RU2493598C2 - Method for information interchange with advertisement consumer and system for realising said method - Google Patents

Abstract

FIELD: information technology.

SUBSTANCE: exchange is initiated by the consumer, without causing adverse reaction resulting from the imposition of the dialogue, and the response can be achieved by using a voice number that does not require a connection, alteration or technical improvement to existing cellular communication systems. The system used is able to receive calls from a consumer which are organised in accordance with a user response rule incorporated in the advertisement and includes a processing unit for voice calls of cellular communication subscribers and a unit implementing USSD dialogue logic, and the response rule includes either a voice number or a USSD number.

EFFECT: shorter time for processing data, including data on advertisement consumers, to provide dialogue between a consumer and an advertisement provider using USSD technology.

9 cl, 2 dwg

Description

The invention relates to methods and systems used for cellular communications, and in particular to methods and systems that enable advertisers to provide information exchange services to an advertising consumer through an interactive dialogue with a user using USSD technology, where USSD is standardized, 3GPP TS 22.090 , ETSI TS 123090, ETSI TS 124090, a method of requesting additional services in mobile networks, allowing you to set a USSD session. The session can be established both from the subscriber’s side by request via USSD number, in the format * ABC * Z1-Zn #, where ABC is any number, Z1-Zn is any set of alphanumeric characters, and also from the cellular network (network initiated ), for example, by voice call to any phone number that is free for the subscriber.

Nowadays, success in business is unthinkable without advertising investments. And the larger and more successful the business, the more the role of advertising grows for it, which means that budgets are already growing for the promotion of brands, attracting new customers, etc. And, of course, every successful business wants to know how its advertising works: how many people respond to it, what is the effectiveness of advertising and what kind of people it is. Knowing this will allow you to more effectively manage your advertising budgets in order to get the maximum profit with a minimum of costs.

A known method and system for determining the effectiveness of advertising on the responses of mobile subscribers (Application 2003111836, IPC G09F 19/00, priority 23.04.2003). In the known method and system, a server is used with a database and software that is capable of receiving and processing remote messages from cellular network subscribers who have responded to advertising of a product or service. The subscriber’s response contains at least one information characteristic characterizing the subscriber, and the advertisement of a product or service contains at least one rule for preparing the response.

The disadvantages of the known method and device are that the known technical solution does not allow to quickly provide the interested subscriber with expanded information, take into account the preferences of a particular subscriber and offer each targeted advertisements, thereby exchanging information with the advertising consumer.

A known method and system for providing advertising on mobile devices that allow you to insert ads into a USSD message that is selected as a prototype (Application WO / 2007/134689, IPC G06Q 30/00, priority 05/18/2006, publ. 29.11.2007).

A disadvantage of the known technical solution is that, from the point of view of the user, any advertising message imposed on him not by his will is considered an invasion of personal space. If the subscriber did not request information and it comes to him unexpectedly, this causes the subscriber to be annoyed and, accordingly, does not stimulate the subscriber to respond to this advertisement. In addition, to use the known method, advertisers must conclude an agreement with mobile operators or a third party. It should also be noted that the resources for connecting and using the well-known technical solution are limited, since it is used only on one number, by which subscribers make a balance request, and mobile operators, as a rule, limit the number of such advertising messages and charge a fee for their placement.

The objective of the proposed technical solution is to develop a method and system that allows advertisers to exchange information with an advertising consumer through an interactive dialogue within the USSD session in such a way that, when they respond to advertising, they can measure the effectiveness of advertising and obtain the necessary information about people who are interested advertising message, as well as provide them, if they wish, with additional information about the product, services or discounts and additional benefits. In addition, allowing such an exchange to be carried out without entering into additional agreements with cellular network operators and technical interactions, but by responding to users using a regular voice number, the call of which is free for the advertising consumer.

