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Beacons in Context
The document discusses the potential of beacons in retail, emphasizing their ability to enhance in-store shopping experiences through contextual and targeted promotions. Beacons operate using Bluetooth low energy technology, allowing for precise proximity detection and enabling retailers to analyze shopper behavior. It also highlights various use cases beyond retail and the importance of privacy and permissions in beacon usage.
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Beacons in Context
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- 2. WHO AM I? RexSt. John @rexstjohn IOT Developer Evangelist @ Intel
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- 4. The opportunity The problem Thesolution Beacon basics Bluetooth LE Demos Q&A
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- 6. ‘Smartphone influenced’ retailsales exceeded $150 billion in 2012 (5.1% of all sales) –Deloitte
- 7. Shoppers with smartphonesare14% more likely to make a purchase in a store –Deloitte
- 8. –Deloitte 58% of consumerswho own a smartphone have used it for in-store shopping
- 9. Retailers* stand toearn billions by reaching smartphone shoppers with targeted, contextual, in-store messages OPPORTUNITY STATEMENT *Sports stadiums, restaurants, museums, art galleries, grocery stores….
- 10. RETAIL IS THESMALLEST USE CASE Home Automation, Fitness, Industrial, Shipping etc.
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- 12. Triangulating between cell-phonetowers, Wi-Fi and GPS CONTEXT DARK AGES
- 13. CONTEXT DARK AGES Won’twork indoors High energy cost Availability may vary Inaccurate
- 14. CONTEXT DARK AGES Closestwe can get is “customer is in a store” Offer: 20% off at Target
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- 16. Retailers* have limitedcapability to target smartphone shoppers in an intelligent manner PROBLEM STATEMENT *Sports stadiums, restaurants, museums, art galleries, grocery stores….
- 17. THE SOLUTION –Alan Kay “Contextis worth 80 IQ points.”
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- 19. LOCKING IN Granularity ~1-3 feet Lowenergy Low cost Proximity based* *Not location!
- 20. Closest we canget is “customer is in front of the Lucky Charms” Offer: 20% off Lucky Charms
- 21. Beacons allow retailersto offer intelligent, timely, contextual promotions to in-store mobile phone shoppers
- 22. Beacons allow retailersto analyze (and respond to) the in-store behavior of smart phone shoppers with intelligence
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- 24. WHAT IS ABEACON? Small hardware device Using Bluetooth LE Broadcast simple id’s
- 25. EXAMPLE HARDWARE Feature Description ExteriorWaterproof rubbery silicon Backing Sticky gecko cover Beacon radio 32-bit ARM cortex CPU Power supply 620mAh Lithium coin-cell Longevity 2 year battery life, 230 foot range It’s a tiny computer!
- 26. EXAMPLE HARDWARE Feature Description ExteriorWaterproof rubbery silicon Backing Sticky gecko cover Beacon radio ARM M0 Cortex, BLE Thickness 3mm Longevity 1 year battery life, 230 foot range Estimote stickers e.g. “Nearables”
- 27. BEACON* HISTORY 300+ millioncompatible iOS devices, even more counting Android 4.3 & 4.4 *iBeacon will not be the only class of beacon!
- 28. USES OF BEACONS Contextualmobile experiences(!!!!) Hands-free payments Indoor proximity* detection Adaptive retail experiences In-store analytics Targeted messaging triggers HomeKit, HealthKit, MapKit… Many, many, many industrial applications *Proximity, not location!
- 29. PRIVACY Permission based* Beacons storenothing Bluetooth LE connections are ‘anonymous’ Your mobile phone is the problem… *Apple has made beacons “integral” to iOS 8 on the OS level
- 30. WHO IS USINGBEACONS? …and many more to come
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- 32. Beacons require services,SDKs and APIs in order to be effective, driving a new wave of retail focused startups BEACON SERVICES
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- 34. Bluetooth LE devicesare… Which means… Small ~Key-chain to hockey puck sized Low-energy Last 3-24 months (button cell) Medium range ~150 Feet (+ / -) Cheap $1 - $25 each Prolific Everyone has one in their pocket Designed to be extremely prolific, low-energy and affordable
- 35. DUAL-MODE BLUETOOTH The “killerfeature,” an overloaded term with several meanings. A device can function as a “Central” and a “Peripheral”
- 36. DUAL-MODE OVERLOADING Supports LE +classic Bluetooth Supports central + peripheral role Android 4.4 can only be centrals (#fail) Mesh networking incoming in 4.1
- 37. GFSK FOR DUMMIES Imaginedata being sent using two metronomes. You would vary the “frequency” or “tempo” to signal 0 and 1 to a remote observer. Gaussian Frequency Shift Keying (how data is physically broadcast)
- 38. ADAPTIVE FREQUENCY HOPPING The2.4 GHz ISM spectrum is occupied by many other protocols and sources of interference. The signal must literally play “Frogger” to find empty channels.
- 39. CRC CHECKS CRC (cyclicalredundancy check) prevents data corruption in the data payload as it is sent over the air.
- 40. THE BLE BIBLE BluetoothLow Energy: The Developer’s Handbook
- 41. AUDIENCE PARTICIPATION Your iPhoneis a Beacon
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- 43. SERVICES OVERVIEW Message customersentering / leaving a fence Track linger times Track exits and entrances Retail location heat maps Manage + track hands-free payments An untold number of industrial applications
- 44. WHAT ARE GEOFENCES? Radialand polygonal forms Traditionally: GPS + Wifi GPS = expensive Bluetooth LE = cheap
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- 52. PROTOCOL BUBBLE EnOcean Ant+ Zigbee 6LowPAN SCADA Radio Z-Wave BLE BLEis one of many competing Low-Energy wireless protocols for IoT devices though a very popular one.
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- 59. ADDITIONAL READING • http://instadium.com/mlbs-ibeacon-rollout-can-learn-retail/ •http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could-have-250m- units-in-the-wild-by-2014/ • http://developer.radiusnetworks.com/2013/12/15/why-android-devices-cant-act-as- ibeacons.html • https://www.indiegogo.com/projects/metrix-create-space-bluetooth-low-energy-hardware- workshop#home • http://www.deloitte.com/assets/Dcom- UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence- Factor_062712.pdf