2016 Place Conf: Beacons in Action - Current Use Cases and Deployments

Unacast's Thomas Walle will survey current use cases around the world and offer market data on the state of beacons.

Marketing

BEACONS IN ACTION: CURRENT USE CASES AND
DEPLOYMENTS
THOMAS WALLE
CEO & Co-founder
thomas@unacast.com
Unacast

INTRODUCTION
Unacast is the world's largest platform of beacon and
proximity companies.
Proxbook is built by Unacast

PROXBOOK
The official directory of proximity solution providers
350
Members
46
Countries
+150
Use cases
20
Industry
Verticals

PROXIMITY SENSORS DEPLOYED GLOBALLY
Q2 2015
879,500
3,349,000
(+280%)
5,103,500
(+52%)
6,201,000 (+22%)
Q3 2015 Q4 2015 Q1 2016 Q2 2016
8,273,500 (+33%)

BEACON STANDARDS
90%
93%
96%96%
5%
25%
38%
45%
6%
7%
13%
Q4 2015 Q1 2016Q3 2015Q2 2015 Q2 2016
89%
49%
13%
POPULARITY OF DIFFERENT BEACON STANDARDS
% of total Proxbook members supporting a beacon standard

INDUSTRY NEWS
5.0
Nearby
Notifications
Android
Instant
Apps
Proximity
Beacon
API
2x
Speed
4x
Range
800%
Broadcasting
capacity
iPhone 7
iBeacon
2.0?

PROXIMITY PRODUCTS AND SERVICES
Q4 2015 Q1 2016Q3 2015Q2 2015 Q2 2016
Proximity Advertising Networks Online Retargeting Data MonetizationAnalytics
75%
75%
60%
53%
76%
34%
27%
25%
23%
39%
20%
15%
9%
24%
5%
1%
11%

INDUSTRY VERTICALS
Retail
70%
Shopping Malls
Hotels/Tourism
Airports
Stadium/Sports
Cafe/Restaurant
Museums
Conference
Concerts/Festivals
Healthcare
Cinema/Theatre
Theme parks
Transportation
Automotive
Banking
Education
Gas/Service Stations
Logistics
Real Estate
65%
52%
54%
50%
51%
49%
51%
47%
46%
49%
44%
46%
43%
46%
37%
39%
37%
39%
37%
38%
% of total Proxbook members providing services in a certain vertical
Q1 2016
Q2 2016
67%
37%
38%
34%
35%
33%
34%
33%
33%
27%
30%
28%
29%
27%
27%
51%
73%

WHO IS LEVERAGING PROXIMITY?
93% of MLB
stadiums use beacons
53% of NBA
arenas use beacons
75% of NFL stadiums
use beacons
47% of NHL
arenas use beacons

170,000 yearly
attendees
80,000 yearly attendees
100,000 yearly
attendees
8 million visitors in 6
months
80,000 yearly
attendees
15,000 yearly
delegates
WHO IS LEVERAGING PROXIMITY?

#1
Increase ticket sales
#2
Connected all services
into one mobile app
#5
$500,000 in-app
sponsorship revenue
#3
App adoption 30%
(industry standard 5%)
#4
Over $1 million
increased ticket sales
USE CASE ORLANDO
MAGIC

#1
Open up new revenue
streams
#2
Deployed beacons and
provided the solution
#5
What’s next?
#3
Results
#4
Recouped installation costs
with seat upgrades alone
ROI
87%
higher transaction value
for beacon specific
offersUSE CASE GOLDEN
STATES WARRIORS

50%
Reached
#1
Monetize app content
#2
Sponsor triggered
content
#3
Geofences at
125 McDonald’s
#4
Results
#5
New revenue stream
USE CASE MCDONALD’S

WHAT WILL HAPPEN NEXT?
• Bluetooth to boom
• More than push notifications
• Hardware will be key

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BITZ BOOTCAMP DC: Welcome - Why Are You Here?

This document provides information about an event called "ENGAGE: SaaS/SMB" that is aimed at connecting local entrepreneurs, SaaS and marketing service providers. The event includes sessions on topics like managing reputation, finding customers, managing cash flow and hiring. It encourages attendees to engage in questions and discussions. The organizers want to hear challenges attendees have faced and questions service providers have. The goal is to start conversations and for attendees to network during sessions, breaks and a reception sponsored by event sponsors and exhibitors.

BITZ BOOTCAMP DC: The Modern Customer Journey - Be Found Where your Customers...

This document provides 5 key things for winning in marketing: listen to customers through online reviews which impact 93% of purchasing decisions; be real and authentic as 63% of consumers prefer brands they believe are authentic; tell your story as 92% of consumers want brands to tell them a story; be available to respond to customers within 5 minutes as 75% of consumers expect quick responses; and be consistent in your messaging and branding so people are more likely to remember your brand. The overall message is to focus on integrating the customer experience into your marketing strategy through these 5 things in order to succeed.

BITZ BOOTCAMP DC: Smart Service - Winning the Customer Experience

This document discusses the importance of providing smart, contextual customer service across multiple channels in order to meet evolving customer expectations. It outlines the key aspects of customer service that customers now demand, including being smart/contextual, real-time, accessible wherever the customer is, easy to use, and fast. It then discusses tools and strategies for providing an omnichannel customer experience, such as live chat, social media/messaging, self-service portals, video chat, mobile apps, and artificial intelligence/chatbots. The document emphasizes the value of integrating these channels and technologies to give agents a full view of customer data and provide a seamless experience across any service channel.

BITZ BOOTCAMP DC: Managing Cash Flow/Profits (aka Why You Are in Business)

This document provides an overview of different funding options for small businesses looking to fuel growth. It discusses the pros and cons of traditional bank loans, merchant cash advances, crowdfunding, and business lines of credit. Key points covered include the time-consuming nature of bank loans, high fees but quick funding with merchant cash advances, challenges of running a crowdfunding campaign, and risks of carrying a balance with lines of credit. The document concludes by urging business owners to consider factors like timing, fees, necessary credit limit, and data control when deciding which funding is right for their needs.

BITZ BOOTCAMP DC: Expo Showcase - U2Cloud

Sanchez Williams, the Director of IT Operations at U2Cloud, identifies the five most frequent cybersecurity oversights for cloud services. These include: 1) not having antivirus protection on hosted servers, desktops, and applications; 2) leaving cloud-based firewalls unconfigured or with unnecessary open ports after development; 3) not utilizing two-factor authentication to prevent phishing and password compromises; 4) not properly testing backups which can leave companies vulnerable to ransomware attacks; and 5) failing to sufficiently educate staff who can fall victim to sophisticated phishing attacks.

BITZ BOOTCAMP DC: Expo Showcase - Freshlime

Customers now expect businesses to engage with them on their terms through personalized interactions based on understanding their needs and expectations. However, most businesses still fall short in delivering this level of personalized customer experience according to a 2018 Salesforce study. FreshLime is a customer data platform that aims to help local service businesses better understand and engage customers for more meaningful interactions.

BITZ BOOTCAMP DC: CRM and Customer Insights

This document discusses the benefits of using a CRM (customer relationship management) system compared to relying only on spreadsheets and email for tracking customers. It notes that CRMs provide an all-encompassing customer view, team communications, analytics and reports, email automation, and sales process automation. It also outlines important factors to consider when choosing a CRM, such as whether it is purpose-built for SMBs, easy to use, has needed features, and offers support. The document cautions that CRM investments can still fail without proper setup, team buy-in, and training. Ultimately, it argues that a CRM standardizes processes to free up time for relationship building.

LSA19: The Location Factor — How Multi-Location Brands Win in Social

This document discusses how Ace Hardware, a hardware store franchise brand, implemented a localized social marketing strategy to better manage their large number of local store locations across social media. The strategy involved claiming and managing local store pages, responding to customer reviews and issues, and educating franchise owners. It helped Ace Hardware gain over 1 million new social media followers, maintain a high customer rating, and see nearly 1 in 4 franchisees participate. The keys to Ace Hardware's success included technology to simplify local management, buy-in from all levels of the organization, and promoting results to franchisees.

LSA19: Amazon — Shifting Purchase Behaviors and the Advertising Mix

This document discusses Amazon's shifting purchase behaviors and expanding advertising opportunities. It notes that Amazon Prime Now offers quick delivery and Amazon's Whole Foods 365 brand has become the second best-selling private label brand on Amazon. The document also highlights that Amazon comprised 44% of US ecommerce spending in 2017 and discusses Amazon's plans to continue investing in areas like Alexa, drone delivery, and expanding into healthcare. Finally, it summarizes that Amazon needs improvements to better compete in advertising, and clients are grappling with competing against Amazon's low prices, house brands, and growing advertising network.

LSA19: Creating a Purpose Driven Culture

Wendi Sturgis presented on creating a purpose driven culture at Yext. She discussed how Yext helps companies manage their digital knowledge across channels to better engage customers. Sturgis emphasized that Yext's customer success team aims to be the best in their industry by focusing on responsiveness, advocacy, and achieving high customer satisfaction scores and retention rates. The team engages customers through monthly surveys and showcases successful customer outcomes.

LSA19: The Science Behind Increasing Customer Retention

The document discusses strategies for increasing customer retention rates based on analysis of data from 200,000 small and medium-sized businesses over 3 years. Key findings include: 1) SMBs that purchase more products and services from a channel partner have higher retention rates. 2) Bundling new products with existing offerings increases retention by 49%. 3) Highly engaged SMBs that interact once per day have a 95% retention rate over 3 years, 151% higher than rarely engaged SMBs. Providing marketing services also increases retention significantly. Focusing on specific industry verticals leads to a 34% increase in retention rates compared to generalists.

LSA19: The Role of Organic Content in the Consumer Buying Journey