Wiremedia today announced that it will begin deploying the hardware and network infrastructure necessary to deliver location-based, advertising and contextual information to cell phones via Bluetooth technology. The company will launch the service with a comprehensive, proprietary technology infrastructure, multiple partners and customers. The company intends to make a big impact on the $300 billion dollar worldwide out-of-home advertising market.

Wiremedia has carefully addressed the needs of the advertisers, information providers, and mobile phone users by reducing the usability barriers and eliminating the end user costs that have, until now, plagued the location-based/proximity marketing industry. The new technology affords mobile phone users a completely new and useful way of interacting with the world around them. When attached to billboards, poster sites, retail locations, entertainment venues, public spaces or embedded in interactive kiosks, the Bluetooth MediaServer will identify each consumer's Bluetooth-enabled mobile phone or handset and deliver a tailored message or advertisement to them.

Wiremedia's Bluetooth Mediaserver is a small pocket-sized caching server that delivers customized, rich media content and applications directly to cell phones, within a range of 100 to 300 meters(approximately 300 to 1000 feet) of a specific location, at broadband speed. Cell phone users can receive coupons, video, audio, photos, text messages, mms, sms, java applications, etc. Wiremedia's customers are businesses seeking to provide location-based coupons, contextual advertising, and localized information to cell phone users within their vicinity.

Wiremedia has worked with its technology partners to insure a secure wireless caching and delivery infrastructure, integrated with tools that are central to people's daily life - their mobile phone. As a result, advertisers, marketers, and information providers now have a new, cost-effective channel for communicating with their audiences - mobile phone toting individuals who want to receive valuable and useful content and applications tied to their environment and physical location.

According to Red Herring Magazine, "there are over 200 million cell phones in America and 2 billion worldwide." Vladimir Minakov, VP of Technology for Wiremedia, points out that "the mobile phone is the first truly portable medium. People take their cell phones everywhere. Wiremedia's objective is to rapidly deploy this bluetooth technology to numerous points-of-presence so that its clients can take advantage of the widespread presence of mobile phones." Minakov goes on to say that "consumers will not be bombarded with unwanted ads appearing on their handsets because Bluetooth messaging is a permission based system. Mobile phone users will always receive a message, which gives them the option to reject the advertisement. "