A recent WSJ article discussed how Apple would now role out a service called iBeacon, which senses when users are near a specific location such as an Apple store. It's use through a similar technology as Bluetooth. Now, users can receive information, updates, or coupons to their mobile device whenever they're near a store. The big difference between this and what we've seen before is that users are acquired and targeted without initiating the action; a user doesn't have to search for deals or information to receive them from a local Apple store.
I predict that most users will not appreciate their phones being inundated with ads and other call-to-action marketing as they walk near a store. Imagine your phone constantly ringing or beeping as you walk near several stores that use this technology. It's not the most effective method especially if mobile users are immune to this type of targeting. Hopefully it's something we can opt in rather than be forced to turn off.
I predict that most users will not appreciate their phones being inundated with ads and other call-to-action marketing as they walk near a store. Imagine your phone constantly ringing or beeping as you walk near several stores that use this technology. It's not the most effective method especially if mobile users are immune to this type of targeting. Hopefully it's something we can opt in rather than be forced to turn off.
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