Advances in wireless technology increase the number of mobile device users and give pace to the rapid development of mobile commerce conducted with these devices. Empowered by the Webs interactive and quick-response capabilities, one-to-one mobile marketing is a very promising direct marketing channel. However, the success of mobile commerce largely depends on whether personalization can be utilized to deliver highly personalized and context sensitive information to mobile clients. To realize the personalization function in mobile advertising, Bayesian Network-based user-modeling technique is...