The document describes a proposed location-based mobile marketing service. It discusses:
1) The service would provide users with advertising messages from nearby supermarkets based on their location and selected product categories of interest.
2) The supporting system architecture includes a web server to handle the user interface, communicate with a location server to determine the user's position, and query an LDAP server to retrieve relevant promotions.
3) The location server authenticates users and provides their location while the LDAP server stores distributed information on products, promotions and supermarkets to be accessed through queries.
Bridgewater Systems 2008 Marketing ReportTMX Equicom
2008 marketing report for Bridgewater Systems (TSX: BWC), a provider of mobile personalization products and services that enable global service providers to manage and profit from mobile data services, content and commerce.
The document discusses convergence in the telecom industry and provides recommendations for remaining competitive. It recommends maximizing revenue from existing services like messaging through innovative pricing and bundling. It also recommends deploying flexible service environments to introduce a variety of applications across devices and networks. Finally, it stresses the importance of knowing customers through data analysis to increase loyalty and tailor personalized service packages.
Mobile Applications 2013,Comprehensive Research and Business Intelligence Pa...michalgilly
Mobile Applications 2013,Comprehensive Research and Business Intelligence Package:Industry Analysis Report @ http://www.researchmoz.us/mobile-applications-2013-comprehensive-research-and-business-intelligence-package-report.html
This document discusses implementing self-service predictive analytics in the telecom sector. It examines the role of self-service predictive analytics for communications service providers (CSPs) facing challenges from declining revenues. CSPs are increasingly turning to advanced analytics to better understand customers and maximize revenue. Tech Mahindra's PRISM platform enables self-service predictive analytics using automated data preparation, algorithms, model configuration and execution to provide business insights. While PRISM offers benefits, advanced analytics is a crowded space and CSP priorities remain diverse, representing opportunities to better communicate analytics benefits.
Connected as it never was. The launch of China's MVNOs Value Partners
This document provides an overview of China's launch of mobile virtual network operators (MVNOs). Some key points:
- In May 2013, China's Ministry of Industry and Information Technology officially launched a pilot program allowing private companies to operate as MVNOs in China.
- By June 2014, 24 companies had received approval to operate as MVNOs, partnering with China's three major mobile network operators - China Mobile, China Unicom, and China Telecom.
- MVNOs in China currently operate under a reseller business model, but the pilot program aims to allow them to differentiate through branding, products, and customer service.
Tech Mahindra is a global systems integrator and business transformation consulting firm focused on the communications industry. It helps companies innovate and transform by leveraging its insights, differentiated services, and flexible partnering models. Tech Mahindra provides solutions across areas like BSS, OSS, network design, mobility, security, testing, and more. It has over 34,000 professionals serving clients across the telecom ecosystem from development centers and sales offices globally.
Bridgewater Systems 2008 Marketing ReportTMX Equicom
2008 marketing report for Bridgewater Systems (TSX: BWC), a provider of mobile personalization products and services that enable global service providers to manage and profit from mobile data services, content and commerce.
The document discusses convergence in the telecom industry and provides recommendations for remaining competitive. It recommends maximizing revenue from existing services like messaging through innovative pricing and bundling. It also recommends deploying flexible service environments to introduce a variety of applications across devices and networks. Finally, it stresses the importance of knowing customers through data analysis to increase loyalty and tailor personalized service packages.
Mobile Applications 2013,Comprehensive Research and Business Intelligence Pa...michalgilly
Mobile Applications 2013,Comprehensive Research and Business Intelligence Package:Industry Analysis Report @ http://www.researchmoz.us/mobile-applications-2013-comprehensive-research-and-business-intelligence-package-report.html
This document discusses implementing self-service predictive analytics in the telecom sector. It examines the role of self-service predictive analytics for communications service providers (CSPs) facing challenges from declining revenues. CSPs are increasingly turning to advanced analytics to better understand customers and maximize revenue. Tech Mahindra's PRISM platform enables self-service predictive analytics using automated data preparation, algorithms, model configuration and execution to provide business insights. While PRISM offers benefits, advanced analytics is a crowded space and CSP priorities remain diverse, representing opportunities to better communicate analytics benefits.
Connected as it never was. The launch of China's MVNOs Value Partners
This document provides an overview of China's launch of mobile virtual network operators (MVNOs). Some key points:
- In May 2013, China's Ministry of Industry and Information Technology officially launched a pilot program allowing private companies to operate as MVNOs in China.
- By June 2014, 24 companies had received approval to operate as MVNOs, partnering with China's three major mobile network operators - China Mobile, China Unicom, and China Telecom.
- MVNOs in China currently operate under a reseller business model, but the pilot program aims to allow them to differentiate through branding, products, and customer service.
Tech Mahindra is a global systems integrator and business transformation consulting firm focused on the communications industry. It helps companies innovate and transform by leveraging its insights, differentiated services, and flexible partnering models. Tech Mahindra provides solutions across areas like BSS, OSS, network design, mobility, security, testing, and more. It has over 34,000 professionals serving clients across the telecom ecosystem from development centers and sales offices globally.
This document discusses the potential for carrier Wi-Fi networks to help address Africa's broadband crisis. It notes that despite new submarine cable capacity, true high-speed broadband may not be available for a decade in Africa due to congested mobile networks, insufficient spectrum allocation, and lack of infrastructure investment. Carrier Wi-Fi could provide a lower-cost solution for mobile operators by offloading data traffic onto Wi-Fi networks. New Wi-Fi standards have improved integration with mobile cores, and Wi-Fi offloading could open new business opportunities for mobile operators while reducing spectrum and backhaul costs. The document argues carrier Wi-Fi may be a panacea for Africa's broadband challenges if mobile operators and regulators embrace this technology.
What are the latest developments on the European and North American LBS markets? Berg Insight estimates the total LBS revenues in the EU27+2 and North America to € 0.98 billion in 2012, which are forecasted to grow to about € 1.83 billion in 2017. This 160 page strategic report now in its seventh edition summarises the latest trends and forecasts for location-based services in these two regions.
Value added service (VAS) provider failures: insights from VAS product companiesBrowne & Mohan
Dr TR Madan Mohan, Managing partner addressed Network of ICT Entrepreneurs and Enterprises (NITEE), under the aegis of Foundation for MSME Clusters (www.msmefoundation.org), New Delhi on 27th August 2010 regarding “Value added service (VAS) provider failures: insights from VAS product companies”.
How we do monotize SaaS as a VAS in India? Ranjit Kumar
The document discusses key topics related to Software as a Service (SaaS) and cloud computing monetization. It notes that the SaaS market in India is currently estimated at $50 million and is dominated by collaborative applications and CRM workloads. It also discusses opportunities and challenges for SaaS adoption in India, including a large base of price-sensitive SMBs, limited IT spending, and the need for effective sales and marketing strategies to increase awareness.
Central Network Solutions is a Maryland-based company that specializes in Bluetooth mobile proximity network advertising systems for businesses. They offer Bluetooth beacon devices that can detect nearby mobile phones within 300 feet and send targeted advertising and promotional content to consumers' phones. Their systems allow flexible and location-based mobile marketing campaigns to drive customer engagement.
Ploughing the Digital Fields: Mobile Operators’ Strategies for Digital ServicesPCC Mobile Broadband
Digital services are clearly the next big wave for mobile operators with the escalation in the number of mobile transactions, the amount of content consumed on mobile and the amount of spending that takes place on these devices.
