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An In-Depth Look at Bluetooth® Marketing

AN IN-DEPTH LOOK AT BLUETOOTH MARKETING
a Whitepaper in 4 Parts written by Stephen Hodos, President of QuaBLUE 1 S Main Street, Akron OH 44308 +1(330)333-BLUE http://www.quablue.com info@quablue.com

All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited. This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission. 1

An In-Depth Look at Bluetooth® Marketing

Introduction
This white-paper provides a thorough conceptual overview of Bluetooth® Marketing. Specific application of the provided analysis is pertinent for any business involved in direct-to-consumer marketing, especially as it occurs on premise. The application and utilization of Bluetooth® Marketing technology is especially relevant in the case of areas with large amounts of foot-traffic including but not limited to: - Shopping-Centers - Arenas - Schools - Airports - Theaters - Bars & Clubs - Eateries - Fairgrounds - Entertainment Venues - Cities - Tourist Destinations Additional applications for Bluetooth® Transmission Technologies provided by QuaBLUE may be discovered and deployed in any area where people gather. Other applications include: - Event Promotions - Roving/Transportation Applications - Non-profit, Awareness Initiatives - Political Campaigns - Municipal Applications, including use for Amber Alerts, Weather Bans, etc. The information contained in this Whitepaper has been collected after a year of industry analysis by our professional staff and is broken down into 4 Parts. Part 1 explains how and why Bluetooth® may be used as a Marketing Medium. Part 2 explains the considerations that should go into deciding whether or not to deploy Bluetooth® Marketing Technology. Part 3 provides a basic roadmap for early-stage adopters of Bluetooth® Marketing Technology. Part 4 provides a list of principles and best-practices for utilization of Bluetooth® Marketing Technology. Each Part may be read on it's own or in the context of the rest of the paper. This Whitepaper is meant to be a primer for those interested in learning about how Bluetooth® Marketing technology may be adapted to an organizations Marketing strategy. Sources are cited throughout the paper. For questions or for more information on QuaBLUE Proprietary Bluetooth® Marketing Technologies, contact us at: info@QuaBLUE.com

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An In-Depth Look at Bluetooth® Marketing

Part 1: Why Bluetooth Works as a Marketing Medium

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An In-Depth Look at Bluetooth® Marketing

Part 1: Why Bluetooth Works as a Marketing Medium

Contents
I. Bluetooth® Marketing General Overview 1. The Origin of Bluetooth® 2. Bluetooth® Applied to Marketing 3. How it Works 4. The Individual Experience of Downloading Content via Bluetooth® II. Bluetooth® Compared with SMS/text messaging III. The Business Case for Bluetooth® Marketing 1. Individual Claimed Adoption Statistics for 2006-2008 2. Web 2.0 Concepts Converge with Real-World Application 3. Trackability for Real-Time ROI Analysis 4. Ad-Space Sale Opportunities IV. Industry Trends in Adoption of Mobile Marketing 5

6 7 8 9 10 11

V. The Other Positive Effects of Advertising Qua BLUE 12 1. The Psychology of YES: What Opt-in Messaging Truly Delivers 2. The Empowerment Principle: VIRAL AMPLIFICATION 3. The Modern Value of a Green Solution: Communicating Your Company's Dedication to the Elimination of Waste in the Digital Age - A Unique PR Identifier for Early-stage Adopters

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An In-Depth Look at Bluetooth® Marketing

I. Bluetooth® Marketing: General Overview
1. The Origin of Bluetooth® In 1997, a business consortium including Nokia, Sony, Intel, Microsoft & Toshiba known as the Bluetooth Special Interest Group (the Bluetooth SIG) established Bluetooth® as a protocol for the wireless exchange of information. Named after the Norse King Blatand who united dissonant Danish tribes into a single kingdom, the name was adopted by the consortium to symbolize the interoperability achieved in their collaboration. Today Bluetooth® has become a leading standard as a cable-replacement technology, making it possible to wirelessly synch information between mobile-phones, laptops, smart-cars, etc. Best known for it's standardized use as a wireless headset solution, 95% of cell-phones sold in the U.S. today1 come with Bluetooth® as a standard feature. The global cellular
handset market was estimated to represent just under 70% of the total Bluetooth® equipment market in 2008.2

2. Bluetooth® Applied to Marketing
Standard Bluetooth® Marketing Materials are appealing graphical, multimedia and/or interactive ads including digital coupons, videos, mp3's, etc. New and ongoing creative content enables businesses to keep their Bluetooth® Marketing campaigns fresh so as to continuously engage the end-user. Instant Marketing Campaigns deployed via Bluetooth® are easily tracked via Internet-redemption coupon-codes, SMS text message codes or other forms of POS redemption. YouTube® ready video ads can also be sent directly to onpremise patron cell-phones, making Bluetooth® an ideal medium for real-world Social Networking.

3. How it Works
Bluetooth® operates in the 2.4GHz frequency range. While most devices can only transmit between Bluetooth® 'nodes' at a distance of 10 meters, QuaBLUE Bluetooth® Transmission Systems are fully-scalable from 1 meter (for limited, immediate area use) to 10 meters to 100 meters on up. Bluetooth® is an optimal medium for the transmission of marketing and advertising materials directly into the palms and pockets of patrons via their onperson third screen device, be it a mobile-phone, PDA, mp3 player, etc. When a QuaBLUE Bluetooth® Transmitter detects a Bluetooth® enabled device within range, it sends a request to the device in the form of an on-screen 'popup.' If the user does not wish to accept she can simply deny the connection and will not receive another request during the scheduled course of that campaign. If the user chooses to accept, the download will start instantly on most phones, though on some phones the standard Bluetooth® pin of '0000' may be required. To view and/or redeem the materials the user would simply need to view the message stored on her phone. If a user wants to stop any future transmission requests from arriving on her phone, she simply has to switch her phone's Bluetooth® into 'Invisible Mode' or, alternatively, turn her Bluetooth® off.
1 ABI Research press release, September 2008 2 IMS Research Report, "The Worldwide Market for Bluetooth® Technology — 2008 Edition"
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An In-Depth Look at Bluetooth® Marketing
4. The Individual Experience of Downloading Content via Bluetooth® Step 1: Connect to the Server

Step 2: Download Content

Step 3: View/Redeem

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An In-Depth Look at Bluetooth® Marketing

II. Bluetooth® compared with SMS/text messaging
An Apples to Oranges Comparison
Bluetooth® and SMS text messaging both offer a wide variety of substantially different features and options when used as marketing tools. While both Bluetooth® and SMS-text present methods for getting information onto cellular phones, both methods can be used in tandem to get the maximum impact out of a Mobile Marketing campaign. Bluetooth® makes it possible to send full video, multimedia, interactive ads to a captive audience for the sake of 'Viral Amplification' (much the way YouTube® works, except that Bluetooth® works in the physical environment.) SMS text is more-often used to communicate with potential or ongoing patrons so as to move them to act on a "call-now", "text-now" or event announcement notification. Thus, Bluetooth® and SMS-text serve two completely seperate purposes. Bluetooth® Marketing works by sending full-color digital coupons and/or multi-media/interactive ads to the cell-phones of on-location patrons or other nearby foot-traffic in proximity to a place of business with no per-msg fees and no phone-numbers required at any point during the deployment of

a campaign!

