QR Codes, Location-Based Deals, iAd Now Cheaper, Non-Profit Donation Deals and Mobile Marketing Reports


Written on Monday, February 28, 2011 by Giorgos Saslis

Plenty of interesting articles for you to read through from the news of the past couple of days.. Here's the ones that I've found the most relevant and intriguing and I think are definitely worth a look so you have a good feel of how things are progressing around the world...

Retail giant Target is the latest in a string of brands turning to mobile bar codes to help provide customers with a more interactive experience by embedding them in advertisements within national publications.
When readers come across one of the bar code-embedded ads in a magazine, they can use ScanLife to take a picture of the QR code, which then links the user to a video of stylist expert Sabrina Soto. In the clips, Ms. Soto demonstrates how Target furnishings and products can liven up home décor. 

The name Five and Fifty comes from the fact that the deals must be good for at least 50% off and they can only be good for five hours. This is supposed to combat one of the major problems with Groupon – the deals can last for up to a year but that initial crunch means some deals can’t be redeemed until months after you’ve purchased.
Five and Fifty is primarily aimed at the huge perishable goods market. Let’s say there’s a cupcake shop up the street that has 200 cupcakes it wants to get rid of. The business owner could just hit the website, tailor the deal and for a few dollars, interested customers would be able to receive an SMS for a discount. As you can see from the photo above, we were able to snag a free cupcake.

ShopSavvy has partnered with Groupon to target its 10 million-plus users with specific offers based on their location and shopping preferences.
The partnership will enable Groupon offers to be delivered via ShopSavvy’s deals tab. The tab feature is similar to a Twitter-like stream, but is made of offers, promotions and coupons.

Philanthroper: A New Daily Deal Site for Non-Profit Donations
Instead of a daily discount, Philanthroper shares the stories of non-profits, from local to global, and gives visitors the opportunity to donate a dollar. When the 24 hours come to an end, a new non-profit goes up and the previous day’s organization receives their funds within about a week. 

Apple reducing iAd buy-in
Mobile marketing sticker shock has prompted Apple to dramatically slash the buy-in entry rate for the company’s iAd mobile advertising platform.
On Wednesday, Apple confirmed that the the iAd buy rate has been slashed by half.
Effectively immediately, Apple’s former $1 million minimum advertising threshold has been reduced to $500,000, as the Cupertino, California-based tech giant looks to attract mid-sized advertisers into its digital ad program for the first time.

Report Finds Daily Mobile Internet Usage for One in Five Americans
According to the findings of the 2011 Mobile Internet Attitudes Report from Antenna Software, one in five American mobile phone owners now use the mobile Internet every day of their lives.
The survey – conducted by YouGov – measured the “attitudes, preferences and behaviors” of adult consumers in the United States and United Kingdom. The poll took aim at the views and practices of a representative sample of 2,296 consumers, aged 18 and over in the UK and another 2,079 consumers in the US.
As expected, a large percentage (roughly half) of respondents admitted to using social networking platforms over the mobile Internet to stay connected with friends, family members, co-workers, and others.
Forrester Report on Location-Based Commerce
 6% of consumers are interested in receiving location-based retail offers on their mobile phones and 4% are interested in receiving time-sensitive promotions such as daily specials, Forrester Research Inc. finds.
The poll of 4,186 U.S. online adults 18 and older who have mobile phones was conducted in Q3 2010 and serves as a backdrop for a new Forrester report, “Location-Based Commerce: An Evolution In Mobile Shopping.”Forrester says retailers should use location-based mobile offerings to attract new shoppers and generate more sales. It suggests retailers that have mobile shopping apps ask consumers if they would like to opt in to receive location-based notifications. Then it suggests leveraging users’ preferences and other profile data to understand a shopper’s intent and send her relevant messages and store notifications. But it cautions not to bombard shoppers. For example, a consumer who enters a defined geo-fenced area should only receive a store notification if she has previously made a purchase there in the past six months and the store is currently open, Forrester suggests.
Happy reading...

New York City Uses QR Codes on Building Permits


Written on Thursday, February 24, 2011 by Giorgos Saslis

QR Codes on NYC Building Permits
Pretty interesting piece of news from TechCrunch, reporting that the New York City Mayor has decided to make use of QR codes to allow citizens to quickly retrieve information related to the under-construction buildings around NYC. 

