• The KIPS Transactions:PartB
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• 제18B권4호
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• pp.181-192
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• 2011

A mobile phone is becoming no longer a voice communication tool due to smartphones and mobile internet. Also, it now becomes a total entertainment device on which we can play game and get services by variety applications through the Web. As smartphones are getting more popular, their usages are also increased, which makes the interest of advertising industry in mobile advertisement increased but it is bound to be limited by the size of the screen. In this paper, we suggest an augmented reality logo system based on Android platform to maximize the effect of logo advertisement. After developing software and mounting it on a real smartphone, its performances are analyzed in various ways. The results show the possibility of its application to real world but it's not enough to provide real time service because of the low performance of hardware.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제17권1호
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• pp.710-716
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• 2016

Business is changing to Omni channel services for connecting customer and commerce enterprise anytime and anywhere continuously through the growth of IoT technology. This paper proposes a Mobile Service Architecture, which can provide an Omni channel, for activating O2O(Online to Offline) business to induce customers to visit offline stores through online services. A proposed Mobile Service Architecture proposes a Dynamic Architecture that can provide the specialized service using a Customization service when the service is provided to customers. The proposed Dynamic Mobile Service Architecture consists of a beacon sensor and customization framework. In the case study, the suitability of the Dynamic Mobile Service Architecture was verified by providing a dynamic coupon and advertisement service.

• Proceedings of the IEEK Conference
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• 대한전자공학회 2003년도 통신소사이어티 추계학술대회논문집
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• pp.223-226
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• 2003

In this paper, we propose new agent discovery and route discovery schemes to support Mobile IP (MIP) in Ad Hoc networks with wireless backbone. The wireless backbone consisting of stationary wireless routers and Internet gateways (IGs) is a kind of wireless access network of IP-based core network. The proposed scheme utilizes favorable features of wireless backbone such as stable links and no energy constraints. In the agent discovery scheme, backbone-limited periodic Agent Advertisement (AA) and proxy-AA messages are used, which reduce network-wide broadcasting overhead caused by AA and Agent Solicitation messages and decentralize MIP processing overhead in IGs. In order to reduce delay time and control message overhead during route discovery far the destination outside Ad Hoc network, we propose a cache-based scheme which can be easily added to the conventional on-demand routing protocols. The proposed schemes can reduce control overhead during agent discovery and route discovery, and efficiently support MIP in Ad Hoc network with wireless backbone.

• Journal of Intelligence and Information Systems
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• 제19권3호
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

• Journal of Digital Convergence
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• 제12권4호
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• pp.183-192
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• 2014

This study aims to empirically investigate how personalized and socialized mobile media impacts on users' acceptance of mobile advertising, given the consideration of users' mobile possession attachment. For this, the current study used focus group interview and surveyed mobile users. Interestingly, the findings reveal that personalized and socialized mobile characteristicssignificantly affect users' acceptance of mobile ads. That is to say, users' personalized mobile characteristics play an important role in either awareness of mobile ads or exposure to mobile ads.

• Archives of design research
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• 제18권2호
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• pp.37-46
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• 2005

Today's advertisement is dominated by visual images, which deliver messages in the most efficient and engaging way. Vivid and live images, through multimedia, attract the viewer to consume the products being advertised. In this course, the effect of 'Verfremdung' or alienation is often detected. This terminology was at first used in a epic play of Bertolt Brecht to signify a specific effect to block the empathy of the audience by reminding them of their position as the audience separate from the play. 'Verfremdung' helps them to have a sense of objectivity and critical attitude toward the performance. Multimedia commercials nowadays exhibit such a quality together with 'viewer participation:' criticism on reality: and 'speed.' In an advertisement for Shinsegi Communications' mobile system titled <017-I-Touch series, the hand transformed into a web>, the copy, 'my blood type is 'i', ' is accompanied by six unrelated fictitious scenes in which the same ocean appears as a common denominator. Because there is no connection between the scenes, free imagination of the viewer has to be involved and thus plays a significant role in making them into a context. This fact dearly exhibit some characteristics of post- modern advertisement. Momentary 'Gap' and 'Difference' between scenes contribute to 'Verfremdung' or alienation' that makes it hard for the consumers to comprehend the content on the spot. Such an uneasy situation, however, keeps the viewers thinking about the advertisement itself. While repeatedly exposed to the alienated images, the viewers come to get involved in the advertisement, trying to make the fragmented images into a coherent context. In addition, the leaps between the scenes produce a sense of 'speed' in a context, which adds more impact to the way of delivering messages using multimedia. With the help of multimedia, 'Verfremdung: which was originally intended to bring about objective and critical altitude of the audience in a play, plays a crucial role in attracting the viewer's attention and conveying a specific message in a moment in contemporary advertisement.

