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Ruckus Smart Wi-Fi for Retail

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Presentation on theme: "Ruckus Smart Wi-Fi for Retail"— Presentation transcript:

1 Ruckus Smart Wi-Fi for Retail

2 Agenda Retail Market Introduction Ruckus Retail Solutions
Selling to Retail: Malls vs QSR Ruckus Proprietary and Confidential

3 Shoppers Want and Expect Wireless
80% of people said that the availability of in-store WiFi influenced where they shop. 74% of shoppers are happy for a retailer to send a text or with promotions while they’re using in-store wi-fi. 69% say their smartphone is a critical tool to have a better shopping experience 70% plan to use their smartphone more to help their shopping experience in the next year 92% of retail purchases occur in physical stores 80% of people said that the availability of in-store WiFi influenced where they shop. – JiWire 2014

4 Retail is a Large and Growing Market(s)
NAICS DESCRIPTION # of Companies # of Stores Total Employment Building material and garden equipment and supplies dealers 194 16,910 670,759 Clothing and clothing accessories stores 276 77,626 1,175,636 Electronics and appliance stores 84 16,530 Food and beverage stores 414 27,602 1,882,029 Furniture and home furnishings stores 117 10,570 175,811 Gasoline stations 236 29,611 317,439 General merchandise stores 66 37,905 2,745,084 Health and personal care stores 320 41,726 673,404 Miscellaneous store retailers 300 17,065 265,831 Motor vehicle and parts dealers 207 25,528 409,769 Sporting goods, hobby, book, and music stores 95 13,088 330,303 Grand Total 2,309 314,161 8,646,065 Current penetration of enterprise-class Wi-Fi is low Location, customer engagement, and access are becoming key tools to battle online competitors Managed Wi-Fi is an ideal upsell to current customers Number of stores (establishments) by segment (US Census) Only includes stores that are part of companies with > 500 employees

5 Ruckus Offers a Complete Retail Marketing Solution
Delivers carrier-class Wi-Fi connectivity for shoppers and staff Provides secure, anonymous analytics Offers easy and secure access management Enables shoppers to opt-in for more services Creates a new, in-store personalized customer touchpoint Supports operational systems including PoS, RFID, IP Video, … SPoT Ecosystem Analytics Mobile apps SAMs SPOT Ruckus Proprietary and Confidential

6 Simply Better Wireless for Stores and Malls
Stronger Wi-Fi signals at longer ranges Adapts automatically to environmental changes Supports more concurrent users per access point Stable connections and faster speeds Highly scalable, centralized management Interference

7 SCG / vSCG Allow Centralized Management
Store 1 … Store n Accelerated Time to Market Efficient use of commodity hardware Operational simplicity Lower opex and capex Multi-tenant option scale Standard and open APIs Mobile Devices Mobile Devices Ruckus APs Ruckus APs The Ruckus vSCG can run on either the VMware vSphere ESX or the KVM open-source hypervisors. The hypervisor creates the virtual machines (VMs) that the application runs on. As additional instances of the vSCG are required, the hypervisor simply spins up additional VMs (virtual machines). There is no need to order and install additional proprietary hardware appliances. As long as the data center doesn’t run out of x86 blade servers they can keep spinning up new instances of a vSCG. The virtualized vSCG offers all of the usual benefits that come with virtualization including: Rapid turn-up of customers Accelerated Time to Market (TTM) Efficient use of commodity hardware scale Operational simplicity Lower opex and capex

8 SCG / vSCG Allow Centralized Management
Store 1 … Store n Accelerated Time to Market Efficient use of commodity hardware Operational simplicity Lower opex and capex Multi-tenant option scale Standard and open APIs Rapid turn-up of new sites Pricing flexibility Enable differentiated offers Deliver reliable service Mobile Devices Mobile Devices Ruckus APs Ruckus APs The Ruckus vSCG can run on either the VMware vSphere ESX or the KVM open-source hypervisors. The hypervisor creates the virtual machines (VMs) that the application runs on. As additional instances of the vSCG are required, the hypervisor simply spins up additional VMs (virtual machines). There is no need to order and install additional proprietary hardware appliances. As long as the data center doesn’t run out of x86 blade servers they can keep spinning up new instances of a vSCG. The virtualized vSCG offers all of the usual benefits that come with virtualization including: Rapid turn-up of customers Accelerated Time to Market (TTM) Efficient use of commodity hardware scale Operational simplicity Lower opex and capex

9 Smart Access Management
The first cloud-based, carrier-grade Smart Wi-Fi Access Management Service Enables ultra-easy design, management and monetization of Wi-Fi hotspot services Combines the scale, efficiencies and cost-effectiveness of cloud-based services with best-in- class Smart Wi-Fi products and technology Scales from large airports, malls and nationwide chains to single store locations Captures customer demographic and contact information to enable online marketing campaigns

