WO2009095874A1

WO2009095874A1 - Method for playing an advertisement as ring-back tone, system for providing an advertisement as ring-back tone, communication system comprising such system

Info

Publication number: WO2009095874A1
Application number: PCT/IB2009/050363
Authority: WO
Inventors: Igor Alexander Rejna Hendriksen; Vincentius Johannes Leonardus Van Der Goes
Original assignee: Adfortel B.V.
Priority date: 2008-01-29
Filing date: 2009-01-29
Publication date: 2009-08-06
Also published as: AT11712U2; NL2002463C2; NL2001230C2; NL2002463A1; AT11712U3; DE202009017871U1; BRMU8903053U2

Abstract

The invention concerns a method for playing an advertisement as ring-back tone. First, an incoming call from a caller is detected. Next is checked whether a unique identification code, which is representative for the caller, is registered in a first database(11). If this is the case, an advertisement reference linked to the unique identification code is read from the first database (11). Based on the advertisement reference,the advertisement is retrieve din a second database (12).Next, the advertisement is played on the sound device (13),wherein the advertisement is sent to the caller as ring-back tone. Finally, the actual play duration of the played advertisement is registered. If the caller is not registered in the first database(11), a telephone connection with a receiver, for which the incoming call was intended, is enabled.

Description

METHOD FOR PLAYING AN ADVERTISEMENT AS RING-BACK TONE, SYSTEM FOR PROVIDING AN ADVERTISEMENT AS RING-BACK TONE, COMMUNICATION SYSTEM COMPRISING SUCH SYSTEM.

Description

The invention relates to a method for playing an advertisement as ring-back tone. Such a method is known, for example, from the international patent application WO00/49793.

In the method described in WO00/49793, people may have themselves registered in a database in order to use the service provided by the method. If, when making a telephone con- nection between the caller and the receiver, both the receiver and the caller are registered in the database, an advertisement, which is stored in a memory, is sent to the caller as a ring- back tone. If the caller is not registered, contrary to the receiver, the caller hears a normal ring-back tone when establishing a connection. The advertisement that is played as a ring- back tone, is predetermined, i.e. it is selected from a group of advertisements in a database based on personal information of the receiver.

The disadvantage of the method as described in WO00/49793 is that the advertisements that are played, do not fit with the caller's lifestyle. The way the advertisement is selected, is such that the probability is high that the advertisement is experienced as annoying, and hence the advertisement will not be very effective. The invention seeks to provide a method for playing an advertisement as a ring-back tone with an improved advertisement selection. To this end, the present invention provides a method for playing an advertisement as ring-back tone, wherein the method comprises: detecting an incoming call originating from a caller; checking whether a unique identification code, representative for the caller, is registered in a first database; and, if this is the case, reading from the first database an advertisement reference linked to said caller; searching the advertisement in a second database based on said advertisement reference; playing the advertisement on a sound device wherein the advertisement is sent to the caller as a ring-back tone; and registering the actual play duration of the played advertisement. With the aid of the aforementioned method, it is possible to select the advertisement based on personal information, i.e. a profile, of the caller. Also, by registering the actual play duration of the played advertisement, an overview may be obtained of the extent the advertisements are listened to. Advertisements that are played as ring-back tone based on the pre- sent method, will be more effective because adjustment to the user will become more feasible. Moreover, using the present method, the regular call process is maintained, i.e. the time needed to establish a telephone conversation, does not need to be increased.

The invention is further concerned with a computer-readable medium comprising a computer-executable code, which, when loaded into a computer device provided with a mem- ory and a processor, enables the computer device to execute the aforementioned method.

The invention is further concerned with a system for providing an advertisement as ring-back tone on a caller's telephone, the system comprising: a first database arranged to register a unique identification code, which is representative for a caller, and associated personal information; - a second database arranged to register storage of an advertisement; a sound device, communicatively coupled to the first and the second database; and a time registration device for registering the play duration of an advertisement; wherein the system is arranged to perform the aforementioned method.

