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Bluetrace briefing-dubai mall-22jul2012
1. Bluetrace Briefing
Bluetooth and WiFi Marketing
+
Google analytics for Shop, Mall, Trainstation,
Airport, Roads, Junctions,City streets, Cities
It is there, so use it !
2. Bluetrace Briefing: Contents
General 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
2
3. Bluetrace® - part of the Moreless Group.
SERVICES TRANSACTION MEASURABLE
& CONSULTANCY SERVICES MOBILE
SOLUTIONS
Mother company 3v prepaid Visa card Bluetooh and WIFI
Marketing
Tracking and Tracing
Bluetrace is onderdeel van Moreless
3
4. 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
4
5. 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
Bluetrace is onderdeel van Moreless
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6. 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
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7. Bluetrace® System, Basic principals
Mobile Marketing
Since 2005
Bluetooth®
QR codes full integrated
Wi-Fi™
Wi-Fi 2.0 = Wi-Fi and Internet Access
Bluetrace is onderdeel van Moreless
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8. Bluetrace® System, Basic principals
Scanning method for vehicles/people:
Current:
Bluetooth® signals
Wi-Fi™ signals
IP Camera, people counting
Future:
NFC in phones (2013)
Bluetrace is onderdeel van Moreless
8
11. 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
Bluetrace is onderdeel van Moreless
11
12. Bluetrace compared to existing methods/systems
Market Research Interview Manual Panels Camera
Crowd Control Helicopter Camera Experience Manual
Traffic Lic. Plate Magn. loop Interview Panel
SMS Mobile Apps Mobile site
Mobile Marketing
“Bluetrace adds a new, low cost, efficient and exciting dataset
“Innovated with TNO”, TNO patent (pending)
Bluetrace is onderdeel van Moreless
12
15. 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
Bluetrace is onderdeel van Moreless
15
16. Mobile Marketing
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
Location Signage (“Turn Bluetooth On Visibility
Turn On”)
None Poor Average Good Better Excellent
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% 35%
35%
Food Court in the Mall 10% 12% 18% 23% 34%
34% 45%
45%
Bar, Club 10% 15% 22% 28%
28% 41%
41% 55%
55%
Conversion rate (number handsets reached among all handsets detected) depending on the location and signage visibility.
Bluetrace is onderdeel van Moreless
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17. Mobile Marketing
Inform, Interact and Transact
Cases:
McDonalds
Lotto
Ezprezzo
Kiss Event
New Balance
Audi
Alternate
Bluetrace is onderdeel van Moreless
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18. Bluetooth and Wi-Fi Marketing
Mall example
Food Court @ Shopping Mall Usce, Belgrade, Serbia
10700 unique handsets detected / month (Sep, 2010)
2150 handsets reached / month (20%)
Bluetrace is onderdeel van Moreless
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19. Bluetooth and Wi-Fi Marketing
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
Bluetrace is onderdeel van Moreless
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20. WIFI 2.0 Marketing and Internet access
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
Bluetrace is onderdeel van Moreless
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23. 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
Bluetrace is onderdeel van Moreless
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24. WIN@Store
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
Bluetrace is onderdeel van Moreless
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25. Market Research
Summary
Live Data in online application Off line reporting/analysis
Density (5 minute values) RSSI filtering (near, remote)
All visitors (non unique or passages) No of samples filtering (for instance
for dwelling time)
Unique visitors per hour
Recurrency (unique passages)
Unique visitors per day
(accummulated) Density is shown (5 minute values)
Routing in/via locations All visitors (non unique or passages)
Flow Unique visitors per hour
Dwelling time Many customers in NL: for example
McDonalds is measuring
24/7measurements , showing trends
Roll out to 700 major shopping malls/city
Profiling based on type phone streets
Benchmarking:
Compare various locations
Bluetrace is onderdeel van Moreless
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26. Market Research
Example Flow View
(if more than 1 unit)
Example Live View, with crowd intensity colors for easy insight
Bluetrace is onderdeel van Moreless
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30. 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
