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What is Digital Marketing?
Digital Marketing is the practice of promoting products
and services using digital distribution channels to reach consumers in a
timely, relevant, personal and cost-effective manner.
What is Mobile Proximity Marketing?
Mobile Proximity Marketing allows content owners to reach
mobile phone users though devices that use localized wireless
connections like Bluetooth, Wi-Fi and NFC. It is the method of
distribution of content from transmitting devices to mobile phones.
In a Mobile Proximity Marketing campaign what is a call
to action?
A call to action is an advertising and marketing concept,
a request/direction to 'do something'.
In a Mobile Proximity Marketing campaign it is important to inform users
through signs etc. to active the Bluetooth on their mobile phones or
just engage them to interact. Getting user's attention by visual or
acoustical ads increases the campaign's reach.
Technology
What are short-range wireless technologies?
Short-range wireless technologies products include
Bluetooth, Wi-Fi and NFC.
Bluetooth is an open wireless protocol for exchanging
data over short distances from fixed and mobile devices, creating
personal area networks (PANs). It was originally conceived as a wireless
alternative to RS232 data cables. It can connect several devices,
overcoming problems of synchronization.
Wi-Fi is the name of a popular wireless networking
technology that uses radio waves to provide wireless high-speed Internet
and network connections.
Near Field Communication or NFC, is a short-range high
frequency wireless communication technology which enables the exchange
of data between devices over about a 10 centimeter (around 4 inches)
distance. The technology is a simple extension of the ISO/IEC 14443
proximity-card standard (contactless card, RFID) that combines the
interface of a smartcard and a reader into a single device. An NFC
device can communicate with both existing ISO/IEC 14443 smartcards and
readers, as well as with other NFC devices, and is thereby compatible
with existing contactless infrastructure already in use for public
transportation and payment.
NFC is primarily aimed at usage in mobile phones.
Does it cost anything to download content to a mobile
phone via Bluetooth or Wi-Fi ?
No. Sending and receiving content is totally free to the
mobile phone user as the Access Points use technologies like Bluetooth
and Wi-Fi which transfer content at zero cost.
How can I make sure that the users have their Bluetooth
activated?
We recommend our clients, that when they carry out
Proximity Marketing campaigns they should always use a ''call to
action'' requesting customers to switch on the Bluetooth on their mobile
phones.
Does Bluetooth Marketing comply with data protection and
privacy laws?
Every country has different laws related to Bluetooth.
However
Direct Marketing Association
has published Best Practice Guidelines for Mobile Marketing which state
that all kinds of pull campaigns that involve touch screens, kiosks etc.
represent Best Practice. Other push campaigns are also accepted if the
content is in context - i.e. directly relevant to the location/event at
which it operates (e.g. the user is attending a concert and receives a
ringtone download by the band that they're seeing) represents Best
Practice.
Does Bluetooth interfere with other machinery?
Not at all. Bluetooth delivers a low range (tagged)
signal which has been developed specifically NOT to interfere with any
other equipment.
Access Points
What is the coverage radius of the Access Points?
Transmission power of the Access Points Bluetooth®
modules can be regulated through the AP or Advanced from 1 mW (some 3
meters of coverage) up to 100 mW (some 100 meters of coverage and the
legal maximum EIRP transmission power for Bluetooth® devices). The
effective coverage depends not only on the power transmission but also
from the Bluetooth® mobile phone handset antenna that is interacting
with the Access Point. Most part of the mobile phones only accepts a
maximum of 20-30 meters coverage even when the Access Point is
transmitting at 100mW.
How many simultaneous connections are supported by the
Access Point?
The Access Points includes 3 Bluetooth® modules
permitting 21 simultaneous connections. However by adding APx which is a
capacity module, a maximum of 84 simultaneous Bluetooth connections can
be acquired.
What mobile phones are compatible?
Access Points are compatible with any Bluetooth® enabled
mobile device that uses OBEX protocol, including PDAs (+ 1500 different
models).
What kind of files can be sent?
All types of files are supported. File formats that can
be sent are:
• Simple text message
• Animated image (GIF)
• Static image
• Image slideshow
• Music or Podcast (MP3)
• Video (MP4)
• Business card (vCard)
• Electronic coupon offering discounts
• Service information
• Calendar files, with reminders (vCal)
• Java apps. (.jad)
All phones have different screen sizes and capabilities, so the Access
Points use handset recognition to assign the size and type of content to
the user's handset capability.
Do I need client software to download content?
No you do not. The Access Points will identify the brand
and model of your mobile phone (more than 1500 models are recognized)
and will send you adapted content, matching your phone's capabilities
(operating system and display size and resolution are configured), thus
maximizing your multimedia experience.
Does the platform store MAC addresses or information
from the mobile phone owner?
No, this would not be legal. The technology assigns a
correlative and unique ID for each mobile phone interacting with our
platform; we do not know or store information about the owner of the
phone, the Mobile Operator or mobile number.
In a very crowded environment with many radios
coexisting, can the system collapse?
No. We would recommend contacting our technical support
for advice on architecture implementation. For a Fair scenario we would
recommend load-balancing the workflow using a master-slave configuration
of 1+3 Access Points (cooperative mode). The Access Points
cross-communicate and distribute the load of tasks. Many times we have
seen other solutions collapse while our users happily enjoy receiving
large quantities of data.
Do the Access Points re-send the same content after the
first download?
No, unless the owner has modified the content. This is a
permission based technology; our solution is designed to not bombard the
recipients. The Access Points within the same network cross-communicate
so that a user who has downloaded content in a particular location of a
shopping centre, for example, will not be invited to download the same
content when at a new location in that same network, even if they are
located in different cities/countries. |
