What is WiFiSLAM? Perhaps you have noticed that GPS location services are not exactly precise. A GPS can be accurate within about 10 meters, but signals are affected by obstructions such as buildings, trees, fences, cables etc. Furthermore, GPS signals don’t reach inside buildings very well. If you have ever tried to make it from registration to radiology in a big city hospital, you know that an indoor map would be a welcome thing.
WifiSLAM was a start-up tech company acquired by Apple in 2013. It was designed to do indoor mapping. This would “allow your smartphone to pinpoint its location (and the location of your friends) in real-time to 2.5m accuracy using only ambient Wi-Fi signals that are already present in buildings.”
How does Wifi SLAM do that?
SLAM stands for Simultaneous Localization and Mapping. WiFiSlam gathers location information by recording “trajectories” from sensors on the phone including the accelerometers, gyroscopes and magnetometers. WiFiSlam’s technology uses data collected based on relative Wi-Fi signal strength to judge where the smartphone user is in a building. If enough people walk through a building with Wi-Fi activated on their smartphones, a map will begin to form of the building interior. Raw trajectories, using inertial sensors of one or many phones, help to form a map, combined with wifi data, of the inside of a building.
Apple Wifi Slam
The buzz around WiFiSLAM grew loud in March, when Apple bought the start-up. Apple had some customer complaints about its mapping service when it came out last year. Apple may be trying to beef up its mapping ability and edge out Google, who already has indoor maps of certain locations like airports, hotels, museums and shopping malls. A New York Times article called the Apple vs. Google rivalry “a battleground,” and a Reuter’s article stated, “Big tech companies such as Apple and Google have been racing to provide more and better map applications for users.”
WiFi Proximity Marketing
There is another potential use for WiFiSLAM’s tech than simply indoor mapping. Alex Romanov, CEO of Ontario’s iSIGN Media, sees it as an entry into “proximity marketing.” Romanov wrote in Upstart Business Journal, “Proximity marketing takes advantage of the fact that consumers are much more likely to respond to offers they receive within sight of the item being sold. Customers who walk into a grocery store or restaurant have indicated an interest in purchasing food by their very presence: What better time to offer them a digital coupon?" Ads or coupons could be transmitted via Wi-Fi or Bluetooth directly to smartphones, and would not require collecting any identifying information from the smartphone user.
If Apple does incorporate WiFiSLAM’s technology into the iPhone, you could check your phone to find the nearest restroom in a stadium and get an ad for the nearest hotdog stand at the same time.
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FAQs
What is Apple indoor positioning?
Apple indoor positioning refers to the technology and techniques used by Apple devices to determine a user's precise location within indoor spaces where traditional GPS signals might not be as reliable or available. This technology enables users to navigate and find their way inside buildings, such as malls, airports, museums, and more, using their Apple devices. The primary goal of Apple indoor positioning is to provide accurate and real-time location information to enhance indoor navigation and user experiences. Here's how Apple indoor positioning works:
- Wi-Fi Positioning: Apple devices can detect nearby Wi-Fi networks and their signal strengths. By comparing these signal strengths to a database of known Wi-Fi access points and their locations, the device can estimate the user's position with higher accuracy within indoor environments.
- Bluetooth Beacons: Many indoor spaces are equipped with Bluetooth beacons. These small devices emit signals that can be detected by Apple devices. Each beacon has a unique identifier, and by triangulating the signals from multiple beacons, the device can calculate the user's position within the indoor space.
- Sensor Fusion: Apple devices are equipped with various sensors, including accelerometers, gyroscopes, and magnetometers. These sensors provide data about the device's movement, orientation, and magnetic field. By combining sensor data with Wi-Fi and Bluetooth information, the device can improve the accuracy of indoor positioning.
- Indoor Mapping Data: Apple collaborates with venue owners and administrators to create detailed indoor maps of various locations. These maps include information about the layout of the building, the locations of stores, restrooms, escalators, and more. The indoor mapping data is integrated into the Apple Maps app.
- On-Device Processing: Much of the processing required to determine the user's indoor location is performed directly on the Apple device. The device combines data from Wi-Fi, Bluetooth, sensors, and mapping data to estimate the user's position in real-time.
- User Interface: When users open the Apple Maps app and zoom in on a supported indoor location, the app displays the indoor map. The user's position is usually represented as a blue dot on the map, similar to outdoor GPS.
- Navigation: Apple indoor positioning not only provides static location information but also supports navigation. Users can input their destination within the indoor space, and the app will offer turn-by-turn directions to guide them to their desired location.
- Privacy: Apple places a strong emphasis on user privacy. Location data used for indoor positioning is anonymized and encrypted, and user location history isn't tied to Apple IDs.
It's important to note that the availability of Apple indoor positioning depends on the indoor spaces that have been mapped and integrated into the Apple Maps ecosystem. Apple indoor positioning is designed to enhance indoor navigation, making it easier for users to navigate complex indoor environments and find points of interest.
In summary, Apple indoor positioning leverages Wi-Fi positioning, Bluetooth beacons, sensor fusion, and detailed indoor mapping data to provide accurate and real-time location information within indoor spaces. This technology enhances indoor navigation capabilities for Apple device users, allowing them to navigate large buildings and venues more effectively.
What is proximity marketing?
