iBeacons, Location, Privacy, Segmentation and User Engagement. !

Segment - don’t Spam your App users

Meet Some iBeacons

DeveloperRadius Networks arduino based with a BLE USB. (developer kit)

Kontakt (Poland) Estimote (USA/Poland) Simple to deploy, Simple to steal (?)

Roximity key fob (US) Also USB versions to plug into POS I guess

BlueCat (Aus & US) TCO approach with power management May be extensible

Some iMisconceptions…

iBeacons are an Apple Product

‣Its a protocol running over BLE (Bluetooth Low Energy Standard/Spec/Devices) ‣Its a Trademark of Apple that also defines product compliance (25th Feb 2014)

Some iMisconceptions…

iBeacons won’t work with Android‣Remember: Its just a protocol…. ‣You can implement yourself on top of http://developer.android.com/guide/topics/connectivity/bluetooth-le.html ‣You could use the Radius Networks SDK: ‣https://github.com/RadiusNetworks/android-ibeacon-service ‣we use FREE and PRO ‣You could wait for Google…..? (anyone?, anyone? Bueller?) ‣Others?

Some iMisconceptions…

iBeacons are stealing my privacy!‣Generally No. ‣Most iBeacon devices are transmit only. ‣Some can detect/keep IDs and use it for monitoring dwell and flow. ‣Generally it will depend on the Apps on your phone/tablet/wearable and whether you have opted-in (more on that later)

Some iMisconceptions…

iBeacons are under NSA control

‣Veggies es bonus vobis, proinde vos postulo essum magis kohlrabi welsh onion daikon amaranth tatsoi tomatillo melon azuki bean garlic.

and a clarification…Your phone/tablet can be a beacon (only via App functionality)

Whats happening (Just a few) Use Cases

App register for OS call-backs to listen for

certain IDs

Finding Objects (inventory/filing) Retail Info and Offers (triggered at store entry or in-aisle)

Dating/Social/Rendezvous applications

App emits an iBeacon ID

Dating/Social/Rendezvous applications Customer Service/Customer identification retail

Assume Apple is doing iBeacon/Fingerprint for purchases

iOS7 only at this stage - app must be foregrounded/screen on (or roll-your own with CoreBlueTooth)

http://developer.radiusnetworks.com/2013/12/15/why-android-devices-cant-act-as-ibeacons.html

http://www.forbes.com/sites/kashmirhill/2013/12/10/your-iphone-is-now-a-homing-beacon/

What matters to App Developers?Proximity UUID (think of this as the Brand/App/Retailer)

Major ID (think of this as the Store/Venue)

Minor ID (think of this as the Aisle/Location)

All iBeacons ship with pre-programmed ID’s which you should be able to re-program, via an App on Mobile or PC with Manufacturer tools

Privacy Considerations

Location Opt-in is required on iPhone

1. Bluetooth needs to be on 2. On iPhone you need to “opt-in” to location services for

the App 3. Generally your App is waiting for callbacks for pre-

defined UUIDs 4. See this blog post: http://streethawk.com/blog/

2014/01/31/ibeacon-privacy-and-consumer-perceptions/

Privacy Considerations

No Opt-in required on Android1. Bluetooth needs to be on 2. Generally your App is waiting for callbacks for pre-

defined UUIDs. There is a wildcard in Radius SDK but it returns nulls for “region” parameters (UUID/Major/Minor).

3. Sniffing would need to implement at BLE level 4. Radius implementation polls from the App space. So

there is potentially more battery drain than iPhone. 1. polls every 30 seconds 2. PRO library has some battery saving

Spam ConsiderationsiBeacon providers think retailer

“walk in the shop” get a pop-up is cool.

1. Tom Cruise Minority Report is actually utopia (personalized) 2. spam popups is the dystopia we get.

Segment & Target

1. Know the user/customer 2. Segment according to their need:

1. loyalty status, 2. purchase behaviour 3. demographic

Simple Drag-and-Drop CampaignCreation without Developers

Campaign Console

1- Register on StreetHawk Cloud - Reserve your App Name - Invite Marketers

2- Drop-in Code Snippet - Add the App Name

3 - Add Push Certificates to StreetHawk Cloud

4- Get Started with:

- Reports - Campaigns

Simple Drop-in SDK - Powerful Cloud UI

Last Bit of FunGEO-CONQUESTING

(opposite of show-rooming)

1. An Application hijacks the user by popping up a message when shopper enters a competitors iBeacon zone.

2. HOW?: 1. Use an Android App to sniff the Proximity UUIDs of

competitor iBeacons 2. Add those UUIDs into their own Customer App 3. Trigger on those iBeacons 4. Bingo!

www.streethawk.com !@djinoz

David Jones

Simple Segmented Messaging to your Mobile App Users