Nearly three years ago after Apple announced the iBeacon protocol, only few iBeacon projects have been successful in spite of thousands of trials. Since Apple announced what iBeacon technology can and will enable, there has been a massive amount of excitement and hype around the same. So, you must be asking yourself why there have been many failures than success. Well, here are some of the top most common reasons for iBeacon projects failure.
- Over-reliance of a single technology
Yes, it is true that iBeacons and other Bluetooth Low Energy have the ability to facilitate very powerful experiences. However, chances are that the technology might fail to ignite if you use it in isolation. Research shows that many iBeacon projects fail because people tend to turn off Bluetooth and disable location services or sometimes use old smartphone software that cannot support iBeacon interactions. In fact, more than 30 percent of users normally disable their Bluetooth services.
To increase chances of your iBeacon projects, be sure to integrate the technology with other micro-location technologies to increase interaction reliability, which leads to provision of a more consistent experience.
- Customers don’t get real benefits
iBeacons are an incredible enabling location technology. However, your customers might stop interacting with it if it doesn’t demonstrate a real benefit to them. Many users tend to disable location services and sometimes push notifications for an app when they can’t clearly see the reasons for such access at the very first time they install the app.
So, the best thing to do is to stop your beacon project and go back to the use case to find out whether it’s based on a new and interesting technology. Together with your team, try to define what the genuine benefit the project has on your business and customers. If the project doesn’t offer compelling customer experiences such as time saving or personalized and relevant information, the project might be headed for failure.
- Failure to integrate the project to what already exist
While many iBeacon pilots are built on simple content management platforms that are well suited for both learning and trial, most of them do not scale in an enterprise setting. To make iBeacon Projects work in an enterprise, you must integrate with the systems and processes that already exist such as point of sale, inventory as well as loyalty, campaign and analytics. In fact, some level of integration is an essential requirement. Systems that actually dominate this space come from IBM, Salesforce, Teradata and SAP.