10 Introducing Ruckus SPoT™
Industry's first completely cloud-based Smart Wi-Fi positioning service Works seamlessly with Ruckus Smart Wi-Fi to deliver: Shopper / staff location analytics Real time location data Includes API and SDK for third-party developers Active SPoT location ecosystem

11 SPoT Location Application Ecosystem
Ruckus SPoT has a large and growing location eco-system …and can easily integrate with your existing apps Proven solutions can be customized and integrated for specific Managed Wi-Fi needs Retail apps with in-store location and associated store-centric features drive five times more shopper engagement than identical apps without these features

12 Ecosystem: Shopper Traffic Analytics
Unprecedented insight into user behavior Store/mall traffic optimization based on real-time and historical analytics Shopper count by zone/time Length of stay Repeat customer % Heat maps Offsets existing expenses Loyalty offers for repeat customers Improve new customer traffic

13 Ecosystem: Social Marketing
Leverage Wi-Fi access to collect customer marketing data Name Demographics address Friends

14 Ecosystem: On-Site Customer Messaging
Ruckus SPoT ecosystem partners enable retailers and venue operators to communicate to consumers’ smartphones based on location data while they shop. This is accomplished with a single RU network appliance from Front Porch. Front Porch can deliver interactive messages on all devices in their browsers as people surf the web. No app, plugin, toolbar is needed. It works on all devices.

15 Ecosystem: Advertising
Integrate digital ad networks into your shopping mall app Increase CPM and usage with real time location context Enable mall-based promotion and advertising opportunities

16 Ecosystem: Shopper Navigation
Real time maps Directions to stores or to specific products in stores Track searches and shopper path

17 SPoT vs Alternative Location Options
GPS – outdoor only, loses accuracy indoors Other Wi-Fi vendors Most other vendors only offer ‘presence’, which tracks AP-level accuracy Inadequate for many use cases beyond basic analytics, (OK for QSR/C-stores) Beacons Potentially more accurate, but cover a much smaller range Requires user to activate an application Low cost, but is a stand-alone infrastructure Likely to become complementary to Wi-Fi location/analytics to provide more precise locates when specifically needed Ruckus Proprietary and Confidential

18 Complete Product Line-up For Stores and Malls
INDOOR 7982 3X3, 3-stream dual-band n 7372 Mid-range dual band R300 Entry level n 7782 3x3:3, 3-stream dual-band T300 Mid-range Dual band 7731 Point to point and multipoint bridges OUTDOOR Other key features All APs are PoE in enabled All except the 7731 support mesh Can be deployed as autonomous or managed APs Ruckus 7372 is ideal – Much better coverage & signal strength than competitors, best price point 7352 can be used to meet very tight cost pressures, but it cuts off the upgrade path to 5GHz. Trends like BYOD and guest access also affect warehouses – for instance, truckers dropping off shipments at a warehouse may want to get connected. 5GHz will enable them to support a wider range of devices and may allow them to keep their 2.4 GHz clear for key apps. 7762 is the most cost-effective outdoor AP. Can also meet harsh operating environment requirements for some indoor locations 7731 may come into play often to each across large facilities or link the warehouse back to an office bldg somewhere 7321-U Smartpoint will also come into play for temporary or remote facilities. *** Note that this is a special order item with a 1,000 unit minimum order. Only discuss with qualified, large prospects Omni or 1200 sectorized IP 67 Rated MANAGEMENT 6 to 50 Aps SME 50 to 500 APs Mid-range 50 to 1000 APs High end Up to 10K APs vSCG

19 How to Sell Managed Wi-Fi
Malls / Big Box Stores QSR / Convenience Stores Ruckus Proprietary and Confidential

20 Wi-Fi Offering for Malls and Stores
Single infrastructure for shopper access, store access and operational support including VoWLAN, IP Video signage, and security 3-5x greater impact from mobile apps New, in-store/mall touchpoint Analytics dashboard showing shopper activity and patterns Sell shopper data to brands Advertising portal Opportunity to enable tenant ‘flash promos’ Social marketing platform 3G / 4G offload (future) All these numbers are only moving 1 way – UP. Critical issue that is also likely to be a question is How many people will use Wi-fi? About 50-60% currently have Wi-Fi turned on (so analytics are pretty good). This is higher for APAC, and much higher for people below 35. Again, only increasing How many people will use our App? % will download it, but only about half of these actually will leave it on. This is where location comes in. If you can make the app relevant with good navigation/local search, and send highly relevant messages when the customer is in-store or in-the-aisle, then people will use it Single infrastructure – save money, improve effectiveness - can they make money offering Wi-Fi to stores? Or how about in-store guest Wi-Fi since many retail chains won’t open up their enterprise networks 5x greater impact from Apps. PointInside analysis, basically says adding location triggers and info to an app make it hugely more valuable Analytics dashboard: What is value of good metrics? A lot – what are they currently paying for a clicker or a Shopkick-like app that just counts people coming in? How nice would it be to do A:B analysis of alternative marketing programs between malls to evaluate, based on specific data, which one works better? Advertising: standard model with a digital ad agency is that they will provide ads based on information such as location, mall demographics, anything we know about a particular user, … these in-store/mall ads earn a 5X higher CPM since the are much more relevant. Agencies will provide a 70/30 revenue split, giving 70% to the venue/operator Social Marketing. How nice would it be to get address and demographic data for people who come to your malls, all collected automatically, and potentially available for a fully automated, policy driven marketing campaign?? 3G/4G offload - with Hotspot 2.0, will become feasible to sell access to carriers