QR codes are one of those technologies that have been promising for a long time but never actually taken off to the extent everyone expected. This is a brilliant example, though, of a great use for them, as they're ideal when you're out and about and need some quick and easy way to retrieve information on a physical artifact (another good example where they're being used is museums). And it is a great way for sparking interaction indeed - the starting point of a whole entailing user experience, just because pointing and clicking is so easy. In fact, QR codes go quite some way in providing the link between the physical and digital world - allowing users to transcend from the physical to the digital world.

Here's more from the article:

New York City’s Mayor Michael R. Bloomberg today announced the use of Quick Response or QR codes (which are something like a smartphone-readable barcode) on building permits, to provide New Yorkers with easy access to information related to buildings and construction sites throughout the city.

Smartphone users who scan a QR code on a construction permit in New York, according to a press release from the mayor’s office, will get “details about the ongoing project – including the approved scope of work, identities of the property owner and job applicant, other approved projects associated with the permit, [and] complaints and violations related to the location.”

The QR codes will link users to a mobile version of the Department of Buildings Information System, and will give them the option to click a link that will initiate a phone call to the city’s 311 phone service, where they can register a complaint about noise, safety or other concerns.

As permits at 975,000 building and construction sites that already have them are replaced, they will have QR codes added; all New York City permits are expected to have QR codes by roughly 2013.

Mobile Marketing Tweets Roundup


Written on Monday, February 21, 2011 by Giorgos Saslis

Quick roundup of my favourite recent tweets to give you plenty of food for thought for the coming week. 

In anticipation of their latest album release, artists Gil Scott-Heron and Jamie xx decided to reward their loyal fans with a sneak preview. However, there was a catch; the record could only be streamed via mobile phone and while present at specific physical locations.

Debenhams to focus on mobile marketing with location-based incentives:
Location-based mobile marketing will play a prominent role in Debenhams' digital strategy in 2011. 

The high street department store said it will increase its use of mobile vouchers this year and explore ways to send out instant, topical messages to its customers. 

88% of UK smartphone users ignore ads:
UK smartphone users are largely ignoring ads they receive on their handsets according to research by Deloitte, with consumers deeming them intrusive.
88% of UK consumers ignore ads on their mobiles and 36% automatically delete them, while just 9% take any further action after viewing a mobile ad.

Would like to take some time to comment on this last one... The author goes to great length to stress the percentage of people ignoring the ads, attempting to give a negative feel to it all, while actually reporting a positive side of it all. Yes, that's right: ~10% of consumers taking action after viewing a mobile ad is good! 

Not just compared to traditional media, but also because if you take into account the 'bad' marketing campaigns, that obviously reduce this percentage, I think this promises great potential to mobile marketers who come up with good marketing concepts to truly take advantage of the power of mobile, when it comes to marketing. 

Not directly mobile marketing related, but a pretty useful article nonetheless:

The science of Usability Testing

At its core, usability testing is fairly simple: developers bring people in to play their game, and then talk to them about their experiences. Increasingly, however, researchers are trying to look into the player’s head a little more directly. Vertical Slice is one of the pioneers of the biometric approach, using diagnostic tools to dig deeper into user responses. “You’ve got an emotional spectrum,” explains McAllister. “Think of it as a graph, with arousal – positive and negative excitement – on the Y axis, and then mood – happiness and sadness – on the X. Arousal can be measured by galvanic skin response, which we do by placing sensors on players’ fingers, while we measure overall skin temperature to give us valance – whether a player is happy or sad. This is all still research, but we’re already seeing, for example, skin temperature decreasing and an increase in galvanic skin response during combat in good FPS games – they seem to be aroused and happy.”
Happy reading...

Why Top Mobile Marketing Campaigns are Not in U.S.


Written on Friday, February 18, 2011 by Giorgos Saslis

Recommended reading for today is this article by Kathryn Koegel, posted on AdvertisingAge. She discusses some truly key points on mobile marketing, pointing out common misconceptions, suggests a back-to-basics approach by looking at good mobile marketing campaign examples from across the world - not just the U.S.!
It may not be the Academy Awards, but today I am eagerly awaiting the results of the GSMA Global Mobile Awards. I was a member of the jury that determined the best mobile-marketing campaign in the world in 2010. Here's what I learned when suddenly thrust into the global (i.e., not U.S.-centric) world of mobile marketing:
  1. Contrary to what Steve Jobs said last year, mobile marketing does not suck: It just sucks a lot of the time in the U.S.
  2. We love devices more than we love marketing
  3. If you're going to focus on a cool aspect of the phone, make it novel and continually rewarding.
  4. Rich media is not the solution: embrace the creative "limitations" of mobile
  5. Cross-platform does not mean do it on more than one device.
  6. If it's a mobile-marketing campaign, actually use mobile as media.
  7. Mobile is a reach medium: Treat it like one.
  8. Do something big: change behavior.
  9. Learn from Captain Kirk: It's called a "communicator," not an "i" or a "touch" anything.
  10. And the winner is ... Congratulations to Unilever Turkey and Cornetto ice cream.
Take a look over at the article for a short discussion from Kathryn, on each point. 
I especially liked the point made by Kathryn about focusing on the true essence of mobile. The communication part, and the actual content - not the effects added to it by a fancy mobile app for example.

