Balancing entertainment and behaviour value: M-games as a social marketing agent of change

In a marketplace where millions of dollars are spent on the design of mobile games (m-games), social marketers are now using this technology as a tool for behaviour change. Despite high expenditure by governments and non-profits on social marketing m-games, little is known about their effectiveness in terms of creating value. Value creation has been demonstrated to have an important impact on satisfaction and behaviour. This paper reports the results of a qualitative study involving four focus groups with 23 participants to reveal two categories of experiential value, entertainment and behaviour. Additionally, it was discovered that entertainment could be characterised by amusement and social value dimensions. Whereas, behaviour could be made up of information, simulation and distraction value dimensions. The categories of value, as well as the dimensions of information, simulation and distraction are entirely new to the social marketing literature and thus represents a unique contribution to social marketing.

An efficient and light-weight multi-tasking model to achieve Intra-Agent concurrency for SAGE

Multi-agent systems implicate a high degree of concurrency at both the Inter- and Intra-Agent levels. Scalable, fault tolerant, Agent Grooming Environment (SAGE), the second generation, FIPA compliant MAS requires a built in mechanism to achieve both the Inter- and Intra-Agent concurrency. This paper dilates upon an attempt to provide a reliable, efficient and light-weight solution to provide intra-agent concurrency with-in the internal agent architecture of SAGE. It addresses the issues related to using the JAVA threading model to provide this level of concurrency to the agent and provides an alternative approach that is based on an eventdriven, concurrent and user-scalable multi-tasking model for the agent's internal model. The findings of this paper show that our proposed approach is suitable for providing an efficient and lightweight concurrent task model for SA GE and considerably outweighs the performance of multithreaded tasking model based on JAVA in terms of throughput and efficiency. This has been illustrated using the practical implementation and evaluation of both models. © 2004 IEEE.

A hybrid agent architecture for modeling autonomous agents in SAGE

This paper highlights the Hybrid agent construction model being developed that allows the description and development of autonomous agents in SAGE (Scalable, fault Tolerant Agent Grooming Environment) - a second generation FIPA-Compliant Multi-Agent system. We aim to provide the programmer with a generic and well defined agent architecture enabling the development of sophisticated agents on SAGE, possessing the desired properties of autonomous agents - reactivity, pro-activity, social ability and knowledge based reasoning. © Springer-Verlag Berlin Heidelberg 2005.

A collaborative multi-agent based conference planner application using web and grid services

Distributed Collaborative Computing services have taken over centralized computing platforms allowing the development of distributed collaborative user applications. These applications enable people and computers to work together more productively. Multi-Agent System (MAS) has emerged as a distributed collaborative environment which allows a number of agents to cooperate and interact with each other in a complex environment. We want to place our agents in problems whose solutions require the collation and fusion of information, knowledge or data from distributed and autonomous information sources. In this paper we present the design and implementation of an agent based conference planner application that uses collaborative effort of agents which function continuously and autonomously in a particular environment. The application also enables the collaborative use of services deployed geographically wide in different technologies i.e. Software Agents, Grid computing and Web service. The premise of the application is that it allows autonomous agents interacting with web and grid services to plan a conference as a proxy to their owners (humans). © 2005 IEEE.

Scalable fault tolerant agent grooming environment-SAGE

Multi-agent systems (MAS) advocate an agent-based approach to software engineering based on decomposing problems in terms of decentralized, autonomous agents that can engage in flexible, high-level interactions. This chapter introduces scalable fault tolerant agent grooming environment (SAGE), a second-generation Foundation for Intelligent Physical Agents (FIPA)-compliant multi-agent system developed at NIIT-Comtec, which provides an environment for creating distributed, intelligent, and autonomous entities that are encapsulated as agents. The chapter focuses on the highlight of SAGE, which is its decentralized fault-tolerant architecture that can be used to develop applications in a number of areas such as e-health, e-government, and e-science. In addition, SAGE architecture provides tools for runtime agent management, directory facilitation, monitoring, and editing messages exchange between agents. SAGE also provides a built-in mechanism to program agent behavior and their capabilities with the help of its autonomous agent architecture, which is the other major highlight of this chapter. The authors believe that the market for agent-based applications is growing rapidly, and SAGE can play a crucial role for future intelligent applications development. © 2007, IGI Global.