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CONFIDENTIAL © Copyright 2013. Aruba Networks, Inc. All rights reserved 1 #airheadsconf #airheadsconf
Aruba Location and Analytics
Services Manju Mahishi
November 13, 2013
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Location and Analytics Services in Public Venues – Key Opportunities Aruba Solutions and Architecture
Analytics and Location Engine (ALE) Meridian
Key Use Cases Q&A
Agenda
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Mobile Engagement 2.0
27% of companies worldwide intend to implement location-based mobile marketing in 2013
80% of the world owns a mobile phone. And we’re using them in the venues we visit
Museums, Parks Stadiums,Event Centers Retailers Office/Academic
Campuses/Industrial Healthcare Centers
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Public Facing Enterprise (PFE): Key Drivers
Access to Location and User Context is
becoming increasingly important in public
facing Wi-Fi networks to support enterprise initiatives including Analytics/Big Data
and digital customer engagement with
relevant (contextual) information
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Show
• Multiple private/public services on single network
• Wi-Fi Roaming / Sponsorship Models
• Digital Customer Engagement: • Venue Specific Branding, Content • Hyper local advertising • Contextually relevant offers
• Based on user, location • Business Analytics
The New Public Facing Wi-Fi Network: More Than “Hotspot”
Leveraging Wi-Fi for Value Add Services
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Indoor location market to reach $4 billion in 2018, predicts ABI.
“Proximity and in-store analytics services will emerge as leading revenue generators in 2013. As retailers launch smartphone apps, in-store hyperlocal, aisle-level search will also become much more prevalent. Longer term, in-store advertising will represent a great way for retailers
to maximize brand advertising/shopper marketing revenues, increase basket size, and improve customer
engagement."
ABI Research: https://www.abiresearch.com/press/retail-indoor-location-market-to-reach-5-billion-i
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Mobile Engagement Inside Venues
Way-Finding
Push Notifications
Analytics
Indoor turn-by-turn directions
Time & location relevant messaging
Dwell-time and traffic insights
Guest Wi-Fi Secure and customized network access portal
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“PFE”: A Broad Market Segment
RETAIL: Big Box/Small Box/Malls HOSPITALITY:
Casinos/Resorts/Hotels
TRANSPORTATION HUBS (Airports)
LARGE PUBLIC VENUES (Stadiums, Conv Centers)
HEALTHCARE QUICK SERVE
RESTAURANTS
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PFE: Analytics, Customer Engagement Use Cases
Location Based Offers
Traffic Pattern Analytics
Indoor Way-Finding
Venue Content,
Advertisements
CRM / POS Integration
Dwell Time, Inside vs Outside,
Conversion Rates, Time Taken from
Point A to B, etc.
CORE Wi-Fi ACCESS
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Analytics – A Deeper Look
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Analytics and Mobile App Taxonomy
Ø Increase operational efficiency with real-time data Ø Determine optimal hours, store layout and traffic flow Ø Monetize venue layout based on high-traffic areas
Presence
Ø Determine precise user travel paths Ø Use search data to adjust inventory
Way-Finding
Ø Offers triggered by location Ø Contextually-relevant messaging
Geofencing
Ø Monitor apps and sites visited Ø In-store offers triggered by certain sites visited
Cross-Channel
Ø Custom offers for best customers Ø Determine acquisition rate and commitment rate
Loyalty Programs
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Leveraging Wi-Fi for Better Analytics and Customer Engagement
WI-FI ANALYTICS User, Device, App
Location
CUSTOMER ENGAGEMENT
Contextual Messages
ENTERPRISE DATA
ANALYTICS
CRM
POS
Online Analytics
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Business Intelligence & Infrastructure
Our infrastructure and partners address all levels of the business intelligence value chain
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Presence Analytics Example
Ø Dwell times Ø Shoppers inside vs.
