Utah Jazz are making big headlines this week by becoming the first NBA, and basketball in general, team (that I know of) to provide mobile marketing services to its fans in-game.

The service is planned to provide text alerts that will include:

Kudos for going mobile, but unfortunately, there is a down side.

First, text alerts, also imply a subscription service, i.e. one that people will have to pay for. I find that unnecessary, especially for the value I would get from this service, but it's not something I can't live with it.

What I can't live with is going to an NBA match to watch a real exhibition match and get text notifications. (It is the very nature of SMS that is limiting to the type of service that can be provided, so I guess that's why they chose text alerts, which is about as good as it gets). Well, I'm sorry but... so what!?

What I want are replays of the best highlights, dunks, buzzer-beaters, block shots, etc. all sent to my mobile phone right after I've just watched them live. I want live multimedia information about my favourite team. I want the match program, in a richer format than a leaflet, browseable on my mobile phone. Give me these kind of things and I will gladly pay for them. They have value. Is this too much to ask for?

No it is not. Some teams are doing it and have already done it. But most companies just don't know they can offer their customers these kind of things. They have not yet discovered or simply do not recognise the power in bluetooth marketing and proximity marketing. Just do a google search for proximity marketing services and take your pick. I'll come to your team's next match. I promise.