BLE / Beacons / iBeacon
Presented By:
The Internet of Things
Alissia Iljaitsch
Executive Director EMEA | Vectorform
BLE / ...
BLE / Beacons / iBeacon
ABOUT VECTORFORM
2
Vectorform is a global design and technology firm specializing in
emerging digi...
BLE / Beacons / iBeacon
ABOUT VECTORFORM
3
Vectorform’s work spans mobile, video
game, desktop, online, in-vehicle, and
ne...
BLE / Beacons / iBeacon
AGENDA
4
BLE / BEACONS / iBEACONS
What is BLE?
BLE vs. NFC
BLE
What are Beacons?
What is iBeacon?
...
BLE / Beacons / iBeacon
WHAT IS BLE?
5
Origins of BLE
Batteries are not that great.
Wireless Transmissionseat batteries.
N...
BLE / Beacons / iBeacon
WHAT IS BLE?
6
TRADITIONAL BLUETOOTH or
BLUETOOTH BR (BASIC RATE)
Relatively High Power Consumptio...
BLE / Beacons / iBeacon
WHAT IS BLE?
7
Software
BLE is a subset of the Bluetooth 4.0 protocol. Bluetooth is a
standardized...
BLE / Beacons / iBeacon
IT’S THE WINNER
8
ANT+ (2004)
Proprietary.
ZigBee (2002)
Too much power – interference problems.
W...
BLE / Beacons / iBeacon
BLE vs. NFC
Fight!
BLE
RANGE Up to 50 m Up to 20 cm
TECHNOLOGY
Bluetooth LE
(Low energy requiremen...
BLE / Beacons / iBeacon
WHAT CAN APPS DO WITH BLE?
10
SEND & RECEIVE DATA FROM…
… health sensors.
… a heart rate monitor.
...
BLE / Beacons / iBeacon
Beacons
& BLE
11
Technology Insights
@Vectorform @ailjaitsch #Beacons #BLE
BLE / Beacons / iBeacon
WHAT ARE BEACONS?
12
Beacons are BLE devices that can be placed throughoutany
‘target’ area that e...
BLE / Beacons / iBeacon
Nymi
13
Measure your cardiovascular system.
Identifies person based on cardiac rhythm
Measures hea...
BLE / Beacons / iBeacon
Myo
14
Control and manipulateyour environment.
@Vectorform @ailjaitsch #Beacons #BLE
BLE / Beacons / iBeacon
WHAT IS iBEACON?
15
iBeacon is NOT an actual physical device—iBeacon is the software.
There is no ...
BLE / Beacons / iBeacon
WHAT IS iBEACON?
16
iBeacon is part of the core iOS Location Services.
The developer sets three sp...
BLE / Beacons / iBeacon
WHY IS iBEACON IMPORTANT?
Before iBeacon
An app would need to be
running in the foreground or
back...
BLE / Beacons / iBeacon
LEVELS OF ENGAGEMENT
18
ACTIVE COMMUNICATION
Allows basic levels of interaction that wake up the P...
BLE / Beacons / iBeacon
POSSIBLE FIELDS OF USE
19
Provided you've got the app on your phone and
have given Apple permissio...
BLE / Beacons / iBeacon
BEACONS & BLE
NEW SPACE FOR MULTI-LEVEL MARKETING
Location based marketing allows a company to tar...
BLE / Beacons / iBeacon 21
GRAPHICAL USER INTERFACE
GUI
NATURAL USER INTERFACE
NUI
NATURAL USER ENVIRONMENT
NUE
@Vectorfor...
BLE / Beacons / iBeacon
NUI Devices
LIMITED HCI STREAMS
Touch
Audio
Wearables
MANY HCI STREAMS
Location
Visual
Audio
Biome...
BLE / Beacons / iBeacon
POSSIBLE FIELDS OF USE
Industries that can Leverage iBeacon Technology.
@Vectorform @ailjaitsch #B...
BLE / Beacons / iBeacon
Vectorform
Use Cases
24
iBeacon & WearableTechnology
@Vectorform @ailjaitsch #Beacons #BLE
BLE / Beacons / iBeacon
RETAIL: CURATED CONTENT
25@Vectorform @ailjaitsch #Beacons #BLE
BLE / Beacons / iBeacon
PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS
26@Vectorform @ailjaitsch #Beacons #BLE
BLE / Beacons / iBeacon
Takeaways
27
iBeacon & BLE
@Vectorform @ailjaitsch #Beacons #BLE
BLE / Beacons / iBeacon
TECHNICAL PITFALLS OF iBEACON
Bluetooth must be turned on.
