Location sensing and IBM presence insights
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The next generation of context-aware apps will use a variety of location sensing technology as its canvas for creating more productive, meaningful, and interactive user experiences. IBM Presence Insights Integrates multi-sensor engagement capabilities, Facilitates mobile apps that sense, analyze, act, engage, and Partnership opportunities (retail, events, social media).
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Location sensing and IBM presence insights
- 1. © 2015 IBM Corporation The importance, technology and use cases of location Derek Baron, Program Director IBM MobileFirst December 2015
- 2. © 2015 IBM Corporation 2 + IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. + Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. + The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. + The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. Please Note:
- 3. © 2015 IBM Corporation 3 + Why is this important? + Technology 101 + Use Cases Agenda
- 4. Why is this important? 4
- 5. © 2015 IBM Corporation 5 Session / First session Unique / Repeat visitor Session duration Page views per session Avg new/repeat session length Avg time per page Traffic volume Bounce rate Frequency per unique visitor Unique visitor per store / time Store visit / first venue visit Unique / repeat venue visitor Store entry / exit duration Number of zones visited Avg time spent in store; new/repeat Time spent in each zone Total visitors to venue Short durations, no zones visited Number of zones visited Recurring venue entries Web Metrics Indoor Location Metrics Indoor Location: Convergence of digital and physical Indoor Venues are the next frontier for location based services • Provide a new platform for in-venue user engagement and experiences • Make smart devices responsive to their environment • Make the physical world searchable down to the object level • Digitize the call for help Retail Example: 93.5% of retail sales occur in brick and mortar stores, which lack most of the typical analytics available to web stores… Platt Retail Institute, July 2015
- 6. © 2015 IBM Corporation 6 “Up to 4,000 black cabs are about to be fitted with iBeacons across London and other major UK cities, allowing passengers to receive contextually-relevant messaging as they travel.” See more at: http://performancein.com/news/ 2015/09/07/4000-black-cabs-be-fitted-ibeacons-uk-cities/ #sthash.3343urCn.dpuf Proliferation of sensing infrastructure is exploding
- 7. © 2015 IBM Corporation 7 Location is already driving significant results The next generation of context-aware apps will use a variety of location sensing technology as its canvas for creating more productive, meaningful, and interactive user experiences: Generating these meaningful location-driven experiences requires integrating fragmented sets of location data and enterprise systems: Get started faster building better, location-driven apps with IBM Bluemix: + IBM Presence Insights aggregates and makes sense of disparate location data to intelligently derive relevant, actionable business value in real time + IBM Marketing Cloud leverages location to deliver exceptional, hyper- targeted experiences that drive deeper customer engagement + IBM MobileFirst Platform builds better, ambient aware app experiences leveraging location-enabled insights M µ P E MACRO GPS, Cellular, IP Address MICRO Beacons, NFC, QR Code, Wi-Fi, Video Cameras Physical Point of Sale, Security badge, Terminals ENTERPRISE Systems of Record, Business Rules, Marketing Automation Leading hotel chain employs mobile app & beacons for key-less check in process UK based airline deploys beacon and wearables with marketing cloud technology to provide top tier members with more personalized, high-tech concierge experience Food manufacturer partners with grocery stores and leverages beacon and geolocation services to target customers. Saw 20x increase in sales Top soda manufacturer uses beacons and geolocation services with marketing cloud technology to interact with mobile app
- 9. © 2015 IBM Corporation 9 x x App App Server x Type WIFI Grid Locationing § Will provide actual (x,y) coordinate of phone § Margin of error: 5-10 Meters + variables WIFI Proximity § Provides (x,y) coordinate of the SENSOR that detects you. § Margin of error: 2-5 Meters + variables: Dependent on proximity setting Beacon/BLE § Only provides beacon ID. Server maps that to beacon location. § Margin of error: 1-2 Meters depending on beacon used and configuration Small Cell § Will provide actual (x,y) coordinate of phone § Margin of error: 5-10 Meters + variables Magnetic Resonance § Require no specialized hardware & quite accurate § Dependent on establishing a hard location & fingerprinting of site SLAM (simultaneous localization and mapping) § No hardware required § Leverages sensors on the device § Used in conjunction w/other sensors Sensing Technology
