• Marketing Land, Wednesday, April 20, 2016 9:05 AM

Late last week, Google introduced some valuable security enhancements for its Eddystone beacon format. These new features give developers more control over who can access the beacon signal and are also intended to defeat potential hacks. Though not the only indoor location or close-proximity marketing technology, beacons are the most widely deployed and well-known. And Google’s increasing involvement with the Bluetooth Low Energy technology will help further accelerate the market. Indeed, there is an expanding range of documented use cases for beacons. Beyond malls and retail environments, beacons are being deployed at London bus stops to notify commuters of schedules and arrivals. They’re also being widely installed in movie theaters to offer indoor mobile marketing to theatergoers.

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