(Marketing case study)people and technology-global indoor lbs solution leader-20160123-v1.0(eng)

Global Indoor LBS Solution Leader
Antonio Hong
sphong@pntbiz.com
Jan 23rd , 2016
People and Technology
IndoorPlus+
Case Study

2PEOPLE & TECHNOLOGY © 2016 PEOPLE&TECHNOLOGY All Rights Reserved.
Healthcare
O2O Marketing
Convention
Sports
Security Management
Safety Management

 Pusan National University Hospital is the 5th largest Hospital in Korea.
 Around 1,200 beds. 11 buildings, about 83,734 m2 size
 This hospital wants to provide more convenient services to visitors,
patients and staff and optimize their outpatient flow through buildings.
Customer & Objective
Challenges
HEALTHCARE
 Rapid expansion (new buildings) and changes in existing
constructions increased drastically the complexity of paths to
reach particular department or areas
 Hospital faced increasing people experience dissatisfaction as not
only visitors or patients but also even staffs sometimes struggled to
find their way.
 Complex IT legacy system could not be “disrupted” by new
application deployment
 Change planning process to acquire solid understanding of people
flows and bottlenecks before designing and implementing
construction expansion or layout changes.
Why selecting IndoorPlus+?
 Only IndoorPlus+ had proven working hospital reference for indoor navigation. (Kyunbuk National Uni Hospital)
 Only IndoorPlus+ could meet the accurate resolution requirements ( around 1.5m ).

Solution & Deployment
Results
 400 beacons deployed
 IndoorPlus+ for Smartphone Solution + Analytic View & Mobile Web Legacy integration
 Integration with HIS (Hospital Information System) for Automatic check-in of outpatients
 Voice Navigation for visually impaired people (March 2016)
HEALTHCARE
 Improved visitors and patients experiences ( 31% up satisfaction index survey )
 Systematic use of people flow analytics to make more efficient reshuffles and department layout
 Increased staff productivity - Step by step automatic navigation guide (with location and push system) reduced
about time spent by staff to 19% of staffs time to guide visitors (NOT CLEAR 80% or 20%???)
 The PUSAN Hospital continue to be ranked among best innovative leader with IT/Healthcare innovation
https://www.youtube.com/watch?v=eVChC5SPFvE
Heat-map for flow of
human traffic in hospital
Around 1.5m accuracy
Within 1 sec delay
Presence & Navigation View of
Smart Phone App

 THE SHILLA is a subsidiary company of Samsung Group.
 It operates 22 fitness centers of Samsung Group dedicated to Samsung
employees only.
 Samsung Healthcare Smart Personal Coaching System aims at providing
employees for personal coaching fit for health information with
automatic calculation of training time, health medical check-up info
integration, and nutrition guidance, ….
Challenges
 THE SHILLA can gather all of information of
employees from their cafeteria purchase, annual
check-ups, and other data sources. However, they had
little to know information about daily training,
exercise data from employees.
 THE SHILLA tested RFID, UWB technology with no
great result. So finally, they decided to outsource the
development of location-based automatic gathering
personal training in Fitness center on Jan 2015.
 However, 6 months later, the outsourced development
show poor results with only 40% accuracy reached
with 2*2 meter zone detection.
Accumulated People’s Real Time Location Data Can be
converted into Training Data.
It needs beacon wearable band + beacon scanner.
HEALTHCARE

Results
IndoorPlus+ RTLS Dashboard
in Fitness Center
Why selecting IndoorPlus+
 Immediate results demonstrated with a paid PoC (Proof of Concept) during one month on July, 2015: without any
tuning, IndoorPlus+ recorded immediately 75% accuracy.
 After 2 weeks tuning, IndoorPlus+ reached 95% accuracy with 2*2 meter .
 Because location accuracy is critical for training data gathering, IndoorPlus selection was immediate based on
comprehensive results.
 800 Wearable beacon + 80 beacon scanner
 IndoorPlus+ RTLS Solution & Legacy integration
 Additionally, Heart Rate Monitoring Band will be
deployed on Mar, 2016 by Samsung LSI.
 32 Exercise zones (2m*2m) monitored with precise
accuracy level.
 Personal Trainer gets daily checks and data to perform
detailed on-line coaching.
 The monthly subscription training programs were sold
within 15 days compared to a previous achievement of
only 60% of maximum capacity.
 THE SHILLA collected more than 35K USD/month per
at this 1st fitness center, comparing with other area. It
expects more revenue after expanding this system to
other 21 fitness centers.
https://www.youtube.com/watch?v=4FPlBcJ3JKE
HEALTHCARE

