A final year research project called “BackRub”, of two Stanford graduates, created ripples in the world of search, media and advertisement as it evolved and became “Google”. Hot on the heels of Apple’s iBeacon technology, Google makes its debut in the field of proximity marketing with its own proximity aware service called “Nearby”.
In the recent World Wide Developers Conference, Apple revealed some bold and beautiful tools along with some fascinating software like iOS 8 and Mac OS Yosemite. In was during this conference, Apple showcased another feature called “Continuity”. Continuity allows users to share files and functionality based on their proximity to the device.
Armed with strong technical support and brilliant business visionaries Google, is all set to turn heads with “Nearby” which is as intriguing as Apple iBeacon and Continuity. Android Police Liam Spradlin, reveals a little about ‘Nearby’, quoting it as a product, which has the capacity to use information from a device’s location, interact with other users, locations and ‘Nearby’ enabled devices. While ‘Nearby’ is still in its formative stages, it is rumored to have features similar to that of iBeacons and Continuity.
Location-based interaction such as retail offers, home automation, reminders, product information and similar push in notifications can be easily implemented pushing the Android crowd in the proximity marketing spectrum.
What does this mean for marketers?
This new piece of the invention by Google will make sure that the Android OS carriers around the globe with ‘Nearby’ enabled in them will have greater precision in interacting with the products and services around them. This capacity can be further explored in myriad ways. Users can get precisely targeted wallet offers as they walk into stores, or receive alerts in the form of coupons and information when they come in the vicinity of other ‘Nearby’ devices. The possibilities, however, does not end here as it can be further experimented and used for in-house automation, enabling one to switch on the house lights with their phone.
Giving users the complete control over the visibility and non-visibility option, Google makes sure that there are no spammy messages creeping in and annoying the ‘Nearby’ enabled device owner. Though this is all still conjecture, Android police have a strong past record when it comes to predicting the future features of Android, and this one really sounds cool and gives an impetus to the marketing gurus to put in their thinking caps as they wait for it to materialize.