Operational Objectives of ELBA
Set up three different mobile marketing use cases in three European
environments (France: Grenoble, Ireland: Dublin, Germany: Karlsruhe)
and demonstrate successfully the possibilities and opportunities of
Location Based Advertising on integrated displays in public transport
systems: Passengers in public transport will receive two kinds of
messages during their ride, first they get value-added information
e.g. on events, timetables, delays, city-activities etc. Secondly
they receive location based ads and special saving offers according
to the warehouses and shops they pass.
Location Based Advertising on mobile devices
Users willing to accept ads on their mobile devices will receive
either push information (they get an advertising message with savings
offerings) or pull information (users can request information e.g.
Context Sensitive Advertising in big warehouses, malls or supermarkets
Users who are in a mall receive according to their current position
special offers on goods which are related to the goods in the area
they are at that moment (in this use case interoperability issues
between LAN (WLAN, Bluetooth etc.) and WAN (2.5-3G) are of high importance.