Overview of the iBeacon / Proximity Ecosystem. Updated regularly at blog.mylocalsocial.com. Details at LocalSocial (www.mylocalsocial.com).

1. Beacosystem Overview
twitter: @sos100
Sean O Sullivan
blog: blog.mylocalsocial.com
Q1 ‘15

2. Anywhere from 60M to
300M Beacons deployed
worldwide by 2018.
Currently, 1-2M, excluding
Apple iOS devices.
We are here

4. Pure Play Hardware Companies with standalone Beacons
Marketing Automation Companies using Beacons for indoor, place-based signals
Place / Location Analytics companies using Beacons for indoor & place-based signals
Vertical Solution Provider using Beacons for features (Events, Museums, Enterprise, Real Estate)
Shopper Marketing Platforms using Beacons to trigger engagement, understand context
General Purpose Proximity Platforms offering PaaS to everyone else
Indoor Location Providers using Beacons as part of the Indoor Location arsenal
Hardware Companies with embedded Beacons (Lights, Sockets, Wearables)
Lots of different players in the Beacosystem
Ad Networks / DSPs linking to Beacon networks for re-targeting, offline to online (O2O)

5. And of course, two companies
that matter more than most in
this ecosystem :-)

6. Apple
(iBeacon)
Google
(Physical Web)

7. Not only about these…
Bluetooth Low Energy Device
Battery powered, mains powered, solar powered, passive powered
Transmits a message in an agreed way
All iOS and all new Android devices can “see” this message
(Standalone Beacons)
Range: 10M / 30 feet on average

8. Embedded use of Beacons will likely drive the real long term volume in deployments
But very much also about these…
Lights Sockets Wearables Locks

9. Embedded Volume beacon shipments match standalone volume by end 2015
Successful deployments outside retail: events, gigs, conferences, real estate, tourism
Enterprise use cases start to emerge: meeting rooms, staff location, building security
Privacy policy becomes a key differentiator for suppliers
Do not track (DNT) equivalent policies become formalised for Beacon use cases
More M&A in the Beacosystem
More options emerge for App-free experiences (Retailers crying out for browser solution)
Many poor consumer experiences launched - mostly in retail context (pestering, spam)
Some expectations for 2015

10. Right now : Investment, Structuring,
Consolidation / Acquisition

11. There are a few ways to group
the players

12. Here’s one…

13. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

14. Recent Activity

15. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

16. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

17. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Aug 14: $2M
Aug 14: Re-brands
from Sonic Notify May 14: Spun out
from QualcommDec 13: $3M
Apr 14: $4.5M

18. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

19. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Sep 14: $10M
(Baidu)
May 13: Acquired by
Aruba ($26M)
Apr 14: Founder
joins Apple
Oct 13: $3M

20. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

21. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Aug-14: iBeacon
Support
Oct-14 : $10M
Sep-13: $6.3M
Sep 14: Acquired by
SK ($200M)
Jan-14: $3.5M
Sep-14: $.5M
Nov-13: $3.3M
Oct-12: Intel
(undisclosed)
Sep-14: John Lewis
JLAB Winner
Mar-14: $1.5M
Nov-14: Acquired by
Groupon
Aug-14: $1M
Dec-14: Acquired
Aconite; raised ST4M
Jan-15: $1.2M

22. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Getting crowded in here!! :-)
Lots of me-too activity.
We’re revising this area in our next
update.

23. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

24. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Sep-14: $1.3M
Jul-8: $30M
Feb-14: $15M
Jun-14: $10M
Jan-15: $5M
Oct-14: Acquired by
BrickStream
Oct-14: $4.4M
Feb-13: $17.3M

25. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

26. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
2014 Seed -
undisclosed

27. Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

28. 28

29. In no particular order…
Issues and hurdles
Android Consistency vs iOS
Over Hype Bring on the trough!
Bad Behaviour Just because you can - doesn’t mean you should!
Backlash Privacy, Nordstrom, NSA, “black” phones…
Scaling Management at scale, refresh, better APIs,…
1
2
3
4
5

30. 30
Some considerations
Proximity Location
Nearness Accurate Position
Easy Setup Complex
All Devices Some / future
No infrastructure Installation req’d
Background alerts App front / b/ground
“App free” App Required
Before deploying - some tradeoffs to consider…

31. 31
Some Resources

32. More information
Don Dodge StreetFight BEEKN
Works @ Google, Developer
Advocate, Google Ventures,
Investor
Covers nearly everything that
moves involving HyperLocal
Ads, Publishing, indoor
advertising, etc.
Great Blog - also active twitter
@dusanwriter
“Be the Beacon” :-)

33. More information
ABI PLACE / OPUS @Launch
Research on Indoor, Proximity,
Location, iBeacon
Indoor marketing, advertising,
positioning conference
(SF, NY, London)
From @Jason and the
@Launch Team
(Mar, SF)

34. More information
MobisFera TI Radius
http://www.mobisfera.com/
summary-real-cases-close-
real-using-ibeacons/
App, Source, iBeacon-able,
inexpensive, great support
SDK, active on GitHub

35. And of course: LocalSocial
35
We Blog We Speak
We Sell Product We Consult on all things Proximity / Beacon

36. Powering Proximity
twitter: @localsocial blog: blog.mylocalsocial.com