WO2005117472A1

WO2005117472A1 - System and method for providing advertisement and purchase service using the multimedia background information in the mobile terminal

Info

Publication number: WO2005117472A1
Application number: PCT/KR2005/001096
Authority: WO
Inventors: Seung-Jin Kim
Original assignee: Seung-Jin Kim
Priority date: 2004-04-17
Filing date: 2005-04-15
Publication date: 2005-12-08
Also published as: KR20050101358A

Abstract

The present invention relates to a multimedia background information service system using a mobile terminal, which is capable of transmitting/receiving voice data through a predetermined voice channel, and receiving multimedia background data through a data channel established separately from the voice channel, and which transmits multimedia background data to an originating terminal when a call is set up between the originating terminal and a destination terminal and a conversation is being conducted. According to the present invention, advertisement and purchase service can be provided using multimedia background information during a call connection or during a conversation through a mobile terminal having a multimedia data reception function.

Description

Description SYSTEM AND METHOD FOR PROVIDING ADVERTISEMENT AND PURCHASE SERVICE USING THE MULTIMEDIA BACKGROUND INFORMATION IN THE MOBILE TERMINAL Technical Field

[1] The present invention relates, in general, to a multimedia background information service for a mobile communication system and, more particularly, to a system and method for providing advertisement and purchase service using multimedia background information in a mobile terminal, which provides a multimedia background service during a call connection or during a conversation. Background Art

[2] Generally, a mobile terminal for providing a voice conversation with the other party is essential for modern people living in an information oriented society. Recently, communication terminals for providing various services have been introduced.

[3] Recently, service of providing background music to the terminal of a calling party or called party during a voice conversation has been proposed and used as an effort to allow a user to conduct a voice conversation with the other party using a mobile terminal in a more comfortable environment.

[4] Korean Pat. Appln. Nos. 2000-0010759 and 2001-0019531 disclose technology of providing background music to originating/destination communication terminals during a voice conversation between a calling party and a called party. These patents are implemented to mix voice signals between calling and called parties with specific background music and transmit the mixed results to corresponding terminals during a voice conversation.

[5] Further, recently, an ear microphone has been combined with a communication terminal, so that a voice conversation with the other party may be conducted using the ear microphone. In this case, a user confirms a calling number on a display window of his or her communication terminal, and conducts a voice conversation using the ear microphone while merely holding the communication terminal. Further, during a voice conversation with the other party, only the communication terminal number of the other party and conversation time information are displayed on the display window of a communication terminal. That is, when a conversation with the other party is conducted using the ear microphone, the display window of the communication terminal is not used.

[6] However, recently, music videos, in which audio data are combined with video data, have become widely popularized. If the fact that the age of persons using mobile terminals is gradually decreasing is taken into consideration, there is a need to provide background images as well as simple background music for a new generation that requires new functions, and to provide fresher background information during a conversation.

[7] Therefore, the present applicant has devised video signal contents, allowing a video signal to be displayed on the screen of an originating mobile terminal to correspond to a ring back tone, and has proposed a method of implementing the contents, without satisfying a conventional content service that is disclosed in Korean Pat. Appln. No. 2003-0006257 and is called a Background Music (BGM) service of providing sound, designated by a called subscriber, instead of a ring back tone provided as a call connection sound during a call connection.

[8] However, mobile terminal users desire to perform various activities even during a conversation, as a considerably long margin time exists even during a conversation, as well as during a call connection when the ring back tone is provided, the desires of communication terminal users have become various, and a conversation time has lengthened.

[9] Therefore, as the provision of various multimedia functions to mobile terminals is possible, the provision of various pieces of information is possible during a conversation as well as during a call connection, so that there is the necessity to provide various pieces of information through the mobile terminals to satisfy the user's desires, beyond the function of simple communication means. Disclosure of Invention Technical Problem

[10] Accordingly, the present invention has been made keeping in mind the above problems occurring in the prior art, and an object of the present invention is to provide a system and method for providing advertisement and purchase service, which uses multimedia background information during a call connection or conversation in a mobile terminal having a multimedia background data reception function.

[11] Another object of the present invention is to provide a system and method for providing advertisement and purchase service using multimedia background information in a mobile terminal, which allows a commodity to be selected and purchased through multimedia advertisements provided by a mobile terminal having a multimedia background data reception function.

[12] A further object of the present invention is to provide a system and method for providing advertisement and purchase service using multimedia background information in a mobile terminal, which can provide information about the location of a commodity to be purchased and provide a navigation function to a user, through multimedia advertisements provided by a mobile terminal having a multimedia background data reception function. Technical Solution

[13] In order to accomplish the above objects, the present invention provides a multimedia background information service system using a mobile terminal, which is capable of transmitting/receiving voice data through a predetermined voice channel and receiving multimedia background data through a data channel established separately from the voice channel, the service system transmitting multimedia background data to an originating terminal when a call is set up between the originating terminal and a destination terminal and a conversation is being conducted, comprising an originating mobile switching center for receiving a call setup request signal from the originating terminal, setting up a call between the originating and destination terminals, determining whether the originating terminal is a subscriber to a multimedia background information service, and requesting transmission of multimedia background data; an intelligent peripheral for setting up multimedia background data with reference to a subscriber table, and transmitting the set multimedia background data to the originating terminal when the transmission of the multimedia background data is required by the originating mobile switching center; and a service provider server for providing multimedia background data in response to a multimedia background data request from the intelligent peripheral.

