Mobile Monday, an open community of mobile professionals and enthusiasts, held a meeting in Mumbai on ‘Opportunities in Proximity Marketing through Bluetooth’. One of the participants, TELiBrahma, a venture backed technology startup, focused on the future prospects of Bluetooth as a medium of communication.
Suresh Narasimha, CEO, and Rohinton Maloo, Director, TELiBrahma, provided the audience with some background and insights about the medium and its capabilities in the Indian market.
Pointing out some of the positive aspects of Bluetooth marketing, like contextual advertising and customisation, Maloo also talked about some of the challenges facing the medium at present. “There is very little willingness to adopt and utilise new marketing tools such as Bluetooth applications from media agencies. Another issue plaguing the medium is the reluctance shown by users in using these tools as they are wary of viruses and other malware. In such a scenario, it is very difficult to enhance the capabilities of the medium.”
Taking forward the points presented, Narasimha cited some instances where TELiBrahma had successfully utilised the medium to the client’s advantage. Stressing that a company could tag the Bluetooth device user for profiling, he noted that targeted marketing was the way forward. Citing the example of traffic management module created by the company in Barcelona, Narasimha pointed out that Bluetooth could be used for varied activities like marketing, content management, consumer interactivity and so on.
Observing that the company’s Bluetooth devices were capable of identifying the device and sending customised data to the user, Narasimha further explored newer opportunities in the space like community Bluecasting using Orkut or similar social networks.
Mobile Monday is a forum to network, share knowledge and discuss developments in the mobile world. Mobile Monday India chapters are present in Mumbai, Bangalore and Hyderabad.