Context-Aware Campaigns in Social Networks

Abstract

Services have become increasingly important in today´s Web-based applications. Users can access services in an anytime, anywhere manner using a wide variety of mobile devices. Mobile services are a key driver in today´s telecommunication market, even though the potential of mobile services has not been fully exploited in existing telecommunication systems. A main driver in these markets are contextaware services to build intuitive services for mobile handsets. One success factor is to support a broad range of handsets available on the market and making the services contextaware by obtaining contextual information. Context may be derived from information obtained from the handset - most prominently location information. In this work, we present a mobile marketing platform enabling the advertisement of services in mobile markets. Advertisements and offerings need to be customized based on user preferences. We propose a recommendation approach of services based on social-network properties and human provided services. Our contributions are the Woodapples platform offering a set of APIs for creating mobile campaigns and an approach for managing social and service network structures in a unified manner