The problem is solved in that in a method of exchanging information with an advertising consumer, including the use of GSM-format cellular communication networks and advertising containing at least one consumer response rule for it, the exchange of information is organized within the USSD session, while using the system made by the receiver of calls from the consumer, organized according to the consumer response rule laid down in the advertisement. At the same time, the system receiving calls from the consumer includes a unit for processing voice calls of cellular subscribers and a unit that implements the logic of the USSD dialogue, and the response rule includes either a voice number or a USSD number. During the USSD session, the consumer, in the process of exchanging information, is sent at least one SMS message, which may include information about coupons, discounts and similar additional information about the advertised product. At the same time, additional information is requested from the consumer, for example, gender, age, etc. and stored in the database of subscriber profiles. The system itself for implementing a method of exchanging information with an advertising consumer has received calls from the consumer, organized according to the consumer’s response rule embedded in the advertisement, and includes at least a voice call processing unit for cellular subscribers and at least a unit that implements USSD dialogue logic. Calls from the consumer can be organized either in the form of a voice call or a USSD request. In this case, the voice call processing unit is configured to transmit the caller’s number and the request to start the USSD session to the unit that implements the USSD dialogue logic, and the unit that implements the USSD dialogue logic is able to send SMS messages interacting with the subscriber profile database, interacting with a statistics database.

The technical effect of the proposed technical solution lies in the possibility of interactively measuring the effectiveness of advertising and obtaining the necessary information about people who are interested in advertising messages, establishing a dialogue with the latest USSD using a regular voice number, the call of which is free for the advertising consumer, in the possibility of increasing the degree of personalization of advertising, no need for improvement or technical improvement of existing cellular communication systems, to reduce the step and the load on the cellular network, as compared to the CMC, or voice calls.

The claimed technical solution is illustrated by drawings. Figure 1 presents a flowchart explaining the operation of the inventive system, where 1 is a mobile phone of an advertising consumer, 2a is a USSD request for a number specified as a response rule, transmitted to the network of a cellular operator using the MAP protocol - Mobile Application Part, standardized , 3GPP TS 29.002, protocol for the interaction of elements of the infrastructure of cellular networks with some nodes of these networks, 26 - voice call to the number specified as a response rule, transmitted through the network of the cellular operator and further through various telephone communication channels that provides the transmission of the caller’s number, 3 — a USSD center of a cellular operator, 4 — a system for exchanging information with an advertising consumer, 4a — a unit for processing voice calls, 4b — a unit that implements USSD dialogue logic, 5 — SMPP 3.4 interaction between a USSD center device and a system for exchanging information with an advertising consumer when establishing and maintaining a USSD session, where SMPP 3.4 is Short Message Peer to Peer Protocol, a specified SMPP Developers Forum protocol for the interaction of external applications with infrastructure elements operator s of cellular networks, 6 - device SMS center of a cellular operator, 7 - SMS message with information about coupons, discounts or additional information about the product, 8 - device statistics, 9 - device database of subscriber profiles, 10 - interaction with the device statistics on TCP / IP - Transmission Control Protocol / Internet Protocol, a set of protocols for transmitting data in data networks developed by IETF (The Internet Engineering Task Force) and described by the standards RFC 793 (for TCP) and RFC 791 (for IP), 11 - interaction with the device database profiles of subscribers by channel lu TCP / IP Figure 2 schematically shows the process of implementing the inventive method using the inventive system, where 12 is an advertising message containing a response rule, 13 is an advertising consumer, 14 is an interest in an offer and response to advertising, 15 is a USSD session between the system for exchanging information with advertising consumer 4 and mobile phone 1 via SMPP 3.4 and MAP, supported by the USSD Center 3 device.

Terms and concepts used in the description of the claimed technical solution:

Advertising message - information distributed in any way, in any form and using any means, addressed to an indefinite number of persons and aimed at attracting attention to the object of advertising, the formation or maintenance of interest in it and its promotion in the market. Response rule - an advertising message must contain at least one voice or USSD number, the dialing of which (of which) on the subscriber’s mobile phone (and after making the call) results in the USSD receiving a dialogue.

