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An authentication procedure for proximity marketing systems Disclosure Number: IPCOM000188266D
Original Publication Date: 2009-Sep-29
Included in the Prior Art Database: 2009-Sep-29
Document File: 4 page(s) / 102K

Publishing Venue



Method and system to simplify user authentication to bluetooth advertising areas to allow the delivery of personalized advertisements, offerings and discounts.

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An authentication procedure for proximity marketing systems

Proximity Marketing is the localized wireless distribution of
advertising content associated with a particular place.
Several technologies can be adopted to implement this kind of
systems, but all of them suffer from the same limitation: it
is only possible to deliver generic messages, that often leak
the possibility to catch the attention and interest of
potential Customers.

    This is also true for PDAs and SmatPhones, which are able
to receive content through NFC or Bluetooth technologies;
Content Providers don't know a priori which user will be
reached by the message; this implies that they cannot choose
the most appropriate contents, based on preferences or actual
needs of potential users, neither they can send special
offerings to loyal customers. As a corollary, confidentiality
of messages is not guaranteed; this is not a big issue for
generic goods, but becomes very important for messages
related to personal behavior, health, religious or political

    The main factor that has limited the use of Bluetooth as
a networking technology for publicly accessible mobile
services is the way in which it handles Device and Service

Device Discovery starts with an Inquiry phase, where the
inquiring device learns its neighbor Bluetooth Device
Addresses and frequency synchronization information
The inquiry phase is followed by a Paging phase, where an
actual connection is established with discovered devices
Once a connection is established, the Device Name is
discovered following a simple request/response protocol
Discovered devices are queried for the list of supported
If the broadcast messaging service is available, a request
is made to allow the reception of each message from the
content provider

There are three main problems with this approach:
devices waiting to be discovered must be explicitly put in

the Inquiry Scan state by the user; users generally tend
to keep this function disabled in order to maximize
battery life and prevent Bluetooth attacks or simply avoid
unwanted advertisements;
users must explicitly accept each message coming from the


broadcast severs, that can only be identified by the name
claimed by the server itself, without any additional proof
of identity;
users are free to choose the Device Name, or even leave it

at the factory default, making impossible the delivery of
personalized content, because the target devices cannot be
uniquely identified.

    The proposed System solves these problems employing a
visual channel to establish an easy to use authentication




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process through a mobile phone and a key exchange protocol to
secure the communication channel with asymmetric encryption
standard. The functionalities of the System can be classified
in two disti...