The mobile online medium (i.e. mobile data communication) allows the creation of context-sensitive Mobile Marketing applications by using identity- and context information and thereby enabling the efficient targeting of current user needs. However, existing concepts/implementations do not address the impacts of identity- and context information integration to marketing intermediary platforms which connect mobile users and advertisers. Therefore, this paper describes the latter impacts and documents how they can be considered when designing and implementing of a prototypical Mobile Marketing intermediary platform. 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.
Albers, Andreas and Kahl, Christian, "Prototypical Implementation of an Intermediary Platform for Context-Sensitive Mobile Marketing Applications" (2008). AMCIS 2008 Proceedings. 159.