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d the reason Bluetooth deserves more attention from researchers—is simple: Bluetooth mo-bile technology offers marketers a unique opportunity to reach people in location-specific areas with rich content, but with-out the cost and complexity of the mobile networks' SMS and multimedia message service (MMS) technology. Any user of a Bluetooth-enabled mobile device can in-scantly receive such rich content as video, graphics, text, sound, ringtones, wallop-per, and software. One of the largest recent Bluetooth-based marketing campaigns promoted anew CD by the rock group Coldplay. Tele-vision screens were erected in several train stations in London inviting commuters to activate their Bluetooth-enabled devices to receive free content that included mu-sic clips, interviews, and still images of the band (Sinatra, 2006). In another cam-pain, Lank me used Bluetooth-driven ad-VeriSign to generate awareness and induce trial of a new fragrance (Sinatra, 2006).Bluetooth transmitters were incorporated into bus-stop posters in Paris and pass-espy could download coupons for a free sample.

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