Blog Header
The Insights Blog

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

Bluetooth and "Placecasting"

Following from my previous post about the Landrover promotion, I did a bit more research and learned about Consola, the Open Source Proximity Media Server.  As far as I can tell from their sparse website, the project is designed to create an open source method for what the project calls "placecasting" – or sending a message to bluetooth enabled devices within a specified geographic area.  I posted earlier about the potential problems with using Bluetooth for marketing, and I believe these definitely apply to the Landrover promotion.  Thinking beyond this example, however, I think there could be some interesting applications for the concept of placecasting.  In particular, I think using bluetooth in this way could enable interesting self service audio tours in tourism locations.  Bring your own bluetooth headset, and you are connected.  If you can deal with the lack of control buttons (such as pause and fast forward), this could be an interesting application.  I am sure there are other applications for placecasting – and hopefully Landrover won’t be the last to try using Bluetooth in smart ways.  Their promotion may be a miss, but for interactive marketers seeking new channels and ideas for reaching audiences, it’s worth considering where else placecasting might fit into a marketing strategy.

Update: As a commenter to this post pointed out, Proximity Media recently launched their Bluetooth MediaServer on May 18th and have a more sophisticated bluetooth marketing offering than Consola.  It will be interesting to see how the concept of placecasting gains more traction as marketers experiment with Proximity Media’s new offering.  Their blog (now empty) will be one to check out for ideas when they get started posting in there.

27 thoughts on “Bluetooth and "Placecasting"”

  1. Have you heard of Proximitymedia, the Bluetooth Proximity marketing company? Proximitymedia offers a much more complete solution than Consola, a hack solution for techies who want to play around. Small businesses and corporations are seeking a total solutions when it comes to mobile marketing to cell phones. Proximitymedia combines proximity marketing and mobile marketing into a full solution. Their website is https://www.proximitymedia.com

    Reply
  2. Thanks George – Proximity Media was the company I was searching for when I came across Consola, which appeared all over my google search for “proximity media bluetooth.” They may be the company behind Landrover’s promotion and seem to have an interesting offering. It just goes to show optimizing a site for Google really matters, as I imagine I’m probably part of their target market and was unable to easily find them until your comment …

    Reply
  3. Thank you all for your comments on Consola.

    The application was first released in December 2005 (hence the good positioning in Google).
    We were one of the first companies to release a Bluetooth Proximity solution, (Bluecasting, from Filter was the first I believe), and strategically positioned our application in the open source realm.

    Contrary to what many new companies seem to think, we believe proximity systems are not reaching their full potential, thus we deem it an on-going R&D project not fully ready to be commercialized, especially through dry, uncreative and over-priced solutions.

    The continuous stream of feedback, live testing, and a meticulous development roadmap positions Consola well beyond many of the recent spring of companies offering unsubstantiated solutions.

    http://www.consola.org

    Reply
  4. ProximityMedia seems to be a total solution provider. Maybe they are the cream that will rise to the top when all is said and done. The other company seems to be providing a more do-it-yourself. I think the Proximitymedia website is very informative and does a good job at initiating those who are not well versed in the area of Bluetooth Proximity or Location-based Marketing. You are right about the the Proximitymedia website SEO issues. These guys need to get better positioning in the search engines. However, as a small advertising agency looking to deploy Location-based bluetooth solutions for my clients, I will have to go with Proximity Media because they present a better image. I contacted the company this past Friday and I must say that they do offer very competitive prices compared to the other players in the space.

    BTW, keep up the informative blogging Rohit.

    Reply
  5. Pingback: Anonymous
  6. A new addition to the services of the interactive team, Portfolio is proud to unveil its new Bluetooth advertising service. We can now offer businesses and organisations the tools to engage with their customers and clients using the latest advertising medium. Bluetooth messenging allows businesses to send opt-in offers, marketing, video and images directly to people’s mobile phones. It is also a powerful tool for large festivals, conferences and public spaces enabling organisers to create “Hotspots” to give out advice and direction.

