Mobile Marketing 2015

4th ITI Digital Marketing Day

By: Eng. Mohamed Hanafy

ITI Alex. Deputy Manager

[email protected]

115%

91 %

90% of SMS are opened and read within 3 minutes of receipt

1. Provide above-and-beyond value via

"positive disruption."

2. Consider the conversation.

3. Do not disturb.

4. Timing is critical.

5. Provide value first, capture data second

6. Monitor opt-outs per send.

SMS Strategies

7. Have your trigger ready.

8. Gather preferences at opt-in.

9. Consider the total mobile experience.

10. Collaborate to get the best content.

11. Move to a numeric vanity short code.

SMS Strategies

In-house SMS gateway

Hosting SMS gateway

Local companies

Global companies

Global Companies

◦ www.clickatel.com

◦ www.aspsms.com

◦ www.bulksms.com

Local Companies

◦ Masrawy.com

◦ www.resalatelecom.com

• NowSMS• Kannel

NFC

18

iBeacon

But your beacon experience might also be designed to include:

• A Beacon Management App: you might need some way to change the firmware on a beacon. Because most beacons can’t communicate directly with the Web because they lack a WiFi or other connection, you use an app that communicates with your beacon and updates its firmware.

• A Beacon Management ‘Cloud': You have two choices for managing your app’s response to beacons: hard code it into your app, or pull key data from the cloud. For example, you might start by deploying 2 beacons. You could hard code their ID numbers into your app. But what happens if you add more beacons? Instead of updating the app itself, you can update the data on a server and your app can ‘pull’ this information. This puts the burden for keeping your list of beacons into a cloud service and means you don’t need to push an app update every time you add a new beacon or want to change values that your app relies on.

• A Content Management System: Similarly, and like most apps, you can either code content directly into your app or program your app so that it pulls from the ‘cloud’. For example, you might want a coupon to appear when a user is near a beacon. But instead of hardcoding the coupon into the app, you pull the content from a server. This allows you to change or update the coupon on the fly without needing to push an app update to your users.

Accent Advanced Systems

Price €129.99 for 10 units

iBks101 are one of a suite of products by Accent Advanced

Systems. While we haven’t tested these snappy looking devices,

they seem like they might be a nice option if all you need is a

beacon around which to build a system (with many beacons the

‘back-end’ is included – whether you want it or not!)

The company advertises the beacons as being fully customizable,

2 year battery life, and secure password protected ODA firmware.

AIRCable USB Dongle

Price: $49

Not every beacon sticks to a wall. There are a range of options

for USB beacons (plug one into a compatible cash register or

store computer, for example) and AIRCable is one of them.

The AIRcable iBeacon is a BLE-Central device for making

connections to Bluetooth Low Energy devices, read/write

characteristics and broadcast dynamic information, e.g. as

iBeacon. It is used by BLE developers as well as BLE

automation software. The company also offers a BLE module to

let you create your own dongle or Bluetooth LE device.

BlueCats

Price: $100

Made by Australian firm Plus Location Systems, these cat-shaped

beacons use proprietary encryption, replaceable AA batteries and

over-the-air remote management to make them easy to manage

and maintain.

We haven’t had a chance to see their back-end system, but they

advertise a full back-end analytics, enterprise system and SDK.

And while the beacons look kind of cat-like, BlueCat refers to the

concept of deploying beacons incategories (entrances,

department, cash, etc.).

BlueSense Networks

Price: Integration kit £24,99 Retail kit £29.99

In addition to providing kits you can use to create your own

beacons, Bluesense Networks has a retail solution called

theBluebar - a snappy looking device that comes in kits of one, 2 and

5.

Built around the BlueGiga bluetooth module, the beacons run for two

years on a single battery.

Estimote

Price: Preview kit (3 Beacons) $99

The Estimote is perhaps one of the best-known beacons – a

product, perhaps, more of timing and press coverage, but backed

by a world-class team. With over 10,000 developer kits distributed

since its launch in 2013, Estimote has stated its focus on providing

software solutions to support its devices and on the retailer market.

Footmarks

Price: $20

Footmarks bills itself as “digital intelligence for physical spaces”.

Their long-lasting beacon boasts 2+ years and their back-end system

includes security, analytics, loyalty programs and other tools for the

developer.

A graduate of the Techstars + R/GA Connected Devices Accelerator

program, the company is looking to provide an experience platform

for the world of beacons.

