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Agenda
Definitions-Structure-Contexts-Examples-
Digits
EVOLUTION
AND / OR (?)
CREDIBILITY
EVIBILITY
(well that word really exists == necessity)
MISSING ENTITY
Define identity within the mobile ecosystem
Why naming each platform as a Smart City Thingy
?
DEFINITION-S
An art of transferring the information from
sender
to recipient and backwards by using
geospatial data
SMART CITY
TOO GENERIC
Well, We noticed that ‘Smart City’ definition is
:
a big bucket that aggregates everything that is new
too generic for end users
not flexible (closing into one definition)
Comarch LBS
Smart Area Smart
City
Airport
(Not Airlines)
Malls,
Galleries
District
(Like Brera)
Region
(like Ski
Resorts)
Public Areas
related with
Transport
Location
Based
Services
LBA
LBM
LBC
LBE
Location Based Services
General class of computer
program-level services
that use location data
to control features
a new way of forming
Loyalty programs to encourage customers
to continue to shop at or use the services
of businesses associated in particular location
LBC
LBE
Location Driven
Communication
of informing customers around any
nearby
activity happening during ‘here and
now’.
Comarch LBS a.k.a Smart
City
Not an ordinary tool
Solution Structure
Directories Reviews and Reco’s Typical LBS Deals
Fulltext search tools
with keywords
Like / Dislike pages
iBeacon assisted
communication
(events, info, notifications,
Precision and Proximity
Categorized events
with types of business
business (Services Directory)
Automated and intelligent Can trigger chain
of events/offers thanks
Gives rewards and offers just
Partner pages and pins with Recommendation engine will
will push more of categories
Notifications (Push)
Dashboard notifications
Tailored nearby deals
(Inside/Outside)
Local business exposed with Customer time spent
=
quality of service
Can generate vouchers
for accessing
the particular events
of any type
Will push more deals
of Customer’s selection
Keep it for later
(favorites)
Service acceptance process Turns activities into rewards,
10 Unique Elements
Can be configured as LBS Mediator to expose 3rd party services
Dictionaries – any working platform (generic, can be adjusted to any kind
of environment)
Rules engine to mix offers/events/information/loyalty/communication through LBS
Beacons/iBeacons support as a new channel to trigger actions
Context Aware Proximity Mechanisms to react on user activity
Precision Marketing with Prediction Mechanisms
Loyalty Programs Support (can trigger instant rules, or cumulative just for
visiting into the stores)
Gamification Support
Fast deployment and adjustment (layout separation)
Now when all
set,
just navigate (the
10th) Trip
planner
+
Google Maps
Indoor
Navigati
on
The Platform
brokering can be defined purchasing location data from one party and selling to others (content
and application providers).
A broker is a party that arranges transactions between a buyer and a seller, and
gets a commission when the deal is executed.
Applications Enabler
Contexts
A Shared Space
When talking
Keywords
Customer
&
Partner
Portals
Mobile
Proximity
&
Mobile
Events
Systems Security
Payments
IoT
Big Data,
Enablers
Transportation
&
Navigation
Loyalty
Gamification
Campaigns
Keywords to remember
Business
Intelligence
Building Blocks
CUSTOMER PARTNER BACK OFFICE
Comarch LBS Applications
MOBILE APPLICATION
WEB PORTAL
COMMUNICATION
CHANNELS
B2P PORTAL
BEACONS
LBS MANAGEMENT
BEACONS NETWORK
MANAGEMENT
ENGAGEMENT MANAGEMENT
BI TOOLS
BUSSINES
INTELIGENCE
LOGICAL ARCHITECTURE
Customer Profiles Partners
LBA and LBS
Rules
Challenges
Coupons, Lotteries,
other Marketing
Actions
Events processor Communication
Billing Products
and Plans
Guidance
Backend
LBS Broker APIGuidance Timetables Route Planner
Geolocation IoT Management
BI
Behavioral Data
Gamification
Tools
Billing, KPI, ROI
Beacon
Management
Partner Dashboard
(Web, Mobile)
Partner Portal
Contact Center
Business
Administration
Engagement
LBS / LBA
LBSCoreIoTModuleDedicated
Transportation
data
Customer Portal
(CMS)
NavigationUser Frontend
Administration
CMS
Management
Mobile
Contexts
by Ewa Sieniawska
Environment implementation examples
RESTAURANTS
AIRPORTS
SHOPPING MALLS
MUSEUMS
STORES
STADIUMS
Digits do not lie
Location-based advertising will jump to over
*8.5 Billon U.S dollars, the reason, location
adds relevance! This increase will be a
larger piece of the pie, a total of 32.8% of all
mobile phone advertising. By 2017 Location-
based advertising and marketing will
represent around 1% ad spend for all
advertising.
(Berg Insight)
•70% consumers are ok with ads
•70% searches lead to action within
one month
•91% of smartphone owners carry it
nearby 24hrs/7days
% More mobile customers will likely
react to :
•26% tailored push messages
• 22% promotions related to location
• 21% promotions that are contextually
relevant to what they are doing
• 14% data sent at the right time
• 7% to attention grabbing phrases
• 50% mobile searches end with purchase
• Avg. Response time to email = 90
mins, to push message = 90 seconds
• 10x mobile coupons , 10x redemption
over traditional
• 46% consumers will not return to
page, or app. That did not display
properly
„Conversion Rate Optimisation and Marketing
Automation will increase in investment since these
are about process and improving performance, so
they can potentially offer lower risk returns than
other marketing activities.”
