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Bluetooth on London underground - High-tech for high-tech's sake?
by Guy J Kewney | posted on 09 February 2006
The easy way of getting "content" into a mobile phone, would be just to print 2D barcodes. However, Viacom Outdoor has started a rather more challenging experiment, fitting London Underground posters with Bluetooth transmitters.
The main reason Viacom has to do this, is that there's no cellphone coverage in London's deep-level underground railways - the Bakerloo, Victoria, Northern, Piccadilly and Central lines.
The network is said to be permanent, and was promoted as "Meet today's underground filmmakers" with FourDocs on Channel 4 television. The initial posters are in the inner city, and there are fifteen Bluetooth "jacks" built by Wideray.
Anybody within range can request a download of a four minute documentary.
The project was put together by PosterScope.
Total Mobile reports that Viacom has opened up the project to advertisers.
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