vectorform, tim mc kandrick

BLE / Beacons / iBeacon

Presented By:

The Internet of Things

Tim McKendrick Director of Project Management | Vectorform



ABOUT VECTORFORM

This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL —

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Vectorform is a global design and technology firm specializing in

emerging digital experiences for the world’s leading brands. As an

elite team of artists, engineers, entrepreneurs and intellectuals,

Vectorform’s mission is to create the next iconic experience.


ABOUT VECTORFORM

3

Vectorform’s work spans mobile, video

game, desktop, online, in-vehicle, and

next-generation platforms. Our award-

winning expertise in creating cross-

platform interactive experiences and

our reputation as a tenacious,

outcome-oriented partner is

unmatched.

+ Founded in 1999 in Detroit, MI

+ Owned and operated by managing

partners Jason Vazzano, Kurt

Steckling, and Karl Steckling

+ Global offices in Seattle, Detroit,

New York, Munich, and Hyderabad

+ 120+ employees



AGENDA

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BLE / BEACONS / iBEACONS

What is BLE?

BLE vs. NFC

What are Beacons?

What is iBeacon?

Mobile Payment: Levels of Engagement

The Apple Store Experience

LIVE DEMO

Vectorform Safari App

VECTORFORM USE CASES

Retail

Publishing & Content Distribution



WHAT IS BLE?

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Origins of BLE

Batteries are not that great.

Wireless Transmissions eat batteries.

Nokia Wibree – 2006

2007 Agreed to let Bluetooth have the technology

2010 Integrated into the Bluetooth 4.0 Specification

2011 Apple iPhone 4s is the first to use it.


Bluetooth Low Energy (Bluetooth LE or BLE)

Wireless Technology Optimized for Low-Energy Applications

Nokia, Now Defunct Wibree Logo


WHAT IS BLE?

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TRADITIONAL BLUETOOTH or BLUETOOTH BR (BASIC RATE)

Relatively High Power Consumption

Speeds up to 2.1 Mbps for

Enhanced Data Rate

Complicated Pairing

BLE or BLUETOOTH LE (LOW ENERGY)

Low Power Consumption

Low Speed (1-10 Hz)

Lower Complexity

Low Cost (As low as $3 to build)


Not the Same Old Bluetooth you Know and Hate


WHAT IS BLE?

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Software BLE is a subset of the Bluetooth 4.0 protocol. Bluetooth is a

standardized wireless protocol.

Hardware It can be a stand-alone chip or be integrated into part of a larger

wireless chip that performs several functions.

Why do I Care? + It’s free – No licensing

+ Not Proprietary

+ It’s in most phones built after 2012

– 370 million mobile phones will be sold with BLE this

year

+ Low power - Won’t turn your phone into a $700 paperweight


Bluetooth Low Energy is Hardware and Software


IT’S THE WINNER

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ANT+ (2004)

Proprietary.

ZigBee (2002)

Too much power – interference problems.

WiFi (1991-ish)

Too much power.

Nike+ (2006)

Proprietary – too much power.

NFC (Near Field Communication)

Short range – too much power.

Apple never adopted.


Other Low Energy Technologies and Why They Lost


BLE vs. NFC


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Fight! BLE

RANGE Up to 50 m Up to 20 cm

TECHNOLOGY Bluetooth LE

(Low energy requirements)

Based on RFID standards

(No energy required after using a “Tag”)

SUPPORTED SYSTEMS iOS7, Android 4.3,

and Windows Phone 8 (Update 3) Device with NFC-Chip required

ESTIMATED COSTS Due to the high range a

small number of Beacons are required

NFC-Tags have to be put on any product type individually which means a high number are required.

NFC


WHAT CAN APPS DO WITH BLE?

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SEND & RECEIVE DATA FROM…

… health sensors.

… a heart rate monitor.

… a fitness tracker.

… a refrigerator.

… a temperature sensor.

… a thermostat.

… eLocks.

… other mobile phones.

… beacons?


Share Small Amounts of Information with Other BLE Enabled Devices


Beacons & BLE

11 This document is the property of Vectorform. This document is intended only for viewing by the person named on the front page, or authorized representatives of said named contact. Duplication, dissemination, or any reading or viewing for purposes other than to evaluate a business relationship with Vectorform is strictly prohibited. — CONFIDENTIAL —

Technology Insights


WHAT ARE BEACONS?

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Beacons are BLE devices that can be placed throughout any

‘target’ area that emit a signal that can be detected by other

BLE enabled devices.

