Bluetooth marketing and privacy concerns
Bluetooth marketing is a risky business, with the spam menace just around the corner. New Media Age has a good article on the privacy issues connected to the use of Bluetooth technology to deliver promotional messages.
Big brands like Nokia and Volvo have started exploring this kind of communication which requires an initial (unsolicited) message from the advertiser to start the conversation. The problem is most of the people with Bluetooth enabled phones don’t know they can modify the status of their device to accept or refuse by default external communication with other mobiles located within 10 meters. Marketers are taking advantage of this lack of knowledge considering that anyone with the “fully discoverable” option turned on is open (and willing) to receive commercial messages.
With the mobile marketing industry still in its infancy, the risk of spoiling with spam a promising business is very high. Regulations and industry standards are required ASAP.