GB2503288A

GB2503288A - Provision of targeted content in a telecommunication network

Info

Publication number: GB2503288A
Application number: GB1211176.1A
Authority: GB
Inventors: Jon Baldachin; Raif Awaida
Original assignee: 5th Tier Ltd
Current assignee: 5th Tier Ltd
Priority date: 2012-06-22
Filing date: 2012-06-22
Publication date: 2013-12-25
Also published as: GB201211176D0

Abstract

Apparatus for use in the provision of targeted content data in a telecommunications network 100 comprises a service provider network 104 (e.g. ISP, MNO) operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices 102. The service provider network 104 comprises a subscriber profile database 112 containing subscriber profile data specific to each subscriber in the plurality. The measures comprise, at an entity 110 in the service provider network: logging information such as browsing activity (600, Fig. 6) associated with browser session traffic to/from one or more subscriber client devices 102 associated with a given subscriber in the plurality and one or more entities located outside the service provider network 104; analysing the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics (e.g. website access frequency, time spent at a website etc.); and in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, initiating delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.

Description

Network Communications

Technical Field

The present invention relates to network communications. In particular, but not exclusively, the present invention relates to the provision of targeted content data in a telecommunications network.

Background

Users who wish to access data stored at a remote location typically do so via a telecommunications network, such as the internet. In order to transmit and receive data via a telecommunications network, users conventionally subscribe to a telecommunications service provided by a telecommunications service provider. A telecommunications service typically provides access to a telecommunications network for a given subscriber client device, or a group of subscriber client devices associated with a given subscriber. The service provider network typically performs subscriber authentication and comprises a routing fabric for routing traffic between an authenticated subscriber and the wider telecommunications network. A service provider may comprise a carrier, a mobile network operator (MNO) or an internet service provider (ISP). Subscriber client devices may include personal computers, laptop computers, mobile telephones (including "smart phones"), tablet computers, personal digital assistants, etc. Figure 1 shows an example of a conventional telecommunications network 100. A subscriber client device 102 may initially access a service provider network part 104 of the telecommunications network 100, which contains various entities provisioned by the service provider (not shown). Such service provider entities may be responsible for authentication of subscribers / subscriber client devices, access management, billing, etc. The service provider network 104 also typically acts as a gateway between subscriber client device 102 and a wider network 106, such as the public internet. The wider network 106 is, at least in part, used to route data between service provider network 104 and one or more server entities 108.

Telecommunications network 100 may also comprise a number of further network parts (not shown), and a number of border/gateway/caching entities (not shown) used to translate between the various network protocols used in each network part where necessary, cache and serve commonly accessed data so as to reduce load between network parts, and!or manage access to each network part.

Access to data via telecommunications network 100 is typically enabled using browser software or other applications (hereinafter "a browser") on subscriber client device 102. Other applications on subscriber client device 102 may include games or software utilities that also req uire access to content via telecommunications network 100. For example, some applications accrue revenue by displaying advertisement content to their users. Such advertisement content is typically regularly updated and hosted at a server entity in telecommunications network 100. The application may therefore require access to the server entity via telecommunications network 100 in order to obtain up-to-date advertisement content to display to its users.

A browser enables subscriber client device 102 to take part in a browser session, which comprises a series of one or more requests and responses made to and received from one or more remote entities, such as server entity 108, via telecommunications network 100. A browser may be used to view web pages, obtain files, conduct services such as instant messaging, etc. via telecommunications network 100. Browser session requests and responses typically comprise one or more data packets. Such packetized data is formatted and transported according to one or more network protocols, used in a given part of the network. Figure 2 shows an example of a conventional request and response message flow used to obtain data from a server entity 108 over telecommunications network 100 at subscriber client device 102 during a browser session. At step 2a, a request for data is transmitted in the form of a browser session request from subscriber client device 102 into telecommunications network 100, directed at server 108 (for example using a uniform resource locator (URL) or internet protocol (IP) address). Telecommunications network 100 then routes the browser session request to server entity 108 as shown in step 2b; such routing is known in the art and may involve steps such as performing a domain name system (DNS) lookup (not shown) and forwarding by one or more network nodes (not shown).

Server entity 108 then processes the browser session request in order to generate a corresponding browser session response. The response may comprise session control information such as status, andlor data such as a web page or a web page element (such as an image) if the browser session request requested such. At step 2e, server entity 108 transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102.

Telecommunications network 100 then routes the browser session response to subscriber client device 102 as shown in step 2d.

Some browser sessions may contain a series of multiple browser session requests and browser session responses. This will be the case, for example, if the subscriber browses to multiple web pagcs consecutively in the given browser session.

