Braving temperatures of -15°C, Pointr’s Deep Location technology has set sail to help passengers of Stena Line’s ship Danica find their way.
Stena Line is one of Northern Europe’s leading ferry operators, and transported an estimated 7.4 million passengers, 1.7 million cars and 2.1 million freight units in 2017 alone. They’ve been committed to innovation since 2006, and we’re excited to be working with them on innovative customer experience.
Bringing blue dot navigating to the deep blue
We installed our Bluetooth® Low Energy Beacons on the ceilings of the car deck and passenger areas onboard the Danica. This keeps them out of the way of boarding vehicles, whilst giving passengers the best coverage. We installed around 200 beacons – plus an extra 50 external tough beacons – in just two days.
With beacons on the car deck, passengers can plot the exact location of where they parked. This takes away the hassle of remembering, or making a note, and reduces the risk of one vehicle holding up the disembarking process.
Once out of their cars and onboard, Pointr’s deep location technology can pinpoint a passenger’s location, and direct them to any point they want to get to – as long it’s somewhere they’re allowed to go.
From parking their car, to parking themselves at the buffet or in the entertainment lounge for the journey, passengers won’t need to worry about steering around the ship. This is bound to be a welcome relief to anyone who hasn’t found their sea legs yet.
Efficiently installing in two days gave us ample time to test whilst onboard, so we know the tech works.
Photo via Pointr
How deep location works aboard a ship
Other indoor navigation services rely on compasses, which change as a ship sails its course. This isn’t practical for sea voyages.
Our BLE Beacons work with our location algorithm to provide an accurate blue dot navigation experience. The algorithm is super-intelligent, and draws from a variety of location data, as well as sensors in phones themselves (like the accelerometer and gyroscope).
This means we can pinpoint location even as the ship crosses open waters, and your phone is offline.
What’s coming next for onboard navigation
Low cost, low power, quick installs: our solution is scalable. It could solve the navigation difficulties faced on larger vessels, with a device passengers keep to hand.
As we stand, our app for StenaLine helps passengers find their way on board the ship. But our technology has huge potential.
We are able to offer AR-guided navigation, like we do at Gatwick airport and at King’s Cross station with Virgin Trains. Passengers could opt into receiving push notifications that tell them when the buffet has opened. They could receive special offers that reward their loyalty at onboard outlets. A real-time map could show which lounges are a bit lively, and which are quieter, so they can focus on enjoying the journey.
It isn’t only passengers who could benefit from indoor navigation. Anonymous user tracking and advanced data analytics could let the crew optimize the onboarding and disembarking procedures. They would be able to provide better onboard experiences, backed by live data.
We’re excited to see how our BLE beacons will help passengers on the Danica navigate better.
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