A recent Wired story on Apple’s iBeacon suggests that the still-new technology may be a dream come true for marketers, but something with limited appeal for consumers. According to Apple veteran Michael Hageloh, however, the iBeacon offers myriad advantages for consumers and advertisers alike. In a new statement to the press, Hageloh praises the iBeacon while addressing concerns over its level of intrusion.
Wired describes the iBeacon this way: “The iBeacon, a small, inexpensive Bluetooth-enabled device that connects with consumers’ smartphones as they pass within several hundred feet of an installed location, has been hailed as a bellwether in the latest evolution of location-based marketing. It’s now possible to target the exact location of shoppers in the store, and feed them messages, coupons or discounts based on their location.”
According to Hageloh, iBeacon is about more than just advertising. “I spend a lot of time speaking and consulting on university campuses, and I know that there is nothing in the world more complicated than finding a single room on a large, multi-facility campus,” he says. “The iBeacon technology will be invaluable for those navigating colleges as well as conventions, or even large office complexes. GPS offers the big picture, and now there is a way to navigate on an even more precise, turn-by-turn basis.”
Hageloh says the usefulness of iBeacon technology should not be underestimated. “Whether offering a campus tour to a new student or to a student who’s simply directionally challenged, this technology could prove vital, calling attention to different buildings, parking facilities, or amenities along a student’s path,” he says. “Think also of the benefit of this precise, indoor geotargeting from a health and security standpoint. What happens when someone has a heart attack in the middle of a large mall or convention center? This technology makes it so much easier for that person to be quickly found.”
Advertisers, meanwhile, can impact consumers directly at the point of purchase, sending coupons to their phone as they eye particular products. “The concern some have with this is that it might be too ‘creepy’ for consumers,” Hageloh says. “The thing is, if you’re in a store, you’re there for a reason, and it’s probably to purchase a specific product. Why would you object to receiving a 50 percent off coupon while you’re in a store to buy the product anyway?”
Hageloh also notes that the “creepiness factor” will prove less problematic for younger consumers. “This is something of a generational thing,” he says. “Given the kinds of personal insights young people give up on Facebook, I find it difficult to believe they will be too bothered by the creepiness of targeted ads.”
Ultimately, Hageloh says, iBeacon technology helps people manage their most precious resource—their time. “This is a liberating technology,” he says. “You can now find your exact destination, at a convention or wherever else, with total precision and efficiency—freeing up more time to explore and to enjoy serendipitous experiences.”
More information about Michael Hageloh is available at his personal website, www.hageloh.com.
Serving as director of special projects focused on the sales education initiative at the University of South Florida, Michael Hageloh is a proven sales executive with more than 20 years of experience.
Much of that experience is with Apple Inc., where he began in the company’s education division in 1988. Hageloh moved into a crucial role within Apple’s sales organization. In that role, he developed a vertical education selling strategy and forged relationships with thought leaders, policymakers, and other influencers in the education and technology spheres. He also acquired experience in a key academic sales role at Adobe, where he facilitated, along with French banking and financial services firm Société Générale, a unique single licensing transaction valued at $11.7 million. Overall, Hageloh delivered close to a billion dollars in revenue during the course of his career.
Hageloh is the creator of the Rhythm-Selling System. He’s a high-spirited author, a beat-ahead thinker, and a charismatic authentic talker. Hageloh can be contacted online via his website, www.hageloh.com, his Facebook page, and on Twitter.