    We are currently working with a local pub to run a series of adverts leading up to the World Cup. These promote the pub’s facilities and special World Cup events. Feedback so far has been excellent and it’s created quite a buzz among the customers. We are also in talks with a local authority, several bar chains and an international yacht racer (see our other news!) so watch out for more of our Bluecampaigns!

    More information can be found at:

    https://www.bluetooth-advertising.co.uk

    Reply
  7. Has anyone heard of combining proximity marketing with real time on-demand phone specific communications. Somebody walks into my store and I interact with that person thru the server like… this tie would go with your shirt.
    Technoligically how would that work?

    Reply
  8. I am curious to see where Colby Fede of Proximitymedia takes the company. I was on a conference some time ago and was impressed by his vision for Bluetooth Location-based marketing.

    Reply
  9. Dear gentlemen:

    We are looking to lunch Bluetooth proximity server as anew media in our market, which would be installed in airports, universities, schools, malls, stores, business tower, crowded complex, traffic lights, We need system with one regional control room by using wire less GPRS or GPS, to manage the contents.
    The minimum basic amount is 100 servers,
    plz forward me: technology description for our request , best solutions and best price list, opportunity of distributing your products after testing (TERMS AND CONDITIONS, REQUIERMENTS)
    What are the post sales expected roles of your respectable company?
    What is the actual range of the technology not the Bluetooth range?
    What is the warrantee and benefits from the general systems in market?
    How many device your system can cover at the same time?
    Is your system send and receive or just send?
    Regarding the CMS: we will handle it by our self and make the production what is your support in this regards?
    What is the content can be send through your system? Plz clarify in details if possible?
    Can we have your company presentation?

    Thanks for speedy response

    Best Regards
    Amjad Attyeh
    Jeddah – Saudi Arabia
    Butterfly ltd : Awalem Al Dur
    Amjad@butterflyltd.com
    Mobile: 00966 556 144 552.

    Reply
  10. Dear gentlemen:

    We are looking to lunch Bluetooth proximity server as anew media in our market, which would be installed in airports, universities, schools, malls, stores, business tower, crowded complex, traffic lights, We need system with one regional control room by using wire less GPRS or GPS, to manage the contents.
    The minimum basic amount is 100 servers,
    plz forward me: technology description for our request , best solutions and best price list, opportunity of distributing your products after testing (TERMS AND CONDITIONS, REQUIERMENTS)
    What are the post sales expected roles of your respectable company?
    What is the actual range of the technology not the Bluetooth range?
    What is the warrantee and benefits from the general systems in market?
    How many device your system can cover at the same time?
    Is your system send and receive or just send?
    Regarding the CMS: we will handle it by our self and make the production what is your support in this regards?
    What is the content can be send through your system? Plz clarify in details if possible?
    Can we have your company presentation?

    Thanks for speedy response

    Best Regards
    Amjad Attyeh
    Jeddah – Saudi Arabia
    Butterfly ltd : Awalem Al Dur
    Amjad@butterflyltd.com
    Mobile: 00966 556 144 552.

    Reply
  11. A wonderful post! Since bluetooth is in use life has become even more simple and more comfortable, but we should not forget that technologies are not everything even though quite a big part of our routine.

    Reply
  12. Kindly remove my enquiry from your website,,,,

    this is a very bad way,,, to use people whom mailing you,, without permission,,,,

    VERY BAD,,,
    and not professional coz it seems you have shoratge in people whom mailing you so you doublicate my mail twice,,,SHAME SHAME..

    Reply
  13. The uses for this sort of technology are growing daily now and with marketers picking this technology up as a way to distribute electronic flyers through bluetooth advertising, it is only a matter of time before this type of advertising becomes more common and, potentially, more mainstream and accepted. Advertising through bluetooth has its advantages and I can’t help but feel we are only just starting to scratch the surface at the moment with the range of applications that can be developed along these lines.

