The document discusses how Bluetooth Low Energy (BLE) beacons can be used to enhance user engagement. It provides examples of projects like the United Nations Mine Simulator and National Slate Museum that used beacons to trigger content in mobile apps when visitors were near exhibits. The document also discusses metrics for measuring user engagement, such as activity time, visit frequency, and core actions that indicate adoption of ideas, products, or brands. It emphasizes that engagement should not be manipulative, offensive, overbearing, or provide excessive notifications.

1. Using BLE to Enhance
User Engagement
TiConf 2014 US
Using BLE to Enhance User Engagement

2. Stephen Feather
• Author, Technical Editor
• Appcelerator Titan, Expert
• OS Contributor
• @stephenfeather

3. Agenda
What is this BLE?
Cool Beacon Projects
What is Customer Engagement?
Demos
TiConf 2014 US
Using BLE to Enhance User Engagement

4. What is this BLE?
TiConf 2014 US
Using BLE to Enhance User Engagement

5. Bluetooth Low Energy
• Introduced in 2006
• Merged into the standard in 2010
• Designed for reduced power consumption
• Requires Bluetooth Core Spec 4.0
• Available on iOS, Android, WinPhone,
Blackberry, OSX, Windows 8
TiConf 2014 US
Using BLE to Enhance User Engagement

6. Beacons or iBeacons?
• BLE PXP (proximity profile) - proximity monitor
looks for proximity reporter.
• iBeacon is Apple’s trademark for BLE PXP
support.
• iBeacon manufacturers can self certify
• Lets just refer to them all as beacons.
TiConf 2014 US
Using BLE to Enhance User Engagement

7. Terms n Tech
• UUID
• Proximity UUID
• Major
• Minor
• Region
• Ranging
UUID: 2d4806f4-993a-4de4-b4c1-37560375b701
Major: 5 Minor: 1
TiConf 2014 US
Using BLE to Enhance User Engagement

8. Region
immediate < 50cm
50cm < near > 2-5m
2-5m < far > 30-50m
TiConf 2014 US
Using BLE to Enhance User Engagement

9. True or False?
• Beacon location information is precise.
• Beacons can send push information.
• Beacons can record user actions.
TiConf 2014 US
Using BLE to Enhance User Engagement

10. Cool Beacon Projects
TiConf 2014 US
Using BLE to Enhance User Engagement

11. United Nations Mine
Simulator
• Virtual land mines are laid
around the exhibit area.
• Visitors using the ‘Sweeper’
app can trigger these, which
bring up details about the type
of mine, damage, etc.
• http://goo.gl/Td8hNZ
TiConf 2014 US
Using BLE to Enhance User Engagement

12. National Slate Museum
• Visitors can take a virtual tour
using the museum app
• iOS and Android
• Beacons are used to trigger
content within the app when
near an exhibit
• http://goo.gl/NaO7nJ
TiConf 2014 US
Using BLE to Enhance User Engagement

13. Major League Baseball
• Beacons located at entrances
and exits
• Check in initially, but promos,
• Beacon support is iOS only at
this time.
• “We don't want to turn this into
some sort of SPAM engine,"
says Schlough
• http://goo.gl/ClUtSg
TiConf 2014 US
Using BLE to Enhance User Engagement

14. Tribeca Film Festival
• Official TFF App
• iOS only
• Notifications when near a
participating theater,
information about screening
times, quick access to tickets at
that venue.
• Great use of zones.
• http://goo.gl/XUzscD
TiConf 2014 US
Using BLE to Enhance User Engagement

15. What is Customer
Engagement?
TiConf 2014 US
Using BLE to Enhance User Engagement

16. –Peter Drucker
“A business exists to create a customer”
TiConf 2014 US
Using BLE to Enhance User Engagement

17. Engagement Paths
customer<->customer
customer<->store
customer<->brand
TiConf 2014 US
Using BLE to Enhance User Engagement

18. Driving Behavior
!manipulative
!offensive
!overbearing
!excessive
TiConf 2014 US
Using BLE to Enhance User Engagement

19. Metrics
Measuring Engagement
TiConf 2014 US
Using BLE to Enhance User Engagement

20. Activity Time
How long was the customer
engaged in a particular
activity?
TiConf 2014 US
Using BLE to Enhance User Engagement

21. Visit Frequency
How often does the customer
engage in a particular
activity?
TiConf 2014 US
Using BLE to Enhance User Engagement

22. Core Actions
Does the customer engage in
actions that indicate they
have adopted an idea,
product, brand?
TiConf 2014 US
Using BLE to Enhance User Engagement

23. Break Out the Code
Code will be available on Github
http://goo.gl/BEph4r
TiConf 2014 US
Using BLE to Enhance User Engagement