PROTOTYPING OF AN E-COMMERCE MOBILE MARKETING SYSTEM

ABSTRACT
Electronic marketing is an essential part of e-commerce. With mobile device usage trends that grow
exponentially in the last several years, providing electronic marketing services for mobile users has been
becoming business opportunities. Despite these opportunities, mobile marketing system for e-commerce has
not been widely studied. As mobile devices are personal tools, mobile marketing systems must be properly
designed such that the systems will be accepted by users. This paper presents the design and prototype of
an e-commerce mobile marketing system resolving user acceptance criteria, such as information
personalization, privacy protection, up-to-date content and social network. The proposed system integrates
a marketing provider website and mobile applications used by shoppers. The design and prototype are
provided for the website, mobile application and the communication between both sub-systems that
employs web services and a cloud service. Prototype testing and evaluation have been performed to ensure
that the proposed system works properly.

INTRODUCTION
Electronic marketing (e-marketing) has been viewed as an essential part of e-commerce . With the trend of mobile devices usage that grows exponentially in the last several years, providing e-marketing services for mobile users has been becoming business opportunities. As mobile devices are personal tools, mobile marketing systems must be designed properly such that the systems will be accepted by users.

Contribution: Despite the opportunities, so far the authors have only found very limited results related to mobile marketing system design for e-commerce. Wium in presents the design of mobile applications supporting tourists with travel information that use information of user’s location, time and personal preferences to provide personalized recommendations. Balan et al. in reports design and evaluation of a near-field communication-based mobile P2P payment application that is designed to replace cash-based transactions. Therefore, this paper is intended to
contribute in the designs of mobile e-marketing systems for e-commerce.

In our previous research presented in , we have proposed a conceptual model of a mobile
marketing system resolving user acceptance criteria (customer permission, usefulness, relevant
content, up-to-date content, social network, privacy protection and so on).

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