The Leader Magazine

SEP 2016

Issue link: https://theleader.epubxp.com/i/718980

Contents of this Issue

Navigation

Page 62 of 75

SEPTEMBER 2016 63 B eacons are sending you a message. Whether or not you're receiving that message depends on your willingness to accept receiving that message depends on your willingness to accept receiving that message depends on your willingness to accept it. There is no existential meaning attached to that thought; it. There is no existential meaning attached to that thought; it typically means you have either opted in or opted out on your it typically means you have either opted in or opted out on your it typically means you have either opted in or opted out on your smartphone. If you have heard the term "beacon technology," it's likely that If you have heard the term "beacon technology," it's likely that If you have heard the term "beacon technology," it's likely that you would associate it with retail marketing. Retailers strategically you would associate it with retail marketing. Retailers strategically place beacons throughout a store to send product or sales informa- tion, coupons, or links to online information via your smartphone. tion, coupons, or links to online information via your smartphone. tion, coupons, or links to online information via your smartphone. However, However, beacon technology use and applications are becoming beacon However, beacon technology use and applications are becoming technology However, beacon technology use and applications are becoming use and However, beacon technology use and applications are becoming applications However, beacon technology use and applications are becoming are becoming However, beacon technology use and applications are becoming more widespread more widespread and versatile. Corporate real estate (CRE) is already and versatile. Corporate more widespread and versatile. Corporate real estate (CRE) is already real estate (CRE) is already more widespread and versatile. Corporate real estate (CRE) is already implementing beacon technology for certain scenarios. As the technology implementing beacon technology for certain scenarios. As the technology implementing beacon technology for certain scenarios. As the technology implementing beacon technology for certain scenarios. As the technology implementing beacon technology for certain scenarios. As the technology implementing beacon technology for certain scenarios. As the technology implementing beacon technology for certain scenarios. As the technology is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- is tailored for CRE purposes, its use will increase exponentially. Regard- less of how quickly beacons are adopted, they are already connecting less of how quickly beacons are adopted, they are already connecting the digital and physical worlds. What are these beacons? Beacons are small, battery-operated devices – ranging in size Beacons are small, battery-operated devices – ranging in size Beacons are small, battery-operated devices – ranging in size from a cookie to a mere sticker – that can be placed nearly anywhere, from a cookie to a mere sticker – that can be placed nearly anywhere, from a cookie to a mere sticker – that can be placed nearly anywhere, inside or outside. Beacons emit signals (small packages of data) via inside or outside. Beacons emit signals (small packages of data) via Bluetooth ® low energy (BLE) several times per minute, signals that low energy (BLE) several times per minute, signals that are captured by devices (smartphones) within an approximate 100- to 200-foot (30- to 200-foot (30- to 60-meter) range. The beacon signal is a radio to 60-meter) to 200-foot (30- to 60-meter) range. The beacon signal is a radio range. to 200-foot (30- to 60-meter) range. The beacon signal is a radio The beacon signal to 200-foot (30- to 60-meter) range. The beacon signal is a radio is a radio wave that is not limited by walls or doors and helps guide custom- wave that is not limited by walls or doors and helps guide custom- wave that is not limited by walls or doors and helps guide custom- ers/users to particular destinations; it also delivers and receives ers/users to particular destinations; it also delivers and receives information based on proximity. These devices are distinct from GPS information based on proximity. These devices are distinct from GPS information based on proximity. These devices are distinct from GPS technology, which is expensive, drains phone batteries, and needs cell technology, which is expensive, drains phone batteries, and needs cell technology, which is expensive, drains phone batteries, and needs cell towers and/or satellites to provide locations. Conversely, beacons are towers and/or satellites to provide locations. Conversely, beacons are towers and/or satellites to provide locations. Conversely, beacons are towers and/or satellites to provide locations. Conversely, beacons are inexpensive, operate on long-lasting batteries (for years), and transmit inexpensive, operate on long-lasting batteries (for years), and transmit signals that can be interpreted in a wide variety of applications. signals that can be interpreted in a wide variety of applications. signals that can be interpreted in a wide variety of applications. 