Enabling location based services for hyperlocal marketing in connected vehicles

Location based services is a class of computing services that uses the consumer´s location data in order to personalize and enable features and services. Services include those for mapping and tracking, emergency response and disaster management and location based advertising. Of these services, location based advertising, also knows as hyperlocal marketing, accounts for the largest market share. In this paper we provide a motivating example of a hyperlocal marketing service applicable to connected vehicles and explore communication architectures for enabling such location based services. The specific scenario we consider uses sensors to automatically detect automotive problems in an intelligent vehicle and share the information wirelessly with a hyperlocal marketing server. The server, in turn, gets a dynamically updated list of hyperlocal services from retailers which would be analyzed, filtered and delivered to the consumer wirelessly so that the consumer could avail of a suitable service to address the issue. While considering different architectures we highlight the lack of a suitable standard for vehicle-to-infrastructure communication and suggest that this area needs further study.