Mobile vas markets, applications, and opportunities third edition - Reports...Reports Corner
Mobile Value-added Service (VAS) applications represent a key aspect to the ongoing success of mobile network operators and everyone in the mobile communications value chain. With core services, such as bear voice and data communications becoming commodity offerings, wireless service providers are dependent on VAS applications to drive additional revenue and improved margins.
https://www.reportscorner.com/reports/15019/Mobile-VAS-Markets,-Applications,-and-Opportunities---Third-Edition/
This document discusses mobile value-added services (MVAS) markets in India and Egypt. It provides an overview of the MVAS market definitions and product segmentation. It then discusses the key drivers for growth in these markets, including the explosive growth in mobile subscribers in both countries. The document also summarizes the scope of the study and provides high-level overviews of the MVAS market drivers and restraints in India and Egypt.
Mobile value added services (VAS) are growing rapidly and enhancing the utility of mobile phones, assuming significant importance in the mobile industry. To shape the future of the industry, VAS will require creative and innovative approaches. The document discusses worldwide growth in mobile data service revenues and non-voice revenues across different countries. It also outlines some basic and special VAS currently offered by Azercell and proposes ideas for the future of VAS, including mobile commerce, mobile governance, mobile health, and mobile education.
Connected Vehicles—Service Providers: Service Providers at a Crossroads Andreas Mai
This document discusses the opportunities and challenges for service providers in the emerging connected vehicles industry. It argues that connecting vehicles could generate over $50 billion in annual revenue for service providers by 2022 as nearly 300 million cars transmit over 400 million gigabytes of data per month. However, service providers must develop new business models to avoid commoditization and fund the hardware and connectivity needed to securely connect vehicles across networks. Cooperation with automakers will be key to ensuring vehicles can roam across carriers and technologies.
Changing Telecom trends with VAS- Value Added ServicesMahindra Comviva
Service assurance is the systematic process of maintaining & improving the service quality provided to customers. It ensures that services offered over networks deliver an optimal subscriber experience.
Read more: http://www.mahindracomviva.com/services/managed_services/managed-vas-services.htm
STC acquired full ownership of Bravo, Saudi Arabia's only push-to-talk mobile service operator. This acquisition could benefit STC's enterprise business by providing synergies between Bravo and STC's services, and allowing STC to target new vertical markets like transportation and healthcare using Bravo's capabilities. It may help STC differentiate its business mobile offerings and strengthen its delivery capabilities. The document analyzes how the acquisition could impact STC's go-to-market strategy and the Saudi Arabian mobile market.
Deloitte's Technology, Media, Telecom Center of Excellence (TCOE) was established in China to leverage Deloitte's experience in the TMT sector and provide thought leadership to companies in the China TMT industry. The document discusses the global MVNO market and analyzes strategies used by successful MVNOs, including leveraging existing resources like brands, distribution channels, or content. Key elements for MVNO success include having an advantage like these resources, clearly differentiating services, and targeting specific customer segments with tailored offerings rather than direct price competition with telecom operators.
White paper: Closing the mobile data revenue gap (2010)Corine Suscens
The demand for mobile data is exploding, presenting operators with a unique opportunity to generate new revenue streams and grow their business. However revenue is not growing fast enough to ensure profitability. Not only is the mobile data traffic growing much faster than revenues, but the revenue growth rate also tends to decline over the years.
Download this whitepaper to find out ways to address this challenge and better capitalize on the mobile data opportunity.
The whitepaper analyses business models and capabilities that will help an operator to optimize its subscriber potential, differentiate itself from the competition, and achieve its mobile data revenue maximization goals.
This document provides information about a seminar on the US MVNO market presented by The Besen Group. The seminar will cover topics including an overview of the US MVNO market size and trends from 2020-2024, wholesale pricing benchmarks for major carriers, and case studies of 47 current and potential MVNOs. It will help attendees develop innovative strategies and build compelling business cases to succeed as an MVNO. The seminar spans multiple sessions and includes workshops on strategy, business case development, and case studies. It is aimed at providing a comprehensive overview to help new and established MVNOs.
The document summarizes a mobile wholesale seminar that covers the fundamentals and business of the MVNO industry. The three-session seminar includes an overview of the MVNO market, business plan development, and 54 case studies. It also includes workshops on strategy and business case development. The seminar is designed to help clients maximize their knowledge of the mobile wholesale industry and answer questions.
Can value added services be a point of purchase differentiatoriaemedu
1) Value added services (VAS) are becoming increasingly important for telecom operators as basic voice revenues decline. VAS can help operators differentiate and retain customers.
2) The document discusses factors driving VAS growth like declining average revenue per user and upcoming mobile number portability. It also analyzes different VAS categories and the revenue flow between operators and VAS providers.
3) Barriers to VAS growth include low-featured phones, low GPRS connectivity, non-transparent revenue sharing, and high VAS tariffs compared to voice. International markets show greater VAS revenues than India, indicating potential for growth.
Can value added services be a point of purchase differentiatorIAEME Publication
Value added services (VAS) are becoming increasingly important for telecom operators as revenue from traditional voice and messaging services declines. VAS includes entertainment services like ringtones and games, informational services like news and astrology, and m-commerce services like mobile banking. Major drivers for VAS adoption include declining average revenue per user from traditional services, upcoming mobile number portability, and upcoming 3G spectrum auctions. Entertainment VAS currently generates the most revenue, while m-commerce VAS has the highest potential due to its practical uses, though it has low awareness currently. Revenue from VAS is shared among content owners, aggregators, and operators.
Prototyping the Future Potentials of Location Based Services in the Realm of ...IOSR Journals
This document discusses prototyping future potentials of location-based services in e-governance. It begins by defining ubiquitous computing, context-aware applications, and location-based services. It then outlines two classes of LBS - pull, where users actively request location-based data, and push, where networks proactively provide information to users. The document also describes the key components of an LBS communication model, including user devices, communication networks, positioning systems, application servers, and data servers. Lastly, it discusses challenges with incorporating location and context into existing governance models.
This document provides a summary of the ongoing evolution and research trends in location-based services (LBS) over the past 10 years. It discusses how LBS applications have become more diverse, including the rise of location-based social networks, gaming, fitness/healthcare applications, and transport services. It also notes the expansion of LBS from outdoor to indoor environments due to advances in indoor positioning technologies and spatial data modeling, allowing LBS in places like malls, museums, and airports. Finally, it outlines several key trends in LBS research like context-awareness, new interface technologies, evaluation of systems, and analysis of LBS-generated data.
The document discusses the emerging field of m-commerce and its potential applications. It notes that most early m-commerce assumed stationary users with wired networks, but that mobile phones open up new opportunities by allowing commerce anywhere. A framework is proposed with four levels - applications, user infrastructure, middleware, and network infrastructure - to simplify design of m-commerce systems. Finally, it outlines several classes of potential m-commerce applications like mobile financial services, advertising, and inventory management.
This document discusses the potential for carrier Wi-Fi networks to help address Africa's broadband crisis. It notes that despite new submarine cable capacity, true high-speed broadband may not be available for a decade in Africa due to congested mobile networks, insufficient spectrum allocation, and lack of infrastructure investment. Carrier Wi-Fi could provide a lower-cost solution for mobile operators by offloading data traffic onto Wi-Fi networks. New Wi-Fi standards have improved integration with mobile cores, and Wi-Fi offloading could open new business opportunities for mobile operators while reducing spectrum and backhaul costs. The document argues carrier Wi-Fi may be a panacea for Africa's broadband challenges if mobile operators and regulators embrace this technology.
