Iljaitsch vectorform ble_i_beacon_140401

BLE / Beacons / iBeacon
Presented By:
The Internet of Things
Alissia Iljaitsch
Executive Director EMEA | Vectorform
BLE / Beacons /
iBeacon

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
4
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 Transmissionseat batteries.
Nokia Wibree – 2006
2007 Agreed to let Bluetooth have the technology
2010 Integrated into the Bluetooth 4.0 Specification
2011 Apple iPhone4s is the first to use it.
Bluetooth Low Energy (BluetoothLE or BLE)
Wireless Technology Optimized for Low-Energy Applications
Nokia, Now Defunct Wibree Logo

WHAT IS BLE?
6
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?
7
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 phonesbuilt 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
8
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”)
SUPPORTEDSYSTEMS
iOS7, Android 4.3,
and Windows Phone 8 (Update 3)
Device with NFC-Chip required
ESTIMATEDCOSTS
Due to the high range a
small number of Beacons are required
NFC-Tagshave to be put on any product type
individually which means a high number are required.
NFC

WHAT CAN APPS DO WITH BLE?
10
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
11
Technology Insights

WHAT ARE BEACONS?
12
Beacons are BLE devices that can be placed throughoutany
‘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
13
Measure your cardiovascular system.
Identifies person based on cardiac rhythm
Measures heartbeat
Motion and proximity detection

Myo
14
Control and manipulateyour environment.

WHAT IS iBEACON?
15
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 configuredin 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 announcedto 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?
16
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’sbeacons but
can generate more as needed.
The Majorproperty is typically goingto 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
backgroundto communicate
with a BLE device.
After iBeacon
An app can be launchedinto
the backgroundby iOS if a
specific BLE device is
recognized.
What Does it Give Developers?

LEVELS OF ENGAGEMENT
18
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
19
Provided you've got the app on your phone and
have given Apple permission to track you, it'll
attempt to offer an augmentedretail 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 checkyour upgrade
eligibility and let you know how much you can
trade in your old model for.
This document is the property of
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.
20
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
24
iBeacon & WearableTechnology

RETAIL: CURATED CONTENT
25@Vectorform @ailjaitsch #Beacons #BLE

PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS
26@Vectorform @ailjaitsch #Beacons #BLE

Takeaways
27
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 (ailjaitsch@vectorform.com)
Vectorform GmbH
Arnulfstrasse 37
80636 München
Twitter
@Vectorform
@ailjaitsch
Thankyou.

Iljaitsch vectorform ble_i_beacon_140401

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