Often, a series of multiple requests and responses will be required to view a single web page. This is particularly true if different elements of the web page are hosted at different server entities. A common example is encountered when a web page includes one or more advertisement elements.

Figure 3 shows an example of a conventional telecommunications network 100, wherein the various elements of a given web page are hosted across multiple server entities 108a and 108b. The functionality of subscriber client device 102, service provider network part 104, and wider network part 106 are the same as described previously in relation to Figure 1. However, telecommunications network now comprises multiple server entities 108a and 108b. According to this example, server entity lOSa comprises a primary (page) server entity, which hosts a given web page. Primary (page) server entity I 08a may be associated with a content publisher or similar entity. Server entity 108b comprises a secondary (element) server entity, which hosts one or more elements of the given web page hosted by primary (page) server entity 108a. Secondary (element) server entity 108b may be associated with a third party content supplier, an advertiser or similar entity.

Figure 4 shows an example of a conventional request and response message flow used to obtain a complete web page hosted across multiple server entities 108a and 108b via telecommunications network 100 at subscriber client device 102. At step 4a, a browser session request for the given web page is transmitted from subscriber client device 102 into telecommunications network 100, in this case using a URL. for the desired web page. Telecommunications network 100 then routes the browser session request to primary (page) server entity 108a as shown in step 4b, for example by performing a DNS lookup for the requested IJRL to obtain an IP address for primary (page) server entity 108a.

Primary (page) server entity 108a then processes the browser session request of step 4b in order to generate a corresponding browser session response. In this case, the response comprises a web page, which may include some but not all of the web page elements required to view the complete requested web page. For the one or more web page elements that are missing, primary (page) server entity lOSa inserts instructions into the browser session response which serves to direct subscriber client device 102 to obtain the missing web page elements from secondary (element) server lOSb. Such instructions may comprise one or more further URLs for the missing web page elements. At step 4c, primary (page) server entity lOSa transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102. Telecommunications network 100 then routes the browser session response to subscriber client device 102 as shown in step 4d.

Upon receipt of browser session response 4d, subscriber client device 102 is able to display (or render') part of the requested web page. However, in order to display the complete requested web page, subscriber client device 102 must request the missing elements of the web page from secondary (element) server entity 108b.

Hence, in step 4e, a browser session request for the one or more missing web page elements is transmitted from subscriber client device 102 into telecommunications network 100, in this ease using a URL for the desired web page elements.

Telecommunications network 100 then routes the browser session request of step 4e to secondary (element) server entity lOSb as shown in step 4f for example by performing a further DNS lookup for the requested URL to obtain an IP address for secondary (element) server entity I 08b.

Secondary (element) server entity lOSb then processes the browser session request of step 4f in order to generate a corresponding browser session response. In this case, the response comprises the one or more missing web page elements required to render the complete previously requested web page. At step 4g. secondary (element) server entity lOSb transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102.

Telecommunications network 100 then routes the browser session response of step 4g to subscriber client device 102 as shown in step 4h. Upon receipt of browser session response 4h, subscriber client device 102 is able to display the entirety of the originally requested web page.

In some circumstances, the browser session response from primary (page) server lOSa may include instructions which serve to direct subscriber client device 102 to obtain multiple missing web page elements from each of a plurality of secondary (element) server entities. In some circumstances, the browser session response from secondary (element) server lOSb may include instructions which serve to direct subscriber client device 102 to obtain further missing web page elements from one or more tertiary server entities, and so on.

The examples above give an outline of conventional methods and systems for processing browser sessions in a telecommunications network. However, it is an object of the present invention to provide improved methods and systems for processing browser sessions in a telecommunications network.

Summary

In accordance with first embodiments, there is a method for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client dcviccs, the scrvicc providcr network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the method comprising, at an entity in the service provider network: logging information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network; analysing the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, initiating delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.

In accordance with second embodiments, there is apparatus for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the apparatus comprising at least one processor, and at least one memory including computer program code, the at least one memory and the computer program code being configured to, with the at least one processor, cause the apparatus at least to, at an entity in the service provider network: log information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network; analyse the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, initiate delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.

In accordance with third embodiments, there is computer software adapted to perform a method for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the method comprising, at an entity in the service provider network: logging information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network; analysing the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, initiating delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscribcr client devices associated with the given subscriber.

Further features and advantages of the invention will become apparent from the following description of preferred embodiments of the invention, given by way of example only, which is made with reference to the accompanying drawings.

