Archive for April, 2007

Bluetooth Marketing

Our multifunctional mobile phones allow us multiple sorts of communication these days. We call, we send sms text messages, we share photo messages by mms, we surf the mobile internet,… And it won’t surprise anyone when other types are still added to that spectrum. One of those relatively new types is Bluetooth communication.

A third of Belgian mobile phones supports Bluetooth, which is already an interesting amount (read: a valid marketing target group). Marketeers are already considering the possible opportunities and thereby challenging the boundaries of this Bluetooth marketing.

Imagine strolling down the hallway of a shopping mall, where you pass a clothing store and you receive by Bluetooth a promotion coupon for that very same store. Or a small advertising video, enticing you to come in and have a look at their collection. Convenient or intruding?
To prevent privacy issues, the advertiser should always ask the permission of the consumer before sending him anything by Bluetooth. But as with many new communication technologies, there’s still a grey zone for what is allowed and what isn’t.

Meanwhile the first experiments have started. In a recent campaign, mobile operator Mobistar established a Bluetooth connection to people at certain bus stops in 8 Belgian cities. The consumers were asked if they wanted to receive a ring tone by Bluetooth. If they approved, the ring tone was immediately send to their mobile. Mobistar says it was a successful first Bluetooth campaign.

Earlier this month, the city council of Lokeren announced a Bluetooth project, in collaboration with the company Bluetalk. Everyone who walks in the neighbourhood of the city hall gets the option to receive information by Bluetooth, ranging from the weather forecast to trailers of cultural activities or practical information of the city. This project called Blue Town starts May 1st.

Bluetooth offers some interesting mobile marketing opportunities, to say the least. But privacy aspects must be considered and legislation will have to follow soon. Another issue is the security, because the consumer needs to be sure that by allowing the Bluetooth connection, he’s not receiving any virus containing application on his mobile device. And finally, consumers still need to grow more familiar with this technologie before it can successfully be adopted as a full marketing tool.

Bluetooth Marketing

Mobile entertainment impacted by cameraphones

More and more consumers these days own a mobile phone with build-in camera, which means they’ll less likely buy wallpapers or other graphics for their phone. Because with their cameraphone they can easily take a picture and use that to personalise their mobile.

That’s the main conclusion of a survey done by M:Metrics, an American mobile market research firm. Mobile entertainment revenue, mainly the sale of wallpapers and phone graphics, is declining as increasing numbers of people personalize their phone with photos taken on the device.

On the other hand, the pictures that are taken with the phone, are more often send out by photo messaging, which has a positive impact on operator data revenues. Photo messaging is one of the most popular mobile applications, with more than 31% of mobile subscribers sending photos or videos to other phones, e-mail or blogs.

For an extensive view on the use of mobile content and applications in the markets of France, Germany, Italy, Spain, UK and US, read the press release at the M:Metrics site.

Mobile Entertainment impacted by cameraphones