Industry BLE Changes: The Move Away from "Readable" Beacons

Posted by Lauren Hand on Dec 4, 2014 9:00:00 AM
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Bluetooth Low Energy, The Tech Behind Beacons, Closes a Privacy Loophole

Street Fight Magazine article
Written by Steven Jacobs

BluetoothA few months after Apple effectively closed the door on wi-fi tracking, the organization overseeing Bluetooth low energy, the technology behind beacons, has done the same. This morning, Bluetooth Special Interest Group ratified the newest iteration of the wireless communication standard that will, among other things, hide the media access control (MAC) address that can be used to identify and track user movements.

The tactic, originally used to track users through wi-fi routers, came under heavy fire from privacy advocates and government officials last year. The MAC address serves as the equivalent of an IP address for wireless connectivity, allowing wi-fi antennas and bluetooth-enabled devices (in part) to communicate with nearby routers or beacons equipped with compatible technology.

According to a report from GigaOm, the ability to hide the MAC address will remain optional in the newest versions of the standard, Bluetooth 4.2. A device that needs to broadcast its identity for technical purposes can still use the identifier, but experts say the industry has already moved to less-permanent, softer, identifiers that a provider can easily delete.

Maya-Mikhailov“It’s an important change for the industry because it will help get people a lot more comfortable with keeping bluetooth on,” said Maya Mikhailov, executive vice president at GPShopper, a retail-focused mobile development shop. “It was originally designed to be a broadcast technology, and it should be used like that — not as a read technology.”

Faster, not just safer.
The other major change in the new bluetooth protocol is speed. The group that controls the standard said that the newest iteration will allow devices to transmit data up to 2.5 times faster than the previous version. That’s a critically important upgrade for marketers, says Mikhailov.

“Even the massive change in speed from Bluetooth 1.0 to Bluetooth 4.0 made it commercially usable, and useful for marketing purposes. If there’s fast speed and faster interaction with the devices that’s just going to benefit marketers with all sorts of programming they can do.”

Read the entire Street Fight Magazine article.

Topics: Beacons, Mobile Marketing, Press, Mobile Apps

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