Use context in your mobile apps to increase engagement

© 2015 IBM Corporation
Give your apps the "Wow!"
factor and your users a
stellar experience
Derek Baron, Program Director
IBM MobileFirst Contextual Services
June 16, 2015

© 2015 IBM Corporation 2
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GameCo wants to increase sales; Using a mobile app and it’s 6000 stores to
engage customers, showering them with relevant insights from employees,
partners, and other customers. GameCo has about 3 seconds to captivate
Bobby as s/he enters a store – we call this the “3 second rule”.

As Bobby enters the store a video trailer plays; coincidently it is the game s/he wants to buy…
What GameCo need to figure out in 3 seconds.
That this is indeed Bobby
Where is Bobby
Is Bobby a club member
What has s/he purchased recently
What have others “like” Bobby purchased
Score Results and pick recommendation
Start Playing a Video Trailer of “the perfect game” for Bobby.

What makes an app contextual
+ Knows who the user is
+ Knows where the user is located
+ Knows what the user prefers
+ Knows the history of the users behavior
+ Leverages other device info about the
users current behavior or other context
+ Able to sense and react to a combination
of these factors to deliver a tailored experience
“Contextual services require linking
various information sources together
in near real time to deliver specific
information and services. “ Lopez
Research

Case Study #1: Gamechanger
+ The era of Smarter Stadiums has arrived!
• Provides alerts based on stadium location
• Directions to concessions, bathroom, merchandise
• Fans capture photos and videos
• Access to instant replays

Case Study #2: Field service app
Major Industrial
Supply Company
Leveraged beacon technology to personalize the mobile app based on proximity to specific office
equipment, provided access to maintenance records and details repair instructions once the problem
was diagnosed. Expected app to increase services revenue by 10-20%.
Technicians required efficient way to track
maintenance records of office building equipment
Required a customized checklist of necessary
service steps based on history of individual
units (based on beacons)
Track technician repair performance
Ensure accurate client billing

Case Study #3: Supply chain optimization
Financial services company for shipping industry. Presents Truckstops
based on optimized pricing, route, and driver preferences. Results in
saved fuel expenses.

Case Study #4: DoulaRoom
+ A mobile pregnancy app that will change
the pregnancy experience for women,
families, and care teams around the world
by enabling the sharing of trusted
information to Inform, Support and
Empower
+ Mobile app provides tracking, information,
and wellness guidelines to expectant
women
+ Devices provide real-world context on
weight, blood pressure, fetal monitor, and
general activity

The challenge: how do you spend more on
experience, less on plumbing?
Experience
and
engagement
value
Mobile
infrastructure
Security
Analytics
Push
Data Store
Security
Analytics
Push
Data Store

Mobile Backend Services
+ Simplifies typical mobile device needs such as data, integration, push notification,
device management
+ Provides a consistent SDK for accessing these functions natively from multiple
device platforms
+ Application centric approach for creating and using mobile services
+ Services are available in the cloud, no middleware to deploy and manage

Mobile services on IBM Bluemix
NEW!

Acme Apparel Application
Google+ Identity
+ Business to Consumer (B2C)
+ Advanced Application
• 15 Unique Views
• 10 Persisted Data Objects
+ Security Integration with Mobile First Platform
Advanced Mobile Access
+ Push Notifications Support
+ Integration with 3rd Party Weather Service
+ MQA sentiment analysis and crash reporting
+ Operational Analytics calculating usage patterns

Advanced Mobile Access
+ MobileFirst Services Starter
(for iOS 8)
+ Authentication options
• Facebook
• Google+
• Custom authentication
+ Register iOS app using bundle
id and version
+ Custom authentication set up
through predefined REST API
+ Use Apple Touch ID to secure
MobileFirst access tokens

