Advertising as a concept is not new globally, but it is relatively fresh in India. A lot of marketers are willing to experiment with it. TELiBrahma Convergent Communications, mobile solutions provider, is one of the firms which has identified and decided to cash in on this trend. It has entered into a partnership with Commercial Street, a shopping area in Bangalore, to introduce what it calls 'Blue Genie' or a Bluetooth advertising solution.
The service has been opened up for the festival season. TELiBrahma will do a trial run of the solution for a period of 15 days with select stores on the street (such as DCM, Nobel Furnishings, The Favorite Shop) and then extend it to 100 of the 200 shops on the street.
Interestingly, by introducing this solution, TELiBrahma wants to provide a platform to the SME segment, and perceive how mobile marketing facilitates the retailers. According to Suresh, "In this perspective, the advertising cost associated with advertising on this medium is kept very low."
Similar Bluetooth mobile marketing solutions are deployed at The Forum and the Total Mall in Bangalore.