The multiplier effect phenomenon is a characteristic of Internet technology: internationally the Internet is the tap root of many significant developments in economic and social life. This paper was conceived during my study of one of these developments, electronic commerce (e-Commerce). E-commerce has generated a vast body of knowledge incorporating thoughts from many disciplines. This paper follows mobile marketing one of the trails in the corporate marketing dimension of e-commerce. Based exclusively on relevant professional literature, it speaks to the adaptation of certain marketing traditions to mobile devices: cell phones, personal digital assistants (PDAs), smartphones. Thus, this paper projects the marriage of
technological innovation and commercial traditions: mobile devices are the technological innovation; careful composition of messages and couponing are among the commercial traditions.
Exploring Key Factors Affecting the Adoption of Mobile Commerce: A Case of Pu...paperpublications3
Abstract: The purpose of this research is how to apply TAM model proposed by Davis, F. D. (1989) and Marketing factor to improve the purchasing intention on luxury fashion products via Mobile commerce. Conceptual Framework is mainly based on 3 hypotheses, 7 sub variables. (Fashion Innovativeness, Fashion Involvement, Brand image, and the constructs Perceived usefulness, Perceived ease of use, Social influence, Security) Quantitative research is used to determine the relationship between independent variable and dependent variable. All hypotheses tested factor analysis, Reliability, Correlations, and Multiple regressions. Data were collected from 253 respondents through online questionnaires within the period of 1st of February to 25th of March 2016. Computer program Statistical Package for the social science (SPSS) software was used to analyze the data. Our results illustrated that all variables have positive related on purchase intention. There is no doubt Mobile technologies have the potential to bring changes to traditional shopping.
The Case for Developing and Introducing the M-Procurement System in Nigeria, ...inventionjournals
In this paper the author points out how in the last few years mobile technology has improved a great deal in countries like Nigeria, where individuals possess two or three SIM (Subscriber Identity Module) cards issued from different major mobile service providers. The paper opines that owing to this increased pervasiveness of mobile networks, in the enterprises mobile computing should gradually be replacing the use of desktop systems; the paper went on to highlight the need to leverage this ubiquity of mobile computing and network in improving and overhauling the Nigeria’s clumsy, very slow and oftentimes corrupt procurement system. An architectural model that will support the introduction of m-procurement (mobile procurement) systems was unraveled and examined. Ongoing related works in this regard were discussed. The paper concluded by spurring software application developers and designers to start thinking on the perspectives highlighted by the author.
Exploring Key Factors Affecting the Adoption of Mobile Commerce: A Case of Pu...paperpublications3
Abstract: The purpose of this research is how to apply TAM model proposed by Davis, F. D. (1989) and Marketing factor to improve the purchasing intention on luxury fashion products via Mobile commerce. Conceptual Framework is mainly based on 3 hypotheses, 7 sub variables. (Fashion Innovativeness, Fashion Involvement, Brand image, and the constructs Perceived usefulness, Perceived ease of use, Social influence, Security) Quantitative research is used to determine the relationship between independent variable and dependent variable. All hypotheses tested factor analysis, Reliability, Correlations, and Multiple regressions. Data were collected from 253 respondents through online questionnaires within the period of 1st of February to 25th of March 2016. Computer program Statistical Package for the social science (SPSS) software was used to analyze the data. Our results illustrated that all variables have positive related on purchase intention. There is no doubt Mobile technologies have the potential to bring changes to traditional shopping.
The Case for Developing and Introducing the M-Procurement System in Nigeria, ...inventionjournals
In this paper the author points out how in the last few years mobile technology has improved a great deal in countries like Nigeria, where individuals possess two or three SIM (Subscriber Identity Module) cards issued from different major mobile service providers. The paper opines that owing to this increased pervasiveness of mobile networks, in the enterprises mobile computing should gradually be replacing the use of desktop systems; the paper went on to highlight the need to leverage this ubiquity of mobile computing and network in improving and overhauling the Nigeria’s clumsy, very slow and oftentimes corrupt procurement system. An architectural model that will support the introduction of m-procurement (mobile procurement) systems was unraveled and examined. Ongoing related works in this regard were discussed. The paper concluded by spurring software application developers and designers to start thinking on the perspectives highlighted by the author.
Ericsson white paper - Device connectivity unlocks valueEricsson France
Device connectivity unlocks value – operator opportunity in an emerging business environment
New revenue opportunities are emerging for mobile operators through the delivery of machine-to-machine (M2M) and consumer-device connectivity services, which add value for enterprises and consumers. Maximizing revenues in this area demands a cost-efficient, flexible approach that enables a high degree of differentiation and customization.
The world is already highly connected and it's about to get even more so: today, there are about five billion mobile subscriptions worldwide. As devices of all kinds become connected, there will be more mobile subscriptions than people on the planet. Ericsson envisions an increase in the number of connected devices by a factor of ten over the coming decade.
The mass market for M2M and consumer device connectivity is growing fast and represents an enormous opportunity for mobile operators who can address the challenge of delivering cost-effective and customized connectivity with minimal process costs.
A broad range of industries will deploy connected devices; everything from transport and health care, mining and agriculture, to manufacturing and commerce (in areas such as point of sale, vending, remote information displays and digital signage).
To serve the divergent needs of these different segments, operators will need provisioning systems capable of handling very large numbers of connections, as well as infrastructure with QoS mechanisms that can handle massive amounts of simultaneous differentiated sessions.
A Brief Study on Usability Principles of Mobile Commerceijceronline
International Journal of Computational Engineering Research (IJCER) is dedicated to protecting personal information and will make every reasonable effort to handle collected information appropriately. All information collected, as well as related requests, will be handled as carefully and efficiently as possible in accordance with IJCER standards for integrity and objectivity.
The MTAM Connected Tech Campus is a 24/7, 365 days-per-year, highly-interactive global virtual environment for industries utilizing connected technologies. In industry areas for Mobility / Connected Transportation, Smart Manufacturing, Connected Health and Smart Cities activities such as trade shows, live-streamed conferences, industry-specific job fairs, and training (self-directed and instructor-led) will take place.
SMAC and Innovation Transformation covers the topics:
• Innovation
• Leadership Agility
• Leading Organizational Change
• Lean Startup Principles
• SMAC and the Transformation of Innovation
This is review and summary of presentation made at the Mobile Focus 2008 event in Stockholm, Sweden. The event focused mobile media, services and technologies
In light of the staggering evolution of mobile technologies, the concept of mobility is gaining more attention worldwide. Recent statistics demonstrate mobile channels’ increasing significance in outreach and service delivery. However, governments and businesses face a challenge in reaping the benefits of mobile platforms: how to confirm the authenticity of mobile users and transactions. Mobile devices, by design, are well suited for enabling authentication and digital signing services, similar to traditional PC and laptop environments. But although various implementations support different authentication schemes, they still do not instill sufficient levels of trust and confidence. In this article we explore the practice of mobile identity management. We provide an overview of how EU countries tackle mobile identity. The main part of the article sheds light on the solution framework adopted in the United Arab Emirates (UAE) to address, recently launched mobile government transformation initiatives. Taking into account the newness of the topic, the content of this article should fuel the current limited knowledge base and trigger debate around the presented approaches.
Return on Relationship in Social Media - IDEÁRIO HubAlfredo CUANDA
Creating engagement in social media requires new approaches for businesses, brands and customers.
ROR - Return on Relationship is the new ROI - Return on Investment.
How to successfully engage in social media platforms?
Text twitter tweet - Technology and Relationshipsnbn™ australia
How digital technology matters in the lives of Australian couples? The impact of the internet, mobile phones and social media on couple relationships. Important or emerging issue for many couples and as a Marriage and Relationship Educator.
