Rebecca Bulander

Comparison of Different Approaches for Mobile Advertising

Mobile terminals, such as cellular phones and PDAs, have an enormous advertising potential: they are extremely popular and most people carry such devices with them all day, enabling personalized advertising. However, there is a serious danger that the Spam wave, known from e-mail communication, will spillover to mobile devices. In addition, it is important to take protection of private data seriously, because mobile terminals are also used for personal communication. In this article, we discuss the special features and challenges of mobile advertising and introduce the MoMa-system for mobile advertising. MoMa supports personalized advertising using context information while guaranteeing data protection. We also name criteria for the comparison of mobile advertising systems and apply them to compare MoMa to other approaches

ADVERTISING VIA MOBILE TERMINALS - Delivering context sensitive and personalized advertising while guaranteeing privacy

Mobile terminals like cellular phones and PDAs are a promising target platform for mobile advertising: The devices are widely spread, are able to present interactive multimedia content and offer as almost permanently carried along personal communication devices a high degree of reachability. But particular because of the latter feature it is important to pay great attention to privacy aspects and avoidance of spam-messages when designing an application for mobile advertising. Furthermore the limited user interface of mobile devices is a special challenge. The following article describes the solution approach for mobile advertising developed within the project MoMa, which was funded by the Federal Ministry of Economics and Labour of Germany (BMWA). MoMa enables highly personalized and context sensitive mobile advertising while guaranteeing data protection. To achieve this we have to distinguish public and private context information.

A Platform for Mobile Service Provisioning Based on SOA-Integration

A middleware platform designed for the provisioning of data services for mobile computers using wireless data communication (e.g. smartphones or PDAs) has to offer a variety of different features. Some of these features have to be provided by external parties, e.g. billing or content syndication. The integration of all these features while considering mobile-specific challenges is a demanding task. In the article at hand we thus describe a middleware platform for mobile services which follows the idea of a so called Enterprise Service Bus (ESB). We explain the concept of ESB and argue why an ESB is an appropriate fundament for a platform for mobile service provisioning.

A SME-friendly framework for the provision of mobile services

The development and operation of value-added data services for mobile terminals still requires a lot of time, manpower, highly specialized know-how about telecommunication networks and financial resources, so for small and medium-sized enterprises (SME) it is difficult or even impossible to set up such services for their own use or for their customers. Since SME play an important economic and thus social role, often contribute to innovation and many of them have highly specialized know-how this is an untenable situation. The aim of the intended research-project MODIFRAME is therefore to develop and evaluate a technical framework which provides the complete infrastructure needed by SME to develop and operate mobile services.

A System for Mobile and Wireless Advertising

Mobile terminals are an interesting medium for advertising because of the high penetration rates and their character as personal communication devices. Since advertising in general has the reputation of being something annoying there has to be some kind of incentive mechanism to obtain permission from the consumers for advertising on their mobile terminals. The MoMa-system for mobile and wireless advertising described in the following article focuses on personalized information as such an incentive mechanism. For the provision of personalized information a system requires personal data like profile information and the current location of an user. But there are privacy concerns when providing such information for a mobile advertising application, of course. Thus we designed MoMa in a way to realize both of this conflicting requirement: personalized information and guaranteeing data protection.

Usability Requirements for Complex Cyber-Physical Systems in a Totally Networked World

“The Internet has made the world “flat” by transcending space. […] The Internet has transformed how we conduct research, studies, business, services, and entertainment.” [1] Cyber-physical systems (CPS) are engineered systems that are built from, and depend upon, the seamless integration of computational algorithms and physical components. Advances in CPS will enable capability, adaptability, scalability, resiliency, safety, security, and usability that will far exceed the embedded systems of today. CPS technology will transform the way people interact with engineered systems. “CPS have a highly disruptive effect on market structures. They will fundamentally change business models and the competitive field of today […]” [2] Usability is a driving force for the rapid take-up and acceptance of these Cyber-physical systems. [2] In this paper we define CPS and highlight the importance of usability for CPS. Then we describe two different cases and provide different methods how to improve the usability of CPS.

Herausforderungen im Social CRM und Mobile Business

In dem heutigen globalen, teilweise von hoher Konkurrenz gepragten Wettbewerb stellen profitable Kunden und die Beziehung zu diesen einen wertvollen Bestand eines Unternehmens dar. Die Geschaftsmoglichkeiten im Internet durch Electronic Commerce nehmen weiter zu und infolge der Allgegenwartigkeit des Internets aufgrund der hohen Verbreitung von Smartphones auch die des Mobile Business. Zu dieser Entwicklung haben auch die technologischen Entwicklungen in der Informations- und Kommunikationstechnik sowie die Veranderungen im Internet im Hinblick auf die Sozialen Medien beigetragen. Daruber hinaus weist eine neu herangewachsene Zielgruppe, die der sogenannten „Digital Natives“, neue Verhaltens- und Nutzungsweisen auf, welche fur Unternehmen neue Handlungsweisen in der Kommunikation und Interaktion vor allem in den Bereichen Marketing, Vertrieb und Service erforderlich machen. Der Schlussel zum Erfolg liegt dabei im Social Customer Relationship Management (Social CRM).

Anything Relationship Management (xRM) as Management Layer for the Hyper-connected Society

There is a strong consensus that collaboration and co-creation will become one of the main business drivers in the future. However, the question of how to set-up inter-organizational relationships and involve stakeholders in an efficient way still remains largely unsolved. This paper proposes Anything Relationship Management (xRM) as managerial and technological foundation and platform providing interoperability between different stakeholder groups. It provides an overview of the evolution of the relationship management concept, analyzes the current status of the xRM solution market and proposes an xRM-framework for collaborative networks and cyber-physical systems.

Studienergebnisse zum Einsatz von Social Media im B2B-Bereich

Die Verbreitung Sozialer Medien vor allem in der jungeren Zielgruppe der sogenannten „Digital Natives“ und die Allgegenwartigkeit des Internets mithilfe von zum Beispiel Smartphones und Tablett-PCs fuhren zu neuen Herausforderungen fur die Prasenz von Unternehmen in diesen Medien. In diesem Beitrag mochten wir anhand einer empirischen Studie aufzeigen, wie besonders mittelstandische Unternehmen in funf ausgewahlten Branchen bereits Soziale Medien im Business-to-Business-Bereich nutzen. Hierzu wurde eine sowohl quantitative als auch qualitative Untersuchung durchgefuhrt.

Development of an Interaction based Approach for Product Service System Implementation - An Approach Towards PSS Usability

Product Service Systems (PSS) as a combination of product and service components offer an excellent opportunity to improve the competitive position of companies on the local and global market. The current PSS approaches in literature are especially adapted to large companies. In particular, the stakeholders of small and medium-sized enterprises (SMEs) block these approaches because of lack of usability. Because PSSs also provide many opportunities for SMEs to individualize their position on the market and to improve their relationships to their customers there is a need for a PSS framework adapted to the needs of SMEs. To provide this new concept of PSS to SMEs and also to follow the goals of usability this paper presents an interaction based approach considering aspects of current PSS frameworks. This approach of using Interaction Maps qualifies companies to apply all important steps for the implementation of a PSS. Therefore, all steps and interactions between important roles are documented and visualised in Interaction Maps. The interaction based approach takes all important stakeholders of the PSS process into account.