[14] Further, the present invention provides a multimedia background information service method using a mobile terminal, which is capable of transmitting/receiving voice data through a predetermined voice channel, and receiving multimedia background data through a data channel established separately from the voice channel, the service method transmitting multimedia background data to an originating terminal when a call is set up between the originating terminal and a destination terminal and a conversation is being conducted, comprising the steps of an originating terminal, that has subscribed to the multimedia background information service, requesting call setup from a predetermined originating mobile switching center so as to attempt to make a call to the destination terminal; the originating mobile switching center determining whether the originating terminal has subscribed to the multimedia background information service on the basis of a signal received from the originating terminal, and requesting a corresponding intelligent peripheral to transmit multimedia background data; and receiving the transmission request information for multimedia background data from the originating mobile switching center, and transmitting multimedia background data from a predetermined multimedia background information service provider server to the originating terminal. [15] Further, the present invention provides a multimedia background information reception terminal device, which is capable of transmitting/receiving voice data through a predetermined voice channel, and receiving multimedia background data through a data channel established separately from the voice channel, the terminal device receiving the multimedia background data when a call is set up between an originating terminal and a destination terminal and a conversation is being conducted, comprising a first interface for receiving voice data through the voice channel; a second interface for receiving the multimedia background data through the data channel; a Global Positioning System (GPS) reception unit for generating information about a terminal location on the basis of a signal received through a GPS satellite; memory for storing the received voice data or the multimedia background data; a voice mixing processing module for mixing the received voice data with voice or sound signals extracted from the multimedia background data; a voice processing unit for executing signal processing to output data generated by the voice mixing processing module through a speaker; a video processing unit for executing signal processing to display image information extracted from the multimedia background data on a display window; and a control unit for controlling an entire operation of the terminal device, related to signal transmission and processing. Advantageous Effects

[16] According to the present invention, multimedia background data can be provided through a mobile terminal during a conversation as well as during a call connection, thus not only satisfying a user's various desires, but also maximizing advertising value through the provision of advertisements during a conversation. Further, there is an advantage in that a navigation function using a Global Positioning System (GPS) is provided to facilitate a purchase procedure on the basis of provided advertisements, thus allowing purchases to be efficiently made. Brief Description of the Drawings

[17] FIG. 1 is a network configuration view of a service system according to an embodiment of the present invention;

[18] FIG. 2 is a block diagram showing the detailed construction of an intelligent peripheral according to an embodiment of the present invention;

[19] FIG. 3 is a signal flowchart showing a process of providing multimedia background data during a conversation according to an embodiment of the present invention;

[20] FIG. 4 is a flowchart showing a purchase process using multimedia background information according to a first embodiment of the present invention;

[21] FIG. 5 is a flowchart showing a purchase process using multimedia background information according to a second embodiment of the present invention; [22] FIG. 6 is a block diagram of a terminal provided with advertisement and purchase service using multimedia background information according to an embodiment of the present invention;

[23] FIGS. 7 to 9 are front views showing terminals using the advertisement and purchase service through multimedia background information according to embodiments of the present invention; and

[24] FIG. 10 is a conceptual view of a system when advertisement and purchase service using multimedia background information is implemented using open service architecture according to an embodiment of the present invention. Mode for the Invention

[25] Preferred embodiments of the present invention are described with reference to the attached drawings. In the following description of the present invention, detailed descriptions may be omitted if it is determined that the detailed descriptions of related well-known functions and construction may make the gist of the present invention unclear.

[26] The present invention provides multimedia background data before or during a conversation through a mobile terminal capable of receiving multimedia background data, thus allowing a mobile terminal user to satisfy his or her various desires. In particular, the present invention provides purchase guidance advertisements as the multimedia background data, and provides service allowing purchases to be easily made during or after a conversation. Moreover, the present invention provides information about a store location to facilitate the purchase of a corresponding commodity in conjunction with a location based information service (hereinafter referred to as an "LBS") at the time of purchasing the commodity using the above method, and also provides a navigation function to allow a user to easily find the store with the help of a Global Positioning System (GPS).

