My Shiny Thing - iBeacon

Sorting the Facts from the Hype

…and then realizing that all the hype may just be deserved after all

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5 simple steps to understanding iBeacon

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It’s Beacon, not iBeacon

Don’t worry about the “i”It works on all devices

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It’s a protocol, passed over a bearer

These are:A small standardized data packetBluetooth Low Energy (AKA BLE, AKA Bluetooth 4)

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All a Beacon does is say “Hey, it’s me!”

A Beacon device simply transmits a couple of self-identifying pieces of data

It’s “the other stuff” that has to know what to do with it

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You need an app to listen to a Beacon

Beacons can only trigger an interaction in apps that are paired with its unique ID

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Beacon, Beacon, iBeacon

Beacon is a blanket term for this area of technologyA Beacon is a small physical device that emits a Beacon signal

iBeacon is Apple’s name for their proprietary implementation

A Beacon can do 3 things

1.ConnectionWhen the device approaches the Beacon, it will handshake

2. TapYou can tap the device on to the Beacon to perform a specific active task, such as voucher download, competition entry etc

3. Leave areaWhen the device loses connection to the Beacon, the app can again perform a task

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So why is Beacon / iBeacon / whatever so…

TOTALLY AWESOME?

1. Truly location-based, individually targeted

messaging for the first time ever

3. True omni-channel analytics, measuring the real-world footfall of individuals

2. Deliver a genuine omni-channel journey, from web to mobile to retail

A new dimension to messaging relevance

User profile

Purchase history

Comms schedule+Retail presence

right now

State driven Profile driven Calendar driven

Consumer ID and digital interactions enter the physical space

Providing a Connected Experience for the Connected Consumer

Users who have been shopping online enter a store. Their shopping list has been synced to their mobile. The store can now alert them to special offers, start navigating to find the items, or make their click-and-collect order ready

A new connected consumer journey

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3The shopper’s location can be used to summon assistants to help with selecting product etc3

4 Beacons can help identify the user’s online account to facilitate seamless payments

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2 Beacons placed in specific locations can trigger content relevant to the items, such as instructional DIY videos, cross-sell of related items, or outfit-building tips

? ?

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So should I be using it?

A rough guide…

Spotting an Opportunity

Mobile App

Physical Location = Beacon

Opportunity+

Multi-channel strategy and UX design

Changing your brand experience to accommodate Beacon

Content Creation

Product enhancement and integration

CRM

Analytics

1. Truly location-based, individually targeted

messaging for the first time ever

3. True omni-channel analytics, measuring the real-world footfall of individuals

2. Deliver a genuine omni-channel journey, from web to mobile to retail

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Tim Dunn

Director of Strategy

Isobar US

@timmcdunn

Thank you!