Search results for: mobile payment method

Authors: Rana AlHajri, Salah Al-Sharhan, Ahmed Al-Hunaiyyan

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Mobile learning is a new learning landscape that offers opportunity for collaborative, personal, informal, and students’ centered learning environment. In implementing any learning system such as a mobile learning environment, learners’ expectations should be taken into consideration. However, there is a lack of studies on this aspect, particularly in the context of Kuwait higher education (HE) institutions. This study focused on how students perceive the use of mobile devices in learning. Although m-learning is considered as an effective educational tool in developed countries, it is not yet fully utilized in Kuwait. The study reports on the results of a survey conducted on 623 HE students in Kuwait to a better understand students' perceptions and opinions about the effectiveness of using mobile learning systems. An analysis of quantitative survey data is presented. The findings indicated that Kuwait HE students are very familiar with mobile devices and its applications. The results also reveal that students have positive perceptions of m-learning, and believe that video-based social media applications enhance the teaching and learning process.

Keywords: Higher education, mobile learning, social media, students’ perceptions.

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Authors: Ramanarayana Kandikattu, Lillykutty Jacob

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'Secure routing in Mobile Ad hoc networks' and 'Internet connectivity to Mobile Ad hoc networks' have been dealt separately in the past research. This paper proposes a light weight solution for secure routing in integrated Mobile Ad hoc Network (MANET)-Internet. The proposed framework ensures mutual authentication of Mobile Node (MN), Foreign Agent (FA) and Home Agent (HA) to avoid various attacks on global connectivity and employs light weight hop-by-hop authentication and end-to-end integrity to protect the network from most of the potential security attacks. The framework also uses dynamic security monitoring mechanism to monitor the misbehavior of internal nodes. Security and performance analysis show that our proposed framework achieves good security while keeping the overhead and latency minimal.

Keywords: Internet, Mobile Ad hoc Networks, Secure routing.

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Authors: Rabi W. Yousif, Mohd Asri Hj Mansor

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In this paper, we present a novel technique called Self-Learning Expert System (SLES). Unlike Expert System, where there is a need for an expert to impart experiences and knowledge to create the knowledge base, this technique tries to acquire the experience and knowledge automatically. To display this technique at work, a simulation of a mobile robot navigating through an environment with obstacles is employed using visual basic. The mobile robot will move through this area without colliding with any obstacle and save the path that it took. If the mobile robot has to go through a similar environment again, then it will apply this experience to help it move through quicker without having to check for collision.

Keywords: Expert system, knowledge base, mobile robot, visual basic.

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Authors: Subramaniam Chandran

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This paper explains how mobile learning assures sustainable e-education for multicultural group of students. This paper reports the impact of mobile learning on distance education in multicultural environment. The emergence of learning technologies through CD, internet, and mobile is increasingly adopted by distance institutes for quick delivery and cost-effective purposes. Their sustainability is conditioned by the structure of learners as well as the teaching community. The experimental study was conducted among the distant learners of Vinayaka Missions University located at Salem in India. Students were drawn from multicultural environment based on different languages, religions, class and communities. During the mobile learning sessions, the students, who are divided on language, religion, class and community, were dominated by play impulse rather than study anxiety or cultural inhibitions. This study confirmed that mobile learning improved the performance of the students despite their division based on region, language or culture. In other words, technology was able to transcend the relative deprivation in the multicultural groups. It also confirms sustainable e-education through mobile learning and cost-effective system of instruction. Mobile learning appropriates the self-motivation and play impulse of the young learners in providing sustainable e-education to multicultural social groups of students.

Keywords: E-Education, mobile learning, multiculturalism.

