<s>
Proximity	B-General_Concept
marketing	I-General_Concept
is	O
the	O
localized	O
wireless	O
distribution	O
of	O
advertising	O
content	O
associated	O
with	O
a	O
particular	O
place	O
.	O
</s>
<s>
Distribution	O
may	O
be	O
via	O
a	O
traditional	O
localized	O
broadcast	B-Operating_System
,	O
or	O
more	O
commonly	O
is	O
specifically	O
targeted	O
to	O
devices	O
known	O
to	O
be	O
in	O
a	O
particular	O
area	O
.	O
</s>
<s>
A	O
Bluetooth	B-Protocol
-	O
or	O
Wi-Fi-enabled	O
device	O
being	O
within	O
range	O
of	O
a	O
transmitter	O
.	O
</s>
<s>
A	O
NFC	O
enabled	O
phone	O
can	O
read	O
a	O
RFID	B-Application
chip	I-Application
on	O
a	O
product	O
or	O
media	O
and	O
launch	O
localized	O
content	O
from	O
internet	O
servers	O
.	O
</s>
<s>
Uses	O
of	O
proximity	B-General_Concept
marketing	I-General_Concept
include	O
distribution	O
of	O
media	O
at	O
concerts	O
,	O
information	O
(	O
weblinks	O
on	O
local	O
facilities	O
)	O
,	O
gaming	O
and	O
social	O
applications	O
,	O
and	O
advertising	O
.	O
</s>
<s>
Bluetooth	B-Protocol
,	O
a	O
short-range	O
wireless	O
system	O
supported	O
by	O
many	O
mobile	O
devices	O
,	O
is	O
one	O
transmission	O
medium	O
used	O
for	O
proximity	B-General_Concept
marketing	I-General_Concept
.	O
</s>
<s>
The	O
process	O
of	O
Bluetooth-based	O
proximity	B-General_Concept
marketing	I-General_Concept
involves	O
setting	O
up	O
Bluetooth	B-Protocol
"	O
broadcasting	B-Operating_System
"	O
equipment	O
at	O
a	O
particular	O
location	O
and	O
then	O
sending	O
information	O
which	O
can	O
be	O
text	O
,	O
images	O
,	O
audio	O
or	O
video	O
to	O
Bluetooth	B-Protocol
enabled	O
devices	O
within	O
range	O
of	O
the	O
broadcast	B-Operating_System
server	O
.	O
</s>
<s>
This	O
form	O
of	O
proximity	B-General_Concept
marketing	I-General_Concept
is	O
also	O
referred	O
to	O
as	O
close	O
range	O
marketing	O
.	O
</s>
<s>
It	O
used	O
to	O
be	O
the	O
case	O
that	O
due	O
to	O
security	O
fears	O
,	O
or	O
a	O
desire	O
to	O
save	O
battery	O
life	O
,	O
many	O
users	O
keep	O
their	O
Bluetooth	B-Protocol
devices	O
in	O
OFF	O
mode	O
,	O
or	O
ON	O
but	O
not	O
set	O
to	O
be	O
'	O
discoverable	O
 '	O
.	O
</s>
<s>
Because	O
of	O
this	O
,	O
often	O
regions	O
where	O
Bluetooth	B-Protocol
proximity	B-General_Concept
marketing	I-General_Concept
is	O
in	O
operation	O
it	O
is	O
accompanied	O
by	O
advising	O
via	O
traditional	O
media	O
-	O
such	O
as	O
posters	O
,	O
television	O
screens	O
or	O
field	O
marketing	O
teams	O
-	O
suggesting	O
people	O
make	O
their	O
Bluetooth	B-Protocol
handsets	O
'	O
discoverable	O
 '	O
in	O
order	O
to	O
receive	O
free	O
content	O
-	O
this	O
is	O
often	O
referred	O
to	O
as	O
a	O
"	O
Call-to-Action.	O
"	O
</s>
<s>
A	O
'	O
discoverable	O
 '	O
Bluetooth	B-Protocol
device	O
within	O
range	O
of	O
the	O
server	O
is	O
automatically	O
sent	O
a	O
message	O
asking	O
if	O
the	O
user	O
would	O
like	O
to	O
receive	O
the	O
free	O
content	O
.	O
</s>
<s>
Current	O
mobile	O
phones	O
usually	O
have	O
bluetooth	B-Protocol
switched	O
ON	O
by	O
default	O
,	O
and	O
some	O
users	O
leave	O
bluetooth	B-Protocol
switched	O
on	O
for	O
easy	O
connection	O
with	O
car	O
kits	O
and	O
headsets	O
.	O
</s>
<s>
There	O
are	O
systems	O
capable	O
of	O
detecting	O
certain	O
signals	O
periodically	O
emitted	O
by	O
any	O
electronic	O
