DRIVERS PROJECT INFORMATION: CONFIDENTIAL ;-)
[Type the document subtitle] | Giorgio Venturi
Service provided by Filter Uk ltd, “Mobile Marketing, Applications and Content agency” in London
Contact prompt: We would like to talk you about how we can help you communicate with today’s
consumer via a variety of platforms
BlueCastExpress provides the most cost-effective solution for adding proximity marketing to
traditional out-of-home media such as bus shelters, phone boxes and postcard racks.
BlueCastExpress is also popular for retail environments such as electronics stores and car dealerships
and local event coverage such as stands at trade shows and expos.
BlueCastEvent systems come in a portable form factor and are designed for one-off events such as
sports, music festivals, trade shows or field marketing. The BlueCastEvent units are supplied as dual
mains/battery powered for situations where fixed power sockets are not easily available.
The market-leading BlueCastExtreme systems have been designed specifically to cover large spaces
such as airports, train stations, sports and music venues as permanent networked installations. A
number of BlueCastExtreme servers 'share' the space providing mass coverage.
How it works
BlueCasting is a point-to-point transmission system which uses the world-standard BlueTooth
When a user is within proximity of a BlueCast Server and makes their handset discoverable the
BlueCast Server identifies their device via its BlueTooth ID [this is much like a phone number or an IP
address so each device has a unique code].
Our servers check to see the transaction history with this device and then based upon a set of rules
the system delivers a relevant piece of content.
Rules can be easily edited via our Web-based management software. They are entirely flexible
allowing a wide range of communication options, such as:
• If the time is before 11am send this file, otherwise send this one
• If the consumer has already got these files, send them this one
• Send this file but every 100th instance send that one
There are many types of content which the BlueCasting system can send to a handset and these are
increasing each time the handset manufacturers introduce new models. Currently the system
• Text [as .txt files]
• Still images [as GIF or JPG files]
• Animated images [as Animted GIF files]
• Audio [as WAV, RMF, MP3, MP4 or Ringtone files]
• Video [as RM, 3GP or MP4 files]
• Java Applications [as JAR files]
• vCard [Business Card files]
• vCal [Calendar Event files]
BlueCasting offers several options for coverage area. Our recommendation is that there is always a
visible call-to-action [poster, screen or flyer] which alerts target users that BlueCasting is available
and that the transmission range matches the visibility of the call-to-action:
Using Bluetooth™ Class 1 aerial assemblies the BlueCasting system can deliver content up to a
maximum of 100 meters in 'clean air'.
Filter UK is working with hardware manufacturers to provide multi-server mass-audience coverage
which would be suitable for large venues such as sports stadiums and large music venues.
The data transfer rate depends on the type of handset the consumer has, but in general transfer
rates are around 20k to 30k per second. This is around 10 times faster than a standard 2.5G network
delivers via GPRS and as fast [or in many cases faster] than the emerging 3G standard.
The BlueCasting system is secure since it leverages the same protocols as BlueTooth. For additional
security, the system can also request a 4 digit PIN number prior to delivery of data to the target
BlueCasting operates at the 2.45GHz frequency which falls within the IMS band. This is an existing
frequency range which has been cleared globally for use with Industrial, Medical and Scientific radio
transfer and as such is a well established standard.
Welcome to the world of SuiteX Bluetooth Proximity Marketing
Imagine a system which targets prospective customers in and around your business location, much
more cost-effectively than fancy window displays or expensive plasma screens. A system which can
monitor how well the marketing campaign is going and give real time data on the number of people
you have reached.
beamzone® uses Bluetooth technology to send tailored marketing information directly to Bluetooth
enabled handsets, as they come within range of a beamzone® Bluetooth hotspot.
The beamzone® Bluetooth system is fully automated, totally permission-based and does not directly
collect any user-contact information thus maintaining user privacy at all times.
Bluetooth and Mobile Phones
Research suggests that, in today's technically aware society, around 90% of the population carry a
mobile phone and that around 80% of those have a Bluetooth capability.
Generally about 80% of Bluetooth enabled phones have the Bluetooth enabled and visible.
This means that approximately 50% of the population are potential recipients of marketing material
delivered using Bluetooth wireless technology.
How to market your events, products or services using BluetoothProximity Marketing
Bluetooth marketing is a great way to communicate directly with your customers in a new and
beamzone® Bluetooth technology offers you a unique opportunity to reach people within a location-
specific area with marketing and other relevant audio-visual material - such as podcasts, video clips
or animated images - all FREE of charge to the user.
Anyone with a Bluetooth enabled mobile device can instantly receive the content - which can also
include unique coupons, special offers, phone themes and diary entries. In fact, any marketing
message or information that your target audience will find relevant and of value.
So wherever there is footfall with clients, prospects or visitors - at an exhibition, in a showroom or in
a foyer for example - SuiteX beamzone® Bluetooth Proximity marketing can play a major role in
getting your message across; and it's very cost-effective.
What types of organisation can benefit from Bluetooth Proximity Marketing?
