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• Cisco dominates the exploding Indoor-LBS space • Competitors losing or playing catchup
• No Single technology delivers for all use cases • with Cisco; you win on red
• with Cisco; you win on black
• with Cisco; you win on Green
• This is just the beginning; Cisco is • Expanding on multiple technologies
• Expanding on solutions
• Expanding on SW
• Expanding on End-to-End Solution partnerships
Indoor LBS Insight & Outcomes
No Single Technology Delivers for All Use Cases
Aligned with
Customer Need &
Use Case Preferences • Navigation / Wayfinding
• Proximity Marketing
• Analytics / Insights
• Space Utilization
• Asset Tracking
• etc
Wi-Fi
• HW: AP37/3800, module, ant, …
• SW: CMX
• Apps: navigation & wayfinding,
content mgmt., ...
• Partnerships: Phunware, Rifinity,
tags, CCX, others
• Services: TAC, AS
BLE
• HW: Beacon Point
• SW: CMX Beacon Center
• Apps: navigation & wayfinding,
content mgmt., …
• Partnerships: Phunware, others
• Services: TAC
Indoor Location Accuracy Continuum
GOOD BETTER BEST
Greater Location Granularity
Increased Business Value
GOOD
GOOD Detect Presence of Wireless Device
Business Value
• Easy Guest Wi-Fi Access and Engagement
• Document number and types of devices, repeat and unique
visitors, time of day, and dwell time in venue with Presence
Analytics.
Entry Points • CMX Cloud or On-Premise
BEST
BETTER Detect Wireless Device and Locate on Map
Business Value
• Capture number and types of connected devices, repeat and
unique visitors, and dwell times in venue, area, floor, and
zones. With ecosystem partner, place on map and determine
most common paths
• Test marketing campaigns and venue changes
Next Steps
• Create digitized map in-house or with ecosystem partner
• Location accuracy determined by deployment
• Add ecosystem partner for added functionality
BEST High accuracy location for analytics/engagement
Business Value • Highly granular customer engagement and analytics
Next Steps
• Cisco High Accuracy solutions
• Ecosystem partner for industry expertise, functionality and backend data integration
BEST
Enabling High Accuracy Wi-Fi
Client Side Application
Phunware Software or
Cisco DNA or custom
Delivers
mobile experience
Uses Wi-Fi and BLE from
Hyperlocation plus device
sensors to enhance location
and refresh rate
Hardware Hyperlocation Solution
Module
and/or Antenna
Applies to
Aironet AP3700 &
other AP 3K
Uses 16 to 32
antennas to
determine mobile
client location
Using Wi-Fi for Highly Accurate and Near-Real Time Location
What is Hyperlocation?
Indoor Wi-Fi Client
Location Solution
Accuracy 1-3 meters
Network-based
RSSI & AoA
Latency:
FastLocate 10-20 s (2/5 GHz)
FastLocate 10 s (5 GHz)
Client App < 3 s
•Field Upgradable Module
For AP3600/AP3700
Leverages existing Wi-Fi
network infrastructure
Up to 5 BLE Beacons/AP;
centrally powered/managed
Integrated BLE
Beacon Functionality
AoA Angle of Arrival
BLE Bluetooth Low-Energy
RSSI Receive Signal Strength Indicator
Enabling High Accuracy Location Beacon Points
Client Side Application
Phunware Software
Delivers
mobile experience
Uses BLE from Beacon point
enhance location
and refresh rate
Hardware Cisco Beacon Point
Applies to
Cisco Beacon
Point
Using BLE for Highly Accurate and Near-Real Time Location
What is Cisco Beacon Solution ?
Client Side Application
Cisco DNA Application or
Phunware Partner ship or
create your own app with SDK
•Beacon Point
Hardware
POE Powered
Fixed Infrastucture
Cloud Management
Software Defined Beacons
Beacon Center
Cloud Based Management
CMX Virtual Beacon Solution
• Eliminates battery operated BLE beacons
• Operational Simplicity with virtual beacons
• Proximity Engagement and Indoor
navigation
• Create Software Defined Beacons
Customer Benefits What is it?
