WO2018052276A1

WO2018052276A1 - Method for the targeted delivery of advertising information to mobile network subscribers

Info

Publication number: WO2018052276A1
Application number: PCT/MD2016/000006
Authority: WO
Inventors: Георгий КАРАГЯУР
Original assignee: Георгий КАРАГЯУР
Priority date: 2016-09-14
Filing date: 2016-10-17
Publication date: 2018-03-22
Also published as: MDS20160104U2; MD1334Y

Abstract

The invention relates to methods for delivering advertising information in mobile operator networks. The technical result of the claimed invention is that of allowing real time targeting of advertising messages, and simplifying the process of activating advertised services in order to increase the conversion rate of advertising messages transmitted during automated voice notifications to mobile operator subscribers. The present method for the targeted delivery of advertising information to mobile network subscribers consists in the automatic playback of pre-recorded voice messages during a call from an IVR platform to a subscriber. The IVR platform is programmed so that it plays back an advertising message to a subscriber, which is targeted to the subscriber in question on the basis of data about the subscriber obtained by a request to a billing subsystem (IN platform) directly at the moment when the call is made, and waits for a response from the subscriber requesting activation of the advertised service, and having received the subscriber's response in the form of a DTMF signal, the IVR platform activates the advertised service by sending requests on behalf of the subscriber to the relevant operator system, wherein either MAP USSD requests or SMS messages or HTTP API calls are used on the activated service side, or TCP/IP packet exchange is used, as specified by the operator.

Description

METHOD OF PURPOSED DELIVERY OF ADVERTISING INFORMATION TO SUBSCRIBERS OF MOBILE NETWORKS

COMMUNICATIONS

The invention relates to methods for the delivery of advertising information in the networks of mobile operators.

In order to increase user activity and increase the volume of consumed services, mobile operators carry out marketing activities and use various communication channels with subscribers - direct channels (SMS mailings, adding additional information to USSD messages about personal account balances, automatic voice informing) and indirect channels (mass media, outdoor advertising).

The effectiveness of advertising on all media channels is usually measured by the percentage of response (i.e. what percentage of users who saw an advertising message reacted in a predetermined way to it). In order to increase the effectiveness of advertising, so-called targeting is used when an advertising message is shown mainly to the audience that is more likely to respond to this message.

The most effective communication channels with own subscribers are direct operator channels. With regard to direct advertising channels of telecom operators, targeting allows you to solve the following problems: reduce the load on the network by reducing the amount of advertising traffic, since messages are sent not massively, but targetedly. In addition, targeting avoids the negative impact on the loyalty of subscribers - targeted messages meet the needs of subscribers and are not perceived as SPAM. A task targeting advertising messages is especially relevant in relation to such a means of direct communication as automatic voice informing, since this channel is the most expensive for the operator (the cost of voice calls is much higher than the cost of SMS, USSD or LBS messages).

There is a method of targeted delivery of advertising information to mobile subscribers, in which automatic outgoing voice information is performed according to a pre-formed list of subscribers without taking into account the current profile of the subscriber [1]

The prototype of the present invention can be considered a method of targeted delivery of advertising information to mobile subscribers, which consists in the automatic playback of pre-recorded voice messages when calling an IVR platform to a subscriber [2]

A common disadvantage of the known methods is the inability to target advertising messages in accordance with subscriber data received in real time. In the known methods described above, the notification is performed according to a pre-formed list of subscribers without taking into account the current profile of the subscriber (balance of the personal account, availability of connected services, change of location of the subscriber.) All these parameters are constantly changing. Thus, the known methods do not allow you to select the most relevant and appropriate advertising messages.

The next disadvantage of existing methods is the lack of the ability to activate the advertised services during the call. In known methods, the subscriber is able to obtain information about the advertised services and learn about activation methods. The subscriber needs to remember the activation commands of the advertised services, then disconnect and dial the activation command. This is optional action, additional user effort significantly reduces the effectiveness of the advertising message and adversely affects the effectiveness of the method of delivery of advertising information.

The objective of the present invention is to provide the ability to target advertising messages in real time and simplify the process of activation of advertised services in order to increase the conversion rate of advertising messages transmitted during automatic outgoing voice information to subscribers of a mobile operator.

The problem is achieved in that in a method for targeted delivery of advertising information to at least one mobile subscriber, which consists in automatically playing back pre-recorded voice messages when calling an IVR platform to a subscriber, the IVR platform is programmatically configured in such a way that it reproduces the advertising message aimed at the subscriber to a given subscriber based on subscriber data received upon request to the billing subsystem (ΙΝ-platform) immediately at the time of the call, and about gives the subscriber’s response about the need to activate the advertised service, and receiving a response from the subscriber in the form of a DTMF signal activates the advertised service by sending requests to the appropriate operator’s system on behalf of the subscriber, using either MAP USSD requests, or SMS messages, or a call HTTP API on the side of the activated service, or exchange of TCPR packets according to the specification provided by the operator.

