The New & Next-Generation Technologies for Proximity Marketing

Yes, I know what you are thinking but this is not about beacons. Beacons are already here with over 60 companies leveraging the Bluetooth low energy-based devices to offer a hoard of proximity marketing solutions. There are other technologies which might not seem that notable, but the way they are transforming and being upgraded puts them in the arena of proximity marketing. Here are the technologies which proximity marketing players can leverage in the near future:

The New Form of LTE

LTE Advanced has been touted as the next generation of the standard LTE technology which we are familiar with. LTE Advanced offers a unique feature called LTE Direct which enables device-to-device proximity discovery.

LTE Direct enables service layer discovery to mobile applications. Mobile applications can instruct LTE Direct to monitor for mobile application services on other devices and can also broadcast their own services. All LTE Direct-enabled devices can broadcast their needs and services via a beacon on a periodic basis (e.g. every ten seconds). This beacon is called an “Expression” in LTE Direct. Expressions are 128-bit service-layer identifiers that represent many different things such as an identity, a service, an interest,or a location. These expressions are broadcasted to all devices in the proximity to listen to utilizing LTE spectrum.

High-Precision GPS

The usual GPS technology that is used primarily for navigation is further being developed to precisely pinpoint the location of users. Then, there’s the GNSS (Global Navigation Satellite System) technology that is being talked about and companies are already trying to incorporate it into portable devices such as tablets. Apple recently acquired Coherent Navigation which itself works actively on high-precision GPS. Coherent Navigation has worked with companies like Iridium and Boeing to develop the next generation of GPS technology. In the proximity marketing scenario, a high-precision GPS can accurately help pinpoint a customer’s presence within the proximity of a merchant space and give an opportunity to further customize the proximity messages.

The Smart Alteration of Wi-Fi

Last year, a company named Ruckus Wireless came up with a cloud-based smart positioning location-based service. This uniques service gives the opportunity to deliver a wide range of value-added services over Wi-Fi networks to further enhance customers’ online experiences. Ruckus had apparently acquired a company named YFind Technologies to leverage its indoor positioning algorithm. Ruckus’ Smart Wi-Fi provides positioning in GPS-unfriendly environments and enables key applications such as movement analysis, footfall analysis in retail environments and user engagement which includes targeted on-premise content.


Ray has keen interest in the area of devices, OS and wireless technologies. He is a Mobile Technology enthusiast and believes that Mobility is going to completely change the way we do Payments and Commerce. He wishes to share this belief with the world by providing such content through LetsTalkPayments. Ray has done his engineering as well as MBA.

Apply to Become a Contributor