A very well written and enlightening article. Good to know about a new channel that’s now available to marketers. However i do not fully agree to the authors view on the usefulness of this new tool/channel to reach out to consumers. Firstly most reasonably sophisticated mobile users (which form the so called 'critical mass') do not always like to keep Bluetooth ON due to increasing virus threats.Secondly,its not totally correct to link the effectiveness of the tool to the increasing mobile usage penetration, because not all mobile phone subscribers have a reasonably sophisticated phone which comes loaded with a bluetooth.Thirdly,as we speak, there is no technology available that is available to be downloaded and stored on mobile phones through Bluetooth which is similar to internet downloaded cookies which are an online stores fav tool and which also help them track and remember consumer buying patterns.