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Bluetooth Business Models and Applications
Bluetooth Business
Models and Applications
 Developed by Ericsson in 1994  Named after Scandinavian king called Harald Bluetooth (Blatand) 
 Developed by Ericsson in 1994
 Named after Scandinavian king called
Harald Bluetooth (Blatand)
 Based on 2.4GHz unlicensed frequency
 Unlicensed because of microwaves
 Specification is over 1000 pages long
 Transfer rate 1Mb/s
 40 million Bluetooth-enabled phones have shipped  2000 companies are currently developing more than 1000
 40 million Bluetooth-enabled phones have
shipped
 2000 companies are currently developing
more than 1000 products
 by 2008
 there will be 286.5 million Bluetooth enabled
phones, PDAs and notebooks in Europe
 Around 77 per cent of phones, 60 per cent of
PDAs and 67 per cent of notebooks will have the
technology built in.
 Source: Forrester Research
 Who has used Bluetooth?  What have you used it for?
 Who has used Bluetooth?
 What have you used it for?
 Synchronising Contact Information  Transferring files & applications  Using a mobile phone as a
 Synchronising Contact Information
 Transferring files & applications
 Using a mobile phone as a modem
 Use phone as remote control
 GPS Devices  Printers  Headsets  Keyboards and Mice
 GPS Devices
 Printers
 Headsets
 Keyboards and Mice
 Police use a blackberry to feed fine data into a central database  Bluetooth printer
 Police use a blackberry
to feed fine data into a
central database
 Bluetooth printer is
used to print a ticket
 You’ve just flopped down on the bed, but then your friend rings. You want to
 You’ve just flopped down on the bed,
but then your friend rings. You want to
chat, but can’t be bothered to hold the
handset to your ear or hook on a
Bluetooth headset. What do you do?
 London financial and business paper 'City AM'  Offers a free mobile version of its
 London financial and business paper 'City
AM'
 Offers a free mobile version of its 5min
podcast to London commuters
 Interesting mix of technology, media and
content
 http://www.nma.co.uk/Articles/Article.asp
x?liArticleID=27875
 Today's social software is not very social  You need to be in front of
 Today's social software is not very social
 You need to be in front of your computer
 Bluetooth can be used as a beacon to
identify others nearby
 Use facebook like profile to identify
people with similar intersts
 Bluetooth message sent as “icebreaker”
MIT Serendipity application  http://reality.media.mit.edu/serendipi ty.php
MIT Serendipity application
 http://reality.media.mit.edu/serendipi
ty.php
 Connecting electrical devices in a car  Ordering food in a restaurant  Locking PC
 Connecting electrical devices in a car
 Ordering food in a restaurant
 Locking PC while user is away from
computer
 Nintendo's Wii and Sony's PlayStation
3 use Bluetooth for their wireless
controllers
Bluetooth Business models
Bluetooth Business models
Bluetooth Business Models  Bluetooth business models are a function of technology and its Bluetooth ubiquity
Bluetooth Business Models
 Bluetooth business models are a function of
technology and its Bluetooth ubiquity
 The technology
Wireless communications protocol
Unified standard
Omni directional
Class 1 100 meters, Class 2 20 meters and Class
3 10 meters
Can be pushed to 1 km with aerial
Push technology
Bluetooth Business Models The technology (cont)  Bluetooth technology (cont)  Peer to peer  Personal
Bluetooth Business Models
The technology (cont)
 Bluetooth technology (cont)
Peer to peer
 Personal area networks (PAN)
 Piconet -1 master and several slaves
 scatternet consists of 2 or more masters
and several slaves
 Enterprise Bluetooth environment
Ability to handle more then 7 connections
Larger range, class 1, 300 feet
Session Management
Centralized server
Bluetooth Business Models The ubiquity of Bluetooth  Most mobile phones have Bluetooth
Bluetooth Business Models
The ubiquity of Bluetooth
 Most mobile phones have Bluetooth
Bluetooth Business Models Most popular phones Oct 2007  1 Nokia 6300 v2.0   2
Bluetooth Business Models
Most popular phones Oct 2007
1 Nokia 6300 v2.0
2 Sony Ericsson K810i v2.0 with A2DP
3Nokia N95 v2.0 with A2DP
4Nokia N73
v2.0 with A2DP
5Apple iPhone v2.0
6Nokia 3110 v2.0
7Sony Ericsson P1i v2.0
8Sony Ericsson W850i v2.0
9Sony Ericsson W880i v2.0
10Sony Ericsson K530i v2.0
Bluetooth Business Models How Bluetooth is used  Efficient and easy way to update your PIM
Bluetooth Business Models
How Bluetooth is used
 Efficient and easy way to update your PIM
 Easy to exchange information with others
like mobile business cards
 Concurrent exchange of data e.g. at
business meetings
 Monitoring systems, for example if you
were a maintenance man doing routine
system checks in a factory, it allows you to
easily interface at each check point
Bluetooth Business Models Marketing  Small business  Content associated with a particular place or product
Bluetooth Business Models
Marketing
 Small business
Content associated with a particular place or
product . Information can be received by
individuals
 Shopping Malls
Sending offers, details about lines, coupons,
or random-chance prize promotion
Banks
Sending people the latest banking offers
Bluetooth Business Models Marketing (cont)  Fesitivals shows and conventions  Selling products at the show
Bluetooth Business Models
Marketing (cont)
 Fesitivals shows and conventions
Selling products at the show with an offer
that to promote
Bars and night clubs
Leafleting is highly untargetted and costly-
Buetooth messages to anyone passing
 Public information
Doctors surgery
Bluetooth Business Models Bluecasting  Service provided by a Bluetooth kiosk or Bluetooth enabled hoarding 
Bluetooth Business Models
Bluecasting
Service provided by a Bluetooth kiosk or
Bluetooth enabled hoarding
Examples from www.bluecasting.com
MTV's The Bedrooom Diaries MTV show launched
in Carnaby Street in Feb
Hummer H3T H3T at this month's Chicago Auto
Show
Pepsi + Yahoo! Music 80 bus shelters across New
York deliver bi-weekly updates on the newest bands.
JP Morgan Chase special offers direct to
consumers' mobiles and PDAs during a homebuyer
exhibition
http://www.youtube.com/watch?v
=lSufHbsBe98&NR=1
Bluetooth Business Models Gaming  Bluetooth multiplayer games  Users have to be within a limited
Bluetooth Business Models
Gaming
Bluetooth multiplayer games
Users have to be within a limited distance to get
connected.
In this type of connection the game mode can
only be one to one or two players more like a
peer to peer connection between two PCs.
Played on mobile phones and PDA’s: e.g. Nokia
and Motorola
Bluetooth games
4x4 Extreme Rally 2006
Micro Golf
Bluetooth Biplanes
Speedball 2 Brutal Deluxe
Bluetooth Business Models payment systems  Verifone Vx 670 Bluetooth Solution  No wi-fi instillation required
Bluetooth Business Models
payment systems
 Verifone Vx 670 Bluetooth Solution
 No wi-fi instillation required
 Combined with landline
telecommunications