Post on 14-Jul-2015
Beacon Business Cases&
Marketing Strategy Concerns
㈜ 비코닉스 대표 최신호
2015. 3. 4
What is Beacon ?
A beacon is an intentionally conspicuous device designed to attract attention to a specific location.
2.4GHz Bluetooth 4.0 Low Energy (BLE)
Wireless Device
Beacon Main Function
● Proximity Location Recognition
● Geo-Fencing
● Distance Monitoring
<30cm
Close Near Far
<2m <100m
Unknown
Beacon Packet Structure
Beacon Preamble• 02 # Number of bytes that follow in first AD structure• 01 # Flags AD type• 06 # Flags value• 1A # Number of bytes that follow in second (and last) AD structure• FF # Manufacturer specific data AD type• 4C 00 # Company identifier code (0x004C == Apple)• 02 # Byte 0 of Beacon advertisement indicator• 15 # Byte 1 of Beacon advertisement indicator
Universally unique identifier Classification
Beacon Applications
Proximity Marketing
Home Automation
Museum & Gallery
Campus Guide
Conference
Car Rental
Taxi Arrival Alarm
Hospital
Restaurant, Cafe
Hotel, ResortEye-disabled
Beacon Supported OS
• iBeacon is supported natively in iOS 7+ as part of CoreLocation• iOS devices can both detect
iBeacons and act as iBeacons• Apps can subscribe to receive background notifications• Apps receive notifications even if they are closed and completely shut down• iBeacon notifications persist even
after device restart
• No official Android support• Android 4.3+ (Jelly bean, Kitkat)• No peripheral profile in Android - device can’t act as iBeacon• Problems with BLE stack
implementation - very unstable, sometimes WiFi
and BLE are in conflict• 3rd party libraries used to get similar
functionality as in iOS - Radius Networks’ open source library available on
GitHub
Distance Measurement
• Estimation based on RSSI• Tx Power is used to judge distance• Very unreliable• Distance estimates change when conditions change (ambient temperature, number of people etc.)
• Beacon calibration on location is imperative
Beacon Limitation
• Bluetooth On Permission• Connectivity• Beacons not Secure• Battery Life (1 month ~ 2 years)• Ranging Unstable• Up to 20 Beacons in IOS
Beacon in Marketing ?
Dummy Device
Digital Marker
Communication Vehicle
Communication Channel
Beacon in Market
Beacon + Everything (Watches / Google Glasses / Wearable)
Technology Waves
CUSTOMER EXPERIENCE
Touch Point
Beacon Marketing Strategy
Customer Acquisition & Retention● Human Need Analysis
● Draw Passion for Fan-base (ex, Music, Sports)✓ Better Experience / Engagement / Alliance
● Concentrate to very very Targeted Community
● Offer Tangible Benefit
● Pleasure Experience / Happy Moment
● Provide Meaningful Value
● Gathering Information / Building Relationship
Customer Values by Beaconing : Time ⬥ Price ⬥ Guide
Beacon Message Management
● Different Industry Areas, Different Messages by each
Different Location
● Proper Textual / Visual Message
● By Macro(arena) / Micro(store) Messages by Geo-
fencing
● Beacon Placement
● Messaging Interval
What / When / Where / How Messaging
CUSTOMER MOTIVATION
Change Game
Change Game
Prototype !
Scale-up
Data ! Idea !
Differentiated
Strategy
DataGathering
PatternAnalysis
DriveValue
Enhance Beacon Mobile App
Case 1. Bonnaroo Music & Art Festival
● 69,000명
● 100 Beacons + Wifi● Beacon Engagement -Notification● 20% Engaged● Data Gathering and Proximity based messaging of Safety, Health and Directional Info● Connection to Social with Photos
Case 2. Beacon Movie Poster
Human 1st Computer Origin
Blow-up
COME CLOSER
Case 3. Hillshire Brands
• Nationwide Beacon Deployments 5,000 Beacons• Beacon triggered messages in grocery stores• 20 times purchase intent
• Customer Engagement by Messages• More extensive targeting• Quick Launch ! A/B Test ! Change Messages
Continually• Real-time Understanding ! Targeting• Demographic Information ! Standardize• Don’t hold Personal Data
Hyper local campaign by Geo-Targeting
Case 4. Grand Rapids Public Museum
• 2nd Big Museum – 2.5million Arts• Museum to Digital Strategy from 2013• 500,000 Region Residents• 250k visitors/month in max
• Rent devices to children • Target to Children• Beacons For Sign and Brochure• Festival Events 10 ~ 15 / year at downtown
and river
For Community
Ticketless Entry
Upsell mementos, Gifts from shop
Recommended exhibits
Information about facilities Gather visitor
data
Beaconyx case. Starts gearing
• Beacon management and deployment control
• Proximity Campaign Management
• Focus on Data Gathering & Analytics
• Excellent Beacons
• Currently in working for Campus and Events, Retail Campaign
Beaconyx case 1. Campus Wide App
• For Foreign Visitors & Families• Extend to Museum and Gallery on Phase-II
Beaconyx case 2. Busking & Festival
• For Festival Events• Extend to Nationwide Busking App
Beaconyx case 3. Busking & Festival
• For Conferences & Exhibitions
Beacon! Long Journey
Mix with Others
Create New