Brief Description of the Drawings

Figure 1 shows a system diagram according to the prior art; Figurc 2 shows a flow diagram according to the prior art; Figure 3 shows a system diagram according to the prior art; Figure 4 shows a flow diagram according to the prior art; Figure 5 shows a system diagram according to embodiments; Figure 6 shows a flow diagram according to embodiments; Figurc 7 shows a system diagram according to embodiments; and Figure 8 shows a flow chart according to embodiments.

Detailed Description

Embodiments of the present disclosure introduce an intermediate entity into a service provider network between a plurality of subscriber client devices and the wider network, whereby to enable the modification of standard browser session processing to provide enhanced functionality.

Figure 5 shows a telecommunications network 100 according to embodiments of the present disclosure. Telecommunications network 100 comprises at least service provider network part 104 and wider network part 106. Telecommunications nctwork may additionally comprise further network parts (not shown), and or border/gateway/caching entities (not shown) for translating between the various network protocols used in each network part, caching and serving commonly accessed data so as to reduce load between network pails and/or managing access to each network part. Service provider network part 104 is responsible for providing telecommunications services to a plurality of subscribers including at least a given subscriber, each subscriber having one or more associated subscriber client devices, including at least subscriber client device 102 associated with the given subscriber. A subscriber client device may be configured to communicate voice and data. Examples of subscriber client devices may include personal computers, laptop computers, mobile telephones (including "smart phones"), tablet computers, personal digital assistants, etc. According to embodiments, service provider network part 104 comprises a carrier network operated by a carrier. According to embodiments, service provider network part 104 comprises a mobile network (which may be in the form of a cellular network) operated by a mobile network operator (MN 0). According to embodiments, service provider network part 104 comprises an internet service provider network operated by an internet service provider (ISP). Service provider network part 104 also comprises subscriber proffle database 112. Subscriber profile database 112 stores subscriber profile data specific to each subscriber in the plurality and/or associated subscriber client devices. Wider network part 106 is responsible for routing traffic (e.g. packetizcd data traffic encoded according to the Hypertext Transfer Protocol (HTP)) to and am one or more server entities accessible via wider network part 106, including at least server entity 108.

An intermediate entity 110 is introduced into service provider network 104 between subscriber client device 102 and wider network part 106. Intermediate entity may be physically located in service provider network 104, or logically located in service provider network 104 through the use of; for example, a virtual or backhaul private network, but physically located/hosted elsewhere. Service provider network 104 is adapted to route browser session traffic between subscriber client device 102 and wider network part 106 via intermediate entity 110. Intermediate entity 110 is adapted to log information associated with browser session traffic to/from one or more subscriber client devices associated with one or more subscribers in the plurality, including at least subscribcr client dcvicc 102, and onc or morc cntities located outside service provider network 104, including at least server entity 108, accessible via wider network part 106.

Intermediate entity 110 is further adapted to analyse the logged information in combination with subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics. According to embodiments, the subscriber profile data is retrieved from the subscriber profile database 112 by intermediate entity 110 performing a lookup in subscriber profile database 112 for subscriber client device 102 and/or the associated subscriber. According to embodiments, this lookup is performed on the basis of a unique identifier associated with the subscriber client device, such as a Mobile Subscriber Integrated Services Digital Network Number (MSISDN) or an International Mobilc Equipmcnt Idcntity (IMEI) number. According to embodiments, this lookup is performed on the basis of a unique identifier for the subscriber associated with the given subscriber client device, such as a registration number, username or suchlike.

In response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, intermediate entity 110 is further adapted to initiate delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client dcviccs associated with the givcn subscriber, including at least subscribcr client device 102.

By initiating delivery of targeted content data at intermediate entity 110 in service provider network part 1 04, embodiments are in contrast to known content delivery techniques wherein delivery may be initiated by one or more of: a browser on a subscriber client device (according to code running locally on the browser), a server (during construction of a browser scssion response), a border cntity rcsponsiblc for managing access to a given network part, a gateway entity responsible for translating between network protocols used in different network parts, a caching entity responsible for caching and serving data commonly requested between network parts, a network device outside of the carrier entity, or an encoding entity responsible for modifying browser session traffic for efficient routing. Thus, in certain embodiments, thc initiation is not pcrformed by a browser on a subscribcr clicnt devicc, by a servcr durillg construction of a browser session response, a border entity responsible for managing access to a given network part, a gateway entity responsible for translating between network protocols used in different network parts, a caching entity responsible for caching and serving data commonly requested between network parts, a network device outside of the carrier entity, and/or an encoding entity responsible for modifying browser session traffic for efficient routing.

