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移动商务的五大趋势欧洲移动商务日报8月22日刊登《移动商务五大趋势》一文,指出:1、近场通信NFC近几年来将迅速发展。当前Google的Wallet与Isis在NFC技术竞争中领先,预计支持NFC的智能手机将逐步增多。2、定位移动广告。移动广告已被Target、JC Penny、Macy’s等大型零售公司使用,他们最近在移动广告中又加入了定位的功能,让消费者能随时随地找到最近的商家,该功能将成为实体店的头号营销手段。3、短信服务SMS。这是一种简捷、低成本获得良好营销效果     

无限沟通 只手掌控——解说移动办公族如何使用PPC进行沟通

沟通，这个词最常出现在移动设备的广告和商务演讲培训中，可如果你以为沟通就是打个电话聊聊天，那无疑是对这个词的亵渎。移动办公族选择PPC的重要原因之一，就是它对于通讯的强大支持。跳脱了飞鸽传书的年代，也决不能甘于现状，PPC在手，我们希望抓住的是无限的沟通!     

一种可动态扩充的移动商务服务管理模型

移动商务是指利用移动终端设备进行无线商务交易的新型电子商务形式，它最大的特色和优势就是移动性。本文描述了一种支持多种无线协议，可动态升级的移动商务服务管理模型。这个模型基于JINI和WAP技术，可以高效地处理复杂的商务交易。     

基于可用性的移动商务系统采纳研究框架*

从系统可用性的角度来探究移动商务的采纳问题,探讨了对移动商务系统可用性的定义和测量,分析了可用性对采纳的影响机制问题,提出移动商务系统可用性受到移动设备特性、WAP网站特性、移动通信网络特性以及情境因素等四个方面因素的影响,并对这四个方面进行了深入的分析和探讨。提出了一种基于可用性的移动商务采纳研究框架,希望引起学术界对移动商务系统可用性的更多关注,并更好理解影响移动商务采纳的因素。     

基于J2ME的小型移动商务系统的设计与实现

讨论了如何利用J2ME，XNL和HTTP等进行移动终端应用程序开发。结合传统网站，实现了基于J2ME的小型移动商务系统。通过实验验证了建立移动商务网站的可行性。     

瘦客户机的自动理解与移动广告设计

随着网络技术和无线网络技术的发展，移动广告成为广告的主要形式，然而由于移动设备等瘦客户机的特殊性，多样性，针对这些不同瘦客户机，如何自动理解和适应这些移动设备，是成功广告开发的关键。针对不同客户机群等移动终端设备广告开发中的自动理解与适应技术进行了分析，并就与之相适应的广告设计作了介绍。     

移动互联网下的电子商务专业课程体系构建

随着移动网络的快速发展,移动商务成为21世纪最热门的话题之一;社会对移动商务人才需求量十分巨大,但高校在移动商务人才培养中并不能很好地满足社会与移动商务行业的需求。本文分析了目前社会对移动商务人才需求的迫切性,研究了移动互联网络环境下的电子商务专业课程与实践环境的构建方法。     

移动商务应用解决方案及其发展前景探讨

移动通信技术的成熟和广泛商业化为移动商务提供了通信技术基础,而功能强大、价格便宜的移动通信终端的普及为移动商务提供了有利的发展条件。本文对移动商务的优点、典型解决方案及其发展前景等方面进行了探讨。     

移动商务应用解决方案及其发展前景探讨

移动通信技术的成熟和广泛商业化为移动商务提供了通信技术基础,而功能强大、价格便宜的移动通信终端的普及为移动商务提供了有利的发展条件。本文对移动商务的优点、典型解决方案及其发展前景等方面进行了探讨。     

基于Java ME和Java EE的移动商务系统设计与实现

随着移动通信广泛应用和电子商务技术的成熟壮大,移动商务已经具备了发展的基础条件,电子商务逐渐向移动商务迁移,但移动商务服务领域仍很薄弱.本文针对移动商务环境,提出了一种基于Java ME和Java EE的移动商务系统架构,并进行系统分析与设计,采用Eclipse、WTK等开发工具编程实现,经过实验证明该系统能够有效地实现移动商务处理,该架构和开发技术可以应用于移动商务服务系统以及其他移动应用系统的构建.     

Perception of Interactivity: Affects of Four Key Variables in Mobile Advertising

There are indications that interactivity could benefit the effectiveness of mobile advertisements. But there are few guidelines on how to design interactive mobile advertisements. This study investigated the influences of various design features of mobile advertisements on perceived interactivity and the relationship between perceived interactivity and attitude toward mobile advertisements. An experiment consisting of 2 sessions was conducted to test 5 proposed hypotheses with 40 participants. Results showed that the number of user control options and the customizability of advertisements have significant influences on users' perception of interactivity. The more options a message advertisement provides, the more interactive the participants perceive the advertisement; a customizable game advertisement is perceived as more interactive than an uncustomizable game advertisement. But no significant effects of presenting instructional information of mobile Web advertisements and including humorous elements were found. Finally, perceived interactivity was found a strong predictor of attitude toward mobile advertisement.     

A study of presentations of mobile web banners for location-based information and entertainment information websites

Compared to the Internet, mobile telecommunication has the characteristics of being anywhere, anytime and always online. As the growth of the Internet advertisements market slows down, there is a substantial increase in mobile advertisements. This research investigates the effectiveness of the presentation (static text and graphics, static text and graphics with audio, and animation) of mobile advertisements on the recognition of advertisements. The two types of websites for mobile advertisements – entertainment information and location-based information – are also compared. An experiment was carried out to test the proposed hypotheses. The results show that the effects of static banners with audio mobile advertisement, and animation mobile advertisement were better than static banners in advertisement recognition and memorisation. The participants of websites providing location-based information had higher advertisement attitude and purchase intention than their web-based counterparts providing entertainment information.     

