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BEACONS
Beacons in ContextAugust, 2014
The opportunityThe problemThe solutionBeacon basicsBluetooth LEDemosQ&A
Retailers* stand to earn billions by reaching smartphone shoppers with
targeted, contextual, in-store messages
OPPORTUNITY STATEMENT
*Sports stadiums, restaurants, museums, art galleries, grocery stores….
Triangulating between cell-phone towers, Wi-Fi and GPS
CONTEXT DARK AGES
CONTEXT DARK AGES
Won’t work indoorsHigh energy costAvailability may varyInaccurate
Retailers* have limited capability to target smartphone shoppers in an intelligent
manner
PROBLEM STATEMENT
*Sports stadiums, restaurants, museums, art galleries, grocery stores….
ENTER BEACONS
Beacons allow retailers to offer intelligent, timely, contextual promotions to in-store
mobile phone shoppers
Beacons allow retailers to analyze (and respond to) the in-store behavior of smart
phone shoppers with intelligence
BEACON BASICS
WHAT IS A BEACON?
Small hardware deviceUsing Bluetooth LEBroadcast simple id’s
EXAMPLE HARDWARE
Feature Description
Exterior Waterproof rubbery silicon
Backing Sticky gecko cover
Beacon radio 32-bit ARM cortex CPU
Power supply 620mAh Lithium coin-cell
Longevity 2 year battery life, 230 foot range
It’s a tiny computer!
EXAMPLE HARDWARE
Feature Description
Exterior Waterproof rubbery silicon
Backing Sticky gecko cover
Beacon radio ARM M0 Cortex, BLE
Thickness 3mm
Longevity 1 year battery life, 230 foot range
Estimote stickers e.g. “Nearables”
BEACON* HISTORY
300+ million compatible iOS devices, even more counting Android 4.3 & 4.4
*iBeacon will not be the only class of beacon!
USES OF BEACONSContextual mobile experiences(!!!!)Hands-free paymentsIndoor proximity* detectionAdaptive retail experiencesIn-store analyticsTargeted messaging triggersHomeKit, HealthKit, MapKit…Many, many, many industrial applications
*Proximity, not location!
PRIVACY
Permission based*Beacons store nothingBluetooth LE connections are ‘anonymous’Your mobile phone is the problem…
*Apple has made beacons “integral” to iOS 8 on the OS level
Beacons require services, SDKs and APIs in order to be effective, driving a new wave
of retail focused startups
BEACON SERVICES
BLUETOOTH LE BRIEFLY
Bluetooth LE devices are…
Which means…
Small ~Key-chain to hockey puck sized
Low-energy Last 3-24 months (button cell)
Medium range ~150 Feet (+ / -)
Cheap $1 - $25 each
Prolific Everyone has one in their pocket
Designed to be extremely prolific, low-energy and affordable
DUAL-MODE BLUETOOTH
The “killer feature,” an overloaded term with several meanings.
A device can function as a “Central” and a “Peripheral”
DUAL-MODE OVERLOADING
Supports LE + classic BluetoothSupports central + peripheral roleAndroid 4.4 can only be centrals (#fail)Mesh networking incoming in 4.1
GFSK FOR DUMMIES
Imagine data being sent using two metronomes. You would vary the “frequency” or “tempo” to signal 0 and 1 to a
remote observer.
Gaussian Frequency Shift Keying (how data is physically broadcast)
ADAPTIVE FREQUENCY HOPPINGThe 2.4 GHz ISM spectrum is occupied by many other protocols
and sources of interference. The signal must literally play “Frogger” to find empty channels.
CRC CHECKS
CRC (cyclical redundancy check) prevents data corruption in the data payload as it is sent over the air.
SERVICES OVERVIEW
Message customers entering / leaving a fenceTrack linger timesTrack exits and entrancesRetail location heat mapsManage + track hands-free paymentsAn untold number of industrial applications
WHAT ARE GEOFENCES?
Radial and polygonal formsTraditionally: GPS + WifiGPS = expensiveBluetooth LE = cheap
ESTIMOTE DEMO
Radial Geofences
FUTURE STUFF
PROTOCOL BUBBLE
EnOceanAnt+
Zigbee6LowPAN
SCADA RadioZ-Wave
BLE
BLE is one of many competing Low-Energy wireless protocols for IoT devices though a very popular one.
ADDITIONAL READING
• http://instadium.com/mlbs-ibeacon-rollout-can-learn-retail/
• http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could
-have-250m-units-in-the-wild-by-2014/
• http://developer.radiusnetworks.com/2013/12/15/why-android-devices-ca
nt-act-as-ibeacons.html
• https://www.indiegogo.com/projects/metrix-create-space-bluetooth-low-en
ergy-hardware-workshop#home
• http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Docu
ments/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
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