EA034894B1 - Method for the targeted delivery of advertising information to mobile communication subscribers - Google Patents

Abstract

The invention relates to methods for delivering advertising information in mobile operator networks. The aim of the present invention is to develop an effective method of using misdialed call traffic as a channel for targeted operator advertising messages. The present method for the targeted delivery of advertising information to a mobile communication subscriber with the option of immediately activating the advertised service consists in automatically playing back prerecorded voice messages when a subscriber dials a short code, pre-setting switching equipment to route calls made to short codes currently unused by the operator to an IVR platform, wherein the IVR platform is programmed to respond to the subscriber with an advertising message targeted at the subscriber in question based on data about the subscriber, obtained by a query to the billing subsystem (IN platform) the moment the call was made, and to wait for a response from the subscriber regarding activation of the advertised service. Upon receipt of a response from the subscriber in the form of a DTMF signal, the advertised service is activated by means of requests sent on behalf of the subscriber to the relevant operator system, wherein MAP USSD requests or SMS messages or HTTP API calls are used on the activated service side, or the exchange of TCP/IP packets is used, as specified by the operator.

Description

The proposed solution relates to the field of telecommunications and communications, and, in particular, is used to deliver advertising information in the networks of mobile operators.

One aspect of the operation of mobile communication systems is the relatively large number of erroneous calls to access codes of the internal numbering resource of the telecom operator (numbers of the type 099999, * 0- * 99999, for which routing is not configured to provide any services). Application of the considered method can significantly increase the efficiency of mobile communication systems by using the resource of erroneous calls to access codes of the internal numbering resource of the telecom operator as a way of targeted delivery of advertising information.

The author is aware of a method for delivering pre-recorded audio messages to subscribers of mobile communication networks when a caller makes a call to an erroneous number. [1]

This method consists in the following: if the calling subscriber erroneously dials the number of the called subscriber, the call is routed to the IVR platform, which in pre-response mode (that is, without establishing a connection) plays pre-recorded voice messages to the subscriber.

The method and system under consideration do not provide opportunities for using the erroneous call resource to deliver targeted advertising information to mobile network subscribers by automatically selecting relevant advertising messages based on subscriber data received in real time from a billing subsystem (IN platform).

The author also knows a method for targeted delivery of advertising information to mobile subscribers, which allows you to transmit targeted advertising information to mobile subscribers who have previously activated a subscription to receive advertising. When subscribing to receive advertising, subscribers indicate which advertising they want to receive. Thus, a profile is formed for each subscriber, and advertising messages are sent in accordance with the previously indicated interests of the subscriber. The transmission of advertising information is carried out by making voice calls from the IVR platform to subscribers. Mobile subscribers may receive a reward for receiving advertising messages. [2]

This method contains several disadvantages. Firstly, the described method and system does not allow the operator to increase the efficiency of mobile communication systems by optimizing the method of using the resource of erroneous calls to access codes of the internal numbering resource of the communication operator (for example, numbers like 0-99999, * 0- * 99999, according to which routing is not configured to provide any services). Whereas in the solution proposed by the author, the traffic of erroneous calls to idle access codes is used to deliver advertising information.

Secondly, this method does not provide for the possibility of instant activation (purchase) by a subscriber of a mobile communication network of an advertised service in the process of delivering advertising information. Upon completion of communication, the subscriber needs to take additional actions (for example, remember the service number and the command, voiced in the advertising message, which must be dialed to purchase the service and then independently connect the service or perform another action after communication). This additional action, additional user effort significantly reduces the effectiveness of the advertising message and negatively affects the effectiveness of the method of delivery of advertising information.

Thirdly, targeting in this system is based on profiling, that is, its criteria are set in advance (before the moment of sending advertising messages). It does not take into account the current state of the mobile subscriber (subscriber’s location, account balance, activated in the subscriber’s profile of the service, and so on). Thus, this solution is more aimed at serving the interests of external advertisers and does not meet the needs of mobile operators.

The method of delivering advertising information proposed by the author allows the operator to offer mobile services that are relevant to the subscriber at the time of the call, as this solution allows you to check the status of the subscriber in real time.