SMS text Messaging is typically used with a Common Carrier Short Code (CSC) service to send and/or receive subscription service notifications and/or event announcements by prompting cell-phone users via Radio or Television advertising. Below is a list comparing the features of Bluetooth® to those of SMS text: Features
USED TO IDENTIFY MOBILE PHONES WITHIN A GIVEN PROXIMITY RANGE USED TO SEND VIDEO, PHOTOS, MP3'S, INTERACTIVE CONTENT, GAMES, ETC. USED TO PROVIDE SMS CODES FOR 'TEXT-BACK' REDEMPTION USED TO PROVIDE UPCOMING EVENT INFORMATION USED TO AUTO- CONFIGURE CALENDAR DATES IN MOST PHONES USED TO AUTO-CONFIGURE CONTACT INFO. IN MOST PHONES USED AS A WIDE-AREA BROADCAST ANNOUNCEMENT USED AS A CALL TO ACTION FOR ON-LOCATION CELLPHONE USERS

Bluetooth®

SMS Txt

MMS Messaging

YES YES YES YES YES YES YES YES

NO NO YES YES NO NO YES YES

NO YES YES YES YES YES YES NO

In most cases Bluetooth® can be shown to far exceed the use-case scenarios available for standard SMS text-messaging campaigns - especially when deployed on-premise where on-location or nearby patrons are located making Bluetooth® Marketing an opportunity at expanding on-premise advertising reach right into the pockets of on-premise patrons. Bluetooth® digital ads are also fully renewable for ongoing customer reference making it a more effective, cost-saving mode of advertising for design, production and distribution of advertising literature.
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An In-Depth Look at Bluetooth® Marketing

III. The Business Case for Bluetooth® Marketing
1. Individual Claimed Adoption Statistics for 2006-20083

While there are still some individuals in markets around the world, including the U.S., who may not yet own Bluetooth® enabled cell-phones (and most of which exist out of the 18-32 age-range demographic typically targeted by Bluetooth® Marketing campaigns), almost all cell-phones sold in the U.S. today are Bluetooth® capable. The above pictograph is represenative of a poll taken by Millward Brown, published in 2008, which surveyed individuals as to whether or not they were aware of purchasing or owning a Bluetooth® enabled cell-phone. The actual rates of claimed purchases are expected to grow through 2010 as more-and-more individuals in the U.S. become aware of the Bluetooth® that they have on their phone. No age requirements were stipulated in the survey which means that the age-ranges varied between all age groups. While over 50% of people surveyed in the U.S. in 2008 were not aware of their phones Bluetooth® capability, in March, 2009 U.S. awareness of Bluetooth® as a Wireless Connectivity Technology was polled at 91%.

"The US, at 91%, has caught up fully with Asia and Europe in overall awareness of Bluetooth technology" - March, 2009.4
Though a great majority of individuals in the U.S. understand that Bluetooth® is a Wireless Connectivity Protocol, if there is a hurdle to get over it is simply helping those same people understand that their phones ARE Bluetooth® enabled. From our experience in the industry there is no doubt that individuals aged 1832 are much more likely to BOTH know that they have Bluetooth® on their cell-phones AND to know how to use it or to have previous experience using it in the past. Thus, the age-bracket most aware of the technology is also the most targetable age-bracket, making individuals in the U.S. aged 18-32 a demographic grouping well-positioned for targeting with Bluetooth® Instant Marketing materials.
3 Bluetooth Brand Equity Study, Millward Brown, Dec. 2008 4 Sean Meckley, Bluetooth SIG Report, March 2009
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An In-Depth Look at Bluetooth® Marketing
2. Web 2.0 Concepts Converge with Real-World Application In 2004 a new media concept was born termed 'Web 2.0.' It's birthplace was San Francisco at the O'Reilly Media Web 2.0 Conference. In the words of Tim O'Reilly Web 2.0 has been defined as "the business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform."5 In his opening statements at the conference O'Reilly clarified that Web 2.0 results in the creation of an environment where "customers are building your business for you."6 Shortly thereafter the world saw an explosion of new .COM's built around the model of user-generated content including Twitter, Facebook, YouTube, Digg and many others. One of the greatest elements inherent to the structure of Web 2.0 is that it is both content-driven AND that it allows for content to become instantly virally disseminated based, primarily, on the popularity of the content. What This Means for Mobile Marketing Many of the principles at work in the Web 2.0 version of the internet (as opposed to the pre-2000 era of the internet) also apply to emerging mobiletechnologies including mobile-based augmented reality applications, social networking extensions, and, for that matter, Bluetooth® - a powerful medium capable of connecting phsyically and geographically diverse groups of persons instantaneously. While SMS/text messaging represents a great way to get out a call-to-action to a wide geographical area (for instance, to a tv networks' audience or to a student-body) Bluetooth® is a much more flexible medium making the choice between the two a matter of purpose and extent. Both SMS/text and Bluetooth® present mobile-based opportunities for the end-user to add comments, redeem coupon-codes and pass-on information to friends if found to be engaging. Bluetooth® thereby affords the end-user opportunities for interactive content downloads and has been the medium for an ongoing variety of Bluetooth® supported Wireless games built to connect multiple mobile devices within proximity of each-other. Bluetooth® offers the best existing opportunity for businesses to take advantage of the development of Web 2.0 concepts and principles in the realworld and in real-time for immediate results measurement and tracking. In the modern age of the Video-phone, a patron simply stepping within range of a business premise is an opportunity to send rich, targeted content to their mobilephone. One of the key differentiating factors between Mobile Marketing (specifically Bluetooth® Marketing) and Web 2.0 is the fact that while Web content can be difficult to target geographically without the use of keywords, targeting mobile individuals within range of or on a business premise with rich and engaging content means that the business gets a captive audience for as long as the content plays; the longer it plays, the greater the impression, the more likely there will be a verbal (that is, conversational) element to the on-premise & off-premise viral explosion of the campaign.
5 Tim O'Reilly (2006-12-10). "Web 2.0 Compact Definition: Trying Again". 6 O'Reilly, Tim, and John Battelle. 2004. Opening Welcome: State of the Internet Industry. In . San Francisco, CA, October 5.
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An In-Depth Look at Bluetooth® Marketing
3. Trackability for Real-Time ROI Analysis Bluetooth® Marketing with QuaBLUE affords businesses a unique opportunity at tracking real-world individual interaction and real-time end-user experience with ongoing marketing campaigns. All of our systems are equipped with Statistical Feedback portals for quickreference, on-the-fly. This means that a campaign can be launched from multiple transmission points, at which point all cell-phones with their Bluetooth® enabled and within range of each transmission point are then located and a MAC address and Model/Brand for each phone is identified and stored. The final (most important) factor is instant awareness of the number of phones that have downloaded content from the Bluetooth® Transmission Server for the course of a given campaign. This means that if within an hour of launching a preliminary campaign, results are not found to be optimal, a given campaign might easily be immediately replaced until optimal results are achieved and without any of the costs that would otherwise be incurred in mid-campaign alteration using other media formats. REAL-TIME STATISTICAL FEEDBACK:

All results can be exported in the form of a coma-delimitted file for easy importation into an Excel Spreadsheet and for the sake of archiving data. Redemption codes can be offered for Viral dissemination of Marketing and Advertising materials. Depending on the nature of the promotion, redemption can be achieved using any combination of -Web-based Coupon/Redemption Codes -Scannable or non-scannable POS redemption -SMS/text message redemption offered via Bluetooth® (QuaBLUE short-code support also available) -Unique Audio &/or Video Coupons 4. Ad-Space Sale Opportunities Bluetooth® Marketing Technologies provided by QuaBLUE may be easily configured for QuaBLUE General Administration Server Access to all devices. Per-transmitter permissions can be configured with Server-wide reporting functionality and administrative access granted on a remotely-hosted 24-hr basis congruent with updated client account & billing information, for instance, as would be necessary to service a stadium/arena. Ad-Space on a QuaBLUE Bluetooth® Marketing system can be achieved by selling or auctioning time-blocks (based on standard area traffic estimates, Gross Rating Points, etc. ) to advertisers or by billing per-msg sent.
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An In-Depth Look at Bluetooth® Marketing

