Tuesday, August 22, 2006

Hypertag Bypass Bluetooth Spam Complaints By Guaranteeing No Users

Hypertag create wireless boxes which can deliver URLs, VCards and more complex content to users who point their phones in the right direction. On paper these probably sounded like a great idea when they got funding; in practice they run into all of the UI concerns that beleaguer the entire industry.

Infrared has one set of problems: it requires line-of-site, and even users that have it don’t necessarily know they have it, wouldn’t know how to turn it on, or would get bored before they’d manage to turn it on and wait to receive an advertising link to a wap site they have to download.

Bluetooth is newer, sexier, quite widely supported now, and highly unreliable (in my experience) with all the UI issues of IR. No user who values their battery life would sensibly leave Bluetooth on the whole time, unless they didn’t know they had it or they were using their headset. It avoids the line of site issues that make IR unattractive, but this introduces a more serious problem – the Bluetooth box effectively becomes a Bluetooth spam device because you can’t control who gets the advertising being pushing out. The passers-by who pick up this spam will either be those who don’t understand Bluetooth – “Help, how did Ann Summers get on my phone! That’s not my bag baby, honest” – or the people with headsets, who will get instant beeps telling them to check their phone… for spam. This might have legal implications, but it will certainly annoy the hell out of the alleged 85% of passers by who resent being spammed – with branded location-specific spam so they know who to blame. Nice.

They’ll apparently be receiving anything from a link (ooh, compelling) through ringtones and wallpapers to a game. Presumably the tag can do handset sniffing to deliver appropriate content (if it can’t it’s really a waste of space), so for brands which can really benefit from this type of content its got some potential value. When considering the value of links to content on the network it’s also worth remembering how great the user experience is when struggling with network settings.

However, all the VC capital is not lost – Hypertag have a solution to keep them out of court. They will make users change their Bluetooth IDs to include a special unique Hypertag code, which acts as an opt-in: a wireless signal saying “Hi marketers, do your worst” whenever you walk down your high street. Who will do this? Let’s consider the potential market segments:

1) Bluetooth users – experienced users will have to change their Bluetooth IDs and probably re-pair all their devices so that they can receive advertising messages. That’s a wonderful added incentive to make sure they don’t.
2) Inexperienced users – don’t know they have Bluetooth. Wouldn’t know a Bluetooth ID if it jumped out of the Hypertag box and slapped them on the face, but might have a quick go at changing the config. Given the plethora of phones out there this is destined to failure even with the best instructions, potentially causing annoyance.
3) The rest – users who know what Bluetooth is, but don’t use it much. They’ll have it turned off, but if they see the advert they might have a go at changing their ID because this won’t impact the rest of their lives, and because they know a bit more they might even succeed.

So we probably have a target market of people who are kind of curious. Will that curiosity dwindle after the first few messages? The first dozen? Hundred? What is the cost of acquisition to the people running the campaign? I seem to remember hearing these devices were really not cheap to rent, though that might have been a competitor's product.

This leaves Hypertag with a system which will be used by at most 15% of the population who might like indiscriminate alerts popping up on their handsets; a large percentage of these strange people will fail to get the system to work, and only the really persevering masochists will actually be able to download very interesting content. Hmm, maybe Ann Summers (NSFW) should look into it after all, could credibly target a nice niche market for them...

13 Comments:

Anonymous Anonymous said...

Great blog!
I really enjoyed looking over your last post. Pet peeve #1 - People with a cellphone plastered to their ear while trying to drive. Don't they realize all they have to do is go to www.bluetoothbargains.comcellphone get a cellphone and make driving alot easier for all of us. Soon laws will require it! Well, keep the great posts coming and I'll be back to check it out.

12:02 pm

 
Anonymous Anonymous said...

Hi folks
Aciphex
Aciphex
http://www.yeshuanet.com/docs/images/Aciphex/index.html
*****************************************************
Tramadol
http://www.yeshuanet.com/docs/images/Tramadol/index.html
Tramadol
__________________________
Bentyl
http://www.yeshuanet.com/docs/images/Bentyl/index.html
Bentyl
tahk u

6:10 am

 
Anonymous Anonymous said...

Hi
Here is some pills-info links

;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
D

denavir
detrol
diazepam
;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
didrex
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
diflucan
diprolene
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
dovonex
;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;

E

-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-
effexor
elidel
esgic
--------------------------------------------------
estradiol
evista
famvir
/////////////////////////////
F

fastin
fioricet
::::::::::::::::::::::::::::::::::::::::::::::
fiorinal
flexeril
flomax
flonase
/////////////////////////////
fluconazole
fluoxetine
--------------------------------------------------
fosamax
G

::::::::::::::::::::::::::::::::::::::::::::::
gris
hoodia
::::::::::::::::::::::::::::::::::::::::::::::
M

imitrex
ionamin
kenalog
/////////////////////////////
lamisil
levbid
levitra
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
lexapro
--------------------------------------------------
lipitor
lortab
::::::::::::::::::::::::::::::::::::::::::::::
meclizine
meridia
--------------------------------------------------
mircette
::::::::::::::::::::::::::::::::::::::::::::::
cymbalta
--------------------------------------------------


PS
It would be interesting, if you'll post your thoughts about that pills.. thx
This is my university project )) Thank you for your post;)

I wait your suggestions ))

3:16 pm

 
Anonymous Anonymous said...

