• by Chase Martin , July 1, 2016

Retail may have a bright future with light-based communication.

In what is seen as potentially driving new revenue for retailers and brands, another global company is launching a connected lighting platform, bypassing Wi-Fi and cellular connections to reach consumers in stores.

The new technology, using LED lights as a communication channel for the Internet of Things, comes from Firefly Wireless, a new company formed by LightPointe Communications, a worldwide manufacturer of outdoor wireless communications.

"Visible light communications could open up new revenue streams for brands and retailers, as no other technology can connect individuals so precisely within a store,” Dr. Heinz Willebrand, CEO of Firefly Wireless Networks, told the IoT Daily.

“Ads and special promotions can be tailored to the likes and demographics of a shopper, while giving the shopper a means to learn about new products and save money,” he said.

The connected lights also can be used to modify in-store signage in real time, such as when a person with a phone open nears the sign.

“It's a win-win scenario if deployed well,” Willebrand told the Daily. “The technology can also be deployed in machine-to machine-applications, such as signage within the store communicating to other devices or displays without wires or the use of Wi-Fi."

Like Disney and Philips Lighting, also active in connected lighting, Firefly’s products will be able to send data between any device equipped with an LED light without relying on radio signals like Bluetooth and Wi-Fi.

As a result, data sent by light is much more secure, according to Willebrand.

Announced this week at the GSMA World Congress in China, the creation of Firefly also was backed by Berg and Berg Enterprises and telecommunications company Teleconnect GmbH.

The launch further supports the idea that store lights in the future will harness much more power than just illuminating.

In retail, lighting systems that can communicate with other devices in the store could open up new opportunities for marketers and advertisers who want to communicate with, collect data from or otherwise understand consumers.

Philips Lighting, which has smart lights in stores in Europe, also is introducing connected lights in the U.S. this year, likely starting with retailers.

“VLC (visible light communication) is both highly precise and cost effective to maintain because it is integrated into the lighting fixture itself, making it beneficial across multiple applications,” Ravi Koul, marketing director of retail and hospitality at Philips Lighting, told the IoT Daily.

“By integrating systems and the ability to communicate, lighting becomes a powerful gateway for information and a key enabler of the Internet of Things.”