January 5, 2011                           THE                           FUTURE                           OF               ...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
A Check-in:Quite simply, making your presence     and identity known to an   establishment or business upon               ...
A History of Commerce Check-Ins                                                          “Check-in                        ...
Today, Check-ins Are A „Must Have” Feature for                social networks                                             6
Hello, Jane Doe                         Jane’s Amazon.comWhen you visit Amazon, you effectively utilize a cookie-based onl...
However:Of Sales Occur Offline!*                                              8                   *Forrester Research 2010
Like online cookies, next generation check-ins are  enabling future mobile advertising and commerce                 spendi...
… are creating anAmazon.com-likepersonalized experiencefor brick-and-mortarretailers                          10
But the biggeropportunity is NOTabout being the mayorof a donut shop orletting your friendsknow where you are …           ...
Next generation check-ins willEnable Better Mobile Advertising,  Promotions, Search, & Mobile           Commerce          ...
Introducing CHECK-IN 2.0provides advertising     networks with precise coordinates of your location so   it can serve you ...
Introducing CHECK-IN 2.0provides advertising     networks with                              Solving for the precise coordi...
How Huge is The Check-In Market                  Opportunity?Check-ins form the basisfor accurate, auditablemobile marketi...
Use Case Example #1: Offline “Adsense”                                               s       Novitaz uses an inexpensive, ...
Use Case Example #2: In-Store Marketing   Customer    Enters                            Customer Identified upon entry    ...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
Check-In 1.0               19
Check-In 1.0  Is:               20
Check-In 1.0  Is:• Not Battery-Friendly                    21
GPS or WiFi WillDrain YourBattery In OneDay or Less                   22
Check-In 1.0  Is:• Not Battery-Friendly• Not Accurate                    23
Today, YourCheck-In Can Be“Off” By 500meters or more!…            24
… And UsuallyFails Indoors …                  25
Check-In 1.0  Is:• Not Battery-Friendly• Not Accurate• Prone to Fraud                    26
Check-In Fraud Is Common                           27
Check-In 1.0  Is:• Not Battery-Friendly• Not Accurate• Prone to Fraud• Without A Killer App                     28
Check-ins Today Are Infrequent• On average, about one per week for each  Foursquare user* …                               ...
Check-In Fatigue Syndrome (CFS)                                  –                                      30
Check-In 1.0  Is:• Not Battery-Friendly• Not Accurate• Prone to Fraud• Without A Killer App• Inconvenient                 ...
Check-In 1.0 Is High Maintenance       • NO automatic check-in       • User must consciously invoke an app       with each...
Battery Life is Key To HappinessHigh Power        Frequent   Draw      =    Battery    =                 Recharges        ...
In Summary     Check-ins today    are novelties withlimited long-term potential                              34
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
GPS         Massive battery drain         20-30 meter location granularity         Relies on imprecise geo-fencing appr...
Cellular Location                    • 250-1000 meter                      location granularity                    • Requi...
Wi-Fi Major battery drain 10-30m location granularity Easily hacked, not encrypted. Enables “fake” check-ins Fails wh...
Ultrasound•    User must actively invoke application, no background check-ins. Creates     check-in fatigue.•    Major bat...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
“A better solution would   be for the various  services to adopt a standard for places.” -- MC Siegler, TechCrunch        ...
Check-ins Require a Global WirelessMultiple Benefits Of A Check-In Standard Beyond GPS!         Standard      For advertis...
Yet without a Check-in Standard• Merchants would be required to deploy and  maintain multiple, incompatible check-in  tech...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
To Invest in Check-in 2.0, Local Advertisers Will                         Require:•   A huge audience•   Repeated, ongoing...
It‟s Not Just About Phones                     “What is not going to happen                       In 2011”, Dec 17, 2010  ...
To Attract A Large Audience   • Do not limit check-ins to mobile phones!   • Include smartcards, keyfobs, tickets, tablets...
To Encourage Frequent Check-ins, Make It       Reeeeeaally Easy For The Customer– Automatic/background check-  in option– ...
And While The StandardShould Enable Check-ins …                            49
… What AboutChecking Out?                50
Check-in 2.0 Should Include “Check Out” Capability!                          51
Requirements For A Standard              Automatic              Location Precision              Battery-friendly       ...
