Something is watching you as you walk through the ballpark. You can’t see it but it’s tracking your movements, waiting for you to come within range. And then, suddenly, it’s overtaken your phone! You look down at your screen and see… a coupon for a hot dog.

OK, that wasn’t so scary. But Apple’s iBeacon technology has raised some concerns about invasion of privacy. (Personally, we’re more creeped out about what’s in the hot dog, but that’s another story.) It’s also generated interest from some prominent brands, who see a lot of potential for interacting with customers.

So, exactly what is iBeacon?

Basically, beacons are transmitters that broadcast signals. Specially built phone apps can receive those signals, with your permission, and cool things can happen. Beacons can’t actually harvest any of your personal information.

What’s so cool about it?

Interesting uses of iBeacon are already appearing. Virgin Atlantic is making it easier for passengers to display their boarding passes as they approach the gate. Major League Baseball is experimenting with it as well. Beyond discounted hot dogs, beacon technology might help guide you to your seat – beacons can provide more precise location calculations than GPS.

To see if this technology gains more traction in the months ahead, we’ll definitely be tracking iBeacon. And vice versa, perhaps.