Beacons are the new black. These cheap little things will be everywhere to "wake up" the right section of a mobile app that matches exactly where you are.
Think about the value of instantly getting info on your phone about the product or service in front of you... then being able to take action, optin, share, purchase... skip a checkout line!
We have been testing vendors.
Some buzzwords: Micro Geo Fence, Context for communication, Proximity Profiles, Predictive Customer Service, Wiser Wayfinding, ... a solution to Showrooming... Digital Delivery for Analog Aspirations!
See VentureBeat's enthusiastic overview (just remember that this is not only an Apple service).
It's the next land grab for the technology that is going to make the Internet of Things work.