Agreed mobile apps are already a major thing - and they're going to take off even more- but what I'm saying - and I agree with Kathryn on what she says - is that if you focus on your actual content (i.e. your message to the consumer) not only do you not have to dress it up in an iPhone / Android app, but you can actually get your (great) message out to a much wider audience, simply by using more traditional approaches, such as SMS, which can be much more effective.
Problem is, of course, you don't always have a good message (good marketing campaign), so you have to dress it up, right? ...

iPhone vs. Android User: Who is more valuable??


Written on Wednesday, February 16, 2011 by Giorgos Saslis

Here's a new dimension to the Android vs. iPhone debate: the 'value' of the respective platform user in terms of average revenue generated.

According to a very interesting infographic by mobile advertising provider Mobclix.com, (spoiler alert) iPhone users generate nearly 20% extra revenue, while Android users click more often on in-app advertisements.
iPhone users produce an Average Revenue Per User (ARPU) of $9.50 while Android users are producing only $7.20, according to the research.  In terms of ad-clicks, 33% of Android consumers have clicked on in-app ads, while 26% of Apple users clicked ads.  Interestingly, while having a much smaller audience in general, 29% of Windows Mobile users have clicked on in-app ads — beating out Apple for the number two spot.

To arrive at these numbers, researchers analyzed free apps with more than 500,000 downloads or 75,000 active users.  ”Active Users” were described as using an app three times per week for at least five minutes.  The full infographic is embedded below in all its glory.

So, who wins you ask... iPhone or Android? Well, isn't it obvious?

The mobile marketer... this mobile advertising performance beats the traditional media hands down...

Location-Based Advertising Survey


Written on Monday, February 14, 2011 by Giorgos Saslis

Just came across a pretty interesting survey that reports on the behaviour of the mobile advertising audience in North America and the UK (both decent samples if you ask me for mobile advertising markets and the sample itself isn't too bad) and its response towards the combination of Location-Based Services (LBS) + Mobile Advertising = Location-Based Advertising :

JiWire’s Mobile Audience Insights Report is based on data from approximately 450,000 public Wi-Fi locations, as well as a survey of more than 3,000 customers randomly selected across JiWire’s public Wi-Fi Media Channel between Oct. and Dec., 2010. JiWire serves advertisements to 40 million unique users across location-based apps and public Wi-Fi locations in North America and the United Kingdom and records data from every ad request. 
The report claims that LBS is becoming more widespread because people are increasingly more open about sharing their location if they are to receive relevant and timely ads. 
According to the survey respondents:
  • 78% use location-based apps on their phone; 29% use them multiple times a day;
  • 34% have clicked on an ad in response to a location specific message;
  • 57% are more likely to engage with an ad that is relevant to their location – an increase from 46% in Q1;
  • 84% of people who use app-enabled phones have participated in a shopping activity;
  • On average, the mobile audience uses 1.6 devices to connect while on the go.
The report also found location-based advertising is driving consumers to physical storefronts, as evidenced by the 20% of the on-the-go audience visiting a store in response to a location-based ad. While 42% of respondents are most likely to use location-based services for finding store locations, as the discount in the ad increases, the more time a customer is willing to travel to redeem the offer. This provides new opportunities for brands to attract new customers across a broader distance and drive in-store traffic and sales, says JiWire management.
Plenty more stats where these came from, so head on over to the article for some more...