Depending on the beacon device and how frequently it sends

out a signal, the battery life can last for a year or longer.

Certain mobile devices themselves can also act as a beacon

that can both emit and receive signals.


Beacons are Hardware Devices that can Emit and Receive BLE Signals

Apple iPhone, Roximity, Qualcomm, Radius Networks, Estimote


WHAT IS iBEACON?

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iBeacon is NOT an actual physical device—iBeacon is the software.

There is no such device called an iBeacon at this time. iBeacon is the software, the

physical device is just 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.


iBeacon is Part of the Apple iOS Operating System


WHAT IS iBEACON?

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iBeacon is it is part of the core iOS Location Services.

The developer sets three specific properties: The UUID, Major, & Minor Properties

The UUID property contains the identifier that you use to identify your company’s beacons. You typically generate only one UUID for your company’s beacons but can generate more as needed.

The Major property is typically going to be the specific store or general location.

The Minor property would then identify a specific location within a store or area.


iBeacon: From a Developer’s Perspective


WHY IS iBEACON IMPORTANT?

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Before iBeacon

An app would need to be

running in the foreground or

background to communicate

with a BLE device.

After iBeacon

An app can be launched into

the background by iOS if a

specific BLE device is

recognized.


What Does it Give Developers?


LEVELS OF ENGAGEMENT

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ACTIVE COMMUNICATION

Allows basic levels of interaction that wake up the Phone

from Standby mode and allow Lock Screen Notifications.

PASSIVE COMMUNICATION

Allows an enhanced user experience. Beacons can open

certain applications or trigger specific events.


One Signal Triggering a Variety of Actions


BEACONS & BLE

NEW SPACE FOR MULTI-LEVEL MARKETING

Location based marketing allows a company to target a user with a more

general message that can prompt a visit or action. It expands the scope of

targeted marketing to offer a more intimate and direct interaction.

GOOD CUSTOMER EXPERIENCE CORRELATES TO LOYALTY AND WILLINGNESS TO BUY

According to a worldwide Jack Morton Study, 87% of all customers are more

likely to recommend a brand and nearly 60% would be willing to pay a higher

price if they had a great experience.


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Targeted Messaging Based on Location

Source: http://www.jackmorton.com/pdf/jack-morton-best-experience-brands.pdf


POSSIBLE FIELDS OF USE

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Provided you've got the app on your phone and

have given Apple permission to track you, it'll

attempt to offer an augmented retail experience

tailored to your needs. If you're standing next to

an iPhone table you might receive a message

asking if you'd like to upgrade your iPhone. If you

like, the app will then check your upgrade

eligibility and let you know how much you can

trade in your old model for.


Retail – Apple Store Experience


POSSIBLE FIELDS OF USE


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Industries that can Leverage iBeacon Technology.


Vectorform Use Cases


iBeacon & Wearable Technology


RETAIL: CURATED CONTENT


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PUBLISHING + RETAIL: ADVANCED ADVERTISING PARTNERS


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Takeaways


iBeacon & BLE


TECHNICAL PITFALLS OF iBEACON

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Bluetooth must be turned on.

Your app must be installed on the users device.

You can’t use an iBeacon to trigger the installation of your app.

Location services must be enabled for the specific application.

Beacons aren’t magic unicorns that give you internet access. To download real-time content you must have the app

connected via cellular or WiFi connection.


There are a few caveats…


PSYCHOLOGICAL PITFALLS OF iBEACON

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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)


Are Beacons going to creep people out?


BEACON PLATFORMS

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PROS

Manage Beacons from the cloud

Powerful SDKs (In-Store Navigation)

Customer Analytics Dashboards

CONS

Proprietary Beacons

Data ownership

Customer Data Aggregation


Make sure you know what you’re buying.


Let’s start the discussion.

Tim McKendrick ([email protected])

Vectorform GmbH

Arnulfstrasse 37

80636 München

Thank you.


