What a fantastic partnership and initiative! http://www.ibtimes.co.uk/ibm-building-internet-things-ai-connect-worlds-industries-1606951
Personally, I totally disagree with this sentiment! Unlike online search, physical stores and products are unable to place themselves in any form of ranking status simply because that’s what a consumer is looking for? Beacon failure was likely a lot more to do with the lack of understanding on best practices and knowledge of the technology rather than retailers especially those mentioned not having the relevant APP? NFC tags (also a pull technology) that came out long before iBeacons, also failed even though the dominant global smartphones with NFC were Android and Google could have driven user adoption if they wanted to?
What doesn’t make sense is that evidence around Apple iBeacon protocol being tried and failed, why does Google target iOS users whose default browser is Safari not Chrome, rather than focus on the Android market which is the dominant global smartphone with Chrome as the default browser? ( As of January 2017, Chrome had a 53.15% share of the mobile browser market, Safari came in at 32.44%)
Another set up for failure is expecting or waiting for consumers to tap (pull) in the omnibox whilst out and about? Surely receiving a push notification will be more effective albeit intrusive, but waiting for a consumer to tap on the search box is like waiting for it to snow in an area where snowfall is not guaranteed?
It really stands out to me as a Beacon specialist that the people in charge of setting the standards and protocols are not taking a logical approach at all! http://adage.com/article/digitalnext/a-tweak-chrome-s-search-upend-proximity-marketing/307948/?utm_campaign=SocialFlow&utm_source=Facebook&utm_medium=Social
What significance does this bare when Bluetooth is standard on all phones and Apple included NFC since the launch of the iPhone 6 & 6+? http://www.trustedreviews.com/news/apple-s-mysterious-wireless-device-has-nfc-bluetooth-but-what-is-it
Whilst I am no analyst, I have the tendency to disagree. In fact, with the arrival of intelligent new proximity location based technology provides the ULTIMATE opportunity to connect the two together, providing that all important single customer view and ability to deliver contextually relevant data to the right person, at the right time, in the right place on the relevant device. https://adexchanger.com/online-advertising/marriage-off-ad-tech-mar-tech/
There is no such thing as ‘Free Wifi’ and wether you opt in to connect Tanya available WiFi hotspot, DATA about a users device is continuously being harvested. That’s the nature of a smartphone and there’s no getting around it (unless you remember to turn your WiFi, Bluetooth and location settings off). http://www.gizmodo.co.uk/2017/02/heres-what-tfl-learned-from-tracking-your-phone-on-the-tube/
Apps are a) a luxury that not every retailer can afford to build and b) a novelty. I believe what has been unsaid here is that most of the App features and content are available on the web, including CRM, CMS, marketing capabilities and more. Due to poor user experience and irrelevant content, consumers no longer freely download Apps from the App stores, the chosen Apps have to provide value to the user and have little to no interferences from 3rd parties such as advertising. Therefore it is more vital to optimise your web presence with the number one importance making it responsive in design. For those that can afford an App, by all means build one, but it is absolutely imperitive to make it relevant for the individual who is going to use it, and do NOT use your App for general purpose advertising. If and when you build an App, think of the ‘here and now’ user experience, meaning what can you provide in terms of value to the consumer in that exact moment that is not necessarily available on the web? If all things are considered, an optimised web presence is far more beneficial than an App.
Impressions at scale needs to change to Impressions with relevance – ie right person, right place, right time. Emerging technology is likely to be a game changer for the industry, provided that it is implemented and deployed wisely. Early examples indicate the same kind of scale approach – quick to market and broadcasting to a mass audience, again setting themselves up for another crash. With the right strategy, the right technology, instead of focussing on delivering impressions at scale, the key is to optimise performance, focus on the entire customer journey, all the various digital touch points and make the experience contextually relevant. This will not only stabilise CPA’s, but ultimately build loyalty and increase ROI. http://www.campaignlive.co.uk/article/ad-tech-2017-its-time-focus-outcomes/1423155
A great use case for Android Pay, let’s hope that more Apps do the same – https://newsroom.uber.com/hong-kong/androidpay-eng/
This is a brilliant use case for BLE beacons, however it still requires a bit of work on the user experience (or a Moohbe Beacon) to make it more seamless. Advertising would come naturally as a secondary use ( and as a form of ROI) in order to occupy passenger dwell time through the their journey. Moving on from here once the consumer has adopted this method of payment, it would be a natural progression to implement additional (Moohbe) Beacons on trains, taxis, car parks, doctors, hospitals and other consumer related services (even household utilities), on the road to developing the Smart City concept with a SCV throughout. https://www.nfcworld.com/2017/02/03/349806/bluetooth-bus-ticketing-trial-lets-passengers-travel-without-needing-buy-ticket/