    Reply
  14. We are an Egyptian based company and we are the sole provider of Bluetooth marketing solution in the Middle East.
    Bluetooth marketing solution is a small hardware (hard desk size) and a software that automatically send content to mobiles within 100 m.. For more details about us, kindly visit our website: http://www.goiblue.com

    iBlue not just provides you with the solution to start your marketing campaign, It also gives you the ability to build your own Bluetooth marketing solution with your own brand in…
    If you are interested in starting your own Bluetooth marketing business you can simply provide IBlue Company with you logo, your color scheme and you will get your special custom Bluetooth marketing solution.

    You have two options:

    1. Option one: Software Only:
    You will get the CD/ DVD containing your Branded proximity solution installer software that you can install on any x 86 architecture PC. The software after its installation will ask you to activate it. option one will costs you: 500 USD as a setup fee and for developing your own branded copy of the Proximity marketing software, not including the shipment of CD/DVD 60 USD per device this will be collected once for each device during activation after installation our CD/DVD as if you reinstall the CD/DVD package in the same device the online activation will be free. Kindly be noted that activation fees are to be paid in advance. you will also get full online support from us for 18 mo. as any update will be free during the 18 mo period, no annual license required no extra or hidden fees.

    2. Option two: Software and Hardware:
    You can get the software and the hardware packaged together. Installed and for plug and play. Price will go down if you purchase 10 devices the price will be 550 with your brand instead of iBlue

    iBlue has a Bluetooth mini-server that is superior to anything I have seen in the marketplace. I have tried numerous other companies and they all seem to fall short. iBlue exceeds the other companies when it comes to software. Bluetooth radios are everywhere but if you don’t go with a company that has excellent software to support your needs you’ll end up wasting your money. For more details about us, kindly visit our website https://www.goiblue.com

    Reply
  15. Hi,

    I would like to enquire about whether you supply blue tooth transmitters? If you do hire out this equipment I could you please provide a quote for how much it would cost to hire a transmitter for 10 weeks, commencing 9th June 2008. We would need you to send it to us with a mobile game uploaded (we would provide the game) and access to the reporting. We would then send it back after the 10 week period.

    Could you please confirm that this is ok and provide a cost for the ten week hire period? Could you also please confirm how far one transmitter reaches (in metres) and how many connections per unit?

    Many Thanks,
    Jodi Richmond

    Reply
  16. How to become a Digital Rich Media Mobile Marketer (DRMMM)

    Hi everyone! check out this new buzzing technology. To Any Advertiser thinking outside the box.
    We totally understand that with every form of advertising it is a numbers game, there is NO difference here, the big difference however with this system is the fact it is working 24/7 for your business, it does not stop for lunch, it doesn’t take a 5 minute coffee break, it is totally committed to promoting your business in the way you want it!
    Over the past several months, Innovation 604 and BlueSPOTmedia have sent 50,000 messages to consumers walking by with their cell phones in the “discoverableâ€￾ Bluetooth mode in some of the bar-restaurants in metro manila. BlueSPOTmedia sends promotions that are immediately redeemable at the restaurant or store. Gino, Operation Manager and marketing for Absinth (GB3), said in a statement that the results have been outstanding.
    Philippine-based Innovation 604 Inc. is a 5-year-old company that brings new technologies and products to the out-of-home advertising industry, retail POP, and POS markets in Philippines and beyond… It started the proximity marketing business in part to take advantage of the fact that mobile phones are the ideal way to provide direct rich media marketing.
    One reason is that the Bluetooth messages are carried wirelessly over a 200-foot range radio network, making them much more relevant as ads, location wise. They’re targeted at someone who is already at the place where they might take advantage of the promotion. The messages also don’t cost the consumer anything – in contrast to text messages – because they don’t go over the cell phone network.
    Also, consumers have to put their phones in “discoverâ€￾ to receive the messages. Only about 3 out of five cell phone users do this. To prompt them, Innovation 604 Inc. puts up signs saying that consumers can get deals if they do so.
    After a successful test, Innovation 604 Inc. is hopeful to roll the ad system out in more locations. Other places that can use it are gas stations, hotels, and high-trafficked tourist spots.
    By the end of this year, Innovation 604 Inc. expects to have the proximity marketing available in 200 places. Proximity marketing has been in place for a few years in Europe, South Africa, and Australia – generally areas where mobile marketing is more advanced. Innovation 604 Inc. can use BlueSPOTmedia hardware and software. Innovation 604 Inc. can also provide 360 degree marketing solution from consultation, creative, reporting, and etc.

