How the Beacon Bubble Burst in 2015

There has been a lot of speculation regarding the adoption rate of beacons. Despite receiving widespread media coverage over the last several years, beacons are yet to penetrate the everyday shopping experience. In early 2015, the space was getting a lot of attention with the launch of beacon-based activities from global technology players such as Facebook, Twitter and Google. In the first half, we also saw a lot of proximity marketing niche players working in this technology space. Beacons started on a very high note in the beginning of the year and ended on a very low note with regard to momentum. It is yet to be seen how things move from pilots to scaled commercial deployments. The space is still backed up by top notch technology companies such as Google and Facebook which proves that the technology is not dead and has the potential of making a comeback.

Beacon technology is expected to revolutionize the customer’s retail experience. It has potential to integrate all steps of consumer’s retail experience from product selection to payments to rewards. – Study participant (retailer)

Let’s start on a positive note with respect to the beacons space in 2015:

Facebook: The technology company entered the arena of proximity marketing with Bluetooth beacons in February 2015. The new service can be used to send information to users based on their locations. The information can be about shops, landmarks, etc. near the user’s location. The service, dubbed as Place Tips, can make a mark in terms of users’ digital presence and will be driven by the rising penetration of smartphones that can continuously broadcast the user’s location.


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