[27] In order to implement the above method, the embodiments of the present invention provide multimedia background data using an Intelligent Network Service (INS). Further, the multimedia background information service method can be implemented by any method that provides real-time multicasting or broadcasting services, in addition to methods that can be provided by the intelligent network service. For example, as a mobile phone having a TV reception function (that is, a TV phone) is provided, the method can be provided through broadcasting service, or through Multimedia Broadcast Multicast Service (MBMS), currently being discussed in the third generation mobile communication. Further, the transmission/reception scheme for the multimedia background data can employ a real-time streaming scheme, or a download scheme that utilizes cache memory. [28] Meanwhile, in order to receive multimedia background data before or during a conversation according to the present invention, a voice channel used for a conversation and a data channel used for the transmission of multimedia background data are required. Therefore, the mobile terminal and system of the present invention must transmit and receive data through both channels. For example, the mobile terminal and system are preferably applied to International Mobile Telecommunication (IMT)-2000, proposed as the third generation mobile communication, or a synchronous Code Division Multiple Access (CDMA) lx Evolution Data and Voice (EV-DV) scheme.

[29] Therefore, in order to implement the reception of multimedia background data during a conversation as described above, voice information, corresponding to conversation contents during the conversation, is preferably transmitted through a predetermined voice channel, and multimedia background data, provided in real time, are preferably transmitted through a separate data channel. Further, in order to suitably output data received through the two channels, voice (or sound) information, included in the multimedia background data that are transmitted through the data channel, must be mixed with voice information that is transmitted through the voice channel.

[30] A method of mixing voice information can be variously implemented. For example, after a call is set up between an originating terminal and a destination terminal, a mobile switching center can store or buffer transmitted/received voice data in real time, receive multimedia background data provided from the outside in real time, and mix the voice data with the multimedia background data. As another embodiment, the method can be implemented in such a way that a mobile terminal receives voice data and multimedia background data in real time, divides the multimedia background data into voice signals and video signals, and mixes the voice data with the voice signals. As a further embodiment, the method can be implemented in such a way that, after the above-described intelligent network receives the voice data and the multimedia background data, the intelligent network divides the multimedia background data into voice signals and video signals, mixes the voice data with the voice signals, and transmits the mixed data to each mobile terminal.

[31] Further, when a purchase is made using multimedia background data provided by the mobile terminal, the location of a store that can provide a commodity and the location of the mobile terminal are confirmed as described above, and thus a navigation function must be performed. Accordingly, a GPS reception function is preferably provided in the mobile terminal.

[32] In the meantime, the multimedia background information service according to the present invention can be provided through an open service architecture (for example, Parlay Application Program Interface [API]) allowing an interface with a 3rd party application, without modifying the configuration of a conventional wireless com- munication network.

[33] Hereinafter, the present invention is described with reference to the attached drawings to implement the above methods in detail. The methods, which will be described later, are disclosed only to present the preferred embodiments of the present invention. As described above, the implementation methods can be variously presented. Therefore, it is apparent that the present invention should not be limited to or analyzed by the following descriptions.

[34] With reference to FIGS. 1 and 2, the configuration of a system according to an embodiment of the present invention is described.

[35] FIG. 1 is a network configuration view of a service system according to an embodiment of the present invention. As described above, FIG. 1 illustrates an embodiment in which multimedia background data can be provided over an intelligent network before or during a conversation according to the present invention.

[36] Referring to FIG. 1, an advertisement and purchase service system using multimedia background data in a mobile terminal according to an embodiment of the present invention can be constructed to include a mobile communication network, a wired network and an intelligent network. Further, the wired network includes a packet network (for example, a Packet Switched Data Network: PSDN), a circuit network (for example, a Packet Switched Telephone Network: PSTN), etc. Further, although not shown in FIG. 1, the wired/wireless network or the intelligent network can be connected to the Internet through a predetermined gateway.

[37] First, if an originating mobile terminal 100 attempts to make a call to a destination mobile terminal 105, a call connection request signal transmitted by the originating terminal 100 is transmitted to an originating mobile switching center 102 through a corresponding base station 101. The call connection request signal is transmitted to a destination mobile terminal 105 through a destination mobile switching center 103 and a destination base station 104. In this case, if the destination mobile terminal 105 responds, a call is set up between the originating mobile terminal 100 and the destination mobile terminal 105 according to the response signal, and then a conversation therebetween begins.

[38] Meanwhile, if the originating mobile terminal 100 is a terminal having requested a multimedia background information service according to the present invention, or if the originating mobile terminal 100 requests the multimedia background information service, the originating mobile switching center 102 confirms the request information, requests the multimedia background information service from an intelligent peripheral 110 (hereinafter referred to as a "BackGround Intelligent Peripheral: BGIP") for providing the multimedia background information service, and processes the multimedia background information service request. In this case, information requested by the mobile switching center 102 can be transmitted to corresponding BGIP 110 through an intelligent network Service Switching Point (SSP) 108. Further, the SSP 108 is controlled by a Service Control Point (SCP) (not shown), so that the above-described intelligent network service is provided. That is, the SSP 108 recognizes an intelligent network service call, provides information about the service requested by a subscriber to the SCP, and performs routing depending on the notification of the SCP.

