p requiring an app to be installed,

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Eddystone is an open-source, cross-platform
beacon format from Google. It supports both Android and iOS devices.
Unlike other beacon standards, it defines several different frame
types which can be used individually or in combination:

? Eddystone-UID which broadcasts a unique beacon ID;

? Eddystone-TLM which can be used to broadcast telemetry (health
and status) data about the beacon itself; and

? Eddystone-URL which broadcasts Uniform Resource Locators (URLs).

The Eddystone-URL frame enables mobile platforms to offer web content
based on proximity without requiring an app to be installed, enabling
what Google has dubbed The Physical Web, or the “ability to walk up
and use anything.”

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Eddystone is already supported in Chrome for iOS,
and will be supported in Chrome for Android beginning with version
49. With the Chrome Today widget, users can access web content
relevant to their surroundings, and receive

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notifications when encountering beacons.
Google’s Physical Web uses Eddystone-URL beacons
to allow iOS and Android users to “walk up and use anything” in
their beacon-tagged surroundings.

The Google Eddystone GitHub page provides the Eddystone Protocol
Specification along with tools and open source code examples, and the
Google Developers forum provides more information about the Google
beacon platform. The full Eddystone beacon format is described in
detail in the Appendix.