9 Steps for Successful Deployment of Bluetooth Marketing System

1. How Access Servers are deployed - do I run the devices stand-alone basis or over a network?

When considering running Bluetooth marketing campaigns, you need to think of how you are managing the content and handling the log-file analysis and log gathering. The most straight forward entry-level approach is to run Bluetooth Access Servers on "stand-alone" basis. This means that you will update the whole content and gather the logs over the USB interface of the Access Server by using USB memory sticks or using your laptop and cross-connected Ethernet cable and www-interface. Stand-alone approach requires more manual work and naturally does not offer real-time information for billing and data analysis. When planning a larger deployment, connecting the devices to a network is the correct approach. Bluegiga Access Serves should be connected to TCP/IP network by using a network interface the Access Server offers, such as Wired Ethernet, Wireless 3G or GPRS, or Wi-Fi. Once Access Servers are networked, they can be managed with your PC either one-by-one with Bluegiga www-interface in the Access Server or by using Bluegiga's network management tools - BSM (Bluegiga Solution Manager).

2. What is the expected lifetime and Return On Investment (ROI) per Access Server?

The expected lifetime per installed Access Server is an important aspect to consider. Do you expect that the location you are setting up will be up and running trouble-free for the next three to four years or more? The actual cost of an access server can be easily overrun with maintenance costs if the system is not carefully set up and the maintenance process is not planned. Also, the expected lifetime of hardware is good to consider - - you will need to make sure that your Access servers are available to receive new software to support the future versions of Bluetooth specifications and profiles. In general, the ROI calculation per location should also cover the expected maintenance costs of a device - this may include the onsite trouble-shooting tasks or even device re-location for a better serving spot. It is very important to understand that Bluetooth Marketing solutions from Bluegiga have the most advanced quality requirements; especially when you consider networking stability and reliability affecting your ROI expectations. Bluegiga's products are carefully tested. The mature and widely used Access Server/Point products meet the most demanding product requirements securing a predictable ROI for your projects.

3. Utilize only qualified Bluetooth Marketing Devices

Search for qualified Bluetooth products from The Bluetooth Special Interest Group (qualweb.bluetooth.org) to check that you can find the supplier's product you are selecting for your Bluetooth marketing campaigns and business. It is important to know that Bluetooth marketing campaigns that are conducted with non-qualified and tested products might have a negative influence on your company. Bluegiga's products are tested, qualified and maintained according to the rules of The Bluetooth Special Interest Group or country legislations - meaning that you can operate with Bluegiga products without a doubt and maintain an advantage over your competitors who use non-qualified products.

4. Join The Bluetooth Special Interest Group - Bluetooth SIG

As a member of The Bluetooth Special Interest Group you can make sure that you have all the relevant information in hand for following the Bluetooth brand guidelines as well as the official authorization to use Bluetooth logos in your general marketing materials. Becoming a member of The Bluetooth SIG does not cost you anything - it just takes a few minutes to sign up.

5. Where should I place Bluetooth Access Servers?

Each spot where you are planning to install an Access Server should be planned. In general, you can simplify the deployment task with your installation team by explaining to them that Bluegiga Access Server is just like an average 60W bulb for lighting. The more visible place you place it, the more light you get into each corner. Hence, place the device so that there is the most open space around it (typically ceiling). Also, keep in mind that Bluetooth mobile phones are typically 20-30 meter devices (serving users in 1250 to 2800 square meter area), so in the worst case you cannot reach the users from further than 10 meters from the device, but in the most optimum environments you can reach them from more than 50 meters. This mobile phone range limitation is set by the Bluetooth mobile phone manufacturer. Bluegiga Access Server is a Class 1 device and is able to serve other class 1 devices up to 200 meters away. It is very important to adjust the power class of Access Server to match your Bluetooth marketing application (run the radios in Class 2 mode) to avoid unnecessary broadcasting with too much Bluetooth RF power. It is good to understand that Access Server power boosting in the Bluetooth antennas may only give you some limited benefits of extending the range towards the mobile phone, but might end up having too much radio interferences in the Bluetooth 2.4 GHz ISM band. Please contact [email protected] for more information on how to install and place the devices.

6. Define how you will serve the users

Defining your basic approach of serving the users will set the set-up parameters for a Bluetooth Marketing System. You should consider how you will offer the information for the users: how far you are sending the content, what is the mechanism if the user does not accept the message and how will you make sure that the user does not get the message multiple times at the same location. It is very important to discuss with your clients and users about the most suitable approach to set the right level of advertisement against the client brand image. To learn more about how to set the parameters, please read the ObexSender User Guide from techforum.buegiga.com

7. Content will set the interest level

As in any media, content is the key of successful marketing. Pay extra attention on creating outstanding content with marketing professionals. Any kind of entertaining content with a well structured message will naturally set your messages on top of the competition and create trust and good brand awareness with the audience.

8. Tell the users what to expect

It is very important to somehow "signal" the user that the location they are at is facilitated with a Bluetooth system, offering them valuable content. Posters, roll-ups or even stands to advertise Bluetooth system will help you motivate users to expect and accept your message.

9. Collect the statistics and analyze

Collecting the statistics from the devices and analyzing it will help you significantly in understanding the critical success factors of your Bluetooth Marketing system. It is strongly recommended to transfer the log files to an external database for safe storage and to make sure you have the needed data for later use and analysis.

And then...
Upgrade and maintain. Bluegiga offers services for upgrading the Access Servers /Points with the latest features for easy installation and maintanance with the Bluegiga Solution Manager. For more information, please contact [email protected]