Use context in your mobile apps to increase engagement

© 2015 IBM Corporation

Give your apps the "Wow!" factor and your users a

stellar experience

Derek Baron, Program DirectorIBM MobileFirst Contextual Services

June 16, 2015

© 2015 IBM Corporation2

Add textGameCo wants to increase sales; Using a mobile app and it’s 6000 stores to engage customers, showering them with relevant insights

from employees, partners, and other customers. GameCo has about 3 seconds to captivate

Bobby as s/he enters a store – we call this the “3 second rule”.


As Bobby enters the store a video trailer plays; coincidently it is the game s/he wants to buy…

What GameCo need to figure out in 3 seconds.That this is indeed Bobby

Where is BobbyIs Bobby a club member

What has s/he purchased recentlyWhat have others “like” Bobby purchased

Score Results and pick recommendationStart Playing a Video Trailer of “the perfect game” for

Bobby.


What makes an app contextual

+ Knows who the user is

+ Knows where the user is located

+ Knows what the user prefers

+ Knows the history of the users behavior

+ Leverages other device info about the users current behavior or other context

+ Able to sense and react to a combination of these factors to deliver a tailored experience

“Contextual services require linking various information sources together in near real time to deliver specific information and services. “ Lopez Research


Case Study #1: Gamechanger

+ The era of Smarter Stadiums has arrived!• Provides alerts based on stadium location

• Directions to concessions, bathroom, merchandise

• Fans capture photos and videos

• Access to instant replays


Case Study #2: Field service app

Major Industrial Supply Company

Leveraged beacon technology to personalize the mobile app based on proximity to specific office equipment, provided access to maintenance records and details repair instructions once the problem

was diagnosed. Expected app to increase services revenue by 10-20%.

Technicians required efficient way to track maintenance records of office building equipment

Required a customized checklist of necessary service steps based on history of individual units (based on beacons)

Track technician repair performance

Ensure accurate client billing


Case Study #3: Supply chain optimization

Financial services company for shipping industry. Presents Truckstops based on optimized pricing, route, and driver preferences. Results in saved fuel expenses.


Case Study #4: DoulaRoom

+ A mobile pregnancy app that will change the pregnancy experience for women, families, and care teams around the world by enabling the sharing of trusted information to Inform, Support and Empower

+ Mobile app provides tracking, information, and wellness guidelines to expectant women

+ Devices provide real-world context on weight, blood pressure, fetal monitor, and general activity


The challenge: how do you spend more on experience, less on plumbing?

Experience and

engagement value

Mobile infrastructure

Security

Analytics

Push

Data Store

Security

Analytics

Push

Data Store


Mobile Backend Services

+ Simplifies typical mobile device needs such as data, integration, push notification, device management

+ Provides a consistent SDK for accessing these functions natively from multiple device platforms

+ Application centric approach for creating and using mobile services

+ Services are available in the cloud, no middleware to deploy and manage

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Mobile services on IBM Bluemix

NEW!

An ‘engaging’ example


Acme Apparel Application

Google+ Identity

+ Business to Consumer (B2C)

+ Advanced Application• 15 Unique Views

• 10 Persisted Data Objects

+ Security Integration with Mobile First Platform Advanced Mobile Access

+ Push Notifications Support

+ Integration with 3rd Party Weather Service

+ MQA sentiment analysis and crash reporting

+ Operational Analytics calculating usage patterns


Advanced Mobile Access

+ MobileFirst Services Starter (for iOS 8)

+ Authentication options• Facebook

• Google+

• Custom authentication

+ Register iOS app using bundle id and version

+ Custom authentication set up through predefined REST API

+ Use Apple Touch ID to secure MobileFirst access tokens


Social Integration

+ Google+ Authentication

+ OAUTH2 Client Side Flow

+ Native iOS Libraries with Objective-C

+ Authentication Scope• Profile

- Access to user profile info (email/preferred name/photo)

+ Integrated with Advanced Mobile Access

/** * Executed when the Google+ authentication flow returns control to the application. */- (void)finishedWithAuth: (GTMOAuth2Authentication *)auth error: (NSError *) error { if(!error){ [self queryGooglePlusUser]; }}

/** * Fetch the authenticated user's Google+ information. */-(void) queryGooglePlusUser{ GTLServicePlus* plusService = [[GTLServicePlus alloc] init]; plusService.retryEnabled = YES; [plusService setAuthorizer:[GPPSignIn sharedInstance].authentication]; GTLQueryPlus *query = [GTLQueryPlus queryForPeopleGetWithUserId:@"me"]; [plusService executeQuery:query completionHandler:^(GTLServiceTicket *ticket,

GTLPlusPerson *person, NSError *error) { if (error) { GTMLoggerError(@"Error: %@",

error); } else { [self buildCustomer:(person)]; } }];}


Cloudant NoSQL Database

+ Fully managed Cloudant NoSQL database provides data layer that is transparent and always on

+ Client-side APIs provide intuitive environment for storing data on the cloud• CRUD support, online and offline replication with only a few lines of code

+ Map simple objects to JSON documents using default or custom object mapper• Object Models - Items, Shopping Cart, Stores, and Purchase History

Shopping Cart


Push Notification Integration

+ Customer subscribes to notifications on order updates after logging in

+ Visual notifications • Alerts appear to inform employee of a new

purchase

• Notifies a customer if the status of her/his order has changed

+ Data channel• Customers’ purchase statuses are updated

when the view is reloaded

+ Full support for interactive notifications in iOS 8

+ Uses tags and subscriptions to send targeted messages to customers


Location

+ Device level APIs for obtaining user’s current location

+ APIs map store locations in close proximity to the user

+ User can denote preferred store location and obtain directions.


