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.

European Law and Regulation of Mobile Net Neutrality

Mobile is a rapidly growing and potentially major element of the future Internet, and its environment cannot be sensibly considered in isolation from fixed networks [2]. A note on terminology: Europe uses the term Mobile Network Operators (MNOs) while the United States uses 'wireless' Internet Service Providers (ISPs) [3]. 'Wireless' is somewhat more open in the United States. In Europe, mobile has always made special pleading for forms of self-regulation, as we will see. The article introduces mobile broadband, then considers net neutrality in the fixed environment including the new laws passed in November 2009 in the European Parliament, before considering the mobile net neutrality debate, the degree of price control regulation exerted on European mobiles and the MNOs' vigorous rear-guard anti-regulation defence. Finally, I look at the effects of this regulatory asymmetry and whether MNO calls for mobile to be treated differently from other ISPs can be justified. I conclude by examining what the effect of price and content control on mobile is likely to be for incentives for fixed ISPs and produce a result that I describe as the 'fixed' strategy

Trust-based security for the OLSR routing protocol

International audienceThe trust is always present implicitly in the protocols based on cooperation, in particular, between the entities involved in routing operations in Ad hoc networks. Indeed, as the wireless range of such nodes is limited, the nodes mutually cooperate with their neighbors in order to extend the remote nodes and the entire network. In our work, we are interested by trust as security solution for OLSR protocol. This approach fits particularly with characteristics of ad hoc networks. Moreover, the explicit trust management allows entities to reason with and about trust, and to take decisions regarding other entities. In this paper, we detail the techniques and the contributions in trust-based security in OLSR. We present trust-based analysis of the OLSR protocol using trust specification language, and we show how trust-based reasoning can allow each node to evaluate the behavior of the other nodes. After the detection of misbehaving nodes, we propose solutions of prevention and countermeasures to resolve the situations of inconsistency, and counter the malicious nodes. We demonstrate the effectiveness of our solution taking different simulated attacks scenarios. Our approach brings few modifications and is still compatible with the bare OLSR

Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

Regulating Habit-Forming Technology

Tech developers, like slot machine designers, strive to maximize the user’s “time on device.” They do so by designing habit-forming products— products that draw consciously on the same behavioral design strategies that the casino industry pioneered. The predictable result is that most tech users spend more time on device than they would like, about five hours of phone time a day, while a substantial minority develop life-changing behavioral problems similar to problem gambling. Other countries have begun to regulate habit-forming tech, and American jurisdictions may soon follow suit. Several state legislatures today are considering bills to regulate “loot boxes,” a highly addictive slot-machine- like mechanic that is common in online video games. The Federal Trade Commission has also announced an investigation into the practice. As public concern mounts, it is surprisingly easy to envision consumer regulation extending beyond video games to other types of apps. Just as tobacco regulations might prohibit brightly colored packaging and fruity flavors, a social media regulation might limit the use of red notification badges or “streaks” that reward users for daily use. It is unclear how much of this regulation could survive First Amendment scrutiny; software, unlike other consumer products, is widely understood as a form of protected “expression.” But it is also unclear whether well-drawn laws to combat compulsive technology use would seriously threaten First Amendment values. At a very low cost to the expressive interests of tech companies, these laws may well enhance the quality and efficacy of online speech by mitigating distraction and promoting deliberation

Towards Psychometrics-based Friend Recommendations in Social Networking Services

Two of the defining elements of Social Networking Services are the social profile, containing information about the user, and the social graph, containing information about the connections between users. Social Networking Services are used to connect to known people as well as to discover new contacts. Current friend recommendation mechanisms typically utilize the social graph. In this paper, we argue that psychometrics, the field of measuring personality traits, can help make meaningful friend recommendations based on an extended social profile containing collected smartphone sensor data. This will support the development of highly distributed Social Networking Services without central knowledge of the social graph.Comment: Accepted for publication at the 2017 International Conference on AI & Mobile Services (IEEE AIMS

Client-server-based LBS architecture: A novel positioning module for improved positioning performance

Permission to distribute obtained from publisher.This work presents a new efficient positioning module that operates over client-server LBS architectures. The aim of the proposed module is to fulfil the position information requirements for LBS pedestrian applications by ensuring the availability of reliable, highly accurate and precise position solutions based on GPS single frequency (L1) positioning service. The positioning module operates at both LBS architecture sides; the client (mobile device), and the server (positioning server). At the server side, the positioning module is responsible for correcting user’s location information based on WADGPS corrections. In addition, at the mobile side, the positioning module is continually in charge for monitoring the integrity and available of the position solutions as well as managing the communication with the server. The integrity monitoring was based on EGNOS integrity methods. A prototype of the proposed module was developed and used in experimental trials to evaluate the efficiency of the module in terms of the achieved positioning performance. The positioning module was capable of achieving a horizontal accuracy of less than 2 meters with a 95% confidence level with integrity improvement of more than 30% from existing GPS/EGNOS services