Word: bluetooth
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Marketers love the interaction with consumers, and it's easy to see why: the results are immediate and measurable. "For the advertiser, it really turns out-of-home into a direct-response mechanism," says Alasdair Scott of Filter in London, the firm that developed BlueCasting, the Bluetooth-based system used in the Absolut campaign. The rock band Coldplay used BlueCasting last summer to launch its album X&Y. During a two-week period, 20,000 people downloaded video clips and sample tracks directly from posters in London's main rail terminals. Fifty bus-shelter ads in Britain for the movie...
...launching a navigation product in the US, Sony decided to be conservative, pouring its resources into making a product that works well, looks good, and is easy to use. There is no realtime traffic feature, nor is there an MP3 player, or the infrared or Bluetooth connectivity found in other products. It?s just a compact dashboard device with a full map of the US, ready to give you turn by turn instructions...
...case in point is GPS navigation: I tested ALK's CoPilot Live 6 for Smartphones, which comes with a Bluetooth GPS receiver that sits on your dashboard. You slip a MiniSD card into the phone (annoyingly, under the battery) and after a quick software install, the program runs. It communicates wirelessly with the GPS receiver, and quickly discovers its location. The turn-by-turn navigation experience was fairly positive, although on occasion it did point me in the wrong direction, as if a U-turn was part of the itinerary. It's no Garmin, but it passes the basic tests...
...Bluetooth for wireless headsets and, unlike many Bluetooth phones in the U.S., direct communication with PC desktops. The tiny lithium ion battery can be charged from a computer's USB port, and can pull off up to 400 minutes of talk time. The integrated iTunes music player lasts up to 11 hours when you're wearing headphones and when you've got the phone in Airplane Mode - that is, with the phone connectivity turned...
Mindstorm NXT isn't your typical Lego set. Equipped with a 32-bit computer as well as USB 2.0 and Bluetooth interfaces, it lets you build robots that walk, talk and interact with their environment. Available in August...