KR20090030558A - Method and system for providing multimedia ring-back-tone service related location information of sending terminal - Google Patents

Abstract

Disclosed are a method and system for providing a multimedia ringback tone service corresponding to location information. According to an embodiment of the present invention, in a method for providing a multimedia ringback tone service from a mobile communication network to an originating terminal, when an outgoing call request is received from the originating terminal, the originating exchange acquires location information of the originating terminal. Making; Generating and transmitting a multimedia ringback tone request message including the location information of the calling terminal by the calling exchange; And extracting, by the multimedia ringback tone server receiving the multimedia ringback tone providing request message, location information of the calling terminal, extracting one or more contents registered in advance using the extracted location information, and providing the same to the calling terminal. Multimedia ring back tone service providing method comprising a may be provided. Therefore, according to the present invention, it is possible to provide different advertising content according to the location of the calling terminal.

Description

Method and system for providing multimedia ring-backtone service corresponding to location information

The present invention relates to a ringback tone service, and more particularly, to a method and system for providing content to a corresponding calling terminal corresponding to a location of the calling terminal.

With the rapid development of information and communication technology, portable terminals are no longer communication devices for telephones only, but various multimedia functions such as games, video, wireless Internet, and cameras are being added. Thanks to communication technology that develops differently every day, portable terminals are being released with various additional service functions including various multimedia functions. Due to the newly released portable terminal in which such various multimedia functions and additional service functions are added in a very short cycle, a mobile communication service provider provides various additional services available in such a portable terminal.

Currently, a mobile communication service (for example, ring-to-yu) that provides sound source data such as music to a calling terminal instead of a unique ringback tone during a call has been released and used as a popular additional service. However, the conventional ringback tone service only provides a sound source manually selected and registered.

Currently, there is no method of transmitting specific multimedia data (hereinafter referred to as "content") according to a specific location of the calling terminal.

The present invention is to provide a content providing method and system corresponding to the location information that can provide specific content according to the location of the calling terminal.

In addition, the present invention is to provide a content providing method and system corresponding to the location information that can additionally generate revenue by receiving and providing the advertising content to the user according to each regional location.

In addition, the present invention is to provide a content providing method and system corresponding to the location information that can maximize the advertising effect of the advertiser by providing a specific advertising content according to the location of the calling terminal.

According to an aspect of the present invention, there is provided a method for transmitting different advertising content to a corresponding calling terminal according to a location of a calling terminal or a call request time at the calling terminal.

According to an embodiment of the present invention, in a method for providing a multimedia ringback tone service from a mobile communication network to an originating terminal, when an outgoing call request is received from the originating terminal, the originating exchange acquires location information of the originating terminal. Making; Generating and transmitting a multimedia ringback tone request message including the location information of the calling terminal by the calling exchange; And extracting, by the multimedia ringback tone server receiving the multimedia ringback tone providing request message, location information of the calling terminal, extracting one or more contents registered in advance using the extracted location information, and providing the same to the calling terminal. Multimedia ring back tone service providing method comprising a may be provided.

According to another embodiment of the present invention, in a method for providing a multimedia ringback tone service from a mobile communication network to an originating terminal, when the originating exchange receives a call request from the originating terminal, the originating terminal provides the multimedia ringback tone service. Requesting an authentication confirmation of whether the user is subscribed to the home location register; If the authentication result received from the home location register is successful in authentication, the calling exchange generates and sends a multimedia ringback tone providing request message to the multimedia ringback tone server; And extracting, by the multimedia ringback tone server, time information at which the multimedia ringback tone providing request message is received, extracting one or more contents mapped according to the time information, and providing the same to the calling terminal. A service provision method may be provided.

According to another aspect of the present invention, there is provided a system and apparatus capable of transmitting different advertising content to the calling terminal according to the location of the calling terminal or the call request time at the calling terminal.

According to an embodiment of the present invention, in a mobile communication system, when a call request is received from an originating terminal, the terminal acquires location information of the originating terminal, and provides a multimedia ringback tone providing request message including the obtained location information. An originating exchange that generates and transmits; And a multimedia ringback tone server that receives the multimedia ringback tone provision request message, extracts the location information, extracts one or more contents mapped to the extracted location information, and provides the same to the calling terminal. A multimedia ringback tone service providing system comprising video data and audio data may be provided.

