LocalSocial O Reilly Webcast Slides - A Tour of the Beacosystem

LocalSocial O Reilly Webcast Slides - A Tour of the Beacosystem
Sean O Sullivan twitter: @sos100 A Tour of the Beacosystem Background, trends and what’s next in Proximity and Beacon technology
Java / Bluetooth JSR82 Tools / Implementations Proximity Platform (WiFi, Bluetooth) LocalSocial 2000 to 2007 2008 2009 Who Am I? Proximity Nerd :-) Proximity product track record at scale Set the standard 400M phones World’s 1st
Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
The Near and the Now Proximity
The Near and the Now WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Technology Proximity
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
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
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
Signals The Near and the Now WiFi Bluetooth NFC Tag QR Codes 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* Log Bluetooth Smart iBeacon Bluetooth Smart aka Bluetooth Low Energy : ideal for proximity use cases
11 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Eddystone The Google approach to Proximity The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
13 BLE (Bluetooth Smart) Sensors on right hand side HRMs, Smart Home, Connected Locks, Watches, etc. etc. Devices that can talk to or “see” sensors on left hand side Branding is “Bluetooth Smart” and “Smart Ready”
14 Proximity and BLE Proximity Beacon on Right Hand Side Something unique available to device on Left to identify the Beacon Devices that can “see” sensors on left hand side Beacons kept (mostly) simple “I’m Here” Some Unique Information I see you!
15 Place Beacons at specific areas within retail spaces Customer with Device detects Beacon - can trigger a greeting, an award, an offer, digital product information - and so on… Beacons used to “mark” physical areas for data collection and engagement (notify, reward, context, etc.) Beacons in use
Bluetooth - BLE in particular, used for location and services Ever wondered about this? Appeared since iOS7 Has been here “forever”
18 iBeacon “I’m Here” Advertizing Frequency Update Controls Data I see you!
19 Bluetooth Low Energy Device Battery powered, USB, 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
iBeacon ecosystem Apple knows how to build a value network Background Notifications (iOS) Proximity APIs (iOS) iBeacon Support in all mobile devices Certified iBeacon Hardware Programme Exemplar usage in Apple Stores All iOS devices can act as an iBeacon Developers can quickly build in to apps Place based push notification of value to retailers and venue owners Large market for proximity powered experiences, including on Watch Supports p2p experiences, and next generation POS and hospitality Wide range of hardware available Showcase what’s possible
21 So what!
23 Greetings and Notifications Trigger welcome messages on arrival, after a certain dwell time, or after departure
24 Offers / Promotions Trigger offers in certain areas, or make them “unlockable” only if in the store or specific area
25 Points or Rewards Trigger points for walking in
26 Store “re-arranges” itself As you move - so what’s nearest is under the thumb
27
28 “eCommerce Style Science, for real world Locations”
Data. Data. And Data. Same as eCommerce: where, how long, who came back, what engaged, etc.
31 Use Cases See a great list at Mobisfera (link at end)
32 Sports / Stadia
33 Airlines and Airports
34 Fashion Retail
35 Hailo in-cab payment
Museum / Galleries
37
Welcomes / Goods Pick-up
Hig Value : Cars
High Value : Real Estate / Property
Data. Data. And Data. Which houses were most popular? Who dwelled longest? Which rooms didn’t work?
