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Bluetooth Marketing E-Book Bluetooth Proximity Marketing Bluetooth Proximity Marketing ebook – www.textblue.co.uk Contents COTETS 2 WHAT IS BLUETOOTH PROXIMITY MARKETIG? 3 THE BLUETOOTH HANDSET MARKET 3 MOBILE ADVERTISING 4 RELEVANCY 4 BEEFITS OF PROXIMITY MARKETIG 5 HOW DOES BLUETOOTH PROXIMITY MARKETIG WORK? 6 BLUETOOTH PROXIMITY MARKETIG PRODUCTS 9 TEXTBLUE COTACT IFORMATIO 10 Page 2 Bluetooth Proximity Marketing ebook – www.textblue.co.uk What is Bluetooth Proximity Marketing? Bluetooth Proximity Marketing is the means of pushing FREE content to phones or Bluetooth devices within a defined geographical location, called a "Zone." 70% of the 900 million phones sold each year are Bluetooth enabled creating a huge market for this form of mobile marketing. Zones cover a 100 meter radius per TextBlue device, any phone or Bluetooth device (which is discoverable) entering the Zone will receive a request to download media (pictures, adverts, video, music etc) if the request is declined or ignored the Zone will not re-contact that phone, if the request is accepted the content is downloaded for free. A log of each transaction is reported from the TextBlue product in each Zone enabling detailed campaign measurement. Unlike cellular marketing such as SMS, MMS or WAP, Bluetooth is free to deliver and does not require personal information such as a mobile telephone number for the technology to work. The Bluetooth Handset Market The number of mobile handsets in circulation world wide is staggering (over 261m subscribers in the US and 74m in the UK alone). Though many emerging countries demand low cost, limited functionality handsets the developed world is purchasing new handsets with rich functionality at an incredible rate. The annual number of new mobile phones shipped, which were Bluetooth-enabled surpassed the 500 million unit mark for the first time in 2007 and According to the IMS Research report, “The Worldwide Market for Bluetooth”, global Bluetooth attachment rates for mobile phones are at 46.7% in 2007, up from 40% in 2006. This figure includes regional attach rates for the Americas, EMEA and Asia at 46.4%, 51.2% and 42.7%, respectively. Notably high, the percentage of mobile phones with Bluetooth technology in North America and Western Europe has reached over 60% and 70% respectively for the first time ever. Page 3 Bluetooth Proximity Marketing ebook – www.textblue.co.uk Mobile phones enabled with Bluetooth technology are becoming a burgeoning market, as In- Stat market research projects that by 2009 more than 66 percent of the 900 million new mobile phone handsets sold that year will include Bluetooth technology. In addition the total Bluetooth market will grow at a compound annual rate of over 40% between 2008 and 2011, and equipment shipments (including accessories) are expected to break the 1 billion mark by 2009. Source ABI. Mobile Advertising According to Online Publishing Association 40% of brands have trailed mobile technologies as a way of expanding their brands and advertising reach, with market research company ‘Strategy analytics’ predicting mobile advertising spend to be $1.4b by the end of 2007 rising to $14.4bn in 2011. The majority of this ‘spend’ will be on the production of “content.” Bluetooth Marketing is one mechanism to deliver this content at specific locations and times and can be responsible for delivering Applications, Video, Games, MMS and Web content thus Bluetooth as a transport mechanism could deliver apx 67% of this content, equating to over $8bn in 2011. The remainder transportation methods being 3G, GPRS, GSM, SMS, EDGE and other chargeable network methods. Relevancy According to a report by Millward Brown in 2007 an average 81% of consumers are aware of Bluetooth technology up from 73 % in 2005. Total awareness is extremely high (88-96%) in China, Germany, Taiwan and the UK. The largest rise in awareness was in the US, where it jumped from 58% in 2005 to 74% in 2006. In a January 2007 survey conducted by Q research 71% of teenagers said they would willingly receive mobile advertising if it related to their interests, with 32% willing to receive random advertising to their phones. Therefore, mobile phones seem to be the key platform for brands to target over the next few years, with Bluetooth Proximity Marketing offering a cost effective way to bridge the gap between “the medium” and “the message”. Page 4 Bluetooth Proximity Marketing ebook – www.textblue.co.uk Benefits of Proximity Marketing Given the rapid growth in Mobile Marketing and Bluetooth adoption, Bluetooth Proximity Marketing has many benefits: • It is free for handset owners to receive downloads. • It is quicker to download than MMS and other cellular solutions. • It does not require the use of Cell / Mobile networks - thus