[39] A Home Location Register (HLR) 109 stores and manages subscriber parameters and location information with respect to all mobile terminals registered in its area, manages important data, such as the access capability of the terminals, basic services and supplementary services, and performs a routing function for a destination subscriber terminal.

[40] In the meantime, in order to provide multimedia background data according to the present invention in real time, a predetermined multimedia background information provider must exist. As shown in the drawing, the multimedia background information provider may be a Content Provider (CP) 107 connected to the Packet Data Network (P DN) 106, or a CP server 111 for providing the multimedia background data through a gateway provided in the BGIP 110.

[41] Therefore, multimedia background data can be provided to the mobile terminals 100 and 105 through the provided BGIP 110 before or during a conversation according to the embodiment of the present invention.

[42] FIG. 2 is a block diagram showing the detailed construction of the BGIP 110 according to an embodiment of the present invention.

[43] Referring to FIG.2, the BGIP 110 according to the embodiment of the present invention includes an intelligent service control module 200, an external interworking module 210, a data processing module 220 and a service related information database 230.

[44] In the intelligent service control module 200, a transmission layer and a control (intelligent) layer separately manage functions according to the implementation of an intelligent network service, thus providing the service of the present invention without greatly influencing an existing network. Further, although not shown in FIG. 2, the intelligent service control module 200 can be constructed to include a service creation unit for immediately creating service in the above construction and allowing the service to be provided, an operation management unit for performing various operation management functions required to provide various services, an external interworking unit for performing various interworking and communication functions required to work in conjunction with an external system so as to provide service to subscribers, and transmitting subscriber information to the outside, a service control unit which is a device for performing subscriber management and service logic, a call control unit for performing a resource control function required to process a service call in conjunction with the service control unit, a signal processing unit for providing No.7 signaling in conjunction with the service control unit and working in conjunction with a conventional wireless intelligent network system, and a call storage unit for performing a data storage request function to manage messages processed by the call processing unit.

[45] Further, the external interworking module 210 includes a server interworking unit having a Web application server function of relaying data processing required for various service requests from a subscriber who accesses the external interworking module 210 through various media paths, such as an Audio Response System (ARS), Wireless Access Protocol (WAP), or the Web, in conjunction with the intelligent service control module 200 and the service related information database 230, an Internet interworking unit for performing a Web server function of processing various service requests from a subscriber who accesses the external interworking module through the Web, a wireless Internet interworking unit for performing a wireless Internet server function of processing various service requests from a subscriber who accesses the external interworking module through the wireless Internet function of a subscriber's wireless terminal, and a public network interworking unit for performing an ARS function of processing various requests from a subscriber who accesses the external interworking module through the voice conversation function of a subscriber's wireless terminal, thus providing the service through various access paths, for example, a wireless Internet service path such as the Web, a wireless Internet service path such as the wireless Internet, or a voice communication service path such as the PSTN.

[46] Further, the data processing module 220 performs a processing function to transmit multimedia background data, received in real time in response to a service request input according to the present invention, and voice information, transmitted from originating and destination terminals, to the originating or destination terminal. In the meantime, when the real-time multimedia background information service is processed, the service related information stored in the service related information database 230 is referred to.

[47] FIG. 3 is a signal flowchart showing a process of providing multimedia background data during a conversation according to an embodiment of the present invention.

[48] Referring to FIG. 3, the embodiment, in which the present invention is implemented according to a communication protocol standardized by Integrated Services Digital Network (ISDN) User Part (ISUP) standards between an originating mobile switching center 102 and a destination mobile switching center 103, is shown.

[49] As shown in FIG. 3, the originating and destination mobile switching centers 102 and 103 transmit/receive signals, such as Initial Address Message (LAM) 304, Address Complete Message (ACM) 306, and Answer Message (ANM) 310, therebetween depending on the ISUP standards. Further, the destination mobile switching center 103 and the BGIP 110 transmit/receive the signals, such as the IAM 304, ACM 306 and ANM 310, therebetween depending on the communication protocol standardized by the ISUP standards.

[50] However, the present invention is not limited to the signal transmission standardized by the ISUP, but it can be applied to a mobile communication network which does not use the standard protocol of the ISUP, or develops and uses its own separate protocol.

[51] The originating mobile switching center 102 transmits call setup request information, transmitted by the originating terminal 100 at step 301, and information, indicating that a called party is a subscriber to voice signal provision service, to the destination mobile switching center 103. In this case, the originating mobile switching center 102 can include information, indicating that a calling party is a subscriber to the multimedia background information service of the present invention, in an IAM signal, and transmit the IAM signal with the information. For example, a special code can be prefixed to a telephone number and transmitted together. As another method, after the provision of the multimedia background information service according to the present invention has been previously set, the service can be provided in all situations in which a subscriber attempts to make a call.

