With the continuous advances in mobile technology, numerous applications are being developed to empower the mobile users. Mobile commerce (m-commerce) is starting to make a mark following the success of the internet and e-commerce. With this, application development aims to optimize the performance of the mobile environment such as PDA and cellular phones. Mobile advertisement is one example of mobile applications that provide a lot of potentials.

In this paper, we introduce a new method of personalizing mobile advertisement by considering not only the user?s location but also his/her interest. A prototype system called ?Concierge? has been developed and tested on a shopping environment. The result of the experiment shows good potential for this kind of service.