Mobile Marketing: Tech Advancement & Annoyance
I read this article about how some companies have discovered a way to beam marketing ads via Bluetooth to your cell phone. In a nutshell, companies use interactive billboards, window displays, etc. and detect your phone if you’re within 10 meters. The technology asks you to turn on your Bluetooth to accept a file, which can be anything from a video or coupon. This whole concept eerily reminds me of scenes from Minority Report, in which “eye-scan” technology is used for advertising among other things.
It was only a matter of time before marketing and advertising firms figured out how to get ads on cell phones [in places other than the wireless web]. In some ways, this new technology is cool; however, in other ways, I think this can be an invasion of privacy. I don’t know if I want companies or businesses automatically detecting my phone to beam messages and file links at me. Based on what I gathered from the article, your Bluetooth signal would have to be switched on for the technology to detect your phone. Unfortunately, I am one of those people who always leaves Bluetooth on for the most part. I consider my cell phone to be my private domain, not a marketing platform for businesses. I see enough ads on TV, on the Internet, and everywhere else. Do I really need that on my cell phone? I think not.
Also, the idea of some store or billboard beaming ads to phones is a security concern. Bluetooth isn’t the safest form of wireless connectivity, and I can easily see hackers hacking into these billboards or window displays to replace real ads with false ones. A few years ago when Bluetooth was becoming more ubiquitous in U.S. cell phones, I watched how hackers snatched phone numbers and data from movie stars’ cell phones at the Oscars. Fortunately, I don’t have any phone numbers that hackers would find interesting…unless they like to call in to-go orders like I do; my cell phone is full of restaurants so I can order take-out on busy days. But going back to the topic at hand, if someone feels comfortable accepting files received via Bluetooth, hackers can easily do some nefarious things. It’s not a matter of if but a matter of when hackers will use this tech to spread viruses and spam on your cell phone.
On the opposite side of Bluetooth mobile marketing is Code 2D, which are bar codes built in camera phones. This might be safer than Bluetooth; however, this technology is an obvious revenue cash cow for the cell phone carriers. I pay my carrier enough money for services. I’m not going to pay just to view ads; however, I’m sure the carriers will figure out a way to charge it as some new “fee” or “tax” on your bill. I also wonder if Code 2D displays ads as intrusive pop-ups; I get the feeling that’s true.
Since this is all very new, I guess we’ll have to see how mobile marketing via Bluetooth or Code 2D will be implemented. For all of us out there with cell phones, let’s hope it’s not as intrusive as it sounds.
[Source: MSNBC]
September 17th, 2007 at 3:01 pm
My company, (Proximity Media) sells Bluetooth media servers, and it’s very exciting technology. I would like to clear up a couple of things. Our servers can’t put anything onto your phone that you don’t agree to. The way Bluetooth works, it asks you to either accept or deny the campaign. We allow our end users to name the media server, and the campaign, and I urge my customers to make this coincide with their ‘call to action’ signage telling you to not only have your Bluetooth on, but also in ‘discoverable’ mode. This is the only way our servers can see your phone. If the Bluetooth offer is something your interested in and you recognize the who it’s from and they also have signage up, you can feel pretty safe that’s what your going to get. These media servers are also encrypted to keep any hackers out of the system. This is a great way to get instant coupons, or take something home with you like a sports logo, MP3 or even a video. And as an advertiser, this is a very high level of engagement, to be accepted into something as personal as a cell phone. This takes brand awareness to the next level. I consider this a win win technology.
September 30th, 2007 at 7:36 am
On a pure geeky level, the technology is exciting, and I can appreciate tech advancements being that I am a tech buff. I’m glad you gave me (and the rest of us) some additional information about this new technology. Still, I’m just a little leery about mobile phone advertising via Bluetooth. I love having at least one device free of advertisements…for the most part. Looks like that might be changing, unfortunately.