1 How is beacon technology currently being used? The retail sector has used beacon technology to create a shift in gy The retail sector has used beacon technology to create a shift in The retail sector has used beacon technology to create a shift in The retail sector has used beacon technology to create a shift in consumer engagement. Once a beacon recognizes a specifi c customer through through an enabled smartphone app, it can push out discounts to an through an enabled smartphone app, it can push out discounts to enabled through an enabled smartphone app, it can push out discounts to smartphone through an enabled smartphone app, it can push out discounts to app through an enabled smartphone app, it can push out discounts to it through an enabled smartphone app, it can push out discounts to can through an enabled smartphone app, it can push out discounts to push through an enabled smartphone app, it can push out discounts to out through an enabled smartphone app, it can push out discounts to discounts through an enabled smartphone app, it can push out discounts to to through an enabled smartphone app, it can push out discounts to specifi c customers when they are near a particular product, based on past shopping patterns and purchases. This customization is what sets beacon technology apart from other offerings. beacon technology apart from other offerings. beacon technology apart from other offerings. The sports and entertainment industry has also taken notice of The sports and entertainment industry has also taken notice of beacon technology. Major League Baseball implemented Apple's beacon technology. Major League Baseball implemented Apple's beacon technology. Major League Baseball implemented Apple's iBeacon ® technology in 20 of the 30 MLB baseball parks in 2015. technology in 20 of the 30 MLB baseball parks in 2015. technology in 20 of the 30 MLB baseball parks in 2015. Although ostensibly a marketing tool, users with Apple's iOS operating Although ostensibly a marketing tool, users with Apple's iOS operating system and other enabled devices have access to maps, concession information and video clips, plus the ability to upgrade their seat information and video clips, plus the ability to upgrade their seat information and video clips, plus the ability to upgrade their seat information and video clips, plus the ability to upgrade their seat status. status. The Los Angeles Dodgers have reportedly installed 65 beacons e status. The Los Angeles Dodgers have reportedly installed 65 beacons os status. The Los Angeles Dodgers have reportedly installed 65 beacons status. The Los Angeles Dodgers have reportedly installed 65 beacons ge status. The Los Angeles Dodgers have reportedly installed 65 beacons es status. The Los Angeles Dodgers have reportedly installed 65 beacons odge status. The Los Angeles Dodgers have reportedly installed 65 beacons s status. The Los Angeles Dodgers have reportedly installed 65 beacons ave status. The Los Angeles Dodgers have reportedly installed 65 beacons epo status. The Los Angeles Dodgers have reportedly installed 65 beacons ted status. The Los Angeles Dodgers have reportedly installed 65 beacons y status. The Los Angeles Dodgers have reportedly installed 65 beacons sta status. The Los Angeles Dodgers have reportedly installed 65 beacons status. The Los Angeles Dodgers have reportedly installed 65 beacons ed status. The Los Angeles Dodgers have reportedly installed 65 beacons 65 status. The Los Angeles Dodgers have reportedly installed 65 beacons beaco status. The Los Angeles Dodgers have reportedly installed 65 beacons s status. The Los Angeles Dodgers have reportedly installed 65 beacons throughout the club's stadium. 2 The technology is available on many other technology platforms, too. th other technology platforms, too. t other technology platforms, too. h other technology platforms, too. l other technology platforms, too. other technology platforms, too. l other technology platforms, too. tf other technology platforms, too. t other technology platforms, too. 3 Institutions like the Brooklyn Museum are implementing the tech- Institutions like the Brooklyn Museum are implementing the tech- Institutions like the Brooklyn Museum are implementing the tech- nology to provide context to visitors. Because beacons are "location nology to provide context to visitors. Because beacons are "location aware," information can be shared through an app (instead of the ubiquitous audio headsets) on specifi c exhibits and artists. In turn, this information can help museum staff answer specifi c questions this information can help museum staff answer specifi c questions from visitors, know which exhibits are most popular, and plan for from visitors, know which exhibits are most popular, and plan for future exhibitions. future exhibitions. 4 How can beacon technology be used in corporate real estate? The development of smart buildings has ushered in a better ent The development of smart buildings has ushered in a better of smart buildings has ushered in a better way to integrate building systems to improve effi ciency, control, and uilding way to integrate building systems to improve effi ciency, control, and systems to improve effi ciency, control, and decision making. Fundamentally, these types of buildings use build- decision making. Fundamentally, these types of buildings use build- Fundamentally, decision making. Fundamentally, these types of buildings use build- these types of buildings use build- ing automation systems (BAS) to integrate these systems. Beacon stems ing automation systems (BAS) to integrate these systems. Beacon (BAS) to integrate these systems. Beacon technology does not make a building smart, but rather complements ot technology does not make a building smart, but rather complements make a building smart, but rather complements these systems by capitalizing on the increasing connectivity of the apitalizing these systems by capitalizing on the increasing connectivity of the on the increasing connectivity of the Internet of Things (IoT). The IoT is the concept of connecting any (IoT). The IoT is the concept of connecting any device device with an on/off switch to the Internet (and/or to each other). with device with an on/off switch to the Internet (and/or to each other). an on/off switch to the Internet (and/or to each other). 