IV. Industry Trends in Adoption of Mobile Marketing
Entertainment Leads the Way in Adoption
followed closely by Automotive and Food

"The entertainment and automotive industries are leading the adoption of mobile advertising, as 81% of L.A. survey respondents [planned] to run a mobile campaign in 2008. In the areas most likely to run a mobile campaign, entertainment topped the list at 50%, with automotive second at 26%."7
-Mobile Marketing Association

Wave8 and Mobile Ad Degree Business Surveys

"From the second half of 2007 to May 2008 interest in mobile advertising [showed] tremendous growth.Similarly, the Mobile Ad Degree surveys found interest a bit later in 2008 at 64% in March and then rising to 81% in May."8
-Wave8 and Mobile Ad Degree, San Francisco and Los Angeles 7 http://www.mmaglobal.com/research/mobile-ad-degree-interest-mobile-advertising 8 http://www.mmaglobal.com/research/mobile-ad-degree-interest-mobile-advertising
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An In-Depth Look at Bluetooth® Marketing

V. The Other Positive Effects of Advertising Qua BLUE
1. The Psychology of YES: What Opt-in Messaging Truly Delivers Getting your customers to say "YES" to a connection request can be the first step in developing a positive association between the immediately accessible customer brand experience and the final decision to act on a call to action. The more engaging the end-user experience is at the time of the connection in viewing and/or using the downloaded information the more enthusiastic the individual customer will be in responding to this new form of marketing. The first "YES" will thereby pave the way to conversation, and many more YES's to come from both the initial participant and their circle of influence. 2. The Empowerment Principle: VIRAL AMPLIFICATION After an individual customer has downloaded Bluetooth® Marketing materials onto their cell-phone they can become the first point of contact in a long-string of "pass it forward" (aka, VIRAL) messages. We call these indirect consequences of a direct-to-customer campaign the VIRAL AMPLIFICATION of your Bluetooth® Marketing Materials. 3. The Modern Value of a Green Solution: Communicating Your Company's Dedication to the Elimination of Waste in the Digital Age - A Unique PR Identifier for Early-stage Adopters Where going Green achieves cost-savings and environmental and/or humanitarian benefits, going Green may also offer strategic market-place advantages over competitors. Similarly, when the substance behind a Green Initiative is defined in effective communications with both individual customers as well as with share-holders the consequential added-value of doing business with a Green company may be significantly improved: a fact which, when realized, will yield better customer relations (i.e., sales & revenue) and better stock values for a positive correlation between cost-savings and increases in revenue. In the case of Bluetooth® Marketing, the Green Solution is readily and immediately available upon every on-site customer experience that occurs throughout the course of a Bluetooth® Marketing campaign. This is significant since individual customers are not likely to take recurring notice of the efficiency of a typical business' energy distribution system, data storage management system or any variety of other 'behind the scenes' cost savings. Rather, in a very real sense Bluetooth® Marketing Technology delivers a Green flier into the pocket of the individual customer reminding them upon every interaction with that Green flier that the place of business that sent it to them is being eco-conscious. In fact, in some cities and states (including Florida, for instance) it is illegal to perform printed flier drops due to the waste and eye-sore that occurs. QuaBLUE Bluetooth® Marketing Technology is the Green Solution that keeps on giving back to both the individual customer, the advertising businesses and even to the share-holders.

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An In-Depth Look at Bluetooth® Marketing

Part 2: Key Factors in Deciding to Adopt

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An In-Depth Look at Bluetooth® Marketing

Part 2: Key Factors in Deciding to Adopt

Contents
Introduction to Part 2 15

I. The Third Screen: Capitalizing on On-Premise Opportunity 16 Step 1: Determining Viability based on Nearby Foot-traffic Step 2: Case Study References and Collection of Demographic Information Step 3: Understanding the Demographics & Achieving Awareness of Campaign II. Cost Effectiveness 1. Cost Comparison: Print 2. Cost Comparison: Billboards 3. Supplanting the Cost of Regularly Redeploying Other On-Premise Signage III. Creative Resources 1. In-House Capabilities 2. Out-Sourced Capabilities via QuaBLUE 18 19 17

IV. Immediate and Long-term ROI Considerations 20 1. The INITIAL Cost of HW as the Greatest Cost In Deploying Bluetooth® & Yields a Fast Return 2. Strategic Integration into Ongoing Marketing Strategy & Vision V. Formats for Communication 1. Digital Coupons 2. Digital Videos 3. Interactive Animation &/or Tutorials 4. Video Games 5. Maps 6. Calendar &/or Contact Info VI. Redemption Opportunities/Systems 1. "On-Sight" Redemption 2. POS Redemption Systems 3. Web-Based Redemption Systems 4. SMS/Text Message Redemption VII. Immediately Proposed Campaign Concepts: Formulating a Strategy for Initial Implementation 21

22

23

VIII. Staff Education: Training in the Real-World Application 24 of Web 2.0 Principles within the Physical Environment 1. Ongoing Staff Training & Consultation Services 2. Applying the Lessons of Web 2.0 3. A New Model for Increasing ROI 4. Keeping Up with the Pace of the Future

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An In-Depth Look at Bluetooth® Marketing

Introduction to Part 2
As detailed in Part 1 of this Whitepaper, Bluetooth Marketing is becoming an increasingly attractive medium for interacting with customers. While the Third Screen (i.e., the cell-phone screen) poses a variety of new opportunities, those opportunities naturally come with their own challenges. Part 2 of this Whitepaper details both the challenges and the opportunities which pave the way to an understanding of where and when Bluetooth® Marketing Technology becomes both effective and profitable for use.

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An In-Depth Look at Bluetooth® Marketing

I. The Third Screen: Capitalizing on On-Premise Opportunity
Step 1: Determining Viability based on Nearby Foot-Traffic Understanding where and when an opportunity exists is the first step in recognizing a potential application for the utilization of Bluetooth® Marketing Technology. An assessment of the foot traffic and/or other forms of idle traffic within range of a given point-of-connection (i.e., transmission point) is the most fundamental factor in determining the viability of an application. In most cases where there is enough demographic information already available to estimate the number of Bluetooth® enabled phones within range of a given location, recognizing an opportunity is as simple as referencing prior case studies. In certain circumstances it is advised to test run a Bluetooth® campaign so as to determine the actual number of Bluetooth® enabled phones in a given area. Step 2: Case-Study References and Collection of Demographic Information While an estimated 95% of cell-phones sold in the U.S. today come equipped with Bluetooth®, we have found that anywhere from 10-20% of people with Bluetooth® enabled cell-phones leave their Bluetooth® turned on AND visible - meaning that no additional signage is required in order to connect with these phones! After that 10-20% have received the request from our transmitter to connect to their cell-phone, we have found that anywhere from 10-50% of people who received the request then opted-in to receive the message. These numbers reflect the performance of past "blind" campaigns (campaigns run without signage instructing people to "Turn On Your Bluetooth®".) When running ongoing campaigns simply hanging additional signage or providing other audio/visual calls-to-action will drive these numbers skyward. Case in Point: if you have a stadium that seats 30,000 and it is filled to capacity, at least 3,000 people will have their Bluetooth® turned on and a minimum of 300 will accept the connection request - these VERY conservative numbers reflect our findings when running 100% "BLIND" campaigns. With the right signage and/or on-premise promotions calling people to "Turn On Your Bluetooth®" the number of devices detected will significantly increase while the ratio between devices detected and 'opt-in' downloads will also show dramatic improvement. In a stadium deployment, for instance, multiple transmitters would be managed on a fully redundant mesh network. This means that once an individual has downloaded a campaign all of the transmitters on the network will recognize that the user has 'opted-in' and will not send that specific phone another connection request until a new campaign has begun. Step 3: Understanding Demographics & Achieiving Campaign Awareness While we have found that individuals aged 18-32 (and younger) are more likely to have their Bluetooth® enabled & to understand how to use it with little-to-no instruction, we have also found that when provided with appropriate instructions individuals aged 32-55 are just as likely, if not more likely to redeem a digital coupon that they've downloaded onto their phone qua Blue. The more relevant a specific campaign is (assuming a non-blind campaign promoted by on-premise signage/audio/video), the higher the individual participation rates. Trust and comfort level are also big factors. If an individual trusts the source of the transmission, they will be much more likely to participate then if they don't know where the connection request is coming from.