According to another embodiment of the present invention, an apparatus for providing a multimedia ringback tone service in a mobile communication network, the apparatus comprising: a database which maps and stores each location information and one or more contents; A data transmission / reception unit configured to receive a multimedia ringback tone providing request message including location information of the calling terminal in response to an outgoing call request of the calling terminal; A data analyzer extracting the location information by analyzing the multimedia ringback tone provision request message; And a data extracting unit extracting one or more contents mapped to the extracted location information, wherein the extracted contents are transmitted to the calling terminal through the data transmitting and receiving unit. Can be.

By providing a method and system for providing a multimedia ringback tone corresponding to the location information according to the present invention, it is possible to provide specific contents according to the location of the calling terminal.

In addition, the present invention has an effect that can additionally generate revenue by receiving and providing the advertising content to the user according to each regional location.

In addition, the present invention has the effect of maximizing the advertising effect of the advertiser by providing a specific advertising content according to the location of the calling terminal.

As the invention allows for various changes and numerous embodiments, particular embodiments will be illustrated in the drawings and described in detail in the written description. However, this is not intended to limit the present invention to specific embodiments, it should be understood to include all transformations, equivalents, and substitutes included in the spirit and scope of the present invention. In the following description of the present invention, if it is determined that the detailed description of the related known technology may obscure the gist of the present invention, the detailed description thereof will be omitted.

Terms such as first and second may be used to describe various components, but the components should not be limited by the terms. The terms are used only for the purpose of distinguishing one component from another.

The terminology used herein is for the purpose of describing particular example embodiments only and is not intended to be limiting of the present invention. Singular expressions include plural expressions unless the context clearly indicates otherwise. In this application, the terms "comprise" or "have" are intended to indicate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, and one or more other features. It is to be understood that the present invention does not exclude the possibility of the presence or the addition of numbers, steps, operations, components, components, or a combination thereof.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a block diagram of a system for providing content corresponding to an originating terminal during a waiting time corresponding to an outgoing call connection according to an embodiment of the present invention.

In the present specification, the "multimedia ringback tone service" corresponds to the location of the calling terminal until the calling terminal requests a communication call (that is, an outgoing call) to the called terminal until the call is connected from the called terminal. It will be defined as a service that provides content (which may be multimedia content including an image and a sound source, for example, advertisement content of a region where a calling terminal is located). That is, the multimedia ringback tone service is a type of ringback tone service that provides multimedia (hereinafter, referred to as "content") to the calling terminal according to the subscription of the calling terminal.

Referring to FIG. 1, a system 100 according to the present invention includes a user terminal 110, a base station 115, a base station controller 120, an exchange 125, a home location register 130, and a ringback tone server 135. It is configured to include.

The user terminal 110 is a device that receives a mobile communication service provided by a mobile communication provider through a communication network. In addition to the basic telephone service, the user terminal 110 may be connected to a server (not shown) that provides one or more additional services to receive various additional services. That is, the user terminal 110 may be applied without limitation as long as it is a terminal that can use a mobile communication service and / or various additional services provided by a mobile communication provider through a communication network.

For example, the user terminal 110 may be a device capable of using various additional services by accessing an additional service providing server through a mobile communication network including a communication function such as personal digital assistants (PDAs), a notebook computer, and the like. Can be.

In addition, the user terminal 110 may include a GPS receiver for receiving GPS information from a GPS satellite.

Hereinafter, for convenience of understanding and explanation, a terminal for requesting an outgoing signal to a communication network according to a communication call request command of a user will be referred to as a "sending terminal". In addition, a counterpart terminal to which a communication call is connected by a communication network in response to a call request is called a "called terminal".

The base station 115 performs a wireless access function with the user terminal 110. That is, the base station 115 performs a wired / wireless connection function between the user terminal 110 and the base station controller 120.

The base station controller 120 is located between the base station and the switch 125 and is responsible for base station management and control.

The switch 125 is a device for providing a circuit switching service to a mobile communication subscriber in association with a circuit network. The exchange 125 performs functions such as circuit switching between subscribers, incoming and outgoing relay management, handoff, and roaming. The exchange 125 also manages a visitor location register (VLR) database.

In addition, when the exchange 125 receives a call request message (where the call request message includes identification information on the calling terminal and identification information on the called terminal) through the calling terminal, the exchange 125 receives the VLR. Authentication is performed by extracting information about the subscriber from the subscriber. In addition, the exchange 125 may control the call request message according to the authentication result. Here, when the switch 125 turns on the power of the user terminal 110 by the user, the user terminal 110 from the home location register 130 in advance in the position registration process of the user terminal 110. Can be stored in the VLR. Thus, when an outgoing call is requested by the calling terminal, the exchange 125 may perform authentication using information corresponding to the user terminal 110 stored in the VLR.