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Authors: Helen S. Ghali, Engy Serag, A. Samer Ezeldin

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In many countries, the construction industry relies heavily on outsourcing models in executing their projects and expanding their businesses to fit in the diverse market. Such extensive integration of subcontractors is becoming an influential factor in contractor’s cash flow management. Accordingly, subcontractors’ financial terms are important phenomena and pivotal components for the well-being of the contractor’s cash flow. The aim of this research is to study the contractor’s cash flow with respect to the owner and subcontractor’s payment management plans, considering variable advance payment, payment frequency, and lag and retention policies. The model is developed to provide contractors with a decision support tool that can assist in selecting the optimum subcontracting plan to minimize the contractor’s financing limits and optimize the profit values. The model is built using Microsoft Excel VBA coding, and the genetic algorithm is utilized as the optimization tool. Three objective functions are investigated, which are minimizing the highest negative overdraft value, minimizing the net present worth of overdraft, and maximizing the project net profit. The model is validated on a full-scale project which includes both self-performed and subcontracted work packages. The results show potential outputs in optimizing the contractor’s negative cash flow values and, in the meantime, assisting contractors in selecting suitable subcontractors to achieve the objective function.

Keywords: Cash flow optimization, payment plan, procurement management, subcontracting plan.

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Authors: Amir Reza Saffari Azar Alamdari

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In this paper, a model of self-organizing spiking neural networks is introduced and applied to mobile robot environment representation and path planning problem. A network of spike-response-model neurons with a recurrent architecture is used to create robot-s internal representation from surrounding environment. The overall activity of network simulates a self-organizing system with unsupervised learning. A modified A* algorithm is used to find the best path using this internal representation between starting and goal points. This method can be used with good performance for both known and unknown environments.

Keywords: Mobile Robot, Path Planning, Self-organization, Spiking Neural Networks.

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Authors: Juhan Kim, Howon Kim

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EPC Class-1 Generation-2 UHF tags, one of Radio frequency identification or RFID tag types, is expected that most companies are planning to use it in the supply chain in the short term and in consumer packaging in the long term due to its inexpensive cost. Because of the very cost, however, its resources are extremely scarce and it is hard to have any valuable security algorithms in it. It causes security vulnerabilities, in particular cloning the tags for counterfeits. In this paper, we propose a product authentication solution for anti-counterfeiting at application level in the supply chain and mobile RFID environment. It aims to become aware of distribution of spurious products with fake RFID tags and to provide a product authentication service to general consumers with mobile RFID devices like mobile phone or PDA which has a mobile RFID reader. We will discuss anti-counterfeiting mechanisms which are required to our proposed solution and address requirements that the mechanisms should have.

Keywords: EPC, RFID, Anti-Counterfeiting, Mobile RFIDenvironment.

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Authors: Ong Sing Goh, C. Ardil, Chun Che Fung, Kok Wai Wong, Arnold Depickere

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In this paper, we proposed a new framework to incorporate an intelligent agent software robot into a crisis communication portal (CCNet) in order to send alert news to subscribed users via email and other mobile services such as Short Message Service (SMS), Multimedia Messaging Service (MMS) and General Packet Radio Services (GPRS). The content on the mobile services can be delivered either through mobile phone or Personal Digital Assistance (PDA). This research has shown that with our proposed framework, the embodied conversation agents system can handle questions intelligently with our multilayer architecture. At the same time, the extended framework can take care of delivery content through a more humanoid interface on mobile devices.

Keywords: Crisis Communication Network (CCNet), EmbodiedConversational Agents (ECAs), Mobile Services, ArtificialIntelligence Neural-network Identity (AINI)

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Authors: I. M. Mungadi, M. S. Argungu, N. I. Mahmud

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This research aimed at developing a web-based mobile system and figuring out a better understanding of how could “web-based mobile system supports farmers in Kebbi State”. Thus, by finding out the answers to the research questions, a conceptual framework of the entire system was implemented using Unified Modelling Language (UML). The work involved a review of existing research on web-based mobile technology for farmers in some countries and other geographical areas within Nigeria. This research explored how farmers in Northern Nigeria, especially in Kebbi state, make use of the web-based mobile system for agribusiness. Also, the benefits of using web-based mobile systems and the challenges farmers face using such systems were examined. Considering the dynamic nature of theory of information and communication technology; this research employed survey and focus group discussion (FGD) methods. Stratified, random, purposive, and convenience sampling techniques were adopted to select the sample. A questionnaire and FGD guide were used to collect data. The survey finds that most of the Kebbi state farms use their alternative medium to get relevant information for their agribusiness. Also, the research reveals that using a web-based mobile system can benefit farmers significantly. Finally, the study has successfully developed and implemented the proposed system using mobile technology in addition to the framework design.