Ericsson white paper - Device connectivity unlocks valueEricsson France
Device connectivity unlocks value – operator opportunity in an emerging business environment
New revenue opportunities are emerging for mobile operators through the delivery of machine-to-machine (M2M) and consumer-device connectivity services, which add value for enterprises and consumers. Maximizing revenues in this area demands a cost-efficient, flexible approach that enables a high degree of differentiation and customization.
The world is already highly connected and it's about to get even more so: today, there are about five billion mobile subscriptions worldwide. As devices of all kinds become connected, there will be more mobile subscriptions than people on the planet. Ericsson envisions an increase in the number of connected devices by a factor of ten over the coming decade.
The mass market for M2M and consumer device connectivity is growing fast and represents an enormous opportunity for mobile operators who can address the challenge of delivering cost-effective and customized connectivity with minimal process costs.
A broad range of industries will deploy connected devices; everything from transport and health care, mining and agriculture, to manufacturing and commerce (in areas such as point of sale, vending, remote information displays and digital signage).
To serve the divergent needs of these different segments, operators will need provisioning systems capable of handling very large numbers of connections, as well as infrastructure with QoS mechanisms that can handle massive amounts of simultaneous differentiated sessions.
A Brief Study on Usability Principles of Mobile Commerceijceronline
International Journal of Computational Engineering Research (IJCER) is dedicated to protecting personal information and will make every reasonable effort to handle collected information appropriately. All information collected, as well as related requests, will be handled as carefully and efficiently as possible in accordance with IJCER standards for integrity and objectivity.
The MTAM Connected Tech Campus is a 24/7, 365 days-per-year, highly-interactive global virtual environment for industries utilizing connected technologies. In industry areas for Mobility / Connected Transportation, Smart Manufacturing, Connected Health and Smart Cities activities such as trade shows, live-streamed conferences, industry-specific job fairs, and training (self-directed and instructor-led) will take place.
SMAC and Innovation Transformation covers the topics:
• Innovation
• Leadership Agility
• Leading Organizational Change
• Lean Startup Principles
• SMAC and the Transformation of Innovation
This is review and summary of presentation made at the Mobile Focus 2008 event in Stockholm, Sweden. The event focused mobile media, services and technologies
In light of the staggering evolution of mobile technologies, the concept of mobility is gaining more attention worldwide. Recent statistics demonstrate mobile channels’ increasing significance in outreach and service delivery. However, governments and businesses face a challenge in reaping the benefits of mobile platforms: how to confirm the authenticity of mobile users and transactions. Mobile devices, by design, are well suited for enabling authentication and digital signing services, similar to traditional PC and laptop environments. But although various implementations support different authentication schemes, they still do not instill sufficient levels of trust and confidence. In this article we explore the practice of mobile identity management. We provide an overview of how EU countries tackle mobile identity. The main part of the article sheds light on the solution framework adopted in the United Arab Emirates (UAE) to address, recently launched mobile government transformation initiatives. Taking into account the newness of the topic, the content of this article should fuel the current limited knowledge base and trigger debate around the presented approaches.
Return on Relationship in Social Media - IDEÁRIO HubAlfredo CUANDA
Creating engagement in social media requires new approaches for businesses, brands and customers.
ROR - Return on Relationship is the new ROI - Return on Investment.
How to successfully engage in social media platforms?
Text twitter tweet - Technology and Relationshipsnbn™ australia
How digital technology matters in the lives of Australian couples? The impact of the internet, mobile phones and social media on couple relationships. Important or emerging issue for many couples and as a Marriage and Relationship Educator.
14 home remedies for seasonal allergiesMatt Wilson
Seasonal allergies is a common health issue experienced by people with low or oversensitive immune system. It is a type of exaggerated reaction between an oversensitive immune system and certain allergens that otherwise do not cause any harm in healthy individuals with strong immunity.
An empirical Study of In-App Advertising in Mobile Devices: Indian ScenarioPreetish Panda
It has come out from this study that social applications prevail when it comes to mobile devices. Thus marketers need to leverage with avenue of advertising. Sizeable chunk of respondents are willing to receive mobile ads. But, those who are not willing to receive in-app ads, do not show motivation to accept ads despite of relevant information and incentive. This is big challenge for marketers so as to motivate consumers to accept the communication.
Lecture 1 ECommerce an Introduction for Master classes UOSHabib Ullah Qamar
Lecture 1 for Introduction to eCommerce for student of MCOM form University of Sargodha. this covers, definition ,history and growth, unique features and revenue model.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
Impact of mobile marketing on youngsters for buying electronic gadgets.RahulSingh297288
This report is based on the rapid evolution of mobile technology, and the enthusiasm with
which it has been embraced. These developments have transformed mobile as a
marketing channel. Mobile marketing spend across the world is starting to rise
significantly. In the right circumstances, mobile can be a powerful tool. The rise of
smartphones and tablets has deepened the relationship between consumers and their
devices. The connectivity and technology they give to consumers are helping to drive
several consumer trends, including ‘smart boredom’ and ‘gamification’. They also
transform mobile as a marketing channel. Mobile had always had reach (the sheer number
of handsets in circulation) and location (the fact that phones go wherever the consumer
goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was
to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience
compared to the PC-based web. Smartphones have opened up areas like mobile search
and mobile social networking like never before. Added to this is the bundle of technology
that comes in a modern phone – cameras, voice and image recognition, QR code readers,
GPS, and a host of new features.
The Effectiveness of Internet Marketing in Increasing the Reach and Awareness...Dr. Amarjeet Singh
The present research seeks to expound the effective
of Internet marketing in increasing the read and awareness of
consumers. Impatient the research conducted a good review
about the privies literature related to the study. It leads a brief
idea of the study before articulating the statement of the
problem. From the statement of the problem deducting the
researcher found that the social media , mobile apps and
internet marketing have Promina impact with the
effectiveness and in cornering the awareness of the consumer
.hence the research subdivided the research problem into four
different objective such translates the formation of the study
states that these is no significant relationship between level of
effectiveness and level of utilization of internet marketing on
consumer in kingdom of Bahrain . Further the research
employs multiple methodologies to a new conclusion on the
particular issue, the study used convening sampling method
combined with the spss software for data analyse.
The study aims to assess the Effectiveness of Internet
in Business to increase reach and awareness among consumers
in Bahrain. Data and correspondence innovation has changed
quickly in the previous 20 years with a key advancement being
the development of online networking. Business, which does
not utilize internet-based life, tends to lose on key client
base. The rise of social media means it’s unusual to find an
organization that does not reach its customers and prospects
through one social media platform or another. Companies see
the importance of using social media to connect with
customers and build revenue.
Businesses have realized they can use social media to generate
insights, stimulate demand, and create targeted product
offerings. This is important in traditional brick-and-motor
businesses, and, obviously, in the world of e-commerce.
In this research, to adequately address the research questions
a variety of data collection methods and instruments were
used such as questionnaire survey and t-test.
From the study, the researcher concluded that there is no
significant relationship between the Level of utilization &
Effectiveness of Internet marketing among consumers in
Bahrain. Therefore, the researchers accept the null
hypothesis.
The problems faced by the respondents on the Level
of utilization & Effectiveness of Internet marketing among
consumers in Bahrain is privacy, censorship and online
security. The Internet, social media, online advertising, mobile
apps etc. as a whole, can be seen as technology that has greatly
enhanced our lives but should be done responsibly.
Who, What, Why, and how computerize advancing AkramKhan68669
Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages.
