Shopping Malls Turn To Bluetooth For Marketing

A company that owns several shopping malls in South Africa recently teamed with a company called MobiBlitz, to install and maintain a network of bluetooth hotspots in nearly 72 shopping malls across the nation. The bluetooth hotspot itself, dubbed a “MobiZone” is a full-service proximity...

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bluehotspot.jpgA company that owns several shopping malls in South Africa recently teamed with a company called MobiBlitz, to install and maintain a network of bluetooth hotspots in nearly 72 shopping malls across the nation.

The bluetooth hotspot itself, dubbed a “MobiZone” is a full-service proximity marketing server that extends 100 meters, and networks together with other “MobiZones” to form a nationwide network operated from the company headquarters, providing flexibility for scheduling and adding content. Advertisers are able to select as many or as few “MobiZones” on the network as they require. Downloads by users are monitored in real-time, allowing for content to be changed at short notice.  As Stan Katz, co-founder of MobiBlitz describes…

…Now you can literally reach the people who count and accurately count the people you’ve reached. With Mobizone there is no possibility of inflating audience figures, clients know precisely how many consumers have actually seen their message. With pressure on budgets and return on investment the watchword of the day, there is no advertising medium that offers a more cost-effective solution.

MobiZones offer more than just a mobile marketing medium.  The offer things such as a store directories, special offers, movie trailers, news, weather, travel, etc. Certain content, including an exclusive “Mobisode” from MTV, is available free of charge in all MobiZones. User can even upload their own content to the zones as well.

With the concern of unwanted advertising being pushed upon patrons is apparent, MobiBlitz vows to have taken several steps to ensure the advertising is opt-in and that devices only receive requests once. Devices will never get the same message twice, and if a user denies access, it logs the data and doesn’t attempt again for a pre-determined amount of time.

MobiBlitz is trying to create a large footprint by expanding it’s network as fast as possible. Large brands like KFC, Wrigley, and MTV are already joining, and more are on the way. It’s a smart idea, and a new angle on creating a content network to advertise to. I think it should prove to be very effective, not only from an advertising standpoint, but also for a data-collection and statistics-tracking tool for large centers, like shopping malls.

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7 comments

  1. Herman

    As I know do not have a suitable solution mobiblitz to create a network in the Mall … The solution is for beginners who are interested to be a simple push-sized content (1 Wallpaper size, 1 Ringtone format) via Bluetooth. I have tried the previous solution, and I can not even send to mobile Java applications. I think the system does not use the confession.

  2. Anouar Messaadi

    What do you think about the idea to reduce the range of bluetooth Systems or to make a variable range? Only if you give permission by entering the Zone of 3 Meter Radius per example. In this case you won’t be requested if you just pass by in a higher distance to the Bluetooth System. This is truly possible with state of the art bluetooth Hotspots.

    Btw. i fear also the scenario of bluetooth network with systems which just push the content without any control and without any device recognition you cannot even rely on the fact that the user can open the file after the download.

  3. The Baron

    I love your blog, Great stuff.

  4. James Briggs

    Bluetooth is truly the bane of mobile marketing’s existence. I can’t count how many customers have tried bluetooth and failed miserably. As a result they usually are turned off to mobile marketing. The fact is right now in the states, mobile marketing must be extremely easy for both the consumer and the marketer and bluetooth just doesn’t cut it. Not that bluetooth providers are 100% to blame, but their solutions for what I seen are not what you want a major marketer’s first experience with mobile to be.

  5. Anouar Messaadi

    Hi There

    As i know mobiblitz don’t have suitable Solutions for setting up networks in Malls … The solution is for beginners who are just interested into pushing simple sized content (1 Wallpaper size, 1 Ringtone format) via Bluetooth. I have tried the solution before and i couldn’t even send Java applications to mobile phones. I suppose the system don’t use a device recognition.

    By the way the system on the picture shown above is the beamzone not the Mobizone. If you would like to see more … visit http://www.Bluecellnetworks.com

  6. iBlue

    We are an Egyptian based company and we are the sole provider of Bluetooth marketing solution in the Middle East.
    Bluetooth marketing solution is a small hardware (hard desk size) and a software that automatically send content to mobiles within 100 m.. For more details about us, kindly visit our website: http://www.goiblue.com

    iBlue not just provides you with the solution to start your marketing campaign, It also gives you the ability to build your own Bluetooth marketing solution with your own brand in…
    If you are interested in starting your own Bluetooth marketing business you can simply provide IBlue Company with you logo, your color scheme and you will get your special custom Bluetooth marketing solution.

    You have two options:

    1. Option one: Software Only:
    You will get the CD/ DVD containing your Branded proximity solution installer software that you can install on any x 86 architecture PC. The software after its installation will ask you to activate it. option one will costs you: 500 USD as a setup fee and for developing your own branded copy of the Proximity marketing software, not including the shipment of CD/DVD 60 USD per device this will be collected once for each device during activation after installation our CD/DVD as if you reinstall the CD/DVD package in the same device the online activation will be free. Kindly be noted that activation fees are to be paid in advance. you will also get full online support from us for 18 mo. as any update will be free during the 18 mo period, no annual license required no extra or hidden fees.

    2. Option two: Software and Hardware:
    You can get the software and the hardware packaged together. Installed and for plug and play. Price will go down if you purchase 10 devices the price will be 550 with your brand instead of iBlue

    iBlue has a Bluetooth mini-server that is superior to anything I have seen in the marketplace. I have tried numerous other companies and they all seem to fall short. iBlue exceeds the other companies when it comes to software. Bluetooth radios are everywhere but if you don’t go with a company that has excellent software to support your needs you’ll end up wasting your money. For more details about us, kindly visit our website http://www.goiblue.com. Or send to us at: info@goiblue.com

  7. Giff Gfroerer, i2SMS

    Just my fear. Shopping Malls causing my phone to sound like it’s the fourth of July.

    Consumers will not tolerate this. This was tried in England with terrible results.

    Why aren’t they instead posting signs that say “IF you would like our offer, here is how to get it via Bluetooth?” They aren’t because the majority of folks don’t want it.

    Can’t anyone else on this forum see the annoyance of being contacted by all these shops when you simply want to go buy a pair of jeans?

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