Slides from a lunchtime talk covering Indoor Location and Positioning Technology

1. Indoor Location & Positioning
Sean O Sullivan
twitter: @sos100
blog: blog.mylocalsocial.com
!1

2. Me
Why am I here?
Why
Indoor Location and Positioning
How
Quick tour of current approaches
What
Applications and uses
Citi
How might Citi use it?
End
Issues, References, Reading
1
2
3
4
5
6

3. Me
College
Computer Science,
SW Dev & Design @
NCB (Stock / Money
broking), NZI
1986
LocalSocial
Rococo Software
Proximity platform; instore engagement for
retailers (BLE, iBeacon,
WiFi, NFC)
Java / Bluetooth
Infrastructure
Software, Raised VC,
300M Handsets
1995
2000
IONA
VP, Professional Services, EU
R&D Projects
2009
2010
Dial2Do
Spin-out, raised
funding, voice services
now
mySay
Realtime messaging
for mobile workforce
!3

4. Me
Why am I here?
Why
Indoor Location and Positioning
How
Quick tour of current approaches
What
Applications and uses
Citi
How might Citi use it?
End
Issues, References, Reading
1
2
3
4
5
6

5. GPS
Great Outdoors

6. 90%
Time most Americans spend indoors

7. Retail
Indoors, underground, few external
windows…

8. ILPS

9. Me
Why am I here?
Why
Indoor Location and Positioning
How
Quick tour of current approaches
What
Applications and uses
Citi
How might Citi use it?
End
Issues, References, Reading
1
2
3
4
5
6

10. Main Current Approaches
Omitted for now: cell tower, camera
How
Comment
WiFi
Either fingerprint or triangulate WiFi
Access Points or Beacons
All mobile platform vendors use this
(see next)
Beacons
Dedicated Beacons used to mark
areas or zones
Apple iBeacon recently became the
poster child for this
Light
Special Lights emit a unique code
invisible to human eye
Front facing camera detects the
code
Sound
Sound inaudible to the human ear
ShopKick pioneered this in US
Fingerprint of magnetic field
variations used to fix position
Area is first mapped in order to
create a magnetic field map
Direction, Speed, Turns, Height,
Requires a known fixed starting
point (often GPS or WiFi)
Magnetic
Dead Reckoning

11. Innovation at each layer
e.g. M7 co-processor in new iPhone5
Handset Manufs
Apple
Google
Samsung
Microsoft
Mobile OS
Google
Apple
Microsoft
Other
Chips
CSR
Qualcomm
Broadcom
STM

12. Ever wondered about this?
WiFi already being used to help position you…
Has been here
“forever”
Appeared since
iOS7

13. Apple iBeacon
3rd Party Hardware, plus every iOS device!
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15. Some considerations
High level aspects to consider
1
Infrastructure
Some solutions require installation of
infrastructure, such as beacons, WiFi, or lights.
Accuracy
Accuracy varies both by type of solution, and by
density of infrastructure in some cases
3
TCO
Does the solution require power source, battery
replacement? Will it work over mobile product
cycles?
4
Control
2
Who else can or could use the infrastructure?

16. Me
Why am I here?
Why
Indoor Location and Positioning
How
Quick tour of current approaches
What
Applications and uses
Citi
How might Citi use it?
End
Issues, References, Reading
1
2
3
4
5
6

17. Navigation

18. Navigation

19. Navigation

20. Navigation

21. Welcomes and Pick-up

22. In-store ads, rewards, information
Trigger rewards “just for being there” (like
ShopKick), or for visiting certain zones in-store.

23. Shopkick

24. Asset tracking, Workforce, Campus,
Defense, Police & Fire, …

25. Bytelight

26. Indoor Atlas

27. Estimote

28. Me
Why am I here?
Why
Indoor Location and Positioning
How
Quick tour of current approaches
What
Applications and uses
Citi
How might Citi use it?
End
Issues, References, Reading
1
2
3
4
5
6

29. @ Branch

30. @Branch
In-store location and the customer journey
Wait / browse
Arrival
Welcome / Greeting. Personal
concierge (“whisk away”). Alert
to staff member.
Self-service on phone - “how can
we help today?”. “Let us come to
you”. Insertion point for relevant
information, offer, or reminder. Here
to pick something up? Timer for
being dealt with. Partner brands?
1
2
4
Departure
Thanks. “by the way…”,
RAOK.
3
Action
Pick up. Queue jump. Get
seen with reduced friction,
uncertainty.

31. @ elsewhere?

32. The app as “gold card”?

34. @Third Party Stores and Venues
Citi App acts as “passport” with partners
Wait / browse
Arrival
Welcome / Greeting. Personal
concierge (“whisk away”). Alert
to staff member.
Self-service on phone - “how can
we help today?”. “Let us come to
you”. Insertion point for relevant
information, offer, or reminder.
Here to pick something up? Timer
for being dealt with.
1
2
4
Departure
Thanks. “by the way…”,
RAOK.
3
Action
Rewards, Offers, Discounts.

35. Me
Why am I here?
Why
Indoor Location and Positioning
How
Quick tour of current approaches
What
Applications and uses
Citi
How might Citi use it?
End
Issues, References, Reading
1
2
3
4
5
6

36. Things to consider
Think about…
1
2
3
4
5
Whole solution
Privacy
Data
Customers
Trials
Cost, ubiquity, accuracy, likely changes
One word: Nordstorm! Opt-in, opt-out. What’s best
practise?
Can you handle, process, manage the data that will flow?
Handled poorly, can spook people
Timings, customer segmentation, use-cases (simple!)

37. More information
Don Dodge
StreetFight
Blogs
Works @ Google, Developer
Advocate, Google Ventures,
Investor
Covers nearly everything that
moves involving HyperLocal
Ads, Publishing, indoor
advertising, etc.
See company list - a few
(ours!) have decent blogs
covering the area.

38. Indoor Location & Positioning
Sean O Sullivan
twitter: @sos100
blog: blog.mylocalsocial.com
!38

39. Apple iBeacon
3rd Party Hardware, plus every iOS device!
!39

40. CSR Beacons
BLE based, 2+ years battery life, zone-able
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41. Stick’n’Find
BLE based, 3-4 months battery life
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42. SensorTag
BLE based, 6 Sensors, Code, ++
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43. HipKey
BLE Proximity Fob
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44. Nordic
BLE Proximity Fob and DevKit
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45. In Store Engagement Platform
twitter: @localsocial
blog: blog.mylocalsocial.com
!45