WO2021213289A1 - 呈现媒体内容的方法、系统及相关设备 - Google Patents

呈现媒体内容的方法、系统及相关设备 Download PDF

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Publication number
WO2021213289A1
WO2021213289A1 PCT/CN2021/087944 CN2021087944W WO2021213289A1 WO 2021213289 A1 WO2021213289 A1 WO 2021213289A1 CN 2021087944 W CN2021087944 W CN 2021087944W WO 2021213289 A1 WO2021213289 A1 WO 2021213289A1
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WO
WIPO (PCT)
Prior art keywords
call
target
media content
presentation
information
Prior art date
Application number
PCT/CN2021/087944
Other languages
English (en)
French (fr)
Inventor
常丽娟
张园园
吴刚
彭云峰
Original Assignee
华为技术有限公司
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by 华为技术有限公司 filed Critical 华为技术有限公司
Priority to EP21792359.8A priority Critical patent/EP4132063A4/en
Publication of WO2021213289A1 publication Critical patent/WO2021213289A1/zh
Priority to US17/969,361 priority patent/US20230076309A1/en

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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W4/00—Services specially adapted for wireless communication networks; Facilities therefor
    • H04W4/20—Services signaling; Auxiliary data signalling, i.e. transmitting data via a non-traffic channel
    • H04W4/23—Services signaling; Auxiliary data signalling, i.e. transmitting data via a non-traffic channel for mobile advertising
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W24/00—Supervisory, monitoring or testing arrangements
    • H04W24/02—Arrangements for optimising operational condition
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04M—TELEPHONIC COMMUNICATION
    • H04M3/00—Automatic or semi-automatic exchanges
    • H04M3/42—Systems providing special services or facilities to subscribers
    • H04M3/487—Arrangements for providing information services, e.g. recorded voice services or time announcements
    • H04M3/4872—Non-interactive information services
    • H04M3/4878—Advertisement messages
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04M—TELEPHONIC COMMUNICATION
    • H04M2201/00—Electronic components, circuits, software, systems or apparatus used in telephone systems
    • H04M2201/16—Sequence circuits
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04M—TELEPHONIC COMMUNICATION
    • H04M2201/00—Electronic components, circuits, software, systems or apparatus used in telephone systems
    • H04M2201/18—Comparators
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04M—TELEPHONIC COMMUNICATION
    • H04M2203/00—Aspects of automatic or semi-automatic exchanges
    • H04M2203/20—Aspects of automatic or semi-automatic exchanges related to features of supplementary services
    • H04M2203/2038—Call context notifications
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04M—TELEPHONIC COMMUNICATION
    • H04M3/00—Automatic or semi-automatic exchanges
    • H04M3/42—Systems providing special services or facilities to subscribers
    • H04M3/42017—Customized ring-back tones
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04M—TELEPHONIC COMMUNICATION
    • H04M3/00—Automatic or semi-automatic exchanges
    • H04M3/42—Systems providing special services or facilities to subscribers
    • H04M3/487—Arrangements for providing information services, e.g. recorded voice services or time announcements
    • H04M3/493—Interactive information services, e.g. directory enquiries ; Arrangements therefor, e.g. interactive voice response [IVR] systems or voice portals

Definitions

  • This application relates to the field of communications, and in particular to a method, system and related equipment for rendering media content during a call.
  • VOLTE Voice over Long-Term Evolution
  • 5G (5th generation) communication network 5th generation
  • UE User Equipment
  • Maintaining a mobile data connection during the process enriches the opportunities for presenting advertising content on the UE.
  • the user equipment can be triggered to play the advertising video during the dialing process, and the user equipment can even be triggered to display the advertising content during the call.
  • the UE when the UE is triggered to present advertising content, “untimely” situations often occur.
  • the advertising content is relatively long, the advertising content is not relevant to the user, and the presentation of the advertisement interferes with the call.
  • the user experience also reduces the advertising effect, wastes the network resources of the telecom operators, and further reduces the utilization of the network resources of the telecom operators.
  • an embodiment of the present application provides a method for presenting media content.
  • the method includes: receiving call signaling of a call service from a call session control device; and obtaining call context information based on the call signaling, the call context
  • the information includes information used to describe the progress of the user equipment in the call service in the process of the call service; based on the call context information, the user equipment is caused to present media content.
  • This method can enable the user equipment to present media content based on the call context. Compared with the traditional practice of presenting relatively fixed media content that has nothing to do with the call context, this method can improve the user's acceptance of the media content presented during the call. , Thereby improving the utilization of network resources of telecom operators.
  • the causing the user equipment to present the media content based on the call context information includes: triggering the user equipment to present the target media content at a target presentation time based on the call context information.
  • the call context information includes call status information of the user equipment, and the call status information includes the call status of the user equipment, the start time point of the call status, and the information about the call status.
  • the theoretical end time point and: the acquiring call context information based on the call signaling includes: determining the call status of the user equipment based on the signaling code or the status code of the call signaling;
  • the context information triggering the user equipment to present the target media content at the target presentation time includes: obtaining the start time point of the call state, setting the start time point of the target presentation time based on the call state start time point; and
  • the theoretical end time point sets the end time point of the target presentation opportunity.
  • the triggering the user equipment to present the target media content at the target presentation time based on the call context information further includes: selecting the media content whose presentation duration is not greater than the theoretical duration of the call state The target media content, wherein the theoretical duration is the length of time from the start time point to the theoretical end time point; or, based on the call state, determine the call phase in which the user equipment is located, The target media content is selected from the media content that has no audio conflict with the call phase; or, based on the call state, the call phase of the user equipment is determined, and the media content that has audio conflict with the call phase is determined Select the target media content in, and generate an audio conflict mark or audio mark, so that when the user equipment is triggered to present the target media content, the presentation of the audio part of the target media content is not triggered.
  • the above solution determines the advertising content and/or presentation timing based on the call status information of the user equipment, which can reduce the impact of the presentation of advertising content on the call experience to a certain extent, thereby increasing the user’s recognition of the advertising content during the call and enhancing the advertising Effect, and then improve the utilization rate of the operator's network resources.
  • the call context information includes the duration of the ongoing call of the call service
  • the obtaining the call context information based on the call signaling includes: determining that the call signaling is the called off-hook call message Order; based on the time stamp of the call signaling and the current time point, calculating the duration of the call service has continued;
  • the triggering the user equipment based on the call context information to present the target media content at the target presentation time includes : Determine the target presentation duration based on the duration of the ongoing conversation, and select the target media content from among the media contents whose presentation duration is not greater than the target presentation duration.
  • the triggering the user equipment to present the target media content at the target presentation time based on the call context information further includes: setting the start time point of the target presentation time based on the current time point, and based on all The duration of the ongoing conversation sets the end time point of the target presentation opportunity.
  • the above solution determines the duration and/or presentation timing of the advertisement content based on the duration of the ongoing call, so that the presentation duration of the advertisement content is positively correlated with the actual duration of the continuous call, which can improve user acceptance of the advertisement content to a certain extent and enhance the effectiveness of the advertisement. , Thereby improving the utilization of operators' network resources.
  • the call service occurs between the user equipment and an interactive voice response IVR device
  • the call context information includes key sequence information of the user equipment
  • the key sequence information includes the user
  • the key sequence refers to the input by the user through the user device during the call service
  • the acquiring call context information based on the call signaling includes: acquiring the key sequence information based on the call signaling and the information sent by the IVR device.
  • the triggering the user equipment to present the target media content at the target presentation timing based on the call context information includes: setting the target presentation timing based on the start time point of the voice service corresponding to the key sequence And set the end time point of the target presentation opportunity based on the theoretical end time point of the voice service; and determine the target media content based on the content of the voice service corresponding to the key sequence.
  • the above solution determines the advertisement content and/or presentation timing based on the key sequence of the user device, which can increase the correlation between the presentation of the advertisement content and the user operation, and increase the user's attention to the advertisement content, thereby increasing the conversion rate of the advertisement, thereby improving operation The utilization rate of business network resources.
  • the call context information further includes the predicted call duration of the call service
  • the obtaining call context information based on the call signaling further includes: obtaining the user equipment based on the call signaling Corresponding to the historical call duration record of the user; the predicted call duration is determined based on the historical call duration record.
  • the triggering the user equipment to present the target media content at the target presentation time based on the call context information further includes: setting the start of the target presentation time based on the current time point and the predicted call duration Time point and ending time point; and determining a target presentation duration based on the predicted call duration, and selecting the target media content from the media content whose presentation duration is not greater than the target presentation duration.
  • the above scheme is based on the predicted call duration to determine the advertising content and/or presentation timing, so that the presentation duration of the advertising content is positively correlated with the predicted call duration, which can improve user acceptance of the advertising content to a certain extent, enhance the advertising effect, and thereby improve operators Utilization of network resources.
  • the call context information further includes package information or account information corresponding to the user equipment, the package information includes the package balance or the remaining validity period of the package, the account information includes the account balance;
  • Obtaining call context information by the call signaling further includes: obtaining the package information from the home subscriber server HSS or the operation support system BSS based on the call signaling, or obtaining the account from the BSS based on the call signaling Information; or, obtaining the package information or the account information from the call signaling; the triggering the user equipment to present the target media content at the target presentation time based on the call context information further includes: The target media content is selected from the media content that matches the package information or the account information.
