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Beacosystem V3

Overview of the iBeacon / Proximity Ecosystem. Updated regularly at blog.mylocalsocial.com. Details at LocalSocial (www.mylocalsocial.com).

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Beacosystem V3

  1. 1. Beacosystem Overview twitter: @sos100 Sean O Sullivan blog: blog.mylocalsocial.com Q1 ‘15
  2. 2. Anywhere from 60M to 300M Beacons deployed worldwide by 2018. Currently, 1-2M, excluding Apple iOS devices. We are here
  3. 3. Pure Play Hardware Companies with standalone Beacons Marketing Automation Companies using Beacons for indoor, place-based signals Place / Location Analytics companies using Beacons for indoor & place-based signals Vertical Solution Provider using Beacons for features (Events, Museums, Enterprise, Real Estate) Shopper Marketing Platforms using Beacons to trigger engagement, understand context General Purpose Proximity Platforms offering PaaS to everyone else Indoor Location Providers using Beacons as part of the Indoor Location arsenal Hardware Companies with embedded Beacons (Lights, Sockets, Wearables) Lots of different players in the Beacosystem Ad Networks / DSPs linking to Beacon networks for re-targeting, offline to online (O2O)
  4. 4. And of course, two companies that matter more than most in this ecosystem :-)
  5. 5. Apple (iBeacon) Google (Physical Web)
  6. 6. Not only about these… Bluetooth Low Energy Device Battery powered, mains powered, solar powered, passive powered Transmits a message in an agreed way All iOS and all new Android devices can “see” this message (Standalone Beacons) Range: 10M / 30 feet on average
  7. 7. Embedded use of Beacons will likely drive the real long term volume in deployments But very much also about these… Lights Sockets Wearables Locks
  8. 8. Embedded Volume beacon shipments match standalone volume by end 2015 Successful deployments outside retail: events, gigs, conferences, real estate, tourism Enterprise use cases start to emerge: meeting rooms, staff location, building security Privacy policy becomes a key differentiator for suppliers Do not track (DNT) equivalent policies become formalised for Beacon use cases More M&A in the Beacosystem More options emerge for App-free experiences (Retailers crying out for browser solution) Many poor consumer experiences launched - mostly in retail context (pestering, spam) Some expectations for 2015
  9. 9. Right now : Investment, Structuring, Consolidation / Acquisition
  10. 10. There are a few ways to group the players
  11. 11. Here’s one…
  12. 12. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  13. 13. Recent Activity
  14. 14. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  15. 15. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  16. 16. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Aug 14: $2M Aug 14: Re-brands from Sonic Notify May 14: Spun out from QualcommDec 13: $3M Apr 14: $4.5M
  17. 17. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  18. 18. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Sep 14: $10M (Baidu) May 13: Acquired by Aruba ($26M) Apr 14: Founder joins Apple Oct 13: $3M
  19. 19. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  20. 20. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Aug-14: iBeacon Support Oct-14 : $10M Sep-13: $6.3M Sep 14: Acquired by SK ($200M) Jan-14: $3.5M Sep-14: $.5M Nov-13: $3.3M Oct-12: Intel (undisclosed) Sep-14: John Lewis JLAB Winner Mar-14: $1.5M Nov-14: Acquired by Groupon Aug-14: $1M Dec-14: Acquired Aconite; raised ST4M Jan-15: $1.2M
  21. 21. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Getting crowded in here!! :-) Lots of me-too activity. We’re revising this area in our next update.
  22. 22. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  23. 23. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Sep-14: $1.3M Jul-8: $30M Feb-14: $15M Jun-14: $10M Jan-15: $5M Oct-14: Acquired by BrickStream Oct-14: $4.4M Feb-13: $17.3M
  24. 24. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  25. 25. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform 2014 Seed - undisclosed
  26. 26. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
  27. 27. 28
  28. 28. In no particular order… Issues and hurdles Android Consistency vs iOS Over Hype Bring on the trough! Bad Behaviour Just because you can - doesn’t mean you should! Backlash Privacy, Nordstrom, NSA, “black” phones… Scaling Management at scale, refresh, better APIs,… 1 2 3 4 5
  29. 29. 30 Some 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 Before deploying - some tradeoffs to consider…
  30. 30. 31 Some Resources
  31. 31. 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” :-)
  32. 32. 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)
  33. 33. 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
  34. 34. And of course: LocalSocial 35 We Blog We Speak We Sell Product We Consult on all things Proximity / Beacon
  35. 35. Powering Proximity twitter: @localsocial blog: blog.mylocalsocial.com
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Overview of the iBeacon / Proximity Ecosystem. Updated regularly at blog.mylocalsocial.com. Details at LocalSocial (www.mylocalsocial.com).

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