Signature Q3 2008

Bluetooth Technology 101 | By Jackie Zack | Illustration by Gary Neil | Q3 ’08 We’ve all been bombarded with unsolicited advertising, whether by phone, by mail or by e-mail. Sometimes, the offer is too good to pass up or is perfectly timed, like notice of a discount vacation package that comes right when you’re dreaming of getting away from it all. More often, however, the messaging misses the mark, sometimes by a long shot. There’s no question that businesses want to target relevant products and services to the most appropriate customers at the best possible time – just as consumers want to receive them at the best possible time. So, imagine standing in a movie theater when your cell phone beeps and displays a coupon for free popcorn with the purchase of a drink. How much more relevant and well-timed can advertising be than that? The answer, thanks to proximity marketing, is “not much.” Marketing on the Move Here’s how it works. A proximity broadcast station is set up in a location that is frequented by the target audience – think shopping mall, museum, bus stop or concert hall. If a Bluetooth enabled device in discoverable mode comes within range, the broadcast station will ping the device and allow the user to accept or decline relevant content, which can range from text or still images to videos, music clips, audio ﬁles and more. If the user accepts, the broadcast station transfers the content to the device. Proximity marketing is being embraced by all kinds of organizations, including transportation services, sports arenas, ﬁnancial institutions and retail stores. Because the content is only limited to what can be stored on a ﬁle, virtually anything is possible, from free ringtones and travel updates to sales promotions and event information. “The advantages of proximity marketing include free transmission for both the sending and receiving parties; the ability to send rich content such as video, music and even Java applications; the ability to target an audience very locally, to within 10 to 30 feet; and the relative novelty of the application,” explains Sean Meckley, marketing program manager for the Bluetooth SIG. The “Spam” Debate Ads You Like It Targeted advertising provides more bang for the messaging buck. Bluetooth technology is redefining that modality with wireless proximity marketing, sending content to passersby who agree to receive it. Experience More There’s been some concern about whether proximity marketing is just another high-tech method for distributing spam. True, there are some consumers who may not enjoy receiving unsolicited information, no matter how novel the delivery method. But proponents say such concerns are unfounded because consumers can always choose to opt out – and, in the case of Bluetooth technology, consumers often have even more control. “The debate certainly exists, but we haven’t seen any complaints from consumers at events where the Bluetooth SIG has deployed proximity marketing,” Meckley says. “In fact, acceptance rates for pushed content are very dependent on having signage nearby to instruct recipients. Due to the very small transmission radius and the need for user input on many phones, this is very much an ‘opt in’ means of advertising.” Jackie Zack is a Michigan-based business and technical writer. Promoter and Associate members may join the Proximity Marketing Group at Bluetooth.org. Opt in or opt out, proximity marketing will deﬁnitely irk some and wow others. Weigh in on the subject by sending an e-mail (subject: Proximity Marketing) to signature@bluetooth.com. Bluetooth Special Interest Group | 27 http://www.bluetooth.org

Table of Contents Feed for the Digital Edition of Signature Q3 2008

Signature Q3 2008 Contents Connect: Growing Markets Inbox: Spread the Word Ask the SIG: The Fast Lane In the News Perspectives: Views From APAC Bluetooth Technology in Retrospect: Headset History Bluetooth Technology in Retrospect: Headset History Bluetooth Technology @ Play: Unplug Your Fun Bluetooth Technology Interactive: Wireless Tourism Checkout: Groovy Gadgets Bluetooth Wireless Explorer: Mind Games Bluetooth Technology 101: Ads You Like It Bluetooth Technology 501: Group Efforts Wacky Apps: What’s NXT? Get in the Game: If The Glove Fits ... Revolution: The Space Age

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