Cimaps

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CIMAPS is the abbreviation for Customer Initiated Mobile Advertisement and Product Search and describes a trend that is derived from the topic Location Based Services.


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[edit] Concept & Benefits

In the CIMAPS model shops concentrate on preparing offerings of product information or advertisement to the customer the moment it is needed (or searched for) in a self-initiated pull mode, rather than pushing advertisement to the customer's mobile phones. This approach leads to a quadruple-win situation:

  • higher revenues for the mobile service provider,
  • more customers for nearby shops/products
  • new services and
  • more freedom for the customer with a self-determined guided shopping. Could be seen as part of the revival of location based service concepts.


[edit] Related Trends

The trend is related to the issue Ubiquitous Computing and Mobile advertising: internet connectivity and browsing is getting a higher acceptance due to a much better user perception driven by user device development (i.e. Apple iPhone browser). Moreover, people get used to use their mobile devices for shopping (today this happens more or less SMS based).

The trend is appealing and important, as the ongoing debate about mobile advertisement and the user’s tolerance for such content needs alternatives. This is due to the fact that mobile advertisement could be perceived as SPAM if it is offered in push mode. First models already arose connecting the mobile phone browser or its functionalities with shop functionalities (e.g. Starbucks sells songs in its cafés to users of WLAN-enabled Apple devices)


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