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One of David Marcus's biggest challenges when taking on the role of President of PayPal was extending the platform into point of sale, and making it easier to pay with PayPal than swiping your credit card. But changing consumer behavior is an enormously difficult task. PayPal played with geo-location leveraging GPS and Wi-Fi for iOS and Android. These technologies are what powers Square's hands free payment system 'Pay with Square. But they found that it ended up being a poor experience for the consumer because it sucked the batter life out of their phones. PayPal also warns that it is aware of the potential privacy issues so PayPal Beacon won't constantly track your location unlike other technologies. If you enter a store and decline to check in, or just ignore the prompt entirely, no information is transmitted to PayPal or the merchant. PayPal has also said that there will be no ads served via the platform. As evidenced by PayPal latest app update from last week, the company is making a big bet on creating an in-store experience for both consumers and retailers. It's ambitious to say the least because not only does the payments company have to change the behavior of the consumer (from just swiping a card) but it also has to convince retailers and the 100 million plus PayPal users that it is worth it. Marcus says that providing a frictionless experience for both parties will be the key to success when changing behavior.