Thanks guys for the discussion, this is Jakub, the co-founder. When it comes to the signal/noise problem it is definately a challenge and we believe that neith

Thanks guys for the discussion, this is Jakub, the co-founder. When it comes to the signal/noise problem it is definately a challenge and we believe that neither App Stores nor Estimote as beacons' infrastructure will allow apps that annoy consumers because it will kill the technology and users will turn off the Bluetooth. Our vision of future interactions is more about context. We believe the cocept of apps you have to download and place as an icon on your screen and then find when you need is wrong. It should work the way that you walk-in to the your home approache fridge with smartphone or Google Glass and wanted order for eggs, you take out your phone and there is a fridge context. You walk-in to the restaurant and there is a context of menu and ordering food. You ate and there is a context of payin the bill, you walk-out and in the exit there is a conxtext of rating the restaurant. So, in our vision future apps will be a set of conditions and actions you write for the venue the same way you do it now for the screen and keyboard. From technology point of view if some popular app like Foursquare integreta with our beacons it could trigger other apps even if they not have our code yet, but there is a context for that.