O2O Marketing System using Beacon and Augmented Reality

Transcription

1 , pp O2O Marketing System using Beacon and Augmented Reality Jung-gon Kim 1, young-geun Kim 1, Jun-ah Kwon 1 and Won-jung Kim 1, 1 Sunchon National University, Dept. of Computer Engineering, 235, Jungang-ro Suncheonsi Jeollanam-do, South Korea kwj@sunchon.ac.kr Abstract. Recently, with the advent of social commerce with the distribution of smart phones and development of Bluetooth based beacon technology, a new shopping practice called O2O rapidly expanded. However, this is causing spam notifications to users by indiscriminately sending push signals through beacon. Also, there is a limitation of providing accurate and diverse information to users as only simple product information is being provided. This study aims to enable users to selectively receive only the desired beacon signals to get only the required information instead of simple spam notifications. Also, by applying augmented reality to O2O marketing, this study proposed a system to provide wide and diverse information to users. Keywords: O2O, Augmented Reality, Beacon, Bluetooth Low Energy 1 Introduction Today, we are living in a big data environment where tremendous amount of information is created and consumed from the spread of personal mobile devices represented by smart phones and the development of internet technology. Companies are seeking for new business models by using big data, and as a result from this, the O2O (Online to Offline) commerce combining the price competitiveness of online stores and the customer experience of offline stores was created [1][2][3]. At the background of the development of this O2O commerce, there is the Bluetooth based beacon technology. However, we're facing a problem of spam notifications by indiscriminately sending push notifications of information wanted by users as well as unnecessary information as a result of rapid growth of beacon technology and O2O commerce. Also, we are facing difficulty in providing accurate and reliable information to users from provision of marketing information through simple push notifications [4]. This study proposes the introduction of augmented reality to O2O marketing to induce interest and immersion of users and reduce spam notifications by selectively receiving only the push signals users want. ISSN: ASTL Copyright 2016 SERSC

2 2 System Design Figure 1 shows the system structure proposed in this study in a block diagram. It largely consists of the terminal, server and beacon. Terminal recognizes beacon sensor to collect user data, requests or provides data according to request, and augments a 3D model to user through augmented reality system on request from the user. Fig. 1. System Architecture 2.1 Beacon Design and Augmented Reality System Design The beacon used in this study was produced by using Bluetooth module, HM-10, and Arduino Uno board R3 as shown in Figure 2. CR2032 coin cell 240mAh was used as the power of beacon for its compact size. Fig. 2. Beacon Architecture Arduino was connected with the HM-10 module by using number 2 and 3 digital pins while connected to the computer. The communication between modules used software serial BDA B F0C-720EAF was used as the beacon UUID. The augmented reality service in this study used non-marker based augmented reality technology in smart phone application format. The implemented service augmented reality system is to quickly and accurately delivering various information to users in connection with database management systems instead of simply drawing interest on 3D augmented reality system. Also, it was designed for bidirectional communication between system and consumer such as reservation system. This system used the 54 Copyright 2016 SERSC

3 Qualcomm's Vuforia version 5.5 SDK and game production application software called UNITY version Fig. 3. Augmented Reality System Architecture 3 System Implementation Figure 4 shows implemented beacon with normal communication with smart phone. Fig.4. Checked the completed Beacon and communication Figure 5 shows the result of implementing push information of beacon by using smart phone application. Copyright 2016 SERSC 55

4 Fig.5. Receive on marketing information using the push signals Figure 6 shows that the 3D object from the advertisement flier is properly displayed on screen as a result of augmenting by selecting the augmenting menu on smart phone application. Fig.6. The results Augmented Reality 4 Conclusion O2O marketing has been serviced in the form of providing simple information, and differentiated service of consistently increasing O2O marketing is being demanded. This study proposes a method of selectively receiving information by user from indiscriminate push notifications that are delivered through beacon. Also, by providing various information other than simple information through augmented reality, this study aimed to raise efficiency of O2O marketing. Likewise, instead of 56 Copyright 2016 SERSC

5 providing simple mobile information, improving the marketing information accessibility and satisfaction of users is the O2O marketing system using beacon and augmented reality as the result of this study. This proposed system selectively receives O2O marketing information but there is a limitation that the received information becoming spam. In the future, research for providing customized information in association with big data instead of selective reception of information will be needed. References 1. Hyung-mo, K.: O2O (Online to Offline) Service Strategy Research - Focusing on Mobile UX Design-. In: J. of Communication Design, vol. 54, pp (2016) 2. Lin, K., Sujeong, C., Ilsang, K.: Determinants of Reuse Intention of Mobile Messengerbased Online to Offline (O2O) Service: Focusing on Tencent's WeChat in China. In: J. of Internet Electronic Commerce Resarch, vol. 16, no. 2, pp (2016) 3. Yongshou, C., Moonyoung, K., Kyeongseok, H.: An Empirical Study on Consumers' Discontinuance Intentions towards O2O Commerce. In: J. of Internet Electronic Commerce Resarch, vol. 15, no. 4, pp (2015) 4. MiHyang, L., DongLim, K., YoungHwan, L.: Research on the properties that affect the users reaction to the smartphone-based push services. In: Council for Advances Media & Moving Pictures J, vol. 12, no.1, pp (2013) Copyright 2016 SERSC 57