How to Deliver Bluetooth Campaigns by the MMA

Bluetooth hardware must be deployed at each location involved in a Bluetooth-based campaign.
This hardware may be a dedicated network appliance such as an access point, or it may be a PC
or other multi-function hardware device. This hardware is often networked in order to allow
remote configuration and control of the devices and update of content over time. For example, a
retailer could use a central server to push a new ad out to all of its stores’ Bluetooth nodes.
Bluetooth marketing companies can sell or lease the hardware and software to location owners,
as well as offer more comprehensive service provision including development of mobile content
and assurance of quality of service. They may also operate a network of locations, access to
which can be sold to advertisers and media companies.

There has been a significant amount of activity in providing Bluetooth-based infrastructure to
established out-of-home media owners, such as taxi media, cinemas and fixed site poster
companies, which have intuitively viewed Bluetooth as a value-added extension of their existing,
basic media channels.

Most mobile phones have three Bluetooth modes:

1. Off. The Bluetooth functionality is turned off. Bluetooth devices cannot be used with the
phone, and it will not be possible for proximity marketing systems to contact the phone.
2. On but hidden or non-discoverable. The Bluetooth functionality is on, but the phone
can pair only with devices – such as a Bluetooth headset – that the owner has identified
as “trusted.” The phone will be “invisible” to proximity marketing systems, which typically
do not use paired connections.
3. On and visible or discoverable. The Bluetooth functionality is on, and the phone is
visible to other Bluetooth devices. In this mode proximity marketing systems can contact
the user.

In order to receive any content, the recipient must first choose to enable the Bluetooth
connectivity on their handset and in addition make the device visible to others. The ability to make
their device invisible permits users of other Bluetooth functionality, such as headset pairing and
music players, to operate them without also opting in to third-party content offerings.
Additionally the recipient will be, as part of the Bluetooth protocol, prompted by a request
generated by their handset. This request appears as a pop-up alert (similar to the notification of
receipt of a new text message) and often is accompanied by a single beep or vibration. This alert
functions as a content- or campaign-specific opt-in mechanism and allows the consumer to
decline any offer of content. Some (but not all) Bluetooth delivery hardware can be configured so
that further alerts are not delivered to recipient devices after an opt-out has occurred, for a
specified period such as a day or for the length of a campaign.
As brands and marketers develop Bluetooth marketing campaigns, the MMA suggests consulting
with handset manufacturers because different manufacturers and/or handset models implement
Bluetooth slightly differently.