outside the store Ø Conversion rates Ø Repeat frequency
Source: Nearbuy
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• Big-box Retailer – Customer app with product search – Business analytics integrating with CRM, POS Systems – Personalized coupons and offers – Identify Loyalty Program Users
• Small Stores, Restaurants – Proximity-based ad/coupon engines – Brand loyalty – Venue specific content – Mobile Advertisements
• Shopping Centers and Malls – Customer app with Wayfinding – Ability to deliver relevant offers & messages – Analytics for pedestrian traffic patterns, dwell times
Key PFE Use Cases by Industry (1)
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• Hospitals – App with Wayfinding, patient services
information – Asset tracking – Push notification to patients
• Airports – Customer app with Wayfinding, push
notifications on flight information, etc. – Analytics for passenger flow and
congestion to improve on-time departures – Shopping center / retail analytics and apps
Key PFE Use Cases by Industry (2)
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• Hospitality (Hotels, Conference centers, Casinos) – Customer app with Wayfinding, push
notifications – Identify VIPs – Ad/coupon engines
• Museums – Customer Facing Apps (Museum Tours)
• Stadiums – Wayfinding – Stadium apps typically integrate video
players and mobile purchase functions which can be related to location services • In-seat ordering • Finding points of interest (facilities, etc.)
Key PFE Use Cases by Industry (3)
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• Service Providers – SaaS model to deliver analytics – Build content and manage content & location
services – Platforms for large and small business – Business analytics and mobile apps (white-labeled
and multi-tenant)
Key PFE Use Cases by Industry (4)
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Key PFE Use Cases by Venue Type
Gue
st
Acc
ess
Pres
ence
/ Tr
affic
Pa
ttern
A
naly
tics
Way
fin
ding
(B
lue
Dot
)
CR
M, P
OS,
In
tegr
atio
n
Venu
e C
onte
nt,
Ads
Push
N
otifi
catio
n
Retail (Big Box, Malls) X X X X
Small-Mid Size Retail X X X X
Transportation Hubs (Airports, etc.)
X X X X
Large Hotels / Casinos X X X X X X
Small-Mid Size Hotels X X X
Quick Serve, Casual Restaurants
X X X X X
Hospitals (Large) X X
Other Public Venues (Stadiums, Conv Ctrs, Museums)
X X X X X
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ARUBA SOLUTIONS AND ARCHITECTURE FOR PFE
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Essentials for Public Facing Enterprise: Private + Public Wi-Fi
Business Intelligence (Analytics)
Customer
Engagement
Employee and Guest
Onboarding
Wi-Fi (RF) Engineering
Multi-Role Network Design
Security (Access
Policies, IDS/IPS,
Compliance)
SCALABLE, HIGH PEFORMANCE, MEDIA-READY Wi-Fi CONTEXT AGGREGATION, LOCATION AWARENESS
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Analytics/Ad Services
Aruba PFE Solution Components
Meridian-Powered App
(white-label/custom)
Meridian Editor
Location Based App Services
20+ 3rd Party Solutions
ClearPass Secure and customized
network access
Aruba Wi-Fi Instant or Controller
High Performance, Media Ready Wi-Fi
ALE Context
Aggregation, Loc Engine
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Aruba MOVE for Public Facing Enterprise: Intelligent Access Solution for Mobility
ARUBAOS CLEARPASS POLICY MANAGER
Mobility Policies & Workflows for Guests, BYOD, MDM, SSO
Monitor Mobility Experience for multivendor networks
AIRWAVE MANAGEMENT
WorkSpace
Self-Service
Mobility Intelligence for WLAN, LAN & VPN
Meridian
Analytics & Location (ALE)
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Analytics and Location Engine (ALE): Middleware Platform for Extracting User Context
and Providing Location Information
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ALE System Overview: Context Aggregation, Location Engine
ALE (VM)
Visual RF
Planning Data, Buildings/Floor/AP Placement
North Bound APIs: REST, Protobuf/0MQ
Location Data for visualization
on maps
Context Data
Network
Services
Applications
Local Controller Remote
Controllers
Context Visualization, Analytics
Instant APs
Context Aggregation, Location Engine
Campus/Remote APs
Analytics and Location Engine (ALE) Overview
ALE
Unified Context for Each User (Username, IP, MAC, Device
Type, App Visibility, etc.) Real Time Location Engine
Standard, High Performance Northbound APIs
(Publish/Subscribe, Polling) Seamless, Secure Cloud
Connectivity
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• Presence feed • Indicating a device has been detected in range of the WLAN
• Events when a device is detected crossing a Geofence • Entering or leaving a zone
