The Near and the Now: A Tour of Proximity Technologies and Use Cases
•
7 recomendaciones•1,155 vistas
This document provides an overview of proximity technologies including beacons. It discusses the Bluetooth standard and how it powers proximity through technologies like Bluetooth Low Energy. It covers Apple's iBeacon technology and use cases as well as alternatives like Google's Physical Web. The document outlines the growing "Beacosystem" of companies in the beacon space and provides a summary of the various players involved. It also touches on issues, trends and resources related to proximity technologies and beacons.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (20)
Similar a The Near and the Now: A Tour of Proximity Technologies and Use Cases
Similar a The Near and the Now: A Tour of Proximity Technologies and Use Cases (20)
Más de Sean O'Sullivan
Más de Sean O'Sullivan (20)
Último
Último (20)
The Near and the Now: A Tour of Proximity Technologies and Use Cases
- 1. Sean O Sullivan twitter: @sos100 A Tour of the Beacosystem www.mylocalsocial.com twitter: @localsocial
- 2. Proximity software track record at scale (350M phones) Who are we? Proximity Nerds! Impronto ‣ Java/Bluetooth Middleware based on JSR82 standard ‣ Sold to handset manufacturers ‣ LG, Samsung, Motorola, SonyEricsson ‣ Shipped on 400M+ phones Embedded Proximity LocalSocial ‣ Proximity Platform ‣ Simplify creation of proximity-enabled apps and services ‣ WiFI, Bluetooth, NFC, Low Energy Bluetooth ‣ SDK, API, Cloud Proximity Platform ‣ Build out for retail ‣ Offers ‣ Locations ‣ ShopZones ‣ Points ‣ Beacons ‣ Analytics ‣ Push / Pull APIs In-Store Engagement Platform
- 3. Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 4. Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 5. The Near and the Now Proximity
- 6. The Near and the Now WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Technology Proximity
- 7. The Near and the Now WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon User is Nearby User Taps User Scans SignalsTechnology User in-store Proximity User dwells User left
- 8. The Near and the Now WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Unlock Collect Display Reward RAOK* Signals TriggersTechnology RAOK = Random Act of Kindness Proximity Log User is Nearby User Taps User Scans User in-store User dwells User left
- 9. The Near and the Now WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart iBeacon Unlock Collect Display Reward RAOK* Signals TriggersTechnology RAOK = Random Act of Kindness Proximity Log User is Nearby User Taps User Scans User in-store User dwells User left Analytics Insight Top Visitors Busy hours Busy Areas Dead Areas Dwell times
- 10. Signals The Near and the Now WiFi Bluetooth NFC Tag QR Codes iBeacon Bluetooth Smart TriggersTechnology Analytics Insight Top Visitors Busy hours Busy Areas RAOK = Random Act of Kindness Proximity User is Nearby User Taps User Scans User in-store User dwells User left Dead Areas Dwell times Unlock Collect Display Reward RAOK* Log
- 11. 11 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 13. 13 BLE (Bluetooth Smart) Sensors on right hand side HRMs, Smart Home, Connected Locks, Watches, etc. etc. Devices that can talk to or “see” sensors on left hand side Branding is “Bluetooth Smart” and “Smart Ready”
- 14. 14 Proximity and BLE Proximity Beacon on Right Hand Side Something unique available to device on Left to identify it … Devices that can “see” sensors on left hand side Beacons kept (mostly) simple “I’m Here” Some Unique Information
- 15. Bluetooth - BLE in particular, now also used… Ever wondered about this? Appeared since iOS7 Has been here “forever”
- 16. 16 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 18. 18 iBeacon “I’m Here” Advertizing Frequency Update Controls Data
- 19. 19 So what *is* an iBeacon? Bluetooth Low Energy Device Battery powered, mains powered, solar powered, passive powered Repeatedly transmits a message in an agreed way (it advertises itself) All iOS and all new Android devices can “see” this message Range : 10M / 30 feet
- 20. iBeacon ecosystem Apple knows how to build a value network Background Notifications (iOS) Proximity APIs (iOS) iBeacon Support in all mobile devices Certified iBeacon Hardware Programme Exemplar usage in Apple Stores All iOS devices can act as an iBeacon Developers can quickly build in to apps Place based push notification of value to retailers and venue owners Large market for proximity powered experiences, including on Watch Supports p2p experiences, and next generation POS and hospitality Wide range of hardware available Showcase what’s possible
- 21. 21
- 22. 22 So what!
