bluetrace briefing-dubai mall-22jul2012
TRANSCRIPT
Bluetrace Briefing
Bluetooth and WiFi Marketing
+
Google analytics for Shop, Mall, Trainstation,
Airport, Roads, Junctions,City streets, Cities
It is there, so use it !
Bluetrace is onderdeel van Moreless
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Bluetrace Briefing: ContentsGeneral Information
� The Moreless group and Bluetrace
Bluetooth and WiFi Marketing
� Infodesk
� Lottery, 3 times a year, Dubai Shopping Festival (DSF)
� Bluetrace System
WiFi 2.0 :
WiFi marketing and Internet acess
Mall performance
Crowd Control
Flow view
Live View
Bluetrace is onderdeel van Moreless
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Bluetrace® - part of the Moreless Group.
SERVICES& CONSULTANCY
TRANSACTION SERVICES
MEASURABLE MOBILE
SOLUTIONS
Mother company 3v prepaid Visa card Bluetooh and WIFI MarketingTracking and Tracing
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Moreless
About Moreless, Entrepreneurial model
� Active since 1999
� Privately owned
� Started with Moreless services
� Currently managing 28k+ payment terminals in Benelux
� Focus on long term revenue streams
� Bluetrace company started in 2006 as a product (bluepoint)
� Since 2008 Bluetrace is a separate company with own Profit &
Loss
� 2009 signed exclusive partner deal for Netherlands.
� Now quickly expanding into Europe, North America, USA,
Middle East and Asia
Bluetrace is part of the Moreless group
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Bluetrace
About Bluetrace
� Locations
� Poland (Warschau, Office)
� Netherlands (Amsterdam, Head Office)
� Organization based on Product Market Combination and
Country/Region
� Distributors worldwide
� Support with Collateral, Workshops, Knowledge and
Experience, Leads
� TNO patent (pending since 2006) on measuring ‘short
range radio signals’
� Worldwide focus
� 1 Distributor per Country per segment
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Bluetrace®
Installed Base
� 6.400 units in more than 70 countries:
� Europe: 3500+
� Africa: 400+
� Morocco: 1000+
� Americas: 800+
� Asia: 500+
� Australia & NZ: 200+
Expected Growth 2012: 8.400+ units
Estimated market size:
over 100.000 units
Bluetrace is part of the Moreless group
Bluetrace® System, Basic principals
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Mobile MarketingSince 2005
� Bluetooth®
� QR codes full integrated
� Wi-Fi™
� Wi-Fi 2.0 = Wi-Fi and Internet Access
Bluetrace® System, Basic principals
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Scanning method for vehicles/people:
Current:
� Bluetooth® signals
� Wi-Fi™ signals
� IP Camera, people counting
Future:� NFC in phones (2013)
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Bluetrace System
Client-Server
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Bluetrace System
Sample Web Applications
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Bluetrace System
Client-Server and XML API Connection to 3rd party server
http://bb6.bluetrace.eu/hotspots/di
scovered_devices_new?api_key=
4bc3bde9733810e75949d99b8a9770
&discovered_at=2011-10-27%2010:00
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Bluetrace compared to existing methods/systems
Market Research
Crowd Control
Traffic
Mobile Marketing
“Innovated with TNO”, TNO patent (pending)
“Bluetrace adds a new, low cost, efficient and exciting dataset
Interview Manual Panels Camera
Helicopter Camera Experience Manual
Lic. Plate Magn. loop Interview Panel
SMS Mobile Apps Mobile site
Bluetooth and Wi-Fi Marketing
Wi-Fi 2.0 Internet access
for Malls
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Bluetooth Marketing
� Since 2006
� 50+ Countries
� 500+ Customers
Mobile Marketing
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Direct Marketing
Bluetooth® and Wi-Fi™ Marketing
� Introducing Mobile Marketing
� Send Content to clients via Bluetooth® and Wi-Fi™
� Send promotions to Clients inside Mall or retail locations
� Interact with Clients
� Loyalty programs
� Redirect Clients to landing page
� Promotion landing page
� Introducing WI-Fi™ 2.0 Internet access for clients
� Inside Mall
� At Infodesk
� Inside Retail locations
Mobile Marketing
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The effectiveness of WIFI and Bluetooth Campaigns
� The 7 golden rules#1: “Turn Bluetooth/WIFI On” Signage
#2: Right Location
#3: Widely Supported Content
#4: Proper Hardware
#5: Attractive Content/Offering
#6: Quick Test Before You Go
#7: Campaign Monitoring
� Signage effect
LocationLocationLocationLocation Signage (“Turn Bluetooth OnTurn Bluetooth OnTurn Bluetooth OnTurn Bluetooth On”) Visibility
NoneNoneNoneNone PoorPoorPoorPoor AverageAverageAverageAverage GoodGoodGoodGood BetterBetterBetterBetter ExcellentExcellentExcellentExcellent
Traffic 1% 1% 2% 2% 3% 4%
Traffic Jam 2% 3% 4% 5% 7% 10%
Sidewalk 3% 5% 7% 9% 13% 18%
Fair 4% 5% 8% 10% 15% 20%
Shop 4% 7% 10% 13% 19% 25%
Bus Stop 6% 10% 14% 18% 24% 35353535%%%%
Food Court in the Mall 10% 12% 18% 23% 34343434%%%% 45454545%%%%
Bar, Club 10% 15% 22% 28282828%%%% 41414141%%%% 55555555%%%%
Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility.