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An In-Depth Look at Bluetooth® Marketing

II. Cost Effectiveness
1. Cost Comparison: Print When compared with the use of digital coupons or fliers, printed fliers are costly and ineffective - especially since printed fliers are often disregarded or forgotton (or even altogether avoided) Bluetooth® is, on the other hand, a 100% renewable and cost-saving mechanism for automating management, delivery and ROI analysis of your on-premise marketing.
Print Costs: 10,000 Full Color, 1 Sided 5.5"x8.5" Brochures: $550.00 or 5.5c/each versus 10,000 Full Color, Digital Brochures/Coupons: $32.00 or .32c each9

Savings if using Bluetooth®: 5.18c Savings Total/each unit OR $518.00 Savings/Campaign OR 94% Cost Savings (Total) New Opportunities to Deliver Advertising Into People's Pockets In many cases, Bluetooth® affords entirely new opportunities at connecting with patrons. While print campaigns are, in certain circumstances, too costly to perform, the cost comparison above shows that where a print campaign was expensive or even unfeasible due to high cost of print (plus distribution!) the final cost of creation, administration, distribution and full results-reporting of a QuaBLUE Bluetooth® Marketing Campaign means greater ROI at an exceedingly low fraction of the cost of running traditional print campaigns! Hence, new advertising opportunities will be discovered where take-home advertising would have simply been too costly prior to the existence of Bluetooth® Marketing Technology. 2. Cost Comparison: Billboards In the world of Billboard &/or Broadcast Advertising, Impressions are delivered using Gross Rating Points. As far as we're concerned that's about as good as guessing! We deliver real results analysis based on connection statistics using the same philosophy that has made Google's approach to advertising a modern success, namely: dollars should be measured by results and if real results can't be matched to real dollars than there's probably a real reason for the discrepancy! GRP Impression Avg Costs (for Billboards in NE Ohio): $3-$5 per Impression versus 25c - $1.00 per Bluetooth® Digital Impression/Connection10 Savings if using Bluetooth®: $2.75 - $4.75 per Impression OR 91% -95%
9 if performed by QuaBLUE - price includes upload to one transmitter w/ redesign of existing template and final reporting on campaign upon campaign expiration 10 applies when per-phone, per-campaign connection rates are charged to client by QuaBLUE using existing or leased QuaBLUE equipment/network
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An In-Depth Look at Bluetooth® Marketing
3. Supplanting the Cost of Regularly Redeploying Other On-Premise Signage (including static image, digital, etc.) Be it on-premise vinyl banners, printed posters, upright signage or window graphics, simply instructing a person within viewing range to "Turn on Your Bluetooth®" can easily provide a cost savings as the campaign itself provides for its own longevity. Instead of hanging a new banner on the wall every time a new promotion is launched, a single banner that says "Turn on Your Bluetooth®" might easily cut costs so that the only promotion that requires constant updating is the least-costly to implement: Bluetooth®. Instead of reprinting costly wall-banners every time a new promotion is initiated, a single "Turn on Your Bluetooth®" banner may easily provide the call-to-action necessary to provide the actual information used to drive your customer to the desired action - thus providing yet another incentive to participate in the Bluetooth® campaign. This also applies to digital billboard signage - simply telling people to "Turn on Your Bluetooth®" only requires a single up-front production cost and thereby eliminates the time and resources that would otherwise go into developing custom videography for per-campaign needs. Example Banners: Originally Installed Downtown Akron, OH 3'x4' Horizontal Instructional

8'x24' Vertical Billboard

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An In-Depth Look at Bluetooth® Marketing

III. Creative Resources
1. In House Capabilities A company with an in-house Marketing Department that is dedicated to managing and constantly revising ongoing marketing campaigns will significantly decrease costs in time allocated to planning, implementing (that is, distributing) and tracking campaigns whenever and wherever traditional media management is strategically supplanted by the administration and creative application of QuaBLUE Bluetooth® Marketing Technologies. In the event that QuaBLUE is hired by a client to develop a solution, a designated allotment of consultation services are included with any transmission and/or management packages purchased so that full utilization of QuaBLUE technologies may be achieved by each and every client regardless of whether or not the client has the resources to effectively utilize the technology with in-house management resources. In so doing we aid our clients in determining the most cost-effective method for managing their QuaBLUE Bluetooth® Marketing Solution. 2. Out-sourced Capabilities via QuaBLUE: SMB Applications With every initial package that we design or sell through our corporate headquarters we also include a FREE Bluetooth® Digital Coupon Template. This template is valued at a minimum of $125 in design costs (assuming no custom photography or videography required.) Any redesign of this template by QuaBLUE costs only $12/redesign. After that we let our customers decide if they wish to manage the upload and then the reporting on their own, where upload and reporting each cost $12 if performed by QuaBLUE. We offer this flexibility in management options since we recognize that many of our clients may have technical staff capable of managing specific campaign details though they may not have sufficient marketing staff to perform the recurring design of campaigns (or vice versa.) For the first 90 days following an Installation we provide 100% pay-to-play, ondemand services – this means that we allow our clients and their in-house management teams to see campaign results and understand the collaboration process before solidifying terms for a fixed retainer. After 90 days from the date of Installation we require a minimum retainer of $200/transmitter for all campaign management services including redesign, remote administration (campaign upload), &/or per-campaign reporting. This ensures that our clients are provided with a standard time-frame by which to determine their own capacity to perform administrative functions in-house.

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An In-Depth Look at Bluetooth® Marketing

