I don’t use my cell phone’s text messaging function. I don’t need it, I don’t have time to fiddle with it and I wish that it would go away.
However, text messaging is all the rage with the younger generations. You see text messagers everywhere, “thumbing” furiously away on their cell phones, staring at its tiny screen and occasionally bursting into more conventional methods of communication, such as audible speech. Forget old-fashioned “phone calls.” The ability to send a tiny email-like message instantly to friends and family without any fussy personal interaction is so compelling that they don’t mind spending upwards of 10-15 cents per message.
Depending on the cell phone provider, it also costs extra to simply receive a text message. This, combined with the fact that some folks still like to maintain some semblance of privacy is sparking a new debate about the latest form of crass advertising: bluespamming, the ability of anonymous bums to send unsolicited messages to “Bluetooth” devices, such as cell phones.
Bluespamming is made possible because of the wireless computer technology known as Bluetooth. Somewhat similar to Wifi wireless computer networking, Bluetooth technology allows electronic devices to communicate at short range. Every time you see someone using a wireless earpiece or headset in conjunction with his or her cell phone, jabbering away in the checkout line at Wal-Mart or during the middle of a song at Jazz In June (grrrr!), you’re witnessing Bluetooth technology in action.
Bluespamming is also made possible because Bluetooth security is poor. Really poor. If you don’t believe me, pull out your Bluetooth-enabled cell phone the next time you are standing in the checkout line, and have it scan for other Bluetooth devices. You may be surprised at what you see. With a few clever keystrokes, you can send an anonymous message to most any device within range. This technique has for years been known as “bluejacking;” it’s easy to perform, and is described quite clearly at www.bluejackq.com. Quoting the website, “most victims will have no idea as to how the message appeared on their phone. So, personalised messages like ‘I like your pink top’ and the startled expressions that result is where the fun really starts.”
The techniques of bluejacking have not been lost on the advertising community, resulting in the new term “bluespamming.” The U.S. Air Force recently Bluespammed the entire audience during a NASCAR race at the Texas Motor Speedway in Dallas, sending out “join the Air Force” ads in a misguided effort to appeal to “tech savvy” recruits. Billboards in New York City’s Times Square are now Bluespamming ads to all in-range cell phone users for companies such as SUV-maker Land Rover. CBS television has used billboards at Grand Central Station to Bluespam ads and clips from popular shows. Bluespamming is happening around the world.
I don’t much care for the idea of paying ten cents for the privilege of receiving an unsolicited ad on my cell phone. If I lived in New York City and had to spend much time passing through Times Square, my attorney and I would be having many conversations about which company to sue first. But, as long as the general public tolerates such practices (“Aw, what’s ten cents?”), they will continue and expand.
If you saw the movie “Minority Report,” starring Tom Cruise, you may recall Cruise portraying the character John Anderton, walking through a large public area and being bombarded with personalized ads, such as, “John Anderton. You could use a Guinness right about now.” What then may have seemed as impossible, futuristic science fiction is starting to become the here and now. Unless something changes, walking down Main Street U.S.A. is going to be really, really weird.