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The term Mobile Marketing has become somewhat popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. Mobile Marketing via SMS Mobile Marketing via SMS has become somewhat limited after receiving media coverage in many parts of Europe for being a new form of spam because many users claimed to receive billed SMSs which they did not want. However, as of February 2006, Mobile Marketing by SMS still is the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone. Mobile Marketing via Bluetooth The rise of Bluetooth started around 2003 and a few companies in Europe have started establishing successful businesses. Most of these businesses offer "Hotspot-Systems" which consist of some kind of content-management system with a Bluetooth distribution function. This technology has the advantages that it is permission-based, has higher transfer speeds and is also a radio-based technology and can therefore not be billed (i.e. is free of charge). Mobile Marketing via Infrared Infrared is the oldest and most limited form of Mobile Marketing. Some European companies have experimented with "shopping window marketing" via free Infrared waves in the late 90s. However, Infrared has a very limited range (~ approx. 10cm - 1meter) and could never really establish itself as a leading Mobile Marketing technology. |
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