Bluetooth Smart combined with the power of mesh networking could go on to increase the use cases of beacons across various verticals. Especially when most developers have already been talking about the range being a major factor in diminishing the ways in which beacons are currently leveraged. Another important thing to note here is that, many brands kickstart their beacon strategy using beacon ad networks as it removes the need to convince consumers to download the brand’s app. But one thing that they tend to miss out on here is that, when it comes to beacon ad networks, the ownership of content and experience lies in the hands of the network and not the brand. This way the brand loses out on the chance to personalize content, to learn from their consumers’ behavior and use such insights to strengthen their sales. We’ve discussed why marketers should say no to beacon networks to make the most of beacons here: http://bit.ly/1GdeTm1