Bluetrace WorkshopWelcome!“It is there so use it !”

Info Tech Middle East ( ICT & Security )

Info@mecom.ws

www.mecom.ws

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Bluetrace Workshop: Contents

Workshop Contents

• Knowledge check

-Traditional Methods MR, TR, CCA, MM

• Market Research

–Why does it work ?

-Privacy ?

-Case MR

• Traffic

– Bluetooth-based Travel Times, Speed, Traffic Jam

-Case Traffic

• Crowd Control

– Bluetooth-based Crowd Control

-Case CCA

• Mobile Marketing

– Why Mobile Marketing Works?

15:00 End

-Evaluation Form

15:00 technical training

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Bluetrace Workshop: Who is Who

Name

Interests

Reasons to attend the workshop

Learning goals/Questions

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Bluetrace?, part of the Moreless group

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Moreless

Entrepreneurial model

Active since 1999

Privately owned

Started with Moreless services

Currently managing 28k+ payment terminals in Benelux

Focus on long term revenue streams

Bluetrace company started in 2006 as a product (bluepoint)

Since 2008 Bluetrace is a separate company with own Profit & Loss

2009 signed exclusive partner deal for Netherlands.

Now quickly expanding into Europe, North America, USA, Middle East and Asia

Bluetrace is part of the Moreless group

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Bluetrace

Locations

Poland (Warschau, Office)

Netherlands (Amsterdam, Head Office)

Organization based on Product Market Combination and Country/Region

Distributors worldwide

Support with Collateral, Workshops, Knowledge and Experience, Leads

TNO patent (pending since 2006) on measuring ‘short range radio signals’

7 main focus countries

Netherlands, Poland, UK, Italy, Spain, Portugal, Germany

1 Distributor per Country per segment

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Bluetrace®

Installed Base

5400 units in more than 70 countries:

Europe: 3500+

Africa: 400+

Morocco: 56, going to 1000+

Americas: 800+

Asia: 500+

Australia & NZ: 200+

Expected Growth 2011: 7.000+ units

Estimated market size:

over 100.000 units

Bluetrace is part of the Moreless group

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Bluetrace Workshop

Knowledge check

Fill it out

Giving you hands-on feeling about Bluetrace, Bluetooth and values

We will discuss some FAQ and Traditional Methods

After workshop

You should be able to answer all the questions

After a week you will receive our answers (from previous workshops and experience)

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Bluetrace comparison

Market Research

Crowd Control

Traffic

Mobile Marketing

“Innovated with TNO”, TNO patent (pending)

“It is not about doing it differently, just better!”

Interview Manual Panels Camera

Helicopter Camera Experience Manual

Lic. Plate Magn. loop Interview Panel

SMS Mobile Apps Mobile site

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Bluetrace in the News

Prime time TV news in the Netherlands(NOS Journaal)

„Using Bluetooth for crowd control and marketing at Sail 2010”

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Bluetrace in the News

Prime time TV news

„Using Bluetooth for Traffic control in Port of Rotterdam”

Bluetrace System

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Bluetrace SystemProduct Market Combinations

Market Research

Crowd Control

Traffic

Mobile Marketing

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Bluetrace SystemBasic principals

Scanning method for vehicles/people

Current:

•Bluetooth signals•WIFI signals

•IP camera, people counting

New:•3G/UMTS (end 2012)

•NFC in phones (2012/2013)

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Bluetrace SystemClient server and Webapplication

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Bluetrace SystemSample Webapplication

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Bluetrace SystemClient server and XML API connection to 3rd party server

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Bluetrace SystemCasings

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Bluetrace SystemTags

Basic device: 30 hour standbyLong lasting device: 400 hours standby

Tagging Staff

Tagging bicycles

Tagging agriculural vehicles

Market Research

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Bluetrace Dataset

Short range signals

Citystreets, Shopping malls, Train stations, Airports, Highway

By scanning short range radio signals we provide a totally new and exiting dataset

Data provided:

macadres hashed into unique anonymous id

RSSI (signal strength)

Devicetype (recognition algoritme)

Deviceclass (headset, laptop, telephone, navigational system)

Bluetooth Tag

By giving staff a tag we provide dataset for measuring performance, scheduling and efficiency of Staff

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Bluetrace Dataset

Information generated

Number of People Inside and Outside (estimation), with Multizone option

Number of vehicles (estimation)

Heatmap (estimation)

Density map (estimation)

Flow (exact)

Routing (exact)

Dwelling time (exact)

Walking time (exact)

Travel time (exact)

Source and Destination (exact)

Frequency of visits (exact)

Outside/Inside ratio (exact)

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Bluetrace Counting

Why does it also work for counting?

