Marc Berger & Raphaël Martin , HEY! The workshop aims to explore how new mobile technologies, including iBeacon, allow to enter the proximity marketing era. Become closer, more relevant and helpful to your customers or targets and create new links with them. We will focus the workshop around a presentation of iBeacon technology, we’ll study some use cases and then we’ll animate a debate to build together an approach with mobile solutions that meets your issues, from making contact with the client till data analysis.

1. TpM 2015
Sierre, Switzerland
iBeacon! enter into
the pocket of your
customers!

2. “The information
revolution is useless if it
is to add information to
information and time to
the already mismanaged
time.”
Joël de Rosnay
Docteur ès Sciences
President of Biotics International
Special Advisor to the President of Universcience
Interview of Joël de Rosnay and Paul Virilio on radio
channel France Culture, on December 4th 1995

3. And NOW
What if you could transmit
information
person
place
time.
the right
to the right
at the right
at the right

4. Observation
For years, methods of information
diffusion have evolved following two
axis:
Seek of complementarity
Seek of instantaneousness

6. Media convergence
Internet is now recognized as the primary media
in the field of tourism.
TV
Radio
Press Internet Mobile
Billboard
Internet

7. Mobile First

8. Situation
Digital is now nomad !
The smartphone is its
representative !

9. Situation
95% of Swiss have a smartphone
36 apps on average on a
smartphone (downtrend)
-
Only 9 apps are frequently used!

10. Objective
Being the indispensable companion during
their stay.
Being the relevant companion before and
after their stay.
Give yourself the opportunity to be in the
top 5 applications during their stay.

11. TODAY
Analysis of current situation and developments:
- Apps come to the user (notifications, widgets...)
- The positions taken by the key players also
tend to confirm this trend (Apple, Facebook,
Google ...)
- The nomadic social also becomes inevitable,
Facebook and Twitter are not alone (Instagram,
Linkedin, Pinterest ...)
- ...

12. smartphone
Smartphones are our companions
in all stages of life (professional and
personal)
In our pocket
GPS, WIFI, QR, WATCH, HOME
AUTOMATION, AUTOMOTIVE,
WEB, MUSIC ... iBeacon

13. CRM
IN
Better know
your clients
OUT
Take targeted
action

14. iBeacon
A technology originally thought
to meet our premise.
information
person
place
time.
the right
to the right
at the right
at the right

15. Hey!
what is
ibeacon?
Hey!
what is
ibeacon?

16. hey!
what is
ibeacon?
Micro-location technology
introduced by Apple Inc. mid
2013. It is an enabler to new
mobile interactions that
enhances user’s experience.
It allows providing the client
with contextualized
information (according to
place, time, target).

17. HEY!
How
does it
work?

18. Localized notifications
Wakes up apps (even if not
running in background)
Contextualized information
Indoor positioning
Data collection
ibeacon
key
specific
features

19. ibeacon
is an
enabler
Marketing:
• Proximity communication
• Promotion
• Geo localized information
• Loyalty program
• Points of interest
Analytics:
• Number of visit
• Time spent in shop
• Conversion rate
Indoor positioning
• Interactive maps
• Localisation / Navigation
• Guide via localized notifications
• Employee location
• Geofencing
• Flow analysis (paths, hot/cold zones)

20. iBeacon
A changing technology
before its introduction

21. Sharing
BEFORE DURING AFTER
Profiling
Preparation of
the stay
Database - App intelligence
Arrival
Hotel
Appartement
Parking
Services
…
Predictive
agenda
Route
Activities
Actions
Contextualisation - Geofencing
Gamification
-
Badging
Social
linking
Augmented
reality
Security
Concierge
services
…
Memories
Loyalty
Ambassador
Marketing Impact

22. SKI Resorts Flow Management
Predictive agenda /
profile, weather,
crowd…
Special offers
Performance
tracking
Warning
notifications
Gamification

23. Multimedia guide:
thematic route in the
tourist’s language
Promotion of local
activities
vineyard

24. CITIES

25. Better know your
client
Enhanced and
personalised
services
Loyalty program
Hotels

26. Indoor positioning
and navigation
Thematic routes
Contextualised
audioguide
MUSEUMS

27. The right
at the right
at the right
to the right
27
information
place
time
target.
contextualised
information

28. Your stages
1. Seduction
2. Preparation, intelligence
collection
3. Experience
4. Loyalty
5. Feedback

29. Your project
A. Qualification, business expertise;
B. Personas;
C. Functional and strategical definition;
D. Realisation;
E. Crossmedia deployment (re-materialisation);
1. Seduction / 2. Preparation, intelligence collection / 3. Experience / 4. Loyalty
5. Feedback
F. Analysis and requalification;

30. What about
YOU?

31. HEY!
Marc BERGER Raphaël MARTIN
www.hey-solutions.com
info@hey-solutions.com
@hey_beacon

32. hey! Methodology
Gather knowledge
about the project
UNDERSTAND DESIGN ASSESS SPECIFY
Use different tools
to create a user
experience
Describe in detail
the solution
Test the solution
in real situation
Stage 1 Stage 2 Stage 3 Stage 4
Audits
Benchmark
Personas and use
cases
Deliverables Deliverables Deliverables Deliverables
Wireframes
Test synthesis
Wireframes
improvements
Detailed functional
specifications
CREATE
Stage 5
Build the app
Deliverables
Mobile app

33. HEY! WE ARE
EFFICIENT
1
HEY! YOU ARE
EVERYWHERE
2
HEY!
IT’S LIVE
3
hey! Methodology