The document describes a large beacon implementation at the 2015 SAIL Amsterdam event. Over 2.3 million visitors experienced beacons deployed across 5 private and public networks, including long-range beacons on ships. Key stats on beacon interactions and mobile app usage are provided. The implementation helped analyze visitor behavior, follow routes, and understand one-time vs multi-day visits. Future applications discussed include using beacons for personalized digital screens in supermarkets.

2. R E M C O B R O N
C C O / F O U N D E R

3. O F F L I N E T O U C H P O I N T I N T E R A C T I O N M A N A G E M E N T
O F F L I N E
T O U C H P O I N T
P E R S O N A L
P R O F I L E
A P P
E X T E R N A L S Y S T E M S

4. i B E A C O N
S H O W C A S E
S A I L 2 0 1 5

5. K E Y S TAT S
2.300.000 visitors
232 beacons
5 beacon networks
6 types of beacons
3 different apps
8.622.816 interactions

6. 80
%
71% iOS 29% Android
47% Bluetooth on
66.845 installs
S A I L A P P

7. S A I L - I N PA R A D E

8. Long-range beacons
300 meters30 meters
regular
beacon
long
range
beacon
? ? ? ?WTF
L O N G R A N G E N O T I F I C AT I O N

11. E T O I L E D U R O Y

13. V E E M K A D E

14. Average notification
open rate 22%
65%
27%
08%
notifications at info points
open rate 19%
promotional notifications
open rate 13%
notifications about ships
open rate 26%
T H E R I G H T N O T I F I C AT I O N

15. 71.863
336.919
Opened
Notifications sent
71.863
Notification opportunities
Beacon interactions
336.919
8.622.816
22%
T H E R I G H T N O T I F I C AT I O N

16. E F F E C T O F T I M E & S O U N D
+27%
increased
open rate
BOAT HORN
NOTIFICATION
DEFAULT
NOTIFICATION

17. F O L L O W
T H E C R O W D
A N A LY S E & U N D E R S TA N D
T H E V I S I T O R S

18. D I S T R I B U T I O N
Veemkade
Central
Station
Kop Java
Island
Java
Island
Music Marina
IJplein
SAIL Village
Veemkade
Central
Station
Kop Java
Island
Java
Island
Music Marina
IJplein
SAIL Village
Popular routes

19. R O U T E S
19%
65% 69%
66%
45%
100%
83%
55%
34%
visitor distribution
68%$ Veemkade$
15%$ Hamerkanaal$
17%$ Pont Marina$
Vertrekpunten$

20. B E A C O N
N E T W O R K S
F U T U R E B E A C O N
I N F R A S T R U C T U R E

21. beacon mile
B E A C O N N E T W O R K S

22. V I S I T O R B E H AV I O R
+41%
of SAIL visitors used
local bars and restaurants
VISITS TO BARS & RESTAURANTS
iBeacon
network

23. WA N T M O R E ?
I N B E A C O N . N L / S A I L
iBeacon showcase
2.300.000 visitors
232 beacons
5 beacon networks
6 types of beacons
3 different apps
8.622.816 interactions
EVENT PROFILE
SAIL Amsterdam is the largest public
event in the Netherlands and the largest
nautical event in the world.
Every five years, in excess of 600 ships
navigate along the North Sea Canal
before mooring in Amsterdam.
The 2015 edition of SAIL Amsterdam was
enjoyed by 2.3 million visitors over a
period of 5 days.
SAIL was the backdrop of an un-
precedented beacon implementation,
powered by inBeacon and partners.
THE POWER OF BEACONS
What made this beacon
implementation unique?
KEY STATS
300 meters30 meters
Long-range beacons
Deployment of long-range beacons on ships. When the
ship sailed in range of the public they received the
proximity message at the right time.
regular
beacon
long
range
beacon
Beacon networks
To gain a greater coverage five private and
public beacon networks on the SAIL terrain
and in Amsterdam were deployed.
These include the Amsterdam Beacon Mile,
SOWIFI, Exterion Media, SAIL long range ship
network, and the SAIL event network
UNDERSTAND THE VISITOR
Discover the anatomy of a SAIL visitor
one day visit
two day visit
three or more days visit
70%
16%
14%
FOLLOW THE CROWD
When do people visit and what routes do they take
80
%
71% iOS 29% Android
47% Bluetooth on
68.664 installs
SAIL app
Visitorsperdayperhour
visitorsperlocationperhour
? ? ? ?WTF

24. W H AT ’ S N E X T ?
I N B E A C O N S H O W C A S E S

25. P E R S O N A L S C R E E N S I N S U P E R M A R K E T S
P O W E R E D B Y B E A C O N S

26. C U S T O M E R P R E F E R E N C E
D R I V E S S C R E E N S
R E D W I N EW H I T E W I N E
C U S T O M E R R E C E I V E S
P E R S O N A L R E C I P E

28. R E TA R G E T I N G AT
6 . 0 0 0 T O U C H P O I N T S
O N L I N E I N T E R A C T I E W I T H P H Y S I C A L T O U C H P O I N T S

29. 6.000 touchpoints
in The Netherlands
Interactions in
a different apps
Conversion
measurement
UW SALDO: 2984 PUNTEN

30. Alkmaar
Purmerend

31. Alkmaar

32. N O W L O O K I N G
F O R PA R T I C I PA N T S
L A R G E S T B E A C O N N E T W O R K I N T H E N E T H E R L A N D S

33. O F F L I N E T O U C H P O I N T I N T E R A C T I O N M A N A G E M E N T
O F F L I N E
T O U C H P O I N T
P E R S O N A L
P R O F I L E
A P P
E X T E R N A L S Y S T E M S

34. R E M C O B R O N
R E M C O @ I N B E A C O N . N L
+ 3 1 6 4 3 2 6 5 8 6 0