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Wireless Advertising?s Challenges and Opportunities
May 2003 (vol. 36 no. 5)
pp. 30-37
Hassim Mohamed Yunos, San Jose State University
Jerry Zeyu Gao, San Jose State University
Simon Shim, San Jose State University

Rapidly developing wireless networking technology and the growing mobile-device user base have fueled interest in activities that deliver ads to mobile devices over a wireless network. Studies by wireless media research companies indicate that delivering permission-based alerts to wireless phones captures consumers' attention, drives response actions, and builds brand awareness. Wireless devices are accessible, personal,and location aware. These characteristics allow for highly targeted, flexible, and dynamic wireless ads. Yet the target audience is vast, and users must be able to search for information, issue inquiries, and make purchases at any mobile location.

Citation:
Hassim Mohamed Yunos, Jerry Zeyu Gao, Simon Shim, "Wireless Advertising?s Challenges and Opportunities," Computer, vol. 36, no. 5, pp. 30-37, May 2003, doi:10.1109/MC.2003.1198234
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