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userADgents - Présentation iBeacon - Les Assises de la promotion 2014

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Retrouvez la présentation de Vincent Pillet et Loïc Pailler, sur le iBeacon lors des Assises de la promotion 2014.

iBeacon c’est quoi ? :
Origine, technologie, écosystème & compatibilité, réglementation
Comprendre le principe de fonctionnement d’un dispositif iBeacon : les interactions, l’environnement, le pilote, l’autonomie des dispositifs
Champs d’applications
Premières initiatives et cas illustrés

Publié dans : Mobile
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userADgents - Présentation iBeacon - Les Assises de la promotion 2014

  1. 1. Une révolution pour l'interaction & la promotion in-Store? : iBeacon 1! Les Assises de la promotion – 1er avril 2014 –
  2. 2. 3/24/14 2! Conseil UX / Design Développement Promotion Etude de marché, Benchmark et Audit Accompagnement Stratégique Prospective et innovation Formations Développement Applications natives (iOS/Android/ Windows Phone) Développement Web multi- screen et Responsive (Smartphone/Tablettes/Fixe) Développement Back-end Marketing direct SMS & MMS en France et à l’international Publicité mobile Drive2store Promotion digitale in-store Conception Design Thinking Prototypes et tests utilisateurs Design graphique d’interfaces
  3. 3. 3/24/14 3 L! "#$%&'&(% Une technologie de micro-localisation labelisée par Apple et basée sur le standard Bluetooth Low Energy (BLE). Depuis 2010, BLE est intégré à bluetooth 4.0
  4. 4. 3/24/14 4 La balise permet de détecter la présence d’un consommateur A proximité du point de vente Dans le point de vente et/ou A un endroit précis du point de vente
  5. 5. 3/24/14 5 un émetteur qui transmet des informations simples (et qui ne fait que émettre) un récepteur qui interprète et réagit selon les informations reçues Identité Force du signal L! b!)*
  6. 6. 3/24/14 6 Il est constitué d’une puce BLE, d’une pile et d’un circuit de fonctionnement Le smartphone ou la tablette peut faire office d’émetteur Il consomme peu d’énergie et vous pouvez l’intégrer dans n’importe quel objet ou lieu. Certaines balisent annoncent 3 ans d’autonomie L’#+*''*,r( balise )
  7. 7. 3/24/14 8 • Il transmet 3 informations importantes permettant l’identification du service proposé •  L’identifiant général de l’opération (UUID) Ex : Nestlé •  L’identifiant d’un groupe de balises (Majeur) Promotion Rayon Confiserie •  La balise elle même (Mineur) Offre promotionnelle sur le chocolat • A ces informations s’ajoutent des notions de puissance de signal qui permettront une estimation plus fine de la distance par rapport à la balise L’#+*''*,r( balise )
  8. 8. 3/24/14 7 L! b!-&)* E)'&+('* à -! -(,p*
  9. 9. 3/24/14 9 • Le récepteur est généralement un smartphone ou une tablette • Il faut nécessairement avoir installé une application dédiée à l’opération au préalable • Les fonctionnalités Bluetooth et l’autorisation de réception de messages doivent être activées • iOS et Android sont compatibles • Les terminaux iOS ont en plus la capacité d’émission L* r#.*p'*,r
  10. 10. 3/24/14 10 Il « monitor » à la manière d’un radar la présence de balises Beacon dans son environnement. Il identifie le service proposé et localise balise rencontrée. Il interprète les informations reçues et les traduit pour les rendre exploitables L* r#.*p'*,r
  11. 11. 3/24/14 11 Restrictions particulières : A bord d’avions. Environnement où il y a risque d'interférence avec d'autres périphériques ou services est perçu ou identifié comme nuisible. U%* r#/-*+*%'!'&(% )&+p-* Borne BLE connue /homologuée Un rayon d’émission limité à 50m Consentement préalable du consommateur Une signalétique indiquant le service T*.0%&q,* C(%)(++!'*,r
  12. 12. 3/24/14 12! Entre 10 et 50 mètres (en fonction des émetteurs) Instantanée si l’application est au premier plan Environ 20 secondes si l’application est fermée ou en arrière plan DISTANCE DETECTION D* -’E+*''*,r !, R#.*p'*,r
  13. 13. 3/24/14 13 L* p&-('!/* Balise iBeacon Smartphone / Tablette SI Autre dispositif digital ID Info ID
  14. 14. 3/24/14 14 Relation client dans le point de vente Coordination du parcours client Amplification de l’expérience produit Sollicitations contextualisées
  15. 15. 3/24/14 15 Un nouveau dialogue s’engage De nouvelles données accessibles De nouveaux scénarios de parcours clients Notifications in-store et personnalisation de l’expérience Connaissance des parcours clients Amplification du point de vente physique U%* %(1*--* 2p#r&*%.* "!%) -* p(&%' "* v*%'*
  16. 16. 3/24/14 16 App-* *' -! %(1*--* 2p#r&*%.* &%-)'(r* Offres promotionnelles Informations produits amplifiées Guidage dans le magasin Crosselling/upselling
  17. 17. 3/24/14 17 Reconnaissance client Promotion et conseils produits personnalisés M!.3) *' -’2p#r&*%.* &%-)'(r* p*r)(%%!-&)#*
  18. 18. 3/24/14 L! R,b*%0,&) (, -! v&)&'* !+p-&$#* 18 Amplification des oeuvres et de la visite Coordination du parcours utilisateur
  19. 19. 3/24/14 19 Conseil en dispositif Déploiement de la solution matériel Réalisation de l’application Promotion du dispositif Objectifs Concept KPI Achat de matériel Intégration point de vente Conception de l’application Développement Activation du téléchargement Génération de l’usage
  20. 20. 3/24/14 20! Check-in point de vente Promotion in-store Amplification produit
  21. 21. Loïc Pailler ✉ l.pailler@useradgents.com ☎ +33 (0) 1 77 75 67 85  +33 (0) 6 60 13 46 23 Vincent Pillet ✉ v.pillet@useradgents.com ☎ +33 (0) 1 77 75 67 84  +33 (0) 6 75 66 37 17

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