MOBILE MARKETING FUTURE TRENDS

The present article proposes an introspection into the field of a new marketing specialization – mobile marketing. The concept mainly refers to all marketing activities related to the new communication channel – Short Message Service, Multimedia Messaging Service, and internet access from mobile phone. The article provides, at the same time, a marketing perspective about future trends of mobile marketing and mobile media, and also a technical perspective related to the future mobile communication technologies in the field – the LTE (Long Term Evolution) – cellular communication system optimized to support packet-switched data services to enable mobile broadband. The conclusions of the article focus on the relevance of mobile marketing, techniques efficiency related to brand promotion, changing consumers attitude and the development of such techniques imposed by the new mobile communication systemmobile marketing; long term evolution; broadband; brand awareness; consumer attitude

The simplicity project: easing the burden of using complex and heterogeneous ICT devices and services

As of today, to exploit the variety of different "services", users need to configure each of their devices by using different procedures and need to explicitly select among heterogeneous access technologies and protocols. In addition to that, users are authenticated and charged by different means. The lack of implicit human computer interaction, context-awareness and standardisation places an enormous burden of complexity on the shoulders of the final users. The IST-Simplicity project aims at leveraging such problems by: i) automatically creating and customizing a user communication space; ii) adapting services to user terminal characteristics and to users preferences; iii) orchestrating network capabilities. The aim of this paper is to present the technical framework of the IST-Simplicity project. This paper is a thorough analysis and qualitative evaluation of the different technologies, standards and works presented in the literature related to the Simplicity system to be developed

Is adaptation of e-advertising the way forward?

E-advertising is a multi-billion dollar industry that has shown exponential growth in the last few years. However, although the number of users accessing the Internet increases, users don’t respond positively to adverts. Adaptive e-advertising may be the key to ensuring effectiveness of the ads reaching their target. Moreover, social networks are good sources of user information and can be used to extract user behaviour and characteristics for presentation of personalized advertising. Here we present a two-sided study based on two questionnaires, one directed to Internet users and the other to businesses. Our study shows that businesses agree that personalized advertising is the best way for the future, to maximize effectiveness and profit. In addition, our results indicate that most Internet users would prefer adaptive advertisements. From this study, we can propose a new design for a system that meets both Internet users’ and businesses’ requirements

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

SMIL State: an architecture and implementation for adaptive time-based web applications

In this paper we examine adaptive time-based web applications (or presentations). These are interactive presentations where time dictates which parts of the application are presented (providing the major structuring paradigm), and that require interactivity and other dynamic adaptation. We investigate the current technologies available to create such presentations and their shortcomings, and suggest a mechanism for addressing these shortcomings. This mechanism, SMIL State, can be used to add user-defined state to declarative time-based languages such as SMIL or SVG animation, thereby enabling the author to create control flows that are difficult to realize within the temporal containment model of the host languages. In addition, SMIL State can be used as a bridging mechanism between languages, enabling easy integration of external components into the web application. Finally, SMIL State enables richer expressions for content control. This paper defines SMIL State in terms of an introductory example, followed by a detailed specification of the State model. Next, the implementation of this model is discussed. We conclude with a set of potential use cases, including dynamic content adaptation and delayed insertion of custom content such as advertisements. © 2009 Springer Science+Business Media, LLC