When the caller request message is received from the calling terminal, the switch 125 may request and obtain the location information of the called terminal corresponding to the caller request message to the home location register 130. Since this is obvious to those skilled in the art, a separate description thereof will be omitted.

That is, when the caller is subscribed to the multimedia ringback tone service, the exchange 125 generates a multimedia ringback tone providing request message and transmits the message to the ringback tone server 135. Here, the multimedia ringback tone providing request message includes authentication information (ie, authentication information for registering a multimedia ringback tone service) for the calling terminal, location information of the calling terminal, identification information for the calling terminal, and identification information for the called terminal. can do.

For another example, the exchange 125 generates a multimedia ringback tone providing request message including only authentication information on registration of a multimedia ringback tone service, identification information of a calling terminal, and identification information of a called terminal, thereby generating a ringback tone server 135. Can also be sent.

In addition, when the exchange 125 receives an incoming call connection message from the called terminal, the switch 125 may generate a multimedia ringback tone stop request message and transmit it to the ringback tone server 135. For this reason, the ringback tone server 135 may recognize the connection of the communication call and stop providing the multimedia ringback tone to the calling terminal 301.

The home location register 130 stores terminal information, subscriber information, location information, and the like of the mobile communication subscriber. In addition, the home location register 130 may perform an authentication function for the subscriber requested through the exchange (125). In addition, the home location register 130 controls the signaling network protocol SS7 along with the exchange 125 and the VLR, and performs a transaction for updating subscriber information to complete an incoming call. .

In addition, when the home location register 130 receives an authentication confirmation request message including identification information of the originating terminal from the exchange 125, the originating terminal 130 authenticates whether the originating terminal can use the multimedia ringback tone service according to the present invention. After performing the authentication result may be transmitted to the exchange (125).

The ringback tone server 135 registers and stores the content according to each local location or each time (for example, advertisement content) to correspond to the corresponding location or time. When the multimedia ringback tone provision request message is received from the switch 125, the ringback tone server 135 extracts location information of the originating terminal from the received multimedia ringback tone provision request message. Subsequently, the ringback tone server 135 may extract content corresponding to the extracted location information of the calling terminal and transmit the same to the calling terminal through a communication network. As described above, the content includes at least one of image data and sound source data.

For another example, when the multimedia ringback tone provision request message is received, the ringback tone server 135 extracts and transmits the registered content corresponding to the time (ie, minutes and hours) when the multimedia ringback tone provision request message is received. It may be transmitted to the terminal.

Here, the ringback tone server 135 may have one or more contents registered according to each location or time. In addition, priority may be set for each content. For this reason, the ringback tone server 135 may extract one or more contents according to each location or time, and then control each content to be provided to the calling terminal according to the set priority.

If the communication network is a WCDMA network, the user terminal 110 is a node-B (UT-B), a radio access network (UTRAN), a packet switching support node (SGSN), hereinafter referred to as "SGSN", It may be connected through a packet gateway support node (GGSN) (hereinafter referred to as "GGSN").

SGSN is a node in charge of data packet transmission with the user terminal 110 in a WCDMA network, and performs functions such as packet router and transmission, mobility management, logical link management, authentication, and charging. The GGSN is a node in charge of the connection function between the GPRS backbone network and the external packet data network. In addition, the GGSN converts the GPRS packet from the SGSN into an appropriate packet data protocol (PDP) format (e.g., IP, X.25) and transmits it, and converts the PDP address of the incoming packet data into the recipient's global mobile communication system. (GSM) Performs a translation to an address. It is also possible to store the subscriber's SGSN address and subscriber profile in the SGSN's location register and perform authentication and charging functions.

2 is a diagram illustrating an internal functional block of a multimedia ringback tone server according to an embodiment of the present invention.

Referring to FIG. 2, the ringback tone server 135 includes a data transceiver 210, a content registerer 215, a data analyzer 220, a data extractor 225, a database 230, and a controller 235. Include.

The content registration unit 215 registers one or more contents corresponding to each regional location or a specific time from the advertiser. That is, if one or more contents are input from the advertiser (or administrator) according to each location or time, the content registration unit 215 maps the input contents corresponding to the corresponding location or time and stores them in the database 230. do.