IV. Immediate and Long-term ROI Considerations
1. The INITIAL Cost of HW as the Greatest Cost In deploying Bluetooth® & Yields a Fast Return Assuming highest-cost of hardware for a deployment involving one stationary Bluetooth® transmitter, standard costs for the initial deployment of a single transmitter solution (as per some small-business applications) involve: - Hardware & Installation - Hosting - Creative Design - Remote Managment (upload + reporting) The fewer customers being reached by a single transmitter, the greater the net gain must be from any given campaign and/or redemption offered in that campaign. For instance, a Tire Store may offer a deal on the installation of 4 new tires to 100 people per week where a 3% return will yield 3 new customers per week. A stadium, for that matter, seating 30,000 with a Bluetooth® deployment regularly providing for the sale of 300 hotdogs per week is also yielding a 3% return. In both situations the ROI comes within months if hardware alone is factored as the primary up-front cost. Campaign Implementation is a per-client variable - if a clients Bluetooth® campaigns are constantly changing (and assuming management by QuaBLUE) costs will be higher and ROI will take longer than if Bluetooth® campaigns are more regularly scheduled and/or less-frequently changed (and assuming managment by client.) If 4 new tires at $60/tire is making a Tire Store client 10% profit/return, 3 new clients/week would result in a $72/week ROI with a maximum of 7 months lapsed till initial stage ROI is achieved as weighed against initial investment of an estimated $2K for one transmitter. Similarly, a stadium might make a 6% return selling $5 hotdogs with an average of 300 hotdogs sold/week. At $1,500.00 in sales/week & a $90/week profit/return the stadium would make their ROI in under 5 months! This example is provided merely as an illustration since most of a Stadiums measurable ROI will likely come from Advertisers. These are considered to be VERY conservative numbers as they are based on an estimated 3% of client redemptions and presumably low-profit margins! 2. Strategic Integration into Ongoing Marketing Strategy & Vision The initial period of deployment will likely prove incredible net gains for an early-adopter, as referenced above. The intrigue involved in redeeming an offer while the utilization of Bluetooth® Marketing is still new in the market-place will likely aid in driving early-stage participation. Ongoing strategic integration of the technology into the marketing strategy of a given firm will optimally situate early adopters for ongoing increases in ROI due to deployment efficiencies (i.e., process streamlining) and creative proficiency in leveraging Bluetooth®, as well as the maximization of ongoing impact in interactive media wherever the same principles apply. Thus, preparing early-adopters for future adaptations to technological innovation and market-place results measurement.
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An In-Depth Look at Bluetooth® Marketing

V. Formats for Communication
Just as Television is a medium for a variety of programming and just as the internet is a medium for a variety of media formats, so Bluetooth® is a medium for the transmission and communication of a similar variety of media formats, which have been broken down into basic categories as listed below: 1. Digital Coupons Be it a static-image coupon meant for "On-Sight" redemption, Bar-code scanning with an optical scanner or even simple area awareness (for instance, an Amber Alert message) digital coupons can provide all of the benefits of traditional coupons and/or printed fliers at a fraction of the cost. -Design is simplified as the ad is not a full-sized flier but is created for display on a smaller cell-phone screen, -Distribution is automated, -The campaign provides digital referenceable take-home materials and is thus guaranteed to be more effective than, for instance, standard print advertising (where best practices are followed) 2. Digital Videos Whether produced specifically for Bluetooth® or for YouTube® (or both) digital video produced for the cell-phone is naturally less-expensive and more affordable than videography produced for the big-screen, since compression ratios and pixel-counts often play a factor in determining the final cost of video production. That said, Bluetooth® affords an opportunity at killing many birds with one stone: YouTube + Bluetooth® + potentially even T.V. ready video yields instant cost-savings alongside immediate results measurement and a captive audience precisely where Generation Y is most captive: on their Cellphones! 3. Interactive Animations &/or Tutorials Build an Avatar for communicating your brands unique identity. Animate the motions of your Avatars' on-screen performance. Interact with your customers via an animated overview of a specific product or experience. Whatever the case, QuaBLUE can aid your organization in helping you reach out to your customers in a way that is both visually and conceptually engaging. 4. Video Games Make your end-user's experience both provocative and memorable by providing games that stimulate the senses that you want to stimulate. Create passion, conviction, envy or enthusiasm. Video-games are a great method by which to stimulate emotional interaction and may be easily downloaded via Bluetooth®. 5. Maps Provide your patrons with Interactive Java Maps that point the way to the nearest point-of-destination, hotspot, ride, or other point-of-interest. 6. Calendar &/or Contact Info Provide nearby foot-traffic with contact-details, business-card info. and even calendar information immediately applied to their cell-phones' calendar making for a great immediate and even accidental future point of reference on the part of your customer.
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An In-Depth Look at Bluetooth® Marketing

VI. Redemption Opportunities/Systems
1. "On-Sight" Redemption (Likely More Viable for Smaller Venues) While at least potentially blunt and inaccurate when put to use by larger organizations, QuaBLUE has experience running various limited time offers allowing individuals to "show an ad" to a POS representative for the sake of simple visual redemption. This is easily the lowest cost of implementation and, in the case of smaller businesses (and, potentially, at times, in the case of larger organizations) may be considered the quickest and easiest way to track the sum total amount of redemptions without requiring costly integration with a given POS system. This redemption style is termed the "On-Sight" redemption method since no verifiable proof is required of the POS employee other than a keypress indicating that a particular offer was received "On-Sight" from a customer. 2. POS Redemption Systems (2D Bar-Code Optical Scanners) 2D Bar-codes are quickly becoming an industry standard in mobile advertising. Using an Optical Scanner, a 2D Bar-code may easily be scanned into a POS system for instant and verifiable redemption - be it per-customer or percampaign. Hence, 2D Bar-codes have already begun to represent the future of large-scale mobile redemption applications. 3. Web-Based Redemption Systems By simply sending a web-site/url embedded in a message to a phone, a redemption code may thereby be easily and quickly redeemed using Wifi or Cellphone Provider Internet Access to complete the redemption online. These codes may be provided on a per-phone or per-campaign basis. Tracking redemptions is as simple as maintaining a database with all redemption information annotated and stored for ongoing reference. Information such as emails, demographics, cell-phone numbers, etc. may be maintained using Web-Based Redemption Methods. 4. SMS/Text Message Redemption A call-to-action prompting a user to text a code to a Short Code (i.e., 68687) may also be provided within the body of a Bluetooth® Campaign. The cost of running such a campaign would be determined by whether a specific Common Short Code (CSC) was required by the client or whether a multi-use (sharedcost) Short Code might be preferred for the sake of cost-savings. SMS/Text Message Redemption services are most valuable when the attainment of specific geographic information and/or demographic information is a priority, since the collection of carrier exchange data and/or specific carrier demographic information may be referenced upon the receipt of specific information from the participating 'texter'.

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An In-Depth Look at Bluetooth® Marketing

VII. Immediately Proposed Campaign Concepts: Formulating a Strategy for Initial Implementation
The Initial Stages of Implementation The roll-out stages of an early adoption deployment will require multiple initial factors be put to consideration: 1. Awareness (telling people to "Turn on Your Bluetooth®") 2. Instructions on Using and Redeeming Downloaded Information 3. Simplicity of Initial Campaigns being Delivered to Cell-phones 4. Fresh, Engaging, Relevant Campaigns: Creating Added-Value Promotions 5. Redemption 6. Tracking Results When all of these factors are taken into consideration a comprehensive campaign may be managed and delivered to individual customers for a complete brand experience that is both engaging and valuable. The format to be used for the initial campaign (digital coupon, video, game, etc.) can be any of the available options. A video or game is best utilized when a strong brand experience and ongoing customer interaction (post-receipt, offpremise interaction) is sought. An immediate call to action is most affordable when put into the format of a digital flier, promotion or coupon calling for an immediately relevant action on the part of the participant. A Strategic Suggestion Regarding Early-Stage Adoption Don't purchase any technology without knowing 1. what kind of campaign you plan to deploy (regarding format), 2. with whom you want to connect (your target demographic), and 3. what results you're seeking (the actual call-to-action) While such a suggestion may seem both obvious and at once unnecessary we have found that the ease-of-management involved in deploying a Bluetooth® Marketing Campaign as well as the general excitement at the power of Bluetooth® Marketing Technology may at times preclude a certain potential for presumption amongst early-stage adopters that simply because they are utilizing this incredibly effective technology it will be effective no matter the ends sought or the creative strategy employed in the design of relevant campaigns. For this reason alone we emphasize the fact that the technology is simply a conduit for the prompt and efficient communication of information. The proper and effective utilization of the technology will alone result in whatever degree of effectiveness is achieved. The Point: Don't be afraid to Deploy - but Don't be afraid to be constantly learning from every deployment for the sake of ongoing increases in ROI. Know who you want to connect with, why you want to connect with them, and what added value you seek to provide them with. Without these key ingredients, the greatest effort may be put into a Bluetooth® Marketing campaign with minimal, sub-par results. Remember: both the Technology and the ideas/campaigns are 100% scalable. Once results have been measured it's easy to reapply the principles used on a bigger and more cohesive scale for scaling up to bigger results and greater ROI.
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An In-Depth Look at Bluetooth® Marketing