GeLo

Price: $69 for 2 units

The GeLo product are solid all-weather beacons that have the

benefit of a resilient case and a standard set of batteries. But the

promise of GeLo is a system for managing content through

provision of a back-end content management system matched to

your GeLo beacons.

While the system is still in the earliest iterations, GeLo has been

deploying their beacons at museums, schools and other venues

and provide a solid alternative for what we think of as

requirements for ‘heavy lifting’.

GemTot

Price: Starting at $25 USD for one

The GemTot by Passkit is USB powered beacon that lets you

worry less about whether your batteries will run out and more

about what settings you should use to drive a better user

experience. Passkit has made its mark in creating secure

applications for passes, tickets and even commerce – and the

Gemtot follows that trend by offering advanced security options

and the ability to “lock down” your UUIDs. An excellent choice

when you have the ability to plug a beacon into a wall or

computer USB port.

Gimbal by Qualcomm

Price: $20

A new and large entrant to the world of beacons, Qualcomm

launched its Bluetooth LE powered beacons and extended an

existing platform for geofencing and notifications.

Supported by a robust back-end, Gimbal beacons are low-

cost devices but charge a per-user fee for back-end support.

Kontakt

Price: $81 for 3 beacons

Kontakt bills itself as the white label solution for Bluetooth

LE, specializing in large deployments and providing

customized casing (and the promise of 3D printing as part of

the process).

We’re in love with our Kontakt beacons – they’ve been our

‘war horse’ for beacon demonstrations and are supported by

a back-end RESTful API and other features.

Laird

Price: $149.99

The Laird BL600 / DVK-BL600 Bluetooth LE modules are

supported by a smartBasic iBeacon application.

Geared to industrial and commercial settings where remote

management is important, the developer using the smartBasic

application can configure their beacons remotely and set a finite time

to advertise the configuration service via a Remain Connectable

Time characteristic , after which only the Advertising Record will be

advertised.

Rad Beacon

Price: $29

The RadBeacon by Radius Networks is one of our top choices in

part because it avoids batteries and is powered by USB. Plug it into

your computer or plug it into a wall and it works instantly – no

software required. Radius provides an elegant app that allows you

to set the major/minor, advertising and power – and because you

don’t need to worry about the battery running out you can set it to

create a highly responsive user experience. You might not always

be able to plug in your beacon (in a store aisle, for example) but

when you can, USB power is a preferred route.

Radius Virtual Beacons

Price: $29

Radius Networks also provides virtual beacons (turning your

Mac, for example, into a beacon) and a Raspberry Pi

developer kit.

We’re in love with the software and services that Radius

provides – and tend to think of them as the Google App

engine for a world of beacons.

Sensorberg

Price: Starter Kit (3 Beacons set) £89.99

Sensorberg beacons come with a full SDK and back-end

system…and a free t-shirt if you buy the Ultimate Developer

Kit. The company is positioning itself as a true “out of the box”

experience for developers and retailers – and indicates that you

can use other beacons (such as Estimote) to test out its back-

end systems.

Sonic Notify

Price: $30

While Estimote was first to leverage the press around Apple’s

launch of iBeacon, Sonic Notify was already deploying beacons

and were perhaps first out of the gate with Bluetooth LE support.

Perhaps the biggest advantage of Sonic Notify is their support for

older Android devices by combining Bluetooth LE signals with

audio signals for phones that don’t have Bluetooth LE capabilities.

Stick N’Find

Price: N/A

Stick N Find was originally targeting the consumer market with

beacons that acted similar to a Tile. But the company realized

that the advanced work they had done on battery conservation

and the algorithms they had built into their firmware could have a

larger place in the market. They’ve since launched four beacons

geared to the retail, industrial and other markets and are building

support tools and kits for developers.

◦ Immediacy – Mobile Websites Are Instantly

Available

◦ Compatibility – Mobile Websites are Compatible

Across Devices

◦ Upgradability – Mobile Websites Can Be

Updated Instantly

◦ Find ability – Mobile Websites Can be Found

Easily

◦ Shareability – Mobile Websites Can be Shared

Easily by Publishers, and Between Users

◦ Reach – Mobile Websites Have Broader Reach

◦ LifeCycle – Mobile Websites Can’t be Deleted

◦ A Mobile Website Can be an App!

◦ Time and Cost - Mobile Websites are Easier and

Less Expensive

◦ Support and Sustainability

Interactivity/Gaming

Regular Usage/Personalization

Complex Calculations or Reporting

Native Functionality or Processing Required

No connection Required

Your App??

Keywords in app title

Keywords in description

Proper categorization