iBeacon White Paper on Industry Case Studies

Long before everyday consumers interact with technology for the first
time, bold, innovative companies often take a risk by investing
resources in the future. The first websites, first Facebook pages and
Twitter accounts, and first mobile apps were seen as risks from the
community, but those who spent the time to learn and grow with the
times have reaped the benefits.
!
We believe the next great technology to touch consumers will be a location-aware
technology that interacts with our phone called iBeacons. You’ll notice that there are not
only great retail use cases like Duane Reade and Walgreens, but innovative applications
at sporting events for the MLB, NFL, and by brands like Coca Cola at the World Cup. With
the flexibility to target customers in hyper-local settings, brands can eliminate blanket
advertising, and offer true value. There are endless possibilities from videos for
entertainment, product reviews for purchasing, promotions for deal seekers and more.
!
With that in mind we decided to create a white paper on what the best in the business
are doing. We hope you enjoy reading it as much as we did creating it.
!
Team Fosbury

Bring out the peanuts and crackerjacks, baseball season is once again in
full swing. If you are going to a game this season chances are fairly high
of you running into one of the best use cases of iBeacons currently
deployed.
!
Major League Baseball has upgraded their "At the Ballpark" iPhone App with an iBeacon
integration. The App, which previously one the Best Sports Technology award at the
Sports Business Awards supports iBeacons for 20 MLB stadiums in 2014 with more
coming in the spring.
!
Each ballpark is equipped with a dozen iBeacons. The technology is used to automatically
check you in when you enter the stadium. Once you're inside you'll be presented with
exclusive oﬀers, seat upgrades and general information. Pushing beacon technology to
the next level, Target Field in Minneapolis, MN, will use beacons to present media, content
and interactive features at this year’s All-Star Game. This is an important step for Apple, as
brands look beyond checkins and product coupons as use cases for the location-aware
technology.

“Our top priority always has been to build technology to support our clubs
and fans with an unrivaled experience in these world-class facilities,”said
Adam Ritter, Senior Vice President of Wireless at MLBAM

“The introduction of iBeacon services in our At The Ballpark app will be the latest
evolution in this process, giving us another important platform to engage fans with their
surroundings and to enjoy customized experiences through their iPhones.”
!
In addition to the previously announced installs at Petco Park and Dodger Stadium, which
in February became the ﬁrst sports venues in the world to permanently equip this
technology, iBeacon will be available at the ballparks of the following clubs: Braves,
Brewers, Cardinals, D-backs, Giants, Indians, Mariners, Mets, A's, Orioles, Phillies, Rangers,
Rays, Red Sox, Reds, Royals, Twins and White Sox.
!
At Fosbury, we believe that this is one of the best use cases of iBeacons in the event
space. MLB has been a frontrunner in mobile technology implementations and we can't
wait to see how they are going to further roll out this technology.

They say that if you can make it there, you can make it anywhere. That's
probably why Duane Reade has picked New York to do a really
interesting iBeacon integration. To get to their goal of fostering greater
customer engagement, they've outfitted 10 locations with 240
iBeacons and rolled out an updated version of their App.
!
This is a robust and versatile iBeacon integration and offers consumers a very broad range
of new and unique services. The app now features an 'in-store' mode that let's you quickly
access you Balance Rewards loyalty program barcode.
!
Additionally it let's you check your clipped paperless coupons and the savings associated
with each, giving you an easy overview and scorecard. It gives you floor map that gives a
bird's eye view oft the store. You can locate products which will show up on the map so
you know exactly where to go. Last, but not least, you can now scan barcodes on
individual products to obtain detailed information.

The Duane Reade app plays an integral role in our omni-channel
customer engagement strategy", says Walgreens' Calvin Peters. "It is
incredibly important for Duane Reade to be where our customers are,
including on their smart mobile devices."

Two UK grocery stores are moving beyond sushi samples and free
coﬀee to engage customers at their store, by putting iBeacons on
product shelves to deliver increased engagement. If you’re unaware,
iBeacons are small hardware devices that send out signals to mobile
apps on individuals phones. These apps take the signal and translate
them to relevant messages like product promotions.
!
In Swindon, England, a grocery store named Waitrose has launched a smartphone app
that can provide shoppers alerts for price promotions in relevant sections of the store,
allowing them to scan barcodes, and even read customer reviews. During a customers
trip to the grocery store, they can add items to their app’s shopping basket, and pay via
their mobile phone.
!
In Chelmsford, England, grocery store Tesco is also using iBeacons to engage customers.
The eﬀorts are led by Mark Cody, senior group marketing manager for mobile at Tesco.
Cody shared that within 12 months the company will "do something" in the mobile
vouchering space and believes technology will enable retailers to do "lots of cool things".
However for now, their team is afraid of scaring customers with the new technology, and
so "initially the iBeacons will be used for purposes such as sending a customer a message
when they arrive in-store to pick up some pre-ordered goods."

