Shiny Thing - iBeacon presentation from Mobile Insider Summit @Mediapost
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Transcript of Shiny Thing - iBeacon presentation from Mobile Insider Summit @Mediapost
My Shiny Thing - iBeacon
Sorting the Facts from the Hype
…and then realizing that all the hype may just be deserved after all
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5 simple steps to understanding iBeacon
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It’s Beacon, not iBeacon
Don’t worry about the “i”It works on all devices
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It’s a protocol, passed over a bearer
These are:A small standardized data packetBluetooth Low Energy (AKA BLE, AKA Bluetooth 4)
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All a Beacon does is say “Hey, it’s me!”
A Beacon device simply transmits a couple of self-identifying pieces of data
It’s “the other stuff” that has to know what to do with it
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You need an app to listen to a Beacon
Beacons can only trigger an interaction in apps that are paired with its unique ID
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Beacon, Beacon, iBeacon
Beacon is a blanket term for this area of technologyA Beacon is a small physical device that emits a Beacon signal
iBeacon is Apple’s name for their proprietary implementation
A Beacon can do 3 things
1.ConnectionWhen the device approaches the Beacon, it will handshake
2. TapYou can tap the device on to the Beacon to perform a specific active task, such as voucher download, competition entry etc
3. Leave areaWhen the device loses connection to the Beacon, the app can again perform a task
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So why is Beacon / iBeacon / whatever so…
TOTALLY AWESOME?
1. Truly location-based, individually targeted
messaging for the first time ever
3. True omni-channel analytics, measuring the real-world footfall of individuals
2. Deliver a genuine omni-channel journey, from web to mobile to retail
A new dimension to messaging relevance
User profile
Purchase history
Comms schedule+Retail presence
right now
State driven Profile driven Calendar driven
Consumer ID and digital interactions enter the physical space
Providing a Connected Experience for the Connected Consumer
Users who have been shopping online enter a store. Their shopping list has been synced to their mobile. The store can now alert them to special offers, start navigating to find the items, or make their click-and-collect order ready
A new connected consumer journey
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3The shopper’s location can be used to summon assistants to help with selecting product etc3
4 Beacons can help identify the user’s online account to facilitate seamless payments
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2 Beacons placed in specific locations can trigger content relevant to the items, such as instructional DIY videos, cross-sell of related items, or outfit-building tips
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So should I be using it?
A rough guide…
Spotting an Opportunity
Mobile App
Physical Location = Beacon
Opportunity+
Multi-channel strategy and UX design
Changing your brand experience to accommodate Beacon
Content Creation
Product enhancement and integration
CRM
Analytics
1. Truly location-based, individually targeted
messaging for the first time ever
3. True omni-channel analytics, measuring the real-world footfall of individuals
2. Deliver a genuine omni-channel journey, from web to mobile to retail
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Tim Dunn
Director of Strategy
Isobar US
@timmcdunn
Thank you!