Access the Net Via Infrared and Bluefish

Bluefish Wireless has launched the Bluefish Network, a service that lets Palm users upload and download content on the go via their handheld's infrared port through any Bluefish access point, or by performing a HotSync operation. Palm users can beam on a Bluefish to receive up to the minute news from Reuters, and buy books, CDs, flowers, wine and many other products and services.

The Bluefish Network is based on the company's proprietary two-way infrared communication platform. The Bluefish, battery operated units that measure approximately 7"x7" in size, will be located in high-traffic public spaces, including airports, tradeshows, universities, museums, and corporate campuses. Bluefish access points are installed on select advertising displays operated by Transportation Media, a division of Eller Media Company, at Atlanta Hartsfield International Airport and at LaptopLane retail locations in Atlanta Hartsfield and Chicago O'Hare International Airports.

"Our patent-pending platform expands the functionality and utility of handhelds for both consumers and enterprise users," said James Fisher, founder and CEO of Bluefish Wireless, "The first application of our technology brings mobile commerce to all Palm handheld users by enabling them to make purchases and send and receive information on-the-fly."

Bluefish is a way to download location-based information, access news, make reservations and shop, all while on the go. Bluefish does not require a wireless modem, wireless access fee, or any additional hardware for handheld users to access content through the network. The first time a user beams on a Bluefish access point, the Bluefish application is installed on their handheld. Handheld users can also download the Bluefish application from the company's website. Once the application is installed, users can download new content, and then shop and read news wherever they go. Orders are placed the next time they beam on a Bluefish, or cradle-sync their handheld.

"Bluefish is working with AvantGo to deliver information directly to individuals at convenient centers of activity," said Gary Kanazawa, director of product marketing at AvantGo. "Bluefish is filling a market need - giving consumers the ability to buy products and services wirelessly without personally investing in wireless access services."

"The Bluefish Network is a good advancement for M-commerce and expands the potential uses for Palm handhelds," said Gabriel Acosta-Lopez, senior director of Platform Development Services at Palm, Inc. "Using Bluefish, handheld users will be able to do tasks ranging from purchasing movie tickets at the theater to conveniently gathering corporate materials at tradeshows."

Bluefish's technology brings an interactive capability to out-of-home advertising by allowing advertisers to pass along information that travels with the user on their handheld. Bluefish's transaction functionality adds an additional outlet for selling via handhelds, turning signs into virtual stores for advertisers.

"This technology takes out-of-home advertising to a new level and provides us with an innovative distribution channel to get our intellectual capital in the hands of our clients," said Jim Speros, national director of external communications at Ernst & Young LLP.

"Bluefish enables our customers to carry a Tower Records virtual store on their Palm handhelds, giving them the ability to buy CDs and movies on-the-go when and where they choose," said Russ Eisenman, director of marketing and business development for Tower Records.

On the Web:

• Bluefish USA