Organisations including - Advertising agencies; Exhibition and conference venues and organisers and
their exhibitors; Financial services; Hotels, bars and restaurants; Leisure attractions and theme
parks; Motor Trade and Car Dealerships; OOH (Outdoor advertising sites); Public transport - airports,
railway and bus stations; Retail stores; Shopping centres; Tourism.
What content can be sent by beamzone® Bluetooth?
Here are some examples of what you can send via the beamzone® system -Podcasts (mp3) - voice
recordings; Vmails; Video clipa (mp4) - video commercials; Screensavers; Wallpapers or Themes;
Ringtones - free phone ringtones; Business card - contact details (a .vcf Card); Diary entries - details
of future events and dates; PDF documents and HTML pages; Static image - a welcome message;
Image slideshow - product images; Sound (mp3) - music; Service information - a seating plan or
location map ; Mobile game - an interactive game or trailer; Java application - a fully interactive
application; and WAP links and bookmarks
Bluetooth Proximity Marketing provides Advertising Agencies with the opportunity to offer their
clients an innovative, cutting-edge way of marketing which is very cost-effective.
It is an instant solution - it is simply 'plug & play' there is no wiring or additional hardware
requirements - and can cost as little as a few £s per day.
Bluetooth Proximity Marketing is suitable fro many business sectors including - individual retail
stores and shopping centres, exhibitions conferences and events, OOH (outdoor advertising), the
motor trade, hotels, tourism & leisure attractions.
It's ideal for Product Launches, Sales Promotions and Exhibitions and provides a chance to 'stand out
from the competition'.
Exhibitions and Conferences
By offering Bluetooth Proximity Marketing at your venue you can provide an innovative, cutting-
edge and cost-effective way of marketing Exhibition, Event and Conference Organisers AND they in
turn can benefit by offering to their Exhibitors (see below).
It enables your venue to 'stand out from other venues' and at the same time makes it more
attractive to Organisers.
You can provide information points not only for Exhibitors' and Organisers' marketing messages but
also YOUR OWN - such as Catering and other on-site facilities and forthcoming events, etc.
Exhibition and Conference Organisers can provide information points where visitors can download
for FREE information such as hall plans, lecture and seminar schedules, details of all on-site facilities
and forthcoming exhibitions and events, etc.
Offering Bluetooth Proximity Marketing at an exhibition or conference enables the organiser to
'stand out from other exhibition organisers' and makes the exhibition more attractive to potential
Bluetooth Proximity Marketing enables Exhibitors to attract more visitors onto their stand by
offering them FREE, 'official' and exclusive information - in audio and visual format - that visitors find
relevant and to be of value.
What can be sent - product information, video clips, podcasts, business cards, interactive
applications, coupons, special offers and much more - you can even run prize competitions. Creating
many 'up-selling' opportunities.
The facility to deliver a 'brochure on a phone' - is not only very eco-friendly but also has a viral effect
- passing the information to their friends, work colleagues, etc - in excess of 5 - this will clearly create
greater brand awareness.
Using Bluetooth Proximity Marketing on an Exhibition stand is very cost-effective, its n innovative,
cutting-edge way of marketing which helps you 'stand out from your competitors'. It also provides
an opportunity to tell visitors of future events for their diary.
It is ideal for Product launches, Sales Promotions or it can be used just as an additional 'pair of
hands' so that when all your stand staff are busy visitors can get still obtain information.
By offering integrating beamzone® Bluetooth Proximity Marketing technology at your venue you can
provide an innovative, cutting-edge and cost-effective way of marketing to Event Promoters.
Not only can you benefit by getting your own messages across - including details of on-site facilities
and future events at your location but the Event Promoters can also benefit by sending out their
own information (see below).
There are additionally revenue generating opportunities by offering 'advertising space' on the
beamzone® boxes to other businesses and organisations - with complementary offerings - who want
to reach the visitors to the events.
It enables your venue to 'stand out from other venues' and at the same time makes it more
attractive to Organisers.
Promoters of events sport, music, product launches, cultural, etc) can offer FREE downloads to
visitors with mobile phones. The information should be relevant to the event and of value to the
recipients - it could include location maps; special offers on merchandise, food and drink; audio
samples; video clips; prize competitions; mobile phone games and themes; and details of
forthcoming events for the diary - in fact anything of relevance and of value.
Hotels Bars & Restaurants
With beamzone® hotels, bars & restaurants can make special offers to their guests and visitors,
making them aware of ALL of their facilities to encourage them to stay longer and spend more
They can also deliver a 'brochure on a phone' - which is very eco-friendly; and remind guests and
visitors of future events for their diary
If considered appropriate - there is an opportunity to generate revenue by selling 'advertising space'
on the Beamzone boxes - to LOCAL tourist attractions and businesses who want to reach your guests
With appropriate signage Bluetooth Proximity Marketing is the best possible way to communicate
with a young target group between 18 and 35 years - who are not particularly receptive to
conventional advertising methods.