REFERENCES

Inside Bluetooth Low Energy By Naresh Gupta - pg. 192 - http://goo.gl/H5L9fy PayPal Beacons - https://www.paypal.com/webapps/mpp/beacon Build Your Own Beacon - http://www.theregister.co.uk/Print/2013/11/29/feature_diy_apple_ibeacons/ iBeacon Bible - http://meetingofideas.files.wordpress.com/2013/12/ibeacons-bible-1-0.pdf Estimote Beacon - http://estimote.com/api/index.html Understanding iBeacon - http://support.apple.com/kb/HT6048 iBeacons Tutorial for iOS 7 with CLBeaconRegion and CLBeacon - http://www.devfright.com/ibeacons-tutorial-ios-7-clbeaconregion-clbeacon/ Region Monitoring - https://developer.apple.com/library/ios/documentation/UserExperience/Conceptual/LocationAwarenessPG/RegionMonitoring/RegionMo nitoring.html#//apple_ref/doc/uid/TP40009497-CH9-SW1 Bluetooth 4.1 Core Spec - https://www.bluetooth.org/DocMan/handlers/DownloadDoc.ashx?doc_id=282159 CSR Comparison of Low Energy Specs - http://www.csr.com/sites/default/files/white-papers/comparisons_between_low_power_wireless_technologies.pdf BLE - http://www.californiaconsultants.org/download.cfm/attachment/cnsv-1205-decuir.pdf BLE - http://en.wikipedia.org/wiki/Bluetooth_low_energy Financial Review - Apple’s iBeacons may be too little, too late - http://www.afr.com/p/technology/apple_ibeacons_may_be_too_little_Z234UkTp2VTkuPKFuoN5oL Can you smell the ibeacon - http://www.cocoanetics.com/2013/11/can-you-smell-the-ibeacon/ Apple Dev - https://developer.apple.com/library/ios/documentation/CoreLocation/Reference/CLBeaconRegion_class/Reference/Reference.html#//apple_ref/doc/uid/TP40013054 Apple Dev - https://developer.apple.com/library/ios/documentation/NetworkingInternetWeb/Conceptual/CoreBluetooth_concepts/BestPracticesFo rInteractingWithARemotePeripheralDevice/BestPracticesForInteractingWithARemotePeripheralDevice.html#//apple_ref/doc/uid/TP40013257-CH6-SW6 Chipset - https://www.broadcom.com/products/Wireless-LAN/802.11-Wireless-LAN-Solutions/BCM4334 InMarket - http://www.inmarket.com/mobiletomortar/index.html Qualcomm Beacon - http://www.qualcomm.com/solutions/gimbal/beacons


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http://goo.gl/H5L9fy

http://goo.gl/H5L9fy

https://www.paypal.com/webapps/mpp/beacon

https://www.paypal.com/webapps/mpp/beacon

http://www.theregister.co.uk/Print/2013/11/29/feature_diy_apple_ibeacons/

http://www.theregister.co.uk/Print/2013/11/29/feature_diy_apple_ibeacons/

http://meetingofideas.files.wordpress.com/2013/12/ibeacons-bible-1-0.pdf








http://estimote.com/api/index.html

http://estimote.com/api/index.html

http://support.apple.com/kb/HT6048

http://support.apple.com/kb/HT6048

http://www.devfright.com/ibeacons-tutorial-ios-7-clbeaconregion-clbeacon/












https://developer.apple.com/library/ios/documentation/UserExperience/Conceptual/LocationAwarenessPG/RegionMonitoring/RegionMonitoring.html







https://www.bluetooth.org/DocMan/handlers/DownloadDoc.ashx?doc_id=282159

https://www.bluetooth.org/DocMan/handlers/DownloadDoc.ashx?doc_id=282159

http://www.csr.com/sites/default/files/white-papers/comparisons_between_low_power_wireless_technologies.pdf




http://www.californiaconsultants.org/download.cfm/attachment/cnsv-1205-decuir.pdf





http://en.wikipedia.org/wiki/Bluetooth_low_energy

http://en.wikipedia.org/wiki/Bluetooth_low_energy

http://www.afr.com/p/technology/apple_ibeacons_may_be_too_little_Z234UkTp2VTkuPKFuoN5oL

http://www.afr.com/p/technology/apple_ibeacons_may_be_too_little_Z234UkTp2VTkuPKFuoN5oL

http://www.cocoanetics.com/2013/11/can-you-smell-the-ibeacon/










https://developer.apple.com/library/ios/documentation/CoreLocation/Reference/CLBeaconRegion_class/Reference/Reference.html




https://developer.apple.com/library/ios/documentation/NetworkingInternetWeb/Conceptual/CoreBluetooth_concepts/BestPracticesForInteractingWithARemotePeripheralDevice/BestPracticesForInteractingWithARemotePeripheralDevice.html








https://www.broadcom.com/products/Wireless-LAN/802.11-Wireless-LAN-Solutions/BCM4334










http://www.inmarket.com/mobiletomortar/index.html

http://www.qualcomm.com/solutions/gimbal/beacons

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