iljaitsch vectorform ble_i_beacon_140401
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BLE / Beacons / iBeacon
Presented By:
The Internet of Things
Alissia Iljaitsch Executive Director EMEA | Vectorform
BLE / Beacons / iBeacon
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BLE / Beacons / iBeacon
ABOUT VECTORFORM
2
Vectorform is a global design and technology firm specializing in
emerging digital experiences for the world’s leading brands. As an
elite team of artists, engineers, entrepreneurs and intellectuals,
Vectorform’s mission is to create the next iconic experience.
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
ABOUT VECTORFORM
3
Vectorform’s work spans mobile, video game, desktop, online, in-vehicle, and next-generation platforms. Our award-winning expertise in creating cross-platform interactive experiences and our reputation as a tenacious, outcome-oriented partner is unmatched.
+ Founded in 1999 in Detroit, MI
+ Owned and operated by managing partners Jason Vazzano, Kurt Steckling, and Karl Steckling
+ Global offices in Seattle, Detroit, New York, Munich, and Hyderabad
+ 120+ employees
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
AGENDA
4
BLE / BEACONS / iBEACONS
What is BLE?
BLE vs. NFC
BLE
What are Beacons?
What is iBeacon?
From GUI to NUE
LIVE DEMO
Vectorform Safari App
VECTORFORM
USE CASES
Retail
Publishing & Content Distribution
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT IS BLE?
5
Origins of BLE
Batteries are not that great.
Wireless Transmissions eat batteries.
Nokia Wibree – 2006
2007 Agreed to let Bluetooth have the technology
2010 Integrated into the Bluetooth 4.0 Specification
2011 Apple iPhone 4s is the first to use it.
Bluetooth Low Energy (Bluetooth LE or BLE)
Wireless Technology Optimized for Low-Energy Applications
Nokia, Now Defunct Wibree Logo
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT IS BLE?
6
TRADITIONAL BLUETOOTH or BLUETOOTH BR (BASIC RATE)
Relatively High Power Consumption
Speeds up to 2.1 Mbps for Enhanced Data Rate
Complicated Pairing
BLE or BLUETOOTH LE (LOW ENERGY)
Low Power Consumption
Low Speed (1-10 Hz)
Lower Complexity
Low Cost (As low as $3 to build)
Not the Same Old Bluetooth you Know and Hate
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT IS BLE?
7
Software BLE is a subset of the Bluetooth 4.0 protocol. Bluetooth is a standardized wireless protocol.
Hardware It can be a stand-alone chip or be integrated into part of a larger wireless chip that performs several functions.
Why do I Care? + It’s free – No licensing
+ Not Proprietary
+ It’s in most phones built after 2012
– 370 million mobile phones will be sold with BLE this year
+ Low power - Won’t turn your phone into a $700 paperweight
Bluetooth Low Energy is Hardware and Software
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
IT’S THE WINNER
8
ANT+ (2004)
Proprietary.
ZigBee (2002)
Too much power – interference problems.
WiFi (1991-ish)
Too much power.
Nike+ (2006)
Proprietary – too much power.
Near Field Communication (NFC) Short range – too much power.
Apple never adopted.
Other Low Energy Technologies and Why They Lost
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
BLE vs. NFC
Fight! BLE
RANGE Up to 50 m Up to 20 cm
TECHNOLOGY Bluetooth LE
(Low energy requirements) Based on RFID standards
(No energy required after using a “Tag”)
SUPPORTED SYSTEMS iOS7, Android 4.3,
and Windows Phone 8 (Update 3) Device with NFC-Chip required
ESTIMATED COSTS Due to the high range a
small number of Beacons are required NFC-Tags have to be put on any product type
individually which means a high number are required.
NFC
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT CAN APPS DO WITH BLE?
10
SEND & RECEIVE DATA FROM…
… health sensors.
… a heart rate monitor.
… a fitness tracker.
… a refrigerator.
… a temperature sensor.
… a thermostat.
… eLocks.
… other mobile phones.
… beacons?
Share Small Amounts of Information with Other BLE Enabled Devices
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
Beacons & BLE
11
Technology Insights
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT ARE BEACONS?
12
Beacons are BLE devices that can be placed throughout any ‘target’ area that emit a signal that can be detected by other BLE enabled devices.
Depending on the beacon device and how frequently it sends out a signal, the battery life can last for a year or longer.
Certain mobile devices themselves can also act as a beacon that can both emit and receive signals.
Beacons are Hardware Devices that can Emit and Receive BLE Signals
Apple iPhone, Roximity, Qualcomm, Radius Networks, Estimote
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
Nymi
13
Measure your cardiovascular system.
Identifies person based on cardiac rhythm
Measures heartbeat
Motion and proximity detection
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
Myo
14
Control and manipulate your environment.
