Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.
Bluetooth, a short-range wireless system supported by many mobile devices, is one transmission medium used for proximity marketing.
It used to be the case that due to security fears, or a desire to save battery life, many users keep their Bluetooth devices in OFF mode, or ON but not set to be 'discoverable'.
This technology is used in a manner equivalent to other systems, such as Radio-frequency Identification (RFID), which serve for locating devices within a controlled environment; it works in conjunction with signals from Wi-Fi issuers (also called wireless tags) and receiving antennas, in different locations, so that the movements and presence of Wi-Fi-equipped devices can be analyzed in terms of arrival time, length of visit per zone, paths of movement, general flows, etc.
The continuously increasing use of smartphones and tablets has fueled a boom in Wi-Fi tracking technology, specially in the retail environment.
Re-use of standard Access Point (AP) technologies with a Captive Portal, already deployed in numerous locations (airports, malls, shops, etc.).
A number of retailers have already started using NFC to enhance the shopping experience, Casino in France and Vic in Holland.
There are a number NFC-enabled phones entering the market spurred by NFC mobile wallet trials globally.
Proximity Marketing via SMS relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.
SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area.