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Why ‘Physical Web’ is a definite game-changer in proximity based engagements?

There is need for no more explanations for the technological prospects of proximity devices and solutions in our everyday life. The beacon ecosystem spurred around ibeacon, without any doubt, has played a big role setting up proximity as a standard for applications and services. However, the ibeacon ecosystem is not the be-all and end-all of proximity devices and solutions. bfonics is moving with time and technology developing its platform to seamlessly integrate the physical and the digital world. The release of physical web by Google is an important revolution in the proximity technology industry.

In fact, Google’s physical web is taking over the scene with a different approach to proximity with far greater impacts. Physical web is based on an ideal of maximum manipulation of the internet and the web to build our physical world with digital facilities. It envisages a hurdle free interaction in the physical world by bridging the gap between physical and digital. Its implications for businesses and other interest groups are huge and there are now lots of talks about adopting physical web for better proximity experience. bfonics has integrated physical web features and parameters to its existing proximity platform. As part our team’s knowledge sharing efforts, we are here to give you some valuable insights on why ‘physical web’ is definitely a game-changer.

What is ‘physical web’?

  • Google’s physical web is a different approach to proximity solutions, launched in October 2014, from the Google’s Chrome team.
  • Similar to ibeacons, Physical web too uses BLE technology, but, unlike ibeacons, it sends URL’s and only to those who are interested and looking for information.
  • With its tagline ‘walk up and use anything’, it envisages an open approach that would allow quick and seamless interaction with physical objects and locations.
  • Physical web is a project, rather than a product, that is open source, hosted at GitHub and open for contributions from anybody.


bfonics providing physical web platform

  • The basic point in the working of ‘physical web’ is the elimination of apps altogether from the proximity ecosystem.Using the smart engagement platform of bfonics, businesses can carry out URL based pushing via physical web.
  • The idea here is, a smart phone user, walking past a beacon attached smart device can interact with it through BLE technology.
  • Without the mediation of an app, the smart phone browser will display the URL’s that represents the beacon-broadcasts of the nearby smart objects ranking them like search results on the basis of browsing history, user preference, proximity, and signal strength.
  • The user needs to tap on the link in order to view relevant information embedded in the link.  For instance, tapping the link of a nearby restaurant would lead you to a page where you can access wanted information; a vending machine might communicate with your device offering you further links for your shopping and digital payment.
  • bfonics provides a plug and play model wherein customer engagement becomes easy using physical web, beacons and Wi-Fi based technologies.
  • We provide a user friendly web based dashboard with robust content management system that helps stores and businesses to create quality content and delivery using physical web.

The necessity of ‘physical web’ is the seamless app free experience it offers. There is an increase in the number of smart objects in our private and public spaces which in the future would amount to an explosion. It is going to be simply impossible to have an app for each of these smart devices. The ‘tap’ is thus the only solution for a hurdle free ‘smart ecosystem’.

Everyday implementations of ‘Physical web’

Physical web is just simply open to put to use in scenarios so different and diverse in interesting and innovate ways.

  • In a smart bus stop, the travelers can be provided with details of bus schedule, fair etc. just at the distance of a ‘tap’. The beacon at the bus stop can broadcast the URL that will lead to the webpage with all relevant information.
  • Vending machines are another example where eddystone beacons have made its place. Beacons attached to the vending machines can provide the buyer with details of the product, prize, paying options etc.
  • Another interesting instance of effective exploitation of physical web was undertaken by a School in Vance, U.S. Eddystone beacons were installed through out the premise of the school, in the town hall, and also in a nearby restaurant to pass on relevant information to parents, students, teachers and the community.


The possibilities of physical web deployment is however not limited to these cases. It could actually range from posters and display boards to cinema theatres and airports. What more, even toys can be made part of your Physical Web world allowing parents and kids to personalize it. In the coming years, an explosion of smart devices is predicted which would make physical web ever more meaningful and rich, being part of each steps of your everyday life. bfonics Wi-Fi beacons, mobile applications and APIs along with physical web based solutions, believes in reaping out holistic results and best services using proximity solutions.

Pratheeksha AK
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