We've heard a lot about the growth of "Local Mobile and Social" over the past few years. I think a new category will now be added "Indoor". I think for short it will be called "IndoorLocal".
Since its now evident that Apple is on the cusp of creating a new eCommerce eco-system based on their iBeacon technology which will surpass and subsume all the work being done in NFC simply because it does everything NFC does and yet does so much more too.
IndoorLocal is a whole new area which will explode in the net few years.