Mobile Ad Intrusiveness – The Effects of Message Type and Situation

This study addresses the effects of message type and situation on the perceived intrusiveness of mobile advertisements. Ad intrusiveness, as conceptualized by Li et al., is introduced to the field of mobile advertising and used as dependent variable in a 2x2 within-subjects factorial study design. Two message types (informative vs. entertaining) are combined with two different situations (low vs. high level of activity). Attitude towards advertising in general and ad relevance (here: product class involvement) are further variables assessed in order to test for a hypothesized impact on mobile ad intrusiveness. A survey approach was used for data collection (n=325). Main effects were analyzed with analysis of variance. Analysis of covariance and regression analysis were applied subsequently for analyzing further effects. While message type was not found to contribute significantly to the explanation of mobile ad intrusiveness, the situation type showed a highly significant effect. Three of the four assumed relationships were found in the data. The study contributes to the body of knowledge on mobile advertising effectiveness. Empirical evidence for the effects of the situational context on mobile advertising effectiveness has been found and discussed with possible implications for marketing practice

Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach

A prior study showed that mobile viral marketing is an important issue of mobile marketing. Using a multicase study research approach, we introduce a typology of four standard types of mobile viral marketing and extract eight success factors for this new form of marketing. As a final step, we structure the relationship between both, showing success factors’significance in different standard types and deriving a success factor framework. We conclude with a consideration of research implications.

Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach

A prior study showed that mobile viral marketing is an important issue of mobile marketing. Using a multicase study research approach, we introduce a typology of four standard types of mobile viral marketing and extract eight success factors for this new form of marketing. As a final step, we structure the relationship between both, showing success factors’significance in different standard types and deriving a success factor framework. We conclude with a consideration of research implications

An Analysis of ICMB 2006

This paper analyzes the 44 papers included in the proceedings of the 5th ICMB conference in Copenhagen 2006. The purpose of the paper was to investigate to what extent the conference fulfilled its objectives which was to compare previous expectations with present realities along the following four areas: (1) business models, (2) the influence of m-business on private and work life, (3) the impact of regulation, and (4) the re-composition of the value network. In the analysis we apply the well-known framework by Lyytinen and Yoo for studying nomadic computing. In addition to this we also classify the papers in relation to type of artifact investigated, application area, and research methodology. The analysis show that the main focus lay on the use and adoption of mobile services – over 60% of the papers address. Few papers address the impact of service on any level of analysis. Business model is a recurring topic in 17 of the papers. There is lack in theorizing of the artifact, e.g. many just study mobile devices, but do not describe what type they study

Cloud Platform for Research Crowdsourcing in Mobile Testing

Mobile application testing and testing over a cloud are two highly topical fields nowadays. Mobile testing presents specific test activities, including verification of an application against a variety of heterogeneous smartphone models and versions of operating systems (OS), build distribution and test team management, monitoring and user experience analytics of an application in production, etc. Cloud benefits are widely used to support all these activities. This study conducts in-depth analyses of existing cloud services for mobile testing and addresses their weaknesses regarding research purposes and testing needs of the critical and business-critical mobile applications.   During this study, a Cloud Testing of Mobile Systems (CTOMS) framework for effective research crowdsourcing in mobile testing was developed. The framework is presented as a lightweight and easily scalable distributed system that provides a cloud service to run tests on a variety of remote mobile devices. CTOMS provides implementation of two novel functionalities that are demanded by advanced investigations in mobile testing. First, it allows full multidirectional testing, which provides the opportunities to test an application on different devices and/or OS versions, and new device models or OS versions for their compatibility with the most popular applications in the market, or just legacy critical apps, etc. Second, CTOMS demonstrates the effective integration of the appropriate testing techniques for mobile development within such a service. In particular, it provides a user with suggestions about coverage of configurations to test on using combinatorial approaches like a base choice, pair-wise, and t-way. The current CTOMS version supports automated functional testing of Android applications and detection of defects in the user interface (UI). This has a great value because requirements for UI and user experience are high for any modern mobile application.    The fundamental analysis of possible test types and techniques using a system like CTOMS was conducted, and ways of possible enhancements and extensions of functionality for possible research are listed. The first case studies prove the work of implemented novel concepts, their usefulness, and their convenience for experiments in mobile testing. The overall work proves that a study of cloud mobile testing is feasible even with small research resources.  M.S

Modellierung ortsabhängiger Zugriffskontrolle für mobile Geschäftsprozesse

Der Einsatz mobiler Computer wie Smartphones für die Abarbeitung mobiler Geschäftsprozesse bringt neben großen Vorteilen auch spezifische Sicherheitsherausforderungen mit sich. Als ein Lösungsansatz hierfür wird "ortsabhängige Zugriffskontrolle" verfolgt. Die Grundidee dabei ist es, den aktuellen Aufenthaltsort des Nutzers für die Zugriffskontrollentscheidung auszuwerten. Zur Modellierung solcher Ortseinschränkungen wird eine auf UML-Aktivitätsdiagrammen aufbauende Notation eingeführt