Signature - Q4, 2007 - (Page 13)

The Push is On A growing number of companies, including Virgin Atlantic, Range Rover, Loews Theaters and Pepsi, are using Bluetooth enabled push marketing to transmit advertisements, coupons, videos, MP3s and other promotional materials. For example, in 2007, Pepsi launched ﬁve 30-second hip-hop videos that commuters could download as they walked past bus shelters in New York City, Denver, Los Angeles and Washington, D.C. What makes Bluetooth wireless marketing so attractive is that it’s relatively inexpensive and highly appealing to recipients. From a vendor’s perspective, customers who opt in provide valuable demographic data that can direct future campaigns. Early testing has shown that, when asked, 25 percent to 30 percent of Bluetooth enabled device users accept the offer to receive messages. Increasingly, media ﬁrms such as CBS Outdoor, CBS/Decaux, Clear Channel Outdoor and Prime Point Media are dabbling in Bluetooth enabled push-marketing systems, and they will certainly increase its use. Julie Ask, a senior analyst for wireless technology at Jupiter Research, says, “The biggest obstacle is a lack of familiarity with Bluetooth among consumers.” Nevertheless, she points out, “Bluetooth marketing has tremendous potential.” — S.G. At Durban’s Gateway Theatre of Shopping, “Bluetooth Zones” are the newest way to promote merchandise. Bluetooth Special Interest Group | 13

Table of Contents Feed for the Digital Edition of Signature - Q4, 2007

Signature - Q4, 2007 Contents The Road Ahead Getting Noticed In the News Keeping the Edge Why Wibree? The Message Zone Do You Compute? Command Center Mountain Magic On the Fast Track Give or Get? Groundsurf’s Up! Get in the Game Get on the List Number, Please! User-Friendly The Tell-Tale Car

Signature - Q4, 2007

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