As an executive of Proximity Media, I may be slanted, but as a 20 year veteran of the Out of Home advertising industry, I think this is a great new advertising vehicle.  By way of how Bluetooth works, any ad campaign is first started by an offer to accept or decline the campaign.  Users can simply say no if they don't wish to accept the campaign.  We at Proximity media also have a setting in our web based user interface to set the Bluetooth media servers to not 'ping' anyone who has said no.  This way if the end user isn't interested in any offers, they will not be offered any others.  

Those who find value in a money savings offer, or enjoy anything from a wallpaper to an MP3 or even a video can continue to accept offers.  Not only can you enjoy the Coke museum, but you can now take information home with you, on your phone, and even send it to your friends phone via Bluetooth.  Coca-Cola is using the system as a green delivery application to deliver relevant messages about their company's recycling efforts. It is relevant info to customers while attending their museum.

So, to recap there is a 3 step process to getting Bluetooth campaigns, turn on your Bluetooth, make it discoverable, and then accept the campaign.  We try to be as respectful as we can be of people that may not want to participate in these offers, but to those interested, there is much to be had.  

Cool Jaye, thanks for the insights. It's definitely an interesting idea. The only real negative for you guys (selling the service) I can see might be the relatively small number of people who know what Bluetooth is.

Even if they have a cell phone with Bluetooth it probably comes deactivated from start and unless they're tinkerin with the controls (which most cell users don't) they're never going to know.

Hello Wade,

I'm jay's counter-part at ProximityMedia, so I'll also qualify that I may be slanted as well.  You are right that most people don't walk around id discoverable or visible mode.  A customer can have their Bluetooth ear bud turned on, but we would not prompt the customer as their data settings are not in discoverable mode.  That is a key stroke the consumer has to turn on.  If it is in off mode, the consumer will not even get a prompt.  We call this triple opted-in -  (1)Bluetooth "on", (2) Bluetooth "discoverable" and then and only then does the consumer get a prompt asking if they would like to receive data.  At that point in the process, the consumer still has the option to accept, reject or ignore the campaign.  Clearly, those accepting are very interested in the offer from the brand or business establishment.  For those participating businesses, they must create a call to action to encourage consumers to make their mobile devices discoverable.  This can be done through signage and other cross promoting forms of media.

As an additional point of discussion, we have had talks with Public Transportation Officials who see value in informing the public when a bus or train is experiencing delays.  If you have ever taken public transportation, it is easy to see the value of this form of information delivery.  They have also discussed this as a way of delivering "way-finding" information around transit hubs.  The key here is to find applications that provide a service to customers.  Yes, sometimes that will be in the form of valuable coupons but perhaps it also allow you to find alternative transportation as opposed to standing at a bus stop for an extra hour in the rain.

It is very easy to look at this as a form of mobile spam, but once you dig a little deeper and understand the consumer experience, I think you will agree we have developed a system that puts the consumer in the driver seat.  That is the way it should be, we are consumers also.

I hope this clears up the experience as it is important to understand the whole process and not draw conclusions without all the information.

Sorry about that guys, it should read Jaye and Wayde...my bad.

And just when i was about to start a tirade on how the world does NOT need more advertising...you're telling me that i can walk into a mall or theatre - where i'm already going to spend my money anyway - and i can be offered knowledge of existing discounts and sale opportunities?

Sign me up (although cautiously). But i'll still keep the cell phone off in the theatre because the world certainly does NOT need annoying ringtones interrupting...but that's another tirade.

PS: Bart, that transit idea sounds phenomenal. Your customer-first view is really refreshing.

Jaye or Bart - Would either of you care to write a blog post for GizmoCafe about how a proximity marketing experience should go?

You could write a simple post giving some places using and an example of what you do when walk onto the premisies. It might illustrate how easy and worthwhile it is.

It really does sound like something out of science fiction, I rather like it.

oh. btw, email me my name at gizmocafe.com

Hello all, thank you for your feed back and I'm sure we would like to join in.  There are many ideas be presented to us right now.  Some are very cool and have nothing to do with advertising.  We welcome any ideas that make for a great customer experience.

Alissa, yes on discounts and the best use of the technology would be in the lobby of a theatre.  No new Prince ringtones during the movie.  

I am also sure it is a great new advertising method. Compared with Jaye, his Proximity Media is doing the service, but Our company "Perun" is doing the server.

I am proud to say we are the first manufacture for the Bluetooth Media & Marketing device in China.

If Anyone would like to know more info, pls email at:

maggie@puii.cn

Proximity Media actually is a full service solution.  We provide the Bluetooth media server along with the back end web based user interface for the content delivery.  Our server can be offline, online or a hybrid unit.  Online can be connected to the internet via wired, Wi-Fi or even a Cellular data router.

Jplayter@proximitymedia.com