?-2 MOBILE TARGET ADVERTISING FOR MOBILE USER

The wireless handhold device has become increasingly popular in the whole world. It has not only brought us convenient communication in lifestyle, but also changed many aspects of existing industries and generated new opportunities with new business models. As the result of the rapid development in the digital technology, customers are used to having various options in receiving information via multi-channel systems; also, transparent information has become more competitive to every industry all over the world. Thus, in order to achieve a sustainable level of competitive advantage, enterprises must first understand then please their customers. To satisfy customer needs, enterprises have to reach personalized and interactive channels. Thus, in this paper, we propose an idea of anticipation for Electronic Ticket (e-Ticket) information in order to reach a three-step personalized mobile advertising recommending mechanism. For the first step, a combination of the e-Ticket Center and smart card is used in purchasing products. The purpose is to raise security with the use of cryptography. In the second step, followed the application of the Self-Organization Map (SOM) in agglomerating the huge data, a Decision Tree is adopted to analyze and forecast the results from the classification. Finally, a Mobile Agent will collect and merge the various information of each customer, including the e-Ticket transaction records and personal local site. Mainly, this 3-step technological process aims to promote products and enhance customer loyalty as well as to provide an appropriate form of personalized mobile advertising for better sale and security. As the result, a win-win outcome can be achieved