Bluetooth marketing, also called proximity marketing, is comparatively new in our country, but has been in use for quite sometime in places like the US and Europe. Bluetooth successfully brings together technology and marketing, to reach out to a large number of customers. It is economic and has successfully opened new avenues for marketers to create a better impression about the products and establish a good brand image.

Information about different prod- ucts, their usage and benefits can be sent to consumers via Bluetooth marketing. Service companies can reach out to their target customers with their portfolio of services to create better awareness. They can transmit different types of data, such as plain text, videos, games, images, audio files, e-business cards, etc., and establish direct contact with prospective customers. With an increase in the usage of Bluetooth-enabled mobile phones, laptops, etc., among both professionals and commoners alike, the avenue for Bluetooth marketing in India has expanded considerably. This trend will ensure further growth of proximity marketing in India .

Bluetooth technology was invented in Scandinavia, and was named after the 10^th century Danish Viking king - Harald Bluetooth. The launching of this technology was indeed an international initiative. A group named, Bluetooth Special Interest Group (SIG), was formed by five industry leaders - Ericsson, IBM, Intel, Nokia and Toshiba. As on date, a number of multinational corporations have joined and adopted Bluetooth technology for marketing their products and services. This technology can be embedded in a small chip and used by any electronic device to transfer data in a wireless environment.

Bluetooth seems to be the most recent and popular among the marketing technologies. It is a type of wireless protocol to send contents of different formats between two devices within a range of around 100 meters. Initially, it was brought into the market by Ericsson Company, so that calls could be made from laptops to mobiles. The main aim of this technology is to connect different devices and reduce the synchronization problem. Today's business persons are more tech-savvy and this inclination for merging technology with business has led to the adoption of this new concept to the world of advertising and marketing in the name of Bluetooth marketing.

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