The guidelines provide a set of recommendations and best practices intended to provide an introduction to companies that want to understand and use Bluetooth-based marketing techniques within their mobile marketing programmes. They are the result of collaboration between MMA member companies within the MMA Global Proximity Committee, representing all parts of the mobile marketing ecosystem, including operators, content providers, agencies, brands and technology enablers.
Currently the guidelines refer to Bluetooth-based marketing, with future versions planned to cover other technologies such as WiFi, Near Field Communications (NFC) and location based services. Topics covered include the advantages and uses of Bluetooth marketing and guidelines on delivery, content and legislation.
The forum for comment will remain open until 5pm GMT on September 26, 2008, when the feedback will be reviewed and the document finalized, with the release of the updated guidelines planned for late October 2008. For information on where to access the guidelines, please visit the MMA website.