No Escape from Advertising!

Your cell phone may be one of the last spots around that's relatively free of advertising -- but not for long. Media and advertising companies have found a way of latching on to people's handsets by beaming ads to them via Bluetooth, the same technology used in some hands-free headsets.
Here's how it works: When you're standing less than 10 meters away from a Bluetooth interactive billboard, window display or concert hall booth, you'll be asked if you want to switch on your Bluetooth function and accept a file. That file could be a video, a song or an offer of rebate coupons.

As you are strolling down the Champs Elysees, for instance, don't be surprised if one day Lancome, using the technology, invites you to test its newest perfume in a nearby shop. You may also find yourself on the receiving end of ad clips from Coca-Cola or a Warner Bros. preview of its "Happy Feet" animated film.

"A mobile phone is the one electronic device most people carry with them at all times, so it is too good of an opportunity for media companies and advertisers to miss," says Nick Jones, wireless technology analyst at Gartner research house.

source: reuters