The data transceiver 210 is connected to the switch 125 or the user terminal 110 through a communication network and performs a function of transmitting and receiving various data necessary for providing content.

For example, the data transmission / reception unit 210 may receive a multimedia ringback tone provision request message from the switch 125 through a communication network and output the received message to the data analysis unit 220. In addition, the data transceiver 210 may transmit the content input through the data extractor 225 to the calling terminal.

The data analyzer 220 extracts the location information of the user terminal 110 from the content providing request message input through the data transceiver 210 and outputs the location information to the data extractor 225.

The database 230 maps and stores the content so as to correspond to each geographical location or each time (eg, minutes, hours, etc.).

For example, the database 230 maps and stores n (random natural numbers) of contents for each local location or time, and may store information about the priority of the corresponding contents. For this reason, the maximum waiting time before the call is connected between the calling terminal 301 and the called terminal 304 (or the preset maximum threshold time (the incoming call connection signal is not received from the called terminal 304, for example) For example, 1 minute)), the ringback tone server 135 may extract one or more contents and transmit the extracted one or more contents to the calling terminal 301 through a communication network.

When the location information is input from the data analyzer 220, the data extractor 225 extracts one or more contents mapped according to the location information, and transmits the one or more contents to the calling terminal through the data transceiver 210. do.

The controller 235 is an internal component of the ringback tone server 135 according to the present invention (for example, the data transceiver 210, the data analyzer 220, the data extractor 225, the database 230, etc.). ) To control the function.

3 is a flowchart illustrating a method of providing content corresponding to a location of a calling terminal according to an embodiment of the present invention. Hereinafter, for convenience of understanding and explanation, an exchange that is linked with the calling terminal will be referred to as a calling side exchange, and an exchange that will be linked with a called terminal will be referred to as a called side exchange.

In step 310, the originating terminal 301 transmits the call request message to the originating exchange 302. Here, the outgoing call request message may include identification information (for example, a phone number, MIN number, etc.) for the corresponding calling terminal 301 and the called terminal 304.

For example, when the identification information of the called terminal 304 is input by the user, the calling terminal 301 may include an identification signal of the called terminal 304 and an identification information of the previously stored calling terminal 301. The request message may be generated and transmitted to the exchange 125 through the communication network.

In step 315, when the originating exchange 302 receives the call request message from the originating terminal 301, the originating exchange 302 determines whether the subscriber (ie, the originator) of the originating terminal 301 is subscribed to the multimedia ringback tone service.

As described above, in the process of the originating terminal 301 registering the location with the originating exchange 302, the originating exchange 302 previously informs the subscriber of the originating terminal 301 from the home location register 130. Obtain it and store it in the VLR. For this reason, when the originating exchange 302 receives an outgoing call request message from the originating terminal 301, the originating exchange 302 extracts information about the originating terminal 301 from the VLR, performs authentication, and subscribes to the multimedia ringback tone service. It can be determined.

If not subscribed to the multimedia ringback tone service, the originating exchange 302 proceeds with the originating terminal 301 according to the originating call (ie, originating request message) requested by the conventional method. Since this is obvious to those skilled in the art, a separate description thereof will be omitted.

However, if it is subscribed to the multimedia ringback tone service, in step 320, the calling side exchange 302 acquires the location information of the calling terminal 301, and then obtains the obtained location information, the multimedia ringback tone authentication information, and the calling terminal 301. And generating the multimedia ringback tone request message including the identification information of the called terminal 304. The calling side exchange 302 transmits the generated multimedia ringback tone request message to the called side exchange 304 through the communication network. Here, the originating exchange 302 may obtain the location information of the originating terminal 301 by using the strength of the radio signal with the originating terminal 301 from m (natural numbers of 3 or more) base stations. Since this is obvious to those skilled in the art, a separate description thereof will be omitted.

For another example, if the originating terminal 301 is a terminal equipped with a GPS receiving module, it is natural that the originating exchange 302 may receive location information from the originating terminal 301.

In the present specification, the originating exchange 302 uses the cellular method (ie, a method of obtaining location information of the originating terminal 301 using the strength of radio signals received from m base stations). It will be assumed that the position information of) is acquired, and this will be described with emphasis.

In step 325, when the receiving side exchange 304 receives the multimedia ringback tone provision request message from the calling side exchange 302, the called side exchange 304 requests the incoming terminal 304 to attempt an incoming call.

In step 330, the destination side exchange 304 transmits the received multimedia ringback tone provision request message to the ringback tone server 135.

