Promise and Issues for Location-based Services and Advertising via GPS-enabled smart phones
Date Issued
2009
Date
2009
Author(s)
Federman, Allen
Abstract
This thesis aims to form a preliminary understanding of the implications of location-based services (LBS) and advertising as they pertain to GPS-enabled mobile phones. Ubiquitous, omnipresent GPS-enabled mobile phones allow location-specific context-aware advertising at any time of day, every day. However, issues relating to push advertising and data display on small cell phone screens are major hurdles to mass LBS adoption. In addition, a generally bounded daily living area creates hurdles for mass adoption of LBSs regardless of GPS device. Despite this, results from 209 online survey respondents suggest that usage patterns and affinity for non-navigational location-based search are much higher for cell phone users than for traditional in-car GPS services. The survey analyzes usage and perceptions of GPS devices based on ease of use, dynamic nature of the data displayed, and perceived utility. In the case of perceived utility, mobile users are more likely to identify non-navigational LBS as useful; however, mobile users perceive the ease of use for many functions of LBSs to be time consuming and somewhat difficult.
Subjects
location based services
advertising
GPS smart phones
File(s)![Thumbnail Image]()
Loading...
Name
ntu-98-R96749036-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):d44d2acbea90c11b57320a359cd36c92