제 1회 비코닉스 엔터프라이즈 비콘 ∙ IoT 세미나 에서 비코닉스 가 발표한 자료 입니다.

1. Beacon Business Cases
&
Marketing Strategy Concerns
㈜ 비코닉스 대표 최신호
2015. 3. 4

2. What is Beacon ?
A beacon is an intentionally
conspicuous device
designed to attract attention
to a specific location.
2.4GHz Bluetooth 4.0 Low Energy (BLE)
Wireless Device

3. Beacon Main Function
● Proximity Location Recognition
● Geo-Fencing
● Distance Monitoring
<30cm
Close Near Far
<2m <100m
Unknown

4. Beacon Packet Structure
Beacon Preamble
• 02 # Number of bytes that follow in first AD structure
• 01 # Flags AD type
• 06 # Flags value
• 1A # Number of bytes that follow in second (and last) AD structure
• FF # Manufacturer specific data AD type
• 4C 00 # Company identifier code (0x004C == Apple)
• 02 # Byte 0 of Beacon advertisement indicator
• 15 # Byte 1 of Beacon advertisement indicator
Universally unique identifier Classification

5. Beacon Applications
Proximity Marketing
Home Automation
Museum & Gallery
Campus Guide
Conference
Car Rental
Taxi Arrival Alarm
Hospital
Restaurant, Cafe
Hotel, ResortEye-disabled

6. Beacon Supported OS
• iBeacon is supported natively in
iOS 7+ as part of CoreLocation
• iOS devices can both detect
iBeacons and act as iBeacons
• Apps can subscribe to receive
background notifications
• Apps receive notifications even if
they are closed and completely
shut down
• iBeacon notifications persist even
after device restart
• No official Android support
• Android 4.3+ (Jelly bean, Kitkat)
• No peripheral profile in Android
- device can’t act as iBeacon
• Problems with BLE stack
implementation - very unstable,
sometimes WiFi
and BLE are in conflict
• 3rd party libraries used to get similar
functionality as in iOS - Radius Networks’
open source library available on
GitHub

7. Distance Measurement
• Estimation based on RSSI
• Tx Power is used to judge distance
• Very unreliable
• Distance estimates change when conditions
change (ambient temperature, number of people etc.)
• Beacon calibration on location is imperative

8. Beacon Limitation
• Bluetooth On Permission
• Connectivity
• Beacons not Secure
• Battery Life (1 month ~ 2 years)
• Ranging Unstable
• Up to 20 Beacons in IOS

9. Beacon in Marketing ?
Dummy Device
Digital Marker
Communication Vehicle
Communication Channel

10. Beacon in Market
Beacon + Everything (Watches / Google Glasses / Wearable)
Technology Waves
CUSTOMER EXPERIENCE
Touch Point

11. Beacon Marketing Strategy
Customer Acquisition & Retention
● Human Need Analysis
● Draw Passion for Fan-base (ex, Music, Sports)
✓ Better Experience / Engagement / Alliance
● Concentrate to very very Targeted Community
● Offer Tangible Benefit
● Pleasure Experience / Happy Moment
● Provide Meaningful Value
● Gathering Information / Building Relationship
Customer Values by Beaconing : Time ⬥ Price ⬥ Guide

12. Beacon Message Management
● Different Industry Areas, Different Messages by each
Different Location
● Proper Textual / Visual Message
● By Macro(arena) / Micro(store) Messages by Geo-
fencing
● Beacon Placement
● Messaging Interval
What / When / Where / How Messaging

13. CUSTOMER MOTIVATION
Change Game
Change
Game
Prototyp
e !
Scale-up
Data !
Idea !
Differenti
ated
Strategy
Data
Gathering
Pattern
Analysis
Drive
Value

14. Enhance Beacon Mobile App

15. Case 1. Bonnaroo Music & Art Festival
● 69,000명
● 100 Beacons + Wifi
● Beacon Engagement -Notification
● 20% Engaged
● Data Gathering and Proximity based
messaging of Safety, Health and Directional Info
● Connection to Social with Photos

16. Case 2. Beacon Movie Poster
Human 1st Computer Origin
Blow-up
COME CLOSER

17. Case 3. Hillshire Brands
• Nationwide Beacon Deployments 5,000 Beacons
• Beacon triggered messages in grocery stores
• 20 times purchase intent
• Customer Engagement by Messages
• More extensive targeting
• Quick Launch ! A/B Test ! Change Messages
Continually
• Real-time Understanding ! Targeting
• Demographic Information ! Standardize
• Don’t hold Personal Data
Hyper local campaign by Geo-Targeting

18. Case 4. Grand Rapids Public Museum
• 2nd Big Museum – 2.5million Arts
• Museum to Digital Strategy from 2013
• 500,000 Region Residents
• 250k visitors/month in max
• Rent devices to children
• Target to Children
• Beacons For Sign and Brochure
• Festival Events 10 ~ 15 / year at downtown
and river
For Community
Ticketless
Entry
Upsell mementos,
Gifts from shop
Recommended
exhibits
Information
about facilities Gather visitor
data

19. Beaconyx case. Starts gearing
• Beacon management and
deployment control
• Proximity Campaign Management
• Focus on Data Gathering & Analytics
• Excellent Beacons
• Currently in working for Campus
and Events, Retail Campaign

20. Beaconyx case 1. Campus Wide App
• For Foreign Visitors & Families
• Extend to Museum and Gallery on Phase-II

21. Beaconyx case 2. Busking & Festival
• For Festival Events
• Extend to Nationwide Busking App

22. Beaconyx case 3. Busking & Festival
• For Conferences & Exhibitions

23. Beacon! Long Journey
Mix with Others
Create New

24. www.beaconyx.com
shchoi@beaconyx.com
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