Requirement #1: Automatic                       • Enables “background location”                       so end user doesn’t ...
Requirement #2: Location Precision                      • Must be accurate indoors andAutomatic            in urban areas...
Requirement #3: Battery-Friendly                      • Minimal impact to a smartphoneAutomatic            battery … no m...
Requirement #4: Low Latency                      • Allows check-ins while theAutomatic            customer is moving, i.e...
Requirement #5: Cross-PlatformAutomaticLocation Precision   • Not limited to a single                      device type (...
Requirement #6: InexpensiveAutomatic                      • Minimal impact to smartphoneLocation Precision   bill of mat...
Requirement #7: Easy to Implement                      • “Out of the box”Automatic            interoperabilityLocation P...
Requirement #8: SecureAutomatic                      • Avoids risks of spoofing orLocation Precision   fraudBattery-fri...
A Comparison    Check-in 1.0                 Check-in 2.0•   Inaccurate               •   Accurate•   Not Automatic       ...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
A Global Standard That is             Uniquely Suited for Check-In 2.0•   DASH7 is the ISO 18000-7 Standard for Active RFI...
Feature Comparison                         GPS       Cellular     Dog Whistle                                Triangulation...
Automatic &                       Check-in Technology Comparison Authenticated          Check-in Method   Auto            ...
DASH7 Is “Piggybacking” the IntroductionOf 13.56MHz NFC in Smartphones, Smartcards,             And other DevicesWith the ...
DASH7‟s “Goldilocks Zone”1. DASH7 operates at 433.92 MHz   worldwide2. NFC operates at 13.56 MHz   worldwide3. 13.56 x 25 ...
68
Pioneering Check-in 2.0 ProductNovitaz DASH7 Loyalty CardIncludes:• ISO 7810 Compliant Smartcard• Integrated 433 MHz DASH7...
Enhanced LoyaltyExisting Loyalty Card      Check-In 2.0 powered Loyalty CardWhat a guest purchased     What a guest is int...
71
Bringing Check-in 2.0 To Market• Requires an ecosystem of suppliers, systems  integrators, and end users like the DASH7  A...
TABLE OF CONTENTS1.   Excuse Me, But What Is A Check-In?2.   These Check-ins Today Are So Lame!3.   Let’s Compare Current ...
Join The Fun                                                                                                  • Join the n...
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The Future of Check-Ins

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How DASH7 can re-shape the way we "check-in" by enabling automatic/background location and check-ins, laying the groundwork for better mobile advertising, mobile commerce, and other applications currently unavailable with existing technologies today.

The Future of Check-Ins

  1. 1. January 5, 2011 THE FUTURE OF CHECK-INS By : 1Pat Burns, President, DASH7 Alliance & Jayant Ramchandani, COO, Novitaz
  2. 2. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 2
  3. 3. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 3
  4. 4. A Check-in:Quite simply, making your presence and identity known to an establishment or business upon entry 4
  5. 5. A History of Commerce Check-Ins “Check-in 1.0”Airline check in Card swipe, E-commerce cookies, Location-based counter, circa 1973 circa 1994 services, circa 1965 circa 2009
  6. 6. Today, Check-ins Are A „Must Have” Feature for social networks 6
  7. 7. Hello, Jane Doe Jane’s Amazon.comWhen you visit Amazon, you effectively utilize a cookie-based onlinecheck-in, which – Personalizes the e-commerce experience for every returning customer – Enables real-time promotions, discounts, recommendations, targeted advertising – Results in increased cross-sells and up-sells …yet E-Commerce Sites Have Been Using online Check-Ins For Years 7
  8. 8. However:Of Sales Occur Offline!* 8 *Forrester Research 2010
  9. 9. Like online cookies, next generation check-ins are enabling future mobile advertising and commerce spending AND … 9
  10. 10. … are creating anAmazon.com-likepersonalized experiencefor brick-and-mortarretailers 10
