RP firm explores Bluetooth marketing in supermarket
By Erwin Oliva
INQUIRER.net
First Posted 13:36:00 06/29/2008
Filed Under: mobile phones, Marketing, Retail
MANILA, Philippines--A company here is exploring Bluetooth marketing in the Philippines, as it created so-called "Bluezones" within a supermarket, its top executive told INQUIRER.net.
As most mobile phones now come with wireless Bluetooth technology, Arthur Policarpio, Snapworx chief executive officer, said the company has developed a more interactive mobile phone marketing system that ties in with in-store digital displays.
"It's one means of distributing content [to a mobile phone] and driving sales for a specific store in a specific location," said Policarpio.
The company, formerly Global Wireless Connections Inc., is setting up Bluezones in strategic locations within the SM Hypermarket where shopper traffic is high, he said.
Bluetooth technology allows devices to communicate with each other over short distances using a standard radio frequency.
Content available on demand in the Bluezones may range from free ring tones, video commercials, MTV, games, or electronic coupons for nearby retail stores, Policarpio said.
"This is the next big thing in mobile marketing," added the executive who said that this service would be supported by advertising.
Policarpio said mobile phones remain a largely unexplored medium for marketing and advertising. To date, most marketing are still based on short messaging system (SMS), which are often perceived as intrusive.
"We will need to educate the market," he said, referring to more interactive mobile phone marketing ideas that use other wireless technologies like Bluetooth.
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