Keywords: Agribusiness, farmers, Kebbi State, mobile technology, Northern Nigeria, web-based.

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Authors: Justinian Anatory, Ekael Stephen Manase

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In recent years, the adoption of mobile phones has been exceptionally rapid in many parts of the world, and Tanzania is not exceptional. We are witnessing a number of new mobile network operators being licensed from time to time by Tanzania Communications Regulatory Authority (TCRA). This makes competition in the telecommunications market very stiff. All mobile phone companies are struggling to earn more new customers into their networks. This trend courses a stiff competition. The various measures are being taken by different companies including, lowering tariff, and introducing free short messages within and out of their networks, and free calls during off-peak periods. This paper is aimed at investigating the influence of tariffs on students’ mobile customers in selecting their mobile network operators. About seventy seven students from high learning institutions in Dodoma Municipality, Tanzania, participated in responding to the prepared questionnaires. The sought information was aimed at determining if tariffs influenced students into selection of their current mobile operators. The results indicate that tariffs were the major driving factor in selection of mobile operators. However, female mobile customers were found to be more easily attracted into subscribing to a mobile operator due to low tariffs, a bigger number of free short messages or discounted call charges than their fellow male customers.

Keywords: Consumer Buying, mobile operators, tariff.

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Authors: Qidi Lin, Hewei Yu, Jinbin Huang, Weile Liang

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This paper introduces a video sharing platform based on WiFi, which consists of camera, mobile phone and PC server. This platform can receive wireless signal from the camera and show the live video on the mobile phone captured by camera. In addition, it is able to send commands to camera and control the camera’s holder to rotate. The platform can be applied to interactive teaching and dangerous area’s monitoring and so on. Testing results show that the platform can share the live video of mobile phone. Furthermore, if the system’s PC server and the camera and many mobile phones are connected together, it can transfer photos concurrently.

Keywords: Wifi Camera, Socket, Mobile platform, Video monitoring, Remote control.

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Authors: Edwaldo R. B. Monteiro, Patricia D. M. Plentz, Edson R. De Pieri

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Mobile robotics is gaining an increasingly important role in modern society. Several potentially dangerous or laborious tasks for human are assigned to mobile robots, which are increasingly capable. Many of these tasks need to be performed within a specified period, i.e, meet a deadline. Missing the deadline can result in financial and/or material losses. Mechanisms for predicting the missing of deadlines are fundamental because corrective actions can be taken to avoid or minimize the losses resulting from missing the deadline. In this work we propose a simple but reliable deadline missing prediction mechanism for mobile robots through the use of historical data and we use the Pioneer 3-DX robot for experiments and simulations, one of the most popular robots in academia.

Keywords: Deadline missing, historical data, mobile robots, prediction mechanism.

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Authors: Sandro Mourão, Karla Okada

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The necessity of accurate and timely field data is shared among organizations engaged in fundamentally different activities, public services or commercial operations. Basically, there are three major components in the process of the qualitative research: data collection, interpretation and organization of data, and analytic process. Representative technological advancements in terms of innovation have been made in mobile devices (mobile phone, PDA-s, tablets, laptops, etc). Resources that can be potentially applied on the data collection activity for field researches in order to improve this process. This paper presents and discuss the main features of a mobile phone based solution for field data collection, composed of basically three modules: a survey editor, a server web application and a client mobile application. The data gathering process begins with the survey creation module, which enables the production of tailored questionnaires. The field workforce receives the questionnaire(s) on their mobile phones to collect the interviews responses and sending them back to a server for immediate analysis.

Keywords: Data Gathering, Field Research, Mobile Phone, Survey.