According to embodiments, service provider network 104 comprises a routing fabric, responsible for routing traffic between subscriber client device 102 and widcr network part 106. The service provider network 104 may include a routing system that selects the route for calls or data. According to embodiments, intermediate entity is located in the routing fabric of service provider network 104. Conventionally, thc routing fabric of thc servicc provider nctwork is rescrvcd fbr routing only, and not the initiation of delivery of targeted content data. However, embodiments adapt the routthg fabric through the introduction of intermediate entity 110.

Figure 6 illustrates the operation of intermediate entity 110 in relation to a browser session taking place between subscriber client device 102 and server entity 108 according to embodiments. At step 6a, a browser session request is transmitted from subscriber client device 102 into telecommunications network 100. The browser session request of step 6a could comprise a request for a web page, web page element, data file, setvice, ctc. As scrvicc provider network 104 is configured to route all browser session traffic via intermediate entity 110, the browser session request is then received at intermediate entity 11 0 in the service provider network.

Having received the browser session request in step 6a, intermediate entity may then log information relating to the browsing session by examining one or more parts of the browser session request. These parts may include the content data, thc header data or other object such as a cookic. Having cxamined and/or logged information relating to the browser session request, the browser session request is then transmitted, in step 6b, to server entity 108.

Upon receipt of the browser session request transmitted in step ob, server entity 108 processes the browser session request in order to generate a corresponding browser session response. At step 6c, server entity 108 transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102. As service provider network 104 is configured to route all browser session traffic via intermediate entity 110, upon entering service provider network 104, the browser session response of step 6c is then received at intermediate entity in service provider network 104.

Having received the browser session request in step 6c, intermediate entity may again log information relating to the browsing session by examining one or more parts of the browser session response. Flaying examined and/or logged information relating to the browser session response, the browser session response is then transmitted, in 6d, to subscriber client device 102.

According to embodiments, the information associated with the browser session traffic comprises one or more of; the specific website being accessed (e.g. Facebook.eomTM), the type of website being accessed (e.g. social networking), the type of content being accessed (e.g. video content), the type of service being used (e.g. instant messaging), the type of application being used (e.g. browser) and the type of data being transmitted (e.g. HTTP).

According to embodiments, the logging comprises holding the information associated with the browser session traffic in operating memory in intermediate entity 110. According to further embodiments, the logging comprises storing the information associated with the browser session traffic in persistent memory, such as subscriber profile database 112.

According to embodiments, the analysis is performed in response to logging new information associated with the browser session traffic, for example as per either step 600 or 602 above. According to embodiments, the analysis is performed in response to a change in the information associated with the browser session traffic.

According to embodiments, the analysis is performed in response a change in the subscriber profile data specific to the given subscriber. According to alternative embodiments, the analysis may be performed offline, subsequent to logging the information associated with the browser session traffic, e.g. periodically, or once a sufficient volume of information has been logged.

According to embodiments, the analysis is performed by an inference engine according to one or more inference rules. The inference engine may be comprised in intermediate entity 110, for example in the form of an installed software application.

According to embodiments, the targeted content data comprises advertisement content. According to embodiments, the targeted content data comprises a service contract offer. According to embodiments, the service contract offer is associated with a telecommunications service provided by the service provider. In embodiments, the analysis could comprise analysis of browser session traffic of a subscriber currently browsing a news website, and whose subscriber profile data shows that they arc interested in sport, and thus the analysis may idcntif' the presence of a predetermined characteristic related to sports news. In response to the analysis identifring this characteristic, intermediate entity 110 could initiate delivery of targeted content to the subscriber which comprises a service contract offer for a service contract that includes free sports news updates.

According to embodiments, the targeted content data may be generated by intermediate entity 110 on the basis of identified subscriber profile data and the one or more predetermined characteristics. According to other embodiments, the targeted content data may be generated, at least in part, on the basis of data stored in a targeted content data database (not shown). For example, the targeted content database may comprise a number of items of targeted content, such as information relating to a number of different service contract offers that can be made. In response to the analysis dctccting a predetermined characteristic, intermediate entity 110 may query the targeted content database for an item of targeted content data that corresponds to the predetermined characteristic, and initiate delivery of the targeted content data to one or more of the subscriber client devices associated with the given subscriber.

According to embodiments, the targeted content data database is comprised in the service provider network.

