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Cisco CMX Delivers High Accuracy Location Darryl Sladden November 16, 2016

TechWiseTV Workshop: Cisco Connected Mobile Experiences (CMX)

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Cisco CMX Delivers

High Accuracy Location Darryl Sladden

November 16, 2016

• 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

Use Case Demos

Analytics & Insights

Space

Utilization

Proximity

Marketing Navigation/

Wayfinding

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

Thank you for watching.