Link
Lauri Aalto MediaTeam Oulu
Nicklas Göthlin University of Linköping
Jani Korhonen MediaTeam Oulu
Timo Ojala MediaTeam Oulu
International Conference On Mobile Systems, Applications And Services archive
Proceedings of the 2nd international conference on Mobile systems, applications, and services table of contents
Boston, MA, USA
SESSION: Mobile applications table of contents
Pages: 49 - 58
Year of Publication: 2004 ISBN:1-58113-793-1
Abstract:
Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.
My Discussion:
The systemdiscussed is one in which Bluetooth (BT) equipped scanning points look for BT phones in range advertising their existence. When found the scanning point transmits the BT identification number of the phone to a server, which checks if a device with that number has registered for ads, and, if so, sends a URL pointing to an ad to the phone number registered to the BT id . Strangely enough, the designers opted to implement the scanning points using Nokia 3650s, which meant that transmission to the ad server used the slow and not always reliable WAP, and makes the scanning for BT phones dependent on Nokia's implementation of BT on that device. On the other hand, it makes the scanning point very self-contained. It might have made more sense for the ad server to update the scanning points with its registry and ad URLS so the scanning point could finish the transaction itself and push the URL to the phone over BT immediatly.
Although the sample size of test users was small, the satistics are still interesting. The interaction with the pushed message to get to the ad was deemed easy for everyone, but opinions were divided -- although not polarized -- on whether GPRS was too slow to actually receive the ad in a satisfying manner, which is interesting in the light of the dissastisfaction reported in the previously discussed paper of downloading XHTML pages, eventhough both papers used the same model phone. This could be because the previous paper had required multiple GPRS round trips for the interaction to be complete, while this paper only discusses downloading a single ad. No figures are available of how long the download took.
Lauri Aalto MediaTeam Oulu
Nicklas Göthlin University of Linköping
Jani Korhonen MediaTeam Oulu
Timo Ojala MediaTeam Oulu
International Conference On Mobile Systems, Applications And Services archive
Proceedings of the 2nd international conference on Mobile systems, applications, and services table of contents
Boston, MA, USA
SESSION: Mobile applications table of contents
Pages: 49 - 58
Year of Publication: 2004 ISBN:1-58113-793-1
Abstract:
Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.
My Discussion:
The systemdiscussed is one in which Bluetooth (BT) equipped scanning points look for BT phones in range advertising their existence. When found the scanning point transmits the BT identification number of the phone to a server, which checks if a device with that number has registered for ads, and, if so, sends a URL pointing to an ad to the phone number registered to the BT id . Strangely enough, the designers opted to implement the scanning points using Nokia 3650s, which meant that transmission to the ad server used the slow and not always reliable WAP, and makes the scanning for BT phones dependent on Nokia's implementation of BT on that device. On the other hand, it makes the scanning point very self-contained. It might have made more sense for the ad server to update the scanning points with its registry and ad URLS so the scanning point could finish the transaction itself and push the URL to the phone over BT immediatly.
Although the sample size of test users was small, the satistics are still interesting. The interaction with the pushed message to get to the ad was deemed easy for everyone, but opinions were divided -- although not polarized -- on whether GPRS was too slow to actually receive the ad in a satisfying manner, which is interesting in the light of the dissastisfaction reported in the previously discussed paper of downloading XHTML pages, eventhough both papers used the same model phone. This could be because the previous paper had required multiple GPRS round trips for the interaction to be complete, while this paper only discusses downloading a single ad. No figures are available of how long the download took.
