tech middle east - mobile advertising
DESCRIPTION
Bluetooth helps Dutch Police in Estimating Crowds-info tech middle east - mobile advertising - [email protected]TRANSCRIPT
Bluetrace WorkshopWelcome!“It is there so use it !”
Info Tech Middle East ( ICT & Security )
www.mecom.ws
Bluetrace is onderdeel van Moreless
2
Bluetrace Workshop: Contents
Workshop Contents
• Knowledge check
-Traditional Methods MR, TR, CCA, MM
• Market Research
–Why does it work ?
-Privacy ?
-Case MR
• Traffic
– Bluetooth-based Travel Times, Speed, Traffic Jam
-Case Traffic
• Crowd Control
– Bluetooth-based Crowd Control
-Case CCA
• Mobile Marketing
– Why Mobile Marketing Works?
15:00 End
-Evaluation Form
15:00 technical training
Bluetrace is onderdeel van Moreless
3
Bluetrace Workshop: Who is Who
Name
Interests
Reasons to attend the workshop
Learning goals/Questions
Bluetrace is onderdeel van Moreless
4
Bluetrace?, part of the Moreless group
5
Moreless
Entrepreneurial model
Active since 1999
Privately owned
Started with Moreless services
Currently managing 28k+ payment terminals in Benelux
Focus on long term revenue streams
Bluetrace company started in 2006 as a product (bluepoint)
Since 2008 Bluetrace is a separate company with own Profit & Loss
2009 signed exclusive partner deal for Netherlands.
Now quickly expanding into Europe, North America, USA, Middle East and Asia
Bluetrace is part of the Moreless group
Bluetrace is onderdeel van Moreless
6
Bluetrace
Locations
Poland (Warschau, Office)
Netherlands (Amsterdam, Head Office)
Organization based on Product Market Combination and Country/Region
Distributors worldwide
Support with Collateral, Workshops, Knowledge and Experience, Leads
TNO patent (pending since 2006) on measuring ‘short range radio signals’
7 main focus countries
Netherlands, Poland, UK, Italy, Spain, Portugal, Germany
1 Distributor per Country per segment
7
Bluetrace®
Installed Base
5400 units in more than 70 countries:
Europe: 3500+
Africa: 400+
Morocco: 56, going to 1000+
Americas: 800+
Asia: 500+
Australia & NZ: 200+
Expected Growth 2011: 7.000+ units
Estimated market size:
over 100.000 units
Bluetrace is part of the Moreless group
Bluetrace is onderdeel van Moreless
8
Bluetrace Workshop
Knowledge check
Fill it out
Giving you hands-on feeling about Bluetrace, Bluetooth and values
We will discuss some FAQ and Traditional Methods
After workshop
You should be able to answer all the questions
After a week you will receive our answers (from previous workshops and experience)
Bluetrace is onderdeel van Moreless
9
Bluetrace comparison
Market Research
Crowd Control
Traffic
Mobile Marketing
“Innovated with TNO”, TNO patent (pending)
“It is not about doing it differently, just better!”
