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What are beacons and will they be the key to unlocking contextual intelligence in the travel & hospitality sector? Mobile is transforming many industries, travel as much as any. The out-of-home, often in unfamiliar places, nature of travel has made it almost a perfect fit for mobile as a technology. The ability to be connected at all times has created the expectation that any desired information or service is available, on any device, in context, at your moment of need. Beacons are a hot new technology which may finally deliver on that expectation. However, most of discussion around beacons has been limited to changing the in-store retail shopping experience. But beacons have much more applicability outside the retail and there are no shortage of use cases within the travel and hospitality sector (hint: see Apple’s iTravel patents). And while the traveler is often the focus of our attention, our employees have this expectation as well. How they do their job and how well they do it can be positively impacted by knowing where they are and what they are doing. Watch and hear Glenn Gruber from Propelics discuss how beacons could be the key to enabling new applications where other technologies like NFC have failed. Webinar: How iBeacons will Change the Travel Industry from Propelics on Vimeo. Watch this information packed webinar to learn: -What is Bluetooth LE and how do beacons work? How does it compare to other technologies like NFC? -What are the top use cases where Beacons can significantly extend and enhance the traveller experience, increase revenue and enhance of the productivity of airline and hotel employees. -The top 5 challenges to watch out for when considering implementing a beacon program.
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Welcome. How iBeacons Will Change the Travel Industry """April 10th, 2014"""We’ll start promptly at 1:02pm EDT!! @propelics
Propelics Background – About Us
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• 15+ year track record • Fortune 500 clients • Global experience • 100% focused on mobile
for the Enterprise • San Jose, Boston,
Pittsburgh
Propelics creates mobile strategies and world class Apps for the Enterprise.
Trusted by some of the largest global brands:
Propelics Background – About Us • Enterprise Mobile Strategy Services
Enterprise Mobile Strategy Mobile App Portfolio Mobile App Scoping & Planning IT Readiness for Mobility BYOD and MDM Strategy Innovation through visualization Center of Excellence Creation
• Mobile Advisory Services Mobile Mentoring Executive Education Speaking Engagements
• Managed Services UX Design Mobile App Architecture Onshore and Offshore App Development Mobile App Support and Administration
WHAT IS THE MOBILE RESEARCH COUNCIL
WWW.MOBILERESEARCHCOUNCIL.COM
We will give you the edge.
Our Objective: Driving innovation and business value with mobile software and solutions. Our executive guidance helps members to quickly and effectively deliver high-impact mobile experiences to employees, partners and customers. ü MRC has no sales angle or vendor bias. ü Members benefit from insider access
to real-world mobile experience, and gain privileged access to market intelligence and resources that would otherwise be difficult to attain.
4
From Market Trends to Action at the Speed of Mobile
Research. Advisory. Community.
Glenn Gruber: Sr. Mobility Strategist
Glenn has been advising travel technology firms and other enterprises on how to leverage mobile within their business for the past 5 years.
He is a leading voice in the travel sector as a contributing Node to Tnooz where he writes about how mobile and other emerging technologies are impacting the travel sector. He has also been a judge at EyeforTravel’s Mobile Innovation in Travel awards for the past three years.
glenn.gruber@propelics.com @ggruber66
Agenda"
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• The Rising Importance of Contextual Intelligence • What Are Beacons?
• Effective Use Cases in the Airline and Hotel Sectors
• Q&A
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Personalization
Merchandising
Loyalty
Omni-Channel
Social
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Today’s airports receive 47% of revenues from non-aeronautical
sources
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Total Global Ancillaries
estimated at $42.6B in
2013
Source: IATA, IdeaWorks
PRESCRIPTION FOR 2014
PRESCRIPTIONS FOR 2014 10
Incorporate Context Into �App Development
What Are the Key Drivers for Contextual Intelligence?
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Contextual Intelligence
Location
Motion
Social
Behavioral
Transaction History
Environmental
We Are Very Early in the Game
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You are here
Q: What is lacking in today’s location technologies?
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A: Accuracy, Granularity & Energy
Proximity
vs.
Location
Proximity and Intent
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Increasing indicator of relevancy and intent
Beacons Bridge the Physical World with the Digital
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Enable Micro-Location Targeting to Connect You to the Things Around You
So You Can Deliver the Right Content or Offer at Exactly the Right Time
Lots of Buzz for Beacons In Retail
18 Image Source: EsGmote, Logos property of respecGve companies
Stadiums Too
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What Are Beacons?