Social Integration
+ Google+ Authentication
+ OAUTH2 Client Side Flow
+ Native iOS Libraries with
Objective-C
+ Authentication Scope
• Profile
- Access to user profile info
(email/preferred name/photo)
+ Integrated with Advanced
Mobile Access
/**
* Executed when the Google+ authentication flow returns control to the application.
*/
- (void)finishedWithAuth: (GTMOAuth2Authentication *)auth error: (NSError *) error {
if(!error){
[self queryGooglePlusUser];
}
}
/**
* Fetch the authenticated user's Google+ information.
*/
-(void) queryGooglePlusUser
{
GTLServicePlus* plusService = [[GTLServicePlus alloc] init];
plusService.retryEnabled = YES;
[plusService setAuthorizer:[GPPSignIn sharedInstance].authentication];
GTLQueryPlus *query = [GTLQueryPlus queryForPeopleGetWithUserId:@"me"];
[plusService executeQuery:query completionHandler:^(GTLServiceTicket *ticket,
GTLPlusPerson *person, NSError *error) {
if (error) {
GTMLoggerError(@"Error: %@", error);
} else {
[self buildCustomer:(person)];
}
}];
}

Cloudant NoSQL Database
+ Fully managed Cloudant NoSQL database provides data layer that is transparent
and always on
+ Client-side APIs provide intuitive environment for storing data on the cloud
• CRUD support, online and offline replication with only a few lines of code
+ Map simple objects to JSON documents using default or custom object mapper
• Object Models - Items, Shopping Cart, Stores, and Purchase History
Shopping Cart

Push Notification Integration
+ Customer subscribes to notifications
on order updates after logging in
+ Visual notifications
• Alerts appear to inform employee of a new
purchase
• Notifies a customer if the status of her/his order
has changed
+ Data channel
• Customers’ purchase statuses are updated
when the view is reloaded
+ Full support for interactive notifications
in iOS 8
+ Uses tags and subscriptions to send
targeted messages to customers

Location
+ Device level APIs for obtaining user’s
current location
+ APIs map store locations in close proximity
to the user
+ User can denote preferred store location
and obtain directions.

Weather Service
+ Server side integration logic
written in Node.js
+ APIs get current weather for
store locations using 3rd party
weather service

Mobile Quality Assurance
+ Admin dashboard on Bluemix
+ Pre-production or production SDKs
+ Capture device metrics with every
bug report
+ Analyze errors by build, device, etc.
MQA Dashboard
AcmeApparel
AcmeApparel

Mobile Analytics
+ Operational Analytics catered to
the mobile app developer
+ Request metrics are automatically
captured for the various Mobile
Cloud Services
+ Capture mobile OS levels
+ Analyze errors by build, device, etc.

DEMO

In this app, users can log in using their
Google accounts

On the account page, users can view their
Preferred Store and log out of the app

The user can browse by department or
search through the whole store’s catalogue

All of the catalog information is stored on
Bluemix and accessible from the app

The bag displays the items that the user has
selected for pick-up

The Store Locator feature in this app is
handled by Apple’s MapKit

Finally, there is a Status page that displays
all the user’s past orders in order from most
recent

Contextual apps with
MobileFirst Platform
Foundation

IBM MobileFirst Platform Foundation –
Overview

Indoor location using iBeacons
+ Engage users based on their proximity to an enterprise Beacon by:
• Delivering to them location relevant messages, information, promotions etc
• Allowing them to check-in, make a reservation, fill out a survey etc. when they arrive at a
specific location, or leave the location
+ Admin and Developer experience
• Admin registers and manages Beacons using REST APIs via command line
• Admin creates triggers that are activated when a user is nearby enterprise Beacons, similar to
outdoor location triggers
• Developer retrieves the list of Beacons and triggers by calling a WL Server API in an adapter

Latest iOS and Andriod Push Features
+ Interactive Push Notifications
• Enable developers to send Interactive notification for iOS 8 devices
• Let’s user take action on a notification without leaving the application they
are in
• Support Silent notifications
+ Android L Notification
• Support for Heads-up notification for receiving high priority notifications
while using the device
• Provide API’s to set appropriate priority
• Notification support on the device lock screen
• Provide API’s for what to show in lock screen device

Support Android 5.0 (Lollipop) Cloud Sync
Notifications
+ Cloud sync notification - Dismissing a notification on one of Android devices
dismisses it on the others, as well
+ Ability to optionally use Google Play Service for Android Push Notifications
Google Cloud
Messaging
MobileFirst
Platform 7.0
Google Play service Google Play service
Android device1 handles
the notification
Android device2 reflects
the action on notification