What are the latest developments on the European and North American LBS markets? Berg Insight estimates the total LBS revenues in the EU27+2 and North America to € 0.98 billion in 2012, which are forecasted to grow to about € 1.83 billion in 2017. This 160 page strategic report now in its seventh edition summarises the latest trends and forecasts for location-based services in these two regions.
Value added service (VAS) provider failures: insights from VAS product companiesBrowne & Mohan
Dr TR Madan Mohan, Managing partner addressed Network of ICT Entrepreneurs and Enterprises (NITEE), under the aegis of Foundation for MSME Clusters (www.msmefoundation.org), New Delhi on 27th August 2010 regarding “Value added service (VAS) provider failures: insights from VAS product companies”.
How we do monotize SaaS as a VAS in India? Ranjit Kumar
The document discusses key topics related to Software as a Service (SaaS) and cloud computing monetization. It notes that the SaaS market in India is currently estimated at $50 million and is dominated by collaborative applications and CRM workloads. It also discusses opportunities and challenges for SaaS adoption in India, including a large base of price-sensitive SMBs, limited IT spending, and the need for effective sales and marketing strategies to increase awareness.
Central Network Solutions is a Maryland-based company that specializes in Bluetooth mobile proximity network advertising systems for businesses. They offer Bluetooth beacon devices that can detect nearby mobile phones within 300 feet and send targeted advertising and promotional content to consumers' phones. Their systems allow flexible and location-based mobile marketing campaigns to drive customer engagement.
Ploughing the Digital Fields: Mobile Operators’ Strategies for Digital ServicesPCC Mobile Broadband
Digital services are clearly the next big wave for mobile operators with the escalation in the number of mobile transactions, the amount of content consumed on mobile and the amount of spending that takes place on these devices.
Mobile vas markets, applications, and opportunities third edition - Reports...Reports Corner
Mobile Value-added Service (VAS) applications represent a key aspect to the ongoing success of mobile network operators and everyone in the mobile communications value chain. With core services, such as bear voice and data communications becoming commodity offerings, wireless service providers are dependent on VAS applications to drive additional revenue and improved margins.
https://www.reportscorner.com/reports/15019/Mobile-VAS-Markets,-Applications,-and-Opportunities---Third-Edition/
This document discusses mobile value-added services (MVAS) markets in India and Egypt. It provides an overview of the MVAS market definitions and product segmentation. It then discusses the key drivers for growth in these markets, including the explosive growth in mobile subscribers in both countries. The document also summarizes the scope of the study and provides high-level overviews of the MVAS market drivers and restraints in India and Egypt.
Mobile value added services (VAS) are growing rapidly and enhancing the utility of mobile phones, assuming significant importance in the mobile industry. To shape the future of the industry, VAS will require creative and innovative approaches. The document discusses worldwide growth in mobile data service revenues and non-voice revenues across different countries. It also outlines some basic and special VAS currently offered by Azercell and proposes ideas for the future of VAS, including mobile commerce, mobile governance, mobile health, and mobile education.
Connected Vehicles—Service Providers: Service Providers at a Crossroads Andreas Mai
This document discusses the opportunities and challenges for service providers in the emerging connected vehicles industry. It argues that connecting vehicles could generate over $50 billion in annual revenue for service providers by 2022 as nearly 300 million cars transmit over 400 million gigabytes of data per month. However, service providers must develop new business models to avoid commoditization and fund the hardware and connectivity needed to securely connect vehicles across networks. Cooperation with automakers will be key to ensuring vehicles can roam across carriers and technologies.
Changing Telecom trends with VAS- Value Added ServicesMahindra Comviva
Service assurance is the systematic process of maintaining & improving the service quality provided to customers. It ensures that services offered over networks deliver an optimal subscriber experience.
Read more: http://www.mahindracomviva.com/services/managed_services/managed-vas-services.htm
STC acquired full ownership of Bravo, Saudi Arabia's only push-to-talk mobile service operator. This acquisition could benefit STC's enterprise business by providing synergies between Bravo and STC's services, and allowing STC to target new vertical markets like transportation and healthcare using Bravo's capabilities. It may help STC differentiate its business mobile offerings and strengthen its delivery capabilities. The document analyzes how the acquisition could impact STC's go-to-market strategy and the Saudi Arabian mobile market.
Deloitte's Technology, Media, Telecom Center of Excellence (TCOE) was established in China to leverage Deloitte's experience in the TMT sector and provide thought leadership to companies in the China TMT industry. The document discusses the global MVNO market and analyzes strategies used by successful MVNOs, including leveraging existing resources like brands, distribution channels, or content. Key elements for MVNO success include having an advantage like these resources, clearly differentiating services, and targeting specific customer segments with tailored offerings rather than direct price competition with telecom operators.
White paper: Closing the mobile data revenue gap (2010)Corine Suscens
The demand for mobile data is exploding, presenting operators with a unique opportunity to generate new revenue streams and grow their business. However revenue is not growing fast enough to ensure profitability. Not only is the mobile data traffic growing much faster than revenues, but the revenue growth rate also tends to decline over the years.
Download this whitepaper to find out ways to address this challenge and better capitalize on the mobile data opportunity.
The whitepaper analyses business models and capabilities that will help an operator to optimize its subscriber potential, differentiate itself from the competition, and achieve its mobile data revenue maximization goals.
This document provides information about a seminar on the US MVNO market presented by The Besen Group. The seminar will cover topics including an overview of the US MVNO market size and trends from 2020-2024, wholesale pricing benchmarks for major carriers, and case studies of 47 current and potential MVNOs. It will help attendees develop innovative strategies and build compelling business cases to succeed as an MVNO. The seminar spans multiple sessions and includes workshops on strategy, business case development, and case studies. It is aimed at providing a comprehensive overview to help new and established MVNOs.
The document summarizes a mobile wholesale seminar that covers the fundamentals and business of the MVNO industry. The three-session seminar includes an overview of the MVNO market, business plan development, and 54 case studies. It also includes workshops on strategy and business case development. The seminar is designed to help clients maximize their knowledge of the mobile wholesale industry and answer questions.
Can value added services be a point of purchase differentiatoriaemedu
1) Value added services (VAS) are becoming increasingly important for telecom operators as basic voice revenues decline. VAS can help operators differentiate and retain customers.
2) The document discusses factors driving VAS growth like declining average revenue per user and upcoming mobile number portability. It also analyzes different VAS categories and the revenue flow between operators and VAS providers.
3) Barriers to VAS growth include low-featured phones, low GPRS connectivity, non-transparent revenue sharing, and high VAS tariffs compared to voice. International markets show greater VAS revenues than India, indicating potential for growth.
Can value added services be a point of purchase differentiatorIAEME Publication
Value added services (VAS) are becoming increasingly important for telecom operators as revenue from traditional voice and messaging services declines. VAS includes entertainment services like ringtones and games, informational services like news and astrology, and m-commerce services like mobile banking. Major drivers for VAS adoption include declining average revenue per user from traditional services, upcoming mobile number portability, and upcoming 3G spectrum auctions. Entertainment VAS currently generates the most revenue, while m-commerce VAS has the highest potential due to its practical uses, though it has low awareness currently. Revenue from VAS is shared among content owners, aggregators, and operators.
