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Indoor Marketing Evolution with Proximity and iBeacons

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Slides from LocalSocial talk at the NFC World Congress covering the evolution of Indoor Location and Marketing and the use of Proximity and iBeacon in these areas and others.

Published in: Technology
  • Great slide deck Sean. Thanks for sharing. Today’s consumers consider being connected as a utility and they have learned to expect almost all facets of their shopping experience be accessible to them through their personal mobile devices. This is where proximity marketing with beacons comes into the picture. These proximity-detection devices help brands to learn consumer purchasing habits while delivering tailored marketing messages to shoppers as they navigate shops in search of products. However one of the most important things that brands need to keep in mind is that pushing irrelevant notifications could nudge your consumers to stop using the app or uninstalling it. Being location aware is not being contextually aware. This can often result in lack of contextualization, as just because you know that a consumer is in your store, doesn’t necessarily mean that you know the context of what they are looking for. We’ve discussed a few proximity marketing campaign success secrets that will help brands ace their next campaign in this ebook here: http://blog.mobstac.com/2015/01/ebook-the-a-to-z-of-proximity-marketing-with-beacons/
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Indoor Marketing Evolution with Proximity and iBeacons

  1. 1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 It’s INDOOR MARKETING, Jim (but not as we know it)
  2. 2. Who are we? Proximity Nerds! Proximity software track record at scale (350M phones) 2 Impronto ‣ Java/Bluetooth Middleware based on JSR82 standard ‣ Simplify Bluetooth for Java Devs ‣ Sold to handset manufacturers ‣ LG, Samsung, Motorola, SonyEricsson ‣ 350M+ shipped LocalSocial ‣ Proximity Platform for the Smartphone Age ‣ Simplify creation of proximity-enabled apps and services ‣ WiFi, Bluetooth, NFC, Bluetooth Smart, iBeacon ‣ SDK, API, Cloud CMS, Apps ‣ Build out full stack ‣ Manage Locations, Zones, Beacons ‣ Pre-canned Proximity Interactions ‣ Greetings ‣ Notifications ‣ Offers ‣ Rewards ‣ More++
  3. 3. The Near and the Now Proximity
  4. 4. The Near and the Now Proximity Technology WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon
  5. 5. The Near and the Now Technology Signals WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon User is Nearby User in-store User Scans User Taps Proximity User dwells User left
  6. 6. The Near and the Now Technology Signals Triggers WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Unlock Collect Display Reward RAOK* RAOK = Random Act of Kindness Proximity Log User is Nearby User in-store User Scans User Taps User dwells User left
  7. 7. The Near and the Now Technology Signals Triggers WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Insight Analytics Top Visitors Busy hours Busy Areas RAOK = Random Act of Kindness Proximity User is Nearby User in-store User Scans User Taps User dwells User left Dead Areas Dwell times Unlock Collect Display Reward RAOK* iBeacon Log
  8. 8. 9 So what *is* an iBeacon? Bluetooth Low Energy Device Transmits a message in an agreed way All iOS and all new Android devices can “see” this message Battery powered, mains powered, solar powered, passive powered
  9. 9. 10 Greetings and Notifications Trigger welcome messages on arrival, after a certain dwell time, or after departure
  10. 10. 11 Offers / Promotions Trigger offers in certain areas, or make them “unlockable” only if in the store or specific area
  11. 11. 12 Points or Rewards Trigger points for walking in
  12. 12. Navigation
  13. 13. Navigate to Brand
  14. 14. 15
  15. 15. 16 “eCommerce Style Science, for real world Locations”
  16. 16. Momentum… 100 of the top 100 US retailers : trials or deployments now 17
  17. 17. 18 Not about Retail ! Enterprise, Events, Real Estate, Transport, FM, Security, Utilities, ++ Retail
  18. 18. 19 Sports, Venues
  19. 19. 20 Hailo in-cab payment
  20. 20. Airlines & Airports
  21. 21. Museum / Galleries
  22. 22. 23
  23. 23. Welcomes / Goods Pick-up
  24. 24. Hig Value : Cars
  25. 25. Data. Data. And Data. Which houses were most popular? Who dwelled longest? Which rooms didn’t work?
  26. 26. 29 Not really about these… Bluetooth Low Energy Device Transmits a message in an agreed way All iOS and all new Android devices can “see” this message Battery powered, mains powered, solar powered, passive powered
  27. 27. 30 But these…
  28. 28. 31 OFFERS PUSH
  29. 29. 32
  30. 30. 33 Try it! World Smart Week app Beacons around the conference Rewards in some areas Greetings, Zones, Exhibitors, ++
  31. 31. 34
  32. 32. Issues In no order… 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,… 1 2345
  33. 33. Uses In no order… Greeting Don’t underestimate the power of a simple greeting RPRT Offers 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 1 2345
  34. 34. 37 ! Some Resources
  35. 35. 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” :-)
  36. 36. More information ABI PLACE / OPUS @Launch Research on Indoor, Proximity, Location, iBeacon Indoor marketing, advertising, positioning conference (Nov, Lon) From @Jason and the @Launch Team (Mar, SF)
  37. 37. 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
  38. 38. More information blog.mylocalsocial.com @localsocial
  39. 39. Things to consider Obviously not exhaustive… Whole solution Cost, ubiquity, accuracy, likely changes Privacy One word: Nordstorm! Opt-in, opt-out. What’s best practise? Code of conduct. Data Can you handle, process, manage the data that will flow? Customers Handled poorly, can spook people Trials Timings, customer segmentation, use-cases (simple!) 1 2345
  40. 40. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 43 Indoor Location & Positioning
  41. 41. In Store Engagement Platform twitter: @localsocial blog: blog.mylocalsocial.com 44
  42. 42. Me 45 College Computer Science, SW Dev & Design @ NCB (Stock / Money broking), NZI Rococo Software Java / Bluetooth Infrastructure Software, Raised VC, 300M Handsets 1986 1995 2000 2009 now IONA VP, Professional Services, EU R&D Projects LocalSocial Proximity platform; in-store engagement for retailers (BLE, iBeacon, WiFi, NFC) Dial2Do Spin-out, raised funding, voice services mySay Realtime messaging for mobile workforce 2010

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