Apple has released its own version of NFC technology (which it has avoided up until now). With its new iOS 7, Apple rolled out its iBeacon technology. iBeacon creates Bluetooth Low Energy (BLE) "beacons" that send signals that iOS 7 devices will react to when they come within a certain range. Beacons can come in the form of software (apps) or hardware.
This technology opens up new doors for retailers and advertisers who can now reach Apple users with targeted advertising. They can use iBeacon to power mobile payments, send coupons, and also send targeted ads to specific users. As a result of this technology, customers may start receiving a number of ads as they walk through stores or malls.
In addition to the benefits for advertisers, however, iBeacon also creates a potential annoyance for customers. We are already bombarded with ads everywhere we go - this technology just gives advertisers another way to reach us. One potential benefit for consumers is the development of mobile payments. iBeacon technology will allow "a user to be greeted on their device as they walk into a store, to be
guided through the store's layout, to be shown product information and
promotions and to pay without being in a queue (and without tapping
anything)." Sounds pretty good to me!
Sources: http://bgr.com/2013/10/03/apple-ibeacons-ios-7-advertising/
http://econsultancy.com/us/blog/63478-ibeacons-what-are-they-and-why-should-marketers-care
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