Iljaitsch vectorform ble_i_beacon_140401

BLE / Beacons / iBeacon

Presented By:

The Internet of Things

Alissia Iljaitsch Executive Director EMEA | Vectorform



ABOUT VECTORFORM

2

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.

@Vectorform @ailjaitsch #Beacons #BLE


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



AGENDA

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BLE / BEACONS / iBEACONS

What is BLE?

BLE vs. NFC

BLE

What are Beacons?

What is iBeacon?

From GUI to NUE

LIVE DEMO

Vectorform Safari App

VECTORFORM

USE CASES

Retail

Publishing & Content Distribution



WHAT IS BLE?

5

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.

Bluetooth Low Energy (Bluetooth LE or BLE)

Wireless Technology Optimized for Low-Energy Applications

Nokia, Now Defunct Wibree Logo



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)

Not the Same Old Bluetooth you Know and Hate



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

Bluetooth Low Energy is Hardware and Software



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.

Near Field Communication (NFC) Short range – too much power.

Apple never adopted.

Other Low Energy Technologies and Why They Lost



BLE vs. NFC

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



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?

Share Small Amounts of Information with Other BLE Enabled Devices



Beacons & BLE

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Technology Insights



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.

Beacons are Hardware Devices that can Emit and Receive BLE Signals

Apple iPhone, Roximity, Qualcomm, Radius Networks, Estimote



Nymi

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Measure your cardiovascular system.

Identifies person based on cardiac rhythm

Measures heartbeat

Motion and proximity detection



Myo

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Control and manipulate your environment.



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.

iBeacon is Part of the Apple iOS Operating System



WHAT IS iBEACON?

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iBeacon 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.

iBeacon: From a Developer’s Perspective



WHY IS iBEACON IMPORTANT?

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.

What Does it Give Developers?



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.

One Signal Triggering a Variety of Actions



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.

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 —

Retail – Apple Store Experience


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 21

GRAPHICAL USER INTERFACE

GUI NATURAL USER INTERFACE

NUI NATURAL USER ENVIRONMENT

NUE



NUI Devices LIMITED HCI STREAMS

Touch

Audio

Wearables MANY HCI STREAMS

Location

Visual

Audio

Biometric Neurological / Brain Wave Cardiovascular Endocronic Kinetic



POSSIBLE FIELDS OF USE

Industries that can Leverage iBeacon Technology.



Vectorform Use Cases

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iBeacon & Wearable Technology



RETAIL: CURATED CONTENT

25 @Vectorform @ailjaitsch #Beacons #BLE


PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS

26 @Vectorform @ailjaitsch #Beacons #BLE


Takeaways

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iBeacon & BLE



TECHNICAL PITFALLS OF iBEACON

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.

There are a few caveats…



PSYCHOLOGICAL PITFALLS OF iBEACON

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)

Are Beacons going to creep people out?



BEACON PLATFORMS

PROS

Manage Beacons from the cloud

Powerful SDKs (In-Store Navigation)

Customer Analytics Dashboards

CONS

Proprietary Beacons

Data ownership

Customer Data Aggregation

Make sure you know what you’re buying.



Let’s start the discussion.

Alissia Iljaitsch ([email protected])

Vectorform GmbH

Arnulfstrasse 37

80636 München

Twitter

@Vectorform

@ailjaitsch

Thank you.

Iljaitsch vectorform ble_i_beacon_140401

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