Mobile phone - any cellular terminal that supports the USSD protocol through which the subscriber interacts with the system. USSD center device - a device that provides messaging between a subscriber’s mobile phone and a system for exchanging information with an advertising consumer.

SMS center device - a device that provides the transmission of SMS messages between the system for exchanging information with an advertising consumer and a subscriber’s mobile phone.

Device statistics - a device that stores information about the interaction of subscribers with the system for exchanging information with an advertising consumer.

A subscriber profile database device is a device that stores information about subscribers received by means of questions and answers during a USSD session and transmitted by other devices, as well as providing this information to a unit that implements USSD dialogue logic to maintain service logic.

The claimed technical solution is implemented using a system for exchanging information with an advertising consumer, which includes at least a voice call processing unit 4a and at least a unit that implements USSD logic of dialogue 4b, interacting with statistics devices 8 and subscriber profile databases 9. USSD device Center 3, provides the establishment and maintenance of a USSD session. When a consumer accesses the system using a USSD request 2a or a voice call 2b, the system determines the type of request (USSD or voice call), analyzes the address information (caller’s number and dialed number), ensures the establishment of a USSD session and the start of a USSD dialogue. Depending on the predetermined logic of the USSD dialogue, the system offers the consumer information or questions and stores statistics 8 of the subscriber’s actions in the device and a database of subscriber profiles in the device 9 personal data of subscribers, which helps to obtain the necessary information about people who are interested in advertising messages. The system, during or after the dialogue, sends the consumer at least one SMS message, the content of which is determined by the logic of the dialogue and the information received from it, which helps to increase the degree of personalization of advertising.

The process of implementing the proposed method using the inventive system begins with the creation of the service logic, allocation and connection of USSD and voice numbers used as a response rule to an advertising message, placement of an advertising message indicating at least one response rule. At the same time, the advertisement contains a response rule in such a way that for different advertising channels (TV, magazines, outdoor billboards, etc.) or different types of advertising messages, the response rules may differ. And in the blocks of the system by which calls from consumers are received, correspondences between the response rule and a specific advertising message, carrier, etc. are stored. The generated service logic allows you to set different consumer call processing algorithms depending on the response rule used. The subscriber 13 receives an advertising message 12 containing at least one USSD or voice number as a response rule. The subscriber who is interested in the received advertising message 12, responds to it 14 and dials the specified number on mobile phone 1 and makes a call. Mobile phone 1 transmits USSD request 2a to the USSD center 3 device, which is transmitted via the MAP protocol in accordance with 3GPP TS 29.002 standards for the transfer of USSD requests in public mobile networks, or makes a voice call 26 to the specified number, which is transmitted via the network the mobile operator and then through various telephone channels providing the transfer of the caller’s number to the system for exchanging information with the advertising consumer 4. Upon receipt of the USSD request 2a, the USSD center 3 sent a signal protocol SMPP 3.4 to a system for exchanging information with the user in advertising 4 USSD session establishment request by the subscriber. The system for exchanging information with an advertising consumer establishes a USSD session 15 between the mobile phone 1 and the block that implements the USSD logic of dialogue 4b, which is organized using the USSD center 3 device. When the voice call system 26 receives, the voice call processing unit 4a terminates the call, which facilitates unloading cellular networks, or connects the subscriber to an answering machine or operator. In addition, the voice call processing unit 4a reports via TCP / IP to the unit that implements the USSD logic of dialogue 4b the mobile number of the subscriber who made the call and transmits a request to establish a USSD session. Upon receipt of such a request, a system for exchanging information with an advertising consumer using a block that implements the logic of USSD dialogue 4b, and using a USSD device, center 3 establishes a Network Initiated USSD session 15 with mobile phone 1. After establishing a USSD session, the subscriber using mobile phone 1 exchanges USSD requests and responses with a block that implements the logic of the USSD dialogue 4b, through the mediation of the device USSD center 3. A block that implements the logic of the USSD dialogue 4b, can send one or more SMS messages 7 to additionally information, such as addresses, contact numbers, discount coupons, etc., through the device SMS center 6. USSD dialogue at the same time can be completed, but it may continue. During such a messaging, the block that implements the USSD logic of dialogue 4b saves statistics 8 of the activity of the subscriber 10 in the device.