  • the triggering the user equipment to present the target media content at the target presentation time based on the call context information further includes: determining the package based on the package balance or the remaining validity period of the package, or based on the account balance The degree of urgency for renewal or account recharge; according to the degree of urgency, the timing of the target presentation is determined.
  • the above solution is based on the package information/account information of the user equipment to determine the advertising content and the timing of presentation during the call service process, which can prevent the user's communication service from being interrupted due to cost issues, help improve the user experience, and also improve the operator's network resources Utilization rate.
  • the call context information further includes location information of the user equipment
  • the obtaining call context information based on the call signaling includes: obtaining the user equipment information from the call signaling. Location information; or, obtaining location information of the user equipment from a home subscriber server HSS based on the call signaling; triggering the user equipment to present the target media content at the target presentation time based on the call context information, further comprising : Determining the freshness or frequency of the user equipment at the location corresponding to the location information, and determining the target presentation timing based on the freshness or the frequency; and determining the timing of the target presentation based on the location information related to the location information Select the target media content from the media content.
  • the triggering the user equipment to present the target media content at the target presentation time includes: negotiating a media channel with the user equipment through call signaling of the call service; At the start time point of the target presentation opportunity, part or all of the data of the target media content is sent to the user equipment through the media channel.
  • the above solution determines the content and/or presentation timing of the advertisement based on the location information of the user device, which can provide users with an immersive experience, thereby increasing the user's attention to the advertisement content, and increasing the conversion rate of the advertisement, thereby improving the utilization of the operator's network resources Rate.
  • the triggering the user equipment to present the target media content at the target presentation opportunity further includes: at the end time point of the target presentation opportunity, stopping the media channel to the The user equipment sends the data of the target media content or the audio part data of the target media content.
  • an embodiment of the present application provides a media application system, which includes: a call context management module configured to: receive call signaling of a call service from a call session control device; and obtain call context information based on the call signaling ; Make the user equipment present media content based on the call context information.
  • a call context management module configured to: receive call signaling of a call service from a call session control device; and obtain call context information based on the call signaling ; Make the user equipment present media content based on the call context information.
  • the media application system further includes a media presentation module
  • the call context management module is further configured to: instruct the media presentation module to trigger the user equipment to present at the target presentation time based on the call context information Target media content; the media presentation module is configured to trigger the user equipment to present the target media content at the target presentation opportunity according to an instruction of the call context management module.
  • the media application system further includes: a presentation timing decision module and a presentation content decision module
  • the call context management module is further configured to: send the call context information to the presentation timing decision module and send it from
  • the presentation timing decision module receives the target presentation timing, and/or sends the call context information to the presentation content decision module and receives the target media content information from the presentation content decision module;
  • the target presentation timing instructs the media presentation module to trigger the user equipment to present the target media content;
  • the presentation timing decision module is configured to: receive the call context information from the call context management module, based on the call context information
  • the target presentation timing is determined, and the target presentation timing is sent to the call context management module;
  • the presentation content decision module is configured to: receive the call context information from the call context management module, based on the call context information
  • the target media content is determined, and the information of the target media content is sent to the call context management module.
  • the call context information includes call status information of the user equipment
  • the call context management module is further configured to: determine the call status based on the signaling code or status code of the call signaling
  • the presentation timing decision module is also used to: determine the start time point and the theoretical end time point of the call state; set the start time point of the target presentation timing based on the start time point, and based on the theoretical end time Point to set the end time point of the target presentation opportunity;
  • the presentation content decision module is further configured to: select the target media content from the media content whose presentation duration is not greater than the theoretical duration of the call state; or, based on all media content;
  • the call status determines the call phase the user equipment is in, and selects the target media content from media content that does not have audio conflicts with the call phase; or, based on the call status, determines the call where the user equipment is In the phase, the target media content is selected from the media content that has audio conflicts with the call phase, and an audio conflict mark or audio mark is generated, so that when the user equipment is triggered
  • the call context information includes the duration of the ongoing call of the call service
  • the call context management module is further configured to: determine that the call signaling is the called off-hook call signaling; The time stamp of the call signaling and the current time point are used to calculate the duration of the continuous call of the call service;
  • the presentation timing decision module is also used to: set the start time point of the target presentation time based on the current time point, and based on The duration of the ongoing call sets the end time point of the target presentation opportunity;
  • the presentation content decision module is further configured to determine the duration of the target presentation based on the duration of the continued call, if the presentation duration is not greater than the target presentation duration Select the target media content from the media content.
  • the call service occurs between the user equipment and an interactive voice response IVR device
  • the call context information includes key sequence information of the user equipment
  • the call context management module is also used for : Obtain the key sequence information based on the call signaling and the information sent by the IVR device
  • the presentation timing decision module is further configured to: set the target presentation based on the start time point of the voice service corresponding to the key sequence The start time point of the opportunity; and the end time point of the target presentation opportunity is set based on the theoretical end time point of the voice service
  • the presentation content decision module is further configured to: based on the content of the voice service corresponding to the key sequence Determine the target media content.
  • the call context information includes the predicted call duration of the call service
  • the call context management module is further configured to: obtain the historical call duration record of the user corresponding to the user equipment based on the call signaling Determining the predicted call duration based on the historical call duration record
  • the presentation timing decision module is further configured to: set the start time point and the end time point of the target presentation timing based on the current time point and the predicted call duration
  • the presentation content decision module is further configured to determine a target presentation duration based on the predicted call duration, and select the target media content from the media content whose presentation duration is not greater than the target presentation duration.
  • the call context information includes package information or account information corresponding to the user equipment
  • the call context management module is further configured to: from the home subscriber server HSS or operation support based on the call signaling
  • the system BSS obtains the package information, or obtains the account information from the BSS; or, obtains the call signaling of the call service from the call session control device; obtains the package information or the information from the call signaling.
  • the account information; the presentation timing decision module is also used to: determine the urgency of package renewal or account recharge based on the package balance or the remaining validity period of the package, or based on the account balance; determine the urgency of the package according to the urgency Target presentation timing; the presentation content decision module is further configured to select the target media content from the media content matching the package information or account information.
  • the call context information includes location information of the user equipment
  • the call context management module is further configured to: obtain the location information of the user equipment from the call signaling; or, based on The call signaling obtains the location information of the user equipment from the home subscriber server HSS
  • the presence content decision module is further configured to: select the target media from the media content related to the business place related to the location information Content
  • the presentation timing decision module is further configured to determine the freshness or frequency of the user equipment at the location corresponding to the location information, and determine the target presentation timing based on the freshness or the frequency.
  • the media application system includes a media application device, and the call context management module, the presentation timing decision module, the presentation content decision module, and the media presentation module are all deployed in the media application equipment.
  • the media application system includes a call context management device, a media decision device, and a media presentation device, the call context management module and the presentation timing decision module are deployed on the call context management device, and the The presentation content decision module is deployed on the media decision device, and the media presentation module is deployed on the media presentation device.
  • the media application system includes a call context management device, a media decision device, and a media presentation device
  • the call context management module is deployed on the call context management device
  • the presentation content decision module and the media presentation device
  • the presentation timing decision module is deployed on the media decision device
  • the media presentation module is deployed on the media presentation device.
  • an embodiment of the present application provides a method for presenting media content, which is applied to a call context management device, and the method includes: receiving call signaling of a call service from a call session control device; based on the call signaling Obtain call context information; and instruct the media presentation device based on the call context information to trigger the user equipment to present the target media content at the target presentation time.
  • the call context information includes call status information of the user equipment
  • the obtaining call context information based on the call signaling includes: determining the call status information based on the call signaling signaling code or the status code. State the call status.
  • the call context information includes the duration of the ongoing call of the call service
  • the obtaining the call context information based on the call signaling includes: determining that the call signaling is the called off-hook call message Order; Based on the time stamp of the call signaling and the current time point, calculate the duration of the call service has continued to talk.
  • the call service occurs between the user equipment and an interactive voice response IVR device
  • the call context information includes key sequence information of the user equipment
  • the call is obtained based on the call signaling
  • the call context information includes: acquiring the key sequence information based on the call signaling and the information sent by the IVR device.
  • the call context information further includes a predicted call duration of the call service
  • the obtaining of the call context information includes: obtaining a historical call duration record of the user corresponding to the user equipment based on the call signaling; Obtain the predicted call duration based on the historical call duration record.
  • the call context information further includes package information or account information corresponding to the user equipment
  • the acquiring call context information based on the call signaling includes: obtaining the call context information from a home subscriber based on the call signaling
  • the server HSS or the operation support system BSS obtains the package information, or obtains the account information from the BSS; or, obtains the package information or the account information from the call signaling.
  • the call context information further includes location information of the user equipment
  • the obtaining call context information based on the call signaling includes: obtaining the location of the user equipment from the call signaling Information; or, obtain the location information of the user equipment from the home subscriber server HSS based on the call signaling.
  • an embodiment of the present application provides a method for presenting media content.
  • the method is applied to a media decision device.
  • the method includes: receiving call context information from a call context management device; and determining a target presentation time based on the call context information And/or target media content; sending the target presentation timing and/or information of the target media content to the call context management device, so that the call context management device triggers the user equipment at the target presentation timing Present the target media content.
