Mobile content distribution company Qwikker is predicting that proximity-based mobile content delivery will move into the mainstream in 2007, as brands capitalise on it as a method of delivering targeted, interactive content onto the consumers handset, without the need for brands to engage with the mobile operators.
Qwikker also predicts that 2007 will see proximity-based mobile content delivery expand into many new environments, including the home, via technology embedded into set-top boxes and media consoles, into vending machines and kiosks, and a variety of relevant public locations.
Quikker specialises in delivering  branded channels of content to captive audiences at events such as rock concerts. Consumers are sent a message via Bluetooth to ask if they would like to receive the content in the form of a Qwikker Channel. Those who opt in are sent the free content as a Java application, with the option of receiving more content, including free and premium content, via Bluetooth, or the mobile Internet.
In 2006, Qwikkers network delivered more than 500,000 items of mobile content, achieving  an average 30% opt-in penetration rate for campaigns across the network. Qwikker says its live network is experiencing continuous growth, in terms of both network size and the number of marketing campaigns being deployed, particularly in the music, film, and retail sectors. Lifestyle brands such as Red Bull, Virgin, and Coca-Cola have also become repeat users of proximity-based mobile content delivery in key locations.
Qwikker claims to solve the three main barriers faced by brands wishing to deliver mobile
content to consumers through traditional network operator programs. Firstly, it says, they have lacked a method of making direct content offers to consumers and providing the instant gratification of immediate content delivery. Secondly, they have lacked a simple method of delivering content to consumers without requiring the consumer to pay, via their mobile plans, for the data costs of downloading. Thirdly, there has been no easy way of targeting specific demographics through carrier content programs.
Qwikker says it solves these issues by enabling direct, free, and contextually relevant delivery on request at specific locations and events, using Bluetooth, providing instant gratification for the end user, without hidden charges.
“2006 has been a significant year for Qwikker and Bluetooth content delivery, as brands embrace what is a more direct route to their consumers says Qwikker CEO, Saul Kato. In the past year, our European operation has run over 20 campaigns for influential brands, including Robbie Williams, Red Bull and Warner Bros., and, in past month alone, for 3, Dennis Publishing and the Department of Transport. The upsurge in new, as well as return, campaigners is evidence of the effectiveness and reliability of our solution”
Kato says he expects to see significant proximity content networks and campaigns deployed in the US, as well as continued network expansion and adoption by mainstream brands and content providers in Europe, during 2007.
On-demand proximity content delivery will become a core function built into many different consumer platforms”  says Kato.
You can see examples of Qwikker Channels here.