Presentation Transcript

1. Proximity Platform: the Evolution of Location Dave Mathews Founder NewAer - “new air” www.newaer.com
2. Company Background Dave Mathews - Founder & President of NewAer, Inc. 61+ patents. Worked at startup stages of CueCat, Sling Media & Boxee
3. Hacking Away in the Garage Our 1997 CueCat invention got us thinking about MRC again in 2010
4. Ambient Radio Data is all around us Most require an authentication, pairing or syncing to communicate Cellular Tower WiFi Hotspots Bluetooth NFC – Near Field GPS
5. Context is Key What devices are around me, where are we and what time were they seen? How can our “digital pacifier” smartphone “nudge us” as things are near?
6. Objective: Make your smartphone smart Loaded with sensors and radios inside – We do not require “pairing” to work GPS, 3G, 4G, WiFi, Bluetooth, Nike+, Ambient light, Accelerometer, NFC
7. Input Data - GPS Very power intensive - Works best outdoors 65-300 feet
8. Input Data - Cellular Works indoors and outdoors - Carrier based APIs 32-300 feet
9. Input Data - WiFi Works best indoors to augment GPS 100-300 feet
10. Input Data - Bluetooth Range determined by device class 3-300 feet
11. Input Data - NFC Limited devices today - Dozens to support it in the future <1-8 Inches
12. GPS – Lacks precision indoors
13. Map Application on iPhone Current Google Maps September iOS 6
14. Proximity – Works inside and out
15. Proximity Platform provides Power Saving Continuous operation with 4% power draw Proximity vs. Location – our location is elastic Accuracy Greater campaign flexibility (Action Engine) Higher frequency scanning and updates Speed Fingerprint detected & sent to API server More accurate targeting GPS Derived Proximity Derived
16. Understanding the Consumer Customer Engagement Loyalty Cards Demographics Surveys Observational Research Point of Sale Data
17. Foot Traffic Path Quantitative Behavioral Based Decisions Analytics Dwell Time Frequency Quantitative lease negotiations Which tenants drive traffic? How to increase dwell time? Increased sales Cross shopping patterns Consumer response to ads Frequent consumer behavior Aggregate customer profiles
18. How It Works A 60:D6:32:4A:10:8C B 50:B6:37:5D:11:5F
19. Tenant Metrics 0.2% $499 $107 3.0 Store Zone Impact Metrics Percentage of Traffic Generation Center Sales per SF Center Spend 90-Day Shopping Frequency 15 1 0.3% $290 $64 6.9 6.4% $618 $96 6.9 2.3% $251 $267 6.9 12 2 0.4% $514 $25 8.4 1.1% $506 $205 6.9 27 3.0% $463 $137 6.9 1.2% $413 $146 7.8 3.4% $540 $139 5.8 3 4.0% $634 $169 5.4 5 4 16 17 18 1.7% $531 $227 6.9 19 1.1% $546 $221 7.0 3.1% $543 $102 7.3 13 21 6 20 28 25 24 7 2.2% $1,126 $243 7.7 8 22 23 11.3% $290 $196 6.4 1.5% $469 $128 5.0 9 1.7% $824 $130 6.8 4.8% $524 $136 8.3 14 1.2% $413 $146 7.8 1.3% $664 $252 5.4 10 0.9% $939 $155 6.6 26 1.5% $387 $104 6.6 1.6% $433 $258 7.1 0.5% $697 $177 4.0 2.1% $657 $147 4.4 35.8% $229 $121 7.1
20. Proximity Platform: Offers Resolution Works inside of malls, underground and within office buildings Leverages existing retail infrastructure of WiFi (no new transmitters) Extensible Action Engine can drive campaigns per user via app personalization Greater resolution can be driven with a manager tablet or BlueTooth Dynamic and Unique Content
21. Push offers to Consumer Phones
22. Scenario: Push offers for Opt-In Scan the environment constantly looking for a known trigger marking location Plug in for MOA app on Android & iOSsmartphones, & tablets User loads the MOA Application running NeuAer SDK SDK fingerprints environment and reports to server Known fingerprint in the offers database triggers a push to phone User can open app to see the offer or mute it for “X” hours No check-in, “user pull” or geographical (GPS) updating required
23. Proximity Platform: Interactive Signage Personalized Signage Target individual consumers as they approach signage Tailor content by real time path and purchase behavior Envelope demographics (TAB / Eyes On) are not accurate Action Engine can analyze individual behavior and push campaigns to most valuable consumers Targeted Signage = Higher Conversion
24. Minority Report Advertising
25. Proximity Platform: Indoor Triggers Scan the environment constantly looking for a known trigger marking location Plug in for MOA app on Android & iOSsmartphones, & tablets User loads the MOA Application running NeuAer SDK SDK fingerprints environment and reports to server Known fingerprint in the database triggers phone location on map User can search for individual stores or products if merchants integrate Web based merchant user interface for campaigns / product info
26. Proximity Platform We build the infrastructure and rules platform Applications & devices effortlessly know what is near
27. 3rd Party Apps Win Two-way API support feeds data from and back into systems Automated push offers based upon people or things “Created a real world scripting language” - Chris Sacca We are your plumbing of proximity
28. Introducing... Uses any wireless radio technology to automate web or mobile applications WiFi, BlueTooth, NFC, RFID - Whatever the phone can “see” Does not require or interfere with the “pairing” or connection process Just needs to be in the proximity of another active radio
29. Showcase Application - ToothTag Android for initial release Runs in the background Tag most all wireless devices Set rules for these tags Active tags are listed at top Sort on signal level or name Advanced power management
30. Tag People - Typically Bluetooth Tag your friends Play a song when a friend is nearby Tag your children Know when they escape your home Tag your laptop Know when it tries to go
31. Alcatel-Lucent partnership solution #1 OUT OF PROXIMITY SAFETY CALL Bluetooth coverage 1 NewAer Proximity 2 Child moves beyond virtual geo-fence 1 Converged Telephony Server 2 Call control API 3 3 3 Automatically initiates a call between the caretaker and child Makes a 2 parties call when the caretaker’s smart-phone detects the child out of proximity
32. Tag Places - WiFi or Cellular Tower Your favorite coffee shop Auto check-in after you spend a few minutes inside Your client’s office Start billing once you walk in the front door & clock out when you leave Your home Send your mobile phone calls to your home
33. Tag Things - NFC or Bluetooth Old Bluetooth earpiece in a backpack Alert when your child strays too far from you Your Bluetooth equipped automobile Drop a pin on Google Maps right where you parked Your laptop Buzz when it tries to “walk away” at a coffee shop
34. Scenario: App - Car finder Bluetooth within car + existing access points in front of retail and homes Drops a pin on a map, then calculates your walk to alert you on meter time
35. Web and API back end Building front ends to automate intelligent back ends
36. Questions? dave@newaer.com ToothTag is available in the Android marketplace.