  • the call context information includes call state information of the user equipment
  • the determining the target presentation timing and/or target media content based on the call context information includes: based on the start time of the call state Point to set the start time point of the target presentation opportunity, and set the end time point of the target presentation opportunity based on the theoretical end time point; and/or, for media whose presentation duration is not greater than the theoretical duration of the call state Select the target media content from the content; or, determine the call phase of the user equipment based on the call status, and select the target media content from the media content that has no audio conflict with the call phase; or, based on The call state determines the call phase of the user equipment, selects the target media content from the media content that has an audio conflict with the call phase, and generates an audio conflict mark or an audio mark to trigger the user When the device presents the target media content, it does not trigger the presentation of the audio part of the target media content.
  • the call context information includes the duration of the ongoing call of the call service
  • the determining the target presentation time and/or target media content based on the call context information includes: setting the call context information based on the current time point.
  • the start time point of the target presentation opportunity, and the end time point of the target presentation opportunity is set based on the duration of the continued call; and/or the target presentation duration is determined based on the duration of the continued call, and the presentation time is not greater than the duration of the call
  • the target media content is selected from the media content of the target presentation duration.
  • the call service occurs between the user equipment and an interactive voice response IVR device
  • the call context information includes key sequence information of the user equipment
  • the determination is based on the call context information
  • the target presentation timing and/or target media content include: setting the start time point of the target presentation opportunity based on the start time point of the voice service corresponding to the key sequence; and setting the target based on the theoretical end time point of the voice service The end time point of the presentation opportunity; and/or the target media content is determined based on the content of the voice service corresponding to the key sequence.
  • the call context information further includes the predicted call duration of the call service
  • the determining the target presentation time and/or target media content based on the call context information includes: based on the current time point and the Predicted call duration sets the start time point and end time point of the target presentation time; and/or, determines the target presentation duration based on the predicted call duration, and selects the media content whose presentation duration is not greater than the target presentation duration Target media content.
  • the call context information further includes package information or account information corresponding to the user equipment, and the determining a target presentation time and/or target media content based on the call context information includes: based on the package Balance or the remaining validity period of the package, or determine the urgency of package renewal or account recharge based on the account balance, and determine the target presentation time according to the urgency; and/or, when the package information or account information is correlated The target media content is selected from the matched media content.
  • the call context information further includes location information of the user equipment
  • the determining the target presentation time and/or target media content based on the call context information includes: determining that the user equipment is in the The freshness or frequency of the location corresponding to the location information, and the target presentation timing is determined based on the freshness or the frequency; and/or, selecting from the media content related to the commercial place related to the location information The target media content.
  • an embodiment of the present application provides a call context management device, which includes a processor and a memory, wherein: the memory is used to store program instructions; the processor is used to call and execute the memory The program instructions stored in the device, so that the call context management device executes the method for presenting media content described in the third aspect and any one of its possible solutions.
  • an embodiment of the present application provides a computer-readable storage medium, which includes instructions, which when run on a computer, cause the computer to execute the presentation described in the third aspect and any of the possible solutions.
  • an embodiment of the present application provides a media decision-making device, which includes a processor and a memory, wherein: the memory is used to store program instructions; the processor is used to call and execute the The stored program instructions enable the media decision device to execute the method for presenting media content as described in the fourth aspect and any one of its possible solutions.
  • an embodiment of the present application provides a computer-readable storage medium, which is characterized by including instructions, which when run on a computer, cause the computer to execute the foregoing fourth aspect and any one of the possible solutions.
  • FIG. 1A is an architecture diagram of a first communication system provided by an embodiment of this application.
  • FIG. 1B is an architecture diagram of a second communication system provided by an embodiment of this application.
  • FIG. 1C is an architecture diagram of a third communication system provided by an embodiment of this application.
  • 2A is a flowchart of the first method for presenting media content during a call provided by an embodiment of the application
  • 2B is a flowchart of a second method for presenting media content during a call provided by an embodiment of the application
  • 2C is a flowchart of a third method for presenting media content during a call provided by an embodiment of the application
  • FIG. 3 is an architecture diagram of a fourth communication system provided by an embodiment of the application.
  • 4A is a flowchart of the first method for presenting advertisement content during a call provided by an embodiment of the application
  • FIG. 4B is a flowchart of a second method for presenting advertisement content during a call according to an embodiment of the application, where;
  • 4C is a flowchart of a third method for presenting advertising content during a call provided by an embodiment of the application.
  • FIG. 4D is a flowchart of a fourth method for presenting advertisement content during a call according to an embodiment of the application.
  • 4E is a flowchart of a fifth method for presenting advertisement content during a call provided by an embodiment of the application.
  • 4F is a flowchart of a sixth method for presenting advertising content during a call provided by an embodiment of the application.
  • FIG. 5 is a hardware structure diagram of a media application device, a call context management device, or a media decision device provided by an embodiment of the application;
  • FIG. 6 is a schematic diagram of the logical structure of a call context management device provided by an embodiment of the application.
  • FIG. 7 is a schematic diagram of the logical structure of a media decision device provided by an embodiment of the application.
  • Calling service refers to the user equipment (refer to the description of the user equipment 12 below) participating in the identity of the calling or called party, and connecting to other calling equipment (refer to the description of the calling equipment 13 below) via the communication network.
  • Call service or video call service for example, a voice call service performed by a user equipment dialing a mobile phone number, office landline number, or customer service center number, and another example, a voice call service performed by a user equipment accepting calls from a mobile phone, office landline, or customer service center.
  • Call service process refers to the entire time range from the party participating in the call service dialing to the end of the call service (suspension or termination, etc.), sometimes referred to as "call process” or "call service period”.
  • Call context information including information used to describe the progress of the user equipment in the call service in the process of the call service, such as the call status information of the user equipment, the duration of the ongoing call, the input key sequence information, etc., which are all reflected
  • the progress of the user equipment in the call service process may also include information about the environment in which the user equipment is in the call service process, for example, the predicted call duration, package information (such as network service package information, tariff package Information), location information, etc., where the predicted call duration, package information, and account information reflect the virtual environment the user equipment is in during the call service, and the location information reflects the physical environment the user equipment is in during the call service. .
  • package information such as network service package information, tariff package Information
  • location information reflects the physical environment the user equipment is in during the call service.
  • Target presentation timing refers to the user equipment in the process of calling business (specifically, it can be on the phone application program interface on the user equipment, or it can be an auxiliary interface of the phone application program interface, such as a pop-up floating window. )
  • the time to present the media content can be a time slot or time period, including a start time point and an end time point, or a start time point and a presentation duration, or just a start time point (in this case, the presentation duration It is determined by the presentation duration of the media content itself, such as the total duration of the video content); where the start time point is the time point when the media content starts to be presented, during the call service process, and the end time point is the time point when the media content stops being presented, According to the decision-making situation, it can be during the call service or after the call service ends (hang up).
  • Target media content refers to media content suitable for presentation on the user equipment in the call service; from the perspective of file format, the target media content can be video content (correspondingly, “presenting target media content” refers to the presentation on the user equipment Play video content), it can also be a picture (correspondingly, “presenting target media content” refers to displaying the picture on the user’s device), such as GIF (Graphics Interchange Format), or HTML (HyperText Markup Language, Hypertext Markup Language) pages (correspondingly, "presenting target media content” refers to displaying HTML pages on user equipment) and other multimedia content; from the perspective of application scenarios or purposes, the target media content can be used to customize alarm ringtones ( Customized Alerting Tones, CAT, commonly known as "Ring Tones”) service media content, can also be used for customized ringing signal (Customized Ringing Signal, CRS, commonly known as "Color Ring”) service media content, or public welfare news media content , It can also be advertising media content; from a quantitative point of view, the target media content can
  • FIG. 1A is an architecture diagram of the first communication system provided by an embodiment of the application, which includes a media application system 11, a media application device 110, a user equipment 12, and a calling device 13. These entities are connected through a communication network 14, as described below.
  • Media application system 11 The functions of the system can be deployed on a single device, for example, on the media application device 110, or separately deployed on multiple devices, as shown in Figure 1B and Figure 1C, used to obtain user equipment According to the call context information of 12, the user equipment 12 can present the media content according to the call context information.
  • the media application device 110 For details, please refer to the description of the media application device 110.
  • Media application device 110 Connected to user equipment 12 and calling device 13 through communication network 14.
  • obtain The call context information of the user equipment 12 based on the call context information, causes the user equipment 12 to present the media content; specifically, the target presentation timing and/or the target media content are determined based on the call context information, thereby triggering the user
  • the device 12 starts to present the target media content at the start time point of the target presentation opportunity; optionally, it also triggers the user equipment 12 to stop presenting the target media content or stop presenting the target media content at the end time point of the target presentation opportunity. Describe the audio part of the target media content.
  • the main functions of the media application device 110 can be distributed in four functional modules, namely: a call context management module 1101, a presentation timing decision module 1102, a presentation content decision module 1103, and a media presentation module 1104, which are respectively introduced as follows.
