MRMW_BEACON_NY_DAVID_WRIGHT
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Transcript of MRMW_BEACON_NY_DAVID_WRIGHT
What are they?
Mostly Battery!
Where do they fit into the Proximity Toolkit?
Cell ID – in retail park – several large department stores
GPS – Upmarket Department Store within retail park
WIFI – On second “fashion” floor
Beacon – Dwelled in Handbag Section
Beacon or NFC – Made a Purchase
100m – 1k
10-50m
20-200m
30cm-3m
<20cm
How do they work?
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RS
SI
What does beacon data look like?
RSSI = Received Signal Strength Indication
Wrist sensor compared to pocket
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Start-ups making sense of sensor noise
Beacon’s are already evolving
Stand-alone/battery USB plugin Solar Power Stickers
Sensor Stickers!
Location/Distance Motion Air Quality Temperature
Proximity “Listening” Flow
GEO-FENCE BEACON
ZONE NFC
OTHER SENSORS
> X Seconds > X Seconds
Why this Rapid Evolution?
Indoor location = $10 billion in 2020 ABI Research
Beacon engagements = 5 x more interaction
Over-saturation and irrelevant messages
= Decline and Delete
Lots of challenges
• No-one has your app!
• 8-18 % Have Bluetooth Turned on
• Large Retailers – tentative In Pilot Mode...
• Android >= only .... 4.4 kitkat above and lollipop....
• iOS 7.0 and above
• Getting the numbers to measure OOH uplift -requires huge listening
reach
• Security Issues.... i.e. third parties mapping your beacons
• Managing all those beacons!
Early Solutions
Gimbal
InMarket.com Swirl (Twitter just invested
$18M in them)
APP Listening Networks Beacon Networks
WPP View – Beacon Hotspots
APAC - Greater merger of Social with E-Commerce?
WeChat “Shake Nearby” WeChat’s Wallet
Path Tracker – Use Case China
Path tracker gives an holistic picture of high traffic area
vs low traffic and high stopping vs low stopping.
*312 BEACONS
Path tracker can capture the distribution of time spent for every
shopper in the store
5%
20% 25%
17%
14%
9%
4%
3#
1% 1% 1%
Time in store (mins)
Average time
in store
41 mins
Average spending
(RMB)
105.3
Implementation Summary
• 327 Beacons
• Respondents – pre-recruited and handed phone
• The app triggered a survey on store exit
• Heat maps and data analysis was done in-house
• Initial set up was expensive
• Expect cost and time to come down for subsequent projects.
Smart-Cart .. Philippines
Time Location Movement Reaction Action
Purchase Survey
Proximity + Sensors = holistic picture of a shopper
Screenshot from batch.com (provides aggregated reporting on mobile notifications)
List Ease provided by inMarket.com
Proximity + Mobile Messaging
Privacy
1. Understanding key moments up to the
moment of purchase
2. Easy to do small scale experiments
3. Multiple uses for beacons - be
creative!
Final Points – be creative!