[52] Meanwhile, the originating mobile switching center 102 inquires of HLR (not shown) about routing information so as to detect information about routing to the destination mobile switching center 103. In this case, the originating mobile switching center 102 is aware that the called party has subscribed to the multimedia background information service of the present invention at step 302. In the HLR, information about all mobile communication subscribers is stored. Therefore, in the HLR, information about subscription to corresponding services including the multimedia background information service of the present invention is stored.

[53] The destination mobile switching center 103 transmits identification information about a destination subscriber to the BGIP 110 at the same time that a paging procedure is performed in conjunction with the destination mobile terminal. The destination mobile switching center 103 identifies the destination subscriber on the basis of the IAM signal at step 304, and transmits the IAM signal to the BGIP 110. The IAM signal includes the identification number of the destination subscriber. Further, the IAM signal may include the identification number of a calling party, and channel allocation request information between the destination mobile switching center 103 and the BGIP 110. [54] The BGIP 110 can be mapped to the destination mobile switching center 103 in a one-to-one manner. The BGIP 110 transmits the identification information about the destination subscriber included in the IAM signal to a subscriber information database, inquires of the subscriber information database about subscriber information, and sets up multimedia background data to be served to the subscriber terminal at step 307.

[55] A subscriber information database currently adopted and used in a mobile communication network is identical to SCP or performs an operation similar to the SCP. In the subscriber information database, contents of services, to which respective mobile communication network subscribers selectively subscribe, are stored.

[56] If the data identification code is received, the BGIP 110 transmits an ACM signal to the destination mobile switching center 103, so that the destination mobile switching center 103 transmits the ACM signal to the originating mobile switching center 102 at step 310. As well known in the art, the ACM signal is a response signal indicating that the IAM signal has been successfully received, and is defined in the ISUP communication protocol.

[57] Next, the BGIP 110 allocates a specific channel to the destination mobile switching center 103, and transmits the multimedia background data to the originating mobile terminal through a call that is set up between the BGIP 110, the destination mobile switching center 103, the originating mobile switching center 102, the originating base station and the originating mobile terminal 100 at step 308. In the meantime, as described above, voice signals and multimedia background data are transmitted through a voice channel and a video channel, respectively, to implement the present invention.

[58] If a signal indicating that the destination mobile terminal 105 has responded is received, the destination mobile switching center 103 transmits an ANM signal to the BGIP 110. As well known in the art, the ANM signal is a signal requesting the opening of a channel to begin a conversation.

[59] Further, the destination mobile switching center 103 transmits the ANM signal to the originating mobile switching center 102 at step 310. Thereafter, a conversation using the destination/originating mobile terminals begins between the originating mobile switching center 102 and the destination mobile switching center 103 at step 311.

[60] As described above, in order to provide multimedia background information service even during a conversation according to the present invention, the BGIP 110 continuously transmits real-time background data to the originating terminal 100 at step 313. Voice signals included in the real-time background data can be processed in the originating terminal 100, as described above. As another method, the mixing of voice data can be performed by the BGIP 110 at step 312. [61] Additionally, the BGIP 110 also transmits the real-time background data to the destination terminal 105 at step 314, thus enabling the destination terminal 105 to be provided with the same service.

[62] FIG. 4 is a flowchart showing a purchase process using multimedia background information according to a first embodiment of the present invention.

[63] Referring to FIG. 4, an originating terminal receives and transmits a called party's number at step 400, thus attempting to make a call to a destination terminal. In this case, as described above with reference to FIG. 3, multimedia advertisement information is received through the multimedia background data of the present invention for a period during which a ring back tone is received at step 401. The multimedia background data received at this time are designated as first multimedia background data. Further, multimedia background data received during a conversation according to the present invention are designated as second multimedia background data. The first and second multimedia background data may be a series of related information or may be different information according to an implementation.

[64] In the meantime, if a response to the call connection attempt by the originating terminal is not received from the called party for a predetermined period at step 402, an attempt to communicate fails and the call connection attempt is terminated.

[65] Conversely, if a response to the call connection attempt by the originating terminal is received from the called party, multimedia advertisement information is received during a conversation according to the present invention at step 403. As described above, a terminal user views the multimedia advertisement information while conducting a conversation with the called party.

[66] When the user conducts a voice conversation with the called party, the user must view the advertisement information displayed on the terminal, so that it is preferable that the user conduct the conversation through a headset unit having earphone and microphone functions.

[67] In this case, the terminal preferably includes the function of receiving both a voice channel and a data channel, as described above. Accordingly, the voice data obtained from the conversation with the called party are preferably transmitted/received through the voice channel, and multimedia background advertisement information provided in real time is preferably received through the data channel.

[68] Meanwhile, voice signals included in the multimedia advertisement information can be mixed with the voice channel by the IP network, the mobile switching center or the originating terminal, as described above.