A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world
Some Global Mega-Trends and Implications for the ICT Sector. ESCWA Arab ICT 9...Ilyas Azzioui
The presentation discusses The global Trends "Mega Trends" as global, sustained and macroeconomic forces of development that impact business, economy, society, cultures and personal lives, thereby defining our future world and its increasing pace of change. These Mega-Trends have some implications for the ICT sectors and offers many opportunities for the development of ICT businesses in the future
Exploring the Experiences of Gender-Based Violence
and The Associated Psychosocial and Mental Health
Issues of Filipino HIV-Positives: Implications for
Psychological Practice
Evangeline R Castronuevo-Ruga1, Normita A Atrillano2
Abstract: The phenomenon of gender-based violence has generated attention from research practitioners and helping professionals since
the surge of the women’s movement three or so decades ago in the Philippines. At about the same time, the HIV-AIDS gained similar
attention with the disclosure of the first ever case of the country in the mid-80s. Only recently, however, has the intersectionality of these
two phenomena been looked into by the research community in other countries and has yet to see parallel response locally. This research,
therefore, attempts to map out the lived experiences of People Living with Human Immuno Deficiency Virus (PLHIV) who have undergone
gender-based violence (GBV). It specially looks into the consequent psychosocial and mental health issues. Using focus group discussion with
24 purposively sampled participants from the highly vulnerable groups based in three major Philippine cities, thematic analysis reveals that
the participants experienced various forms of gender-based violence, e.g., sexual, emotional/psychological, economic, verbal, physical) and
expressions of stigma and discrimination, which in turn, led to manifestations of different emotional and psychological trauma, depression,
internalized homophobia, greater health risks and risk-taking behaviours, among others. It might be worthwhile to consider the possibility
that the consequent risk-taking and self-injurious tendencies played a role in their eventual contraction of HIV.
Estimation of Storage-Draft Rate Characteristics of
Rivers in Selangor Region
Farah Syazana Abd Latif1, Siti Fatin Mohd Razali2
1,2Faculty of Engineering & Built Environment, Universiti Kebangsaan Malaysia
Abstract: Drought is a phenomenon of extreme water shortage that has significant economic, social, environmental and human life
impact. Streamflow drought characteristics and properties are useful in the design of hydro-technical projects, water resources planning and
management purposes. Information on low flow magnitude, frequency, probability and return period are very crucial in analysing
streamflow drought at the operational level in public water supply. The objectives of this study are to determine the characteristics of low
flow for every streamflow station in the Selangor region. The estimation of minimum storage draft-rate with the probability of low flow
return periods of 2, 5, 10, 20, and 50 years is presented in this paper.
Awwal-Awwal Tampat Budjang Journey Back to
Pre-Islamic Epoch: A Cultural Semiotic
Helen G Juaini1
Abstract: Cultural background plays a significant role in the sphere of semiotics. Semiotics as a discipline is recognized as a useful tool in
gauging cultural background and identifying signs that might represent the message of a certain work. Given the rich cultural context of
Tawi-Tawi oral literature this can be used in studying semiotics. Semiotic tools were employed to interpret the awwal-awwal as provided by
the respondents and to formulate a subsequent understanding of this oral literature in relation to the Sama’s claim of sacredness of Tampat
Budjang.
Politeness and Intimacy in Application Letters of
Three Cultural Groups in Mindanao
Helen G Juaini1
Abstract: 150 application letters from the three cultural groups in Mindano, namely Sinama, Subanen, and Tausug have been analysed
in a mixed-method design. The focus of the study is on the two features of politeness and intimacy. In the quantitative analysis, the model
proposed by Brown & Levinson (1987) and that of Columns (2005) which have drawn upon the features of indirectness in requesting and
the length of letters as the indicators of politeness are used. In the qualitative and descriptive analysis formality in salutation and opening
clause as well as the use of abbreviated forms are taken into account. The result shows that Tausug use the politest style in their application
letters, followed by Sinama and Subanen respectively. On the other hand, Sinama, Subanen, and Tausug use the least intimate style in their
business letters. The findings are hoped to help better inter-cultural understanding, especially with respect to written rhetorical
characteristics.
New Authentication Algorithm for IoT Environment
based on Non-Commutative Algebra and Its
Implementation
Maki Kihara1, Satoshi Iriyama2
1,2Tokyo University of Science
Abstract: Recently, IoT devices such as robots, speakers, domestic electrical appliances and smart devices are provided everywhere for
everyone. While their authentication request is quite ubiquitously, namely, an authentication for sharing services, the actual
implementations are patchy schemes of variety security policies. In this study, we propose the new authentication scheme for IoT devices
without certificate authority which is fast enough as well as secure. The verification algorithm is based on suitable ciphered metric. We
define a class of such verifiable encryption and give an example for authentication. Moreover, we show the implementation which keeps
perfect secrecy by means of Shannon’s theory.
Developing a Strategic Organisational Learning
Framework to Improve Caribbean Disaster
Management Performance
Joanne Persad1
Abstract: Disasters are social constructs and require an agility and adaptability from national disaster organisations (NDOs). The
environment in which NDOs operate are complex adaptive systems environment, and organisational learning as a key approach is considered
fundamental to strengthening the ability of an NDO to perform at its best. With the potential for loss of lives, the destruction of critical
infrastructure and housing and to the risk of setting back a country’s economic development by many years, learning from the lessons of the
past, to reduce the negative impacts is critical for the onward growth of Caribbean countries which, for the most part, are small island
developing states. The Caribbean Region is the one of the most hazard prone regions in the world (Walbrent College 2012). Lessons from
disaster impacts are identified, gaps are well documented, and failures are sometimes exposed. But learning, in terms of making changes to
improve systems, performance and resilience, is questionable. The lessons must be applied for change to occur, this is part of the knowledge
management process in the context of disaster organisations. The purpose of this study is to explore the apparent inability of national
disaster organizations in the Caribbean to apply the lessons learnt from previous disasters. Three (3) Caribbean countries have been selected
for this research. It is a multiple case study where the unit of analysis is the national disaster organisation. This study is based on an
interpretive paradigm.
Combating Climate Change and Land Degradation in
The West African Sahel: A Multi-Country Study of
Mali, Niger and Senegal
S A Igbatayo1
1Head, Department of Economics & Management Studies, AFE Babalola University, Nigeria
Abstract: The West African Sahel is a vast ecological zone separating the Sahara Desert to the north and Sudanian savannah to the
south; traversing Senegal, Mali, Burkina Faso, Niger, northern Nigeria and Chad. With a population estimated at more than 60 million
people, the region features a multiplicity of development challenges. It is home to some of the world’s most impoverished people, whose
livelihoods are mostly reliant on rain-fed agriculture. Characterized by semi-arid vegetation, the West African Sahel is one of the most
environmentally degraded ecosystems in the world. The region faces severe and recurring bouts of droughts since the 1980s, jeopardizing
environmental sustainability. During the past four decades, the West African Sahel has witnessed below-average annual precipitation, with
two severe drought periods in 1972-1973 and 1983–1984, in a development that undermined agricultural productivity and spawned
severe land degradation. Various studies have predicted even more severe climate variability and change in the region, with drier and more
frequent dry periods expected. The intergovernmental Panel on climate change (IPCC, 2007) revealed a decline in annual rainfall in West
Africa since the end of the 1960s, with a reduction of 20% to 40% observed in the periods 1931-1960 and 1968–1990. Repeated
droughts, fuelled by climate change, have undermined land productivity, turning arable soils into marginal lands, and rendering land
resources vulnerable to such anthropogenic activities as over-grazing, agricultural intensification and deforestation, which are common
practices across the region. The major objective of this paper is to shed light on climate change and land degradation patterns in the West
African Sahel. It employs empirical data to analyse the trends, with particular emphasis on Mali, Niger and Senegal. The study reveals
considerable threats posed by the twin scourges of climate change and land degradation to food security, environmental sustainability and
regional stability.