  • Call context management module 1101 used to interact with devices in the communication network 14 and telecom operator operation support management devices (not shown in FIG. 1A) to obtain the call context information of the user equipment 12 based on the call context information Enable the user device 12 to present media content; specifically, the call context management module 1101 receives the call signaling of the call service from the call session control device in the communication network 14, and obtains the call context information based on the call signaling; specifically Ground, the call context management module 1101 sends the call context information to the presentation timing decision module 1102 and receives the target presentation timing from the presentation timing decision module 1102, and/or, to the presentation content decision module 1102 1103 sends the call context information and receives the target media content information from the presentation content decision module, and then instructs the media presentation module 1104 to trigger the user equipment 12 to present the target media content at the target presentation time; specifically; At the beginning of the target presentation opportunity, the call context management module 1101 instructs the media presentation module 1104 to trigger the user equipment 12 to start presenting the target media content.
  • Presentation timing decision module 1102 used to determine the target presentation timing based on the call context information provided by the call context management module 1101, and provide or send the target presentation timing to the call context management module 1101.
  • the presentation timing of this decision takes into account the experience of the end user, and the probability of being accepted by the end user is higher. It should be understood that the actual presentation time range of the target media content may be less than the time range corresponding to the determined target presentation timing. For example, the user turns off the screen or hangs up the phone before the end time point in the target presentation timing, resulting in the early termination of the media content The presentation. It should be noted that
  • the presentation content decision module 1103 is configured to determine the target media content based on the call context information received from the call context management module 1101, and send the target media content information to the call context management module 1101.
  • the target media content decided in this way has a higher probability of being accepted by end users because it takes into account the needs of end users.
  • Media presentation module 1104 used to trigger the user equipment 12 to present the target media content according to the instruction of the call context management module 1101, including triggering the user equipment 12 to start presenting the target media content, and optionally, also including triggering the user equipment 12 to stop presenting the target media content .
  • User equipment 12 is connected to the calling device 13 and the media application system 11 (specifically the media application device 110) through the communication network 14, and can initiate a call service with the calling device 13 as the caller, or accept it as the called The call service initiated by the calling device 13; during the course of the call service, the target media content can be received and presented from the media application system 11 at the target presentation time.
  • the user equipment 12 is a terminal user's equipment and has the ability to present media content. It may be a user equipment (UE) defined by the 3GPP (3rd Generation Partnership Project) standard specification, and may be a handheld device.
  • UE user equipment
  • In-vehicle devices wearable devices or computing devices; can be mobile phones, tablets or computers with wireless transceiver functions, virtual reality (VR) terminal devices or augmented reality (AR) terminal devices Wait.
  • VR virtual reality
  • AR augmented reality
  • FIG. 1A, FIG. 1B, or FIG. 1C may have more user equipment.
  • Calling device 13 It is connected to user equipment 12 and media application system 11 (specifically media application device 110) through communication network 14. It can initiate a call service with user equipment 12 as the calling party, or accept it as called party.
  • the call service initiated by the user equipment 12; the call equipment 13 can be a device that has both the ability to call services and the ability to present media content.
  • a device with the ability to present media content can also be a device that has the ability to call services and the ability to respond to the other party's key input during the call service, but does not have the ability to present media content, such as Interacting Voice Response (IVR) equipment; when the calling device 13 is an IVR device, the user equipment can be obtained from the RTP (Real-time Transport Protocol) media stream established with the user equipment 12 12
  • RTP Real-time Transport Protocol
  • the key information input in the process of interacting with the IVR device to learn the key sequence input by the terminal user on the user equipment 12 side, and provide the key sequence to the media application system 11 (specifically, the call context management module in the media application device 110) 1101), so that the call context information is formed accordingly, and used as a decision basis for the target presentation timing and/or target media content.
  • the key sequence refers to a sequence composed of keys input by the user through the user equipment in a time sequence during the call service process. It should be understood that in practical applications, the communication system shown in FIG. 1A, FIG. 1B, or FIG. 1C may have more calling devices.
  • the functions of the media application system 11 are centrally deployed on one physical device (that is, the media application device 110), which improves the cohesiveness of the media application system 11, thereby improving the system's performance performance.
  • the functions of the media application system 11 can also be deployed on multiple physical devices, for example, can also be deployed in the manner shown in FIG. 1B or FIG. 1C.
  • FIG. 1B is an architecture diagram of a second communication system provided by an embodiment of the application, where the media application system 11 includes: a call context management device 111, a media decision device 112, and a media presentation device 113; wherein, the call context management device 111 includes: the above The call context management module 1101, the presentation timing decision module 1102; the media decision device 112 includes: the presentation content decision module 1103; the media presentation device 113 includes: the media presentation module 1104.
  • the call context management device 111 can be provided by a telecommunication operator, and the media decision device 112 can be provided by an advertiser or an advertising platform. Therefore, the advertiser or the advertising platform has media content to be presented (such as advertisements). Media content), which can not only better meet the business needs of advertisers, but also reduce the performance burden on telecom operators.
  • 1C is an architecture diagram of the third communication system provided by an embodiment of the application, where the media application system 11 includes: a call context management device 114, a media decision device 115, and a media presentation device 113; wherein, the call context management device 114 includes: the above Call context management module 1101; media decision device 115 includes: the aforementioned presentation content decision module 1103 and the aforementioned presentation timing decision module 1102; the media presentation device 113 includes: the aforementioned media presentation module 1104.
  • Figure 1C Compared with Figure 1B, the deployment method of Figure 1C further increases the control of advertisers and further reduces the performance burden on telecom operators.
  • the above-mentioned call context management device 111 and call context management device 114 can be based on the CAT AS (Customized Alerting Tones Application Server) and/or CRS AS (Customized Ringing Signal Application Server) defined by the 3GPP standard specifications.
  • Signal application server the media presentation device 113 can be implemented based on the MRF (Media Resource Function) equipment defined by the 3GPP standard specifications
  • the call media application device 110 can be implemented based on CAT AS and/or CRS AS and MRF equipment .
  • the “implementation based on a certain device” in the embodiment of the present application refers to adding a function newly provided by the embodiment of the present application on the basis of the existing function of a certain device.
  • the media application system 11 in Figures 1A-1C can be deployed in the communication network 14 close to the user equipment 12 side (to facilitate access to relevant information of the user equipment 12), or can be deployed in the communication network 14.
  • a location close to the side of the calling device 13 (to facilitate access to related information of the calling device 13) may also be deployed in a neutral position in the communication network 14.
  • the media application system 11 can access related information on the user equipment 12 side, such as subscriber information, package information, key input information, etc., through remote interfaces, data sharing, and other methods.
  • Figure 2A is a flow chart of the first method for presenting media content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the communication system shown in Figure 1A.
  • the corresponding relationship between each participating role and the entity in Figure 1A is shown in Figure 1A.
  • the "user equipment” in the method flow refers to the user equipment 12 in FIG. 1A, and the main steps are as follows:
  • Step 201 The call service between the user equipment and the calling equipment starts.
  • the user equipment serves as the calling party to initiate the call service
  • the calling device serves as the calling party to initiate the call service, for example, a voice call service.
  • Step 202 During the call service, the media application device obtains the call context information.
  • the call context management module 1101 in the media application device interacts with devices in the communication network 14 (such as call session control devices) and management devices in the operation support network of the telecommunication operator to obtain call context information of the user equipment.
  • devices in the communication network 14 such as call session control devices
  • management devices in the operation support network of the telecommunication operator to obtain call context information of the user equipment.
  • the call context information may also include the identity of the user equipment, the information of the other party (that is, other equipment participating in the call service), and the like.
  • the media application device causes the user equipment to present the media content based on the call context information, which specifically includes: determining a target presentation time and target media content, and triggering the user equipment to present the target media content at the target presentation time, wherein the The target presentation timing and/or the target media content are determined based on the call context information, and the detailed process is described as follows.
  • Step 203 The media application device determines the target presentation time and/or target media content based on the call context information.
  • both the target presentation timing and the target media content need to be determined based on the call context information, so this step includes the following operations:
  • the call context management module 1101 provides the call context information to the presentation timing decision module 1102 and the presentation content decision module 1103 respectively;
  • the presentation timing decision module 1102 determines the target presentation timing based on the call context information, and provides the call context management module 1101 with the target presentation timing;
  • the presentation content decision module 1103 determines the target media content based on the call context information, and provides the call context management module 1101 with the target media content information.
  • this step includes the following operations:
  • the call context management module 1101 provides the call context information to the presentation timing decision module 1102;
  • the presentation timing decision module 1102 determines the target presentation timing based on the call context information, and provides the call context management module 1101 with the target presentation timing;
  • the presentation content decision module 1103 determines the target media content based on other factors, for example, a strategy preset by a telecommunication operator, and provides the call context management module 1101 with information about the target media content.
  • this step includes the following operations:
  • the call context management module 1101 provides the call context information to the presentation content decision module 1103;
  • the presentation timing decision module 1102 determines the target presentation timing based on other factors, for example, a strategy preset by the telecommunication operator, and provides the target presentation timing to the call context management module 1101; and
  • the presentation content decision module 1103 determines the target media content based on the call context information, and provides the call context management module 1101 with the target media content information.
  • the presentation content decision module 1103 may further determine the target media content based on the target presentation timing, for example, if the target presentation timing is during a call, select no sound Media content.
  • Step 204 The media application device triggers the user equipment to start presenting the target media content at the start time point of the target presentation opportunity.
  • the call context management module 1101 in the media application device obtains the target presentation timing and the target media content information (such as the target media content identifier or After storing the address), at the start time of the target presentation opportunity, the media presentation module 1104 is instructed to trigger the user equipment to start presenting the target media content, and the media presentation module 1104 triggers the user equipment to start presenting the target media content according to the instruction of the call context management module 1101. Target media content.
