Mobile Content Bits: The $399 Palm Pre; Babelgum On Vodafone; Bluetooth Ads In LA Malls


image$399 Palm (NSDQ: PALM) Pre: The rumor about a $399 price point for Palm Pre has been…let’s say “supported” rather than confirmed. Apparently Palm and Sprint (NYSE: S) are considering either $399 or $499 for the handset without a contract, and $149 or $199 for the handset with a contract reports UnwiredView. Mobile Review also puts the initial production run for the third quarter at 200,000 units, with the “the expectation that a very positive reception of the handset, combined with the shortages will fuel the demand as production volumes increase”. I think this would be a bad idea — the Palm Pre is competitive now, that doesn’t mean it will be competitive at the end of the year.

Babelgum video on Vodafone: Web TV service Babelgum has teamed with Vodafone (NYSE: VOD) UK for a 6-month trial of its mobile service which will let users watch video over Wi-Fi and 3G connections. The service requires a downloadable client, and the company is interested in producing its own content, apparently through film contests reports NewTeeVee.

Bluetooth Ads in LA Malls: Retail center owner Macerich has launched Intera’s AzureMayan Bluetooth Proximity Marketing network at five Macerich regional shopping centers in the greater Los Angeles area. The Bluetooth Zones will be located near food courts, cinema box offices, lobbies and other strategic locations and will send offers and promotions including video, audio, images, applications and text. Intera says it is “100 percent opt-in”, I’m not sure whether that includes the notification requests.



Just wanted to weigh in on the BT opt-in discussion. As you mentioned. there are two levels of opt-in with Bluetooth: 1) The consumers device must have BT turned on and visible 2) They must accept when they get the prompt message before any content will be downloaded. But more important than the 2 step process, is that if the consumer ignores the message, it disappears after about 10-15 seconds. Much less intrusive than SMS than persistent messages.

Interestingly we see best results when combining campaigns with signage, suggesting that many people have BT disabled, but for the right offer will enable their phones to receive the content. The other variable we control is the range of the radios, so that recipients have to stand near a particular location, such as a sign or kiosk versus simply blasting passers-by.

David Yon

Re: Bluetooth Ads in LA Malls. Interesting point on their "100% opt-in" statement. I wonder how many cell phone user in the US realize that just turning Bluetooth on will expose them to unsolicited messages… I guess a tour at the mall will do the trick!

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