Integrative advertising : the marketing 'dark side' or merely the emperor's new clothes?

This paper assesses the move towards more 'integrative advertising' methods which rely on the mixing of commercial and non-commercial content, and the suitability of the current EU legislative framework to deal with such developments. In essence, the paper examines the 'identification' and 'transparency' principles in the context of online advertising. This analysis allows for the drawing of conclusions vis-à-vis future policy initiatives and enforcement challenges. The paper states that for true advertising literacy mere identification of commercial communications is insufficient and that efforts need to be made in order to educate consumers (especially children) to allow for the continuing relevance and reliance on the notion of the average consumer

The emergence of the mobile internet in Japan and the UK: platforms, exchange models, and innovation 1999‐2011

In 1999 Japanese mobile operator NTT DoCoMo launched arguably the world’s first successful mobile Internet services portal called “i‐mode”. In Europe at the same time a series of failures diminished the opportunities to attract customers to the mobile Internet. Even though similar Internet technologies were available in Japan and the UK, very different markets for services developed during the initial years 1999‐2003. When the West expected Japanese firms to become dominant players in the mobile digitalisation of services during the introduction of 3G networks, it remained instead a national affair. The dominant views of how markets for mobile services operated seemed flawed.   So‐called delivery platforms were used to connect mobile phones with service contents that were often adapted from the PC world. Designing and operating service delivery platforms became a new niche market. It held a pivotal role for the output of services and competition among providers.   This thesis sets out to answer a set of inter‐related questions: How and where did firms innovate in this new and growing part of the service economy and how are new business models mediated by service delivery platforms? It argues that innovation in the digitalised economy is largely influenced by firms achieving platform leadership through coordination of both technological systems and the creation of multi‐sided exchanges. This thesis demonstrates from cases of multi‐sided markets in operator‐controlled portals, of mobile video and TV and of event ticketing in Japan and the UK that defining the scope of the firm on the network level forms the basis for incremental innovation, the dominant form of service innovation. A parallel focus on coordinating platform technology choices forms the basis for firms to trade fees, advertisements, and user data, enabling control over profitable parts of multi‐sided value networks

A business-focused IT service model for Cloud

The hitherto limited interpretation of service as deployed in IT value creation and solutions implementation is perhaps a reason why so few IT projects are seen to have successful business outcomes. There are strong indications that the commonly used measures of quality and performance have never been adequate for complex services such as IT. As cloud-based technology changes the business and IT landscape it is important to consider how IT services will evolve and can be managed to become more business-focused. A services-based model for IT is described which has been developed from evidence gathered from business and IT and ideas from other sectors. Validated in the field, it is designed around the high value touch-points between business and IT and uses needs-based and experience-based measures for business alignment and service excellence. It is the first time that services have been identified formally as being necessary for business and IT alignment. This is of critical importance to businesses using cloud-based solutions and consistent with the service science notion of the co-creation of value

Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age

Looks at the practices of food and beverage industry marketers in reaching youth via digital videos, cell phones, interactive games and social networking sites. Recommends imposing governmental regulations on marketing to children and adolescents

Converged digital TV services: the role of middleware and future directions of interactive television

The subject of the future of the interactive Television medium has become a topic of great interest to the academic and industrial communities particularly since in the recent years there has been a dramatic increase in the pace of innovation of convergence of digital TV systems and services. The purpose of this paper is to provide a brief overview of what we know as digital TV converged services, to present and categorise the digital Television middleware technologies that contributed to it, and to present possible future trends and directions. A new Television era of converged wireless and mobile content delivery, user-authored content, multimodal interaction, intelligent personalisation, smart space awareness, and 3D content sensations is foreseen, creating ambient and immersive experiences

Controlling Informational Society: A Google Error Analysis!

