Know Now Have the Know How to Improve Visitor Experiences
C hris Cooper from Know Now Information talks to us about his business, what it does, how it does it, and why, which we readily listened and gladly share with you.

Co founded with David Patterson in November 2013 after a frustrating time working for a large corporate, they realised that despite their expertise in smart cities, about doing something at the human level, they felt that the market message, versus the reality on the ground in relation to what their company were trying to sell were not working in the manner that they had envisaged. In other words they were heading in opposite direction. They felt very passionately about doing something positive on the ground to make our planet more sustainable, which mattered for their children's sake as well as the planet, they found they could do something better so they set up KnowNow.

KnowNow are smart cities experts, they're IT innovators and they have a track record in open data. They have won a big data competition through the Science and Technology Facilities Council called Weather You Do Whether You Don't.

They also provide smart cities technical architecture, in so far as providing a blue print for smart cities. Its what they call the enterprise place, it gives you a real business reason to use information for healthcare for energy management, for better resource allocation. As a result of their work they identified a gap in driving proper incentives for a mixed bag community, and so they came up with its the kn-i platform its a connectivity and matching engine.

What they're doing for Cognicity a couple of use cases around improving the experience of the visitor or traveller coming into Canary Wharf and also trying to improve the amount of spend per head for that visitor by helping them to be better targeted by offering products that they are more likely to spend their money on.

For an example, when you exit Canary Wharf tube station, you're presented with a myriad of opportunities, but you've got one thing that you particularly want to do, so what they provide is if that is available at a particular time, your profile informs the software that you're likely to purchase a particular item. What they provide is that matching service that then directs you to that particular opportunity. The end result of which is that you're happy because you get to access a product or service relevant to you, at a price point and at a time when you want it; and you get a great service and a great deal. The supplier is happy because they get a sale, and what it does is it should smooth out some of the peaks, because this is an area that has peaks and troughs due to the high amount of office workers. The aim is for businesses to give everyone a great service, great value, but also provide good, steady load.

From a users perspective, what they have created is something really unique and innovative, which is that you control your data, because they are using a lot of your information;

"Its very much yours, we don't own it, it's your data, its all about you". Chris tells us.

There is one page of terms and conditions, split down the middle, one side tells you the data they're using, and the other side says this is what they're doing with it.

They've also got a calculator that tells you how they have used your data and how much benefit they've have provided you. So, they tell you that they have used all this information about your position about your preferences, and the way that they capture your preferences is by tracking how you're behaving. What they ask when you sign up is If you were given 50% off and you had to walk 50 or 500 metres which would you choose? There are a series of radio buttons, a series of very quick 30 second questionnaire capture; that creates a rule around you, thats very much you, just testing that rule every time you interact with the software.

It enables them to find out (back to example) that actually you would not walk 500 metres for 50% off but you would actually only be prepared to walk 250 metres and for 60% off.

What this achieves for the vendor is that they are not broadcasting offers and deals to potential consumers that will never execute the deal on offer. What it does is if you're offered a particular deal, you will go and execute that deal when you want to.

"This isn't just about spending money, its also about having a better experience"

One of the things they're doing with the Museum of London and The London Docklands Museum is bringing a story to life through your phone on Augmented reality. They're using a piece of technology from SoFWiReD which is a joint venture of the Fraunhofer Institute and the University of Southampton.

What this does is bring a story to life, for example; take people back to the docks in the 1800's and describe this is what a working dock was like and then propel it forward 50 years and describe the change in the ships docking, the types of clothing, bring a strike to life, they can provide those overlays. As the technology evolves it will not be on your phone but on a pair of goggles the user experience will be much better.

The idea here is to try and provide the visitor a reason to come to Canary Wharf and is designed to be fit for a purpose or a place. They have a number a number of bolt ons that could be provided for example, Brompton Docks bike hire pick up and drop off points that can reconcile your shopping with a tag and you can carry on and your shopping gets delivered when you get home.

Your is on because you have allowed them to know where you are and can reconcile you with your shopping at a time and or location that suits. How we do this is that there is a button on the app that you switch on or off that will provide you with high speed urban WiFi. Better than that which is currently available with their technology partner that provides it for any particular place.

The objective in working with Cognicity and the Canary Wharf Group is to offer proof points and offer Free Wifi to visitors, in return will offer the matching service for businesses to paying customers for any particular product or service. The ultimate aim is to give a higher proportion of customer satisfaction than they are currently achieving.

Their research demonstrates a 10-1 payback ratio, to the businesses that buy into however they do state that Canary Wharf can recognise the collective advantage. The reality is still the fact that the best sales, will be enjoyed by the businesses that offer the best deals to the customer; the customer is still king and they will still vote with their feet, by either opting to buy or not.

"In the case of the Museum of London and The London Docklands Museum, as they're free to enter, the gain will not be in monetary terms, the gain is in the overall user experience".

The case it potentially presents the Canary Wharf Group is gaining a competitive advantage over other districts. It also will create employment because of the localised nature of the software it will need localised staff to update the offers, bolt ons and adaptations to suit. Its a platform that will create data that in turn will help hone the experience of the everyday environment; where Canary Wharf is unique in the UK it has the potential to provide a unique solution for a unique environment, and or anywhere else.

Chris adds, "There are two innovations, the first being our trust screen, that gives you power over your data, the second is how we have sorted your preferences to drive a realtime matching engine, its not the cheapest to run, but its worth it. Its a stateless entity, it doesn't have any idea what you did yesterday, nor will it know what you are doing tomorrow, it only knows what you're asking today. It will only match what is available today or whats been uploaded today."


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