A model for the delivery of SMS and USSD location-based mobile advertising using network-based positioning

This paper examines the use of Network-based location determination as an alternative to symbolic locations in the provision of location-based mobile advertising services using SMS and USSD. Two alternatives are explored; the use of reverse geo-coding and the use of coordinates to identify the locations of both users and providers. Both approaches are found to be feasible. However, the lack of a detailed geo-code database for use in reverse geo-coding as well as the lack of mobile network cooperation in the provision of user coordinates emerge as the main challenges to implementing the proposed model.