shopping mall bluetooth beacons

The death knell for location-based marketing?

I was listening to the excellent Fractal Marketing Podcast by Gerard Doyle this morning (specifically, episode 6) where he was talking about location-based marketing using technology like Bluetooth beacons.

As Gerard discusses, breaking into this kind of 2-sided retail market has always been hard. In 2019 I think it’s going to get even harder because of a real push for privacy, including features like this:

Android Q app privacy settings location informationThe latest version of Android now offers settings for location permission for each app which enable you to turn it on or off, but now you can also select “Allow only while the app is in use”.

No doubt this will be a boon for privacy advocates, and in general I think putting control in the users’ hands is a great addition (no longer will Facebook be sending off information about you in the background!) but could this be the final nail in the coffin for any small players trying to enter the market with location-based solutions? Surely this will just cement the position of companies like Apple, Google and Facebook, whilst also making the barrier to entry much higher for any new players.

I would love to know your thoughts on this, or any other impacts you can see from the introduction of new privacy functions or regulations. (Leave your comments at the end of this page 👇)

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