Abstract. When interacting with applications, users are less restrictive in disclosing their personal data than if asked in an application-independent context. On a more general level this behavior is termed as privacy paradox. The creation of privacy awareness can assist users in dealing with contextaware services without harming their privacy unintentionally, thereby addressing the privacy paradox. The paper in hand provides a research approach towards the integration of privacy awareness on an application-specific level, especially taking into account conflicting interests between users and providers of context-aware services. It shows that expanding privacy awareness towards knowledge about methods and tools to react turns out to be useful.
While Mobile TV in most parts of Europe is still in infancy, Italy as the first country of the EuropeanUnion started to broadcast a mobile receivable TV program in June 2006. At the end of 2006 the number of subscribers reached 500,000. A classical direct revenue model was used. The acceptance of mobile TV is determined by the relation between the willingness to pay (WTP) for a service and the service fee that is charged from the customers. An advertising-based revenue model can be seen as a way to subsidize the mobile TV service fee. Additional context information (e.g. location, time and identity) and the possibility to address customers individually lead to a higher WTP from an advertiser's perspective. This article describes the conceptual realization of an indirect, advertisingbased revenue model for mobile TV which includes different strategies for individualization as well as questions about privacy and data protection.
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