Anyone can produce a bad beacon but making good beacon hardware is hard/expensive. This particular journey through the “Chasm” is likely to be slow (the speed of deployment is gated by the physical world, not just the software world). Think how long the Macy’s journey from pilot to full deployment has taken. Beacon OEMs will be under pressure to focus in order to conserve funds on this long expensive journey. So choosing their target value-add segment will be even more important.
I expect that we will see the cast of characters expand, but by the end of 2015 beacon vendors that don’t chose and execute on the area of value add will be lying dead on the beaches with over extended supply lines. More middleware only players will flourish (e.g. Rover), unencumbered by the inventory/supply chain and other burdens of the hardware business. The beacon hardware battle will be won by those who achieve volume and cultivate a healthy ecosystem.