Proximity Marketing is a new marketing technique. It consists in the localized wireless distribution of advertising and/or informative contents associated with a particular place through mobile devices (mobile phones, palms, smartphones).  

Users in a specific area have one thing in common: proximity to a precise point. Proximity because of a common need (support or information). Just think about people at the train station, stadium, concert, bus stop or in a department store. Every person is a potential user interested in your information and commercial. 

Bluetooth strong point is certainly being supported by most of mobile devices, being easy to use and - the most important thing - free data transfer.  

Bluetooth is a short-range wireless system. Messages are sent automatically to all Bluetooth devices in the area. Users can then decide to accept or reject the message.

This way potential interested users will certainly accept the message, while the others won't be bothered. The procedure is free of charge for data transfer. Bluetooth range depends on the bluetooth access-point equipment and on the environment. More generally the bluetooth range is about 50 meters.

• Every person has a mobile device and always carries it;
• Mobile phones are always on and is personal; 
• A proximity marketing campaign can have reduced costs; 
• Free data transfer. Sending and receiving messages are free; 
• Permission oriented: Effective message because it's forwarded to interested users. User has to accept it;
  
• Multimedia Messages, that can have text, audio, images, videos;
  
• Opportunity to monitor the number of messages that have been accepted; 
• Messages sent directly into the most personal commercial area: users' mobile phone; 
• Complete respect of users' privacy.

• Municipalities and Public Administration: sponsor events, fairs, festivals,, servizi, etc.
• Tourism Board Offices: giving tourists a free city map and guide, complete and easy to use.
• Caoncerts and outdoor events: giving a map and information about the event to attenders.
• Fairs: providing visitors with a handy tool to visit.
  
• Malls: advertising special offers, news and a handy plan.
• Hospitality industry: advertising offers,prices, events etc.
  
• Airports and Train Station: sending tourist information at arrivals.
• Bus stops: provinding passengers with maps and schedules, as well as info and entertainment.