[69] The user views the multimedia advertisement information displayed on the terminal during a conversation, and can search for commodities provided in the advertisement information and reserve a corresponding commodity for purchase at step 404. [70] After the conversation terminates at step 405, the authentication of the purchase of the reserved commodity and payment for the commodity are performed at step 406. In this case, if the user requests delivery without personally purchasing a commodity at step 407 after the payment, a commodity sales company transmits an automatic delivery processing command signal to a delivery company on the basis of previously stored personal information at step 410.

[71] Conversely, if the user desires to personally purchase the commodity after payment, a store location navigation function is operated at step 408 according to the embodiment of the present invention, as described above, so that the current location of the user and the location of a store are displayed on the terminal, and route information is provided to track a route from the current location to the location of the store. The user arrives at the store along the route and purchases the commodity at step 409.

[72] FIG. 5 is a flowchart showing a purchase process using multimedia background information according to a second embodiment of the present invention.

[73] Referring to FIG. 5, unlike the first embodiment, the purchase of a commodity is not performed while the second multimedia background data are received during a conversation, but one or more pieces of information selected among the displayed multimedia advertisement information are stored in memory.

[74] A process ranging from an initial step 500 to the second multimedia background data reception step 503 in the second embodiment is the same as the first embodiment, so that a detailed description is omitted.

[75] In the second embodiment of the present invention, the user receives multimedia background data during a conversation provided according to the present invention (that is, second multimedia background data) at step 503, and stores required information among the displayed multimedia advertisement information at step 504. At this time, the multimedia advertisement information selected to be stored is stored in predetermined memory of the originating terminal at step 505.

[76] Meanwhile, if the conversation terminates at step 506, the user of the originating terminal searches for the multimedia advertisement information stored in the memory at step 507, and selects the multimedia advertisement information to replay it. If the selected multimedia advertisement information is displayed at step 508, the user searches for and purchases a commodity depending on the user's selection, as described above with reference to the first embodiment, at step 509.

[77] FIG. 6 is a block diagram of a terminal provided with advertisement and purchase service using multimedia background data according to an embodiment of the present invention.

[78] Referring to FIG. 6, the mobile terminal according to an embodiment of the present invention includes a first interface 608 for transmitting/receiving voice data through an antenna in a wireless manner, a second interface 609 for transmitting/receiving realtime multimedia background data received according to the present invention, among the data received through the antenna, in a wireless manner, an input unit 605 for receiving various commands, etc. from the user, a voice processing unit 603 for controlling the path of voice signals input and output through the microphone 600 and a speaker 601, respectively, a video processing unit 604 for controlling the display of character or image information on a display window 602 of the mobile terminal, a control unit 606 for controlling the entire operation of the mobile terminal, memory 607 for storing various voice or multimedia background data, a GPS reception unit 611 for generating information about the mobile terminal location through a GPS satellite, and a voice mixing processing module 610 for mixing voice data with the voice signals of multimedia background data received according to the present invention.

[79] The voice data input through the first interface 608 and the multimedia background data input through the second interface 609 are input to the voice mixing processing module 610 through the control unit 606. As described above, the voice mixing processing module 610 mixes the voice data, input from the destination terminal, with voice or sound signals, included in the multimedia background data that are provided by a multimedia background information service provider. The mixed voice information is processed by the voice processing unit 603 and is output through the speaker 601. Further, the image information of the multimedia background data is processed by the video processing unit 604 and is displayed on the display window 602.

[80] Meanwhile, as described above, if the voice mixing process is executed by a BGIP or a mobile switching center, the voice mixing processing module 610 can be omitted from the terminal.

[81] FIGS. 7 to 9 are front views showing terminals using the advertisement and purchase service through multimedia background information according to embodiments of the present invention.

[82] FIG. 7 is a front view of a terminal, showing a situation in which a user conducts a conversation with a called party through a headset having an earphone 720 and a microphone 730 according to the embodiment of the present invention. The user can view multimedia advertisement information displayed through a predetermined screen display unit 700 during a conversation according to the present invention. The present invention can be implemented so that a Light Emitting Diode (LED) indicating that the service of the present invention is being provided is lit during the display of the advertisement information.

[83] FIG. 8 is a front view of a terminal, which shows a situation in which multimedia advertisement information is provided during a video conversation according to an embodiment of the present invention.

[84] For example, the multimedia background advertisement image of the present invention can be provided in the form of a pop-up window at the same time that a video image from a called party is output through a predetermined screen display unit 800 during a video conversation. In the meantime, although not shown in the drawing, the terminal can be implemented so that the multimedia background advertisement image can be mixed with the video image from the called party in the form of a watermark and displayed according to another embodiment of the present invention.

[85] In this case, the user can utilize a camera, a microphone, etc. attached to the mobile terminal to conduct a video conversation with the called party.

[86] In the meantime, FIG. 9 is a front view of a terminal having the function of storing or deleting real-time multimedia advertisement information displayed during a conversation according to an embodiment of the present invention.

[87] That is, menu items can be provided to store or delete displayed real-time multimedia background advertisement information while the multimedia advertisement image of the present invention is displayed through a screen display unit 900, as described above with reference to the second embodiment of FIG. 5.

