Integrating Mobile with the Physical World Proximity enabled offline commerce

February 2016

Sharat Potharaju Co-founder & CEO, MobStac

Proprietary and Confidential: Please do not forward this presentation without obtaining prior permission from MobStac Inc.

MobStac   offers   an   end-­‐to-­‐end  pla2orm   for   businesses   to   engage  customers   in   a   personalized,   context-­‐aware   way   that   leverages   indoor  loca?on  and  proximity,   using   iBeacon  and  Wi-­‐Fi  technology.    

Mobile driven Commerce is still a very small fraction

Despite its ubiquity, Mobile needs to play a role in offline commerce to make any serious dent

US India

m-­‐commerce  e-­‐commerce  offline  commerce  

90% of retail shoppers use smartphones while in store Source: Marketing Land 2015

72% US online consumers have made a purchase online after browsing for a product in-store

Source: eMarketer 2014

How does Mobile help with driving offline commerce?

Mobile can help identify a customer’s indoor location

Behavior helps retailer identify intent to target and measure effectively

Indoor location provides context & behavior

Indoor Location is a game-changer!

Location is context! Outdoor vs. Indoor Location GPS has spawned several products & services. e.g. Maps, Uber, Foursquare, Retargeting etc. Why is Indoor Location important? Indoors is where we spend money, socialize, and do business!

Wi-Fi

Technologies that help Retailers with Indoor location

Beacons

Beacon  Technology  

•  Low-cost, low-power transmitters equipped with Bluetooth Low Energy or BLE

(also called Bluetooth 4.0 or Bluetooth Smart)

•  Helps mobile devices detect proximity and determine micro-location

What are beacons?

Here is a beacon!

How do beacons work?

•  Beacons don’t transmit content; they transmit a series of numbers

•  The transmitted signal allows another device to identify it and

determine the device’s proximity to the beacon

You need an app. Beacons do nothing by themselves

A beacon-enabled app installed on devices running iOS 7.1 (or above) will look for beacons even if the app

isn’t active.

Android (4.3+) devices with BLE hardware need a service running in the background that continuously

searches for beacons.

Evangelize products Improve customer experience

Upsell

Some Use-cases for Beacons

Beaconstac Overview

Hardware  

So6ware  Pla8orm  

CMS  

Proximity messaging

Analy<cs  

SDKs  

•  Create richly designed campaigns with Text, Pictures, Videos, URLs\

•  Manage diverse content with 3rd party content integrations , Customizable card layouts

•  Define Rules & Actions for your beacons •  Customer Segmentation for targeted

campaigns using custom attributes

•  Measure Campaign performance and Visitor behavior - Metrics on beacon interactions, New Vs Returning visitors

Beaconstac Demo App •  Provide iOS & Android SDKs to be

integrated with the app

•  Battery life: up to 4 years •  Signal range: 15cm - 60m •  Transmission (Tx) power: -30 dBm - +4 dBm •  Broadcasting interval: 100 ms - 1285 ms •  Powered by AA batteries •  Encrypted to prevent spoofing and squatting

Beacons at entrances to drive footfalls Ability to retarget in the store vicinity to drive back customers

Beacons Value proposition for Businesses

Sales ($) Traffic ( Footfalls) Conversion (%) Avg. ticket size ($)

Beacons ability to map online to offline behavior help provide right recommendations Coupons and offers to drive conversions and incentivize customers

Beacons drives analytics to identify repeat customers Focused customer service to loyal customers providing differentiated approach

Wi-­‐Fi  Technology  

Why should businesses provide free Wi-Fi?

Advantages of Wi-Fi in stores

Attracts new customers and increases footfalls Retailers and restaurants that provide Wi-Fi experience significantly higher loyalty. There are also customers who decide where to shop based on this!

Increases time & money spent by customers Customers spend more time in stores with Wi-Fi. In particular it helps those who shop alone to spend more time translating into higher conversion and revenue

Drives social media activity and mentions Millennial generation likes to check in on Facebook and post pictures to Instagram. Wi-Fi only drives this behavior

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Advantages of Wi-Fi in stores (Cont’d)

Use Wi-Fi for promotions & monetization Wi-Fi connections can be used for in-store marketing or even promoting your brand message on social media

Use Wi-Fi to get customer analytics & retargeting Wi-Fi can be used to track customers journey inside stores, analyze trends and also drive retargeting effectively

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Helps get social validation for purchases Customers like to get social approval before making a purchase. Helping them share their prospective buys on Whatsapp etc. improves conversion!

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A different take on Wi-Fi - Introducing WiFire

Automatically connect to free Wi-Fi around you •  Discover Wi-Fi hotspots and connect

with a single tap

•  Easily see socially validated Wi-Fi

networks around you

•  Have web forms and OTP filled out

automatically for you

(beta)  

State of the Indian mobile commerce report

Report on India’s m-commerce landscape in 2016