Attendees at the CES convention in Las Vegas can get a hands-on experience with the Apple iBeacon proximity technology. With the downloadable show app, visitors can collect badges from the Bluetooth LTE devices planted around the show.

The rate of growth in the holiday app frenzy retreated significantly this past downloading season. The device platform is maturing -- at least in developed markets. Marketers and media now have to work within a context of established app habits and diminished opportunities to surprise new users.