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT IS iBEACON?
15
iBeacon is NOT an actual physical device—iBeacon is the software.
There is no such device called an iBeacon at this time. iBeacon is the software, the physical device is just any BLE device that is configured in a particular way so it’s recognized by the iOS as an iBeacon.
When an app is iBeacon enabled it just means that it has announced to the core iOS that it needs to be consulted if the device detects a BLE device emitting a specific BLE advertising signal.
iBeacon is Part of the Apple iOS Operating System
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHAT IS iBEACON?
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iBeacon is part of the core iOS Location Services.
The developer sets three specific properties: The UUID, Major, & Minor Properties
The UUID property contains the identifier that you use to identify your company’s beacons. You typically generate only one UUID for your company’s beacons but can generate more as needed. The Major property is typically going to be the specific store or general location. The Minor property would then identify a specific location within a store or area.
iBeacon: From a Developer’s Perspective
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
WHY IS iBEACON IMPORTANT?
Before iBeacon
An app would need to be running in the foreground or background to communicate with a BLE device.
After iBeacon
An app can be launched into the background by iOS if a specific BLE device is recognized.
What Does it Give Developers?
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
LEVELS OF ENGAGEMENT
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ACTIVE COMMUNICATION
Allows basic levels of interaction that wake up the Phone from Standby mode and allow Lock Screen Notifications.
PASSIVE COMMUNICATION
Allows an enhanced user experience. Beacons can open certain applications or trigger specific events.
One Signal Triggering a Variety of Actions
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
POSSIBLE FIELDS OF USE
19
Provided you've got the app on your phone and have given Apple permission to track you, it'll attempt to offer an augmented retail experience tailored to your needs. If you're standing next to an iPhone table you might receive a message asking if you'd like to upgrade your iPhone. If you like, the app will then check your upgrade eligibility and let you know how much you can trade in your old model for.
This document is the property of
Vectorform. This document is
intended only for viewing by the
person named on the front page,
or authorized representatives of
said named contact.
Duplication, dissemination, or
any reading or viewing for
purposes other than to evaluate
a business relationship with
Vectorform is strictly prohibited.
— CONFIDENTIAL —
Retail – Apple Store Experience
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BLE / Beacons / iBeacon
BEACONS & BLE
NEW SPACE FOR MULTI-LEVEL MARKETING
Location based marketing allows a company to target a user with a more general message that can prompt a visit or action. It expands the scope of targeted marketing to offer a more intimate and direct interaction.
GOOD CUSTOMER EXPERIENCE CORRELATES TO LOYALTY AND WILLINGNESS TO BUY
According to a worldwide Jack Morton Study, 87% of all customers are more likely to recommend a brand and nearly 60% would be willing to pay a higher price if they had a great experience.
20
Targeted Messaging Based on Location
Source: http://www.jackmorton.com/pdf/jack-morton-best-experience-brands.pdf
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon 21
GRAPHICAL USER INTERFACE
GUI NATURAL USER INTERFACE
NUI NATURAL USER ENVIRONMENT
NUE
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
NUI Devices LIMITED HCI STREAMS
Touch
Audio
Wearables MANY HCI STREAMS
Location
Visual
Audio
Biometric Neurological / Brain Wave Cardiovascular Endocronic Kinetic
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
POSSIBLE FIELDS OF USE
Industries that can Leverage iBeacon Technology.
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
Vectorform Use Cases
24
iBeacon & Wearable Technology
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
RETAIL: CURATED CONTENT
25 @Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS
26 @Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
Takeaways
27
iBeacon & BLE
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
TECHNICAL PITFALLS OF iBEACON
Bluetooth must be turned on.
Your app must be installed on the users device.
You can’t use an iBeacon to trigger the installation of your app.
Location services must be enabled for the specific application.
Beacons aren’t magic unicorns that give you internet access. To download real-time content you must have the app connected via cellular or WiFi connection.
There are a few caveats…
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
PSYCHOLOGICAL PITFALLS OF iBEACON
There is a potential to annoy a customer.
There is a potential to alienate a customer who finds location awareness intrusive.
There are possible issues of legality if you plan on tracking specific user behavior / location. (varies by country)
Are Beacons going to creep people out?
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
BEACON PLATFORMS
PROS
Manage Beacons from the cloud
Powerful SDKs (In-Store Navigation)
Customer Analytics Dashboards
CONS
Proprietary Beacons
Data ownership
Customer Data Aggregation
Make sure you know what you’re buying.
@Vectorform @ailjaitsch #Beacons #BLE
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BLE / Beacons / iBeacon
Let’s start the discussion.
Alissia Iljaitsch ([email protected])
Vectorform GmbH
Arnulfstrasse 37
80636 München
@Vectorform
@ailjaitsch
Thank you.