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traditional media - such as posters, television screens or field marketing teams - suggesting people make their
Bluetooth handsets 'discoverable' in order to receive free content - this is often referred to as a "Call-to-Action." A 'discoverable' Bluetooth device within range of the server is automatically sent a message asking if the user would like to receive the free content.
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has the world's highest traffic of SMS). It is also used for commercial service known as
Proxima SMS. Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone to be tracked though
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Retailers are also looking at NFC as it offers a cost-effective method by which consumers can engage with brands but doesn't require integrating the technology into their IT systems - which is a barrier to many new technologies like BLE. A number of retailers have already started using NFC to enhance
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The second option is to analyze all signals detected within the bands used by the Wi-Fi and
Bluetooth technology, offering a higher detection ratio of total visitors (about 60%-70%) and extracting behavior patterns that allow the assignment of a unique identifier, each time a device is detected. Such
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The first option manifests weaker ability to detect and send messages to the public, because AP devices were created for purposes other than wireless tracking and operate by extracting information only from select devices (smartphones or tablets which have previously connected to the AP in question).
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2. Use of antennas for the detection of signals in the 2.4 or 5 GHz frequency bands, positioning the detected devices within strategic areas, in order to obtain a unique identifier about every mobile device is detected in such locations, and with the corresponding HTML5, iOS and
Android SDKs
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The continuously increasing use of smartphones and tablets has fueled a boom in Wi-Fi tracking technology, specially in the retail environment. Such technology can be used by managers of a physical business to ascertain how many devices are present in a given area, and to observe or optimize business
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Proximity
Marketing via SMS relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast. SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity broadcast systems
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system supported by many mobile devices, is one transmission medium used for proximity marketing. The process of
Bluetooth-based proximity marketing involves setting up Bluetooth "broadcasting" equipment at a particular location and then sending information which can be text, images, audio or video
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This technology is used in a manner equivalent to other systems, such as Radio-frequency
Identification (RFID), which serve for locating devices within a controlled environment; it works in conjunction with signals from Wi-Fi issuers (also called wireless tags) and receiving antennas, in different
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are embedded in the NFC Smart Poster, Smart
Product or Smart Book. The tag has a RFID chip with an embedded command. The command can be to open the mobile browser on a given page or offer. Any NFC-enabled phone can activate this tag by placing the device in close proximity. The information can be
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It used to be the case that due to security fears, or a desire to save battery life, many users keep their
Bluetooth devices in OFF mode, or ON but not set to be 'discoverable'. Because of this, often regions where Bluetooth proximity marketing is in operation it is accompanied by advising via
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identifiers are not linked to any data present on the device, nor to any information from the device manufacturer, so that relation to any particular user of the device cannot be made. Unlike in the above case, visitor security (in the sense of anonymity) is total.
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Assignment of the same unique identifier to tracking information obtained by the antennas, APP and Webs APIs remains a challenge, and allows to have both online and offline behaviour information to optimize proximity communication campaigns in a non-intrusive way.
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Proximity
Marketing Strategy using NFC Technology has been widely adopted in Japan and uses 'pull' rather than 'push' marketing allowing the consumer the choice of where and when they receive marketing messages.
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distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.
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Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area.
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technology, and the subsequent use of gathered information to detect the position or presence of, and/or flows of information to and from, said devices, in a statistical or aggregate form.
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locations, so that the movements and presence of Wi-Fi-equipped devices can be analyzed in terms of arrival time, length of visit per zone, paths of movement, general flows, etc.
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In the UK NFC is being adopted by most of the outdoor poster contractors. Clear Channel have installed over 25,000 Adshel posters with NFC tags (and QR codes for Apple phones).
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Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.
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Current mobile phones usually have bluetooth switched ON by default, and some users leave bluetooth switched on for easy connection with car kits and headsets.
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to Bluetooth enabled devices within range of the broadcast server. These devices are often referred to as beacons. Other standard data exchange formats such as
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are used by select Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity (
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In practice, and depending on the environment, as many as 10-20% of visitors access to the captive portal when they visit a point of sale
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There are a number NFC-enabled phones entering the market spurred by NFC mobile wallet trials globally. NFC wallets include the
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Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress.
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the centre which shops they go into and for how long. The system enables special offer texts to be sent to the phone.
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There are systems capable of detecting certain signals periodically emitted by any electronic devices equipped with
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integrated in any APP or Web, allowing interaction by proximity with the users through the mobile devices.
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anything from product details, special accommodation deals, and information on local restaurants.
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Apple did not include this technology in their initial smartphone models. Apple added NFC to the
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is the driver for NFC, proximity marketing is an immediate beneficiary in-market.
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can also be used. This form of proximity marketing is also referred to as
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432:"Apple Keeps Turning Bluetooth On When You Update Your iPhone"
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the shopping experience, Casino in France and Vic in Holland.
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chip on a product or media and launch localized content from
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Technically, such technology is based on two main models:
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129:Distribution may be via a traditional localized
136:The location of a device may be determined by:
166:enabling it to request localized content from
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106:Learn how and when to remove this message
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311:, the first NFC-enabled Smart Book.
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444:from the original on 2023-02-08.
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331:ISIS (mobile payment system)
299:The German drugstore chain,
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250:marketing and management.
144:being in a particular cell
256:1. Re-use of standard
177:enabled phone can read a
492:Near-field communication
289:Near Field Communication
199:Bluetooth-based systems
402:Location-based service
392:Low-power broadcasting
472:Technology in society
217:close range marketing
55:"Proximity marketing"
305:Simon & Schuster
260:technologies with a
162:enabled device with
40:improve this article
230:Wi-Fi-based systems
119:Proximity marketing
467:Types of marketing
462:Mobile technology
352:GSM-based systems
284:NFC-based systems
258:Access Point (AP)
121:is the localized
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51:Find sources:
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29:This article
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382:Geotargeting
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96:January 2023
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38:Please help
33:verification
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387:Sideloading
359:Philippines
301:Budnikowsky
477:Neologisms
456:Categories
418:References
66:newspapers
482:Bluetooth
240:Bluetooth
204:Bluetooth
149:Bluetooth
131:broadcast
442:Archived
412:Spamming
407:Hypertag
366:See also
342:iPhone 6
333:. While
208:wireless
183:internet
168:Internet
160:Internet
123:wireless
185:servers
170:servers
80:scholar
437:Forbes
291:(NFC)
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236:Wi-Fi
213:vCard
153:Wi-Fi
151:- or
87:JSTOR
73:books
344:and
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293:tags
179:RFID
59:news
238:or
175:NFC
164:GPS
158:An
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