A Guide To The Beacosystem – The Hitchhiker Interview Series
In conjunction with the publishing of his forthcoming book on the rise of beacon technology, industry veteran Stephen Statler offers an exclusive look behind the scenes via YouTube interviews.
In any new, fast moving, high-growth market one key to success is choosing your partners and suppliers wisely. Choose the right ones and you can be a hero, choose the wrong ones and the consequences can be bad.
Moving on from that worrying thought: How can you make the right choice in an emerging market when, by definition, all the players are new?
Many of the technologies that are enabling location marketing are only just maturing and were launch only months ago. It’s a young market, so there are no Bluetooth beacon vendors with decades of experience.
In more established markets, word gets around about who the dominant players are, vendors who “no one gets fired for buying from.” In the absence of that shared wisdom, which is informed by a track record, it becomes incumbent on us to do more research. That may be why you are reading this article.
Reading a vendor’s website is often not as enlightening as we might wish for. Contrary to popular belief, vendor web sites are not designed to educate and inform, they are designed to sell, which isn’t always the same thing.
Other resources are available online to fill-out a complete picture of who does what. One such tool is Proxbook, a crowd sourced directory of over 300 proximity vendors [Full disclosure: I created a vendor database that later became Proxbook and am now collaborating with Unacast, which has funded and continues to support its operation]. The service is now run by Unacast, a company whose fortunes as a “networker of beacon networks” are directly tied to the successful growth of the market. Until people select their vendors and invest in deployment, there will be no beacons that can be networked together.
The goal of my book, Beacon Technologies: The Hitchhiker’s Guide to the Beacosystem, is to serve as a survival guide for people that are designing proximity solutions. We knew right from the start that a major challenge was going to be avoiding obsolescence. The thing that changes the most in this market is what all the new companies are doing.
With this post, we’ll be running an interview series on GeoMarketing. The interview series is designed to open those conversations up to anyone with a need to know. (Frankly, it also gives me an excuse to talk to some really interesting people.)
We have already recorded our first couple of interviews and it’s been a blast talking to the CxOs that are at the center of what Effective Software CTO Sean O’Sullivan christened “The Beacosystem.”
Like the book, we recognize that this is more than a job and so we have some fun as well. Part of that fun is getting a sense of who’s behind some of these brands that play a big part of our working lives.
There is no shortage of great companies to talk to. Our plan is to publish an interview a week, although it’s tempting to do more.
In a media environment that trends to the superficial soundbite, Beacon Technologies: The Hitchhiker’s Guide to the Beacosystem Interviews look to be a more substantial part of a balanced viewing diet.
Our first interview features Chris Charles, COO of Pointr Labs discussing in indoor mapping at: www.hhgb.us/interviews
*The former head of Qualcomm Retail Solutions’ Strategy and Solutions Management groups, industry veteran Stephen Statler is principal consultant at Statler Consulting, writing, training and providing advice on the application of Bluetooth beacon technology to entrepreneurs, investors and venue owners. He is an Advisory Board Member of a number of companies pioneering in the application of proximity technology including: Unacast, Rover Labs and PassJoy. He is also the author of the forthcoming book, “The Hitchhiker’s Guide to The Beacosystem.” His past GeoMarketing contributions have included Five Ingredients of Beacon Magic, Is Proxbook the Arrogant Bastard of the Beacosystem?, and Is Google’s Eddystone The Donald Trump Of The Beacosystem?
**If you’d like to contribute a piece of original analysis to GeoMarketing, email us at Tips@GeoMarketing.com.