Compatibility Vs Capacity.
BlackBerries & iPhones implement their own security standards which makes it difficult to send files using Bluetooth Marketing technology. However, bloo2 have developed a way of sending business cards to some Blackberries. Currently, Apple and BlackBerry have chosen not to implement the OBEX profile which enables Bluetooth Marketing to work.
Another important fact is that the majority of Bluetooth Marketing campaigns are aimed predominately and the consumer market where as both BlackBerry and iPhones tend to be used by business users.
However, the main issue with Bluetooth Marketing comes down to capacity not compatibility: Figures range from 40% to 60% of users having their Bluetooth enabled; this figure continues to grow as the use of Bluetooth accessories especially in cars continues to increase. The main issue with Bluetooth Marketing is not how many people have Bluetooth enabled, but how many phones a Bluetooth Zone can simultaneously service.
In practice Bluetooth Zones show that if footfall is high, then the limiting factor is the available Bluetooth bandwidth for downloads rather than the capacity to reach all the available phones. In other words you may have a Zone but if there are many phones in it, not all may be serviced with a message due to lack of available bandwidth from the Bluetooth hardware. With Blackberries accounting for <3% of phones worldwide – the pertinent question is, how do you interact effectively with remaining phones which could receive Bluetooth?
bloo2 has specialised in scalable Bluetooth networks that can reach as many phones as possible in a Zone whilst having the processor capacity to effectively serve them. If only 10% of users accept a message from a campaign, Bluetooth Marketing will still stand as one of the most effective mediums for delivering mass messages due to the shear number of handsets in circulation, the loss of 3-4% due to compatibility issues makes little difference to results.
World Wide Mobile Market Share Figures Dec 2008
- Nokia 58.7%
- Sony-Ericsson 11.66%
- BlackBerry 3.67%
- Samsung 3.02%
- Motorola 2.23%
- LG 0.74%
- Huawei 0.35%
- Siemens 0.16%
- HTC 0.07%
- Apple 0.04%
Tags: Blackberry, bluetooth marketing, iPhone
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