- 23. 23 Place Beacons at specific areas within retail spaces Customer with App sees greeting, or award, or offer, or digital product information when near to that space Beacons are used to “mark” areas for data collection and engagement (notify, reward, context, etc.) iBeacons in use : how it works
- 24. 24 Greetings and Notifications Trigger welcome messages on arrival, after a certain dwell time, or after departure
- 25. 25 Offers / Promotions Trigger offers in certain areas, or make them “unlockable” only if in the store or specific area
- 26. 26 Points or Rewards Trigger points for walking in
- 27. 27 Store “re-arranges” itself As you move - so what’s nearest is under the thumb
- 28. 28
- 29. 29 “eCommerce Style Science, for real world Locations”
- 31. Data. Data. And Data. Same as eCommerce: where, how long, who came back, what engaged, etc.
- 32. 32 Use Cases See a great list at Mobisfera (link at end)
- 38. 38
- 39. Welcomes / Goods Pick-up
- 40. Hig Value : Cars
- 41. High Value : Real Estate / Property
- 42. Data. Data. And Data. Which houses were most popular? Who dwelled longest? Which rooms didn’t work?
- 43. 43 OFFERS PUSH Lots of the initial focus has been on “pushing offers”. Not good!
- 44. 44 Instead : ask yourself - “what would Steve do” :-)
- 45. 45 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 46. 46 Physical Web
- 47. 47
- 48. Proximity approaches compared iBeacon vs Physical Web 48 Product Source Hardware Shipping Apple product, APIs and functionality baked in to iOS, many hardware manufacturers Beacon Payload iBeacon Physical Web Right now a Project, no in-built support in Android or elsewhere Alerts / Background Specification is public, controlled by Apple Open Source project, Apache 2.0 Licence Bluetooth Low Energy Beacons, Specification by Apple, must be certified to manufacture iBeacon Bluetooth Low Energy Beacons, Specification by Google, anyone can manufacture ProximityUUID, Major and Minor code URL formatted according to Physical Web Specification iOS allows background notifications No proactive alerts, and no background scanning
- 49. 49 UriBeacon advertises a URL Physical Web App sees UriBeacons nearby, displays them in order of nearness UriBeacons transmit URLs, App interprets URL… Google Physical Web : how it works Site / Content Interactive Web Deep link to App Controls over connected device URL can lead to… 1 2 3 4
- 50. 50
- 51. 51
- 52. 52
- 53. 53
- 54. 54
- 55. 55 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 57. Anywhere from 60M to 300M Beacons deployed worldwide by 2018. Currently, 1-2M, excluding Apple iOS devices. We are here
- 59. Pure Play Hardware Companies with standalone Beacons Marketing Automation Companies using Beacons for indoor, place-based signals Place / Location Analytics companies using Beacons for indoor & place-based signals Vertical Solution Provider using Beacons for features (Events, Museums, Enterprise, Real Estate) Shopper Marketing Platforms using Beacons to trigger engagement, understand context General Purpose Proximity Platforms offering PaaS to everyone else Indoor Location Providers using Beacons as part of the Indoor Location arsenal Hardware Companies with embedded Beacons (Lights, Sockets, Wearables) Lots of different players in the Beacosystem Ad Networks / DSPs linking to Beacon networks for re-targeting, offline to online (O2O)
- 61. There are a few ways to group the players
- 62. Here’s one…
- 63. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 64. Recent Activity
- 65. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 66. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 67. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Aug 14: $2M Aug 14: Re-brands from Sonic Notify May 14: Spun out from QualcommDec 13: $3M Apr 14: $4.5M
- 68. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 69. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Sep 14: $10M (Baidu) May 13: Acquired by Aruba ($26M) Apr 14: Founder joins Apple Oct 13: $3M
- 70. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 71. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Aug-14: iBeacon Support Oct-14 : $10M Sep-13: $6.3M Sep 14: Acquired by SK ($200M) Jan-14: $3.5M Sep-14: $.5M Nov-13: $3.3M Oct-12: Intel (undisclosed) Sep-14: John Lewis JLAB Winner Mar-14: $1.5M Nov-14: Acquired by Groupon Aug-14: $1M Dec-14: Acquired Aconite; raised ST4M Jan-15: $1.2M
- 72. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Getting crowded in here!! :-) Lots of me-too activity. We’re revising this area in our next update.