- 10. Use Cases 10
- 11. © 2015 IBM Corporation 11 Retail Use Cases
- 12. © 2015 IBM Corporation 12 Monitor Key Metrics
- 13. © 2015 IBM Corporation 13 Benchmark and Compare Campaign Effectiveness
- 14. © 2015 IBM Corporation 14 + Need to re-evaluate your success metrics • Did the user come into the store? • Did the user go to the department or zone of the engagement? • Did the user modify or change their normal behavior? Contextual Engagement
- 15. © 2015 IBM Corporation 15 Dynamic Product Placement
- 16. © 2015 IBM Corporation 16 Traffic Trends
- 17. © 2015 IBM Corporation 17 1. You need to have a location strategy 2. Always start with an explicit use case 3. Have defined success metrics & baselines 4. Start small & grow Conclusion: Recommendations
- 18. © 2015 IBM Corporation 18 Copyright © 2015 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form without written permission from IBM. U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM. Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for accuracy as of the date of initial publication and could include unintentional technical or typographical errors. IBM shall have no responsibility to update this information. THIS DOCUMENT IS DISTRIBUTED "AS IS" WITHOUT ANY WARRANTY, EITHER EXPRESS OR IMPLIED. IN NO EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS INFORMATION, INCLUDING BUT NOT LIMITED TO, LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products and services are warranted according to the terms and conditions of the agreements under which they are provided. Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice. Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual performance, cost, savings or other results in other operating environments may vary. References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or services available in all countries in which IBM operates or does business. Workshops, sessions and associated materials may have been prepared by independent session speakers, and do not necessarily reflect the views of IBM. All materials and discussions are provided for informational purposes only, and are neither intended to, nor shall constitute legal or other guidance or advice to any individual participant or their specific situation. It is the customer’s responsibility to insure its own compliance with legal requirements and to obtain advice of competent legal counsel as to the identification and interpretation of any relevant laws and regulatory requirements that may affect the customer’s business and any actions the customer may need to take to comply with such laws. IBM does not provide legal advice or represent or warrant that its services or products will ensure that the customer is in compliance with any law. Notices and Disclaimers
- 19. © 2015 IBM Corporation 19 Information concerning non-IBM products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not tested those products in connection with this publication and cannot confirm the accuracy of performance, compatibility or any other claims related to non-IBM products. Questions on the capabilities of non-IBM products should be addressed to the suppliers of those products. IBM does not warrant the quality of any third-party products, or the ability of any such third- party products to interoperate with IBM’s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents, copyrights, trademarks or other intellectual property right. + IBM, the IBM logo, ibm.com, Aspera®, Bluemix, Blueworks Live, CICS, Clearcase, Cognos®, DOORS®, Emptoris®, Enterprise Document Management System™, FASP®, FileNet®, Global Business Services ®, Global Technology Services ®, IBM ExperienceOne™, IBM SmartCloud®, IBM Social Business®, Information on Demand, ILOG, Maximo®, MQIntegrator®, MQSeries®, Netcool®, OMEGAMON, OpenPower, PureAnalytics™, PureApplication®, pureCluster™, PureCoverage®, PureData®, PureExperience®, PureFlex®, pureQuery®, pureScale®, PureSystems®, QRadar®, Rational®, Rhapsody®, Smarter Commerce®, SoDA, SPSS, Sterling Commerce®, StoredIQ, Tealeaf®, Tivoli®, Trusteer®, Unica®, urban{code}®, Watson, WebSphere®, Worklight®, X-Force® and System z® Z/OS, are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at: www.ibm.com/legal/copytrade.shtml. Notices and Disclaimers (con’t)