Bluecasting

Increasingly the mobile phone is the primary contact platform for today’s modern consumer. It’s always with you and it’s always on. And now mobile phones are widely used for a lot more than just voice and SMS – we play games, listen to the radio, browse the web and even watch video on our handsets.

BlueCasting uses a combination of hardware and software [known as a BlueCast Server] which can be sited at a wide variety of locations – anything from poster sites or point-of-information kiosks to retail environments or entertainment venues.

Users are asked to make their BueTooth handsets 'discoverable' – usually via a poster, a screen or other signage – and then the BlueCast Server delivers their handset some content.

This can be as simple as a text file or a still image, or richer forms of media such as audio, video or even Java applications. Since it is a point-to-point transmission from the BlueCast Server to the user’s handset, there is no need for a network. Which means our system will work even if the user can’t get a decent signal [like on the Underground or at airport locations].

BlueCasting is fast – up to 10 times quicker than downloading via a mobile network using GPRS – and because there is no mobile network involved delivery of content is free to the brand and the consumer alike.

Each BlueCast Server can be networked, which allows for remote administration. It also means that each server ‘talks’ to the others which allows BlueCasting to deliver different content to the same user over time.

We track all BlueCast interactions so we can deliver strong metrics and reporting. Plus, we don’t 'spam' users if they are not interested. The system incorporates "opt-in" and "opt-out" functionality to adhere with existing privacy laws.

How it works

BlueCasting is a point-to-point transmission system which uses the world-standard BlueTooth networking platform.

When a user is within proximity of a BlueCast Server and makes their handset discoverable the BlueCast Server identifies their device via its BlueTooth ID [this is much like a phone number or an IP address so each device has a unique code].

Our servers check to see the transaction history with this device and then based upon a set of rules the system delivers a relevant piece of content.

Rules can be easily edited via our Web-based management software. They are entirely flexible allowing a wide range of communication options, such as:

• If the time is before 11am send this file, otherwise send this one
• If the consumer has already got these files, send them this one
• Send this file but every 100th instance send that one

There are many types of content which the BlueCasting system can send to a handset and these are increasing each time the handset manufacturers introduce new models. Currently the system supports:

• Text [as .txt files]
• Still images [as GIF or JPG files]
• Animated images [as Animted GIF files]
• Audio [as WAV, RMF, MP3, MP4 or Ringtone files]
• Video [as RM, 3GP or MP4 files]
• Java Applications [as JAR files]
• vCard [Business Card files]
• vCal [Calendar Event files]

BlueCasting offers several options for coverage area. Our recommendation is that there is always a visible call-to-action [poster, screen or flyer] which alerts target users that BlueCasting is available and that the transmission range matches the visibility of the call-to-action:

Using Bluetooth™ Class 1 aerial assemblies the BlueCasting system can deliver content up to a maximum of 100 meters in 'clean air'.

Filter UK is working with hardware manufacturers to provide multi-server mass-audience coverage which would be suitable for large venues such as sports stadiums and large music venues.

The data transfer rate depends on the type of handset the consumer has, but in general transfer rates are around 20k to 30k per second. This is around 10 times faster than a standard 2.5G network delivers via GPRS and as fast [or in many cases faster] than the emerging 3G standard.

The BlueCasting system is secure since it leverages the same protocols as BlueTooth. For additional security, the system can also request a 4 digit PIN number prior to delivery of data to the target handset.

BlueCasting operates at the 2.45GHz frequency which falls within the IMS band. This is an existing frequency range which has been cleared globally for use with Industrial, Medical and Scientific radio transfer and as such is a well established standard.

Application

BlueCasting technology can deployed to a wide variety of locations such as:

• Poster Sites
• Digital Billboards
• Kiosks
• Bars and Clubs
• Entertainment Venues
• Train Stations
• Airport Lounges
• Conferences and Trade Shows
• Field Marketing