Combating Climate Change and Land Degradation in
The West African Sahel: A Multi-Country Study of
Mali, Niger and Senegal
S A Igbatayo1
1Head, Department of Economics & Management Studies, AFE Babalola University, Nigeria
Abstract: The West African Sahel is a vast ecological zone separating the Sahara Desert to the north and Sudanian savannah to the
south; traversing Senegal, Mali, Burkina Faso, Niger, northern Nigeria and Chad. With a population estimated at more than 60 million
people, the region features a multiplicity of development challenges. It is home to some of the world’s most impoverished people, whose
livelihoods are mostly reliant on rain-fed agriculture. Characterized by semi-arid vegetation, the West African Sahel is one of the most
environmentally degraded ecosystems in the world. The region faces severe and recurring bouts of droughts since the 1980s, jeopardizing
environmental sustainability. During the past four decades, the West African Sahel has witnessed below-average annual precipitation, with
two severe drought periods in 1972-1973 and 1983–1984, in a development that undermined agricultural productivity and spawned
severe land degradation. Various studies have predicted even more severe climate variability and change in the region, with drier and more
frequent dry periods expected. The intergovernmental Panel on climate change (IPCC, 2007) revealed a decline in annual rainfall in West
Africa since the end of the 1960s, with a reduction of 20% to 40% observed in the periods 1931-1960 and 1968–1990. Repeated
droughts, fuelled by climate change, have undermined land productivity, turning arable soils into marginal lands, and rendering land
resources vulnerable to such anthropogenic activities as over-grazing, agricultural intensification and deforestation, which are common
practices across the region. The major objective of this paper is to shed light on climate change and land degradation patterns in the West
African Sahel. It employs empirical data to analyse the trends, with particular emphasis on Mali, Niger and Senegal. The study reveals
considerable threats posed by the twin scourges of climate change and land degradation to food security, environmental sustainability and
regional stability. It also presents a policy framework underpinned by climate change mitigation and adaptation strategies, formalizing land
rights for farmers, subsidizing farm inputs, creating grazing reserves for pastoralists and deepening poverty reduction strategies.
A Study on Factor Affecting Textile
Entrepreneurship – A Special Emphasis on Tirupur
District
P Anbuoli1
1Assistant Professor, Department of Business Administration, Mannar Thirumalai Naicker College, India
Abstract: Entrepreneurial success depends on various factors associated with the business, the entrepreneurs’ wishes to start. Entrepreneurs
need some sort of inspirations to succeed in their business ventures. Being a versatile industry, textile attracts many entrepreneurs both urban
and rural peoples and requires minimal investment to start. Textile entrepreneurs have to face several challenges and prospects associated
with their business. This study has been commenced with the objectives to check demographic profile, factors affecting textile entrepreneurs,
encouragement of external factors and personal reason behind to become textile business entrepreneurs. This study has been carried out with
100 textile entrepreneurs; the sample has been selected by using simple random sampling. This study is also carried out with non-disguised
and structured questionnaire; which consists of four parts with seeking information on demographic profile, factors affecting textile
entrepreneurs, external encouraging factors and personal reason to become textile entrepreneurs. This study uses percentage analysis, factor
analysis, Garrett score ranking, and t-test to analyse the data collected. It was concluded that textile entrepreneurs have been encouraged by
various factors and moreover several factors significantly affect their business.
Factors Affecting Consumer Purchase Behaviour
towards Online Clothing Products in Bangladesh
T Islam1
1BRAC Business School, BRAC University, Dhaka, Bangladesh
Abstract: The online clothing businesses have seen a considerable rise in recent times, with a high and growing demand. The purpose of
this study is to determine the factors that play significant roles in creating purchase intention towards the online clothing products in
Bangladesh. Secondary research was used to build the model of customer purchase intention. A structured questionnaire was employed to
gather data and test the model. Factor analysis and regression were used to test the model. The regression model suggested that customer
purchase intention was induced most by the online marketing activities of the online retailers, followed by pricing strategy implemented and
sense of security provided (in that order). To understand customer purchase intentions better, it may be important to look at additional
factors or seek better measures of the constructs. The study suggests that online retailers should heavily focus on online promotions and
pricing.
Improvement Measures on Wage System of
Construction Skilled Worker in South Korea
Kun-Hyung Lee1, Byung-Uk Jo2, Kyeoung-Min Han3, Chang-Baek Son4
1,2,3Graduate, School of Architectural Engineering, Semyung University, Jecheon-si, South Korea
4Professor, Department of Architectural Engineering, Semyung University, Jecheon-si, South Korea
Abstract: Unlike other industries, the construction industry is characterized by its heavy dependence on labour force with most work done
by workers. Still, the industry is witnessing the declining influx of young workers and the rising turnover rates of skilled workers due to such
issues as the advancement of 3D industry, negative image and absence of an established wage system. Hence, this paper proposes an
alternative scheme that would help improve the wage system and work environment for skilled construction workers in Korea.
Mastering the Recycling of Masonry while building
Tadao Ando’s Private Gallery in Lincoln Park,
Chicago
Daniel Joseph Whittaker1
Abstract: The notion of a great presence of masonry rarely conjures up the likes of buildings by master architect, Tadao Ando san of
Osaka, Japan, who is better known for his sublime shaping of space with planar forms of site-cast concrete. Perhaps though, one may recall
the ‘historical intervention’ on a grand scale—the now nine-year-old Punta Della Dogan a project (2009) in Venice, Italy, as prima facie
evidence of his dialogue with a vast quantity of ancient masonry in the Laguna. However, a new project by Ando, recently opened in
Chicago, Illinois (October 2018), presents the private-museum-gallery-going public with a new North American delight. Here, the senses
are able to indulge in a hybrid set of experiences shaped by masonry, concrete, and white painted plaster surfaces. This paper explores how
the modern concrete master has expanded his dynamic architectural vocabulary utilizing what is known as Chicago common brick: a soft,
Lake Michigan-sand and clay based fired brick, and incorporated it into his most recent private commission located in Lincoln Park,
Chicago.
RRI Buffer Based Energy and Computation Efficient
Cache Replacement Algorithm
Muhammad Shahid1
1Computer Science Department, National University of Computer and Emerging Sciences, Islamabad
Abstract: Energy consumption is an important factor of com-mutational power these days. Large scale energy consumption results in bad
system performance and high cost. To access frequently used data, we place it in Cache. Cache provides us opportunity to access that data in
a small time. Cache memory helps in retrieving data in minimum time improving the system performance and reducing power consumption.
Due to limited size of Cache, replacement algorithms used to make space for new data. There are many existing cache replacement
algorithms for example LRU, LFU, MRU, FIFO etc. Existing algorithms consume a lot of energy while replacing cold blocks of data.
Replacement algorithms are usually designed to reduce miss rate and increase hit rate. These algorithms replace cold blocks (not going to use
in future) and due to large number of cold blocks, they consume lot of energy. This paper proposes an energy and computation efficient cache
replacement algorithm that put only hot blocks in action instead of removing cold blocks. This paper also discusses different replacement
algorithms proposed in different papers and compare these algorithms on basis of different parameters mainly energy consumption. In our
experiments we have found LRU and FIFO as best replacement algorithms for Increased hit rates and Energy efficiency respectively.
