| 're at the local shopping mall, strolling past the | | | | Bluetooth. Since nothing is going through the |
| different stores. Suddenly, you're phone beeps -- | | | | cellular carrier's network, nobody is charged. This |
| there's a message on screen, asking you if you | | | | also means that Bluetooth Marketing can be used |
| want to receive a free coupon from the clothing | | | | even in the absence of a cellular signal, as in |
| store you just walked past. You respond with a | | | | underground stations or remote areas. |
| Yes, and the coupon is sent right to your phone. | | | | So what are the benefits and pitfalls, both for |
| It's good for 25% off your entire purchase, so | | | | prospective businesses looking for a new and |
| you turn around and decide to go in to see if you | | | | unique way to connect with their customers, and |
| can pick up a nice bargain. You've just participated | | | | for consumers, who may view advertising on |
| in a Bluetooth Marketing campaign. | | | | their cell phones as a sort of invasion of privacy? |
| So, aside from the funny name, what exactly is | | | | For advertisers, Bluetooth Marketing allows them |
| Bluetooth Marketing? How does it work? And | | | | to send their promotions to people for very little |
| what about the average consumer? How would | | | | cost. After purchasing the equipment, companies |
| they be affected? | | | | can run their campaigns 24/7 at essentially zero |
| By now, many people are already familiar with | | | | cost. Since file transmissions via Bluetooth are |
| Bluetooth. It's a standard feature on almost every | | | | free, it doesn't matter if they send 100 messages |
| new cell phone sold today, as well as many | | | | or 100,000. More importantly, users who choose |
| laptops and desktop computers. One of the more | | | | to accept the message inevitably take the time |
| common uses for Bluetooth is to connect to a | | | | to look at it. Contrast this with more traditional |
| hands-free headset, but it can actually do a whole | | | | forms of advertising, which, even in a best case |
| lot more. Bluetooth is a standard that allows many | | | | scenario, creates very little impact on the |
| different types of devices to communicate with | | | | average consumer. Advertisers also have the |
| each other wirelessly. So, with Bluetooth, your cell | | | | opportunity to market their products and services |
| phone could also connect to your computer to | | | | based on the proximity of the consumer. For |
| synchronize your contacts list, transfer songs and | | | | example, restaurants can send coupons to people |
| ringtones, even upload those pictures you just | | | | as they walk by; movie theaters can send video |
| took with your camera phone. What's more, if | | | | trailers of new releases to people standing in line, |
| your friend also has a Bluetooth phone, you could | | | | etc. What better time to send promotions to |
| easily send them your pictures, songs, videos, | | | | customers than when they are physically close? |
| games, or other files stored in your phone, all | | | | Of course, from the point of view of the |
| without having to worry about having the right | | | | consumer, there may be fears that this |
| cables to connect. | | | | technology may raise some privacy issues. Would |
| So, what does this have to do with marketing? | | | | people be spammed with ads they don't want as |
| Well, through some clever use of technology, | | | | they're walking down the street? Will advertisers |
| companies are now using Bluetooth to send their | | | | be able to record their cell phone numbers and |
| latest promotions to the mobile phone -- that | | | | use it for marketing purposes? And what if |
| ubiquitous device that almost everyone uses and | | | | someone doesn't want to receive this kind of |
| carries with them at all times. How does it work? | | | | marketing -- ever? |
| A compact server, programmed with the | | | | In fact, the technology does incorporate ways to |
| necessary software, is placed on site, preferably | | | | resolve these issues. Again, Bluetooth servers |
| at a location that receives a large amount of foot | | | | must always get permission first from users |
| traffic. The server will continuously scan the area | | | | before any content is sent. And if the user |
| for Bluetooth enabled devices as they come | | | | refuses, the software remembers this, and will |
| within range (up to 100 meters). As each device | | | | not ask again in the future. This ensures that only |
| is discovered, the server sends a notification to | | | | people wishing to receive content will get it -- a |
| the phone requesting permission to send a single | | | | benefit to both advertiser and consumer. Also, |
| or multiple files. This could be a coupon, a video, | | | | personally identifiable information is never collected |
| Java game or any other multimedia file. If the | | | | by the system. The server only detects each |
| user responds with a Yes, the file is sent | | | | phone's MAC address, a unique hardware ID, but |
| automatically. If they respond with a No, the | | | | nothing else. It cannot collect phone numbers or |
| server logs this decision, and will not ask the | | | | any personal information from any user. So users |
| same user again the next time they come within | | | | never have to worry that their phone number or |
| range. This is important so people are not | | | | anything else is being collected and used by the |
| constantly prompted to accept content that they | | | | advertiser. And, of course, users can always |
| don't wish to receive. | | | | choose to never participate in any Bluetooth |
| And, in contrast to SMS or text messaging, there | | | | campaign by simply setting their Bluetooth to |
| is never a charge to send or receive files via | | | | "invisible", so they won't be found in the first place. |