42 OFFERS PUSH Lots of the initial focus has been on “pushing offers”. Not good!
43 Instead : ask yourself - “what would Steve do” :-)
45 Physical Web
46
Proximity approaches compared iBeacon vs Physical Web 47 Product Source Hardware Shipping Apple product, APIs and functionality baked in to iOS, many hardware manufacturers Beacon Payload iBeacon Physical Web Right now a Project, no in-built support in Android or elsewhere Alerts / Background Specification is public, controlled by Apple Open Source project, Apache 2.0 Licence Bluetooth Low Energy Beacons, Specification by Apple, must be certified to manufacture iBeacon Bluetooth Low Energy Beacons, Specification by Google, anyone can manufacture ProximityUUID, Major and Minor code URL formatted according to URIBeacon Specification iOS allows background notifications No proactive alerts, and no background scanning
pronounced YUR-ee-BEE-kun URIBeacon ‣ Original specification for Beacon format etc. ‣ Now superseded / absorbed by Eddystone 48
49 UriBeacon advertises a URL Physical Web App sees UriBeacons nearby, displays them in order of nearness UriBeacons transmit URLs, App interprets URL… Google Physical Web : how it works Site / Content Interactive Web Deep link to App Controls over connected device URL can lead to… 1 2 3 4
Story so far Google Proximity Timeline 50 2013 2013 2014 2015 BLE Hardware in various Android devices, no official APIs, some manufacturer APIs == confusion JellyBean First real BLE support in 4.3 - scanning, GATT etc. Physical Web September 2014: Physical web appeared as a project, with URIBeacon spec. Eddystone July : Eddystone announced - major evolution in approach to proximity Proximity and Nearby APIs Proximity APIs released; Nearby and Place APIs now Beacon-aware iOS Today Widget For Chrome on iOS - now hunts for Beacons nearby when tapped
51
Google’s open standard for Beacons Eddystone™ ‣ Protocol Specification ‣ Defines the message format for messages transmitted by Beacons ‣ Designed to work on Android and iOS ‣ Frames used to define use cases • Three initial types: URL, UID, TLM ‣ Extensible 52
Used to broadcast a URL URL Frame : Eddystone-URL ‣ Goal: get a URL to receiver ‣ Compressed to fit in advertisement packet restrictions of Bluetooth Smart ‣ Described as “backbone of the Physical Web” ‣ This now does what URIBeacon used to do 53
Used to broadcast a unique ID UID Frame : Eddystone-UID ‣ Contains an opaque, unique 16-byte Beacon ID composed of • 10-byte namespace ID • 6-byte instance ID ‣ You decide how you might use the UIDs • e.g. namespace == customer, instance == individual beacon • handy for filtering (I’m only looking for Brown Thomas Beacons, so filter on namespace 495464) ‣ You can (kinda) think of the UID use case as being the “iBeacon” use case 54
Used to pass on Device information Telemetry Frame : Eddystone-TLM ‣ Battery voltage ‣ Temperature ‣ Light ‣ Packets / activity ‣ Uptime ‣ (etc.) 55
56
Cloud based store for Beacon information Proximity API ‣ REST API - core is the Beacon Resource • beaconName, AdvertisedID, Status, Expected stability, Latitude and longitude coordinates, Indoor floor level, Google Places API Place ID, Freeform text ‣ Status • Active, Decommissioned, Inactive ‣ Stability • Stable. portable, mobile, roving ‣ Beacon Methods • Activate, Deactivate, Decommission, Get, List, Register, Update 57
Cloud based store for Beacon information Proximity API ‣ beaconName • Has the format "beacons/N!beaconId" where the beaconId is the base16 ID broadcast by the beacon and N is a code for the beacon's type. Possible values are 3 for Eddystone, 1 for iBeacon, or 5 for AltBeacon ‣ AdvertisedID • Enum (EDDYSTONE, IBEACON, ALTBEACON) • Id (String) - the UUID being broadcast by the Beacon 58
Google proximity ecosystem Getting wired-in to wider ecosystem Proximity Beacon API Eddystone Hardware Nearby Message API Places API Chrome iOS Widget More flexible and extensible than iBeacon == developer friendly Cloud based management for Beacons and metadata Eddystone proving attractive to many Beacon manufacturers On iOS, the Today Chrome widget now scans for Beacons Subscribe to messages attached to Beacons Can register PlaceID with Beacons - acts as signal to Places API
60
61
Beacosystem Overview
Anywhere from 60M to 300M Beacons deployed worldwide by 2018. Currently, 1-2M, excluding Apple iOS devices. We are here
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)
Apple (iBeacon) Google (Physical Web)
There are a few ways to group the players
Here’s one…
Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
Recent Activity
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
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
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
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.
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 Apr-15: $1.6M
Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform 2014 Seed - undisclosed
86
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,… 1 2 3 4 5
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
Embedded use of Beacons will likely drive the real long term volume in deployments But very much also about these… Lights Sockets Wearables Locks
90 Deployment 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
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 and beyond
92 Some Resources
Blog Apps Platform O Reilly Series Presentations Consult / Training LocalSocial App in Google Play and iTunes blog.mylocalsocial.com mylocalsocial.com seminars@mylocalsocial.com http://radar.oreilly.com/tag/ beacon-series http://www.slideshare.net/ sos100/
Proxbook
Proxbook
Google Resources Beacon overview https://developers.google.com/beacons/ Proximity Beacon API https://developers.google.com/beacons/ proximity/guides Beacon Platform Demo App https://github.com/google/beacon-platform/ tree/master/samples/ios Nearby API https://developers.google.com/nearby/ Physical Web https://github.com/google/physical-web Eddystone https://github.com/google/eddystone
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” :-)
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)
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
Sean O Sullivan twitter: @sos100 A Tour of the Beacosystem Background, trends and what’s next in Proximity and Beacon technology

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