There is a method of using a resource of erroneous calls to access codes of a resource of internal numbering of a telecom operator, adopted as a prototype, designed to deliver advertising information to subscribers of mobile communication networks, which consists in automatically playing back pre-recorded voice messages when a subscriber calls a short number in which the switching equipment makes analysis of the called number and routes the call to the IVR platform, which, in turn, provides a response to the subscriber, for example, provides the service of playing paid audio content. [3]

The disadvantage of this method is the lack of targeting (automatic selection of relevant services that match the profile of the subscriber and the current history of consumer preferences). In the known method described above, all subscribers are offered the same services, without taking into account the individual characteristics of the subscribers.

Another disadvantage of this method is the paid nature of the provision of services. The subscriber calls the wrong number, this call is charged and in fact the subscriber pays for a service that he did not intend to use, which negatively affects the subscribers' loyalty to the operator.

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The next disadvantage of the existing method is the lack of the ability to activate the appropriate subscriber services of the operator during the call.

The technical result achieved by using the claimed invention is the elimination of all the above disadvantages. The totality of the characteristics indicated in the invention has not been previously described and is unknown, namely, this totality provides the functional completeness, completeness of the technical solution and the solution of the technical task to develop an effective way to use the traffic of erroneous calls as a channel of targeted advertising communications of the operator.

The problem is solved in that in the method of targeted delivery of advertising information to a mobile subscriber with the possibility of immediate activation of the advertised service, which consists in automatically playing back pre-recorded voice messages when the subscriber calls to a short number, in the preliminary configuration of the switching equipment for routing calls to short previously inactive operator the numbers for the IVR platform, the IVR platform are programmatically configured in such a way that they respond to the subscriber with an advertising message aimed at that subscriber based on the subscriber’s data received upon request to the billing subsystem (IN platform) immediately at the time of the call, and expects the subscriber’s response about the need to activate the advertised service, and, having received a response from the subscriber in the form of a DTMF signal, activates the advertised service by sending requests to the appropriate operator’s system on behalf of the subscriber, either MAP USSD requests, or SMS messages, or an HTTP API call on the side of the activated service, or the exchange of TCP / IP packets according to the specification provided by the operator.

Upon completion of the command received from the subscriber, the IVR platform sends the subscriber an SMS message about the status of the execution of the command about connecting the service.

The essence of the method lies in the fact that in case of a subscriber's erroneous call to access codes of the internal numbering resource of the telecom operator (numbers of the form 0-99999, * 0- * 99999) on the switching equipment, the routing of calls made to short numbers not previously used by the operator is pre-configured to IVR - a platform that responds to the subscriber with a message aimed at that subscriber based on subscriber data received upon request to the billing subsystem (IN platform), and expects the subscriber to respond to the need to activate the advertised service.

Having received a response from the subscriber in the form of a DTMF signal, the IVR platform activates the advertised service by sending requests on behalf of the subscriber in accordance with the service activation scheme configured in the operator’s network, in particular, MAP USSD requests, SMS messages, HTTP API calls can be used on the side of the activated service or any other agreed protocol over TCP / IP.

In the proposed solution, the traffic of erroneous calls to idle access codes is used to deliver advertising information.

Also, the claimed solution can, upon request to the billing subsystem (IN platform), in real time receive data about the subscriber, and based on the data received, reply to the subscriber with a message aimed at that subscriber.

For example, the proposed solution can automatically select an advertising message based on the following data:

An example of the action of an IVR platform for subscriber data selection of an advertising message

Play advertising messages only about the services that the subscriber can pay for the subscriber at the time of making the call

Do not play advertising messages Data on services activated only on those services that have already been activated by the subscriber; Play advertising messages

Tariff only about those services that the subscriber plan is present on the tariff plan

Play Promotional Messages

Current location only for subscribers located in the target location

Play advertising messages only for subscribers with the corresponding Subscriber Status status (blocked / not blocked;

individual / legal entity)

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Play Promotional Messages

Traffic balances on the amount of traffic purchased in packages with tariffs (options) only for subscribers with specific packet tariffs (options)

Play Promotional Messages

Time and date only on specific dates and times

Play Promotional Messages

MSISDN prefix for specific prefixes only

Play promotional messages on

Subscriber language The language indicated by the subscriber as preferred

The list is not exhaustive - the targeting options depend on the capabilities of the mobile operator’s systems to transfer data from their platforms to external platforms.

In the process of implementing the method, traditional mobile communications are used, widely described in the specialized literature and well-known to specialists in this field of technology, hardware and software.