According to embodiments, the targeted content data is generated on the basis of an identifier associated with the subscriber client device to which it will be delivered. In this way, the targeted content can be optimised for the device on which it will be received. According to some such embodiments, the identifier relates to a type of subscriber client device. This could include whether the device is a mobile telephone, tablet, laptop, personal computer etc. For example, in embodiments where the targeted content data comprises an image, a higher resolution version of the targeted content could be provided to a tablet device, while a lower resolution version of the targeted content could be provided to a mobile telephone device. According to further such embodiments, the identifier relates to a capability of the subscriber client device. This could include whether the device is capable of displaying image data, playing audio content, rendering video content etc., thereby allowing appropriate targeted content data to be generated. In embodiments, the identifier associated with the subscriber client device is stored in subscriber profile database 112 and retrieved by intermediate entity 110 during thc analysis of the logged information in combination with the subscriber profile data contained in the subscriber profile database.

According to embodiments, different targeted content data is generated lbr each of two or more subscriber client devices associated with a given subscriber, and delivery of the targeted content data is initiated accordingly. In such embodiments, the generating comprises generating first targeted content data on the basis of a first identifier associated with the first subscriber client device, and generating second targeted content data on the basis of a second identifier associated with the second subscriber client device. The initiation then comprises initiating delivery of the first targeted content data to the first subscriber client device and initiating delivery of the second targeted content data to the second subscriber client device. In embodiments, the first and second identifiers associated with the subscriber client deviccs arc storcd in subscriber profile database 112 and retrieved by intermediate entity 110 during the analysis of the logged information in combination with the subscriber profile data contained in the subscriber profile database.

According to embodiments, the initiation of delivery of the targeted content data comprises transmitting the targeted content data to subscriber client device 102.

According to further embodiments, the initiation of delivery of the targeted content data comprises transmitting a targeted content availability notification to subscriber client device 102, to notifS' subscriber client device 102 as to the availability of the targeted content data. In such embodiments the targeted content data may be hosted at intermediate entity 110, server entity 108, or a further entity (not shown). In such embodiments, subscriber client device 102 is informed as to the availability of the targetcd contcnt data, which is then able to request the targeted content data via conventional processing operations. According to embodiments, the initiation comprises utilising a push notification system to instruct subscriber client device 102 to request the targeted content data automatically.

According to embodiments, the initiation of delivery of the targeted content data comprises inserting the targeted content data into in an ongoing browser session conducted by subscriber client device 102. According to such embodiments, service provider network 104 is configured to route browser session traffic between subscriber client device 102 and widcr network part 106 via intermediate entity 110.

In such embodiments, the initiating comprises modifying at least one of a browser session request and a browser session response whereby to cause the targeted content data to be inserted into ongoing browser session. According to such embodiments, the modification comprises one or more of modifying the browser session response to include the targeted content data, modifying the browser session response to include an instruction to request the targeted content data, modifying the browser session request to include a request for the targeted content data, and modifying a browser session request whereby to trigger the inclusion of an instruction to request the targeted content data in a corresponding browser session response. This may comprise modifying part of the data, a header or another object such as a cookie.

According to embodiments, the targeted content data comprises a web page.

According to embodiments, the targeted content data comprises a web page element.

According to embodiments, the targeted content data comprises advertisement content. According to embodiments, the targeted content data comprises an image.

According to embodiments, the targeted content data comprises natural language text data.

According to embodiments, the targeted content data comprises one or more of a web page, a page clement, advertisement content, text data, a short message service (SMS) message, an email, a voicemail, and a telephone call. According to embodiments wherein the targeted content data comprises a telephone call, initiating delivery of the targeted content data results in a telephone call being placed to a telephone number associated with the given subscriber client device. According to embodiments the telephone call is then transferred to a suitable entity, such as a call ccntre operator or similar, for conducting thc telcphonc call. According to further embodiments, the telephone call comprises playing a pre-reeorded audio message.

According to further embodiments, the targeted content data is provided via an interactive television. According to further embodiments, the targeted content data is provided via an electronic billboard capable of detecting the presence of the given subscriber (for example by use of facial recognition functionality) or subscriber device (for example by detecting a radio frequency identification (RFID) tag embedded within a subscriber device).

According to embodiments, the subscriber profile data comprises the subscriber's current service contract terms. Hence, intermediate entity 110 can take into account the subscriber's current service contract terms when generating or selecting a service contract offer. For example, if the analysis performed at intermediate entity 110 on the basis of the monitored browser session traffic and subscriber profile data reveals the predetermined characteristic that the subscriber is exceeding their allocation of internet usage provided by theft current service contract, intermediate entity 110 may select/generate a service contract offer for a service contract that comprises a larger amount of inclusive internet usage, and initiate delivery of that service contract offer to one or more subscriber client devices associated with the given subscriber.

