CS8803: A I A Final Project Report Lucky Mobile Advertisements Muhammad Usman Haider 902289633 Table of Contents Executive Summary .................................................................................................................3 Objectives .................................................................................................................................................3 Mission.......................................................................................................................................................4 Keys to Success.......................................................................................................................................4 Risks............................................................................................................................................................4 Introduction To The Problem ..............................................................................................4 Lucky Mobile Advertisements .........................................................................................................5 Basic Framework...................................................................................................................................5 Three most interesting contributions ..........................................................................................7 Design contributions would be summarized as: .....................................................................8 Advantages...............................................................................................................................................9 Future.........................................................................................................................................................9 The Final Say ........................................................................................................................................10 Implementation Details....................................................................................................... 10 Lucky Call Flow ...................................................................................................................................10 Lucky AD Application Server ........................................................................................................10 Subscriber’s Wanna‐be‐lucky profile ........................................................................................11 Luck‐Sponsor profile ........................................................................................................................12 Luck History .........................................................................................................................................12 Response History ...............................................................................................................................14 Billing Call Data Records.................................................................................................................14 Luck Bags...............................................................................................................................................14 Demonstration.....................................................................................................................................14 Summarized Learning from AIA course ...................................................................................15 Use Cases................................................................................................................................... 15 Target Audience..................................................................................................................................16 Lucky Ones (The Subscribers)......................................................................................................16 Luck Sponsor (The Advertiser):...................................................................................................17 The carrier (luck coordinator) .....................................................................................................20 Market Analysis Summary.................................................................................................. 20 Target Market ......................................................................................................................................20 Lead Times............................................................................................................................................21 Industry Competition .......................................................................................................................21 Revenue Estimates ............................................................................................................................21 Market Survey......................................................................................................................................22 Market Research and Analysis .....................................................................................................23 Sugar Mama ..........................................................................................................................................24 BLYK.........................................................................................................................................................25 Bibliography............................................................................................................................ 27 2 Executive Summary Mobile advertising is an industry that is about to explode. However, there is still some caution due to the fear of invoking adverse reactions from the subscriber resulting from receiving irrelevant advertisements on mobile devices. Our 'Lucky Mobile Advertising' application aims to address this concern by creating a win‐win situation between the subscriber, carrier and advertiser. In contrast to the current rigid 'view ads and earn air‐time' approaches offered by Virgin Mobile and Blyk, I propose that carriers let the users experience the incentives in a more controlled and 'lucky' fashion, creating a 'wait‐for' attitude amongst them. The subscriber would look forward to having being chosen as the lucky one and hence await the advertisement. The ‘wait for’ situation amongst the prospective customers will be the enticing factor for the advertisers to spend more and more while competing with other relevant businesses. The emphasis here is on the ‘Luck’ and the lucky incentive can be anything ranging from sponsored free call to a rebate on a particular product. Ads from the sponsor will also be conscious of subscriber's preferences and sponsors will be allowed to customize their target customer base. The carriers also benefit from obtaining an additional source of revenue and increased network usage. Objectives Lucky's objectives for the first year of operation include: ・ The introduction of an innovative solution that will leverage mobile advertising ・ The creation of a unique environment that will allow the subscriber to clearly define the genre of ads he wishes to receive ・ The introduction of a scheme, which will allow advertisers to define their target population. ・ Encouraging a shift of customers from the traditional 3G networks over to IMS (IP Multimedia Subsystem). For the following two years our growth objectives would include: ・ A growth in the subscribers subscribing for the lucky service ・ The inculcation of many more IMS services into the lucky application. ・ An increase in network usage ・ An increase in the amount sponsored by advertisers 3 Mission Mobile advertising is an industry that is about to explode. However, there is still some caution due to the fear of invoking adverse reactions from the subscriber resulting from receiving advertisements. Lucky aims to provide a win‐win situation between the subscriber, carrier and advertiser by addressing this concern. I look to introduce a less rigid approach to mobile advertising by letting the users experience incentives in a 'lucky' fashion, creating a 'wait‐for' attitude amongst them. Ads from the sponsor will also be conscious of the subscribers’ preferences and sponsors will be allowed to customize their target customer base. The carriers benefit from obtaining an additional source of revenue and increased network usage. Keys to Success ・ Tapping into the undiscovered potential of mobile advertising ・ Taking additional responsibility from the carrier ・ Minimum overhead needed for transition to the new system ・ The ability to ride any application/session on top of this one ・ Having the subscriber wait for the advertisements eagerly rather then be pestered by it. ・ Easy to use application requiring minimum effort from the customer Risks The risks involved with “Lucky” are: ・ Absence of a trade secret: This requires the idea to be exploited immediately ・ Privacy/ Fraud: Measures have to be taken to prevent both cases. Introduction To The Problem Traditional methods of advertising have included the use of newspapers, billboards, television and radios. The advent of the Internet brought about a new phase in the world of marketing. Technology now made it possible to deliver contextual ads on search engine results pages, banner ads and other advertising networks. The emergence of 'Pay per Click' campaigns marked the beginning of interactive advertising. However,