M-Commerce and GPS Cell Phones

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M-Commerce and GPS Cell Phones

The use of GPS devices in mobile phones can allow for the tracking of both location and time data of specific users. A combination of time and location data can be utilized to create new marketing offers, such as marketing messages dependent of both position and time. If a user is out on a Saturday night about a mile away from their favorite night spot, a subscription to a night life mobile service will send the user a text message notifying them of a special time sensitive promotional offer. Based on information about past visits, the messaging server is able to create a personalized promotional offer based on the user’s prior visits to the club.

        The issue of time can also be expanded upon when considering GPS for personal marketing. Various pieces of time information can include the day of the week, time of day, date, seasonal holiday information, and appointments. In combination with location data, time can be a factor for actions or events. If a meeting was to be held at an offsite location, two hours prior to the meeting an application can notify the user to expect road construction that would cause a half hour delay.        

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Because third party firms cannot access location information, location based advertising is not yet possible in the United States. Additionally, many privacy issues exist between mobile marketing and end-users. Many debates arise concerning the sharing of this information with various agencies, including both the government and law enforcement. The cell phone provider, or third party companies with business partnerships can possibly share this information without the consent of the consumer.

Additionally, many most Americans are oriented strictly to talking on their phones, while users in Japan, Sweden and elsewhere are more accustomed to accessing data and conducting transactions on their ...

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