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NowLabs Beacon Innovation
2014Leigh ChristieOct 31, 2014
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Intro to IsobarIntro to NowlabMy backgroundBad Beacon ExperiencesGood Beacon ExperiencesHow does beacon workMyths about beaconsIndoor LocalizationHardware DevelopmentHeatmappingAppendix
Summary
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When it comes to engineering, art is the best alibi(The same may be true for marketing)
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About Isobar
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STRATEGY CAMPAIGNS EXPERIENCES PLATFORMS PRODUCTSWe digitally transform
business processes and
disrupt industries
We create, measure and optimize
digitally-focused campaigns
We produce joyful experiences that inspire consumer
interaction
We design and buildflexible and scalable technology solutions
We invent digital products that generate new revenue streams
Our Services Across Bought, Owned and Earned Media
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About Isobar
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PerchNowlab
Isobar’s Nowlab is all about making stuff, researching, information sharing, and learning
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Location Awareness Is not Contextual Awareness
Beacons Gone Bad
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Remember Pop-up Hell?
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0) Fear of Big Brother (myths)1) Too may notifications2) Not playful/social3) Poor localization4) Not useful
Beacons Gone Bad - Problems
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Solutions
0) Bust the myths about beacon (education)1) Playful and/or useful experiences2) Context aware: Wearables3) Highly accurate trilateration (with clustering + machine learning)4) Better hardware: energy and power density, higher frequency, cheaper, scale
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Beacons do not track your location
Beacon Myth-busting #1
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Beacons do not collect information about you
Beacon Myth-busting #2
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Beacons do not ‘push’ content to your phone
Beacon Myth-busting #3
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How Do Beacons Actually Work?
Info Sent:UUID B9407F30-F5F8-466E-AFF9-25556B57FE6DMajor: 555 / Minor: 555Tx = measured Average RSSI at 1 m
Settings:Output Power = -30db to +4dbTx= measured Average RSSI at 1 mFrequency = 1Hz Major / Minor
Measured Properties:RSSI = Received Signal Strength Indication
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Consumers want technical help, accurate location, sales support, and easy checkout
Beacons Done Right
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Example: Clover / Bierhaus -SF
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• Killer app example of beer garden
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Indoor Localization
No one has implemented 1m accuracy indoor GPS yet, but we are close
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Indoor Localization
Signal Absorption (at 2.4Ghz):Low: wood, plastics, and glassMedium: bricks and marbleHigh: plaster, cementVery high: metal, water, human bodies
Interference: Microwaves, cordless phones, WIFI, other Bluetooth Devices
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How Distance Is Measured
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Clustering and Data Filtering
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Clustering and Data Filtering
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Hardware
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Heatmapping
Heatmapping helps visualize customer dwell time
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Wearables
Beacons bring location awareness, wearables bring contextual awareness
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Appendix
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How Distance Is Measured
double ratio = rssi*1.0/txPower;
if (ratio < 1.0) { return Math.pow(ratio,10); } else { double accuracy = (0.89976)*Math.pow(ratio,7.7095) + 0.111; return accuracy; }
Path Loss Constant
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Chipsets
Estimote: Nordic Semiconductor nRF51822Others: Qualicomm
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Hardware