Cost Optimisation of Mobile Advertising Client Data Transfer

Data traffic caused by mobile advertising client software when it is communicating with the network server can be a pain point for many application developers who are considering advertising-funded application distribution, since the cost of the data transfer might scare their users away from using the applications. For the thesis project, a simulation environment was built to mimic the real client-server solution for measuring the data transfer over varying types of connections with different usage scenarios. For optimising data transfer, a few general-purpose compressors and XML-specific compressors were tried for compressing the XML data, and a few protocol optimisations were implemented. For optimising the cost, cache usage was improved and pre-loading was enhanced to use free connections to load the data. The data traffic structure and the various optimisations were analysed, and it was found that the cache usage and pre-loading should be enhanced and that the protocol should be changed, with report aggregation and compression using WBXML or gzip.

Mobile Search and Advertising

Mobile advertising is a rapidly growing sector providing brands and marketing agencies the opportunity to connect with consumers beyond traditional and digital media and instead communicate directly on their mobile phones. Mobile advertising will be intrinsically linked with mobile search, which has transported from the internet to the mobile and is identified as an area of potential growth. The result of mobile searching show that as a general rule such search result exceed 160 characters; the dialog is required to deliver the relevant portion of a response to the mobile user. In this paper we focus initially on mobile search and mobile advert creation, and later the mechanism of interaction between the user’s request, the result of searching, advertising and dialog.

Impact of mobile app user acquisition on managerial decisions: Evidence from empirical experiment

In this research we conducted a mixed research, using qualitative and quantitative analysis to study the relationship and impact between mobile advertisement and mobile app user acquisition and the conclusions companies can derive from it. Data was gathered from management of mobile advertisement campaigns of a portfolio of three different mobile apps. We found that a number of implications can be extracted from this intersection, namely to product development, internationalisation and management of marketing budget. We propose further research on alternative app users sources, impact of revenue on apps and exploitation of product segments: wearable technology and Internet of Things.

Mobile Election

Mobile phones have the potential of fostering political mobilisation. There is a significant political power in mobile technology. Like the Internet, mobile phones facilitate communication and rapid access to information. Compared to the Internet, however, mobile phone diffusion has reached a larger proportion of the population in most countries, and thus the impact of this new medium is conceivably greater. There are now more mobile phones in the UK than there are people (averaging at 121 mobile phones for every 100 people). In this paper, the attempt to use modern mobile technology to handle the General Election, is discussed. The pre-election advertising, election day issues, including the election news and results as they come in, and answering questions via text message regarding the results of current and/or previous general elections are considered.

Marketing móvel: where is... the hapiness: campanha aplicada à Coca-Cola Brasil

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Determining the receptivity to the bluetooth marketing by the portuguese consumer

With increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today, we witness a steady growth in the development of mobile marketing campaigns, i.e., marketing campaigns targeting mobile devices (mobile phones, Smartphones, PDAs, tablets). Among the several mobile technologies available (Bluetooth networks, Wi-Fi, WAP, SMS service, MMS), Bluetooth seems to have the biggest potential for the least invasive consumer mobile marketing strategy. This study seeks to answer the question "what factors may motivate the Portuguese consumer to accept Bluetooth marketing?.“ We propose a conceptual model capable of investigating the relationships between the several responsiveness factors to Bluetooth marketing. The development of a set of hypotheses supported by an online questionnaire to a valid sample of 755 participants, demonstrates that there is a relationship between factors such as expanded knowledge of the technology, and Bluetooth marketing receptivity. Additionally, we find that the information value of mobile advertising messages, such as entertainment value and personalization, relates well to responsiveness. The ability to accept/dismiss promotional messages sent to mobile phones and other safety features also correlated well with Bluetooth marketing receptivity.

Análise das determinantes à receptividade ao bluetooth marketing pelo consumidor português – um estudo empírico

With the increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today is visible the development of mobile marketing campaigns, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets). Taking advantage of mobile devices services (bluetooth networks, Wi-Fi, WAP, SMS service, MMS) as a vehicle to approach and communicate with consumers, bluetooth technology is a potential way of mobile marketing to become increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". According to the literature review on the concept of mobile marketing, bluetooth marketing and consumer behaviour theories, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study developed from a set of hypotheses and implementation of an online questionnaire to a sample of 755 respondents, demonstrated that there is a relationship between factors such as, technology ease of use, file exchanging and influence of peers, and the receptivity to bluetooth marketing. Also information value of mobile advertising messages, such as entertainment and personalization relates to responsiveness. The consumer’s perceived control over mobile promotional messages and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing.

