Bluetrace workshop-info tech middle east - mobile advertising

Bluetrace Workshop
Welcome!
“It is there so use it !”
Info Tech Middle East ( ICT & Security )

Info@mecom.ws

www.mecom.ws

Bluetrace Workshop: Contents

Workshop Contents
• Crowd Control
• Knowledge check
– Bluetooth-based Crowd Control
-Traditional Methods MR, TR, CCA, MM
-Case CCA
• Market Research
• Mobile Marketing
–Why does it work ?
– Why Mobile Marketing Works?
-Privacy ?
15:00 End
-Case MR
-Evaluation Form
• Traffic
15:00 technical training
– Bluetooth-based Travel Times, Speed, Traffic Jam

-Case Traffic

Bluetrace is onderdeel van Moreless

2

Bluetrace Workshop: Who is Who

 Name

 Interests

 Reasons to attend the workshop

 Learning goals/Questions


3

Bluetrace?, part of the Moreless group


4

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

5

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


6

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

7

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)


8

Bluetrace comparison

Market Research Interview Manual Panels Camera

Crowd Control Helicopter Camera Experience Manual

Lic. Plate Magn. loop Interview Panel
Traffic
SMS Mobile Apps Mobile site
Mobile Marketing

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

“Innovated with TNO”, TNO patent (pending)


9

Bluetrace in the News

Prime time TV news
in the Netherlands
(NOS Journaal)

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


10

Bluetrace in the News

Prime time TV news

„Using Bluetooth for Traffic
control in Port of Rotterdam”


11

Bluetrace System


12

Bluetrace System
Product Market Combinations

Market Research

Crowd Control

Traffic

Mobile Marketing


13

Bluetrace System
Basic 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)


14

Bluetrace System
Client server and Webapplication


15

Bluetrace System
Sample Webapplication


16

Bluetrace System
Client server and XML API connection to 3rd party server


17

Bluetrace System
Casings


18

Bluetrace System
Tags
Basic device: 30 hour standby
Long lasting device: 400 hours standby

Tagging Staff

Tagging bicycles

Tagging agriculural vehicles


19

Market Research


20

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


21

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)

22

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

23

Market Research

Market Research
 Since 2008
 7 Countries
 50+ Customers

 Netherlands
 Roll out to 700 locations in 2011


24

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

25

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


26

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

27

Market Research
Partner CityTraffic
 700 units in NL
 MR module
 based on IN/OUT counting
 Large shopping malls
 Large Citystreets


28

Market Research
Animation explaining the Method
 Citytraffic


29

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


30

Market Research
 Case: McDonalds,fast food
 Split up in 4 ppl groups
 Read case, and try to answer questions


31

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


32

Market Research
Summary
 Live Data in online application  Off line reporting/analysis
 Density (5 minute values)  RSSI filtering (near, remote)
 All visitors (non unique or passages)  No of samples filtering (for instance
for dwelling time)
 Unique visitors per hour
 Recurrency (unique passages)
 Unique visitors per day
(accummulated)  Density is shown (5 minute values)
 Routing in/via locations  All visitors (non unique or passages)
 Flow  Unique visitors per hour
 Dwelling time  Many customers in NL: for example
McDonalds is measuring
 24/7measurements , showing trends
 Roll out to 700 major shopping malls/city
 Profiling based on type phone streets
 Benchmarking:
 Compare various locations


33

Traffic


34

Traffic

Traffic
 Since 2009
 3 Countries
 15+ Customers

 Netherlands
 65+ units

 Poland
 5+ units
 Belgium
 20+ units


35

Traffic
Case Port of Rotterdam:
 Partner IT&T
 21 Bluetrace units in Harbour area
 Travel times
 37 units near Border
 Travel times


36

Traffic
Case Port of Rotterdam:
 Partner IT&T
 21 Bluetrace units in Harbour area
 Travel times
 37 Bluetrace units near Border
 Travel times


37

Traffic


38

Traffic


39

Crowd Control


40

Crowd Control

Crowd Control
 Since 2008
 2 Countries
 20+ Customers


41

Crowd Control
 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

42

De gemeten bezoekers
*unieke bezoekers per dag.

Crowd Control
 Case: Sail 2010 datum ratio 8,33
19-aug 187.692
 Visitors
20-aug 238.258
 Density 21-aug 272.042
22-aug 217.775
 Flow 23-aug 0
915.767*

 Peek at 22.00: Fireworks


43

Crowd Control
 Case: Sinterklaas 2010
 25.000 visitors
 4 units
 Crowd Control Assistant (TNO)
 Density
 Flow
 Dwelling time
 Bluetooth Messaging
 No


44

Crowd Control


45

Crowd Control


46

Crowd Control


47

Crowd Control
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

48

Mobile Marketing


49

Mobile Marketing

Bluetooth Marketing
 Since 2006
 50+ Countries
 500+ Customers
 WIFI marketing added in 2011


50

Mobile Marketing
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.


51

Mobile Marketing
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.

52

Mobile Marketing

Inform, Interact and Transact
Cases:
 McDonalds
 Lotto
 Ezprezzo
 Kiss Event
 New Balance
 Audi
 Alternate


53

Mobile Marketing

 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)


54

Mobile Marketing

 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


55

Mobile Marketing

 Actual Case Study: Food Court @ Shopping Mall Usce, Belgrade, Serbia
 10700 unique handsets detected / month (Sep, 2010)
 2150 handsets reached / month (20%)


56

WIFI Marketing

 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


57

Mobile Marketing
Summary


58

Questions?

Bluetrace Slogan:

“It is there, so use it!”


59

Bluetrace workshop-info tech middle east - mobile advertising

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