Posts Tagged ‘Cellphones’

Don’t you hate it when you watching a very interesting tv show and an ad comes up? Ignoring adverts is no longer an option,  it’s about to get a lot tougher with the development of billboards and advertising posters that use Bluetooth to beam video ads directly to passing cellphones.

bluecasting

As people walk in malls go past the billiards/posters they will receive a message on their phone asking them if they wish to accept an MMS advert. If they do, they can  either receive movies, animations, music or still images further promoting the advertised product. This is called bluecasting or blue magic.

Nokia has taken bluecasting to another level, they have created posters fitted with Bluetooth technology that allows people to download maps of the local areas that have highlighted cool shops, bars, galleries and restaurants. They partnered with Superfuture, an internet-based urban city guide, where users can download maps highlighting interesting places worth exploring in that area.

annoyed consumer

Blue Magic opportunity

In India there are some temples which offer ringtones, wallpapers of gods and some other content using bluecasting. They have capitalised on bluecasting for religious purposes.

Imagine if other South African media houses or  advertising organisations, have looked at this model of advertising or spreading information for their industries.

This could open such great opportunities for customised advertising. For instance if one is in a certain place and Bluecasting can customised ads according to the place you’re in.

Customised advertising via Bluecasting can target those in a particular place and advertise restaurants, bookshops, movie houses, school plays etc.

Blue Magic Dangers

The danger with bluecasting is that downloads can be corrupted and exploited to inherent vulnerabilities in particular hardware, causing it to crash.

Another danger is how companies  can persuade users to accept the adverts once the novelty has worn off? This may be quite possible as people get over trends quite quickly. However, I think this can be avoided via good marketing strategies.

Content needs to exclusive or valuable to consumers, content also needs to actively persuade consumers to consume it, for example get vouchers for certain shops.

Other software companies, such as ScanBuy in New York and Semacode in Ontario, have been experimenting with making posters interactive by having 3D bar codes printed on them. Their software allows a phone camera to scan the code and launch the phone’s browser at a particular e-commerce site – to buy concert tickets, for example.

Magic taking over television

Whatever content is downloaded onto the cellphone it can be bluetoothed to television sets where the image, video etc can seen on a large screen. This creates interactive TV (also referred to iTV) where information flows not only from broadcaster to viewer, but also back from viewer to broadcaster.

Lets now turn our sights to a similar wave of communication…widgets. This will soon take off, in fact Yahoo and Intel are ramping up their TV platform to enable access to weather, stocks and news information on the TV.

This proliferation of widgets could come at a cost, however this (along with bluecasting) if they merge can dramatically change how viewers live and take in advertising.

For example imagine if  TV widgets and devices/programs such as  Bluecaseting merged? Well you can probably get  interactive television that can allow:

  • T-commerce: You will be able to buy a pizza without dialling a phone.
  • Interactive Goodies: You will be able to pause live TV or record shows. You will be able to click on advertisements to “find out more”.
  • Families will be ordering gifts through their TV sets, choosing camera angles while watching their favourite sporting events and sending email to friends.

telegent_chat This is where the next generation of human beings is going to, inside this cycle of persuasion, observation, refinement, and new persuasion.

It may be pleasant for some and it can possibly be hellish too as such merges or advertising can be intrusive. But if you get annoyed, just switch off your bluetooth.

As for advertising companies new media tools ( such as bluecasting) can bring in a great deal of revenue.

Futureye signing out.

Post last updated and corrected on 12th August 2009.

I remember when we were growing up, we’d play with tin cans, connect them with a string and pretend they were phones.Today mobile phones, better known as cellphones in South Africa (SA), have become ubiquitous everywhere you go, even children as young as five years old have their own cellphones (this does not only happen in SA only but in many other countries).A company in England is even targeting toddlers with a phone designed in the shape of a teddy bear. And this creates more of an “addiction” from a young age.

According to the Australian Communications and Media Authority (ACMA), three-quarters of Australian children aged 12 to 14 own a cellphone but by the time they are 15 that number surges to 90 per cent. In Spain a media report recently spoke of a case where two children, age 12 and 13, were admitted into a mental health institution.

The ACMA concluded by saying that these children could not carry out normal activities without their cellphones, they tend to lie to their parents and relatives to get money to spend on their phones.

In Japan, the government is currently asking phone manufacturers to develop phones that are only used for talking. This is because Japanese youngsters are committing cyberspace crimes and spending hours exchanging mobile e-mails. Most phones in Japan offer high-speed Internet access.Things have gone so bad that the government is starting a program where they are warning parents and schools to limit their use among children.

Dr Jose Martinez-Raga, an expert in addictions, said children who developed a dependency on cellphones, like those who over-used video games, often became irritable, withdrawn and antisocial, and their school performance deteriorates. But children are not the only ones having addiction issues.

cellphone addiction

The Flip side

On the other side of the coin, most parents would say knowing where their children are is an advantage because they can just pick the phone and contact them.

The parents believe that the safety and security of their children is ensured by the cellphone. Their other reason perhaps may be that a cellphone gives children independence.

I’m sure this is great for mobile corporations in terms of sales but this trend has the potential to give brain cancer  because according to Research from the World Health Organisation and the Australian Radiation Protection and Nuclear Safety Agency states that cellphones link to brain tumors.

This research center further says that thinner skulls and smaller brains put children at a greater risk.

I do think cellphones are important because most people have interaction through internet access and there’s a majority of people in the developing countries can not afford PCs. Cellphones are an affordable way to stay in touch with relatives, check friends on social network systems etc. Although cellphones are a great communication tool, it is creating major disorders, one of them being cellphone addiction.

The question I want to pose is, are certain companies thinking about what the consequences of ‘getting-them-while-they’re-young’ model is causing? I think there signals of distress out there and cellphones could be a danger in the future. Look at the video entitled “Why are mobile phones addictive“, to avoid cellphone addiction.  Futureye signing off.

Related links on mobile phone addiction:

Last updated and correction made on 27th May 2009.