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

제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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Page 1: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon Business Cases&

Marketing Strategy Concerns

㈜ 비코닉스 대표 최신호

2015. 3. 4

Page 2: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 3: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon Main Function

● Proximity Location Recognition

● Geo-Fencing

● Distance Monitoring

<30cm

Close Near Far

<2m <100m

Unknown

Page 4: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 5: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon Applications

Proximity Marketing

Home Automation

Museum & Gallery

Campus Guide

Conference

Car Rental

Taxi Arrival Alarm

Hospital

Restaurant, Cafe

Hotel, ResortEye-disabled

Page 6: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 7: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 8: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon Limitation

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

Page 9: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon in Marketing ?

Dummy Device

Digital Marker

Communication Vehicle

Communication Channel

Page 10: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon in Market

Beacon + Everything (Watches / Google Glasses / Wearable)

Technology Waves

CUSTOMER EXPERIENCE

Touch Point

Page 11: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 12: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 13: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

CUSTOMER MOTIVATION

Change Game

Change Game

Prototype !

Scale-up

Data ! Idea !

Differentiated

Strategy

DataGathering

PatternAnalysis

DriveValue

Page 14: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Enhance Beacon Mobile App

Page 15: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 16: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Case 2. Beacon Movie Poster

Human 1st Computer Origin

Blow-up

COME CLOSER

Page 17: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 18: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 19: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

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

Page 20: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beaconyx case 1. Campus Wide App

• For Foreign Visitors & Families• Extend to Museum and Gallery on Phase-II

Page 21: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beaconyx case 2. Busking & Festival

• For Festival Events• Extend to Nationwide Busking App

Page 22: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beaconyx case 3. Busking & Festival

• For Conferences & Exhibitions

Page 23: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

Beacon! Long Journey

Mix with Others

Create New

Page 24: 제1회 비코닉스 엔터프라이즈 비콘IoT 세미나

www.beaconyx.com

[email protected]

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