Bruno Ghisi's Blog

Would You Like to Receive a Content Over Bluetooth? Yes / No

Let is talk about mobile marketing, I mean, a special kind of it. This is not a marketing text, because I am not a marketing guy, but I have to say that I like this kind of subject in some way and I will try to show some things in this entry. So, mobile marketing is meant to describe marketing on, or with, a mobile device, for example, a mobile phone. This concept has started to become so popular because of SMS (Short Message Service), a long time ago. Today we are watching a lot of new possibilities of doing mobile marketing and one, that got popular, is over (via) Bluetooth, also called Bluetooth marketing. Bluetooth marketing is a kind of proximity marketing due to its distance limitation. Take a look in my first post to get introduced about Bluetooth technology.

But what is Bluetooth marketing? Let me see... imagine some kind of content-management system with a Bluetooth distribution function that detects Bluetooth enabled devices in an area and tries to send - it could use different algorithms to choose someone - a content to them, for example, an image, video, text, music, Java application and so on. I mean try to send, because the device owner needs to accept the incoming stuff, it is permission-based (although in some cases you do not want to be invaded like that, because you are not interesting in it) and, in addition, is free of charge. So, this concept of Bluetooth marketing has started around 2003 in Europe, but just some time ago we got some big companies campaigns doing it. Anyway, forget about dates and cases, imagine all this stuff in malls, stores, museums, events, sport stadiums, airports, these are some examples of places where they are doing it now. In addition, there is a, at least, different and interesting, point of view of using Bluetooth for marketing purposes, I was reading Mike Foley's blog recently and he has posted something about green marketing and Bluetooth.

You are probably thinking about the combination of broadcasting and media content which, a lot of times, results on spam. I will not discuss in this entry if Bluetooth marketing is a special kind of spam (Bluespam) or not, but I think there are right ways of using it and wrong ones, so each case is a particularly case. There are some scenarios and situations that it could apply. One fact is that, in a recent study, on March of this year, the Bluetooth SIG has announced that Bluetooth continues to grow in popularity with an average of 81% of consumers aware of the technology. It is really good to know that common people already know what is Bluetooth and this can be considered a relevant data for people that want to create new services based on Bluetooth.

So, let is bring all these ideas to our java world! You can create softwares that uses its concepts - in a right way - with JSR 82 (Java Apis for Bluetooth) using, particularly, the APIs for OBEX - which is in javax.obex package - for sending content (take a look in the end of my second post that introduces OBEX) and the core Bluetooth API - which is in javax.bluetooth package - for inquiring for devices and searching for services on these found devices. After that, you can put it to run in your mobile or notebook. But why would you do something like that? Imagine a scenario that you got a lecture as a speaker, you probably will not want to make your listeners get a pen to write down your contact information in the end of it, it can be much more simple in this case! You can just tell them to turn on the Bluetooth in their devices and, then, they will be asked to receive your business card (vCard) during the presentation. I was just kidding, but in this case it could be a good idea! Another one, I have been in some computing events that, in the end of a presentation, the speaker used to throw some t-shirts for the public. I never get one, I am thin and not so tall, I do not want to fight for a t-shirt! I definitly would prefer to turn on my Bluetooth and try to get it by lucky, maybe by a Java Bluetooth Promo System. So, any other good uses of Bluetooth marketing concepts or services using Bluetooth (do not need to be related to marketing)? Post them! I want to see a brainstorming of crazy ones! Have a good week!

Cheers,

Bruno Ghisi

Comments

• The subject of a very wonderful and distinct
  I thank you for continuing excellence
  Thank you

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  Posted by: libyan on May 30, 2008 at 01:36 PM

• Last thing I want is Java to be associated with tech that would make mobile telephone users (thats all of us) pissed because we &%¤ bluetooth! Do something else of use now, please, right away!

  Posted by: aha42 on June 18, 2007 at 03:18 AM

• I don't consider this kind of marketing a spam.
  1) you give the permission to recieve the contents. If you don't want, you say no or just ignore it.

  2) you'll be probably IN an environment that indicates that you can be interested on the product been advetised.

  3) Remember, marketing is not always about selling products. The museum example was great. If you are in the museum you could be interested in seen the new atraction or be informed or a presentation that will start soon.

  Anyway, I like the idea of make some laws to limit this kind of marketing. But it's a very useful tecnology.

  Posted by: filipiz on June 16, 2007 at 12:05 PM

• Yeah, it is kind of boring to be walking on the street and receive a lot of bluetooth messages. Nobody likes spam and if the things get like that, nobody will like it! Anyway, that is why I think there are right ways - right places, people be interested of what will be offered and so on - of doing Bluetooth marketing. But the most interesting thing is trying to get its concepts, make a reflection and then think about creating new stuff, like I said in another comment, maybe different services and ways of using it, do not need to be related to marketing. Thanks!
  Bruno

  Posted by: brunogh on June 14, 2007 at 10:18 AM

• hahaha... didn't get the t-shirts?? funny
  I'm not sure about "bluespam"... Like you said, the person have to accept the stuff, so, he/she could only say no!
  good post joca!!hugs
  pedrin

  Posted by: pedrobachiega on June 13, 2007 at 04:42 AM

• I am wholly against bluespam. I'm following this with the UK Information Commissioner on my blog, and fear that there is currently insufficient law to outlaw it.

  Posted by: timtrent on June 13, 2007 at 04:20 AM

• Hi Joe, I think you are right in some aspects of your comment, because nobody want to get bother in this way. But, in my opinion, sometimes, this is the price of technology, "good" and "bad" stuff will be always created and definitly Bluetooth was not invented for marketing! Anyway, things happen in the world and I think some of these concepts could be used in different ways in order to create some things completely new, maybe "good" or not. For example, instead of using broadcast, imagine you could interact with the system, like, you send something and receive another stuff. I mean, suppose you are in the middle of a street, in some place you do not know, and you find a Bluetooth city guide tour system, and then imagine you could send some data over Bluetooth and get a java application with all this city details. Thanks for your comment, great one!
  Bruno

  Posted by: brunogh on June 12, 2007 at 01:16 PM

• No. Please, no.
  No, no, no, no, no!!!!

  The last thing anyone wants is to get marketing/advertising crap over Bluetooth. That's not what Bluetooth is for. SMS advertisements are bad enough!

  It doesn't matter that the user has to allow it to run. It's still annoying and bothersome.

  Of course, there probably _are_ some people that will like this, I imagine the same type of people that add bands and movies and products to their "friends" list on MySpace.

  Bluetooth marketing is a horrible idea. Not every technology/medium needs to be swarmed by advertisers.

  Posted by: jattardi on June 12, 2007 at 12:51 PM

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