This document discusses beacon technology and its marketing applications. It begins with an overview of what beacons are and their main functions like proximity location recognition. It then discusses beacon packet structure and various applications like proximity marketing, home automation, and more. It also covers beacon limitations and supported operating systems. The document proposes several case studies for using beacons including at music festivals, in movie theaters, with retail brands, and at museums. It concludes by discussing Beaconyx, a company that provides beacon management and analytics services, and proposes some potential projects for Beaconyx.