The document discusses iBeacons and their role in enabling location-based experiences, highlighting case studies that demonstrate increased consumer engagement through beacon technology. It addresses barriers to consumer adoption, emphasizing the need for privacy respect and reduced friction to encourage usage. Key takeaways include delivering contextually relevant experiences and ensuring consumer privacy in the use of location data.

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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