Jakub Krzych, founder of Estimote, has announced a $3.1 million seed round raise from Innovation Endeavors, Betaworks, Bessemer Venture Partners, Birchmere Ventures, Valiant Capital Partners and others. The company is already shipping its small Bluetooth products, called Beacons, to retailers and they expect a huge rush in orders as they line up large clients next year.
I haven't looked into the API but apparently your phone will ignore the Smart Bluetooth datagram UNLESS you have the app installed that recognizes that particular message........
.....which begs the next question who is really going to have 10 different smart Bluetooth apps running on their handset eg the Macy's app, the Starbucks app, the Apple Store app. Eg it makes sense for the "turn on as you come into a zone" like the mlb baseball stadium feature but apart from that.....hmmm not sure about this.