iBeacon Reality Check _ Essential Considerations for an iBeacon Deployment

Essential Considerations

for iBeacon Deployments

Sriram VenkiteswaranSenior Technology Marketing Manager

AirTight Networks

@wesriram @AirTight

• Sriram Venkiteswaran is Sr Manager, Technical Marketing at AirTight Networks. He has 10+ years of experience in multiple roles including writing and debugging system level software code, evangelizing technology products and solutions to customers and partners, providing subject matter guidance to define new product roadmaps, acting as primary technology consultant for large strategic customers, and evaluating partnership with potential technology partners. Most of his experiences have been in the field of Wireless Networking and Security, but along the way he also got opportunities to work on a much broader set of technologies including BYOD, 3G / 4G Offload, Cloud and Virtualization.

iBeacon Reality Check: Essential Considerations for an iBeacon Deployment

Webinar: Mar 10, 2015 8:00 AM PDT (and on-demand)

https://attendee.gotowebinar.com/register/8376042561598380801

In this 30 minute webinar we will work through what to consider when deciding to engage in an iBeacon deployment.

The session will cover the following topics:– What is iBeacon?– iBeacon Reality Check– Components to Build an iBeacon Solution– iBeacon Challenges

• Speaker:– Sriram Venkiteswaran– Senior Manager, Technical Marketing at AirTight Networks– @wesriram

@AirTight

How well do you know your bluetooth history?

Where did bluetooth get its name?

Where did bluetooth get its name?a) Blue sharkb) Danish Kingc) Sophisticated robot communications system

The name "Bluetooth" is taken from the 10th century Danish King Harald Blatand -or Harold Bluetooth in English.

During the formative stage of the trade association a code name was needed to name the effort.

Over an evening discussing European history and the future of wireless technology several felt it was appropriate to name the technology after King Blatand.

He had been instrumental in uniting warring factions in parts of what is now Norway, Sweden, and Denmark - just as the technology is designed to allow collaboration between differing industries such as the computing, mobile phone, and automotive markets. The code name stuck.

Source: Bluetooth.org

BLE (Bluetooth Low Energy) Highlights

Classic Bluetooth

v1.0 + v1.1 + v1.2 + v2.0 + v4.1 + v4.2 +

2010

@AirTight

BLE (Bluetooth Low Energy) Highlights

Classic Bluetooth

Bluetooth Low Energy

BLE Introduced V4.0 +

v1.0 + v1.1 + v1.2 + v2.0 + v4.1 + v4.2 +

2010

Separate Protocol Stack

Same Radio Dual Stack

BLE Applications

Efficiently designed for bursty infrequent transaction based applications

@AirTight

BLE Applications

Efficiently designed for bursty infrequent transaction based applications

High battery powerLow Cost

Notification, Status, Advertisement

IoT

@AirTight

You’ve Got A Message

My Fitness Data

Completed 5 miles

Open The Door

My Blood Pressure Reading

Micro-LocationContextual Engagement

Way Finding

You’ve got a new message!!!

Personal

BLE Use Cases

@AirTight

You’ve got a new message!!!

Completed 5 Miles

Personal

Fitness

BLE Use Cases

@AirTight

You’ve got a new message!!!

Completed 5 Miles

Open the lock

Personal Home Automation

Fitness

BLE Use Cases

@AirTight

You’ve got a new message!!!

Completed 5 Miles

Open the lock

Personal

Blood Pressure Readings

Hospital Management System

Home Automation

Fitness Healthcare

BLE Use Cases

@AirTight

You’ve got a new message!!!

Completed 5 Miles

Open the lock

Personal

Blood Pressure Readings

Hospital Management System

Home Automation Retail - Proximity

Fitness Healthcare

BLE Use Cases

@AirTight

You’ve got a new message!!!

Completed 5 Miles

Open the lock

Personal

Blood Pressure Readings

Hospital Management System

Home Automation Retail - Proximity

Fitness Healthcare Way Finding

BLE Use Cases

@AirTight

Classic Bluetooth BLE

Data Rate 1-3 Mbps 1 Mbps

App Throughput 0.7 – 2.1 Mbps ~ 100Kbps

Transmit Power(Distance)

Class:1 - 20 dBm (~ 300 ft)Class:2 – 4 dBm (~30 ft)Class:3 – 0 dBm (~3 ft)

Max 10 dBm (~450 ft)

Average CPU Power consumption

20x to 100x 1x

Packet Size Large Short (8 to 27 Octets)

Frequency 2.4 GHz ISM 2.4 GHz ISM

BLE vs Classic Bluetooth Comparison

BLE Communication Modes

• Broadcasting (advertising) Mode

• Connection Mode

BLE Communication Modes

• Broadcasting (advertising) Mode

– Tags transmit periodic beacons

– No listen

– Three pre-defined BT channels

for beacons

• Connection Mode

– Used to transmit data in both

directions between peers

AdvertisingData

What Category Do Devices Fall Into?

iBeacon : Introduction

• iBeacon is a standard for advertisement developed by Apple

• It allows mobile applications to listen for advertisements

• iBeacon defines how the advertisement packet should look like

Advertisements

iBeacon : Introduction

• iBeacon is a standard for advertisement developed by Apple

• It allows mobile applications to listen for advertisements

• iBeacon defines how the advertisement packet should look like

Advertisements

iBeacon : How Does It Work?