Prototyping the Future Potentials of Location Based Services in the Realm of ...IOSR Journals
This document discusses prototyping future potentials of location-based services in e-governance. It begins by defining ubiquitous computing, context-aware applications, and location-based services. It then outlines two classes of LBS - pull, where users actively request location-based data, and push, where networks proactively provide information to users. The document also describes the key components of an LBS communication model, including user devices, communication networks, positioning systems, application servers, and data servers. Lastly, it discusses challenges with incorporating location and context into existing governance models.
This document provides a summary of the ongoing evolution and research trends in location-based services (LBS) over the past 10 years. It discusses how LBS applications have become more diverse, including the rise of location-based social networks, gaming, fitness/healthcare applications, and transport services. It also notes the expansion of LBS from outdoor to indoor environments due to advances in indoor positioning technologies and spatial data modeling, allowing LBS in places like malls, museums, and airports. Finally, it outlines several key trends in LBS research like context-awareness, new interface technologies, evaluation of systems, and analysis of LBS-generated data.
The document discusses the emerging field of m-commerce and its potential applications. It notes that most early m-commerce assumed stationary users with wired networks, but that mobile phones open up new opportunities by allowing commerce anywhere. A framework is proposed with four levels - applications, user infrastructure, middleware, and network infrastructure - to simplify design of m-commerce systems. Finally, it outlines several classes of potential m-commerce applications like mobile financial services, advertising, and inventory management.
SmartMS - The new standard for Operator-driven Mobile MessagingStreamWIDE
The new standard for Operator-driven
Mobile Messaging
SmartMSTM Technology is an Application Server and a suite of white-label Mobile Messaging Applications enabling Mobile Operators to exceed competing Over-the-Top mobile messaging services and prepare the evolution of SMS/MMS towards IP-based messaging.
The growing demand for mobile services across sectors ranging from media and entertainment to retail and financial services raises both commercial opportunities and IT challenges.
The document discusses how carriers can change their mobile broadband strategies to better address challenges from increasing data usage and over-the-top players. It recommends that carriers gain a deeper understanding of how customers use their smartphones and data to help differentiate services and optimize networks. Carriers should also explore managed service models to partner with third-party content and app providers to stimulate mobile data usage rather than trying to be direct content providers themselves. Implementing end-to-end policy control and quality of service management can help carriers enable popular apps and deliver new service offerings.
Maximizing your vas services with mobile marketing BSP Media Group
This document discusses various services that mobile network operators can provide using an advanced connectivity framework in the LTE world. It summarizes services for activation, subscription management, marketplace services, and network quality monitoring. Activation services allow automatic activation of subscriptions using a pull-based methodology for greater reach and efficiency. Subscription management provides flexible subscriptions that can be easily activated and updated. Marketplace services allow operators to promote their own applications and play a central role in the value chain. Network quality monitoring provides insights into network performance from aggregated subscriber data.
Location data from smartphones is transforming the mobile industry. Over 1 billion smartphones have GPS capabilities, providing a trove of location data. This data is powering mobile ads, apps, and services beyond just consumer-facing location apps. Location data is being used to build audiences and profiles rather than just targeting users within geographic fences. It is also enhancing features behind many popular apps and allowing more personalized notifications. While privacy is a concern, the industry is self-regulating and users see benefits to relevant ads. Location data will continue spreading through the mobile ecosystem.
Efficient m commerce marketing application based internet of things using nea...IAEME Publication
The document discusses an efficient m-commerce marketing application based on the Internet of Things using Near Field Communication (NFC).
It proposes a system that combines mobile commerce with the Internet of Things to create a cost-effective marketing tool. The system utilizes NFC to allow mobile devices to interact with physical objects and access associated product information and services. It aims to automatically generate user interfaces on mobile devices based on physical object identifiers and available web services. This provides a natural way for potential customers to access targeted marketing content through interactions with physical products using their mobile phones.
Comarch Technology Review provides expert commentary and analysis on current trends shaping the telecommunications market, as well as insight on how to solve problems most commonly faced by telecom operators.
This unique and comprehensive publication is written by our specialists with expertise in various fields, ranging from BSS and OSS to VAS and professional services.
LOCATION BASED SERVICES or (Location Dependent Services) -
It is a concept in mobile technology.
This ppt will give you information about location based/dependent services, its types, factors on which it is dependent, location tracking technologies, its uses and also application which uses location dependent services. Different transition and animation are also used to make the ppt better.
An examination and report on potential methods of strategic location based se...ijmpict
Mobile technologies are growing significantly in past few years. Many new features and enhancement
have implemented in mobile technologies in both software and hardware aspects. Nowadays, cell phones
are not just only use for making calls or sending text messages, however, technologies behind mobile
phones expanded vastly which facilitate them to offer various types of services. Location-based service is
one of the most popular mobile technologies which equipped in new generation of hand phones. The main
focus of this paper is to review various strategic location-based applications on mobile networks and
devices.
Location-based services (LBS) use location data from mobile devices to provide information services. The document discusses the history and concepts of LBS, how location is determined, applications like weather and traffic updates, and factors for LBS success like compelling applications and privacy protections. Major challenges include positioning technologies, privacy, and interoperability. LBS have many benefits but also risks to privacy if personal location data is misused.
Providing location based information advertising for existingAvelin Huo
This document proposes and describes a Bluetooth-based location-aware advertising system for mobile phones. It discusses using Bluetooth beacons placed throughout an area like a supermarket to broadcast targeted ads and coupons to nearby phones. The system would track which phones view which ads to improve targeting without requiring any app installation. Two case studies are presented: distributing supermarket deals and providing an audio tour guide at a historic site by transmitting information and points of interest to visitors based on their Bluetooth location. The system aims to allow convenient, instant opt-in access to location-based information and ads through Bluetooth without changes to users' phones.
HOW TO DIFFERENTIATE YOUR DIGITAL CUSTOMER CARE Idc journey to_the_3rd_platfo...CMR WORLD TECH
HOW TO DIFFERENTIATE YOUR DIGITAL CUSTOMER CARE
Your customers evolve and so does your organisation. With similar products and services to your competition, there is a growing requirement to design unique customer benefits. Service is becoming the primary differentiator in a competitive market.
This is the paper that started it all. An early thought piece discussing the widening profitability gap for mobile network operators and positing a disruptive architectural response. Originally branded "Adaptive Backhaul", the concept already had most of the ingredients now found in the Mobile Edge Cloud: content caching, application hosting and acceleration deeply distributed in the radio access network. These ideas have been developed by innovative startups such as Saguna Networks and have formed the basis of important new offerings from Tier 1 network equipment vendors, such as NSN's Liquid Applications.
Mobile financial services simple to use, but not simpler to manageIAEME Publication
The document discusses challenges and opportunities in mobile financial services. It proposes several approaches to improve reliability and security, including:
1. Dynamically shifting bandwidth ranges as a user's location changes to provide consistent virtual network coverage.
2. Increasing bandwidth in areas with interference problems to ensure strong service.
3. Creating specialized financial networks that restrict access only to financial applications to increase security.
4. Clustering VPNs to efficiently meet the needs of similar user groups.
This document discusses mobile commerce and ubiquitous computing. It defines key terms like m-commerce, attributes of m-commerce, and drivers of m-commerce. It also describes the mobile computing infrastructure including devices, networks, and applications. Specific topics covered include financial applications, mobile enterprise solutions, location-based commerce, and ubiquitous computing. The document aims to discuss the landscape and major concepts within the field of mobile commerce.
