LocalSocial - Indoor Location Positioning Overview

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Slides from a lunchtime talk covering Indoor Location and Positioning Technology

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LocalSocial - Indoor Location Positioning Overview

  1. 1. Indoor Location & Positioning Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com !1
  2. 2. Me Why am I here? Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses Citi How might Citi use it? End Issues, References, Reading 1 2 3 4 5 6
  3. 3. Me College Computer Science, SW Dev & Design @ NCB (Stock / Money broking), NZI 1986 LocalSocial Rococo Software Proximity platform; instore engagement for retailers (BLE, iBeacon, WiFi, NFC) Java / Bluetooth Infrastructure Software, Raised VC, 300M Handsets 1995 2000 IONA VP, Professional Services, EU R&D Projects 2009 2010 Dial2Do Spin-out, raised funding, voice services now mySay Realtime messaging for mobile workforce !3
  4. 4. Me Why am I here? Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses Citi How might Citi use it? End Issues, References, Reading 1 2 3 4 5 6
  5. 5. GPS Great Outdoors
  6. 6. 90% Time most Americans spend indoors
  7. 7. Retail Indoors, underground, few external windows…
  8. 8. ILPS
  9. 9. Me Why am I here? Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses Citi How might Citi use it? End Issues, References, Reading 1 2 3 4 5 6
  10. 10. Main Current Approaches Omitted for now: cell tower, camera How Comment WiFi Either fingerprint or triangulate WiFi Access Points or Beacons All mobile platform vendors use this (see next) Beacons Dedicated Beacons used to mark areas or zones Apple iBeacon recently became the poster child for this Light Special Lights emit a unique code invisible to human eye Front facing camera detects the code Sound Sound inaudible to the human ear ShopKick pioneered this in US Fingerprint of magnetic field variations used to fix position Area is first mapped in order to create a magnetic field map Direction, Speed, Turns, Height, Requires a known fixed starting point (often GPS or WiFi) Magnetic Dead Reckoning
  11. 11. Innovation at each layer e.g. M7 co-processor in new iPhone5 Handset Manufs Apple Google Samsung Microsoft Mobile OS Google Apple Microsoft Other Chips CSR Qualcomm Broadcom STM
  12. 12. Ever wondered about this? WiFi already being used to help position you… Has been here “forever” Appeared since iOS7
  13. 13. Apple iBeacon 3rd Party Hardware, plus every iOS device! !13
  14. 14. Some considerations High level aspects to consider 1 Infrastructure Some solutions require installation of infrastructure, such as beacons, WiFi, or lights. Accuracy Accuracy varies both by type of solution, and by density of infrastructure in some cases 3 TCO Does the solution require power source, battery replacement? Will it work over mobile product cycles? 4 Control 2 Who else can or could use the infrastructure?
  15. 15. Me Why am I here? Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses Citi How might Citi use it? End Issues, References, Reading 1 2 3 4 5 6
  16. 16. Navigation
  17. 17. Navigation
  18. 18. Navigation
  19. 19. Navigation
  20. 20. Welcomes and Pick-up
  21. 21. In-store ads, rewards, information Trigger rewards “just for being there” (like ShopKick), or for visiting certain zones in-store.
  22. 22. Shopkick
  23. 23. Asset tracking, Workforce, Campus, Defense, Police & Fire, …
  24. 24. Bytelight
  25. 25. Indoor Atlas
  26. 26. Estimote
  27. 27. Me Why am I here? Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses Citi How might Citi use it? End Issues, References, Reading 1 2 3 4 5 6
  28. 28. @ Branch
  29. 29. @Branch In-store location and the customer journey Wait / browse Arrival Welcome / Greeting. Personal concierge (“whisk away”). Alert to staff member. Self-service on phone - “how can we help today?”. “Let us come to you”. Insertion point for relevant information, offer, or reminder. Here to pick something up? Timer for being dealt with. Partner brands? 1 2 4 Departure Thanks. “by the way…”, RAOK. 3 Action Pick up. Queue jump. Get seen with reduced friction, uncertainty.
  30. 30. @ elsewhere?
  31. 31. The app as “gold card”?
  32. 32. @Third Party Stores and Venues Citi App acts as “passport” with partners Wait / browse Arrival Welcome / Greeting. Personal concierge (“whisk away”). Alert to staff member. Self-service on phone - “how can we help today?”. “Let us come to you”. Insertion point for relevant information, offer, or reminder. Here to pick something up? Timer for being dealt with. 1 2 4 Departure Thanks. “by the way…”, RAOK. 3 Action Rewards, Offers, Discounts.
  33. 33. Me Why am I here? Why Indoor Location and Positioning How Quick tour of current approaches What Applications and uses Citi How might Citi use it? End Issues, References, Reading 1 2 3 4 5 6
  34. 34. Things to consider Think about… 1 2 3 4 5 Whole solution Privacy Data Customers Trials Cost, ubiquity, accuracy, likely changes One word: Nordstorm! Opt-in, opt-out. What’s best practise? Can you handle, process, manage the data that will flow? Handled poorly, can spook people Timings, customer segmentation, use-cases (simple!)
  35. 35. More information Don Dodge StreetFight Blogs Works @ Google, Developer Advocate, Google Ventures, Investor Covers nearly everything that moves involving HyperLocal Ads, Publishing, indoor advertising, etc. See company list - a few (ours!) have decent blogs covering the area.
  36. 36. Indoor Location & Positioning Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com !38
  37. 37. Apple iBeacon 3rd Party Hardware, plus every iOS device! !39
  38. 38. CSR Beacons BLE based, 2+ years battery life, zone-able !40
  39. 39. Stick’n’Find BLE based, 3-4 months battery life !41
  40. 40. SensorTag BLE based, 6 Sensors, Code, ++ !42
  41. 41. HipKey BLE Proximity Fob !43
  42. 42. Nordic BLE Proximity Fob and DevKit !44
  43. 43. In Store Engagement Platform twitter: @localsocial blog: blog.mylocalsocial.com !45

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