Advertisements

Beacon Advertises

Phone looks for the beacon and wakes up

the App

App sends location trigger

Contextual Engagement

Contextual intelligence

Engagement rules are activated

Anatomy of an iBeacon Advertisement

UUID: 16 ByteIdentify: Brand

Major: 2 ByteIdentify: Specific Store

Minor: 2 ByteIdentify: Shelf inside a store

Advertisements

iBeacon Application: Large Store Format

• Proximity Detection

• Battery powered tags across the store

• BLE Tags operate in low power for reduced coverage

Hello Jim, the Samsung 60” LED is on 40% Sales

Hi Kara, exclusive 30% additional discount for you in designed shoes

• Merchandise – place tags near high value

items and push coupons

• Restaurants – tag in every table for

ordering through the app

• Quick Serve Restaurants – Beacon tags

for drive-through application

iBeacon Application: Small Footprint Retail

BLE Beacon Tags Mobile APP

BLE SDKs

Campaign Management

iBeacon Advertisements

Location trigger Wi-Fi / Cellular

Contextual Engagement

1 2 3

Components To Build A Complete iBeacon Solution in Retail

@AirTight

Inverted Pyramid of iBeacon Ecosystem

Val

ue

Ad

dit

ion

@AirTight

Inverted Pyramid of iBeacon Ecosystem

Campaign Management System + Mobile Apps + iBeacon Tags

Mobile Apps + iBeacon Tags

iBeacons

Tags

Val

ue

Ad

dit

ion

@AirTight

Inverted Pyramid of iBeacon Ecosystem

Campaign Management System + Mobile Apps + iBeacon Tags

Mobile Apps + iBeacon Tags

iBeacons

Tags

Val

ue

Ad

dit

ion

@AirTight

Inverted Pyramid of iBeacon Ecosystem

Campaign Management System + Mobile Apps + iBeacon Tags

Mobile Apps + iBeacon Tags

iBeacons

Tags

Val

ue

Ad

dit

ion

@AirTight

BLE Beacon Tags

iBeacon Advertisements

1

Components To Build A Complete iBeacon Solution in Retail

• The case of the missing tags

• Tag Management (Configuration, Battery Life, Replacement)

• UUID Stealing – Beacons are unencrypted

Challenges

@AirTight

Mobile APP

BLE SDKs

2

Components To Build A Complete iBeacon Solution in Retail

• App development and distribution - Retailer

• App Clutter (user need app for every brand)

• User Opt-in, Device BLE capability turned on

• Well defined Security policy

Challenges

@AirTight

Components To Build A Complete iBeacon Solution in Retail

• Event trigger definition

• API Integration with CRM

• API integration with Mobile SDK

ChallengesCampaign

Management

3

con

text

@AirTight

BLE Beacon Tags Mobile APP

BLE SDKs

Campaign Management

iBeacon Advertisements

Location trigger Wi-Fi / Cellular

Contextual Engagement

1 2 3

Components To Build A Complete iBeacon Solution in Retail

@AirTight

3 iBeacon Myths

@AirTight

3 iBeacon Myths

1. My phone can communicate with an iBeacon tag!!!

@AirTight

3 iBeacon Myths

1. My phone can communicate with an iBeacon tag!!!

2. Beacons tags can be used to generate Presence Analytics like Wi-Fi Access Points!!!

@AirTight

3 iBeacon Myths

1. My phone can communicate with an iBeacon tag!!!

2. Beacons tags can be used to generate Presence Analytics like Wi-Fi Access Points!!!

3. iBeacons can only support short range of less than 30 Feet!!

3 iBeacon Myths BUSTED!

1. My phone can communicate with an iBeacon tag!!!

2. Beacons tags can be used to generate Presence Analytics like Wi-Fi Access Points!!!

3. iBeacons can only support short range of less than 30 Feet!!

@AirTight

Wi-Fi Aware• Specification From Wi-Fi Alliance

• Direct response to iBeacons

• New Capability on Wi-Fi enabled devices that enables discovery of nearby information and services

• Requires to be Wi-Fi Aware Certified – WFA will start certifying products end of 2015.

• Technical Aspects:• Common ‘heartbeat’ so devices are awake at the same time to save battery• Protocol defines how services are discovered and advertised

• Its still early stages• Expect consumer devices to be certified first

@AirTight

iBeacon Webinar On-Demand

www.slideshare.net/airtight

How to Hit a Home Run with iBeacon via @AirTight blog

@wesriram

Additional Information

@wesriram

Additional Information

@wesriram

How to Hit a Home Run with iBeacon

@wesriram

http://blog.airtightnetworks.com/how-to-hit-a-home-run-with-ibeacon