Specific objectives
ELBA aims to contribute to the rapid take-up of mobile technologies,
solutions and services in the area of "location based advertising".
The objective of the project is to integrate different solutions and services
in an innovative 2.5-3G service. The ELBA project aims at developing and
validating an innovative approach for location based advertising The project
will allow for the demonstration of wireless advertising in three international
use case scenarios.
In
the following structure the objectives are broken down according to specific
project goals:
The objective of the project is to integrate innovative technologies
and demonstrate the possibilities of mobile services in the area of location
based advertising. It should help to demonstrate the business opportunities
in mobile services to European companies.
By the end of this project, the ELBA will have developed three mobile
marketing services and tested with 75 end users.
The current situation is that 72% of the APRU (mobile average revenue
per user) goes to the network operators. In order to build up a substantial
business for European enterprises services, applications and content has
to be included in the mobile value chain and substantial revenue shares
should in the future be distributed to them. As a result of ELBA's activity,
by the end of the project, providers of services, applications and content
for mobile business should be aware of the potential offered by m-commerce
to improve their business opportunities and some 1000 companies in Europe
should be investing in mobile business opportunities.