Beacosystem Tour for GDG Dublin - Sean O Sullivan

Sean O Sullivan twitter: @sos100
A (quick) Tour of the Beacosystem

Java / Bluetooth
JSR82 Tools /
Implementations
Proximity Platform
(WiFi, Bluetooth)
LocalSocial
2000
to 2007
2008
2009
Proximity Nerds
Proximity software track record at scale
Set the standard
400M phones
World’s 1st

Bluetooth, BLE, and Beacons
How the Bluetooth Standard helps power proximity
Apple, iBeacon, and Use Cases
Where iBeacon ﬁts with BLE and who’s using it
Google Physical Web and Eddystone
The Google approach to Proximity
The Beacosystem
A run through the increasingly crowded Beacon / iBeacon “space”
Proximity
The Near and the Now
Issues, Trends and Resources
Step back for a look at some issues, and links for more information
1
2
3
4
5
6

Proximity

WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Technology
Proximity

WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
User is Nearby
User Taps
User Scans
SignalsTechnology
User in-store
Proximity
User dwells
User left

WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Unlock
Collect
Display
Reward
RAOK*
Signals TriggersTechnology
RAOK = Random Act of Kindness
Proximity
Log
User is Nearby
User Taps
User Scans
User in-store
User dwells
User left

WiFi
Bluetooth
NFC Tag
QR Codes
Bluetooth Smart
iBeacon
Unlock
Collect
Display
Reward
RAOK*
Signals TriggersTechnology
Proximity
Log
User is Nearby
User Taps
User Scans
User in-store
User dwells
User left
Analytics
Insight
Top Visitors
Busy hours
Busy Areas
Dead Areas
Dwell times

Signals
WiFi
Bluetooth
NFC Tag
QR Codes
iBeacon
Bluetooth Smart
TriggersTechnology
Analytics
Insight
Top Visitors
Busy hours
Busy Areas
Proximity
User is Nearby
User Taps
User Scans
User in-store
User dwells
User left
Dead Areas
Dwell times
Unlock
Collect
Display
Reward
RAOK*
Log

11
The Beacosystem
Proximity
1
2
3
4
5
6

13
BLE (Bluetooth Smart)
Sensors on right hand side
HRMs, Smart Home, Connected Locks, Watches, etc. etc.
Devices that can talk to or “see” sensors on left hand side
Branding is “Bluetooth Smart” and “Smart Ready”

14
Proximity and BLE
Proximity Beacon on Right Hand Side
Something unique available to device on Left to identify it …
Devices that can “see” sensors on left hand side
Beacons kept (mostly) simple
“I’m Here”
Some Unique Information

Bluetooth - BLE in particular, now also used…
Ever wondered about this?
Appeared since
iOS7
Has been here
“forever”

16
The Beacosystem
Proximity
1
2
3
4
5
6

18
iBeacon
“I’m Here”
Advertizing Frequency
Update Controls
Data

19
So what *is* an iBeacon?
Bluetooth Low Energy Device
Battery powered, mains powered, solar powered, passive powered
Repeatedly transmits a message in an agreed way (it advertises itself)
All iOS and all new Android devices can “see” this message
Range : 10M / 30 feet

iBeacon ecosystem
Apple knows how to build a value network
Background
Notifications
(iOS)
Proximity APIs
(iOS)
iBeacon
Support in all
mobile devices
Certified
iBeacon
Hardware
Programme
Exemplar usage
in Apple Stores
All iOS devices
can act as an
iBeacon
Developers can
quickly build in to
apps
Place based push
notification of value
to retailers and
venue owners
Large market for
proximity powered
experiences,
including on Watch
Supports p2p
experiences, and
next generation
POS and hospitality
Wide range of
hardware
available
Showcase
what’s
possible

23
Place Beacons
at specific
areas within
retail spaces
Customer with App
sees greeting, or
award, or offer, or
digital product
information when near
to that space
Beacons are used to “mark” areas for data collection
and engagement (notify, reward, context, etc.)
iBeacons in use : how it works

24
Greetings and Notiﬁcations
Trigger welcome messages on arrival, after a
certain dwell time, or after departure

25
Oﬀers / Promotions
Trigger offers in certain areas, or make them
“unlockable” only if in the store or speciﬁc area

26
Points or Rewards
Trigger points for walking in

27
Store “re-arranges” itself
As you move - so what’s nearest is under the
thumb

29
“eCommerce Style
Science, for real world
Locations”

Data. Data. And Data.
Same as eCommerce: where, how long, who
came back, what engaged, etc.

32
Use Cases
See a great list at Mobisfera (link at end)

High Value : Real Estate / Property

Data. Data. And Data.
Which houses were most popular? Who dwelled
longest? Which rooms didn’t work?