Thus, the subscriber receives information about the services relevant to the subscriber at the time of the advertising contact, which increases the likelihood of activating the service.

s . For example, the proposed solution can automatically select the best advertising messages for the following data:

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

The essence of the method is as follows. The IVR platform, upon request to the operator’s billing system, receives data about the subscriber and automatically selects the appropriate voice advertising message, then makes a call to the target subscriber and plays this message. After playing the advertising message aimed at the subscriber, the IVR platform expects the subscriber to respond about the need to activate the advertised service. Having received a response from the subscriber in the form of a DTMF signal, the IVR platform activates the advertised service for the subscriber by sending requests on behalf of the subscriber, in accordance with the service activation scheme configured in the operator’s network, in particular, MAP USSD requests, SMS messages can be used messages calling the HTTP API on the side of the activated service, or any other agreed protocol over TCP / IP. Thus, the proposed method for the delivery of advertising information can significantly simplify the process of activation of advertised services: the subscriber can activate the advertised service by sending DTMF signals directly during the call received from the IVR platform.

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

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

The figure 1 schematically illustrates a phased implementation of the proposed method of targeted delivery of advertising information to subscribers of mobile networks, where:

A - the mobile phone of the Subscriber;

MSC - the switch of the mobile operator;

IN platform - Intelligent Network platform

IVR platform - a system for selecting and playing advertising information

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

Stage 1. The IVR platform is programmatically configured to make outgoing calls to target subscribers to play pre-recorded audio files. Before making a call, the IVR platform checks the subscriber’s MSISDN for compliance with the targeting criteria - makes a request to the billing (IN) platform of the mobile operator for

b request the current status of the subscriber's balance, the current list of services connected to the subscriber, and other targeting parameters.

Stage 2. The billing (IN) platform of the mobile operator responds to the IVR platform to request a balance, list of services and other targeting parameters for this MSISDN.

Stage 3. The IVR platform, having received data from the billing (IN) platform, selects the relevant advertising message based on the data about the subscriber and makes an outgoing call to the subscriber. Example: A subscriber has a balance of more than $ 3, the Unlimited Internet service worth $ 2 is not connected. The system reproduces to the subscriber an advertising message about the service "Unlimited Internet".

Stage 4. The subscriber listens to the advertising message, activates (buys) the service by pressing the key indicated in the information (sending a DTMF signal). Stage 5. The IVR platform sends a request to the billing (IN) platform or other operator’s service platform to connect the Unlimited Internet service to this subscriber.

Step 6. The billing (IN) platform or other service platform of the operator processes the received request and connects the service to the subscriber, then sends a response to the IVR platform about the status of the command. Step 7. The IVR platform, by sending SMS notification, informs the subscriber about the successful connection of the service.

An example of a specific implementation of the proposed method.

Prerequisite: on the IVR platform, a list of the operator’s MSISDNs for making advertising calls is set, pre-recorded advertising voice messages are loaded, the IVR menu for playing each advertising message is programmed with the ability to navigate through DTMF signals from subscribers, targeting criteria are set. 1. .IVR platform is programmatically configured to make calls to the target MSISDN.

2. Suppose the subscriber’s balance is $ 3, the subscriber’s target service “Unlimited Internet” for $ 2 is not connected. The following condition has been set for these subscribers: to play advertising for the Unlimited Internet service.

3. The platform makes an outgoing call to the subscriber. The subscriber listens to the voice message: “Dear subscriber! We offer you the service "Unlimited Internet" at an unprecedented low price of $ 2. To activate, click 1 »

4. The subscriber presses 1, the IVR platform sends the operator a command to activate the service "Unlimited Internet" for this MSISDN. The service is activated.

5. The platform informs the subscriber about the activation status of the service.

Application of the proposed method can significantly increase the effectiveness of advertising campaigns conducted by mobile operators through their own voice channels, due to the targeted delivery of advertising information and increase the convenience and likelihood of activation of advertised services by subscribers, due to the fact that the subscriber receives information about services that are relevant to the subscriber at the time advertising contact.

Information sources:

[1] US 8363819

[2] US 8917859

Claims

Claim

1. A method for the targeted delivery of advertising information to subscribers of mobile networks, which consists in automatically playing back pre-recorded voice messages when calling an IVR platform to a subscriber, characterized in that the IVR platform is programmatically configured in such a way that it reproduces a subscription to the subscriber aimed at that subscriber based on the data about the subscriber received upon request to the billing subsystem (ΙΝ-platform) immediately at the time of the call, and awaits the subscriber’s response about the need the ability to activate the advertised service, and having received a response from the subscriber in the form of a DTMF signal, the advertised service is activated by sending requests to the appropriate operator’s system on behalf of the subscriber, using either MAP USSD requests, SMS messages, or an HTTP API call on the side activated service, or exchange of TCP / IP packets according to the specification provided by the operator.