Beamzone Columns At Leipzig Games Convention

A bunch of companies have set up four 2.2 meter high illuminated blue columns at this year’s Games Convention in Leipzig which will use Bluetooth to beam free mobile content such as games, ringtones and wallpapers. The companies behind ‘Beamzone’ are Blue Cell Networks, e-Plus, July Systems and THQ Wireless. “The service also gives business partners excellent promotional possibilities: Besides branding of the beamzone columns, advertising inside the mobile contents is also possible. Trade partners get an attractive option for mobile marketing: Free content, news and actual product offers can be transferred to customer’s cell phones within a radius of 30 meters.”
Bluetooth technology is a great way to transfer content to mobile phones without paying a fortune in carrier network fees, and is good for short-range promotional or sales activities such as inside a store.
However, previous trials of bluetooth marketing (such as the Coldplay promotion earlier this month) have received criticisms of ‘spamming’ people. The columns work by scanning for nearby Bluetooth devices and sending a message asking the person if they want to receive the content, and while this would probably be seen as a good thing by the majority of people at the beginning as the technology becomes more commonplace and people receive more and more of these messages they are likely to start getting annoyed. The industry should look at either giving Bluetooth devices the chance to automatically reject commercial messages or have the columns be passive so that interested parties contact it. Of course, this will require some form of advertising so that people know its there, but a simple “check your Bluetooth for free content” sign should suffice.
Related stories:
Coldplay Fans Flock To Download Mobile Content
Bluetooth Marketing To Mobiles In The Air
A Cellphone, a Movie Lobby and a Message

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