  • the target media content information such as the target media content identifier or After storing the address
  • the call context management module 1104 instructs the media presentation module 1104 to start to communicate through the media channel.
  • the user equipment sends the data in the target media content, so that the user equipment starts to present the target media content, for example, the target media content is presented on a phone application program interface on the user equipment.
  • the call context management module 1101 instructs the media presentation module 1104 to send the target media content information (such as the address of the target media content) to the user equipment at the start time point of the target presentation opportunity , So that the user equipment obtains and starts to present the target media content from the media presentation module 1104, for example, presents the target media content on a pop-up floating window of a phone application program interface on the user equipment.
  • the media presentation module 1104 may send the target media content information to the user equipment through call signaling.
  • Step 205 The media application device triggers the user equipment to stop presenting the target media content at the end time point of the target presentation opportunity.
  • the call context management module 1101 in the media application device instructs the media presentation module 1104 to trigger the user equipment to stop presenting the target media content at the end time of the target presentation opportunity, and the media presentation module 1104 triggers the user equipment to stop according to the instruction Present the target media content or stop presenting the audio part of the target media content.
  • the media presentation module 1104 stops sending the data or all of the target media content to the user equipment.
  • the data of the audio part of the target media content (the data of the video part can continue to be sent); in another possible solution, the media presentation module 1104 sends a stop instruction to the user equipment to stop the user equipment from presenting the target media content or Stop presenting the audio part of the target media content (that is, no sound is played, and the image part continues).
  • step 205 is optional.
  • the target media content is video content
  • the presentation of the target media content ends, so the user equipment may not be triggered to stop presenting the target media content.
  • Figure 2B is a flowchart of a second method for presenting media content during a call provided by an embodiment of the application. The method is implemented based on the communication system shown in Figure 1B, and the corresponding relationship between each participating role and the entity in Figure 1B is shown in Figure 1B. As shown by the reference mark in 2B, for example, the "call context management device" in the method flow refers to the call context management device 111 in FIG. 1B, and the main steps are as follows:
  • Step 221 The call service between the user equipment and the calling equipment starts.
  • step 201 For the content of this step, refer to the related description in step 201.
  • Step 222 During the call service, the call context management device obtains the call context information.
  • step 202 For the content of this step, refer to the related description in step 202.
  • the call context management device causes the user equipment to present media content based on the call context information, which specifically includes: the call context management device obtains the target presentation time and the target media content, and instructs the media presentation device to trigger the user equipment to present the media content at the target presentation time.
  • the target media content wherein the target presentation timing is determined by the call context management device based on the call context information or other factors (such as a preset strategy), and the target media content is determined by the media decision device based on the call context information or Other factors (such as preset strategies) are determined, and the detailed process is described as follows.
  • Step 223 The call context management device determines the target presentation time based on the call context information.
  • the presentation timing decision module 1102 in the call context management device determines the target presentation timing based on the call context information.
  • the content of this step refer to the related description in step 203.
  • the subsequent embodiments of this application further reference may be made to the subsequent embodiments of this application, as shown in the method flow corresponding to FIG. 4A to FIG. 4F.
  • the media decision device may determine the target media content based on the target presentation timing and the call context information (part or all of the content), as detailed in the following steps 224-1 to 225 As shown in -1, the target media content may also be determined only based on the call context information, specifically as follows from step 224-2 to step 225-2.
  • Step 224-1 The call context management device sends the target presentation opportunity and the call context information to the media decision device.
  • the call context management device sends a request message to the media decision device, such as an HTTP (Hypertext Transfer Protocol, Hypertext Transfer Protocol) request message, where the request message contains the target presentation opportunity and the call context information (in All or part of the content).
  • HTTP Hypertext Transfer Protocol
  • Hypertext Transfer Protocol Hypertext Transfer Protocol
  • Step 225-1 The media decision device determines the target media content based on the target presentation time and the call context information.
  • the presentation content decision module 1103 in the media decision device receives the aforementioned request message, obtains the target presentation timing and the call context information therefrom, and then determines the target media based on the target presentation timing and the call context information.
  • content For example, based on the target presentation time, it is determined whether the target media content can contain audio data, and the content characteristics of the media content are determined based on part or all of the content in the call context information.
  • Step 224-2 The call context management device sends the call context information to the media decision device.
  • the call context management device sends a request message, such as an HTTP request message, to the media decision device, and the request message contains the call context information (all or part of the content).
  • a request message such as an HTTP request message
  • Step 225-2 The media decision device determines the target media content based on the call context information.
  • the presentation content decision module 1103 in the media decision device receives the above request message, obtains the call context information therefrom, and then determines the target media content based on the call context information.
  • Step 226 The media decision device returns the target media content information to the call context management device.
  • the presentation content decision module 1104 in the media decision device returns the target media content information to the call context management device, such as the identifier of the target media content, or the URL (Uniform Resource for accessing the target media content).
  • the embodiment of the present application does not limit the call context management device to return the bearer message of the target media content information to the media decision device, for example, it may be an HTTP response message.
  • step 224-2 and step 225-2 can also be performed before step 223 or simultaneously with step 223.
  • Step 227 The call context management device instructs the media presentation device to trigger the user equipment to start presenting the target media content at the start time point of the target presentation opportunity.
  • the call context management module 1101 in the call context management device sends instruction information to the media presentation device at the start time point of the target presentation opportunity, and the instruction information includes information about the target media content, such as the target media content information.
  • the identifier of the media content or the URL of the target media content so that the media presentation device triggers the user equipment to start presenting the target media content.
  • Step 228 The media presentation device triggers the user equipment to start presenting the target media content.
  • the media presentation module 1104 in the media presentation device receives the above-mentioned indication information sent by the call context management device, obtains the information of the target media content from the above-mentioned indication information, and then triggers the user equipment to start presenting the target media content.
  • the user equipment For how to trigger the user equipment to start presenting the target media content, reference may be made to the related description in step 204.
  • Step 229 The call context management device instructs the media presentation device to trigger the user equipment to stop presenting the target media content at the end time point of the target presentation opportunity.
  • the call context management module 1101 in the call context management device sends instruction information to the media presentation device at the end time of the target presentation opportunity, so that the media presentation device triggers the user equipment to stop presenting the target media content.
  • Step 230 The media presentation device triggers the user equipment to stop presenting the target media content.
  • the media presentation module 1104 in the media presentation device receives the foregoing instruction information sent by the call context management device, and triggers the user equipment to stop presenting the target media content according to the foregoing instruction information.
  • the user equipment For how to trigger the user equipment to stop presenting the target media content, reference may be made to the related description in step 205.
  • step 229 and step 230 are also optional. For example, when the target media content is video content, step 229 and step 230 may not be performed.
  • step 227 to step 230 can be implemented in another way: the call context management device sends the target presentation timing and the target media content information to the media presentation device instead, The media presentation device autonomously triggers the user equipment to start presenting the target media content or stop presenting the target media content at the start time point or the end time of the target presentation opportunity. In this way, the call context management device is equivalent to the media presentation device Pushed a scheduled task.
  • Figure 2C is a flowchart of a third method for presenting media content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the communication system shown in Figure 1C.
  • the corresponding relationship between each participating role and the entity in Figure 1C is shown in Figure 1C.
  • the "media decision device” in the method flow refers to the media decision device 115 in FIG. 1C, and the main steps are as follows:
  • Step 241 The call service between the user equipment and the calling equipment starts.
  • step 201 For the content of this step, refer to the related description in step 201.
  • Step 242 During the process of the call service, the call context management device obtains call context information.
  • step 202 For the content of this step, refer to the related description in step 202.
  • Step 243 The call context management device sends the call context information to the media decision device.
  • step 224 For the content of this step, refer to the related description in step 224.
  • Step 244 The media decision device determines the target presentation time and/or target media content based on the call context information.
  • step 203 For the content of this step, refer to the related description in step 203.
  • Step 245 The media decision device returns the target presentation time and/or target media content information to the call context management device.
  • the media decision device not only returns the information of the target media content, but also returns the information related to the target presentation timing.
  • Step 246 The call context management device instructs the media presentation device to trigger the user equipment to start presenting the target media content at the start time point of the target presentation opportunity.
  • step 227 For the content of this step, refer to the related description in step 227.
  • Step 247 The media presentation device triggers the user equipment to start presenting the target media content.
  • step 228 For the content of this step, refer to the related description in step 228.
  • Step 248 The call context management device instructs the media presentation device to trigger the user equipment to stop presenting the target media content at the end time point of the target presentation opportunity.
  • Step 249 The media presentation device triggers the user equipment to stop presenting the target media content.
  • step 230 For the content of this step, refer to the related description in step 230.
  • step 248 and step 249 are also optional.
  • step 248 and step 249 may not be performed.
  • Figure 3 is an architecture diagram of a fourth communication system provided by an embodiment of the application, which is used to implement advertising services during a call, including:
  • ADvertisement System (ADS) 301 which is equivalent to the media application system 11 in the call process in Figure 1A, 1B or 1C, includes:
  • ADDS -ADvertisement Decision Server
  • DAS Data Analysis Server
  • S-CSCF Service-Call Session Control Function
  • HSS Home Subscriber Server
  • CXMS 3011, MRS 3013, UEa 302, UEb 303, and IVR device 308 are all connected to an IMS (IP multimedia system, IP multimedia subsystem) network 304.
