breakout - airheads macau 2013 - aruba location and analytics services

CONFIDENTIAL © Copyright 2013. Aruba Networks, Inc. All rights reserved 1 #airheadsconf #airheadsconf

Aruba Location and Analytics

Services Manju Mahishi

November 13, 2013

CONFIDENTIAL © Copyright 2013. Aruba Networks, Inc. All rights reserved 2 #airheadsconf

Location and Analytics Services in Public Venues – Key Opportunities Aruba Solutions and Architecture

Analytics and Location Engine (ALE) Meridian

Key Use Cases Q&A

Agenda


Mobile Engagement 2.0

27% of companies worldwide intend to implement location-based mobile marketing in 2013

80% of the world owns a mobile phone. And we’re using them in the venues we visit

Museums, Parks Stadiums,Event Centers Retailers Office/Academic

Campuses/Industrial Healthcare Centers


Public Facing Enterprise (PFE): Key Drivers

Access to Location and User Context is

becoming increasingly important in public

facing Wi-Fi networks to support enterprise initiatives including Analytics/Big Data

and digital customer engagement with

relevant (contextual) information


Show

•  Multiple private/public services on single network

•  Wi-Fi Roaming / Sponsorship Models

•  Digital Customer Engagement: •  Venue Specific Branding, Content •  Hyper local advertising •  Contextually relevant offers

•  Based on user, location •  Business Analytics

The New Public Facing Wi-Fi Network: More Than “Hotspot”

Leveraging Wi-Fi for Value Add Services

CONFIDENTIAL © Copyright 2013. Aruba Networks, Inc. All rights reserved 6 #airheadsconf #airheadsconf 6

Indoor location market to reach $4 billion in 2018, predicts ABI.

“Proximity and in-store analytics services will emerge as leading revenue generators in 2013. As retailers launch smartphone apps, in-store hyperlocal, aisle-level search will also become much more prevalent. Longer term, in-store advertising will represent a great way for retailers

to maximize brand advertising/shopper marketing revenues, increase basket size, and improve customer

engagement."

ABI Research: https://www.abiresearch.com/press/retail-indoor-location-market-to-reach-5-billion-i


Mobile Engagement Inside Venues

Way-Finding

Push Notifications

Analytics

Indoor turn-by-turn directions

Time & location relevant messaging

Dwell-time and traffic insights

Guest Wi-Fi Secure and customized network access portal


“PFE”: A Broad Market Segment

RETAIL: Big Box/Small Box/Malls HOSPITALITY:

Casinos/Resorts/Hotels

TRANSPORTATION HUBS (Airports)

LARGE PUBLIC VENUES (Stadiums, Conv Centers)

HEALTHCARE QUICK SERVE

RESTAURANTS


PFE: Analytics, Customer Engagement Use Cases

Location Based Offers

Traffic Pattern Analytics

Indoor Way-Finding

Venue Content,

Advertisements

CRM / POS Integration

Dwell Time, Inside vs Outside,

Conversion Rates, Time Taken from

Point A to B, etc.

CORE Wi-Fi ACCESS


Analytics – A Deeper Look


Analytics and Mobile App Taxonomy

Ø  Increase operational efficiency with real-time data Ø  Determine optimal hours, store layout and traffic flow Ø  Monetize venue layout based on high-traffic areas

Presence

Ø  Determine precise user travel paths Ø  Use search data to adjust inventory

Way-Finding

Ø  Offers triggered by location Ø  Contextually-relevant messaging

Geofencing

Ø  Monitor apps and sites visited Ø  In-store offers triggered by certain sites visited

Cross-Channel

Ø  Custom offers for best customers Ø  Determine acquisition rate and commitment rate

Loyalty Programs


Leveraging Wi-Fi for Better Analytics and Customer Engagement

WI-FI ANALYTICS User, Device, App

Location

CUSTOMER ENGAGEMENT

Contextual Messages

ENTERPRISE DATA

ANALYTICS

CRM

POS

Online Analytics


Business Intelligence & Infrastructure

Our infrastructure and partners address all levels of the business intelligence value chain


Presence Analytics Example

Ø  Dwell times Ø  Shoppers inside vs.

outside the store Ø  Conversion rates Ø  Repeat frequency

Source: Nearbuy


•  Big-box Retailer –  Customer app with product search –  Business analytics integrating with CRM, POS Systems –  Personalized coupons and offers –  Identify Loyalty Program Users

