Spam is too annoying, so Google cancelled the nearby notice.

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 Spam is too annoying, so Google cancelled the nearby notice.


The writer: Wang Jinwang

What is a beacon (beacon)?

In short, beacons are small launchers that interact with peripheral devices.

Taking the current mainstream Bluetooth beacon as an example, Bluetooth beacon uses its general attribute profile (on channels 37, 38 and 39) to send an undirected broadcast package through low-power Bluetooth (BLE) technology. Devices equipped with Bluetooth scanner can decode the broadcast package after receiving it, which has been pushed by businesses. At the same time, there are also spam messages that you often receive on your cell phone.

According to Lei Fengs understanding, beacons have many advantages and conveniences (spam is only a side effect), once favored by the giant manufacturers including Apple, Google, and is considered to be widely used in the retail industry. Apple launched iBeacon in 2013, and Google launched Eddystone in 2015, both for beacon technology applications. However, according to foreign media, Google will close its Nearby Notifications feature, which was released with Eddystone on December 6.

Apples iBeacon

Apple launched the iBeacon with iOS7 during the 2013 global Developers Conference. The working principle of iBeacon is similar to the previous Bluetooth technology. After iBeacon sends out the signal, iOS device receives the positioning and feedback signal, and completes the whole working process response.

Source: AI consulting

In theory, the deployment of an iBeacon consists of one or more iBeacon beacon devices that transmit and transmit unique identification codes within a certain range. The software on the receiving device can find iBeacon and implement various functions. In addition to triggering push and notification, iBeacon also supports regional monitoring (up to 20 regions), which can record when a device enters and exits an area, and trigger notification through this information.

According to previous reports, Apple used iBeacons in its 254 retail stores only in December, three months after its launch.

Googles Eddystone

Eddystone is a beacon technology released by Google in 2015 and evolved from UriBeacon technology. It is also an open GitHub format under the open source Apache? V2.0 standard. Service information can be pushed in public places based on situational location. Eddystone, which also uses low-power Bluetooth technology, differs from Apples iBeacon in that it supports Android, iOS devices, and any other hardware devices that communicate with BLE beacons.

In addition, Eddystone defines four different framework types that can be used separately or in combination:

Eddystone-UID: you can broadcast a unique beacon ID.

Eddystone-TLM: it can be used to broadcast telemetry (health and status) data of beacon itself.

Eddystone-EID: use transient identifiers to support beacon applications with higher security requirements.

Among them, the Eddystone-URL framework enables mobile devices, such as mobile phones, to receive relevant broadcast content when approaching beacon locations without installing applications.

Eddystone also released earby APIs for Android and iOS, Proximity Beacon APIs, and updates for a large number of existing services. Through NearbyAPI, applications can easily find nearby devices and beacons and communicate with them.

It is difficult to apply and popularize.

According to foreign media business side, half of the top 100 retailers in the United States said they were testing beacons in 2014, and a third of them are expected to use them by the end of 2015.

Despite the strong support of giants and the attempts of retailers, the application and promotion of beacon technology in recent years is not optimistic.

According to VentureBeat, by 2015, only 3% of retailers in the United States had adopted beacon technology and 16% planned to use it.

Why does beacon cause such an awkward situation in the retail industry that manufacturers are unanimously optimistic about?

The main reason is that the technology is still facing some obstacles.

Market education is not in place. Nowadays, ordinary people still dont know what kind of technology beacon is and what function it will have, so its hard to convince users to download the app they need to apply this technology. According to FirstInsight survey data, 70% of users have not heard beacons.

Bluetooth application rate is relatively low. Bluetooth has become the standard for smartphones and other hardware devices, but the user usage rate is relatively low. According to Rover survey data, only about 40% of North American users use Bluetooth. As for domestic users usage habits, the utilization rate of Bluetooth is not high.

There are too many spam messages and notifications. This is also the main reason why Google may cancel the nearby notification service. According to the relevant research report of mobile emarketer, the use of standard notification in shopping applications can reduce the utilization rate of the application by 313%.

Privacy. Through beacons, many information including location information and identity information can be obtained. It is difficult for users to determine which personal information the application acquires. Therefore, privacy is also one of the concerns of users.

Why did Google cancel the nearby notice?

As mentioned earlier, too much spam is the main reason for Googles official cancellation of the nearby notification function.

Earlier this year, we noticed that a significant increase in spam notification led to poor user experience. Although filtering and optimizing content can reduce spam, we have high limitations on the quality of content provided by users, especially through notifications. Finally, we decided to stop supporting the nearby notification.

This adjustment of Google Maps is limited to Android system. The attention function added to Google Maps replaces nearby notification to a certain extent, and also reduces the impact of the subsequent cancellation of message notification on users.

Beacon technology is still promising

Although beacon positioning is used in retail industry, in fact, in the United States, the better promotion is the gymnasium. According to the survey data of Unacasts 2016 Proxbook report, 93% of MLB stadiums, 75% of NFL stadiums, 53% of NBA stadiums and 47% of NHL stadiums deployed beacons in 2016. According to Leifeng, as far as the retail industry is concerned, although the overall market application is not optimistic, major retailers are still promoting the popularization of beacon application. At the same time, the market is still optimistic about this technology. Although Google canceled the nearby notification, other related technologies are still available. According to relevant statistics, it is estimated that by 2021, the beacon shipments will reach 565 million units throughout the year. Before that, there is still a way to go, no matter in terms of technology or in market cultivation. Source: Lei Feng network editor: Qiao Jun Jing _NBJ11279

Although beacon positioning is used in retail industry, in fact, in the United States, the better promotion is the gymnasium. According to the survey data of Unacasts 2016 Proxbook report, 93% of MLB stadiums, 75% of NFL stadiums, 53% of NBA stadiums and 47% of NHL stadiums deployed beacons in 2016.

According to Leifeng, as far as the retail industry is concerned, although the overall market application is not optimistic, major retailers are still promoting the popularization of beacon application. At the same time, the market is still optimistic about this technology. Although Google canceled the nearby notification, other related technologies are still available. According to relevant statistics, it is estimated that by 2021, the beacon shipments will reach 565 million units throughout the year.

Before that, there is still a way to go, no matter in terms of technology or in market cultivation.