Skip to main content
Instapage

Apple Driving Indoor Location Revolution With iBeacons In All Its 254 Stores

apple-maps-featuredIt’s often the case that a technology percolates for a period of time below the surface before it rises to general visibility. That’s the story of indoor location, which has been around for years but is now gaining momentum — in large part because of moves that Apple is making.


In March the company bought WiFiSlam, and indoor location was suddenly on the map — so to speak. Since that time there’s been growing interest in indoor location and related marketing opportunities, which include in-store couponing and notifications. Believe it or not there are more than a hundred startups in the “indoor location ecosystem.”


Now Apple is now further raising the profile of indoor/in-store location through the deployment of iBeacons throughout its 254 retail stores. According to a report from AP this morning:


On Friday, Apple Inc. began using the technology at its 254 U.S. stores to send you messages about products, events and other information – tailored to where you are inside, provided you have downloaded the Apple Store app and have given Apple permission to track you.

Using the iBeacon feature, the app will notify you if the computer you ordered is ready for pickup, for example. Show a clerk your screen with the order number, and the clerk will get it for you. Walking by an iPhone table? You may get a message asking if you want to upgrade, check your upgrade availability and see if you can get money for trading in your old phone.



While all these notification scenarios may not come to pass it’s safe to say there are a range of compelling use cases — both for Apple and consumers — coming from indoor location. There are also a range of technologies available to locate people in indoor spaces. Most of them are not yet widely deployed. It’s also important to note that their accuracy can vary significantly.


Apple iBeacons use a technology called Bluetooth Low Energy (BLE), which is relatively cheap to deploy in stores and venues and built into iOS 7. WiFi is the most widely distributed indoor location technology but it’s less accurate than BLE. The accuracy requirements depend on the objectives of the retailer or marketer. That’s another conversation.


BLE is also a technology that may effectively marginalize NFC in the US market.


Most of the major US retailers (e.g., Macy’s, Lowe’s, Walmart), as well as airports, hospitals, college campuses and museums are either actively deploying or experimenting with indoor location. Nordstrom received considerable negative press after it was revealed the company was testing indoor analytics. Much of that coverage was superficial and played off the recent NSA spying scandal.


While it’s true that privacy is a major issue for indoor location, it’s one that can readily be addressed through opt-in consumer permission and education. (People also always forget that closed circuit cameras have been in stores for more than a generation.) A New York-based group called The Future of Privacy Forum recently announced a code of conduct for indoor location/analytics to establish best practices and protect consumer privacy.


Spooked by the bad coverage that Nordstrom unfairly suffered, most retailers have been afraid to talk about their indoor location initiatives. But now that Apple is rolling iBeacons out to all the company’s stores others may be less shy. And those retailers not testing indoor location, which has a wide range of B2B and B2C uses, may find that the time is now to start.






via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…