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Physical Web

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Technology and Innovation Management

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Physical Web

  1. 1. Physical Web: Disruption in Retail and Location-based Services Suhas Manangi, Ash Koppal, Russ Mahoney, Laura Craig, Colin Hart B BUS 525: Technology and Innovation Management
  2. 2. Overview Physical Web – connecting physical things with the online world. Physical web is an open approach to enable quick and seamless interactions with physical objects and locations. Physical web’s goal is to enable people, to be able to walk up to any smart device – a vending machine, a poster, a toy, a bus stop, a rental car – and interact with the device through their phone without having to download an app.
  3. 3. What is it? The Physical Web enables you to see a list of URLs being broadcast by objects in the environment around you. Any object can be embedded with a Bluetooth Low Energy (BLE) beacon, which is a low powered, battery efficient device that broadcasts content over Bluetooth. Beacons that support the Eddystone protocol specification can broadcast URLs. Services on your device such as Google Chrome or Nearby Notifications can scan for and display these URLs after passing them through a proxy.
  4. 4. How does it work? Everything is a tap away: Walk up and interact with any object -- a parking meter, a toy, a poster -- or location -- a bus stop, a museum, a store -- without installing an app first. Interactions are only a tap away. See what’s useful around you: See web pages associated with the space around you. Choose the page most useful to you Any object or place can broadcast content: When anything can offer information and utility, the possibilities are endless.
  5. 5. Physical Web as an Emerging Disruptive Technology Retail: Auto check-out (mobile payment), proximity-based product information and discounts. Location Based Services: Mass Transit: Marketing messages to passengers, bus schedule and bus proximity aid for the visually impaired. Museums: Proximity-based art information. Navigation: Directional information within a mall, commercial complexes, city centers or campuses. Pay Parking: Interact with parking meter to select parking duration and payment. Advertisement: Dynamic advertisement, digital display boards.
  6. 6. Physical Web as an Emerging Disruptive Technology NFC: Disrupting Retail NFCs can be used in retail to support auto check-out, thus disrupting the existing retail payment model and bringing in new customers who use online purchasing to avoid wait times and the hassles of navigating through stores. NFC will replace and extend the services offered by the existing PoS systems. While Amazon GO is an innovation in faster check- outs, NFCs provide a simplified, low-cost solution that achieve the same goal. Beacons: Disrupting Location-based Services Beacons can be used in museums and booths to provide information on display items, thus creating new market altogether for location-based services.
  7. 7. Diffusion Timeline To estimate the diffusion timeline, it was assumed the physical web would diffuse at roughly the same rate as tertiary technology, in this case Bluetooth. Using the Bass Model of diffusion there was an estimated 450 Million users, an innovation rate of 1%, and a imitation rate of 9%. This lines up with the known Bluetooth diffusion milestones. 0 2000 4000 6000 8000 10000 12000 0 4 8 12 16 20 24 28 32 36 40 44 48 52 56 60 Sales/Utilization Quarter (0=1Q2019) Diffusion Timeline
  8. 8. Diffusion Points Physical Web Public Transportation System McDonald’s Delivers Coupons, Alerts, Surveys Guide Blind Mobile Payments Hotel Queuing System Interactive Toys Voting Wall Parking Meter Bus Stops Maps Display Boards Vending Machines Remote Control Early Adopters Early Majority Innovators
  9. 9. Conclusion Based on the analysis, Physical web will be mainstream by early 2019 and will be disruptive in the retail industry and in location based service industries. It means that retailers/business do not have to invest in developing and supporting a custom app, or in marketing the app, thus allowing focus on content and customer. It also means consumers can discover and interact with physical things, thus enabling market innovation to follow providing richer consumer experiences. • It’s where the Internet of Things (IoT) intersects the legacy physical things, thus creating new market opportunities for connecting existing legacy physical things with internet. • It’s a fundamentally new way for consumers to discover and interact with physical things. • It’s a platform primed for new innovations around providing richer consumer experiences.

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