Inform, Interact and Transact
Cases:
� McDonalds
� Lotto
� Ezprezzo
� Kiss Event
� New Balance
� Audi
� Alternate
Mobile Marketing
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Bluetooth and Wi-Fi Marketing
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Mall example
Food Court @ Shopping Mall Usce, Belgrade, Serbia
� 10700 unique handsets detected / month (Sep, 2010)
� 2150 handsets reached / month (20%)
Bluetooth and Wi-Fi Marketing
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Proposal Malls
� Dubai Mall- www.thedubaimall.com
Minimum 15 units
Reach 50 meters
Marketing:
-Lottery
-Information Desk
Tracking & tracing:
-crowd control, flow view, visit time
� Seperate black box , additional to Bluetrace unit
� Marketing (landing page) and Internet Access
� Wi-Fi content push, coupons, inquiry, apps
� Up to 1024 concurrent users.
Steps:
1. connect to WIFI 2. Click Disclaimer 3. Get redirected to mobile website
4. Internet access, full or only walled garden
WIFI 2.0 Marketing and Internet access
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Market Research
Crowd ControlFlowDwelling timeFrequency of visit
Tracking & Tracing
for Malls
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Market Research
� Since 2008
� 50+ Countries
� 500+ Customers
Market Research
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Market Research
� Which shop attracts most passers-by to enter its premises?
� How long do customers remain inside?
� How often customers return?
� What are best opening hours?
� What is the effect of the latest marketing campaign?
� These questions can be answered with use of Bluetrace Market Research solutions, which
use TNO® patent-pending algorithm, to estimate number of visitors based on scanned
Bluetooth- and Wi-Fi enabled mobile phones.
What is possible?
� Unique person identification (by enabled mobile phone, but without privacy concerns)
� 24/7 Live Data accessed via bluBase web platform
� Installation is easy and inexpensive
Software features
� Map-based live view , Map-based history view
� Chart view, Flow view, Custom reporting, API Integration with external systems
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Mall and Retail Performance Meter concept
� Which Shop/Store office attracts most
passers-by to enter its premises?
� Footfall/passing traffic
� How long do clients remain inside?
� What are the queue times?
� How often do clients return?
� What is the effect of marketing
campaigns?
Bluetooth® and Wi-Fi™ Marketing
� Introducing Mobile Marketing
� Introducing Wi-Fi™ 2.0 Internet access
for clients
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WIN@Store
Market Research Summary
� Live Data in online application
� Density (5 minute values)
� All visitors (non unique or passages)
� Unique visitors per hour
� Unique visitors per day
(accummulated)
� Routing in/via locations
� Flow
� Dwelling time
� 24/7measurements , showing trends
� Profiling based on type phone
� Benchmarking:
� Compare various locations
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� Off line reporting/analysis
� RSSI filtering (near, remote)
� No of samples filtering (for instance
for dwelling time)
� Recurrency (unique passages)
� Density is shown (5 minute values)
� All visitors (non unique or passages)
� Unique visitors per hour
� Many customers in NL: for example
McDonalds is measuring
� Roll out to 700 major shopping malls/city
streets
Market Research
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Example Flow View (if more than 1 unit)
Example Live View, with crowd intensity colors for easy insight
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Bluetrace Meeting
Thank you for your attention.
Bluetrace:
Google analytics for Shop, Mall, Trainstation, Airport,
Roads, Junctions,City streets, Cities
It is there, so use it !
www.CarrierDIGIT.com
Tel: +971 4 4549 801
Fax: +971 4 4542 310
Cell: +971 50 218 1748