    About BlueSPOTmedia
    Campaign Basics:
    Using Bluetooth® wireless technology, BlueSPOTmedia delivers content on demand to users of
    mobile devices anytime and anywhere. Customers can opt in to receive Bluetooth mobile content
    based on a call to action like signage. We are working with brands such as Coca-Cola, Nokia,France Telecom,Fnac, Renault, Master Card,…We are very active in Europe and we would like to develop our business in the Philippines. Our solutions could be used for events, exhibitions and specific communication in areas such as malls, clubs, business centers, show rooms, etc.
    Thanks to our BlueSPOT, our solution “lights upâ€￾ traditional advertising and can transmit or send (push) images,animated gif, videos, sounds and tailor-made applications (Java,…), RSS flux is also possible to send
    from the mobile phones to the BlueSPOT (Pull). Content is downloaded to mobile devices free of charge and without a data plan requirement. Our solutions (hardware and software) are developed internally and allow Fit2phone push and pull, phone recognition, remote access. However, it is not possible to communicate to blackberry (first generation)due to technical choice done by the manufacturer.

    How It Works:
    BlueSPOTmedia maintains a virtual mobile content distribution network. This network consists of
    an ever growing installed base of Mobile Content Servers. The Mobile Content Server (MCS) creates an intelligent, remotely controlled Bluetooth® wireless technology hotspot.
    These servers use a GPRS or Ethernet up-link to connect into BlueSpotMedia network infrastructure. Our infrastructure, campaign management tools and report generation technology allows for real-time campaign creation and control.

    Bluetooth Basics:
    Bluetooth® wireless technology is the simplest way to send content directly to mobile phones. It is a global standard for wirelessly connecting devices such as mobile phones,computers, cars, stereo headsets, MP3 players and more. It is built into over two billion
    mobile devices already, and over twelve million new devices are shipping every month.
    BlueSPOTmedia uses Bluetooth® wireless technology to power its mobile content hotspots so downloads are always fast and free for mobile device users.

    Quick Facts
    • Downloads take between 5 and 25 seconds depending on content size.
    • Bluetooth® wireless technology hotspots effective range for content delivery is 30 feet.
    • Bluetooth® wireless technology devices must be set to discoverable in order for content
    to be delivered.

    Innovation 604 Inc.
    https://www.i604.ph
    https://www.bluespotmedia.net
    alexis@i604.ph
    +639178079722
    MSN: lexi606@hotmail
    YM : nautipolo@yahoo.com
    US Number – +1-650-200-i604
    Skype – alexis.dabon

    Reply

Leave a Comment

Vector Smart Object

About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

Rohit Bhargava About (1)

Speaking

Do you need a speaker that can help your audience be more innovative and anticipate the future?

For more than a decade, Rohit Bhargava has been inspiring audiences at NASA, Disney, Schwab, Microsoft, SXSW, Coca-Cola and hundreds of other clients with his signature non-obvious keynote presentations. He is a master at weaving recent stories into his talks in a way that helps audiences better understand the world today, while also preparing to lead the future.

Non Obvious Insights
Layer 97
Non Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

Books

#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message