In my last post, I provided an overview of the second, and most common, convergent implementation of digital signage and mobile technologies: SMS.  In this post, I’ll discuss the third, and what I believe to be the second most common, convergent implementation: Bluetooth.

First of all, for those of you not familiar with Bluetooth, it is a short range wireless technology that in its current implementation supports data transfer speeds between 2 – 3 megabits.  Bluetooth was originally conceived as a replacement for data cables (RS232) and now forms the basis for what is known as a Personal Area Network or PAN.  PAN’s are used for wireless communications within 10 meters and can be found in everything from PC mice and keyboards to cordless telephones.  (Note: Depending on the power of the transceiver, Bluetooth can communicate from 1 up to 100 meters.)

There are a number of companies that are using Bluetooth as a wireless airlink to communicate digital signage-related content to Bluetooth-enable mobile devices (e.g. cell phones).  Most are using Bluetooth as a way to augment content shown on a digital sign with something that is designed to enhance the viewing experience.  That “something” may be additional visual content (graphics, pictures, videoes, text, etc.), a game, a ringtone, etc.

The typical Bluetooth-enabled convergent implementation involves a centrally administered system that communicates content via the Internet to “edge servers” located near the digital sign.  These edge servers generally host the programming logic for receiving content from the centrally administered system and then subsequently managing the delivery of the content to the mobile device.  The edge servers also house the content and Bluetooth transceiver.

The process for communicating content to the mobile device is fairly straight forward.  The Bluetooth transceiver on the edge server is constantly polling (i.e. sending out a signal) looking for other Bluetooth devices (e.g. Bluetooth-enable cell phones) with which it can connect.  When it senses one, it immediate establishes a connection to that device.  The programming logic in the server then says to the phone “I want to communicate with you.”  The security feature of the cell phone's Bluetooth receiver prompts the cell phone user to either accept or reject the communication.  If the communications is accepted, then a session is established and content is transmitted from the edge server to the mobile device and then made available to the cell phone user.

All in all, Bluetooth is a fantastic technology and very good for facilitating communications between a mobile content server and a mobile device.  So one has to ask the question: “Why is Bluetooth-enabled convergent signage not deployed everywhere?”  The answer is multifaceted. 

First, one must have a Bluetooth-enabled phone.  Since nearly every cell phone sold today is Bluetooth-enabled, this is not the problem it was several years ago.  However, there are still phones in use that are not Bluetooth enabled, which limits the community of potential viewers.

Second, the cell-phone must be “discoverable.”  This means that the Bluetooth transceiver in the cell phone must be configured to allow a connection with another Bluetooth device, e.g. the edge server.  This is a bit of a problem as most cell phones, for security reasons, are shipped as “non-discoverable."   In order to make the device “discoverable,” the cell phone user must activate this setting within their phone's configuration menu.  Since most cell phone users do not understand what being “discoverable” means, they typically leave it turned off.  If the phone is non-discoverable, then the Bluetooth-enabled edge server cannot communicate with the phone. 

Third, the cell phone's operating system in conjunction with the Bluetooth API must be configured to allow file transfers.  Since many wireless carriers have required the cell phone manufacturers to disable the file transfer feature, Bluetooth file transfers have not been a viable option for many cell phones.  One may ask: “Why would a carrier intentionally block Bluetooth file transfers?”  Simply stated: Economics.  The carriers want their subscribers to send files over their networks so they can charge the subscriber for the privilege.  This however is becoming less of an issue as the carriers are moving to flat-rate data plans (one fee for all the data you can transmit).  As they move to flat-rate plans, they’re opening up Bluetooth file transfers.  The carriers are now wanting their subscribers to get as much stuff off their networks as possible.

Fourth, Security.  Many users have chosen not to accept Bluetooth file transfers for fear of receiving a virus.  In fact, Bluetooth transported viruses are said to be excessive in countries outside the US where Bluetooth is more commonly used.

Fifth, Costs.  Although the great majority of cell phones now have Bluetooth, the form factors (i.e. shapes, sizes, functions, screen resolutions, etc.) of those Bluetooth-enabled cell phones vary tremendously.  Content must therefore be “repurposed” to accommodate the various form factors.  This means that content designed to fit the screen attributes of the iPhone (assuming that the iPhone supported Bluetooth file transfers) would not look good on the screen of the Motorola Razor.  In essence, content needs to be modified to fit, run and look good on each phone.  This is a time consuming and expensive endeavor and not within the budget of many companies that would desire a signage/mobile convergent solution.  For this reason, most Bluetooth-enabled convergent solutions have been relegated to specific projects funded by big brands that can afford a large media budget.

