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As a short-range wireless protocol, Bluetooth was originally intended as a cable replacement. Nowadays, Bluetooth has outgrown its original purpose and is now also used for a variety of other applications. A growing domain is its use for proximity marketing, i.e. the localized wireless distribution of advertising content associated with a particular place. Content, varying from simple text messages to MP3, video, business cards, or pictures are broadcasted to passing clients. Companies trying to ride this hype have popped up like mushrooms over the last three years, but almost no open research to the performance and scalability of these systems has been done.
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