[88] Meanwhile, the intelligent network system of the SSP 108 and the BGIP 110 of FIGS. 1 and 2 can be implemented through an open service architecture (for example, a Parlay Application Program Interface [API] or Java APIs for Integrated Network [JAIN]) enabling an interface with a 3rd Party Application, without modifying the configuration of an existing wireless communication network.

[89] That is, when the present invention is implemented, the service of the present invention can be provided by a predetermined Open Service Architecture (OSA) without modifying the configuration of the originating mobile switching center 102. The OSA performs an interface between wired/wireless communication networks and a 3rd party application through a predetermined open interface (for example, API or JAIN).

[90] The OSA is an arbitration API, operating between wired/wireless communication networks and a 3rd party application, and is capable of easily implementing service logic by controlling network resources even though the network technology of a backbone network is not known. Further, the OSA can also provide a security interface between a network service provider and application servers. Accordingly, programs are upgraded to simple levels and various networks can be accommodated. That is, the OSA allows external service providers, other than a network service provider, to provide services utilizing network resources, and provides an interface to externally develop and be linked to services that are difficult for the network service provider to implement, or are expensive.

[91] FIG. 10 is a conceptual view of a system when advertisement and purchase service using multimedia background data is implemented using open service architecture according to an embodiment of the present invention. Further, as an example of the implementation of the open system service architecture, the configuration of Parlay/Open Service Access (OSA) is described.

[92] Referring to FIG. 10, a Parlay/OSA application server can be provided by a 3rd party service provider or a network service provider. Further, a plurality of applications can be installed in and run by each application server.

[93] The Parlay/OSA application server has a Parlay/OSA interface with respect to a Parlay/OSA gateway connected to networks, thus independently utilizing the resources of the networks connected to the gateway, regardless of a lower network structure of the gateway or the configuration of a specific protocol.

[94] The Parlay/OSA gateway includes two components, that is, a Service Capability Server (SCS) and a framework. The SCS includes Service Capability Features (SCFs) to utilize network resources, and the framework performs authentication between the SCS and the Parlay/OSA application server. Further, the framework performs the service registration of the SCS, and arbitrates and manages access of the Parlay/OSA application server to the SCS.

[95] The SCFs are implemented in the form of components to allow applications to use the capability of a network, and SCFs that have been defined in Parlay/OSA are described below.

[96] - Call Control: call control function related to basic call, multi-party call and multimedia call

[97] - User Interaction: UI related control function

[98] - Mobility: user location/status-based service function

[99] - Terminal Capabilities: terminal (Personal Digital Assistant [PDA], Phone, etc.)- based service function

[100] - Data Session Control: data session control function between terminals in network

[101] - Generic Messaging: GM: Mailbox related function

[102] - Connectivity Manager: QoS related function

[103] - Account Management: subscriber account management function

[104] - Charging: charging-related control function of network service provider

[105] - Policy Management: policy management function in network

[106] - Presence and Availability Management (PAM): user location information, status and allowance function

[107] The above-described Parlay/OSA structure means that, since a lower network is separate from applications, a network manager can implement flexible network con- figuration independent from applications, and can add a new network without influencing applications that are currently provided. Further, a service provider can develop services for various protocols through the same API, thus shortening the time required to develop services, and easily developing a service in which several networks are integrated. Since the development of rapid and easy services can provide services for 3rd parties to a network service provider, the present invention can be more easily and extendibly implemented. Although detailed embodiments are described in the present invention, but it is apparent that various modifications, additions and substitutions are possible, without departing from the scope and spirit of the invention as disclosed in the accompanying claims. Therefore, the scope of the present invention should not be limited to the described embodiments, but should be defined by the accompanying claims and equivalents thereof.

Claims

[1] A multimedia background information service system using a mobile terminal, which is capable of transmitting/receiving voice data through a predetermined voice channel and receiving multimedia background data through a data channel established separately from the voice channel, the service system transmitting multimedia background data to an originating terminal when a call is set up between the originating terminal and a destination terminal and a conversation is being conducted, comprising: an originating mobile switching center for receiving a call setup request signal from the originating terminal, setting up a call between the originating and destination terminals, determining whether the originating terminal is a subscriber to a multimedia background information service, and requesting transmission of multimedia background data; an intelligent peripheral for setting up multimedia background data with reference to a subscriber table, and transmitting the set multimedia background data to the originating terminal when the transmission of the multimedia background data is required by the originating mobile switching center; and a service provider server for providing multimedia background data in response to a multimedia background data request from the intelligent peripheral.

[2] The multimedia background information service system according to claim 1, further comprising an intelligent network service switching point for recognizing an intelligent service call from the originating mobile switching center, and controlling the intelligent peripheral so as to process the multimedia background data requested by the originating terminal.

