Many were expecting the iPhone 4S to come packaged with NFC technology. While that didn’t happen to be the case, the new iOS 5 powered iPhone 4S is the first iPhone to utilize Bluetooth 4.0 technology. Proximity marketing technologies such as NFC and Bluetooth open up new avenues to marketers looking to explore transmitting marketing messages to consumers. The iPhone 4S’ Bluetooth 4.0 capabilities reminded us of a case study we conducted 6 months ago on Bluetooth proximity marketing, so we thought we should share our experience in light of the iPhone’s new hardware.