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iBeacons - Chance oder Hype am POS?

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Eine Veranschaulichung der iBeacon Technologie anhand von Anwendungsfällen im Retail und Empfehlungen zu ersten Schritten mit der neuen Technologie.

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iBeacons - Chance oder Hype am POS?

  1. 1. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 1 Bluetooth Beacons – Hype oder Chance am POS? Patrick Pfister , Managing Partner, mp technology AG, www.mptechnology.ch Bild: http://bgr.com/2013/10/03/apple-ibeacons-ios-7-advertising//
  2. 2. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 2 Agenda • Begriffe: iBeacons, Beacons, Bluetooth Low Energy • Anwendungsfälle, Beispiele • iBeacon Support in Apps • Rechtliche Aspekte • Zusammenfassung, Fragen
  3. 3. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 3 Was ist Bluetooth Low Energy? Bluetooth Low Energy (LE) / Bluetooth SMART / BT 4.0 • Funk-Standard für Kommunikation zwischen Sensoren und Smartphones (2.1 GHz) • Tiefer Stromverbrauch, im Gegensatz zu klassischem Bluetooth • Reichweite bis zum 50 Meter • Smartphones: iPhone 4s,5,5c, 5s ab iOS7.0 (>80%), Android Geräte ab 4.3 (Samsung Galaxy Series, Sony Experia, HTC One), Windows Phone (Nokia) • Sensoren: Breite Anwendung für Kommunikation mit Medical und Sports Devices, Smartwatch, etc (Internet of Things) … und (i)Beacons
  4. 4. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 4 • Bluetooth LE Sensor, der periodisch Signal sendet (Leuchtfeuer), kein Empfang • Schickt «UUID / Major / Minor» B9407F30-F5F8-466E-AFF9-25556B57FE6D / 12212 / 122 • Empfang durch moderne Smartphones (iOS, Android, Windows) • «iBeacon» wurde durch Apple spezifiziert und ist ab iOS7 durch Apple Geräte unterstützt • Kosten für ein iBeacon: Ca. 20 $, 3 Jahre Batterie • Hersteller Hardware: Diverse Startups, Eintritt etablierter Hersteller seit 2014 (Qualcomm Gimbal,..) Was ist ein Beacon/iBeacon?
  5. 5. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 5 Anwendungsfälle Bild: http://gigaom.com/2013/09/10/with-ibeacon-apple-is-going-to-dump-on-nfc-and-embrace-the-internet-of-things/ Tracking
  6. 6. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 6 Anwendungsfälle • Proximity Marketing: Notification für Coupons oder Informationen sobald in Nähe des Angebots (Informationen sind bereits auf Gerät vorhanden oder werden on demand geladen). • Checkin-Coupons: Betreten des Geschäfts/der Abteilung, Coupons, Informationen, Sonderangebote (Informationen sind bereits auf Gerät vorhanden oder werden on demand geladen). • Indoor Location: Die App kann dem Kunden helfen, seinen Standort im Geschäft zu finden oder mit einer Karte den Weg zu einer Abteilung/einem Angebot anzeigen. • Contactless Payment: Mit geeigneten Kassensystemen könnte BLE später auch verwendet werden, um Payment-Lösungen umzusetzen. • Tracking: Es können in allen Fällen auch Tracking Informationen gesammelt werden, diese Informationen müssen von der App an das Backend übermittelt werden.
  7. 7. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 7 Case: Macy’s / Shopkick • https://www.youtube.com/watch?v=CipsLFB8KFk
  8. 8. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 8 Case: Macy’s / Shopkick • Shopkick App für iPhone und Android • Erste Versuche mit GPS-basierter Lokalisierung zu ungenau, NFC nicht geeignet (kleine Reichweite, wenig Geräte) • Promotions-Angebote bei Betreten des Geschäfts (nach Opt-In durch User) • Produkt-’Likes’, -> Promos, ähnliche Produkte • Tracking Anzahl Personen pro Abteilung • Konvergenz Online/Offline • Anbindung an Loyalty Programm