Key Performance Index of Increasing Air Quality
with Construction Schedule Control
Hyoung-Chul Lim1, Dongheon Lee2, Dong-Eun Lee3, Daeyoung Kim4
1Professor, 2Doctorial Course, School of Architectural Engineering, Changwon National University, Korea
3Professor, School of Architecture & Civil Engineering, Kyungpook National University, Korea
4Professor, Department of Architecture, Kyungnam University, Korea
Abstract: Recently, air quality in residential spaces has been major concern. In particular, the indoor air quality of residential facility
before occupancy, which is related to the interior material, is a serious problem. existing research has mainly focused on pollution control
after construction, but this research has derived I key performance index I about increasing air quality and priority of management with a
controlling schedule. That is the objectives of research. The results show the relative priority of the four major items in wall‐based apartment
buildings and in column‐based apartment buildings. An analysis of the parties responsible for improvement based on the IAQ results shows
more efforts to improve IAQ are needed in material factories and engineering/design companies.
Exploring Revitalization Solutions: Engaging
Community through Media Architecture
Behzad Shojaedingivi1
1University of Tehran
Abstract: This paper aims to investigate Media Architecture and its potentials for culturally based revitalization. Media Architecture
presents a new approach based on Augmentation concepts, in which projects are designed and implemented adopting contemporary mediums
in an aesthetic way in order to attract the presence of a more cultural audience and increase the participation of the local residents.
Ultimately this will lead to an increase of interaction between different classes in neglected areas and strengthen their connection to their
built environment. This is an interdisciplinary approach in which architecture and contemporary mediums are combined aesthetically with
the aim of creating revival solutions in neglected areas.
Criteria of Creating Social Interaction for Green
Open Space in Karkh, Iraq
Sarah Abdulkareem Salih1, Sumarni Ismail2
1Master Student, 2Lecturer, Department of Architecture, Universiti Putra Malaysia, Malaysia
Abstract: This paper outlines the issue on open spaces, which led to decrease social interaction among residents in Baghdad city
nowadays. The main objective of the paper is to identify the criteria of green open spaces to achieve sound social interaction in Baghdad city,
Iraq. This paper employed quantitative method, in the form of survey, for data collection. Data were obtained from questionnaires, through
the selection of 270 respondents in a single-stage random procedure from ten specific neighbourhoods in Karkh district. The study findings
confirm that open spaces and parks is essential to enhance social interaction by implementing appropriate criteria in that open spaces or
parks. The results of this study are useful reference for urban and landscape planners, architects, social psychologists, the Municipality of
Baghdad, and researchers in this field.
The CoreConferences 2019 held on 20th – 21st March, 2019, in collaboration with Association of Scientists, Developers and Faculties (ASDF), an International body, at Taipei, Taiwan. CoreConferences 2019 provides a chance for Academic and Industry professionals to discuss the recent progress in the area of Multiple. The outcome of the conference will trigger for the further related research and future technological improvement. This conference highlights the novel concepts and improvements related to the research and technology.
ICCOTWT 2018 will be the most comprehensive conference focused on the various aspects of Cloud of Things and Wearable Technologies. This Conference provides a chance for academic and industry professionals to discuss recent progress in the area of Cloud of Things and Wearable Technologies. Furthermore, we expect that the conference and its publications will be a trigger for further related research and technology improvements in this important subject.
The goal of this conference is to bring together the researchers from academia and industry as well as practitioners to share ideas, problems and solutions relating to the multifaceted aspects of Cloud of Things and Wearable Technologies.
The International Conference on Computer, Engineering, Law, Education and Management (ICCELEM 2017)” held on 28 - 29th September 2017, in collaboration with Association of Scientists, Developers and Faculties (ASDF), an International body, at The Westin Chosun Seoul, Seoul, South Korea.
The Third International Conference on “Systems, Science, Control, Communication, Engineering and Technology (ICSSCCET 2017)” held on 16 - 17th February 2017, in collaboration with Association of Scientists, Developers and Faculties (ASDF), an International body, at Teegala Krishna Reddy Engineering College, Hyderabad, India, Asia.
The First International Conference on “Advanced Innovations in Engineering and Technology (ICAIET 2017)” held on 14th - 15th Feb 2017, in collaboration with Association of Scientists, Developers and Faculties (ASDF), an International body, at Rohini College of Engineering and Technology, Tamilnadu, India, Asia.
The First International Conference on “Intelligent Computing and Systems (ICICS 2017)” held on 13th - 14th February 2017, in collaboration with Association of Scientists, Developers and Faculties (ASDF), an International body, at NSN College of Engineering and Technology, Karur, Tamilnadu, India, Asia.
The First International Conference on “Advances & Challenges in Interdisciplinary Engineering and Management 2017 (ICACIEM 2017)” held on 11 – 12th February 2017, in collaboration with Association of Scientists, Developers and Faculties (ASDF), an International body, at Vidyaa Vikas College of Engineering and Technology, Tiruchengode, Tamilnadu, India, Asia.
Wireless sensor networks can provide low cost solution accompanied with limited storage, computational capability and power for verity of real-world problems and become essential factor when sensor nodes are arbitrarily deployed in a hostile environment. The cluster head selection technique is also one of the good approaches to reduce energy consumption in wireless sensor networks. The lifetime of wireless sensor networks is extended by using the uniform cluster head selection and balancing the network loading among the clusters. We have reviewed various energy efficient schemes apply in WSNs of which we concentrated on selection of cluster head approach and proposed an new method called Sleep Scheduling Routing with in clusters for Energy Efficient [SSREE]in which some nodes in clusters are usually put to sleep to conserve energy, and this helps to prolong the network lifetime. EASSR selects a node as a cluster head if its residual energy is more than system average energy and have less energy consumption rate in previous round. Then, an Performance analysis and compared statistic results of SSREE shows of the significant improvement over existing protocol LEACH, SEP and M-GEAR protocol in terms of lifetime of network and data units gathered at BS.
Due to rapid urbanization the manufacturing processes of conventional building materials pollutes air, water and land. Hence in order to fulfil the increasing demand it is required to adopt a cost effective, eco-friendly technologies by improving the traditional techniques with the usage of available local materials. Agro – industrial and other solid waste disposal is another serious issue of concern in most of developing countries. The present paper explores the potential application of agro-waste as an ingredient for alternate sustainable construction materials.
There has been an ever-increasing interest in big data due to its rapid growth and since it covers diverse areas of applications. Hence, there seems to be a need for an analytical review of recent developments in the big data technology. This paper aims to provide a comprehensive review of the big data state of the art, conceptual explorations, major benefits, and research challenging aspects. In addition to that, several future directions for big data research are highlighted.
A correct node operation and power administration are significant issues in the wireless sensor network system. Ultrasonic, dead reckoning, and radio frequency information is obtained by using localization mechanism and worked through a specific filter algorithm. In this paper, a well-organized grid deployment method is applied to split the nodes into multiple individual grids. The tiny grids are used for improved resolution and bigger grids are used to decrease the complexity of processing. The efficiency of each grid is obtained by environmental factors such as redeployed nodes, boundaries, and obstacles. To decrease the power usage, asynchronous power management method is designed. In network communication, power management method is applied by using an asynchronous awakening scheme and n-duplicate coverage algorithm is engineered for the coverage of nodes.
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2. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 69
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
The novelty of the Internet has led many to believe that new techniques and methods must be developed to take advantage of this
technology. This is not the case. [My emphasis]. Many methods used in promotion, pricing, forecasting, and control in marketing
research for the past 30 years have been or could be applied to the Internet (p. 90).
According to The Economist (2007, p.n/a) “marketing wizards” agree that mobile advertising is set to overtake other forms of
advertising: radio, television, print, billboards and even the Internet. The Economist (2007) says marketers believe mobile advertising is
more relevant than all the other commonly used methods of advertising. The Economist (2007, p..n/a) speaks: “if marketers use mobile
firms’ profiles of their customers cleverly enough, they can tailor their advertisements to match each subscriber’s habits.” In other
words, mobile advertising offers much opportunity to customise advertising.
