Indoor Location Primer : LocalSocial @ Place 2014 London

Sean O Sullivantwitter: @sos100 blog: blog.mylocalsocial.com

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Indoor Location Primer @ Place 2014

twitter: @localsocial

Why Indoor Location and Positioning

How Quick tour of current approaches

What Applications and uses

Resources Digging in

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GPS Great Outdoors

90% Time most Americans spend indoors

Retail Indoors, underground, few external windows…





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Indoor Location Current Approaches

WiFi

BLE Beacons

Light

Either fingerprint or triangulate WiFi Access Points or Beacons

Sound

How CommentAll mobile platform vendors use this

(see next)

Magnetic

Dead Reckoning

Dedicated Beacons used to mark areas or zones

Apple iBeacon currently the poster child for this

Special Lights emit a unique code invisible to human eye

Front facing camera detects the code

Sound inaudible to the human ear ShopKick pioneered this in US

Fingerprint of magnetic field variations used to fix position

Area is first mapped in order to create a magnetic field fingerprint

Direction, Speed, Turns, Height, Requires a known fixed starting point (often GPS or WiFi)

Camera++ Camera, Direction, Speed, Turns ShopCloud/Inside, Google


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning











WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










WiFi already being used to help position you…Ever wondered about this?

WiFi already being used to help position you…Ever wondered about this?

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How?

See MAC Address(es)

Lookup global MAC Address DB

Location Returned (with accuracy)

In its simplest form

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Indoor Maps from Google Mapping (and Street View?) goes inside


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










Bluetooth - BLE in particular, now also used…Ever wondered about this?

Appeared since iOS7

Has been here “forever”

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So what *is* an iBeacon?

Bluetooth Low Energy Device

Battery powered, mains powered, solar powered, passive powered

Repeatedly transmits a message in an agreed way (it advertises itself)All iOS and all new Android devices can “see” this message

Range : 10M / 30 feet4 Notions of “nearness”

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How?

See Beacon ID

Lookup Beacon ID

Payload Returned (Zone, Actions, ++)

+ Background notifications

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Beacons used to mark zones for interaction & engagement

Place Beacons at specific areas within retail spaces

Customer with App sees greeting, or award, or offer at that space

How?

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Embedded use of Beacons will likely drive the real long term volume in deployments

Beacon Evolution : embedded


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










LED emits pattern (code)How?

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LED Light emits pattern (invisble to human eye)

Front facing camera on phone

can see the pattern

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How?

See Light ID

Lookup Light ID

Payload Returned (Zone, Actions, ++)


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










Pioneered Audio “beacon” usageShopKick

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Audio Beacon emits pattern (code)How?

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Audio Beacon emits pattern (inaudible to human ear)

Microphone on phone can hear

the pattern


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










Each indoor space has a unique magnetic signatureMagnetic Signature

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Survey Signature Match


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










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Inertial Navigation Navisens, ingredient of other systems

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How?

Sensors used to extract movement

Position movements calculated

Position updated

Known starting point


WiFi

BLE Beacons

Light


Sound


(see next)

Magnetic

Dead Reckoning










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Camera for survey Images used (in combination) for location

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How?

Matched against “seen” data

Location extraction

Video Scan plus sensor data

Video provides the “secret sauce” to add to other dataVideo/Image+Sensor Signature

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Survey Signature Match





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Considerations

Proximity Location

Nearness Accurate Position

Easy Setup Complex

All Devices Some / future

No infrastructure Installation req’d

Background alerts App front / b/ground

“App free” App Required

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Apple Google

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Beacon Hardware

Marketing Automation

Indoor Location

Location Analytics

Retail Centric

Museums

Proximity Platform

Issues

Android Consistency

Over Hype Bring on the trough!

Bad Behaviour Just because you can - doesn’t mean you should!

Backlash Privacy, Nordstrom, NSA, “black” phones…

Scaling Power, management, control, refresh, firmware,…

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Some Resources

More information

Don Dodge StreetFight BEEKN

Works @ Google, Developer Advocate, Google Ventures,

Investor

Covers nearly everything that moves involving HyperLocal

Ads, Publishing, indoor advertising, etc.

Great Blog - also active twitter @dusanwriter

“Be the Beacon” :-)

More information

ABI PLACE / OPUS @Launch

Research on Indoor, Proximity, Location, iBeacon

Indoor marketing, advertising, positioning conference

(Nov, Lon)

From @Jason and the @Launch Team

(Mar, SF)

More information

MobisFera TI Radius

http://www.mobisfera.com/summary-real-cases-close-

real-using-ibeacons/

App, Source, iBeacon-able, inexpensive, great support

SDK, active on GitHub

http://www.mobisfera.com/summary-real-cases-close-real-using-ibeacons/

Powering Proximity

twitter: @localsocial blog: blog.mylocalsocial.com

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Indoor Location Primer : LocalSocial @ Place 2014 London

Technology

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human eye

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human ear shopkick

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