Beacon technology, and more specifically Apple's iBeacon version, is causing a stir among retailers with its ability to target people with mobile messaging in-store, but what is it exactly and how does it work?
Marketing spoke to Appflare chief executive and founder Owen Geddes, who claims to have facilitated the first use of iBeacons in the UK with Eat and Weve, about how the Bluetooth technology works, what the potential applications are and how why retailers need to take care when implementing the technology.
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