Beacons in Context
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The document discusses the potential of beacons in retail, emphasizing their ability to enhance in-store shopping experiences through contextual and targeted promotions. Beacons operate using Bluetooth low energy technology, allowing for precise proximity detection and enabling retailers to analyze shopper behavior. It also highlights various use cases beyond retail and the importance of privacy and permissions in beacon usage.
Beacons in Context
- 2. WHO AM I? Rex St. John @rexstjohn IOT Developer Evangelist @ Intel
- 3. OVERVIEW
- 4. The opportunity The problem The solution Beacon basics Bluetooth LE Demos Q&A
- 6. ‘Smartphone influenced’ retail sales exceeded $150 billion in 2012 (5.1% of all sales) –Deloitte
- 7. Shoppers with smartphones are14% more likely to make a purchase in a store –Deloitte
- 8. –Deloitte 58% of consumers who own a smartphone have used it for in-store shopping
- 9. Retailers* stand to earn billions by reaching smartphone shoppers with targeted, contextual, in-store messages OPPORTUNITY STATEMENT *Sports stadiums, restaurants, museums, art galleries, grocery stores….
- 10. RETAIL IS THE SMALLEST USE CASE Home Automation, Fitness, Industrial, Shipping etc.
- 11. THE PROBLEM
- 12. Triangulating between cell-phone towers, Wi-Fi and GPS CONTEXT DARK AGES
- 13. CONTEXT DARK AGES Won’t work indoors High energy cost Availability may vary Inaccurate
- 14. CONTEXT DARK AGES Closest we can get is “customer is in a store” Offer: 20% off at Target
- 15. #fail
- 16. Retailers* have limited capability to target smartphone shoppers in an intelligent manner PROBLEM STATEMENT *Sports stadiums, restaurants, museums, art galleries, grocery stores….
- 17. THE SOLUTION –Alan Kay “Context is worth 80 IQ points.”
- 18. ENTER BEACONS
- 19. LOCKING IN Granularity ~1-3 feet Low energy Low cost Proximity based* *Not location!
- 20. Closest we can get is “customer is in front of the Lucky Charms” Offer: 20% off Lucky Charms
- 21. Beacons allow retailers to offer intelligent, timely, contextual promotions to in-store mobile phone shoppers
- 22. Beacons allow retailers to analyze (and respond to) the in-store behavior of smart phone shoppers with intelligence
- 23. BEACON BASICS
- 24. WHAT IS A BEACON? Small hardware device Using Bluetooth LE Broadcast simple id’s
- 25. EXAMPLE HARDWARE Feature Description Exterior Waterproof rubbery silicon Backing Sticky gecko cover Beacon radio 32-bit ARM cortex CPU Power supply 620mAh Lithium coin-cell Longevity 2 year battery life, 230 foot range It’s a tiny computer!
- 26. EXAMPLE HARDWARE Feature Description Exterior Waterproof rubbery silicon Backing Sticky gecko cover Beacon radio ARM M0 Cortex, BLE Thickness 3mm Longevity 1 year battery life, 230 foot range Estimote stickers e.g. “Nearables”
- 27. BEACON* HISTORY 300+ million compatible iOS devices, even more counting Android 4.3 & 4.4 *iBeacon will not be the only class of beacon!
- 28. USES OF BEACONS Contextual mobile experiences(!!!!) Hands-free payments Indoor proximity* detection Adaptive retail experiences In-store analytics Targeted messaging triggers HomeKit, HealthKit, MapKit… Many, many, many industrial applications *Proximity, not location!
- 29. PRIVACY Permission based* Beacons store nothing Bluetooth LE connections are ‘anonymous’ Your mobile phone is the problem… *Apple has made beacons “integral” to iOS 8 on the OS level
- 30. WHO IS USING BEACONS? …and many more to come
- 32. Beacons require services, SDKs and APIs in order to be effective, driving a new wave of retail focused startups BEACON SERVICES
- 34. Bluetooth LE devices are… Which means… Small ~Key-chain to hockey puck sized Low-energy Last 3-24 months (button cell) Medium range ~150 Feet (+ / -) Cheap $1 - $25 each Prolific Everyone has one in their pocket Designed to be extremely prolific, low-energy and affordable
- 35. DUAL-MODE BLUETOOTH The “killer feature,” an overloaded term with several meanings. A device can function as a “Central” and a “Peripheral”
- 36. DUAL-MODE OVERLOADING Supports LE + classic Bluetooth Supports central + peripheral role Android 4.4 can only be centrals (#fail) Mesh networking incoming in 4.1
- 37. GFSK FOR DUMMIES Imagine data being sent using two metronomes. You would vary the “frequency” or “tempo” to signal 0 and 1 to a remote observer. Gaussian Frequency Shift Keying (how data is physically broadcast)
- 38. ADAPTIVE FREQUENCY HOPPING The 2.4 GHz ISM spectrum is occupied by many other protocols and sources of interference. The signal must literally play “Frogger” to find empty channels.
- 39. CRC CHECKS CRC (cyclical redundancy check) prevents data corruption in the data payload as it is sent over the air.
- 40. THE BLE BIBLE Bluetooth Low Energy: The Developer’s Handbook
- 41. AUDIENCE PARTICIPATION Your iPhone is a Beacon
- 42. BEACON SERVICES
- 43. SERVICES OVERVIEW Message customers entering / leaving a fence Track linger times Track exits and entrances Retail location heat maps Manage + track hands-free payments An untold number of industrial applications
- 44. WHAT ARE GEOFENCES? Radial and polygonal forms Traditionally: GPS + Wifi GPS = expensive Bluetooth LE = cheap
- 46. ESTIMOTE
- 47. ESTIMOTE
- 49. GIMBAL
- 50. GIMBAL
- 51. FUTURE STUFF
- 52. PROTOCOL BUBBLE EnOcean Ant+ Zigbee 6LowPAN SCADA Radio Z-Wave BLE BLE is one of many competing Low-Energy wireless protocols for IoT devices though a very popular one.
- 55. BLUECATS
- 56. BLUECATS
- 57. NOMI
- 58. ROXIMITY
- 59. ADDITIONAL READING • http://instadium.com/mlbs-ibeacon-rollout-can-learn-retail/ • http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could-have-250m- units-in-the-wild-by-2014/ • http://developer.radiusnetworks.com/2013/12/15/why-android-devices-cant-act-as- ibeacons.html • https://www.indiegogo.com/projects/metrix-create-space-bluetooth-low-energy-hardware- workshop#home • http://www.deloitte.com/assets/Dcom- UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence- Factor_062712.pdf