• Proceedings of the Korean Information Science Society Conference
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• 한국정보과학회 2004년도 봄 학술발표논문집 Vol.31 No.1 (A)
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• pp.652-654
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• 2004

Ad Hoc On-Demand Routing Protocol(AODV)이 ad hoc 네트워크에 알맞게 잘 설계되었지만, 인터넷과의 통신에는 그렇지 못하다. 인터넷과 ad hoc 네트워크의 통합에 몇 가지 해결책이 제안되었다. 그러나 그 제안들은 몇 가지 결점을 가지고 있다. 그에 따라 우리는 중복 제어 패킷을 처리하는 동안의 제어패킷 오버헤드와 전원 소모를 줄인 동적 에이전트 광고를 제안하였으며 패킷 전송에 대한 오버헤드를 기존의 해결책과 비교하였다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제5권11호
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• pp.2087-2102
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• 2011

The purpose of this study is to develop and present a strategic framework for mobile Internet marketing in the $Web^2$ environment. The $Web^2$ mobile Internet marketing is characterized by services, such as augmented reality and social network services. Considering the changes in the effects and types of advertisements in the mobile Internet, few studies of mobile advertisements have been conducted thus far in the $Web^2$ environment, including the cloud computing environment. Accordingly, this research aims to identify the relationships between importance and satisfaction and to uncover the characteristics of mobile advertisements through smart phones using the IPA (Importance-performance Analysis) methodology in the $Web^2$ environment. To induce the minimum required characteristics of a mobile advertisement in terms of the importance and satisfaction of IPA, Kano's model is applied to this analysis. The study also probes the relationships between the overall satisfaction and factors of each dimension of IPA through a regression analysis. As a result, this study presents four types of $Web^2$ mobile Internet marketing strategies. It was also confirmed that the maintenance reinforcement factors of the IPA dimension affect the degree of overall satisfaction. This study has implications for businesses and researchers preparing $Web^2$ mobile services and marketing.

• Journal of Information Technology Applications and Management
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• 제27권1호
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• pp.147-171
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• 2020

In-app advertisement is a fast-growing trend in mobile advertising, where user acceptance of ads is facilitated by the fact that users have voluntarily downloaded the app through which the ad is served. However, research in this ad category is limited. This study applies an extended version of the theory of planned behavior. Analysis results from 412 young mobile users in Vietnam using structural equation modeling showed that while localization and perceived enjoyment affected user intention to watch in-app ads as expected, perceived behavioral control and trust did not. Such results may be due to embedding the ads to applications, confusing users' behavioral intentions. The results underline the need for more future research in the area. In practical terms, companies should improve localization and entertainment aspects of ads to create more relevant and engaging advertisements.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권7호
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• pp.2960-2976
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• 2018

The limited storage and computing capacity hinder the development of cognitive radio ad hoc networks (CRAHNs). To solve the problem, a new paradigm of cloud-based CRAHN has been proposed, in which a CRAHN will make use of the computation and storage resources of the cloud. This paper envisions an integrated CRAHN-cloud network architecture. In this architecture, some cognitive radio users (CUs) who satisfy the required metrics could perform as mobile gateway candidates to connect other ordinary CUs with the cloud. These mobile gateway candidates are dynamically clustered according to different related metrics. Cluster head and time-to-live value are determined in each cluster. In this paper, the gateway advertisement and discovery issues are first addressed to propose a hybrid gateway discovery mechanism. After that, a QoS-based gateway selection algorithm is proposed for each CU to select the optimal gateway. Simulations are carried out to evaluate the performance of the overall scheme, which incorporates the proposed clustering and gateway selection algorithms. The results show that the proposed scheme can achieve about 11% higher average throughput, 10% lower end-to-end delay, and 8% lower packet drop fractions compared with the existing scheme.