  • IMS IP multimedia system, IP multimedia subsystem
  • CXMS 3011 equivalent to the call context management device 114 in Figure 1C, used to monitor and obtain call signaling related to the call service between UEa 302 and UEb 303, or between UEa 302 and IVR device 308, combined with HSS 306 Or one or any combination of package information and account information of UEa 302 provided by BSS 307, predicted call duration of both parties (UEa302 and UEb 303) provided by DAS 3014, location information of UEa provided by HSS 306, etc., to obtain call context information , And provide the call context information to ADDS 3012 to obtain target presentation timing and/or target advertisement content information from ADDS 3012, and then instruct MRS 3013 to trigger UEa 302 to present the target advertisement content at the target presentation timing. Similar to the call context management device 111 or the call context management device 114, the CXMS 3011 can also be implemented based on CAT AS and/or CRS AS.
  • ADDS 3012 equivalent to the media decision device 115 in Figure 1C, used to decide the target presentation timing and/or target advertising content based on the call context information provided by CXMS 3011, and then present the target presentation timing and/or the target advertising content
  • the information is sent to CXMS 3011; among them, there may be no dependency relationship between the presentation timing of the decision target and the advertisement content of the decision target (that is, the time may be in no particular order), or there may be a dependency relationship, for example, based on the presentation timing of the target and the call
  • the context information determines the target advertisement content.
  • the target presentation timing may not be related to the call context information, but is set in advance by the telecom operator and/or advertiser. Therefore, ADDS 3012 may not be based on the call context information.
  • the timing of the target presentation For example, in an advertising service that is billed by the number of clicks, the presentation timing may be relatively fixed, such as a dialing period.
  • the advertisement content suitable for the user corresponding to UEa 302 can be determined based on the call context information ( In order to reduce the user's dislike of advertising content).
  • the target advertisement content may also have nothing to do with the call context information, but is set in advance by the telecom operator and/or advertiser, so ADDS 3012 may not decide the target based on the call context information Advertising content.
  • the advertising content may be relatively fixed, such as an advertising content with the theme of "a certain brand of wine", but in this case, the decision is suitable for UEa based on the call context information.
  • the target presentation timing of the user corresponding to 302 (to reduce the user's dislike of the presentation timing).
  • MRS 3013 It is equivalent to the media presentation device 113 in Figure 1B and Figure 1C, which is used to trigger UEa 302 to present the target advertisement content in response to the instruction of CXMS 3011.
  • the target advertisement content may be determined by ADDS 3012 or It is preset by telecom operators and/or advertisers.
  • MRS 3013 may send the target advertisement content through the previously established media channel with UEa 302, so that UEa 302 can receive and present the target advertisement content; MRS 3013 may also send the target advertisement content information, such as The URL of the target advertisement content is sent to UEa 302, and UEa302 triggers the establishment of a media channel between itself and MRS 3013, and then obtains and presents the target advertisement content through the media channel.
  • CXMS 3011 may also instruct the MRS 3013 to trigger the UEa 302 to stop presenting the target advertisement content at the end time point of the target presentation opportunity, and the MRS 3013 then sends the instruction information to the UEa 302 to stop presenting the advertisement content according to the instruction.
  • MRS 3013 can also be implemented based on the MRF equipment defined by the 3GPP standard specifications.
  • DAS 3014 Used to provide CXMS 3011 with data needed to form call context information, such as predicting call duration, and ADDS 3012 to provide the basis for determining the timing of target presentation or target advertising content, such as the click-through rate and popularity of advertising content Degree etc.
  • ADS 301 can be deployed in the IMS network 304 close to the UEa 302 side (for access to UEa 302 related information), or deployed in the IMS network 304 close to the UEb 303 side (for convenience Access the relevant information of UEb 303), which can also be deployed in a neutral position in the IMS network 304.
  • ADS 301 can access relevant information on the UEa 302 side, such as subscriber information, package information, etc., through remote interfaces, data sharing, data synchronization, and other methods.
  • UEa 302 and UEb 303 Similar to the user equipment 12 in FIG. 1A, in practical applications, there may be more user equipment in FIG. 3.
  • S-CSCF device 3041 (not shown in Figure 3): the service switching center of the IMS network, which is mainly responsible for receiving and processing user equipment registration requests, user management, session control, service exchange, service control, SIP (Session Initiation Protocol, Session Initiation Protocol) message processing, etc., and can send SIP requests to corresponding application servers, such as CXMS 3011 and ACAS 3042, according to preset application triggering rules.
  • application servers such as CXMS 3011 and ACAS 3042, according to preset application triggering rules.
  • ACAS 3042 (not shown in Figure 3): used to receive UEa 302 call signaling from S-CSCF device 3041, and perform authentication and charging operations on the call signaling, which can be obtained from HSS 306 or BSS 307 UEa 302 corresponds to package information, subscription information, etc., and provides them to the S-CSCF device 3041 through call signaling.
  • the call signaling in the IMS network 304 may also pass through some other network elements, such as SGW (serving gateway)/PGW (packet data network gateway), SBC (session border controller, session border control) Device)/P-CSCF (proxy-call session control function, proxy type call session control function) equipment, I-CSCF (interrogating-call session control function, query type call session control function) equipment, etc., are not shown in Figure 3 Draw out.
  • SGW serving gateway
  • PGW packet data network gateway
  • P-CSCF proxy-call session control function, proxy type call session control function
  • I-CSCF interrogating-call session control function, query type call session control function
  • HSS 306 Used to provide UEa 302 corresponding network package (for example, virtual private network package) information and subscription information for ADS 301, ACAS 3042, etc. (for example, information about whether the user corresponding to UEa is allowed to present advertisement content during the call ).
  • network package for example, virtual private network package
  • ACAS 3042 for example, information about whether the user corresponding to UEa is allowed to present advertisement content during the call .
  • BSS 307 used to provide DAS 306 with original data and package (for example, a monthly data package package) information related to call services such as call records between UEa 302 and UEb 303.
  • original data and package for example, a monthly data package package
  • IVR device 308 It is an interactive voice response device that can complete functions such as guiding users to select services, automatic voice reading, and transfer to manual connection. It is an important device for Call Center (CC) to achieve 7 ⁇ 24 hours of service. Initiate the call service with UEa 302 as the caller (called outgoing call service for the call center), or accept the call service initiated by UEa 302 as the called party (called outgoing call service for the call center).
  • CC Call Center
  • incoming call service For internal call service, incoming call service, it can obtain the key sequence sent by UEa 302 during the interaction with the IVR device in the RTP media stream established with UEa 302, and provide the key sequence to CXMS 3011, so that Based on this, the call context information is formed as part of the basis for subsequent ADDS 3012 decision target presentation timing and/or target advertising content.
  • FIG. 4A is a flowchart of the first method for presenting advertisement content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the architecture shown in FIG. 3, and the corresponding relationship between each participating role and the entity in FIG. 3 is shown in FIG. 4A
  • the call context information includes the call state information of UEa, which is used as the target advertisement content and/or target presentation
  • the main steps are as follows:
  • Step 400 UEa and UEb start a call service.
  • UEa may initiate the call service as the calling device, or UEb may initiate the call service as the calling device.
  • Step 401 CXMS receives the call signaling (first call signaling) of the call service from the IMS network.
  • the CXMS obtains call signaling related to the call service, such as SIP-Invite (SIP Invite) message, SIP -ACK (SIP confirmation) message, SIP-OPTIONS (SIP optional) message, SIP-BYE (SIP goodbye) message or SIP-CANCEL (SIP cancel) message, etc.
  • call signaling such as SIP-Invite (SIP Invite) message, SIP -ACK (SIP confirmation) message, SIP-OPTIONS (SIP optional) message, SIP-BYE (SIP goodbye) message or SIP-CANCEL (SIP cancel) message, etc.
  • the CXMS may also obtain the call signaling from other types of CSCF devices.
  • Step 402 CXMS obtains UEa's subscription information from HSS.
  • CXMS Since there may be users who are unwilling to receive advertisement content during the call service, when CXMS receives the call signaling of the call service, it obtains the subscription information of the user corresponding to UEa to confirm whether the user agrees to present the advertisement during the call. Content: If the subscription information indicates that the user is unwilling to present advertising content during the call, the method flow ends here, otherwise, continue to perform the subsequent steps.
  • the CXMS parses the aforementioned call signaling, obtains the identity of UEa from it, sends a request message containing the identity of UEa to the HSS, and then receives a response message containing subscription information corresponding to UEa from the HSS.
  • the process of this method assumes that the subscription information corresponding to the UEa indicates that the user agrees to present the advertisement content during the call, and the CXMS continues to perform the following steps accordingly.
  • CXMS may not obtain the subscription information of the corresponding user of UEa. It is not based on the contract information to determine whether the user agrees to present the advertisement content during the call.
  • Step 403 CXMS obtains the call state information of UEa.
  • the CXMS parses the above-mentioned call signaling, and obtains the call state information of the UEa based on the call signaling.
  • the call state information includes the call state of the UEa and related information about the call state.
