iBeacon

2.5Quintillions bytes of data we create every day

of data created within the last two years

90%

It’s coming from:• Sensors• Posts• Transactions• Media• GPS• Phones• Cars• And lots more....

Speed & Connectivity

Calculations from the brainiacs at IBM

Speed & Connectivity

Meaning: Consumers have become addicted to connectivity and speed.

i B e a c o n

What is iBeacon?

Before answering that, what is a beacon?

A new class of low-powered, low-cost transmitters that can notify nearby bluetooth devices of their presence.

Not just presence, but precise distance down to centimeters (micro-location).

Can be aboutthe size of aquarter.

i B e a c o n

What is iBeacon?

Before answering that, what is a beacon?

A new class of low-powered, low-cost transmitters that can notify nearby bluetooth devices of their presence.

Not just presence, but precise distance down to centimeters (micro-location).

i B e a c o n

What is iBeacon?

Before answering that, what is a beacon?

A new class of low-powered, low-cost transmitters that can notify nearby bluetooth devices of their presence.

Not just presence, but precise distance down to centimeters (micro-location).

Your order is ready!

Lunch special today - $2.00 off You Pick Two

It’s been two months since you bought running shoes.

First Critical Concept: Micro-location

Geo-location with a very high level of granularity

Apps are notified when the hosting device moves in and out of range of a beacon (which allows history to be recorded)

“Hello, I am present.”

“I hear you.”

i B e a c o n

How does iBeacon identify itself?•Three hierarchical and customizable values‣Proximity UUID (Company)‣Major and Minor (Store and In-Store Location)‣ Internal identifier (customizable)

•Distance‣ Immediate (less than 50 centimeters)‣Near (between 50 centimeters and 2-5 meters)‣Far (2-5 meters to 30-50 meters)

Second Critical Concept: Interaction

The beacon signal enables interaction with some app functionality. It can be a specific action on a specific device at a specific time in a specific location.

Hello, I am present at the entrance.

App [communicating with its own server]:Kent just entered the store. He hasn’t been here in two months. When he walks by the donuts, offer him 50% off. He can’t resist.

Beacons don’t track people, apps do. Beacons only transmit. They do not recieve or collect any signals from mobile devices. The device is where everything happens.

i B e a c o n

iBeacon FeaturesMobile app automatic startLow energy consumptionBeacons easy to deploy and will be cheapNo internet required (but limited if not)Listening and broadcasting

http://youtu.be/sUIqfjpInxY

Hardware

Concerns

SecurityThe information broadcasted by beacons is public - any app could use it. Organizations that desire exclusive use or prevent malicious hacking will need to employe an encryption layer, which adds complexity and cost.

PrivacyWill consumers be accepting of being monitored at every step in the store? Will they demand to know how their location (or other data) is used? Will consumers want to be bombarded with offers or information as they walk through any location or even city?

Marc Wallace, Radius

“iBeacons are powerful enablers for delivering new personalized services to customers. App providers leveraging iBeacon technology and the resulting proximity information have a responsibility to ensure that users are fully informed of these activities and aware of the opt-out options available to them.”

i B e a c o n

iBeacon Use Cases

Retail•Contextualized Deals•Reminders•Product information•Shopper behavior•Online/Offline integration•Shopper engagement (content)•Large and small implementation•Others?

Other Opportunities•Museums and exhibitions•Mass transit•Healthcare•Sporting events•Parking•Restauruants•Smart home

Major League Baseball

•Auto ticket barcode as approach•Map to seat as after entrace•Relevant stadium ammenities•Point card (automatic)•Coupons•Seat upgrades•Living museum•Heat maps (for the marketers)

After installing MLB App

Macy’s Shopkick Test

•Macy’s•Best Buy•Target•J.C. Penney•Kmart•American Eagle•Safeway•Giant Eagle•SXSW•CeBit•CES•MLB•NFL•NBA•McDonald’s•Coca-Cola•American Airlines

http://www.shopkick.com/shopbeacon

Kent StonesVice President of Account PlanningCallahan Creek

kstones@callahancreek.com@KentStones