Advertisers are willing to test new things

Today, it is used to call, to exchange messages, take pictures, or even watching television. Tomorrow, it could inform us... otherwise. The mobile phone not delivered all its secrets to use. Latest: a personal remote control function to enable the download of information, with Bluetooth wireless technology, this system of short range including mobile communications are heavily equipped. In the hands of active records users through the new technologies of Web 2.0, next generation Internet, Youtube, videos on the Web site, via MySpace, community of Internet users the phone plays him also the interactivity. It becomes a kind of urban media for brands to interact with its consumers in a free and original way.

In France, innovation comes from young shoots, a Parisian, Kameleon, another Lyon, Embedia. Both have developed electronic chips designed to fit into a poster or an object. Thanks to a box placed nearby the snapshot in Kameleon, the BiBox for Embedia, bearer of a mobile phone can capture and download the data then it will be close to support.

The range of services available seems endless: neighbourhood plan, movies schedules, tourist information, but also modes of employment, demos, promotional offers or trailers. "Messages are sent to consumers only who have lit their Bluetooth.". "This therefore are the ones that enable customer relationship and not the brand," said Fabien Beckers, young physicist, inventor of the technology and founder of Kameleon.

Since last spring, the brands scramble this new mode of relationship, also called "Bluecasting". Nike tested it among the first, a year ago, on twenty billboards Viacom. The UGC cinemas adopted it in the spring. The UGC of halls or the defence, any user of his mobile can receive the list of upcoming sessions and access the Prompto reservation service. A bunch of other services is under study as trailers. Orange has been a test of another kind last April, by equipping the window of his shop place de la Madeleine in Paris, to give the possibility to passers-by to listen to the last CD of Patrick Bruel. For Virgin, he this summer promoting the release of the DVD "Les Bronzés 3" by proposing the trailer of the film.

"It is phenomenal," enthuses the founder of Kameleon. Advertisers are willing to test new things. "In a context where the mass media are expensive, the mobile seduced by its ability to capture the client in its intimacy. In the global automotive, Nissan opted for the snapshot, to animate the presentation of a new car, the Qashqai. Exhibition visitors could download to their mobile video or an exclusive photo of the model, itself equipped with a Bluetooth GPS system, and were invited to register on a website. Result: 25.000 connections and 9,000 downloads in six days.

For its part, the BiBox of Embedia has put in place by Loomedia, network to display the bars and cafés. Generated in two weeks 105.207 contacts and 15.770 downloads of the new advertising film of Levi's, "Moon bath", 14.98 processing rate, a performance in direct marketing. "We have covered a population of 15-35 years, nomadic and moving, in its places of rest." "Panels located in the bathroom of the institutions ensure de facto gender segmentation and a hearing captive," said Stéphane Marrapodi, President of Loomedia. This winter, the view of the ski mountain media network will equip 10 of its panels with this system and provide skiers, captives when they take the lifts, download multimedia content. Four advertisers are already on the ranks for the exclusivity of the season. "It be that the content is in agreement with the world of the mountain," warns Dominique Verdiel, President of Media mountain.

Airlines are not in rest, which should deploy "bluecasting" at airports. Banks are also on the ranks, to the temporary employment agencies set to integrate it in their Windows, such as Adecco, who recently signed with Embedia. Candidates will be able to download at any time announcements of employment. "We also start to equip stands on trade shows," says Frédéric Chazelle, the founding patron of Embedia.

Are we therefore to be further identified by the pub "The method is less aggressive than to impose messages to those who do not want." We have also taken care to enable the download by a password, not a simple Yes, so that this happens not inadvertently on the phone. The individual is active, it does not feel harassed. "The idea is to offer a more intelligent communication", defending Frédéric Chazelle. His alter ego of Kameleon concurs: "consumers want to be affirming with the mark." And they need information in their daily routes. With Bluetooth, it plays on nomadism. "His company already equipped with 500 points and provides more than 1,000 in the world to the end of the year. Rather than making "the pub stupid and evil", it would favour of "the infomercial: educate people about their world of consumption.".

These good intentions will be met by the market TF1 decided to invest in other media as television, partnered with Kameleon to solicit advertisers together. Vincent Bolloré would also very interested by this new device. As the great affichistes, they have already taken position. Viacom Outdoor equipped 200 panels with Embedia while JCDecaux has signed an agreement of transfer of technology with Inria to make communicating furniture. To Marc Montaldier, President of the MMA Mobile Marketing Association mobile phone may soon become the "second medium behind television."