Global proximity marketing system, BlueCasting, developed by Filter UK, has been introduced in SA, enabling the fast delivery of content to Bluetooth-enabled cellphones.
Gerald Yapp, director of In-Detail Advertising and Design, the company marketing the BlueCasting system locally, explains that the technology is based on Bluetooth, the global short-range communication and networking standard.
"Bluetooth allows content delivery up to 10 times faster than downloading via a mobile network. BlueCasting servers are strategically positioned in public places in close proximity to mobile phones. This delivery method is unique as it is not network-reliant and as such, there are no network charges to the advertisers or end consumer."
Each BlueCast server, he says, can be networked allowing for remote management, content updating and reporting via a Web interface, allowing a new advertising campaign to be deployed within minutes.
"BlueCasting is aimed at being more of a viral medium than a conventional medium. We will not simply port a TV advert to be sent via the system. The advert must add value," Yapp notes.
The system, he explains, can send out audio, video, animations, Java application or simple static images, making proximity marketing ideally suited for situations where an advert can cause a call to action.
"For example, in a retail situation, you could have an advert for a special running in a particular store. The viewer sees the advert and can react to it immediately. Another good example would be in a bar or a nightclub venue, where an advert is broadcast to try out a particular beverage."
Bluecasting systems will be implemented on a per-project basis, he adds.
"It will be countrywide and installations happen on two tiers. The first is installations, based on requests from venues such as restaurants or department stores that will rent the servers to advertise directly to their customers. The second is our own installations in high-demand, high-traffic areas where we will sell advertising space to advertisers."
While mobile phones are the primary target for BlueCasting, personal digital assistants, laptops, media players and Bluetooth-equipped cameras can also be targeted.
Yapp stresses that BlueCasting cannot spam a user as the user always has the option to opt-out of receiving a message. This can either be by setting a Bluetooth device to invisible, or by replying "no" when asked if users wish to receive a BlueCasting message.
"Bluetooth is becoming a standard for all mobile communications devices. So we see this as the tip of the iceberg. While the network will become faster and streaming video and media-rich content will become more commonplace, these are all network-reliant and have network costs attached."
Yapp says the systems are in place and the company is ready to roll-out BlueCasting countrywide.
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