Vectorform, Tim Mc Kandrick

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Vectorform, Tim Mc Kandrick

  1. 1. BLE / Beacons / iBeacon The Internet of Things Presented By: Tim McKendrick Director of Project Management | Vectorform BLE / Beacons / iBeacon
  2. 2. ABOUT VECTORFORM 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. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 2
  3. 3. ABOUT VECTORFORM Vectorform’s work spans mobile, video game, desktop, online, in-vehicle, and next-generation platforms. Our awardwinning expertise in creating crossplatform interactive experiences and our reputation as a tenacious, outcome-oriented partner is unmatched. + + + + BLE / Beacons / iBeacon 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 This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 3
  4. 4. AGENDA BLE / BEACONS / iBEACONS What is BLE? BLE vs. NFC What are Beacons? What is iBeacon? Mobile Payment: Levels of Engagement The Apple Store Experience BLE / Beacons / iBeacon VECTORFORM USE CASES LIVE DEMO Vectorform Safari App Retail Publishing & Content Distribution This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 4
  5. 5. WHAT IS BLE? Bluetooth Low Energy (Bluetooth LE or BLE) Wireless Technology Optimized for Low-Energy Applications Origins of BLE Nokia Wibree – 2006 Batteries are not that great. Wireless Transmissions eat batteries. 2007 2010 2011 Agreed to let Bluetooth have the technology Integrated into the Bluetooth 4.0 Specification Apple iPhone 4s is the first to use it. Nokia, Now Defunct Wibree Logo BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 5
  6. 6. WHAT IS BLE? Not the Same Old Bluetooth you Know and Hate TRADITIONAL BLUETOOTH or BLUETOOTH BR (BASIC RATE) Relatively High Power Consumption Speeds up to 2.1 Mbps for Enhanced Data Rate BLE or BLUETOOTH LE (LOW ENERGY) Low Power Consumption Low Speed (1-10 Hz) Lower Complexity Complicated Pairing Low Cost (As low as $3 to build) BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 6
  7. 7. WHAT IS BLE? Bluetooth Low Energy is Hardware and Software Software Why do I Care? 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. BLE / Beacons / iBeacon + It’s free – No licensing Not Proprietary It’s in most phones built after 2012 – 370 million mobile phones will be sold with BLE this year Low power - Won’t turn your phone into a $700 paperweight This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 7
  8. 8. IT’S THE WINNER Other Low Energy Technologies and Why They Lost ANT+ (2004) Nike+ (2006) Proprietary. Proprietary – too much power. ZigBee (2002) NFC (Near Field Communication) Too much power – interference problems. Short range – too much power. Apple never adopted. WiFi (1991-ish) Too much power. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 8
  9. 9. BLE vs. NFC Fight! NFC BLE RANGE TECHNOLOGY SUPPORTED SYSTEMS ESTIMATED COSTS Up to 50 m Up to 20 cm Bluetooth LE (Low energy requirements) Based on RFID standards (No energy required after using a “Tag”) iOS7, Android 4.3, and Windows Phone 8 (Update 3) Device with NFC-Chip required Due to the high range a small number of Beacons are required NFC-Tags have to be put on any product type individually which means a high number are required. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 9
  10. 10. WHAT CAN APPS DO WITH BLE? Share Small Amounts of Information with Other BLE Enabled Devices 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? BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 10
  11. 11. Beacons & BLE Technology Insights BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 11
  12. 12. WHAT ARE BEACONS? Beacons are Hardware Devices that can Emit and Receive BLE Signals Beacons are BLE devices that can be placed throughout any ‘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. Apple iPhone, Roximity, Qualcomm, Radius Networks, Estimote BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 12
  13. 13. WHAT IS iBEACON? iBeacon is Part of the Apple iOS Operating System 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 configured in 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 announced to the core iOS that it needs to be consulted if the device detects a BLE device emitting a specific BLE advertising signal. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 13
  14. 14. WHAT IS iBEACON? iBeacon: From a Developer’s Perspective iBeacon is it 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’s beacons but can generate more as needed. The Major property is typically going to be the specific store or general location. The Minor property would then identify a specific location within a store or area. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 14