21 SPoT ROI up to Net profit using SPoT – $18,000 / Year / Store
Relevant Department Store Marketing Spend Footfall counters installed today $12,000/Yr Survey costs for shopper behavior $20,000/Yr Advertisements (print, digital, coupons..) $100,000/Yr Ruckus SPoT offering Cost 20AP SPoT license $6,000 / Yr Footfall counters Dwell times Repeat vs new Q-Buster (heat-map) dashboard APIs for mobile apps, BI integration Revenue Opportunity $10/month/brand up to $24,000/Yr Net profit using SPoT – $18,000 / Year / Store

22 Selling to Malls Initial focus is larger destination malls, typically owned by REITs Traditionally most marketing staff were at local malls, but central team often charged with Wi- Fi / location solutions Major care-abouts: Analytics SPoT delivers richer data at a much lower cost than current counting techniques Opportunity to package and sell analytics to brands and mall tenants Engagement Creates entirely new targeted, real time marketing platform Increases relevance and usage of current mall applications Enhances shopper experience Wi-Fi performance Platform that can deliver great customer experience with room to grow Easy Future: 3G/4G offload opportunity with Passpoint Ruckus Proprietary and Confidential

23 Mall Example US-based mall operator with ~20 malls, all major regional centers Have limited Wi-Fi in all malls, limited coverage or usage Deployed new Wi-Fi in one mall to test location-related apps Failed due to poor Wi-Fi connectivity, inaccurate and inconsistent locations, missing apps REIT CFO charged with finding a solution for all malls Common solution, with current capabilities and strong future roadmap Deployment timing driven by local mall GM and marketing Looking for complete managed service No IT staff on premises Wants to defer costs Hoping a good solution provider can install and operate solution much less expensively Deploying trial in one mall wing (6 APs), aiming for decision by September Ruckus Proprietary and Confidential

24 QSR / Convenience Stores
Major care-abouts: Required customer amenity Analytics Focus on customer count and duration to do store to store comparisons and AB testing Ideally with a tool that integrates diverse data, including PoS, weather, … Brands Significant opportunity to sell marketing data to major brands Wi-Fi performance Not much of an issue – generally a 1 AP hotspot Some concern with Wi-Fi squatters – need a solution that can limit access during peak hours Ruckus Proprietary and Confidential

25 Objection Handling Wi-Fi only sees half my customers
Yes, but the % using Wi-Fi is increasing and will grow even more rapidly as new standards rollout that automatically move their smartphones to Wi-Fi whenever it is available. It is a faster and lower cost connection option. If you need a full shopper count, we are working with market leaders in that space to integrate their data into the SPoT dashboard, and vice versa I already have Wi-Fi in my store Most in-store Wi-Fi provides only partial coverage and will need to be upgraded to meet shopper demand for connectivity. You can start with trials in stores with little or no existing Wi-Fi and rollout based on the marketing value or as customers swamp existing networks – whichever comes first I’m reading a lot about blue tooth sensors Blue-tooth Low Energy is also a popular location solution. Wi-Fi and Bluetooth are complementary – Wi-Fi can provide deeper insight into individual customers and the overall store, Bluetooth can be more accurate in a specific area. However, Wi-Fi also supports store applications such as POS and digital signage, and can provide network connectivity for shoppers. And BLE requires users to turn on an app. This solution sounds too expensive. Wi-Fi delivers a multi-purpose solution platform. It can eliminate/reduce the need for alternative traffic counting solutions while also providing rich customer data such as duration and repeat customer percent provide a closed loop online marketing capability Enable an in-store touchpoint which at other customers has driven a 5x increase in promotion success and a 16x increase in loyalty program enrollments Sounds complicated – we don’t have IT staff in-store Ruckus Smart Wi-Fi can be delivered via a trusted managed service partner that will plan, design, install and operate your system. Local and/or corporate marketing staff will have access to an easy to use dashboard and, depending on their desired solution, an online, easy to use campaign management/policy engine for customer messaging and promotions Ruckus Proprietary and Confidential

26 Ruckus Offers a Complete Retail Marketing Solution
Delivers carrier-class Wi-Fi connectivity for shoppers and staff Provides secure, anonymous analytics Offers easy and secure access management Enables shoppers to opt-in for more services Creates a new, in-store personalized customer touchpoint Supports operational systems including PoS, RFID, IP Video, … SPoT Ecosystem Analytics Mobile apps SAMs SPOT Ruckus Proprietary and Confidential

27 Thank You!


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