Bluetrace workshop-info tech middle east - mobile advertising

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Bluetooth helps Dutch Police in Estimating Crowds-info tech middle east - mobile advertising - info@mecom.ws

Bluetooth helps Dutch Police in Estimating Crowds-info tech middle east - mobile advertising - info@mecom.ws

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  • 1. Bluetrace WorkshopWelcome!“It is there so use it !”Info Tech Middle East ( ICT & Security )Info@mecom.wswww.mecom.ws
  • 2. Bluetrace Workshop: ContentsWorkshop Contents • Crowd Control• Knowledge check – Bluetooth-based Crowd Control-Traditional Methods MR, TR, CCA, MM -Case CCA• Market Research • Mobile Marketing–Why does it work ? – Why Mobile Marketing Works?-Privacy ? 15:00 End-Case MR -Evaluation Form• Traffic 15:00 technical training– Bluetooth-based Travel Times, Speed, Traffic Jam-Case Traffic Bluetrace is onderdeel van Moreless 2
  • 3. Bluetrace Workshop: Who is Who Name Interests Reasons to attend the workshop Learning goals/Questions Bluetrace is onderdeel van Moreless 3
  • 4. Bluetrace?, part of the Moreless group Bluetrace is onderdeel van Moreless 4
  • 5. MorelessEntrepreneurial model  Active since 1999  Privately owned  Started with Moreless services  Currently managing 28k+ payment terminals in Benelux  Focus on long term revenue streams  Bluetrace company started in 2006 as a product (bluepoint)  Since 2008 Bluetrace is a separate company with own Profit & Loss  2009 signed exclusive partner deal for Netherlands.  Now quickly expanding into Europe, North America, USA, Middle East and Asia Bluetrace is part of the Moreless group 5
  • 6. Bluetrace Locations  Poland (Warschau, Office)  Netherlands (Amsterdam, Head Office) Organization based on Product Market Combination and Country/Region  Distributors worldwide  Support with Collateral, Workshops, Knowledge and Experience, Leads  TNO patent (pending since 2006) on measuring ‘short range radio signals’  7 main focus countries  Netherlands, Poland, UK, Italy, Spain, Portugal, Germany  1 Distributor per Country per segment Bluetrace is onderdeel van Moreless 6
  • 7. Bluetrace®Installed Base  5400 units in more than 70 countries:  Europe: 3500+  Africa: 400+  Morocco: 56, going to 1000+  Americas: 800+  Asia: 500+  Australia & NZ: 200+Expected Growth 2011: 7.000+ unitsEstimated market size: over 100.000 units Bluetrace is part of the Moreless group 7
  • 8. Bluetrace Workshop Knowledge check  Fill it out  Giving you hands-on feeling about Bluetrace, Bluetooth and values We will discuss some FAQ and Traditional Methods After workshop  You should be able to answer all the questions  After a week you will receive our answers (from previous workshops and experience) Bluetrace is onderdeel van Moreless 8
  • 9. Bluetrace comparison Market Research Interview Manual Panels Camera Crowd Control Helicopter Camera Experience Manual Lic. Plate Magn. loop Interview Panel Traffic SMS Mobile Apps Mobile site Mobile Marketing“It is not about doing it differently, just better!” “Innovated with TNO”, TNO patent (pending) Bluetrace is onderdeel van Moreless 9
  • 10. Bluetrace in the NewsPrime time TV newsin the Netherlands(NOS Journaal)„Using Bluetooth for crowdcontrol and marketing at Sail2010” Bluetrace is onderdeel van Moreless 10
  • 11. Bluetrace in the NewsPrime time TV news„Using Bluetooth for Trafficcontrol in Port of Rotterdam” Bluetrace is onderdeel van Moreless 11
  • 12. Bluetrace System Bluetrace is onderdeel van Moreless 12
  • 13. Bluetrace SystemProduct Market CombinationsMarket ResearchCrowd ControlTrafficMobile Marketing Bluetrace is onderdeel van Moreless 13
  • 14. Bluetrace SystemBasic principalsScanning method forvehicles/peopleCurrent:•Bluetooth signals•WIFI signals•IP camera, people countingNew:•3G/UMTS (end 2012)•NFC in phones (2012/2013) Bluetrace is onderdeel van Moreless 14
