Mobistar to Launch Interactive Communication Via Bluetooth

Mobistar and Sony Ericsson have announced the launch of an innovating campaign in Belgium, using Bluetooth technology created by JCDecaux Innovate. All users who possess Bluetooth phones are eligible to receive a free Christina Aguilera ringtone if they are within 30 meters of an Abribus.

The Abribus is equipped with a Bluetooth data server and can detect the presence of a Bluetooth-activated handset within a 30 meters radius. After the handset is detected, a message is sent to the user, asking if he would like to receive the ringtone and - should he accept it - a Christina Aguilera True Tone is sent to the user's mobile.

"Traditional mass communication must give way to new communication methods. This campaign illustrates the concept of interactive communication and is based on the principles of permission marketing" states Chris Van Roey, Chief Communication Officer of Mobistar. "Music plays an important role in the lives of young people. To create a unique music experience via mobile and to further reinforce our position with the music and youth segment, Mobistar cooperated with JCDecaux Innovate, Sony Ericsson and Sony BMG to develop this interactive campaign."

The Abribus campaign will take place in 8 major Belgian cities (Antwerp, Brussels, Brugge, Charleroi, Gent, Hasselt, Luik and Leuven) between 12 and 18 September.