2. Bluetrace Workshop: Contents
Workshop Contents
• Crowd Control
• Knowledge check
– Bluetooth-based Crowd Control
-Traditional Methods MR, TR, CCA, MM
-Case CCA
• Market Research
• Mobile Marketing
–Why does it work ?
– Why Mobile Marketing Works?
-Privacy ?
15:00 End
-Case MR
-Evaluation Form
• Traffic
15:00 technical training
– Bluetooth-based Travel Times, Speed, Traffic Jam
-Case Traffic
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3. Bluetrace Workshop: Who is Who
Name
Interests
Reasons to attend the workshop
Learning goals/Questions
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5. Moreless
Entrepreneurial model
Active since 1999
Privately owned
Started with Moreless services
Currently managing 28k+ payment terminals in Benelux
Focus on long term revenue streams
Bluetrace company started in 2006 as a product (bluepoint)
Since 2008 Bluetrace is a separate company with own Profit &
Loss
2009 signed exclusive partner deal for Netherlands.
Now quickly expanding into Europe, North America, USA,
Middle East and Asia
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6. Bluetrace
Locations
Poland (Warschau, Office)
Netherlands (Amsterdam, Head Office)
Organization based on Product Market Combination and
Country/Region
Distributors worldwide
Support with Collateral, Workshops, Knowledge and
Experience, Leads
TNO patent (pending since 2006) on measuring ‘short
range radio signals’
7 main focus countries
Netherlands, Poland, UK, Italy, Spain, Portugal, Germany
1 Distributor per Country per segment
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7. Bluetrace®
Installed Base
5400 units in more than 70 countries:
Europe: 3500+
Africa: 400+
Morocco: 56, going to 1000+
Americas: 800+
Asia: 500+
Australia & NZ: 200+
Expected Growth 2011: 7.000+ units
Estimated market size:
over 100.000 units
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8. Bluetrace Workshop
Knowledge check
Fill it out
Giving you hands-on feeling
about Bluetrace, Bluetooth
and values
We will discuss some FAQ and
Traditional Methods
After workshop
You should be able to answer
all the questions
After a week you will receive
our answers (from previous
workshops and experience)
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9. Bluetrace comparison
Market Research Interview Manual Panels Camera
Crowd Control Helicopter Camera Experience Manual
Lic. Plate Magn. loop Interview Panel
Traffic
SMS Mobile Apps Mobile site
Mobile Marketing
“It is not about doing it differently, just better!”
“Innovated with TNO”, TNO patent (pending)
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10. Bluetrace in the News
Prime time TV news
in the Netherlands
(NOS Journaal)
„Using Bluetooth for crowd
control and marketing at Sail
2010”
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11. Bluetrace in the News
Prime time TV news
„Using Bluetooth for Traffic
control in Port of Rotterdam”
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21. Bluetrace Dataset
Short range signals
Citystreets, Shopping malls, Train stations, Airports, Highway
By scanning short range radio signals we provide a totally new and
exiting dataset
Data provided:
macadres hashed into unique anonymous id
RSSI (signal strength)
Devicetype (recognition algoritme)
Deviceclass (headset, laptop, telephone, navigational system)
Bluetooth Tag
By giving staff a tag we provide dataset for measuring
performance, scheduling and efficiency of Staff
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22. Bluetrace Dataset
Information generated
Number of People Inside and Outside (estimation), with Multizone
option
Number of vehicles (estimation)
Heatmap (estimation)
Density map (estimation)
Flow (exact)
Routing (exact)
Dwelling time (exact)
Walking time (exact)
Travel time (exact)
Source and Destination (exact)
Frequency of visits (exact)
Outside/Inside ratio (exact)
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23. Bluetrace Counting
Why does it also work for counting?
In addition to general research we can also do counting
The constant factor creates estimation, based on existing counting
reference system reliability.
Example
Infrared (IT) counting cross referenced to bluetooth scanning
8 month infrared counting (N=223). Shows a nominal spread.
Based on this spread we can, with a reliability of 99%, conclude
that the possible error is less than +/- 0,1!
