An Electronic Market Framework for Context-Sensitive Mobile Consumer Profiles in the Marketing Domain

The mobile online medium (i.e. mobile data communication) allows the creation of context-sensitive profiles for mobile consumers by using identity- and context information and thereby enabling the efficient targeting of current consumers' needs. However, current implementations of Mobile Marketing activities do not make use of these beneficial unique features and apply, for instance, content-based targeting approaches. In order to enable the use of context-sensitive profiles in Mobile Marketing activities, this paper identifies the need for an electronic market for these profiles and applies a Market Engineering approach to derive an electronic market framework for context-sensitive mobile consumer profiles in the Mobile Marketing Domain.

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