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BLE / Beacons / iBeacon
Presented By:
The Internet of Things
Tim McKendrick Director of Project Management | Vectorform
BLE / Beacons / iBeacon
BLE / Beacons / iBeacon
ABOUT VECTORFORM
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 —
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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.
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
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 —
BLE / Beacons / iBeacon
AGENDA
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BLE / BEACONS / iBEACONS
What is BLE?
BLE vs. NFC
What are Beacons?
What is iBeacon?
Mobile Payment: Levels of Engagement
The Apple Store Experience
LIVE DEMO
Vectorform Safari App
VECTORFORM USE CASES
Retail
Publishing & Content Distribution
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BLE / Beacons / iBeacon
WHAT IS BLE?
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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.
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 —
Bluetooth Low Energy (Bluetooth LE or BLE)
Wireless Technology Optimized for Low-Energy Applications
Nokia, Now Defunct Wibree Logo
BLE / Beacons / iBeacon
WHAT IS BLE?
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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)
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Not the Same Old Bluetooth you Know and Hate
BLE / Beacons / iBeacon
WHAT IS BLE?
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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
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Bluetooth Low Energy is Hardware and Software
BLE / Beacons / iBeacon
IT’S THE WINNER
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ANT+ (2004)
Proprietary.
ZigBee (2002)
Too much power – interference problems.
WiFi (1991-ish)
Too much power.
Nike+ (2006)
Proprietary – too much power.
NFC (Near Field Communication)
Short range – too much power.
Apple never adopted.
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Other Low Energy Technologies and Why They Lost
BLE / Beacons / iBeacon
BLE vs. NFC
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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
BLE / Beacons / iBeacon
WHAT CAN APPS DO WITH BLE?
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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?
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Share Small Amounts of Information with Other BLE Enabled Devices
BLE / Beacons / iBeacon
Beacons & BLE
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Technology Insights
BLE / Beacons / iBeacon
WHAT ARE BEACONS?
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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.
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Beacons are Hardware Devices that can Emit and Receive BLE Signals
Apple iPhone, Roximity, Qualcomm, Radius Networks, Estimote
BLE / Beacons / iBeacon
WHAT IS iBEACON?
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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.
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iBeacon is Part of the Apple iOS Operating System
BLE / Beacons / iBeacon
WHAT IS iBEACON?
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iBeacon is it 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.
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 —
iBeacon: From a Developer’s Perspective
BLE / Beacons / iBeacon
WHY IS iBEACON IMPORTANT?
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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.
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What Does it Give Developers?
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.
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One Signal Triggering a Variety of Actions
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.
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Targeted Messaging Based on Location
Source: http://www.jackmorton.com/pdf/jack-morton-best-experience-brands.pdf
BLE / Beacons / iBeacon
POSSIBLE FIELDS OF USE
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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.
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Retail – Apple Store Experience
BLE / Beacons / iBeacon
POSSIBLE FIELDS OF USE
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Industries that can Leverage iBeacon Technology.
BLE / Beacons / iBeacon
Vectorform Use Cases
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iBeacon & Wearable Technology
BLE / Beacons / iBeacon
RETAIL: CURATED CONTENT
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BLE / Beacons / iBeacon
PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS
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BLE / Beacons / iBeacon
Takeaways
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iBeacon & BLE
BLE / Beacons / iBeacon
TECHNICAL PITFALLS OF iBEACON
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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.
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There are a few caveats…
BLE / Beacons / iBeacon
PSYCHOLOGICAL PITFALLS OF iBEACON
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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)
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Are Beacons going to creep people out?
BLE / Beacons / iBeacon
BEACON PLATFORMS
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PROS
Manage Beacons from the cloud
Powerful SDKs (In-Store Navigation)
Customer Analytics Dashboards
CONS
Proprietary Beacons
Data ownership
Customer Data Aggregation
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Make sure you know what you’re buying.
BLE / Beacons / iBeacon
Let’s start the discussion.
Tim McKendrick ([email protected])
Vectorform GmbH
Arnulfstrasse 37
80636 München
Thank you.
BLE / Beacons / iBeacon
REFERENCES
Inside Bluetooth Low Energy By Naresh Gupta - pg. 192 - http://goo.gl/H5L9fy PayPal Beacons - https://www.paypal.com/webapps/mpp/beacon Build Your Own Beacon - http://www.theregister.co.uk/Print/2013/11/29/feature_diy_apple_ibeacons/ iBeacon Bible - http://meetingofideas.files.wordpress.com/2013/12/ibeacons-bible-1-0.pdf Estimote Beacon - http://estimote.com/api/index.html Understanding iBeacon - http://support.apple.com/kb/HT6048 iBeacons Tutorial for iOS 7 with CLBeaconRegion and CLBeacon - http://www.devfright.com/ibeacons-tutorial-ios-7-clbeaconregion-clbeacon/ Region Monitoring - https://developer.apple.com/library/ios/documentation/UserExperience/Conceptual/LocationAwarenessPG/RegionMonitoring/RegionMo nitoring.html#//apple_ref/doc/uid/TP40009497-CH9-SW1 Bluetooth 4.1 Core Spec - https://www.bluetooth.org/DocMan/handlers/DownloadDoc.ashx?doc_id=282159 CSR Comparison of Low Energy Specs - http://www.csr.com/sites/default/files/white-papers/comparisons_between_low_power_wireless_technologies.pdf BLE - http://www.californiaconsultants.org/download.cfm/attachment/cnsv-1205-decuir.pdf BLE - http://en.wikipedia.org/wiki/Bluetooth_low_energy Financial Review - Apple’s iBeacons may be too little, too late - http://www.afr.com/p/technology/apple_ibeacons_may_be_too_little_Z234UkTp2VTkuPKFuoN5oL Can you smell the ibeacon - http://www.cocoanetics.com/2013/11/can-you-smell-the-ibeacon/ Apple Dev - https://developer.apple.com/library/ios/documentation/CoreLocation/Reference/CLBeaconRegion_class/Reference/Reference.html#//apple_ref/doc/uid/TP40013054 Apple Dev - https://developer.apple.com/library/ios/documentation/NetworkingInternetWeb/Conceptual/CoreBluetooth_concepts/BestPracticesFo rInteractingWithARemotePeripheralDevice/BestPracticesForInteractingWithARemotePeripheralDevice.html#//apple_ref/doc/uid/TP40013257-CH6-SW6 Chipset - https://www.broadcom.com/products/Wireless-LAN/802.11-Wireless-LAN-Solutions/BCM4334 InMarket - http://www.inmarket.com/mobiletomortar/index.html Qualcomm Beacon - http://www.qualcomm.com/solutions/gimbal/beacons
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