Proximity marketing is a marketing strategy that utilizes wireless technologies to communicate promotional content and messages to potential customers based on their physical proximity to a specific location or point of interest. This approach leverages devices such as smartphones, tablets, and other mobile devices equipped with wireless connectivity, such as Bluetooth, Wi-Fi, or NFC (Near Field Communication). The goal of proximity marketing is to deliver targeted and relevant information to consumers in real-time, thereby influencing their purchasing decisions and driving engagement. Here's how proximity marketing works:
- Wireless Technologies: Proximity marketing relies on wireless communication technologies to establish a connection between a business or marketer and a consumer's mobile device. Common technologies include Bluetooth Low Energy (BLE), Wi-Fi, and NFC.
- Beacons and Sensors: Businesses set up physical devices called beacons or sensors in strategic locations. These devices transmit signals to nearby mobile devices. Beacons are particularly common in proximity marketing due to their ability to send notifications to devices within a specific range.
- Mobile Apps: For proximity marketing to work, consumers usually need to have a compatible mobile app installed on their devices. These apps can be specific to a business, a location, or a broader platform that aggregates information from multiple businesses.
- Location-Based Triggers: When a mobile device with a compatible app enters the range of a beacon or sensor, it triggers a notification to be sent to the device. The notification can contain information about promotions, discounts, special offers, or other relevant content.
- Personalized Messages: Proximity marketing can offer personalized messages based on factors like the user's past behavior, preferences, and demographics. This customization increases the likelihood of engagement.
- Real-Time Engagement: Notifications sent through proximity marketing are immediate and time-sensitive, which encourages users to take action promptly. For instance, a customer passing by a coffee shop might receive a notification about a limited-time discount on beverages.
- Enhanced Customer Experience: Proximity marketing aims to enhance the overall customer experience by providing valuable and timely information. This can include directions, product details, event schedules, or exclusive offers.
- Data Collection: Businesses can gather valuable data through proximity marketing, including user interaction patterns, popular locations within their establishment, and customer preferences. This data can inform future marketing strategies and enhance customer targeting.
- Privacy Considerations: Users must opt-in to receive notifications through proximity marketing. This opt-in ensures that users have control over the messages they receive and safeguards their privacy.
- Retail, Events, and More: Proximity marketing is used across various industries, from retail and hospitality to event management. It's effective in scenarios where businesses want to engage with customers in close proximity.
In summary, proximity marketing leverages wireless technologies, beacons, and mobile apps to deliver targeted and relevant messages to consumers based on their physical proximity to a location. By offering real-time engagement, personalized content, and an enhanced customer experience, businesses can effectively promote products, services, and offers to potential customers.
What are the benefits of proximity marketing?
Proximity marketing offers several benefits to businesses and marketers looking to engage with customers in real-time and drive sales. By leveraging wireless technologies and location-based triggers, businesses can create more personalized and relevant interactions with their target audience. Here are some key benefits of proximity marketing:
- Enhanced Customer Engagement: Proximity marketing allows businesses to directly engage with customers who are in close proximity to their physical locations. By sending timely and relevant notifications, businesses can capture customers' attention and encourage them to take action.
- Personalized Interactions: Proximity marketing enables businesses to deliver personalized messages and offers based on user preferences, purchase history, and browsing behavior. This personalization increases the likelihood of customer engagement and conversion.
- Real-Time Offers and Promotions: With proximity marketing, businesses can deliver real-time offers, discounts, and promotions to customers when they are most likely to make a purchase. This immediacy can drive impulse buying and increase sales.
- Improved Customer Experience: By providing customers with useful information about products, services, directions, and events, proximity marketing enhances the overall customer experience. Customers appreciate relevant information that assists their decision-making process.
- Increased Foot Traffic: Proximity marketing can attract customers who are near the business location and might not have initially planned to visit. The enticing offers and notifications can drive foot traffic and increase store visits.
- Higher Conversion Rates: The personalized and timely nature of proximity marketing messages often leads to higher conversion rates. Customers are more likely to act on offers that are relevant to their immediate context.
- Data Collection and Insights: Businesses can collect valuable data on customer behavior, interaction patterns, and preferences through proximity marketing. This data can be analyzed to refine marketing strategies and tailor future campaigns.
- Effective Targeting: Proximity marketing allows businesses to target specific customer segments based on their physical location. This targeted approach ensures that marketing messages are delivered to the right audience at the right time.
- Cost-Effective: Proximity marketing can be cost-effective compared to traditional advertising methods. Businesses can reach customers directly without the need for printed materials or extensive ad campaigns.
- Competitive Advantage: Implementing proximity marketing can give businesses a competitive edge by offering a unique and innovative way to engage with customers. It demonstrates a commitment to embracing technology to enhance customer experiences.
- In-Store Navigation: Businesses can use proximity marketing to help customers navigate large stores, malls, or event venues. This can enhance the customer experience and make it easier for them to find what they're looking for.
- Brand Loyalty: Consistently providing relevant and valuable offers through proximity marketing can foster brand loyalty. Customers are more likely to return to businesses that offer them personalized benefits.
In summary, proximity marketing offers businesses the opportunity to engage customers in a more personalized and timely manner, leading to increased foot traffic, higher conversion rates, and improved customer experiences. By leveraging location-based triggers and wireless technologies, businesses can deliver targeted offers, enhance customer engagement, and gain valuable insights into customer behavior.