devices	O
equipped	O
with	O
Wi-Fi	O
or	O
Bluetooth	B-Protocol
technology	I-Protocol
,	O
and	O
the	O
subsequent	O
use	O
of	O
gathered	O
information	O
to	O
detect	O
the	O
position	O
or	O
presence	O
of	O
,	O
and/or	O
flows	O
of	O
information	O
to	O
and	O
from	O
,	O
said	O
devices	O
,	O
in	O
a	O
statistical	O
or	O
aggregate	O
form	O
.	O
</s>
<s>
This	O
technology	O
is	O
used	O
in	O
a	O
manner	O
equivalent	O
to	O
other	O
systems	O
,	O
such	O
as	O
Radio-frequency	B-Application
Identification	I-Application
(	O
RFID	B-Application
)	O
,	O
which	O
serve	O
for	O
locating	O
devices	O
within	O
a	O
controlled	O
environment	O
;	O
it	O
works	O
in	O
conjunction	O
with	O
signals	O
from	O
Wi-Fi	O
issuers	O
(	O
also	O
called	O
wireless	O
tags	O
)	O
and	O
receiving	O
antennas	O
,	O
in	O
different	O
locations	O
,	O
so	O
that	O
the	O
movements	O
and	O
presence	O
of	O
Wi-Fi-equipped	O
devices	O
can	O
be	O
analyzed	O
in	O
terms	O
of	O
arrival	O
time	O
,	O
length	O
of	O
visit	O
per	O
zone	O
,	O
paths	O
of	O
movement	O
,	O
general	O
flows	O
,	O
etc	O
.	O
</s>
<s>
The	O
second	O
option	O
is	O
to	O
analyze	O
all	O
signals	O
detected	O
within	O
the	O
bands	O
used	O
by	O
the	O
Wi-Fi	O
and	O
Bluetooth	B-Protocol
technology	I-Protocol
,	O
offering	O
a	O
higher	O
detection	O
ratio	O
of	O
total	O
visitors	O
(	O
about	O
60%	O
-70	O
%	O
)	O
and	O
extracting	O
behavior	O
patterns	O
that	O
allow	O
the	O
assignment	O
of	O
a	O
unique	O
identifier	O
,	O
each	O
time	O
a	O
device	O
is	O
detected	O
.	O
</s>
<s>
The	O
tag	O
has	O
a	O
RFID	B-Application
chip	I-Application
with	O
an	O
embedded	O
command	O
.	O
</s>
<s>
Proximity	B-General_Concept
Marketing	I-General_Concept
Strategy	O
using	O
NFC	O
Technology	O
has	O
been	O
widely	O
adopted	O
in	O
Japan	O
and	O
uses	O
'	O
pull	O
 '	O
rather	O
than	O
'	O
push	O
 '	O
marketing	O
allowing	O
the	O
consumer	O
the	O
choice	O
of	O
where	O
and	O
when	O
they	O
receive	O
marketing	O
messages	O
.	O
</s>
<s>
NFC	O
wallets	O
include	O
the	O
Google	B-Application
Wallet	I-Application
and	O
ISIS	B-Application
(	O
mobile	O
payment	O
system	O
)	O
.	O
</s>
<s>
While	O
mobile	O
payment	O
is	O
the	O
driver	O
for	O
NFC	O
,	O
proximity	B-General_Concept
marketing	I-General_Concept
is	O
an	O
immediate	O
beneficiary	O
in-market	O
.	O
</s>
<s>
Apple	O
added	O
NFC	O
to	O
the	O
iPhone	B-Operating_System
6	I-Operating_System
and	O
iPhone	B-Operating_System
6	I-Operating_System
Plus	I-Operating_System
.	O
</s>
<s>
Proximity	B-General_Concept
Marketing	I-General_Concept
via	O
SMS	O
relies	O
on	O
GSM	O
03.41	O
which	O
defines	O
the	O
Short	O
Message	O
Service	O
-	O
Cell	O
Broadcast	B-Operating_System
.	O
</s>
<s>
SMS-CB	O
allows	O
messages	O
(	O
such	O
as	O
advertising	O
or	O
public	O
information	O
)	O
to	O
be	O
broadcast	B-Operating_System
to	O
all	O
mobile	O
users	O
in	O
a	O
specified	O
geographical	O
area	O
.	O
</s>
<s>
In	O
the	O
Philippines	O
,	O
GSM-based	O
proximity	O
broadcast	B-Operating_System
systems	O
are	O
used	O
by	O
select	O
Government	O
Agencies	O
for	O
information	O
dissemination	O
on	O
Government-run	O
community-based	O
programs	O
to	O
take	O
advantage	O
of	O
its	O
reach	O
and	O
popularity	O
(	O
Philippines	O
has	O
the	O
world	O
's	O
highest	O
traffic	O
of	O
SMS	O
)	O
.	O
</s>
