mobile electronic memo a novel approach to mobile advertising stefano salsano, giovanni bartolomeo,...
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Mobile Electronic MemoMobile Electronic Memoa Novel Approach to Mobile a Novel Approach to Mobile
AdvertisingAdvertising
Stefano Salsano, Giovanni Bartolomeo, Nicola Blefari MelazziUniversity of Rome Tor Vergata
R. Glaschick – Siemens SIS C-LAB
L. Schnake – Sagem Orga
WWRF#22 Meeting, WG2 session, 6th May 2009, Paris, France
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AgendaAgenda
(Simple Mobile Service project)
Mobile advertising
What are Mobile Electronic Memos (MEMs)?
Structure of a MEM / Classes of MEMs
Security Features and Digital Signature
Conclusions
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Goals for the Simple Mobile Goals for the Simple Mobile ServiceServiceprojectproject
If mobile services are to repeat the success of the Web they have to be:
•simple to use,•simple to find,•simple to trust,•simple to create/set up.
These were design goals of the IST project “Simple Mobile Services”.
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The SMS ConsortiumThe SMS Consortium
1) RadioLabs (I) (Co-ordinator) http://www.radiolabs.it/
2) Athens International Airport (GR) http://www.aia.gr/
3) France Telecom (F) http://www.francetelecom.com/
4) ICCS of National Technical University of Athens (GR) http://www.ntua.gr/
5) Ludwig-Maximilians-Universitaet Muenchen (D) http://www.uni-muenchen.de/
6) Sagem Orga GMBH (D) www.sagem-orga.com/
7) Siemens Business Services GmbH & Co. OHG (D) http://www.sbs.siemens.com
8) TriaGnoSys GmbH (D) http://www.triagnosys.com/
9) University of Lancaster (UK) http://www.lancs.ac.uk/
10) VTT Electronics (FI) http://www.vtt.fi/
11)XiWrite S.a.S. (I) http://www.xiwrite.com/
12)Telecom Italia (I) http://www.telecomitalia.it/
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Simple Mobile Services are for…Simple Mobile Services are for…
Non-expert service author
Expert developer
End users of mobile services
(Use services)
(Create services)
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Making ADV appealing todayMaking ADV appealing today
Social Networking has proven that users like to be protagonists of what they consume instead of simple audience
Internet Advertising could benefit of this trend, becoming more interactive, and open to exploit several different technologies and spreading channels
This presentation will introduce the concept of Mobile Electronic Memo (MEM)
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Mobile Electronic Memos (MEMs)Mobile Electronic Memos (MEMs)
Mobile Electronic Memos (MEMs) are electronic notes which can be produced by service providers as well as by end users
A MEM consists of a data structure associated with a specific class of information – locations, services, shops, events, people…
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Mobile Electronic Memos (MEMs)Mobile Electronic Memos (MEMs)
MEMs are more than a presentation format. They can be– automatically captured from the environment (e.g. through a mobile
phone)– used to transfer context information (GPS coordinate, multimedia,
weather information…)– sent asynchronously to a friend or a group of friends, similarly to a
multimedia message– stored in local memory or remote database for future use– shared with other users, commented, tagged and ranked in social
communities– given as input to services and applications (e.g. a navigator, an
automatic check-in machine)
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Structure of a MEMStructure of a MEM
MEMs are expressed using JSON notation– XML syntax could be used as well
Top level tags “META”, “BODY” and “ENCL” are predefined and reserved– META: serial number, format, creation and expiration date, author,
sender, level of confidentiality, etc.– BODY: content spefic to each MEM– ENCL: used to carry attachment (e.g. base64 encoded)
{ "META":{ "metafield1": "value1", "metafield2": "value2" }, "BODY":{ "field1":"value1",
"field2":"value2" }, "ENCL":[ {...}, {...} ]
}
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Classes of MEMs (as of today)Classes of MEMs (as of today)
MEMs for Places (information about public places, private places, generic locations)– can be exported to Customer Information Quality (CIQ) Extensible
Address Language xAL (OASIS) and PIDF-LO (IETF SIP)
MEMs for People (describe human beings)– can be exported to vCard and Microformat hCard
MEMs for Events (deascribe an activity held at a given time) – exportable to iCalendar and Microformat hCalendar
MEMs for Physical Entities (model Real World Objects-RWOs).– e.g. vegetables, animals, vehicles, artworks, etc.
Memo MEMs (information that cannot be classified into the previous four classes) – e.g., a list of person to be contacted, a “to-do” list or a text/multimedia
message
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The MOVE clientThe MOVE client“Mobile Open and Very Easy”“Mobile Open and Very Easy”
The MOVE application is a sort of browser for mobile services running on the mobile terminal (open source)
MOVE provides the capability to search for services and present the most suitable services according to users’ preferences and current context
MOVE is a stand-alone J2ME (CLDC) application. It can run on a large set of terminals.
MOVE is Open Source (GPL and LGPL)
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Security FeaturesSecurity Features
To prevent from spam and phishing, MEMs or part of them may be digitally signed by the creator (or the sender), allowing the recipient to verify the integrity of the data and the identity of their creator (or sender)
MEMs can be signed by service providers as well as by end users, in a secure way, directly from their mobile phones using a secret key contained in their USIM
Therefore, MEMs may be used also to implement non-repudiation capability, being suitable for proof of purchases and subscriptions
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Digest and SignatureDigest and Signature
A digest or a signature is defined for any substructure of a MEM– Digests without signature can be useful if it can be sent via a slow,
but trustworthy extra channel, avoiding the handing of certificates and keys
The reserved tag "SIGN" defines fields for a digest or for a signature, as desired. – This tag is placed inside the object to be signed. Its digest is
calculated over the fields contained in the object, alphabetically ordered, excluding the “SIGN” tag itself
{"SIGN": { "digestAlgo": "sha1", "digestEncoding": "Hex", "digestData": "3AB...D2", "signAlgo": "PGP", "signId": "0xC4989402", "signEncoding": "Hex", "signData": "123456789AB" }
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Example: recommending a good Example: recommending a good restaurantrestaurant
User A uses his mobile phone to send a MEM describing a good restaurant to user B
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Example: recommending a good Example: recommending a good restaurantrestaurant
User A uses his mobile phone to send a MEM describing a good restaurant to user B
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Example: recommending a good Example: recommending a good restaurantrestaurant
User A uses his mobile phone to send a MEM describing a good restaurant to user B
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Example: recommending a good Example: recommending a good restaurantrestaurant
…but User B does not want spam. He accepts only signed MEMA warning message is displayed to User AUser A is requested to sign the MEM (or cancel the transaction)
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Example: recommending a good Example: recommending a good restaurantrestaurant
Mobile Client of User A signs the MEM using his private key stored in the SIMThe signed MEM is sent to User B
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Example: recommending a good Example: recommending a good restaurantrestaurant
The mobile client of User B checks whether the signature is authentic,The signature is authentic… thus the MEM is trusted
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Example: recommending a good Example: recommending a good restaurantrestaurant
user B
User B is finally notified about the received MEM
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Example: recommending a good Example: recommending a good restaurantrestaurant
user B
User B opens the MEM
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ConclusionsConclusions
MEMs are open and versatile aggregators of information, and, at the same time, a cheap and fast context transfer medium
They are compatible with existing standard technologies and foster convergence of several different services and applications in an easy and straightforward way
Despite designed for a broader scope, MEMs may represent a novel approach to mobile advertising, providing users with a rich and compelling experience
In addition, their provided security features (signature, hashing and encryption) may be usefully adopted to prevent from spam and phishing