Because people are accessing information on mobile devices, information has become mobile as opposed to static. One example of this is seen in, if a company wants to gain insights on users activities, the company has to device tools to track, understand and market users’ activity in real time. Mobile technology and cloud computing are engagement-based technology. These technologies can be used for all sources of purposes and different countries make use of them in different ways. Engagement based Technology is facilitating real time marketing analysis and learning.
The current trend in global mobility is facilitating real time marketing as exemplified in Enterprise IT department in India. Mobile activity is valuable for mining with the expectation that it will drive new business. Their platform is built on real time computing, “comprising servers, storage, and networking equipment” (Communications Today, p.1). Mining in real time requires, cloud computing, where programs are connected on many computers that compute and store information; Mobile devices where, “employees are expected to access their enterprise network from their personal devices” (p. 3), this includes their ability to access video conferences and watch YouTube videos. As a result of these services, a new IT paradigm shift is taking place from static to mobile devices; moreover, “in-house traditional IT is expected to drop with increased spending in public cloud, off premises private cloud, and internal private cloud” (p. 3). Similarly, an example of public cloud is highlighted in an European based blog post, “Why 2012 is the year for location based marketing.” Mobile application, the spread of smart phones with geolocation technology allows sites such as Foursquare, Loopt, Brightkite, and Google places to allow users to check in at locations and access relevant marketing, “target consumers…when they are near a merchant’s location and then guide them to the front door” (p.1). These public clouds such as Fourquare are replacing traditional in house IT departments because they have the technology to engage mobile users with local updates of exclusive tips and news to build community that customers can search for in their neighborhood or while traveling. Apple also has a similar service that takes users to the place they search for.
Here in the US Yeonjeong Park highlights another use of mobile technology as a learning tool for students, in particularly the use of mobile technology in distance education. The use of mobile technology is, “increasingly ubiquitous, many researchers and practitioners have incorporated the technology into their teaching and learning environments” (p. 79). Users are able to learn in unique ways such as “flexible and extension e-learning;” with educational modules “just in time, just enough, and just for me;” with access to digital devices when ever or where ever, with teacher having the ability to remain focus with expertise, and students having access to, “diverse communication networks, a broad range of applications, data synchronization across computers…and learning in both formal and informal setting…with individual learning” (81).
Examples of engagement-based technology are seen in real time marketing and learning. In India its being using to market to companying for their cloud computing technology to their network vendors, while here in the U. S. its reaching customers in location based marketing. Engagement-based is also being used to promote distance learning with real time benefits.
Becoming Critical to High-Priority Business Initiatives.” Communications Today 9 Aug. 2013. Communications and Mass Media Collection. Web. 17 Oct. 2013 http://go.galegroup.com/ps/i.do?id=GALE%7CA340772271%v=2.1&u=lehman_main&it=r&p=PPCM&sw=w&asid=56d0a8a822425a81cba04350a588884d.
#SMWF Blog “Why 2012 is the year for location based marketing” http://www.socialmedia-forum.com/blog/2012/01/london/why-2012-is-the-year-for-location-based-marketing/ 10/20/13
 Park, Yeonjeong. A Pedagogical Framework for Mobile Learning: Categorizing Educational Applications of Mobile Technologies into Four Types. IRRODL. Vol. 12.2. February 2011.