Realising context-sensitive mobile messaging

Mobile technologies aim to assist people as they move from place to place going about their daily work and social routines. Established and very popular mobile technologies include short-text messages and multimedia messages with newer growing technologies including Bluetooth mobile data transfer protocols and mobile web access.Here we present new work which combines all of the above technologies to fulfil some of the predictions for future context aware messaging. We present a context sensitive mobile messaging system which derives context in the form of physical locations through location sensing and the co-location of people through Bluetooth familiarity

Evolution of digital marketing

The people who receive the information and buy products/services migrate, nowadays, from traditional to on-line media, a greater number of them is accessing the desired news from specialized sites and from mobile devices, anywhere and anytime. The fast adopting of new technologies affects – and transform – manufacturing, distribution and consume, but to optimize on-line channels is necessary to act objectively, and to found the decisions on performance key indicators. In the process of adapting to these market changes, the marketers have the opportunity to reach a different audience through on-line and mobile instruments. This approach based on real data, facilitated by web analysis, helps companies to focus the efforts and to have success with the new offer versions.digital marketing, blog, mobile marketing, interactive television

Determining the Readiness for Mobile Learning

The following presents the outcomes from the questionnaire given to Italian and Bulgarian university students and stuff in order to determine some parameters, like availability of devices; the ways of devices usage; attitude to technology; opinion about prices of hardware and telephone and internet services and etc. These parameters seem to be important in order to study students’ readiness for Mobile Learning

Key Issues in Expansion of End-User Mobile Communication in China

China’s mobile communications market presents unique market challenges. With a high subscriber growth rate but polarized and stratified consumer adoption trends, an investigation into the current status of this market will improve our understanding on how adoption of mobile communications is evolving. In this descriptive paper we analyze key issues relating to market characteristics of mobile communications with an objective to better comprehend the dynamics of this largest mobile subscribers market. Using secondary data we identify mobile industry and end-user related trends to infer our conclusions for the industry.China;mobile communication;mobile subscribers market

Will mobile video become the killer application for 3G? - an empirical model for media convergence

Mobile carriers have continually rolled out 3G mobile video applications to increase their revenue and profits. The presumption is that video is superior to the already successful SMS, ringtones, and pictures, and can create greater value to users. However, recent market surveys revealed contradicting results. Motivated by this discrepancy, we propose in this paper a parsimonious model for user acceptance of mobile entertainment as digital convergence. Integrating research on Information Systems, Flow, and Media Psychology, we take a unique approach to user acceptance of digital convergence - platform migration. Our key proposition is that the interaction between media types and the platform-specific constraints is the key determinant of user evaluation. Particularly, users' involvement in the media is determined by both the entertaining time span on the original platform and the attentional constraint of the new platform. The mismatch between the two spans can result in lower level involvement, which in turn cause no or even negative user emotional responses. The model was tested with empirical data. We discuss the theoretical contributions, strategic and design implications, and future research directions derived from this theoretical framewor

WIRELESS ADVERTISING: A STUDY OF MOBILE PHONE USERS

Using a qualitative methodology, this study attempts to provide a general framework of the functions of mobile communication, and to identify the specific preferences of mobile phone users regarding the commercial messages received on their personal devices. Research objectives: (1) To identify the specific characteristics of mobile communication as perceived by mobile users; (2) to define and analyze the functions of wireless communication as perceived by mobile phone users; and (3) to investigate users' preference regarding the content of commercial wireless communication. Previous research: Bauer et al. (2002) identified time, location, information and personalization as relevant acceptance factors for mobile advertising. Barwise and Strong (2002) developed a conceptual model, arguing that social norms, user's motives, mode, time, location and personal characteristics will affect the processing of mobile information by consumers. Tsang et al. (2004) evidenced the influence of entertainment, informativeness and irritation, while Bauer et al. (2005) argued that consumer attitudes are influenced by perceived information, entertainment, and social utility. In a similar study, Xu and Gutierrez (2006) tested the effect of entertainment, irritation, informativeness, credibility and personalization on the attitudes of Chinese consumers. Research methodology: First, a series of academic and practical articles and reports have been accessed in order to assess the existing knowledge on this topic. Second, five focus groups have been organized with six mobile phone users, aged between 20 and 40 years old. Each focus group comprised an equal number of male and female participants. The focus groups lasted between 45 and 60 minutes and addressed three main issues: the specific characteristics of the mobile phones as a commercial communication media, the functions of mobile phone communication, and the specific preferences of mobile phones users regarding the content of commercial messages. Findings: The participants demonstrated an active attitude regarding mobile advertising, which they think it has the potential to revolutionize the practice of commercial communication, by focusing more on consumer's personal needs and circumstances. Implications: This transformation cannot be realized without increasing the interactive control of mobile phone users' over the functionality and content advertising messages. Although the required technology already exists, it seems necessary to create new applications that can combine the advantages of customer-, product- and location- centered communication. Original contribution: Previous studies often used an analytical approach, highlighting specific variables regarding consumer perception or technology adoption. Using a qualitative methodology, this study provides a general framework of the functions of mobile communication, and identifies the specific preferences of mobile phone users regarding the commercial messages received on their personal devices.wireless advertising, mobile phones, functionality, content, users' opinions