Proximity Based Marketing

Proximity Based Marketing Article example
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Proximity Based Marketing Name: Institution: Proximity Based Marketing Introduction Location-based services (LBS) are defined as services, which depend on positional information of mobile device (Dhar and Varshney, 2011). It is a mobile information service that broadens the processing capability of both the temporal and spatial information to users through the wireless and Internet communications (Dhar and Varshney, 2011).


The push-pull based LBS application is also a type of LBS where information is delivered to the end mobile user in the push-based application while, in pull-based, the user initiates the request. Other LBS types include direct-indirect profile, state of interaction, and mobility and interaction, among others (Dhar and Varshney, 2011). Therefore, this paper will analyze the study population; methods used in the study, tools (metrics) used, as well as summarize the conclusions presented in the article. 1. A description of the study population The study population involves the LBS market. Dhar and Varshney state that the LBS market seems to have taken longer to materialize than it was expected some years back (2011). However, corporate customers and individuals have begun purchasing LBS games, emergency services, and advertising, among other LBS. They expect the telecommunications carrier companies to provide personalized information delivery through ways that give them new efficiencies, safety measures, convenience, and work flows. Dhar and Varshney (2011) argue that the location market is developed on both consumer and business services; hence, can be put into two categories: the vertical market and the horizontal market. ...
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