Google Integrated Beacons with Chrome and Google Play Store (blog.estimote.com)

Hi, this is Jakub - founder of Estimote, Inc. (YC S13)

Google has announced yesterday during IO in Mountain View an integration of two 1B+ users properties with beacon technology.

TL;TR - beacons can interact with users even if they don't have apps installed.

Google did great job making sure it won't introduce spam and will respect privacy.

I will be more than happy to answer any questions here.