VIII. Staff Education: Training in the Real-World Application of Web 2.0 Principles within the Physical Environment
1. Ongoing Staff Training & Consultation Services Provided by QuaBLUE In Recognition of the Challenges faced by early-adopters in the implementation of Bluetooth® Marketing Technology and Campaigns, we believe that customer service, support and relationship development are key to the proper utilization of the medium. For this reason, we believe that the best model for success is one where the industry experts (such as QuaBLUE) partner with the early-adopters to manage and maintain ongoing improvements in campaign ROI. Understanding per-client corporate values, internal organization and individual staff motivations should play a key role in establishing the procedures necessary to the ongoing and integrated success of a given deployment. 2. Applying the Lessons of Web 2.0 While Web 2.0 is a modern phenomenon still being realized, the lessons that we can take away from the Social Web (Web 2.0) experience are invaluable when it comes to effectively engaging individual customers. What are those lessons? Simply put, we learn to personalize, make things relevant, and to track real results on an individual basis. We learn that if and when we can deploy a simple campaign effectively, the viral dispersion (i.e., viral amplification) of that same campaign becomes a matter of individual customer preference. If the experience is truly engaging and impresses the individual customer they won't hesitate to pass it on. 3. A New Model for Increasing ROI In the world of modern marketing and throughout it's foreseeable future, learning lessons today will be critical to the effective utilization of new marketing technologies tomorrow. Thus, while right now it makes sense to apply the lessons that we're learning from the Social Web to the real-world customer experience, the lessons learned at this stage in the game from the application of those principles will provide golden opportunities at fusing real-world marketing strategy with on and offweb sage. 4. Keeping Up with the Pace of the Future Where and when Bluetooth® Marketing Technology is properly utilized it will pave the groundwork for the future of on-premise interactive customer experience. Going beyond simply watching flashing pictures on a big-screen, content will become more and more personalized and individuals will get more and more picky, making relevance and excercise of best-practices of primary importance. Bluetooth® provides great opportunities to get ahead of the game at an early stage!

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An In-Depth Look at Bluetooth® Marketing

Part 3: A Roadmap for Adoption

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An In-Depth Look at Bluetooth® Marketing

Part 3: A Roadmap for Adoption

Contents
I. 7 Step Roadmap to Adoption of Bluetooth® Marketing Technology II. Steps Explained 27

28 STEP 1: Analysis of Available Data STEP 2: What is the Radius of the Area Requiring Bluetooth® Transmission Coverage? STEP 3: Determine the HW Requirements for the 1st Phase of Deployment STEP 4: Design both Strategy & Creative 29 for Initial Campaign STEP 5: Determine Early-stage Management Resources and Allocate Accordingly STEP 6: Institute Protocols for Measuring Ongoing Campaign Performance & Ensuring Best-Ppractices STEP 7: Deploy, Measure Results & then Begin Planning for Phase 2 Rollout

III. Starting on the Quest 1. Contact QuaBLUE 2. Dialogue and Relationship Development via QuaBLUE Consultation Services

30

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An In-Depth Look at Bluetooth® Marketing

I. - 7 Step Roadmap to Adoption of Bluetooth® Marketing T echnology
STEP 1
STEP 1a: Analyze Available Demographic Information STEP 1b: Perform On-Premise Case-Study with Live Campaign, No-signage STEP 1c (optional): Perform On-Premise Case-Study w/ Live Campaign + Signage Instructing foot traffic to “Turn on Your Bluetooth®”

Question: Were the results of the demographic analyses and/or Case Studies strong enough to merit an investment (in expectation of ROI?)

IF YES, STEP 2: Determine Desired
Location(s) Surface Area & Number of transmitters Required for optimal coverage

IF NO: Then Consider whether revisitation of future case-study opportunities may be worth later investigation

Step 3: Determine the hw
Requirements for 1st Phase Deployment within allocated budget

IF YES: Then set Date for future Case study

STEP 4: Develop engaging campaign
& locate opportunities for Increasing awareness of Bluetooth® campaign

IF NO: Understand Issues & record Findings for future consideration

Go Back to STEP 1

STEP 5: Determine early-stage
Management Resources and Strategy

STEP 6: Institute protocols for
ongoing campaign performance review and utilization of best-practices

STEP 7a: DEPLOY! STEP 7b: Measure Success STEP 7c: Plan for Phase 2 Roll-out

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An In-Depth Look at Bluetooth® Marketing

II. Steps Explained
STEP 1: Analysis of Available data In deploying a first-time on-premise Case Study, the primary purpose is to determine how many Bluetooth® enabled phones come within proximity of a given location. A second, though significantly less important goal may be to determine the ratio between individual phones-detected and actual end-user opt-in message downloads. Unless future blind campaigns are planned as a primary method of Bluetooth® Marketing outreach strategy, finding this download ratio will likely have little effect on the success of future campaigns since downloads and awareness will be externally prompted. It may even be possible to test redemption as a third test-factor based on existing POS facilities, though it is not advised that redemption tracking be included an an initial case-study due, primarily, to increased cost of implementation. Question: Upon Analysis is there potential for ROI? Answer: Depending upon the scope of a given application, a single redemption (for instance, if used in the purchase of an automobile) may be all that's necessary to prove ROI potential. Though getting to the stage of testing redeemable promotions comes after confirming that a target audience exists in close enough proximity to the premise who either A) has their Bluetooth® already turned on and is prepared to download the information without any external prompting or B) is close enough to the point of transmission that they may be effectively prompted to participate in the campaign. STEP 2: What is the radius of the area(s) requiring Bluetooth transmission coverage? This is easily enough determined based upon a consideration of both budget constraints and optimal wide-area coverage opportunities. While there's not necessarily any practical reason to roll-out a deployment in phases, it is often easier to recoup ROI with a phased strategy for deployment. Each transmitter being capable of a variety of transmission radii, the actual site survey may occur at the same time that the initial Case Study (STEP 1) is being carried out. Later tests may be required to confirm estimates as to how many transmitters are required to cover a given area. STEP 3: Determine the HW requirements for the 1st phase of deployment After performing both the case-study (so as to confirm the viability of the proposed application) and the site-survey (to determine the minimum and also the optimal number of transmitters needed to cover a given area) the next step is to put together a Hardware Package with all of the pieces essential to the relevant Phase of Implementation being discussed. Before putting together this package, an estimated budget should be provided by the prospective or existing client for the sake of calculating how 'optimally robust'' the initial solution will be.
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An In-Depth Look at Bluetooth® Marketing
STEP 4: Design both Strategy and Creative for Initial Campaign Throughout the entire course of the dialogue between vendor and client, thorough attention should be paid to understanding the clients' existing marketing strategy, initiatives and on-premise approach to marketing whereby an initial campaign concept can be developed which integrates well into the existing brand &/or marketing strategy of the client. The Creative process is about solving on-premise needs with engaging advertisements that capture the attention and get the desired results while also spurring on a powerful viral 'buzz'. STEP 5: Determine Early-stage Management Resources and Allocate Accordingly After deciding on an initial Creative campaign, the next step is determining who will manage the campaign, when it will launch, what terms will be offered to the individual customer, when it will end, who will perform the creative, who will upload it to the system, who will track the results and how often will the results be tracked. While this may seem like a lot of details, the decision making process is actually as simple as analyzing resources and identifying who is best prepared to provide the above listed services: client or vendor. STEP 6: Institute Protocols for Ongoing Campaign Performance & Utilization of Best-Practices Proceduralizing the elements of early-stage creative development, campaign deployment and all other relevant aspects of the ongoing strategy provides a framework for internal accountability. While quality control, decision making, partner or advertising sponsor involvement and ongoing campaign performance measurement all require certain procedures be in place for consistent utilization of Bluetooth® Marketing Technology and campaigns, procedures also make the isolation of useful and/or non-useful practices easier to identify throughout the process of both results measurement and progressive goal coordination. Once again, as complicated as these procedures may sound, our guide to Best Practices simplifies the development of procedures for the sake of streamlining the decision making process and creating a limber marketing strategy capable of rapid adjustment to shifts in the perceptions of your target audience. STEP 7: Deploy, Measure Results & then Begin Planning for Phase 2 Rollout. This is where all of the accrued data, case studies, targeting strategy and creative campaigns get put to the test. The entire process starting at STEP 1 and ending with STEP 7 begins and ends with the measurement of results. It is a cyclical process whereby constant progressive improvements in both strategy and effectiveness should yield greater returns and higher margins, while at once streamlining the very act of engaging the 7 STEP process making the process an activity which should get easier to use every time and which may even eventually become a natural force of habit.
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An In-Depth Look at Bluetooth® Marketing

