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Posts with tag 'proximity marketing'
Why Ubiquitous Computing?
Now that we've discussed a bit about what ubiquitous computing is, a legitimate question is: why should we care? Why should we be concerned about ubiquitous computing? My response to that is we should care because:
1. To a degree, it is already here--computers are already becoming ubiquitous,
and
2. Others are already planning our ubicomp future, so we may want to start paying attention.
Let me elaborate.
Computing Is Already Becoming Ubiquitous
Many devices and objects with computing built in are already here, and more will come. To support this claim and make it more tangible, I conducted some research in my own home. Basically what I did was just go through my house and inventory things which had some kind of microprocessor in them. This is what I found:
- Home office: 13 processors
- Kitchen: 7 processors
- Master Bedroom: 10 processors
- Family Room: 10 processors
- Master Bathroom: 2 processors
- Kid Bedroom 1: 7 processors
- Kid Bedroom 2: 7 processors
- Rec Room: 4 processors
- Dining room: 1 processor
- Bathroom 2: 2 processors
- Spare Bedroom: 3 processors
- Garage: 3 processors
Oh, and we shouldn't forget to count our two cars--each contains multiple processors for things like:
- ignition control
- ABS
- alarm
- stereo
- climate control
So that adds another 10 processors for a total of at least 80 processors around our house! Yes, we are fairly digital and have been accumulating stuff for many years, but we are far from abnormal and upcoming generations show signs of easily surpassing us in accumulation of digital gadgetry.
Others Are Planning Your Ubicomp Future
One of the more developed forms of ubicomp comes in the form of location-aware systems for proximity marketing. Proximity marketing is basically a system which detects your presence by sensing your Bluetooth phone (typically) when you pass nearby, and then attempts to send some form of marketing message or media to your phone. This is already happening in different places and different events, and these are no longer prototypes. There are several companies with commercial products and services for implementing proximity marketing. They would very much like to push even more marketing and advertisements at more people in more places.
In some ways it won't be much different from the barrage of advertisement pushed at us via our radios and TV sets which we have tolerated for decades. But wouldn't you want to have a say in how, where and what is pushed at you, especially if it can now find you as you walk the city streets, or roam the shopping malls? To be fair, most of the companies involved in this field are sensitive to the privacy concerns and provide a form of opt-in (or out). But the potential for abuse and media overload is very real.
In addition to these specific commercial applications, and unknown to the average person, (even most techie types) work in academic institutions has been going on for many years to develop more advanced and pervasive forms of ubicomp. Multiple conferences now exist which are dedicated to the fields of and related to ubicomp.
One might argue that this is a sign that ubicomp is a misguided concept. However, just because something spends years in R and D with no noticeable public impact or visibility does not mean you can dismiss it. Bluetooth was hyped, then arguably stumbled, but it eventually "stuck" as hyped and predicted and growth of bluetooth devices shows little signs of slowing. HDTV is taking forever--literally decades--to get developed, standardized, and gain widespread usage, but it too will soon be "ubiquitous".
At this point in time, there is a sufficient mix of available technology, decreasing hardware cost, and sufficient applications to drive ubicomp to its tipping point. Further, ubicomp is not an all-or-nothing proposition. It can emerge in different guises and ultimately only requires computing elements to be ubiquitous, which I don't think anyone could argue has not been happening for some time.
rk
University of Wales Bluetooth Campaign
The University of Wales Institute in Cardiff is using a Bluetooth marketing campaign to attract potential students.
Visitors to the Cardiff city centre with discoverable Bluetooth devices can receive a screensaver image linked to UWIC's "Cardiff's Calling" campaign, to encourage them to visit their website.
Parachute and Hypertag Proximity Marketing In Chicago
Parachute Marketing Group has brought cutting-edge Bluetooth proximity marketing to the Mid-West by deploying Hypertag units at events over the last several months.
As the sole authorized U.S. partner of Hypertag, a UK-based Bluetooth proximity marketing company, Parachute has brought Bluetooth marketing to consumers at the Chicago Bears Fan Festival (March 31-April 1) Bluesfest (June 7-10), Summerfest (June 29-July 8 in Milwaukee, WI) and the Taste of Chicago (June 29-July 8). Hypertag has also been in operation at Busch Stadium in St. Louis for the entire Cardinal’s season.
MobiZone and Zoom Media Launch Bluetooth Advertising Network
From PRWEB: MobiZone and Zoom Media announced the launch of a Bluetooth advertising network in over 100 bars and restaurants in New York, Chicago and LA.
Working in partnership with Paris-based Kameleon Technologies, MobiZone will provide mobile phone delivery of free content including full motion video, audio and graphics supported by the Zoom Media out of home network.