“Informational Society” is unceasingly discussed by all societies’ quadrants. Nevertheless, in spite of illustrating the most recent progress of western societies the complexity to characterize it is well-known. In this societal evolution the “leading role” goes to information, as a polymorphic phenomenon and a polysemantic concept. Given such claim and the need for a multidimensional approach, the overall amount of information available online has reached an unparalleled level, and consequently search engines become exceptionally important. Search engines main stream literature has been debating the following perspectives: technology, user level of expertise and confidence, organizational impact, and just recently power issues. However, the trade-off between informational fluxes versus control has been disregarded. So, our intention is to discuss such gap, and for that, the overall structure of the chapter is: information, search engines, control and its dimensions, and exploit Google as a case study

Investigation of an intelligent personalised service recommendation system in an IMS based cellular mobile network

Success or failure of future information and communication services in general and mobile communications in particular is greatly dependent on the level of personalisations they can offer. While the provision of anytime, anywhere, anyhow services has been the focus of wireless telecommunications in recent years, personalisation however has gained more and more attention as the unique selling point of mobile devices. Smart phones should be intelligent enough to match user’s unique needs and preferences to provide a truly personalised service tailored for the individual user. In the first part of this thesis, the importance and role of personalisation in future mobile networks is studied. This is followed, by an agent based futuristic user scenario that addresses the provision of rich data services independent of location. Scenario analysis identifies the requirements and challenges to be solved for the realisation of a personalised service. An architecture based on IP Multimedia Subsystem is proposed for mobility and to provide service continuity whilst roaming between two different access standards. Another aspect of personalisation, which is user preference modelling, is investigated in the context of service selection in a multi 3rd party service provider environment. A model is proposed for the automatic acquisition of user preferences to assist in service selection decision-making. User preferences are modelled based on a two-level Bayesian Metanetwork. Personal agents incorporating the proposed model provide answers to preference related queries such as cost, QoS and service provider reputation. This allows users to have their preferences considered automatically

D i g i t a l i z a t i o n a n d N e w B u y e r B e h a v i o r i s C h a n g i n g B 2 B R e l a t i o n s h i p M a r k e t i n g

Problem definition: The increasingly informed customer will lead to an even greater demand for expertise and knowledge of marketers. Firms need to find new ways to utilize the informed customer as a co-creator of value by more proficiently analyzing behavior, both online and offline. An uncertainty lies in to which extent the operational standards of KIBS firms translate to their marketing and sales efforts, or to what degree they are using potential customers to help shape their value propositions. The research question that has been identified is how the relationships seen in knowledgeintensive B2B marketing are affected by the digitalization of society and the change in buyer behavior that is a result of these societal changes. Purpose: The purpose of this thesis will be to identify the effects of digitalization and changing buyer behavior on relationships seen across marketing and sales of knowledge-intensive services in a B2B context. This will lead to a recommendation for the case company’s future direction of its marketing and sales functions. Methodology: The research approach of this master’s thesis has been a combination of a descriptive and !! ! IV! Digitalization and New Buyer Behavior is Changing B2B Relationship Marketing Tobias Olsson Emil Uhlin an explorative study. The descriptive approach intends to describe the overall areas of the problem formulation, while the explorative approach aims to collect as much information as possible regarding these areas. The goal of research has been to put more weight on the explorative approach. The research is approached as a case study focusing on a company that is both B2B and in a sector that includes many interesting angles of the problem. Case company: The choice of Company X as case company for this thesis was rooted in three overall observations. First off, the area of digital marketing is currently seeing increased urgency in B2B. The sector of IT and business consultancy is also interesting. The companies in this sector often have many different ways of working within the same company. The choice of a B2B company is motivated by the fact that the new wave of digital marketing has seen greater advancements in B2C. B2B is historically stronger in much of the relationship marketing basics, like close network relationships. The digital advancements in B2B deviate from those in B2C, and are probably not as standardized. Lastly, an interesting aspect of Company X is that it offers business units on opposite sides of the spectrum in regards to overall digital advancements. Conclusions: Information really is the common denominator for everything that pertains to the power balance of supplier and customer. The authors believe that the presented framework provides a good intersection of assessing relational strength in B2B, the ability to grade strengths and weaknesses as well as opportunities and threats in digitalization, and lastly the level of current buyer insight. The models are secondary and may be modified, but the choice to observe relationships, digitalization and more in-depth buyer behavior should provide a holistic view for similar studies

Creation of value with open source software in the telecommunications field

Tese de doutoramento. Engenharia Electrotécnica e de Computadores. Faculdade de Engenharia. Universidade do Porto. 200