III. Starting on the Quest
1. Contact QuaBLUE For those interested in getting started on the quest to determine whether or not Bluetooth® fits their needs, a simple phone call to QuaBLUE is all it takes to get setup with a team of consultants, project engineers and creative advisors to aid in determining the viability of a prospective Bluetooth® Marketing application. 2. Dialogue and Relationship Development via QuaBLUE Consultation Services The actual Dialogue begins with a live product demonstration and tutorial on the use of Bluetooth® Technology. Then QuaBLUE will provide a needs assessment to discern where and how we can serve you. After that the 7 STEP process begins and the Quest for a more effective, more affordable, result-oriented approach to marketing is under way! Contact us to today to start your Quest into the world of Bluetooth® Marketing: info@QuaBLUE.com

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An In-Depth Look at Bluetooth® Marketing

Part 4: Principles and Best-Practices

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An In-Depth Look at Bluetooth® Marketing

Part 4: Principles and Best-Practices

Contents
I. Principles 1. Simplify 2. Enrich 3. Be Honest 4. Understand II. Best- Practices 1a. Driving Awareness 1b. Communicating Relevance 2. Delivering the goods 3. Real-time Results Tracking 4. Addressing Concerns with a FAQ 5. Using Green to boost PR 6. Discovering trends via surveys 7. Campaign Time-Spans 38 39 40 41 42 43 34 35 36 37 33

8.Psychologically Preparing theIndividual 44 to Redeem the offer upon Receipt III. MMA Code of Conduct Guidelines 45

IV. Frequently Asked Questions (FAQ)_____________________________46

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An In-Depth Look at Bluetooth® Marketing

I. Principles

1. Simplify Just as Simplicity is important when communicating an Advertisement, Simplicity in framing Instructions is essential to netting the widest group of people possible. INSTRUCTIONS: 1. TURN ON YOUR Bluetooth® 2. MAKE YOUR PHONE VISIBLE. 3. ENTER A PIN OF '0000' IF REQUESTED. 4. REDEEM THE AD FOUND IN YOUR MEDIA FOLDER.

Any other special instructions can be communicated in the FAQ or anywhere else that additional information may be located on-web or on-premise. Simply put, keep it simple.

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An In-Depth Look at Bluetooth® Marketing

2. Enrich Captivating an audience requires an understanding of who that target audience is and what get's their attention. The novelty of a Bluetooth® Delivery system won't last long if the ads and communications aren't engaging and enriching. For this reason, we strongly recommend utilizing the medium to the max with fresh ads (multimedia if possible) designed to attract attention and maintain it. If employed masterfully, a Bluetooth® Marketing campaign has the power of infinite buzz potential. In generating that buzz both the value of the offer and the value of the context in which that offer is being promoted are essential to achieving maximum impact. An enriching ad is one that enriches both the receiver and the promoter. It offers value in expectation that an appreciation of value will be mutual. Think of Bluetooth® as a Communication Portal as opposed to simply just an Advertising Medium - Bluetooth® is a medium of exchange capable of enriching the relationship between an organization and it's constituent patrons.

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An In-Depth Look at Bluetooth® Marketing

3. Be Honest Make clear the full-extent of your intentions at every new opportunity to connect with an individual customer. If they should download a Bluetooth® ad for the sake of promotion that's
only going to last an hour then communicate that fact! Whatever the case, find what works and then repeat the results consistently so that people have an ingrained response and understand why they need to keep up on the latest promotion.

No bait and switch campaigns. Tell them why they should turn on their Bluetooth® and then let them decide if they want to.

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An In-Depth Look at Bluetooth® Marketing

4. Understand The better that we understand every element of the customer relationship to both the promoting company and the specific campaign, the better prepared we are to deal with the variety of needs that exist on both sides of the relationship. Similarly, when developing a campaign think not only about who your target audience is but think also about how they will perceive the engagement. In the 20th Century, Advertising was almost always performed using "Shotgun" techniques that hit anyone they came into contact with. Today, we don't need to be quite so crude. Instead, we can develop campaigns custom tailored to the individuals best suited to respond to our calls-to-action. Through our partners, QuaBLUE is prepared to perform market research including on-line surveys, polls & even focus groups. We are offering a new level of intimacy in communicating with on or nearpremise patrons. Understanding the individual response to a given campaign is just as important as the dollars that the campaign brings in.

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An In-Depth Look at Bluetooth® Marketing

II. Best-Practices

1a. Driving Awareness In priming an audience to participate in a campaign, maximum exposure is essential to achieving maximum results, though it is also important to ensure that signage is not placed outside of the range of the proximity within which Bluetooth® delivery is possible. In most cases this range is a 100meter radius from a given point of transmission though on-site testing may be required to confirm that no obstructions or Radio Frequency Interference occurs. 1b. Modularity of Signage The actual call to "Turn on Your Bluetooth®" can have a fixed component ("Turn on Your Bluetooth®") and a dynamic component that changes based on the changing of the promotions; for instance, if we are communicating that the Bluetooth® promotion is to receive "Today's Lunch Special" then this call can also be fixed and the entire campaign is a single fixed banner (or digital/audio announcement.) Otherwise, if the campaign is launched at a stadium, the callto-action could be scripted for an announcer who would say "Turn on Your Bluetooth® to receive a promotion from X advertiser." 1b. Communicating Relevance Making a campaign relevant is the single most important factor in driving up connection rates. Explaining to individual customers why they should turn their Bluetooth® on, is the first step to engaging them in the interactive experience of downloading and then utilizing the Bluetooth® content.

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An In-Depth Look at Bluetooth® Marketing

2. Delivering the goods When performing a Bluetooth® Marketing campaign, it is important to rise to the expectations that you set. Delivering an effective message is the best way to capitalize on the initial increase in awareness. For every positive interaction that your customers have with Bluetooth® Marketing campaigns, they become that much more likely to reengage Bluetooth® Marketing on their return. Additionally, the buzz that occurs as a consequence of both the novelty of the experience and the value of the campaign itself offers a golden opportunity at explosive viral marketing when Bluetooth® Marketing Technology is properly utilized.

