Perhaps what they should have done was to put up some signage telling visitors that they are in a Bluetooth zone this way there would not be any doubt as to what the message was all about. Maybe one should not blame the medium when the actual problem lies with the planning and execution.

The Bluetooth SIG was close to the entrance and they also had a Bluetooth zone in operation which they would not have done if it was in contravention of an EU ruling.

Bluetooth is there primarily for swapping data and information – the typical one being electronic business cards. So that’s why you might have it switched on at a networking event.

Bluetooth as a legitimate marketing channel is possible, providing that prior consent exists or if the user opts in there and then eg in response to a poster or an approach from a real person (legal as it’s not digital communication!). But these sorts of campaigns require a lot more thought and tend to get lower response rates.

Russell

There may be potential for abuse (real spam, hackers etc) but in the context you mention here – a message from the conference organisers as you stand in line to enter the conference – I personally can’t understand the negativity.

It’s probably not helpful getting into equivalents (eg crossing over and getting knocked down), but similarly: if someone at the conference approached you in the line with a clipboard, would you have punched them on the nose before they spoke, or perhaps just blanked them?

I’m curious as to the attitude here: whether the phone is considered totally sacred to the user and how attitudes vary depending on the channel.

It’s labelled spam, yet it seems to me you have an opportunity here to actually approach the sender if you have a problem with their message. In this example, you could complain to the conference.

That isn’t possible with ‘real’ spam, unless you employ Columbo and set aside a decent travel expenses budget.

A message from a conference organiser at a conference at which you are a delegate seems pretty targeted. I would imagine the message was fairly relevant, rather than an invite to buy Viagra. This could have been a practical way to get important info to all those in line.

Out of interest, with Bluetooth switched on, what kind of acceptable messages/uses are people expecting or open to receiving?

It seems to me ‘Bluespamming’ could actually work really well for some and enable some quite creative campaign ideas…yet if this hostility is widespread it isn’t going to happen.

My blog on this: http://www.reachstudents.co.uk/blog/2007/03/02/bluetooth-proximity-marketing/

I always enjoy the Mobhappy blog insights – kutgw.

Luke

Anyway, most people were so interested in us that they hardly gave them a second glance But I do wish they’d have a separate area for these folks.

On the other hand, I was europeanly shocked to see that one could buy weapons virtually “over the counter” in Redwood City, California, the first time I was there (not that I didn’t know, but yes, the actual view the first time was shocking)…

Luca

I think grouping the adult content providers together would work, even if they were just in one corner of the hall, rather than a separate venue. As you say, it’s not a prudish thing, but if you’re trying to do business with people who ARE put off by it, it’s not great.

But you could argue that the position of content within 3GSM needs work on a higher level – bunging it all in Hall 7 right at the back of the venue seems counter-productive. I met a lot of people who hadn’t even found it in the first couple of days.

I know the Nortels etc probably pay huge sums for their stands in the big halls, but surely there’s a way of putting content more at the centre of things.

As for whether porn is the killer app – wasn’t 3G supposed to be games, gambling and girls? ;o)

As for the porn it is misplaced totally agree / however isolating it makes it seem like it is a dirty thing – morals with standing! / albeit could help you get foot fall by your booth / in fact every conference I attend with mobile especially at MILIA I encounter middle aged life crisis “mobile gurus” and CEO’s pushing porn as the next killer ap. One time it was even presented to me by a CEO of a highly public mobile telco at MELIA in Cannes 2004!