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Authors: Sulaiman Almutairy, Trevor Davies, Yota Dimitriadi

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The following paper presents the results of a study aimed at achieving a better understanding of the psychological readiness for mobile learning (m-learning) among Saudi students, while also evaluating m-learning readiness as a whole in Saudi Arabia - a topic that has not yet received adequate attention from researchers. Data was acquired via a questionnaire administered to 131 Saudi students at UK universities, in July 2013. The study confirmed that students are confident about using mobile devices in their daily lives, and that they would welcome more opportunities for mobile learning. The findings also indicated that Saudi higher education students are very familiar with, and psychologically ready for, m-learning.

Keywords: M-learning, Mobile Technologies, Psychological Readiness.

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Authors: Nuran Öze

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With the rapid changes occurring in the last twenty five years, mobile phone technology has influenced every aspect of life. Technological developments within the Internet and mobile phone areas have not only changed communication practices; it has also changed the everyday life practices of individuals. This article has focused on understanding how people’s communication practices and everyday life practices have changed with the smartphone usage. The study was conducted by using in-depth interview method and the research was conducted on twenty Turkish Cypriots who live in Northern Cyprus. According to the research results, communicating via Internet has rapidly replaced face to face communication in recent years. However, results have changed according to generations. Younger generations can easily adapt themselves to technological changes because they are already gaining everyday life practices right now. However, the older generations practices are already present in their everyday life.

Keywords: Face to face communication, internet, mobile technologies, North Cyprus.

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Authors: B. S. Akhmetov, P. T.Kharitonov, L. Sh.Balgabayeva, O. V. Kisseleva, T. S. Kartbayev

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This article analyzes the applicability of known renewable energy technical means as mobile power sources under the field and extreme conditions. The requirements are determined for the parameters of mobile micro HPP. The application prospectively of the mobile micro HPP with intelligent control systems is proved for this purpose. Variants of low-speed electric generators for micro HPP are given. Variants of designs for mobile micro HPP are presented with direct (gearless) transfer of torque from the hydraulic drive to the rotor of the electric generator. Variant of the hydraulic drive for micro HPP is described workable at low water flows. A general structure of the micro HPP intelligent system control is offered that implements the principle of maximum energy efficiency. The legitimacy of construction and application of mobile micro HPP is proved as electrical power sources for life safety of people under the field and extreme conditions.

Keywords: Mobile micro hydro power plants, information management systems, hydraulic drive.

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Authors: Hee Suk Seo, Tae Kyung Kim

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Adapting wireless devices to communicate within grid networks empowers us by providing range of possibilities.. These devices create a mechanism for consumers and publishers to create modern networks with or without peer device utilization. Emerging mobile networks creates new challenges in the areas of reliability, security, and adaptability. In this paper, we propose a system encompassing mobility management using AAA context transfer for mobile grid networks. This system ultimately results in seamless task processing and reduced packet loss, communication delays, bandwidth, and errors.

Keywords: Mobile Grid, AAA, Mobility Management.

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Authors: Toshihiko Sasama, Kentaro Kishida, Kazunori Sugahara, Hiroshi Masuyama

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A mobile ad hoc network is a network of mobile nodes without any notion of centralized administration. In such a network, each mobile node behaves not only as a host which runs applications but also as a router to forward packets on behalf of others. Clustering has been applied to routing protocols to achieve efficient communications. A CH network expresses the connected relationship among cluster-heads. This paper discusses the methods for constructing a CH network, and produces the following results: (1) The required running costs of 3 traditional methods for constructing a CH network are not so different from each other in the static circumstance, or in the dynamic circumstance. Their running costs in the static circumstance do not differ from their costs in the dynamic circumstance. Meanwhile, although the routing costs required for the above 3 methods are not so different in the static circumstance, the costs are considerably different from each other in the dynamic circumstance. Their routing costs in the static circumstance are also very different from their costs in the dynamic circumstance, and the former is one tenths of the latter. The routing cost in the dynamic circumstance is mostly the cost for re-routing. (2) On the strength of the above results, we discuss new 2 methods regarding whether they are tolerable or not in the dynamic circumstance, that is, whether the times of re-routing are small or not. These new methods are revised methods that are based on the traditional methods. We recommended the method which produces the smallest routing cost in the dynamic circumstance, therefore producing the smallest total cost.