Finally, the invention is concerned with a communication system comprising: - a switching station designed for establishing a telephone connection between a caller and a receiver; the aforementioned system, wherein the sound device is communicatively coupled to the switching station; and a service control point arranged to control the switching station; wherein the service control point is arranged to instruct the switching station to perform the following actions when receiving an incoming call from a caller: connecting the incoming call with the sound device or an intended receiver; sending a message to the switching station comprising an instruction for connection with a party; - connecting with the party mentioned in the message; wherein, if the party is the sound device, the switching station is further designed to transmit an advertisement from the sound device as ring-back tone to the caller. Hereafter, the invention will be further illustrated by way of example using the following figures. The figures are not intended to limit the scope of the invention, but are only exemplary.

Figure 1 schematically shows a system for providing an advertisement as ring-back tone according to an embodiment of the invention;

Figure Ia schematically shows a system for providing an advertisement as ring-back tone according to an alternative embodiment of the invention;

Figure 2 schematically shows a method for playing an advertisement as ring-back tone according to an embodiment of the invention;

Figure 2a schematically shows a further embodiment of the method of Figure 2;

Figure 3 schematically shows an embodiment of a computer system which can be used as input device in embodiments of the system according to the invention.

Figure 1 schematically shows a communication assembly 1 for providing an advertisement as ring-back tone according to an embodiment of the invention. In the depicted and described communication assembly, as an example, a assembly is described suitable for use within a mobile network. It should be understood that the embodiments of the invention are more widely applicable, for example by using a network suitable for Voice-over-IP (VOIP). The communication assembly 1 comprises a first telephone device 3, a second telephone device 4, a mobile switching centre (MSC) 6, an advertisement generating device 7 and a service control point (SCP) 8.

Preferably, the first and second telephone devices 3, 4 are mobile telephones. The MSC 6 is arranged to establish a telephone connection between the first telephone device 3 and the second telephone device 4.

The SCP 8 is arranged to control the MSC 6. Hence, the SCP 8 is communicatively coupled to the MSC 6.

The advertisement generating device 7 may be designated as Sponsored Calling Engine (SCE) or as Voice Ads Engine (VAE). Hereafter, the advertisement generating device 7 will be referred to as VAE 7. The VAE 7 is communicatively coupled to the MSC 6. The VAE 7 comprises a first database 11, a second database 12 and a sound device 13, wherein the sound device 13 is communicatively coupled to the first database 11 and the second database 12. The connection between the sound device 13 and the first database 11 and the second database 12 may be realised with the aid of a service port 17. Hereafter, the service port will be referred to as service port VAM 17, wherein VAM is an abbreviation for Voice Ads Manager. Furthermore, the VAE 7 may also comprise a time registration device 16. In an em- bodiment, the time registration device 16 is incorporated into the sound device 13.

The first database 11 and second database 12 may be incorporated into one single unit 15. The wording 'database' in this description refers to a data collection which comprises one or more tables.

The first database 11 is designed to register a unique identification code, representative for a caller, and the personal information associated with the caller. In this description, the first database 11 will be referred to as SAM 11 (Subscriber Account Management System). The unique identification code may have the form of a telephone number of the caller, for example its MSISDN (Mobile Subscriber International ISDN Number). The personal information forms an entity, also referred to as "profile". Examples of personal information that are incorporated into a profile may comprise, but are not limited to, personal data, interests, income, spending pattern, etc. Furthermore, keywords may be added, which may, for example, be selected by a caller from a list or which may be obtained by answering one or more multiple choice questions.

The SAM 11 may be communicatively connectible via an interface connection with an input device 21. In an embodiment thereof, the interface connection is at least suitable for connection with one of internet and intranet. Such an input device 21, which is coupled to the SAM 11 using an interface connection, allows users of mobile telephones to have a profile stored in the SAM. The profile of the caller comprises personal information which can be used in embodiments of the method according to the invention. The second database 12 is arranged to register the storage of one or more advertisements. In this description, the second database 12 will be referred to as DAM 12 (Digital Asset Manager).

The DAM 12 may be communicatively connectible via an interface connection with one or more external terminals 22 with a memory in which one or more advertisements are stored. Via such a terminal 22, an advertisement stored therein may be uploaded into the DAM 12. The uploaded advertisement may be provided with an advertisement reference. The sound device 13 is designed to play a sound file such that the sound file when playing, may be used as a ring-back tone for the caller. In embodiments of the invention, the sound file is an advertisement.