USING MOBILE SERVICE FOR SUPPLY CHAIN MANAGEMENT: A SURVEY AND CHALLENGESijwscjournal
Efficient supply chain management calls for robust analytical and optimal models to automate its process. Therefore, information technology is an essential ingredient that integrates these tools in supply chain. With the emergence of wireless, the high technologies and the reliability of mobile devices, mobile web services draw a promising horizon facing economic challenges. They offer new personalized services to each actor in the supply chain on their mobile devices at anytime and anywhere. This paper presents a literature review of mobile web service implemented on the industry context based on the supply chain management approach. First, a large definition of mobile web service and some proposal architecture are
exposed. Then the paper discuss some generic related work on mobile web service focusing on supply chain management. Finally some challenges on m-service oriented supply chain management are proposed.
Similar to Mobile Marketing Using A Location Based Service (20)
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
High-Quality IPTV Monthly Subscription for $15advik4387
Experience high-quality entertainment with our IPTV monthly subscription for just $15. Access a vast array of live TV channels, movies, and on-demand shows with crystal-clear streaming. Our reliable service ensures smooth, uninterrupted viewing at an unbeatable price. Perfect for those seeking premium content without breaking the bank. Start streaming today!
https://rb.gy/f409dk
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
Satta matka fixx jodi panna all market dpboss matka guessing fixx panna jodi kalyan and all market game liss cover now 420 matka office mumbai maharashtra india fixx jodi panna
Call me 9040963354
WhatsApp 9040963354
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Cover Story - China's Investment Leader - Dr. Alyce SU
Mobile Marketing Using A Location Based Service
1. MOBILE MARKETING USING A LOCATION BASED
SERVICE
Christopher Ververidis and George C. Polyzos
Mobile Multimedia Laboratory
Department of Informatics
Athens University of Economics and Business
10434 Athens, Greece
chris@aueb.gr, polyzos@aueb.gr
http://mm.aueb.gr/
ABSTRACT
Considering the recent convergence of computing and telecommunications technologies with the
tremendous success of the Internet, the World Wide Web, and Mobile Communications, the next step is
expected to be the Mobile Web. The main promise of the Mobile Web is to satisfy user needs for
anywhere, anytime access to information and services, including Location Based Services (LBS). This
paper presents an innovative LBS service applicable to the Mobile Marketing industry sector. We
describe the architecture of the information system supporting the proposed service and a software
prototype we implemented using a simulation environment for providing location information. The
technologies adopted for this design are based on open standards and have successfully met the
requirements of scalability and autonomy. Then, we propose and describe a business model for this
service. Emphasis is given on the participating entities, their roles and the interactions among them.
Keywords: Mobile Advertising, Location Based Services, Business Model, System Implementation
1. INTRODUCTION
Advances in wireless communications and information technology have made the Mobile Web a reality.
The Mobile Web is the response to the need for anytime, anywhere access to information and services.
Many wireless applications have already been deployed and are available to customers via their mobile
phones and wirelessly connected PDAs. However, it seems that everyone is still looking for the “killer”
wireless application. One such direction points to Location Based Services, which we discuss below.
The remainder of this paper is organised as follows. In the second section we provide basic definitions
associated with Location Based Services (LBS), we describe the evolution path of such services and
provide a brief market analysis. In the third section we present our motivation for examining such
services and we give an overview of our proposed service for the mobile marketing sector. In the fourth
section the technical aspects of the system which supports the proposed service are presented in detail.
In the fifth section a possible business model is proposed. Finally, in the sixth section we provide our
conclusions and directions for future work.
2. BASIC DEFINITIONS & MARKET ANALYSIS
Location Based Services are services, which are enhanced with and depend on information about a
mobile station’s position. This kind of information has no meaning if it is presented as is. It has to be
2. correlated with some types of services. Location Based Services take up the role to supply the user of
these services with customised information according to his/her position.
In 2000 Gravitate Inc. has published a white paper which (correctly to our opinion) identifies three
evolution steps for Location Based Services [3]. The first generation refers to services where the
subscriber has to manually give his position information to the system. The second generation (existing
services) refers to location services where the position of the subscriber is automatically discovered but
with little accuracy. Finally, the third generation refers to services where the position of the subscriber is
automatically discovered with accuracy and which have the intelligence to inform or warn the
subscriber about events depending on his position (the subscriber doesn’t have to initiate the service, the
initiation depends on triggers according to his/her preferences).
2.1 Categories of Location Based Services
The GSM Alliance Services Working Group [11] has defined the following types of Location
Based Services:
• Emergency Services
• Emergency Alert Services
• Home-Zone Billing
• Fleet Management
• Asset Management
• Person Tracking
• Pet Tracking
• Traffic Congestion Reporting
• Routing to Nearest Commercial Enterprise
• Roadside Assistance
• Navigation
• City Sightseeing
• Localised Advertising
• Mobile Yellow Pages
• Network Planning
• Dynamic Network Control
2.2 Driving Forces for LBS
Market Forces
Recent market researches (e.g. [12]) showed that consumers in Europe are ready and willing to pay for
Location Based Services. Some indicative findings say that mobile subscribers would consider even
changing mobile phone operator in order to gain access to location based services and pay up to 16
Euros as a monthly fee for these services. In the U.S mobile subscribes would pay as much as 50
Dollars to have GPS or other location technology built into a cellular phone, according to similar market
research [9]. Some critical success factors for the adoption of LBS, as identified by these researches,
seem to be the following:
• Protection of mobile user privacy
• Easiness of usage
• Non-intrusive way of LBS operation
Competition forces
Having established large customer bases, Cellular Service Provider will seek new ways to ensure
customer loyalty by offering new types of services. Location Based Services are the most promising
type of theses services, also called value added services. Some of the advantages for the Cellular
Service Provider who offers Location Based Services are:
• Innovative service provision attracts new customers and enhances existing customer’s loyalty to the
provider.
• Revenue increase due to traffic generated by the use of such services.
3. Capability to introduce new revenue streams through deals with third party companies (which
•
specialise in LBS implementation and/or provision), in order to sell to these companies user
location information.
Technology forces
The first location based services are expected or are already offered to mobile phone users via WAP or
SMS. Every GSM mobile phone supports the SMS feature and there are many that also support WAP.
The cost for a WAP enabled phone is under $80. This means that many customers can instantly make
use of the location services provided. In addition the evolution from GSM to GPRS, which means a
significant increase in the available bandwidth for data communication over mobile phones (from
9.6Kbps to 115Kbps) will also assist the provision of location based services that in many cases can be
bandwidth demanding. Finally new type of phones such as media phones and communicators are slowly
entering the market giving greater capabilities for displaying information (e.g. user interfaces enhanced
with photos, buttons and not only text).
Regulatory forces
In USA the Federal Communications Commission has issued a directive requiring the identification of
the geographical origin of an emergency call made by a mobile phone user. According to this directive,
operators should be able to provide location information for every mobile subscriber, who makes an
emergency call, with accuracy of 125 meters for 67% of the time [8]. The European Union is expected
to produce a similar directive by the end of 2002.
