bluetrace briefing-dubai mall-22jul2012

Bluetrace Briefing

Bluetooth and WiFi Marketing

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Google analytics for Shop, Mall, Trainstation,

Airport, Roads, Junctions,City streets, Cities

It is there, so use it !

Bluetrace is onderdeel van Moreless

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Bluetrace Briefing: ContentsGeneral Information

� The Moreless group and Bluetrace

Bluetooth and WiFi Marketing

� Infodesk

� Lottery, 3 times a year, Dubai Shopping Festival (DSF)

� Bluetrace System

WiFi 2.0 :

WiFi marketing and Internet acess

Mall performance

Crowd Control

Flow view

Live View


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Bluetrace® - part of the Moreless Group.

SERVICES& CONSULTANCY

TRANSACTION SERVICES

MEASURABLE MOBILE

SOLUTIONS

Mother company 3v prepaid Visa card Bluetooh and WIFI MarketingTracking and Tracing

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Moreless

About Moreless, Entrepreneurial model

� Active since 1999

� Privately owned

� Started with Moreless services

� Currently managing 28k+ payment terminals in Benelux

� Focus on long term revenue streams

� Bluetrace company started in 2006 as a product (bluepoint)

� Since 2008 Bluetrace is a separate company with own Profit &

Loss

� 2009 signed exclusive partner deal for Netherlands.

� Now quickly expanding into Europe, North America, USA,

Middle East and Asia

Bluetrace is part of the Moreless group


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Bluetrace

About Bluetrace

� Locations

� Poland (Warschau, Office)

� Netherlands (Amsterdam, Head Office)

� Organization based on Product Market Combination and

Country/Region

� Distributors worldwide

� Support with Collateral, Workshops, Knowledge and

Experience, Leads

� TNO patent (pending since 2006) on measuring ‘short

range radio signals’

� Worldwide focus

� 1 Distributor per Country per segment

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Bluetrace®

Installed Base

� 6.400 units in more than 70 countries:

� Europe: 3500+

� Africa: 400+

� Morocco: 1000+

� Americas: 800+

� Asia: 500+

� Australia & NZ: 200+

Expected Growth 2012: 8.400+ units

Estimated market size:

over 100.000 units

Bluetrace is part of the Moreless group

Bluetrace® System, Basic principals


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Mobile MarketingSince 2005

� Bluetooth®

� QR codes full integrated

� Wi-Fi™

� Wi-Fi 2.0 = Wi-Fi and Internet Access

Bluetrace® System, Basic principals


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Scanning method for vehicles/people:

Current:

� Bluetooth® signals

� Wi-Fi™ signals

� IP Camera, people counting

Future:� NFC in phones (2013)


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Bluetrace System

Client-Server


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Bluetrace System

Sample Web Applications


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Bluetrace System

Client-Server and XML API Connection to 3rd party server

http://bb6.bluetrace.eu/hotspots/di

scovered_devices_new?api_key=

4bc3bde9733810e75949d99b8a9770

&discovered_at=2011-10-27%2010:00


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Bluetrace compared to existing methods/systems

Market Research

Crowd Control

Traffic

Mobile Marketing

“Innovated with TNO”, TNO patent (pending)

“Bluetrace adds a new, low cost, efficient and exciting dataset

Interview Manual Panels Camera

Helicopter Camera Experience Manual

Lic. Plate Magn. loop Interview Panel

SMS Mobile Apps Mobile site

Bluetooth and Wi-Fi Marketing

Wi-Fi 2.0 Internet access

for Malls


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Bluetooth Marketing

� Since 2006

� 50+ Countries

� 500+ Customers

Mobile Marketing


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Direct Marketing

Bluetooth® and Wi-Fi™ Marketing

� Introducing Mobile Marketing

� Send Content to clients via Bluetooth® and Wi-Fi™

� Send promotions to Clients inside Mall or retail locations

� Interact with Clients

� Loyalty programs

� Redirect Clients to landing page

� Promotion landing page

� Introducing WI-Fi™ 2.0 Internet access for clients

� Inside Mall

� At Infodesk

� Inside Retail locations

Mobile Marketing


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The effectiveness of WIFI and Bluetooth Campaigns

� The 7 golden rules#1: “Turn Bluetooth/WIFI On” Signage

#2: Right Location

#3: Widely Supported Content

#4: Proper Hardware

#5: Attractive Content/Offering

#6: Quick Test Before You Go

#7: Campaign Monitoring

� Signage effect

LocationLocationLocationLocation Signage (“Turn Bluetooth OnTurn Bluetooth OnTurn Bluetooth OnTurn Bluetooth On”) Visibility

