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Personal page and blog of Roberto Diaz Ortega
"Reinventing the Mobile Marketing?
Published on February 2, 2010
Until recently, when working in proximity marketing in its various forms and especially based proximity marketing bluetooth, the solution was clear. J2ME application development, taking a little care with the design of the application for different screen sizes and ready ... Download the application in the Bluetooth transmitter and spam people. A quick fix, easy and relatively inexpensive to reach potential customers. All this was very was perfect until it started to cause the disintegration of terminals currently being produced in the market.
Cheaper midrange terminals / high is producing little by little a major dislocation in the market and developing a J2ME application does not guarantee us the power to reach as many users as possible. Currently living on the street to call it somehow generations of mobile:
- Or Symbian based handsets that support J2ME owners So without any problem.
- Windows-based mobile terminals and that depending on the OS version supports or J2ME applications.
- Android based handsets, which despite having some compatibility with J2ME fails to work very well.
- Iphones are a world away ... and of course do not support J2ME applications or joke.
The "diversity" in the market makes it extremely difficult to develop applications based proximity marketing bluetooth, in fact apart from the difficulties at the programming level, terminals as the iPhone and Android including serial terminals are not able to receive through Bluetooth and OBEX protocol (normally used by issuers bluetooth), so it creates a new difficulty for proximity marketing as is known so far.
I guess marketing side are not willing to give up proximity marketing and the benefits it has on other means, but what is clear is that at the technical level to do a major overhaul on how to carry it out. So far the bluetooth brought the perfect solution to carry out an "invasive advertising spoiled" but the invasive component may be lost. Many companies are gradually opting for new marketing techniques to bring to mobile devices. Currently there are many free games that exist for different platforms team because the mark. Other companies are betting instead on new formulas that attempt to combine the wireless device with a virtual reality interaction using augmented reality.
Whatever technique is now using for mobile marketing realicación, none of these has the power that has the bluetooth invasive and I am convinced that the work in this direction could bring beneficial results for its creators. Does anyone is encouraged ...?
8 comments on "Reinventing the Mobile Marketing?"
Do not you think the ideal technology for proximity marketing is WIFI? We currently use Bluetooth to send files to devices but that is not correct usage, however a phone connected to a WiFi network has enormous potential, and that solutions as you talk about compatibility, since you can serve content to the device correctly according to him. I think we have to go by other than Bluetooth connectivity, which has many drawbacks.
When we made a proximity marketing campaign, we always alternatives to Bluetooth, the negative user experience is very bad for the brand, and we can not allow it.
I liked the article, you hit the jackpot.
Greetings!
FernandoFinally someone who understands me! ^ _ ^
Working as a developer of mobile applications since 2005 in a small Rioja.
From the first moment all our campaigns have been closely linked to Bluetooth, and it is true that fragmentation has been one of our biggest headaches.
Fortunately, we have allowed our development consisting of only 4 or 5 versions of each application, depending on screen size you mention, and if the BlackBerry device or not (is recompiled and ready.)
But last year I started to realize that this new generation of phones (Apple / Android) requires a change to the chip, both in development and distribution of content.
Platform as iPhone / App Store require us to "be there", which is not bad at all, but a developer admit that at first I was lazy.
Android for the time being "the story": I see immature and economically unprofitable. Apple makes a profit, however, and it is worth.
A greeting.
Apple's policy is forcing everyone "to go along" and from my point of view this way of working is doing that little by little to close on themselves. As a rule Android Android not ... A I think he can be considered a mature platform and with a market share increasingly important. Must await the study of 1Q of the year with sales of devices, but it seems to me that the trend will be very similar to the last in which Android is gaining more ground to the iPhone and other platforms.
Although it sounds ugly, I think in this fight who will lose out will be Symbian which are slowly going by eating the market share that was already a consequence of this the developers going to have to crack their heads to find out which platform we focus because unfortunately there is no cross-platform software solution that unifies all OS. Unless ... that we focus on developing for mobile web ....
Can give input WIFI connectivity we need, but ... does not bring us the element "Stalker" by the end user, because in view of receiving advertising, the user must take the step of initiating communication, not as far. In the case of using the WiFi I think it would be combined with other elements such as GPS so that a small application on your phone to go through an X position to start a WiFi and receive communication in any type of mobile content. But do not .... the user still had to download something previously
Well we are talking about a technology advance that gives this effect stalker. I talk that maybe we should move forward by WIFI or something similar. Finally, with a cell phone bluetooth must also be on the bluetooth, which is but half stalker.
In any case, mobile marketing is not sending the content to gross people who have not asked for anything, this is my bad. A good signage and display three steps to obtain the content is perhaps better than being a stalker.
David, we generate nearly 50 versions, supporting more than 1,300 terminals, and has not been a problem in distributed via bluetooth.
Android will be gaining significant market share, but it will not be the same problem as Apple, everything has to go through the hoop.
We are entering an era of change, a lot of movement, little standardization, we developed the mobile we must be vigilant and act quickly, and as you say, sometimes lazy
What I will tell you that do not already know! I totally agree with what you expose.
It makes me feel, that Bluetooth is not the answer to this need, unfortunately, because it was ideal, fulfilled its mission, as you say "publicity disguised invasive," bring the user promises new experiences, Interactive ... Do not be a simple announcement came in text mode and image ... Anyway, I had a whole new horizon of possibilities, which have been gradually exploited, but I think it could give more.
Now, with statistics in hand and knowing the limitations of iPhone and Android, and no solution is more, I get the feeling that the future trend is in line with these two terminals.
My vision of the solution, you're going to go hand in hand with the beloved / hated (in the case of Apple) stores applications and QR requeteconocidos and placed in strategic locations. With applications in the Market sponsorized or App Store, or even the use of mobile web, you get the "marketing", while the QR, you get the "proximity", as well as "covert invasive advertising" to be carried out thanks to the user's curiosity to find out who's behind the little drawing.
These are just guesses ... who knows what will happen in 6 months!The idea of using QR codes in combination with mobile websites can be a solution that helps. As Gemma says the QR provides the element of proximity and location while the web and provides the marketing element.
In this scenario the use of WiFi as proposed by Fernando can be very useful to prevent the user having to consume data traffic. Against this scenario the problem is whether people actually already familiar with the QR
And what do you think?
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