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Beacon Business Cases
&
Marketing Strategy Concerns
㈜ 비코닉스 대표 최신호
2015. 3. 4
What is Beacon ?
A beacon is an intentionally
conspicuous device
designed to attract attention
to a specific location.
2.4GHz Bluetooth 4.0 Low Energy (BLE)
Wireless Device
Beacon Main Function
● Proximity Location Recognition
● Geo-Fencing
● Distance Monitoring
<30cm
Close Near Far
<2m <100m
Unknown
Beacon Packet Structure
Beacon Preamble
• 02 # Number of bytes that follow in first AD structure
• 01 # Flags AD type
• 06 # Flags value
• 1A # Number of bytes that follow in second (and last) AD structure
• FF # Manufacturer specific data AD type
• 4C 00 # Company identifier code (0x004C == Apple)
• 02 # Byte 0 of Beacon advertisement indicator
• 15 # Byte 1 of Beacon advertisement indicator
Universally unique identifier Classification
Beacon Applications
Proximity Marketing
Home Automation
Museum & Gallery
Campus Guide
Conference
Car Rental
Taxi Arrival Alarm
Hospital
Restaurant, Cafe
Hotel, ResortEye-disabled
Beacon Supported OS
• iBeacon is supported natively in
iOS 7+ as part of CoreLocation
• iOS devices can both detect
iBeacons and act as iBeacons
• Apps can subscribe to receive
background notifications
• Apps receive notifications even if
they are closed and completely
shut down
• iBeacon notifications persist even
after device restart
• No official Android support
• Android 4.3+ (Jelly bean, Kitkat)
• No peripheral profile in Android
- device can’t act as iBeacon
• Problems with BLE stack
implementation - very unstable,
sometimes WiFi
and BLE are in conflict
• 3rd party libraries used to get similar
functionality as in iOS - Radius Networks’
open source library available on
GitHub
Distance Measurement
• Estimation based on RSSI
• Tx Power is used to judge distance
• Very unreliable
• Distance estimates change when conditions
change (ambient temperature, number of people etc.)
• Beacon calibration on location is imperative
Beacon Limitation
• Bluetooth On Permission
• Connectivity
• Beacons not Secure
• Battery Life (1 month ~ 2 years)
• Ranging Unstable
• Up to 20 Beacons in IOS
Beacon in Marketing ?
Dummy Device
Digital Marker
Communication Vehicle
Communication Channel
Beacon in Market
Beacon + Everything (Watches / Google Glasses / Wearable)
Technology Waves
CUSTOMER EXPERIENCE
Touch Point
Beacon Marketing Strategy
Customer Acquisition & Retention
● Human Need Analysis
● Draw Passion for Fan-base (ex, Music, Sports)
✓ Better Experience / Engagement / Alliance
● Concentrate to very very Targeted Community
● Offer Tangible Benefit
● Pleasure Experience / Happy Moment
● Provide Meaningful Value
● Gathering Information / Building Relationship
Customer Values by Beaconing : Time ⬥  Price ⬥  Guide
Beacon Message Management
● Different Industry Areas, Different Messages by each
Different Location
● Proper Textual / Visual Message
● By Macro(arena) / Micro(store) Messages by Geo-
fencing
● Beacon Placement
● Messaging Interval
What / When / Where / How Messaging
CUSTOMER MOTIVATION
Change Game
Change
Game
Prototyp
e !
Scale-up
Data !
Idea !
Differenti
ated
Strategy
Data
Gathering
Pattern
Analysis
Drive
Value
Enhance Beacon Mobile App
Case 1. Bonnaroo Music & Art Festival
● 69,000명
● 100 Beacons + Wifi
● Beacon Engagement -Notification
● 20% Engaged
● Data Gathering and Proximity based
messaging of Safety, Health and Directional Info
● Connection to Social with Photos
Case 2. Beacon Movie Poster
Human 1st Computer Origin
Blow-up
COME CLOSER
Case 3. Hillshire Brands
• Nationwide Beacon Deployments 5,000 Beacons
• Beacon triggered messages in grocery stores
• 20 times purchase intent
• Customer Engagement by Messages
• More extensive targeting
• Quick Launch ! A/B Test ! Change Messages
Continually
• Real-time Understanding ! Targeting
• Demographic Information ! Standardize
• Don’t hold Personal Data
Hyper local campaign by Geo-Targeting
Case 4. Grand Rapids Public Museum
• 2nd Big Museum – 2.5million Arts
• Museum to Digital Strategy from 2013
• 500,000 Region Residents
• 250k visitors/month in max
• Rent devices to children
• Target to Children
• Beacons For Sign and Brochure
• Festival Events 10 ~ 15 / year at downtown
and river
For Community
Ticketless
Entry
Upsell mementos,
Gifts from shop
Recommended
exhibits
Information
about facilities Gather visitor
data
Beaconyx case. Starts gearing
• Beacon management and
deployment control
• Proximity Campaign Management
• Focus on Data Gathering & Analytics
• Excellent Beacons
• Currently in working for Campus
and Events, Retail Campaign
Beaconyx case 1. Campus Wide App
• For Foreign Visitors & Families
• Extend to Museum and Gallery on Phase-II
Beaconyx case 2. Busking & Festival
• For Festival Events
• Extend to Nationwide Busking App
Beaconyx case 3. Busking & Festival
• For Conferences & Exhibitions
Beacon! Long Journey
Mix with Others
Create New
www.beaconyx.com
shchoi@beaconyx.com
최 신 호

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제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

