Location Based Advertising on mobile devices

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  • Description

    Location Based Advertising on mobile devices will be basically be a pull-service, that means, only if the end user is interested to receive advertising information or looks for specific information. Therefore it is important to define the level of permission a user/device has granted to the content site to receive advertising messages from them.

    Basic scenario

    En route in the city, the user seeks the closest drugstore or maybe a good Italian restaurant. The user gives the service provider the indication that he looks for a special good and receives either out of the classified directory content the desired information or gets according to the interest offers on special savings in the concerned area. Opt-in possibilities will allow device users who are strolling in a shopping mall or urban area, for example, to signal their readiness for local offers. Carriers or content providers could offer lower subscription rates for those who accept ads. Users willing to accept ads on their mobile devices will receive either push information (they get a advertising message with savings offerings) or pull information (users can request information e.g. classified directories etc.). When a tourist is on tour and wants to get information about something special, e.g. a church (searching, reading/watching the info about the object), or wants to get information about where is what (next pharmacy, restaurant, hotel, bar, cash point/machine,) he uses a mobile device for vicinity search, maps, routing and information about objects.

    System architecture

    The trial of this use case will take place in Grenoble, France. It is about a general information system for the town and not only suited to tourists. It combines the classified directory with an event-calendar, so that everyone has access to a huge variety of information and services, e.g. sightseeing highlights, next pharmacies, hotels, information about an object, routing, mapping etc., with multiple devices: PDAs or smart phones. Also possible is a push-scenario. That means, if a person enters a zone, he gets information and ads, e.g. enters a city and gets information about events, hotels, restaurants, or gets coupons by SMS/MMS for a store (depending on the users profile) when entering downtown. The basic technology is a combination of a browser technology for pull and MMS for push. The cell ID is used for location detection as shown in Figure 12.


    The architecture to provide content is taken from YellowMap.