Progettazione ed Implementazione di un sistema di localizzazione di oggetti tramite Beacon

In questo elaborato viene descritto il funzionamento dei Beacon. Essi rappresentano un congegno che sfrutta la tecnologia Bluetooth 4.0, la quale, rispetto alle precedenti, si differenzia per alcune innovazioni apportate. Il loro utilizzo originario era rivolto al mondo del Mobile Advertising, ovvero l’invio di messaggi ad hoc agli utenti, sulla base di studi mirati a personalizzare un contenuto. Con lo scorrere del tempo invece si sono cercate nuove modalità d'uso in relazione al mondo da cui derivano: L'”Internet of Things” (IoT). Questa espressione descrive l'intento di dare vita agli oggetti. L'obiettivo di fondo è stato quello di delineare uno dei possibili casi d'uso. Nel concreto il sistema si prefigge, sfruttando l’interazione tra gli utenti, di monitorare la posizione in ambienti indoor di oggetti, usando il segnale RSSI dei Beacon ai quali sono associati, fornire l’aggiornamento dell’indirizzo in cui sono situati, visualizzabile sulle mappe Google con cui l’app è collegata, notificare ai proprietari gli eventuali ritrovamenti di uno di essi, rintracciare i dispositivi altrui. Prima di ciò, si è svolta un'analisi inerente le prestazioni che i Beacon sono in grado di offrire, in condizioni normali, prestando attenzione ad alcuni parametri come: frequenza di trasmissione (l’intervallo entro il quale vengono emessi segnali), il periodo di scansione (l’effettivo periodo di attività), più un’altra serie di risultati acquisiti durante l'esecuzione di alcuni esperimenti.

Progettazione di un sistema di business intelligence per offerwall incentivati

Lo scopo del presente elaborato è ottenere dati grezzi dai maggiori offerwalls affinché si renda possibile elaborarli ed analizzarli per metterli a disposizione delle figure che si occupano di account management di un potenziale Ad Network quale è MyAppFree. Il primo Ad Network competitor a venire integrato nel presente tool di Business Intelligence è OfferToro, seguito da AdGem, il quale è attualmente in fase di integrazione. Prima di presentare i risultati del tool, a cui è stato dedicato l’ultimo capitolo dell’elaborato, sono stati approfonditi ed analizzati ampiamente i concetti fondamentali per la comprensione del progetto insieme agli strumenti utilizzati per la costituzione dell’architettura software. Successivamente, viene presentata l'architettura dei singoli microservizi oltre a quella sistemistica generale, la quale tratta come le parti che compongono iBiT, interagiscono tra loro. Infine, l’ultima parte della trattazione è dedicata al funzionamento del Front End Side per la figura account manager, che rappresenta l’utente finale del progetto. Unita alle analisi dei risultati ottenuti tramite una fase di benchmark testing, metrica che misura un insieme ripetibile di risultati quantificabili che serve come punto di riferimento perché prodotti e servizi possano essere confrontati. Lo scopo dei risultati dei test di benchmark è quello di confrontare le versioni presenti e future del software tramite i rispettivi benchmark.

Advertising in Mobile Games - A Business Model Evaluation

Tämän tutkimuksen tavoitteena oli selvittää kuinka houkuttelevan liiketoimintamahdollisuuden mobiilipelit tarjoavat mainostusalustana. Tutkimus suoritettiin tapaustutkimuksena. Tutkimus aloitettiin määrittelemällä liiketoimintamalli, jonka jälkeen suoritettiin yleinen katsaus Suomen mobiilipelimarkkinoille. Tämän jälkeen arvoketju-, arvoverkko- sekä markkina-analyysin avulla selvitettiin liiketoimintamallin mahdollisuudet sekä rajoitukset. Tutkimukseen käytettiinteorettista viitekehystä joka pohjautui Hamelin liiketoimintamalliin, Porterin arvoketjuun sekä Alleenin arvoverkoon. Tutkimuksen tuloksena todettiin, että mainostaminen mobiilipeleissä tarjoaa liiketoimintamahdollisuuden ilman esteitä sentoteuttamiselle. Suomalaiset mobiilipelimarkkinat ovat kuitenkin pirstoutuneet,minkä johdosta tutkittu 'mainosten hallinta-alusta'-liiketoimintamalli aiheuttaa liian suuret integraatiokustannukset. Myös suuri määrä pelitoimittajia heikentää mallin tehokkuutta.

