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Commercialisation of Context-Sensitive Mobile Attention in Mobile Media Markets

Commercialisation of Context-Sensitive Mobile Attention in Mobile Media Markets

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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.

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Published by: aa5520 on Sep 02, 2010
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10/30/2011

The previous sections presented the ICT-infrastructure elements and software
technology applied in order to implement the CoMPaS prototype. However, this
does not capture the used programming languages or other means to access the
application database, implemented application logic and GUI interfaces. Once
more following the three-tier architecture, these aspects are addressed.

On the data tier, application data is accessed and manipulated by using the
Structure Query Language (SQL)56

. Moving up to the logic tier, the application

logic was programmed in Visual C#.Net 200557

, which constitutes a full-
featured object-orientated programming language. On the top tier (i.e. presenta-
tion tier), again Visual C#.Net 2005 has been used to build dynamic web pages
using the ASP.Net technology. Furthermore, traditional Windows GUIs have
been developed by taking advantage of the Microsoft DotNet WinForms tech-
nology.

Finally, in order to enable a consistent development process across all applica-
tion components and to provide support for application development along the

55

For more information on Microsoft Windows Server 2003, refer to Microsoft Product
Website at http://www.microsoft.com/NET, accessed 2010-02-04.

56

For more information SQL, refer to the International Organization for Standardization
(ISO) Website at http://www.iso.org/iso/catalogue_detail.htm?csnumber=34133, accessed
2010-02-04.

57

For more information on Microsoft Visual C#.Net, refer to Microsoft Product Website at
http://msdn.microsoft.com/en-us/vcsharp, accessed 2010-02-04.

214

Prototypical Implementation of a Mobile Media Market Platform

three-tier-architecture, Microsoft Visual Studio 2005 as an integrated develop-
ment environment (IDE) has been used for all ICT-infrastructure components.

In closing this chapter, the conceptional, functional, performance and security
related limitations of the CoMPaS prototype are discussed in the following sec-
tion.

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