• Device information: • Model, OS (as available from DHCP and browser user-agent)
• User information from authentication to the network: • Type of authentication, username
• Applications used: • As detected by monitoring data-plane traffic from the device
• Destination URLs • As detected by monitoring data-plane traffic from the device
Data Collected & Provided by ALE
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ALE Internal Workflow
ALE Process
Decode the Received data to appropriate format
Loca6on Engine
Redis database
Update loca6on
Send Client RSSI data
Forward relevant data to publish
North Bound API
Floor Maps from Visual RF (Airwave)
Data from Controller (AMON) or IAP (HTTPS)
Write the received/computed data to DB
Publish the received data to subscribers using Publish/subscribe API
Polling API
Polling APIs are served by Redis DB
Virtual Machine
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• ALE Product is delivered as a VM only • Supported/Tested on VMware ESX/ESXi 5.0 and higher
• One VM image, delivered as an OVA file, which can be deployed with various different hardware configurations (for CPU, Memory, Hard Disk) based on scale requirements
• Downloaded OVA file can be deployed in VMware using vSphere client
• VM has CentOS 6.4 pre-installed with all the needed dependencies
• Built in 3 month Evaluation License • Licensed on Per AP Basis
ALE System Overview
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ALE Scale/Performance
Number of APs/Clients
CPU RAM (default) Hard Disk
500/8K 2 6-8GB (6) 80GB
1K/16K 4 8-12GB 80GB 2K/32K 8 12-24GB 80GB 4K/64K 10 12-24GB 80GB
• Above are suggested numbers, depending on the specific scenarios, these will have to be tweaked. For example, if there are lot more clients resulting in more location calculations, then more CPUs might be needed.
• Depending on how much history needs to be stored, more memory/disk space may need to be added
• Number of Clients include both associated and unassociated clients • Largest map tested/supported is 650m x 50m ( 2130 ft x 164 ft)
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ALE Distributed Network Deployment
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Indoor Location Positioning Technology
Network-Based Wi-Fi Positioning • Devices are constantly scanning for Wi-Fi networks
• The network does the work: The network APs in tandem with the location engine analyze the device-based Wi-Fi signals to calculate the position of the device (based on RSSI triangulation)
• This interaction enables the device apps to get their location from the network
• Analytics can be delivered without device app, however indoor GPS and proximity-based notifications require an app
• More battery efficient for mobile devices (because the network does most of the work/calculation)
• Can work with any device, including iPhones, Android, etc.
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• Accuracy • Impacted by various factors:
• AP density, type, mounting type • Physical Environments, enterprise, malls,
warehouse, etc. • RSSI variations • Client probing behavior, device type, OS type
• Latency • Impacted by
• Client probe frequency (iOS vs Android) • Network settings: AP/controller timers • Engine smoothening algorithms
– Balance between accuracy and latency
Location: Accuracy & Latency
ALE goal is to be <10m 90% of time on a location grade network
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• Do: • Place AP every 2500 sq. feet or 50 feet apart • Cover the extremities! • A device should be able to see 3 APs at good
signal strength • 65 dbm coverage • Ensure AP placement on floor plan is accurate • Stagger AP placement in multi-floor buildings
• Do Not: – Place AP in straight lines – Design for coverage only & not enough density
• There is research indicating a hexagonal AP placement pattern gives better results • Aruba is testing this configuration
AP Placement Recommendations for Better Location Accuracy
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ALE APIs
Analytics and Location Engine
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Aruba Analytics and Location Architecture
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ALE Integration with Custom Services
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Partner Product Features & Differentiation Presence Analytics • Traffic counts, Store visit frequency and duration
• Window conversion for specialty retail • Unlimited zones for large format stores
Loyalty and “show rooming” solutions
• Analyze foot traffic, Window conversion • Repeat vs. 1st time visits • Web analytics
