Context Sensitive Advertising in Warehouses
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DescriptionContext Sensitive Advertising will be tested in warehouses, malls or supermarkets (test area: Dublin, Ireland). Users which 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). As a basic technology Bluetooth networks will be used. Bluetooth networks are created whenever two devices come within a 10 meter range. Devices need not be in line-of-sight. Up to eight devices are supported by one Personal Area Network. By overlapping networks, up to 80 items can be linked. Proximity applications, like context sensitive advertising, in which Bluetooth devices are automatically connected when they come within range, will be crucial. Retail kiosks, pay phones, and other public access points will support proximity services.
Basic ScenarioThe context sensitive advertising allows for an enhanced shopping experience by creating a seamless link between customers and retailers. Customers have a personal identification system" on their device, allowing retailers administrative access to their shopping preferences, to interact with and better serve them. While passing a storefront, shoppers will be impressed by an interactive displaying motion video and static content advertisements custom- tailored to their interests and mobile device. Retailers will have information at their fingertips that allowing them to tailor their product line and marketing strategies to the exact desires of the shopper, exceeding current methods of obtaining shopper preference information.
AdvertisingThere are three different ways the advertisement is initiated:
System architecture and Data flowThe registered user gets push information in the form of a kind of newsletter about new stock in a warehouse by SMS or MMS e.g. every day or every week. When the user comes near the store at about 10-20 metres, he will be identified by the system and then he receives some advertisements depending on his profile he can update on the web. The used technology for recognition is bluetooth. Content is updated on the web with a Content Management System (CMS). An administrator creates new users, edits and deletes users and their profiles. He also updates store content and creates, edits and deletes newsletters and mailinglists.
Bluetooth recognition systemThe architecture of the system in the warehouse acts the following way:
The Virtual StoreThe virtual store will be available on the web and on mobile devices (PDA, WAP). In the virtual store the user can