Keywords: cluster, mobile ad hoc network, re-routing cost, simulation

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Authors: Anderson Rocha, Pedro Miguel de Figueiredo Dinis Oliveira Gaspar

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Machine vision has been widely used in recent years in agriculture, as a tool to promote the automation of processes and increase the levels of productivity. The aim of this work is the development of a path recognition algorithm based on image processing to guide a terrestrial robot in-between tree rows. The proposed algorithm was developed using the software MATLAB, and it uses several image processing operations, such as threshold detection, morphological erosion, histogram equalization and the Hough transform, to find edge lines along tree rows on an image and to create a path to be followed by a mobile robot. To develop the algorithm, a set of images of different types of orchards was used, which made possible the construction of a method capable of identifying paths between trees of different heights and aspects. The algorithm was evaluated using several images with different characteristics of quality and the results showed that the proposed method can successfully detect a path in different types of environments.

Keywords: Agricultural mobile robot, image processing, path recognition, Hough transform.

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Authors: Adeolu O. Dairo

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Getting the consumer marketing strategy right is a crucial and complex task for firms with a large customer base such as mobile operators in a competitive mobile market. While empirical studies have made efforts to identify key constructs, no geospatial model has been developed to comprehensively assess the viability and interdependency of ground realities regarding the customer, competition, channel and the network quality of mobile operators. With this research, a geo-analytic framework is proposed for strategy formulation and allocation for mobile operators. Firstly, a fuzzy analytic network using a self-organizing feature map clustering technique based on inputs from managers and literature, which depicts the interrelationships amongst ground realities is developed. The model is tested with a mobile operator in the Nigeria mobile market. As a result, a customer-centric geospatial and visualization solution is developed. This provides a consolidated and integrated insight that serves as a transparent, logical and practical guide for strategic, tactical and operational decision making.

Keywords: Geospatial, geo-analytics, self-organizing map, customer-centric.

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Authors: Thossaporn Thossansin

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This paper presents the development of a mobile application for students at the Faculty of Information Technology, Rangsit University (RSU), Thailand. RSU upgrades an enrollment process by improving its information systems. Students can download the RSU APP easily in order to access the RSU substantial information. The reason of having a mobile application is to help students to access the system regardless of time and place. The objectives of this paper include: 1. To develop an application on iOS platform for those students at the Faculty of Information Technology, Rangsit University, Thailand. 2. To obtain the students’ perception towards the new mobile app. The target group is those from the freshman year till the senior year of the faculty of Information Technology, Rangsit University. The new mobile application, called as RSU APP, is developed by the department of Information Technology, Rangsit University. It contains useful features and various functionalities particularly on those that can give support to students. The core contents of the app consist of RSU’s announcement, calendar, events, activities, and ebook. The mobile app is developed on the iOS platform. The user satisfaction is analyzed from the interview data from 81 interviewees as well as a Google application like a Google form which 122 interviewees are involved. The result shows that users are satisfied with the application as they score it the most satisfaction level at 4.67 SD 0.52. The score for the question if users can learn and use the application quickly is high which is 4.82 SD 0.71. On the other hand, the lowest satisfaction rating is in the app’s form, apps lists, with the satisfaction level as 4.01 SD 0.45.

Keywords: Mobile application, development of mobile application, framework of mobile development, software development for mobile devices.

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Authors: Ahmad Sobri bin Hashim, Wan Fatimah Bt. Wan Ahmad, Rohiza Bt. Ahmad

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Mobile Learning (M-Learning) is a new technology which is to enhance current learning practices and activities for all people especially students and academic practitioners UTP is currently, implemented two types of learning styles which are conventional and electronic learning. In order to improve current learning approaches, it is necessary for UTP to implement m-learning in UTP. This paper presents a study on the students- perceptions on mobile utilization in the learning practices in UTP. Besides, this paper also presents a survey that was conducted among 82 students from System Analysis and Design (SAD) course in UTP. The survey includes basic information of mobile devices that have been used by the students, opinions on current learning practices and also the opinions regarding the m-learning implementation in the current learning practices especially in SAD course. Based on the results of the survey, majority of the students are using the mobile devices that can support m-learning environment. Other than that, students also agreed that current learning practices are ineffective and they believe that m-learning utilization can improve the effectiveness of current learning practices.

