A lot transpired in the beacon space right from the iBeacon launch. Recently, more marketers are including beacons as an integral digital marketing budget part and now the proximity has become a real business. These are tiny devices that are leveraged currently by a spectrum of verticals and have moved much beyond retail business. The huge impact was of the Google Eddystone launch on the beacon industry in 2015.
Eddystone managed to bring a huge buzz with its ability to do away with a beacon-enabled app. However, there was not major updates announced after the deployment of Eddystone in the first six months, but now in 2016, there is lot of changes. Right from the integration of of Google’s Eddystone beacon protocols and Nearby API, to Android Instant Apps launch, Google, the giant tech company is exerting efforts towards making the physical web a reality.
Apple in the early days ruled the beacon market with iBeacon protocol for proximity marketing. This was the first company to launch the protocol of beacon and had enough opportunities to improve and also enhance the technology.
The Eddystone of Google in the past 6 months with respect to adoption is amazing to the extent that the gap between Apple’s iBeacon and Google Eddystone is closing with 45% of leading proximity marketing companies equally supporting Eddystone in Q1 2016, and this shows an up from Q3 2015 with 25%.
Beacon technology Progress
Beacon technology is redefining the customer experience, though it is in the initial stages. However, it is also facing challenges as it is not accepted universally by the consumers to download store apps willingly to receive offers. There are download apps of preferred brands, but it is based on the wish of consumers as they may not wish to download apps of all the retailers they happen to frequent.
Despite these challenges of consumer adoption, the beacons use in the retail stores and other outlets is taking off in these recent years. Beacons were expected to influence the retail sales by $4 billion initially and now in 2016 the beacons influence continues to the extent that it is projected to reach to $44 billion. The beacons influence is pursuing to be in good demand, especially depending largely on marketers and retailers ability to fulfill consumers about the beacon technology proposition that is certainly beneficial. Thus, beacons are making a strong hold benefitting the users.