iBeacons - technical and marketing summary

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Summary and clarification of what iBeacons are and what the opportunities are for brands

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  • Not deeply technical
    Any techy sounding words, I will explain - but feel free to ask.
    Try and root out some actual opportunities
  • Going to hit you with a sentence that is a bit misleading and confusing
  • Going to hit you with a sentence that is a bit misleading and confusing
  • iBeacon is an Apple standard, but can work on BLE compatible Android devices
    Introduced quietly as part of the OS7 upgrade (iPhone 4S+)
    Passive -no pairing
    triangulation or trilateration
    Bluetooth Low Energy (BLE)
  • iBeacon is an Apple standard, but can work on BLE compatible Android devices
    Introduced quietly as part of the OS7 upgrade (iPhone 4S+)
    Passive -no pairing
    triangulation or trilateration
    Bluetooth Low Energy (BLE)
  • Not like Minority report
  • A few of the opportunities
  • Airports
    Railway stations
  • UUID can be amended. It can contain IDs that relate to Shop, product group, product for example
  • This is a new way of interacting with customers. I won't take much - just a couple of brands - to spoil it and start spamming
  • iBeacons - technical and marketing summary

    1. 1. iBeacon Tech Mini Bite what's all the fuss about? 4th Feb 2014 Marc Curtis – Emerging Technology Lead – TMW - @exmonkey
    2. 2. What is it? What do they look like? What are the opportunities? What are the limitations? A retail example. Q&A and demo. ...and at least one cat picture.
    3. 3. Before I begin... 01
    4. 4. A Bluetooth enabled technology that enables apps to pinpoint your location so they can make use of that information. – That geeky bald bloke
    5. 5. Say what? Put simply, it's like a super accurate version of GPS that can work inside or outside
    6. 6. You had me at jam.... Not just for Apple Accurate to within a couple of feet Works indoors Programmable unique ID No pairing necessary Doesn't cane your battery
    7. 7. Sounds a bit like RFID... There are some key differences Range - 50m vs 20cm RFID can hold small amounts of information, iBeacon cannot Location/distance Convenience 01
    8. 8. In summary Small (normally) devices that broadcast an ID only, using Bluetooth Low Energy (BLE) All the work is done by an app on the device These apps have to be distributed by a brand and installed by a user Think of them as a way of tagging a specific location - like a shelf, a sign or a shop doorway 01
    9. 9. What do iBeacons look like?
    10. 10. 01
    11. 11. 01
    12. 12. Picture of the one's Roo bought 01
    13. 13. 01
    14. 14. Opportunities Retail Events Experiential Home automation Museum & galleries
    15. 15. Retail Retailers with existing apps Aisle end/product specific offers Rewards for visiting certain locations (ShopKick) Get very accurate shopper data back from apps May one day soon enable payments without having to even get your phone out Warning: Don't spam 01
    16. 16. Events & Experiential Innovative engagement apps Stats on interactions Games Guides 01
    17. 17. Home Automation Lighting Context/location aware apps Tagging easily lost items 01
    18. 18. Museums and Galleries Interactive tours Stats 01
    19. 19. A bunch of other stuff Contextual advertising Automotive assist Find your way around airports, sporting venues, shopping malls and car parks Check-in/ticket barriers 01
    20. 20. Limitations
    21. 21. Barriers to adoption and use Users have to have location services enabled on their device Users have to have Bluetooth turned on It requires an app and possibly an internet connection (depending on functionality)
    22. 22. Limitations iBeacons do not send any data (except their unique ID) They need a battery/power Distance is only an estimate Need a lot of iBeacons to get accurate positioning
    23. 23. An example...
    24. 24. Jane has an H&M loyalty app on her phone She walks past a store... The app alerts her that the shop is running a sale Jane walks in. As she passes an aisle, her app alerts her to a discount voucher she could redeem against one of the items As Jane approaches the till, the sales assistant gets a popup on his screen with her recent sales history and suggestions on related offers
    25. 25. Value exchange Jane gets tailored offers on products as she looks at them H&M get extremely accurate data Jane's shopping habits, dwell times, route round the shop etc (even if she doesn't buy anything) 01
    26. 26. Questions and demo (which as tradition demands, will probably fail)

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