  • the call status includes any one or any combination of the following: the call service operation that UEa has performed before, the call service operation that UEa is currently performing, or the call service operation that UEa is about to perform; the call service operations include dialing, Waiting, answering, etc.; therefore, the call status reflects the progress of UEa in the call service process; CXMS reads the signaling code or status code from the call signaling, and determines UEa based on the signaling code or status code
  • An example of the call status is as follows.
  • UEa acts as the calling device to initiate the call service; if the call signaling received by CXMS in step 401 is "called ringing message: 180 message", where 180 is the signaling code or status code, then CXMS can determine that the call status of UEa is "As the caller calling the other party, the other party is reachable, waiting to be connected"; if the call signaling received by CXMS in step 401 is "Called shutdown message: 487 message", CXMS can Make sure that the call status of UEa is "UEa is calling the other party as the calling party, and the other party has shut down and is waiting to hang up". More examples are shown in Table 1.
  • a status code can be used to represent the call status of UEa, or a character string can be used to represent the call status of UEa. Take the call status of "UEa as the caller calling the other party, the other party is reachable, waiting to be connected" as an example, it can be represented by the status code "180" or the string "calling-> ringback->waiting for answer" To represent.
  • the related information of the call state includes the start time point and the theoretical end time point of the call state.
  • the start time point of the call state refers to the time point when UEa enters the call state
  • the theoretical end time point of the call state refers to the related signaling protocol without any user intervention, The theoretical end time point of the call state; for convenience of description, the period from the start time point of the call state to the theoretical end time point of the call state is called the theoretical duration of the call state
  • the time from the start time of the call state to the theoretical end time of the call state is called the theoretical duration of the call state; If the user corresponding to UEa does not hang up, the theoretical duration of this state is 60 seconds (according to the relevant signaling protocol); for example, “UEa is the caller calling the other party, because the other party If the user of UEa does not hang up, the theoretical duration of the call state is 120 seconds (according to the relevant signaling protocol).
  • the CXMS may read a timestamp from the call signaling as the start time point of the call state, or may use the time point when the call signaling is received from the S-CSCF device as the call state The start time point.
  • CXMS determines the theoretical end time point of the call state according to related signaling protocols; it should be understood that not every call state will have a theoretical end time point. For example, when UEa enters the call state, there is no theoretical conclusion time. In this case, the call duration can be predicted by ADDS, as shown in Figure 4D for the corresponding method flow.
  • the CXMS obtains the call state information of the UEa, including the call state, the start time point of the call state, and the end time point of the call state.
  • Step 404 CXMS sends call context information including call status information of UEa to ADDS.
  • target presentation timing can be determined based on UEa's call context information.
  • CXMS in order for ADDS to determine the target presentation timing and/or the target advertisement content based on the call context information, CXMS generates call context information based on the call status information obtained in step 403, and sends a presence information request message to ADDS (
  • An exemplary bearer message is an HTTP request message
  • the presence information request message includes the call context information
  • the call context information includes the call state information.
  • the call context information further includes the identity of UEa or the identity of the user corresponding to UEa
  • the CXMS obtains the identity of UEa or the identity of the user corresponding to UEa based on the aforementioned call signaling.
  • An example of the presence information request message is as follows:
  • the hierarchical structure of the data in the presence information request message is only exemplary and not limiting. Those skilled in the art can design the presence information request messages of other hierarchical structures accordingly.
  • the more content contained in the call context information sent to ADDS the more content ADDS can make decisions, and the higher the rationality of the decision; if the content required for ADDS decision-making is reduced or the requirements for rationality of decision-making are reduced,
  • the content contained in the call context information can be appropriately reduced.
  • the aforementioned StartTime field and EstEndTime field may not be included.
  • Step 405 ADDS determines the target presentation time and/or target advertisement content based on the call context information.
  • ADDS receives the presence information request message from CXMS, obtains the call context information therefrom, obtains the call state information from the call context information, and then determines the target presence timing based on the call state information And/or the target advertisement content.
  • an exemplary method is as follows.
  • ADDS obtains the start time point of the call state from the presence information request message, sets the start time point of the target presentation timing based on the start time point of the call state; and obtains the call from the presence information request message
  • the theoretical end time point of the state, and the end time point of the target presentation opportunity is set based on the theoretical end time point.
  • the start time point and the end time point of the target presentation opportunity can be set as shown in Table 2.
  • Table 2 is not an exhaustive list, and those skilled in the art can implement other ways to set the start time point and end time point of the target presentation opportunity based on the start time point and theoretical end time point of the call state based on the embodiment of the present application. Point in time.
  • the end time point of the target presentation opportunity can be set by ADDS according to the preset duration Dset Determine, for example, set it to the time point Tstart+Dset.
  • ADDS may not make a decision on the target presentation timing, and does not return the target presentation timing to the CXMS, and the subsequent CXMS may decide the target presentation timing by itself.
  • an exemplary method is as follows.
  • ADDS can determine the call phase (referring to "before a call", “in a call” or “after a call") that UEa is in according to the call status in the call context information, and then determine the call phase that UEa is in One of the factors or conditions of the target advertisement content.
  • the ADDS may select the target advertisement content from the advertisement content that has no audio conflict with the call phase.
  • the so-called audio conflict refers to the situation that causes the corresponding user of the UEa to hear the voice of the calling service itself (such as the voice of the other party) and the voice of the advertisement content at the same time.
  • the target advertising content can be selected from the advertising content with sound, or the target advertising content can be selected in the advertising content without sound.
  • the ADDS may also select the target advertisement content from the advertisement contents that have audio conflicts with the call phase, but set an audio mark or an audio conflict mark for the target advertisement content. Specifically, when the UEa is in the call phase of "on a call", the target advertisement content is selected from the voice advertisement content, and the audio conflict mark or audio mark is attached to the information of the target advertisement content (see step 406 for example message ), so that when the UEa is triggered to present the target advertisement content subsequently, the presentation of the audio part of the target advertisement content is not triggered.
  • ADDS can also use the start time point and theoretical end time point of the call state as one of the factors or conditions for determining the target advertising content;
  • the target advertisement content is selected from advertisement contents that are longer than the theoretical duration of the call state Dsta. It should be understood that if the target advertisement content selected by ADDS is multiple video content, the total duration of these video content is not greater than Dsta.
  • the presentation time of image, HTML page and other types of advertisement content is restricted by the target presentation time. Therefore, the duration of such target advertisement content can be regarded as zero, thus satisfying the theory that the presentation time is not greater than the call state.
  • the requirement of “Dsta” as for its presentation time, the goal of controlling the presentation time can be achieved by setting the start time point and end time point of the target presentation time.
  • ADDS can also combine the call phase that UEa is in and the theoretical duration Dsta of UEa in the call state, together as a factor for determining the target advertisement content. For example, for the call state "UEa is calling the other party as the caller, waiting to hang up because the other party is unreachable", the call phase UEa is in is "before the call", and the theoretical duration is 60 seconds, then ADDS can be no longer than The target advertisement content is selected from the 60-second video type advertisement content with sound.
  • the call state information of UEa is only a part of the factors that determine the target advertisement content, and ADDS can also determine the target advertisement content in combination with the call state information of UEa and other factors.
  • ADDS may also obtain the identity of UEa or the identity of the user corresponding to UEa from the aforementioned call context information, and send it to the DAS to obtain the characteristic information of the user corresponding to UEa from the DAS, and then use the characteristic information as the determination Factors of target advertising content. For example, suppose that ADDS acquires user characteristic information as "young user", and then preferentially selects the advertising content of products suitable for young users.
  • ADDS may not make a decision on the target advertisement content, and does not return information about the target advertisement content, and the subsequent CXMS may use the default or preset advertisement content as the target advertisement content.
  • the time sequence between determining the target advertisement content and determining the target presentation timing is not fixed.
  • the target advertisement content can be determined first, and then the target presentation time; and in the case where the target advertisement content is video content, the target can be determined first
  • the presentation timing is then based on the target presentation timing to determine the target advertising content. For example, if the start time point of the target presentation opportunity is set to Tstart, and the end time point is set to Tstart+k*(Tendt-Tstart), it can be used in the video content whose playback duration is not greater than k*(Tendt-Tstart). Select the target advertisement content.
  • Step 406 ADDS returns the target presentation timing and/or target advertisement content information to the CXMS.
  • the ADDS returns a presentation information response message to the CXMS, which contains the target presentation timing determined in step 405 and/or target advertisement content information (such as the identifier of the target advertisement content or the URL of the target advertisement content).
  • target advertisement content information such as the identifier of the target advertisement content or the URL of the target advertisement content.
  • the coordination relationship and division of labor between the aforementioned CXMS and ADDS are not fixed.
  • the theoretical end time point of the call state may also be determined by ADDS, so that in step 403, the presence request message sent by the CXMS may not include the theoretical end time point.
  • the call phase of UEa can also be determined by CXMS, so that the presence information request message in step 403 can also contain information about the call phase of UEa (for example, the phase information is included in the call context information and sent to ADDS ).
  • Step 407 The CXMS instructs the MRS to trigger the UEa to start presenting the target advertisement content at the start time point of the target presentation opportunity.
  • the CXMS sends indication information to the MRS at the start time point (or current time) of the target presentation opportunity, and the indication information includes information about the target advertisement content, so that the MRS triggers the UEa to present the target advertisement content .