Your app must be installed on the users...
BLE / Beacons / iBeacon
PSYCHOLOGICAL PITFALLS OF iBEACON
There is a potential to annoy a customer.
There is a potential t...
BLE / Beacons / iBeacon
BEACON PLATFORMS
PROS
Manage Beacons from the cloud
Powerful SDKs (In-Store Navigation)
Customer A...
BLE / Beacons / iBeacon
Let’s start the discussion.
Alissia Iljaitsch (ailjaitsch@vectorform.com)
Vectorform GmbH
Arnulfst...
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Iljaitsch vectorform ble_i_beacon_140401

  1. 1. BLE / Beacons / iBeacon Presented By: The Internet of Things Alissia Iljaitsch Executive Director EMEA | Vectorform BLE / Beacons / iBeacon
  2. 2. BLE / Beacons / iBeacon ABOUT VECTORFORM 2 Vectorform is a global design and technology firm specializing in emerging digital experiences for the world’s leading brands. As an elite team of artists, engineers, entrepreneurs and intellectuals, Vectorform’s mission is to create the next iconic experience. @Vectorform @ailjaitsch #Beacons #BLE
  3. 3. BLE / Beacons / iBeacon ABOUT VECTORFORM 3 Vectorform’s work spans mobile, video game, desktop, online, in-vehicle, and next-generation platforms. Our award- winning expertise in creating cross- platform interactive experiences and our reputation as a tenacious, outcome-oriented partner is unmatched. + Founded in 1999 in Detroit, MI + Owned and operated by managing partners Jason Vazzano, Kurt Steckling, and Karl Steckling + Global offices in Seattle, Detroit, New York, Munich, and Hyderabad + 120+ employees @Vectorform @ailjaitsch #Beacons #BLE
  4. 4. BLE / Beacons / iBeacon AGENDA 4 BLE / BEACONS / iBEACONS What is BLE? BLE vs. NFC BLE What are Beacons? What is iBeacon? From GUI to NUE LIVE DEMO Vectorform Safari App VECTORFORM USE CASES Retail Publishing & Content Distribution @Vectorform @ailjaitsch #Beacons #BLE
  5. 5. BLE / Beacons / iBeacon WHAT IS BLE? 5 Origins of BLE Batteries are not that great. Wireless Transmissionseat batteries. Nokia Wibree – 2006 2007 Agreed to let Bluetooth have the technology 2010 Integrated into the Bluetooth 4.0 Specification 2011 Apple iPhone4s is the first to use it. Bluetooth Low Energy (BluetoothLE or BLE) Wireless Technology Optimized for Low-Energy Applications Nokia, Now Defunct Wibree Logo @Vectorform @ailjaitsch #Beacons #BLE
  6. 6. BLE / Beacons / iBeacon WHAT IS BLE? 6 TRADITIONAL BLUETOOTH or BLUETOOTH BR (BASIC RATE) Relatively High Power Consumption Speeds up to 2.1 Mbps for Enhanced Data Rate Complicated Pairing BLE or BLUETOOTH LE (LOW ENERGY) Low Power Consumption Low Speed (1-10 Hz) Lower Complexity Low Cost (As low as $3 to build) Not the Same Old Bluetooth you Know and Hate @Vectorform @ailjaitsch #Beacons #BLE
  7. 7. BLE / Beacons / iBeacon WHAT IS BLE? 7 Software BLE is a subset of the Bluetooth 4.0 protocol. Bluetooth is a standardized wireless protocol. Hardware It can be a stand-alone chip or be integrated into part of a larger wireless chip that performs several functions. Why do I Care? + It’s free – No licensing + Not Proprietary + It’s in most phonesbuilt after 2012 – 370 million mobile phones will be sold with BLE this year + Low power - Won’t turn your phone into a $700 paperweight Bluetooth Low Energy is Hardware and Software @Vectorform @ailjaitsch #Beacons #BLE
  8. 8. BLE / Beacons / iBeacon IT’S THE WINNER 8 ANT+ (2004) Proprietary. ZigBee (2002) Too much power – interference problems. WiFi (1991-ish) Too much power. Nike+ (2006) Proprietary – too much power. Near Field Communication (NFC) Short range – too much power. Apple never adopted. Other Low Energy Technologies and Why They Lost @Vectorform @ailjaitsch #Beacons #BLE
