| Bluetooth-based systems | | | | marketing require users to run Java applications |
| Bluetooth, a short-range wireless system | | | | on their phones to enable them to receive |
| supported by many mobile devices, is one | | | | content this has the advantage that only those |
| transmission medium used for proximity | | | | who to choose to will receive content. Others |
| marketing. The process of Bluetooth based | | | | require no handset-side software. |
| proximity marketing involves setting up Bluetooth | | | | The diversity of mobile phones is huge. Screen |
| "broadcasting" equipment at a particular location | | | | sizes and supported file formats varies greatly. To |
| and then sending information which can be text, | | | | obtain the optimal user experience with Bluetooth |
| images, audio or video to Bluetooth enabled | | | | Marketing, the Bluetooth system must be able to |
| devices within range of the broadcast server. | | | | automatically recognize phone models and deliver |
| Other standard data exchange formats such as | | | | the proper content automatically. |
| Vcard can also be used. | | | | GSM-based systems |
| It used to be the case that due to security fears, | | | | GSM 03.41 which defines the Short Message |
| or a desire to save battery life, many users keep | | | | Service - Cell Broadcast (SMS-CB) allows |
| their Bluetooth devices in OFF mode, or ON but | | | | messages (advertising, public information, etc.) to |
| not set to be 'discoverable'. Because of this, often | | | | be broadcast to all mobile users in a specified |
| regions where Bluetooth proximity marketing is in | | | | geographical area. Some phones/devices have an |
| operation it is accompanied by advising via | | | | option to turn off the receipt of such messages. |
| traditional media - such as posters, television | | | | There are provisions for "welcome" messages to |
| screens or field marketing teams - suggesting | | | | be sent when entering new countries introducing |
| people make their Bluetooth handsets | | | | networks available. |
| 'discoverable' in order to receive free content - | | | | There are also capabilities for messages to be |
| this is often referred to as a "Call-to-Action." A | | | | sent by emergency services. |
| 'discoverable' Bluetooth device within range of the | | | | GSM localization accuracy varies depending on |
| server is automatically sent a message asking if | | | | location. |
| the user would like to receive the free content. | | | | Bluewater, a super-regional shopping centre in the |
| Current mobile phones usually have bluetooth | | | | UK, has a GSM based system supplied by NTL to |
| switched ON by default[citation needed], and a | | | | help its GSM coverage for calls, it also allows each |
| majority of users now leave bluetooth switched | | | | customer with a mobile phone to be tracked |
| on for easy connection with car kits and | | | | though the centre which shops they go into and |
| headsets. | | | | for how long. The system enables special offer |
| Some implementations of Bluetooth proximity | | | | texts to be sent to the phone. |