 THE SHILLA Duty Free Biz is the 2nd largest Duty Free Biz group in Korea.
Total 5 including 1 oversea sites to cover not only Korean but also Asian.
 THE SHILLA wants to integrate on-line shop to off-line shop with Omni-
Channel marketing biz .
 The main IT leveraging point to meet this objective is how to locate the
shopper's location as exactly as they can , and how to integrate these
location data with internal legacy data.
Challenges
O2O Marketing
 DUTY FREE biz is growing rapidly due to the economic
growth of China, and the competition itself is also more
fierce.
 On-line shop’s revenue is also growing fast. However, due
to the duty free shop’s characteristics, all of purchased
items should be delivered here at Off-line shop.
 In this reason, the integration point between On-line and
Off-line is the most important part of marketing.
 On-Line interested items should be directly promoted to
shoppers if he or she stays in front of a certain “BRAND”
for a long time.
 The special coupons should be pushed into the Smart
Phone app, based on previous purchased items and other
CRM data when a user is staying around a certain brand
or category shop.
Current Location
Basic: Gender, Age, Nation
CRM: Purchase history,
interests
Geo-Fencing
Influence Visitors at
popular places
nearby Duty Free
Shop
Provisioning of
Personalized
Coupon
Hotel Shilla Duty Free Seoul
Branch
Provisioning of Path to Duty Free Shop at Entrance of Airport

Results
 300 beacons deployed at two districted areas
 IndoorPlus+ for Smartphone Solution + Geo-fencing Event Push & SAP ERP Legacy integration through EAI
 Micro Location Based event coupon, Shopper’s location tracking, Mobile Self Check Out Purchased Service, Timely
Push Services not to miss purchased items, other various integrated services will be coming on March, 2016
 System Grand Open on Mar 2016, but Expects at least 5% purchased rates up based on location marketing
On/Off Integrated Personal Coupon Based on
Location
Tracking of User’s
Interest based on foot
logging
Mobile Self Check Out through QR Code
O2O Marketing
 High Resolution to distinguish Not a Category ( such as Cosmetic ) location resolution But a brand or Item ( such as
ARMANI, Swiss Watches )
 To meet this , at least 2~ 3 meter, in a certain place 1 meter exact resolution is mandatory with SmartPhone app

Challenges
O2O Marketing
 Needs the innovation, vitalization of Tourism Business with ICT technology.
 Needs the information system satisfying all Small Business, Tourist , and local people in Jeju
 Though it doesn’t need the highest resolution, this site wants to leverage the high capacity Beacon management
Handling Know-How of IndoorPlus+
 Jeju Island is the most famous place where every tourist wants to visit.
 Covering whole Jeju Island, it needs the marketing tools for small shops
to leverage tourist location
 Around 500 member stores are in contract, and started
 IndoorPlus+ for Smartphone Solution & Mobile APP integration
 Android and IOS App development are performed by a strategic partner in Jeju Island.
 CMS(Contents Management Systems) are developed and integrated with IndoorPlus+

Results
O2O Marketing
 Launching service from Jan 2016
 Launching WeChat integrated service from Mar 2016
 Provisioning of Back-End Contents Management System for Marketing
contents delivery
 Enabling Various Campaign according to different situation of Small
Business
Optimized Beacon
Installation at Small Business
Marketing Contents Push based on
Location and Personal preference
Provisioning of Accurate Location
information by using both Beacon and GPS
Contents Management System
Screen Shot

 Coex is the 1st famous Convention and Exhibition Center located in the
center of Seoul.
 Exhibition Area 36,027m2, established in 1986
 Holds more than 200 exhibitions a year
 Wants to deliver more intelligent, convenient, and useful pre-and after
exhibition related marketing tools to exhibitor and attendants as well
Challenges
Convention
 Exhibitors always wants to check the booth ROI.
 Organizer has to find out what kind of value-added services can
be served according to needs of exhibitors.
 Offering exhibitors findings on the total number of visitors by
exhibit spots, and visitors engagement levels.
 Map visitor footfall and movement flow to determine popular
booths and better management exhibition spaces for maximum
ROI.
 To provide convenient communicated mobile app to visitors to
deliver the better user experiences.
 The exhibitor or sponsors wants to target Ads to the visitors, as
they are well targeted users. ( not anonymous users through
internet)
 The standard booth is around 3m*3m cube. To get visitors interest, at least this resolution has to be provided by
location positioning system with continuous, and stabilized performance.

