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- May 22, 2014
- by Lisa Ann Mason
- Android, Apple, BLE, Branding Brand, Classic Bluetooth, hyperlocal marketing, hyperlocal tracking, iBeacon, Wi-Fi,
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Apple created a wave of excitement in the retailing world last fall when it released iBeacon, a proximity messaging system based on Bluetooth Low Energy (BLE) location beacons and integrated into iOS. By baking hyperlocal messaging into the operating system and letting apps send push notifications seamlessly, iBeacon and similar capabilities in Android promise to make hyperlocal marketing a much bigger reality. The biggest initial contribution of hyperlocal tracking, however, may be improved analytics rather than proximity messaging.
iBeacon isn’t the first hyperlocal protocol. Classic Bluetooth, Wi-Fi, and even BLE have been around for years. They’ve recently been joined by other technologies, including smart lights and audio beacons, all of which communicate with apps to determine a precise location, often within a few inches.