•  Small Stores, Restaurants –  Proximity-based ad/coupon engines –  Brand loyalty –  Venue specific content –  Mobile Advertisements

•  Shopping Centers and Malls –  Customer app with Wayfinding –  Ability to deliver relevant offers & messages –  Analytics for pedestrian traffic patterns, dwell times

Key PFE Use Cases by Industry (1)


•  Hospitals –  App with Wayfinding, patient services

information –  Asset tracking –  Push notification to patients

•  Airports –  Customer app with Wayfinding, push

notifications on flight information, etc. –  Analytics for passenger flow and

congestion to improve on-time departures –  Shopping center / retail analytics and apps



•  Hospitality (Hotels, Conference centers, Casinos) –  Customer app with Wayfinding, push

notifications –  Identify VIPs –  Ad/coupon engines

•  Museums –  Customer Facing Apps (Museum Tours)

•  Stadiums –  Wayfinding –  Stadium apps typically integrate video

players and mobile purchase functions which can be related to location services •  In-seat ordering •  Finding points of interest (facilities, etc.)



•  Service Providers – SaaS model to deliver analytics – Build content and manage content & location

services – Platforms for large and small business – Business analytics and mobile apps (white-labeled

and multi-tenant)



Key PFE Use Cases by Venue Type

Gue

st

Acc

ess

Pres

ence

/ Tr

affic

Pa

ttern

A

naly

tics

Way

fin

ding

(B

lue

Dot

)

CR

M, P

OS,

In

tegr

atio

n

Venu

e C

onte

nt,

Ads

Push

N

otifi

catio

n

Retail (Big Box, Malls) X X X X

Small-Mid Size Retail X X X X

Transportation Hubs (Airports, etc.)

X X X X

Large Hotels / Casinos X X X X X X

Small-Mid Size Hotels X X X

Quick Serve, Casual Restaurants

X X X X X

Hospitals (Large) X X

Other Public Venues (Stadiums, Conv Ctrs, Museums)

X X X X X


ARUBA SOLUTIONS AND ARCHITECTURE FOR PFE


Essentials for Public Facing Enterprise: Private + Public Wi-Fi

Business Intelligence (Analytics)

Customer

Engagement

Employee and Guest

Onboarding

Wi-Fi (RF) Engineering

Multi-Role Network Design

Security (Access

Policies, IDS/IPS,

Compliance)

SCALABLE, HIGH PEFORMANCE, MEDIA-READY Wi-Fi CONTEXT AGGREGATION, LOCATION AWARENESS


Analytics/Ad Services

Aruba PFE Solution Components

Meridian-Powered App

(white-label/custom)

Meridian Editor

Location Based App Services

20+ 3rd Party Solutions

ClearPass Secure and customized

network access

Aruba Wi-Fi Instant or Controller

High Performance, Media Ready Wi-Fi

ALE Context

Aggregation, Loc Engine


Aruba MOVE for Public Facing Enterprise: Intelligent Access Solution for Mobility

ARUBAOS CLEARPASS POLICY MANAGER

Mobility Policies & Workflows for Guests, BYOD, MDM, SSO

Monitor Mobility Experience for multivendor networks

AIRWAVE MANAGEMENT

WorkSpace

Self-Service

Mobility Intelligence for WLAN, LAN & VPN

Meridian

Analytics & Location (ALE)


Analytics and Location Engine (ALE): Middleware Platform for Extracting User Context

and Providing Location Information


ALE System Overview: Context Aggregation, Location Engine

ALE (VM)

Visual RF

Planning Data, Buildings/Floor/AP Placement

North Bound APIs: REST, Protobuf/0MQ

Location Data for visualization

on maps

Context Data

Network

Services

Applications

Local Controller Remote

Controllers

Context Visualization, Analytics

Instant APs

Context Aggregation, Location Engine

Campus/Remote APs

Analytics and Location Engine (ALE) Overview

ALE

Unified Context for Each User (Username, IP, MAC, Device

Type, App Visibility, etc.) Real Time Location Engine

Standard, High Performance Northbound APIs

(Publish/Subscribe, Polling) Seamless, Secure Cloud

Connectivity


•  Presence feed •  Indicating a device has been detected in range of the WLAN

•  Events when a device is detected crossing a Geofence •  Entering or leaving a zone

