WWW/Internet - Portal do Software Público Brasileiro

IADIS International Conference WWW/Internet 2010LOCATION BASED MOBILE ADVERTISINGMatthew Sammut, Matthew Montebello and Vanessa CamilleriDepartment of Intelligent Computer Systems, University of MaltaABSTRACTThe scope of this paper is to use Location-Based Services and create an advertising platform for mobile phones based onthe location of the user. The system is aimed mainly at location-based marketing but can be used for other purposes suchas location-based news, general information, events, weather and much more. Information will be delivered to the subscribersbased on what the advertisers have specified. This data will be delivered via SMS. Today’s mobile phones aregetting increasingly sophisticated and are being equipped with geo-positioning systems (GPS) which are accurate to afew meters’ range.1. INTRODUCTIONIn this age of noteworthy competition in the telecommunications sector, mobile network operators and softwarebusinesses continually seek new and innovative ways to create differentiation and increase profits. Oneof the best ways to accomplish this is through the delivery of highly personalized services. LBS and the varioustechnologies required to achieve accurate, timely locations from mobile phones will be explained here.This paper is based on two main scenarios which are being integrated in mobile phones. These are locationawareness and presence. Location-awareness enables a device and a person carrying it to be geographicallylocated, while presence allows a user, or in this case a system, to know the status of another user.2. AIMS AND OBJECTIVESThe main aim of this paper is that of creating a service where advertisers can target adverts to a particularzone. Users then subscribe to this service and install a small application on their phone. When the users andtheir devices are in the advertising zone, they will receive advertisements related to the area in which theycurrently are. The objectives are divided into three parts: Website – Design and develop a website where advertisers and users can subscribe to the service.Advertisers will have the facility to target their adverts in different zones on a Google Map. Userswill have options to subscribe to various categories of adverts and download the mobile applicationon their smart phone. Application – Develop an application for BlackBerry phones which will get co-ordinates of the locationat which the phone currently is and send the data to the server which in turn will be matchedto advertising zones in the database.SMS Messaging System – Given that co-ordinates being passed from the application to the systemfall in one or more advertising zones, an SMS will be sent with the advert content to the mobilephone.All three parts will communicate together wirelessly and deliver real-time adverts based on the location ofthe users. The aim is to have a fully working prototype and test the effectiveness of such a system and thevarious uses that it might have.2.1 Specification and DesignA clear picture of the system helps in identifying all the modules and the interaction between them. Below isa list, together with a brief explanation of the main modules of the system:409