iBeacon Reality Check _ Essential Considerations for an iBeacon Deployment

Essential Considerations
for iBeacon Deployments
Sriram Venkiteswaran
Senior Technology Marketing Manager
AirTight Networks
@wesriram @AirTight

• Sriram Venkiteswaran is Sr Manager, Technical Marketing at
AirTight Networks. He has 10+ years of experience in
multiple roles including writing and debugging system level
software code, evangelizing technology products and
solutions to customers and partners, providing subject
matter guidance to define new product roadmaps, acting as
primary technology consultant for large strategic
customers, and evaluating partnership with potential
technology partners. Most of his experiences have been in
the field of Wireless Networking and Security, but along the
way he also got opportunities to work on a much broader
set of technologies including BYOD, 3G / 4G Offload, Cloud
and Virtualization.
iBeacon Reality Check:
Essential Considerations for an iBeacon Deployment
Webinar: Mar 10, 2015 8:00 AM PDT (and on-demand)
https://attendee.gotowebinar.com/register/8376042561598380801
In this 30 minute webinar we will work through what to consider when deciding to
engage in an iBeacon deployment.
The session will cover the following topics:
– What is iBeacon?
– iBeacon Reality Check
– Components to Build an iBeacon Solution
– iBeacon Challenges
• Speaker:
– Sriram Venkiteswaran
– Senior Manager, Technical Marketing at AirTight Networks
– @wesriram
@AirTight

How well do you know
your bluetooth history?

Where did bluetooth get
its name?

Where did bluetooth get its name?
a) Blue shark
b) Danish King
c) Sophisticated robot communications system

The name "Bluetooth" is taken from the
10th century Danish King Harald Blatand -
or Harold Bluetooth in English.
During the formative stage of the trade association a code name
was needed to name the effort.
Over an evening discussing European history and the future of
wireless technology several felt it was appropriate to name the
technology after King Blatand.
He had been instrumental in uniting warring factions in parts of
what is now Norway, Sweden, and Denmark - just as the
technology is designed to allow collaboration between differing
industries such as the computing, mobile phone, and automotive
markets. The code name stuck.
Source: Bluetooth.org

BLE (Bluetooth Low Energy) Highlights
Classic
Bluetoothv1.0 + v1.1 + v1.2 + v2.0 + v4.1 + v4.2 +
2010
@AirTight

BLE (Bluetooth Low Energy) Highlights
Classic
Bluetooth
Bluetooth
Low
Energy
BLE Introduced V4.0 +
v1.0 + v1.1 + v1.2 + v2.0 + v4.1 + v4.2 +
2010
Separate Protocol Stack
Same Radio Dual Stack

BLE Applications
Efficiently designed for
bursty infrequent transaction based applications
@AirTight

BLE Applications
Efficiently designed for
bursty infrequent transaction based applications
High battery power
Low Cost
Notification, Status,
Advertisement
IoT
@AirTight

Micro-Location
Contextual Engagement

You’ve got a new message!!!
Personal
BLE Use Cases
@AirTight

Completed 5 Miles
Personal
Fitness
BLE Use Cases
@AirTight

Completed 5 Miles
Open the lock
Personal Home Automation
Fitness
BLE Use Cases
@AirTight

Completed 5 Miles
Open the lock
Personal
Blood Pressure Readings
Hospital
Management
System
Home Automation
Fitness Healthcare
BLE Use Cases
@AirTight

Completed 5 Miles
Open the lock
Personal
Hospital
Management
System
Home Automation Retail - Proximity
Fitness Healthcare
BLE Use Cases
@AirTight

Completed 5 Miles
Open the lock
Personal
Hospital
Management
System
Home Automation Retail - Proximity
Fitness Healthcare Way Finding
BLE Use Cases
@AirTight

Classic Bluetooth BLE
Data Rate 1-3 Mbps 1 Mbps
App Throughput 0.7 – 2.1 Mbps ~ 100Kbps
Transmit Power
(Distance)
Class:1 - 20 dBm (~ 300 ft)
Class:2 – 4 dBm (~30 ft)
Class:3 – 0 dBm (~3 ft)
Max 10 dBm (~450 ft)
Average CPU Power
consumption
20x to 100x 1x
Packet Size Large Short (8 to 27 Octets)
Frequency 2.4 GHz ISM 2.4 GHz ISM
BLE vs Classic Bluetooth Comparison

