IoT Case Study: Fresh Powder = Fresh Data
EpicMix is a website, data integration solution and web application that provides a great example of how companies can provide more value to their customers when they think about data-ready architecture. In this case the company is Vail Resorts and it is great to look at this as an IoT case study since the solution has been in use since 2010.
The basics of EpicMix
* RFID technology embedded into lift tickets provide the ability to collect data for anyone using one at any Vail managed. Vail realized they had all these lift tickets being worn and there was an opportunity to use them to collect data that could enhance the experience of their guests. It also is a very clever way to collect data on skiers to help drive segmentation and marketing decisions.
* EpicMix just works. If any guest wants to take advantage all they have to do is register on the website or download the mobile app for their Android or iOS smart phone and register. Having a low bar to use is important to getting people to try out the app and even if people do not use the EpicMix website or app Vail is still able to leverage the data they are generating to better understand what people do on the mountain. (Vail has a detailed information policy and opt out policy)
* Value added features beyond data visibility. What makes the solution more interesting are the features that go beyond just tracking skiing performance. These include private messaging between guests while on the mountain, sharing photos with friends, integration to personal social media accounts and the ability for people to earn badges and participate in challenges. These go beyond the generation one solution that would just track performance and nothing else.
This is the type of solution that qualifies as a IoT Personal Productivity solution and a Business Productivity solution.
- For the skier it provides information on their activity, communication and sharing information on social media.
- For Vail it allows them to better understand their guests, better communicate and offer their guests additional services and benefits and also how to use their resources or deploy their employees.
The EpicMix solution was made possible by taking advantage of data that was not being collected and then making it useful to users (skiers & guests). Having used EpicMix and similar performance tracking solutions the added communication and collaboration features are what sets it apart and the ease of use in getting started make it a great example of how fresh data can come from anywhere.
In the future it is easy to imagine features being added that streamlined ordering services for users (table reservation at the restaurant for Apre-ski) or Vail leveraging the data to make business decisions to provide more real time offers to guests on the mountain or frequent visitors on their next visit. And maybe we will see some of the new ski oriented wearables like XON bindings be integrated to solutions like EpicMix so it is possible to get even more data without having to have a second smart phone application.
Information for this post comes from Mapleton Hill Media and Vail Resorts