3. MOTIVATION AND SERVICE OVERVIEW
3.1 Mobile Advertising
The proposed service belongs to the mobile advertising category. This category of LBS involves the
provision of location aware advertising messages to cellular subscribers. Mobile advertising can be
considered as a part of mobile commerce. It is an integral part of mobile marketing.
Mobile marketing can be described as all the activities required to communicate with the customer
through the use of mobile devices in order to promote the selling of products or services and the
provision of information about these products and services [10]. There are many optimistic predictions
about what we can expect in the future from mobile marketing. Some of these predictions are the
following [10]:
From 2003 to 2005, analysts predict that mobile marketing as an industry sector will grow from 4
•
billion dollars to 16 billion dollars, serving over 500 million users world-wide (Chart 1, Source:
Ovum Research Ltd.).
Location aware advertising messages are expected to create 5 to 10 times higher click-through rates
•
compared to Internet advertising messages. (Source: BWCS Consulting and Communications
Services Inc.)
By 2005 the 33% of a Cellular Service Provider’s revenue will be coming from advertising and
•
from payments and commissions from mobile commerce activities.(Source: BWCS Consulting and
Communications Services Inc.)
Considering all these predictions as well as the history of advertising in other mediums like television
and Internet, it would be quite realistic to say that advertising is going to play a significant role in the
mobile web too. With the help of Location Based Services advertising companies can now provide truly
location aware messages to the customer. This fact gives for the first time the opportunity to reach
consumers with highly customised promotions and advertisements, which depend on the location of the
consumer.
4. PREDICTIONS FOR THE MOBILE MARKETING INDUSTRY
18
16
14
In Billion Dollars
12
10
8
6
Total
4 Middle East & Africa
Latin Am erica & Carribean
2
North Am erica
Asia - Pacific
2000
2002 Europe
2003
2005
Chart 1: Worldwide Mobile Marketing Industry Predictions
3.2 The Proposed Service
The proposed LBS belongs to the category of Information Services and is about providing users with
advertising messages. Mobile Advertising is an integral part of Mobile Commerce and, to be more
accurate, of Mobile Marketing. The service operates in a way similar to directory services. To be more
precise, there is a distributed information base storing data about product promotions offered by every
supermarket in a given area where the service is provided. A user can search for promotions selecting
the product categories he is interested in. The service returns all the available promotions offered by
nearby supermarkets. The information system supporting the service described above has the following
characteristics:
The service is accessible through the WAP protocol. This means that the complexity and
•
intelligence of the service is managed by a web server and not by a stand-alone application on the
user’s device.
Users are located by the system at the level of a sector of a telecommunication’s cell by using the
•
CGI (Cell Global Identity) method. It is the simplest positioning method but can support efficiently
the above service given the small size of the cells in urban areas.
The information about available supermarkets and product promotions is stored in a Directory
•
Information Tree, which is accessed through the Lightweight Directory Access Protocol (LDAP) .
The information model used is hierarchical and is mainly used for search/read purposes than write
purposes. The LDAP protocol is used for high-speed access to this kind of information. It also has
valuable distribution capabilities (different servers store different parts of information), thus
offering scalability to the system. The availability is also increased as there is no single point where
the information is stored, the failure of which would mean the failure of the whole service.
The above system has been implemented in simulation environment but can also be tested against real-
world conditions using available telecommunication network’s infrastructure (telecommunications
network with positioning capabilities) because it is based on well defined industry standards.
5. 4. SYSTEM ARCHITECTURE
4.1 The System
During the design of information systems that support Location Based Services, emphasis is given to
scalability, distribution and interoperability through the use of well-documented flexible ontologies and
broadly accepted information access protocols [2][5]. Scalability and distribution refers to the capability
of a system to expand providing support for more users and also to the capability of autonomous
management of separate parts of the available information. The information access protocols, when
standardised, give the opportunity to the system designer to use already well-defined interfaces. The
ontologies used to describe the available information should be based on standards, which allow the
easy expansion and management of the information (e.g. XML-like ontologies). Our approach for the
architectural design of the proposed system is based on the above principles.
We will now thoroughly describe the operation of the proposed system (shown in figure 1). The user
communicates with a Web Server over the WAP protocol through a WAP Gateway. The information
which is sent to the Web Server upon service initiation is the user’s id, password and telephone number
(MSDN). All this information is used by the system for authentication purposes.
In order for the Web Server to grand user access, the information is sent to the Location Server. If the
user is in the access lists of the Location Server then access is granted and the user’s current position is
recorded and sent back to the Web Server. The Web Server informs the user for successful sign in and
allows the user to select the product categories in which he is interested. Upon user selection the Web
Server communicates with the LDAP Server in order to create a list with all the available super markets
located near the user. If there is no supermarket located at the cell-sector in which the user is located
then the two adjacent sectors are searched. If no supermarket is found there either, then the system
returns an appropriate message to the user. But if supermarkets (at least one) are found then the Web
Server returns their credentials and addresses. The user by selecting a supermarket can be informed for
available promotions for products (belonging to the categories he has already chosen) offered by that
certain supermarket.
LOCATION
SERVER
CENTRAL LDAP SERVER
SECONDARY
LDAP
BTS SERVERS
LDAP
BTS PLMN
LDAP Requests/
BTS
Queries
LDAP
Responses
WAP
GATEWAY
INTERNET
HTTP Requests
WEB SERVER
LINES
WML Network
ASP pages Responses Interconnection
Communication
Dynamic WML pages
Figure 1: System Architecture
6. From the above it is made clear that the main building blocks for the proposed system are:
Web Server
•
Location Server
•
LDAP Server
•
In the following paragraphs we study each on of them and analyse the technologies they utilise and their
roles in the system.
Web Server
The Web Server acts as a central management unit being responsible for the following:
1. User Interface: The Web Server hosts static WML pages as well as dynamic ASP pages which
generate new WML pages. The distinction between static and dynamic pages exists because only a part
of the user interface remains the same (e.g. user authentication) while the rest contains pages, whose
content is dependent on the user’s location, the choices he has made and the contents of the product-
promotions information base.
2. Communication with the Location Server: The Web Server constructs positioning requests, forwards
them to the Location Server and then accepts the positioning replies from the Location Server. The
requests and replies are constructed as XML documents following the Mobile Positioning Protocol
(MPP) and the Web Server has the ability to compose and decompose these documents in order to
encapsulate or derive information respectively. The MPP protocol is a kind of implementation of the
official prototype MLP (Mobile Location Protocol), which is being developed by LIF (Location
Interoperability Forum) and which describes the communication between an application and a Location
Server. The MPP protocol is based on XML and it supports the CGI and CGI-TA positioning methods.
In order for the positioning requests to be transferred to the Location Server the HTTP protocol is used
and particularly HTTP POST requests.
3. Communication with the LDAP Server: The LDAP Server waits for LDAP requests, which
correspond to search queries on its content. After processing the request the LDAP server returns an
LDAP response. Using the user’s location information and the choices the user has made, the Web
Server forms appropriate LDAP requests (following the LDAP v3 protocol specifications) and forwards
them to the LDAP Server. Then, based on the LDAP responses received, the Web Server dynamically
creates new WML pages containing the results and offers them to the user.
Location Server
The Location Server performs two tasks. The first one is to authenticate user access to the system and
the second one is to provide user location information.