•  Device information: •  Model, OS (as available from DHCP and browser user-agent)

•  User information from authentication to the network: •  Type of authentication, username

•  Applications used: •  As detected by monitoring data-plane traffic from the device

•  Destination URLs •  As detected by monitoring data-plane traffic from the device

Data Collected & Provided by ALE


ALE Internal Workflow

ALE Process

Decode the Received data to appropriate format

Loca6on Engine

Redis database

Update loca6on

Send Client RSSI data

Forward relevant data to publish

North Bound API

Floor Maps from Visual RF (Airwave)

Data from Controller (AMON) or IAP (HTTPS)

Write the received/computed data to DB

Publish the received data to subscribers using Publish/subscribe API

Polling API

Polling APIs are served by Redis DB

Virtual Machine


•  ALE Product is delivered as a VM only •  Supported/Tested on VMware ESX/ESXi 5.0 and higher

•  One VM image, delivered as an OVA file, which can be deployed with various different hardware configurations (for CPU, Memory, Hard Disk) based on scale requirements

•  Downloaded OVA file can be deployed in VMware using vSphere client

•  VM has CentOS 6.4 pre-installed with all the needed dependencies

•  Built in 3 month Evaluation License •  Licensed on Per AP Basis

ALE System Overview


ALE Scale/Performance

Number of APs/Clients

CPU RAM (default) Hard Disk

500/8K 2 6-8GB (6) 80GB

1K/16K 4 8-12GB 80GB 2K/32K 8 12-24GB 80GB 4K/64K 10 12-24GB 80GB

•  Above are suggested numbers, depending on the specific scenarios, these will have to be tweaked. For example, if there are lot more clients resulting in more location calculations, then more CPUs might be needed.

•  Depending on how much history needs to be stored, more memory/disk space may need to be added

•  Number of Clients include both associated and unassociated clients •  Largest map tested/supported is 650m x 50m ( 2130 ft x 164 ft)


ALE Distributed Network Deployment


Indoor Location Positioning Technology

Network-Based Wi-Fi Positioning •  Devices are constantly scanning for Wi-Fi networks

•  The network does the work: The network APs in tandem with the location engine analyze the device-based Wi-Fi signals to calculate the position of the device (based on RSSI triangulation)

•  This interaction enables the device apps to get their location from the network

•  Analytics can be delivered without device app, however indoor GPS and proximity-based notifications require an app

•  More battery efficient for mobile devices (because the network does most of the work/calculation)

•  Can work with any device, including iPhones, Android, etc.


• Accuracy •  Impacted by various factors:

•  AP density, type, mounting type •  Physical Environments, enterprise, malls,

warehouse, etc. •  RSSI variations •  Client probing behavior, device type, OS type

• Latency •  Impacted by

•  Client probe frequency (iOS vs Android) •  Network settings: AP/controller timers •  Engine smoothening algorithms

– Balance between accuracy and latency

Location: Accuracy & Latency

ALE goal is to be <10m 90% of time on a location grade network


•  Do: •  Place AP every 2500 sq. feet or 50 feet apart •  Cover the extremities! •  A device should be able to see 3 APs at good

signal strength •  65 dbm coverage •  Ensure AP placement on floor plan is accurate •  Stagger AP placement in multi-floor buildings

•  Do Not: –  Place AP in straight lines –  Design for coverage only & not enough density

•  There is research indicating a hexagonal AP placement pattern gives better results •  Aruba is testing this configuration

AP Placement Recommendations for Better Location Accuracy


ALE APIs

Analytics and Location Engine


Aruba Analytics and Location Architecture


ALE Integration with Custom Services


Partner Product Features & Differentiation Presence Analytics •  Traffic counts, Store visit frequency and duration

•  Window conversion for specialty retail •  Unlimited zones for large format stores

Loyalty and “show rooming” solutions

•  Analyze foot traffic, Window conversion •  Repeat vs. 1st time visits •  Web analytics

Analytics and CRM integration solutions

•  Window conversion rates, Dwell time, Traffic counts •  Founders from CRM backgrounds

Presence Analytics •  Capture rate, Visitor frequency, Dwell time •  Retail, airports, malls

