Design and Implementation of Context-Sensitive Mobile Marketing Platforms

The increasing competition in the mobile marketing market indicates that Mobile Marketing platform providers will be forced to integrate identity- and context information offered by the mobile network, in order to improve the efficiency of their applications. However, existing concepts/implementations only unassertively exploit available opportunities as well as insufficiently address emerging impacts in this context. This paper discusses these issues and shows how to consider them when designing mobile marketing platforms. In order to demonstrate the feasibility of such a concept, a prototypical implementation is build and documented. Besides showing the feasibility of the concept, the foundation for conducting empirical research (e.g. user acceptance tests) about the young field of context-sensitive Mobile Marketing is provisioned.