This presentation explores how iBeacon and BLE beacons are set to disrupt consumer experiences across a number of different categories including retail, banking, airlines and home automation. It also lists a range of other iBeacon applications. Feel free to contact me for more information in Lighthouse or if you enjoyed the presentation please share with your networks. Kind Regards, Ben Howden

1. HOW iBEACON COULD
DISRUPT CONSUMER
EXPERIENCES

2. Inlight is a digital agency with a focus on building high quality
technology solutions. We work with some of Australia’s largest
brands on web and mobile solutions that push the boundaries of
technological innovation. We are also working on building our
own beacon powered software - Lighthouse.
ABOUT INLIGHT

3. WHAT IS LIGHTHOUSE?
A cloud based software
platform that leverages
Bluetooth beacons to deliver
content and experiences to
people based on proximity to
things in the physical world.
!
Lighthouse turns your existing
smartphone app into a powerful
proximity marketing platform.

4. Beacons are small wireless
devices that broadcast radio
signals using Bluetooth Low
Energy (BLE).
!
Smartphones that are nearby
listen for these signals and
communicate with the beacon
and deliver content and
experiences.
WHAT ARE BLE BEACONS?

5. iBeacon is Apple’s trademarked term
for any BLE hardware devices that
meet Apples’s iBeacon specifications.
!
Prior to Apple releasing the
specifications this week, the term has
been used as an industry wide defacto
for BLE hardware and software.
WHAT ABOUT iBEACON?

6. A beacon can be attached to any flat surface in
almost any location and can last up to three
years on a single battery.
HOW LONG DO THEY LAST?

7. WHO MAKES BEACONS?
ESTIMOTE BLUE CATS BLUE SENSE
GIMBAL KONTAKT SONIC NOTIFY

8. WHAT’S THE TYPICAL RANGE?
Immediate - Near - Far
Entering zone - Leaving zone

9. Phones can finally see what’s around them and
provide content at the right time and place.
SO WHAT’S THE FUSS ABOUT?

10. Bluetooth low energy
(BLE) doesn’t drain
your phones battery life
like GPS does.
IT REALLY IS LOW ENERGY

11. BLE has been endorsed
by Apple and Google
and therefore works on
iOS and Android.
THE BIG PLAYERS ARE ON BOARD

12. BLE works indoors
when GPS doesn’t.
IT WORKS INDOORS

13. A phone need only be
powered on in order to
accept a BLE beacon’s
signal and forward the
ID to a server.
IT RUNS IN THE BACKGROUND

14. Both Apple and Paypal are exploring payments using BLE, and
both are encouraging developers to build applications that
leverage the technology.
PAYMENTS

15. VS.
THE NFC KILLER?
iBeacon has an advantage over NFC due to its longer range,
affordability and push by Apple to build an effective sales, payment
and marketing system around the technology.

16. Application user controls and the opt-in
process are critical for success with this
type of technology.
!
We expect that value or utility based
applications will be the most successful.
WHAT ABOUT PRIVACY?

17. Think of all the different objects you walk past
in a single day. These ‘objects’ can now trigger custom events
on your smartphone app.
!
The physical world can become a whole new customer
engagement channel.
WHAT’S THE OPPORTUNITY?

18. 1. You need to have a physical location
2. You need to have a native smartphone app
THERE ARE TWO REQUIREMENTS TO ROLL
OUT AN iBEACON PROGRAM:

19. WHO’S ONBOARD?

20. APPLICATION: RETAIL
The most obvious application of beacon
technology is in the retail sector.

21. Georgia is walking down Little Collins
St in Melbourne and has her
favourite retailers iPhone app in her
handbag.
!
As Georgia comes within 50 meters
of a store she is pushed a special
offer via the app to draw her in store.
DRIVE STORE TRAFFIC

22. As she walks through the doors she
is greeted with a welcome message.
!
At the same time the sales assistant
is alerted that a loyally member has
entered the store and Georgia’s
customer profile is presented on
screen.
CUSTOMER SERVICE

23. Georgia needs some new
sandals for summer so heads
to the shoes section within the
store. After spending a few
minutes browsing the sandals
Georgia is presented with a
product related offer via her
iPhone.
PRODUCT INFORMATION

24. APPLICATION: BANKING
Branches still play a critical role in the delivery of
financial services. Beacons can take the in-brach
experience to a whole new level.