incurs no transactional costs. • It is standards based and legal (it operates in the unlicensed, 2.4 GHz ISM band). • It is measurable and can show clear Return on Investment (RoI) for Mobile campaigns. • It can be targeted to a specific location, group or event at any time. • It is low cost, requiring only capital outlay from transmitters and software. • It does not capture mobile numbers or access data on handsets thus is secure. It offers opt-in and opt-out of messages as part of the standard. Page 5 Bluetooth Proximity Marketing ebook – www.textblue.co.uk How does Bluetooth Proximity Marketing work? 1. Create your Information , Pictures, Music, Video, Games or Animations on the TextBlue online software platform and send the files to your TextBlue pod. QUICK TIP : Many file types can be sent, but often simple is best, animated .GIF files of around 50k in size will download almost immediately and can really get your message across… 2. Place the TextBlue Pod(s) in location and promote service. Page 6 Bluetooth Proximity Marketing ebook – www.textblue.co.uk 3. Update and manage your TextBlue Pod across the internet from Anywhere in the world, using the simple web portal. 4. The TextBlue Pod will contact any phone in 100m radius with request to download the content. Retry times can be configured from the portal. 5. Information, Pictures, Music, Video, Games or Animations are downloaded to phones or other Bluetooth devices for free. Page 7 Bluetooth Proximity Marketing ebook – www.textblue.co.uk 6. Send the same message nationally or internationally to every box regardless of its location. 7. Measure your Bluetooth Marketing campaign. Data is sent back from each pod to our software platform, stats show total handsets contacted, total accepted, rejected and ignored. Campaigns can be changed and uploaded to a pod instantly and results viewed in real time. Page 8 Bluetooth Proximity Marketing ebook – www.textblue.co.uk Bluetooth Proximity Marketing Products Designed for proximity marketing On demand Bluetooth Marketing Appropriate for portable or price to deliver permission-based sensitive deployments, TextBlue is possible with the Trigger 2000 content such as video, music, Lite delivers a simple entry-level range of triggers for TextBlue animation or applications to solution to Bluetooth Marketing. Pod. Tap a phone against a store mobile phones for free in a 100 Ideal for “paperless leafleting” window or display unit to metre Bluetooth “Zone.” Further this stand alone device can be instantly receive a free file the reach of your message by loaded with advertisements, transfer. Fully remotely managed simply joining “Zones” together promotions or communications to across the Internet, content can using wireless, cellular or Internet be transmitted in a 100 metre be centrally changed or updated connectivity. Zone. before being transferred to thousands of Trigger 2000 Stand alone or networked 7 simultaneous connections. triggers globally. options. (Expandable to 14) Enterprise class solution, Remote management or USB 21 Triggers per TextBlue Pod globally deployable. configuration. User requested Bluetooth 21 simultaneous downloads Small footprint for portability communications. per Pod “Zone.” (Lithium battery option) Remote management of each External or indoor Competitive price points trigger and content. deployments Full logging and reporting. Counter any negative Permission based, ICO perceptions of “Spam”. approved communications Paperless environmentally Full reporting, logging and friendly content. audit trails. Page 9 Bluetooth Proximity Marketing ebook – www.textblue.co.uk Manage TextBlue Networker, Mini TextBlue Xpress with its USB and Touch products with the transmitter can deliver messages online TextBlue Management to many mobile phones from your Suite to give: comprehensive PC or laptop as you work. statistics and reports; remote updating and administration; real Complete with a host of features time campaign monitoring and to create, transmit and measure global Bluetooth ‘Zone’ your Bluetooth campaign, management. TextBlue Xpress gives you an all- in-one single user solution. Real time statistics and reports. Stand alone Microsoft Change campaigns instantly Windows application. as required. Special offer voucher’ Monitor any ‘Zones’ generator included. effectiveness. Push multimedia messages Integrated SMS facilities for to phones from a PC. 360° marketing. Business card creation tool. 100% uptime and high availability S.L.A’s. No software required, full web application. TextBlue Contact Information Thank you for downloading this ebook. TextBlue Ltd 242 Stone Road Stoke-On-Trent ST4 8NJ Telephone: 0800 633 8485 Callback: text TextBlue to 60777 Email: [email protected] Website: www.textblue.co.uk Page 10 .
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