Beacons in Ireland

An analysis of iBeacon, BLE technology and the future of shopper marketing in Ireland.

Google is getting in on the beacons act. Beacons, if you don't know, are small devices that use Bluetooth to send signals to smartphones based on proximity.

They've gone "gangbusters" in the US for proximity technology such as Apple's iBeacon, says Sean O'Sullivan of LocalSocial. In Europe, we're beginning to s

Background Last week, Google announced that it will be supporting physical beacons in its Chrome browser for Android. Beacons are now becoming a reality after a long hype period. Retail giant Target is rolling them out in 2,000 of its US stores and WPP-owned OOH agency Kinetic is partnering with Exterion Media to install beacons across the UK’s transport networks and in major shopping malls. Details and Implications Beacons have always appeared to be an attractive way to communicate with consumers via mobile, but the ability to scale beacon solutions has really prevented them from taking off. Most current uses of beacons rely on an Android and/or iOS app detecting them with push notifications turned on and as 85% of consumers tend to only use 5 apps, the experience becomes diluted quickly. However, Google’s next version of Chrome for Android, version 49 (currently in beta) cuts out the need for users to have an app downloaded and for brands to have a high app user base. The new Chrome will be able to alert users to low-energy beacons near to them. The idea is for people to be able walk up to any "smartened" device without having to download an app first. Google are calling this ‘The Physical Web’, a nod towards the blurring of lines between the physical and digital world. The first time a user comes into contact with a beacon they receive a notification through Chrome asking if they want to enable The Physical Web. If activated, users will then see notifications that list which nearby beacons are available, including URLs to be clicked on to visit a linked webpage. This means consumers can receive information, offers and exclusives from all types of companies when on the move. For example, airlines can send pop-up alerts on departure information, or you could receive a notification from a shop, which now has your size back in stock, or you could receive vouchers when walking past your favourite store. It’s clear that Google is thinking about how to take beacons to the next level by rolling them into the wider world of smart devices. Google wants to ensure beacons are integrated into the Internet of Things and don’t operate as a standalone entity but rather help facilitate the world of connected devices. Scott Jenson, Google, said: “There will be millions of smart devices in our homes, work, and everywhere in between. Accessing functionality from these devices will be just like using the Web. You wake up, tap, and go.” Summary Location based signals are playing a pivotal role in connecting the physical and digital world. Location targeting combined with consumer relevancy has never been more important for brands looking to drive consumers to the point of transaction through media. Google’s decision to support beacons with Chrome for Android reemphasises the vital role of proximity marketing. As beacon technology evolves, it’s also important to consider how it can deliver in relation to omnichannel, personalised experiences for consumers.

Given the buzz that iBeacon is creating in the marketing world we thought we’d put together a quick round-up of information on iBeacon

Personal Locator Beacons, or PLBs, are portable radio transmitters, which aid the Search and Rescue (SAR) emergency services in the detection and location of persons in distress. These devices operate in a similar manner to Emergency Position Indicating Radio Beacon (EPIRBs) onboard vessels and Emergency Locator Transmitters (ELTs) onboard aircraft.

Beacons provide shopping malls with an unrivalled opportunity to modernise the shopper experience and drive customer loyalty

Proximity Marketing Ireland provides digital loyalty cards, digital discount coupons, social WiFi and Bluetooth Beacon solutions to retailers in Ireland

Pulsate is a mobile marketing platform for the physical world headed by Patrick Leddy. The start-up focuses on bringing mobile and wireless technologies, such as Apple's iBeacon, into the physical retail experience.

Beacons now enable people to get more out of their visitor experience to Dublin’s Saint Patrick’s Cathedral. 21st century technology for 13th century heritage.

Ever more complex tracking programmes are being used to analyse consumers’ internet habits. And the information gathered is not to your benefit. John Hearne investigates.

Myself and Caroline attended a Google Partners Event in Dublin last week. The event was called Momentum and it was the first Google Partners event exclusively aimed at Irish Agencies.

This is a an in-depth, 50 minute, tour of the iBeacon and Beacon Ecosystem - for which Sean coined the term Beacosystem. This talk covers the background to p...