Context Aware Mobile Marketing: The Case of Markets in Ethiopia
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Date
2014-06
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Addis Ababa University
Abstract
The idea of mobile marketing covers a broad range of marketing or commercial communication
that can be accomplished through mobile phone. Despite the fact that, the marketers are able to
address the majority of the audiences easily through mass communication, in the traditional
mobile marketing, the mechanism for delivering marketing information or advertisement
dictates, the mere delivery of information while neglecting the users preference and/or context.
In order to overcome such problem, we propose a context aware mobile marketing (CAMM)
architecture that utilizes the user preference and context information of the user. The architecture
is composed of two components which reside in the client mobile device and a server. The client
side components are responsible for capturing user preference and context so as to infer users
marketing preference and send a request to the server. Whereas, the server side components are
responsible for processing the request received from the client and deliver marketing information
that match the user context. In order to map the relationship between the context, market
preference and user characteristics and identify the preferred user preference, we also utilized
ontology based user preference modeling on the CAMM client.
As a means of evaluating the proposed architecture, we develop a prototype that implements the
core components of the proposed architecture on android based mobile phone. We also evaluate
the implementation on sample preferences and location data. Results from the experiment show
the proposed architecture is promising to provide a context aware mobile marketing for smart
phone mobile users.
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Keywords
Mobile; Marketing