  9. 9. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 9 Case: Major League Baseball • 20 Baseball Stadien mit je ca 100 Beacons ausgestattet • ‘At The Ballpark’ App: Ticketing, Standortinformationen, Sitzplatz Orientierung, Coupons • Keine Online Verbindung nötig • Opt-In für Notifications • iOS und Android • Lösung von Qualcomm Gimbal
  10. 10. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 10 Case: Paypal Beacon • Proprietäre Lösung basierend auf Bluetooth 4.0 • Automatischer Check-In bei Eintritt Kassenzone • An der Kasse wird Bild von anwesenden Paypal Kunden angezeigt • Kassenpersonal verbucht Einkauf nach mündlicher Bestätigung auf Paypal Account • «hands-free payment» • Paypal verschickt Quittung • Rollout Q1 Q2 2014 USA • iOS und Android
  11. 11. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 11 iBeacon Support in Apps einbauen Apple iOS (iPhone, iPad) – Systemunterstützung für iBeacon • App kann Aufwachen sobald ein iBeacon sichtbar wird/verschwindet (CoreLocation), beliebige Aktionen möglich (Alert, Netzwerk, Notifications) im Hintergrund oder sichtbar für Benutzer • Distanz messen - Ranging (Immediate, Near, Far), Positionsbestimmung bei mehrere sichtbaren iBeacons Android (ab 4.3), Windows Phone • Offenes Bluetooth 4.0 API. Es existieren Librairies, die iBeacon analog unterstützen (i)Beacon Hersteller Development Kits • Diverse Hardware Hersteller bieten proprietäre Anbindungen
  12. 12. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 12 iBeacon mit Passbook nützen Apple Passbook (ab iOS6) • Vorinstallierte App für Tickets, Coupons, etc. • Kopplung: Ein Pass kann über die Nähe zu einem iBeacon aktiviert werden • Pass erscheint auf dem Screen wenn iBeacon im Empfangsbereich, mit Swipe öffnen, Barcode anzeigen • Vorteil: Kunde muss keine App installieren, Passes können einfach erzeugt werden, Verteilung per Mail • Nur Apple iOS, Android über Umwege
  13. 13. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 13 (i)Beacons: Rechtliche Aspekte • Tracking: Nur möglich wenn App installiert ist und Location Daten an Backend sendet (Beacon selbst sendet nur, empfängt keine Daten) • Benutzer muss Verwendung von Location Services zustimmen (bei App Start, bzw Installation). • Empfehlungen für Anbieter: • ‘Opt-In’ Frage nach App-Installation • Daten anonymisieren / Datenschutz beachten • AGB von Apps sollten entsprechende Hinweise enthalten • Den Benutzer nicht belästigen (Empfehlung Apple) • Ausweg für Benutzer: Bluetooth (oder Location) ausschalten.
  14. 14. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 14 Benutzer-Reichweite? Bedenken: Wie viele Prozent der Benutzer schalten Bluetooth aus? • Bluetooth in iPhones: • Untersuchungen Bluetooth-Quote: US/Can: 50% • iOS: Apple Updates schalten Bluetooth ein • Stromverbrauch mit Bluetooth nicht (mehr) signifikant höher •  App kann Benutzer auf ausgeschaltete Services hinweisen •  Incentivierung des Benutzers durch Spezialangebote •  Es braucht ein Grund-Interesse des Benutzers (Zielgruppe)
  15. 15. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 15 Zusammenfassung iBeacons • Vielversprechende POS Marketing Technologie • Unterstützung durch alle Mobile Hersteller • Einbau in eigene Apps, Loyalty Apps einfach möglich, alternativ über Passbook für iOS  Beste verfügbare Micro-Location Technologie im Mobile.
  16. 16. (c) mp technology AG | 8. April 2014 | Mobile Business Event | Seite 16 Danke für Ihre Aufmerksamkeit. Patrick Pfister Managing Partner mp technology AG pfister@mptechnology.ch +41 44 296 67 01 www.mptechnology.ch • mp technology - Business Software - von der Idee zum Erfolg • B2C und B2B Business Lösungen, Mobile & Internet Applikationen • Beratung, Proof of Concept, Research, Software-Projekte • mp technology Passbook Server: http://www.mptechnology.ch/passbook

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