  15. 15. WHY IS iBEACON IMPORTANT? What Does it Give Developers? Before iBeacon After iBeacon An app would need to be running in the foreground or background to communicate with a BLE device. An app can be launched into the background by iOS if a specific BLE device is recognized. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 15
  16. 16. LEVELS OF ENGAGEMENT One Signal Triggering a Variety of Actions 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. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 16
  17. 17. BEACONS & BLE Targeted Messaging Based on Location 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. Source: http://www.jackmorton.com/pdf/jack-morton-best-experience-brands.pdf BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 17
  18. 18. POSSIBLE FIELDS OF USE Retail – Apple Store Experience Provided you've got the app on your phone and have given Apple permission to track you, it'll attempt to offer an augmented retail 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 check your upgrade eligibility and let you know how much you can trade in your old model for. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 18
  19. 19. POSSIBLE FIELDS OF USE Industries that can Leverage iBeacon Technology. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 19
  20. 20. Vectorform Use Cases iBeacon & Wearable Technology BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 21
  21. 21. RETAIL: CURATED CONTENT BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 22
  22. 22. PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 23
  23. 23. Takeaways iBeacon & BLE BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 24
  24. 24. TECHNICAL PITFALLS OF iBEACON There are a few caveats… 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. BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 25
  25. 25. PSYCHOLOGICAL PITFALLS OF iBEACON Are Beacons going to creep people out? 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) BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 26
  26. 26. BEACON PLATFORMS Make sure you know what you’re buying. PROS CONS Manage Beacons from the cloud Proprietary Beacons Powerful SDKs (In-Store Navigation) Data ownership Customer Analytics Dashboards Customer Data Aggregation BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 27
  27. 27. Thank you. Let’s start the discussion. Tim McKendrick (mckendrick@vectorform.com) Vectorform GmbH Arnulfstrasse 37 80636 München BLE / Beacons / iBeacon
  28. 28. REFERENCES Inside Bluetooth Low Energy By Naresh Gupta - pg. 192 - http://goo.gl/H5L9fy PayPal Beacons - https://www.paypal.com/webapps/mpp/beacon Build Your Own Beacon - http://www.theregister.co.uk/Print/2013/11/29/feature_diy_apple_ibeacons/ iBeacon Bible - http://meetingofideas.files.wordpress.com/2013/12/ibeacons-bible-1-0.pdf Estimote Beacon - http://estimote.com/api/index.html Understanding iBeacon - http://support.apple.com/kb/HT6048 iBeacons Tutorial for iOS 7 with CLBeaconRegion and CLBeacon - http://www.devfright.com/ibeacons-tutorial-ios-7-clbeaconregion-clbeacon/ Region Monitoring https://developer.apple.com/library/ios/documentation/UserExperience/Conceptual/LocationAwarenessPG/RegionMonitoring/RegionMo nitoring.html#//apple_ref/doc/uid/TP40009497-CH9-SW1 Bluetooth 4.1 Core Spec - https://www.bluetooth.org/DocMan/handlers/DownloadDoc.ashx?doc_id=282159 CSR Comparison of Low Energy Specs - http://www.csr.com/sites/default/files/white-papers/comparisons_between_low_power_wireless_technologies.pdf BLE - http://www.californiaconsultants.org/download.cfm/attachment/cnsv-1205-decuir.pdf BLE - http://en.wikipedia.org/wiki/Bluetooth_low_energy Financial Review - Apple’s iBeacons may be too little, too late - http://www.afr.com/p/technology/apple_ibeacons_may_be_too_little_Z234UkTp2VTkuPKFuoN5oL Can you smell the ibeacon - http://www.cocoanetics.com/2013/11/can-you-smell-the-ibeacon/ Apple Dev - https://developer.apple.com/library/ios/documentation/CoreLocation/Reference/CLBeaconRegion_class/Reference/Reference.html#//apple_ref/doc/uid/TP40013054 Apple Dev https://developer.apple.com/library/ios/documentation/NetworkingInternetWeb/Conceptual/CoreBluetooth_concepts/BestPracticesFo rInteractingWithARemotePeripheralDevice/BestPracticesForInte ractingWithARemotePeripheralDevice.html#//apple_ref/doc/uid/TP40013257-CH6-SW6 Chipset - https://www.broadcom.com/products/Wireless-LAN/802.11-Wireless-LAN-Solutions/BCM4334 InMarket - http://www.inmarket.com/mobiletomortar/index.html Qualcomm Beacon - http://www.qualcomm.com/solutions/gimbal/beacons BLE / Beacons / iBeacon This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL — 29

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