MyPULSE: Mobile Yellow Pages with user interest and Location Sensing Ensemble

In this paper we introduce the mobile yellow pages with user interest and location sensing ensemble (MyPULSE) system, an easy to use, platform-independent mobile application which enables a user to see image and video-based advertisements, get directions and obtain other important information about products and services offered by local businesses, such as restaurants, hotels, shops, taxicabs, etc. near the current location of the user, whether she is stationary or mobile. MyPULSE also empowers the user to make a single click phone call (referred to as dasiaClick to Callpsila) to the selected business. MyPULSE runs on any java-enabled mobile device with built-in GPS receiver and uses the GPS coordinates (obtained by using the GPS receiver) of the userpsilas current location for finding nearby businesses of interest. This paper describes the client server architecture of MyPULSE, provides performance numbers, and compares it with other systems in the space of context-aware advertising. This paper also discusses ongoing work to upgrade MyPULSE system to support push-based mobile advertising as well.