Customized advertising can be an effective influence in the construction of preference by individuals, and the authors of customized
advertising have many models in the standard tool box for their work as Simonson (2005) explains:
Customized offers may take different forms. The marketer might offer the customer just one option that best fits that customer’s
preferences. Alternatively, the marketer might provide the customer with several suitable options, rank ordering them in terms of fit
or value or just presenting them as a set of options that fit the customer’s preferences or profile (p.37).
The phrase “number of options” speaks to a dynamic that may affect corporate designers of customised promotions for delivery via
mobile advertising channels.
Mobile advertising channels
Numerous devices deliver mobile advertising: cell phones, iPods, PDA phones and instant messaging (IM) are second nature
possessions of millions of people across the socio-economic stratum in most countries. Taylor and Lee (2008, p.711) assert that “for
many consumers worldwide, cell phones, iPods, PDAs and instant messaging have become indispensable” and they add to this list of
instruments Bluetooth, short message service (SMS) text messages, multimedia message service (MMS), WiFi, and hotspots, which
they hail as exciting new prospects for delivery of marketing messages to more publics and more diverse individuals. Tsang, Ho and
Liang (2004) observe that the phenomenal popularity of mobile phones and short messaging service (SMS) has encouraged
advertisement for products and services on hand held devices. They cite a survey which found that in one year alone over 100 billion
SMS messages circulated internationally.
“Tailored to consumer needs” and “processed with sufficient involvement to communicate its message” are descriptions which resonate
with customization of mobile marketing.
Research
The research which grounds my literature based research is that mobile advertising has become an established branch of e-commerce,
and investment in customized mobile marketing is a fair proposition for mobile operators.
Literature Review
Mobile phones are highly personalized devices. They derive this quality from access to the Internet through wireless application
protocol (WAP) the outcome of the wireless application protocol, an innovative creation by Ericsson, Motorola, Nokia, and
Phone.com. According to Rysavy (2000) these companies created the WAP forum to meet two main objectives: 1) to improve menu-
driven applications for small Web browsers which run on systems with limited resources, mobile phones pre-eminently, and 2) to
offer operators a mechanism to control the means by which users access content and applications.
The critique of Jakob Nielsen, a Web technology consultant (cited in McWilliams, 2000, p.n/a), outlines the particularity of WAP:
“WAP was designed to fit the limitations of cell phones-with small displays, no storage capacity and only limited communication speed
or “bandwidth.”
According to Ozen, Kilic, Altinel and Dogac (2004) facilitating personalized information is a major concern of mobile network
operators and software companies. As an example of production to this end, they note Nokia’s Artus Messaging platform.
Doculabs (cited in Meister, Shin, and Andrews, 2000, p.8) defines personalization in the digital world as “the design, management and
delivery of content and business processes to users, based on known, observed, and predictive information.” That is to say, personal
data issued by users are the raw material for personalized information which operators produce and transmit digitally to users.
3. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 70
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
The effectiveness of digital world personalization depends on personalization technologies. Colkin (2001) describes four standard
personalization tools to be found in portals:
1) Customization tools [which] let users create their own desktop work space; 2) Topic areas: users build
profiles in subportals used to retrieve and deliver relevant information from the Web; 3) Rules-based
personalization: Businesses create rules to provide tiered access to information; for example, a platinum user
has more access to privilege than a silver user; 4) Observation engine personalization: clickstream data is used
to recommend where to find information or help, based on traffic patterns of other users with similar profiles
or surfing patterns (p. 49).
Shen and Ball’s (2009) study identified three types of technology mediated personalization (TMP):
1) Interaction personalization refers to individualised courtesy and recognition behaviour in firm-customer
specifications; 2) Transaction outcome personalization refers to customization of products or service offerings
based on customer specifications; 3) Continuity personalization refers to ongoing customization based on
adaptive learning and knowledge of customer preferences and/or goals (p.82).
Whatever the technology used, personalization is an approach to consumers. Therefore, it is one of the many variables which affect
the behaviour of consumers.
In the discourse of some observers, consumer behaviour can be explained in terms of hedonism and utilitarianism. In the argument of
Barnes (2007), there are two sets of consumers: consumers who are motivated by hedonic gratification, and consumers who are
motivated by utilitarian instrumentality. Typically, consumers who act on principles of hedonic gratification assess products and
services on their pleasure potential whilst consumers who act on principles of utilitarian instrumentality typically evaluate products and
services on their usefulness including durability and longevity. In a work covering consumption and customer satisfaction, Holbrook
(1994) notes that mobile advertisements activate the hedonic pleasure principle in offering consumers customised products which cater
to egotistical taste. Bauer, Greyser, Kanter, and Weilbacher (1968) concluded from their studies that hedonic dynamics are a variable
in the responses to advertisements by some consumers; in this respect, they observe that these consumers prefer advertisements which
are more enjoyable than cut and dried informative ones. In the research based discussion of Merle, Chandon, and Roux (2008) the
value of customization ties in with a special hedonic value, unique possession: consumers desire a product they consider unique.
According to Fiore et al. (cited in Merle, Chandon, and Roux, 2008) this desire for a unique product is a key underpinning of
customization programs.
Retail businesses try to exploit both hedonic and utilitarian dynamics in the behaviour of consumers by offerings which cater to
pleasure concerns and practical objectives. I view couponing as an example of this practice.
Scholarly information on couponing is in short supply: Narasimhan (1984, p. 129) observes that “past research in marketing on
coupons and their effect on consumers is rather scanty.” Little appears to have changed on this point in the twenty two years since this
observation. Nonetheless, it is well known that coupons are a price reduction agent: holders of coupons are entitled to a discount on
the price of particular products. Reduced prices have values of pleasure and practicality: most people are pleased when they spend less
than might have been the case; by spending less, they have a practical gain in the form of savings. Antil (1985) traces the birth of
couponing to 1895, when, in the USA, the cereal manufacturer, C. W. Post offered a cents-off paper coupon for purchase of a new
cereal product, ‘Grape Nuts.’ Couponing has endured. Traditionally coupons are in paper form exclusively. In the age of e-
Commerce, they have become part electronic and part paper. Smith (1999, p. 42) describes the ecoupon phenomenon by reference
to a California based company developed by e-Commerce experts: this company offers a site where consumers can explore discounts:
“Customers in the market for deep discounts can search 24 hours a day, seven days a week, by category...geography, company name
and more.” Speaking about the USA specifically, Liddle (2000, p. 34) noted that “Among brick-and-mortar retailers, fast-food and
other restaurants enjoy high rates of redemption for coupons obtained off the Internet.”
Through e-couponing, mobile advertising potentially helps to break down the scepticism of utilitarian individuals to ownership of
smartphones and other mobile communication devices. Barnes (2007) argues that consumers who are interested exclusively in
utilitarian products may not be easily won over by mobile advertising. Price reducing e-coupons might persuade these consumers to
give mobile devices and mobile promotions a chance in their life. In the observation of Shankar, Venkatesh, Hofacker and Naik (2010,
p.115), e-coupons are becoming entrenched in the marketplace and retailers have a stake in their promotion: “Mobile coupons are
gaining rapid consumer acceptance and are providing retailers with high returns on investment.”