Interview Manual Panels Camera
Helicopter Camera Experience Manual
Lic. Plate Magn. loop Interview Panel
SMS Mobile Apps Mobile site
Bluetrace is onderdeel van Moreless
10
Bluetrace in the News
Prime time TV news in the Netherlands(NOS Journaal)
„Using Bluetooth for crowd control and marketing at Sail 2010”
Bluetrace is onderdeel van Moreless
11
Bluetrace in the News
Prime time TV news
„Using Bluetooth for Traffic control in Port of Rotterdam”
Bluetrace System
Bluetrace is onderdeel van Moreless
12
Bluetrace is onderdeel van Moreless
13
Bluetrace SystemProduct Market Combinations
Market Research
Crowd Control
Traffic
Mobile Marketing
Bluetrace is onderdeel van Moreless
14
Bluetrace SystemBasic principals
Scanning method for vehicles/people
Current:
•Bluetooth signals•WIFI signals
•IP camera, people counting
New:•3G/UMTS (end 2012)
•NFC in phones (2012/2013)
Bluetrace is onderdeel van Moreless
15
Bluetrace SystemClient server and Webapplication
Bluetrace is onderdeel van Moreless
16
Bluetrace SystemSample Webapplication
Bluetrace is onderdeel van Moreless
17
Bluetrace SystemClient server and XML API connection to 3rd party server
Bluetrace is onderdeel van Moreless
18
Bluetrace SystemCasings
Bluetrace is onderdeel van Moreless
19
Bluetrace SystemTags
Basic device: 30 hour standbyLong lasting device: 400 hours standby
Tagging Staff
Tagging bicycles
Tagging agriculural vehicles
Market Research
Bluetrace is onderdeel van Moreless
20
Bluetrace is onderdeel van Moreless
21
Bluetrace Dataset
Short range signals
Citystreets, Shopping malls, Train stations, Airports, Highway
By scanning short range radio signals we provide a totally new and exiting dataset
Data provided:
macadres hashed into unique anonymous id
RSSI (signal strength)
Devicetype (recognition algoritme)
Deviceclass (headset, laptop, telephone, navigational system)
Bluetooth Tag
By giving staff a tag we provide dataset for measuring performance, scheduling and efficiency of Staff
Bluetrace is onderdeel van Moreless
22
Bluetrace Dataset
Information generated
Number of People Inside and Outside (estimation), with Multizone option
Number of vehicles (estimation)
Heatmap (estimation)
Density map (estimation)
Flow (exact)
Routing (exact)
Dwelling time (exact)
Walking time (exact)
Travel time (exact)
Source and Destination (exact)
Frequency of visits (exact)
Outside/Inside ratio (exact)
Bluetrace is onderdeel van Moreless
23
Bluetrace Counting
Why does it also work for counting?
In addition to general research we can also do counting
The constant factor creates estimation, based on existing counting reference system reliability.
Example
Infrared (IT) counting cross referenced to bluetooth scanning
8 month infrared counting (N=223). Shows a nominal spread. Based on this spread we can, with a reliability of 99%, conclude that the possible error is less than +/- 0,1!
Trendline=constant Trendline=constant
Market Research
Since 2008
7 Countries
50+ Customers
Netherlands
Roll out to 700 locations in 2011
Market Research
Bluetrace is onderdeel van Moreless
24
Bluetrace is onderdeel van Moreless
25
Bluetrace Ratio (nl)
Why does it work ?
Constant factor: bluetooth enabled ratio and number of people, per location, per event
Infrared (IT) counting cross referenced to bluetooth scanning
8 month infrared counting (N=223). Shows a nominal spread. Based on this spread we can, with a reliability of 99%, conclude that the possible error is less than +/- 0,1!
Manual counting (HT) cross referenced to bluetooth scanning
in 22 Cities. This also shows a nominal spread. Based on this spread we can, with a reliability of 95%, conclude that the possible error is less than +/- 0,6!
Trendline=constant Trendline=constant
Bluetrace is onderdeel van Moreless
26
Bluetrace Measurable Handsets
On which phones does it Work?
Symbian (Nokia), Android 3.0, RIM* (blackberry), MS (windows/Nokia).* some RIM phones are not measurable, bluetooth can only be enabled for X minutes maximum
Gartner market share Report 2009/2010
All Phones Smartphones: <20% of all phones
Market Research
Which shop attracts most passers-by to enter its premises?
How long do customers remain inside?
How often customers return?
What are best opening hours?
What is the effect of the latest marketing campaign?
These questions can be answered with use of Bluetrace Market Research solutions, which use TNO® patent-pending algorithm, to estimate number of visitors based on scanned Bluetooth-enabled mobile phones.
What is possible?
Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns)
24/7 Live Data accessed via bluBase web platform
Installation is easy and inexpensive
Software features
Map-based live view , Map-based history view
Chart view, Flow view, Custom reporting, API Integration with external systems
Bluetrace is onderdeel van Moreless
27
Market ResearchPartner CityTraffic
700 units in NL
MR module
based on IN/OUT counting
Large shopping malls
Large Citystreets
Bluetrace is onderdeel van Moreless
28
Market ResearchAnimation explaining the Method
Citytraffic
Bluetrace is onderdeel van Moreless
29
Market Research Case: FEBO, 50 locations,fast food
Measuring people outside, inside
Retention
Number of people passing
Revenue per passage/footfall
Revenue per visitor
Ratio outside/inside
Bluetrace is onderdeel van Moreless
30
Market Research Case: McDonalds,fast food
Split up in 4 ppl groups
Read case, and try to answer questions
Bluetrace is onderdeel van Moreless
31
Market Research Case results
1 unit with multizone, 1 inside, 1 outside, without overlap
Bluetooth tags for staff planning
24/7 for measuring effect of Ads
Business rules
Dwelling time per day
First in sight, last out sight
Conversion footfall/visitors
Unique outside/inside
Retention
All in/out sightings per day, per month
Bluetrace is onderdeel van Moreless
32
Market Research Summary
Live Data in online application
Density (5 minute values)
All visitors (non unique or passages)
Unique visitors per hour
Unique visitors per day (accummulated)
Routing in/via locations
Flow
Dwelling time
24/7measurements , showing trends
Profiling based on type phone
Benchmarking:
Compare various locations
Bluetrace is onderdeel van Moreless
33
Off line reporting/analysis
RSSI filtering (near, remote)
No of samples filtering (for instance for dwelling time)
Recurrency (unique passages)
Density is shown (5 minute values)
All visitors (non unique or passages)
Unique visitors per hour
Many customers in NL: for example McDonalds is measuring
Roll out to 700 major shopping malls/city streets
Traffic
Bluetrace is onderdeel van Moreless
34
Traffic
Since 2009
3 Countries
15+ Customers
Netherlands
65+ units
Poland
5+ units
Belgium
20+ units
Traffic
Bluetrace is onderdeel van Moreless
35
TrafficCase Port of Rotterdam:
Partner IT&T
21 Bluetrace units in Harbour area
Travel times
37 units near Border
Travel times
Bluetrace is onderdeel van Moreless
36
TrafficCase Port of Rotterdam:
Partner IT&T
21 Bluetrace units in Harbour area
Travel times
37 Bluetrace units near Border
Travel times
Bluetrace is onderdeel van Moreless
37
Traffic
Bluetrace is onderdeel van Moreless
38
Traffic
Bluetrace is onderdeel van Moreless
39
Crowd Control
Bluetrace is onderdeel van Moreless
40
Crowd Control
Since 2008
2 Countries
20+ Customers
Crowd Control
Bluetrace is onderdeel van Moreless
41
Case: Sail 2010
1.5 mio visitors
8 units
Crowd Control Assistant (TNO)
Density
Flow
Dwelling time
Bluetooth Messaging
Public Interest messages
Last train is leaving
Waiting time ferry is 1 hour
Flash messages
Ferry is closed
Event is shutdown
Target, reaching 1/100 people
Crowd Control
Bluetrace is onderdeel van Moreless
42
Crowd Control
Bluetrace is onderdeel van Moreless
43
Case: Sail 2010
Visitors
Density
Flow
Peek at 22.00: Fireworks
datum ratio 8,3319-aug 187.69220-aug 238.25821-aug 272.04222-aug 217.77523-aug 0
915.767*
De gemeten bezoekers*unieke bezoekers per dag.
Case: Sinterklaas 2010
25.000 visitors
4 units
Crowd Control Assistant (TNO)
Density
Flow
Dwelling time
Bluetooth Messaging
No
Crowd Control
Bluetrace is onderdeel van Moreless
44
Crowd Control
Bluetrace is onderdeel van Moreless
45
Crowd Control
Bluetrace is onderdeel van Moreless
46
Crowd Control
Bluetrace is onderdeel van Moreless
47
Summary
How many visitors attend the event?