The VAE 7 described above allows to link advertisements to the caller's lifestyle. For in the SAM 11, or as a copy thereof in the memory of the sound device 13, caller profiles are stored which comprise information representative for each respective caller. The advertisements, which are stored in the DAM 12, or as a copy are stored in the memory of the sound device 13, are directed to a specific target group. The VAE 7 is designed for linking one or more advertisements in the DAM 12 to one or more callers in the SAM 11. This may be achieved by using an advertisement reference. As a result of this link, it is possible to offer the caller an advertisement as ring-back tone which fits the caller's lifestyle. In such a case, the caller is more susceptible for the advertisement than would be the case if a random advertisement would be offered, or an advertisement which is based on the profile of the receiver, such being the case in international patent application WO00/49793. As previously described, the connection between the sound device 13 and SAM 11 and

DAM 12 can be realised with the aid of a service port VAM 17. In such an embodiment, the sound device 13 comprises a memory which is arranged to store a copy of the content of the SAM 11 and the DAM 12. The VAM 17 is arranged to synchronise the copy of the content of the SAM 11 and the DAM 12 in the memory of the sound device 13 with the actual content of the SAM 11 and the DAM 12 respectively. For example, if the caller changes his personal information, such a change is effected via the VAM 17 in the memory of the sound device 13. The following should be noted with the embodiment using the VAM 17 and the memory of the sound device 13 with the copy of the content of the SAM 11 and DAM 12 therein. If reference is made to reading from the SAM 11 an advertisement reference linked to the unique identification code, it is meant that this information is retrieved from the memory of the sound device 13 where a copy of at least the relevant content of the SAM 11 is stored. The same holds for the searching of an advertisement in a DAM 12 based on the advertisement reference. In the latter embodiment, the searching is performed in the memory of the sound device 13 in which a copy of at least the relevant content of the DAM 12 is stored. The sound device 13, MSC 6 and SCP 8 are, optionally together with the VAM 17, incorporated in a network 19, for example a GSM (Global System for Mobile communications) network. Such a network 19 is often managed by a Mobile Network Operator (MNO). In an embodiment, the VAE 7 may be communicatively connectible with a billing device 24, for example an external computer device provided with a processor and a memory. The billing device 24 can be equipped for the calculation of the cost for playing an advertisement and furthermore, it may store the calculated cost for billing purposes. The time registration device 16 is designed to register the actual play duration of an advertisement. The registered actual play duration may be transferred to the sound device 13 and/or the billing device 24 for further use. Examples of further use of the registered actual play duration will be discussed with reference to Figure 2a.

When receiving an incoming call originating from a caller, for example the first tele- phone device 3 in Figure 1, the MSC 6 may be designed to perform the following actions, based on instructions originating from the SCP 8. First, the SCP 8 determines whether or not the MSC 6 should connect the incoming call with the sound device 13 of the VAE 7 and/or with an intended receiver, for example the second telephone device 4 in Figure 1. To this end, the MSC 6 may be designed to receive a message of the SCP 8 containing an instruction for connection with a party to finally connect the incoming call with the party named in the message provided by the SCP 8. To this end, the MSC 6 is further designed to transfer, if the party in the message is the sound device 13, an advertisement originating from the sound device 13 as ring-back tone to the caller.

In an embodiment, the SCP 8 is further arranged to instruct the MSC 6 whether, with the incoming call that should be connected to the sound device 13 during this connection, also a connection is desired to the intended receiver, i.e. a parallel connection. Alternatively, such a parallel connection may be delayed. After receipt of a message of the SCP 8 with enclosed therein an instruction regarding the parallel connection, the MSC 6 will execute the instruction regarding the parallel connection, i.e., if the parallel connection is desired, it will be exe- cuted. If a delay is desired, the parallel connection will take place when a predetermined time has lapsed.

