Turning our physicalworld into mobile &digital engagement &analytics platforms

Kim Garretson @KimGarretson February 27, 2015

About My Realizing Innovation Pilot

2013: Location Intelligence reachedPlateau of Productivity. Other tech coming

Location Intelligence

NFC

2014: Location Intelligence on the vergeof scale. NFC is catching up rapidly

Location Intelligence moves off the Cycle and will start to achieve scale in 2015

NFC

2014: Marketing Tech Landscape has 947 significant vendors

2015: Marketing Tech Landscape has 1,876 significant vendors in 43 categories

THE PROBLEM IS ESCALATING• For venture capitalists, the future of marketing continues to be an appealing theme for early and later-stage investments.

• In 2013/2014, venture and growth investors put more than $900 million into providers of marketing tech software companies.

• Analytics and automation are the dominant themes, with VCs predicting that the revolution is just getting started.

2015: Venture Capital should exceed $1 billion for marketing tech

THE PROBLEM IS ESCALATING2015: But the crowded and confusing

marketing tech space is challenging, especially for location engagement

BUT STARTUPS FAILAT VERY HIGH RATES

2015: And making bets on location startups is a huge risk

Which is why a growing list of startupsoffer ‘Find a Tech Startup’ services and software

Here are some trends and companies to watch with sensor-based

location intelligence pilots this year

• 67% of shoppers under 50 are interested in a wholly mobile path to purchase

• 46% of them would like personalized offers sent to their smartphones while shopping in-store. Beacons help deliver tailored offers to phones, without the problem of connectivity inside large buildings, and gather big data analytics to help with personalization

And traditional loyalty programs are not delivering:

• Less than a 1/5 said traditional price-based loyalty programs were a differentiator between where they shopped

• Only 1/4 were interested in using loyalty apps from retailers to receive offers

Why? Simply, retailers aren’t personalizing the in-store experience enough.

So why Beacons, and not other ways to targetmobile users via the handsets & networks?

Source: Merkle

Plus beacons are good for triggering lock screen and other notifications

‘THE IDEA OF HAVING A SCREEN FULL OF ICONS, REPRESENTING INDEPENDENT APPS, THAT NEED TO BE OPENED TO EXPERIENCE THEM, IS MAKING LESS AND LESS SENSE’

A few tech companies to watch for beacons/shopping

Retailers to watch for beacons/shopping

NON-RETAIL: Kansas City Chiefs app. In-stadium beacons trigger menus from nearest vendors, plus alert customers when orders are arriving so they needn’t take their eyes off the game.

• Hub sensors are mounted in ceiling at access points (entrances, nurses stations, etc.)

• Beacons are placed on assets (e.g. gurneys, drug carts, beds, etc.) so assets are tracked throughout hospital

• Key fob sized beacons are assigned to patients so patients aren't "lost" by hospital employees (e.g. taken to X-ray when they're supposed to be somewhere else

Grand Rapids MI

NON-RETAIL: Healthcare

Alternatives to Beacons: LED Lighting

IndoorAtlas’ technology uses smartphone’s built-in sensors, and natural variations of geomagnetic field as a map to pinpoint locations indoors.

Alternatives to Beacons: Geomagnetic

Alternatives to Beacons: Motion Sensing

2 to 5 Years Ahead:

Thank youKim Garretson kimkgarretson@gmail.com February 27, 2015