Which are the busiest event locations?
Which are the most common routes visitors take?
What is the people density per square meter? (Is it growing? Should security be alerted?)
Bluetrace® Crowd Control provides real-time answers to these questions. And this allows effectively support police or security services in taking the safe, but also cost-effective decisions.
What is possible?
Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns)
24/7 Live Data accessed via bluBase web platform
Installation is easy and inexpensive
Software features
Map-based live view, Map-based history view
Chart view
Flow view
Custom reporting, API Integration with external systems
Crowd Control
Bluetrace is onderdeel van Moreless
48
Mobile Marketing
Bluetrace is onderdeel van Moreless
49
Bluetooth Marketing
Since 2006
50+ Countries
500+ Customers
WIFI marketing added in 2011
Mobile Marketing
Bluetrace is onderdeel van Moreless
50
Why does Bluetooth Marketing Work ?
Because it enhances possibilities.
It allows marketers to reach their customers in a new way, which is different, attractive and without costs per customer.
It allows event organisers and police to reach visitors and civilians.
In Holland more than 2.4 million people have bluetooth enabled and visible.
What is possible?
You can attract customers directly at the point of sale with a direct simple message: like “Today 15% off”, “Free Coffee” and instantly measure results of your campaign.
You can broadcast content like wallpapers, ringtones, Java games with your advertisements inside.
You can enhance popularity of your products or services, providing your customers with convenient and functional Java brochures they have never had a chance to use before.
You can send visitors at events or crime related areas messages like: “last train is leaving at 23:45” or “Police is guarding you possession at this Trainstation”. Informational an preventive usage.
Mobile Marketing
Bluetrace is onderdeel van Moreless
51
Mobile Marketing
Bluetrace is onderdeel van Moreless
52
The effectiveness of WIFI and Bluetooth Campaigns
The 7 golden rules#1: “Turn Bluetooth/WIFI On” Signage#2: Right Location#3: Widely Supported Content#4: Proper Hardware#5: Attractive Content/Offering#6: Quick Test Before You Go#7: Campaign Monitoring
Signage effect
Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility.
Inform, Interact and Transact
Cases:
McDonalds
Lotto
Ezprezzo
Kiss Event
New Balance
Audi
Alternate
Mobile Marketing
Bluetrace is onderdeel van Moreless
53
Mobile Marketing
Bluetrace is onderdeel van Moreless
54
Case Study: Otto.nl webshop, 36 locations
Shopvertising concept
Using empty shop space for marketing purposes
Send couponcode (10 euro discount) via Bluetooth plus QR code on window
5% reached of all bt enabled handsets
611/day/location, is 21.996 people/day!
In 1,5 weeks 226542 reached (Okt 2010)
Mobile Marketing
Bluetrace is onderdeel van Moreless
55
Actual Case Study: Lotto
1 location
Busstop was special furnished
Scratchable screen
Bluetooth unit
Bluetooth Campaign
Send Videoclip
1 in 10 won a free Lottery ticket
17.764 reachable handsets
7% reached
Mobile Marketing
Bluetrace is onderdeel van Moreless
56
Actual Case Study: Food Court @ Shopping Mall Usce, Belgrade, Serbia
10700 unique handsets detected / month (Sep, 2010)
2150 handsets reached / month (20%)
WIFI Zone ENERGY 2011
Via website and Digital signs visitors of event ENERGY 2011 are attented to use the WIFI.
Steps: 1. connect to WIFI 2. Click Diclaimer 3. Get redirected to mobile website
50.000 visitors
40 Mbps uplink
WIFI Marketing
Bluetrace is onderdeel van Moreless
57
Mobile Marketing
Bluetrace is onderdeel van Moreless
58
Summary
Bluetrace is onderdeel van Moreless
59
Questions?
Bluetrace Slogan:
“It is there, so use it!”