As a shopper enters a store, the retailer uses Wi-Fi to track her movements, interests, and shopping habits, providing a treasure trove of insight valuable to merchandising and product development alike.
And as advances in Wi-Fi promise increasing location precision and beacons promise pinpoint location based services, the future appears to be smooth sailing, right?
Well, not exactly.
Tracking the position of mobile devices accurately and correlating to personal data has been one of the most sought after Big Data objectives. And not just for retailers — the potential wealth of business value from data has drawn piqued interest across nearly all industries.
Yet in the real world, issues arise from both technology challenges and privacy concerns alike.
Technology challenges include:
- Typical Wi-Fi accuracies in the 7-to-10 meter range (though Angle of Arrival and improved location analytics promise dramatic improvements)
- Infrequent mobile device probing to conserve battery power
- Interference from metal shelves & fixtures, water in products (and people!)
Privacy qualms speak to the heart of transformation in the Internet of Everything (IoE) age. IoE, after all, is the explosion of network connections among people, process, data, and things — and promises to be one of the most impactful periods of change in our history. And the people element is in some ways the whole point — to make our lives better, healthier, more efficient, and so forth. But the people issues will be just as challenging as those that arise around technology. Read More »
Tags: analytics, beacons, Big Data, business, cmx, data, devices, EMSP, experiences, interference, lbs, location, location based services, mobile, mse, privacy, probing, product, retail, retailers, shopper, shopping, technology, value, wi-fi, wifi
Cisco has been playing a critical part for retail, healthcare, hospitality and transportation organizations to gain an understanding of how end-users move throughout an organization’s physical location. This is done through our Cisco Connected Mobile Experiences (CMX) solution.
With all the valuable information CMX provides, the demand for even more accurate data has been growing. Location accuracy has been a hot developing field and, as I mentioned in announcing our Best of Interop Finalist status in the wireless category last week, Cisco’s taken the lead in redefining how this location-based data is acquired.
In the past many solutions have relied on the probing performed by the mobile device to acquire location-based data. In recent months this approach has shown diminishing returns. The underlying issue is that this data is reliant on how frequently the mobile device probes an access point. A couple issues that arise include:
- Mobile device manufacturers are reducing the frequency of device probing to conserve battery. This reduces the number of data points collected and impacts the accuracy of the data
- Different manufacturers probe the access point with varying frequency so some devices deliver more accurate information than others skewing the location analytics data.
At Cisco’s annual Partner Summit event we are revealing some key areas of focus for the upcoming Cisco v8.0 release. Although the list is not inclusive of all new functionality, I would like to highlight some steps we are taking to bring CMX to meet the ever-evolving demand for location-based data.
Step 1: Increasing Data Resolution Read More »
Tags: accuracy, accurate, activity, analytic, API, App, application, battery, Cisco, ciscops14, connect, data, data packet, data point, Development, device, ecosystem, end point, End User, environment, event, frequency, in-house, interop, location, location-based, luncheon, mobile, mobile app, mobility, network, organization, partner, probe, probing, product, rssi, Scalability, scale, sdk, software, solution, tech, technology, user, webcast, wi-fi, wifi, wireless
Cisco has been placing a lot of emphasis on delivering solutions that provide insights and understanding on how customers, patients, visitors and communities interact with their physical environments. Mobility and leveraging mobile devices in the environment has revealed itself as a very powerful way to gather critical business intelligence. This business intelligence is highly impacted by the resolution of the location-data and the demand to improve resolution and accuracy is increasing quickly. Apparently, this has not been missed by UBM. This year Cisco is honored to be selected as a Best of Interop Finalist for the Wireless award category for our innovations in improving location data resolution calculations.
It’s an honor to be recognized for our innovation and technological advancements in wireless, and we wanted to share a bit more about our submission with you.
What are Location Data Resolution Calculations?
Many systems acquire location analytics by relying solely on the probing that occurs from a mobile device to an access point. Unfortunately, this approach is delivering diminishing returns. It puts location analytics at the mercy of the mobile device vendors. What I mean by this is that as mobile device manufacturers look to improve mobile devices in regards to OS, drivers and battery life they are reducing the frequency of the probing from the mobile device. In addition, different mobile device manufacturer use different probing intervals. The need to do this makes sense from the mobile device manufacturer perspective, but it has an impact on the accuracy of the data acquired when representing movement of end users in the physical environment. If a user is recognized when they walk in the environment and then is identified a minute later, there is a lot of movement that can occur in that time. But the analytics only sees two data points and draws a straight line. Not a very accurate representation.
Cisco is leveraging what we know best, the network, to supplement the device probing. Bringing in network data allows us to gather higher data resolution regarding mobile device movement, equating to a more accurate representations of end user movement in the environment.
Why is This Important? Read More »
Tags: access point, accuracy, analytic, AP, battery life, data, device, driver, granular, interop, interval, location, mobile, movement, network, OS, Packet, probe, probing, resolution, rssi, Scalability, scale, wi-fi, wifi, wireless