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 …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…