Macerich, one of the country's largest owners, operators and developers of major retail property, will deploy Intera's Bluetooth network at shopping centers throughout the Los Angeles area.

Intera's AzureMayan Bluetooth Proximity Marketing network enables advertisers and merchants to deliver special offers and promotions via Bluetooth to patrons' mobile devices. Brands like Coca-Cola, Hard Rock Café and AT&T have used Intera's technology to reach mobile users in the past.

"What happens is when someone enters a Bluetooth zone mall, they will get a message that says that the mall wants to message them," said Kevin Thornton, CEO of Intera, Pleasanton, CA. "The user then gets the option of either opting in for the promotion or they could decline.

In one campaign Intera did around a major motion picture release, the user was given the opportunity to download a trailer for the movie. Users were also sent wallpapers representative of the motion picture.

"One of things that is interesting is that once people opt-in and download, 50 percent will opt-in a second and third time," Mr. Thornton said. "And those who don't have moved out of range.

"That in itself shows that consumers find value in Bluetooth," he said. Over time the opt-in percentage goes up as people figure out they are in a Bluetooth zone."

This launch includes Westside Pavilion in West Los Angeles, The Oaks in Thousand Oaks, Los Cerritos Center in Cerritos, Lakewood Center in Lakewood, and Stonewood Center in Downey.

Bluetooth zones are located in or near food courts, cinema box offices, lobbies and other strategic locations throughout the more than six million square feet of retail space.

"It makes perfect sense to partner with Intera to deploy their Bluetooth network as shopping centers provide a unique opportunity to reach millions of consumers with relevant offers at the point of sale," said Scott W. Burchard, senior vice president of business initiatives for Macerich, Los Angeles.

Macerich focuses on high-growth, attractive United States retail markets.

In addition to properties in California, the company's portfolio includes some of the country's top-performing shopping centers in Arizona, the New York City metropolitan area and suburban Washington, D.C.

Intera's AzureMayan Bluetooth Proximity Marketing network enables marketers and advertisers to deliver targeted messages to consumers based on their location and near the point-of-sale, when targeted marketing has the greatest effect.

Most importantly the mobile user incurs no usage or data charges, unlike wireless carrier-based offers.

Intera's network is 100 percent opt-in, so consumers only receive offers and promotions if they choose.

Intera's content delivery system supports all major content formats including video, audio, images, downloadable mobile applications and text.

"Macerich operates some of the nation's most dynamic retail centers and serves as a model to other mall owners and operators looking to enrich value for tenants," Mr. Thornton said.

"Intera's AzureMayan Bluetooth Proximity Marketing network has generated outstanding returns for advertisers, especially in environments where consumers have numerous options and are looking for the best possible retail experience," he said.