Weather Service

+ Server side integration logic written in Node.js

+ APIs get current weather for store locations using 3rd party weather service


Mobile Quality Assurance

+ Admin dashboard on Bluemix+ Pre-production or production SDKs+ Capture device metrics with every

bug report

+ Analyze errors by build, device, etc.

MQA Dashboard

AcmeApparel

AcmeApparel


Mobile Analytics

+ Operational Analytics catered to the mobile app developer

+ Request metrics are automatically captured for the various Mobile Cloud Services

+ Capture mobile OS levels+ Analyze errors by build, device, etc.


DEMO


In this app, users can log in using their Google accounts


On the account page, users can view their Preferred Store and log out of the app


The user can browse by department or search through the whole store’s catalogue


All of the catalog information is stored on Bluemix and accessible from the app


The bag displays the items that the user has selected for pick-up


The Store Locator feature in this app is handled by Apple’s MapKit


Finally, there is a Status page that displays all the user’s past orders in order from most recent

Contextual apps with MobileFirst Platform Foundation


IBM MobileFirst Platform Foundation – Overview


Indoor location using iBeacons

+ Engage users based on their proximity to an enterprise Beacon by:• Delivering to them location relevant messages, information, promotions etc

• Allowing them to check-in, make a reservation, fill out a survey etc. when they arrive at a specific location, or leave the location

+ Admin and Developer experience• Admin registers and manages Beacons using REST APIs via command line

• Admin creates triggers that are activated when a user is nearby enterprise Beacons, similar to outdoor location triggers

• Developer retrieves the list of Beacons and triggers by calling a WL Server API in an adapter


Latest iOS and Andriod Push Features

+ Interactive Push Notifications• Enable developers to send Interactive notification for iOS 8 devices

• Let’s user take action on a notification without leaving the application they are in

• Support Silent notifications

+ Android L Notification• Support for Heads-up notification for receiving high priority notifications

while using the device

• Provide API’s to set appropriate priority

• Notification support on the device lock screen

• Provide API’s for what to show in lock screen device


Support Android 5.0 (Lollipop) Cloud Sync Notifications

+ Cloud sync notification - Dismissing a notification on one of Android devices dismisses it on the others, as well

+ Ability to optionally use Google Play Service for Android Push Notifications

Google Cloud Messaging

MobileFirst Platform 7.0

Google Play service Google Play service

Android device1 handles the notification

Android device2 reflects the action on notification

Contextual apps using rich (indoor) location context


IBM Presence Insights on IBM Bluemix


Personalized experience can be extended across channels based

on location-based interactions

Wifi & BLE Tracking

Video Cameras

Guest Wifi

Point Of Sale

Audio Fingerprint

RFID

Many more…

Sensor Integration & Abstraction

Data Aggregation Analytics Action

Various sensors detect individual

Beacons detect iBeacons in phone

PI abstracts complex sensing data

PI creates a single view of individual in context of location

PI integrates with systems of record, customer data

PI correlates individual presence with historical data

PI identifies action based on analytical algorithms

PI integrates with marketing systems

PI triggers personalized notification or offer

PI triggers personalization through other channels

Lilly has been dwelling near running shoes for 15 minutes

Loyalty member, abandoned cart incl. running shoes, shirt

Known sale shopper, online

activity, offer 20% coupon

Opted in on smartphone app, push notification

for 20% offer

Individual enters location

with phone

Retail/venue example


DEMO


Presence Insights demo at the IBM Austin Briefing Center


x = Your location is here

x

x

App

App Server

x

TypeWIFI Grid Locationing+ Will provide actual (x,y) coordinate of phone+ Margin of error: 5-10 Meters + variables

WIFI Proximity+ Provides (x,y) coordinate of the SENSOR that detects you. + Margin of error: 2-5 Meters + variables: Dependent on

proximity setting

Beacon/BLE+ Only provides beacon ID. Server maps that to beacon

location. + Margin of error: 1-2 Meters depending on beacon used

and configuration

Small Cell+ Will provide actual (x,y) coordinate of phone+ Margin of error: 5-10 Meters + variables

Magnetic Resonance+ Require no specialized hardware & quite accurate+ Dependent on establishing a hard location & fingerprinting

of site

SLAM (simulatenous localization and mapping)+ No hardware required+ Leverages sensors on the device+ Used in conjunction w/other sensors

Sensing Technology


Beacons!





The IBM briefing center in Austin


Map of the zones and beacons using IBM Presence Insights


Map of the zones and beacons using IBM Presence Insights

‘Retail’ Zone

‘Stadium’ Zone

‘Entrance’ Zone






How many visitors to your zones?


What is the flow of the device user from zone to zone?


For all your visitors, where do they dwell the most?


Easily share and process events with other Apps and systems


Sense Analyze Act Engage

Real-time rules to contextually engage with customers in their moments of interaction

Transform user engagement by leveraging location, context and user information, in real-time.

Trigger events at scale, as they happen using simplified UI

Simulate event input to test rule execution and event triggering

Anticipate user needs and behaviors

Identify actionable events based on data trends to improve user experience

Enables planning for improved operations and to drive conversions

Improves data accuracy to enable actionable events

Unique locationing for accurate customer engagement

Unified sensing across multiple sensing infrastructures and future-proofing for new sensing technology

Locationing based on presence, position and zones

Simplified hybrid sensing technologies using an intelligent abstraction layer.

Integrated with IBM portfolio to offer most comprehensive solution in the market.

MobileFirst Build and Engage portfolio for complete app dev lifecycle and engage needs.

IOT for asset tracking, logistics, BMS systems.

Cloud based service enabling quick start and simplified operations

Why IBM Presence Insights?Transform the customer experience with mobile and intelligent location based technology

©2015 IBM Corporation

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Use context in your mobile apps to increase engagement