BlackTone FAQ

Q – The Fact That The System Is Battery Operated And Doesn’t Rely On Internet Connectivity?

Yes, the beacons are battery operated. However, the Traveler/Customer will have to have Wi-Fi/internet connection on their smartphone to receive the notifications.

Q – No Need To Download Or Use App?

An app is NOW REQUIRED to send BlackTone notifications, this with the’ General Data Protection Regulation (GDPR)’ requirements and the shutdown of Google Nearby. We now need user permission and an app to broadcast campaigns. Here’s why.

‘General Data Protection Regulation (GDPR)’ compliant.
The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union (EU).

Google Nearby
On June 9, 2016, Google announced a new feature called ‘Nearby’ on all Android devices that was intended to lead the end-user to open or download an app and know more about things around them. The idea was to serve the end-user with hyperlocal and contextual apps and information.

What went wrong? Google Nearby started to become a constant source of annoyance leading several users to turn the service off. Hack-it together marketers and MLMs began to see this as an opportunity to just send out messages rather than laying emphasis on the end user’s experience. Initially, when users did not know what it was, it may have worked. But as the users grew aware of Nearby and grew tired of the constant spamming, they began to turn the service off and ultimately ignore all such notifications.
The final announcement came on October 25th, 2018 when Google announced that Android will discontinue support for Nearby Notifications from December 6th, 2018, citing misuse of the service resulting in irrelevant and spammy marketing messages being delivered as notifications on Android phones.

An app has always been the most recommended way of sending BlackTone type notifications: Apps for running proximity marketing campaigns has always been a great idea. This lets the end-user choose to download the app signalling their acceptance to receive marketing campaigns. This is a key feature of The General Data Protection Regulation (GDPR) legal framework.

The whole point of marketing and proximity marketing is to ensure that the end-user finds it relevant. With Nearby’s service, it became all too easy to forget the user experience. Since Nearby was turned on by default in all Android phones, the user had no choice but to be bombarded by messages irrespective of their relevancy. With an app in the picture, consumers choose to receive marketing content. 2 in 5 consumers like to receive targeted ads and location plays a huge role in relevance. Whether they choose to download a brand app or the BlackTone App to get notified of all the businesses in the vicinity, their experience is bound to be more tailored and rich. 70% of millennials try out new apps every month. 75% of customers scour their inboxes looking for a good deal.

Q – The Opportunity To Pre-Order And Mobile Payment Is Great – Is The System Able To Connect To All Platform, How Does This Plug Into Individual POS Systems?

This is not presently a direct BlackTone App feature. Presently the user will be directed to the retailers own online e-commerce platform and payment system.

AMK/BlackTone working with retailers can however develop and deploy a branded online e-commerce platform and payment system that can facilitate this experience. Travelers/Customers will be allowed to order ahead and pay with the option to pick up or have it delivered to a designated point in the airport.

• Customers would have had to have Bluetooth turned on. Is there any information showing what percentage of smart devices keep Bluetooth “On”?

1. Consumers will have Bluetooth turned on and download the BlackTone app. Our BlackTone QR Codes will assist in the process.

The answer to this question can vary based on device type, user profile and country. Some of the factors to consider here would be:
2. With 45% of mobile users enabling Bluetooth across devices, North America boasts of some of the highest rates of Bluetooth usage across the globe.

3. Youngsters and users with connected devices are significantly more likely to turn their Bluetooth on than others.

4. While there are a number of factors that have contributed to the rise in Bluetooth usage, the rise in the adoption of connected devices such as smart watches is one of the major factors that has had a huge impact on these figures.

5. 90% of smartphone users have at least one subscription to a local deal/reward app. This statistic is self-explanatory of whether consumers will be willing to download a local app or not. Not just that, a survey conducted by Pew Research suggests that an overwhelming 74% of adult smartphone users use an app to get information, directions, and deals based on their current location.

6. The BlackTone App is also ‘General Data Protection Regulation (GDPR)’ compliant.
The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union (EU).

7. Making the BlackTone App almost necessary is our primary goal. And one of the best ways to accelerate app download is to make the app a part of the customer journey, making it valuable and enhance the experience.

8. We will have posters/stickers at various touch points, including the check-in and billing counters that reads for example, “Download BlackTone App To Enhance Your Experience In This Airport!”

9. We will also be printing and circulating a QR Code that can be scanned allowing the customer to directly download the BlackTone App and receive notifications.

10. When participating retailers encourage their customers to download the BlackTone App they will also have access to a growing base of BlackTone App users, as the number of App enable smartphones increase.

11. Once the user downloads the BlackTone app and turns on Bluetooth, if not already on, the smartphone receives signals from a BlackTone beacon nearby that broadcasts a link to the information. This not only enhances the customer experience but also wins loyal customers.

Q – Proximity Range For Connectivity When Bluetooth Is Activated?

BlackTone beacons have a range of 10m to 300m depending on the model and type used. We presently use 6 different beacon models for both indoor and outdoor application.

Q – How Are Push Notifications Done? To All Persons And If So, How Is This Monitored To Ensure Passengers Are Not Bombarded By Messages Given The Close Proximity Of Stores.