  • 15. Bluetrace SystemClient server and Webapplication Bluetrace is onderdeel van Moreless 15
  • 16. Bluetrace SystemSample Webapplication Bluetrace is onderdeel van Moreless 16
  • 17. Bluetrace SystemClient server and XML API connection to 3rd party server Bluetrace is onderdeel van Moreless 17
  • 18. Bluetrace SystemCasings Bluetrace is onderdeel van Moreless 18
  • 19. Bluetrace SystemTagsBasic device: 30 hour standbyLong lasting device: 400 hours standbyTagging StaffTagging bicyclesTagging agriculural vehicles Bluetrace is onderdeel van Moreless 19
  • 20. Market Research Bluetrace is onderdeel van Moreless 20
  • 21. Bluetrace DatasetShort range signals Citystreets, Shopping malls, Train stations, Airports, Highway  By scanning short range radio signals we provide a totally new and exiting dataset  Data provided:  macadres hashed into unique anonymous id  RSSI (signal strength)  Devicetype (recognition algoritme)  Deviceclass (headset, laptop, telephone, navigational system) Bluetooth Tag  By giving staff a tag we provide dataset for measuring performance, scheduling and efficiency of Staff Bluetrace is onderdeel van Moreless 21
  • 22. Bluetrace DatasetInformation generated Number of People Inside and Outside (estimation), with Multizone option Number of vehicles (estimation) Heatmap (estimation) Density map (estimation) Flow (exact) Routing (exact) Dwelling time (exact) Walking time (exact) Travel time (exact) Source and Destination (exact) Frequency of visits (exact) Outside/Inside ratio (exact) Bluetrace is onderdeel van Moreless 22
  • 23. Bluetrace Counting Why does it also work for counting?  In addition to general research we can also do counting  The constant factor creates estimation, based on existing counting reference system reliability.  Example  Infrared (IT) counting cross referenced to bluetooth scanning  8 month infrared counting (N=223). Shows a nominal spread. Based on this spread we can, with a reliability of 99%, conclude that the possible error is less than +/- 0,1!Trendline=constant Trendline=constant Bluetrace is onderdeel van Moreless 23
  • 24. Market ResearchMarket Research Since 2008 7 Countries 50+ Customers Netherlands  Roll out to 700 locations in 2011 Bluetrace is onderdeel van Moreless 24
  • 25. Bluetrace Ratio (nl) Why does it work ?  Constant factor: bluetooth enabled ratio and number of people, per location, per event  Infrared (IT) counting cross referenced to bluetooth scanning  8 month infrared counting (N=223). Shows a nominal spread. Based on this spread we can, with a reliability of 99%, conclude that the possible error is less than +/- 0,1!  Manual counting (HT) cross referenced to bluetooth scanning  in 22 Cities. This also shows a nominal spread. Based on this spread we can, with a reliability of 95%, conclude that the possible error is less than +/- 0,6!Trendline=constant Trendline=constant Bluetrace is onderdeel van Moreless 25
  • 26. Bluetrace Measurable Handsets On which phones does it Work?  Symbian (Nokia), Android 3.0, RIM* (blackberry), MS (windows/Nokia). * some RIM phones are not measurable, bluetooth can only be enabled for X minutes maximum  Gartner market share Report 2009/2010All Phones Smartphones: <20% of all phones Bluetrace is onderdeel van Moreless 26
  • 27. Market Research Which shop attracts most passers-by to enter its premises?  How long do customers remain inside?  How often customers return?  What are best opening hours?  What is the effect of the latest marketing campaign? These questions can be answered with use of Bluetrace Market Research solutions, which use TNO® patent-pending algorithm, to estimate number of visitors based on scanned Bluetooth-enabled mobile phones.What is possible? Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns) 24/7 Live Data accessed via bluBase web platform Installation is easy and inexpensiveSoftware features Map-based live view , Map-based history view Chart view, Flow view, Custom reporting, API Integration with external systems Bluetrace is onderdeel van Moreless 27
