Context Based Mobile Services
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The document discusses how context-based mobile services, particularly using beacons and IoT technology, can enhance customer experiences in retail by providing personalized and location-aware services. It outlines various applications of beacon technology, including personalized notifications and in-store analytics, which can improve customer interaction and sales strategies. Additionally, it introduces Liki, a cloud-based content management platform designed for managing mobile apps that utilize iBeacon technology.
Context Based Mobile Services
- 1. How context based digital services will change customer experience and sales in retail Context Based Mobile Services Jarno Malaprade / Tietotalo
- 2. Three steps of mobile 1. Mobile phone 2. Phone of Internet Apps 3. Personal Assistant
- 3. 3 IoT is a network of physical objects (”things”) embedded with sensors and connectivity with user, operator, manufacturer or other connected devices. Internet of Things
- 5. Beacons are small radio transmitters that send out a signal at regular intervals. This signal contains an individual beacon id. Mobile apps can identify beacons and figure out their distance to that particular source of signal. Beacons often contain other extra services that smartphones can query, such as temperature or motion data.
- 6. 6 Mobile apps using beacons are connected with the physical world as beacons unlock micro-location and contextual awareness. Apps will know where you are and how you move, even what objects you touch (stickers with sensors for movement). Beacon based apps are aware of their environment
- 7. 7 Personal Assistant Will… … tell you automatically when your next buss arrives. .. guide you through a theme park and enrich your experience … tell you stories and gives background information about the art pieces at a gallery or a museum … show a boarding pass at the right moment at the airport and guides you to your terminal … make it possible to order and pay a pint of beer at your table … tell you when it’s your turn and who will take care of you … help you to find a shop of your interest in a huge shopping mall … alarm and tell your child is too far away from you in the beach
- 8. 8 Beacons broadcast signals § Proximity § Movement § Temperature How does it work? Liki gives logic § Rules § Content § Scheduling § Context linking § Analytics
- 9. Liki in brief Liki is a cloud based content management platform for mobile apps. It is built especially for iBeacon technology. Content, notifications Scheduling PersonalizationIn-door analytics
- 11. Apps can include a variety of context based actions. You can link any location with info cards, functionalities, coupons or raffle tickets, guidance…
- 12. 12 Finnish Travel Fair 2015
- 13. 13 In-door analytics Liki collects in-door analytics data and pulls : § Ability to follow unique devices § Installation times, arrival times § Arrival and exit times in beacon regions § Visitor flow by time § Number of shown and used coupons § Number of shown context based messages § Number of shown raffle tickets and participant information § Used platforms § Popularity of different personalized content A journey of a random user on January 17th 2015
- 15. The art of marketing
- 16. Catalog Store eCommerce Mobile I want to… Marketing Data you don’t own or collect
- 17. Visits the store close to the product: coupon is used or not used Visits web shop, not buying Goes by the store and receives a discount coupon for the product This product interests me but it doesn’t fit my budget… 1. A personalized push notification about installments etc. 2. Thank you! Other customers were also interested in… Retargeting
- 18. Visits the store close to the product: coupon is used or not used Visits web shop, not buying Goes by the store and receives a discount coupon for the product This product interests me but it doesn’t fit my budget… 1. A personalized push notification about installments etc. 2. Thank you! Other customers also interested in… Retargeting Data you own and collect
- 19. Personalization as it happens in-store…
- 20. The art of marketing What do they want to buy? How can you tell it to them in-store?
- 21. The art of marketing Liki can control screens, lights and audio of your environment. Beacons: Product proximity or product movement Liki based App Logic and content Wifi based RGB light bulbs Screen connected to internet
- 22. Interactive “things” with beacons and stickers § Lights can change as the product is moved. § Presenting products on the screen based on 1. movement of the product 2. proximity of a client 3. preferences of a client 4. behavior of a client
- 23. 23 Jarno Malaprade Digital strategist 040 5461110 jarno.malaprade@tietotalo.fi