Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

Abstract

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement patterns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.

Towards next-generation routing protocols for pocket switched networks

“…Zhang et al [119] propose an electronic coupon system that reward users with incentives when their devices have contributed in forwarding a redeemed coupon. Heinemann & Straub [120] propose adPASS for mobile advertising in OppNets. Data structures in device profiles known as iHave and iWish lists are used to spread and collect advertisements according to user preferences.…”