In addition to general research we can also do counting

The constant factor creates estimation, based on existing counting reference system reliability.

Example

Infrared (IT) counting cross referenced to bluetooth scanning

8 month infrared counting (N=223). Shows a nominal spread. Based on this spread we can, with a reliability of 99%, conclude that the possible error is less than +/- 0,1!

Trendline=constant Trendline=constant

Market Research

Since 2008

7 Countries

50+ Customers

Netherlands

Roll out to 700 locations in 2011

Market Research

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Bluetrace Ratio (nl)

Why does it work ?

Constant factor: bluetooth enabled ratio and number of people, per location, per event

Infrared (IT) counting cross referenced to bluetooth scanning

8 month infrared counting (N=223). Shows a nominal spread. Based on this spread we can, with a reliability of 99%, conclude that the possible error is less than +/- 0,1!

Manual counting (HT) cross referenced to bluetooth scanning

in 22 Cities. This also shows a nominal spread. Based on this spread we can, with a reliability of 95%, conclude that the possible error is less than +/- 0,6!

Trendline=constant Trendline=constant

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Bluetrace Measurable Handsets

On which phones does it Work?

Symbian (Nokia), Android 3.0, RIM* (blackberry), MS (windows/Nokia).* some RIM phones are not measurable, bluetooth can only be enabled for X minutes maximum

Gartner market share Report 2009/2010

All Phones Smartphones: <20% of all phones

Market Research

Which shop attracts most passers-by to enter its premises?

How long do customers remain inside?

How often customers return?

What are best opening hours?

What is the effect of the latest marketing campaign?

These questions can be answered with use of Bluetrace Market Research solutions, which use TNO® patent-pending algorithm, to estimate number of visitors based on scanned Bluetooth-enabled mobile phones.

What is possible?

Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns)

24/7 Live Data accessed via bluBase web platform

Installation is easy and inexpensive

Software features

Map-based live view , Map-based history view

Chart view, Flow view, Custom reporting, API Integration with external systems

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Market ResearchPartner CityTraffic

700 units in NL

MR module

based on IN/OUT counting

Large shopping malls

Large Citystreets

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Market ResearchAnimation explaining the Method

Citytraffic

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Market Research Case: FEBO, 50 locations,fast food

Measuring people outside, inside

Retention

Number of people passing

Revenue per passage/footfall

Revenue per visitor

Ratio outside/inside

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Market Research Case: McDonalds,fast food

Split up in 4 ppl groups

Read case, and try to answer questions

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Market Research Case results

1 unit with multizone, 1 inside, 1 outside, without overlap

Bluetooth tags for staff planning

24/7 for measuring effect of Ads

Business rules

Dwelling time per day

First in sight, last out sight

Conversion footfall/visitors

Unique outside/inside

Retention

All in/out sightings per day, per month

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Market Research Summary

Live Data in online application

Density (5 minute values)

All visitors (non unique or passages)

Unique visitors per hour

Unique visitors per day (accummulated)

Routing in/via locations

Flow

Dwelling time

24/7measurements , showing trends

Profiling based on type phone

Benchmarking:

Compare various locations

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Off line reporting/analysis

RSSI filtering (near, remote)

No of samples filtering (for instance for dwelling time)

Recurrency (unique passages)

Density is shown (5 minute values)

All visitors (non unique or passages)

Unique visitors per hour

Many customers in NL: for example McDonalds is measuring

Roll out to 700 major shopping malls/city streets

Traffic

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Traffic

Since 2009

3 Countries

15+ Customers

Netherlands

65+ units

Poland

5+ units

Belgium

20+ units

Traffic

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TrafficCase Port of Rotterdam:

Partner IT&T

21 Bluetrace units in Harbour area

Travel times

37 units near Border

Travel times

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TrafficCase Port of Rotterdam:

