In-Stadium Bluetooth Proximity Marketing

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 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 Huetouch product in each Zone

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.

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.

Bluetooth Stadium Applications

In Stadium Bluetooth Marketing can be used to provide spectators with team multimedia content. Team sheets, ticket offers, videos and announcements. Sport clubs can also capatilize on unutilized sponsor potential in including new media providing advertisements such as cinema releases, music offerings and local events.

For more details on Stadiums and Bluetooth Marketing visit www.stadiummanager.com