It is predicted there will be over 200 billion connected devices by 2020, and businesses are scrambling to harness the power of the Internet of Things and the data behind it. In this session, you’ll hear about the future of connected products and spaces, and demonstrate how you can create connected experiences to personalize your marketing and the customer journey.

1. Track: Mobile & Web Marketing
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The Future of Connected Products in
Your Customers' Journeys
Kären Haley, Executive Director, Indianapolis Cultural Trail, Inc.
Doug Wilson, Director, Mobile Products
Kevin Martin, Director, Connected Products

2. Track: Mobile & Web Marketing
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“50 Billion Connected
Things by 2020”
- Cisco IBSG

3. Track: Mobile & Web Marketing
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Connecting the
Indianapolis
Cultural Trail: A
Legacy of Gene
and Marilyn Glick

4. Track: Mobile & Web Marketing
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5. Track: Mobile & Web Marketing
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The Trail
• 8 mile urban bicycle and pedestrian path
• Linear park
• Downtown hub for Central Indiana Greenway system
• Connects 5 downtown cultural districts
• Includes $2M in public art
• Beautifully maintained
• Cleared of snow and ice

6. Track: Mobile & Web Marketing
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7. Track: Mobile & Web Marketing
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Connected Trail & Bikes to Create a Better Trail Experience

8. Track: Mobile & Web Marketing
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First Four Months
• 61,652 Trips
• 1330Annual Members
• 18,630 24 Hour passes
• Average Trips Time: 15 Minutes
• July 28, 2014: 50,000 Bike Trips

9. Track: Mobile & Web Marketing
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Evolving the Experience

10. Track: Mobile & Web Marketing
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Today
1 2 3
Using Passive GPS
Data from Bikes
Kiosk Interactions
Annual Pass and
Daily Customer
Marketing

11. Track: Mobile & Web Marketing
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Trail & Rider Journeys

12. Track: Mobile & Web Marketing
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First time bikeshare
customer journey
Customer enters Bikeshare
station geofence.
Customer receives text
message for 20% off their
next ride.
Customer purchases
Bikeshare ride.
Increase traffic on
the Cultural Trail
Message for 20% off at
restaurant appears on
bike screen.
Bikeshare rider uses
coupon at restaurant.
Bikeshare rider has docked
bikeshare bike
Nearby business
customer journey

13. Track: Mobile & Web Marketing
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10:21
Pacers Bikeshare
Welcome to Indy’s
Cultural Trail! There’s lots
to see along the way…
10:34
Pacers Bikeshare
You’re close to Red Lion
Grog House. Visit now
and get 20% off.

14. Track: Mobile & Web Marketing
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Trail-adjacent
business journey
Geofence shows how many
people pass by each station
Businesses receive weekly
summary of trail traffic
Businesses contribute to
support Trail and Bikeshare
Raise Funds &
Awareness for Trail
Trail user receives
personalized educational
trail content
Trail user encouraged to
donate to support Trail
Beacon picks up Trail user
Trail users journey

15. Track: Mobile & Web Marketing
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Maintenance Challenges
Customer reports bike
issues
Bike locked and tech
contacted
Tech repairs bike
Efficient Bikeshare
Operations
Receive notification that
bikes are needed at X
station in that direction
Rider is rewarded for
balancing trip
PIck up bike and head in
certain direction
Bike Balancing

16. Track: Mobile & Web Marketing
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Current location on map
with distance/time to next
closest station in each
direction
GPS provides current bike
location
On screen bike display
shows users how close
they are to check-in time
Customer checks in bike
with peace of mind
30 Minute Peace of Mind
Geofence picks up Trail Customer checks out bike
Bikeshare app shows users
what bikes are available
user
Shows bikes that are
available in 10 min/15
min/20 min

17. Track: Mobile & Web Marketing
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18. Track: Mobile & Web Marketing
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19. Track: Mobile & Web Marketing
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Lessons Learned & Guiding Principles:
Not interrupting the expected
trail and rider experience

20. Track: Mobile & Web Marketing
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Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
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4
$50
Starbucks
Gift Card

21. Track: Mobile & Web Marketing
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Questions?

22. Track: Mobile & Web Marketing
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

23. Track: Mobile & Web Marketing
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