1. We will have posters/stickers/QR Codes at various touch points, including check-in and billing counters that reads for example, “Download BlackTone App To Enhance Your Experience In This Airport!”

2. Once the user downloads the BlackTone app, the smartphone receives signals from a BlackTone beacon nearby, that broadcasts a link to the information. This not only enhances the customer experience but also wins loyal customers.

3. The BlackTone App will also deliver notifications straight to the lock screen: The problem with Google Nearby was that notifications did not appear on the lock screen if a user had dismissed them or if a lot of users had not found a particular notification useful. The algorithm behind which Nearby Notification was promoted was never clear to anyone. With BlackTone, every notification makes it to the lock screen.

4. BlackTone delivers non-silent notifications: Another issue that a lot of proximity marketers faced was the fact that Nearby Notifications did not alert the user in any way. There was no vibration, no alert, nothing that would cause the user to look down and check their phones.

5. BlackTone beacons do not deliver duplicate notifications: The main reason Android users were put off by Nearby Notifications was that most advertisers set the advertising interval to the minimum causing a consumer who was in the same location for a while to receive the same notification over and over again. BlackTone does not do that. It waits until a user re-enters a location to send them notifications which makes the user’s experience less annoying.

6. BlackTone delivers extremely rich notifications: Another issue with Google Nearby was that it merely showed a Title and Description on the smartphone which did not indicate to users in many cases what the notification was for. With BlackTone, users will be able to see the entirety of the campaign. Aesthetically pleasing visuals, eye-catching logo, and a powerful CTA all delivered to the user.

7. BlackTone will have a better click-through rates: Something that a lot of marketers ignored is the fact Nearby Notifications were not able to guarantee them a high CTR. Possible reasons for this include the fact that the notifications did not alert the user, and were often irrelevant or spammy. The foundation for the BlackTone App was initially released on iOS and has seen a CTR of 10% at the very least.

Q – For Persons Who Have Already Used The System, Is Information Collected From These Persons Such As Phone Number, Email, Social Media Platforms With Information For Messages To Be Customized And Pushed To These Persons Or Received Elsewhere And Used To Capture Potential Customer Via Customized Messages?

No information is captured from the customer.

However, we can design notifications in the form a quick survey to collect some information.

Customer Feedback: Customer reviews and feedback can be effectively used to drive inventory in-store and the same can be implemented using BlackTones. By asking for customer feedback and allowing them to vote for certain products using an interactive form, brands can instill loyalty in new and frequent customers.

Q – What Is Being Offered Requires Tailored Messaging Per Store. Will You Manage That Relationship?

YES. AMK will develop with the input from the individual stores, customized BlackTone Proximity Marketing Solutions (PMS). These will be executed by creating engaging proximity marketing campaigns using a number of “BlackTones” strategically located inside each store, for the in store option and in public spaces and carefully selected locations outside and nearby high traffic points for the outdoor option.

Q – The Restaurant Would Have Had To Have A Loyalty Program In Place Or Is That Part Of Your Offer To Set Up A Loyalty Program?

AMK will work with the stores as a collective or on an individual basis to develop loyalty programmes and campaigns.

Loyalty Programs:
AMK will set up a great loyalty program for customers deployed using BlackTone beacon technology. The BlackTone app will let customers see how many loyalty points they have and prompts them to redeem those at the counter. Stores can set up simple loyalty programs for their frequent customers using coupons which is excellent considering 53% of consumers prefer digital coupons.

Personalized Recommendations:
With the BlackTone app, a customer’s past purchase history can be leveraged to offer targeted and personalized products. Once they enter the store, BlackTone beacons can notify them of a list of curated products just for them.

According to a recent report from Accenture, 75% of consumers buy from retailers that recognize them by name and know their purchase history and build personalized offers based on that.

Scavenger Hunts:
AMK working with the retailer can design and deploy scavenger hunts to engage more consumers and young children at the store to create a truly unique shopping experience.

Product Information:
53% of millennials who shop at a store feel that the store associates do not possess the tools needed to deliver great customer service. This may be as small an issue as not knowing where a certain product is located or its availability and how it fares to other similar products.
The BlackTone app can easily let millennials compare two products and list all of the product features turning their smartphone into a second screen

Q –  Paying Online While A Good Idea Can Be A Security Concern

Agreed. We have not yet started to fully explore this integration feature. It’s part of our future growth and development plan.

Q – Would You Be Able To Utilize Internet Connectivity To Deliver The Service Being Offered?
YES.

Q- Could This Third Party Payment Platform Be Integrated Into Our Website Using A Landing Page As The First Point Of Engagement With Our Pax?

We have not yet started to fully explore this integration feature. It’s part of our future growth and development plan. For now the user will be directed to the retailers own online ecommerce platform and payment system.

AMK/BlackTone working with the retailers can however develop a branded online ecommerce platform and payment system that can facilitate this experience. Travelers will be allowed to order ahead and pay with the option to pick up or have it delivered to a designated point in the airport.

Q -Are You Targeting Restaurants Only Or Including Duty Free And Retail?

We are targeting all brick and mortar retail and touch points. Common public areas are also targeted for general and specialised information notifications.

 

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