Next generation mobile marketing: how young consumers react to Bluetooth-enabled advertising

Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach. While SMS (short message service) advertising has received some attention in the literature, Bluetooth-enabled advertising is still unexplored. This research aims to investigate younger consumers’ acceptance of Bluetooth-delivered advertising. Although the majority of the respondents were willing to accept this form of advertising, they needed both to be in control of the frequency with which they receive messages and also to be reassured that the medium could ensure privacy and security. The research further indicated that peers influence the acceptance of Bluetooth-driven advertising.

Mobile Marketing in Japan

Mobiilimarkkinoinnin markkinat ovat vasta rakentumassa ja suurin osa alan toimijoista etenkin Suomessa yrittää vielä löytää rooliaan. Sen sijaan Japanissa sisällöntuotantoliiketoiminta matkapuhelimille kukoistaa ja mobiilimarkkinointi on jo saavuttanut merkittävän aseman mobiili-internetin palvelutarjonnassa. Toisin kuin Suomessa, jossa mobiilimarkkinat ovat vielä lastenkengissä, Japanissa myös mobiilimarkkinoinnin arvoketju on vähitellen muotoutumassa.Tämän tutkimuksen tavoitteena oli antaa käsitys Japanin mobiilimarkkinoinnin dynamiikasta ja luoda viitekehys operaattorin tulevalle roolille mobiilimarkkinoinnin markkinoiden rakentamisessa. Tutkimus on deskriptiivinen ja aineisto on kerätty alan kirjallisuudesta sekä haastattelemalla tärkeitä mobiilimarkkinoiden toimijoita Japanissa. Japanissa operaattoreilla (NTT DoCoMo, J-Phone ja KDDI) on erittäin vahva asema mobiili-internetin ja mobiilimarkkinoinnin markkinoilla. Ne hallitsevat asiakasrajapintaa, päättävät mobiiliverkon ja matkapuhelimien ominaisuuksista sekä siitä, ketkä sisällöntuottajista pääsevät osaksi heidän laskutusjärjestelmäänsä. Markkinoinnissa operaattoreilla ei ole yhtä näkyvää roolia. Omistussuhteiden kautta ne kuitenkin vaikuttavat lähes koko arvoketjuun. Operaattorit ovat yhdessä Japanin suurimpien mainostoimistojen kanssa luoneet tytäryhtiöitä, jotka hoitavat mainonnan operaattorin mobiiliportaalissa. Japanissa operaattori on ottanut hallitsevan roolin mobiilimarkkinoiden rakentamisessa. Tiivis yhteistyö eri toimijoiden, kuten matkapuhelinvalmistajien, sisällöntuottajien ja mainostoimistojen kanssa, on mahdollistanut kokonaisvaltaisen palvelupaketin tarjoamisen. Palvelupaketti sisältää käyttäjäystävällisen liittymän mobiili-internetiin sekä edulliset puhelimet. Juuri tiivis yhteistyö onkin ollut yksi tärkeimmistä menestystekijöistä Japanin markkinoita rakennettaessa. Mobiilimarkkinoita rakennettaessa operaattorilla on merkittävä rooli markkinoiden muodostajana ja sisällön kokoojana. Operaattorien tulee varautua roskapostin vastaiseen taisteluun, jos sähköpostia annetaan lähettää suoraan matkapuhelimeen. On erityisen tärkeää varmistaa, ettei käyttäjien tarvitse kärsiä roskapostista, muuten suoramarkkinoinnin mahdollisuus matkapuhelimeen menetetään. Ainoastaan aktiivisella edistämisellä ja osallistumisella mobiili-internetin sisällöntuotanto- ja markkinointiliiketoimintaan operaattori voi vahvistaa markkina-asemaansa ja varmistaa osuutensa tulevista markkinoista.

Effective Message Design and Media Mix of Senior Mobile Phone in China

The present research focuses on the study of how to design message and select media in advertising to generate customer’s purchase intention towards senior mobile phone in China. The message design concentrates mainly on message framing and fear appeals study while the media selection method is only based on direct matching. For exploring the main research question, the study utilized qualitative methodology. The data collection consisted of a pre-interview questionnaire, interviews, and three sets of experiments. The experiments were designed to test the selected 18 participants’ responses toward different emotional appeals and message framings. The findings illustrate participants’ understanding of senior mobile phone and their media usage habits. Moreover, positive message framing and emotional appeals in advertising are more effective. Gender differences in responding to emotional appeals were explored as well.

A framework for modelling mobile radio access networks for intelligent fault management

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