The broadcast equipment in your network catches default equipmenst with bluetooth on and visible, such as mobile phones, SmartPhones, PDA's, PC's,  sending files (BLUECASTING) for free with multimedia content: images, music, ringtones, videos, games in flash or java, discount coupons or promotions and so on. The receivers can, after allowing (Opt-In), download those files to their equipment free of charge, and this is why it is so effective, because messages are allowed.

The data transfer rate depends on the type of handset the consumer has, but in general transfer rates are around 20k to 30k per second.  This is around 10 times faster than a standard 2.5G network delivers via GPRS and as fast [or in many cases faster] than the emerging 3G standard.

The DIB operates at the 2.45GHz frequency which falls within the IMS band.  This is an existing frequency range which has been cleared globally for use with Industrial, Medical and Scientific radio transfer and as such is a well established standard.