BLE vs. NFC: The future of mobile consumer engagement

BLE "NFC Vs. THE FUTURE OF MOBILE CONSUMER ENGAGEMENT NOW! Bluetooth Low Energy (BLE) and Near Field Communications (NFC) are playing a key role in helping mobile technologies redefine how businesses and consumers engage with one another. BLE and NFC are two wireless communication technologies currently being installed in most of today's smartphones. BUT WHAT MAKES THEM DIFFERENT? BLE-enabled smartphones listen for signals from wireless transmitters (BLE Beacons) the size of large match boxes. BLE Beacons continually transmit a discovery signal to be received by BLE-enabled smartphones. NFC-enabled smartphones communicate with wireless transmitters (NFC Tags) the size of postage stamps. NFC Tags only communicate when close to an NFC-enabled smartphone. Wireless transmitter's (BLE Beacons) coverage radius varies according to signal strength. Measured in Feet. Wireless transmitter's (NFC Tags) coverage radius is very small. Measured in centimeters. Supported Smartphones: iOS, Android, Windows Phone 8 and Blackberry. Supported Smartphones: Android, Windows Phone 8 and Blackberry. Supported Operating Systems: iOS7 (via iBeacon), Android 4.3 and greater. Supported Operating Systems: Android 4.0 and greater, Windows Phone 8 and Blackberry X. BLE Beacons based on technology dating back to 2006. Based upon RFID technology dating back to the 1940's User Experience ONE TO MANY: BLE beacons repeatedly transmit a discovery packet. When a consumer's BLE-enabled (Bluetooth 4.0) smartphone is within range of the transmission, it receives the packet and measures the signal strength to determine an approximate distance from the beacon. The OS then extracts the beacon ID from packet and makes the ID available to the appropriate app. The app User Experience ONE-TO-ONE: The consumer observes an NFC Tag affixed to an object with which they wish to engage. They place their NFC-equipped smartphone within 4 centimeters of the NFC Tag. Radio waves from the smartphone cause the NFC Tag to power-up its internal microprocessor. Once powered-up, it executes a stored program. The program typically transmits the contents of the Tag's internal memory to the smartphone. The smartphone executes an action based upon the received interrogates the ID to determine the next action. content. Ease Of Use Ease Of Use Consumer responds to notifications that are generated Consumer controls the timing and engagement from being in the presence of a BLE Beacon. with an NFC Tag. Location Services Location Services A consumer's location can be ascertained if Measured by signal strength of BLE Beacon as received by BLE-enabled smartphone. Measures are close, near and far. they engage with a unique tag that is affixed to a stationary object. Energy Efficiency Each BLE Beacon contains a battery that can last up Energy Efficiency Each NFC Tag creates its own power when in the presence of an NFC-enabled smartphone. No batteries to replace. to two years before it will need replacing. Privacy Privacy More intrusive -a smartphone app can be configured Less intrusive - a consumer's movements can only be to continuously monitor a consumer's movements as they move among BLE Beacons -- regardless of who deployed the beacons. monitored based upon the NFC tags with which they have engaged. No third party can monitor engagements unless they supplied the tag contents. Security BLE Beacons broadcast outbound signals. There is no Security NFC supports both secured and unsecured data inherent security risk embodied in these transmissions. Any risk will lie within the app that uses these signals. communication sessions. Secured sessions are designed to emulate contactless cards, e.g. credit cards, ID cards, etc. Price Price is $20 - $35 per BLE Beacon sensor Price Price is $0.10 to $0.60 per tag depending on volumes, branding, programming, quality, etc. depending on volume purchased. Mobile Payment Mobile Payment Upon entering a store, the consumer's payment app senses a BLE Beacon. The app responds by passively "checking-in" to alert the retailer's POS of the consumer's presence. At Upon checkout, the consumer tells the checkout clerk that checkout, the consumer tells the checkout clerk to post the sale to their mobile payment account, which is visible on the clerk's POS terminal. The clerk verifies the consumer's identity and completes the transaction. Note: This solution requires changes to the retailer's POS and changes to the checkout they wish to pay for the sale via credit card. The consumer opens their mobile wallet, selects the desired card and then taps their smartphone on the retailers payment terminal. Note: This solution only requires that the retailer have a contactless payment terminal. All other infrastructure remains unchanged. process. Coupons, Offers & Product Info Upon entering a store, the consumer's shopping app senses a BLE Beacon. Their app checks for the availability of an offer. If one is exists, it sends the consumer a Coupons, Offers & Product Info A consumer observes a marketing oriented call-to-action presented on a static or digital sign. The consumer places their NFC-enabled smartphone on an NFC Tag that is either affixed to or placed near the signage. The offer is presented to the consumer, which they may optionally save to their notification. The consumer acknowledges the notification and then either saves the offer to their mobile wallet or disregards it. mobile wallet. BLE and NFC both promise to ENHANCE THE IN-STORE EXPERIENCE OTHER PRACTICAL USES Best for settings in which the consumer will be passively notified of information/offers that is relevant to a general location. Best for settings that require a one-to-one, secure delivery of information between the consumer and another entity. HIGH TRAFFIC AREAS TRANSPORTATION PASSES 四 PUBLIC VENUES EVENT TICKETING EVENTS ACCESS CARDS Presented by: Retailexperience mobile paymentstoday PYRIM customer TECHNOLOGIES .com www.pyrim.com Sources: http://gigaom.com/2013/09/10/with-ibeacon-apple-is-going-to-dump-on-nfc-and-embrace-the-internet-of-things/ http://www.tested.com/tech/smartphones/457481-why-apples-bluetooth-ibeacon-could-be-big-deal/ http://www.fastcolabs.com/3017263/why-apples-ibeacon-is-better-than-nfc http://www.youtube.com/watch?v=sUlafjplnxY %24 米