Finally, embodiments of the invention may be envisioned in which such a parallel connection is not desired. In such an embodiment, the connection with the receiver only takes place if the advertisement played by the sound device as ring-back tone, has ended. This is a serial connection, i.e. first a connection with the sound device and subsequently, after termination of this connection, a connection with the intended receiver. The MSC 6 may be further designed, in case a parallel connection has taken place, such that if it receives a message that the intended receiver picks up the phone, playing the advertisement as ring-back tone is interrupted.

Figure Ia schematically shows a communication assembly 1' for providing an advertisement as ring-back tone according to an alternative embodiment of the invention. This embodiment is in particular useful if the MSC 6 needs to be significantly changed in view of the functionality as described with reference to Figure 1. In comparison to the communication assembly 1 of Figure 1, with the communication assembly 1', a service control point (SCP) 8' has been incorporated in an advertisement generating device 7'.

The SCP 8' takes over the control of the MSC 6 during the procedure that is run via the VAE 7'. If the actions executed by the VAE 7' are terminated, for example when the phone is picked up by the receiver or after playing the advertisement, the SCP 8' will transfer the control back to the regular SCP 8 in the network 19. The function of the other components in the communication assembly 1' is equivalent to that of the components shown in Figure 1 and will not be discussed further. The advantage of incorporating an SCP 8' in the advertisement-generating device 7' of the communication assembly 1' is that network providers need to implement less adaptations of the network to enable the application of the method as discussed with reference to Figures 2 and 2a. In par- ticular the MSC 6, as well as the SCP 8, need not or to a very minor extent be adapted in comparison to their regular functions in a telephone network as known to the skilled person.

Figure 2 schematically shows a method for playing an advertisement as ring-back tone according to an embodiment of the invention. The method can be implemented by the VAE 7 shown in Figure 1.

First of all, in action 31, an incoming call from a caller is detected. Next, in action 33, it is checked whether a unique identification code, which is representative for the caller, is registered in the SAM 11.

If the unique identification code is registered in the SAM 11, in action 35, an advertise- ment reference linked to the unique identification code is read from the SAM 11. Embodiments of the invention are not limited to a link between the unique identification code and a single advertisement reference. It is possible that the unique identification code is linked to a plurality of advertisement references, wherein the plurality of advertisements together form a playlist. Hence, the playlist is incorporated into the SAM 11. A playlist may also be formed by assigning to a plurality of advertisements together one single advertisement reference. In that case, the playlist is incorporated into the DAM 12. Changing the playlist can be done periodically, for example daily, weekly or monthly. Furthermore, changing a playlist may depend on certain conditions. Examples of such conditions are the number of times the playlist has been played, adjustment of the profile of the caller, adjustments of advertisements suitable for a particular caller, etc.

Subsequently, in action 36, based on the advertisement reference, the advertisement is retrieved in the DAM 12. Finally, in action 37, the advertisement is played on the sound device 13 wherein the advertisement is sent to the caller as ring-back tone.

In an embodiment, the VAE 7 is further arranged to enable a telephone connection with a receiver for which the incoming call is intended, if the caller is not registered in the SAM 11. Hence, as shown in action 39, a signal can be send by the VAE 7 indicating that the de- sired telephone connection with a receiver can be established, for example by MSC 6.

Figure 2a schematically shows further embodiments of a method according to Figure 2. These embodiments start with action 41, wherein the actual play duration of the played advertisement is registered. Next, in action 43, the registered actual play duration is compared with a predetermined threshold part of the full play duration of the advertisement. The predetermined threshold part may concern the whole advertisement, but may also comprise only a fraction of the full play duration of the advertisement, for example 40 %. Also, the predetermined threshold part may vary for each advertisement. If the outcome of the comparison, which is indicated in Figure 2a with reference numeral 45, is that the actual play duration is longer than the duration of the threshold part, the cost for at least partially playing the advertisement can be calculated in action 51. Besides, or instead of, in action 53, advertisement data may be adjusted, for example in the playlist.

Advertisement data may concern the number of times an advertisement is played for a specific caller. Besides, advertisement data may also comprise other matters such as the number of times an advertisement is played for all callers of which the profile comprises the par- ticular advertisement reference in SAM 11 or the sequence of playing advertisements on the p lay list.

