Samsung Electronics Co. Ltd. has released ‘Proximity’, a mobile marketing platform utilizing Bluetooth LE, their answer to Apple Inc.’s  iBeacon.

Samsung’s website describes it as “a mobile marketing platform that connects consumers with places via cutting-edge Samsung location and context-aware technology.” What that means for you as a consumer is that you can now receive notifications when you are in your favorite store informing you about promotions, special offers or coupons. The marketing gurus can even suggest complimentary items to go with a particular item you’re considering.

Samsung Proximity utilizes Bluetooth Low Energy beacons and, according to their website, works with third-party beacon providers such as GigaLane, Radius Networks, Roximity and Swirl.

Bluetooth Low Energy (LE) is part of Bluetooth 4.0 and is available on the majority of smartphones that have made their debut over the last year. These include the Samsung Galaxy S5 and the Samsung Galaxy Note 4.

You may be thinking “So what? It sounds just like iBeacon.” On the surface it certainly appears that way. The key difference, however, between Apple’s iBeacon and Samsung’s Proximity is that Proximity works at system level while iBeacon requires app store software. This means that, using Samsung’s Proximity, marketers can deliver messaging to you even if you do not have a store’s specific app installed. Samsung is also offering marketers some tools in the form of a web console and an on-site management tool to run and monitor campaigns.

Samsung is inviting partners to sign up for its Samsung Proximity Partnership Program and says it will provide the full end-to-end solution.

Image: screenshot via Samsung