Mobile data communication generated 10 percent of the overall data revenue in Germany and between 2-3 percent worldwide [29] in 2004. This development is contradictory compared to the high investment (91.5 billion €) in networks and licenses that supported the UMTS infrastructure and thereby the mobile internet. An advertised-based revenue model [10] addresses an opportunity to increase the mobile data communication. Mobile customers and advertisers are matched based on the customer's current situation (location, time and interests). Precise customer profiles, as a requirement to overcome the information overflow, and to enable a multilateral economically reasonable matching are indispensable but the profile's quality is not given in reality. Without precise customer profiles there is no matching. With situation adaptive customer profiles the profile's quality is increasing. Its design, realization and integration into the mobile operator's infrastructure are the aim of this paper.
When people are seeking information they are interested in, they need time, need to know exactly what they are looking for and require attention capacities to check different sources. Recommender systems help to overcome the information overflow and filter out irrelevant sources by comparing different types of information and selecting the best results in consideration of customer preferences. Therefore accurate customer profiles are necessary which nowadays do not exist. In a mobile environment customers are not willing to spend time on disclosing their preferences; maybe they are not aware of them or have difficulties to respond to system requests. The paper in hand follows recommendations by critiquing to improve profiling quality but instead of collecting information, the transparent communication of profile extensions is focused. The customer can add preferences to his profile without explicitly expressing. Furthermore, the connection between proposed preferences and the systems conclusion behind is visible.
Privacy in computerized environments is perceived very differently depending on the respective point of view. Often "privacy enhancing technologies"-initiated by the user, as a measure of self-defense-are seen as conflicting with business goals such as cost-efficiency, revenue assurance, and options for further business development based on existing data. This paper presents the design and implementation of an architecture and prototype for privacy-friendly, interoperable location-based services (LBS), based on intermediation of location data via a location middleware component. The aim is to combine privacy-friendliness, efficiency, and market potential. Therefore the security interests of the stakeholders are analyzed and an architecture solution including an intermediary is introduced. Then the prototype implementation (at a mobile operator) is described and the usage of the prototype for a commercial service and product offer by the operator involved in the development is discussed.
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