Types of advertisment

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1 IST is a project in the Information Society Technologies (IST) Programme of the European Commission Integration Use Case 1 ELBA Overview Technical Integration and Advertising Content Management Location based advertisements in light trains Frank Dimpfel YellowMap AG Integration Use Case 1 - advertisements Types of advertisment Location based Text screens Pictures Pictures and text Video (without sound) Powerpoint-Slides Integration Use Case 1: decisions Web based content management system for fast and easy adding new content provider, big flexibility and decentral content management WLAN-Update for main content over night GPRS-Update for passenger information, news and actual offers during daytime Infotainment-System linked with the on-board-computer (OBC) of the train 4 displays, two for passenger information and two for advertisement information Advertisements mixed with news for better acceptance Positioning via the information of the OBC to enhance position information with direction, next stop, route information. Integration Use Case 1: Architecture Integration Use Case 1: some pictures 1

2 Integration Use Case 1: lessons learnt Infotainment control software depends on the on-boardcomputer in the train Trains are located at different stations over night Location Information needs emphasis Content acquisition and preparation must be done by professionals (on the long run) Wireless communications in trains must fit to some constraints concerning the radiation strength, position of antenna... The system must not bore the passenger news, local information The passenger feedback is excellent The feedback of the companies is excellent The feedback from the light train companies is excellent They want to have the system, but with a sale company Integration Use Case 2 Location based advertisements On mobile devices Integration Use Case 2 - advertisements Realisation as a pull scenario yellowpages location based infopages for companies vicinity search mapping, routing SMS-couponing Realisation as a push scenario area advertisement special information depending on the actual area the user is in, e.g. down town, entering town,... SMS-information, location based SMS-couponing, location based Integration Use Case 2: decisions Advertisement with infopage and coupons for special offers Web based content management system for editing the infopageand coupons online for each company everytime Cell-ID positioning to give many users the possibility to use the system to reach more people with the adverts Inaccuracy of cell-id positioning leaded to the integration of GPS-positioning to get a better positioning very innovative and intelligent integration of GPS positioning using the GPS coordinates with simple browser applications very easy to adapt ot other browser applications without reimplementation of the application itself 3 different device-categories to test the acceptance handy: Nokia3650 smartphone: SonyEricsson P800 PDA: Compaq ipaq Personalisation to provide easier use Integration Use Case 2: Architecture Pull Integration Use Case 2: cell-id positioning Contract with SFR, SIM cards, positioning gateway Application was fully functioning Accuracy dependent on set-up of operator (cell-size, density etc.) up to 1000 meter in Grenoble 2

3 Integration Use Case 2: GPS positioning Integration Use Case 2: application Integration Use Case 2: infopage/coupon Integration Use Case 2: myelba - personal address list - personal branch list - automatic update saving adresses saving branches Integration Use Case 2: area advertising Integration Use Case 2: Architecture Push passive tracking DB DB DB content YellowMap OpenWave privacy user position localization request XML user position SMS Gateway SFR messaging SMS retrieve prosition positioning buying ;-) 3

4 Integration Use Case 2: lessons learnt GPRS availability sometimes not guaranteed (congestion of cells), best effort technology (GPRS not stable, if you have it) Cell-ID positioning is dependent of the set-up of the operator GPS is not always available Provider network is not the same in different countries (functionalities of the APN differ, differences are not well known) 3 different devices 3 different GPS applications 3 different browser outputs cookie management is different (not possible to edit in Symbian OS) Position (XY) formats differ (GPS, loc. Gateway, GIS,...) conversions needed, existing standards (e.g. MLP) are interpreted differentl y Device settings are too complex for normal users, connections often do not work, devices loose settings Some handsets seem to be less suitable. Users do not accept the handling to use the application Integration Use Case 3 Context sensitive advertising in warehouses Integration Use Case 3 - advertisements Context sensitive SMS couponing Virtual warehouse Location based, context sensitive MMSinformation/MMS couponing Integration Use Case 3 - decisions Context sensitive SMS-couponing to reach many young people Virtual warehouse for 24/7 availability context specific information Near-by location detection by bluetooth technology for defining the exact area ( in front of the store ) All-in-one notebook solution for easy and fast plug and play installation in any warehouse Context sensitive MMS-couponingwith pictures to for better acceptance of advertisements Web based user and profile administration tool Web based content management system for virtual warehouse Integration Use Case 3 architecture push Integration Use Case 3 architecture push Context sensitiv newsletter push system Near-by Bluetooth/MMS Bluetooth- adapter BT ID CMS SMS / MMS send actual date? yes mobile device Embedded applications: Retrieve BT- ID MMS application MMS no BT ID SMIL Categories stored SMS schedule MMS Provider YellowMap Multimedia content 4

