Physical Web

How It Works

When a user enters an area with a beacon present and that user’s phone’s Bluetooth and location is on, the Chrome browser will deliver a notification alerting them to the beacons presence.

By clicking the notification, the user then is directed to a webpage that presents him/her with a coupon, video, and sign up form; just to name a few.

The Physical Web creates exciting engagement opportunities for brands to better engage with consumers on the move.

Consumers want and need relevant information, accessible when they want it, where they need it, but without being required to download apps. At the same time, business owners want their content to be accessible without the overhead of developing and marketing apps.

It follows that there’s a need for an approach to proximity engagement that’s universal, protective of privacy, and does not risk alienating consumers with push messages. For example, the Physical Web can give consumers access to expanded content, and allow it to be shared or saved for later reference – all without an app.

 The aim of the Physical Web is to make it simpler for objects in the real world to communicate with consumers’ smartphones in the age of the Internet of Things.  

In simple terms, it’s all about removing barriers to let people more easily use their most personal device — the smartphone — to interact with the entire world around them.

The Physical Web is a novel extension of the Internet, where standard website URLs are broadcast by nearby beacons for direct consumer access. Rather than finding information via a typed search term, users now discover URLs via a scan of their environment. Physical Web beacons provide direct access to exactly the information providers want consumers to know.

“Walk up and use anything” is the apt catchphrase for the Physical Web because it simplifies consumer interactions. Consumers no longer have to find and open the right app to access content in a retail store, museum, or airport. The Physical Web’s universal approach offers a completely new and alternative way to browse the Web that is intuitive and follows the trend toward simpler interactions.

Apps exploded in popularity because they allow users to access single-purpose applications on their mobile devices without typing. Now, the Physical Web skips past the app, and allows direct interactions with a simple swipe down from the top of a screen.


Physical Web content is like virtual bookmarks for more info about the place or thing right in front of you, just waiting for you right when you need it.

Universally Accessible

Anyone with a smartphone can access the Physical Web. That’s over 2.6 Billion people worldwide and growing.


Physical Web info is automatically filtered by proximity, meaning you only see the info from those beacons immediately around you.

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