6 lessons learnt from using beacons at the European Table Tennis Championships Part 2

European Table Tennis Championships logo

In this post, we’ll continue the  detailed analysis of Beeem‘s content & interaction services using Sensoro’s physical web beacons used at the 2016 ITTF European Championships in Budapest, Hungary. Part 1 can be read here covering preparation, Wi-Fi planning and hardware deployment. 


4. Content & interaction tools during the event & retargeting after the event

The essence of Beeem’s LIVE engagement services is the instant interaction with the surrounding environment: in the case of the Table Tennis European Championships, after weeks of preparation and consulting with all available parties, live scores, and player bios were selected by the Beeem task force to drive mobile engagement services during the event. A content group of 3 volunteers were selected to do round-the-clock content work required at such a sporting event. As the main draw of the tournament was less than 48 hours before the start, the team was working round-the-clock for most of the matches in the first 2 days as elimination rounds made preparing the bio content impossible in advance. During the main draw action, the live scores from the ITTF’s central servers were used to offer live scoring on mobile.

The organizers of the event used the Facebook Pixel for remarketing of the event visitors. Detailed information on the event spectators who opened up the live scoring & player bio pages during the event is available and can be extended based in the gathered dataset to target custom audiences with similar social profiles as the attendees.

Key takeaways:

IX. Create a detailed content time plan for the content team well in advance!

X. Customer value is king!

XI. Retarget with Facebook Pixel or Adwords Remarketing Tag!

5. Brick & mortar signage

Physical Web onboarding video for the Table Tennis European ChampionshipsBesides the Wi-Fi this is the most important aspect of planning a beacon-based mobile engagement service for any live event. We carefully orchestrated a led wall video that was onboarding to the Physical Web app on the App Store and Google Play as well as Nearby notifications were turned off while the event was taking place (between the 17th of October and the 17th of November, 2016). Besides this video the speaker was instructed to repeat an onboarding message at every opportunity. On top of this, a flyer was handed out to spectators to raise awareness of the opportunity.

Physical Web onboarding video for the Table Tennis European ChampionshipsKey takeaways:

XII. Video works best for onboarding

XIII. Providing a customer value is a dealbreaker issue (links back to planning the customer value)

XIV. Repeat-repeat-repeat! There is no such thing as enough promotional content during a live event!

6. The data

The event was a huge success. The numbers show between 15-40% of smartphone users using the service during the event. The key thing we learnt that with the tournament advancing the focus was much more on the live action and not on mobile content. Thus interaction is the key driver in mobile engagement. Most of the traffic was during the first days of qualifications as keeping updated on the live action was much more important for the fans than later on as more known players were playing. The weighed average usage (discounting the raw usage data with the number of tables in action during the day) gives insight into the increase of interest in the mobile engagement service. This shows steady increase and is very encouraging.

Date Total use Weighed avg. No. of tables
2016.10.18 17,7% 7,1% 8
2016.10.19 30,6% 12,3% 8
2016.10.20 19,9% 15,9% 4
2016.10.21 7,9% 6,3% 4
2016.10.22 11,5% 18,5% 2
2016.10.23 12,4% 39,8% 1

All major mobile platforms are present. Interesting to note that iOS as a little underrepresented compared to international and EU mobile penetration numbers.

Mobile OS % of total pageviews
Android 6 (all versions) 56,1%
Android 5 (all versions) 29,2%
Android 4 (all versions) 7,4%
iOS (all versions) 6,9%
Android (other/misc) 0,1%
Windows 10 0,3%

Key takeaways:

XV. Onboarding messages and brick & mortar signage is essential to early physical web success!

XVI. If you want results, offer the customer value! Interaction rules as that’s mobile exclusive!

XVII. You’re competing with the screen real-estate of the stadium!

7. Conclusions

Finally mobile engagement is quick and easy. A seamless mobile experience is possible with the physical web for close to 85% of Android (version 4.4+) and 20% of iOS users (who’ve already installed Chrome for iOS). Onboarding does not stop at the gates: the legwork to get to mobile screens is required but the benefits in retargeting options are a must for any business or event needing to re-connect with their fans, visitors or customers! 

6 lessons learnt from using beacons at the European Table Tennis Championships Part 1

European Table Tennis Championships logo

In this post, we’ll give a detailed analysis of Beeem content & interaction services using Sensoro’s physical web beacons used at the 2016 ITTF European Championships in Budapest, Hungary. The event was a massive success with significant mobile engagement numbers during the event.

