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Home > TECH NEWS > Young Haven Bluetooth Hotspots brings Location-based Mobile Marketing comes to Jamaica
  • I can’t comment on the business model because I don’t know what it is. I do know that this company, http://proximitymedia.com/home.htm, did the same thing when I was at the last Ad:tech in Miami and I never got a single message because bluetooth was OFF on my Blackberry the whole day.

    Separately, Bluetooth is not the same as SMS marketing. SMS is great for Jamaica, especially because it is usually opt in. I ran one of the first SMS opt-in advertising services for parties in Jamaica 5 years ago and it worked great for the parties and our sponsorship of Reggae Sumfest.

    In the same way, this HAS to be permission-based marketing and while you give companies the benefit of the doubt, my experience in both the Caribbean and the USA is that all companies are not created equal – don’t assume that they did their research, more often than not, startups don’t seem to do enough of that.

    Lastly, even the promoters will demand stats that allow them to decide if it was worthwhile. When they radio ads, they check on the ads. It will be no different for bluethooth. Limiting your customer base to such a narrow group would also be very dangerous. You have to have a diverse base of clients to reduce the risk of a paradigm shift in an industry that destroys your customer base.

    Would you want to be the record pressing plant in the USA that only supplied record labels when CDs were invented?

  • I tend to disagree with you guys, the Business Model is good for Jamaica. Just bad Timing. SMS is the future as long as it is done properly. I am sure this company would have done their research in terms of Spamming and Tracking.

    But if the company finds that over 50% of 200,000 bluetooth users(age 18-25, love entertainment) located in the Kingston and St. Andrew area alone then the company could be a success if they focus on promoter advertisers.

  • Arvel Grant

    I agree with David fully but let’s say they get past the obvious roadblocks at points B & C. I would be interested to hear how they plan to go about promoting the service and how people would sign up for it? It would have to be opt-in otherwise it would just be mobile spam but I personally would need a whole lot of convincing to register for a service that is just gonna show me advertisements.If they get past points B & C there’s obvious value for the advertisers but where’s the value for the consumer? I’m already bombarded by ads everywhere and on everything so I need to gain some value from subjecting myself to more people competing for my attention and money.

  • I have seen similar promotions and I am skeptical for three reasons:

    (1) I don’t keep bluetooth turned on at all times on my phone, only when I want to use it (like ‘discovering’ a new device that I want to share something with).

    (2) I have no intention of keeping it on because I don’t want spam on my phone like what I get in email. The world is trying to get AWAY from interruptive marketing and move towards conversational marketing.

    People don’t like SMS spam so why would they like bluetooth spam? It will have to be an opt-in program.

    (3) Advertisers and marketers most care about reach that you can prove. I assume that the company will have a way to prove that 10,000 people got my message that I paid to broadcast, otherwise I am merely paying to broadcast a message and don’t know how many people it actually reached.

    As a potential advertiser, I would need to know 3 things:
    (a) How many people can I reach and what are their demographics?
    (b) How many people did I reach?
    (c) How many who I reached were converted? (The advertiser has to track that based on redemptions of coupons, etc.)

    If B cannot be answered, C is impossible, which then makes calculating ROI from a marketing standpoint impossible.

    Let’s see where it goes.

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