During access control the Location Server checks user credentials (id, password, telephone number). If
any of these credentials doesn’t match to the records of an access list kept on the Location Server then
an appropriate message is returned to the Web Server. User credentials are transferred from the Web
Server to the Location Server with the help of the MPP protocol.
Upon successful authentication, the Web Server constructs a positioning request (in XML) for the
particular user and forwards it through an HTTP POST request to the Location Server. The Location
Server communicates with various network elements and initiates the appropriate positioning methods.
When the user’s location information arrives to the Location Server, the Location Server constructs (in
XML) a positioning reply containing this information and returns it to the Web Server. If the user
couldn’t be located by the system, the Location Server returns a positioning reply containing a failure
notification.
LDAP Server
The LDAP Server holds all the information about products, promotions and supermarkets. To be more
precise this information is about product promotions, available categories from which a user can choose,
details about the supermarkets which offer the promotions and last but not least identifiers and other
details concerning the cell sectors in which the supermarkets are located. We should note here that the
7. requests are sent to a central LDAP Server. If the requests cannot be satisfied by the central server then
they are propagated to secondary LDAP servers connected to that central server. This allows for
information to be distributed across many different servers, which are responsible for information about
certain supermarkets and/or certain geographic regions.
The LDAP requests are constructed at the Web Server as we have already mentioned. The first request
sent searches for the available generic product categories (food, drinks, household). The second one
searches for the available subcategories (e.g. for the food category some subcategories are meat, oils,
fish etc.). The third request sent searches the information base for the cell sector in which the user is
located according to the reply from the Location Server. When the sector is found then the product
promotions for each supermarket located in that sector, are returned to the Web Server. Then the Web
server dynamically constructs the user interface pages that will host all this information.
The main reason for using the LDAP protocol is because the information model is rather hierarchical
than relational and is based in key-value pairs, matching perfectly the LDAP protocol’s philosophy. The
LDAP protocol is a broadly accepted standard for accessing such information and is mainly used in
Internet applications, in Intelligent Networks and in modern multimedia communication networks [4].
Other reasons for using LDAP in the proposed system are:
Even if a hierarchical model of information is «translated» to a relational one using normalised
•
relational tables, there will be a need for recursive SELECT queries in order to retrieve knowledge
that could be retrieved only through an LDAP query. This fact leads to lower response speeds of
such a system.
The X.500 type of services (The LDAP protocol enables access to such services) are used for
•
storing and accessing mobility management data in public and private telecommunication networks
(e.g. in 3G networks using UMTS) [1].
4.2 LDAP Directory Information Tree structure description
The first object in the DIT (Directory Information Tree) is the root (see Figure A in the Appendix). The
first hierarchical level under the root contains objects of type CELL, which contain information about
the cell global identity (CGI) identifier (CellID) and the cell’s base station’s geographic coordinates
(longitude, latitude). One object of type cell is created for every cell in the coverage area of the service.
For each one of these objects, three objects of type SECTOR are created at the next hierarchical level of
the DIT. These objects store information about the sector identifier (SectorID) and the start and stop
angle, which define the shape of the sector. Going one level further down the hierarchy we find objects
of type SUPERMARKET for each supermarket located in the sector’s covering area. These objects
store information about the supermarket’s identifier (SMBrand), their full name (Smname) and their
geographic coordinates (smlong, smlat). These coordinates are not used by the application developed
but are stored in order to make possible a transition to a system where better positioning accuracy can
be achieved (e.g., accurate user location coordinates using the A-GPS positioning method). Three
product categories can be found in every supermarket (food, drinks and household stuff), so under every
object of type SUPERMARKET three objects of type PRODUCT_CATEGORY are created. If a certain
supermarket offers promotions for any of the above categories a corresponding object is created one
more level down the hierarchy. For example if a supermarket offers promotions on food products, then
an object of type FOOD_CATEGORY will be created and it’s identifier (foodcat) will store the
value/name of a specific food product-subcategory for which promotions exist (e.g., meat, pasta, dairy
products etc.). Finally the objects which appear as leafs in the DIT are objects of type PRODUCT
storing information about their brand and the promotion-message.
The flexibility provided by structuring the DIT in the above way is justified in the following:
Between the root and the objects of type CELL new objects can be added in order to group the cells
•
in greater geographic regions. This allows the use of relatively less complex positioning methods
(e.g. location by postal code which the user enters to the system) when advanced positioning
methods are not available or for pilot-applications.
8. New categories and subcategories can be easily added as long as the appropriate objects are defined.
•
Moreover new supermarkets that participate to the service can be easily added and/or existing ones
can be removed.
Every part of the DIT that corresponds to a specific supermarket can be stored to a separate server
•
due to the tree structure. So the DIT can easily expand to serve any number of supermarkets. As a
direct consequence, the availability of the entire system is strengthened, as there are many places
where the information is stored and not a single one, the failure of which would mean the failure of
the whole service. In addition using the replication process, which the LDAP protocol easily
supports, the system can be strengthened furthermore against failures.
5. BUSINESS MODEL
5.1 Participating entities
There are three business entities involved in the business model, which will support the proposed
service. In the next paragraphs we give short descriptions about the role of each entity and analyse the
interaction between them.
The first entity of the business model is the customer (not a business entity). We define as customer the
user of the service. The first business entity is the Cellular Service Provider, to whom the mobile
network belongs and who is responsible for its operation and maintenance. The second business entity is
the Provider of the advertising service (advertising Service Provider), who is responsible for the
advertising service operation. Finally the third business entity is the company which owns supermarket
stores (Supermarket Company). As Supermarket Company we define any company which owns
supermarket stores in the geographic region where the advertising service is offered and wills to provide
promotions for products through the proposed service. Next we describe the interaction between the
entities of the business model.
5.2 Interactions
The interactions between the business model entities, as described in the following paragraphs below,
are presented as arrows in figure 2.
Purchases (1)
Special contracts for
advertising service
subscribers (2)
Payment (3) CELLULAR S ERVIC E
PROVIDER S UPERMARKET
CUS TOMER
COMPANY
Payment (5)
Location Payment (6)
Information (4)
Information provision Promotion
about promotions updates (7)
and supermarket stores (8)
ADVERTIS ING S ERVIC E
PROVIDER
Interaction between the entities of the business model for the proposed service
Figure 2: The Business Model
9. Customer
The customer is also a mobile subscriber for the Cellular Service Provider. Through the mobile network
the consumer has access to the advertising service. The customer pays (arrow 3) the Cellular Service
Provider according to the contract between them and also makes purchases (arrow 1) exploiting the
promotions he receives about products he is interested in.
Cellular Service Provider
The Cellular Service Provider provides special contracts for users who want to use the advertising
service (arrow 2) giving them extra incentives to do so. The Cellular Service Provider also sells the
location information of the subscribers who use the advertising service to the advertising Service
Provider (arrow 4).
Advertising Service Provider
The advertising Service Provider provides the means (infrastructure, communication) to the
Supermarket Companies to be able to update information about the promotions that they offer. The
advertising Service Provider is paid by the Supermarket Companies (arrow 6) and pays the Cellular
Service Provider (arrow 5) for getting subscriber location information through his network.
Supermarket Company
The Supermarket Company frequently updates its product-promotions information (arrow 7), which are
being available to the customer through the advertising service. The Supermarket Company also pays
the advertising Service Provider a fee for participating to the service (arrow 6).
