MAMBO: A Mobile Advertisement Mechanism Based on Obscure Customer's Location by RFID

The features of mobile advertisement include instantaneity, interaction, and personalization, which can enhance the efficiency and effectiveness of commercial advertisement. The study proposes a mobile advertisement mechanism for large supermarkets. The mechanism will provide both push and pull advertisement according the user's location. In push mode, each customer can always receive the message of the promoted goods nearby. In pull mode, customer can request the information about the goods they need actively. The success of mobile advertisement depends on whether the system can send proper information to the potential consumer at the proper time based on his/her location and preference. The key issue is processed via an indoor localization scheme based on RFID in the investigation.