A tour of the iBeacon Landscape

1. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
1
Beacosystem Overview : Q414

2. 2
Context
Tour of the “Beaconsystem” Q4 2014

3. 3
Anywhere from 60M to
300M Beacons deployed
worldwide by 2018.
!
Currently, < 1M, excluding
Apple iOS devices.
We are here

4. 4

5. 5
Apple Google

6. The Emerging BeacoSystem
2014/2015
6
Retail Trials
Swirl (Alex and Ani),
ShopKick (Macys,
Target), WEVE (EAT),
Unilever
Rollouts US,
UK
Estimote, Radius,
Swirl, ShopKick,
Qualcomm, Nordic,
2014, Q1 2014,Q2 2014, Q3 2014, Q4 2015, Q1 2015, Q2 2015, Q3 2016, Q1
Playaz
Estimote, Radius,
Swirl, ShopKick,
Qualcomm, Nordic,
Regulation
Code of conduct
followed by self
regulation followed
by real regulation.
DNT equivalents in
US.
Scale
Deployments
Everyday scale
deployments, market
begins to shift
towards embedded
Start of
Backlash
Lots of pester apps,
deletes due to
incessant buzzing,
privacy concerns go
front and centre
M&A
Emerging winners
identified, Apple
Strategy clear, M&A
to roll up players
with traction or
technology or teams
Global
Infrastructure
Clarity around need
for Global Beacon
offerings emerge;
embedded takes
over

7. 7
Not only about these…
Bluetooth Low Energy Device
Transmits a message in an agreed way
All iOS and all new Android devices can “see” this message
Battery powered, mains powered, solar powered, passive powered
“Standalone” beacons have dominated much of the coverage to date

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

9. 9
Right now : Investment, Structuring,
Consolidation / Acquisition

10. 10
There are a few ways to group
the players

11. 11
Here’s one…

12. 12
Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform

13. 13
Recent Activity

14. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
14

15. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
15
Aug-14, $2M
Dec-14, $3M May-14, Spun out
Aug-14, re-brands
Apr-14, $4.5M Debt

16. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
16

17. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
17
Sep-14, $10M, Baidu

18. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
18

19. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
19
Sep-14, Acquired by
SK , $200M
Jan-14, rollout to 200
Safeway, Giant Eagle
Sep-13, $6M,
$13M to date,
Google Tango,
Estimote
Oct-13, $8M,
$13M to date
Oct-14, John
Lewis Accel

20. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
20

21. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
21
Feb-13, $25M, $46M to date
Jul-14 CEO gone, Jun-14 : COO -> Swrve
Oct-14 Partnering with Gimbal
Aug-14: iBeacon Support
Oct-14 : $10M, $21.1 to date

22. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
22

23. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
23
Oct-13, $12M
Oct-12, Intel Sep-14, Signul
Beacon on IndieGoGo
Sep-14, $1M
Aug-14, $200K

24. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
24

25. Beacon
Hardware
Marketing
Automation
Indoor
Location
Location
Analytics
Retail
Centric
Museums
Proximity
Platform
25

26. 26
Proximity Platforms
Quick tour of what’s inside a typical Proximity Platform

27. Proximity Platform
Apps, Libraries, API, Cloud CMS, Beacon Support, ++
‣ Multiple Beacons Manufs
‣ Security Options
‣ Native SDK
Libraries ‣ Range Controls

28. Proximity Platform
Apps, Libraries, API, Cloud CMS, Beacon Support, ++
Device Side 3rd Party
‣ Find Beacon / Payload ‣ Push or Pull on Events
‣ Push Stats / Status / Sensor
‣ Notifications
‣ Cache Options / Connectivity
‣ Identity Model ‣ IFTT, IOT
‣ Multiple Beacons Manufs
‣ Security Options
‣ Loyalty
‣ MA
‣ Product
‣ Native SDK
‣ Range Controls
API
Libraries

29. Proximity Platform
Apps, Libraries, API, Cloud CMS, Beacon Support, ++
‣ Content Automation
Device Side 3rd Party
‣ Find Beacon / Payload ‣ Push or Pull on Events
‣ Push Stats / Status / Sensor
‣ Notifications
‣ Cache Options / Connectivity
‣ Multiple Beacons Manufs
‣ Security Options
‣ Loyalty
‣ MA
‣ Product
‣ Native SDK
‣ Range Controls
‣ Locations
‣ Zones
‣ Agent Model
‣ Beacon Containment
‣ Beacon Management
‣ Events
‣ Event Automation
‣ Offers
‣ Rewards
‣ Content Model
‣ Redemption
‣ IFTT, IOT
‣ Identity Model
CMS
API
Libraries
‣ White Label

