Classifications

• • G—PHYSICS
  • G06—COMPUTING; CALCULATING OR COUNTING
  • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
  • G06Q30/00—Commerce
  • G06Q30/02—Marketing; Price estimation or determination; Fundraising
• • H—ELECTRICITY
  • H04—ELECTRIC COMMUNICATION TECHNIQUE
  • H04W—WIRELESS COMMUNICATION NETWORKS
  • H04W4/00—Services specially adapted for wireless communication networks; Facilities therefor
  • H04W4/12—Messaging; Mailboxes; Announcements
• • H—ELECTRICITY
  • H04—ELECTRIC COMMUNICATION TECHNIQUE
  • H04M—TELEPHONIC COMMUNICATION
  • H04M1/00—Substation equipment, e.g. for use by subscribers
  • H04M1/72—Mobile telephones; Cordless telephones, i.e. devices for establishing wireless links to base stations without route selection
  • H04M1/724—User interfaces specially adapted for cordless or mobile telephones

Definitions

• the present invention relates to systems for presenting timely advertising based on user-specific parameters and events, particularly in a mobile-device network.
• the advertising system is context-dependent, and remunerates a user for allowing presentation of such advertising without requiring user involvement.
• Mobile phones have become commodity items that are carried and used by many people. Having a display and a loudspeaker, and being close to the user at all times, a mobile phone serves as an effective tool for providing the user with useful information beyond its basic telephony functionality.
• Advertising is one type of information that is delivered to users via mobile phones.
• AdBank is used herein to refer to a file or a database stored locally in a mobile device that contains advertising data objects (or advertisement objects). Furthermore, an AdBank can be updated remotely by a remote server.
• Event is used herein to refer to an occurrence in a mobile device, or in the environment of a mobile device, that can be detected by sensors and/or by a program of the device.
• Examples of such events are: a motion of the device, an occurrence of a program event (e.g. wake-up alarm, meeting reminder), an incoming phone call, a change in the device's roaming environment, and an occurrence of a received coded message.
• a program event e.g. wake-up alarm, meeting reminder
• an incoming phone call e.g., a phone call, a change in the device's roaming environment, and an occurrence of a received coded message.
• advertising-display manager and “ADM” are used herein to refer to an advertising selection-and-management module that selects, from a collection of advertisement objects (or messages), an object for display on a mobile device, in correlation with one or more of: (1) the state of the device (e.g. in use or in standby);
• the identity of an event e.g. phone ringing, call dialed, and phonebook accessed
• the environmental parameters e.g. temperature, time of day, and geographical location
• Examples of how an ADM would make such a selection would be to present an advertisement for a local pizza restaurant when a user dials a number after a specified time in the evening, or to present an advertisement for a flower shop when a call is received from a phone number listed as "home" in the device phonebook.
• the collection of advertisements for selection can be stored in an AdBank.
• Event detector is used herein to refer to a module in a mobile device that detects an event, and triggers an ADM module accordingly.
• An event detector can be implemented as a software/firmware module, a hardware module, or a combination of both software/firmware and hardware.
• mobile network operator and “MNO” are used herein to refer to an entity that serves a community of mobile-device subscribers.
• identity module and “IM” are used herein to refer to a secure device that is provided by an MNO to an MNO 's subscriber, and is installed in a mobile device.
• An IM allows an MNO to recognize a user, and to enable operation of the user's device.
• subscriber identity module and “SIM” are used herein to refer to an IM typically used by an MNO that operates according the GSM (Global System for Mobile telecommunication) standard in mobile devices.
• GSM Global System for Mobile telecommunication
• high- capacity SIM card is used herein to refer to a SIM card comprising more than 2 megabytes of non-volatile storage.
• Advertisement object refers to an advertising message, briefly displayed on a part of the user display of a mobile device, including at least one of text, graphics, links, animation, and sound in the message.
• user context is used herein to refer to information that is available to the mobile device about the current state of the user. Examples of user context include:
• the physical location of the user based on means known in the art of location detection techniques embedded in the mobile device;
• the "motion state" of the user e.g. rests, walks, and drives, based on accelerometer means embedded in the mobile device;
• thermometer embedded in the mobile device
• context-dependent advertising is used herein to refer to advertising whose content and timing are decided by an ADM according to the state and user context of a mobile device.
• An example of context- dependent advertising is to advertise a restaurant (e.g. "John's Pizza") when a different restaurant (e.g. "Bill's Pizza”) is being dialed.
• open-loop advertisement and "OLA” are used herein to refer to a property of an advertising application, running on a mobile device that does not expect or require any user response for billing the advertiser or remunerating the user.