 

1. Preparations

SENSORO SmartbeaconBeeem logoAfter the selection procedure the Beeem task force conducted two walkthroughs of the event venue Tüske hall. The stadium is a relatively small one (2 500 sq meters, maximum of 3908 seats) with very unique architectural features that make traveling radio signals very difficult. This presents a great challenge: providing beacon coverage in some remote areas of the venue requires dedicated beacons and makes Wi-Fi coverage a must for any physical web deployment.

Key takeaways:

I. Measure Wi-Fi RSSI before the event!

II. Measure beacon RSSI values across the venue!

2. Wi-Fi: the mother of all successful physical web deployments!

The key to the success of the physical web experience was good all-round Wi-Fi coverage. This was achieved with Ruckus ZoneFlex Indoor Access Points that handle up to 500 unique connections and are easily capable of supporting large volumes of users. This will get your event Wi-Fi costs down to a 0.8 euros (around 0.9 usd)/seat!

Key takeaways:

III. Wi-Fi is an enabler!

IV. Don’t take the available infrastructure for granted!

V. New technology makes Wi-Fi very affordable for live events!

 

3. Hardware deployment

Deploying beacon hardware should not be hard: with the pre-set zero-configuration URLs, the beacons were programmable from the cloud without any technical setup. Power levels were somewhat reduced from SENSORO’S factory settings as the default ranges were too high. This was tested out way ahead of the event. A total of 8 beacons were deployed for the 8 tables in the main hall of the stadium to give full match coverage for all of the events. Beeem’s cloud on-off switch for physical web beacons was a great asset during the event as some beacons were lost during changes to the floor layout but were still present and in-range.

Key takeaways:

VI. ON-OFF switch on a beacon is a big help

VII. Don’t be afraid to deploy discreetly

VIII. Range will not be greatly affected by wiring and metal objects nearby

In Part 2, we’ll continue discussing the content & interaction tools, look at brick & mortar signage for onboarding and dig into the usage data!

The 3 new dimensions of store design for 2016

the 3 new dimensions of store design for 2016

As the global mobile phone and tablet penetration is widening the opportunities for expanding brick & mortar retail become a reality on a massive scale: digital signage will move beyond pre-installed displays and move onto the screens of the consumers.
In this post, we will take a look at the 3 new dimensions of a store that every store design professional will have to go for in 2016.

  1. Content
    “Content is King” – the famous quote from Bill Gates. Soon this will be true for retail. Having on-the-spot mobile content in stores will become a part of the routine for store design. From simple information sheets to animation, videos or even information on available stocks of a particular product inside the store will be the norm. To do this in a convenient and cost efficient fashion, the physical web will offer the necessary toolset for retailers: easy content management and seamless integration will be the key drivers over an App-based approach.
    Your store will act like your webshop and your customers will browse with their feet.
  2. Engagement
    Your customers love their smartphones but they will not engage with you with their devices unless you provide real value: this will most simply be done with omnichannel loyalty programs: coupons and loyalty cards are the norm these days in most every form and it is a shame the world is still tied to plastic and paper. This can be done with apps but development is painful and expensive. It took Starbucks 10 months to roll out in the US and is only partially rolled out in the UK. This app-based approach will only work with the most loyal, fan-like customer-base and only with brands that have significant following. For the other 90 percent of companies the much more convenient and cost effective physical web approach will provide the adequate entry point for engagement.
    You will be able to get rid of your expensive paper and plastic-based loyalty programs and coupons and drive revenue with e-commerce grade targeting.
  3. Payment
    The most important piece of the puzzle is completing the transactions. Payment will be much less expensive and much more data-rich through the devices of the customers. Compared to traditional POS solutions card processing fees range way lower in on-line payment processing due not requiring any devices or network access for the card readers. But the biggest added value will be the data: more data about the customers will ultimately allow for better customer service. Integrating mobile payment in retail apps will be expensive though. There is a much more cost effective method: the physical web will enable the key integration to web payment processing services that will make processing retail transactions a breeze.
    On the physical web your customers will pay just like they do on a webshop.

With over 2.5 billion smartphones new dimensions of retail are emerging. Having the targeting precision and data-rich decision-making of e-commerce with the colorful nature of brick & mortar retail will set new possibilities for retailers and brands alike.

Try world’s first content and interaction platform for the physical web that will enable all of these advantages, sign up for Beeem now!

#retail #retailtech #ibeacon #eddystone #beacon

4 reasons why you will say goodbye to an app and go for the physical web

4 reasons why you'll say goodbye to an app and go for the physical web

With Google’s expected announcement for the extended support for the physical web on the Android platform, the vision of the tech giant will be in full swing. App-less discovery of even the tiniest booths or stands at events will enable instant interaction at a fraction of a cost to previous app-based possibilities.