Trendline=constant Trendline=constant
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24. Market Research
Market Research
Since 2008
7 Countries
50+ Customers
Netherlands
Roll out to 700 locations in 2011
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25. Bluetrace Ratio (nl)
Why does it work ?
Constant factor: bluetooth enabled ratio and number of people, per
location, per event
Infrared (IT) counting cross referenced to bluetooth scanning
8 month infrared counting (N=223). Shows a nominal spread.
Based on this spread we can, with a reliability of 99%, conclude
that the possible error is less than +/- 0,1!
Manual counting (HT) cross referenced to bluetooth scanning
in 22 Cities. This also shows a nominal spread. Based on this
spread we can, with a reliability of 95%, conclude that the possible
error is less than +/- 0,6!
Trendline=constant Trendline=constant
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26. Bluetrace Measurable Handsets
On which phones does it Work?
Symbian (Nokia), Android 3.0, RIM* (blackberry), MS
(windows/Nokia).
* some RIM phones are not measurable, bluetooth can only be enabled for X
minutes maximum
Gartner market share Report 2009/2010
All Phones Smartphones: <20% of all phones
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27. Market Research
Which shop attracts most passers-by to enter its premises?
How long do customers remain inside?
How often customers return?
What are best opening hours?
What is the effect of the latest marketing campaign?
These questions can be answered with use of Bluetrace Market Research solutions, which
use TNO® patent-pending algorithm, to estimate number of visitors based on scanned
Bluetooth-enabled mobile phones.
What is possible?
Unique person identification (by Bluetooth-enabled mobile phone, but without privacy
concerns)
24/7 Live Data accessed via bluBase web platform
Installation is easy and inexpensive
Software features
Map-based live view , Map-based history view
Chart view, Flow view, Custom reporting, API Integration with external systems
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28. Market Research
Partner CityTraffic
700 units in NL
MR module
based on IN/OUT counting
Large shopping malls
Large Citystreets
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30. Market Research
Case: FEBO, 50 locations,fast food
Measuring people outside, inside
Retention
Number of people passing
Revenue per passage/footfall
Revenue per visitor
Ratio outside/inside
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31. Market Research
Case: McDonalds,fast food
Split up in 4 ppl groups
Read case, and try to answer questions
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32. Market Research
Case results
1 unit with multizone, 1 inside, 1
outside, without overlap
Bluetooth tags for staff planning
24/7 for measuring effect of Ads
Business rules
Dwelling time per day
First in sight, last out sight
Conversion footfall/visitors
Unique outside/inside
Retention
All in/out sightings per day, per
month
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33. Market Research
Summary
Live Data in online application Off line reporting/analysis
Density (5 minute values) RSSI filtering (near, remote)
All visitors (non unique or passages) No of samples filtering (for instance
for dwelling time)
Unique visitors per hour
Recurrency (unique passages)
Unique visitors per day
(accummulated) Density is shown (5 minute values)
Routing in/via locations All visitors (non unique or passages)
Flow Unique visitors per hour
Dwelling time Many customers in NL: for example
McDonalds is measuring
24/7measurements , showing trends
Roll out to 700 major shopping malls/city
Profiling based on type phone streets
Benchmarking:
Compare various locations
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34. Traffic
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35. Traffic
Traffic
Since 2009
3 Countries
15+ Customers
Netherlands
65+ units
Poland
5+ units
Belgium
20+ units
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36. Traffic
Case Port of Rotterdam:
Partner IT&T
21 Bluetrace units in Harbour area
Travel times
37 units near Border
Travel times
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37. Traffic
Case Port of Rotterdam:
Partner IT&T
21 Bluetrace units in Harbour area
Travel times
37 Bluetrace units near Border
Travel times
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38. Traffic
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39. Traffic
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40. Crowd Control
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42. Crowd Control
Case: Sail 2010
1.5 mio visitors
8 units
Crowd Control Assistant (TNO)
Density
Flow
Dwelling time
Bluetooth Messaging
Public Interest messages
Last train is leaving
Waiting time ferry is 1 hour
Flash messages
Ferry is closed
Event is shutdown
Target, reaching 1/100 people
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43. De gemeten bezoekers
*unieke bezoekers per dag.