5 The big The big data era is closely associated with IoT due to the enormous data era is closely associated with IoT due to the enormous amount of data the "things" can produce. e amount of data the "things" can produce. "things" can produce. occupancy-management opportunities The implementation of activity-based working (ABW) in offi ce tation The implementation of activity-based working (ABW) in offi ce of activity-based working (ABW) in offi ce environments is providing greater collaboration and more effi cient roviding environments is providing greater collaboration and more effi cient greater collaboration and more effi cient space utilization. Open seating and other fl exible work stations in- space utilization. Open seating and other fl exible work stations in- Open space utilization. Open seating and other fl exible work stations in- seating and other fl exible work stations in- crease effi ciency, but make tracking staff whereabouts diffi cult. Within but crease effi ciency, but make tracking staff whereabouts diffi cult. Within make tracking staff whereabouts diffi cult. Within smaller offi ces, this is not necessarily a problem, but scaled to a larg- smaller offi ces, this is not necessarily a problem, but scaled to a larg- s smaller offi ces, this is not necessarily a problem, but scaled to a larg- is not necessarily a problem, but scaled to a larg- er offi ce on multiple fl oors or even spread out over an entire campus, le er offi ce on multiple fl oors or even spread out over an entire campus, fl oors or even spread out over an entire campus, the challenges of understanding where employees are situated and the challenges of understanding where employees are situated and understanding the challenges of understanding where employees are situated and where employees are situated and how effectively the space is being used quickly escalates. Faced with these challenges, these challenges, CRE departments and facility managers have limited CRE departments and facility managers have limited knowledge of occupancy levels and how to prepare for future space knowledge of occupancy levels and how to prepare for future space upancy knowledge of occupancy levels and how to prepare for future space levels and how to prepare for future space needs. Couple these problems with a fast-growing business and the e needs. Couple these problems with a fast-growing business and the problems needs. Couple these problems with a fast-growing business and the with needs. Couple these problems with a fast-growing business and the a needs. Couple these problems with a fast-growing business and the fast needs. Couple these problems with a fast-growing business and the growing needs. Couple these problems with a fast-growing business and the business needs. Couple these problems with a fast-growing business and the and needs. Couple these problems with a fast-growing business and the the needs. Couple these problems with a fast-growing business and the importance of tracking employees and space quickly intensifi es. importance of tracking employees and space quickly intensifi es. importance of tracking employees and space quickly intensifi es. From a utilization standpoint, beacon technology provides insight From a utilization standpoint, beacon technology provides insight From a utilization standpoint, beacon technology provides insight into how a building is being used and can ultimately lead to more effi ciently planned spaces. An offi ce populated with smartphones effi ciently planned spaces. An offi ce populated with smartphones and outfi tted with proximity beacons and other sensors can deliver and outfi tted with proximity beacons and other sensors can deliver and outfi tted with proximity beacons and other sensors can deliver and outfi tted with proximity beacons and other sensors can deliver highly accurate occupancy information. Sensors can measure environ- highly accurate occupancy information. Sensors can measure environ- highly accurate occupancy information. Sensors can measure environ- highly accurate occupancy information. Sensors can measure environ- mental data, such as body temperature and vibration to detect human mental data, such as body temperature and vibration to detect human presence. This data can help pinpoint peak time usage and favored wor workplace settings and resources. Coupled with a dashboard and digital digital fl oor plan(s), real-time and historical data can be visualized to fl digital fl oor plan(s), real-time and historical data can be visualized to oor digital fl oor plan(s), real-time and historical data can be visualized to plan(s digital fl oor plan(s), real-time and historical data can be visualized to digital fl oor plan(s), real-time and historical data can be visualized to show how space is being used. 6 Beacons can also identify open meeting rooms, locate individual Beacons can also identify open meeting rooms, locate individual employees, and track items like that projector that is always missing. employees, and track items like that projector that is always missing. The game-changer for beacon technology versus other tracking tech- The game-changer for beacon technology versus other tracking tech- nology is that information is now instantly available to staff through nology is that information is now instantly available to staff through nology is that information is now instantly available to staff through their phones, not only FM. This better understanding of how and when spaces are being occupied can also help with energy effi ciency when spaces are being occupied can also help with energy effi ciency by tailoring HVAC systems to operate based on past and projected patterns. other opportunities • Targeted messaging: In retail settings, proximity to a beacon • Targeted messaging: In retail settings, proximity to a beacon • Targeted messaging: In retail settings, proximity to a beacon can send coupons, offers, and daily deals to a customer as can send coupons, offers, and daily deals to a customer as they pass a specifi ed product or location in a store. CRE they pass a specifi ed product or location in a store. CRE can use this same technology to push specifi c messaging can use this same technology to push specifi c messaging to individuals. For example, once guests enter a building, they pass a beacon that gives directions to a meeting and a detailed itinerary of the day's events. The important piece of detailed itinerary of the day's events. The important piece of this technology is context awareness. this technology is context awareness. 7 Context awareness is a

Articles in this issue

Archives of this issue

view archives of The Leader Magazine - SEP 2016