In this post, we will take a look at the main advantages retail and event professionals will enjoy in an app-less world:

  1. Empowerment: give the freedom to engage!
    With the structure of the web fully understood by all of your renters and commercial partners, you’ll have an easy time making them understand the gains they will make in employing a physical web presence during your event or at your venue. They will be empowered to directly engage your visitors through tools you make available to them directly on the physical web presence of your event or venue. There will be no more need for follow-up efforts to justify their budgets, as they’ll see the return on their investment on the spot!
  2. Delegate content tasks, integrate your web and social media!
    With website editing much more easily understood by your peers the previous app content chores will mostly disappear! Managing your physical web content will be much more user friendly: you will not have to work with any IT guys, you’ll be able to easily integrate your existing web content, or other social media through URLs!
    The cherry on top is delegation: with the slow and complex task of collecting information to be put into an app for your event or venue will mostly go away: you’ll assign their individual space on the physical web and allow your exhibitors or commercial partners to develop their own space!
  3. Super-easy discovery!
    With the advances made by Google in terms of discovery of proximity-based interaction, the landscape has never looked better: using the popular Chrome browser on iOS and as expected the entire Android platform, there is no need to have visitors install an app at your event or venue.
    Say goodbye to all of these challenges! The information or engagement tool is right there at their fingertips with the content and interaction relevant for that particular place at your event or venue!
  4. At the end of the day it’s all about money!
    The power of the web has always been its open and free nature to enable the world to share information. Most of the advances made by the concept of the physical web revolve around getting rid of the massive cost factors in developing an app for an event or venue. Between developing and refining the content and the massive amount of programing it takes adds a heavy burden to the goal of sharing and engaging your visitors.

Try world’s first content and interaction platform for the physical web that will enable all of these advantages, sign up for Beeem now!

#physicalweb #eddystone #eventtech #retail #festivals #iot #tradeshows

5 questions every store design professional needs to answer

With major advances in Bluetooth radio technology and smartphone penetration at an all-time high a whole new set of possibilities emerge for store design: linking physical store designs with digital content will allow for a completely new experience and a deeper level of understanding about the shopper.

kontakt.io1. What are beacons?

Beacons are tiny radio transmitters that signal smartphones and tablets of their existence. The signals then can be used to engage shoppers through their smartphones to provide interaction features or extra information about products or promotions.

Beacons do not require a lot of energy and can typically run from a single battery for up to 2 years.

2.What type of beacons are available? 

apple ibeaconApple has entered the beacon market in 2013 with its iBeacon format. This is a simple format and allows for pre-installed beacon-aware apps to provide hyperlocal features for app users.

google-eddystone-beaconIn 2015 Google announced their own cross-plaftorm beacon format called Eddystone. The new format is a forerunner of what Google calls the physical web. In the physical web any object can have engagement features attached to it through the use of these tiny beacons. From entire stores, to individual pieces of clothing on sale can deliver customized content to any shopper via the URLs broadcasted in every beacon. The Eddystone beacon format is open source and will foster much more innovation from the global beacon community.

3. What can retailers do with beacons?

The questions can be answered in two ways. Both of which are centered around one thing: DATA. Your customers – through their devices – will leave a trail of data behind them that will enable you to engage them with content and interaction features never before seen. Let’s look at the short term (within 6 months) and long term (2 years) possibilities.

SHORT TERM – Engaging every customer through the stores own individual web content will engage customers and enable interaction with specific shoppers on a never before seen scale. This will effectively put brick & mortar retail on par with e-commerce.

LONG TERM – Most every piece of item available at a store will have their own content on the physical web. Multimedia, interaction and feedback will instantly be available for any item. You’ll be able to add items to wish lists, and receive omnichannel offers in real-time. Shoppers with questions about products can have instant answers in real-time.

4. The trail of data?

The trail of data now available to brick & mortar retailers is a game-changer. As shoppers visit our physical web websites and use our interaction features they create a bucketload of data describing their shopping habits, interests,possible alternate sales and communication channels to name just a few. This trail of data will change the way we think of traditional retail.

5. What will we achieve with the data?

The rapid growth of e-commerce is mostly attributed to optimizing the sales funnel. Incorporating the same principles for brick & mortar will enable retailers and brands to have the same efficiency in optimizing their sales funnels and to link e-commerce activities with brick & mortar to enable true omnichannel commerce.

If you’re interested in becoming one of the first to try Beeem’s revolutionary Content Management System for the physical web, sign up now @ http://beeem.co!