BlueCasting – Technical update by Kishore

Technology is ever changing and this time, it is the extension of existing Bluetooth in mobile phones. No more Bluetooth is just a file transfer platform, but also a commercial application having a huge revenue generation potential. The varied utilities include web browser, radio, interactive games, freebees distribution and more than all a knowledge platform for sharing information. And the good news is, it reaches the customers free of cost.

Generally Bluetooth is considered as a tool for:

Mobile to mobile (M2M) connectivity – Various formats of data are transferred from one handset to another, as simple as ringtones and video files in different formats such as MP3, MP4, avi, vob, dat, etc., pictures as simple as bitmap image to jpeg and GIF animations, contacts and business cards to complex applications and special purpose softwares.

Mobile to Laptop (M2L) – It may not be new for many of us to take a backup of the contents of the mobile using a Laptop, either with the inbuilt COM port or by using a external adapters. The second generation of handsets came with software that enabled real-time synchronization of data in specified locations in Laptop and handsets. Integration with outlook made the life simple to businesspersons.

Bluetooth handsfree – I would say handsfree is a natural extension of wireless technology, eliminating the need for a physical wire and had the ease of attending and making calls with the little headpiece. Some even had the benefit of having fun at office, tuning all the time to FM radios.

Bluetooth Gaming – Thanks to mushroomed software companies that had invented the first revenue generating application for Bluetooth technology. The games are generally downloaded through GPRS or downloaded to a desk or laptop terminal and loaded in handsets. Two or more handsets are synchronized to interact directly and can have a real-time gaming in all the handsets. Some of the Bluetooth games like FIFA Soccer, MLB Slam, Rayman, Virtua Tennis, etc…proved how big the market is.

If you are thinking that above said is exhaustive list of features of Bluetooth, you are wrong. The use of the application is ever multiplying including the latest Bluetooth recorders.

Some of us would have used Bluetooth for transferring the contents of the mobiles either to another mobile or a laptop or could have used Bluetooth headsets as hands free. Today the same technology has explored the ways of improving the communication systems. The user can surf information on the move and based on the location / range the details received. Welcome to BlueCasting.

Basics of BlueCasting:

BlueCasting is one of the proximity based marketing technique which uses the server with a Bluetooth emanating device to establish connection to the handsets. Marketing reports say, almost 70% of the purchase decisions are driven by Point of Sale (PoS), i.e. Purchase decisions are taken by the buyer at the time of purchase based on the ambience, advertisements, sales guy opinions, etc… Thus, proximity based advertising gains significance, especially in retail trade.

Commercial applications:

Companies have started using the technology for product launch, seasonal discounts, product improvements, special offers, free service details, etc… This is received well with retail chains, banks to consumer durables. Some of the corporate that have already adapted for their brand promotion or product marketing include, Landrover for launching SUV, sports updates by IPL, Pepsi smash – for launching music video in New York, Hero Honda, Maruthi, HSBC, ICICI bank, Shopper’s Stop, etc…

BlueCasting in temples:

First time in the history, a temple (Not for profit organization) adopted to technology even before corporate / commercial entities figured-it-out. Coimbatore based Vasavi temple uses the technology to let devotees know the aarthi timings and allows subscribers to download free wallpapers and ringtones of slokas where the acceptance was massive 70% with the devotees.

BlueCasting working methodology:

Setup a BlueCast server in the premises, one end connected to emanating devise and the other to the Ethernet / LAN

1. Set the transmission range for the server, which generally ranges from 10 to 75 meters
   
2. When a Bluetooth devise enters the range, the Bluetooth server allots a unique Bluetooth ID (similar to a IP number for internet connections)
   
3. The ID is verified with the BlueCast access and content control table to transmit the permitted content
   
4. The server transmits the content and logs the results at the central database
   
5. Can extend the technology for multicasting, ex: transmit advertisements, pictures, animations, cartoons, text, etc… This helps in creating consumer awareness for product and services.
   
6. The log results are available for analysis to better understand the customer needs and for product improvisation
   

Next time when you walk on the road your mobile will adapt to the surrounding even before you realize the place. Can give you directions for nearest shopping mall, special discounts, and can straight target your valet. This can only be an effective tool for marketing and can influence the buyer decisions only if the users Bluetooth is switched on and today companies adopt teasers or notice boards to create awareness about the BlueCast zone.