Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword or section
Like this
2Activity

Table Of Contents

P. 1
Commercialisation of Context-Sensitive Mobile Attention in Mobile Media Markets

Commercialisation of Context-Sensitive Mobile Attention in Mobile Media Markets

Ratings: (0)|Views: 413 |Likes:
Published by aa5520
In a society of growing information overflow, it becomes increasingly difficult for enterprises to attract the attention of consumers for marketing campaigns promoting their products and services. In this regard, mobile media offers advertisers a highly personal communication channel to their recipients. Thereby, context information provided by the mobile network allows advertisers to target their Mobile Marketing campaigns towards the momentary usage situation of mobile users.

In this media market, the objective of Mobile Marketing Providers is to commercialise the provision of such a mobile communication channel to advertisers via their Mobile Media Market platform. However, the specific characteristics of context information generate impacts on a Mobile Marketing Provider’s traditional business model. In order to address these impacts, this work develops and applies a conceptional analysis framework for the use of context information in the Mobile Marketing domain. Subsequently and based on the knowledge acquired from the analysis, an engineering recommendation framework for Mobile Media Market platforms (MoMeMa) is developed and presented. Its guidelines enable Mobile Marketing Providers to develop or align their Mobile Media Market platforms in order to unleash the benefits of context information for Mobile Marketing campaigns while being able to cope with its identified impacts.

The MoMeMa engineering recommendation framework as the main contribution of this work was developed by following the Design Science Research paradigm. Thereby, its technical feasibility was demonstrated through the development of a software prototype whereas its utility for the practice was empirically validated based on conducted expert interviews.
In a society of growing information overflow, it becomes increasingly difficult for enterprises to attract the attention of consumers for marketing campaigns promoting their products and services. In this regard, mobile media offers advertisers a highly personal communication channel to their recipients. Thereby, context information provided by the mobile network allows advertisers to target their Mobile Marketing campaigns towards the momentary usage situation of mobile users.

In this media market, the objective of Mobile Marketing Providers is to commercialise the provision of such a mobile communication channel to advertisers via their Mobile Media Market platform. However, the specific characteristics of context information generate impacts on a Mobile Marketing Provider’s traditional business model. In order to address these impacts, this work develops and applies a conceptional analysis framework for the use of context information in the Mobile Marketing domain. Subsequently and based on the knowledge acquired from the analysis, an engineering recommendation framework for Mobile Media Market platforms (MoMeMa) is developed and presented. Its guidelines enable Mobile Marketing Providers to develop or align their Mobile Media Market platforms in order to unleash the benefits of context information for Mobile Marketing campaigns while being able to cope with its identified impacts.

The MoMeMa engineering recommendation framework as the main contribution of this work was developed by following the Design Science Research paradigm. Thereby, its technical feasibility was demonstrated through the development of a software prototype whereas its utility for the practice was empirically validated based on conducted expert interviews.

More info:

Published by: aa5520 on Sep 02, 2010
Copyright:Traditional Copyright: All rights reserved

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF or read online from Scribd
See more
See less

10/30/2011

 
 
Hmksbh| Hjcbs|
Ldoobsl`hj`|h{`dm df Ldm{bq{/\bm|`{`vb Odc`jb H{{bm{`dm`m Odc`jb Obk`h Ohsnb{|
Ohsnb{ Bmi`mbbs`mi Sbldoobmkh{`dm| fds Odc`jb Ohsnb{`mi Usdv`kbs|
 
Vbsjhi Ks- Ndvhý
Ahocrsi3585
 
 
\las`f{bm wro Odc`jb Ldoobslbrmk wrs Odc`jndoorm`nh{`dm
 
Abshr|ibibcbm vdm
Usdf- Ks- Nh` Shmmbmcbsi
Gdahmm Ydjfihmi Idb{ab/Rm`vbs|`{ë{Fshmnfrs{ h-O-
Chmk <
@\\M 816</31<8
Vbsjhi Ks- Ndvhý 
 
V
BSJHI
K
S-
N
DVHç b- N-
F
HLAVBSJHI FÚS Y@\\BM\LAHF[J@LAB
J
@[BSH[RS
Jbvbsnr|bm|{s- 8< ¹ 33968 Ahocrsi ¹ [bj- 5;5 / <0 11 15/5 ¹ Fhq 5;5 / <0 11 15/22B/Oh`j `mfdEvbsjhiksndvhl-kb ¹ @m{bsmb{ yyy-vbsjhiksndvhl-kb
 
C`cj`dishf`|lab @mfdsoh{`dm kbs Kbr{|labm Mh{`dmhjc`cj`d{abn 
 K`b Kbr{|lab Mh{`dmhjc`cj`d{abn vbswb`lamb{ k`b|b Urcj`nh{`dm`m kbs Kbr{|labm Mh{`dmhjc`cj`dishf`b>kb{h`jj`bs{b c`cj`dishf`|lab Kh{bm |`mk `o @m{bsmb{úcbs a{{u7$$kmc-k/mc-kb hcsrfchs-@\\M7 816</31<8@\CM7 091/</1<55/2<;9/9Wrij-7 K`||bs{h{`dm* Rm`vbs|`{ë{ Fshmnfrs{ !Oh`m)* 3585 VBSJHI KS- NDVHÿ `m Ahocrsi 3585Us`m{bk `m IbsohmpHjjb Sbla{b vdscbahj{bm- Mhlaksrln* fd{doblahm`|lab Y`bkbsihcb* Hrfmhaob `m Dmj`mb/K`bm|{b rmk @m{bsmb{ |dy`b Vbsv`bjfëj{`irmi hrf Kh{bm{sëibsm y`b LK/SDO b{l- mrs mhla|las`f{j`labs Wr|{`oormi kb| Vbsjhib|-Ibksrln{ hrf adjw/* lajds/ rmk |ërsbfsb`bo* hj{bsrmi|cb|{ëmk`ibo Uhu`bs- Hsla`vcb|{ëmk`imhla HM\@ <0;1 rmk @\D 0956- 

Activity (2)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->