Yes, it has happened to you. You're in the check-out line at a store and
you were so sure that you had coupons for half of the items in your cart,
but left them in some messy drawer at home. This will soon be a thing
of the past in Walgreens stores thanks to the power of iBeacons.
!
Mobile is playing a key role in how Walgreens is driving to their over 8,600 locations in the
United States of America. Whether it's their Apple Passbook, Google- and Samsung wallet
integration that play a big part in their loyalty strategy or their own App, Walgreens
believes the future of in-store shopping is mobile and they now have the data to back it
up.

Based on a survey that they have run among their App users, 55% of
them use the App while being in the store. This is up a staggering
42% year over year.

According to Tim McCauley, senior director of mobile commerce at Walgreens, mobile
prescriptions now take place every second and 40% of digital print orders are now
coming through their mobile channel. In 2013, mobile made up 51% of all online traﬃc
and more than half of all emails send to customers are read on a smartphone or Tablet.
!
Mr. McCauley says that Walgreens is going to use its New York-based Duane Reade stores
to test new innovations that can potentially scale comany-wide, starting with an iBeacon
pilot.
!
The iBeacon technology is being used as part of a bigger in-store mobile couponing
initiative that lets customer digitally clip coupons and redeem them via a barcode on a
smartphone.
!
And through the iBeacons placed in store, customers will be reminded of their personal
coupons at the moment when they actually need them.
!
At Fosbury, we think this a magniﬁcent way to guide customers through a couponing
process, creating extremely relevant and personal value for consumers at the right time
and exactly the right place.

If you’re a fairly responsible person, you can buy nice sunglasses
because you know that they will last you for years. If you’re like me, it’s
better to stick to plastic Raybans. Every trip to the beach, I give myself a
60% chance of coming back with my shades. Going to a music festival
or concert? Maybe 40% depending on the amount of dancing I do.
!
It’s easy to get excited about Tzukuri eyewear, found at tzukuri.com. These high quality
frames are made of 100% Japanese acetate by local artisans, and more importantly, will
have Bluetooth LE chip data that causes your iPhone to ring and buzz if you leave them
behind. The Bluetooth is solar powered so unless you exclusively wear your sunglasses at
night, charge will never be a concern.

The Tzukuri website says that“you can track exact proximity of Tzukuris up to 82 ft (25m)
depending on the environment. However, the map in the Tzukuri app will allow you to
pin point the exact location you last had them no matter how far away you.”And don’t
worry, for beach goers, Tzukuris are 100% waterproof up to 1 atmosphere of pressure.
!
One possibility Fosbury hopes Tzukuri considers, is using iBeacons not just for losing
sunglasses, but to develop the community by oﬀering free drinks, hangouts, our surprise
upgrades when sunglasses are worn for a number of days in a row. There is a potential
opportunity for wearable technology where the the signal from your device isn’t
intelligent, but the interface is sole your mobile device.

One of the earliest uses of Passbook was American Airlines initiative to
offer customers airline tickets on their mobile phones. Since then, the
Passbook technology has expanded into retail stores, events and more,
but once again leading the charge with new technology is Richard
Branson's airline named Virgin Atlantic.
!
Based in Crawley, U.K., Virgin Atlantic would like to personalize its offerings even further.
Using Apple Passbook and iBeacon vendor Estimote, Virgin's new initiative will provide
relevant content to customers based on their location. Apple insider shared that“Virgin
Atlantic also hopes to use iBeacons to help passengers once they are waiting for their
flight. Passing by a Moneycorp currency exchange counter, for instance, would surface a
special 0% commission discount offer unavailable to other travelers.”

In a release made by Virgin Airlines, Arnold shared that "At this stage, we've only skimmed
the surface on the advantages that this technology can oﬀer our customers, In the future,
we expect it to further personalize our passenger's journey, such as notifying an Upper
Class passenger that there is an open appointment in the Clubhouse spa or introducing
the crew members on their ﬂight as they board the aircraft."
!
Fosbury commends the airline industry for a continued commitment to innovation and
customer engagement. If you're curious how to uniquely engage your customers using
Passbook and iBeacons contact us directly for a demo here.

