Framework for Personalization of sms advertising of goods and services

The exponential growth of wireless as a communication medium offers exciting new advertising opportunities and demand that wireless becomes a new channel of the marketing communications mix. With it, comes the ever-growing niche for short message service (sms) advertising, creating a need for personalization to enable users quickly get goods and services as well as be able to post own advertisements. Personalization entails targeted advertising based on client profiles in a bid to enhance the experience for mobile owners and brands. Even though several personalization strategies exist, they require the presence of a structured and well-maintained database. However, building such a database for sms campaigns requires that clients must divulge information about their habits, interests, and preferences. Even though data can be obtained explicitly from consumers, instead of existing databases, there is a tendency to resist sharing of personal details because of privacy reasons. This creates an inevitable trade-off between personalization and control granted to the consumer, hence the need for an intervention to leverage on ‘anonymous’ personalization of sms advertising. In existing personalization strategies, most efforts seem to be directed toward internet-based advertising in which users make explicit or implicit choices, which are collected into a database. This data then become the basis of the user’s profile, which allows recommendations to be targeted to the user. This faces the privacy challenges as some users are reluctant to give their personal details. Thus, this research proposes a process to design and create a framework for personalizing sms advertising without user registration or subscription. Our proposed framework anticipates that users will only require their cell phone numbers to advertise or search for information, which will be used in personalization. The proposed model envisions creation of a mobile phone based artifact that uses SMS to promote commercial relationships, and establish a virtual open market that provides an opportunity to all mobile phone users. Keywords: personalization, SMS advertisin

An Agent Enabled System for Personalizing Wireless Mobile Services

Handheld wireless devices such as cellular phones and personal digital assistants (PDAs) have limited memory, storage, and processing power. In addition, small screens and limited input facilities make entering information tedious. It is therefore important that wireless mobile applications optimize resource usage and minimize input effort imposed on the user. One way is to download to the client only the information most relevant to the user, then present that information effectively, taking into account the user\u27s preferences and history as well as the task at hand. This personalization approach minimizes the information to be displayed. In this paper, we present a mobile agent-based system for personalizing mobile services; we use mobile agents simply because such autonomous software entities have characteristics that can benefit mobile devices and the wireless environment. We introduce the tiered architecture of the proposed system and the functions of the different components; then we discuss how we use the Composite/Capabilities Preferences/Profile (CC/PP) in personalizing wireless mobile services. A proof of concept implementation has been developed using Java technologies

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

Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin

Dynamically Personalizing Search Results for Mobile Users

International audienceWe introduce a novel situation-aware approach to personalize search results for mobile users. By providing a mobile user with appropriate information that dynamically satisfies his interests according to his situation, we tackle the problem of information overload. To build situation-aware user profile we rely on evidence issued from retrieval situations. A retrieval situation refers to the spatio-temporal context of the user when submitting a query to the search engine. A situation is represented as a combination of geographical and temporal concepts inferred from concrete time and location information by some ontological knowledge. User's interests are inferred from past search activities related to the identified situations. They are represented using concepts issued from a thematic ontology. We also involve a method to maintain the user's interests over his ongoing search activity and to personalize the search results

Panel: IS has outgrown the need for reference discipline theories, or has it?

In the decade since the creation of wireless handheld devices, mobile commerce (m-commerce) has become a ubiquitous channel for accessing information and conducting business. Mobile users can now access information anytime and anywhere. Mobile advertising, retailing, and gambling are popular, and gradually the competition among mobile services providers turns fierce. Hence, some services providers adopt personalization technologies to customize content for their users. This paper explores the opportunities and challenges of the use of personalization technologies in m-commerce. Although the effectiveness of personalization on the web is well-examined, there is little work on personalization in mobile services. The debates regarding the effectiveness of personalization and technological limitations and privacy concerns motivate us to conduct focus groups with mobile users, and explore the opportunities and challenges of personalized mobile services. The focus groups findings illustrate that mobile users are very concerned about their privacy and spam. We then extract a list of personal information from the focus groups findings. This list of personal information is highly related to mobile users’ privacy concerns. We conduct an online survey to gain a better understanding of which piece of information mobile users are more willing to share with services providers and we perform a multi-dimensional scale analysis

RFID-based Recommender Systems in Stationary Trade

Recommender Systems have been successfully deployed in a variety of e-Commerce application scenarios. Customer selections of services or standard goods are supported as well as product configuration tasks. Little research has however been done on the application of Recommender Systems outside the virtual domain in real-world stationary trade. This surprises as on a business side, brick-and-mortar stores remain the primary distribution channel for products of daily usage. On a technical side, the growing popularity of RFID-transponders for product identification has laid the foundation for generating both context-aware and user-adaptive product recommendations. This contribution describes approaches and challenges of utilizing concepts from the realm of Recommender Systems in RFID-enabled stationary trade

Personalized information systems : enabling technologies and architecture

Personalized Information Systems are ICT applications that exhibit personalized behaviour, adjusted to the preferences or needs of their users. Personalized Information Systems can bring up business benefits related to customer relationship or to increased efficiency of organizational work. This work characterizes the Personalized Information Systems in what concerns types of personalized features, presents the enabling technologies, and suggests a general architecture for Personalized Information Systems.Fundação para a Ciência e a Tecnologia (FCT