According to embodiments, the subscriber profile data comprises the subscriber's current service contract duration and/or current service contract expiry date. For example, intermediate entity 110 may refrain from making certain service contract offers until the analysis performed on the basis of the monitored browser session traffic and subscriber profile data reveals the predetermined characteristic that the subscriber is nearing the end of their current service contract.

According to embodiments, the one or more predetermined characteristics comprise a time and/or a frequency related characteristic. According to such embodiments, the one or more predetermined characteristics may comprise one or more of a remaining duration of the given subscriber's current service contract, a frequency at which the given subscriber accesses a given website, a frequency at which the given subscriber uses a given type of service, a schedule by which the subscriber accesses a given website, a schedule by which the subscriber uses a given type of service, the time subscriber spends accessing a given website, and the time a subscriber spends using a given service.

For example, if the analysis performed at intermediate entity 110 on the basis of the monitored browser session traffic reveals the predetermined characteristic that the given subscriber frequently visits a given website, or spends a relatively large amount of time accessing the given website, intermediate entity 110 may selecttgenerate a service contract offer for a service contract that comprises inclusive Internet usage for accessing the given website, and initiate delivery of that service contract offer to one or more subscriber client devices associated with the given subscriber.

According to embodiments, intermediate entity 100 further provisions the service provider network in response to the analysis indicating the presence of at least one predetermined characteristics, on the basis of the indicated at least one predetermined characteristic. For example, if the analysis performed at intermediate entity 110 on the basis of the monitored browser session traffic reveals the predetermined characteristic that the given subscriber frequently accesses relatively low bandwidth (e.g. text based) content in the morning, but frequently accesses relatively high bandwidth (e.g. high definition video) content in the evening, entity 110 may provision the service provider network by dynamically ahering a bandwidth allocated to the given subscriber in the morning compared to the evening in order to more efficiently manage available network resources.

According to embodiments, the subscriber profile data comprises at least one subscriber profile attribute associated with a given subscriber, enabling targeted content to be delivered, at least in part, on the basis the at least one subscriber profile attribute. According to some such embodiments, the subscriber profile attributes identify a given hobby, topic or interest associated with the subscriber, such as cricket, reading or cars.

According to embodiments where delivery of the targeted content is initiated on behalf of an advertising entity, revenue can be obtained from an advertiser for carrying out the initiating, i.e. on the basis of the initiating of the delivery of the targeted content. Flaying further information about the subscriber, such as that stored in subscriber database 112, or associated with browser session traffic allows the advertisement server entity to serve adverts only to those subscribers for which the advert is highly relevant. More highly relevant adverts can lead to generation of increased revenue for advertisers or advertisement brokers. Further, providing more highly relevant adverts can also lead to increased business value for advertisers or advertisement brokers, for example via increased brand awareness.

According to embodiments, the results of the lookup in the subscriber profile database may comprise one or more subscriber targeted content rules associated with the subscriber and/or the associated subscriber client device, which influence the targeted content received by the subscriber client device.

According to embodiments, the results of the lookup in the subscriber profile database comprise one or more restrictions on targeted content which should be applied to the given subscriber and/or associated subscriber client device. Such restrictions might comprise an age-related restriction for filtering age-restricted targeted content, a list of targeted content types which should not be delivered or some other form of targeted content filter for preventing delivery of undesired targeted content.

According to embodiments, the results of the lookup in the subscriber profile database comprise one or more special access req uirements associated with the given subscriber and/or associated subscriber client device. For example, the results of the lookup in the subscriber profile database may indicate that the given subscriber is colour blind, in which case the targeted content may be generated using a suitable colour palette. Further, the results of the lookup in the subscriber profile database may indicate that the given subscriber is deaL in which case the targeted content can be generated without audio, or with subtitles provided.

According to embodiments, the results of the lookup in the subscriber profile database comprise a natural language preference associated with the given subscriber and/or associated subscriber client device, in which ease, the targeted content can be generated with a translated version of the content instead.

According to embodiments, the analysis may be further performed on the basis of the geographical location of the subscriber client device. The geographical location of the subscriber client device can be obtained from known service provider networking operations, such as cell-tower location lookup, and/or cell trilateration.

Hence, intermediate entity 110 can generate/select targeted content data on the basis of the geographical location of the subscriber client device, in order to provide more highly relevant targeted content data.

According to embodiments, the subscriber database is remotely configurable.

The subscriber database may be configured by a subscriber database administration entity located within the service provider network, for example operated by an employee of the service provider. Ahematively, the subscriber database may be configured by a subscriber database administration entity located outside the service provider network, for example operated by a contractor, a subscriber, a law enforcement entity, a regulatory body, etc. In such embodiments, the subscriber database may be remotely configured in response to receipt of a subscriber database configuration message, for example from a subscriber database administration entity.

