<p>This thesis discusses the possibilities to visualise the presentation layer of a search engine on a mobile device in an alternative way. Previous work in the area has shown that the use of text-based-lists can be problematic when accessed on a device with a limited display. In the scope of the thesis and in order to tackle the current problems when displaying the results a literature review was carried out. The findings of the review formed the basis for a requirement definition on which a mock-up was developed. The mock-up was then evaluated and tested during a usability test where a number of users got to experience the alternative presentation layer that uses a visualisation technique called tree- map. The results from the test show that the mock-up could be seen as a alternative to the current presentation of results. The mock-up also shows that a future implementation could also include the use of categories and sorting of information in order to provide content with a meaning.</p>

This thesis discusses the possibilities to visualise the presentation layer of a search engine on a mobile device in an alternative way. Previous work in the area has shown that the use of text-based-lists can be problematic when accessed on a device with a limited display. In the scope of the thesis and in order to tackle the current problems when displaying the results a literature review was carried out. The findings of the review formed the basis for a requirement definition on which a mock-up was developed. The mock-up was then evaluated and tested during a usability test where a number of users got to experience the alternative presentation layer that uses a visualisation technique called tree- map. The results from the test show that the mock-up could be seen as a alternative to the current presentation of results. The mock-up also shows that a future implementation could also include the use of categories and sorting of information in order to provide content with a meaning.

在邁入知識經濟的現今社會中，企業的生產要素已轉變為以知識為基礎，而學習正是知識經濟時代增加企業競爭力的最佳利器。隨著科技的發展，線上學習(e-Learning)不論在傳統公司或電子化企業中已扮演著重要不可或缺的角色。線上學習的獨特性不但可使教育訓練的成本降低，更可以配合企業的全球化運作，這些優點吸引了許多公司開始規劃線上訓練。但由於目前線上學習多採用Web(World Wide Web)介面並且必須與網際網路連接，所以有發展上的限制且缺乏行動性。因此本研究將應用行動科技結合學習科技來克服這個問題。 　　本研究希望建構一行動學習設計並且整合知識庫，使得知識學習的來源不再僅侷限於學習教材，更能包含整個組織的知識。另外也設計一搜尋機制希望藉此能有效率地執行行動搜尋。 / In knowledge economy, the key factor of production is knowledge. Learning will be the best effective tool to increase the competitiveness in the knowledge-based economy. With the development of Information Technology, Electronic Learning (e-Learning) becomes important, indispensable in traditional business, and e-business. e-Learning with unique characteristics lowers training costs and makes organizational learning global. These benefits catch the attentions of the company to pursue e-Learning. However, the problem that e-Learning has to be Web-enabled (World Wide Web enabled) and Internet-based creates a technical and managerial barrier limits its development and lack the mobility. In our research, we aim to apply Mobile Technology with Learning Technology to overcome this problem. 　　Our research focuses on the design of a mobile learning (m-Learning) model that supports learning anywhere, anytime and any form. Beside, we develop an approach to integrate with knowledge repository. The learning scope will not be limited to instructional courseware. It includes organizational knowledge. The search assistant helps user to access relevant information with minimal effort and reduce the amount of information that needs to be transmitted.

The remarkable spread of the Internet has generated new opportunities for companies to promote themselves and communicate with their customers. The most used Internet service of finding information today is search engines (e.g. Google, Bing, Yahoo) were almost three million searches are preformed every minute worldwide. This trend has led to an importance for companies having their websites visible on these search engines. In addition, people tend to be more and more on the go and are searching with their smartphones instead of traditional personal computer (PC). Meaning that companies’ websites can be available for customers 24 hour a day, 7 days a week, independent on customers location. Consequently, companies have the possibilities to reach the attention of customers when they actually search for a product/service and are therefore most likely to purchase.   In this thesis a marketing strategy has been developed for managers regarding how to master this new communication tool, in order to reach success and competitive advantage. This strategy was developed by investigate in what characteristics and functions users desire when searching with their smartphone. Together with three hypotheses tested if the perceived user-friendliness, relative advantage and compatibility within mobile search have a positive affect on the intention of use this new technology.   In this bachelor thesis a survey was conducted among people in generation C living in Sweden, which resulted in 397 completed responses. The hypotheses were tested with use of a regression analysis and the findings were that the relative advantage and compatibility in mobile search has a positive affect on the intention of use. Therefore, this thesis suggests companies to develop their mobile search engine marketing strategy with the aim of delivering value and satisfying the customer. Moreover, this thesis recommend managers to keep their mobile website quick, relevant and making sure having valuable and informative information about their business in the description text visible to users in the search engine hit list.   Finally, the majority of the population does already act on this new market and it is therefore of great importance for companies satisfying these users in order to stay competitive.

The thesis work intends to provide architecture for mobile local information search service using Wireless LAN and cellular integration. Search technology has been popular and driving business bodies with increasing e-commerce opportunities. The search technology has been recently brought to portable devices such as mobile phones and PDA devices by extending the research scope. Mobile search revenues are expected to surpass Internet search revenues in near future. Mobile local search on the other hand is getting much popular with growing number of mobile subscribers. Mobile phones have been chosen to provide mobile local search services because of its high possessivity and portable nature. In this thesis work, the author would like to propose a generalized architecture for mobile local information search in a new perspective by involving cellular service provider directly with a minimum co-operation from consumers and retailers. When providing mobile local search services, cellular operator has to maintain a replica of databases of all the existing retailers. Updating the replica at cellular operator at regular intervals has been leading to synchronization problems that produce out-dated results to mobile users. The aspects that have driven the author towards proposing the architecture are solving database synchronization problems and thriving for effective search results. The existing architecture of web search, mobile search and mobile local search are analyzed to identify the domain specific challenges and research gaps. Proposed architecture is designed and evaluated by using an approach called Architecture Tradeoff Analysis Method (ATAM). The architecture is evaluated against its quality attributes and the results are presented. / Sridher Rao Sidduri Lindblomsvagen, 97, Rum no 555, 372 33 Ronneby, Sweden E-mail: srsi05@student.bth.se

The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.