• the present invention teaches systems for providing a mobile-device user with relevant advertising, with relatively low consumption of network bandwidth, and with tangible remuneration for allowing the advertising to be displayed on the user's device.
• An essential feature of the present invention is the autonomous selection and timing of the advertising.
• the present invention teaches an OLA system in a mobile device where the advertisement selection and timing is made locally (i.e. by the device's system).
• a mass-storage device e.g. high- capacity SIM card
• SIM card e.g. high- capacity SIM card
• ADM ADM to select and display context-dependent advertising messages on the display of the user's device from the library.
• the present invention also teaches a system that monitors the amount of "display time” consumed by the advertisements, and maintains a "user account” that is used for remunerating the user and billing the advertisers.
• the present invention teaches that such linkages are made when a event in the real-world environment is detected (by an event-detecting device), and as a result, a process on a device is launched, thereby causing three actions: (1) displaying an OLA from a local AdBank on the device; (2) remunerating credit to the user of the device; and
• the user is remunerated for consent to have such a system operating on the user's device.
• the advertiser is billed for the display time of the advertisements on the device.
• the motivation of the advertiser to pay for the service is derived from the belief that the user context will naturally cause the user to pay attention to the display due to the correlation between the content of the advertising and the user context.
• Table 1 Exemplary application scenarios of the present invention.
• the advertising messages are stored in the mass-storage area of a high-capacity SIM card.
• the stored advertising content is updated in the background by the MNO.
• the ADM uses the phone number dialed by the user, the local base-station identity, the incoming-call phone number, the time and date, a motion indication (obtained from an accelerometer on board the device), and/or a phonebook, Yellow Pages, or any other resident database information that is associated with the dialed numbers as a context for selecting a message to be displayed.
• the remuneration includes discounted or free air-time to the user, access to stored entertainment content on the SIM card, privileges to use applications stored in the SIM card, privileged access to features in applications stored in the SIM card, and/or privileged access to storage areas in the SIM card.
• the system of the present invention differs from the prior art is by providing an advertising experience in which the advertising decision is being made locally in the device. This is achieved by combining two features that make the advertising effective and acceptable: (1) the content of the advertising is highly context-dependent; and (2) the timing of the advertising is closely linked with the context. These features are made possible by having the advertising bank stored locally in the device. Therefore, according to the present invention, there is provided for the first time a system for selecting and presenting advertising to a user, the system including:
• a storage memory residing in a mobile device, having program code, wherein the program code is configured: (i) to locally select at least one context-dependent advertising message from a locally-stored database residing in the mobile device; and (ii) to present at least one context-dependent advertising message to the user on the mobile device; and (b) a processor for running the program code on the mobile device.
• the presenting includes presenting at least one context-dependent advertising message to the user on a mobile phone.
• the storage memory and the processor reside in a high-capacity
• At least one context-dependent advertising message is selected by an ADM running on the processor.
• the ADM is operative to present at least one context-dependent advertising message within less than about 5 seconds from the detection of an event.
• the ADM is operative to present at least one context- dependent advertising message within less than about 2 seconds from the detection of an event.
• the ADM is operative as an OLA system that does not require a response from the user.
• a personalization setting of an IM in the mobile device corresponds to consent from the user to activate the ADM.
• the personalization setting is configured to activate and deactivate the ADM according to a user input.
• the IM is a high-capacity SIM card operative to store the locally-stored database.
• at least one context-dependent advertising message is dependent on at least one event selected from the group consisting of: an occurrence of a dialed number, an occurrence of a call-waiting number, an occurrence of an incoming-call number, an event containing the dialed number, an event containing the call-waiting number, an event containing the incoming-call number, database information about the dialed number, database information about the call-waiting number, database information about the incoming-call number, a location of the device, a local time on the device, an occurrence of a reminder, an occurrence of an wake-up alarm, an occurrence of a received coded message, an indication of physical contact between the user and the device, and an indication of motion of the device.
• the program code is further configured: (iii) to record an event report for remunerating the user, with a compensatory reward, for consent
• the event report is based on a number of at least one context- dependent message presented to the user on the mobile device.
