Transcript of a sponsored discussion on how user experience in indoor venues can be improved with precise tracking.

1. How Spain’s Mobile Experience Leverages HPE Location
Services to Enrich the Museum Experience for Mobile Users
Transcript of a sponsored discussion on how user experience in indoor venues can be improved
with precise tracking.
Listen to the podcast. Find it on iTunes. Get the mobile app. Download the
transcript. Sponsor: Hewlett Packard Enterprise.
Dana Gardner: Hello, and welcome to the next edition of the Hewlett Packard Enterprise (HPE)
transformation interview series. I’m Dana Gardner, Principal Analyst at Interarbor Solutions,
your host and moderator for this ongoing discussion on IT transformation and
innovation and how that's making an impact on people's lives.
Our next use case discussion focuses on an organization in Madrid, Spain
called Mobile Experience. We're about to learn how they precisely track the
location of individuals using mobile devices inside of large organizations, like
a museum, and then apply that to an enriched mobile user experience.
To learn how precise positioning in a store or resort – anywhere with WiFi –
leads to fascinating new mobile business apps development and interactive user experience
benefits, please join me in welcoming Alvaro Garcia-Hoz, Founder and General Manager of
Mobile Experience in Madrid. Welcome, Alvaro.
Up Your Mobile-App Ante
With Location Awareness
Alvaro Garcia-Hoz: Hi. Thank you.
Gardner: Tell us about Mobile Experience and how you have been able to work with a Wi-Fi
provider like HPE Aruba to provide this really unique and interesting location experience within
a large building or campus?
Garcia Hoz: We started working for museums and we saw that there were a lot
of mobile applications for museums -- but none of them were really helping the
visitors during their visits. So, we decided to make an application for museums,
so visitors would have a much better experience.
We designed this application without thinking about all the technology
available at the moment. When we made the design, we discovered that one
feature that we needed was an indoor-location system. So, we did deep research
to try and find a way to have this location capability work properly … and we
found two suppliers.
Gardner
Garcia-Hoz

2. The first one had a Wi-Fi location system, and two years ago, when we started working with
them, we implemented their Wi-Fi indoor-location system in the museum and it was working,
but it was not working the way we were expecting. The user experience was not good enough.
But then, we found HPE Aruba Beacons. They sent us a packet of beacons, and we deployed
them in the museum.
We quickly discovered that the system was working really, really
well, with very good accuracy. We made the deployment in less than
a couple of days across the whole museum -- that is about 150
beacons. It really works, and the user experience changed totally.
Then, we called HPE Aruba and we said, “Okay guys, come to the museum to see how this is
working because you're going to really be amazed.” And when they came to the museum they
said, “Wow.”
Up Your Mobile-App Ante
With Location Awareness
After the 18 months that we had been working together, we decided to make a presentation for
the media and other partners. From that moment on, we began receiving requests for proposals
for other industries like retail, hospitality, and healthcare. There are hundreds of applications.
Gardner: How were the museums able to enhance the experience of their visitors through the
technology?
Three points
Garcia-Hoz: For me there are three very basic points. The first one is that they can prepare
guided tours for those visitors, depending on their specific needs. Normally, when people visit a
museum, after a couple of hours, they're done and they leave the museum without knowing if
they've viewed all of the exhibits. They don’t know if they missed any pieces of art or pieces of
information that are important and relevant.
What we give the museum is the ability to prepare those guided tours depending on the time a
visitor wants to spend at the museum. So if you go, for instance, to the British Museum, given
that we are in London, and you decide to spend two hours, the application will show you the
works that the museum thinks that you cannot miss if you want to be there for two hours.
The application will guide you through the museum like an indoor GPS, while you're walking
within the museum, and they will guide you through the 20 works you have to see in that
museum, and then give you all the information for those exhibits.

3. The second point is that it's different information for different types of visitors. For instance,
since we come from Madrid, when you are visiting the Real Madrid Museum, it’s different if you
are 60 years old or if you are 20 years old, because the information you want to see is very
different. With this application, we give the museum the opportunity to deliver highly
personalized information.
Gardner: Personalization is so important now that everyone is carrying a smartphone. It really
changes how you can have an experience within a shopping mall, for example. Or, if you want to
start providing commerce based on demographic information, you could have something on sale
for one person but maybe not for another, because it wouldn't be appropriate for them. In
healthcare, if you're in a hospital, a big campus, it’s very easy to get lost. There are lots of
different ways that this can be used.
What are the next steps? Where do you, Aruba, and HPE go in order to create a developer
following for more applications and more ability to take advantage of this very precise location
capability within almost any building?
Garcia-Hoz: Aruba and HPE are helping us a lot and they're spreading the word -- even in the
desert. This technology is so new, and we're visiting very important customers. But when we
start talking to them, and we are talking about Aruba Beacons, and how they can get all this
information from users, we're exploring what can be done and what can’t be done.
Gardner: Where can you go to get more information on this technology?
More information
Garcia-Hoz: You can go to my website, mobileXperience.es. There, we have a lot of
information about different features that can be delivered for mobile users.
Gardner: And how about developers? Are they able to use the Aruba SDK or APIs? How would
the developers start to take advantage of this as a service?
Garcia-Hoz: There are two different ways of doing this. They can go directly to the Aruba SDK
to have that for them and build on that, and also they can come to us -- if you already have your
venue up you can use your API so you can get all these features together.
Up Your Mobile-App Ante
With Location Awareness
Gardner: We'll have to leave it there. We have been learning about how internal use of Wi-Fi
networks with HPE Aruba Beacons are allowing a whole new type of user experience and
personalization level in such uses as museums, resorts, healthcare, and retail.

4. So a big thank you to our guest, Alvaro Garcia-Hoz, Founder and General Director at Mobile
Experience, based in Madrid. Thank you so much, Alvaro.
Garcia-Hoz: My pleasure. Thank you very much.
Gardner: And a big thank you as well to our audience for joining us for this Hewlett Packard
Enterprise transformation and innovation interview.
I’m Dana Gardner, Principal Analyst at Interarbor Solutions, your host for this ongoing series of
HPE-sponsored discussions. Thanks again for listening, and come back next time.
Listen to the podcast. Find it on iTunes. Get the mobile app. Download the
transcript. Sponsor: Hewlett Packard Enterprise.
Transcript of a sponsored discussion on how user experience in indoor venues can be improved
with precise tracking. Copyright Interarbor Solutions, LLC, 2005-2016. All rights reserved.
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