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I think the technology here is so deceptively simple and generic that it's hard to say what the true killer use case is yet. It's definitely unfortunate that the "ads" examples are the most prevalent. Despite that, I'm betting devs will find cool and novel uses for it.

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Public transit is one of the more compelling uses for beacons. If every bus, say, transmitted their vehicle ID you could improve the real-time experiences in third-party apps.

For instance, to precisely know which vehicle you're on when showing arrival estimates or vehicle locations. You can also determine a bunch of other contextually aware info when you know which vehicle a user is on (traffic delays, detours, trackwork, etc)

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