The emergence of the screen as a favorite medium to pull information, entertainment and interact with a brand has created a new space of opportunity for marketers and content producers. The screen is becoming a known entity and a welcome companion.
We look for screens at airports as a quick and easy shortcut to a boarding pass -- I have not flown since the banning of all lotions, paste, gels and like cosmetics on the flight, which I'm sure is making some decisions on in-person service side more difficult and costly for airlines and airport personnel. We check out of hotels by pushing a few buttons on a screen, without having to be interrupted by desk staff who is often multitasking. Screens on ATM machines, vending machines, GPS interfaces in cars, our beloved and sometimes frustrating laptops, Blackberries, mobile phones, etc.
I was fascinated to read about an initiative in the Netherlands, where Asian food brand Go-Tan is running an experiment in supermarkets testing Bluetooth marketing. As Martina notes, since about 25% of Dutch mobile phone users leave their Bluetooth connection on, this could prove to be a very appealing new channel to establish a direct and immediate communication with end users. I do wonder at what point permission is requested. This could create a whole new meaning to whispering in someone's ear.