- 73. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 74. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform Sep-14: $1.3M Jul-8: $30M Feb-14: $15M Jun-14: $10M Jan-15: $5M Oct-14: Acquired by BrickStream Oct-14: $4.4M Feb-13: $17.3M
- 75. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 76. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform 2014 Seed - undisclosed
- 77. Standalone Beacon MobileMarketing Indoor Location Location Analytics ShopperMarketing Verticals Proximity Platform
- 78. 78 Bluetooth, BLE, and Beacons How the Bluetooth Standard helps power proximity Apple, iBeacon, and Use Cases Where iBeacon fits with BLE and who’s using it Google Physical Web and Samsung Proximity Alternatives to iBeacon The Beacosystem A run through the increasingly crowded Beacon / iBeacon “space” Proximity The Near and the Now Issues, Trends and Resources Step back for a look at some issues, and links for more information 1 2 3 4 5 6
- 79. 79
- 80. In no order… Issues Android Consistency Over Hype Bring on the trough! Bad Behaviour Just because you can - doesn’t mean you should! Backlash Privacy, Nordstrom, NSA, “black” phones… Scaling Power, management, control, refresh, firmware,… 1 2 3 4 5
- 81. Not only about these… Bluetooth Low Energy Device Battery powered, mains powered, solar powered, passive powered Transmits a message in an agreed way All iOS and all new Android devices can “see” this message (Standalone Beacons) Range: 10M / 30 feet on average
- 82. Embedded use of Beacons will likely drive the real long term volume in deployments But very much also about these… Lights Sockets Wearables Locks
- 83. 83 Considerations Proximity Location Nearness Accurate Position Easy Setup Complex All Devices Some / future No infrastructure Installation req’d Background alerts App front / b/ground “App free” App Required
- 84. Embedded Volume beacon shipments match standalone volume by end 2015 Successful deployments outside retail: events, gigs, conferences, real estate, tourism Enterprise use cases start to emerge: meeting rooms, staff location, building security Privacy policy becomes a key differentiator for suppliers Do not track (DNT) equivalent policies become formalised for Beacon use cases More M&A in the Beacosystem More options emerge for App-free experiences (Retailers crying out for browser solution) Many poor consumer experiences launched - mostly in retail context (pestering, spam) Some expectations for 2015
- 86. More information Don Dodge StreetFight BEEKN Works @ Google, Developer Advocate, Google Ventures, Investor Covers nearly everything that moves involving HyperLocal Ads, Publishing, indoor advertising, etc. Great Blog - also active twitter @dusanwriter “Be the Beacon” :-)
- 87. More information ABI PLACE / OPUS @Launch Research on Indoor, Proximity, Location, iBeacon Indoor marketing, advertising, positioning conference (SF, NY, London) From @Jason and the @Launch Team (Mar, SF)
- 88. More information MobisFera TI Radius http://www.mobisfera.com/ summary-real-cases-close- real-using-ibeacons/ App, Source, iBeacon-able, inexpensive, great support SDK, active on GitHub
- 89. And of course: LocalSocial 89 Blog Speak Platform Consulting on all things Proximity / Beacon
- 90. Sean O Sullivan twitter: @sos100 A Tour of the Beacosystem www.mylocalsocial.com twitter: @localsocial