Bluetooth marketing

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Bluetooth marketing , also known internationally as proximity marketing and blues spamming by critics , is the provision of information for cell phones, cell phone-specific content ( mobile content ) or advertising ( mobile advertising ) at specially marked locations in mostly public places via Bluetooth .

For example, in poster showcases at bus stops, in shopping centers or in cinemas, Bluetooth transmitters ( hotspots ) can be installed that search a short distance for devices that have a Bluetooth interface that is switched on and off. The broadcasters automatically offer them the content; however, the passer-by must always confirm receipt before downloading.

Only mobile devices ( cell phones , PDAs , laptops etc.) that have the Bluetooth Object Push Profile (OPP or OBEX ) can receive content via Bluetooth .

Conspicuous advertising media or promoters as well as a transmission range limited to a few meters are required to get passers-by to switch their Bluetooth interface on and off. The potential recipients should not be offered the content randomly or without their consent, because this could be perceived as spam.

The international Mobile Marketing Association (MMA) is in charge of implementing guidelines for the appropriate implementation of Bluetooth marketing campaigns .

There are only a few companies in Germany that specialize in Bluetooth marketing.

See also

Web links


  1. Definition of "blues spamming" (English)
  2. Homepage of the Mobile Marketing Association (International Industry Association) (English)