Sam Gaddis is the Chief Innovation Officer at Mutual Mobile. The buzz around beacons is substantial. Up to now it has been predominantly contained to retail, with brands salivating over the prospect of being able to reach their customers long before they make their way to the sales counter, but a shift is occurring. In the past week I have counted no less than ten beacon-related launches, from museums to payment solutions and everything in between. But sticking a small transmitter under an end-cap display, or at your car wash, and waiting for the profits to roll in isn’t going...
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