Bluetrace is a company that uses Bluetooth and Wi-Fi signals from devices to gather data on traffic patterns and crowds. They can track origin-destination patterns, travel times, traffic jams and more. They also provide marketing services by sending messages to devices in certain locations. Bluetrace has over 6,400 units installed worldwide gathering data in over 70 countries. They see many potential applications in partnering with transportation authorities and other organizations to apply their data and insights.

1. Bluetrace RTA Briefing
Traffic monitoring with Bluetooth and Wi-Fi
Bluetooth and Wi-Fi marketing
“It is there so use it !”
www.CarrierDIGIT.com
Tel: +971 4 4549 801
Fax: +971 4 4542 310
Cell: +971 50 218 1748

2. Bluetrace
u Possible partnership/Applications with RTA
u Traffic
u O-D matrix, Travel time, Travel-speed, Intensity estimation
u Stop-time of vehicles and CO2 level at traffic lights
u Traffic jam detection
u Traffic light free flow measurement
u Travel time
u Travel route advisory
u Green flow routes (all traffic lights green at 70kmh)
u Travel frequency
Bluetrace is onderdeel van Moreless
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3. Bluetrace
u Possible partnership/Applications with RTA
u Crowd control
u Queue time
u People per square meter
u Walking time
u Origin-destination
u Marketing
u WIFI marketing/Bluetooth marketing
u WIFI internet access
Bluetrace is onderdeel van Moreless
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4. Bluetrace
u Locations
u Poland (Warschau, Office)
u Netherlands (Amsterdam, Head Office)
u Organization based on Product Market Combination and
Country/Region
u Distributors worldwide
u Support with Collateral, Workshops, Knowledge and
Experience, Leads
u TNO patent (pending since 2006) on measuring ‘short
range radio signals’
u Worldwide focus
u 1 Distributor per Country per segment
Bluetrace is onderdeel van Moreless
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5. Bluetrace®
Installed Base
u 6.400 units in more than 70 countries:
u Europe: 3500+
u Africa: 400+
u Morocco: 1000+
u Americas: 800+
u Asia: 500+
u Australia & NZ: 200+
Expected Growth 2012: 8.400+ units
Estimated market size:
over 100.000 units
Bluetrace is part of the Moreless group
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6. Bluetrace in the News
Prime time TV news
„Using Bluetooth for Traffic
control in Port of Rotterdam”
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7. Bluetrace in the News
Prime time TV news
„Using Bluetooth for Crowd
Control at Sail 2010 Amsterdam”
Bluetrace is onderdeel van Moreless
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8. Technical: Bluetrace
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9. Bluetrace® System, Basic principals
Scanning method for vehicles/people:
Current:
u Bluetooth® signals
u Wi-Fi™ signals
u Bluetooth tag
u IP Camera, people counting
Future:
u NFC in phones (2012/2013)
u WiFi tag
Bluetrace is onderdeel van Moreless
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10. Bluetrace System
Casings
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11. Bluetrace System
Tags
• Long lasting device: 7 days
• Tagging Staff
• Tagging Bicycles
• Tagging Agriculural Vehicles
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12. Bluetrace System
Field of View (FOV), example Airport
4 meters high, measured on the ground
Long range range Bluetooth dongel
Flatpanel 28 degree directional
Antenne pointing down to ground
antenna connected
RSSI=signal strength
Bluetrace is onderdeel van Moreless
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13. Bluetrace System
Field of View (FOV), example Trainstation
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14. Commercial Bluetrace
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15. Bluetrace comparison
Market Research Interview Manual Panels Camera
Crowd Control Helicopter Camera Experience Manual
Lic. Plate Magn. loop Interview Panel
Traffic
SMS Mobile Apps Mobile site
Mobile Marketing
“Bluetrace adds a new, low cost, efficient and exciting dataset
“Innovated with TNO”, TNO patent (pending)
Bluetrace is onderdeel van Moreless
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16. Example Applications
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17. Traffic
Example Flow View
(if more than 1 unit)
Example Live View, with crowd intensity colors for easy insight
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18. Traffic
Example Dwelling time
Example Chart View
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19. Crowd control
Example Counting by Counting camera
In/Out
Example Origin – Destination View
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20. Traffic
Port of Rotterdam:
u Partner IT&T
u 21 Bluetrace units in Harbour area
u Travel times
u 37 units near Border
u Travel times
Bluetrace is onderdeel van Moreless
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21. Traffic
Dutch Railways:
u Partner Atsence concept “smart station”
u 40 Units covering all platforms, shops, main hall
u Flow, queue time, O-D
Bluetrace is onderdeel van Moreless
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22. Crowd Control
u Sail 2010
u 1.5 mio visitors
u 8 units
u Crowd Control Assistant (TNO)
u Density
u Flow
u Dwelling time
u Bluetooth Messaging
u Public Interest messages
u Last train is leaving
u Waiting time ferry is 1 hour
u Flash messages
u Ferry is closed
u Event is shutdown
u Target, reaching 1/100 people
Bluetrace is onderdeel van Moreless
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23. De gemeten bezoekers
*unieke bezoekers per dag.
Crowd Control
u Case: Sail 2010 datum ra'o
8,33
19-­‐aug 187.692
u Visitors
20-­‐aug 238.258
u Density 21-­‐aug 272.042
22-­‐aug 217.775
u Flow 23-­‐aug 0
915.767*
u Peek at 22.00: Fireworks
Reached
(JA
gedrukt) Handsets
not
reached
/
100
350
300
250
200
150
100
50
0
19-­‐aug 20-­‐aug 21-­‐aug 22-­‐aug
Bluetrace is onderdeel van Moreless
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24. Mobile Marketing
Inform, Interact and Transact
Cases:
u McDonalds
u Lotto
u Ezprezzo
u New Balance
u Audi
u Alternate
Bluetrace is onderdeel van Moreless
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25. Mobile Marketing
u Case Study: Otto.nl webshop, 36 locations
u Shopvertising concept
u Using empty shop space for marketing purposes
u Send couponcode (10 euro discount) via Bluetooth plus QR code on window
u 5% reached of all bt enabled handsets
u 611/day/location, is 21.996 people/day!
u In 1,5 weeks 226542 reached (Okt 2010)
Bluetrace is onderdeel van Moreless
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26. Mobile Marketing
u Case Study: Food Court @ Shopping Mall Usce, Belgrade, Serbia
u 10700 unique handsets detected / month (Sep, 2010)
u 2150 handsets reached / month (20%)
Bluetrace is onderdeel van Moreless
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27. WIFI Marketing
u WIFI Zone ENERGY 2011
u Via website and Digital signs visitors of event ENERGY 2011 are attented to use the
WIFI.
u Steps: 1. connect to WIFI 2. Click Diclaimer 3. Get redirected to mobile website
u 50.000 visitors
u 40 Mbps uplink
Bluetrace is onderdeel van Moreless
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28. Bluetrace Meeting
Thank you for your attention.
Bluetrace:
Google analytics for Shop, Mall, Trainstation, Airport,
Roads, Junctions,City streets, Cities
It is there, so use it !
www.CarrierDIGIT.com
Tel: +971 4 4549 801
Fax: +971 4 4542 310
Cell: +971 50 218 1748