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shopping at the wheel

No need to park , but still shopping can  be done at the wheel , thanks to a menu on the VIMO screen.
Mobile advertising  helps a lot for mobile shopping at the wheel.

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     Location-based mobile advertising

Location-based Mobile Advertising on DriveOnPay™ featured with BWA-enabled dashtop mobile applications is an entirely new breed of mobile advertising technology free from backward compatibility, in a complete departure from the currently nascent GPS-enabled cellular  technology and mobile web applications.

Shift to Mobile

The market for mobile advertising: In early 1990s, when  the Internet made  its first appearance to the public, you wouldn't be able to think about it yet. This is a brave new world for advertisers. It has been uncharted before and is a completely new territory.

In another ten years from 2007, mobile phones, currently estimated at 3 billion worldwide, will reach over 6 billion in number, according to an estimate by  ErgonoTech. The world population will soar to 7.3 billion by 2017, given the population growth rate. According to industry sources, global mobile phones will reach 4 billion in 2008.

The brisk pace of BWA (Broadband Wireless Access) applications currently points to a remarkable  shift away from DESKTOP to LAPTOP and eventually to DASHTOP. The dashtop means BWA-enabled vehicular mobile equipment  that  goes on the center of dashboard.

How to sync virtual and real

The top issues are : privacy infringement and how to sync virtual and real world. In other words, mobile advertisers are anxious to creep into your cell phones without hurting your privacy and pop up their location-based ads.

What will be the use if your mobile phone shows a popup ad on a clearance sale in New York, while you are in Portland, Oregon.

With GPS trackers  embedded in your cellphones, mobile operators can  locate you to do video streaming to send you video clips of their mobile ads. But without consent, it may cause privacy concern.

Mobile ad market is growing

A research firm said the current market of mobile ads worldwide is about $900 million in gross revenue. It is still a drop of water in a bucket, when compared with advertising through other media..According to research firm eMarketer, the U.S. mobile-advertising industry is expected to balloon from $421 million in 2006 to $4.7 billion--and to $11.3 billion worldwide--by 2011

   Mobile Advertising Market

Unit: US$1,000,000
USA Global
2006 421 900
2011 4,700 11,300
  Source : eMarketer

Buyout Rush of  Mobile Ad Business

AOL aquired Third Screen Media in the middle of May 2007 for an undisclosed sum. Earlier in that month, Microsoft said it had agreed to buy European cell phone ad company ScreenTonic

Again, Microsoft  acquired aQuantive for $6 billion in the middle of May, 2007, and about the same time, Yahoo announced its partnering alliance with 260 US newspapers., followed by a big deal of one month earlier:  Google acquired DoubleClick for $3.1 billion., though still pending final approval by regulators.

Meantime, WPP Group and 24/7 Real Media, Inc. signed a definitive agreement on May 17, 2007  under which WPP agreed to acquire 100% of the shares of 24/7 Real Media through a friendly cash tender offer.

These deals  provide a striking contrast with the $7.4 billion buyout of the Chrysler unit out of DaimlerChrysler. And what does this buyout rush mean?

Looking back over the past 10 years, the Internet made a public debut in 1993 and has zoomed along the Information Highway at the speed of light, soaring to the height of all markets.

Nonetheless, the Internet industry had to survive the dot.com bubble in the early 2000s,and  that turned out to be a tempest in a tea cup. At that time, the Internet was dwelling in the stationary domain of desktops until mobile devices began to soon  appear in the market.  Now mobile Internet started its penetration into unexploited territory of mobile advertising, and even TLD (top-level domain) with <.mobi> exntesion is getting popular among web publishers.

Media shift

In the United States, sales of laptops already surpassed those of desktops in 2006. There is a growing sign of another shift away from portable to dashtop, triggered by safety, functionality, and battery life. The shift does not  always mean any discontinuation or extinction, but a proportional change. The mass media - newspapers, radios, TV and the Internet  -  still coexist, but there has been a great change in their hierarchy.