According to embodiments, intermediate entity 110 is further configured to initiate delivery of the targeted content data according to one or more targeted content delivery rules in combination with the analysis of the monitored browser session traffic and subscriber profile data. According to embodiments, the targeted content delivery rules are defined by the service provider. According to frirther embodiments, the targeted content delivery rules are initially defined by an equipment supplier, with subsequent targeted content delivery rules being defined by the service provider.

According to further embodiments, the defined targeted content delivery rules are configured by a rules administration entity. Embodiments of the present disclosure utilise a rules engine to initiate delivery of the targeted content data according to the targeted content delivery rules. Rules engine is comprised in intermediate entity 110, for example in the form of an installed software application.

According to embodiments, intermediate entity 110 holds the one or more targeted content delivery rules in operating memory. According to some embodiments, intermediate entity 110 obtains at least one of the one or more targeted content delivery rules in response to querying a rules database located within the service provider network. In some embodiments, the one or more targeted content delivery rules are remotely configurable. The targeted content delivery rules may be configured by a rules administration entity located within the service provider network, for example operated by an employee of the service provider. Alternatively, thc targetcd content delivery rules may be configured by a rules administration entity located outside the service provider network, for example operated by a contractor, a subscriber, a law enforcement entity, a regulatory body, etc. In such embodiments, the one or more targeted content delivery rules may be remotely configured in response to receipt of a rule configuration message, for example from a rules administration entity.

Figure 7 shows telecommunications network 100 according to embodiments.

The ifinetionality of subscriber client device 102, service provider network part 104, and wider network part 106, server entity 108, intermediate entity 110 and subscriber profile database 112 are the same as described above in relation to Figure 5.

However, in the embodiments shown in Figure 7, service provider network further comprises targeted content database 11 8, which contains the one or more items of targeted content, and rules database 120, which contains the one or more targeted content delivery rules. Subscriber database administration entity 116 is capable of configuring the subscriber profile database by transmitting a subscriber database configuration message to subscriber profile database 112. This may occur via a direct connection to service provider network 104 (as shown) or via wider network part 106.

Rules administration entity 122 is capable of configuring the one or more targeted content delivery rules by transmitting a rules database configuration message to rules database 120. Again, this may occur via a direct connection to service provider network 104 (as shown) or via wider network part 106.

Figure 8 is a flow diagram that describes embodiments from the perspective of intermediate entity 110. At step 800, information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network is logged. At step 802, the logged information is analysed in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics. At step 804, in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, delivery of targeted content data associated with the indicated at least one predetermined characteristic is initiated to at least one of the one or more subscriber client devices associated with the given subscriber.

Embodiments comprise a method for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a carrier network operated by a carrier responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices, the carrier network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the method comprising, at an entity in the carrier network: logging information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the carrier network; analysing the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, initiating delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.

The above embodiments are to be understood as illustrative examples of the invention. Further embodiments of the invention are envisaged. For example, whilst the above embodiments have been described in relation to packctizcd data traffic such as HTTP data, it is to be understood that the methods and systems disclosed herein are also applicable to any similar or equivalent protocol, in particular any request/response based protocol. It is to be understood that any feature described in relation to any one embodiment may be used alone, or in combination with other features described, and may also be used in combination with one or more features of any other of the embodiments, or any combination of any other of the embodiments.

Furthermore, equivalents and modifications not described above may also be employed without departing from the scope of the invention, which is defined in the accompanying claims.