Contextual apps using rich
(indoor) location context

IBM Presence Insights on IBM Bluemix

Personalized experience can be
extended across channels based
on location-based interactions
Wifi & BLE Tracking
Video Cameras
Guest Wifi
Point Of Sale
Audio Fingerprint
RFID
Many more…
Sensor
Integration &
Abstraction
Data
Aggregation
Analytics Action
 Various sensors
detect individual
 Beacons detect
iBeacons in phone
 PI abstracts complex
sensing data
 PI creates a single
view of individual in
context of location
 PI integrates with
systems of record,
customer data
 PI correlates
individual presence
with historical data
 PI identifies action
based on analytical
algorithms
 PI integrates with
marketing systems
 PI triggers personalized
notification or offer
 PI triggers personalization
through other channels
Lilly has been
dwelling near
running shoes
for 15 minutes
Loyalty member,
abandoned cart
incl. running
shoes, shirt
Known sale
shopper, online
activity, offer
20% coupon
Opted in on
smartphone app,
push notification
for 20% offer
Individual
enters location
with phone
Retail/venue example

DEMO

Presence Insights demo at the IBM Austin
Briefing Center

x = Your location is here
x
x
App
App Server
x
Type
WIFI Grid Locationing
+ Will provide actual (x,y) coordinate of phone
+ Margin of error: 5-10 Meters + variables
WIFI Proximity
+ Provides (x,y) coordinate of the SENSOR that detects you.
+ Margin of error: 2-5 Meters + variables: Dependent on
proximity setting
Beacon/BLE
+ Only provides beacon ID. Server maps that to beacon
location.
+ Margin of error: 1-2 Meters depending on beacon used and
configuration
Small Cell
+ Will provide actual (x,y) coordinate of phone
+ Margin of error: 5-10 Meters + variables
Magnetic Resonance
+ Require no specialized hardware & quite accurate
+ Dependent on establishing a hard location & fingerprinting
of site
SLAM (simulatenous localization and mapping)
+ No hardware required
+ Leverages sensors on the device
+ Used in conjunction w/other sensors
Sensing Technology

Beacons!

The IBM briefing center in Austin

Map of the zones and beacons using
IBM Presence Insights

Map of the zones and beacons using
IBM Presence Insights
‘Retail’ Zone
‘Stadium’ Zone
‘Entrance’ Zone

How many visitors to your zones?

What is the flow of the device user from zone
to zone?

For all your visitors, where do they dwell
the most?

Easily share and process events with other
Apps and systems

Sense Analyze Act Engage
Real-time rules to
contextually engage with
customers in their
moments of interaction
 Transform user
engagement by leveraging
location, context and user
information, in real-time.
 Trigger events at scale, as
they happen using
simplified UI
 Simulate event input to test
rule execution and event
triggering
Anticipate user needs
and behaviors
 Identify actionable events
based on data trends to
improve user experience
 Enables planning for
improved operations and to
drive conversions
 Improves data accuracy to
enable actionable events
Unique locationing for
accurate customer
engagement
 Unified sensing across
multiple sensing
infrastructures and future-
proofing for new sensing
technology
 Locationing based on
presence, position and
zones
 Simplified hybrid sensing
technologies using an
intelligent abstraction layer.
Integrated with IBM
portfolio
to offer most
comprehensive solution in
the market.
 MobileFirst Build and
Engage portfolio for
complete app dev lifecycle
and engage needs.
 IOT for asset tracking,
logistics, BMS systems.
 Cloud based service
enabling quick start and
simplified operations
Why IBM Presence Insights?
Transform the customer experience with mobile and intelligent
location based technology

Get started today
With IBM MobileFirst Platform (ibm.biz/MFPlatform)
• Analyst Reports
• Success Stories
• White Papers
• Free Trial!
With IBM Presence Insights (ibm.biz/presenceinsights)
• Use Cases
• Getting Started Guide
• Documentation
• Free Trial!

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