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ThingZingo - Demo

ThingZingo - Example Flow To Glass

ThingZingo - Orchestrates Messages

Grocery App with Proximity Based Offers

  • Receives inbound device messages

  • Contextual routes messages to other devices / platforms (mobile devices, signage, environmental control systems, etc.)

Thank You

ThingZingo - Example Flow Multi-Target

Rich Schramm

CTO, Ascendum Retail Group

richard.schramm@ascendum.com

ThingZingo - Integrates Business Systems

Can integrate with 3rd Party Systems such as:

  • CRM
  • Loyalty
  • Inventory
  • Signage CMS

ThingZingo - A contextual hub for IoT

We are hiring!

Local contact: Ajit.Talluri@ascendum.com

Provides Intelligence and

Orchestration:

  • Understands Users
  • Understands Location
  • Understands Devices
  • Integrates Bus. Systems
  • Orchestrates Messages

Context Requires Intelligence

Context Requires Orchestration

Proximity simply means that someone is somewhere.

Intelligence is needed to know who they are, what they like, and what message is relevant to them where they are.

ThingZingo - Understands Devices

Should messages be sent to the phone or the digital signage near by or both?

When and how to communicate with the billboard CMS?

Multiple input/output devices

  • Mobile Phones
  • Digital Signage
  • Smart Kiosks
  • SmartGlass Showcases*
  • 3rd Party Systems

ThingZingo - Understands Users

BLE Beacons

Geofencing

What's a SmartGlass Showcase?

ThingZingo - Understands Location

The Contextual World leverages IoT

A 360 degree view of users based on:

  • Demographics
  • Social Interests
  • Inferred Interests
  • Psychometrics
  • Previous Purchases

BLE Beacons are newest location technology

  • BLE = Bluetooth Low Energy
  • AKA Bluetooth 4.0 and Bluetooth "Smart"

Apple announced "iBeacon" spec last summer

  • BLE Beacons appeared last fall
  • Apple released spec early 2014
  • Not all beacons are "iBeacons"

Geofencing is based upon latitude and longitude.

  • The geopoint of a location
  • Radius around geopoint is the geofence
  • Crossing geofence boundary = proximity
  • Mobile devices monitor geofences in background, wake up apps and take action
  • Macro-location Proximity
  • 5 meter accuracy at best

Supports multiple location based services:

  • BLE Beacons
  • Geofences
  • Self Announcement

Those mobile phones, digital signs, digital billboards, the barista's terminal at the coffee shop, even the beacons... those are all networked "things".

But something is missing...

Self Announcement

With self-announcement, the user "checks in" to a location.

  • Scanning a QR Code
  • Location Services on the Device

Downsides:

  • People don't do it
  • It can be easily "spoofed"

Why do we care about proximity?

Contextual Advertising Experience

Proximity is important in communicating the right message based on where that user is at that point in time.

Proximity based messages could include:

  • Welcome messages when you enter a venue
  • Offers relevant to your in-store location
  • Information about an exhibit at a museum

Proximity in the Contextual World

How Beacons Work

Going down the road, the digital billboard shows a pretty woman holding a coke, because the people approaching in their cars are mostly men.

The future of retail and advertising is about contextual messaging:

  • Where you are
  • Who you are
  • What you are doing
  • What you like and dislike

Each beacon broadcasts a unique signal

UUID, Major, Minor, RSSI

Mobile devices "hear" signal and determine range.

  • Unknown
  • Far - ~2M - ~70M
  • Near - ~20 CM - ~2M
  • Immediate - 0 CM - ~20 CM

Range is determined by transmission power of the beacon.

Received Signal Strength Indicator (RSSI) represents the signal strength measured at 1 M.

Based on this, a device can calculate its distance based on the signal strength it observes.

Contextual Advertising Experience

How to determine proximity?

Currently, there are several technologies that can determine a user's proximity to a specific location.

The three most common ways of doing this currently are:

  • Self Announcement
  • Geo-Fencing
  • BLE Beacons

Walking down the terminal at Bangalore's airport, digital signs show advertisements for English Language tours of Bangalore and Mysore and a "buy now" offer for the tour appears on my phone.

How Beacons Work

Retail Experience - Proximity and Context

Beacons broadcast at 2.4 GHz.

Can be subject to interference from WIFI and other devices broadcasting at 2.4 GHz. such as cordless phones and even Microwave ovens.

Use 5.0 GHz. routers (dual band) when possible.

How Beacons Work

Beacons and IoT

What do we mean by "Proximity"?

Like Geofences, mobile devices monitor for beacons in the background.

  • When signal heard, OS "wakes up" app (in iOS, not Android).
  • App determines range, takes an action.

Supported by:

  • iOS 7+
  • Android 4.3+
  • WinPho 8.1

In the beverage aisle, you get an offer for beer, your wife gets an offer for diet soda.

Entering the mall, your teenage daughter gets an offer from the music store.

prox·im·i·ty [prok-sim-i-tee]

noun

  • nearness in place, time, order, occurrence, or relation.

- Dictionary.com

In retail, we care about proximity, related to where you are in the location (the beer aisle, ladies accessories, the food court)

Future beacons will be IoT "things":

  • Networked
  • Multi-function
  • Bi-directional
  • Remotely managed
  • High Frequency / Stronger
  • Broadly Integrated

Contextual Hospitality Experience

Beacons and IoT

Coming into your favorite coffee shop, you see a sign welcoming you by name, your favorite band plays on the sound system, and the barista asks if you want your usual half-caff latte.

First generation beacons are dumb.

  • Broadcast Only
  • BLE Only
  • No IP Support (WIFI, etc.)
  • No remote management
  • Low Frequency / Weak

This will change.

Proximity - the new "thing" in retail

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