Analytics and CRM integration solutions
• Window conversion rates, Dwell time, Traffic counts • Founders from CRM backgrounds
Presence Analytics • Capture rate, Visitor frequency, Dwell time • Retail, airports, malls
Foot traffic counting • Dwell time, Traffic counts, Bounce rate
Apama Analytics Platform • Comprehensive solution that integrates with POS, CRM and other data stores. Push notifications
Retail Analytics focused on small businesses
• Traffic Patterns, CRM Integration, POS integration, Mobile Engagement
Retail Analytics Solution Providers Name Summary Presence Wayfinding Loyalty
Programs Geofencing
Meridian ✔ ✔ ✔
JOINGO ✔ ✔
Euclid ✔
nearbuy ✔
Nomi ✔
walkbase ✔ insiteo ✔ polestar ✔ BOLDstreet ✔ Yinzcam ✔
✔
App & Real-time Analytics • Measure user engagement of the App • Search, navigation, features • Real-time view and heat map of visitors
ALE Technology Partner Ecosystem
• • • • • •
� Advantage Networks – Ads � Apptro – Mobile analytics � BoldStreet – Loyalty � Euclid Analytics - Presence � Google – Analytics � Greener Pastures – Energy � Insiteo - Wayfinding
� Joingo – Loyalty � Medio – Advs � Nearbuy – Presence/Behavior
� Nomi – Presence � PresenceOrb – Ads � RichRelevance - Marketing
� Sapient - Marketing � Sensitel – Staff Dispatch � Software AG – Analytics � ShopperTrak – Traffic Analytics
� SWARM – Presence � Urban Airship – Push Marketing
� Walkbase - Presence
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The Mobile Software for Visitor Engagement
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Location Services for PFE
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Quickly, Easily Build a Mobile App, Add Location Intelligence to Existing Apps
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Zone based Push Notifications
• Create specific zones. • Alert user based on
custom, individual purchase history.
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Aruba Indoor Mobile Engagement Technology Flow
Visitor enters the building
Visitor registers via ClearPass Guest captive portal and securely accesses
the network
Aruba WiFi Access Points, LAN, and ALE
have a conversation.
The Meridian Platform interprets the conversation, filtering
relevant data and protecting the wireless network.
Indoor position is provided to visitors
Turn-by-turn directions are provided & push
notifications can be sent based on visitor’s position.
Indoor position is provided to analytics partners who help venues learn more about
visitor engagement.
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Use Case: Hospitality (Hotels, Resorts, Casinos)
Problem: Hotels, casinos, resorts can lose share of wallet if visitors can’t find the right restaurant, bar, or service for their tastes.
Solutions: Send proximity-based notifications about specials (e.g., “It’s Happy Hour next to you”) and guide visitors to your amenities.
Difference: Only “indoor GPS” for both iOS and Android, as well as indoor offers depending on location of your customer.
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• Key Applications: – Push Notifications
based on different zones in Casino floor – Guest Access
• Aruba Solutions: – Meridian App – ALE – AP-135
Red Rock Casino (Las Vegas)– Zone Based Notification
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Use Case: Airports
Engage with airport visitors through their phones, increase visitor satisfaction with location-based services, create revenue through promotions.
Offer turn-by-turn navigation to gates, restaurants/bars, retailers, transportation, restrooms, ATMs.
Integrate with third-party software for such services as flight arrival and departure data.
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Meridian + ALE Use Cases
Requirement for Location
Accuracy & Latency High Low
Technical & Business
Integration Requirements
High
Low
“Generic” Greeting
Personalized Greeting
Loyalty Rewards
Real-time Zone-based Notifications
(i.e. “Shoe Department”)
“Micro-Zones” (Aisle-level)
“Blue-Dot Wayfinding”
Competitive “Geo-conquest”
Loitering Notifications
Departure Notification
Static Wayfinding (no ‘Blue Dot’) Phase 1 Focus
“Presence Analytics”
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Best Concierge Mobile App Indoor GPS for both iOS and Android. No proprietary sensors. Real customer deployments.
Summary: Aruba Value Proposition for Public Facing Enterprises
User, Device & Traffic-Aware Wi-Fi Provides context for personalization & securely separates internal & public users on same Wi-Fi
Open Analytics Ecosystem Choose from any available analytics solution or integrate with internally developed apps
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