Google is enhancing the IoT with a technology for companies to communicate with customers. The concept: You are in a shopping mall or on a local street and there are hordes of small Bluetooth radios broadcasting marketing messages to all the Android phones in the area (8 of 10 smartphones are Android).
Fot. Radek Tadajewski – CEO, OORT Inc.
Now every light bulb, thermostat, smart power outlet or smart finder that is equipped with Bluetooth can be used to gather various data like your location, the humidity and temperature there and more. These devices will also be able to send message links to any Android phone user in the area (It works with iOS devices as well).
Google will also be able to generate data about its Android users as your smartphone will continuously provide them with beacon interaction data like location. This is a new and open format that anyone can use and that is what makes it unique. So a company can send a web link via URL or an app.
Most useful of all to marketers is a treasure-trove of information like never before. Marketers will now be able to send you targeted messages with a context dimension.
I know that when I get marketing calls on my phone nowadays I never answer unless I know who the caller is—they can leave a message if it is important. That’s where I am regarding “targeted” marketing calls invading my privacy.
Don’t get me wrong, I am not against my Bluetooth-powered coffee maker reminding me that I am running out of coffee (powered by an IoT company known as OORT in the near future) and ordering it for me if I have chosen that option. But I reserve the right to choose what marketing services I want and I should also be able to choose not to get messages that I do not want—-don’t you think?
Google has some good use of beacons as well, in my opinion, with their plans to use the beacons for real-time transit information starting in Portland, Oregon. Also, regarding privacy, Eddystone uses Ephemeral Identifiers (EIDs) for security which can only be decoded by “authorized clients”.
Check out this video about developing with beacons:
Please let me know what your thoughts are on this subject!