Physical Web: Eddystone and what it means for mobile marketers

In the past few years, the beacon technology has proved to be an effective tool for mobile marketers, changing the way consumers interact with brands. However, this location technology has had to face some adoption barriers such as the need of having an app installed by end users in order to be able to interact with them and to convince them to turn on their Bluetooth. 

The latest proximity update from Google, the Eddystone beacon protocol, has been designed to overcome those constraints. So, let first understand what the Physical Web is and what it means for proximity marketers.

physical web_2

Apple iBeacon vs Google Eddystone

Google Eddystone

Good news

Eddystone has arrived to boost the proximity market and paves the way for a world full of context-aware applications. Google has addressed all the flaws detected by the community in the Apple iBeacon specification, meaning that even more companies and developers are going to create useful products using all the expertise that has been gathered over the last two years.

Differences

These are the key features that Eddystone brings: