As the mobile industry rapidly adopts location technology in all its forms, The Mobile Marketing Association has released, “Understanding the Beacon Proximity Landscape,” the latest update from their In-Store and Beacon Working Group. The paper defines the beacon ecosystem and outlines the opportunities and challenges facing each stakeholder within that system—giving particular attention to consumers and the privacy imperative.

Given their ability to enable location-triggered mobile engagements and the ensuing insights, beacons are receiving significant attention and adoption rates by top brands, retailers and publishers. With this powerful new consumer communication option—enabling new levels of precision on right time and right place marketing—beacons are proving a vital tool for location-minded marketers. Education remains imperative to support strategic, skilled execution.