5.3 Service Viability
The advertising Service Provider’s revenues come from companies which are interested to communicate
their product promotions to mobile subscribers. These revenues should cover the operational cost of the
service (e.g. maintaining records in the information base, payments to the Cellular Service Provider for
providing subscriber location information). However the advertising Service Provider can create another
revenue channel exploiting the information he possesses about consumer trends by maintaining a
database with information about product categories for which consumers seek promotions, organised by
location and time. The advertising Service Provider could sell access to this database to third party
companies, which would be interested in mining consumer trends. Having already established the
infrastructure for the advertising service, the Service Provider could also exploit the same infrastructure
to expand to other sectors of retail commerce e.g. hosting promotions for clothes, shoes etc.
In the following paragraphs we analyse the strategic goals and benefits for each one of the other
business model entities interacting with the advertising Service Provider.
• Supermarket Companies
The Supermarket Companies use the proposed service to promote their products and to increase
their sales by providing highly personalised promotions to each individual consumer. According
to experts, this type of marketing (one to one marketing) has the greatest possibility to result
into a sale. The proposed service creates a new marketing channel through which a company
can communicate with each one of its customers separately [5]. The customer is given the
ability to customise the advertising messages he receives (by choosing the product categories-
subcategories he is interested in), to receive these messages when he needs them (before or
during shopping) and finally to get extra information, which will help him to reach the store that
offers the promotions (store address). Finally, through this new marketing channel the
supermarket companies are given the ability to respond to market trends immediately with low
cost, in contrast to traditional marketing channels where costly marketing campaigns were
requested every time a company wanted to revise its marketing strategy. We should mention
here that this new channel will not cannibalise existing marketing channels but it will coexist
providing the sense of personalised communication between company and customer that current
marketing channels lack.
10. • Customer
Every mobile subscriber generally wants immediate and timely information tailored to his/her
needs and interests, information that adds value. The information, which adds value in our case,
is information that minimises the time a consumer dedicates in finding the best money-for-value
promotions when shopping. A subscriber also wants to freely choose when to get all this
information. Last a user-friendly interface for the service is required in order to facilitate the
browsing of promotions.
The location based advertising service proposed achieves all this expectations by offering
subscribers information about products they are interested in, at the right time and place (the
subscriber chooses when to initiate the service and selects which products are of interest to
him). In addition the subscriber is informed by the service about the whereabouts of the nearest
supermarket stores in which he can find the desired products. Finally the interface implemented
is very user friendly, as it is based on easy-to-browse menus only. The user doesn’t have to
write down words but he can browse through product categories and make selections by just a
few clicks.
• Cellular Service Provider
The three strategic goals for Cellular Service Providers are:
To attract new subscribers
•
To keep current subscribers loyal
•
To increase their revenues
•
In order to accomplish the above goals a Cellular Service Provider should support and push the
provision of pioneer services of high utility and value to the mobile subscriber. Location Based
Services have already been identified as such. Especially for the service proposed here, its
added value has already been described in the above paragraphs. When such services are
deployed the loyalty and satisfaction of existing subscribers grows while new subscribers are
added to the provider’s subscriber base in order to use these services too. Last but not least the
Cellular Service Provider establishes a new revenue channel by selling location information to
the advertising Service Provider.
6. CONCLUSIONS AND FUTURE WORK
We implemented an information system supported by a Location Based Service for the mobile
marketing sector and proposed a suitable business model to support this service. We defined an “open”
distributed architecture to promote service reliability and fault tolerance. Our implementation was based
on broadly accepted, standards-based technologies. We elected to put the complexity on the network-
side rather than the client device, where we opted for a simple and easy to use user-interface.
For our future work we are considering the development of an intelligent agent, which on behalf of the
user, would select automatically the most appropriate Super Market located near the user, based on
criteria like distance, total purchase cost, user cost or distance aversion, etc. Further work should also be
done towards improved business models for deploying location based services for advertising.
REFERENCES
1. E. Buitenwerf, G. Colombo, H. Mitts and P. Wright, “UMTS: Fixed network issues and design
options,” IEEE Personal Communications 2(1) (1995) 30-37.
11. 2. K. Cousins, U. Varshney, “A Product Location Framework for Mobile Commerce
Environment” in the Proceedings of the ACM Mobile Commerce Workshop, Rome, Italy,
July 2001.
I. Koeppel, “What are Location Services? - From a GIS Perspective,” Available at:
3.
http://www.jlocationservices.com/company/esri/What are Location Services.html
4. H. Maass, “Location-aware mobile applications based on directory services,” in the Proceedings
of the Third Annual ACM/IEEE Conference on Mobile Computing and Networking,
September 1997.
5. O. Ratsimore, V. Korolev, A. Joshi and T. Finin, “Agents2Go: an Infrastructure for location-
Dependent Service Discovery in the mobile electronic commerce environment,” First ACM
Mobile Commerce Workshop, Rome, Italy, July 2001.
6. G. Swedberg, “Ericsson’s Mobile Location Solution,” Ericsson Review, No. 4 (1999).
7. B. Waqar “Location Tracking Techniques (E-911) especially in a CDMA Environment,”
Masters research paper. Available at:
http://www.personal.psu.edu/users/b/x/bxw175/newres.htm
8. Location Based Services, Service Requirements Document. Revision 1.0.0. GSM-NA Services
Working Group, GSM Association Services Expert Rapporteur Group, January 2000.
9. Nationwide Study on Consumer Interest in Location-Based Services, Driscoll-Wolfe Releases
2002. Driscoll-Wolfe private market research study. Overview available at:
http://www.driscoll-wolfe.com/2002 WLBS PR.htm
10. Siemens mobile, “Siemens Location Services (LCS), Mobile Phone with a sense of place,
Added value through location services” White Paper. Available at:
http://www.siemens.mobile.de/mobilebusiness/CDA/external/press/en/Whitepaper_Location_B
ased_Services_e.doc
11. The GSM Alliance Services Working Group.
http://www.gsmworld.com/about/structure/serg.shtml
12. ''Top Line Trends In Consumers' Attitudes Towards Location-Based Services In Great
Britain, France and Germany''.
Research commissioned by AirFlash, Inc in January 31, 2001.
Available at: http://www.webraska.com/news/pres_rele/saratoga/pr_1_31_01.html
12. APPENDIX
Root
CellID cell_2
CellID cell_1
obectClass SM_CELL
obectClass SM_CELL
long x2
long x1
lat y2
lat y1
SectorID sector_1 SectorID sector_2 SectorID sector_3
objectClass objectClass objectClass
SM_SECTOR SM_SECTOR SM_SECTOR
startangle angleA startangle angleB startangle angleC
stopangle angleB stopangle angleC stopangle angleD
SMBrand AB1 SMBrand AB2
objectClass objectClass
SM SM
smname Name1 smname Name2
smaddress street A 12 smaddress street B 22
smlong x3 smlong x4
smlat y3 smlat y4
Pcat {foodcat, drinkcat, housecat}
objectClass PRODUCT_CATEGORY
Foodcat {fish, meat…} Drinkcat {alcohol, tea…} Householdcat {towels, cleaners,..}
objectClass objectClass objectClass HOUSEHOLD_CATEGORY
FOOD_CATEGORY DRINK_CATEGORY
ProductID 01
ProductID 00
objectClass
objectClass PRODUCT
PRODUCT
promo promo_message_2
promo promo_message_1
brand product_brand_2
brand product_brand_1
Figure A: The Directory Information Tree