The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a very promising direct marketing channel empowered by the Web's interactive and quick-response capabilities. Short Messaging Services, in particular, have been very successful. The present research investigates the factors that will affect consumer attitudes toward mobile advertising in China with particular emphasis on personalization. The results of a survey indicate that (1) there is a direct relationship between consumer attitudes and consumer intentions and (2) personalization is one of the most important factors in affecting consumers' attitude toward mobile advertising, particularly for female users. Thus the designers and marketers should effectively strategize their advertising designs by considering the personalization factor.

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The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China

We propose a design research approach combining behaviour and engineering techniques to better support user modeling in personalized mobile advertising applications. User modeling is a practical means of enabling personalization; one important method to construct user models is that of Bayesian networks. To identify the Bayesian network structure variables and the prior probabilities, empirical experimentation is adopted and context, content, and user preferences are the salient variables. User data collected from the survey are used to set the prior probabilities for the Bayesian network. Experimental evaluation of the system shows it is effective in improving user attitude toward mobile advertising.

Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications

Wireless positioning determination has received increased attention during the past few years. Several wireless applications have been envisaged when mobile terminal location can be determined with sufficient accuracy at any time. In this paper, we attempt to identify the various indoor and outdoor positioning techniques that can be used for the provision of mobile and wireless applications and services. In order to maximize the benefits of this research in the area of positioning technologies, we propose a novel taxonomy with detailed analysis and evaluation of these techniques based on the accuracy that is needed for various mobile location-based services.

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A taxonomy of indoor and outdoor positioning techniques for mobile location services

The continuous development of wireless networks and mobile devices has motivated an intense research in mobile data services. Some of these services provide the user with context-aware information. Specifically, location-based services and location-dependent queries have attracted a lot of interest.In this article, the existing literature in the field of location-dependent query processing is reviewed. The technological context (mobile computing) and support middleware (such as moving object databases and data stream technology) are described, location-based services and location-dependent queries are defined and classified, and different query processing approaches are reviewed and compared.

https://webdiis.unizar.es/~silarri/PUBLICATIONS/acmSurvLDQP09.pdf

Location-dependent query processing: Where we are and where we are heading

Mobile services differ from other services because of their temporal and spatial attributes. Mobile services additionally differ from each other in their value-added to the end-user. Some services--such as emailing and voice--are more business oriented. On the other hand, various free-time oriented services are provided in new smartphones, such as imaging and music playback. The present paper studies how mobile services are used in different contexts. For this, the paper develops a specialized algorithm that can be used with handset-based usage data acquired straight from end-users in an established panel study process. Educated guesses can be drawn on the user context based on the developed algorithm. In the present exercise usage contexts were divided into home, office and "on the move". The algorithm is used with exemplary data from Finland and the UK covering 324 consumers in 2006. More than 70% of contextual use cases are correctly classified based on raw data. According to exemplary results particularly multimedia services are used "on the move", whereas legacy mobile services experience more evenly distributed usage across all contexts. The algorithm that identifies context based on raw data provides a new angle to mobile end-user research. In the future, the accuracy of the algorithm will be improved with the integration of seamless cell-id logging and GPS data.

Contextual patterns in mobile service usage

The emerging world of mobile commerce is characterized by a multiplicity of exciting new technologies, applications, and services. Among the most promising ones will be the ability to identify the exact geographical location of a mobile user at any time. This ability opens the door to a new world of innovative services, which are commonly referred to as Mobile Location Services (MLS). This chapter aims at exploring the fascinating world of MLS, identifying the most pertinent issues that will determine its future potential, and laying down the foundation of a new field of research and practice. The contribution of our analysis is encapsulated into a novel classification of mobile location services that can serve both as an analytical toolkit and an actionable framework that systemizes our understanding of MLS applications, underlying technologies, business models, and pricing schemes.

Argirios Tsamakos

Papers

Towards a classification framework for mobile location services