  9. 9. BLE / Beacons / iBeacon BLE vs. NFC Fight! BLE RANGE Up to 50 m Up to 20 cm TECHNOLOGY Bluetooth LE (Low energy requirements) Based on RFID standards (No energy required after using a “Tag”) SUPPORTEDSYSTEMS iOS7, Android 4.3, and Windows Phone 8 (Update 3) Device with NFC-Chip required ESTIMATEDCOSTS Due to the high range a small number of Beacons are required NFC-Tagshave to be put on any product type individually which means a high number are required. NFC @Vectorform @ailjaitsch #Beacons #BLE
  10. 10. BLE / Beacons / iBeacon WHAT CAN APPS DO WITH BLE? 10 SEND & RECEIVE DATA FROM… … health sensors. … a heart rate monitor. … a fitness tracker. … a refrigerator. … a temperature sensor. … a thermostat. … eLocks. … other mobile phones. … beacons? Share Small Amounts of Information with Other BLE Enabled Devices @Vectorform @ailjaitsch #Beacons #BLE
  11. 11. BLE / Beacons / iBeacon Beacons & BLE 11 Technology Insights @Vectorform @ailjaitsch #Beacons #BLE
  12. 12. BLE / Beacons / iBeacon WHAT ARE BEACONS? 12 Beacons are BLE devices that can be placed throughoutany ‘target’ area that emit a signal that can be detected by other BLE enabled devices. Depending on the beacon device and how frequently it sends out a signal, the battery life can last for a year or longer. Certain mobile devices themselves can also act as a beacon that can both emit and receive signals. Beacons are Hardware Devices that can Emit and Receive BLE Signals Apple iPhone, Roximity, Qualcomm, Radius Networks, Estimote @Vectorform @ailjaitsch #Beacons #BLE
  13. 13. BLE / Beacons / iBeacon Nymi 13 Measure your cardiovascular system. Identifies person based on cardiac rhythm Measures heartbeat Motion and proximity detection @Vectorform @ailjaitsch #Beacons #BLE
  14. 14. BLE / Beacons / iBeacon Myo 14 Control and manipulateyour environment. @Vectorform @ailjaitsch #Beacons #BLE
  15. 15. BLE / Beacons / iBeacon WHAT IS iBEACON? 15 iBeacon is NOT an actual physical device—iBeacon is the software. There is no such device called an iBeacon at this time. iBeacon is the software, the physical device is just any BLE device that is configuredin a particular way so it’s recognized by the iOS as an iBeacon. When an app is iBeacon enabled it just means that it has announcedto the core iOS that it needs to be consulted if the device detects a BLE device emitting a specific BLE advertising signal. iBeacon is Part of the Apple iOS Operating System @Vectorform @ailjaitsch #Beacons #BLE
  16. 16. BLE / Beacons / iBeacon WHAT IS iBEACON? 16 iBeacon is part of the core iOS Location Services. The developer sets three specific properties: The UUID, Major, & Minor Properties The UUID property contains the identifier that you use to identify your company’s beacons. You typically generate only one UUID for your company’sbeacons but can generate more as needed. The Majorproperty is typically goingto be the specific store or general location. The Minor property would then identify a specific location within a store or area. iBeacon: From a Developer’s Perspective @Vectorform @ailjaitsch #Beacons #BLE
  17. 17. BLE / Beacons / iBeacon WHY IS iBEACON IMPORTANT? Before iBeacon An app would need to be running in the foreground or backgroundto communicate with a BLE device. After iBeacon An app can be launchedinto the backgroundby iOS if a specific BLE device is recognized. What Does it Give Developers? @Vectorform @ailjaitsch #Beacons #BLE
  18. 18. BLE / Beacons / iBeacon LEVELS OF ENGAGEMENT 18 ACTIVE COMMUNICATION Allows basic levels of interaction that wake up the Phone from Standby mode and allow Lock Screen Notifications. PASSIVE COMMUNICATION Allows an enhanced user experience. Beacons can open certain applications or trigger specific events. One Signal Triggering a Variety of Actions @Vectorform @ailjaitsch #Beacons #BLE
