Today I went for a cup of coffee in a shopping mall nearby. Just after sitting down at the table my mobile asked Receive a message via bluetooth from ‘Mustapörssi’? The file was sent apparently from a Finnish home electronics retailer ‘Mustapörssi‘ as I was sitting about 15 metres from their nearest shop. I decided to accept the transfer.
The downloaded file was called offer.jpg and as the name suggests it was a simple ad (see left) offering a 10 € discount from a digital set top box. Well it was fun to get such, but there is a few issues that should be considered.
- The message could have been sent by anyone nearby as you can name your phone freely. So the offer could have been a hoax too. This time I was sitting so close to the shop that I trusted that the sender is who it claims to be.
- The file could have been also a mobile virus too. So, I was a bit stupid to accept the transfer in the first place.
- Commercially the ad was not for me as I don’t own a television. On the other hand, that ad could have triggered me to purchase a brand new full HD flat screen in addition to the 59€ set top box. Ok, I admit: the ad was targeted me too.
- This is most probably made automatic. Still, if the shop wants to empty its set top box inventory, are there any better means to reach the potential customers sitting only 15 metres from the shop door? Posters or flyers maybe? Or shouting?
- I don’t know how many keeps their bluetooth visible, but I think this type of advertising will not reach too wide audience. Only some engineers like me maybe?
- Or if you just walk on by the shop, it may take some time before you notice the mobile’s file transfer query. Then you probably are already out of the transmitter’s range.
For me it was the first one like this. After thinking about the risk of viruses or not truly knowing who is the real sender, it might be the last one to be downloaded. This type of advertising from anonymous sender will probably be called bluetooth spam or mobile spam.
4 responses so far ↓
Kim Dushinski // March 4, 2008 at 1:05 pm |
Great insight into how consumers respond to Bluetooth mobile marketing. I especially like your thoughts about how else the store could reach out to consumers nearby – if mobile is not necessary it is overkill.
You’re right too that a consumer who walked by and got the same message but saw it later will not appreciate the offer. Probably won’t even remember they were near the store.
Thanks for the post.
Eero // March 4, 2008 at 1:26 pm |
Kim,
Thanks for your comment. I think there is some potential in these and they have to be tested somehow. Yesterday I was the guinea pig
BR,
Eero
EasyBlue // April 15, 2008 at 12:55 pm |
There is also however the opt-in method for using this type of device. For example, an information point such as a tourist information post. We are working with one such development where users are encouraged to ‘turn on bluetooth’ to see videos of the regeneration of the area. This kind of mobile bluetooth ‘advertising’ to us quite acceptable and the more prefferred method of delivering marketing messages to consumers via mobile phones.
A similar example can be explained in the use of bluetooth signs on ‘for sale’ signs on houses, where viewers are encouraged to turn on bluetooth to take away videos and more pictures of the house that they are viewing. This is not as intrusive as the old ‘walk past our shop and we’ll ping you adverts’ method.
View some of our less spammy bluetooth marketing efforts at our site.
Eero // April 15, 2008 at 3:06 pm |
The opt-in here sounds very good, even though one can say that I also did opt-in to get the offer in the first place. It sounds more like advertising on-demand, where customer attention is first awaked by other means. Thank you for your comment!