  11. 11. But the biggeropportunity is NOTabout being the mayorof a donut shop orletting your friendsknow where you are … 11
  12. 12. Next generation check-ins willEnable Better Mobile Advertising, Promotions, Search, & Mobile Commerce 12
  13. 13. Introducing CHECK-IN 2.0provides advertising networks with precise coordinates of your location so it can serve you with more targeted and meaningful promotions 13
  14. 14. Introducing CHECK-IN 2.0provides advertising networks with Solving for the precise coordinates “check-in problem” of your location so also helps solve for it can serve you other lucrative with more targeted wireless marketing and meaningful programs promotions 14
  15. 15. How Huge is The Check-In Market Opportunity?Check-ins form the basisfor accurate, auditablemobile marketing campaigns,a $24 billion opportunity in2013.* 15 *ABI Research, 2010
  16. 16. Use Case Example #1: Offline “Adsense” s Novitaz uses an inexpensive, long-range, wireless smartcard to provide retailerswith unprecedented visibility into the offline behavior of their customers while in their stores 16 Source: www.novitaz.com
  17. 17. Use Case Example #2: In-Store Marketing Customer Enters Customer Identified upon entry Services Infrastructure determines relevant offers RETAIL STORE based on in-store presence, e browsing and purchasesEntrance/Egress MENS WOMENSHotspotsInternal Hotspots CHILDRENS e Customer Exits Product Offers sent on Novitaz Hotspots Targeted Offers mobile phone captures brand and increases sales and product interest drives customers back to the store 17 Source: www.novitaz.com
  18. 18. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 18
  19. 19. Check-In 1.0 19
  20. 20. Check-In 1.0 Is: 20
  21. 21. Check-In 1.0 Is:• Not Battery-Friendly 21
  22. 22. GPS or WiFi WillDrain YourBattery In OneDay or Less 22
  23. 23. Check-In 1.0 Is:• Not Battery-Friendly• Not Accurate 23
  24. 24. Today, YourCheck-In Can Be“Off” By 500meters or more!… 24
  25. 25. … And UsuallyFails Indoors … 25
  26. 26. Check-In 1.0 Is:• Not Battery-Friendly• Not Accurate• Prone to Fraud 26
  27. 27. Check-In Fraud Is Common 27
  28. 28. Check-In 1.0 Is:• Not Battery-Friendly• Not Accurate• Prone to Fraud• Without A Killer App 28
  29. 29. Check-ins Today Are Infrequent• On average, about one per week for each Foursquare user* … *Source: Mashable, June 2010 29
  30. 30. Check-In Fatigue Syndrome (CFS) – 30
  31. 31. Check-In 1.0 Is:• Not Battery-Friendly• Not Accurate• Prone to Fraud• Without A Killer App• Inconvenient 31
  32. 32. Check-In 1.0 Is High Maintenance • NO automatic check-in • User must consciously invoke an app with each use • Low quality location granularity … requires significant manual intervention 32
  33. 33. Battery Life is Key To HappinessHigh Power Frequent Draw = Battery = Recharges 33
  34. 34. In Summary Check-ins today are novelties withlimited long-term potential 34
  35. 35. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 35
  36. 36. GPS  Massive battery drain  20-30 meter location granularity  Relies on imprecise geo-fencing approach  Easily hacked  Enables “fake” check-ins  Line-of-sight only. Fails indoors and in urban areas  Not portable to smartcards, keyfobs, most other non-phone devices  1-way signal, not encrypted
  37. 37. Cellular Location • 250-1000 meter location granularity • Requires monthly carrier subscription • Not portable to smartcards, keyfobs, other non- phone devices 37
  38. 38. Wi-Fi Major battery drain 10-30m location granularity Easily hacked, not encrypted. Enables “fake” check-ins Fails while moving Not portable to smartcards, keyfobs, and most other non phone devices 1-way signal No global standard for WiFi location 38
  39. 39. Ultrasound• User must actively invoke application, no background check-ins. Creates check-in fatigue.• Major battery drain• Very poor location granularity• Ultrasound detection is unreliable in many cases, e.g. carrying phone while inside purse/jacket• Not portable to smartcards, keyfobs, other non-phone devices• Easily hacked, not encrypted. Unsecured signal creates phantom check-in risks• 1-way signal• Proprietary, no global standard for ultrasound location 39
