the future of check-ins
DESCRIPTION
How DASH7 can re-shape the way we "check-in" by enabling automatic/background location and check-ins, laying the groundwork for better mobile advertising, mobile commerce, and other applications currently unavailable with existing technologies today.TRANSCRIPT
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1
January 5, 2011
THE
FUTURE
OF
CHECK-INS
By :
Pat Burns, President, DASH7 Alliance & Jayant Ramchandani, COO, Novitaz
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
2
TABLE OF CONTENTS
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
3
TABLE OF CONTENTS
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A Check-in:
Quite simply, making your presence and identity known to an
establishment or business upon entry
4
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Airline check in
counter,
circa 1965
Card swipe,
circa 1973
Location-based
services,
circa 2009
E-commerce cookies,
circa 1994
A History of Commerce Check-Ins
“Check-in 1.0”
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6
Today, Check-ins Are A „Must Have” Feature for
social networks
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When you visit Amazon, you effectively utilize a cookie-based online check-in, which
– Personalizes the e-commerce experience for every returning customer
– Enables real-time promotions, discounts, recommendations, targeted advertising
– Results in increased cross-sells and up-sells
Hello, Jane DoeJane’s Amazon.com
7
…yet E-Commerce Sites Have Been Using online
Check-Ins For Years
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8
Of Sales Occur Offline!*
*Forrester Research 2010
However:
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Like online cookies, next generation check-ins are
enabling future mobile advertising and commerce
spending AND …
9
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… are creating an
Amazon.com-like
personalized experience
for brick-and-mortar
retailers
10
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But the bigger
opportunity is NOT
about being the mayor
of a donut shop or
letting your friends
know where you are …
11
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Next generation check-ins will
Enable Better Mobile Advertising,
Promotions, Search, & Mobile
Commerce
12
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provides advertising
networks with
precise coordinates
of your location so
it can serve you
with more targeted
and meaningful
promotions
13
Introducing CHECK-IN 2.0
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14
Introducing CHECK-IN 2.0
Solving for the
“check-in problem”
also helps solve for
other lucrative
wireless marketing
programs
provides advertising
networks with
precise coordinates
of your location so
it can serve you
with more targeted
and meaningful
promotions
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Check-ins form the basis
for accurate, auditable
mobile marketing campaigns,
a $24 billion opportunity in
2013.*
15*ABI Research, 2010
How Huge is The Check-In Market
Opportunity?
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s
16
Use Case Example #1: Offline “Adsense”
Source: www.novitaz.com
Novitaz uses an inexpensive, long-range, wireless smartcard to provide retailers
with unprecedented visibility into the offline behavior of their customers while in their stores
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RETAIL STOREe
WOMENSMENS
CHILDRENS
e
Customer
Enters
Services Infrastructure
determines relevant offers
based on in-store presence,
browsing and purchases
Product Offers sent on
mobile phoneNovitaz Hotspots
captures brand and
product interest
Customer
ExitsTargeted Offers
increases sales and
drives customers back to
the store
Customer Identified upon entry
Internal Hotspots
Entrance/Egress
Hotspots
17
Use Case Example #2: In-Store Marketing
Source: www.novitaz.com
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps18
TABLE OF CONTENTS
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Check-In 1.0
19
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Check-In 1.0
20
Is:
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Check-In 1.0
21
• Not Battery-Friendly
Is:
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22
GPS or WiFi Will
Drain Your
Battery In One
Day or Less
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Check-In 1.0
23
• Not Accurate
• Not Battery-Friendly
Is:
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24
Today, Your
Check-In Can Be
“Off” By 500
meters or more!
…
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25
… And Usually
Fails Indoors …
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Check-In 1.0
26
• Not Accurate
• Not Battery-Friendly
• Prone to Fraud
Is:
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27
Check-In Fraud Is Common
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Check-In 1.0
28
• Without A Killer App
• Not Accurate
• Not Battery-Friendly
• Prone to Fraud
Is:
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• On average, about one per week for each
Foursquare user* …
*Source: Mashable,
June 2010 29
Check-ins Today Are Infrequent
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–
30
Check-In Fatigue Syndrome (CFS)
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Check-In 1.0
31
• Inconvenient
• Without A Killer App
• Not Accurate
• Not Battery-Friendly
• Prone to Fraud
Is:
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32
Check-In 1.0 Is High Maintenance
• NO automatic check-in
• User must consciously invoke an app
with each use
• Low quality location granularity …
requires significant manual intervention
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33
High Power
Draw
Battery Life is Key To Happiness
= =Frequent
Battery
Recharges
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34
In Summary
Check-ins today
are novelties with
limited long-term potential
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
35
TABLE OF CONTENTS
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Massive battery drain 20-30 meter location granularity
Relies on imprecise geo-fencing approach
Easily hacked
Enables “fake” check-ins
Line-of-sight only. Fails indoors and in urban areas
Not portable to smartcards, keyfobs, most other non-phone devices
1-way signal, not encrypted
Can often require up to 30 seconds to “lock on” to
GPS
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• 250-1000 meter
location granularity
• Requires monthly
carrier subscription
• Not portable to
smartcards,
keyfobs, other non-
phone devices
37
Cellular Location
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Major battery drain
10-30m location granularity
Easily hacked, not encrypted.
