Post on 04-Aug-2015
How context based digital services will change customer experience and sales in retail
Context Based Mobile Services
Jarno Malaprade / Tietotalo
Three steps of mobile
1. Mobile phone 2. Phone of Internet Apps 3. Personal Assistant
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IoT is a network of physical objects (”things”) embedded with sensors and connectivity with
user, operator, manufacturer or other connected devices.
Internet of Things
Beacons are small radio transmitters that send out a signal at regular intervals. This signal contains an individual beacon id.
Mobile apps can identify beacons and figure out their distance to that particular source of signal.
Beacons often contain other extra services that smartphones can query, such as temperature or motion data.
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Mobile apps using beacons are connected with the physical world as beacons unlock micro-location and contextual awareness. Apps will
know where you are and how you move, even what objects you touch (stickers with sensors for movement).
Beacon based apps are aware of their environment
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Personal Assistant Will…
… tell you automatically when your next buss arrives.
.. guide you through a themepark and enrich your experience
… tell you stories and gives background information about the art pieces at a gallery or a museum
… show a boarding pass atthe right moment at the airportand guides you to your terminal
… make it possible to order and pay a pint of beer at your table
… tell you when it’s your turnand who will take care of you
… help you to find a shopof your interest in a hugeshopping mall
… alarm and tell your childis too far away from youin the beach
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Beacons broadcast signals § Proximity§ Movement§ Temperature
How does it work?
Liki gives logic
§ Rules§ Content
§ Scheduling§ Context linking
§ Analytics
Liki in brief
Liki is a cloud based content management platform for mobile apps. It is built especially for iBeacon technology.
Content, notifications
Scheduling
PersonalizationIn-door analytics
Apps can include a variety of context based actions. You can link any location with info cards, functionalities, coupons
or raffle tickets, guidance…
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Finnish Travel Fair 2015
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In-door analytics
Liki collects in-door analytics data and pulls :
§ Ability to follow unique devices§ Installation times, arrival times§ Arrival and exit times in beacon regions§ Visitor flow by time§ Number of shown and used coupons§ Number of shown context based
messages§ Number of shown raffle tickets and
participant information§ Used platforms§ Popularity of different personalized
content
A journey of a random user on January 17th 2015
The art of marketing
Catalog Store eCommerce Mobile
I want to…
Marketing
Data you don’t own or collect
Visits the store close to theproduct: coupon is used or not used
Visits web shop, not buying Goes by the store and
receives a discount coupon for the product
This productinterests me but it doesn’t fit my budget…
1. A personalized push notification about installments etc.
2. Thank you! Other customers were also interested in…
Retargeting
Visits the store close to theproduct: coupon is used or not used
Visits web shop, not buying Goes by the store and
receives a discount coupon for the product
This productinterests me but it doesn’t fit my budget…
1. A personalized push notification about installments etc.
2. Thank you! Other customers also interested in…
Retargeting
Data you ownand collect
Personalization as it happens in-store…
The art of marketing
What do they want to buy? How can you tell it to them in-store?
The art of marketing
Liki can control screens, lights and audio of your environment.
Beacons:Product proximity orproduct movement
Liki based AppLogic and content
Wifi basedRGB light bulbs
Screen connectedto internet
Interactive “things” with beacons and stickers
§ Lights can change as the product is moved.§ Presenting products on the screen based on
1. movement of the product2. proximity of a client3. preferences of a client4. behavior of a client
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Jarno MalapradeDigital strategist
040 5461110 jarno.malaprade@tietotalo.fi