In the process of exchanging messages, a unit that implements the USSD logic of dialogue 4b, during interaction 11 with the device, the user profile database 9 transmits information about subscribers who are interested in advertising and who have dialed the corresponding USSD or voice number, or extracts this information in order to implement the service logic. This information includes the mobile phone number 1, and possibly: the subscriber’s answers to the questionnaire, preferences in purchases, degree of interest in advertising, gender, age, location, etc. And in statistics device 8, in addition, they accumulate data on how many calls from consumers received according to a specific response rule, at what time, etc.

The claimed technical solution allows for interactive measurement of the effectiveness of advertising, in particular, to receive data about which particular promotion channels and / or which advertising materials (texts, videos and other visual images) cause a greater response. Moreover, to receive this data in real time, and not after the end of the advertising campaign, so that the advertiser can quickly adjust their actions and increase the effectiveness of advertising. Also, the inventive method makes it possible to obtain the necessary information about people who are interested in an advertising message, create a “portrait” of a consumer for statistical analysis, for feedback, organization of promotions, etc. All this will allow you to more effectively manage advertising budgets, get maximum profit with minimum costs.

The advantages of the proposed technical solution are also as follows:

- the exchange takes place at the initiative of the consumer, without causing a negative response due to the imposition of dialogue;

- the response can be made by using a voice number, which does not require connection, improvement or technical improvement of existing cellular communication systems;

- An additional information can be transmitted to an advertising consumer, depending on his wishes, for example, addresses, phone numbers, discount coupons, etc.

- the advertiser gets the opportunity to collect information that he can’t receive during regular advertising, the advertiser can, at his request, request certain data from subscribers, as well as transmit to the subscriber any data that is most suitable for his (the advertiser) advertising campaign.

Claims (9)

1. A method of exchanging information with an advertising consumer, including the use of GSM-format cellular communication networks and advertising containing at least one consumer response rule for it, characterized in that the exchange of information is organized within the USSD session, using a system made receiving calls from the consumer, organized according to the consumer’s response rule embedded in the advertisement, which includes a unit for processing voice calls of cellular subscribers and a unit that implements the USSD dialogue logic, and Ika include a voice number or USSD number. 2. The method according to claim 1, characterized in that at least one SMS message is sent to the consumer during the exchange of information within the USSD session. 3. The method according to claim 2, characterized in that the SMS message includes information about coupons, discounts and similar additional information about the advertised product. 4. The method according to claim 1, characterized in that within the USSD session they request additional information from the consumer, for example gender, age, and are stored in the database of subscriber profiles. 5. A system for implementing a method of exchanging information with an advertising consumer, characterized in that it receives calls from the consumer, organized according to the consumer response rule embedded in the advertisement either in the form of a voice call or USSD request, and includes at least a voice processing unit calls of cellular subscribers and at least a block that implements the logic of the USSD dialogue. 6. The system according to claim 5, characterized in that the voice call processing unit is configured to transmit the caller's number and request to start a USSD session to a unit that implements the logic of the USSD dialogue. 7. The system according to claim 5, characterized in that the unit that implements the logic of the USSD dialogue is configured to send SMS messages. 8. The system according to claim 5, characterized in that the block that implements the logic of the USSD dialogue is made interacting with the database of subscriber profiles. 9. The system according to claim 5, characterized in that the unit that implements the logic of the USSD dialogue is made interacting with the statistics database.

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