43
OFFERS PUSH
Lots of the initial focus has been on “pushing offers”. Not good!

44
Instead : ask yourself - “what would Steve do” :-)

45
The Beacosystem
Proximity
1
2
3
4
5
6

Proximity approaches compared
iBeacon vs Physical Web
48
Product
Source
Hardware
Shipping Apple product, APIs and
functionality baked in to iOS, many
hardware manufacturers
Beacon
Payload
iBeacon Physical Web
Right now a Project, no in-built
support in Android or elsewhere
Alerts /
Background
Specification is public, controlled by
Apple
Open Source project, Apache 2.0
Licence
Bluetooth Low Energy Beacons,
Specification by Apple, must be
certified to manufacture iBeacon
Bluetooth Low Energy Beacons,
Specification by Google, anyone
can manufacture
ProximityUUID, Major and Minor
code
URL formatted according to
URIBeacon Specification
iOS allows background notifications
No proactive alerts, and no
background scanning

pronounced YUR-ee-BEE-kun
URIBeacon
‣ Original speciﬁcation for Beacon format etc.
‣ Now superseded / absorbed by Eddystone
49

50
UriBeacon
advertises a
URL
Physical Web App
sees UriBeacons
nearby, displays
them in order of
nearness
UriBeacons transmit URLs, App interprets URL…
Google Physical Web : how it works
Site / Content
Interactive Web
Deep link to App
Controls over
connected device
URL can lead
to…
1
2
3
4

Story so far
Google Proximity Timeline
51
2013 2013 2014 2015
BLE
Hardware in various
Android devices, no ofﬁcial
APIs, some manufacturer
APIs == confusion
JellyBean
First real BLE support
in 4.3 - scanning,
GATT etc.
Physical Web
September 2014:
Physical web
appeared as a project,
with URIBeacon spec.
Eddystone
July : Eddystone
announced - major
evolution in approach
to proximity
Proximity and
Nearby APIs
Proximity APIs released;
Nearby and Place APIs
now Beacon-aware
iOS Today
Widget
For Chrome on iOS -
now hunts for Beacons
nearby when tapped

Google’s open standard for Beacons
Eddystone™
‣ Protocol Specification
‣ Defines the message format for messages
transmitted by Beacons
‣ Designed to work on Android and iOS
‣ Frames used to define use cases
‣ Extensible
53

Used to broadcast a URL
URL Frame : Eddystone-URL
‣ Goal: get a URL to receiver
‣ Compressed to ﬁt in advertisement packet
restrictions of Bluetooth Smart
‣ Described as “backbone of the Physical Web”
‣ This now does what URIBeacon used to do
54

Used to broadcast a unique ID
UID Frame : Eddystone-UID
‣ Contains an opaque, unique 16-byte Beacon ID
composed of
• 10-byte namespace ID
• 6-byte instance ID
‣ You decide how you might use the UIDs
• e.g. namespace == customer, instance == individual beacon
• handy for ﬁltering (I’m only looking for Brown Thomas
Beacons, so ﬁlter on namespace 495464)
‣ You can (kinda) think of the UID use case as being
the “iBeacon” use case 55

Used to pass on Device information
Telemetry Frame : Eddystone-TLM
‣ Battery voltage
‣ Temperature
‣ Light
‣ Packets / activity
‣ Uptime
‣ (etc.)
56

Cloud based store for Beacon information
Proximity API
‣ REST API - core is the Beacon Resource
• beaconName, AdvertisedID, Status, Expected stability, Latitude
and longitude coordinates, Indoor ﬂoor level, Google Places API
Place ID, Freeform text
‣ Status
• Active, Decommissioned, Inactive
‣ Stability
• Stable. portable, mobile, roving
‣ Beacon Methods
• Activate, Deactivate, Decommission, Get, List, Register, Update
57

Cloud based store for Beacon information
Proximity API
‣ beaconName
• Has the format "beacons/N!beaconId" where the
beaconId is the base16 ID broadcast by the beacon and
N is a code for the beacon's type. Possible values are 3
for Eddystone, 1 for iBeacon, or 5 for AltBeacon
‣ AdvertisedID
• Enum (EDDYSTONE, IBEACON, ALTBEACON)
• Id (String) - the UUID being broadcast by the Beacon
58

Google proximity ecosystem
Getting wired-in to wider ecosystem
Proximity
Beacon API
Eddystone
Hardware
Nearby Message
API
Places API
Chrome iOS
Widget
More ﬂexible and
extensible than
iBeacon ==
developer friendly
Cloud based
management for
Beacons and
metadata
Eddystone proving
attractive to many
Beacon
manufacturers
On iOS, the
Today Chrome
widget now
scans for
Beacons
Subscribe to
messages
attached to
Beacons
Can register
PlaceID with
Beacons -
acts as signal
to Places API

60
Frame Type
Higher order
4 Bits
Byte
Value
UID 0000 0x00
URL 0001 0x10
TLM 0010 0x20
RESERVED 0011 0x30
RESERVED 0100 0x40
‣ Lower order 4
bits reserved
and must be
zero

65
The Beacosystem
Proximity
1
2
3
4
5
6

Anywhere from 60M to
300M Beacons deployed
worldwide by 2018.
Currently, 1-2M, excluding
Apple iOS devices.
We are here

