On Beacons and proximity

Another in our intermittent repostings of our monthly tech column written for Marketing Magazine. This one on why Beacons, specifically Apple’s iBeacon, might make all that proximity marketing jargon simple and actually usable. The original article appeared here on 31.03.14. Talk of frictionless mobile payments and proximity-based targeting has felt a little like waiting for jetpacks. We’ve all seen the...