Foot traffic counting •  Dwell time, Traffic counts, Bounce rate

Apama Analytics Platform •  Comprehensive solution that integrates with POS, CRM and other data stores. Push notifications

Retail Analytics focused on small businesses

•  Traffic Patterns, CRM Integration, POS integration, Mobile Engagement

Retail Analytics Solution Providers Name Summary Presence Wayfinding Loyalty

Programs Geofencing

Meridian ✔ ✔ ✔

JOINGO ✔ ✔

Euclid ✔

nearbuy ✔

Nomi ✔

walkbase ✔ insiteo ✔ polestar ✔ BOLDstreet ✔ Yinzcam ✔

✔

App & Real-time Analytics •  Measure user engagement of the App •  Search, navigation, features •  Real-time view and heat map of visitors

ALE Technology Partner Ecosystem

• • • • • •

� Advantage Networks – Ads � Apptro – Mobile analytics � BoldStreet – Loyalty � Euclid Analytics - Presence � Google – Analytics � Greener Pastures – Energy �  Insiteo - Wayfinding

� Joingo – Loyalty � Medio – Advs � Nearbuy – Presence/Behavior

� Nomi – Presence � PresenceOrb – Ads � RichRelevance - Marketing

� Sapient - Marketing � Sensitel – Staff Dispatch � Software AG – Analytics � ShopperTrak – Traffic Analytics

� SWARM – Presence � Urban Airship – Push Marketing

� Walkbase - Presence


The Mobile Software for Visitor Engagement


Location Services for PFE


Quickly, Easily Build a Mobile App, Add Location Intelligence to Existing Apps


Zone based Push Notifications

•  Create specific zones. •  Alert user based on

custom, individual purchase history.


Aruba Indoor Mobile Engagement Technology Flow

Visitor enters the building

Visitor registers via ClearPass Guest captive portal and securely accesses

the network

Aruba WiFi Access Points, LAN, and ALE

have a conversation.

The Meridian Platform interprets the conversation, filtering

relevant data and protecting the wireless network.

Indoor position is provided to visitors

Turn-by-turn directions are provided & push

notifications can be sent based on visitor’s position.

Indoor position is provided to analytics partners who help venues learn more about

visitor engagement.


Use Case: Hospitality (Hotels, Resorts, Casinos)

Problem: Hotels, casinos, resorts can lose share of wallet if visitors can’t find the right restaurant, bar, or service for their tastes.

Solutions: Send proximity-based notifications about specials (e.g., “It’s Happy Hour next to you”) and guide visitors to your amenities.

Difference: Only “indoor GPS” for both iOS and Android, as well as indoor offers depending on location of your customer.


• Key Applications: – Push Notifications

based on different zones in Casino floor – Guest Access

• Aruba Solutions: – Meridian App – ALE – AP-135

Red Rock Casino (Las Vegas)– Zone Based Notification


Use Case: Airports

Engage with airport visitors through their phones, increase visitor satisfaction with location-based services, create revenue through promotions.

Offer turn-by-turn navigation to gates, restaurants/bars, retailers, transportation, restrooms, ATMs.

Integrate with third-party software for such services as flight arrival and departure data.


Meridian + ALE Use Cases

Requirement for Location

Accuracy & Latency High Low

Technical & Business

Integration Requirements

High

Low

“Generic” Greeting

Personalized Greeting

Loyalty Rewards

Real-time Zone-based Notifications

(i.e. “Shoe Department”)

“Micro-Zones” (Aisle-level)

“Blue-Dot Wayfinding”

Competitive “Geo-conquest”

Loitering Notifications

Departure Notification

Static Wayfinding (no ‘Blue Dot’) Phase 1 Focus

“Presence Analytics”


Best Concierge Mobile App Indoor GPS for both iOS and Android. No proprietary sensors. Real customer deployments.

Summary: Aruba Value Proposition for Public Facing Enterprises

User, Device & Traffic-Aware Wi-Fi Provides context for personalization & securely separates internal & public users on same Wi-Fi

Open Analytics Ecosystem Choose from any available analytics solution or integrate with internally developed apps


Thank You

breakout - airheads macau 2013 - aruba location and analytics services

Business

aruba networks

airheadsconf aruba location

airheadsconf location

airheadsconf public

wifi networks

airheadsconf pfe

airheadsconf mobile

location business analytics