Dhar and Wertenbroch (2000) argue that the hedonic versus utilitarian considerations dynamic is a fair factor in pricing: the following
extract illustrates their argument, which may collide with the idea of equitable pricing:
4. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 71
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
Marketers ought to be able to charge premiums for hedonic goods to which consumers have adapted in some
manner when the consumers are faced with a decision to discontinue consumption. For example, all else being
equal, marketers may be able to add a hedonic premium to the buyout option price at which lessees of luxury or
sports cars can buy their vehicles at the end of the lease term (p.69)
In Narasimhan’s theory of coupons (cited in Fortin, 2000, p. 517) couponing is a strategic deployment by companies based on the
division of consumers into price sensitive and non price sensitive groups. Through couponing, a company seeks to “maximise its gains”
by increasing customers for products through the lure of coupons which price sensitive consumers use to reduce the retail price for
themselves. That is to say, through use of coupons, price sensitive consumers personalize retail prices. Or so it might seem to their
satisfaction.
Research Significance
My proposed research follows the view that the rising popularity of hand-held devices with third generation (3G) telecommunication
technology and text-messaging capabilities offers new and advantageous opportunities for marketers. Its objective is to establish a
strategic program for enhancement of product visibility through hyperlinks in SMS which enable customers to download e-coupons for
redemption during physical shopping. This proposition requires examination of certain issues, which I divide into “Positive Elements”
and “Inhibitors” in the next two sections respectively.
Research Significance: Positive Elements
SMS based advertisements
In his song of praise for SMS, Dad (2012, p. 249) identifies four key advantages: 1) “High speed text message delivery,” 2)
“Interactivity,” 3) “More customer reach (Mass communication,” and 4) “Response rate for SMS is five times more than [for] direct
postal mail.” Less enthusiastic, Okazaki and Taylor (2008) argue that the 160 characters limit in SMS restricts promotional
presentations such that advertisements via SMS might be inferior to banner advertisements in terms of impact on consumers. In the
results from their multi methods study of mobile phone consumers, Bamba and Barnes (2007) list three significant objections to SMS
advertisements: 1) unsolicited, they are a violation of privacy; 2) consumers feel harassed by irrelevant text messages from mobile
operators; 3) SMS ads interfere with consumer’ everyday activities and important correspondence. In the light of Bamba and Barnes’
(2007) discussion, e-Commerce marketers should learn and understand concerns consumers have about receiving advertisements on
their mobile phones.
Site customization
Ansari and Mela (2003, p.132) argue that companies modify websites for two main reasons: 1) “to appeal to users or enable the users
themselves to self-customize the content.” They observed this phenomenon in portal sites such as Altavista and Netscape, where
“Users of such sites can specify keywords of interest to filter news stories, can provide lists of stocks for which they require regular
information, or can manipulate the page views themselves.” In Ansari and Mela’s (2003) argument, the key advantage of user-initiated
customization is actualisation of user preferences and user management of their desires; its notable disadvantages are that its mechanics
may be challenging for new users, and some users may not be able to analyse and express their preferences as they would like.
Therefore, in the experiment within this study, on-site customization will be embedded in SMS messages. Thus, when the user clicks
the hyper link, the product website will surface for the user’s customization.
External customization
In the discourse of Ansari and Mela (2003), external customization describes an approach to cultivate website users, in which operators
use communication media to disseminate content that is potentially interesting for website users. The common communication media
channels include e-mails, banner promotions, and affiliate sites. Ansari and Mela (2003) emphasise the use of e-mail: “our particular
application involves personalizing permission-based e-mail design and content to attract the e-mail recipients to a Web site.” A major
limitation of external customization via e-mails is that such e-mail messages are at risk for automatic spam mail classification and
related disposal which means addressees do not see these messages. Spam mail is a well known nuisance in e-Commerce. SMS
communication is not immune to it although consumers can buy protective software to counter its effects (Marketing Week, 2002; By,
2001; Bajay and Hitesh, 2011).
5. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 72
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
The problem of spam mail is part of the larger issue of privacy in e-Commerce and other Internet based activities. Awad and Krishnan
(2005) argue that companies with an interest in external customization for marketing should consider seriously the tension between
personalization and privacy.
In other words, in the logic of Awad and Krishnan (2005), marketers might waste resources and time targeting consumers who are
more concerned about unauthorised disclosure of personal data than about receiving data on products and services in the market
through customized text messages.
McCartney (2003) reinforces concern about the impact of privacy concerns on mobile advertising in comments on “clouds on the
horizon” for marketers who use SMS communication: according to McCartney (2003, p.n/a), increasingly, consumers are not happy
with “screen clutter and invasion of privacy.” Based on the results of many studies, Carroll et al. (cited in Phau and Teah, 2009, p.
105) conclude that “the privacy issue [is] one of the biggest issues in SMS advertising; [therefore] marketers would have to implement
sound relationship programs to gain customer trust in the brand before consumers are likely to respond.” That is to say, traditional
promotion of the brand may be a vital precondition for the effectiveness of SMS advertisements.
Customized text messages
Over a decade ago, Maddox (1996) spotted the emergence of customised communications in the e-Commerce environment:
As more and more companies compete in cyberspace, it has become evident that flashy text, graphics and other multimedia messages
no longer will be enough to attract Web business from savvy Internet customers. Many companies, from reader’s Digest Association
Inc. to radio networks, are turning to sophisticated software that lets them tailor their Web content to specific users (p.n/a).
The process, in which this “sophisticated software” is a key agent is one, in which, speaking in linear progression terms, companies
gather information on existing and prospective customers, develop customer profiles from this information, and design
communications, including text messages to fit these customer profiles. These text messages could present special, limited time offers
and links to associated websites. To open messages with links to specific websites, users would need to have mobile devices
incorporating 3G standard technologies.
According to Wood (2005), the mobile phone industry was euphoric about 3G: in the general view of the mobile industry:
3G services have brought the promise that brand marketing can reach mobile users in style....3G hopes to give brands access to elusive
consumers through interactive propositions built with high quality video and audio, with more accurately targeted messages (p.n/a).
The popularity of text messaging was critical to the realisation of the expectation of the mobile industry. In their research, Ansari and
Phillips (2011) found that text messages have hedonic value for some consumers who are represented by a respondent who said:
This is the joy of the text message. Unlike a phone call, it allows you to look sociable and sought after when all by yourself in public
places, even if it is only your mum asking you what you want for dinner that evening (p.20).
I would argue that this egotistic reaction to text messaging is the kind of consumer behaviour that is beyond the calculation of
marketers. In the discourse of Ansari and Phillips (2011), consumer behaviour can determine the fate of products:
As consumers forge cultural worlds through the pursuit of shared consumption interests, the product or set of practices may become
accepted and legitimate among large swathes of consumers without explicit endeavours from any organised actors (p.35).
As with conventional culture, the cultural world of consumer behaviour has elements of innovation and tradition. So, it is no surprise
that the culture of couponing exists in the cultural world of text messages in the form of e-coupons. Carter (cited in Dad, 2012, p.
249) notes that “mobile coupons for price discount can be sent through SMS for generating sales promotion.”
And Yang and Hye-Young (2012) argue that utilitarian consumers satisfy their taste for efficiency shopping when they scan mobile
coupons at in-stores to save money.
6. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 73
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
Summary
It must be acknowledged that, as with all matters economic, positive elements are offset by limitations. In the next section, I will
discuss potential inhibitors which, in the logic of the caveat emptor principle, mobile marketers should consider as they face glowing
rhetoric around SMS and other aspects of the mobile phone industry. These limitations represent grounds for room for improvement
in mobile marketing.
Research Significance: Inhibitors
Anonymity & Privacy
Issues of anonymity and privacy are unavoidable for companies which propose customized marketing for strategic promotion of sales.
According to a survey reported in Business Week (cited in Gritzalis, 2004, p. 257) “privacy and anonymity are the fundamental issues of
concern for most Internet users.” A “Los Angeles Times” article, referring to data for the USA, the world’s major consumerist
society, (as cited in Fienberg, 2006, p. 144) illuminates popular concern for anonymity and privacy in the age of digitalised
transactions.