So in summary, Bluetooth-enabled convergent signage is here, is working and is able to fit a particular purpose.  It does however have its limitations.   I believe future implementations of convergent signage, like the one we did at Symon, represents the future of convergent signage.

In my first post, I briefly outlined the seven convergent implementations of digital signage and mobile technologies.  In my second post, I discussed the first, and most basic, convergent implementation: DTMF.  In this post, I’ll briefly discuss the second, but most commonly used, form of signage/mobile convergence: SMS/Text Messaging. 

A SMS/Text Messaging implementation is basically defined as the processes for interacting with digital signage using the text messaging feature of a cell phone.  Before we delve into the workings of this particular convergent implementation, it may be helpful to briefly review the history of text messaging.

In 1995, the Federal Communications Commission awarded select companies licenses to provide a new form of “digital” cellular service.  This new service enabled cell phones to support features such as call waiting, three-way calling, in-bound number display, data communications and Short Messaging Services (SMS).  SMS was deemed to be the feature that would allow cellular users with SMS-equipped, digital cell phones to send “text messages” of up to 160 characters to other SMS equipped cell phones.

The SMS feature was not however measurably used until about the year 2000.  It was only then that there were enough SMS-capable cell phones and networks in use to support mass adoption of the technology.  But even then, it was not until about 2005 that SMS became widely and actively used by cellular subscribers.  Since ’05 however, SMS usage has been skyrocketing.  Today, in the U.S. alone, approximately four billion text messages are sent each day. 

As SMS usage began to grow, it soon became the primary form of communications for many -- especially those in their teens and 20’s.  This growing affinity for text messaging was not lost on digital signage software companies, digital signage network operators, content providers and advertisers.  Soon each was trying to find ways to integrate SMS into their digital signage networks.

Today there are four ways in which SMS is commonly used in conjunction with digital signage.  However, before we review these four, it is important that we become familiar with the concept of Common Short Codes.  Common Short Codes are an essential element to each of the four convergent implementations.  Common Short Codes are five digit numbers that serve as a substitute for phone numbers.  The purpose of Short Codes is to provide companies or organizations a carrier-independent way to engage with the general public via text messaging and then track those interactions.

The four SMS-based convergent applications are as follows:

1.       Signage as Recipient:  In this implementation, signage viewers send text messages via a Short Code to a digital sign for the other viewers to see.  Viewers of the messages can then send SMS-generated responses to the message, thereby creating a group dialog.  This feature is frequently used in places where people congregate and is typically instituted as a way to stimulate conversation.

This implementation generally requires that messages be relayed through the signage operator so that an administrator can filter out objectionable content.   Some of the more intelligent content management software packages perform this filtering function automatically.  But as a leading outdoor signage vendor recently found, sometimes even the best filtering techniques have their weak points.  In that situation, a picture of three local news anchors was shown on the screen accompanied by a message that said, “Three Accused of Gang Rape.”  Obviously the three were not the newscasters pictured, but an embarrassment for the signage operator none-the-less.

2.       Content Selection:  This implementation allows the viewers of digital signage to control the content that appears on the screen.  For example, the viewer is informed that if they text a particular keyword (e.g. number, word, code, etc.) to an SMS Short Code, the content on the screen will be changed commensurate with that code.  For example, a user could text the keyword “11111” to Short Code 55555 to see a movie trailer, or text the keyword “22222” to the same Short Code to see a music video.  The content management software would receive the code and changes the displayed content accordingly.  It also tracks and reports on the viewer’s content preferences.

3.       Content Control: This implementation allows viewers to use their phone's SMS feature to control elements on a screen.  For example, the viewer can move game pieces on a game board by texting a keyword to an SMS Short Code.  The signage software uses these keywords to manipulate the game pieces and control the action of play.  Like the "Signage as Recipient" implementation, this convergent model is designed to get large crowds engaged with the content. 

4.       Promotional/Marketing: This implementation uses the digital signage to promote an interaction between the viewer and a marketing promotion.  For example, the digital signage may display a message that says "Text the keyword COUPON to 55555 to receive a coupon for 20% off of your next oil change."  In this example, the user executes the transaction and receives a text message back that includes a coupon code for subsequent presentation to the sponsor.  In another example, the digital signage could encourage viewers to text a keyword that will initiate the delivery of promotional content back to the viewer’s handset.