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Integrating Mobile with the Physical World Proximity enabled offline commerce
February 2016
Sharat Potharaju Co-founder & CEO, MobStac
Proprietary and Confidential: Please do not forward this presentation without obtaining prior permission from MobStac Inc.
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MobStac offers an end-‐to-‐end pla2orm for businesses to engage customers in a personalized, context-‐aware way that leverages indoor loca?on and proximity, using iBeacon and Wi-‐Fi technology.
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Mobile driven Commerce is still a very small fraction
Despite its ubiquity, Mobile needs to play a role in offline commerce to make any serious dent
US India
m-‐commerce e-‐commerce offline commerce
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90% of retail shoppers use smartphones while in store Source: Marketing Land 2015
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72% US online consumers have made a purchase online after browsing for a product in-store
Source: eMarketer 2014
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How does Mobile help with driving offline commerce?
Mobile can help identify a customer’s indoor location
Behavior helps retailer identify intent to target and measure effectively
Indoor location provides context & behavior
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Indoor Location is a game-changer!
Location is context! Outdoor vs. Indoor Location GPS has spawned several products & services. e.g. Maps, Uber, Foursquare, Retargeting etc. Why is Indoor Location important? Indoors is where we spend money, socialize, and do business!
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Wi-Fi
Technologies that help Retailers with Indoor location
Beacons
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Beacon Technology
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• Low-cost, low-power transmitters equipped with Bluetooth Low Energy or BLE
(also called Bluetooth 4.0 or Bluetooth Smart)
• Helps mobile devices detect proximity and determine micro-location
What are beacons?
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Here is a beacon!
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How do beacons work?
• Beacons don’t transmit content; they transmit a series of numbers
• The transmitted signal allows another device to identify it and
determine the device’s proximity to the beacon
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You need an app. Beacons do nothing by themselves
A beacon-enabled app installed on devices running iOS 7.1 (or above) will look for beacons even if the app
isn’t active.
Android (4.3+) devices with BLE hardware need a service running in the background that continuously
searches for beacons.
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Evangelize products Improve customer experience
Upsell
Some Use-cases for Beacons
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Beaconstac Overview
Hardware
So6ware Pla8orm
CMS
Proximity messaging
Analy<cs
SDKs
• Create richly designed campaigns with Text, Pictures, Videos, URLs\
• Manage diverse content with 3rd party content integrations , Customizable card layouts
• Define Rules & Actions for your beacons • Customer Segmentation for targeted
campaigns using custom attributes
• Measure Campaign performance and Visitor behavior - Metrics on beacon interactions, New Vs Returning visitors
Beaconstac Demo App • Provide iOS & Android SDKs to be
integrated with the app
• Battery life: up to 4 years • Signal range: 15cm - 60m • Transmission (Tx) power: -30 dBm - +4 dBm • Broadcasting interval: 100 ms - 1285 ms • Powered by AA batteries • Encrypted to prevent spoofing and squatting
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Beacons at entrances to drive footfalls Ability to retarget in the store vicinity to drive back customers
Beacons Value proposition for Businesses
Sales ($) Traffic ( Footfalls) Conversion (%) Avg. ticket size ($)
Beacons ability to map online to offline behavior help provide right recommendations Coupons and offers to drive conversions and incentivize customers
Beacons drives analytics to identify repeat customers Focused customer service to loyal customers providing differentiated approach
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Wi-‐Fi Technology
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Why should businesses provide free Wi-Fi?
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Advantages of Wi-Fi in stores
Attracts new customers and increases footfalls Retailers and restaurants that provide Wi-Fi experience significantly higher loyalty. There are also customers who decide where to shop based on this!
Increases time & money spent by customers Customers spend more time in stores with Wi-Fi. In particular it helps those who shop alone to spend more time translating into higher conversion and revenue
Drives social media activity and mentions Millennial generation likes to check in on Facebook and post pictures to Instagram. Wi-Fi only drives this behavior
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Advantages of Wi-Fi in stores (Cont’d)
Use Wi-Fi for promotions & monetization Wi-Fi connections can be used for in-store marketing or even promoting your brand message on social media
Use Wi-Fi to get customer analytics & retargeting Wi-Fi can be used to track customers journey inside stores, analyze trends and also drive retargeting effectively
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Helps get social validation for purchases Customers like to get social approval before making a purchase. Helping them share their prospective buys on Whatsapp etc. improves conversion!
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A different take on Wi-Fi - Introducing WiFire
Automatically connect to free Wi-Fi around you • Discover Wi-Fi hotspots and connect
with a single tap
• Easily see socially validated Wi-Fi
networks around you
• Have web forms and OTP filled out
automatically for you
(beta)
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State of the Indian mobile commerce report
Report on India’s m-commerce landscape in 2016