Title: LOCATION-BASED MOBILE ADVERTISING: A STEP TOWARDS MOBILE COMMERCE IN DEVELOPING WORLD

Year of Publication: 2013
Page Numbers: 621-626
Authors: Suleiman Almasri
Conference Name: The Third International Conference on Digital Information Processing and Communications (ICDIPC2013)
- United Arab Emirates

Abstract:


Location based Advertising (LBA) has been emerged in recent years due to the extensive distribution of mobile phones. Industrial businesses are having high expectations in this regard with the development of the new generation of smart phones which has powerful capabilities. These new mobile phones can easily fix its location through different positioning methods. It also has strong capabilities in terms of network connectivity. However, LBA is still suffering from some technical and ethical issues such as positioning, reliability and privacy. In this regard, this paper discusses a study conducted in Saudi Arabia as an example of the developing world. The results showed that LBA has great opportunity to success because people in these countries are ready, technically and culturally, to enter this new world of mobile commerce services.