• Beacon Point generates BLE beams
• Beacon Center creates virtual beacons and
manages beacon points via Cloud. Priced per
beacon point per year
Cisco
Virtual
Beacon www.cmxcisco.com
CMX
CMX Virtual Beacon – Value Proposition
Eliminate battery operated physical beacons
Replace up to eight physical beacons
Add or move virtual beacons with a click
Scale beacon deployment with operational
simplicity
Eliminate RF calibration with
advanced machine learning
Deliver high location accuracy,
Reduced latency
Cisco Cloud Machine learning
and location engine
Beacon Points
Beams | Hear
Location Estimate
BP BP
Simplify Beacons – CMX Cloud Beacon Center
Engagement
Metrics
Manage
Beacon Points
Machine Learning
Across Device Types
Drag and Drop Virtual Beacons
Create Proximity Message
Cisco Cloud Machine learning
and location engine
Customer
Cloud
How It Works
Pharmacy
Bakery
Electronics
Clothing
Mobile app with Cisco SDK
Cisco
Beacon Point
1
3
4
2
6
5
Mobile device listens to the BLE
beacons from the Beacon Point 1
Cisco Cloud sends location &
map information to the mobile app. 3
Cisco cloud interacts with customer
cloud for user, location and content
if required 4
Cisco SDK (integrated into the
mobile app) sends information to the
Cisco cloud 2
When users are in proximity of a
virtual beacon, custom notifications
or URLs can be sent or actions can
be taken
5
Virtual Beacons can be created
anywhere in the coverage area 6
Cisco Virtual Beacon - Ordering Information Limited Orderability – USA, Canada
PID / SKU Description List Price
AIR-VBLE1-K9 CMX Beacon Point $695
AIR-CMX-SVC-VBLE* CMX Cloud Beacon Center
Subscription software includes
software support
With multi-year discount
$190 per BP per yr. (12 mos)
$150 per BP per yr. (36 mos)
$130 per BP per yr. (60 mos)
CON-SNT-AIRVBL1K Tech. Support Services 8x5xNBD SNT $20
* AIR-CMX-SVC-VBLE is an option under: AIR-CMX-CLOUD
Beacon Point Ordering Page
Beacon Point Ordering
• Service should also be ordered
(8x5xNBD)
• Default mounting option is T Clip
and included.
• CMX Cloud is priced monthly ($15.83 x 12 = $189.63/year)
• CMX Cloud is provided for 1 year
free for Cisco One customers
Cisco Point of View – Wi-Fi and BLE Use Cases Wi-Fi BLE
Triangulation Hyperlocation Physical Virtual
Presence Analytics – Passer-by, Conversion,
Dwell Times
Geofence – Alerts
Location Analytics – Zone Based Position,
Footfall, Traffic Heatmap, Path and Correlation
Location Analytics – Wait/Queue times
Proximity – Messaging, Engagement
Indoor Wayfinding/Navigation (“Turn by Turn”)
*Some use cases can be achieved using multiple technologies. Proximity Messaging, Engagement and Indoor wayfinding/navigation use cases require a mobile app
21 © 2016 Cisco Proprietary . All rights reserved.
Total Cost of Ownership
Typical location cost (1000 sq-ft) over 4 years • Hyperlocation $600
• Beacon Point $660
• BLE Beacon $1860 Navigation+ ($2400) ops. expense*
• BLE Beacon $2060 Proximity + ($4800) ops. expense*
• RSSI $ 100
Notes:
1- Above is cost of List price for Location as add-on to existing WiFi Infrastructure
2- Above TCO is based on a 4-year term (SW lic.) applies to vBLE & BLE Tags.
* “the operational costs of deploying and managing these devices on an ongoing basis can be around $300
per beacon per year”
http://www.cio.com/article/3037354/marketing/6-things-marketers-need-to-know-about-beacons.html
Assumptions & Calculations:
1AP/2000 sq-ft; AP-AP ~50ft
Cisco SJ12, 305’x172’ ~50k sq-ft; 25x AP
Data driving AP density higher
Hyperlocation (HL):
HL Module list price $500
HL Antenna list price $499
MSE ($50) + CMX($150) Lic. $200
HL cost/AP $1199
Thus # HL AP/1000 sq-ft = 0.5
HL cost/1000 sq-ft $600
vBLE Solution / Beacon Point (BP):
BP list price $695
Beacon Center Lic. 4 years $450
Pulling Eth. cable $175
vBLE cost/2000 sq-ft $1320
BP cost/1000 sq-ft/4 yrs $660
BLE Beacon
BLE beacon ~±3m (10’) = HL/BP accuracy
R=6.6 ft, Area=304 sq-ft (R=3m, A=28 sq-m)
Per 2000 sq-ft: 1xHL/BP or 7 BLE tags
Thus # tags/1000 sq-ft ~ 4 proximity
If triangulation vs. proximity ~ 2 navigation
Beacon List Price ~$100x (2-4= $200-$400)
Beacon cost 1000 sq-ft = $200-$400
SW: 2 person/1k sq-ft x 10 notifications/day
x5days/wk x 52 wk/yr @ $20k/250k (Aruba)
notifications = $416/yr x 4 years ~$1660
BLE Tag cost/1000 sq-ft/4 yrs $1860
RSSI
MSE ($50) + CMX($150) License $200
HL list additional/AP $200
Thus # HLAP/1000 sq-ft = 0.5
RSSI cost/1000 sq-ft $100