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How context based digital services will change customer experience and sales in retail
Context Based Mobile Services
Jarno Malaprade / Tietotalo
Three steps of mobile
1. Mobile phone 2. Phone of Internet Apps 3. Personal Assistant
3
IoT is a network of physical objects (”things”)
embedded with sensors and connectivity with
user, operator, manufacturer or other
connected devices.
Internet of Things
Context Based Mobile Services
Beacons are small radio
transmitters that send out a
signal at regular intervals. This
signal contains an individual
beacon id.
Mobile apps can identify
beacons and figure out their
distance to that particular
source of signal.
Beacons often contain other
extra services that smartphones
can query, such as
temperature or motion data.
6
Mobile apps using beacons are connected with the physical world as
beacons unlock micro-location and contextual awareness. Apps will
know where you are and how you move, even what objects you touch
(stickers with sensors for movement).
Beacon based apps are aware of their environment
7
Personal Assistant Will…
… tell you automatically when
your next buss arrives.
.. guide you through a theme
park and enrich your experience
… tell you stories and gives
background information about
the art pieces at a gallery or
a museum
… show a boarding pass at
the right moment at the airport
and guides you to your terminal
… make it possible to order
and pay a pint of beer at
your table
… tell you when it’s your turn
and who will take care of you
… help you to find a shop
of your interest in a huge
shopping mall
… alarm and tell your child
is too far away from you
in the beach
8
Beacons broadcast
signals
§ Proximity
§ Movement
§ Temperature
How does it work?
Liki gives logic
§ Rules
§ Content
§ Scheduling
§ Context linking
§ Analytics
Liki in brief
Liki is a cloud based content management
platform for mobile apps. It is built especially
for iBeacon technology.
Content,
notifications
Scheduling
PersonalizationIn-door analytics
Context Based Mobile Services
Apps can include a variety of context based actions.
You can link any location with info cards, functionalities, coupons
or raffle tickets, guidance…
12
Finnish Travel Fair 2015
13
In-door analytics
Liki collects in-door analytics data and
pulls :
§ Ability to follow unique devices
§ Installation times, arrival times
§ Arrival and exit times in beacon regions
§ Visitor flow by time
§ Number of shown and used coupons
§ Number of shown context based
messages
§ Number of shown raffle tickets and
participant information
§ Used platforms
§ Popularity of different personalized
content
A journey of a random user on January 17th 2015
Context Based Mobile Services
The art of marketing
Catalog
Store eCommerce Mobile
I want to…
Marketing
Data you don’t
own or collect
Visits the store close to the
product: coupon is used or
not used
Visits web shop,
not buying Goes by the store and
receives a discount coupon
for the product
This product
interests me but it
doesn’t fit my
budget…
1. A personalized push notification about
installments etc.
2. Thank you! Other customers were also
interested in…
Retargeting
Visits the store close to the
product: coupon is used or
not used
Visits web shop,
not buying Goes by the store and
receives a discount coupon
for the product
This product
interests me but it
doesn’t fit my
budget…
1. A personalized push notification about
installments etc.
2. Thank you! Other customers also
interested in…
Retargeting
Data you own
and collect
Personalization as it happens in-store…
The art of marketing
What do they want to buy? How can you tell it to them in-store?
The art of marketing
Liki can control screens, lights and audio of your environment.
Beacons:
Product proximity or
product movement
Liki based App
Logic and content
Wifi based
RGB light bulbs
Screen connected
to internet
Interactive “things” with beacons and stickers
§ Lights can change as the product is moved.
§ Presenting products on the screen based on
1. movement of the product
2. proximity of a client
3. preferences of a client
4. behavior of a client
23
Jarno Malaprade
Digital strategist
040 5461110
jarno.malaprade@tietotalo.fi

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Context Based Mobile Services

  • 1. How context based digital services will change customer experience and sales in retail Context Based Mobile Services Jarno Malaprade / Tietotalo
  • 2. Three steps of mobile 1. Mobile phone 2. Phone of Internet Apps 3. Personal Assistant
  • 3. 3 IoT is a network of physical objects (”things”) embedded with sensors and connectivity with user, operator, manufacturer or other connected devices. Internet of Things
  • 5. Beacons are small radio transmitters that send out a signal at regular intervals. This signal contains an individual beacon id. Mobile apps can identify beacons and figure out their distance to that particular source of signal. Beacons often contain other extra services that smartphones can query, such as temperature or motion data.
  • 6. 6 Mobile apps using beacons are connected with the physical world as beacons unlock micro-location and contextual awareness. Apps will know where you are and how you move, even what objects you touch (stickers with sensors for movement). Beacon based apps are aware of their environment
  • 7. 7 Personal Assistant Will… … tell you automatically when your next buss arrives. .. guide you through a theme park and enrich your experience … tell you stories and gives background information about the art pieces at a gallery or a museum … show a boarding pass at the right moment at the airport and guides you to your terminal … make it possible to order and pay a pint of beer at your table … tell you when it’s your turn and who will take care of you … help you to find a shop of your interest in a huge shopping mall … alarm and tell your child is too far away from you in the beach
  • 8. 8 Beacons broadcast signals § Proximity § Movement § Temperature How does it work? Liki gives logic § Rules § Content § Scheduling § Context linking § Analytics
  • 9. Liki in brief Liki is a cloud based content management platform for mobile apps. It is built especially for iBeacon technology. Content, notifications Scheduling PersonalizationIn-door analytics
  • 11. Apps can include a variety of context based actions. You can link any location with info cards, functionalities, coupons or raffle tickets, guidance…
  • 13. 13 In-door analytics Liki collects in-door analytics data and pulls : § Ability to follow unique devices § Installation times, arrival times § Arrival and exit times in beacon regions § Visitor flow by time § Number of shown and used coupons § Number of shown context based messages § Number of shown raffle tickets and participant information § Used platforms § Popularity of different personalized content A journey of a random user on January 17th 2015
  • 15. The art of marketing
  • 16. Catalog Store eCommerce Mobile I want to… Marketing Data you don’t own or collect
  • 17. Visits the store close to the product: coupon is used or not used Visits web shop, not buying Goes by the store and receives a discount coupon for the product This product interests me but it doesn’t fit my budget… 1. A personalized push notification about installments etc. 2. Thank you! Other customers were also interested in… Retargeting
  • 18. Visits the store close to the product: coupon is used or not used Visits web shop, not buying Goes by the store and receives a discount coupon for the product This product interests me but it doesn’t fit my budget… 1. A personalized push notification about installments etc. 2. Thank you! Other customers also interested in… Retargeting Data you own and collect
  • 19. Personalization as it happens in-store…
  • 20. The art of marketing What do they want to buy? How can you tell it to them in-store?
  • 21. The art of marketing Liki can control screens, lights and audio of your environment. Beacons: Product proximity or product movement Liki based App Logic and content Wifi based RGB light bulbs Screen connected to internet
  • 22. Interactive “things” with beacons and stickers § Lights can change as the product is moved. § Presenting products on the screen based on 1. movement of the product 2. proximity of a client 3. preferences of a client 4. behavior of a client
  • 23. 23 Jarno Malaprade Digital strategist 040 5461110 jarno.malaprade@tietotalo.fi