Commercialisation of context-sensitive mobile attention in mobile media markets

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In a world of information overload, attracting consumer attention for marketing campaigns is increasingly challenging. Mobile media presents a unique opportunity for advertisers, offering a personal communication channel that leverages context information from mobile networks to tailor campaigns to users' immediate situations. Mobile Marketing Providers aim to monetize this channel through their Mobile Media Market platforms. However, the nature of context information significantly affects traditional business models in Mobile Marketing. To address these challenges, this work develops a conceptual analysis framework focused on the use of context information in Mobile Marketing. Building on insights from this analysis, an engineering recommendation framework for Mobile Media Market platforms (MoMeMa) is introduced. This framework provides guidelines for Mobile Marketing Providers to enhance or adapt their platforms, maximizing the advantages of context information while managing its impacts. The MoMeMa framework, the core contribution of this research, was created using the Design Science Research paradigm. Its technical feasibility was demonstrated through a software prototype, and its practical utility was validated through expert interviews.