Keywords: m-learning, conventional learning, electronic learning, mobile devices.

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Authors: Cheng-Chi Lee, Min-Shiang Hwang, Shu-Yin Hsiao

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Network exchange is now widely used. However, it still cannot avoid the problems evolving from network exchange. For example. A buyer may not receive the order even if he/she makes the payment. For another example, the seller possibly get nothing even when the merchandise is sent. Some studies about the fair exchange have proposed protocols for the design of efficiency and exploited the signature property to specify that two parties agree on the exchange. The information about purchased item and price are disclosed in this way. This paper proposes a new fair network payment protocol with off-line trusted third party. The proposed protocol can protect the buyers- purchase message from being traced. In addition, the proposed protocol can meet the proposed requirements. The most significant feature is Non-transfer property we achieved.

Keywords: E-commerce, digital signature, fair exchange, security.

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Authors: Jaewook Shin, Aesoon Park

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MBMS is a unidirectional point-to-multipoint bearer service in which data are transmitted from a single source entity to multiple recipients. For a mobile to support the MBMS, MBMS client functions as well as MBMS radio protocols should be designed and implemented. In this paper, we analyze the MBMS client functions and describe the implementation of them in our mobile test-bed. User operations and signaling flows between protocol entities to control the MBMS functions are designed in detail. Service announcement utilizing the file download MBMS service and four MBMS user services are demonstrated in the test-bed to verify the MBMS client functions.

Keywords: BM-SC, Broadcast, MBMS, Mobile, Multicast.

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Authors: Alexander S. Andreev, Olga A. Peregudova

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In this paper we propose a discrete tracking control of nonholonomic mobile robots with two degrees of freedom. The electromechanical model of a mobile robot moving on a horizontal surface without slipping, with two rear wheels controlled by two independent DC electric, and one front roal wheel is considered. We present backstepping design based on the Euler approximate discretetime model of a continuous-time plant. Theoretical considerations are verified by numerical simulation.

Keywords: Actuator Dynamics, Backstepping, Discrete-Time Controller, Lyapunov Function, Wheeled Mobile Robot.

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Authors: Wookyong Kwon, Sangmoon Lee

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In this paper, a sampled-data model predictive tracking control method is presented for mobile robots which is modeled as constrained continuous-time linear parameter varying (LPV) systems. The presented sampled-data predictive controller is designed by linear matrix inequality approach. Based on the input delay approach, a controller design condition is derived by constructing a new Lyapunov function. Finally, a numerical example is given to demonstrate the effectiveness of the presented method.

Keywords: Model predictive control, sampled-data control, linear parameter varying systems, LPV.

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Authors: Juan Manuel Real-Espinosa

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This paper addresses the first step to evaluate language learning apps: what theoretical framework to adopt when designing the app evaluation framework. The answer is not just one, since there are several options that could be proposed. However, the question to be clarified is to what extent the learning design of apps is based on a specific learning approach, or on the contrary, on a fusion of elements from several theoretical proposals and paradigms, such as m-learning, Mobile Assisted Language Learning and a number of theories about language acquisition. The present study suggests that the reality is closer to the second assumption. This implies that the theoretical framework against which the learning design of the apps should be evaluated, must also be a hybrid theoretical framework, which integrates evaluation criteria from the different theories involved in language learning through mobile applications.

Keywords: Action-oriented approach, apps evaluation, mobile-assisted language learning, post-method pedagogy.

