Why Apple's 'indoor GPS' plan is brilliant
Apple's iBeacons system will enable purchases, contextual marketing, automated check-ins and much more. And it's closer than you think
Computerworld - Nearly a year and a half ago, I predicted that Apple was hatching a "secret plan to kill the cash register." Now that plan has a name: It's called iBeacons.
At the end of this column, I'm going to tell you a stunning fact about iBeacons. But first, let's understand what Apple is hatching.
Apple cryptically introduced the iBeacons initiative at its developers conference in June, identifying the new technology as a feature of the iOS software developers kit (SDK).
In fact, iBeacons is a Bluetooth-based micro-locations system (think very accurate GPS that can be used indoors). But instead of being used by people to determine their own locations, it's used by retailers, museums and businesses of all kinds to find out exactly where people are, so they can automatically serve up highly relevant interactions to customers' phones.
Apple has not publicly revealed technical details about iBeacons, but it did tell developers what the technology is for and generally how it works. According to Apple, iBeacons is used for the following:
Region monitoring: To identify the general area the user is in, such as a stadium or a mall.
Ranging and micro-locations: To determine how far the user is from something, and specifically where the user is. The iBeacons technology may be able to detect ranges from two inches to 160 feet.
It works by monitoring signals from Bluetooth LE (BLE) beacons.
(Apple was the first maker of laptops and smartphone handsets to support BLE -- also known as Bluetooth Smart, Bluetooth Smart Ready and, formerly, Bluetooth 4.0 -- on all of its products, including tablets.) Just about any BLE device can support iBeacons; that includes any iOS device and BLE devices not made by Apple.
In a presentation to developers, Apple gave multiple examples of how iBeacons might work in the real world. For instance, the company said that the technology can determine exactly where a user is. If you walked into, say, Jay's Donut Shop, iBeacons would know for certain that you had walked into Jay's Donut shop, whereas other location apps might use GPS, Wi-Fi and cellular triangulation to produce a list of guesses about where you were. A check-in wouldn't even be required.
According to Apple, you could order donuts before you stepped foot into Jay's Donut Shop. Upon your arrival, your iPhone would display a QR code that a clerk could scan to verify that you're really you and not a would-be donut thief. Your donuts would already be bagged, and the receipt would be in your phone.
This scenario could be replicated for just about any brick-and-mortar retail store.
Also, iBeacons devices could be placed all over a store, and the system could send discount offers to iBeacons users as they entered particular departments. One or more iBeacons could be used as electronic cash registers.
There are other obvious scenarios that Apple didn't specify. They include the following:
- Stores reaching out and giving coupons and advertising to passersby on the sidewalk or in cars.
- "E-Z Pass"-style building access -- doors would unlock and open as authorized users approach. A more secure version of this might require a fingerprint scan on the iPhone.
- Far-more-accurate Passbook location-based alerts.
- Tour-guide features that could give specific, detailed information on a phone or tablet within a single museum or across an entire city (with iBeacons placed at the specific landmarks and attractions).
- Theme park family tracking, E-Z Pass-type access to rides and quick, wireless concessions sales.
- Navigation aids for sight-impaired or physically disabled users inside buildings.
- Self-service checkout. A customer could scan the labels on clothing, process the transaction on the phone, then stroll out of the store with purchases in hand (the alarm would be de-activated for those items).
iBeacons already being announced
What Apple is doing with iBeacons seems to me to be an uncharacteristic move for the company: It's letting other companies get involved with its iBeacons technology.
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