[ 15. The HSBC Website | Marketing ]

[ The HSBC Website www.hsbc.com ]

Bluetooth is a wireless short range communications technology intended to replace the wires connecting portable and fixed devices, while still maintaining high levels of security. Because Bluetooth is a very widely accepted technology, almost every Bluetooth enabled device can instantly connect to another Bluetooth enabled device within range, anywhere in the world. These ad hoc networks can also be called piconets and use short range radio frequency signals to interact and communicate and Bluetooth communication has a very small power usage, around 2.5mW, and this allows even the smallest devices to be connected, although Bluetooth powers can vary, increasing and decreasing the range as well. Some industrial piconets can range to more than 300metres. One of the most common uses of Bluetooth technology is in mobile phones.

[ In Detail ]
HSBC has trialled a new form of marketing. The large branches at Canary Wharf and on Regent Street spam passers-by with Bluetooth adverts directly to their phones. The practice, often known as 'proximity marketing' [ proximity marketing ] uses a server to detect Bluetooth capable mobile phones in the area. HSBC uses the server to send phones with the facility activated a message asking users to accept a download. If the user accepts, a marketing message is displayed. The branch remembers the phone’s information in an effort not to target the same phone more than is necessary. This is a step forward in technology and a good example of putting the newest technology into a practical application, although if this technique of proximity advertising becomes too proliferant, then users could find themselves walking down any high street with dozens of messages literally spamming their phone with unwanted adverts. HSBC is also up against security concerns about the safety of Bluetooth, where “driveby hackers” can exploit flaws in the signal to steal personal information and make free calls. In addition, users could in the future also be hoarded by the branch and contacted even when not in range of the branch. There is, however a simple solution. Turn off the Bluetooth function on your phone. Another application of Bluetooth in advertising is the possibility of a Bluetooth Billboard, where anyone interested in the contents of the poster advert can hold their phones close to the billboard and choose to receive more information, rather than have it forced down their throats. Even the slight possibility of having competitions or newsletter sign-ups available by simply sending a message to a node in a shop or a billboard is possible for the future. Having the audience choose whether to initiate information would be better accepted than having them bombarded with unsolicited and the majority unwanted adverts.

This is a good example of a non-linear advertising opportunity, immediacy, portability, miniaturisation, proliferation, convenience, democratisation, vertical integration, reach, surveillance and convergence. It is true exploitation of new media technology.

[ 10. The Scrubs Podcast | iTunes ]

[ The Scrubs Podcast www.nbc.com/Scrubs/commentary ]

Scrubs is an American sitcom set in teaching hospital Sacred Heart Hospital, created by Bill Laurence and starring Zach Braff, Sarah Chalke and John McGinley. Each episode is around 23 minutes long, plus advert breaks making a half-hour show. Scrubs is shot with a single camera setup and is strange in terms of the fact that it doesn’t use a laughter track, although in a few episodes the directors have themed the premise of the episode, and sometimes changing the setup of the show, eg. one episode was featured in the style of a traditional sitcom in front of a live audience, and other few were in the style of musicals, featuring multiple camera setups. The podcast is available on iTunes and directly from the NBC website with near instant distribution, enabling a wide reach from the internet, and globalised distribution and proliferation due to the global broadcasting of the Scrubs series.

[ In Detail ]
The podcast is narrowcasted at all Scrubs fans, and generally people who are interested in Scrubs and the production techniques involved behind the scenes. In essence it is replacing possibly an article, and possibly replaces, though does not derive from or outdate a special feature on a DVD. The podcast is set to run alongside the TV episodes, intended to be listened to in parallel, and the commentators, usually the directors and the actors, eg. Sarah Chalke [ Sarah Chalke ] or John McGinley [ John McGinley ] comment on the scenes and jokes as they progress on the episode and say how it was shot or what they thought, allowing a non-linear, interactive and personalised viewing experience. Most of the podcasts are of the main characters’ favourite episode, or just episodes that are out of the norm. The main reason why these podcasts are popular is because firstly that they are easy to use and obtain and can be used at the same time as the TV show, giving a well-illustrated set of accounts by the commentators as they can directly refer to the actions on the screen. It also allows the fans to get closer to the show and the production process, making them feel integrated. It is unstructured and completely improvised. These are possible because of good quality recording equipment and high-speed broadband. Due to the proliferation of TVs and internet enabled computers/portable media devices in the home, watching the episode and listening to the podcast at the same time is made easy and flexible.
The Scrubs podcast is a good example of nearly all of the key terms, from quality to reach to convenience and portability.

.

[ The Charlie Brown Christmas Special parodied by the Scrubs cast ]

[ 4. The Xfm Site | Homepage ]

[ The Xfm Website www.xfm.co.uk ]

The Xfm site offers many different indulgences to their narrowcasted radio station’s listeners. Their main listeners are fans of alternative music, both signed and unsigned, and thus the majority of the website content is based on this. The content comes under four headings: On Air, News, Watch and Listen and Extras. Under the On Air heading, there are such things as DJ homepages, digital radio information, scheduling, playlists with streamed 30 second taster clips available online and other things to do with the radio station itself. The News section contains music news for the kinds of bands that they feature on the radio station itself, Watch and Listen contains videos and audio including podcasts available online, plus Mi-Xfm, a new feature released in February 2007 and Extras contains additional information, a section on film, forums and reviews. The website essentially replaces an Xfm magazine, which would compete against the likes of NME and Kerrang!. This, of course would not be nearly as detailed as a website is, and also not as sustainable because websites cost next to nothing to maintain, whereas magazines cost money to make. The website allows fans to keep up to date with the music world and follow up from the radio show with more information and features on their favourite bands and gig information.

[ In Detail ]

The homepage features one large navigator panel along the top and rollover buttons, which reveal more links to areas of the site. This makes it easier to find where you want to go in the site much easier than having to rummage around, especially for people new to the site. At the top, next to the Xfm logo there is a link to online digital radio, straight from the radio show itself. This allows convergence within the computer itself, as there is no longer any need for a radio and a computer, as now they can be both in one. The homepage has four columns under the four above headings, each displaying various different new features within those sections. Above, there are, again four adverts, one is usually from Xfm itself, but they are usually pertaining to the new music scene or targeting Xfm’s specific audience with such products as new mobile phones or computers, e.g. the live radio streaming is sponsored by the Sony Ericsson Walkman range, there are Samsung T9 adverts, etc. There is a feature called “Watch Live”, which allows audiences to watch gigs on webcam live streamed through to their home. A large area of the website is devoted to the Music Video Jukebox, where audiences can view the latest promo videos, and their favourite music videos streamed [ streaming ] online, on demand. This attracts listeners, as often they have the latest and exclusive videos from artists.

Mi-Xfm, a new feature introduced early 2007 is a browser-based music player. It combines Xfm’s wide library of music with the individual tastes of the audience to create the most personalised radio station, in a truly personalised, proliferative, non-linear, diverse and flexible experience with an enormous reach, larger than the radio station ever could achieve, since it has only specific distribution areas. The release of this feature has been well accepted amongst the Xfm community.

The whole site is a good example of immediacy, proliferation and diversification, as there is clearly something for everyone who has any slight interest in new alternative music.