In step 335, the ringback tone server 135 extracts identification information and location information of the originating terminal 301 from the received multimedia ringback tone provision request message. Then, the ringback tone server 135 extracts one or more contents mapped corresponding to the extracted location information and transmits it to the calling terminal 301 through the communication network (step 340).

As such, it is assumed that the called party pressed the call button of the called terminal 304 while the ringback tone server 135 is providing the content corresponding to the location of the calling terminal 301 to the calling terminal 301. The called terminal 304 then sends an incoming call connection accept message to the called side exchange 304 (step 345).

In operation 350, the receiving side exchange 304 receiving the incoming call connection accept message from the called terminal 304 generates a multimedia ringback tone stop request message and transmits it to the ringback tone server 135.

For another example, after the called party exchange 304 tries to make an incoming call connection to the called terminal 304, the incoming call connection acceptance message is received within a preset threshold time (eg, 1 minute) from the called terminal 304. Even if it is not received, it may generate and send an interruption acceptance message to the ringback tone server 135.

As a result, the ringback tone server 135 generates an abort acceptance message and sends it to the destination exchange 304 (step 355). The receiving side exchange 304 receiving the discontinuation acceptance message generates an incoming response message and transmits it to the calling side exchange 302 (step 360). Thus, a communication call channel is formed between the calling terminal 301 and the called terminal 304 to perform communication.

FIG. 4 is a diagram illustrating that a calling terminal receives contents through a communication network during a waiting time in response to a call request.

As shown in (a) of FIG. 4, it is assumed that a calling terminal receives an identification information of a called terminal 304 from a user and requests an outgoing signal through a communication network. Then, assume that the calling terminal 301 is registered in the multimedia ringback tone service, and the calling terminal 301 is located in, for example, the KTF zone. When the calling terminal 301 requests a communication call to the called terminal 304 through the communication network at the corresponding location, the calling terminal 301 transmits the calling terminal (301) from the ringback tone server 135 during the waiting time until the call is connected. Content corresponding to the location of the 301 may be provided. It is illustrated in Figure 4 (b). In FIG. 4, it is assumed that the multimedia ringback tone is provided from the communication network according to the location of the calling terminal 301. However, according to an implementation method, different contents may be provided according to a specific time.

5 is a flowchart illustrating a method of providing contents according to time to a calling terminal by a multimedia ringback tone server according to another embodiment of the present invention. Each step described below is performed by an internal component of the ringback tone server 135, but will be collectively described as a ringback tone server 135 for the convenience of understanding and explanation.

In step 510, the ringback tone server 135 receives a multimedia ringback tone providing request message through a communication network. Here, the multimedia ringback tone providing request message may include identification information of the calling terminal 301 and authentication information corresponding to the calling terminal 301.

Of course, as described above, when the ringback tone server 135 provides content corresponding to the location of the calling terminal 301, the multimedia ringback tone providing request message may include location information of the calling terminal 301. Of course.

In step 515, the ringback tone server 135 extracts one or more contents mapped corresponding to the current time at which the corresponding multimedia ringback tone provision request message is received. Here, each content has a priority set and may be provided to the calling terminal 301 according to the priority.

In step 520, the ringback tone server 135 transmits the extracted content to the calling terminal 301 through a communication network.

In step 525, the ringback tone server 135 determines whether a content stop request message has been received from the exchange 125.

If the content stop request message has not been received from the exchange 125, flow proceeds to step 515.

However, if the content stop request message is received, the ringback tone server 135 stops providing content to the calling terminal 301 in step 530.

In the present specification, it is assumed that the ringback tone server 135 provides different contents according to the location information of the originating terminal 301 or the call request time of the originating terminal, respectively. Of course, it may be implemented to provide different content corresponding to the caller information (for example, caller identification information, caller gender, caller age, etc.) of the 301).

Although the above has been described with reference to a preferred embodiment of the present invention, those skilled in the art to which the present invention pertains without departing from the spirit and scope of the present invention as set forth in the claims below It will be appreciated that modifications and changes can be made.

1 is a block diagram of a system for providing content corresponding to an originating terminal during a waiting time corresponding to an originating connection according to an embodiment of the present invention.

2 is a diagram illustrating an internal functional block of a multimedia ringback tone server according to an embodiment of the present invention.

3 is a flowchart illustrating a method for providing content corresponding to a location of a calling terminal according to an embodiment of the present invention.

4 is a diagram illustrating an originating terminal receiving content through a communication network during a waiting time in response to a call request according to an embodiment of the present invention.

