Bluetooth is a great technology and can be used for distribution of fantastic mobile marketing campaigns and services but it's not a standalone mobile marketing solution. The technology should be presented as one technology among many distribution alternatives and user very carefully.
I don't want to point out anyone specifically but although there are some very serious players out there, many are not and they think it’s ok to spam people walking by as long as they hit their numbers. During the last couple of weeks I've been hit my messages in shopping malls, airports, while walking by stores in the high street, in the cinema and various other places and I'm starting to get annoyed. This might be ok in the short term but in the longer term this will give mobile marketing a bad reputation and the industry cannot afford this if we want to be credible.
When you plan to use proximity marketing the next time think of every person walking by as your dearest friend and treat them that way! No more spamming please!
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