Personalization of mobile value added services

  • Authors:
  • Meera Narvekar;Rashmi Ravikumar;S. S. Mantha

  • Affiliations:
  • DJ.Sanghvi College of Engineering, Mumbai;DJ.Sanghvi College of Engineering, Mumbai;SNDT University

  • Venue:
  • Proceedings of the CUBE International Information Technology Conference
  • Year:
  • 2012

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Abstract

With ample options of service providers available today in mobile communications; it is necessary for the service providers (SP)to retain their customer base by enhancing user experience. We believe that personalization and prediction of user needs is a way to achieve it. Currently the service providers use push based policy for advertising and announcing services; which may or may not be of use to the user. This paper discusses an algorithm that personalizes the Mobile Value Added Services (MVAS) for each subscriber. The paper describes a model to analyze user attributes and personalize various services offered to the user on a mobile phone. The model uses a learning rank algorithm that determines a set of services customized according to the user's preferences. It also uses summarized user profile stored at the VLR (Visitor location Register), which helps in reducing overheads. The model is self learning model that is trained to anticipate the users need and preferences thereby refining it.