30. Proximity Platform
Apps, Libraries, API, Cloud CMS, Beacon Support, ++
‣ Audience Segmentation
‣ Campaign Management
‣ Content Automation
‣ Real time view
Device Side 3rd Party
‣ Find Beacon / Payload ‣ Push or Pull on Events
‣ Push Stats / Status / Sensor
‣ Notifications
‣ Cache Options / Connectivity
‣ Multiple Beacons Manufs
‣ Security Options
‣ Loyalty
‣ MA
‣ Product
‣ Native SDK
‣ Range Controls
‣ Locations
‣ Zones
‣ Agent Model
‣ Beacon Containment
‣ Beacon Management
‣ Events
‣ Event Automation
‣ Offers
‣ Rewards
‣ Content Model
‣ Redemption
‣ IFTT, IOT
‣ Raw Data
‣ Processed : Basic Insights
‣ Data Viz
‣ Identity ‣ Re-targeting
‣ Identity Model
‣ Message / Interaction Controls
CMS2
CMS
API
Libraries
‣ White Label

31. Proximity Platform
Apps, Libraries, API, Cloud CMS, Beacon Support, ++
‣ Rewards
‣ Audience Segmentation
‣ Campaign Management
‣ Content Automation
Apps ‣ Sample
‣ Real time view
Device Side 3rd Party
‣ Find Beacon / Payload ‣ Push or Pull on Events
‣ Push Stats / Status / Sensor
‣ Notifications
‣ Cache Options / Connectivity
‣ Multiple Beacons Manufs
‣ Security Options
‣ Loyalty
‣ MA
‣ Product
‣ Native SDK
‣ Range Controls
‣ Locations
‣ Zones
‣ Agent Model
‣ Beacon Containment
‣ Beacon Management
‣ Events
‣ Event Automation
‣ Offers
‣ Rewards
‣ Content Model
‣ Redemption
‣ IFTT, IOT
‣ Raw Data
‣ Processed : Basic Insights
‣ Data Viz
‣ Identity ‣ Re-targeting
‣ Identity Model
‣ Message / Interaction Controls
CMS2
CMS
API
Libraries
‣ Offers
‣ Notifications
‣ Cross Platform
‣ Content
‣ Identity
‣ White Label
‣ White Label

32. Proximity Platform
LocalSocial functionality coverage
‣ Rewards
‣ Audience Segmentation
‣ Campaign Management
‣ Content Automation
Apps ‣ Sample
‣ Real time view
Device Side 3rd Party
‣ Find Beacon / Payload ‣ Push or Pull on Events
‣ Push Stats / Status / Sensor
‣ Notifications
‣ Cache Options / Connectivity
‣ Multiple Beacons Manufs
‣ Security Options
‣ Loyalty - API
‣ MA
‣ Product
‣ Native SDK
‣ Range Controls
‣ Locations
‣ Zones
‣ Agent Model
‣ Beacon Containment
‣ Beacon Management
‣ Events
‣ Event Automation
‣ Offers
‣ Rewards
‣ Content Model
‣ Redemption
‣ IFTT, IOT
‣ Raw Data
‣ Processed : Basic Insights
‣ Data Viz
‣ Identity ‣ Re-targeting
‣ Identity Model
‣ Message / Interaction Controls
CMS2
CMS
API
Libraries
‣ Offers
‣ Notifications
‣ Cross Platform
‣ Content
‣ Identity
‣ White Label
‣ White Label

33. 33
Non Retail Use Cases
See a great list at Mobisfera (link at end)

34. 34
Sports, Venues

35. 35
Hailo in-cab payment

36. Airlines & Airports

37. Museum / Galleries

38. 38

39. Welcomes / Goods Pick-up

40. Hig Value : Cars

41. Hig Value : Real Estate / Property

43. Data. Data. And Data.
Which houses were most popular? Who dwelled
longest? Which rooms didn’t work?

44. 44
OFFERS PUSH
Lots of the initial focus has been on “pushing offers”. Not good!

45. 45
Instead : ask yourself - “what would Steve do” :-)

46. 46

47. Issues
In no order…
Android Consistency
Over Hype Bring on the trough!
Bad Behaviour Just because you can - doesn’t mean you should!
Backlash Privacy, Nordstrom, NSA, “black” phones…
Scaling Power, management, control, refresh, firmware,…
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48. Things to consider
Obviously not exhaustive…
Whole solution Cost, ubiquity, accuracy, likely changes
Privacy One word: Nordstorm! Opt-in, opt-out. What’s best
practise? Code of conduct.
Data Can you handle, process, manage the data that will flow?
Customers Handled poorly, can spook people
Trials Timings, customer segmentation, use-cases (simple!)
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49. Key Uses
In no order…
Greeting Don’t underestimate the power of a simple greeting
RPRT Offers Right Place Right Time - Harder than we all think :-)
Digital Product
Information Jewellery, Houses, Cars, …
Directions MLB, Department Stores, Airports,…
Presence Driver in-cab, child arrives @home, @school, infrastructure
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50. 50
!
Some Resources

51. 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” :-)

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

53. 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

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