Since the release of Apple’s iBeacon feature in iOS7, there have been many examples of how beacons are being used across iOS and Android devices, particularly in the retail environment.
However, there is also enormous potential across other sectors, including exhibitions, conferences, events, festivals and concerts.
The effectiveness of beacons at live events was demonstrated earlier this year, when deployed at The Super Bowl, the annual championship game of The National Football League (NFL) in the US.
Using beacon transmitters, the NFL was able to broadcast messages highlighting in-store discounts and location-specific directions straight to fans’ mobiles via an official NFL app.
Employing beacons within exhibition and event spaces, whether on a large or small scale, enables app users to receive personalised, micro-location based information on their mobile device.
Adoption in this sector can open up many opportunities for exhibitors and event organisers by delivering location-specific content and enhancing the whole experience for the visitor or delegate at the same time.
Showcasing beacons
Beacons are small, wireless sensors that broadcast tiny radio signals using Bluetooth Low Energy (BLE) technology. When attached to different surfaces, beacons can enable mobile apps to recognise when a device is nearby and receive tailored, proximity based data. Transmissions can be received within just a few centimetres and up to 70 metres away by any Bluetooth 4.0 (BLE) enabled smart phone or tablet.
BLE technology can be used in various scenarios when incorporated into mobile apps to improve customer service, business processes and for marketing purposes.
When attending almost any exhibition, event or conference, a visitor will receive a map, schedule of events and increasingly a mobile app containing all these details, plus additional resources.
Adopting beacons allows organisers and exhibitors to determine a visitor’s exact position and push information to app users based on precisely where they are. This could include exclusive complementary content, product recommendations, special offers, navigation to a designated stand or area as a user is in the vicinity, social engagement and even contactless payment. On an operations level, beacons can be used to notify stand contractors of important information or limit access to certain zones for security purposes.
A mobile companion app was recently developed by Re:Systems which incorporated beacon technology for Marketing Manchester at a large global property exhibition – MIPIM 2014.
The app showed how beacons can enhance the experience for delegates and revolutionise indoor communications for exhibitors.
App features included an itinerary scheduler, access to contacts to connect and arrange meetings via LinkedIn, as well as the provision of local area maps for navigation and to pinpoint a delegate’s exact position.
The exhibitor also had the capability to push messages about events, presentations and special promotional offers available to targeted delegates. This represented a powerful step forward for networking possibilities at such business events.
So, whether used as a new marketing channel, for sales promotions, customer service, loyalty programmes, navigation, contactless payments or to improve business processes and efficiencies, beacon technology looks set to open many doors for organisations – not just in the exhibition and events space but across retail, entertainment, leisure, property markets and beyond.
Paul Rivers is chairman of UK tech firm Re:Systems
This was first published in issue 2/4 of EW. Any comments? Email Annie Byrne