  • 28. Market ResearchPartner CityTraffic 700 units in NL MR module  based on IN/OUT counting  Large shopping malls  Large Citystreets Bluetrace is onderdeel van Moreless 28
  • 29. Market ResearchAnimation explaining the Method Citytraffic Bluetrace is onderdeel van Moreless 29
  • 30. Market Research Case: FEBO, 50 locations,fast food Measuring people outside, inside  Retention  Number of people passing  Revenue per passage/footfall  Revenue per visitor  Ratio outside/inside Bluetrace is onderdeel van Moreless 30
  • 31. Market Research Case: McDonalds,fast food Split up in 4 ppl groups Read case, and try to answer questions Bluetrace is onderdeel van Moreless 31
  • 32. Market Research Case results 1 unit with multizone, 1 inside, 1 outside, without overlap Bluetooth tags for staff planning 24/7 for measuring effect of Ads Business rules  Dwelling time per day  First in sight, last out sight  Conversion footfall/visitors  Unique outside/inside  Retention  All in/out sightings per day, per month Bluetrace is onderdeel van Moreless 32
  • 33. Market ResearchSummary Live Data in online application  Off line reporting/analysis  Density (5 minute values)  RSSI filtering (near, remote)  All visitors (non unique or passages)  No of samples filtering (for instance for dwelling time)  Unique visitors per hour  Recurrency (unique passages)  Unique visitors per day (accummulated)  Density is shown (5 minute values)  Routing in/via locations  All visitors (non unique or passages)  Flow  Unique visitors per hour  Dwelling time  Many customers in NL: for example McDonalds is measuring  24/7measurements , showing trends  Roll out to 700 major shopping malls/city  Profiling based on type phone streets  Benchmarking:  Compare various locations Bluetrace is onderdeel van Moreless 33
  • 34. Traffic Bluetrace is onderdeel van Moreless 34
  • 35. TrafficTraffic Since 2009 3 Countries 15+ Customers Netherlands  65+ units Poland  5+ units Belgium  20+ units Bluetrace is onderdeel van Moreless 35
  • 36. TrafficCase Port of Rotterdam: Partner IT&T 21 Bluetrace units in Harbour area  Travel times 37 units near Border  Travel times Bluetrace is onderdeel van Moreless 36
  • 37. TrafficCase Port of Rotterdam: Partner IT&T 21 Bluetrace units in Harbour area  Travel times 37 Bluetrace units near Border  Travel times Bluetrace is onderdeel van Moreless 37
  • 38. Traffic Bluetrace is onderdeel van Moreless 38
  • 39. Traffic Bluetrace is onderdeel van Moreless 39
  • 40. Crowd Control Bluetrace is onderdeel van Moreless 40
  • 41. Crowd ControlCrowd Control Since 2008 2 Countries 20+ Customers Bluetrace is onderdeel van Moreless 41
  • 42. Crowd Control Case: Sail 2010  1.5 mio visitors  8 units  Crowd Control Assistant (TNO)  Density  Flow  Dwelling time  Bluetooth Messaging  Public Interest messages  Last train is leaving  Waiting time ferry is 1 hour  Flash messages  Ferry is closed  Event is shutdown  Target, reaching 1/100 people Bluetrace is onderdeel van Moreless 42
  • 43. De gemeten bezoekers *unieke bezoekers per dag.Crowd Control Case: Sail 2010 datum ratio 8,33 19-aug 187.692  Visitors 20-aug 238.258  Density 21-aug 272.042 22-aug 217.775  Flow 23-aug 0 915.767*  Peek at 22.00: Fireworks Bluetrace is onderdeel van Moreless 43
  • 44. Crowd Control Case: Sinterklaas 2010  25.000 visitors  4 units  Crowd Control Assistant (TNO)  Density  Flow  Dwelling time  Bluetooth Messaging  No Bluetrace is onderdeel van Moreless 44
  • 45. Crowd Control Bluetrace is onderdeel van Moreless 45
  • 46. Crowd Control Bluetrace is onderdeel van Moreless 46
  • 47. Crowd Control Bluetrace is onderdeel van Moreless 47