A study of presentations of mobile web banners for location-based information and entertainment information websites

Compared to the Internet, mobile telecommunication has the characteristics of being anywhere, anytime and always online. As the growth of the Internet advertisements market slows down, there is a substantial increase in mobile advertisements. This research investigates the effectiveness of the presentation (static text and graphics, static text and graphics with audio, and animation) of mobile advertisements on the recognition of advertisements. The two types of websites for mobile advertisements - entertainment information and location-based information - are also compared. An experiment was carried out to test the proposed hypotheses. The results show that the effects of static banners with audio mobile advertisement, and animation mobile advertisement were better than static banners in advertisement recognition and memorisation. The participants of websites providing location-based information had higher advertisement attitude and purchase intention than their web-based counterparts providing entertainment information.     

基于ZigBee的移动广告词更换

针对移动电子广告或高空电子广告的广告词更换不方便的现实情况,采用基于802.15.4/ZigBee的无线网络技术及嵌入式技术,设计并实现移动或高空电子广告的广告词的方便更换。详细介绍系统构成、工作原理及各个组成部分的功能。     

Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations

Mobile advertising is booming, due to the popularity of mobile devices. Drawing on motivation theory, this study examines the factors that influence consumers’ attitudes toward mobile advertising. The authors identify timeliness, localization, and personalization of the advertisement message as antecedents of extrinsic motivation, as well as consumer innovativeness and perceived enjoyment as antecedents of intrinsic motivation. Using structural equation modeling, the study analyzes the conceptual model with a sample of 218 mobile phone users. Both intrinsic and extrinsic motivations mediate the effects of the advertising message’s characteristics on mobile phone users’ attitudes toward mobile advertising.     

The personalized context‐aware mobile advertisement system using a novel approaching detection method over cellular networks

With the rapid development of smartphones and personal tablet computers, it brings a greatly growing rate of ubiquitous applications for location‐based services (LBS). One famous LBS is the mobile advertisement. A mobile advertisement system brings benefits and opportunities among users, service providers, and advertisers. In this paper, we propose a personalized context‐aware mobile advertisement system (PCA‐MAS) over cellular networks, which contains two new techniques called (i) approaching detection method (ADM) and (ii) context‐aware ad targeting method (CAADTM). ADM can find some point of interests that a user is approaching; CAADTM pushes advertisements that satisfy user's requirement based on the user's context, that is, user's profile, current time, current position, and so on. Our experimental results show that (i) ADM has the good hit rate to determine those point of interests that a user is approaching within the 150‐m radius of the approaching range, and (ii) CAADTM has the good hit rate of finding appropriate advertisements that a user prefers through the favorite content table filtering, the annoying content table filtering, and the advertisement clicking feedback. Copyright © 2013 John Wiley & Sons, Ltd.     

无线自组网和因特网互联的新方案

通过整合移动IP和AODV协议,无线自组网内的移动节点可以与外地代理之间进行多跳通信,从而实现无线自组网与因特网的互联.但是一些已经提出的方案由于网络管理的额外开销过大,导致实用性不强.基于移动IP的动态代理广告机制来实现无线自组网和因特网互联的方案正是为此问题而提出的,它降低了网络管理的额外开销和节点能量消耗.     

移动广告系统中广告排期的设计与实现

移动广告作为一种新兴的广告形式,它以移动通信网作为承载,利用移动终端为主要传播平台,通过个性化和定向的互动信息达到广告营销的目的.广告排期是移动广告系统的核心功能,它包括广告资源的组织、分配、调整,以及最终一个完整的广告排期生成.首先介绍了移动广告的发展状况和特点,然后着重论述了广告排期的设计与实现思路.     

MANET与Internet互联时的广播风暴抑制策略

Mobile Ad Hoc网络(MANET)与Internet互联时，如何使Internet网关适应MANET高度动态变化的网络条件与实际连接需求，以合理的开销向MANET通告可用网关信息是获取良好互联性能的关键。该文根据那些欲访问Internet的MANET节点距离Internet网关的实时位置及其访问需求自适应地设置网关通告报文之TTL值以实现最佳覆盖，同时采用基于计数的广播风暴抑制策略有效地抑制了洪泛网关通告报文所形成的广播风暴。用NS2进行的仿真说明该文提出的方法在将节点密度及规模变化的MANET接入Internet时能获取良好的连接性能而开销合理。     

Effects of watermark and music on mobile message advertisements

The development of mobile telecommunication has made breakthrough advances in recent years. Compared to the Internet, mobile telecommunications has anywhere, anytime and always online characteristics. As growth in the Internet advertising market continues, mobile advertising has attracted attention. In this research, the effectiveness of two types of mobile message advertisements, watermarks and music are studied and compared. Two experiments were carried out to test four proposed hypotheses. The independent variable in experiment 1 was the watermark transparency (20%, 40% and 60%). The independent variable in experiment 2 was the music format with five levels: no music, vocal and instrumental version at high volume, vocal and instrumental version at low volume, instrumental version at high volume and instrumental version at low volume. The results showed that the watermarks transparency and format were effective in mobile advertising. The 60% watermark was found better than the 20% and 40% watermarks. The 40% watermark was found better than the 20% watermark for advertisement recall only. Music and vocal/instrumental music versions were effective in mobile advertisements. The vocal music version was found effective in mobile advertising. Music with both vocal and instrumental versions was more effective in advertisement recall than instrumental music for mobile device users.