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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

In order to conduct Mobile Marketing campaigns, advertisers have to acquire
mobile attention on mobile media markets. While the basic structure of mobile
media markets is similar to its traditional equivalent (cp. Section 2.1.2), the
communication between the market participants is significantly different. The
mobile Internet is an electronic medium, which enables a bi-directional, interac-
tive communication between the market participants – independent from time
and space (cp. Section 2.4.1). Since all market transactions between market par-
ticipants are electronically supported by the mobile and stationary Internet, mo-
bile media markets are considered electronic markets in the sense of Schmid
(2000). The corresponding mobile media market platform, which enables market
transactions for mobile attention is considered to consist of the following two
components:

Mobile
Users

Advertisers

Mobile
Marketing
Provider

Impacts of Context Information on Mobile Attention

91

Mobile Portal: A mobile web-portal allows Mobile Marketing Providers to
attract the mobile attention of mobile users by providing entertaining and in-
formative content. Furthermore, this content can be bundled with Mobile Ad-
vertising campaigns to be delivered to mobile users.

Mobile Media Market: The mobile media market component enables market
transactions for mobile attention between Mobile Marketing Providers and
advertisers.

Figure 4.6 illustrates the functioning of a mobile media market platform oper-
ated by Mobile Marketing Providers to enable Mobile Advertising campaigns
within the scope of this work.

Figure 4.6: Mobile Media Market Platform enabling Mobile Advertising
Campaigns

Following the model of Zerdick and Picot (2001, p. 50), interactions between
the market players to conduct Mobile Advertising campaigns can be described
as follows:

1. Mobile users signal their immediate need for informative or entertaining con-
tent to the Mobile Marketing Provider by logging on to their mobile web por-

Mobile Marketing Provider

Mobile
Users

Advertisers

offers products and services
according to user context

purchases offered products
and generates revenues

pays for
opportunity
to advertise

1

3

4

5

6

7

2

Mobile Portal

Mobile Media
Market

92

Impacts of Context Information on Mobile Attention

tal. At the same time, they may disclose primary context information (i.e. lo-
cation, time, identity and activities), which can be used to determine and de-
scribe their current usage situation.

2.The Mobile Marketing Provider attempts to satisfy these needs by offering
mobile content personalised according to derived secondary context informa-
tion (e.g. local weather report, news, etc.).

3.In exchange for these predominantly free-of-charge mobile contents, the mo-
bile user pays attention to Mobile Advertising campaigns.

4.The Mobile Marketing Provider enriches the attracted mobile attention with
acquired context information about mobile users and offers it to advertisers.
The latter choose the mobile attention, which exhibits the highest relevance
for their Mobile Advertising campaigns (e.g. mobile users in close vicinity to
the POS of an advertiser).

5.Advertisers pay for the opportunity to expose this mobile attention to their
Mobile Advertising campaigns.

6.Mobile advertising space provided by the Mobile Marketing Provider, which
actually enables advertisers to convey their marketing objectives to the re-
spective recipients.

7.Mobile users can purchase products / services promoted via the Mobile Ad-
vertising campaign – which may generate additional revenues for the adver-
tisers.

By following the outlined analysis scope, the next section proceeds with the first
component of the framework by analysing context-sensitive mobile attention as
an economic good in mobile media markets.

4.2 Characteristics of Context-sensitive Mobile Attention as an
Economic Good

Based on the introduced concept of considering mobile attention as an economic
good in mobile media markets, the characteristics of context-sensitive mobile
attention as an economic good are analysed within the dimensions of intangible
goods (cp. Figure 4.7).

Impacts of Context Information on Mobile Attention

93

Figure 4.7: Context-sensitive Attention as an intangible Good in Mobile
Media Markets (based on Koppius 1999)

For this, all characteristics of traditional and context-sensitive mobile attention
are compared to the outlined dimensions of intangible goods introduced by
Koppius (1999).

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