Reasons Cited Include Privacy, Lack of Retail Support

Google Here, a proposed beacon-based location service operating within Google Maps, was reportedly cancelled due to a concern by Alphabet CEO Larry Page’s that it would be too invasive by the users of his mapping service. When the location industry has such a dominant player pull out of a nascent, and potentially lucrative, proximity service, does it mean that consumers will now have to wait for a full-scale rollout? Google will remain a major player with its Google Maps app, but where does it go from there?