  • 1. Beacon Business Cases & Marketing Strategy Concerns ㈜ 비코닉스 대표 최신호 2015. 3. 4
  • 2. What is Beacon ? A beacon is an intentionally conspicuous device designed to attract attention to a specific location. 2.4GHz Bluetooth 4.0 Low Energy (BLE) Wireless Device
  • 3. Beacon Main Function ● Proximity Location Recognition ● Geo-Fencing ● Distance Monitoring <30cm Close Near Far <2m <100m Unknown
  • 4. Beacon Packet Structure Beacon Preamble • 02 # Number of bytes that follow in first AD structure • 01 # Flags AD type • 06 # Flags value • 1A # Number of bytes that follow in second (and last) AD structure • FF # Manufacturer specific data AD type • 4C 00 # Company identifier code (0x004C == Apple) • 02 # Byte 0 of Beacon advertisement indicator • 15 # Byte 1 of Beacon advertisement indicator Universally unique identifier Classification
  • 5. Beacon Applications Proximity Marketing Home Automation Museum & Gallery Campus Guide Conference Car Rental Taxi Arrival Alarm Hospital Restaurant, Cafe Hotel, ResortEye-disabled
  • 6. Beacon Supported OS • iBeacon is supported natively in iOS 7+ as part of CoreLocation • iOS devices can both detect iBeacons and act as iBeacons • Apps can subscribe to receive background notifications • Apps receive notifications even if they are closed and completely shut down • iBeacon notifications persist even after device restart • No official Android support • Android 4.3+ (Jelly bean, Kitkat) • No peripheral profile in Android - device can’t act as iBeacon • Problems with BLE stack implementation - very unstable, sometimes WiFi and BLE are in conflict • 3rd party libraries used to get similar functionality as in iOS - Radius Networks’ open source library available on GitHub
  • 7. Distance Measurement • Estimation based on RSSI • Tx Power is used to judge distance • Very unreliable • Distance estimates change when conditions change (ambient temperature, number of people etc.) • Beacon calibration on location is imperative
  • 8. Beacon Limitation • Bluetooth On Permission • Connectivity • Beacons not Secure • Battery Life (1 month ~ 2 years) • Ranging Unstable • Up to 20 Beacons in IOS
  • 9. Beacon in Marketing ? Dummy Device Digital Marker Communication Vehicle Communication Channel
  • 10. Beacon in Market Beacon + Everything (Watches / Google Glasses / Wearable) Technology Waves CUSTOMER EXPERIENCE Touch Point
  • 11. Beacon Marketing Strategy Customer Acquisition & Retention ● Human Need Analysis ● Draw Passion for Fan-base (ex, Music, Sports) ✓ Better Experience / Engagement / Alliance ● Concentrate to very very Targeted Community ● Offer Tangible Benefit ● Pleasure Experience / Happy Moment ● Provide Meaningful Value ● Gathering Information / Building Relationship Customer Values by Beaconing : Time ⬥  Price ⬥  Guide
  • 12. Beacon Message Management ● Different Industry Areas, Different Messages by each Different Location ● Proper Textual / Visual Message ● By Macro(arena) / Micro(store) Messages by Geo- fencing ● Beacon Placement ● Messaging Interval What / When / Where / How Messaging
  • 13. CUSTOMER MOTIVATION Change Game Change Game Prototyp e ! Scale-up Data ! Idea ! Differenti ated Strategy Data Gathering Pattern Analysis Drive Value
  • 15. Case 1. Bonnaroo Music & Art Festival ● 69,000명 ● 100 Beacons + Wifi ● Beacon Engagement -Notification ● 20% Engaged ● Data Gathering and Proximity based messaging of Safety, Health and Directional Info ● Connection to Social with Photos
  • 16. Case 2. Beacon Movie Poster Human 1st Computer Origin Blow-up COME CLOSER
  • 17. Case 3. Hillshire Brands • Nationwide Beacon Deployments 5,000 Beacons • Beacon triggered messages in grocery stores • 20 times purchase intent • Customer Engagement by Messages • More extensive targeting • Quick Launch ! A/B Test ! Change Messages Continually • Real-time Understanding ! Targeting • Demographic Information ! Standardize • Don’t hold Personal Data Hyper local campaign by Geo-Targeting
  • 18. Case 4. Grand Rapids Public Museum • 2nd Big Museum – 2.5million Arts • Museum to Digital Strategy from 2013 • 500,000 Region Residents • 250k visitors/month in max • Rent devices to children • Target to Children • Beacons For Sign and Brochure • Festival Events 10 ~ 15 / year at downtown and river For Community Ticketless Entry Upsell mementos, Gifts from shop Recommended exhibits Information about facilities Gather visitor data
  • 19. Beaconyx case. Starts gearing • Beacon management and deployment control • Proximity Campaign Management • Focus on Data Gathering & Analytics • Excellent Beacons • Currently in working for Campus and Events, Retail Campaign
  • 20. Beaconyx case 1. Campus Wide App • For Foreign Visitors & Families • Extend to Museum and Gallery on Phase-II
  • 21. Beaconyx case 2. Busking & Festival • For Festival Events • Extend to Nationwide Busking App
  • 22. Beaconyx case 3. Busking & Festival • For Conferences & Exhibitions
  • 23. Beacon! Long Journey Mix with Others Create New