Location-based services: models for strategy development in M-commerce

Abstract

There is wide appreciation of the integral role location-based services would play in the mobile-commerce arena. The early-stage infrastructure for enabling these services is just now reaching the commercialization stage. Strategic thinking in this domaiu is rudimentary -there is not a clear understanding of issues associated with location data such as ownership and management of location-specific data, and consumer privacy. This paper provides an overview 01 locationbased mobile-wireless services and related technologies, an evaluation of potential business models, and strategic implications for key entities in the value chain.

Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

“…Location-based services (LBS) are broadly defined as services that are enhanced by and depend on information about a mobile device's position (Jagoe 2003;Mitchell and Whitmore 2003;Unni and Harmon 2003). These services include emergency and safety-related services, entertainment, navigation, directory and city guides, traffic updates, locationspecific advertising and promotion, and site-based purchasing with e-wallet enabled mobile devices.…”

Consumers Attitude Towards Location-Based Advertising: An Exploratory Study

“…Moreover, Tsang, Ho, and Liang (2004) [68] contended that consumers generally have negative attitudes toward mobile advertising unless mobile advertisements are permission-based. This finding was supported by Unni and Harmon (2003) [70] on perceived effectiveness of push vs. pull mobile location-based advertising who argued that the location-based service was relatively more effective when there is an express request from the users than when users are alerted to its messages and services. Conversey, Xu, Oh and Teo (2009) [77] argued that multimedia locationbased service messages would lead to more favorable attitude, increase the intention to use the location applications which would have significant effects on purchase intentions.…”

“…Their unique characteristic for personalization of services has made it further to be described as a "killer application" for mobile business (Junglas & Watson, 2008) [27]. Location-based service applications, therefore, present new marketing strategies for businesses to use to interact with the target customers (Tussydiah, 2012 [69]; Gidofalvi, Larsen & Peterson, 2008 [19]; Gillin, 2007[20]; Mayzin, 2006 [44]; Sultan & Rohn, 2005 [66]; Unni & Harmon, 2003) [70]. Location-based services have, therefore, been used in several places and devices such as online social networks, Radio frequency identification devices, and Mobile telecommunication devices (Pedrana, 2014[48]; Simon & Karen, 2013[63]; Vicente, Freni, Bettini & Jensen, 2011 [72]; Li & Chen, 2010) [39].…”

Location-based services deployment and demand: a roadmap model

“…The more advanced technologies are more expensive to deploy while some may be restricted in their usefulness as they require line-of-sight (e.g., AOA, TDOA). Handset and hybrid technologies (e.g., ECID, GPS, E-OTD, A-GPS) may also require significant handset modification [13].…”