  40. 40. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 40
  41. 41. “A better solution would be for the various services to adopt a standard for places.” -- MC Siegler, TechCrunch 41
  42. 42. Check-ins Require a Global WirelessMultiple Benefits Of A Check-In Standard Beyond GPS! Standard For advertisers: A common metric for auditing advertising spend For end users: Solutions that are For solution easier to use and providers: less costly than ensures proprietary interoperability solutions across a diverse array of devices and markets 42
  43. 43. Yet without a Check-in Standard• Merchants would be required to deploy and maintain multiple, incompatible check-in technologies• Handset and other device vendors will have to deploy multiple check-in technologies on their devices• Customers would feel pain In short, a huge revenue opportunity will be STALLED 43
  44. 44. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 44
  45. 45. To Invest in Check-in 2.0, Local Advertisers Will Require:• A huge audience• Repeated, ongoing check-ins• Repeated, ongoing merchant participation• Reliable, “fraud free” targeting• Auditable results• Surmountable privacy concerns 45
  46. 46. It‟s Not Just About Phones “What is not going to happen In 2011”, Dec 17, 2010 46
  47. 47. To Attract A Large Audience • Do not limit check-ins to mobile phones! • Include smartcards, keyfobs, tickets, tablets, watches, laptops …Allow end users to “check in” using the form factor that is most familiar and convenient to them … 47
  48. 48. To Encourage Frequent Check-ins, Make It Reeeeeaally Easy For The Customer– Automatic/background check- in option– Many device options– No setup or maintenance hassle– Low or zero incremental cost 48
  49. 49. And While The StandardShould Enable Check-ins … 49
  50. 50. … What AboutChecking Out? 50
  51. 51. Check-in 2.0 Should Include “Check Out” Capability! 51
  52. 52. Requirements For A Standard Automatic Location Precision Battery-friendly Low latency Cross-platform Inexpensive Easy to implement Secure 52
  53. 53. Requirement #1: Automatic • Enables “background location” so end user doesn’t need toAutomatic “do” anything when entering aLocation Precision “place”Battery-friendlyLow latency • Users can continuously share where they are with friends orCross-platform merchantsInexpensiveEasy to implement • Allows users to “passively” check-in and check-out withoutSecure invoking an application 53
  54. 54. Requirement #2: Location Precision • Must be accurate indoors andAutomatic in urban areasLocation Precision • Locates customers withBattery-friendly precision of a few feetLow latencyCross-platform • Prevents “fake” check-insInexpensive • Not impacted by location ofEasy to implement the device (e.g. in purse orSecure wallet) 54
  55. 55. Requirement #3: Battery-Friendly • Minimal impact to a smartphoneAutomatic battery … no more energy thanLocation Precision a phone’s LED “message waiting” lightBattery-friendlyLow latency • Multi-year battery life forCross-platform very small form factor devices (e.g. smartcard, keyfob)InexpensiveEasy to implementSecure 55
  56. 56. Requirement #4: Low Latency • Allows check-ins while theAutomatic customer is moving, i.e.Location Precision customer does not have to “stand still” to check inBattery-friendlyLow latency • In the future, allows theCross-platform customer to check-in to a moving object (e.g. ConanInexpensive O’Brien’s blimp)Easy to implementSecure 56
  57. 57. Requirement #5: Cross-PlatformAutomaticLocation Precision • Not limited to a single device type (e.g. smartphones)Battery-friendly but can be used in a varietyLow latency of consumer devices includingCross-platform smartcards, keyfobs, accessInexpensive control badges, etc.Easy to implementSecure 57
  58. 58. Requirement #6: InexpensiveAutomatic • Minimal impact to smartphoneLocation Precision bill of materialsBattery-friendlyLow latency • Minimal impact to smartcard or keyfob bill of materialsCross-platformInexpensiveEasy to implementSecure 58
