Sean O Sullivantwitter: @sos100 blog: blog.mylocalsocial.com

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Proximity & In-Store Engagement

Proximity software track record at scale (350M phones)Who are we? Proximity Nerds!

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Impronto

‣ Java/Bluetooth Middleware based on JSR82 standard

‣ Sold to handset manufacturers

‣ LG, Samsung, Motorola, SonyEricsson

‣ 350M+ units shipped

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

The Near and the Now

Proximity

The Near and the Now

WiFi

Bluetooth

NFC Tag

QR Codes

Bluetooth Smart

iBeacon

Technology

Proximity

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

The Near and the Now

WiFi

Bluetooth

NFC Tag

QR Codes

Bluetooth Smart

iBeacon

Unlock

CollectDisplay

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

The Near and the Now

WiFi

Bluetooth

NFC Tag

QR Codes

Bluetooth Smart

iBeacon

Unlock

CollectDisplay

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 VisitorsBusy hoursBusy AreasDead AreasDwell times

The Near and the Now

WiFi

Bluetooth

NFC Tag

QR Codes

Bluetooth Smart

iBeacon

Signals TriggersTechnology

Analytics

Insight

Top VisitorsBusy hoursBusy Areas

RAOK = Random Act of Kindness

Proximity

User is Nearby

User Taps

User Scans

User in-store

User dwells

User left

Dead AreasDwell times

Unlock

CollectDisplay

Reward

RAOK*LogiBeacon

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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

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So what!

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Greetings and Notifications Trigger welcome messages on arrival, after a certain dwell time, or after departure

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Offers / Promotions Trigger offers in certain areas, or make them “unlockable” only if in the store or specific area

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Points or Rewards Trigger points for walking in

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Store “re-arranges” itself As you move - so what’s nearest is under the thumb

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“eCommerce Style Science, for real world Locations”

Data. Data. And Data. Same as eCommerce: where, how long, who came back, what engaged, etc.

College Square Brand New Housing Scheme, Dublin, Ireland €600K- 750K range

Experience for visitor, data for Savills

Data. Data. And Data. Which houses were most popular? Who dwelled longest? Which rooms didn’t work?

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OFFERS PUSH

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OFFERS PUSH

Lots of the initial focus has been on “pushing offers”. Not good!

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Instead : ask yourself - “what would Steve do” :-)

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Try it! Search “localsocial” in Store

Quick Demo

Quick Demo

Powering Proximity

twitter: @localsocial blog: blog.mylocalsocial.com

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Background Slides - Non Retail Use Cases

See a great list at Mobisfera (link at end)

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Sports, Venues

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Hailo in-cab payment

Airlines & Airports

Museum / Galleries

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Welcomes / Goods Pick-up

Hig Value : Cars

Hig Value : Real Estate / Property

Data. Data. And Data. Which houses were most popular? Who dwelled longest? Which rooms didn’t work?

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OFFERS PUSH

Lots of the initial focus has been on “pushing offers”. Not good!

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Instead : ask yourself - “what would Steve do” :-)

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Hurdles and Issues

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,…

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Obviously not exhaustive…Things to consider

Whole solution Cost, ubiquity, accuracy, likely changes

Privacy One word: Nordstorm! Opt-in, opt-out. What’s best practise? Code of conduct.

Data Can you handle, process, manage the data that will flow?

Customers Handled poorly, can spook people

Trials Timings, customer segmentation, use-cases (simple!)

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In no order…Key Uses

Greeting Don’t underestimate the power of a simple greeting

RPRT Offers Right Place Right Time - Harder than we all think :-)

Digital Product Information Jewellery, Houses, Cars, …

Directions MLB, Department Stores, Airports,…

Presence Driver in-cab, child arrives @home, @school, infrastructure

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Some Resources

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blog.mylocalsocial.com

#proximityrules!

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” :-)

More information

ABI PLACE / OPUS @Launch

Research on Indoor, Proximity, Location, iBeacon

Indoor marketing, advertising, positioning conference

(Nov, Lon)

From @Jason and the @Launch Team

(Mar, SF)

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

Powering Proximity

twitter: @localsocial blog: blog.mylocalsocial.com

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