iBeacon: the future of NFC?
How can Apple’s new supercharged NFC tool help mobile gambling operators extend their reach?
The most talked about, but least acted upon, feature of mobile CRM currently is geo-location. The ability to use customers’ location to design targeted offers or messaging is something that is high on the to-do list for many mobile operators, but the lack of any significant launches is understandable bearing in mind it’s not something they have had to previously consider.
One of the potential uses that is often talked about is sending push notifications to customers at a specific football match, but the 3G coverage is typically limited at these events and there seem to be better opportunities out there. One is to not focus on current location, but accumulate data on historic location to build a profile of the customer.
âThis brings a whole new dimension to somebody’s profile,â Michael Richardson co-founder and EMEA technical director of Urban Airship, says. But he warns this is not something you can enter into lightly. âYou have to be very explicit up front and give them a reason why they would trust your brand with their location,â he adds. One potentially interesting area in terms of geo is linked to the understated launch of iBeacon from Apple at its iPhone 5S event.
Extending your reach
The new technology is like supercharged NFC, working at a range of around 20m, offering brands the chance to communicate with customers at a land-based location with an accuracy of feet not metres. It could, for example, pick out customers standing at FOBTs in a betting shop as opposed to at the counter. âIt’s about using a physical interaction to enhance the digital experience and vice versa,â Richardson adds.
When combined with other mobile features such as passbook it presents interesting opportunities. Operators could replicate betting receipt in a digital format that could then be used in-store. There is also the potential to use iBeacon for more guerrilla marketing. An operator might place an iBeacon in their own land-based outlet, with push messages sent out to any of its mobile app customers giving them a special limited offer when they walk past.
Equally they could place one near to a rival land-based outlet giving competitive offers to its rival’s customers, presuming they also have their app. But like so much in mobile CRM it depends on consumers opting in. The first and most important battle will be earning the trust of the customer. And that is likely to be where the smart operators will be focusing a lot of attention in the months to come. You catch a lot more flies with honey than vinegar.