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.

1. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
1
It’s INDOOR MARKETING, Jim
(but not as we know it)

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. The Near and the Now
Proximity

4. The Near and the Now
Proximity
Technology
WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon

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. 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. 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

9. 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

10. 10
Greetings and Notifications
Trigger welcome messages on arrival, after a
certain dwell time, or after departure

11. 11
Offers / Promotions
Trigger offers in certain areas, or make them
“unlockable” only if in the store or specific area

12. 12
Points or Rewards
Trigger points for walking in

13. Navigation

14. Navigate to Brand

15. 15

16. 16
“eCommerce Style
Science, for real world
Locations”

17. Momentum…
100 of the top 100 US retailers : trials or deployments now
17

18. 18
Not about
Retail !
Enterprise, Events, Real
Estate, Transport, FM,
Security, Utilities, ++
Retail

19. 19
Sports, Venues

20. 20
Hailo in-cab payment

21. Airlines & Airports

22. Museum / Galleries

23. 23

24. Welcomes / Goods Pick-up

25. Hig Value : Cars

28. Data. Data. And Data.
Which houses were most popular? Who dwelled
longest? Which rooms didn’t work?

29. 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

30. 30
But these…

31. 31
OFFERS PUSH

32. 32

33. 33
Try it! World Smart Week app
Beacons around the conference Rewards in some areas
Greetings, Zones, Exhibitors, ++

34. 34

35. 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,…
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36. 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
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37. 37
!
Some Resources

38. 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” :-)

39. 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)

40. 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

41. More information
blog.mylocalsocial.com @localsocial

42. 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!)
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43. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
43
Indoor Location & Positioning

44. In Store Engagement Platform
twitter: @localsocial blog: blog.mylocalsocial.com
44

45. 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