Bluetooth and WAP Push Based Location-Aware Mobile Advertising System

Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising. Categories and Subject Descriptors C.2.1 [Network Architecture and Design]: Wireless communication;

• Type: Conference
• Year: 2004
• Where: MOBISYS
• Authors: Lauri Aalto, Nicklas Göthlin, Jani Korhonen, Timo Ojala
• Keywords: Location-aware Mobile Advertisements, Mobile Devices, MOBISYS 2004, Permission-based Mobile Advertising, Wireless Networks