iBeacon is the colloquial term (derived from Apple’s specific brand of device) for a low energy, wireless Bluetooth device. iBeacons can detect wireless phones and other wireless devices in close proximity to the beacon and can communicate with the devices.\u00a0Beacons\u00a0are very\u00a0cheap – usually $10 or less – and so\u00a0can be placed in great number through public spaces. The initial and primary use cases for iBeacons have largely been to “enhance”the retail experience – for example, placing iBeacons throughout a department store and pushing\u00a0shoppers notifications relevant to the department in which they are standing.<\/p>\n
Bonnaroo<\/strong><\/p>\n Since 2002, Bonnaroo has hosted music fans on a farm outside of Manchester, Tennessee. The festival\u00a0was originally\u00a0known for folk and americana music, though it has branched out into\u00a0most\u00a0genres at this point, with performances by icons such as Elton John, Paul McCarney, Kanye West, Tom Petty and Bob Dylan. In 2015, Bonnaroo attracted 90,000 fans. Many fans camp on\u00a0the farm during the 4-day\u00a0festival.<\/p>\n iBeacons and the concertgoer<\/strong><\/p>\n In 2014, Bonnaroo (with the help of partner Aloompa) placed 100 iBeacons throughout the grounds of the festival at major traffic points. Using these iBeacons, festival organizers could push relevant messages to the the right user at the right time. For example, if an act on one particular stage was delayed\u00a0only those users standing in that part of the festival would receive a push notification. The company\u00a0also floated the idea of providing festival goers with a “retrospective itinerary” – a list of everywhere you went – after the event as a sort of memento.<\/p>\n iBeacons behind the scenes<\/strong><\/p>\n Beyond\u00a0providing more content to the end user, the iBeacons deployed at Bonnaroo offer a unique data capture and analysis opportunity.<\/p>\n Value Creation<\/strong><\/p>\n Value here is created in two ways. On the consumer side, value is created by delivering the most personally useful\u00a0information to a given user at the right time. On the enterprise side, value is created by generating far more data and therefore potential intelligence than would be possible without this technology.<\/p>\n Value Capture<\/strong><\/p>\n The concert organizers are not on record indicating that they are capturing any value directly. Nonetheless, you can presume that targeting the right users at the right time allows the company to drive incremental revenue (e.g. “You’re right next to the merchandise tent and the lines are short!”).\u00a0The data being\u00a0generated also allows better value capture in the future through an improved experience, for example knowing the most popular types of acts one year lets you craft a better festival next year (all else being equal). Finally, using this data in real time could allow value capture through a surge pricing model as mentioned above.<\/p>\n Sources<\/p>\n Bonnaroo music festival uses iBeacons to enhance the concert going experience and capture big data<\/p>\n","protected":false},"author":85,"featured_media":2606,"comment_status":"open","ping_status":"closed","template":"","categories":[29,972,970,971,229],"class_list":["post-2605","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-big-data","category-bluetooth","category-bonnaroo","category-ibeacons","category-music"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/data-driven-value-creation-value-capture-and-operating-models\/","yoast_head":"\n\n
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