Date post: | 16-Jul-2015 |
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An Introduction to Mobile Beacons
What is Bluetooth LE?
BLE is a specification
The specification is used to create Bluetooth LE
chipsets
The chipsets are embedded in devices
Beacons are hardware devices that can emit and receive BLE signals
Beacons can be placed throughout any targeted area that emit a by other BLE enabled devices.
An Introduction to Mobile Beacons
What is a beacon?
An Introduction to Mobile Beacons
Do beacons beam data to phones?
Send & Receive data from …
… health sensors.
… a heart rate monitor.
… a fitness tracker.
… a refrigerator.
… a watch.
… a thermostat.
… a lightbulb.
… other mobile phones.
An Introduction to Mobile Beacons
How do beacons work?
Bluetooth LE devices
transmit small packets of
data
Which wake-up a “listener” to
let it know that it’s there
Oh,
Hello!
An Introduction to Mobile Beacons
How do beacons work?
2-3’
3-10M
Which then let’s you calculate
PROXIMITY to the beacon
70M
Oh,
Hello!
You’re
Nearby.
Remember NFC?
It only works here.
The NFC Killer?
An Introduction to Mobile Beacons
Technology Comparison
Bluetooth LE has an advantage over NFC due to it’s longer range and affordability and also because both Apple and Android devices support the technology.
Yes, but they work differently.
An Introduction to Mobile Beacons
Do beacons work with iPhones and Android phones?
For Android users to interact with
beacons, they have to have the
app running on their phone, at
least in the background.
(Android apps must scan for BLE)
Only iOS 7 and iOS 8 devices
constantly scan for BLE and wake
up relevant apps — even if they
are closed — when they come
within range of a beacon.
The physical device is any BLE device that is configured
in 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
announced to the core iOS that it needs to be consulted if
the device detects a BLE device emitting a specific BLE
advertising signal.
An Introduction to Mobile Beacons
What is an iBeacon? Is it just an Apple beacon?
iBeacon is NOT an actual physical device - iBeacon is the software.
Post-beaconing: Location Info Captured Now,
Used Later.
An Introduction to Mobile Beacons
Why marketers care?
User needs your app
User must have app on (does not need to be “open”)
User needs Bluetooth BLE compatible device
User needs Bluetooth on
User must allow you to push notifications
An Introduction to Mobile Beacons
Requirements
Are Beacons going to creep people out?
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)
An Introduction to Mobile Beacons
Primary concerns
Enhance the entertainment experience.
An Introduction to Mobile Beacons
Use Case – Entertainment Venues
With Apple on board, Bluetooth LE is the first
proximity technology supported by all the
major mobile platforms.
Apple might have been the last to figure out what kind of
technology to use, but somehow it’s getting all the buzz and
credit.
(Imagine that)
An Introduction to Mobile Beacons
Why Now?
An Introduction to Mobile Beacons
Why it matters?
In a Word: Context
We can now deliver content and experiences to users based on
precise proximity to things in the physical world – making it a
whole new customer engagement channel.