Advertising in Ubiquitous Environment
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Advertising in the Enviroment
What is the Ubiquitous Computing?
Ubiquitous computing integrates computation into the environment, rather than having computers which are distinct objects. Another term for ubiquitous computing is pervasive computing. Promoters of this idea hope that embedding computation into the environment would enable people to move around and interact with computers more naturally than they currently do(Weiser, 1998). One of the goals of ubiquitous computing is to enable devices to sense changes in their environment and to automatically adapt and act based on these changes based on user needs and preferences. Some simple examples of this type of behavior include GPS-equipped automobiles that give interactive driving directions and RFID store checkout systems(McCory & Judge, 2000). Ubiquitous computing has as its goal the enhancing computer use by making many computers available throughout the physical environment, but making them effectively invisible to the user.
(adapted source from: www.infolab21.lancs.ac.uk)
Ubiquitous computing impacts all areas of computer science, including hardware components (e.g. chips), network protocols, interaction substrates (e.g. software for screens and pens), applications, privacy, and computational methods. Ubiquitous computing is not virtual reality(Ubiquitous Computing," nd), it is not a Personal Digital Assistant (PDA) such as Apple's Newton, it is not a personal or intimate computer with agents doing your bidding. Unlike virtual reality, ubiquitous computing endeavers to integrate information displays into the everyday physical world. It considers the nuances of the real world to be wonderful, and aims only to augment them. Unlike PDA's, ubiquitious computing envisions a world of fully connected devices, with cheap wireless networks everywhere; unlike PDA's, it postulates that you need not carry anything with you, since information will be accessable everywhere. Unlike the intimate agent computer that responds to one's voice and is a personal friend and assistant, ubiquitous computing envisions computation primarily in the background where it may not even be noticed. Whereas the intimate computer does your bidding, the ubiquitous computer leaves you feeling as though you did it yourself.
<adapted source from : www.jreast.co.jp/.../ station/station08.html)
What is Radio Frequency Identification System?At a high level, RFID is an e-tagging technology that can be used to provide electronic identity to any object. Electronic information about an object is stored in RFID chips embedded or attached to the object. Using an RFID reader, the electronic identity (code in the form of several bits of data) can be read wirelessly using radio waves. This is where it differs from other e-tagging technologies such as barcode scanning, which uses optical recognition. Because it uses radio waves, no line of sight is required and RFID tags embedded inside an object can be sensed. Further, an RFID reader can read multiple RFID tags simultaneously, which is not possible using barcodes. An RFID reader at the gate of a warehouse, for example, can immediately sense all the RFID-tagged objects within a container as soon as the container passes by the gate. RFID tags can either be passive (cheap and work without any battery) or active (costly, yet have an embedded power source). Further, the electronic identification stored in a tag can either be fixed or dynamically updatable.
(adapted source from:www.epochtimes.com/ i5/402205228868.jpg)
At a high level, RFID is an e-tagging technology that can be used to provide electronic identity to any object(Want, 2004). Electronic information about an object is stored in RFID chips embedded or attached to the object. Using an RFID reader, the electronic identity (code in the form of several bits of data) can be read wirelessly using radio waves. This is where it differs from other e-tagging technologies such as barcode scanning, which uses optical recognition. Because it uses radio waves, no line of sight is required and RFID tags embedded inside an object can be sensed. Further, an RFID reader can read multiple RFID tags simultaneously, which is not possible using barcodes. An RFID reader at the gate of a warehouse, for example, can immediately sense all the RFID-tagged objects within a container as soon as the container passes by the gate. RFID tags can either be passive (cheap and work without any battery) or active (costly, yet have an embedded power source). Further, the electronic identification stored in a tag can either be fixed or dynamically updatable. The RFIDs can even be embedded in a piece of paper or in a form that can be permanently tagged to a shirt. In large volumes, RFID tags can be very cheap. By 2005, the cost of passive RFID tags is expected to fall below 5 cents per unit. The ability to bring otherwise passive objects online can have several benefits to businesses, especially those in the supply chain, retail, and consumer-packaged goods market. RFID technology can be used to effectively integrate the physical assets (inventory, equipment, infrastructure) with the overall IT infrastructure. Besides increasing the accuracy and flexibility of operation, the integration of physical assets to the IT infrastructure can provide a real-time view of demand, enabling a true "sense and respond" enterprise.The tag or transponder, which contains an electronic circuit (transponder) is attached to the object that requires a unique identification code. When the tag comes near the reader, the radio frequency (RF) field generated by the reader will power up the tag and cause it to continuously transmit its data by 'pulsing' the radio frequency. The data is then captured by the reader and processed in the back-end by applications like the Enterprise Resource Planning (ERP) or Supply Chain Management systems. The diagram below illustrates the process.
(Adapted from Source: http://www1.webmethods.com/images/solutions/webMethods_RFID_121703.jpg)
The relationship to Advertising
Why Are They Important in Advertising?Companies constantly struggle to find the best advertising strategies to promote their goods and services. They need to be able to reach the segment of population that is potentially interested in their products. They need to deliver the advertising in an appropriate manner that will “stick” in the users’ minds. They need to make sure that the products and services advertise are those that meet the user’s needs. And they also need to ensure that their advertising does not annoy anybody, since that could result in a negative impact.
To meet these constraints, companies hire advertising agencies to help plan suitable advertising strategies. If online advertising can be so effective, ads in pervasive environments can be even more so. Pervasive ads can be even more personalized than online ads and they can make use of various pervasive devices to deliver ads with greater impact.
The advent of the internet has revolutionized the field of advertising by providing a whole new path for reaching potential customers. One of the reasons for the high effectiveness of online advertising is that users interact with the web at a far more personal and intimate level than they interact with other advertising media like the radio or television. Pervasive computing environments deal with users at an even more intimate level; hence such environments are even better advertising platforms than the web.Pervasive environments allow the delivery of relevant advertising in suitable ways to selected consumers.