Back when Shaquille O’Neil played for the Magic, fans still printed out
mapquest to make their way to the stadium. Fast forward to April 15th
2014 and the young point guard Victor Oladipo, and 20 iBeacons have
been installed in Orlando’s Amway center and the bluetooth
technology has been built into the organizations app.
!
“The Magic is committed to our fans and their experience in our building and we are
continually looking for ways to take these areas to another level,”said Magic CEO Alex
Martin
!
Customers will first interact with the bluetooth technology as they enter the arena. The
mobile application as seen above will offer check-ins to fans and as they make their way
to their seats, or fans may receive custom welcome messages or special offers. These
messages can include offers for store merchandise, food, beverages, or even instructions
for bypassing long lines.

“iBeacons provides the perfect fit to accomplishing this goal. As the
first NBA team to offer one-to-one personalized experiences
enabled by iBeacons and integrated with our mobile app it allows
us to build on our mission of providing legendary moments every
step of the way. Through our partnership with Experience, we are
already looking ahead to the latest and greatest technology to offer
to our loyal Magic fans.”

Following the lead of Major League Baseball who has deployed iBeacon
technology across 20 stadiums in 2014, the NFL plans to roll out
iBeacons integrated with their N.F.L Mobile app.
!
The Miami Dolphins will be the first organization will test iBeacon technologies for the
upcoming season. In a tour at Sun Life Stadium provided by Brian Dunphy, (Senior
Director of Business Development at Qualcomm), the following use fan use-cases were
demonstrated:
!
• An alert linking to a coupon for 10 percent off of ice cream at the Chill stand was
activated
• An alert sponsored by Bank United popped up, letting you know that you will find
shorter wait times near Section 255
• A VIP experience was given. As Dunphy walked inside the club close to a video screen
behind the bar, a personalized welcome message with his name appeared and to go a
step further, a list of the patron’s favorite cocktail shows up to really make that person
feel special.
• A Ford giveaway alert appeared letting the user know that he or she could win Ford
Sideline Club tickets if they head to the Ford Sideline Club.

Manish Jha, the general manager of mobile for the National Football
League, said“The power of this is it really is able to connect the real
world, the brick-and-mortar world, with the virtual world with a level
of granularity that hasn’t existed before.”The ﬁrst live demonstration
was seen during the 2014 Superbowl, when the app was used for
“personalized advertising based on physical location down to a
matter of feet will greet fans in Times Square and MetLife Stadium.”

Now let’s make some magic together!
Contact us: drew@fosbury.co or (512) 270-1512

Major League Baseball
http://mlb.mlb.com/news/article/mlb/home-openers-near-mlbcom-at-the-ballpark-app-
gets-update?ymd=20140327&content_id=70214274&vkey=news_mlb
!
http://www.gizmag.com/mlb-ibeacons-stadium-fan-experience/31422/
!
http://techcrunch.com/2014/07/10/mlbs-ibeacon-project-enters-phase-two-with-
interactive-ballpark-attractions/?
ncid=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A
+Techcrunch+%28TechCrunch%29
!
Waitrose & Tesco
http://www.marketingmagazine.co.uk/article/1288355/tesco-trials-ibeacons-rules-
marketing-messages-use
!
http://www.marketingmagazine.co.uk/article/1293040/waitrose-trials-ibeacons-grazing-
areas-juice-bars-experimental-swindon-store
!
Sources

Tzukuri Eyewear
http://www.imore.com/these-sunglasses-have-embedded-ibeacon-so-youll-never-leave-
them-behind
!
!
Orlando Magic
http://www.mobilecommercedaily.com/orlando-magic-unleash-ibeacon-potential-with-
in-stadium-experience
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http://www.nba.com/magic/news/orlando-magic-becomes-ﬁrst-nba-team-deploy-and-
integrate-ibeacons-team-mobile-app-amway-center
!
National Football League
http://www.nytimes.com/2014/01/31/technology/For-Super-Bowl-Personalized-Phone-
Alerts.html?_r=0
!
http://www.miamidolphins.com/news/article-1/Sun-Life-Stadium-Gets-First-Look-At-
Qualcomm-Beacon-Technology/dbb500e4-79cf-4aea-8b30-5668d619f701
!
Sources

iBeacon White Paper on Industry Case Studies

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iBeacon White Paper on Industry Case Studies