At face value JCDecaux are simply helping Vodafone and the people sheltering at their bus shelters with the enhanced connectivity small cell can deliver. Dig deeper and there lies an opportunity to exploit the identity of members of the public whose phones have “handed them in” (to use the small cell vernacular) to the stronger cell phone signal coming from the small cell they are standing near. The ad on that JCD billboard can then get very personal. Standing in the rain, waiting for your bus, you are much more likely to see that ad, which could be shown on the billboard display as well as your phone.
One of the challenges with iBeacon is that your phone may see the beacon but if the cell coverage is poor, delivering the targeted experience can be challenging, with small cell this issue doesn’t exist. By virtue of having moved into the coverage of the small cell, your identity is known and your connectivity is enhanced at the same time. Content delivery and cloud based targeting can continue in real time.