Pure Play Hardware Companies with standalone Beacons
Marketing Automation Companies using Beacons for indoor, place-based signals
Place / Location Analytics companies using Beacons for indoor & place-based signals
Vertical Solution Provider using Beacons for features (Events, Museums, Enterprise, Real Estate)
Shopper Marketing Platforms using Beacons to trigger engagement, understand context
General Purpose Proximity Platforms offering PaaS to everyone else
Indoor Location Providers using Beacons as part of the Indoor Location arsenal
Hardware Companies with embedded Beacons (Lights, Sockets, Wearables)
Lots of diﬀerent players in the Beacosystem
Ad Networks / DSPs linking to Beacon networks for re-targeting, ofﬂine to online (O2O)

Apple
(iBeacon)
Google
(Physical Web)

There are a few ways to group
the players

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Aug 14: $2M
Aug 14: Re-brands
from Sonic Notify May 14: Spun out
from QualcommDec 13: $3M
Apr 14: $4.5M

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Sep 14: $10M
(Baidu)
May 13: Acquired by
Aruba ($26M)
Apr 14: Founder
joins Apple
Oct 13: $3M

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Aug-14: iBeacon
Support
Oct-14 : $10M
Sep-13: $6.3M
Sep 14: Acquired by
SK ($200M)
Jan-14: $3.5M
Sep-14: $.5M
Nov-13: $3.3M
Oct-12: Intel
(undisclosed)
Sep-14: John Lewis
JLAB Winner
Mar-14: $1.5M
Nov-14: Acquired by
Groupon
Aug-14: $1M
Dec-14: Acquired
Aconite; raised ST4M
Jan-15: $1.2M

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Getting crowded in here!! :-)
Lots of me-too activity.
We’re revising this area in our next
update.

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
Sep-14: $1.3M
Jul-8: $30M
Feb-14: $15M
Jun-14: $10M
Jan-15: $5M
Oct-14: Acquired by
BrickStream
Oct-14: $4.4M
Feb-13: $17.3M

Standalone Beacon
MobileMarketing
Indoor Location
Location Analytics
ShopperMarketing
Verticals
Proximity Platform
2014 Seed -
undisclosed

88
The Beacosystem
Proximity
1
2
3
4
5
6

In no order…
Issues
Android Consistency
Over Hype Bring on the trough!
Bad Behaviour Just because you can - doesn’t mean you should!
Backlash Privacy, Nordstrom, NSA, “black” phones…
Scaling Power, management, control, refresh, ﬁrmware,…
1
2
3
4
5

Not only about these…
Bluetooth Low Energy Device
Battery powered, mains powered, solar powered, passive powered
Transmits a message in an agreed way
All iOS and all new Android devices can “see” this message
(Standalone Beacons)
Range: 10M / 30 feet on average

Embedded use of Beacons will likely drive the real long term volume in deployments
But very much also about these…
Lights Sockets Wearables Locks

93
Considerations
Proximity Location
Nearness Accurate Position
Easy Setup Complex
All Devices Some / future
No infrastructure Installation req’d
Background alerts App front / b/ground
“App free” App Required

Embedded Volume beacon shipments match standalone volume by end 2015
Successful deployments outside retail: events, gigs, conferences, real estate, tourism
Enterprise use cases start to emerge: meeting rooms, staﬀ location, building security
Privacy policy becomes a key diﬀerentiator for suppliers
Do not track (DNT) equivalent policies become formalised for Beacon use cases
More M&A in the Beacosystem
More options emerge for App-free experiences (Retailers crying out for browser solution)
Many poor consumer experiences launched - mostly in retail context (pestering, spam)
Some expectations for 2015

LocalSocial
96
Blog blog.mylocalsocial.com
Our series for
O Reilly Radar
http://radar.oreilly.com/tag/beacon-series
Decks online http://www.slideshare.net/sos100/
Consulting &
Training
seminars@mylocalsocial.com

Google links
Beacon overview https://developers.google.com/beacons/
Proximity Beacon API
https://developers.google.com/beacons/
proximity/guides
Beacon Platform Demo
App
https://github.com/google/beacon-platform/
tree/master/samples/ios
Nearby API https://developers.google.com/nearby/
Physical Web https://github.com/google/physical-web
Eddystone https://github.com/google/eddystone

More information
Don Dodge StreetFight BEEKN
Works @ Google, Developer
Advocate, Google Ventures,
Investor
Covers nearly everything that
moves involving HyperLocal
Ads, Publishing, indoor
advertising, etc.
Great Blog - also active twitter
@dusanwriter
“Be the Beacon” :-)

More information
ABI PLACE / OPUS @Launch
Research on Indoor, Proximity,
Location, iBeacon
Indoor marketing, advertising,
positioning conference
(SF, NY, London)
From @Jason and the
@Launch Team
(Mar, SF)

More information
MobisFera TI Radius
http://www.mobisfera.com/
summary-real-cases-close-
real-using-ibeacons/
App, Source, iBeacon-able,
inexpensive, great support
SDK, active on GitHub

Beacosystem Tour for GDG Dublin - Sean O Sullivan

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