leigh christie

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NowLabs Beacon Innovation

2014Leigh ChristieOct 31, 2014

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Intro to IsobarIntro to NowlabMy backgroundBad Beacon ExperiencesGood Beacon ExperiencesHow does beacon workMyths about beaconsIndoor LocalizationHardware DevelopmentHeatmappingAppendix

Summary

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When it comes to engineering, art is the best alibi(The same may be true for marketing)

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About Isobar

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STRATEGY CAMPAIGNS EXPERIENCES PLATFORMS PRODUCTSWe digitally transform

business processes and

disrupt industries

We create, measure and optimize

digitally-focused campaigns

We produce joyful experiences that inspire consumer

interaction

We design and buildflexible and scalable technology solutions

We invent digital products that generate new revenue streams

Our Services Across Bought, Owned and Earned Media

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About Isobar

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PerchNowlab

Isobar’s Nowlab is all about making stuff, researching, information sharing, and learning

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Location Awareness Is not Contextual Awareness

Beacons Gone Bad

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Remember Pop-up Hell?

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0) Fear of Big Brother (myths)1) Too may notifications2) Not playful/social3) Poor localization4) Not useful

Beacons Gone Bad - Problems

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Solutions

0) Bust the myths about beacon (education)1) Playful and/or useful experiences2) Context aware: Wearables3) Highly accurate trilateration (with clustering + machine learning)4) Better hardware: energy and power density, higher frequency, cheaper, scale

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Beacons do not track your location

Beacon Myth-busting #1

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Beacons do not collect information about you

Beacon Myth-busting #2

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Beacons do not ‘push’ content to your phone

Beacon Myth-busting #3

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How Do Beacons Actually Work?

Info Sent:UUID B9407F30-F5F8-466E-AFF9-25556B57FE6DMajor: 555 / Minor: 555Tx = measured Average RSSI at 1 m

Settings:Output Power = -30db to +4dbTx= measured Average RSSI at 1 mFrequency = 1Hz Major / Minor

Measured Properties:RSSI = Received Signal Strength Indication

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Consumers want technical help, accurate location, sales support, and easy checkout

Beacons Done Right

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Example: Clover / Bierhaus -SF

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• Killer app example of beer garden

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Indoor Localization

No one has implemented 1m accuracy indoor GPS yet, but we are close

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Indoor Localization

Signal Absorption (at 2.4Ghz):Low: wood, plastics, and glassMedium: bricks and marbleHigh: plaster, cementVery high: metal, water, human bodies

Interference: Microwaves, cordless phones, WIFI, other Bluetooth Devices

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How Distance Is Measured

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Clustering and Data Filtering

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Clustering and Data Filtering

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Hardware

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Heatmapping

Heatmapping helps visualize customer dwell time

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Wearables

Beacons bring location awareness, wearables bring contextual awareness

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Appendix

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How Distance Is Measured

double ratio = rssi*1.0/txPower;

if (ratio < 1.0) { return Math.pow(ratio,10); } else { double accuracy = (0.89976)*Math.pow(ratio,7.7095) + 0.111; return accuracy; }

Path Loss Constant

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Chipsets

Estimote: Nordic Semiconductor nRF51822Others: Qualicomm

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Hardware