  59. 59. Requirement #7: Easy to Implement • “Out of the box”Automatic interoperabilityLocation Precision • An actual global, ISOBattery-friendly standard. NOT proprietaryLow latencyCross-platform • Globally available frequency,Inexpensive single SKUEasy to implement • Low total cost ofSecure ownership 59
  60. 60. Requirement #8: SecureAutomatic • Avoids risks of spoofing orLocation Precision fraudBattery-friendlyLow latency • Allows user toCross-platform configure/turn off automatic check-ins as desiredInexpensiveEasy to implement • Allows full public keySecure encryption, if desired 60
  61. 61. A Comparison Check-in 1.0 Check-in 2.0• Inaccurate • Accurate• Not Automatic • Automatic• Subject to fraud • Auditable• Power Hog • Low Power• Limited to phones • Multi-device• Non-standardized • Standardized• Not secure • Secure 61
  62. 62. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 62
  63. 63. A Global Standard That is Uniquely Suited for Check-In 2.0• DASH7 is the ISO 18000-7 Standard for Active RFID• Uses a globally available frequency – 433.92 MHz• Works in tandem with 13.56MHz Near Field Communications• Long Range• High Precision• Multi-year battery life• Low Cost• Low Latency• AES 128 Crypto Support 63
  64. 64. Feature Comparison GPS Cellular Dog Whistle TriangulationAutomatic Location Yes Yes No YesIndoor/Urban Location No No No YesPrecisionBattery friendly No No No YesLow latency No Yes Yes YesPlatform agnostic No No No YesInexpensive No No Yes YesEasy to implement Yes Yes Yes YesSecure No Yes No Yes 64
  65. 65. Automatic & Check-in Technology Comparison Authenticated Check-in Method Auto Cellular GPS Ultrasound Manual & WiFi Vicinity Location Fidelity Presence 65
  66. 66. DASH7 Is “Piggybacking” the IntroductionOf 13.56MHz NFC in Smartphones, Smartcards, And other DevicesWith the addition of a two-cent circuit to current 13.56 MHz NFC silicon, all NFC- enabled smartphones become DASH7-enabled
  67. 67. DASH7‟s “Goldilocks Zone”1. DASH7 operates at 433.92 MHz worldwide2. NFC operates at 13.56 MHz worldwide3. 13.56 x 25 = 433.92 … i.e. DASH7 operates at the 5th harmonic above NFC4. DASH7 utilizes the same antenna and nearly the same silicon as NFC, apart from a single two-cent circuit 67
  68. 68. 68
  69. 69. Pioneering Check-in 2.0 ProductNovitaz DASH7 Loyalty CardIncludes:• ISO 7810 Compliant Smartcard• Integrated 433 MHz DASH7radio• Thin battery 69
  70. 70. Enhanced LoyaltyExisting Loyalty Card Check-In 2.0 powered Loyalty CardWhat a guest purchased What a guest is interested in purchasingIdentifies cross-sells Identifies new and lost opportunitiesMass Marketing In-Store Presence MarketingGeneric rewards based on Loyalty based on understanding in-storespend browsing behavior Enhanced Loyalty
  71. 71. 71
  72. 72. Bringing Check-in 2.0 To Market• Requires an ecosystem of suppliers, systems integrators, and end users like the DASH7 Alliance (www.dash7.org)• Requires readily available and inexpensive silicon and thin batteries 72
  73. 73. TABLE OF CONTENTS1. Excuse Me, But What Is A Check-In?2. These Check-ins Today Are So Lame!3. Let’s Compare Current Check-In Technologies4. Why We Need A “Check-in 2.0” Standard5. What Should The Standard Require?6. A Modest Proposal for A Global Check-in Standard7. Next Steps 73
  74. 74. Join The Fun • Join the new DASH7 smart card working group – Encompasses a range of interests including SIM, NFC, mobile telephony, credentials, ticketing, more … • Attend the DASH7 Alliance Annual meeting in San Diego on February 1, 2011 http://ht.ly/3xXGb • For more information, visit www.dash7.org or email our executive director, Paul Ritchie, at paul@dash7.org 74Google, Foursquare, Facebook, Loopt, Gowalla, DASH7, NFC, NXP, Infineon, ST Microelectronics,Orange, KT Telecom, Vodaphone, AT&T, Microsoft, Motorola, Nokia, RIM, Apple, Shopkick, NTT, SK Telecom, LG, Samsung, China Telecom, Hutchison, Melexis, Semtech, TexasInstruments,G&D, Gemalto, Oberthur,Smartrac, Best Buy, Target,Starbucks, NFC 2.0, Twitter,Skout, Yelp, Ericsson,Huawei, ADT, Assa Abloy,HID, Sony, Panasonic, HTC,TSMC, EM Micro, Nordic Semiconductor, Austria Microsystems, IBM, Accenture, EDS, HP
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