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Here are my predictions about the beacon effect:
• Beacons transform the real world into a digital channel
• It’s relatively safe since there are multiple steps required for end-users to activate beacon communications
• Consumers expect feature-rich digital experiences in the physical world
• A decrease in semiconductor costs, new mandates in marketing, and consumer adoption will fuel the adoption of beacons usage
• By 2016, beacons will be free to retailers, museums, arenas
• The profit center for beacon companies will be software, analytics, insights and consulting services
• Consumers are “warming” to the idea of trading data for enhanced experiences
• Beacons are low cost and low maintenance, as a result there will be more than 4M devices in use by end of 2018
• Beacon-delivered advertising will generate significant activity in the next 18 months
• Beacon-generated ad space will be widely available via RTB and generate $500M-plus by 2018
• Mobile phone plans will be subsidized by advertising and supported by beacon data
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