According to Lee Levitz, Vice President of Marketing at Zoom Media, Zoom's network of restaurants and nightclubs are perfect locations for the Bluetooth-enabled billboards because of the high traffic levels, and the ability to attract affluent, young, trend-setting consumers that often spend long periods of 'dwell time' around the boards. This is consistent with my belief that proximity marketing is only going to succeed where there is a consumer-driven incentive for accepting broadcasts.
Link to announcement.
MobiZone was founded to create Bluetooth networks and partnerships with key players in the mobile marketing and out of home media space in the United States
Zoom Media has become one of the fastest growing companies in the out-of-home and
experiential marketing sector over the past five years
Kameleon develops technology to allow Bluetooth-equipped mobile phones to access automatically and in one click, a variety of information and multimedia content.
Event Media UK Launches Bluetooth Marketing
This news is a few months old, but I thought it was worth noting: UK (duh) marking company Event Media UK launched their version of a next-generation interactive Bluetooth proximity marketing system. The live event based system was launched in March and has since been successfully used across several live events, including the Exhibition News Awards.
According to website londonlaunch: "Event Media UK in conjunction with SUBtv are installing the system as part of a trial across 12 student union sites, which makes up 20% of the national student population covered by the SUBtv network. The system can be used to support local and national campaigns using a variety of digital media including promotional videos/music and incentives (bar promotions)."
One of the main features of the system is that the images received are simultaneously uploaded live to the screen/projectors located in the venue (see the picture). This has an obvious crowd appeal for settings in bars and other social venues.
Something I find curious: for a marketing company, there is a conspicious lack of a name or branding for the system. Perhaps they are still testing.
Event Media UK Limited "provide digital media support to events using innovative and interactive marketing tools."
NeoMedia's qode® Rocks Compilation 2007
NeoMedia's patented qode® technology, which links users via cell phones to the Mobile Internet, will be used by Mobalis and Modelo Light to promote the The Annual compilation 2007 on the Warner Music label. This compilation is a six CD box set of the most popular club and electronica hits in Latin music markets over the last year.
This is where qode® comes into the mix (see how cool I am using music jargon): Within each box set is a special card insert, inviting users to download qode onto their cell phone and click on the interactive 2D code to access mobile web content, such as free wallpapers, video clips, and music samples. Users may also enter the keyword "ML" into their qode®window for similar connection.
Modelo Light is a latin beer (cerveza) which is trendy enough to have its own blog.
This news comes courtesy of the streetstylz blog. Thanks for the tip.
NeoMedia To Co-market with Mobalis In Mexico
Although it is not in Spanish, I had to read the title of this post twice to figure it out. NeoMedia Technologies, a global leader in mobile enterprise and marketing technology, announced that it has signed a co- marketing agreement with Mobalis, a mobile marketing agency and its partner in Latin America. According to the agreement, NeoMedia will enable camera phones with its patented qode(R) technology during REVENTOUR, a traveling music festival which visits 20 cities throughout Mexico from June through November. Attendance at REVENTOUR is estimated to be in excess of 200,000 participants.
Article link courtesy of TMCNet.
NeoMedia Technologies, Inc. "is the global leader in camera initiated transactions for mobile device." website
Mobalis (Mexico) "is a leader in the transition of traditional methodology of marketing to new dynamics of mobile and proximity marketing, having developed strategies based on SMS, blogs, WAP, Web, Bluetooth(R) and 2D code technology."
website which is in Spanish, but rather nifty looking, so it is worth a look si tu hablas.
Proximity Marketing Equals Spam?
Appearing recently at gizmocafe is this article entitled "Bluetooth Proximity Marketing - Cell Phone Spam Alert".
It is not unusual, nor is it surprising, for discussion of Bluetooth Proximity Marketing to consider its capability for spam-like abuse. It is a bit surprising how often what I consider (imho) to be an interesting new information channel is casually dismissed as just another form of spam. The gizmocafe article does offer some counterpoints, but having the expression "a sign of the coming apocalypse" in the first line of post doesn't exactly set the stage for optimism.
One aspect of Prox Marketing that is problematic at this stage of the game is the rather interruptive nature of push protocols on current bluetooth phones. People accept "TV spam" (commercials) more readily because they don't have to do anything--just sit there and be mildy annoyed if they so wish. It should be the same on phones: the user should be able to easily ignore marketing and advertising.
Brandscape revs BP’s marketing
As lead sponsor for automotive event MPH ’07 in Joburg (that's the way cool people refer to Johannesburg, South Africa), BP was looking for an exceptional way to leave their mark and create consumer awareness for its new BP Ultimate high-performance fuels.
So, BP commissioned Brandscape Proximity Marketing to build a promotional campaign around interactive mobile phone content. The challenge for Brandscape was to come up with a concept mechanism that would drive awareness and activation of the BP Ultimate brand and reinforce company’s commitment to motorsport sponsorship. Brandscape created compelling digital content and an "instant win" promotion that was delivered to visitors’ mobile handsets, downloaded using Hypertag propriety wireless technology.
