Implementation of a personalized information system on mobile phones

Pablo López EscobésAdvanced Services Enabling Telematic ApplicationsMSc ICT ResearchUniversity of ValladolidJanuary 7, 2010

Introduction• Today, users receive lots of publicity from many

places• This huge amount of publicity means that in many

cases ineffective and is automatically discarded• Personalized advertising is a good option for

companies and users because:▫The amount of publicity received by users is smaller▫Businesses cut costs because they send less

advertising▫Advertising has a better user acceptance

A new way of advertising

•In order to send personalized advertising is necessary:▫That users have a personal element that

allows them to receive advertising▫Companies are aware of user preferences

to determine if they are interested in sending advertising or not

▫Create a system where companies can meet these data and through which they can send personalized advertising to users

Determining a specific group of users• Users must carry an instrument to receive

advertising• To achieve good system performance, this

instrument should be as personal as possible• The instrument has to be non-intrusive and

with daily use• There is an object that meets the above

requirements

THE CELL PHONE

Determining a specific group of users• System should be able to locate cell phones in

an indoor or outdoor location accurately• GPS (Global Position System) is a good option

for outdoor locations, but fails indoor locations• Infra-Red or Wi-Fi implementations are not

useful because requires new infrastructures or accessories to cell phones

• A GSM algorithm is the best option▫ includes the 6-strongest GSM cells and readings

of up to 29 additional GSM channels▫Leverages the phone’s existing hardware and

removes the need for additional radio interfaces

Obtaining the users profiles• Once is known the specific group of users, it's time

to get their different profiles• There are several algorithms which try to obtain

different user profiles based on statistical study and data mining

• The approach selected to model the users is a simple but effective system in which users rate some items and algorithm later is able to predict the users true rating about other items. ▫ Given a particular item and user, the goal is to

predict the user's true rating for the item in question. ▫ System generates an statistical profile based in

general items like genre or age and custom items, provided by the companies interested in send advertisements to users

How to decide who can send the information?•Companies want to send their advertising

to specific users only•Companies must report which user

parameters want to know•System obtain profiles based on all

parameters passed by companies•It is possible that several companies want

to advertise to the same users

How to decide who can send the information?• The goal is a real-time application, in which

each company would be able to know who is in his action radio

• Each company would be able to compete with other companies to send their advertising to a user group

• It was decided that the system used to determine which advertisements are sent to users will be based on auctions ▫users are benefiting because the information

that receives them is focused on them ▫Competition among companies to advertise, will

increase the revenue of the company which provides this service

The auction system

•The application will be web based because companies should be able to connect with the system in real time to bid

•The interface will be intuitive and should provide in an easy and simple way all the statistical data

•Companies must have all available information to make their bids knowing all the possibilities.

The auction system• Time to time, depending on each situation, the

system looks for users located within the area and generate statistical study with different user profiles

• System will notify via e-mail to all the companies registered in the system that a new auction is available.

• Companies review statistical study results and in light of that, consider whether it is interest then send their advertising to users located in the area

• By notifications via e-mail companies follow the course of the auction

The auction system

•At the end of the auction process a notification is sent to the winning company that can send his advertising

•At that time it displays a form to the winning company in which introducing the parameters of the message to send to users

•Users receive personalized advertising messages in their own cell phone

System schema

Detection of users

Companies are subscribed to auction system

Companies indicate their own elements of user characterization

Modelling users

Companies bid for advertisements

Users receive personalized advertising messages in their own cell phone

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Thanks for your attention