  19. 19. BLE / Beacons / iBeacon POSSIBLE FIELDS OF USE 19 Provided you've got the app on your phone and have given Apple permission to track you, it'll attempt to offer an augmentedretail experience tailored to your needs. If you're standing next to an iPhone table you might receive a message asking if you'd like to upgrade your iPhone. If you like, the app will then checkyour upgrade eligibility and let you know how much you can trade in your old model for. This document is the property of Retail – Apple Store Experience
  20. 20. BLE / Beacons / iBeacon BEACONS & BLE NEW SPACE FOR MULTI-LEVEL MARKETING Location based marketing allows a company to target a user with a more general message that can prompt a visit or action. It expands the scope of targeted marketing to offer a more intimate and direct interaction. GOOD CUSTOMER EXPERIENCE CORRELATES TO LOYALTY AND WILLINGNESS TO BUY According to a worldwide Jack Morton Study, 87% of all customers are more likely to recommend a brand and nearly 60% would be willing to pay a higher price if they had a great experience. 20 Targeted Messaging Based on Location Source: http://www.jackmorton.com/pdf/jack-morton-best-experience-brands.pdf @Vectorform @ailjaitsch #Beacons #BLE
  21. 21. BLE / Beacons / iBeacon 21 GRAPHICAL USER INTERFACE GUI NATURAL USER INTERFACE NUI NATURAL USER ENVIRONMENT NUE @Vectorform @ailjaitsch #Beacons #BLE
  22. 22. BLE / Beacons / iBeacon NUI Devices LIMITED HCI STREAMS Touch Audio Wearables MANY HCI STREAMS Location Visual Audio Biometric Neurological / Brain Wave Cardiovascular Endocronic Kinetic @Vectorform @ailjaitsch #Beacons #BLE
  23. 23. BLE / Beacons / iBeacon POSSIBLE FIELDS OF USE Industries that can Leverage iBeacon Technology. @Vectorform @ailjaitsch #Beacons #BLE
  24. 24. BLE / Beacons / iBeacon Vectorform Use Cases 24 iBeacon & WearableTechnology @Vectorform @ailjaitsch #Beacons #BLE
  25. 25. BLE / Beacons / iBeacon RETAIL: CURATED CONTENT 25@Vectorform @ailjaitsch #Beacons #BLE
  26. 26. BLE / Beacons / iBeacon PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS 26@Vectorform @ailjaitsch #Beacons #BLE
  27. 27. BLE / Beacons / iBeacon Takeaways 27 iBeacon & BLE @Vectorform @ailjaitsch #Beacons #BLE
  28. 28. BLE / Beacons / iBeacon TECHNICAL PITFALLS OF iBEACON Bluetooth must be turned on. Your app must be installed on the users device. You can’t use an iBeacon to trigger the installation of your app. Location services must be enabled for the specific application. Beacons aren’t magic unicorns that give you internet access. To download real-time content you must have the app connected via cellular or WiFi connection. There are a few caveats… @Vectorform @ailjaitsch #Beacons #BLE
  29. 29. BLE / Beacons / iBeacon PSYCHOLOGICAL PITFALLS OF iBEACON There is a potential to annoy a customer. There is a potential to alienate a customer who finds location awareness intrusive. There are possible issues of legality if you plan on tracking specific user behavior / location. (varies by country) Are Beacons going to creep people out? @Vectorform @ailjaitsch #Beacons #BLE
  30. 30. BLE / Beacons / iBeacon BEACON PLATFORMS PROS Manage Beacons from the cloud Powerful SDKs (In-Store Navigation) Customer Analytics Dashboards CONS Proprietary Beacons Data ownership Customer Data Aggregation Make sure you know what you’re buying. @Vectorform @ailjaitsch #Beacons #BLE
  31. 31. BLE / Beacons / iBeacon Let’s start the discussion. Alissia Iljaitsch (ailjaitsch@vectorform.com) Vectorform GmbH Arnulfstrasse 37 80636 München Twitter @Vectorform @ailjaitsch Thankyou.

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