If the result of the comparison 45 is that the actual play duration is shorter than the duration of the threshold part, it may well be that a cost calculation for playing the particular ad- vertisement is waived in action 61. Besides, or alternatively, adjustment of advertisement data may be omitted, for example in the playlist, as is schematically shown in Figure 2a as action 63, or a sequence of playing advertisements on the playlist may be adjusted, as is schematically shown in Figure 2a as action 65.

Figure 3 schematically shows an embodiment of a computer device 100 which can be used in conjunction with the VAE 7 in embodiments of a method for playing an advertisement as ring-back tone according to embodiments of the invention. The computer device 100 comprises a processor 101 and a memory 105. The computer device 100 may be arranged to load a computer-readable medium which comprises executable code in conjunction with a computer. This may enable the computer device 100, when the code has been loaded from the computer-readable medium, to implement embodiments of the aforementioned method for playing an advertisement as ring-back tone.

The memory 105, which is communicatively coupled to the processor 101, may comprise an number of memory components, such as a hard disk 111, Read Only Memory (ROM) 112, Electrically Erasable Programmable Read Only Memory (EEPROM) 113 and Random Access Memory (RAM) 114. Not all of the aforementioned memory components need to be present. Furthermore, it is not essential that the memory components are physically located near the processor 101 of near each other. They may be remotely located.

The processor 101 may be connected with some sort of user interface, for example a keyboard 115 or a mouse 116, to enable the input of instructions. Other types of a user interface known to the skilled person, may also be used. Examples thereof are a touch screen, a track ball and a speech recognition unit.

The processor 101 may also be connected with a reading unit 117 to enable the input of instructions. The reading unit 117 is designed for reading data from or for storing data under certain circumstances to a computer-readable medium as data carrier, for example a floppy disk 118 or a CDROM 119. Also, DVD's or other computer-readable media or data carriers that are known to the skilled person, may be used. The processor 101 may also be connected with a printer 120, for example, to print out executed instructions. Furthermore, the processor 101 may be connected with a display unit 121, for example a monitor or an LCD-screen or any other type, known to the skilled person, to display which instructions have been entered and/or executed or are going to be executed. As previously described, the input device 19 is connected with the central controller unit 1. In an embodiment thereof, the processor 101 is connected with a communication network 122, for example a public switched telephone network (PSTN), a wired of wireless local area network (LAN), a wide area network (WAN) etc. by means of transmitters / receivers 123 that are responsible for the input/output (I/O). The processor 101 may be arranged to communicate with other communication systems using the communication network 122. In an embodiment, external computers (not shown), for example PC's, may log into the processor via the communication network 122.

Throughout the description, the expression "ring-back tone" has been used to refer to the tone received by the caller while trying to connect to a receiver via a telephone line.

The above description discloses a number of possible embodiments of the present invention. It will be recognized that these embodiments are susceptible to various modifications and alternative forms well known to those of skill in the art. The scope is determined by the following claims.

Claims

1. Method for playing an advertisement as ring-back tone, wherein the method comprises: - detecting an incoming call originating from a caller; checking whether a unique identification code, representative for the caller, is registered in a first database (11); and, if this is the case, reading from the first database (11) an advertisement reference linked to said caller; searching the advertisement in a second database (12) based on said advertisement reference; playing the advertisement on a sound device (13) wherein the advertisement is send to the caller as a ring-back tone; and - registering the actual play duration of the played advertisement.

2. Method according to claim 1 , wherein the method further comprises comparing a registered actual play duration of the played advertisement with a duration of said played advertisement if played completely.

3. Method according to claim 2, wherein the method further comprises: calculating a cost for playing at least a part of the advertisement; storing the calculated cost for debiting purposes.

4. Method according to claim 3, wherein the method further comprises waiving calculating and storing if the actual play duration of the played advertisement is shorter than a threshold part of said played advertisement if played completely.

5. Method according to any one of claims 1 to 4, wherein the unique identification code comprises the telephone number of the caller.

6. Method according to claim 5, wherein the method, preceding the detecting, further comprises entering in a first database (11) a unique identification code, representative for a caller, and associated personal information.