BLE Communication Modes
• Broadcasting
(advertising) Mode
• Connection Mode

BLE Communication Modes
• Broadcasting
(advertising) Mode
– Tags transmit periodic beacons
– No listen
– Three pre-defined BT channels
for beacons
• Connection Mode
– Used to transmit data in both
directions between peers
Advertising
Data

What Category Do Devices Fall Into?

iBeacon : Introduction
• iBeacon is a standard for advertisement developed by Apple
• It allows mobile applications to listen for advertisements
• iBeacon defines how the advertisement packet should look like
Advertisements

iBeacon : How Does It Work?
Advertisements
Beacon
Advertises
Phone looks for the
beacon and wakes up
the App
App sends location
trigger
Contextual
Engagement
Contextual
intelligence
Engagement rules are
activated

Anatomy of an iBeacon Advertisement
UUID: 16 Byte
Identify: Brand
Major: 2 Byte
Identify: Specific Store
Minor: 2 Byte
Identify: Shelf inside a store
Advertisements

iBeacon Application: Large Store Format
• Proximity Detection
• Battery powered tags across the store
• BLE Tags operate in low power for
reduced coverage
Hello Jim, the Samsung 60” LED is on 40% Sales
Hi Kara, exclusive 30% additional discount for you in designed shoes

• Merchandise – place tags near high value
items and push coupons
• Restaurants – tag in every table for
ordering through the app
• Quick Serve Restaurants – Beacon tags
for drive-through application
iBeacon Application: Small Footprint Retail

BLE Beacon Tags Mobile APP
BLE SDKs
Campaign
Management
iBeacon Advertisements
Location trigger
Wi-Fi / Cellular
Contextual
Engagement
1 2 3
Components To Build A Complete
iBeacon Solution in Retail
@AirTight

Inverted Pyramid of iBeacon Ecosystem
ValueAddition
@AirTight

Inverted Pyramid of iBeacon Ecosystem
Campaign Management System
+ Mobile Apps + iBeacon Tags
Mobile Apps + iBeacon
Tags
iBeacons
Tags
ValueAddition
@AirTight

BLE Beacon Tags
1
• The case of the missing tags
• Tag Management (Configuration,
Battery Life, Replacement)
• UUID Stealing – Beacons are
unencrypted
Challenges
@AirTight

Mobile APP
BLE SDKs
2
• App development and
distribution - Retailer
• App Clutter (user need app for
every brand)
• User Opt-in, Device BLE capability
turned on
• Well defined Security policy
Challenges
@AirTight

• Event trigger definition
• API Integration with CRM
• API integration with Mobile SDK
Challenges
Campaign
Management
3
context
@AirTight

BLE Beacon Tags Mobile APP
BLE SDKs
Campaign
Management
Location trigger
Wi-Fi / Cellular
Contextual
Engagement
1 2 3

@AirTight
3 iBeacon Myths
1. My phone can communicate with an iBeacon
tag!!!

@AirTight
3 iBeacon Myths
tag!!!
2. Beacons tags can be used to generate
Presence Analytics like Wi-Fi Access Points!!!

@AirTight
3 iBeacon Myths
tag!!!
3. iBeacons can only support short range of less
than 30 Feet!!

3 iBeacon Myths BUSTED!
tag!!!
3. iBeacons can only support short range of less
than 30 Feet!!
@AirTight

Wi-Fi Aware
• Specification From Wi-Fi Alliance
• Direct response to iBeacons
• New Capability on Wi-Fi enabled devices that enables discovery of
nearby information and services
• Requires to be Wi-Fi Aware Certified – WFA will start certifying
products end of 2015.
• Technical Aspects:
• Common ‘heartbeat’ so devices are awake at the same time to save battery
• Protocol defines how services are discovered and advertised
• Its still early stages
• Expect consumer devices to be certified first
@AirTight

iBeacon Webinar On-Demand
www.slideshare.net/airtight
How to Hit a Home Run
with iBeacon via @AirTight blog
@wesriram

Additional Information
@wesriram

How to Hit a Home Run
with iBeacon
@wesriram
http://blog.airtightnetworks.com/how-to-hit-a-home-run-with-ibeacon

iBeacon Reality Check _ Essential Considerations for an iBeacon Deployment

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iBeacon Reality Check _ Essential Considerations for an iBeacon Deployment