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Mitigating the True Cost of Advertisement- Supported “Free” Mobile Applications

Mitigating the True Cost of Advertisement- Supported “Free” Mobile Applications. Azeem J. Khan, V. Subbaraju & Archan Misra. Presented By Brian K. Gervais. Free Apps Aug 2011. At this time Angry Birds was making $1 Million/month Apple store games with adds $87 Million/month.

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Mitigating the True Cost of Advertisement- Supported “Free” Mobile Applications

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  1. Mitigating the True Cost of Advertisement- Supported“Free” Mobile Applications Azeem J. Khan, V. Subbaraju & ArchanMisra Presented By Brian K. Gervais

  2. Free Apps Aug 2011 At this time Angry Birds was making $1 Million/month Apple store games with adds $87 Million/month

  3. Angry Birds In 2011 Nokia Solutions and Networks (NSN) ran a test on the Iphone Version Non ad-Supported (paid Version) had an increase in 8% over one hour game play Ad supported version had a 352% increase over same time period In 2011 South Korea Telecoms reported a 10% call success rate Single third part app was the culprit (not AB)

  4. Why so much data Test Conducted with rooted android in a lab Shark for Root was used to capture packets and analyze.

  5. Whats in the Data

  6. Why do we care Almost all carriers have done away with unlimited data Verizon charges $15/per gig overage Even if you are grandfathered in they will throttle your connection. Contribute to Service outages

  7. $$$ If you go by Verizon $15/Gig Fruit Ninja played for 30 Minutes Generate ~40MB network data ~56Cents Instead of purchasing the app for $.99 with out ads Nothing is FREE

  8. What do we do Fine line between users desire for free content and companies desire for revenue. Users can monitor their data usage Not practical, due to high amounts of hidden data Stop advertisements Never happen Develop software to meet the needs of both parties. CAMEO, Tourist-MSN

  9. Process Intercept Most ads start with DNS query, then HTTP Req Could set up proxy on client Could redirect DNS query to local-host Generate Software predict what kind of adverts the user will be exposed to Software must weight the cost of the data Deliver Giving it to the customer in a seamless manor That does not affect the users experice

  10. CAMEO “Preserve the delivery and display of mobile advert., while dramatically lowering the advert. Related consumtion of precious metered wireless bandwith” Users often have unmetered networks available Home Wifi, StarBucks, Boingo Development of future Femotcells for 3G/4G

  11. CAMEO Prefetches adverts. When the data is cheap Still provides the same targeted adverts to consumer Also provides pre-cached adverts for when no network available (on a flight) Most adverts would run small piece of XHTML once image was fetched, or JavaScript used to fetch and display image 1/4th of data is advertisement while rest is overhead Will increase with HTML5

  12. Issues Clean Slate Design- in order for the middleware to work Key changes must occur Application Modifications Sending small amount of data to validate that the advertisement is appropriate for context Random ads aren’t ideal Infrastructure Modification Advertisements are not real-time Middleware could leverage low-priority or background transfer service provided by wireless operator at reduced cost

  13. Summary Mobile computing is rapidly growing especially free mobile apps. Growing faster than the infrastructure can support Perceived Cost of Data is Going up Mobile providers want the network used but not over used Hard to change users habits Desire for “Free” applications

  14. Questions

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