| 摘要: | 智慧型手機是近年來成長相當快速的產業，然而受限於價格因素，行動上網用戶確未有同步的成長。舉例而言，台灣區行動上網用戶不及行動通訊總用戶的50%。價格的因素同樣地也對加值服務(VAS) 造成影響，約75% 的用戶會首先考慮價格才會去選擇感興趣的加值服務。因此調降行動上網及加值服務費率勢必增加其用戶數。因此我們提出一套行動廣告概念架構，主要涉及電信業者(Telecommunication Provider)、廣告商 (Advertiser) 及行動用戶(Subscriber)，使得三方均獲利的局面。我們的概念是電信業者做為廣告平台提供者，可藉此架構招攬更多的廣告商；廣告商向電信業者註冊欲促銷的廣告，並且支付一筆合理的刊登費用(電信業者獲利)；用戶為了得到行動上網費率的補償(用戶獲利)，願意訂閱由電信業者發送的促銷廣告至行動裝置。而最終的商業行為為廣告商要推銷的產品帶來實際的獲利(廣告商獲利)。因此好的廣告代理平台可以讓此行動廣告架構創造三贏的局面。不過如何將適合的廣告在對的時間、對的地點發送給對的使用者是非常關鍵的議題。我們歸納三個主要的關鍵議題： (1)何時呈現廣告能夠確保使用者注意廣告，且避免多餘廣告發送? (2)以何種形式呈現廣告? (3)針對不同使用者呈現何種廣告? 關於第一個和第二個議題，在設計上，一方面必須確保使用者能看到廣告，另一方面也要不過份叨擾使用者使用手機。一種做法是以特定應用程式如手機瀏覽器做為內嵌廣告的介面，讓使用者在使用應用程式的同時也看到廣告，這種方式適合以傳輸量做為計價的上網方式，然而對於無限行動上網的計費方式反而受到限制，而且只允許單一應用程式可以使用行動網路，在設計也有比較大的難處。因此另一種做法則是以獨立的廣告推播應用程式常駐於行動裝置，並以文字型廣告呈現給使用者，藉由記錄螢幕開啓時間，也就是使用者看到廣告的時間，做為上網費率折扣的參考依據。最後，關於第三個議題如何配置合適的廣告，除了考慮廣告內容和使用者興趣匹配程度，以及合作式過濾法推薦廣告方式外，在手機上我們還可以考量廣告所屬地理位置和使用者所在位置的可達性，因此有關使用者的速度、交通模式等都是可以幫助廣告配置的因素。Mobile devices (e.g. smart phone, PDAs, vehicle phone, and e-books) are becoming more and more popular. According to the report of International Telecommunication Union (ITU), mobile cellular subscriptions have reached an estimated 5.3 billion (over 70 percent of the world population) at the end of 2010. However, mobile broadband subscriptions are only 940 million (less than 20 percent of the mobile subscriptions). Part of the reasons is due to the high payments requirement for broadband subscriptions. Similarly, VAS (Value-Added Services) is deeply influenced by prices. There are about 75% customers who will consider prices rather than interest to choose VAS. On the other hand, US mobile ad spend will exceed US$1 billion in 2011 according to emarketer.com. Therefore, we propose a framework for mobile advertising, where the three parties: telecommunication, advertisers, and subscribers could benefit from each other. Our idea is that telecommunication providers run the Ad platform to attract investments from advertisers. Subscribers read promotional advertisements that are sent to subscribers’mobile phones to get discount payment of mobile Internet accessing from telecommunication providers. While the advertisers register promotional ads, they pay a reasonable price to telecommunication providers. Subscribers who get discount prices of mobile Internet accessing from telecommunication also get interesting ads and coupons. The possible commercial activities bring revenues to advertisers. As a result, this framework is a triple-win for telecommunication, advertisers and subscribers. However, how to deliver appropriate ads at the right time and right place to the right subscriber is the challenge for the ad framework. The three key issues: (1) How do we show the ads in subscribers’mobile phone? (2) When should we show the ads to ensure subscribers will read ads without disrupting them? (3) What kind of ads should we deliver to the subscribers? On one hand, we need to ensure users will read the ads on their mobile devices; on the other hand, the ads can not disturb the users too much. One possibility is to embed the ads in particular application such as browsers such that users will read the ads while using the applications. This kind of design is appropriate for pricing system based on data transmission amount; however, it is not appropriate for rate plan with unlimited usage. Another possibility is to design a stand-alone application which shows the pushed ads to the users and records the time that a user reads the ads. Such information can then be used the reference for the discount rate to the user. Based on our research in the past two years on contextual advertising, we hope to take location, speed, and transportation mode into consideration in this project. 研究期間：10008 ~ 10107 |
