Presentation at Mobile Week 2015 in NYC. Examples of location-based experiences, beacon case studies, barriers to consumer adoption, location data & privacy, Adobe Marketing Cloud and location analytics.

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iBeacons: Reality or Still a Work in Progress?
Ray Pun | Strategic Marketing for Mobile
@RayPunSD

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Ray Pun
Strategic Marketing for Mobile
Adobe
@RayPunSD

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1 | Location-based experiences: Macro vs. Micro
2 | Beacon case studies
3 | Barriers to consumer adoption
4 | Location data & privacy
5 | Adobe Marketing Cloud
Agenda

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Macro-Location: Comcast personalizes mobile website for smartphones
4
Northeast Division
Central Division
West Division
GPS Location

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Micro-location: “Welcome to store” message triggered by Beacon
5

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Micro-location: Change experience based on proximity to store beacons
Winter Gear
Department
Cycling
Department

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Lord & Taylor: Beacons drive 2X to 3X more engagement
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• Beacon deployment:
5 major apps in 10 stores
• Initial pilot drove 2X to 3X open &
conversion rates of banner ads
Source: Lord & Taylor, DMA 2014

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US Open: Beacons drive 32% click-thru rate for ticket offers
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Source: Urban Airship, US Tennis Association
• Beacon deployment near each gate & key locations
• 53% open rate for push messages
• 32% average click-thru rate for location based offers

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Beacons & Barriers to Consumer Adoption
9
App Download Opt-In to Push & Location Bluetooth On

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Location Data & Privacy: Say what you do, do what you say, & keep it simple
10
Business
Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ
Consumer

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Adobe Marketing Cloud: Intelligent Location Marketing
11

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Key Takeaways
Use location to deliver
contextually relevant
experiences
1 Respect consumer
privacy standards when
using location data
2 Reduce consumer
friction to increase
adoption of micro-
location
3

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Ray Pun
raypun@adobe.com
Twitter: @RayPunSD