Providing location based information advertising for existing


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Providing location based information advertising for existing

  1. 1. Providing Location Based Information/Advertising for ExistingMobile Phone Users<br />Omer Rashid, Paul Coulton, Reuben Edwards, <br />PersUbiquitComput (2008)<br />Advisor: Chia-Hui Chang<br />Student: Kuan-Hua Huo<br />Date: 2010-7-27<br />1<br />
  2. 2. Outline<br />Introduction<br />Bluetooth location based system<br />System implementations<br />Application design<br />Conclusions<br />2<br />
  3. 3. Instruction<br />Mobile commerce (m-commerce)<br />Aset of business activities conducted over mobile and wireless networks using applications on handheld devices. <br />Mobile phones and provide features such as<br />high mobility<br />personalisation (through location, proximity, contextualisation, or feature evolution)<br />large user demographic<br />3<br />
  4. 4. Instruction cont.<br />Providing location information for the services<br />requiring significant change in the software and hardware and/or the handset<br />Location information is essentially a two-stage process<br />provide geographical position of the mobile user <br />provide the information on a particular product or service related to that location<br />4<br />
  5. 5. Instruction cont.<br />The problem of locating the geographical position of the mobile phone users<br />all mobile phone systems effectively track a user’s whereabouts at the cellular level<br />Each cell site has a unique Cell-ID<br />This Cell-ID can be used as a filter for localised information although the accuracy is relatively crude, between 100 m and 12 km<br />5<br />
  6. 6. Instruction cont.<br />The framework which enable higher degrees of accuracy, between 1 and 50 m, could be elements such as<br />the locations of the base stations of a mobile phone network<br />satellites of the global positioning system (GPS)<br />enhanced observed time difference (EOTD)<br />6<br />
  7. 7. Instruction cont.<br />These measured solutions achieve high degrees of positional accuracy. <br />The disadvantage<br />The calculations can be performed at <br />the handset <br />In the infrastructure <br />requiring the system software to be upgraded to facilitate this process<br />they suffer inaccuracies<br />7<br />
  8. 8. Instruction cont.<br />They suffer inaccuracies when the line of site between the mobile user and the infrastructure is obscured. <br />GPS based systems <br />in urban environments <br />buildings can obscure a direct view of three satellites <br />preventing measurements being made <br />creating the so-called ‘urban canyon’ effect.<br />8<br />
  9. 9. Instruction cont.<br />An alternative approach is to ascertain location from the user’s interaction with objects of known location.<br />The interaction could be proximity within a physical area using communication technologies such as<br />WiFi, Bluetooth, or two dimensional (2D) bar codes (QR codes, radio frequency identification (RFID) tags)<br />9<br />
  10. 10. Instruction cont.<br />2D barcodes and RFID<br />The advantage is that they can be passive solutions in that they do not require a power source in the object itself.<br />use a phone with an on-board camera<br />through interaction with an online database whilst the RFID systems<br />Another advantage is that they avoid measurement problems and thus can readily be deployed in indoor and urban environments. <br />10<br />
  11. 11. Instruction cont.<br />The second part of the location process is the spatial information<br />represent data may be as a symbol on a map<br />more sophisticated services will need to interpret the raw positional data and proximity to other mobile users<br />a number of data formats and standards have emerged such as spatial data bases supported by positional forms of XML<br />11<br />
  12. 12. Instruction cont.<br />We present an implied location advertising solution using Bluetooth. <br />The system <br />provides location based information/advertisements <br />at an accuracy of around 10 m <br />requires no software to be installed on the phone <br />allows users to instantaneously ‘opt-in’ to the service.<br />12<br />
  13. 13. Bluetooth location based system<br />The obvious choice is Bluetooth which is in fact increasing its growth. <br />Nokia is predicting a year-on year increase of 65% in 2006. <br />Bluetooth is currently present in 65% of all mobile phone handsets. <br />Bluetooth is a very practical and worthwhile scenario.<br />13<br />
  14. 14. Bluetooth location based system cont.<br />Bluetooth is used as a means of targeting users with specialized content in a specific area at a given time.<br />Figure 1 shows the basic layout of a system for transmitting messages to all the devices in a given area.<br />14<br />Fig. 1 Basic Bluetooth message system<br />
  15. 15. System implementations<br />We will present two particular use case scenarios: <br />Supermarket adverts/coupons<br />Guide system<br />15<br />
  16. 16. Supermarket adverts/coupons<br />A system is implemented in a supermarket to supply customers with the latest information on products or highlight particular special offers. <br />We will require a number of message centers scattered throughout the store<br />Customers tend to browse the environment rather than find the optimal route. <br />16<br />
  17. 17. Supermarket adverts/coupons cont.<br />One of the major concerns is how to ensure that the same message is never sent twice to one device. <br />To facilitate the fact that devices will roam between different locations, and to prevent duplicate messages, an integrated backend information system is required.<br />17<br />
  18. 18. Supermarket adverts/coupons cont.<br />Figure 2 shows the layout for two sites, each of them pushing messages (adverts/coupons) to the potential customers.<br />18<br />Fig. 2 Roaming device between <br />different Bluetooth sites<br />
  19. 19. Supermarket adverts/coupons cont.<br />The messages can be tagged to expire in the database after a certain amount of time.<br />To improve and better target potential customers, the information system can be altered to remember the devices that take advantage of the coupon.<br />19<br />
  20. 20. Guide system<br />A system is implemented at a tourist attraction providing users with key information about the location.<br />They will be sending out different messages depending upon their location within a particular tourist spot.<br />20<br />
  21. 21. Guide system cont.<br />The message could be<br />Information about the current location.<br />Information about other points of interest in the same location.<br />This particular tourist spot will close in certain amount of time.<br />other tourist attractions in the vicinity<br />21<br />
  22. 22. Guide system cont.<br />For example, the system implemented at the historic site of Lancaster Castle.<br />entry to the castle <br />receive a brief history of the castle<br />its current use as a working gaol and court<br />gets within the range of another Bluetooth site<br />located near the castle courtyard<br />another message giving details of the site were the Pendle witches were hung on 16 November 1812<br />22<br />
  23. 23. Guide system cont.<br />Different Bluetooth sites within the castle provide different messages to the user. <br />The information system will keep track of the devices discovered by each site and the messages sent to them. <br />23<br />
  24. 24. Application design<br />Figure 3 illustrates the different processes involved, within the entire system, to discover and send messages to users.<br />24<br />
  25. 25. Application design cont.<br />The specific details of the system operation are shown in Fig. 4<br />25<br />Fig. 4 Message sites <br />Interacting with database<br />
  26. 26. Application design cont.<br />This example is of a message received on a Bluetooth enabled handset as part of an information system implemented in the Informatics Group of Infolab21 at Lancaster University, UK.<br />26<br />Fig. 5 Bluetooth news alert at InfoLab21<br />
  27. 27. Conclusions<br />According to Barwise and Strong, in SMS m-advertising, 81% of the test subjects viewed all the messages before deleting them and 77% of them did that as soon as they received the advertisement.<br />users are more likely to take advantage of the offers that could accompany the advertisements further increasing the likelihood of use.<br />27<br />
  28. 28. Conclusions cont.<br />the system presented in this paper allows users to choose whether they want to receive information or not <br />turning on or off their Bluetooth reception<br />One of the great benefits of this system is <br />it can be deployed without requiring the users to do anything more complicated than switch on their Bluetooth capability and accept the message.<br />28<br />