Thanks!

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Comarch Smart City concept: How to design and build a Smart City

  • 1. 1
  • 3. EVOLUTION AND / OR (?) CREDIBILITY
  • 4. EVIBILITY (well that word really exists == necessity)
  • 5. MISSING ENTITY Define identity within the mobile ecosystem Why naming each platform as a Smart City Thingy ?
  • 6. DEFINITION-S An art of transferring the information from sender to recipient and backwards by using geospatial data
  • 7. SMART CITY TOO GENERIC Well, We noticed that ‘Smart City’ definition is : a big bucket that aggregates everything that is new too generic for end users not flexible (closing into one definition)
  • 8. Comarch LBS Smart Area Smart City Airport (Not Airlines) Malls, Galleries District (Like Brera) Region (like Ski Resorts) Public Areas related with Transport
  • 10. Location Based Services General class of computer program-level services that use location data to control features
  • 11. a new way of forming Loyalty programs to encourage customers to continue to shop at or use the services of businesses associated in particular location LBC LBE Location Driven Communication of informing customers around any nearby activity happening during ‘here and now’.
  • 12. Comarch LBS a.k.a Smart City Not an ordinary tool Solution Structure
  • 13.
  • 14. Directories Reviews and Reco’s Typical LBS Deals Fulltext search tools with keywords Like / Dislike pages iBeacon assisted communication (events, info, notifications, Precision and Proximity Categorized events with types of business business (Services Directory) Automated and intelligent Can trigger chain of events/offers thanks Gives rewards and offers just Partner pages and pins with Recommendation engine will will push more of categories Notifications (Push) Dashboard notifications Tailored nearby deals (Inside/Outside) Local business exposed with Customer time spent = quality of service Can generate vouchers for accessing the particular events of any type Will push more deals of Customer’s selection Keep it for later (favorites) Service acceptance process Turns activities into rewards,
  • 15. 10 Unique Elements Can be configured as LBS Mediator to expose 3rd party services Dictionaries – any working platform (generic, can be adjusted to any kind of environment) Rules engine to mix offers/events/information/loyalty/communication through LBS Beacons/iBeacons support as a new channel to trigger actions Context Aware Proximity Mechanisms to react on user activity Precision Marketing with Prediction Mechanisms Loyalty Programs Support (can trigger instant rules, or cumulative just for visiting into the stores) Gamification Support Fast deployment and adjustment (layout separation)
  • 16. Now when all set, just navigate (the 10th) Trip planner + Google Maps Indoor Navigati on
  • 17. The Platform brokering can be defined purchasing location data from one party and selling to others (content and application providers). A broker is a party that arranges transactions between a buyer and a seller, and gets a commission when the deal is executed. Applications Enabler
  • 19. When talking Keywords Customer & Partner Portals Mobile Proximity & Mobile Events Systems Security Payments IoT Big Data, Enablers Transportation & Navigation Loyalty Gamification Campaigns Keywords to remember Business Intelligence
  • 21. CUSTOMER PARTNER BACK OFFICE Comarch LBS Applications MOBILE APPLICATION WEB PORTAL COMMUNICATION CHANNELS B2P PORTAL BEACONS LBS MANAGEMENT BEACONS NETWORK MANAGEMENT ENGAGEMENT MANAGEMENT BI TOOLS BUSSINES INTELIGENCE
  • 22. LOGICAL ARCHITECTURE Customer Profiles Partners LBA and LBS Rules Challenges Coupons, Lotteries, other Marketing Actions Events processor Communication Billing Products and Plans Guidance Backend LBS Broker APIGuidance Timetables Route Planner Geolocation IoT Management BI Behavioral Data Gamification Tools Billing, KPI, ROI Beacon Management Partner Dashboard (Web, Mobile) Partner Portal Contact Center Business Administration Engagement LBS / LBA LBSCoreIoTModuleDedicated Transportation data Customer Portal (CMS) NavigationUser Frontend Administration CMS Management Mobile
  • 26.
  • 27. Location-based advertising will jump to over *8.5 Billon U.S dollars, the reason, location adds relevance! This increase will be a larger piece of the pie, a total of 32.8% of all mobile phone advertising. By 2017 Location- based advertising and marketing will represent around 1% ad spend for all advertising. (Berg Insight)
  • 28.
  • 29. •70% consumers are ok with ads •70% searches lead to action within one month •91% of smartphone owners carry it nearby 24hrs/7days
  • 30. % More mobile customers will likely react to : •26% tailored push messages • 22% promotions related to location • 21% promotions that are contextually relevant to what they are doing • 14% data sent at the right time • 7% to attention grabbing phrases
  • 31. • 50% mobile searches end with purchase • Avg. Response time to email = 90 mins, to push message = 90 seconds • 10x mobile coupons , 10x redemption over traditional • 46% consumers will not return to page, or app. That did not display properly
  • 32. „Conversion Rate Optimisation and Marketing Automation will increase in investment since these are about process and improving performance, so they can potentially offer lower risk returns than other marketing activities.”