Augmented Reality (?) in the Super Bowl


Written on Friday, February 11, 2011 by Giorgos Saslis

When the Pittsburgh Steelers and the Green Bay Packers take the field at the Dallas Cowboys Stadium in Arlington, Texas for this year's Super Bowl later today, fans will be able to enrich their experience with Augmented Reality (AR) extras, courtesy of USA TODAY and the junaio AR browser.
The Friday, 4 February edition of USA TODAY came with a 360-degree tour of the Dallas Cowboys stadium, presented by Jerry Jones, stadium and Cowboys owner, along with interior and exterior highlights. The Monday, 7 February edition will give readers a 3D view of the ‘Play of the Game’ in an animated sequence, with an option to receive player stats. Both AR experiences are being sponsored by Pepsi and Papa John's.
The Stadium Tour gives the user a 360-degree view of the stadium as he/she moves the camera around his own position. By clicking on the screen, the user can jump to the players’ entrance or the changing rooms.
The ‘Play of the Game’ feature in tomorrow’s edition of the newspaper will enable users to view the players’ moves from different angle by adjusting the position of their phone, relative to the picture in the newspaper.
"This cooperation between USA TODAY and junaio is another great example of our vision of the 'Augmented City' and how AugmentedRreality is able to bring additional value to everyday life,” says junaio developer, Peter Meier.
There’s more information in a video here.

but let's be honest, that's hardly what you expected, isn't it?

Augmented reality in any sports match means being able to view live information and statistics on players' performance, pace of the ball, trajectories, etc, etc. all on your phone screen. All the cool stuff you can see on Fifa and Pro Evo and other sports simulation games, as overlays on your replay, or real-time play.
How cool would it be to be able to see all the player names when you were actually in the stadium, just through your phone!?

I'm sure the people at the sports equipment industry are already prototyping about this and I don't think it will be too long before we start seeing 'smart' sports shirts who wirelessly transmit location information, which allows 

From a romantic point of view, I know this would definitely take out of the genuine experience of watching matches - the more technology you put in you start taking out of the purity of it. But, being realistic, it's all about the viewer - the spectator. That's the customer - whether in the field or at home - and in the sports club's efforts to bring people into the stadium, I'm sure this sort of stuff will soon start getting trialed out in a stadium near you.

5 Ways to Improve your SMS Opt-In Campaigns


Written on Thursday, February 10, 2011 by Giorgos Saslis

For those of you into SMS Marketing, (ok, yes, I realize that's almost all of you - if you're not - why are you even reading this blog? ) I came across a post with some good advice on how to improve your SMS opt-in campaigns.

Here's the key points from the article:

The critical elements of SMS opt-in messaging

The following tips and best practices can help you develop in-store signage and other marketing visuals to help your brand achieve higher opt-in rates for retail-store SMS campaigns. They also help increase overall user satisfaction.

There are 5 key ingredients to successful copy and design development, for getting people to opt in and participate with SMS campaigns.

1. Call-to-action: This is the most important aspect of effective design. What action does the consumer need to take to participate? Is it clear and easy to understand?

2. Benefit statement: Essentially it’s answering the question, “What’s in it for me?” What is the value for the consumer? Be clear about what they have to gain by participating in the SMS campaign.

3. Special considerations: Accurately set the consumer’s expectations for what comes next. Are there additional details which need to be communicated? Are you clear about telling them what (if any) additional steps are required to get the value promised in the benefit statement? Be clear.

4. Terms and conditions: Include the statements required by the carriers for compliance with their consumer interaction standards.

5. Branding: Be sure the message clearly reflects the brand. Identification of the brand encourages credibility and trust in the exchange of personal information. It also helps connect the SMS promotion to overall brand or campaigns standards.

The success of a campaign not only depends on the campaign structure, but also depends on the execution and design of the initial opt-in messaging. Here are some tips for attracting participation with SMS campaigns.
Feel free to head on over for the breakdown on each of these.. Additionally you can find more, on my own, Bulk SMS Marketing Tips page.

Press Release: New Mini MBA: Mobile Marketing program


Written on Monday, February 07, 2011 by Giorgos Saslis

Thanks to Byron for the heads up - it is really good news to be hearing Universities bring out Mobile Marketing related courses for executives. Definitely a great class compared to MBA online courses out there. Find out more below:

