TAILIEUCHUNG - Rich Media Mobile Advertising Guidelines Version 1.0

The changes to the spectrum management framework that are presented in the redeployment plan follow the guiding principles established in the Spectrum Policy 30-896 MHz, Part II, issued in April, 95 and the consultation with the Radio Advisory Board of Canada. The Department will use several spectrum management tools, including policy, equipment certification and authorization provisions, to achieve the redeployment objectives. Also, the plan provides incentives for voluntary early deployment of more spectrum efficient technologies, ., based on demonstrated need, applicants will be able to use a portion of the spectrum that is freed-up through early deployment. The Department also foresees that when the new. | Rich Media Mobile Advertising Guidelines Version Mobile Marketing Association 4 Rich Media Mobile Advertising Guidelines MOBILE MARKETING ASSOCIATION Rich Media Overview This draft guidelines document provides information on the mobile advertising opportunities provided by Rich Media. It includes a high-level overview of Rich Media mobile ad units criteria for creating and executing successful campaigns and how the authors propose to continue providing guidance to the market. Rich Media is a development that allows mobile applications and browsers to provide experiences that go beyond displaying text static and animated graphics or video. It enables multimedia applications to be encapsulated in virtually any context that displays on a mobile device. Examples include Inserting media elements . ad banners that expand across the page creating greater surface area for interaction and display of information. Invoking a Video player application on a Mobile Web site or App without leaving the browsing context. Displaying real time content changes stock prices temperature product availability etc on a Mobile Website without reloading the whole page. Assisting the consumer-to-brand conversation through simplifying interactions . click-to-call location on maps tear-and-share on social media sites etc. While relatively new to mobile Rich Media . Rich Internet Application RIA ref. http wiki Rich_Internet_application is already common practice in the PC-based Internet and a key enabler to Web used in state of the art Internet services like Facebook eBay Amazon etc. Richer mobile experiences are already commonplace in Asia in places like Japan and South Korea who have for sometime boasted a faster wireless infrastructure . mobile TV. Among the technologies that enable Rich Media are open standards such as AJAX featuring JavaScript XHTML CSS SVG HTML 5 and H264 video1 as well as proprietary systems like Flash AIR JavaFX Silverlight

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