Localised Bluetooth direct marketing - a new concept from RTX Telecom, as presented at the Bluetooth

Congress 2002

According to a recent survey conducted by HPI, nearly 90% of cellular phone users are willing to accept advertising via their cellphones. Using SMS for advertising purposes is not considered suitable, due to the high cost and the problem of not having a database of phone numbers of the target groups. The advantages of using Bluetooth, on the other hand, include the ability to target the message to a specific location and consumer segment. In addition, the user can choose whether to accept or refuse advertisements.

How it works

Bluetooth advertising works as a Bluetooth business card distributor. It scans for any available Bluetooth unit that supports the object push profile, and as soon as it has identified such a unit, it automatically sends a business card as a form of advertising. Typical examples would include special offers in specific stores or restaurants. The advertisements are localised to the area in which the user happens to be, thus providing consumers with the opportunity to take advantage of sale-price gifts or a special menu, for example. "We believe that Bluetooth will be widely used for direct marketing purposes within a couple of years, because it makes it possible to target potential customers both geographically and instantly," says Jørgen

Elbæk. "We tried it out during the Bluetooth Congress, and it was a huge success. People really thought it was great fun," he adds.

No standard from SIG - RTX has the solution

Until the SIG has agreed upon a common standard, RTX Telecom is simply using the Bluetooth Object Push Profile. Last year, GN chose RTX Telecom as its development partner of choice in connection with all its wireless Bluetooth handsfree solutions.