Partner IT&T

21 Bluetrace units in Harbour area

Travel times

37 Bluetrace units near Border

Travel times

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Traffic

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Traffic

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Crowd Control

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Crowd Control

Since 2008

2 Countries

20+ Customers

Crowd Control

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Case: Sail 2010

1.5 mio visitors

8 units

Crowd Control Assistant (TNO)

Density

Flow

Dwelling time

Bluetooth Messaging

Public Interest messages

Last train is leaving

Waiting time ferry is 1 hour

Flash messages

Ferry is closed

Event is shutdown

Target, reaching 1/100 people

Crowd Control

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Crowd Control

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Case: Sail 2010

Visitors

Density

Flow

Peek at 22.00: Fireworks

datum ratio 8,3319-aug 187.69220-aug 238.25821-aug 272.04222-aug 217.77523-aug 0

915.767*

De gemeten bezoekers*unieke bezoekers per dag.

Case: Sinterklaas 2010

25.000 visitors

4 units

Crowd Control Assistant (TNO)

Density

Flow

Dwelling time

Bluetooth Messaging

No

Crowd Control

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Crowd Control

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Crowd Control

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Crowd Control

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Summary

How many visitors attend the event?

Which are the busiest event locations?

Which are the most common routes visitors take?

What is the people density per square meter? (Is it growing? Should security be alerted?)

Bluetrace® Crowd Control provides real-time answers to these questions. And this allows effectively support police or security services in taking the safe, but also cost-effective decisions.

What is possible?

Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns)

24/7 Live Data accessed via bluBase web platform

Installation is easy and inexpensive

Software features

Map-based live view, Map-based history view

Chart view

Flow view

Custom reporting, API Integration with external systems

Crowd Control

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Mobile Marketing

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Bluetooth Marketing

Since 2006

50+ Countries

500+ Customers

WIFI marketing added in 2011

Mobile Marketing

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Why does Bluetooth Marketing Work ?

Because it enhances possibilities.

It allows marketers to reach their customers in a new way, which is different, attractive and without costs per customer.

It allows event organisers and police to reach visitors and civilians.

In Holland more than 2.4 million people have bluetooth enabled and visible.

What is possible?

You can attract customers directly at the point of sale with a direct simple message: like “Today 15% off”, “Free Coffee” and instantly measure results of your campaign.

You can broadcast content like wallpapers, ringtones, Java games with your advertisements inside.

You can enhance popularity of your products or services, providing your customers with convenient and functional Java brochures they have never had a chance to use before.

You can send visitors at events or crime related areas messages like: “last train is leaving at 23:45” or “Police is guarding you possession at this Trainstation”. Informational an preventive usage.

Mobile Marketing

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Mobile Marketing

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The effectiveness of WIFI and Bluetooth Campaigns

The 7 golden rules#1: “Turn Bluetooth/WIFI On” Signage#2: Right Location#3: Widely Supported Content#4: Proper Hardware#5: Attractive Content/Offering#6: Quick Test Before You Go#7: Campaign Monitoring

Signage effect

Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility.

Inform, Interact and Transact

Cases:

McDonalds

Lotto

Ezprezzo

Kiss Event

New Balance

Audi

Alternate

Mobile Marketing

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Mobile Marketing

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Case Study: Otto.nl webshop, 36 locations

Shopvertising concept

Using empty shop space for marketing purposes

Send couponcode (10 euro discount) via Bluetooth plus QR code on window

5% reached of all bt enabled handsets

611/day/location, is 21.996 people/day!

In 1,5 weeks 226542 reached (Okt 2010)

Mobile Marketing

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Actual Case Study: Lotto

1 location

Busstop was special furnished

Scratchable screen

Bluetooth unit

Bluetooth Campaign

Send Videoclip

1 in 10 won a free Lottery ticket

17.764 reachable handsets

7% reached

Mobile Marketing

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Actual Case Study: Food Court @ Shopping Mall Usce, Belgrade, Serbia

10700 unique handsets detected / month (Sep, 2010)

2150 handsets reached / month (20%)

WIFI Zone ENERGY 2011

Via website and Digital signs visitors of event ENERGY 2011 are attented to use the WIFI.

Steps: 1. connect to WIFI 2. Click Diclaimer 3. Get redirected to mobile website

50.000 visitors

40 Mbps uplink

WIFI Marketing

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Mobile Marketing

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Summary

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Questions?

Bluetrace Slogan:

“It is there, so use it!”