1. Mobile Electronic Memo a Novel Approach to Mobile Advertising Stefano Salsano, Giovanni Bartolomeo, Nicola Blefari Melazzi University of Rome Tor Vergata R. Glaschick – Siemens SIS C-LAB L. Schnake – Sagem Orga WWRF#22 Meeting, WG2 session, 6th May 2009, Paris, France

2. Page 2Agenda (Simple Mobile Service project) Mobile advertising What are Mobile Electronic Memos (MEMs)? Structure of a MEM / Classes of MEMs Security Features and Digital Signature Conclusions

3. Page 3 Goals for the Simple Mobile Service project If mobile services are to repeat the success of the Web they have to be: simple to use, simple to find, simple to trust, simple to create/set up. These were design goals of the IST project “Simple Mobile Services”.

4. Page 4 The SMS Consortium 1)RadioLabs (I) (Co-ordinator) http://www.radiolabs.it/ 2)Athens International Airport (GR) http://www.aia.gr/ 3)France Telecom (F) http://www.francetelecom.com/ 4)ICCS of National Technical University of Athens (GR) http://www.ntua.gr/ 5)Ludwig-Maximilians-Universitaet Muenchen (D) http://www.uni-muenchen.de/ 6)Sagem Orga GMBH (D) www.sagem-orga.com/ 7)Siemens Business Services GmbH & Co. OHG (D) http://www.sbs.siemens.com 8)TriaGnoSys GmbH (D) http://www.triagnosys.com/ 9) University of Lancaster (UK) http://www.lancs.ac.uk/ 10) VTT Electronics (FI) http://www.vtt.fi/ 11)XiWrite S.a.S. (I) http://www.xiwrite.com/ 12)Telecom Italia (I) http://www.telecomitalia.it/

5. Page 5 Simple Mobile Services are for… Non-expert service author Expert developer End users of mobile services (Use services) (Create services)

6. Page 6 Introduction: making ADV appealing today Social Networking has proved that users like to be protagonists of what they consume instead of simple audience –self-creating contents (blogs, pictures, movies) –sharing contents –commenting –recommending Internet Advertising could benefit of this trend, becoming more interactive, and open to exploit several different technologies and spreading channels This presentation will introduce the concept of Mobile Electronic Memo (MEM), which, while designed for a more general purpose, it could represent a novel approach to Mobile Advertising, well fitting the aforementioned user’s expectations

7. Page 7 Making ADV appealing today Social Networking has proven that users like to be protagonists of what they consume instead of simple audience Internet Advertising could benefit of this trend, becoming more interactive, and open to exploit several different technologies and spreading channels This presentation will introduce the concept of Mobile Electronic Memo (MEM)

8. Page 8 Mobile Electronic Memos (MEMs) Mobile Electronic Memos (MEMs) are electronic notes which can be produced by service providers as well as by end users A MEM consists of a data structure associated with a specific class of information –locations, services, shops, events, people…

9. Page 9 Mobile Electronic Memos (MEMs) MEMs are more than a presentation format. They can be –automatically captured from the environment (e.g. through a mobile phone) –used to transfer context information (GPS coordinate, multimedia, weather information…) –sent asynchronously to a friend or a group of friends, similarly to a multimedia message –stored in local memory or remote database for future use –shared with other users, commented, tagged and ranked in social communities –given as input to services and applications (e.g. a navigator, an automatic check- in machine)

10. Page 10 Structure of a MEM MEMs are expressed using JSON notation –XML syntax could be used as well Top level tags “META”, “BODY” and “ENCL” are predefined and reserved –META: serial number, format, creation and expiration date, author, sender, level of confidentiality, etc. –BODY: content spefic to each MEM –ENCL: used to carry attachment (e.g. base64 encoded)

11. Page 11 Classes of MEMs (as of today) MEMs for Places (information about public places, private places, generic locations) –can be exported to Customer Information Quality (CIQ) Extensible Address Language xAL (OASIS) and PIDF-LO (IETF SIP) MEMs for People (describe human beings) –can be exported to vCard and Microformat hCard MEMs for Events (deascribe an activity held at a given time) –exportable to iCalendar and Microformat hCalendar MEMs for Physical Entities (model Real World Objects-RWOs). –e.g. vegetables, animals, vehicles, artworks, etc. Memo MEMs (information that cannot be classified into the previous four classes) –e.g., a list of person to be contacted, a “to-do” list or a text/multimedia message

12. Page 12 The MOVE client “Mobile Open and Very Easy” The MOVE application is a sort of browser for mobile services running on the mobile terminal (open source) MOVE provides the capability to search for services and present the most suitable services according to users’ preferences and current context MOVE is a stand-alone J2ME (CLDC) application. It can run on a large set of terminals. MOVE is Open Source (GPL and LGPL)

13. Page 13 Security Features To prevent from spam and phishing, MEMs or part of them may be digitally signed by the creator (or the sender), allowing the recipient to verify the integrity of the data and the identity of their creator (or sender) MEMs can be signed by service providers as well as by end users, in a secure way, directly from their mobile phones using a secret key contained in their USIM Therefore, MEMs may be used also to implement non-repudiation capability, being suitable for proof of purchases and subscriptions

14. Page 14 Digest and Signature A digest or a signature is defined for any substructure of a MEM –Digests without signature can be useful if it can be sent via a slow, but trustworthy extra channel, avoiding the handing of certificates and keys The reserved tag "SIGN" defines fields for a digest or for a signature, as desired. –This tag is placed inside the object to be signed. Its digest is calculated over the fields contained in the object, alphabetically ordered, excluding the “SIGN” tag itself

15. Page 15 Example: recommending a good restaurant User A uses his mobile phone to sends a MEM describing a good restaurant to user B …but User B do not want spam. He accepts only signed MEM A warning message is displayed to User A User A is requested to sign the MEM (or cancel the transaction) User A sign the MEM using his private key stored in his SIM The signed MEM is sent to User B The mobile client of User B checks whether the signature is authentic (using a PKI) The signature is authentic …thus the MEM is trusted User B is finally notified about the received MEM

16. Page 16 Example: recommending a good restaurant User A uses his mobile phone to send a MEM describing a good restaurant to user B

17. Page 17 Example: recommending a good restaurant User A uses his mobile phone to send a MEM describing a good restaurant to user B

18. Page 18 Example: recommending a good restaurant User A uses his mobile phone to send a MEM describing a good restaurant to user B

19. Page 19 Example: recommending a good restaurant …but User B does not want spam. He accepts only signed MEM A warning message is displayed to User A User A is requested to sign the MEM (or cancel the transaction)

20. Page 20 Example: recommending a good restaurant Mobile Client of User A signs the MEM using his private key stored in the SIM The signed MEM is sent to User B

21. Page 21 Example: recommending a good restaurant The mobile client of User B checks whether the signature is authentic, The signature is authentic… thus the MEM is trusted

22. Page 22 Example: recommending a good restaurant user B User B is finally notified about the received MEM

23. Page 23 Example: recommending a good restaurant user B User B opens the MEM

24. Page 24Conclusions MEMs are open and versatile aggregators of information, and, at the same time, a cheap and fast context transfer medium They are compatible with existing standard technologies and foster convergence of several different services and applications in an easy and straightforward way Despite designed for a broader scope, MEMs may represent a novel approach to mobile advertising, providing users with a rich and compelling experience In addition, their provided security features (signature, hashing and encryption) may be usefully adopted to prevent from spam and phishing