LEDs and Location – A New Way to Shop

Location, location, location. Location-based applications have matured a great deal since early navigation devices like Garmin and Magellan GPSs.  Location-based applications are very popular in smart phones. Using the location-based applications, you can tell your friends where you are and can find the nearest coffee shop.  These applications typically use a GPS chip inside the phone or even location technology called U-TDOA (uplink time difference of arrival). These are the same location technologies used for e-911.

The next generation of location based applications are moving indoors. These new apps can bring all kinds of new uses to the typical smart phone. Because these applications are used inside, they can’t rely on GPS or U-TDOA because these technologies need line-of-sight where walls and other obstructions can limit their effectiveness. These next generation indoor location apps rely on new location technologies such as Near Field Communications (NFC), a new version of Bluetooth called Bluetooth Low Energy (BLE) beacon technology, RFID and even LEDs.

ABI Research predicts that the indoor location market will reach $4 billion US in 2018. Big companies are exploring the indoor location market.  Apple and eBay have announced that they’re going to use BLE iBeacon. Apple is actively looking to establish an iBeacon program that can leverage its installed base of iPhones and iTouch devices to provide mobile transactions and offers to retailers and their customers. Retailers such as Macy’s and American Eagle Outfitters are testing iBeacon.  Major League Baseball announced a new agreement to use iBeacon for the upcoming baseball season using Qualcomm hardware.

How do LEDs fit in? Several companies are looking to leverage light.  Philips is looking at one-way communication between networked LED-based luminaires and customers’ smartphones and a new system from ByteLight that uses a LED light fixture to communicate a unique identifier to individuals with smart phones using tiny pulses of light.

Philips recently shared a demo that uses a supermarket scenario using indoor location technology to guide a customer around a store to gather items for a recipe, and allows the store to send special coupons or offers to customers based on their location in the store.  The technology would operate based on the instantaneous response of LEDs in on-off cycles that could transmit data to the camera of a smartphone using light changes undetectable to humans in the store. The customer would need to download an app on their smart phone. Like the ByteLight application, the communication link from the LED luminaires to the smartphone would deliver location data and other offers.

Here’s a diagram from Philips that illustrates how their LED location application would work in a grocery store.

Philips Connected Retail Lighting System

Philips Connected Retail Lighting System

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For Further Reading

LEDsMagazine, Philips Lighting demonstrates LED-based indoor location detection, technology, http://www.ledsmagazine.com/articles/2014/02/philips-lighting-demonstrates-led-based-indoor-location-detection-technology.html

RFID Journal, Retailers Test ByteLight’s Light-Based Indoor Positioning Technology, http://www.rfidjournal.com/articles/view?11474

FierceMobileIT, Indoor location market to reach $4 billion in 2018, predicts ABI, http://www.fiercemobileit.com/story/indoor-location-market-reach-4-billion-2018-predicts-abi/2013-10-18#ixzz2v7TLbqKe