For more details and pictures on the campaign, browse on over to this link.
Unilabplus UK Releases Latest Proximity Marketing Software
Unilabplus UK today announced the latest release of BlueDar, their Bluetooth Proximity Marketing software.
BlueDar supports proximity push of many different types of content to mobile phones, including video clips, images, mp3 files, evouchers, ebusiness cards, event reminders, ebrochures, and java games
According to Managing Director, Stefanos Cunning: "There are a number of ways our products can be used to benefit your business - by delivering content directly to consumers' mobile phones. You can increase the impact of any outdoor advertising campaign or add an interactive element to your exhibition or event."
Link courtesy of goarticles.com.
Bluetooth with 1km range
In a move I can only describe as a blatant attempt to mess with Bluetooth proximity marketers everywhere, wireless chip specialist Ezurio has pushed out the boundaries of Bluetooth with a module that gives the short-range wireless protocol a range of 1 km.
Kidding aside, this could be beneficial in a couple of ways:
- Extending the physical reach of proximity marketing
- Improving the quality of short range connections
Although Bluetooth is typically viewed as a very short range technology, the standard supports a high-power opton. According to the article, Ezurio has already supplied "hundreds of thousands" of Bluetooth modules to customers using the protocol over these distances.
Via Techworld .
MTV Italy Partners With Waymedia
Waymedia was chosen as technical partner by MTV Italy and Comedy Central for the Comicittà event in Milan. Ten of their WLP40 Bluetooth access points have been installed in strategic locations for distributing premium content.
First Proximity Marketing Campaign In Turkey
Ford Motor Co. has selected technology from Hypertag to promote its new Mondeo model in the first interactive campaign of its kind to take place in Turkey.
According to Sourcewire: "Proximity marketing technology company Hypertag (www.hypertag.com) today announces a first-of-its-kind advertising campaign in Turkey. The latest in a string of international deals, the campaign, for Ford, will run over the next month in cafes and clubs around Istanbul. To raise awareness of the new model Ford Mondeo, ten fixed Hypertags have been installed across the capital allowing consumers to download mini brochures and wallpapers straight to their mobile."
Hypertag's implementation uses an infrared plus bluetooth server embedded inside poster advertising to push (on-demand) content such as vouchers, business cards, ringtones or games.
courtesy of sourcewire
What Is Proximity Marketing?
Wikipedia defines proximity marketing as"... the localized wireless distribution of advertising content associated with a particular place. "
Proximity
The first key point relates to localized distribution. The idea is that relevant information is pushed or offered to the consumer only when he/she is physically close (hence, "proximity") to the information source. Such an interaction implies movement into the target zone--therefore it makes sense that wireless devices, particularly cellphones, are the preferred device for proximity marketing.
A proximity marketing system must employ some technology which is capable of discovering users in the target zone. Currently, Bluetooth is the standard choice, but other options include WIFI, cell tower proximity, GPS and RFID. Although Bluetooth is not without some challenges, including lack of standardization in its profiles, the other technologies are presently lacking one or more key attributes needed for this kind of interaction. The details of this are a topic for another article.
Marketing
The second key point in proximity marketing is, naturally, "marketing". Although a variety of different types of applications and/or communication could be imagined for a proximity scenario, the term proximity marketing is specifically focused on the use of wireless proximity communication for the purpose of marketing or advertising a business or service. Current examples of relevant marketing applications include:
- A store in the proximity of the customer (or vice versa, I suppose) sends the customer a message regarding a special or coupon for the store.
- At a music event, a proximity marketing point is used to allow fans to receive ringtones, wallpaper or mp3s for their favorite band.
- For marketing at a conference: offering contact information and other promotional material.
Opting In
A third key concept, not explicitly stated, is the concept of "opt in". Advertising transmissions should only be received by individuals who elect to receive them. Although viewers got used to mass advertising related to television, the massive problem of email spam has made users hypersensitive to unwanted communication. This problem will be magnified on a cellphone where real estate is at an ultra-premium.
Some people will be adverse to marketing or advertisement of any kind. Of course, these are the same people who want free television, free bandwidth and free beer, if possible. However, I believe there is enough evidence to support the idea that most reasonable people don't mind marketing when it is of high quality, not terribly intrusive, and--most importantly--if it has a high relevance to their personal situations, needs and desires. One of the objections to mass advertising of any kind is that it frequently comes to the wrong consumer at the wrong time? How often do you actually buy a car compared to the thousands of times (per day maybe) you are hit with new car adverts? I won't even go into the issues surrounding feminine hygiene and male performance products. Done correctly, proximity marketing can be a win-win proposition for advertisers as well as consumers. Advertisers can get a much better response from consumers actually in the vicinity of a product or service, especially if they opt in. Consumers get advertisement that is much more likely to be relevant or convenient for them at that moment.