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An In-Depth Look at Bluetooth® Marketing

3. Real-time Results Tracking Decide on the length of the campaign, then track the results upon campaign completion. Understand where and when the results spiked. Utilize this information to better tailor your campaigns to the individual customers you're targeting. When done right, the results should be ongoing improvements in the marginal value of every campaign. This means higher ratios of people with their Bluetooth® turned on, higher ratios of people downloading content and higher ratios of redemption. Win. Win. Win.

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An In-Depth Look at Bluetooth® Marketing

4. Addressing concerns about privacy and/or SPAM with an available FAQ Posting an FAQ on a website is a great way to deter wrongful criticism. Many people fear that the technology is somehow an intrusion into their privacy. For this reason it is important to make it clear that all we offer is a new communication portal between business and the individual customer and that all communications are 100% Opt-In. If someone doesn't want to be bothered with on-screen requests to connect to their phone, they can simply turn off their Bluetooth® or switch to invisible mode. The on-web posting of Terms and Conditions may also apply where those terms have not already been developed and posted for other overlapping media proliferation. An FAQ is provided at the end of this Whitepaper.

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An In-Depth Look at Bluetooth® Marketing

5. Using Green to boost PR As an evolving protocol for communicating with the public, we recommend that businesses interested in promoting the Green value of their Bluetooth® Marketing Solution note the below facts: 1. Bluetooth® Marketing is a cost-saving solution 2. Bluetooth® Marketing is a paper replacement technology 3. Bluetooth® Marketing is 100% opt-in 4. Bluetooth® Marketing foregoes all of the standard hazards that are incurred in distribution of paper literature, including waste and litter

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An In-Depth Look at Bluetooth® Marketing

6. Discovering trends via surveys and customer interaction Understanding how your customers/patrons perceive the value of Bluetooth® Marketing technology and campaigns is vital to the proper adoption of the technology to the market-place. It is recommended that customer surveys be incorporated into the Bluetooth® Marketing program so that customer's can provide feedback on or off-web. With the help of on-premise management, collecting this information can provide vital intelligence for use in analyzing the elements of a campaign that contribute to it's success.

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An In-Depth Look at Bluetooth® Marketing

7. Campaign time-spans - how to avoid becoming an annoyance It is highly recommended that our clients standardize the length of Bluetooth® Marketing campaigns. If an individual customer comes to know that campaigns run once every hour they will keep their Bluetooth® on if they are interested in receiving regular promotions. Remember, someone who has Opted-Out has done so only for the length of that specific campaign. As soon as another campaign begins, another request will be sent to their phone. Campaigns can be scheduled very flexibly. Regularity is important in achieving high customer satisfaction at par with high customer expectations.

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An In-Depth Look at Bluetooth® Marketing

8. Psychologically Preparing the Individual to Redeem the offer upon Receipt (achieved in the communication of the initial promotion) Prior to receipt (and upon receipt) the individual customer should be prepared to act on the campaign's call-to-action. If the end-user is thoroughly intrigued by the novelty of this method of marketing, they will be more likely to respond positively and redeem the offer. If the end-user is made to appreciate the efficiency of Bluetooth® as a method of delivering promotions and those promotions remain both engaging and respectful, they will be more likely to act as directed. Analysing, understanding and factoring-in the values of your individual customers is essential to gaining their enthusiastic participation in your Bluetooth® Marketing program.

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An In-Depth Look at Bluetooth® Marketing

III. MMA Code of Conduct Guidlines
The Mobile Marketing Association Code of Conduct provides some basic Industry guidelines for performing Mobile Marketing Campaigns. While these guidelines were originally intended for use deploying SMS & MMS campaigns, they also apply to Bluetooth® Marketing Technology Deployment. The MMA Code of Conduct can be Found Online at: http://mmaglobal.com/policies/code-of-conduct 1. Notice Bluetooth® Marketing campaigns require at least one-form of Notification and, potentially a second. The first is an on-premise call-to-action instructing individuals to "Turn on Your Bluetooth®" and includes as much information as can be simply conveyed in order to help people understand how to download and redeem the promotional materials from their cell-phone. The second is a listing of Terms & Conditions that may be as simple as a few lines of disclaimer at the bottom of the Signage where the initial call to "Turn on Your Bluetooth®" is provided. In some cases, a web-link may also be provided where terms and conditions are posted for online viewing. 2. Choice & Consent Bluetooth® Marketing Technology, by it's very nature, conforms to the MMA's stipulation that partipants be provided an option to participate. Every participant in a Bluetooth® Marketing campaign must first consent that they wish to connect to the server and download content before they will be sent anything more than a request. 3. Customization As noted earlier in our Best-Practices section Discovering Trends via Surveys we highly recommend customizing Bluetooth® Marketing contents for the participation of specifically targeted individual customers. 4. Constraint We make our best effort to keep every campaign relevant as per the expectations of the end-user. Similarly, we highly discourage bombarding people with ads and connection requests that only serve to annoy them. For this reason, we strongly emphasize developing per-use protocols for scheduling campaign programs to ensure that individual customers know what to expect in the course of a set of campaigns. 5. Security Many phones use a pin code for added security of Bluetooth® communications. It is also important to emphasize that all data on a content-push Bluetooth® Marketing campaign is coming from the transmitter. The only information that we can access about the end-users phone is it's make, model and MAC address none of which is private data. 6. Enforcement & Accountability When deploying our technology we work with our clients to develop protocols for the sustainable enforcement of quality-control standards.
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An In-Depth Look at Bluetooth® Marketing

IV. FAQ
1. Is Bluetooth® Marketing SPAM? The answer to this question is NO! Most of us know SPAM as the dreadful stuff that clogs our email inbox. SPAM is ALWAYS nefarious in nature meaning SPAMMERs do not care if you opt-out. In the case of Bluetooth® Marketing Technology, we don't send you something and wait for you to optout. Instead just to get involved in a campaign you must first Opt-In. Additionally, even if you Opt-In once, you'll always need to Opt-In again for future campaigns. We don't make any assumptions. If you don't want to connect with our Bluetooth® Transmission System, simply set your phone for 'Invisible' mode and you won't receive a single request to connect. 2. Won't this Annoy People? We take care to ensure that the promotions we send add-value to your experience at our location. If you do not want to participate in receiving information from us using Bluetooth®, simply turn your Bluetooth® off or set your phone for 'Invisible" mode and we won't send you a single request to connect. 3. Isn't this an intrustion into personal privacy? No private data is collected from the phones. All that is received from the phone is the make, model & MAC address. This information cannot be used to compromise your identity in any way. 4. Is Bluetooth® Marketing for connecting to Bluetooth® headsets? Bluetooth® Marketing is NEVER used for connecting with Bluetooth® headsets. Some people associate Bluetooth® with the use of Bluetooth® Wireless Headsets since Wireless Headsets were the single biggest factor in making the use of Bluetooth® standard in the U.S. Bluetooth® Marketing uses Bluetooth® as a Wireless Communication protocol for delivering information to Cellular Phones within proximity of a point of transmission (100 meters in most cases.) 5. Does my phone have Bluetooth®? Every phone is unique. Most phones sold in the U.S. in recent years come equipped with Bluetooth® Technology. If you purchased your phone over 2 years ago, you may need to check with your service provider or the manufacturer if you are unsure. In most cases, you will find Bluetooth® in your Connectivity and/or Settings Menu on your phone. If it is not present in either of those menu's it is likely you do not have a Bluetooth® equipped cell-phone. 6. Is Bluetooth® Free to use? Bluetooth® is entirely, 100% free. Bluetooth® is simply a wireless communication protocol. It is not a carrier-controlled method of communications, so your carrier can't and won't charge you for using it. If your phone is equipped with Bluetooth® it is free to use.

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