Enables “fake” check-ins
Fails while moving
Not portable to smartcards, keyfobs, and most other non phone
devices
1-way signal
No global standard for WiFi location
38
Wi-Fi
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• User must actively invoke application, no background check-ins. Creates
check-in fatigue.
• Major battery drain
• Very poor location granularity
• Ultrasound detection is unreliable in many cases, e.g. carrying phone while
inside purse/jacket
• Not portable to smartcards, keyfobs, other non-phone devices
• Easily hacked, not encrypted. Unsecured signal creates phantom
check-in risks
• 1-way signal
• Proprietary, no global standard for ultrasound location 39
Ultrasound
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
40
TABLE OF CONTENTS
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“A better solution would be for the various services to adopt a
standard for places.”-- MC Siegler, TechCrunch
41
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Check-ins Require a Global Wireless
Standard Beyond GPS!
42
For solution
providers:
ensures
interoperability
across a diverse
array of devices and
markets
For end users:
Solutions that are
easier to use and
less costly than
proprietary
solutions
For advertisers:
A common metric for
auditing advertising
spend
Multiple Benefits Of A
Check-In Standard
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Yet without a Check-in Standard
• Merchants would be required to deploy and
maintain multiple, incompatible check-in
technologies
• Handset and other device vendors will have
to deploy multiple check-in technologies on
their devices
• Customers would feel pain
43
In short, a huge revenue opportunity will be STALLED
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
44
TABLE OF CONTENTS
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• A huge audience
• Repeated, ongoing check-ins
• Repeated, ongoing merchant participation
• Reliable, “fraud free” targeting
• Auditable results
• Surmountable privacy concerns
45
To Invest in Check-in 2.0, Local Advertisers Will
Require:
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46
“What is not going to happenIn 2011”, Dec 17, 2010
It‟s Not Just About Phones
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• Do not limit check-ins to mobile phones!
• Include smartcards, keyfobs, tickets, tablets,
watches, laptops …
47
Allow end users to “check in” using the form factor that is most familiar and convenient to them …
To Attract A Large Audience
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– Automatic/background check-in option
– Many device options
– No setup or maintenance hassle
– Low or zero incremental cost
48
To Encourage Frequent Check-ins, Make It
Reeeeeaally Easy For The Customer
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49
And While The Standard
Should Enable Check-ins …
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… What About
Checking Out?
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Check-in 2.0 Should Include
“Check Out” Capability!
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Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
52
Requirements For A Standard
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Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
• Enables “background location”
so end user doesn’t need to
“do” anything when entering a
“place”
• Users can continuously share
where they are with friends or
merchants
• Allows users to “passively”
check-in and check-out without
invoking an application
53
Requirement #1: Automatic
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Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
54
Requirement #2: Location Precision
• Must be accurate indoors and
in urban areas
• Locates customers with
precision of a few feet
• Prevents “fake” check-ins
• Not impacted by location of
the device (e.g. in purse or
wallet)
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• Minimal impact to a smartphone
battery … no more energy than
a phone’s LED “message
waiting” light
• Multi-year battery life for
very small form factor devices
(e.g. smartcard, keyfob)
Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
55
Requirement #3: Battery-Friendly
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• Allows check-ins while the
customer is moving, i.e.
customer does not have to
“stand still” to check in
• In the future, allows the
customer to check-in to a
moving object (e.g. Conan
O’Brien’s blimp)
Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
56
Requirement #4: Low Latency
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• Not limited to a single
device type (e.g. smartphones)
but can be used in a variety
of consumer devices including
smartcards, keyfobs, access
control badges, etc.
Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
57
Requirement #5: Cross-Platform
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• Minimal impact to smartphone
bill of materials
• Minimal impact to smartcard
or keyfob bill of materials
Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
58
Requirement #6: Inexpensive
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• “Out of the box”
interoperability
• An actual global, ISO
standard. NOT proprietary
• Globally available frequency,
single SKU
• Low total cost of
ownership
Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
59
Requirement #7: Easy to Implement
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Automatic
Location Precision
Battery-friendly
Low latency
Cross-platform
Inexpensive
Easy to implement
Secure
60
Requirement #8: Secure
• Avoids risks of spoofing or
fraud
• Allows user to
configure/turn off automatic
check-ins as desired
• Allows full public key
encryption, if desired
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• Accurate
• Automatic
• Auditable
• Low Power
• Multi-device
• Standardized
• Secure61
A Comparison
Check-in 1.0 Check-in 2.0
• Inaccurate
• Not Automatic
• Subject to fraud
• Power Hog
• Limited to phones
• Non-standardized
• Not secure
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
62
TABLE OF CONTENTS
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63
• DASH7 is the ISO 18000-7 Standard for Active RFID
• Uses a globally available frequency – 433.92 MHz
• Works in tandem with 13.56MHz Near Field Communications
• Long Range
• High Precision
• Multi-year battery life
• Low Cost
• Low Latency
• AES 128 Crypto Support
A Global Standard That is
Uniquely Suited for Check-In 2.0
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GPS Cellular
Triangulation
Dog Whistle
Automatic Location Yes Yes No Yes
Indoor/Urban Location
Precision
No No No Yes
Battery friendly No No No Yes
Low latency No Yes Yes Yes
Platform agnostic No No No Yes
Inexpensive No No Yes Yes
Easy to implement Yes Yes Yes Yes
Secure No Yes No Yes
64
Feature Comparison
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Manual
Presence Location Fidelity
Check-
in M
ethod
Vicinity
Auto
Automatic &
Authenticated
GPSCellular
& WiFi
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Ultrasound
Check-in Technology Comparison
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DASH7 Is “Piggybacking” the Introduction
Of 13.56MHz NFC in Smartphones, Smartcards,
And other Devices
With the addition of a two-cent circuit to current 13.56 MHz NFC silicon, all NFC-
enabled smartphones become DASH7-enabled
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1. DASH7 operates at 433.92 MHz worldwide
2. NFC operates at 13.56 MHz worldwide
3. 13.56 x 25 = 433.92 … i.e. DASH7 operates at the 5th harmonic above NFC
4. DASH7 utilizes the same antenna and nearly the same silicon as NFC, apart from a single two-cent circuit
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DASH7‟s “Goldilocks Zone”
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Pioneering Check-in 2.0 Product
Novitaz DASH7 Loyalty Card
Includes:
• ISO 7810 Compliant Smartcard
• Integrated 433 MHz DASH7
radio
• Thin battery
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Existing Loyalty Card
What a guest purchased
Identifies cross-sells
Mass Marketing
Generic rewards based on
spend
Check-In 2.0 powered Loyalty Card
What a guest is interested in purchasing
Identifies new and lost opportunities
In-Store Presence Marketing
Loyalty based on understanding in-store
browsing behavior
Enhanced Loyalty
Enhanced Loyalty
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• Requires an ecosystem of suppliers, systems
integrators, and end users like the DASH7
Alliance (www.dash7.org)
• Requires readily available and inexpensive
silicon and thin batteries
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Bringing Check-in 2.0 To Market
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1. Excuse Me, But What Is A Check-In?
2. These Check-ins Today Are So Lame!
3. Let’s Compare Current Check-In Technologies
4. Why We Need A “Check-in 2.0” Standard
5. What Should The Standard Require?
6. A Modest Proposal for A Global Check-in Standard
7. Next Steps
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TABLE OF CONTENTS
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• Join the new DASH7 smart card working group
– Encompasses a range of interests including SIM, NFC,
mobile telephony, credentials, ticketing, more …
• Attend the DASH7 Alliance Annual meeting in San Diego on
February 1, 2011 http://ht.ly/3xXGb
• For more information, visit www.dash7.org or email our
executive director, Paul Ritchie, at [email protected]
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Join The Fun
Google, Foursquare, Facebook, Loopt, Gowalla, DASH7, NFC, NXP, Infineon, ST Microelectronics,Orange, KT Telecom, Vodaphone, AT&T, Microsoft, Motorola, Nokia, RIM, Apple, Shopkick, NTT, SK Telecom, LG, Samsung, China Telecom, Hutchison, Melexis, Semtech, Texas
Instruments,
G&D, Gemalto, Oberthur,
Smartrac, Best Buy, Target,
Starbucks, NFC 2.0, Twitter,Skout, Yelp, Ericsson,
Huawei, ADT, Assa Abloy,
HID, Sony, Panasonic, HTC,
TSMC, EM Micro, Nordic Semiconductor, Austria Microsystems, IBM, Accenture, EDS, HP