In a new case filed in the Middle District of Florida, Proxicom Wireless, LLC has accused Macy’s (6:18-cv-00064) of infringing four wireless communications patents through provision in its stores of “beacon technology”. The accused in-store system allegedly has customers with the Macy’s app (or a third party app) installed on smartphones interacting with a central server via “Bluetooth Low Energy (BLE) technology” to, for example, receive messages or information about the store or items for sale nearby.