Artilium Blog
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Monday, May 25, 2009
Do I know who you are?
Previous blogs have discussed the need for explicit subscriber opt-ins when personal data obtained within the mobile network is being used. However, it can be useful to use grouped subscriber data for gathering intelligence about subscriber behavior in general. Essentially this helps in understanding the subscriber’s needs and enables services to be optimized for customers in general. This data can be grouped (or bulked) in a number of ways often with the groupings based on subscribers demographic, subscriber location and time.
To use this type of bulked data you would assume that the subscriber does not need to…
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Friday, May 15, 2009
Would you like ads with that?
The probable answer to that question is “no”, but let’s consider mobile advertising from another perspective. We all consume media content and we are all exposed to advertising as a result, be it radio, TV, cinema, newspapers, magazines or the Internet. We accept this position because the advertising subsidises the cost of the content or even makes it free. The adverts themselves can also be relevant, entertaining and even useful.
In mobile advertising the way the advert is delivered is important. In most types of media the advertising is adjacent to the content and if you are not…
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Thursday, May 07, 2009
I’m on the train!
How often have you observed someone answering their phone on the train and announce “I‘m on the train” ? Clearly this is in response to the caller’s question “Where are you?”. It is often followed by an elaboration such as “I am on my way to Edinburgh”. What is interesting about this dialogue is that the response to a question about where someone is, is answered by providing information about the person’s context and not their physical location.
Imagine this dialogue: “Where are you?”, “I am located at 56.89˚ North 3.38˚ West”.
Not very useful is…
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Monday, May 04, 2009
Let the subscriber decide
There has been a recent storm over Phorm! (i) Apparently BT had been testing Phorm, a behavioural advertising service, on their broadband network without the consent of users. Phorm claimed that its technology was “fully compliant with UK legislation and relevant EU directives”. However, opinions differ. The EC started legal action over this service. The problem centres on whether the customers have given consent to have their personal data used by an advertising system.
The clear solution for this type of problem is ensuring that the customer consent is given and that they are aware of how their…
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