Against this observation, it is understandable that many people worry about the privacy implications of e-Commerce and are willing to
install protective devices against electronic intrusions which threaten their privacy. Scharl, Dickinger and Murphy (cited in Dickinger
and Kleijnen, 2008, p. 34) noted this behaviour among mobile phone users:
Consumers are extremely sensitive to such services [anti spam devices] because the mobile space is considered highly personal and
consumers are willing to go to great lengths to protect their mobile space.
The starting point for customized marketing is knowledge which signals consumer preferences: “After uncovering customer’s
preferences, marketers can offer them what want, often even before customers know they want it” (Simonson, 2005, p.32). Of
course, the information constituting “customer’s preferences” has to be reliable if it is to be effective. However, if consumers are
anonymous to companies, marketers may not be able to capture reliable information about preferences of individual members of
consumer publics; additionally, they will be restrained in disseminating unsolicited promotional messages. Dickinger and Kleijnen
(2008) suggest that marketers might overcome the fog of consumer anonymity by collecting shopping basket data from retail stores’
electronic point-of-sale check-out systems. Dickinger and Kleijnen (2008) hold that this information provides material for the
construction of target segments in the consumer public, but they acknowledge that achieving coherency from shopping basket data is a
complex, challenging assignment due to the variety of retail purchases by individual shoppers. I would add to this critique that sorting
out shopping basket data in order to create target segments in the consumer public might also be expensive for firms, putting upward
pressure on retail prices as they recover costs from customers.
Spamming
The well known and much covered problem of spamming is a logical sequel to the previous discussion of anonymity and privacy. Most
mobile users like most Internet users dislike the experience of spamming in which they receive unsolicited messages of one kind or
another, some of it offensive or unpleasant. Wary of spamming, many users, as mentioned in the prior section, install barriers to
unwanted bulk electronic mail. In order to ensure that their promotional messages are not stopped by these barriers and thus, fail to
reach their addressee, marketers should arrange customers’ permission. Waring and Martinez (2002) recommend the use of
permission based e-mail. In terms copied from Meta Group, they define permission based e-mail as “A promotional e-mail whose
recipient consents to receive commercial messages from the sender, typically by signing up at the company’s website” (p.58).
In their discussion of mobile advertising strategies, push and pull, Wilken and Sinclair (2009) cite the opinion of Barnes and
Sconavacca, and Kavassalis et al. that consumer consent is a vital consideration for mobile marketers; they observe that “mobile
advertising is sometimes referred to in the professional literature as ‘permission based’ marketing” (p. 431). Wilken and Sinclair
(2009) also note that consumer consent for despatch of promotions via electronic communication is legally binding: for example, in
the European Union (EU), this consent falls under an EU directive. For reasons related to the sales generation effect of promotions,
Scharl, Dickinger and Murphy (2005) advise mobile marketers to be wary of spamming: “Unsolicited messages, commonly known as
spam, stifle user acceptance, particularly as mobile phones cannot distinguish between spam and genuine communication
automatically”(p.168). In other words, the experience of spam can taint all promotional messages in the eye of users.
7. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 74
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
Bandwidth
Typically, the efficiency of mobile communication has been constrained by unreliable, low bandwidth, which affects the capacity and
speed of data throughput. 3G services and unlimited data plans offer mobile marketers some relief from the bandwidth straitjacket,
and mobile bandwidth will undoubtedly improve as the telecommunications industry lays down more fibre. A Rogers Wireless vice
president (cited in Levy, 2010, p.n/a) expects bandwidth enhancement from the development of fourth grade (4G) technologies: he
says “4G is fundamentally a much faster pipe....And a faster pipe will allow us to do a lot of things that we can’t even imagine today.”
While they await this future, mobile marketers must continue to recognise the reality of bandwidth limitation and scale messages so
that intended recipients receive pertinent information on schedule.
With respect to existing bandwidth imposition on space for messages, mobile marketers could hardly do better than follow the advice
in Shankar and Balasubramanian’s (2009, p.127) essay on mobile marketing: “ A mobile message will be most effective if it is brief,
memorable and well-coordinated with time and the user’s location.” Supportively, Varnali, Yilmaz, and Toker (2012, p.577)
concluded from their field study that “the relevance of the message” is a determinant of “success in mobile advertising;” that careful
calculation of user interests before sending messages improves return rates and facilitates a viral impact of mobile advertising through
forwarding of advertisements through text messages and emails.
Media cost
Media cost is per se a brake on implementation of marketing strategies by telecommunication companies. According to Scharl,
Dickinger, and Murphy (2005) the cost of maintaining databases for customer profiles and preferences should be the key metric for
cost analysis by mobile marketers as they plan customized advertisements. Mobile marketers also have to take into account the overall
cost of mobile operators.
Ying-Feng and Ching-Wen (2006) point out that a significant cost for mobile operators is the cost of a 3G licence to incorporate this
state-of-the art technology. Internationally, for some operators this “heavy cost” has also been a bitter pill, because the consumer take-
up of 3G related services has not happened to the extent that was expected in the strategic planning phase. marketi
Summary
None of the limitations I have discussed is likely to be fatal to the sustainability of mobile marketing because the outlook is decidedly
optimistic for the mobile phone industry. Take the upbeat comments of Kaplan (2012, p.1371): “Mobile devices will likely penetrate
the world with increasing pace, becoming the only means of communication that allows the global reach of customers in different
countries and demographic groups.”
Research Methodology
The research for information to underpin my thesis was entirely literature based to review professional opinion of the history and
prospects for the mobile phone industry and mobile marketing. Historical literature helps one to trace the development of the mobile
phone industry within the larger context of e-Commerce. Futuristic literature reveals various thoughts on the growth of mobile
marketing, a subset of the discipline of marketing. Having accepted the idea that mobile phone possession is individualistic, hedonic
behaviour, I paid much attention to customization of mobile marketing.
My literature consultation was with online journals published on databases which the academy has incorporated in its library system.
My work reinforces the view of Varnali and Toker (2010): “Mobile marketing articles are scattered across various journals in many
disciplines such as management, marketing, business, engineering, information technology, information systems, finance, and
operations research” (p. 145). The main databases which I visited were ABI/INFORM Global and ScienceDirect. In the case of the
latter, articles derived from Elsevier proved interesting and instructive.
Conclusion
After their study of mobile marketing, Varnali and Toker (2010) asserted that “the stream of research [on mobile marketing] is still in
the development stage hence [it] is highly inconsistent and fragmented” (p.144). Notwithstanding this cautionary observation, the
literature accumulating from this “stream of research” bears witness to the intensifying importance of mobile devices—cell phones,
8. International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance [IC5E] 75
Cite this article as: Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology
and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning
and eGovernance (2015): 68-77. Print.
PDAs, smartphones—in a digitalised world. And students of mobile marketing have no better resource for their study than this
literature. Thus, this paper has been constructed on the most reliable basis available for its thesis on mobile marketing.
The argument I have developed in this paper is tripartite: first, use of mobile devices for communication is settled practice
internationally, 2) the ubiquity of mobile devices has generated the mobile marketing subset of corporate marketing, 3) investment in
mobile marketing appears justified given both the existing popularity of mobile devices and the optimistic outlook for their
sustainability in consumer behaviour.
At the end of this work, a few questions arise as attachments to the thesis that mobile marketing is a viable proposition in e-
Commerce:
Mobile marketing might overtake conventional email as a promotional medium.
Mobile marketing might chime particularly well with hedonic consumers.
These questions add value to this paper, making it a starting point for further study of mobile marketing.
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