PISCATAWAY, N.J.--(EON: Enhanced Online News)--The Rutgers Center for Management Development (CMD) is offering two Mini MBA courses on Mobile Marketing starting in April. The Rutgers Mini MBA: Mobile Marketing program is the first such executive education course offered by one of the top universities in the USA.
“The Rutgers Mini-MBA: Mobile Marketing program’s groundbreaking 360-degree curriculum exposes participants to the full range of mobile tools, technologies, best practices, and industry regulations – enabling them to track ROI and optimize content for mobile environments”
Rutgers CMD will also be holding a Mobile Marketing Open House on Thursday, Feb. 17, 2011, featuring Christina “CK” Kerley, an industry expert who will discuss how mastering mobile marketing is vital to today's business success. For more information and to register, go to http://mobilemarketingcmd-openhouse.eventbrite.com.
“With 5 billion mobile devices in use worldwide and a proliferation of Web-enabled mobile platforms like smartphones and tablet computers – a global revolution has been ignited in anywhere, anytime, always-on media. There’s no doubt about it: mobile technology has arrived worldwide, and this remarkable new set of technologies is driving stunning revenue opportunities and a host of new success imperatives for today’s companies,” says Kerley.
“The Rutgers Mini-MBA: Mobile Marketing program’s groundbreaking 360-degree curriculum exposes participants to the full range of mobile tools, technologies, best practices, and industry regulations – enabling them to track ROI and optimize content for mobile environments,” adds Eric Greenberg, the Faculty Chair of the Mini-MBA: Mobile Marketing Program at CMD.
This Mini MBA certificate program is designed for executives or teams of professionals who work in marketing, advertising, public relations, branding, communications, strategy and sales. It is also tailored for individuals seeking to increase their value in the job market through increased mobile skills and sophistication.
The Rutgers Mini MBA: Mobile Marketing program features an innovative learning environment that delivers course content on a program-supplied Apple iPad and a program-supplied Apple iTouch. The cost of the Certificate Program is $4,995, which includes all instructional materials on a pre-loaded Apple iPad and iPod Touch as well as fees. The Rutgers Mini MBA Program may qualify for corporate tuition reimbursement.
An accelerated 1-week program will be held Monday through Friday, from 9:00 a.m. to 4:00 p.m., April 4-8, 2011. A 12-week program will be held one evening per week on Thursdays, from 6:00 to 9:00 p.m., starting on April 7 and ending on June 23, 2011.
Students registering for these programs before March 21, 2011, will receive a 50 percent discount to SES New York 2011. The SES Conference and Expo, which will be held at the Hilton New York March 21-25, 2001, is the leading search and social marketing event.
Founded in 1947, Rutgers CMD provides management and leadership training for professionals in business and human resources. Instructors are Rutgers faculty members from the Rutgers Business School-Newark and New Brunswick, and the School of Management and Labor Relations, as well as industry experts. Programs bring practitioners from different organizations and industries together in a diverse learning environment designed to develop skills and enhance knowledge through a combination of expert class instruction and peer interaction.
For more information, contact Greenberg at 732-445-5639, or go online to Rutgers CMD at http://www.cmd.rutgers.edu/contact.html.

Greg Jarboe, 978-549-9537

Smartphone Market Share Statistics


Written on Friday, February 04, 2011 by Giorgos Saslis

VERY interesting piece with information on the latest mobile phone market share statistics, from this post.

First up, Canalys yesterday published its 2010 Q4 market data on smartphones, and here are a few of the tastier tidbits:
  • Smartphone adoption is growing fast. Smartphone sales nearly doubled (89 percent) from the same quarter last year: 101.2 million phones sold in Q4 2010.
  • Android is growing fastest. Android-based phones outsold all other operating systems worldwide in the quarter (32.9 million phones, or 33 percent), edging out Nokia's Symbian phones (31 million). HTC and Samsung made the most popular Android handsets (45 percent of Android phones sold).
  • The US is the biggest single country for smartphone sales. Twice the size of the Chinese market. Android was by far the best-selling smartphone platform in the US in Q4 (53 percent according to The NPD Group).
  • Fastest smartphone growth is in Europe, Middle East, and Africa. Sales up 90 percent from the same quarter last year.
  • But it's still a Nokia world. Even if its Symbian operating system wasn't on top, Nokia is still the number one seller of smartphone hardware (28 percent of Q4 worldwide sales). Nokia leads in Europe, Middle East, Africa, and Asia Pacific, but not Latin America, where BlackBerry took the lead.
  • Slow start for Windows Phone 7. Microsoft's new smartphone operating system arrived somewhat late in the quarter, so these numbers don't quite tell the whole story, but still: Microsoft lost share in the United States, dropping from eight percent in Q4 2009 to five percent in Q4 2010. And it seems the new phones aren't even faring that well against the old Windows Mobile. According to The NPD Group, Windows Mobile phones outsold Windows Phone 7 two to one in the US.
  • Compulsory Pie Chart pic for Stats article
  • Everybody's growing. It's worth noting that while relative positions are shifting in the market, everybody is selling lots more smartphones than last year. Even the companies who look like they're losing ground above are still growing in absolute volume. Smartphones are gradually replacing dumb feature phones.
Meanwhile, Horace Dedieu offered this eye-opener on the iPhone's overall smartphone market share:
The iPhone ended the quarter with 17.25% smartphone share and 4.2% phone share. Share of revenues was about 22% and share of earnings was about 51%.
I still hold that 20% smartphone share is possible for the iPhone. As the smartphone market slowly becomes the entire phone market that share will be worth something.
Catch that? Four percent of phones, but 51 percent of profits. Wow.