Results
 1200 beacons to cover major 4 exhibition Halls.
 IndoorPlus+ for Smartphone Solution + FootFall
Tracking log per booth
 User Smartphone application, Big data analysis
integration with other 3rd party vendors under the main
System Integrator
 Track and history management with Open API to
compare previous and next same exhibitions
 In Q4 2015, total 10 exhibitions and around 170,000
people tracking was successfully done.
 Recurring Visitors detection rate is measured
 Visitors Satisfaction index is 34% up due to Free-Pass
and other convenient features
 After successful launching, in 2016, total 47 exhibitions
are already reserved to use this system.
Auto Tagging at Booth
Interest Analysis by
Tracking Visitors
Open API Platform
for logging of history
management
Integrated with Exhibition App
Convention
Screen Shot through Big data Analysis

 15 years history. Professional baseball team home stadium.
 To provide various customer services for their fans
 To populate Sports Marketing based on user location detected by beacon
technology.
Challenges
SPORTS
 There are more and more needs to increase Royalty
From Sports Fans for Eagles pro-baseball team.
 Unlike legacy traditional Fan Services, location based
and integration during Game status can bring the
great User Experiences to users.
 Creative Sports Marketing would be the essential points
to keep Royalty.
 To distinguish 3~5 meter space resolution according
to the seats arrangement, the only solution is
IndoorPlus+.
Fan Bot : the world 1st Robot to do cheer in Stadium
One of Creative Marketing case

Results
 640 beacons deployed
 IndoorPlus+ for Smartphone Solution + Analytic View & Mobile APP integration
 Total 9 detail applied services based on IndoorPlus+ provided features ( Special Game notification push before
Game start, indoor Navigation, Seats Upgrade, Delivering Special Events based on User location during Games,
Special Target Ads fits for Game Status, Welcome and Good-Bye introductions, and so on )
SPORTS
 In 2015, Increase Mobile Traffic for Official Team App (fourfold increase)
 In 2015, Participation Rate of Fans for promoted events are around 43%
 In 2015, Accumulated 640,000 Target Advertisements reached to Fan
 With this performance, in 2016, the new two services are planned now
including Order & Delivery based on user location
https://youtu.be/3DZLymttuG8
Introduction video for Pathfinder to Seat
Accurate level 1.5m
Marketing according to status of the Game
(Homerun, Strike-Out, Home-Steal, etc) Path Finder to Seat/Scratch Coupon
Event for Fan During Game
Event
Sent
Fans
Part
icip
ants
Selected

 Amore Pacific is the largest Cosmetic Company of Korea. Recently, it appeals its
products to many Asians.
 This company wants to improve their Entrance Controls of factory to protect its
any confidential information
Challenges
Security Management
 There are lots of peoples such as employees, visitors, and sub-contractor in this factory. However, the risk of
security outflow is also increased.
 Though this company has built MDM(Mobile Device Management) System to control the important information to
be leaked with SmartPhone’s Camera, Internet, and others, it needs some automatic Lock & unLock system to
maximize its efficiency according to Gateway Entrance.
 The requirement of this factory is
 Lock SmartPhone within 5 seconds, and 100% without failure whenever the people enters into Gateway
 unLock SmartPhone after 10 seconds when people leave from this Factory.
 IndoorPlus+ is well known with the Blutooth based RTLS solution in Korea with its powerful performance.
 The decision makers were impressed after referencing previous Samsung Healthcare System, and found out it really
works well.

Results
 The 2 weeks PoC was successfully performed with 22 beacon scanners and 100 beacon tags.
 IndoorPlus+ for RTLS Solution & 3rd party MDM(Mobile Device Management) integration
 Whenever detecting any employee ID card( that emits beacon signals), it delegates MDM API server to lock the
matched SmartPhone with employee number. ( Employee ID Card or Visitor ID Card)
 The success ratio to lock SmartPhone with real field testing, it shows
99,99% exact detection rate.
 After 2 weeks successful PoC, the commercial contract is in the Process.
Utilizing the geofence feature of IndoorPlus+ RTLS, it detects the gateway zone. Whenever
people enters in, the MDM server integration will be acted and SmartPhone will be locked.
The blueprint to deploy the beacon
scanner in PoC
Beacon ID
Card
Visitor
People
Tracking
Crrent
location
register
Security
Admin
MDM Server RTLS Server
Gateway
zone
Detect
GeofencingCALL
Smart Phone
Lock
Security Management

 Korea Nuclear Power PoC for
3 months
 To check out the possibility
adoption of Employee Safety
Management in the Nuclear
Power construction site.
The internal buleprint to deploy beacon
scanner
The RTLS Test case performed by KHNP.
 17 Beacon scanner + 50 beacon tag
 In the outdoor, tracking using GPS sensor, In
the indoor, using indoorPlus+ RTLS solution,
to track the exact employee current location
and check it out
 Target objective is Indoor 2~4m, outdoor
10~15m resolution.
 The Delayed Time is within 5 seconds
Saftey Management
PoC Scenario

Wearable IoT device to Passengers
IndoorPlus+ Server Engine Process
PoC Scenario
Saftey Management
 Korean Ocean & FIsheries Ministry invests the R&D to improve Ship
Passenger’s Safety with the real time tracking.
 In case of sinking crisis, if safety rescue team knows the exact location of
passengers, the possibility of rescue will be higher.
 P&T won this PoC & ISP Contract as the company to perform with the
Consortium on Jan, 2016.

(Marketing case study)people and technology-global indoor lbs solution leader-20160123-v1.0(eng)

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