
Mobile Enterprise Transitions: Social Dimension ◾ 231
groups. erefore, there is a possibility that businesses may switch to request-based
advertisements, such as the advertisement or promotion for the nearest gas station
or restaurants requested by the user. ere may also be a need to “add value” to the
advertisement by providing the user information about the weather or sports scores
along with the promotional material.
Relationship among Customers
Customer-to-customer interaction on the Internet is based on common topics of
interest such as purchase, value, or satisfaction of the product. Similarly, mobile
networks allow customers to commun ...