NoneNoneNoneNone PoorPoorPoorPoor AverageAverageAverageAverage GoodGoodGoodGood BetterBetterBetterBetter ExcellentExcellentExcellentExcellent

Traffic 1% 1% 2% 2% 3% 4%

Traffic Jam 2% 3% 4% 5% 7% 10%

Sidewalk 3% 5% 7% 9% 13% 18%

Fair 4% 5% 8% 10% 15% 20%

Shop 4% 7% 10% 13% 19% 25%

Bus Stop 6% 10% 14% 18% 24% 35353535%%%%

Food Court in the Mall 10% 12% 18% 23% 34343434%%%% 45454545%%%%

Bar, Club 10% 15% 22% 28282828%%%% 41414141%%%% 55555555%%%%

Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility.

Inform, Interact and Transact

Cases:

� McDonalds

� Lotto

� Ezprezzo

� Kiss Event

� New Balance

� Audi

� Alternate

Mobile Marketing


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Mall example

Food Court @ Shopping Mall Usce, Belgrade, Serbia

� 10700 unique handsets detected / month (Sep, 2010)

� 2150 handsets reached / month (20%)



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Proposal Malls

� Dubai Mall- www.thedubaimall.com

Minimum 15 units

Reach 50 meters

Marketing:

-Lottery

-Information Desk

Tracking & tracing:

-crowd control, flow view, visit time

� Seperate black box , additional to Bluetrace unit

� Marketing (landing page) and Internet Access

� Wi-Fi content push, coupons, inquiry, apps

� Up to 1024 concurrent users.

Steps:

1. connect to WIFI 2. Click Disclaimer 3. Get redirected to mobile website

4. Internet access, full or only walled garden

WIFI 2.0 Marketing and Internet access


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Market Research

Crowd ControlFlowDwelling timeFrequency of visit

Tracking & Tracing

for Malls


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Market Research

� Since 2008

� 50+ Countries

� 500+ Customers

Market Research


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Market Research

� Which shop attracts most passers-by to enter its premises?

� How long do customers remain inside?

� How often customers return?

� What are best opening hours?

� What is the effect of the latest marketing campaign?

� These questions can be answered with use of Bluetrace Market Research solutions, which

use TNO® patent-pending algorithm, to estimate number of visitors based on scanned

Bluetooth- and Wi-Fi enabled mobile phones.

What is possible?

� Unique person identification (by enabled mobile phone, but without privacy concerns)

� 24/7 Live Data accessed via bluBase web platform

� Installation is easy and inexpensive

Software features

� Map-based live view , Map-based history view

� Chart view, Flow view, Custom reporting, API Integration with external systems


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Mall and Retail Performance Meter concept

� Which Shop/Store office attracts most

passers-by to enter its premises?

� Footfall/passing traffic

� How long do clients remain inside?

� What are the queue times?

� How often do clients return?

� What is the effect of marketing

campaigns?

Bluetooth® and Wi-Fi™ Marketing

� Introducing Mobile Marketing

� Introducing Wi-Fi™ 2.0 Internet access

for clients


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WIN@Store

Market Research Summary

� Live Data in online application

� Density (5 minute values)

� All visitors (non unique or passages)

� Unique visitors per hour

� Unique visitors per day

(accummulated)

� Routing in/via locations

� Flow

� Dwelling time

� 24/7measurements , showing trends

� Profiling based on type phone

� Benchmarking:

� Compare various locations


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� Off line reporting/analysis

� RSSI filtering (near, remote)

� No of samples filtering (for instance

for dwelling time)

� Recurrency (unique passages)

� Density is shown (5 minute values)

� All visitors (non unique or passages)

� Unique visitors per hour

� Many customers in NL: for example

McDonalds is measuring

� Roll out to 700 major shopping malls/city

streets

Market Research


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Example Flow View (if more than 1 unit)

Example Live View, with crowd intensity colors for easy insight


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Bluetrace Meeting

Thank you for your attention.

Bluetrace:

Google analytics for Shop, Mall, Trainstation, Airport,

Roads, Junctions,City streets, Cities

It is there, so use it !

www.CarrierDIGIT.com

Tel: +971 4 4549 801

Fax: +971 4 4542 310

Cell: +971 50 218 1748

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