The figure schematically illustrates a phased implementation of the proposed method of targeted delivery of advertising information to subscribers of mobile networks, where

A - the mobile phone of the subscriber,

MSC - mobile carrier switch,

IN platform - Intelligent Network platform,

IVR platform - a system for selecting and playing advertising information.

The phased implementation of the proposed method of targeted delivery of advertising information to subscribers of mobile networks.

Stage 1. The operator preconfigures the routing of traffic arriving to the short service numbers of the ranges 0-99999 and * 0- * 99999, which are not used on the operator’s network, to the IVR platform. A subscriber located in the operator’s mobile network makes a call to any of these short service numbers.

Stage 2. The MSC receives a request to make a call from subscriber A to a short number, routes this call to the IVR platform according to the configured routing scheme.

Stage 3. The IVR platform accepts the call, checks this MSISDN for compliance with the targeting criteria. One of the checks is a request to the billing system of a mobile operator to request a subscriber balance.

Stage 4. The billing system of the operator responds to the IVR platform to request a balance for this MSISDN.

Stage 5. The IVR platform, having received data from the billing system, selects the relevant advertising message based on the subscriber data. Example: the subscriber’s balance approaches zero, the IVR platform plays an advertising message about the Promised Payment service.

Step 6. The subscriber listens to the advertising message, activates (buys) the service by pressing the key indicated in the information (sending a DTMF signal).

Step 7. The IVR platform sends a request to the operator’s third-party platform to connect the Promised Payment service to this subscriber.

Step 8. A third-party platform designed to provide the Promised Payment service, processes the received request and connects the service to the subscriber, then sends a response to the IVR platform about the status of the team.

Stage 9. The IVR platform, by sending SMS notification, informs the subscriber about the successful connection of the service. An example of a specific implementation of the claimed invention.

Condition: number 0958 or * 0958 is not involved in the network of the mobile operator for the provision of any services.

1. The operator configures the routing of this number to the IVR platform.

2. The subscriber dials 0958 or * 0958. The online IVR platform checks this MSISDN for compliance with the targeting criteria.

3. Suppose the subscriber's balance is close to zero. The following condition has been set for these subscribers: to play an advertisement of the Promised Payment service, which allows subscribers to instantly replenish an account on credit.

4. The subscriber listens to the voice message: Dear subscriber! Your account runs out of funds. You can replenish a credit account right now by $ 3, for this press 1.

5. The subscriber presses 1, the IVR platform sends the operator a command to activate the Promised payment service for this MSISDN. The service is activated.

6. IVR-platform informs the subscriber about the activation status of the service.

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The method of delivery of advertising information proposed by the author can significantly simplify the process of purchasing advertised services: a subscriber can activate the advertised service by sending DTMF signals directly during a call received from the IVR platform. The IVR platform receives the subscriber’s response and sends requests to the service’s subscriber on behalf of the subscriber to activate the service in accordance with the service activation scheme configured in the operator’s network, in particular MAP USSD requests, SMS messages, HTTP API calls on the side of the activated service or another protocol on top of TCP / IP, while all the caller IVR platform plays the same paid content. The solution proposed by the author can also, upon request to the billing subsystem (IN platform), in real time receive data about the subscriber and, based on the data received, reply to the subscriber with a message aimed at that subscriber.

Sources of information:

1. US 7548614,

2. US 20070055565,

3. https: //moscow.megafon.ra/services/joy/nastroenie.html.

Claims (1)

The method of targeted delivery of advertising information to mobile network subscribers with the possibility of immediately activating the advertised service, which consists in automatically playing back pre-recorded voice messages when a subscriber calls a short number, pre-setting switching equipment to route calls to previously unused short numbers to an IVR platform, which differs the fact that the IVR platform is programmatically configured in such a way that it responds to the subscriber with an advertising message aimed at the given subscriber based on the subscriber’s data received upon request to the billing subsystem (IN platform) immediately at the time of the call, and expects the subscriber the need to activate the advertised service, and having received a response from the subscriber in the form of a DTMF signal, it activates the advertised service by sending requests to the appropriate operator’s system on behalf of the subscriber, using either MAP USSD requests, or SMS messages, or an HTTP API call on the side of the activated service, or the exchange of TCP / IP packets according to the specification provided by the operator.