25. Tony walks into his local branch and a nearby beacon informs the branch manager that a
high value customer has entered the premises.
!
Tony is instantly recognised by the staff and offers a personalised experience.
PERSONALISED SERVICE & RECOGNITION

26. It’s common for banks to take advantage of advanced
analytics to optimise their online experience - but what about
the branch experience?
!
With beacons installed, banks will know which customers are
using which branches, what are the busiest days and times
and how long customers are spending in branches.
BRANCH ANALYTICS

27. We’ve already talked about Apple and
Paypal’s intention to use beacons for
automatic payments and hands-free
transactions.
!
There’s no doubt that banks will be
exploring similar hands free payment
partnerships with retailers to drive
revenue streams and improve the
customer experience.
AUTOMATIC PAYMENTS & TRANSACTIONS

28. Locating a nearby ATM becomes a simple
task with beacons. ATM advertisements
and targeted offers could be pushed
directly to smartphones.
!
Security could be increased by managing
pin numbers via the app and the app
could replace the need to carry a debit
or credit card all together.
BEACON ENABLED ATM’S

29. It’s clear that marketer’s are excited
about the opportunity to target
customers when they enter a venue or
branch.
!
User controls will be critical to success,
but beacons could present a great
opportunity to up-sell or cross sell
products and services when customers
are in a branch - right time, right place.
PROXIMITY BASED OFFERS

30. Westpac NZ already has plans to roll out
iBeacon technology in it’s branches.
!
Chief Digital Officer Simon Pomeroy has
plans to use beacon technology to:
!
• Send special offers
• Alert staff when a customer arrives
• Drive insights from branch analytics
WESTPAC NZ LEADS THE RACE

31. APPLICATION: AIRLINES
Airlines are already taking advantage of QR codes
and Apple’s passbook so it makes sense for them to
enhance the customer experience using beacons.

32. Customers sitting in airport terminals
will be able to receive flight updates
and check-in staff will know which
customers are already at the boarding
gate.
!
VIP customers or frequent flyers will be
able to receive access to exclusive
offers and services.
FLIGHT UPDATES & EXCLUSIVE OFFERS

33. Check-in information and mobile
boarding passes can be delivered as
customers come within range of a check-
in beacon or boarding beacon.
!
Additionally, airline staff will be able to
quickly validate a customers details
using a close proximity beacon and make
the check-in and boarding process more
efficient.
CHECK-IN & BOARDING PASS

34. APPLICATION: ENERGY
The delivery of energy efficiency products and
services to residential and business customers has
become a key focus for large energy companies.

35. Control a home or businesses energy
usage, temperature and lighting based
on how far, or near, each user may be
from their residence or business.
!
As home or business owners leave a
building or a room, the environment is
automatically adjusted based on how
far away they are. As they return, the
environment is returned to their
personalised settings.
HOME OR BUSINESS AUTOMATION

36. US based Allure Energy has just
unveiled an iBeacon smart sensor
technology known as ‘Aura’.
!
Simply place an Aura BLE sensor
in a room, and the mobile apps
can detect that room's
temperature and adjust it
accordingly.
ALLURE ENERGY iBEACON SENSOR

37. OUR CORE OFFERING
Campaign centre Analytics
App integration Beacons

38. OTHER APPLICATIONS
• Augmented homes for real estate
• Augmented print and outdoor advertising
• Automated check-ins
• Child and elderly care monitoring
• Tourism treasure hunts
• Creating secure zones
• Emergency services coordination
• Employee time tracking
• Event ticket delivery
• Fitness tracking
• Grocery list reminders
• Health data and monitoring
• Home and vehicle security
• In store customer profiling
• Indoor navigation and mapping
• Localised chat rooms
• Locating personal items
• Loyalty and rewards
• Mobile games in the real world
• Proximity based dating
• Proximity based social data
• Personalised data delivery
• Stock control and movement
• Tracking vehicle data for insurance
• Triggering personalised settings
• Vehicle to vehicle communication
• Virtual and guided tours

39. THANKS!