Integrating Mobile with Physical World eTailing India Expo Mumbai 2016 17th February - 19th February 2016

1. Integrating Mobile with the
Physical World
Proximity enabled offline commerce
February 2016
Sharat Potharaju
Co-founder & CEO, MobStac
Proprietary and Confidential: Please do not forward this presentation without obtaining prior permission from MobStac Inc.

2. MobStac
offers
an
end-­‐to-­‐end
pla2orm
for
businesses
to
engage
customers
in
a
personalized,
context-­‐
aware
way
that
leverages
indoor
loca?on
and
proximity,
using
iBeacon
and
Wi-­‐Fi
technology.

3. Mobile driven Commerce is still a very small fraction
Despite its ubiquity, Mobile needs to play a role in offline
commerce to make any serious dent
US India
m-­‐commerce
e-­‐commerce
offline
commerce

4. 90%
of retail shoppers use
smartphones while in
storeSource: Marketing Land 2015

5. 72%
US online consumers have
made a purchase online after
browsing for a product in-store
Source: eMarketer 2014

8. How does Mobile help with driving offline commerce?
Mobile can help identify a customer’s indoor location
Behavior helps retailer identify intent to target and
measure effectively
Indoor location provides context & behavior

9. Indoor Location is a game-changer!
Location is context!
Outdoor vs. Indoor Location
GPS has spawned several products & services. e.g.
Maps, Uber, Foursquare, Retargeting etc.
Why is Indoor Location important?
Indoors is where we spend money, socialize, and do
business!

10. Wi-Fi
Technologies that help Retailers with Indoor location
Beacons

11. Beacon
Technology

12. • Low-cost, low-power transmitters equipped with Bluetooth Low Energy or BLE
(also called Bluetooth 4.0 or Bluetooth Smart)
• Helps mobile devices detect proximity and determine micro-location
What are beacons?

13. Here is a beacon!

14. How do beacons work?
• Beacons don’t transmit content; they transmit a series of numbers
• The transmitted signal allows another device to identify it and
determine the device’s proximity to the beacon

15. You need an app. Beacons do nothing by themselves
A beacon-enabled app installed on
devices running iOS 7.1 (or above)
will look for beacons even if the app
isn’t active.
Android (4.3+) devices with BLE
hardware need a service running in
the background that continuously
searches for beacons.

16. Evangelize products Improve customer
experience
Upsell
Some Use-cases for Beacons

17. Beaconstac Overview
Hardware
So6ware
Pla8orm
CMS
Proximity
messaging
Analy<cs
SDKs
• Create richly designed campaigns with Text,
Pictures, Videos, URLs
• Manage diverse content with 3rd party content
integrations , Customizable card layouts
• Define Rules & Actions for your beacons
• Customer Segmentation for targeted
campaigns using custom attributes
• Measure Campaign performance and
Visitor behavior - Metrics on beacon
interactions, New Vs Returning visitors
Beaconstac
Demo App• Provide iOS & Android SDKs to be
integrated with the app
• Battery life: up to 4 years
• Signal range: 15cm - 60m
• Transmission (Tx) power: -30 dBm - +4 dBm
• Broadcasting interval: 100 ms - 1285 ms
• Powered by AA batteries
• Encrypted to prevent spoofing and squatting

18. Beacons at
entrances to
drive footfalls
Ability to retarget
in the store
vicinity to drive
back customers
Beacons Value proposition for Businesses
Sales ($) Traffic ( Footfalls) Conversion (%) Avg. ticket size ($)
Beacons ability to
map online to
offline behavior
help provide right
recommendations
Coupons and
offers to drive
conversions and
incentivize
customers
Beacons drives
analytics to
identify repeat
customers
Focused customer
service to loyal
customers
providing
differentiated
approach

19. Wi-­‐Fi
Technology

20. Why should businesses provide free Wi-Fi?

21. Advantages of Wi-Fi in stores
Attracts new customers and increases footfalls
Retailers and restaurants that provide Wi-Fi
experience significantly higher loyalty. There are also
customers who decide where to shop based on this!
Increases time & money spent by customers
Customers spend more time in stores with Wi-Fi. In
particular it helps those who shop alone to spend more
time translating into higher conversion and revenue
Drives social media activity and mentions
Millennial generation likes to check in on Facebook and
post pictures to Instagram. Wi-Fi only drives this
behavior
1
2
3

22. Advantages of Wi-Fi in stores (Cont’d)
Use Wi-Fi for promotions & monetization
Wi-Fi connections can be used for in-store marketing
or even promoting your brand message on social
media
Use Wi-Fi to get customer analytics & retargeting
Wi-Fi can be used to track customers journey inside
stores, analyze trends and also drive retargeting
effectively
5
6
Helps get social validation for purchases
Customers like to get social approval before making
a purchase. Helping them share their prospective
buys on Whatsapp etc. improves conversion!
4

23. A different take on Wi-Fi - Introducing WiFire
Automatically connect to free
Wi-Fi around you
• Discover Wi-Fi hotspots and connect
with a single tap
• Easily see socially validated Wi-Fi
networks around you
• Have web forms and OTP filled out
automatically for you
(beta)

24. State of the Indian mobile commerce report
Report on India’s m-
commerce landscape in
2016