• the event report is based on an amount of display time that at least one context-dependent message is presented to the user on the mobile device.
• the event report is used by an MNO to remunerate the user.
• the event report is used by an MNO to bill an advertiser.
• the reward is at least one reward selected from the group consisting of: a discount on services by an MNO, an access to a privileged storage area in the device, an access to privileged features of the device, and an access to privileged applications in the device.
• Figure 1 is a simplified block diagram of the communication among the advertisers, MNO, and mobile device of an OLA system, according to a preferred embodiment of the present invention
• Figure 2 shows a simplified block diagram of the components implemented in an OLA system and the communication channels between the components, according to a preferred embodiment of the present invention. DESCRIPTION OF THE PREFERRED EMBODIMENTS
• the present invention relates to systems for presenting timely advertising based on user-specific parameters and events, particularly in a mobile-device network.
• the principles and operation for presenting timely advertising based on user-specific parameters and events, according to the present invention, may be better understood with reference to the accompanying description and the drawings.
• FIG. 1 is a simplified block diagram of the communication among the advertisers, MNO, and mobile device of an OLA system, according to a preferred embodiment of the present invention.
• Advertisers 10 sign an agreement 12 with an MNO 14.
• Agreement 12 includes a set of advertisement objects 16, and the "air-time" charges advertisers 10 will be billed for displaying advertisement objects 16 on a user display 18 of a mobile device 20.
• Advertisement objects 16 are OLAs, and do not require any response from the user.
• An AdBank 22, containing advertisement objects 16, is located in a high-capacity SIM card 24 provided to the user of mobile device 20 by MNO 14.
• Advertisement objects 16 are preloaded by MNO 14 according to agreement 12 with advertisers 10.
• An event detector 26 which detects an event 28, delivers event 28 to an ADM 30.
• ADM 30 selects one of advertisement objects 16 from AdBank 22 according to context-based selection criteria, and sends the selected advertisement object 16 to a media possessor 32 for presentation on user display 18.
• the user of mobile device 20 is remunerated according to an event report 34 sent periodically to MNO 14.
• Event report 34 is also used to bill advertisers 10. It is noted that in alternative embodiments of the present invention event detector 26 and ADM 30 reside in high-capacity SIM card 24.
• Figure 2 shows a simplified block diagram of the components implemented in an OLA system and the communication channels between the components, according to a preferred embodiment of the present invention.
• Advertisement objects 16 are preloaded by MNO 14 before providing SIM card 24 to the user (Channel A), and can be subsequently updated by downloading from MNO 14 to SIM card 24 over the network of MNO 14.
• ADM 30 selects an advertisement object 16 from SIM database 40, and sends the selected advertisement object 16 to media processor 32 (Channel B).
• a user profile 42 includes preferences of the user and information about the next advertisement object 16 to be displayed in a given context.
• An example of how user profile 42 is utilized is the decision to promote a context-relevant store when the user is within the network coverage of an MNO base- station located in a shopping mall. For example, if user profile 42 indicates that the user is a child, ADM 30 may send a toy-store ad, while if the user is a female adult, ADM 30 may send a fashion-store ad, and if the user is a male adult, ADM 30 may send a male-clothing ad.
• User profile 42 is updated by an MNO monitor 44 that collects information on the user's activities (e.g. time of calls, length of calls, and dialed numbers) (Channel C). User profile 42 is also updated by MNO 14 (Channel D), which may have additional means for classifying the user.
• User profile 42 is retrieved by ADM 30 (Channel E), and used together with the context to select the next advertisement object 16.
• ADM 30 also generates event report 34 (Channel F).
• Usage data 46 is updated by event report 34 (Channel G), and typically resides in SIM card 24.
• Event report 34 keeps track of the number of retrieved advertisement objects 16 and the duration of time that the advertisement- object application has been activated.
• Usage data 46 (Channel H), as well as event report 34 (Channel I) are provided to MNO 14. While event report 34 is used by MNO 14 for remunerating the user and billing advertisers 10, usage data 46 is used by MNO 14 to record a total "advertisement consumption" of the user. Such a record of advertisement consumption can be used by MNO 14, for example, to modify user profile 42 (Channel D).
• a local advertisement-management system enabling instant response to detection of relevant context by retrieving the content from a local storage

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• 2007
  • 2007-11-04 WO PCT/IL2007/001343 patent/WO2008056350A1/en active Application Filing
  • 2007-11-04 JP JP2009535188A patent/JP2010509618A/ja active Pending
  • 2007-11-04 EP EP07849538A patent/EP2080155A1/en not_active Withdrawn
  • 2007-11-04 KR KR1020097008614A patent/KR20090076936A/ko not_active Application Discontinuation
  • 2007-11-05 TW TW096141740A patent/TW200833075A/zh unknown

Non-Patent Citations (1)

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