Google has updated its iOS Chrome app to integrate Physical Web content into the “Today” view within the iOS Notification Center, where developers can make customized widgets for easier access and controls. While most beacon implementations are focused on notifications and require either a partnership with an app with wide reach or settling for a small audience, Google is attempting to broaden the uses of beacons and gather additional offline data. They want to do this without risking users turning off notifications on an app that relies on them like Google Now. Combined with Google’s newly announced beacon platform Eddystone, it seems clear that Google is determined to push into the Internet of Things.
What Brands Should Do
Physical Web uses Eddystone-URL, which Google’s beacon technology uses to send information to end-user devices, to integrate with its end-to-end beacon platform. Brands, especially those invested in the hyperlocal spaces, should take advantage of this deep integration to get more native-like proximity functionality out of their apps.