Blue Jacking:A New Marketing Tool

Mobile phones have been adopted as an everyday technology, and they are ubiquitous in social situations as users carry them around as they move through different physical locations throughout the day. As a communicative device, the mobile phone has been gradually taken up in ways that move beyond merely providing a channel for mediated conversation in the world of marketing&advertisement .This paper explores one such appropriation i.e. blue jacking, the practice of sending unsolicited messages over Bluetooth to Bluetooth-enabled devices such as mobile phones, PDAs or laptop computers, sending a vCard which typically contains a message in the name field sending short (i.e. for blue dating or blue chat) to another Bluetooth enabled device via the OBEX protocol. This technique is used at many places like cinema theaters, train station, shopping malls, mobile phone shops etc.