Advertising in Ubiquitous Environment
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History of Ubiquitous Computing
A few thousand years ago people of the Fertile Crescent invented the technology of capturing words on flat surfaces using abstract symbols: literacy. The technology of literacy when first invented, and for thousands of years afterwards, was expensive, tightly controlled, precious. Today it effortlessly, unobtrusively, surrounds us. Look around now: how many objects and surfaces do you see with words on them? Computers in the workplace can be as effortless, and ubiquitous, as that. Long-term the PC and workstation will wither because computing access will be everywhere: in the walls, on wrists, and in "scrap computers" (like scrap paper) lying about to be grabbed as needed. This is called "ubiquitous computing", or "ubicomp".
The initial incarnation of ubiquitous computing was in the form of "tabs", "pads", and "boards" built at Xerox PARC, 1988-1994. Several papers describe this work, and there are web pages for the Tabs and for the Boards (which are a commercial product now): In 1991, Mark Weiser first introduced the concept of Ubiquitous Computing. His main idea was there would be an enormous number of ubiquitous computers. He insisted that computers should be embedded into all things in our everyday life and disappear as other technologies did (e.g., motors; Today we can use motor-based machines without having to understand any knowledge of the moter ). Therefore, people would use ubiquitous computers anytime, anywhere without any knowledge of them (i.e., disappearing computers). In the future, the prevailing Ubiquitous Computing Infrastructure would allow us to use computing power wherever we go. However, Ubiquiotus Computing has not been realized even though it has been a hot potato for more than 10 years. The main reason is that Ubiquitous Computing requires revolutionary software/hardware technologies.
Ubicomp helped kick off the recent boom in mobile computing research, although it is not the same thing as mobile computing, nor a superset nor a subset.
Ubiquitous Computing has roots in many aspects of computing. In its current form, it was first articulated by Mark Weiser in 1988 at the Computer Science Lab at Xerox PARC. He describes it like this:
Inspired by the social scientists, philosophers, and anthropologists at PARC, we have been trying to take a radical look at what computing and networking ought to be like. We believe that people live through their practices and tacit knowledge so that the most powerful things are those that are effectively invisible in use. This is a challenge that affects all of computer science. Our preliminary approach: Activate the world. Provide hundreds of wireless computing devices per person per office, of all scales (from 1" displays to wall sized). This has required new work in operating systems, user interfaces, networks, wireless, displays, and many other areas. We call our work "ubiquitous computing". This is different from PDA's, dynabooks, or information at your fingertips. It is invisible, everywhere computing that does not live on a personal device of any sort, but is in the woodwork everywhere. In the history of computing we are about to move to a fourth-generation of computing.
Over time, cost and size of computers has reduced significantly to allow more people to participate in the world of computing.
• Mainframe Computing - Many people share one large computer
• Personal Computing - One person works with one little computer
• Internet Computing - One person uses many services on a worldwide network
• Pervasive Computing - Many devices serve many people in a personalized way on a global network
History of InternetAlthough many people believe that the Internet is a recent innovation, the technological advancement has in essence existed for over a quarter century. The Internet started as a ARPAnet, a U.S. Department of Defense project to establish a nationwide computer network that would continue to function even if a large portion of it were destroyed in a nuclear war or natural disaster.
The network that evolved during the next two decades was used primarily by academic institutions, scientists and the government for research and communications. The Internet allowed these disparate institutions to connect to each others’ computing systems and databases, in addition to sharing data via E-mail
In 1992, the nature of the Internet changed drastically when the U.S. government began pulling out of network management, and commercial entities began offering Internet access to the general public for the first time. This change in focus marked the beginning of the Internet's astonishing expansion.
According to a survey conducted by CommerceNet and Nielsen Media Research in early 1997, nearly one out of every four Americans over the age of 16 is an Internet user. The number of users worldwide is believed to be well into the tens of millions. Also, according to the Internet Advertising Bureau (IAB), Internet advertising was projected to exceed $2 billion in 1998, and is expected to grow to upwards of $7 billion by 2002.
(adapted source from:www.loudoffice.com/what_is_ecommerce.htm)
Online advertising originated on October 27, 1994 when HotWired contracted fourteen advertisers for its online debut. The subsequent year confronted the emergence and public acceptance of the Web as an interactive medium. By 1996, advertisers were promoting web sites using traditional media. The World Wide Web is a new way of presenting information to the public via the Internet. Advertising on internet has increased rapidly over the last few years. However, the mode of advertising has so far been similar to that used in TV and newspapers in essence.
Advertising seeks to disseminate information in order to affect a buyer-seller transaction. However, Internet advertising differs from other mediums by enabling consumers to directly interact with the advertisement. Internet use in the United States has substantially impacted the way people shop, trade stocks, manage funds, educate, and even participate in politics (Ranganathan,2002). A consumer can click with his or her mouse on the ad for more information, or take the next step and purchase the product in the same online session.
Internet advertising also gives advertisers the chance to accurately target an audience, enabling them to deliver ads that are customized to each user’s particular interests and tastes. Internet advertising also allows advertisers to focus on users from specific companies, SIC codes, geographical regions and nations. In addition, marketers can track how users interact with their brands and learn what is of significance to their current customers and prospects. Most importantly, an Internet ad is delivered 24 hours a day, 7 days a week, 31 days a month
