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Why is Google Nearby superior to Physical Web
Nov 21, 2017


Why is Google Nearby superior to Physical Web?


Nearby was introduced in 2016 to notify users about helpful things near them, especially about right apps at the right time. For example – A link to download the United Airlines app for free in-flight entertainment while waiting at the gate, before boarding a flight. In addition to displaying relevant apps, Nearby also surfaced websites directly from Android.

Due to the excessive overlapping in capabilities of Physical Web via Chrome and Nearby, Chrome recently called off support for Physical Web on Android and iOS devices. Post this event, I spoke to a lot of leaders in proximity marketing and they all had a unidirectional thought – Nearby is much more powerful than Physical Web.

And, here’s why :

1. Nearby adds an app intent to the campaign.

Brands can use Nearby Notifications to trigger an app intent which will then launch the corresponding app that is already installed on the user’s device and perform a specific action. If the app isn’t installed on the user’ device, he/she will be redirected to a mobile web page of the brand’s choosing.

The Play Store offers over one million apps – many of which are created to be used in specific locations or situations. The right app at the right moment lets you get more done. For example, when you’re at a museum in Rome, an audio tour of the museum would enhance the experience as you make your way around the exhibits.

Physical Web is not capable of adding an app intent to the campaign.

2. Targeting rules in Nearby

A fashion store across the street will have a higher traffic during weekends, whereas a coffee shop next to a tech park will witness higher traffic on weekdays after office hours. As a marketer or business owner, you know when it is best to send notifications that convert. Nearby allows notifications to be sent at a specific time of the day, or days of a week

This, not a privilege that Physical Web enjoys.

3. Sending notifications to users – Nearby vs Physical Web

Physical Web will only send notifications when the user enables scanning. Nearby, on the other hand, is designed to run and scan quietly in the background.

4. Google’s live telemetry data for beacons (Nearby)

Apps that use the Nearby API, send telemetry information to the Google beacon platform where you can monitor the health of your beacons. This report contains the battery level, count of frames that the beacon has transmitted, length of time the beacon has been active, beacon temperature and much more.

5. Send multiple Nearby notifications from a single beacon

I believe this is where Nearby gets totally interesting! You can send a different notification to someone who has an app installed and a different one to someone who doesn’t have it. Physical Web is not capable of executing such targeting.

 

Samsung Closeby caters to the challenges of PhysicalWeb head on

1. Samsung CloseBy opens door to a huge untapped audience

With a little over 1.1 billion active users globally, Samsung Internet definitely helps reach out to an untapped audience. Samsung Internet comes pre-installed as a default browser on most Samsung devices, thus allowing businesses to widen their reach without having to lure their users to download the Samsung Internet app.

2. Samsung CloseBy helps penetrate in untapped countries

Google is banned in 25 out of 100 countries they offer products in. To name few important ones – China, Crimea, Cuba, Iran, North Korea, Sudan, Syria and almost all Arab countries. These are essentially the countries where Physical Web can practically do nothing. But with CloseBy, we are now exposed to a lot of new opportunities.

 

Reference Web: https://blog.beaconstac.com