| 摘要: | 研究期間：10108~10207;Mobile devices (e.g. smart phone, PDAs, vehicle phone, and e-books) are becoming more and more popular. According to the report of International Telecommunication Union (ITU), mobile cellular subscriptions have reached an estimated 5.3 billion (over 70 percent of the world population) at the end of 2010. However, mobile broadband subscriptions are only 940 million (less than 20 percent of the mobile subscriptions). Part of the reasons is due to the high payments requirement for broadband subscriptions. Similarly, VAS (Value-Added Services) is deeply influenced by prices. There are about 75% customers who will consider prices rather than interest to choose VAS. On the other hand, US mobile ad spend will exceed US$1 billion in 2011 according to emarketer.com. Therefore, we propose a framework for mobile advertising, where the three parties: telecommunication, advertisers, and subscribers could benefit from each other. Our idea is that telecommunication providers run the Ad platform to attract investments from advertisers. Subscribers read promotional advertisements that are sent to subscribers’mobile phones to get discount payment of mobile Internet accessing from telecommunication providers. While the advertisers register promotional ads, they pay a reasonable price to telecommunication providers. Subscribers who get discount prices of mobile Internet accessing from telecommunication also get interesting ads and coupons. The possible commercial activities bring revenues to advertisers. As a result, this framework is a triple-win for telecommunication, advertisers and subscribers. However, how to deliver appropriate ads at the right time and right place to the right subscriber is the challenge for the ad framework. The three key issues: (1) How do we show the ads in subscribers’mobile phone? (2) When should we show the ads to ensure subscribers will read ads without disrupting them? (3) What kind of ads should we deliver to the subscribers? On one hand, we need to ensure users will read the ads on their mobile devices; on the other hand, the ads can not disturb the users too much. One possibility is to embed the ads in particular application such as browsers such that users will read the ads while using the applications. This kind of design is appropriate for pricing system based on data transmission amount; however, it is not appropriate for rate plan with unlimited usage. Another possibility is to design a stand-alone application which shows the pushed ads to the users and records the time that a user reads the ads. Such information can then be used the reference for the discount rate to the user. Based on our research in the past two years on contextual advertising, we hope to take location, speed, and transportation mode into consideration in this project. |
