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Summary and clarification of what iBeacons are and what the opportunities are for brands
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4th Feb 2014Marc Curtis – Emerging Technology Lead – TMW - @exmonkey
iBeacon Tech Mini Bitewhat's all the fuss about?
What is it?
What do they look like?
What are the opportunities?
What are the limitations?
A retail example.
Q&A and demo.
...and at least one cat picture.
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Before I begin...
A Bluetooth enabled technology that enables apps to pin-point your location so they can make use of that
information.
– That geeky bald bloke
Say what?
Put simply, it's like a super accurate version of GPS that can work inside or outside
You had me at jam....
Not just for Apple
Accurate to within a couple of feet
Works indoors
Programmable unique ID
No pairing necessary
Doesn't cane your battery
0011
Sounds a bit like RFID...
There are some key differences
Range - 50m vs 20cm
RFID can hold small amounts of information, iBeacon cannot
Location/distance
Convenience
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In summary
Small (normally) devices that broadcast an ID only, using Bluetooth Low Energy (BLE)
All the work is done by an app on the device
These apps have to be distributed by a brand and installed by a user
Think of them as a way of tagging a specific location - like a shelf, a sign or a shop doorway
What do iBeacons look like?
0011
0011
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Picture of the one's Roo bought
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Opportunities
Retail
Events
Experiential
Home automation
Museum & galleries
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Retail
Retailers with existing apps
Aisle end/product specific offers
Rewards for visiting certain locations (ShopKick)
Get very accurate shopper data back from apps
May one day soon enable payments without having to even get your phone out
Warning: Don't spam
0011
Events & Experiential
Innovative engagement apps
Stats on interactions
Games
Guides
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Home Automation
Lighting
Context/location aware apps
Tagging easily lost items
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Museums and Galleries
Interactive tours
Stats
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A bunch of other stuff
Contextual advertising
Automotive assist
Find your way around airports, sporting venues, shopping malls and car parks
Check-in/ticket barriers
Limitations
Barriers to adoption and use
Users have to have location services enabled on their device
Users have to have Bluetooth turned on
It requires an app and possibly an internet connection (depending on functionality)
Limitations
iBeacons do not send any data (except their unique ID)
They need a battery/power
Distance is only an estimate
Need a lot of iBeacons to get accurate positioning
An example...
Jane has an H&M loyalty app on her phone
She walks past a store...
The app alerts her that the shop is running a sale
Jane walks in. As she passes an aisle, her app alerts her to a discount voucher she could
redeem against one of the items
As Jane approaches the till, the sales assistant gets a popup on his screen with her recent sales history and suggestions on related offers
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Value exchange Jane gets tailored offers on
products as she looks at them
H&M get extremely accurate data Jane's shopping habits, dwell times, route round the shop etc (even if she doesn't buy anything)
Questions and demo
(which as tradition demands, will probably fail)