Claims

Claims 1. A method for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the method comprising, at an entity in the service provider nctwork: logging information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network; analysing the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence ofat least one of the one or more predetermined characteristics, initiating delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.
2. A method according to claim 1, comprising generating the targeted content data at least on the basis of the identified subscriber profile data and the one or more predetermined characteristics.
3. A method according to claim 1 or 2, comprising generating the targeted content data at least on the basis of data retrieved from a targeted content data database.
4. A method according to claim 3, wherein the targeted content data database is comprised in the service provider network.
5. A method according toy preceding claim, comprising generating the targeted content data at least on the basis of data received flxm a network entity located outside the service provider network
6. A method according to any preceding claim, comprising generating the targeted content data at least on the basis of an identifier associated with the at least one of the one or more subscriber client devices associated with the given subscriber.
7. A method according to claim 6, wherein the identifier relates to a type of thc at least onc of thc onc or morc subscriber dicnt devices associated with the given subscriber.
8. A method accothing to claim 6 or 7, wherein the identifier relates to a capability of the at least one of the one or more subscriber client devices associated with the given subscriber.
9. A method according to any of claims 6 to 8, comprising: generating first targeted content data on the basis of a first identifier associated with a first subscriber client device associated with the given subscriber; and generating second targeted content data on the basis of a second identifier associated with a second subscriber client device associated with the given subscriber, whcrcin thc initiation comprises initiating dcivcry of thc first targeted contcnt data to the first subscriber client device and initiating delivery of the second targeted content data to the second subscriber client device, and wherein the first targeted content data and the second targeted content data are different.
10. A method according to any preceding claim, wherein the initiation comprises transmitting a targeted content availability notification to the at least one subscriber client device, whereby to notifr the at least one subscriber client device as to the availability of the targeted content data.
11. A method according to any preceding claim, wherein the initiation comprises modif'ing at least one of a browser session request and a browser session response in an ongoing browser session conducted by the at least one subscriber client device.
12. A method according to claim 11, wherein the modification comprises one or more of modifying the browser session response to include the targeted content data, modifjing the browser session response to include an instruction to request the targeted content data, modifying the browser session request to include a request for the targeted content data, and modifying a browser session request whereby to trigger the inclusion of an instruction to request the targeted content data in a corresponding browser session response.
13. A method according to claim 11 or 12, wherein the browser session request comprises an HTTP request and/or the browser session response comprises an HTTP response.
14. A method according to any preceding claim, wherein the targeted content data comprises a scrvicc contract offer.
15. A method according to claim 14, wherein the service contract offer is associated with a telecommunications service provided by the service provider.
16. A method according to any preceding claim, wherein the targeted content data comprises one or more of: a web page, a page element, advertisement content, text data, a short message service (SMS) message, an email, content for display via an interactive television, content for display via an electronic billboard, a voicemail, and a telephone call.
17. A method according to any preceding claim, wherein the subscriber profile data comprises one or more of: current service contract terms, current service contract duration, and current service contract expiry date.
18. A method according to any preceding claim, wherein the analysis comprises analysing the browser session traffic for accessing of a given website.
19. A method according to any preceding claim, wherein the analysis comprises analysing the browser session traffic for use of a given type of service.
20. A method according to any preceding claim, wherein the analysis is performed by an inference engine according to one or more inference rules.
21. A method according to any preceding claim, wherein the one or more predetermined characteristics comprise a time andlor a frequency related characteristic.
22. A method according to claim 21, wherein the one or more predetermined characteristics comprise one or more of: a remaining duration of the given subscriber's current service contract, a frequency at which the given subscriber accesses a given website, a frequency at which the given subscriber uses a given type of service, a schedule by which the subscriber accesses a given website, a schedule by which the subscriber uses a given type of service, the time subscriber spends accessing a given wcbsitc, and the time a subscriber spends using a given service.
23. A method according to any preceding claim, comprising, in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, provisioning the service provider network on the basis of the indicated at least one predetermined characteristic.
24. A mcthod according to any prcccding claim, whcrcin thc service provider network comprises one or more of: a carrier network, a mobile network, a cellular network, and an internet service provider network.
25. A method according to any preceding claim, wherein the service provider network comprises a routing fabric, and wherein the intermediate entity is located in the routing fabric of the service provider network.
26. A method according to any preceding claim wherein the intermediate entity is not comprised by: the subscriber client device, the server entity, a border entity responsible for managing access to a given network part, a gateway entity responsible for translating between network protocols used in different network parts, a caching entity responsible for caching and serving data commonly requested between network parts, or an encoding entity responsible for modiing browser session traffic for efficient routing.
27. Apparatus for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the apparatus comprising at least one processor, and at least one memory including computer program code, the at least one memory and the computer program code being configured to, with the at least one processor, cause the apparatus at least to, at an cntity in the service provider network: log information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network; analyse the logged information in combination with the subscriber profile data contained in the subscriber profile database specific to the given subscriber for the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence ofat least one of the one or more predetermined characteristics, initiate delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.
28. Computer software adapted to perform a method for use in the provision of targeted content data in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscribers, each subscriber having one or more associated subscriber client devices, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber in the plurality, the method comprising, at an entity in the service provider network: logging information associated with browser session traffic to/from one or more subscriber client devices associated with a given subscriber in the plurality and one or more entities located outside the service provider network; analysing the logged information in combination with the subscriber profile data contained in the subscriber proffle database specific to the given subscriber!br the presence of one or more predetermined characteristics; and in response to the analysis indicating the presence of at least one of the one or more predetermined characteristics, initiating delivery of targeted content data associated with the indicated at least one predetermined characteristic to at least one of the one or more subscriber client devices associated with the given subscriber.