Pioco’s BlueAiring network, which transmits digital content directly to users’ mobile phones, has more than 1,800 nodes in restaurants, cafés and other leisure venues in and around Beijing and Shanghai. In Beijing alone, the network covers the International Trade Center, the Financial District, the Zhongguancun commercial district, the Wangfujing and Xidan shopping districts, the Dongzhimen transportation node, the Xizhimen subway area and other transportation hubs.

The network has broadcast campaigns for Coca-Cola since Pioco was founded in 2006. Other clients include BMW, Absolut Vodka, Ford, Chevrolet, Nokia, Nike and JCDecaux, as well as the 2008 Formula 1 Chinese Grand Prix, held in Shanghai in October. On average, there has been a 35 percent opt-in rate among users who decide to download information on their cell phones.

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Coca-Cola ads and other content were downloaded 880,000 times throughout the month-long campaign. “The high opt-in rate is not very surprising because there are a lot of people living in Beijing and Shanghai, where both cities have a population of around 17 million,” says Chao. “We’ve been able to take advantage of this [by placing] the Bluetooth hotspots in very high-traffic areas. Proximity marketing works because the out-of-home media [industry] in China is booming, and Bluetooth adds to the value of a new OOH media campaign.”

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The success of campaigns by Pioco’s clients demonstrates the appeal of mobile phone technology, especially among China’s younger generation. “The mobile phone population is growing like crazy here, reaching almost 600 million this year,” says Chao. “Young people between the ages of 13 and 28 love Bluetooth downloads because they’re free, fast and fun.”

I am certain there is more news to come our way from that side of the world pretty soon. And it sounds like it's gonna be exciting!