Sunday, March 13, 2005
Proximity Content Distribution: Kameleon
Well, I was gonna mention these guys a few weeks ago, but just haven't had the time ... it seems like "Proximity Server" solutions are now a dime a dozen in the race -- however, NONE have taken any signifant leap forward in becoming mass deployed. Kameleon is another player who utilizes Bluetooth wireless technology to send out"push" URLs of content. In other words, although they require, like previous solutions, the use of a specific client-side application to receive content, they do nothing more than send out "WAP Push" like URLs of content related to the specific location, and then via your GPRS/EDGE/3G connection, you download the information. Can this then be called a point or proximity server, since it doesn't do a whole lot of serving? Well, that's another issue altogether.
Basically, it works like this -- you see their logo on some billboard (say, some poster promoting the new release of an albulm from your favorite artist) ... you fire up their client application on your phone, and a URL is pushed to your phone via a small "tag" like device hidden in the billboard ... you then click on that pushed URL and your Opera / Native brower opens up on your phone / PDA and you're transported (via GPRS/EDGE/3G) to content relating to that poster -- MP3 sample clip, discography, or a link to buy tickets to their concert coming to town in a few weeks. It's a nice concept. The carrier-tyrants will love it -- it'll help drive up data use on their networks, advertisers will love it, because it gives a more dynamic feeling to their brand/product ... but, will users like it? Will they want to pay those GPRS/EDGE/3G costs to down load a 1mb or so clip? It'd cost about 1 dollar in the Czech Republic -- I know more in the USA and the UK. People generally aren't all that thrilled to PAY for advertising sent to them ... but, as data plans move down in price, and "unlimited" plans come into being (and become cheaper), this just might have a future. Note, I believe Nokia's solution which I previously discussed works in a similar fashion.
Check out Kameleon's site ...
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