MMA Releases European Bluetooth Marketing Rules
Posted by Justin on Aug 26, 2008 in In The News, Mobile News, Proximity
Well it was bound to happen sooner or later, but the MMA is putting its final touches on a new set of guidelines aimed at Bluetooth-based marketing in Europe.
Since the debate has raged on for a long time over what is right and wrong when it comes to Bluetooth marketing as well as proximity marketing as a whole, the MMA introduced the new set of rules aimed to “reference framework for any company using Bluetooth marketing, and are the result of discussions between operators, content providers, advertising agencies, brands and technology firms.”
The guidelines cover almost every aspect of Bluetooth marketing, including the delivery, types of content, permission-based attributed, as well as proposed legislation. It’s all aimed solely at the European market, for now, but ultimately as other parts of the world realize the benefits of the Bluetooth marketing, the guidelines will already be in place to regulate any future offerings.
While the MMA is focusing on Bluetooth at the moment, they’ve already stated that it will expand to wi-fi, Near-Field Communications (NFC) and location-based services as well.
“Bluetooth has several clear advantages that make it an attractive way to distribute content but must have consistent deployments,” says Laura Marriott, MMA President. “As with other forms of mobile marketing communication, it is important to provide guidelines that ensure a positive user experience.”
The MMA is holding public consultation until September 26th to get any feedback related to the proposed guidelines, and will release a finalized version for late October. I would venture to guess the new guidelines won’t change many aspects of those who are using Bluetooth marketing in the right way, meaning proper permission and opt-in processes, and will instead move the industry in the right direction and keep any future offerings in line with other mobile marketing channels such as SMS.
dinolab.it | Sep 21, 2008 | Reply
Hello, my name is Gerardo Taglianetti and represent the company dinoLAB, the first agency bluetooth guerrilla marketing. At its market launch has exposed the posters showing a mock newspaper article announcing the sighting of an alien in the vicinity of the city and also shows a picture of ‘extraterrestrial.
People were asked to activate the bluetooth mobile phone because it was said that they will be sent a video recorded by a young
Witness the extraordinary event.
Instead of the video, the device has sent a second image with a phrase that says that for technical reasons the video is not supported by the phone and asks the person to visit the site of our agency where it is explained to them that this is a joke and which were part of a campaign of bluetooth marketing.
If the idea is liked visit http://www.dinolab.it
Thank you.