It’s often mentioned by the press and even some platform providers that beacons can transmit content, for example text, images or other multimedia content to smartphones. People contacting us expect this to happen (without an app) and we end up spending a lot of time explaining how it really works.
Beacons don’t send content to phones and instead they send an id (or URL) that an app uses to get content from a server. This doesn’t work without an app.
Related to this, some researchers have looked into the possibility of sending images from beacons.