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
Feature
May 17th, 2024
New release roundup: The best new mobile games from a battle royale to a console classic remake
Feature
May 16th, 2024
Behind the scenes: How adding sandwich offers to an idle merge game boosted three metrics at once
Events
Digital Dragons | Europe | May 19th |
GamesBeat Summit 2024 | North America | May 20th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Nordic Game Spring 2024 | Nordic | May 21st |
Impact 2024 - Indie Games | May 23rd | |
Morocco Gaming Expo | Africa | May 24th |
MomoCon 2024 | North America | May 24th |
Unreal Fest Gold Coast 2024 | Australasia | May 29th |
Popular Stories
Feature
May 14th, 2024
53 top mobile games in soft launch: Squad Busters, Battle Guys: Royale, Plants vs. Zombies 3, LEGO Hill Climb Adventures, and more
Feature
May 13th, 2024
Hot Five: Dubai's new Gaming Visa, April's mobile game charts, and Xbox studio closures
Feature
May 14th, 2024