Update: Nielsen yesterday shared its US smartphone snapshot as of December 2010:
  • Nearly 1/3 of US mobile phones are smartphones. "As of December 2010, nearly a third (31%) of all mobile consumers in the United States owned smartphones, cellphones with app-based, web-enabled operating systems."
  • Dead heat between Android, iPhone, and BlackBerry in US. It's a three-way tie at 27 percent each, but the momentum is with Android, which accounted for 43 percent of US smartphone sales in Q4 2010 the last half of 2010, compared to 26 percent for Apple iOS and 20 percent for Blackberry RIM.
What does it tell us? If you're not on the Android train yet - get a ticket... yesterday! The iPhone figures certainly show you why - it's just going so well - and in spite of the incredible rise in Android sales, it's still growing!

Feel free to read more in the article if you're a designer for these platforms...

Red Bull Mobile Coupons via Bluetooth Proximity Marketing


Written on Tuesday, February 01, 2011 by Giorgos Saslis

Great to be hearing more and more of great Proximity Marketing examples and case studies out there, especially when it comes from big brand names, such as Red Bull.

Again, we're seeing proximity marketing being used for distributing mobile coupons, one of its most prominent uses - read on to find out why.

Here's more of the story from the Mobile Marketer

Basically the program works in 1,400 Macs/Couche-Tard convenience stores in Canada and all begins on digital signage at the point of sale. The digital signage broadcasts ads for various products and services that the convenience store offers such as Coca-Cola and Cadbury.  
Red Bull – case study
Red Bull is using digital signage to push its power drink. The brand is giving visitors to convenience store shoppers across Canada.
The coupon offers two cans of Red Bull for $4. The digital signage asks consumers to enable the Bluetooth on their device for a message from Red Bull. 

The display is at the point of purchase, reaching consumers who are waiting in line to pay or just walking around the store.
Once consumers enable the Bluetooth on their device, they receive the coupon. 
The set up within a Mac's/Couche-Tard store is to have one 32-inch screen in the store aisles and two 17-inch screens near the point of sale.
Red Bull is able to receive real-time feedback on each advertisement sent to shopper’s phones, from every sign and location.
“Advancements in mobile devices and digital signage, coupled with growing consumer acceptance of mobile marketing, are opening up key new opportunities for mobile-driven digital signage and affords a higher level of interactivity that didn’t exist before in public places,” Mr. Romanov said.
“Proximity-based mobile marketing can support social networking, price matching, coupons and real-time transactions to consumers at the point of sale, allowing today’s savvy and technologically-oriented consumer to engage, communicate and transact how, when and where they wish to,” he said.
“That’s why mobile proximity marketing can greatly improve the overall customer experience – which is the secret to achieving preferred status for any retail brand.”

The most interesting part of this campaign is the combination of digital signage and bluetooth proximity marketing, bringing together the best of both worlds - the moment people see the ad on display, they can opt-in by turning their bluetooth on and accepting the incoming mCoupon, which they can store on their phone for later use.

As is usual with these types of campaigns, we never get to see any statistics, penetration rates, etc. And that's precisely the point I don't understand - proximity marketing, when compared to other traditional approaches such as mail / e-mail marketing, printed leaflets, etc. has a MUCH higher penetration rate (on good campaigns 10-20% - good meaning there's appropriate awareness, decent content, etc.). 

Still, most new firms venturing into proximity marketing get so excited by the potential of the technology that they believe they should be having 30, 40 or even 50% penetration rates (laugh not, I HAVE heard this from customers!), which is simply not being realistic. But, having such (unreal) expectations, they then view the 10% and 15% penetration rates which are typical in most campaigns I've heard of as a massive failure and never publish it. WRONG!

So, to all of you out there in the above category, please, TELL us your results - ok it didn't do what you expected it to do, but that only means you expected too much of it, or were badly educated about it. Well, just do the comparison yourselves - do a bit of research and you'll be surprised at what you've actually achieved! (And then you'll WANT to share it! ;) )