Crowd Control
Case: Sail 2010 datum ratio 8,33
19-aug 187.692
Visitors
20-aug 238.258
Density 21-aug 272.042
22-aug 217.775
Flow 23-aug 0
915.767*
Peek at 22.00: Fireworks
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44. Crowd Control
Case: Sinterklaas 2010
25.000 visitors
4 units
Crowd Control Assistant (TNO)
Density
Flow
Dwelling time
Bluetooth Messaging
No
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45. Crowd Control
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46. Crowd Control
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47. Crowd Control
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48. Crowd Control
Summary
How many visitors attend the event?
Which are the busiest event locations?
Which are the most common routes visitors take?
What is the people density per square meter? (Is it growing? Should security be alerted?)
Bluetrace® Crowd Control provides real-time answers to these questions. And this allows effectively
support police or security services in taking the safe, but also cost-effective decisions.
What is possible?
Unique person identification (by Bluetooth-enabled mobile phone, but without privacy concerns)
24/7 Live Data accessed via bluBase web platform
Installation is easy and inexpensive
Software features
Map-based live view, Map-based history view
Chart view
Flow view
Custom reporting, API Integration with external systems
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50. Mobile Marketing
Bluetooth Marketing
Since 2006
50+ Countries
500+ Customers
WIFI marketing added in 2011
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51. Mobile Marketing
Why does Bluetooth Marketing Work ?
Because it enhances possibilities.
It allows marketers to reach their customers in a new way, which is different, attractive and
without costs per customer.
It allows event organisers and police to reach visitors and civilians.
In Holland more than 2.4 million people have bluetooth enabled and visible.
What is possible?
You can attract customers directly at the point of sale with a direct simple message: like
“Today 15% off”, “Free Coffee” and instantly measure results of your campaign.
You can broadcast content like wallpapers, ringtones, Java games with your advertisements
inside.
You can enhance popularity of your products or services, providing your customers with
convenient and functional Java brochures they have never had a chance to use before.
You can send visitors at events or crime related areas messages like: “last train is leaving at
23:45” or “Police is guarding you possession at this Trainstation”. Informational an
preventive usage.
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52. Mobile Marketing
The effectiveness of WIFI and Bluetooth Campaigns
The 7 golden rules
#1: “Turn Bluetooth/WIFI On” Signage
#2: Right Location
#3: Widely Supported Content
#4: Proper Hardware
#5: Attractive Content/Offering
#6: Quick Test Before You Go
#7: Campaign Monitoring
Signage effect
Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility.
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53. Mobile Marketing
Inform, Interact and Transact
Cases:
McDonalds
Lotto
Ezprezzo
Kiss Event
New Balance
Audi
Alternate
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54. Mobile Marketing
Case Study: Otto.nl webshop, 36 locations
Shopvertising concept
Using empty shop space for marketing purposes
Send couponcode (10 euro discount) via Bluetooth plus QR code on window
5% reached of all bt enabled handsets
611/day/location, is 21.996 people/day!
In 1,5 weeks 226542 reached (Okt 2010)
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55. Mobile Marketing
Actual Case Study: Lotto
1 location
Busstop was special furnished
Scratchable screen
Bluetooth unit
Bluetooth Campaign
Send Videoclip
1 in 10 won a free Lottery ticket
17.764 reachable handsets
7% reached
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56. Mobile Marketing
Actual Case Study: Food Court @ Shopping Mall Usce, Belgrade, Serbia
10700 unique handsets detected / month (Sep, 2010)
2150 handsets reached / month (20%)
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57. WIFI Marketing
WIFI Zone ENERGY 2011
Via website and Digital signs visitors of event ENERGY 2011 are attented to use the
WIFI.
Steps: 1. connect to WIFI 2. Click Diclaimer 3. Get redirected to mobile website
50.000 visitors
40 Mbps uplink
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