Dangers of Bluetooth marketing
Take a walk through Manchester’s Printworks and there’s a good chance your mobile phone will be buzzing. The Printworks has embraced Bluetooth marketing, giving advertisers a chance to deliver messages – like this one for the Hard Rock Café – direct to mobile phones.
But it’s a pretty unsubtle approach.
Not only is bluetooth messaging an intrusive medium likely to annoy, it leaves customers open to Bluejacking; a malicious message, or even virus, could be transmitted to consumers who leave their phones open in the hope of picking up a special offer. While the Printworks has posters displayed encouraging users to accept unsolicited Bluetooth messages, I could see no advice on how to tell which messages are legitimate.
Bluetooth marketers need to work harder both to protect consumers, but also to make us want to accept an advert. Merely letting me know Hard Rock Café is there is not enough, I need some incentive to take a risk and agree to receive the ad.
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