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• Bluetooth LE (low energy) aka Bluetooth 4.0 aka Bluetooth Smart • Low power consumption • Inexpensive • Really small • Adjustable range (up to 200’) • 2.4GHz • Doesn’t need to pair with
mobile device
How Does It Work?
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Here I am!
I see you
How Does It Work?
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Here I am!
You’re Pre<y Close
Now you can calculate Proximity
Immediate < 0.5M
Near < 2M
Far < 30M
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A Beacon is Only Part of the Puzzle
Remember: It’s Just a Beacon
Content/Offers
Beacon management
Function
What to Watch Out For
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Security"
Imprecise Measuring of Distance"
Collisions/Interference"
False Negatives"
There Will be a Learning Curve"
Beacons and Travel
The New Travel Experience
Copyright BCD Travel 2012
The Travel Industry’s Sasquatch
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Airlines and Airports
Image Source: TwistedSiQer
Airports as a Destination, Not Just a Point of Departure
Entertainment" Fine Dining"
Shopping"http://www.flickr.com/photos/tedmurphy/3007971767/]JetBlue Terminal 5 JFK /by http://www.flickr.com/people/tedmurphy/]tedmurphy on Flickr
Disimbark Boarding WaiGng Security Check In Arrival
The Airport Journey
What matters to the traveller at each of those moments?
Where can proximity act as a trigger?
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• Opportunity to promote ancillaries • Access to priority check in lines • Expedited security lines • Day pass to Airline Lounge • Seat upgrades
Beacon-based Check-in and Bag Tag
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We Can Make Navigating the Airport Better
Access to Executive Lounges
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Source: AA.com
Boarding"
Enroll Frequent Travelers"Purchase Ancillaries "
Deliver Content"
Call Customer Service"
Complete Many of the Tasks Done by QR Codes or NFC"
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Track presence of people and assets § Crew § Ground Handling § Maintenance § Security
Source: Wikimedia Commons
Airport IT Trends
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Source: SITA and Airports Council InternaGonal 2013 Airport IT Trends Survey
of airports expect IT spending to increase or stay the same in 2014 of airports plan to invest in mobile apps by 2016 of airports plan to invest in new BI solutions for revenue optimization and management by 2016
90% 95% 80%
Airport IT Investment Intent
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Coordination and Distribution is Tricky
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Passenger"
Airlines"
Airports"
Concessionaires"
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Hotels
Great Potential for Front of the House Improvement & Enhance RevPAR
42 Source: MCD Partners, “Seeing Returns”
Starwood Check-in and Digital Key Pilot
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• Pilot at hotels in Cupertino and Harlem"• Developed in conjunction with major
access control vendor Assa Abloy AB of Sweden"
Enhance Back of the House Operations
• “Field Service” • Housekeeping • Room Service • Engineering
Image Credit: Agilisys
Bonus Cantos: Shout Out to Silvercar
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Source: www.Statesman.com
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How Do I Decide Which Use Cases to Start With?
Business Drivers
Market Opportunity
Innovation Strategy & Alignment
Mobile Strategy & Roadmap: Approach
Action Plan
Recommend
Use Case Risk
Analysis
Use Case identification
Innovation through
visualization
Business &
IT Roadmap
Stage I: Direction Setting
Stage II: Ideation, Assessment, Risk Analysis, Visualization
Stage III: Roadmap & Next Steps
App Portfolio
Mobility Strategy: Direction Setting
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• Identify Key with Business Drivers • Operational efficiency • Increased ancillary revenues • Increased accuracy & availability of data • Enhanced customer loyalty • Etc.
Ideation and Prioritization
• Identification of Scenarios • Simplification of process • Elegance in customer interactions • Reduction of complexity – data, requirements
• Align Primary Business Value Driver and Actor for each Scenario
• Front Desk • Operations • Ground Crew • HR • Leadership • etc.
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Scenario Identification & Prioritization
Mobility Strategy: App Portfolio
50 App Portfolio
• Scenario Ranking • Business Value • Innovation • Readiness • Ease of Implementation • Risk
• Scenario Grouping • Type of use • Commonality of function
• App Portfolio • Prioritized App Candidates
Propelics Kickstarts
51
iBeacon Innovation
Session
Mobile App Scoping & Planning
Mobile Center of
Excellence
Mobile App Rapid
Prototyping
IT Readiness for Mobile Kickstart
MDM/ BYOD
Special Offer Free 1 Hour Mobile
Advisory Call info@propelics.com
888-405-2820
Thank you (Q&A)
@propelics
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