Here you can find lots of information about pills.

---------------------------------------------
naprosyn
---------------------------------------------
naproxen
nasacort
::::::::::::::::::::::::::::::::::::::::::::::
nexium

;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
N

nizoral
;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
ortho
paroxetine
::::::::::::::::::::::::::::::::::::::::::::::
P

--------------------------------------------------
penlac
percocet
/////////////////////////////
phendimetrazine
phentermine
prevacid
--------------------------------------------------
prilosec
propecia
protopic
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-
prozac
pyrethrin
ranitidine
;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
remeron
retin
rozerem
seasonale
::::::::::::::::::::::::::::::::::::::::::::::
O
/////////////////////////////

sibutramine
singulair
/////////////////////////////
skelaxin
soma
--------------------------------------------------
synalar
tamiflu
tetracycline
T

::::::::::::::::::::::::::::::::::::::::::::::
tramadol
/////////////////////////////
cymbalta
/////////////////////////////

PPS
If I'll find something else, I'll post it here ))

Please post your comments

8:45 pm

 
Anonymous Anonymous said...

Hi
Here you can find lots of information about pills.

tretinoin
triphasil
--------------------------------------------------
ultracet
ultram
valium
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-


V
/////////////////////////////
valtrex
vaniqa
vermox
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
viagra
vicodin
--------------------------------------------------
watson
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
wellbutrin
xanax
yasmin
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
zanaflex
zelnorm
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
zithromax
zocor
zoloft
--------------------------------------------------
zovirax
zyban

Z
;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;

zyloprim
zyrtec

;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

PPS
If I'll find something else, I'll post it here ))

your can mail me karlonushik@cashette.com

3:02 pm

 
Anonymous Anonymous said...

Buenos ))

Here is some of them :
sitemap
http://info-graf.fr/mas/images/smilies/sitemap.html
sitemap
Here is some of them :
map
map of the site
http://eagleinsurance.com.au/images/smilies/sitemap.html
So this one your can test :
sites map
map sites
http://buff.com.au/images/smilies/sitemap.html
enjoy with new class of search ;-)
Please post your comments

3:56 am

 
Anonymous Anonymous said...

Hi


I glad too see this interest site
/////////////////////////////
http://pacodelucia.org/chat/chat/images/britney-spears/index.html
http://terebigemu.se/forum/images/ringtones/index.html
http://northwestacademy.net/forum/images/cialis/index.html
----------------------------------
britney spears
ringtones
cialis
=============================
cialis
ringtones
britney spears
--------------------------------------------------

PS
It would be great, if you'll post your thoughts about that pills.. thanx
Thank you for your post;)

4:56 pm

 
Anonymous Anonymous said...

Do you care about you helth??!! )
So why we don't think about this?

Hi


fluoxetine
/////////////////////////////
fosamax
gris
:::::;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
hoodia
!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!
imitrex
_______________
ionamin
************************************************
kenalog
lamisil
>>>>>>>>>>>>>>>>>>>>>>>>>>>>
levbid
levitra
---------------------------------------------------------
lexapro
lipitor
\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
lortab
meclizine
---------------------------------------------------------
meridia
:::::;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
mircette
naprosyn
---------------------------------------------------------
naproxen
nasacort
!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!
nexium
_______________
nizoral
>>>>>>>>>>>>>>>>>>>>>>>>>>>>
ortho
>>>>>>>>>>>>>>>>>>>>>>>>>>>>
paroxetine
!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!
penlac
percocet
_______________
phendimetrazine
phentermine
************************************************
prevacid
prilosec
!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!
propecia
protopic
:::::;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
prozac
pyrethrin
!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!!-!-!-!
ranitidine
remeron
:::::;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;
retin
/////////////////////////////


PS
It would be great, if you'll post some more info about that pills.. thx
This is my university project )) Thank you for your post;)

11:02 am

 
Anonymous Anonymous said...

Hi
teen sex sites teen sex movie
ass fucking teen sex http://byronss.com.au/photos/images/smiles/temp/index.html --> free teen sex chat online
naked teen sex picture oriental teen sex l

5:20 am

 
Anonymous Anonymous said...

Hello
amateur sex
amateur tit

amateur housewife
-->http://info-graf.fr/forum/Themes/default/images/icons/temp/index.html
amateur pantie
amateur housewife

7:02 pm

 
Anonymous Anonymous said...

http://site.ru - [url=http://site.ru]site[/url] site
site

9:49 pm

 
Anonymous Anonymous said...

Make sure that the particular expiration adjusts to your state laws. Our sales manager out of another organization was screaming at myself for my weak sales plus attitude. The residents of Britain may are based upon the free way to make an application for quick payday advances. instant payday loan Financial crisis as well as ruin is actually on the suggestion of people's tongues these days.

11:14 am

 
Anonymous Anonymous said...

A qualified bankruptcy attorney can research your options as well as help you make next applied crisis where the costs to the credit seekers will be against your Following pay check. You'd probably only be capable of singing this when there is you should definitely check to take care of their own lender that delivers. Don't worry federal government student loans are there to assist you economically, as you continue with your profession objectives. instant payday loans The company is introducing their profit of genuine and processing quality WWI and World war ii products in great prices!

7:19 pm

 

Post a Comment

<< Home