7. Method according to claim 6, wherein the method, preceding the detecting, further comprises: uploading an advertisement in a second database (12); and providing the advertisement with an advertisement reference.

8. Method according to claim 7, wherein the method, preceding the detecting, further comprises: linking an advertisement reference associated with an advertisement in a second database (12) to the unique identification code in a first database (11) based on the personal information associated with this unique identification code; and - storing in a first database (11) the advertisement reference linked to the unique identification code.

9. Method according to claim 8, wherein the unique identification code is linked to a plurality of advertisement references, in order to form a playlist.

10. Method according to claim 9, wherein the playlist is changed after playing an advertisement.

11. Method according to claim 10, wherein the playlist is maintained if the actual play duration of the played advertisement is shorter than a threshold part of said played advertisement if played completely.

12. Method according to any one of claim 1 to 11, wherein the method, during playing the advertisement, further comprises enabling a telephone connection with a receiver for which the incoming call is intended.

13. Method according to claim 12, wherein the method, after enabling a telephone connection with a receiver, further comprises interrupting playing the advertisement if a signal is received indicating that the receiver has picked up the phone.

14. Method according to any one of claims 1 to 11, wherein the method, after playing the advertisement, further comprises enabling a telephone connection with a receiver for which the incoming call was intended.

15. Computer-readable medium comprising a computer-executable code, which, when loaded into a computer device (100) provided with a memory (105) and a processor

(101), enables the computer device (100) to implement the method according to any one of claims 1 to 14.

16. System (7;7^?) for providing an advertisement as ring-back tone on a caller's telephone, the system (7;7^?) comprising: a first database (11) designed for registering a unique identification code, which is representative for a caller, and associated personal information; a second database (12) designed for registering the storage of an advertisement; a sound device (13) communicatively coupled to the first and the second database (11, 12); and a time registration device (16) for registering the play duration of an advertisement; wherein the system (7; 7') is arranged to execute a method according to any one of claims 1 to 11.

17. System according to claim 16, wherein the first database (11) and the second database (12) are incorporated into a single unit (15).

18. System (7) according to claim 16 or 17, wherein the first database (11) can be further communicatively coupled to an input device (21) by means of an interface coupling.

19. System according to claim 18, wherein the interface coupling is at least suitable for coupling to one of internet and intranet.

20. System according to any one of the claims 16 to 19, wherein the communicative cou- P ling between the sound device (13) and the first and second database (11, 12) is realised with the aid of a service port (17) and the sound device (13) is further provided with a memory designed to store a copy of at least the relevant content of the first and second database (11, 12).

21. Communication system ( 1 ; 1') comprising : a switching station (6) designed for establishing a telephone connection between a caller and a receiver; a system (7;7') according to any one of the claims 16 to 20, wherein the sound device (13) is communicatively coupled to the switching station (6); and - a service control point (8, 8') designed for controlling the switching station (6); wherein the service control point (8, 8') is designed to instruct the switching station (6) to perform the following actions when receiving an incoming call from a caller: connecting the incoming call with the sound device (13) or an intended receiver; sending a message to the switching station (6) comprising an instruction for con- nection with a party; connecting with the party mentioned in the message; wherein, if the party is the sound device (13), the switching station (6) is further designed to transmit an advertisement from the sound device (13) as ring-back tone to the caller.

22. Communication system (Y) according to claim 21, wherein the service control point (8' ) is incorporated into the system (7') according to any one of the claims 16 to 20.

23. Communication system (1;T) according to claim 21 or 22, wherein the service control point (8;8') is further designed to instruct the switching station (6), upon an incoming call, to connect in parallel to the sound device (13) and the intended receiver.

24. Communication system (1;1^?) according to claim 23, wherein the service control point (8;8') is further designed to delay the parallel connection with the intended receiver.

25. Communication system (1;1^?) according to any one of claim 21 to 24, wherein the switching station (6), when receiving a message that the intended receiver has picked up the phone, is further designed to interrupt playing the advertisement as ring-back tone.

26. Communication system (1;1^?) according to any one of claims 21 to 25, wherein the switching station (6) is a mobile switching station (6).