Future of Advertising
Future of Mobile Advertising to Cell Phones
Mobile advertising is quickly on the rise as the numbers of cell phone users grow. Cell phone usage is at an all time high and rising daily. Every few years or sooner, subscribers upgrade their phones, often free of charge, which is giving more people more advanced technology in their phones for a lower cost. New Phones they are making allow pictures to be taken and sent to other people, you can browse websites on the internet, view images and pictures, ringtones, sound clips, movie clips, games, and many other things.
Bluetooth is a technology that is also being installed in almost all mobile phones nowadays. Bluetooth allows users to interact wirelessly with many types of devices ranging from internet based connectivity to cordless headsets. Cordless headsets are becoming popular because of laws that don't allow you to talk on the phone while you drive unless you have a cordless headset of some type not to mention the ease of use when making calls. This Bluetooth technology is the same exact technology that allows a person to receive files or Bluetooth advertisements. Over 1 Billion mobile phones were sold worldwide last year 91% of which were Bluetooth enabled.
There is an effective way to launch local-based advertising campaigns by using short range wireless technologies to cover a predetermined area. The biggest question is what percentage of people can be targeted by that technology.
Wi-Fi and Bluetooth technologies are two well known short-range wireless technologies in the market. Something like 95% of new cell phones have been equipped with Bluetooth radio and so many people keep Bluetooth radios on to transfer files, music, pictures, communicate with their headsets or vehicle's Bluetooth hands-free system. The omnipresent of mobile phones and their Bluetooth capability, opens up a new door to marketing strategies. According to the market research conducted in few crowded private places by Proximity Marketing Inc., roughly 30% of people keep their cell phones' Bluetooth radios on. This number raises everyday and you can expect that number to increase at least 10-20% every year. By 2010 well over 50% of phones will have this technology on and enabled.
Therefore, there is a remarkable chance in getting advertising content to people's mobile phones. This sort of marketing is called proximity marketing. To perform proximity marketing, a Media Content Server is required to be installed somewhere with good signal exposure in a private or public place. This device or access point keeps sending a signal within a predetermined range so that once another Bluetooth-enabled device like mobile phone, laptop or PDA enters that signal range, it starts communicating with that mobile phone by initiating a connection. The mobile device responses back to the Media Content Server and the required file transfer protocol is initialized afterwards. The file transfer protocol is usually OBEX protocol. Upon initializing this protocol, the mobile phone prompts the user by getting the user to confirm receiving the content. Once the user confirms it, the Media Content Server starts transmitting the content to a mobile phone or laptop. The beauty of this system is in the permission-based model as the contents are not downloaded to the mobile phone if the mobile's owner does not want to receive anything.