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The Bluevend concept was devised in 2004 to solve the problem of how to share specially commissioned mobile phone films from the Pocket Shorts scheme. The vending machine metaphor was chosen for three reasons.

Firstly, to locate responsibility for the quality of content and user experience in a real physical object in real space: users know where their content in coming from, unlike the hidden "Bluetooth broadcasting" model, which is too close to Bluespamming.

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