The arrival of new mobile devices featuring Bluetooth 3.0 opens up a new world of possibilities for proximity marketing. Bluetooth 3.0 will make use of Ultra-wideband (UWB) wireless technology to achieve transfer speeds of up to 480Mbps.

Reportedly, the spec will feature "dramatically increased speeds, allowing for the transfer of large video files, music collections and photo libraries wirelessly within seconds."

Rather than sending a ringtone to a mobile device we can start to think about delivering a whole album or a music video. Mobile apps with complex functionality also fall within the realms of possibility and we appear to be looking at an exciting future of rich media and interactive content.

However, we can expect to wait 9 to 12 months before Bluetooth 3.0 equiped devices become available so we'll have to continue compressing our messaging into clever but small campaigns for the time being.