[15 Mark Question ]

(Question is from the subject E-commerce , Answer appropriately )

QUESTION

CASE STUDY

At the end of 1996 Fujitsu was using a new agent based technology called interactive Marketing Interface (iMi ) that allows advertiser's to interact directly with targeted customers and provides valuable services and information . The system enhances the customers internet Experience .

iMi allows advertiser's to interact directly with specific segments of the customer market through the use of software agents , while ensuring that consumers remains anonymous to advertiser's . Consumers submit a personal profile to iMi indicating such characteristics as product categories of interest , hobbies , travel habits and the maximum number of E- mail message per week they are willing to receive .

In turn , via E- mail customers receive product announcement advertisements and marketing surveys from advertiser's based on their personal profile information . By answering the marketing surveys or acknowledging receipt of advertisements, consumers earned iMi points , redeemable for gifts certificates and phone cards .

Questions :

a) State the significance of the case . What is the unique about this system [10 Marks ]

b) How is privacy protected ? [ 5 Marks ]