Bluetooth marketing is raising concerns since it is basically based on an opt-out, rather than an opt-in principle. Since the technology offers interesting opportunities, but consumers are sensitive and brands don't want to spoil their relationship with them, NTT DoCoMo, the biggest Japanese carrier, has come up with an alternative. It's called "ToruCa" and it will enable users to obtain information by simply waving their phones in front of dedicated reader/writers installed at restaurants, theaters, music stores, arcades and other establishments. Digital Media Asia reports the news, and TechDirt adds some interesting comments on the value advertising content should bring to consumers, especially when it comes to mobile phones.
Context is king in mobile marketing. As a new research by In-Stat found out, wireless users aren't enthusiastic about mobile advertising, but proved rather favorable toward "opt-in" advertising.
David Chamberlain, Senior Analyst with In-Stat explains:
"Over a third of respondents indicated they would be willing to provide their carrier or advertisers with personal preferences in order to receive targeted advertising messages.In addition, nearly a third of respondents cited high prices as a reason they did not use premium services, making them ripe targets for advertisers who wish to subsidize the cost of picture messaging, ringtones, directory assistance and other premium services."
Of course we need to remember mobile marketing is not just about advertising...
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