  • 48. Crowd ControlSummary How many visitors attend the event? Which are the busiest event locations? Which are the most common routes visitors take? What is the people density per square meter? (Is it growing? Should security be alerted?) Bluetrace® Crowd Control provides real-time answers to these questions. And this allows effectively support police or security services in taking the safe, but also cost-effective decisions.What is possible? Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns) 24/7 Live Data accessed via bluBase web platform Installation is easy and inexpensiveSoftware features Map-based live view, Map-based history view Chart view Flow view Custom reporting, API Integration with external systems Bluetrace is onderdeel van Moreless 48
  • 49. Mobile Marketing Bluetrace is onderdeel van Moreless 49
  • 50. Mobile MarketingBluetooth Marketing Since 2006 50+ Countries 500+ Customers WIFI marketing added in 2011 Bluetrace is onderdeel van Moreless 50
  • 51. Mobile MarketingWhy does Bluetooth Marketing Work ? Because it enhances possibilities. It allows marketers to reach their customers in a new way, which is different, attractive and without costs per customer. It allows event organisers and police to reach visitors and civilians. In Holland more than 2.4 million people have bluetooth enabled and visible. What is possible? You can attract customers directly at the point of sale with a direct simple message: like “Today 15% off”, “Free Coffee” and instantly measure results of your campaign. You can broadcast content like wallpapers, ringtones, Java games with your advertisements inside. You can enhance popularity of your products or services, providing your customers with convenient and functional Java brochures they have never had a chance to use before. You can send visitors at events or crime related areas messages like: “last train is leaving at 23:45” or “Police is guarding you possession at this Trainstation”. Informational an preventive usage. Bluetrace is onderdeel van Moreless 51
  • 52. Mobile MarketingThe effectiveness of WIFI and Bluetooth Campaigns The 7 golden rules #1: “Turn Bluetooth/WIFI On” Signage #2: Right Location #3: Widely Supported Content #4: Proper Hardware #5: Attractive Content/Offering #6: Quick Test Before You Go #7: Campaign Monitoring Signage effect Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility. Bluetrace is onderdeel van Moreless 52
  • 53. Mobile MarketingInform, Interact and TransactCases: McDonalds Lotto Ezprezzo Kiss Event New Balance Audi Alternate Bluetrace is onderdeel van Moreless 53
  • 54. Mobile Marketing Case Study: Otto.nl webshop, 36 locations Shopvertising concept  Using empty shop space for marketing purposes Send couponcode (10 euro discount) via Bluetooth plus QR code on window 5% reached of all bt enabled handsets  611/day/location, is 21.996 people/day! In 1,5 weeks 226542 reached (Okt 2010) Bluetrace is onderdeel van Moreless 54
  • 55. Mobile Marketing Actual Case Study: Lotto 1 location Busstop was special furnished  Scratchable screen  Bluetooth unit Bluetooth Campaign  Send Videoclip  1 in 10 won a free Lottery ticket  17.764 reachable handsets  7% reached Bluetrace is onderdeel van Moreless 55
  • 56. Mobile Marketing Actual Case Study: Food Court @ Shopping Mall Usce, Belgrade, Serbia 10700 unique handsets detected / month (Sep, 2010) 2150 handsets reached / month (20%) Bluetrace is onderdeel van Moreless 56
  • 57. WIFI Marketing WIFI Zone ENERGY 2011  Via website and Digital signs visitors of event ENERGY 2011 are attented to use the WIFI.  Steps: 1. connect to WIFI 2. Click Diclaimer 3. Get redirected to mobile website  50.000 visitors  40 Mbps uplink Bluetrace is onderdeel van Moreless 57
  • 58. Mobile MarketingSummary Bluetrace is onderdeel van Moreless 58
  • 59. Questions?Bluetrace Slogan:“It is there, so use it!” Bluetrace is onderdeel van Moreless 59