iBeacon – Common Misconceptions

I am frequently hearing couple of misconceptions about iBeacons and I just want to clear those in this post. Misunderstanding 1 - I understand a iBeacon device transmitting standardized coupons. But how does the iBeacon device transmit customized offers? How will iBeacon device be enabled / connected to recognize a customer / his preferences and then send relevant offers? Can the iBeacon tag be programmed to relay some identification back to the server to enable BLE tag to offer something customized?

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