Experiences Using Beacons for Location-Based Advertising: Challenges and Opportunities

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Telefonica Germany have a Location-Based Advertising solution, o2 More Local. This is based on Geo-fencing Points-Of-Sale or Points-Of-Interest, using passive Cell-ID Location so that subscribers are not tracked, and delivering messages via SMS and MMS. The service was launched in June 2013 and today has around 1.7 Million subscribers, wit…

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