[3] The multimedia background information service system according to claim 1, wherein the originating terminal or the intelligent peripheral performs a function of mixing voice data, received through the voice channel, with voice or sound signals, extracted from the multimedia background data, that are received from the intelligent peripheral through the data channel.

[4] The multimedia background information service system according to claim 1, wherein the multimedia background data include first multimedia background data received for a period during which the originating terminal attempts to make a call to the destination terminal, and second multimedia background data received during a conversation between the originating terminal and the destination terminal.

[5] The multimedia background information service system according to any of claims 1 to 4, wherein the multimedia background data are advertisement in- formation for leading to a purchase of commodities.

[6] The multimedia background information service system according to any of claims 1 to 4, wherein the multimedia background data are transmitted to the destination terminal.

[7] The multimedia background information service system according to claim 1, further comprising an open service interface device for performing open interfacing between a wireless communication network, including the originating mobile switching center, and a 3rd party application constituting the intelligent peripheral.

[8] A multimedia background information service method using a mobile terminal, which is capable of transmitting/receiving voice data through a predetermined voice channel, and receiving multimedia background data through a data channel established separately from the voice channel, the service method transmitting multimedia background data to an originating terminal when a call is set up between the originating terminal and a destination terminal and a conversation is being conducted, comprising the steps of: an originating terminal, that has subscribed to the multimedia background information service, requesting call setup from a predetermined originating mobile switching center so as to attempt to make a call to the destination terminal; the originating mobile switching center determining whether the originating terminal has subscribed to the multimedia background information service on the basis of a signal received from the originating terminal, and requesting a corresponding intelligent peripheral to transmit multimedia background data; and receiving the transmission request information for multimedia background data from the originating mobile switching center, and transmitting multimedia background data from a predetermined multimedia background information service provider server to the originating terminal.

[9] The multimedia background information service method according to claim 8, further comprising the step of the originating terminal or the intelligent peripheral mixing voice data, received through the voice channel, with voice or sound signals, extracted from the multimedia background data that are received from the intelligent peripheral through the data channel.

[10] The multimedia background information service method according to claim 8, wherein the multimedia background data include first multimedia background data received for a period during which the originating terminal attempts to make a call to the destination terminal, and second multimedia background data received during a conversation between the originating terminal and the destination terminal.

[11] The multimedia background information service method according to any of claims 8 to 10, wherein the multimedia background data are advertisement information for leading to a purchase of commodities.

[12] The multimedia background information service method according to any of claims 8 to 10, wherein the multimedia background data are transmitted to the destination terminal.

[13] The multimedia background information service method according to claim 11, further comprising the steps of: displaying the advertisement information on the originating terminal; confirming the advertisement information, searching for a commodity and reserving the commodity for purchase; and authenticating the purchase of the reserved commodity and paying for the commodity after a conversation has terminated.

[14] The multimedia background information service method according to claim 11, further comprising the steps of: displaying the advertisement information on the originating terminal; confirming the advertisement information, and storing advertisement information, selected through predetermined input means, in memory; selecting the advertisement information stored in the memory after a conversation has terminated, thus displaying the selected advertisement information; and confirming the advertisement information, searching for a commodity and reserving the commodity for purchase.

[15] The multimedia background information service method according to claim 13, further comprising the steps of: displaying a location of a store containing the commodity selected for purchase on a screen display unit of the terminal; and displaying location of the terminal on the screen display unit simultaneously with the display of the location of the store, and tracking a route along which the terminal may move.

[16] The multimedia background information service method according to claim 15, wherein information about the terminal location is provided by a Global Positioning System (GPS).

[17] A multimedia background information reception terminal device, which is capable of transmitting/receiving voice data through a predetermined voice channel, and receiving multimedia background data through a data channel established separately from the voice channel, the terminal device receiving the multimedia background data when a call is set up between an originating terminal and a destination terminal and a conversation is being conducted, comprising: a first interface for receiving voice data through the voice channel; a second interface for receiving the multimedia background data through the data channel; a Global Positioning System (GPS) reception unit for generating information about a terminal location on the basis of a signal received through a GPS satellite; memory for storing the received voice data or the multimedia background data; a voice mixing processing module for mixing the received voice data with voice or sound signals extracted from the multimedia background data; a voice processing unit for executing signal processing to output data generated by the voice mixing processing module through a speaker; a video processing unit for executing signal processing to display image information extracted from the multimedia background data on a display window; and a control unit for controlling an entire operation of the terminal device, related to signal transmission and processing.

[18] The multimedia background information reception terminal device according to claim 17, the multimedia background data include first multimedia background data received for a period during which the originating terminal attempts to make a call to the destination terminal, and second multimedia background data received during a conversation between the originating terminal and the destination terminal.

[19] The multimedia background information reception terminal device according to claim 17 or 18, wherein the multimedia background data are advertisement information for leading to a purchase of commodities.

[20] The multimedia background information reception terminal device according to claim 17 to 18, wherein the multimedia background data are transmitted to the destination terminal.