Beacons: Getting Beyond The Buzz

Beacons, especially Apple’s iBeacon, are this year’s It Girl when it comes to retail technology. The Bluetooth low-energy (BLE)-based system that lets smartphones interact with sensors placed in physical locations is generating ample buzz and blue-sky predictions about how it can drive in-store sales from mobile-addicted shoppers.

But a new Forrester report suggests the hype obscures the effort required to maintain a beacon platform in-store, as well as the full benefits it could bring to businesses and consumers. That’s not surprising, considering that the rollout of the technology is still at an early stage. (More…)

Mark Walsh / MobileMarketingDaily

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