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Authors: Frode van der Laak

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The paper contributes to the feasibility of using a 5G mobile connection as a node for a Proof of Authority (PoA) blockchain, which is used for microtransactions at the same time. It uses the phone number identity of the users that are linked to the crypto wallet address. It also proposed a consensus protocol based on PoA blockchain; PoA is a permission blockchain where consensus is achieved through a set of designated authority rather than through mining, as is the case with a Proof of Work (PoW) blockchain. This report will first explain the concept of a PoA blockchain and how it works. It will then discuss the potential benefits and challenges of using a 5G mobile connection as a node in such a blockchain, and finally, the main open problem statement and proposed solutions with the requirements.

Keywords: 5G, mobile, connection, node, PoA, blockchain, microtransaction.

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Authors: Suyoto, Tri Prasetyaningrum

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At this paper, we will present the development of mobile application Social Guidance and Counseling (GC) that called “m-NingBK: Social GC”. The application is used for GC services that run on mobile devices. The application is designed specifically for Junior High School student. The methods are a combination of interactive multimedia approaches and educational psychology. Therefore, the design process is carried out three processes, which are digitizing of material social GC services, visualizing wisely and making interactive. This method is intended to make students not only hear and see but also "do" the virtual. There are five components used in multimedia applications "m-NingBK: Social GC" i.e. text, images / graphics, audio / sound, animation and video. Four menus provided by this application is the potential self, social, Expert System and about. The application is built using the Java programming language. This application was tested using a Smartphone with Android Operating System. Based on the test, people give rating: 16.7% excellent, 61.1% good, 19.4% adequate, and 2.8% poor.

Keywords: Expert Systems, Guidance and Counseling, mobile application, multimedia.

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Authors: Zofija Tupikovskaja-Omovie, David Tyler, Sam Dhanapala, Steve Hayes

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The UK is leading in online retail and mobile adoption. However, there is a dearth of information relating to mobile apparel retail, and developing an understanding about consumer browsing and purchase behaviour in m-retail channel would provide apparel marketers, mobile website and app developers with the necessary understanding of consumers’ needs. Despite the rapid growth of mobile retail businesses, no published study has examined shopping behaviour on fashion mobile apps and websites. A mixed method approach helped to understand why fashion consumers prefer websites on smartphones, when diverse mobile apps are also available. The following research methods were employed: survey, eye-tracking experiments, observation, and interview with retrospective think aloud. The mobile gaze tracking device by SensoMotoric Instruments was used to understand frustrations in navigation and other issues facing consumers in mobile channel. This method helped to validate and compliment other traditional user-testing approaches in order to optimize user experience and enhance the development of mobile retail channel. The study involved eight participants - females aged 18 to 35 years old, who are existing mobile shoppers. The participants used the Topshop mobile app and website on a smart phone to complete a task according to a specified scenario leading to a purchase. The comparative study was based on: duration and time spent at different stages of the shopping journey, number of steps involved and product pages visited, search approaches used, layout and visual clues, as well as consumer perceptions and expectations. The results from the data analysis show significant differences in consumer behaviour when using a mobile app or website on a smart phone. Moreover, two types of problems were identified, namely technical issues and human errors. Having a mobile app does not guarantee success in satisfying mobile fashion consumers. The differences in the layout and visual clues seem to influence the overall shopping experience on a smart phone. The layout of search results on the website was different from the mobile app. Therefore, participants, in most cases, behaved differently on different platforms. The number of product pages visited on the mobile app was triple the number visited on the website due to a limited visibility of products in the search results. Although, the data on traffic trends held by retailers to date, including retail sector breakdowns for visits and views, data on device splits and duration, might seem a valuable source of information, it cannot explain why consumers visit many product pages, stay longer on the website or mobile app, or abandon the basket. A comprehensive list of pros and cons was developed by highlighting issues for website and mobile app, and recommendations provided. The findings suggest that fashion retailers need to be aware of actual consumers’ behaviour on the mobile channel and their expectations in order to offer a seamless shopping experience. Added to which is the challenge of retaining existing and acquiring new customers. There seem to be differences in the way fashion consumers search and shop on mobile, which need to be explored in further studies.

Keywords: Consumer behaviour, eye-tracking technology, fashion retail, mobile app, m-retail, smart phones, Topshop, user experience, website.

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