FIG. 5 is a flowchart illustrating a method of providing contents according to time to a calling terminal by a multimedia ringback tone server according to another exemplary embodiment of the present invention. FIG.

<Description of the symbols for the main parts of the drawings>

110: user terminal

115: base station

120: base station controller

125: exchanger

130: home location register

135: multimedia ringback tone server

Claims (12)

In the method for providing a multimedia ringback tone service from the mobile communication network to the calling terminal, When the originating terminal receives an outgoing call request, the originating exchange obtaining the location information of the originating terminal; Generating and transmitting a multimedia ringback tone request message including the location information of the calling terminal by the calling exchange; And The ringback tone server receives the ringback tone provision request message, extracts the location information, and extracts one or more contents mapped to the extracted location information and provides it to the calling terminal. How we deliver the service. The method of claim 1, The content includes one or more of image data and sound source data, And the data provided to the calling terminal until the communication call with the called terminal is connected in response to the call request. The method of claim 1, When the originating request is received from the originating terminal, the originating exchange acquires the location information of the originating terminal, Receiving a call request from the calling terminal; Determining whether the calling terminal is registered with the multimedia ringback tone service; And obtaining the location information of the originating terminal when the multimedia ringback tone service is registered. The method of claim 1, A called side exchange, when the multimedia ring back tone provision request message is received, generating and transmitting an incoming call connection request message to a called terminal; Requesting, by the called side exchange, the ringback tone server to stop providing content when an incoming call connection response message is received from the called terminal; And And when the terminating exchange receives a stop response from the ringback tone server, sending a connection response message to the originating exchange to the originating exchange. The method of claim 4, wherein And the ringback tone server stops the transmission of the content provided to the calling terminal when the content providing stop is requested from the called exchange. The method of claim 4, wherein If the called side exchange does not receive the incoming call connection response message from the called terminal for a predetermined time after transmitting the incoming call connection request message to the called terminal, it requests the ringback tone server to stop providing the content. The multimedia ring back tone providing method further comprising the step of. In the mobile communication system, An originating exchange that obtains location information of the originating terminal and generates and transmits a multimedia ringback tone providing request message including the obtained location information when an outgoing call request is received from an originating terminal; And Receiving the multimedia ringback tone providing request message, extracting the location information, extracting one or more contents mapped to the extracted location information, and providing the ringback tone server to the calling terminal, And the content includes at least one of image data and audio data. The method of claim 7, wherein Receiving the multimedia ringback tone providing request message and attempts to receive an incoming call connection request to the called terminal, if a response is received, further comprising a destination side exchange for generating a content stop request message and transmitting to the multimedia ringback tone server, And the ringback tone server stops providing content to the calling terminal when the content stop request message is received. The method of claim 7, wherein The ringback tone server, Database; A content registration unit that receives content according to an arbitrary local location and maps the content to the location and stores the content in the database; A data transmission / reception unit configured to receive a multimedia ringback tone providing request message including location information of the calling terminal; A data extracting unit extracting the location information by analyzing the multimedia ringback tone providing request message; And It includes a data extraction unit for extracting one or more pre-stored content using the extracted location information, And the extracted content is provided to the calling terminal through the data transmitting and receiving unit. In the method for providing a multimedia ringback tone service from the mobile communication network to the calling terminal, When the originating exchange receives an outgoing call request from the originating terminal, requesting an authentication confirmation of whether the originating terminal is subscribed to the multimedia ringback tone service to a home location register; If the authentication result received from the home location register is authentication successful, the calling exchange generates and sends a multimedia ringback tone providing request message to a ringback tone server; And The ringback tone server extracts time information when the multimedia ringback tone providing request message is received, extracts one or more contents mapped according to the time information, and provides the multimedia ringback tone to the calling terminal. Way. The method of claim 10, And the ringback tone server stops the transmission of the content provided to the calling terminal when the content stop request message corresponding to the incoming call connection is received from the called exchange. An apparatus for providing a multimedia ringback tone service in a mobile communication network, A database which maps and stores each location information with one or more contents; A data transmission / reception unit configured to receive a multimedia ringback tone providing request message including location information of the calling terminal in response to an outgoing call request of the calling terminal; A data analyzer extracting the location information by analyzing the multimedia ringback tone provision request message; And It includes a data extraction unit for extracting one or more content mapped to the extracted location information, And the extracted contents are transmitted to the calling terminal through the data transmitting and receiving unit.

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