Apple’s iBeacons are about to face a new wave of competition.

Google just unveiled a new platform for bluetooth beacons, along with a new set of tools for developers who want to build apps on top of the service.

BLE (bluetooth low energy) beacons are small battery-powered devices that use bluetooth technology to trigger actions when a compatible smartphone or tablet is nearby. Retailers, for example, often use beacons to notify customers about new deals when they enter a store while event organizers may use them to surface information to attendees about places and people nearby.

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