5 Integration Use Case 3 architecture pull Virtual warehouse Integration Use Case 3 virtual warehouse YellowMap Vodafone Terenci User Get XML-list of all product categories Present product categories availablein shop Get XML-list of all products within a category Present clothes best fitting to user Content Server XML Get XML-list of all products, which fit to selected other products Virtual Store Server XSL Present clothes best fitting to selected product Mobile or Web Device Get XML-list of product which fits to article number Search clothes by article number Integration Use Case 3 MMS coupon Integration Use Case 3: lessons learnt Coverable surface area varies between 100 and m 2 Set-up of the mobiles needs specific adaptation (APN-settings) Internet connectivity has to be set-up in small warehouses Quality of the digital pictures must be of the highest level to attract potential customers Content management Content UC 1 CMS/content Content management Web based content management system User administration Light train route integration Content and control-file generation, FTP-Content Server Update Over 40 content customers (ads), 5 content partners (news/ events) Fall-back content pool for filling up not booked areas 5

6 Content UC 1 - CMS Content UC 1 - CMS architecture user administration railway system 1 User User User railway system 2 User User User CMS Content- DB 1 Content- DB 2 Content UC 1 - CMS Content UC 1 - CMS Route dependencies Course K-0607, track 6, 3:25 pm - 7:01 pm station "Kaiserpl." Part of the routes terminal station A 1) Route: ) Route: ) Route: ) Route: 022 station "ZKM" 2+6) Route: 021 1) Route: ) Route: ) Route: ) Route: ) Route: 023 Structured information in database station "Tivoli" Content UC 1 content acquisition information sheets and phone hotline for support visit the customers along the light train route support for creating and developing the adverts converting and optimizing adverts advert integration checking the results in the light train mix out of advertisements, local news, local events over 40 content customers for adverts 5 content partners for news, events Content UC 1 lessons learnt Much support is needed for customers A lot of work for optimising the adverts Some people do not recognise that the advert is location based Most passengers are happy about the system and like to see the adverts and news Complex route and light train management of the light train companies 6

7 Content UC 2 - CMS Content UC 2 CMS infopage/coupon Web based content management system Infopage and coupon edit tools for companies Area advertising edit tool Content UC 2 CMS area adverts Content UC 2 content acquisition information sheets and phone hotline for support visit the customers support for creating and developing the adverts converting and optimising adverts advert integration advertisements from official institutes like museums and from shops like tea shops over 50 content customers for adverts 8 content customers for 25 coupons Content UC 2 lessons learnt Content UC 3 - CMS Complex data management, different address providers, political influence Not easy to find companies that are willing to give coupons Necessity to set up an updating process for the content and advertisements A lot of work to support the advertisement partners Web based content management tool User administration tool Profile administration tool for users SMS/MMS-Push advertisement tool for context sensitve messages Virtual warehouse content administration tool 7

8 Content UC 3 CMS virtual warehouse Content UC 3 CMS SMS/MMS Content UC 3 user/profile administration Content UC 3 warehouse content Content UC 3 lessons learnt Thank you very much... Not every warehouse has a content database content has to be gathered manually Pictures have to be converted for mobile use A lot of work to gather, prepare and integrate the content Young people do not have MMS mobile phones (not yet)... for your attention YellowMap AG Frank Dimpfel Wilhelm-Schickard-Str Karlsruhe Tel: Fax: Frank. Dimpfel@yellowmap.de The right information. Anytime and anywhere. 8