This document discusses proximity technology and in-store engagement platforms. It describes the speaker's company, LocalSocial, which provides a proximity platform and in-store engagement platform using technologies like WiFi, Bluetooth, NFC, and iBeacons. The platform can be used to greet customers, provide offers and promotions, award points, and collect analytics on store visitors. Examples of use cases mentioned include sports venues, airports, museums, and retail stores. Considerations for implementing proximity solutions include device compatibility, setup complexity, privacy issues, and scaling challenges.

1. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
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Proximity & In-Store Engagement

2. Proximity software track record at scale (350M phones)
Who are we? Proximity Nerds!
2
Impronto
‣ Java/Bluetooth
Middleware based
on JSR82 standard
‣ Sold to handset
manufacturers
‣ LG, Samsung,
Motorola,
SonyEricsson
‣ 350M+ units
shipped
Embedded Proximity
LocalSocial
‣ Proximity Platform
‣ Simplify creation of
proximity-enabled
apps and services
‣ WiFI, Bluetooth,
NFC, Low Energy
Bluetooth
‣ SDK, API, Cloud
Proximity Platform
‣ Build out for retail
‣ Offers
‣ Locations
‣ ShopZones
‣ Points
‣ Beacons
‣ Analytics
‣ Push / Pull APIs
In-Store Engagement Platform

3. The Near and the Now
Proximity

4. The Near and the Now
WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Technology
Proximity

5. The Near and the Now
WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
User is Nearby
User Taps
User Scans
SignalsTechnology
User in-store
Proximity
User dwells
User left

6. The Near and the Now
WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Unlock
Collect
Display
Reward
RAOK*
Signals TriggersTechnology
RAOK = Random Act of Kindness
Proximity
Log
User is Nearby
User Taps
User Scans
User in-store
User dwells
User left

7. The Near and the Now
WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Unlock
Collect
Display
Reward
RAOK*
Signals TriggersTechnology
RAOK = Random Act of Kindness
Proximity
Log
User is Nearby
User Taps
User Scans
User in-store
User dwells
User left
Analytics
Insight
Top Visitors
Busy hours
Busy Areas
Dead Areas
Dwell times

8. The Near and the Now
WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Signals TriggersTechnology
Analytics
Insight
Top Visitors
Busy hours
Busy Areas
RAOK = Random Act of Kindness
Proximity
User is Nearby
User Taps
User Scans
User in-store
User dwells
User left
Dead Areas
Dwell times
Unlock
Collect
Display
Reward
RAOK*
LogiBeacon

10. 10
So what *is* an iBeacon?
Bluetooth Low Energy Device
Battery powered, mains powered, solar powered, passive powered
Repeatedly transmits a message in an agreed way (it advertises itself)
All iOS and all new Android devices can “see” this message
Range : 10M / 30 feet

11. 11

12. 12
So what!

13. 13
Greetings and Notifications
Trigger welcome messages on arrival, after a
certain dwell time, or after departure

14. 14
Offers / Promotions
Trigger offers in certain areas, or make them
“unlockable” only if in the store or specific area

15. 15
Points or Rewards
Trigger points for walking in

16. 16
Store “re-arranges” itself
As you move - so what’s nearest is under the
thumb

17. 17

18. 18
“eCommerce Style
Science, for real world
Locations”

20. Data. Data. And Data.
Same as eCommerce: where, how long, who
came back, what engaged, etc.

21. 21
Use Cases
See a great list at Mobisfera (link at end)

22. 22
Sports, Venues

23. 23
Hailo in-cab payment

24. Airlines & Airports

25. Museum / Galleries

26. 26

27. Welcomes / Goods Pick-up

28. Hig Value : Cars

29. High Value : Real Estate / Property

30. 30
OFFERS PUSH
Lots of the initial focus has been on “pushing offers”. Not good!

31. 31
Instead : ask yourself - “what would Steve do” :-)

32. College Square
Brand New Housing Scheme, Dublin, Ireland
€600K- 750K range

35. Experience for visitor, data for Savills

36. Data. Data. And Data.
Which houses were most popular? Who dwelled
longest? Which rooms didn’t work?

37. In no order…
Key Uses
Greeting Don’t underestimate the power of a simple greeting
RPRT Offers Right Place Right Time - Harder than we all think :-)
Digital Product
Information
Jewellery, Houses, Cars, …
Directions MLB, Department Stores, Airports,…
Presence Driver in-cab, child arrives @home, @school, infrastructure
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3
4
5

38. 38
OFFERS PUSH

39. 39
OFFERS PUSH
Lots of the initial focus has been on “pushing offers”. Not good!

40. 40
Instead : ask yourself - “what would Steve do” :-)

41. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Beacosystem Analysis (slideshare)

42. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

43. 43

44. 44
Hurdles and Issues

45. In no order…
Issues
Android Consistency
Over Hype Bring on the trough!
Bad Behaviour Just because you can - doesn’t mean you should!
Backlash Privacy, Nordstrom, NSA, “black” phones…
Scaling Power, management, control, refresh, firmware,…
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2
3
4
5

46. 46
Considerations
Proximity Location
Nearness Accurate Position
Easy Setup Complex
All Devices Some / future
No infrastructure Installation req’d
Background alerts App front / b/ground
“App free” App Required

47. 47
Some Resources

48. More information
Don Dodge StreetFight BEEKN
Works @ Google, Developer
Advocate, Google Ventures,
Investor
Covers nearly everything that
moves involving HyperLocal
Ads, Publishing, indoor
advertising, etc.
Great Blog - also active twitter
@dusanwriter
“Be the Beacon” :-)

49. More information
ABI PLACE / OPUS @Launch
Research on Indoor, Proximity,
Location, iBeacon
Indoor marketing, advertising,
positioning conference
(SF, NY, London)
From @Jason and the
@Launch Team
(Mar, SF)

50. More information
MobisFera TI Radius
http://www.mobisfera.com/
summary-real-cases-close-
real-using-ibeacons/
App, Source, iBeacon-able,
inexpensive, great support
SDK, active on GitHub

51. And of course: LocalSocial
51
We Blog We Speak
We Sell Product We Consult on all things Proximity / Beacon

52. 52
Try it! Search “localsocial” in Store

53. Quick Demo

54. Quick Demo

55. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
55
Proximity & In-Store Engagement