The Mobile Marketing Association (MMA) has released its European Bluetooth Marketing Guidelines for public consultation.
They aim to provide a reference framework for any company using Bluetooth marketing, and are the result of discussions between operators, content providers, advertising agencies, brands and technology firms.
The guidelines cover issues such as delivery, content and legislation, and although they focus on Bluetooth at the moment, the MMA says in the future, they'll expand to wi-fi, Near-Field Communications (NFC) and location-based services.
"Bluetooth has several clear advantages that make it an attractive way to distribute content but must have consistent deployments," says Laura Marriott, MMA President. "As with other forms of mobile marketing communication, it is important to provide guidelines that ensure a positive user experience."
Mobile games firms have often been keen to test Bluetooth marketing. In 2005, THQ Wireless experimented with beaming mobile games to users' handsets using a system called Beamzone.
Meanwhile, at the recent Develop Mobile conference, Glu's Patrick Mork asked "Why shouldn't I be able to go into Covent Garden tube and buy a game from a Bluetooth kiosk for my journey home?"
The MMA's public consultation will last until 26 September, after which it'll use the feedback to finalise the guidelines for publication in late October.
You can find them here.
News
Contributing Editor
Stuart is a freelance journalist and blogger who's been getting paid to write stuff since 1998. In that time, he's focused on topics ranging from Sega's Dreamcast console to robots. That's what you call versatility. (Or a short attention span.)
Related Articles
Top Stories
News
May 4th, 2024
PocketGamer.biz Podcast Week in Views E10 - Brawl Stars smashes 2023 revenue, Square Enix’s extraordinary losses, and Haaland signs for Clash of Clans
News
May 3rd, 2024
Week in Views - Apple back themselves bigstyle, Clash bags Haaland and dreams come true at King
Events
LA Games Conference 2024 | North America | May 6th |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Valencia Indie Summit 2024 | Europe | May 16th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Develop: Brighton 2024 | Europe | Jul 9th |