FuturLink Claims 16 Million Mobile Downloads From Proximity Marketing Campaigns

Let’s face it, proximity marketing has largely failed in North America given its less-than-perfect user experience, privacy issues and host of other barriers, but that doesn’t mean some providers aren’t seeing success — even if it is self-proclaimed. A company called FuturLink, provider of so-called “intelligent marketing technologies,” claims its proximity marketing solution has powered …   Read More

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Let’s face it, proximity marketing has largely failed in North America given its less-than-perfect user experience, privacy issues and host of other barriers, but that doesn’t mean some providers aren’t seeing success — even if it is self-proclaimed.

A company called FuturLink, provider of so-called “intelligent marketing technologies,” claims its proximity marketing solution has powered over 16M mobile downloads via Bluetooth worldwide — including the US.  Adding all proximity marketing campaigns using FuturLink technology, around 200 million mobile phones have received an invitation to download a file for free via Bluetooth, with “an important amount of recurrent users.”

FuturLink uses Bluetooth Access Points which are usually located in retail environments or public spaces on a permanent basis or just temporarily for a certain campaign, and allows brands and content owners to reach mobile phone users through devices that send videos, images, coupons, applications, games, etc., with no cost for each content distribution.

Whether you agree with the concept or not, there’s several companies that have continued success with proximity marketing, but it’s still very limited in the US due to the aforementioned roadblocks which will never be overcome.  The surge of truly location-based concepts like LBS mobile apps and social communities, as well as location-based SMS and others are the winning technologies going forward.  What do you think?  Will proximity marketing survive the long-term?

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4 comments

  1. Michael Farrell

    Panel Media, an in-bar digital TV network, is doing it here in the U.S. through Blue Bite and the interaction rates and user experience/feedback has been tremendous. Our Bacardi client is also very happy with the results. We are looking to utilize Blue Bite's proximity marketing capabilities in all of our presentations and proposals.

  2. Jonathan Morgan

    Hypertag is launching a pure play Wi-Fi product for the North America market in September 2010. This benefits from our award system platform, but the hardware cost is very much lower than other Proximity Marketing devices, and the Wi-Fi capability will make it far easier to connect to US handsets. Watch this space…. .www.hypertag.com

  3. @patrickdineen

    Keep thinking that the proximity & LBS apps will come together with loyalty mktg & scanner data (think about those barcode tags on your keychain) to make all the "check ins" really pay off for the consumer. The providers that make it really easy, valuable and cool first will win. Think FourSquare may be closest… But it has to payoff at POS to become mainstream and overcome the hurdles you mention.

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