"Wi-Fi, as an indoor location and analytics tool, is in a very precarious position," says Patrick Connolly, Principal Analyst at ABI Research.
"Apple continues to create roadblocks, while BLE beacons have not only taken mindshare but also budgets. However, Wi-Fi is ubiquitous on smartphones and available in over 50% of major retail stores in the US, giving it unparalleled reach. Previously it was an expensive and inaccurate technology but Wi-Fi access point vendors like Zebra and Cisco have all upped their game on retail analytics, while start-ups like Euclid have helped to drive adoption worldwide."
Companies with advanced technologies in this space have started to use hybrid systems, combining Wi-Fi with BLE, camera analytics and other technologies.