"The Internet is the most essential medium for consumers and newspapers are the least, according to an Edison Media Research study conducted by Arbitron in January and February 2007. Respondents were all from the US and ages 12 and older," according to a leading market research firm, eMarketer. See the chart below.

Internet Usage Expands Graphi

"The Boundary between Telecom and Media is Blurring Quickly"

This is what Sid Gorham, chief executive of Telephia said in late June 2007.  Telephia, since founded in 1998, has been focused on cell phone tracking, and  Nielsen acquired it for an undisclosed amount in late June 2007.

 New York Times pointed out that cell phones are becoming a top priority among media executives. It explains why Nielsen is shifting its monitoring weight to cellphones  from TV sets. Tracking consumer behaviors changes its battleground from TV to cellphones or mobile devices.

According to industry sources, the world's cellphones totaled 2 billion at the end of 2006, and is estimated to reach 3 billion by the end of 2007.

Location-based mobile ads vs. Nomadic Internet  ads

About one third of  the mobile Internet subscribers in USA and Europe are reportedly welcoming mobile ads on the mobile Internet in exchange for some freebie. But the thing is that nomadic Internet access is initiated by mobile phone subscribers and privacy concern is minimum here.

The core of mobile advertising

The core of mobile advertising is location-based one that is targeted at your preferences and whereabouts. In other words,mobile advertisers will search for your preferences and whereabouts all the time. Mobile operators, ad agencies and ad sponsors may tend to team up to be nosy about  what you'd very much like to, where you frequently go visit, and what you buy and how much at a time.

Even worse, they tend to share, buy and sell your personal data. In the same vein, mobile carriers are more cautious in approaching the mobile ad market than media moguls that are moving at a hectic pace to acquire mobile ad start-ups.

Worst thing that can possibly happen in the near future

Initially, you may find some compromise in exchange for phone bill discounts and some freebie so as to allow location-based ads pop up on your mobile phones. But at last, when the monster is unleashed, video popup ads with noisy music might interrupt your primary purpose of mobile phone use frequently and even try to meddle with your freedom of choice.  

One example: when you are about to enter your favorite restaurant for dinner, a competitor nearby cuts in to start video streaming of their ads with noisy music, insinuating you are not smart enough to make the best choice. It will ruin your dinner even before you begin.


Behavioral Advertising on target... to explode online

"Nearly $10.5 billion sends a very clear message about future strategies," says David Hallerman, eMarketer Senior Analyst and the author of the new eMarketer report, Behavioral Targeting: Advertising Gets Personal." "Four deals in 35 days — Google-DoubleClick, Yahoo!-Right Media, WPP Group-24/7 Real Media and Microsoft-aQuantive — are a clear indication of the onrush of brand-focused advertisers onto the Web."

Privacy-Friendly Location-Based Mobile Ads

DriveOnPay™ can trigger on your dashtop VIMO™ whenever you drive into a shopping mall. The screen, the size of VHS video tape, shows 6 to 7 different icons representing different stores. You have an option: ignore it or try some.

When you decide to try some icons to find what you need, you may be able to choose to flip over the entire screen or replace one specific icon with a new one. When you finally pick one, you will have a chance to watch ads or come-ons. There is no privacy concern. No privacy concern at all, all your profile and records stored during transactions on DriveOnPay™ will be deleted or partially masked. This technology is a disruptive one, not based on web-based and GPS-enabled cellular networks.

Location-based Service

In early October 2007, Nokia, the biggest handset maker, has announced its $8.1 billion purchase of Navteq, the largest digial-map provider, in a bold move to take an initiative in the LBS market. LBS is described to be the "combination of mobile web and GPS data", but DriveOnPay can provide privacy-friendly LBS without GPS technology.

[The core technology of DriveOnPay™ and its deployment scenarios can only be disclosed to interested parties under a non-disclosure agreement and then licensed to qualified  and competent licensees on a non-exclusive basis.]




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