  • Exemplary instructions are as follows:
  • the "SkipAudio" field indicates that when the presence information response message contains an audio mark or an audio conflict mark, it indicates that the MRS does not trigger the UEa to play the audio part of the target advertisement content.
  • the content of this step can also refer to step 227.
  • Step 408 MRS triggers UEa to start presenting the target advertisement content.
  • the MRS receives the indication information sent by the CXMS, obtains the information of the target advertisement content from the indication information, and then triggers the UEa to present the target advertisement content.
  • the relevant description in step 204 For how to trigger UEa to present the target advertisement content, reference may be made to the relevant description in step 204.
  • CXMS can determine the end time point through steps 409-410; if ADDS has provided the end time point of the target presentation opportunity before, it can pass step 409- Step 410: Update the end time point of the target presentation opportunity; in this way, the target advertisement content can only be presented during the actual duration of the call state (that is, the period from the start time point to the actual end time point). Help improve the user experience.
  • Step 409 CXMS continues to receive the call signaling (second call signaling) of the call service from the IMS network.
  • step 401 For the specific content of this step, refer to step 401.
  • Step 410 The CXMS determines or updates the end time point of the target presentation opportunity.
  • the CXMS determines that the aforementioned call state of UEa is over (or UEa enters another call state different from the aforementioned call state), and then updates the end time point of the target presentation opportunity to the current
  • the MRS immediately triggers the UEa to stop presenting the target advertisement content, or directly instructs the MRS to trigger the UEa to stop presenting the target advertisement content, and then proceeds to step 412.
  • Step 411 The CXMS instructs the MRS to trigger the UEa to stop presenting the target advertisement content at the end time point of the target presentation opportunity.
  • the CXMS sends indication information to the MRS at the end time point of the target presentation opportunity, so that the MRS triggers the UEa to stop presenting the target advertisement content.
  • the end time point of the target presentation opportunity may be the end time point determined in step 405, or the end time point determined or updated in step 410.
  • Step 412 MRS triggers UEa to stop presenting the target advertisement content.
  • the MRS receives the above-mentioned indication information sent by the call context management device, and triggers the UEa to stop presenting the target advertisement content according to the above-mentioned indication information.
  • the MRS receives the above-mentioned indication information sent by the call context management device, and triggers the UEa to stop presenting the target advertisement content according to the above-mentioned indication information.
  • the related description in step 205 refers to the related description in step 205.
  • Steps 411-412 are optional steps.
  • the above-mentioned method flow corresponding to FIG. 4A decides the advertisement content and/or presentation timing based on the call state information of the user equipment, which can reduce the impact of the presentation of the advertisement content on the call experience to a certain extent, thereby improving the user's response to the advertisement content during the call. Recognition, improve advertising effectiveness, and thereby increase the utilization rate of operators' network resources.
  • Fig. 4B is a flowchart of a second method for presenting advertisement content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the architecture shown in Fig. 3, and the corresponding relationship between each participating role and the entity in Fig. 3 is shown in Fig. 4B
  • the "ADDS" in the method flow refers to ADDS 3012 in Figure 3;
  • the call context information includes the duration of the call service, which is used as the target advertisement content and target presentation
  • the main steps are as follows:
  • Step 420 UEa and UEb start a call service.
  • step 400 For the content of this step, refer to step 400.
  • Step 421 CXMS receives the call signaling of the call service from the IMS network.
  • step 401 For the content of this step, refer to step 401.
  • Step 422 CXMS obtains UEa's subscription information from HSS.
  • Step 423 CXMS receives the call signaling (off-hook signaling, first call signaling) of the call service from the IMS network.
  • the CXMS continues to receive the call signaling of the call service from the S-CSCF device in the IMS network, and determines that the received call signaling is the called off-hook signaling, for example, When the call signaling of "called off-hook message: 200 OK-invite message", go to step 424, otherwise continue to receive or monitor the call signaling of the call service.
  • the called device may be UEa or UEb.
  • Step 424 CXMS starts timing.
  • the CXMS starts timing the call service when it determines that the two parties enter the conversation state, for example, record the time point Tcon at this moment, or record the timestamp StampBegin in the off-hook signaling, or start a timer for the call service .
  • Step 425 The CXMS calculates the duration of the ongoing conversation of the call service.
  • Step 426 The CXMS sends the call context information including the duration of the ongoing call of the call service to the ADDS.
  • the CXMS generates call context information based on the continuous call duration Dpss obtained in step 425 and sends a presence information request message containing the call context information to ADDS, where the call context information includes the continuous call duration Dpss;
  • the call context information further includes the identity of UEa or the identity of the user corresponding to UEa.
  • the call context information It may also include the current call status of UEa.
  • An exemplary presence information request message is as follows:
  • Step 427 ADDS determines the target presentation time and/or target advertisement content based on the duration of the ongoing call.
  • the ADDS receives the presence information request message from the CXMS, obtains the call context information therefrom, and then determines the target presentation time and/or target advertisement content based on the call context information. Specifically, the ADDS obtains the duration Dpss of the ongoing call from the call context information, and then determines the target presentation timing and/or target advertisement content for the UEa based on the Dpss.
  • an exemplary method is as follows.
  • ADDS may set the start time point of the target presentation opportunity based on the current time point, and set the end time point of the target presentation opportunity based on the duration of the ongoing conversation.
  • ADDS may regard the current time point Tcur as the start time point of the target presentation opportunity, and the time point Tcur+m*Dpss as the end time point of the target presentation opportunity. If the target advertisement content is video content, the end time point of the target presentation opportunity may also be empty (no specific value is set).
  • the start time point and the end time point of the target presentation opportunity can be set as shown in Table 3.
  • Table 3 is not an exhaustive list, and those skilled in the art can implement other ways to set the start time point and end time point of the target presentation opportunity based on the current time point and the duration of the ongoing call based on the embodiments of the present application.
  • an exemplary method is as follows.
  • the ADDS determines the target presentation time length Dtgt based on the continuous call duration Dpss, and selects the target advertisement content from the media content whose presentation time length is not greater than the target presentation time length Dtgt.
  • ADDS may use m*Dpss as the target presentation duration Dtgt; and then select the advertisement content whose presentation duration is not greater than Dtgt (similar to the above embodiment, the presentation duration is regarded as zero for non-video advertisement content such as pictures)
  • the target advertisement content may not necessarily be in a proportional relationship with the duration of the ongoing call, but may also be a step function relationship or a piecewise function relationship, which will not be described in detail.
  • the duration of the ongoing call is only a part of the factor in determining the target advertisement content
  • ADDS can also determine the target advertisement content by combining other factors.
  • the ADDS may also request the characteristic information of the user corresponding to UEa from the DAS, and then use the characteristic information as a factor or condition for determining the target advertisement content. Assuming that ADDS obtains user characteristic information as "office worker", then priority is given to selecting the advertising content of products suitable for office workers.
  • ADDS can also determine the target advertisement content in combination with the call status of UEa. Assuming that ADDS determines that the call service has ended according to the call status of UEa, the advertisement content with sound can be selected.
  • ADDS may not make a decision on the target advertisement content, and does not return the information of the target advertisement content to the CXMS, then the subsequent CXMS may decide the target advertisement content by itself.
  • ADDS may first determine the target presentation timing, and then determine the target advertisement content based on the determined target presentation timing. For example, if the start time point of the target presentation time is set at the current time point Tcur, and the end time point is set at Tcur+k*Dpss, the target advertisement content can be selected from the video content whose playing time is no longer than k*Dpss.
  • Step 428 ADDS returns the target presentation timing and/or target advertisement content information to the CXMS.
  • Step 429 The CXMS instructs the MRS to trigger the UEa to start presenting the target advertisement content at the start time point of the target presentation opportunity.
  • Step 430 MRS triggers UEa to start presenting the target advertisement content.
  • step 408 For the content of this step, refer to step 408.
  • CXMS may obtain (for example, obtain from ADDS) the reporting interval Interval in advance to execute it at intervals: report the duration of the call service to ADDS (see step 426), Receive the target presentation timing and/or target media content information from the ADDS (see step 427 and step 428), and then instruct the MRS to trigger the UEa to present the target media content at the target presentation timing (see step 429 and step 430).
  • ADDS Analog to Mobile Broadband
  • CXMS can also report the ongoing conversation of the call service to ADDS when the call service ends (received call signaling indicating "UEb hangs up" from the S-CSCF device) duration.
  • the user equipment is triggered to present the advertisement content with a length of time commensurate with the length of the previous call.
  • the end time point can be determined through steps 431 to 432; if ADDS has provided the end time point of the target presentation opportunity before, optionally, pass step 431-Step 432 Update the end time point of the target presentation opportunity; in this way, the presentation of the target advertisement content does not cross the time point of the end of the call, which can meet the needs of terminal users who do not want the advertisement content to be presented after the end of the call.
  • Step 431 CXMS continues to receive the call signaling (second call signaling) of the call service from the IMS network.
  • Step 432 The CXMS determines or updates the end time point of the target presentation opportunity.
  • step 431 based on the call signaling obtained in step 431, if the CXMS determines that UEa is still in a call state, the end time point of the target presentation opportunity provided by ADDS is maintained unchanged, and if it is determined that the call of UEa ends, the target is presented The end time point of the opportunity is updated to the current time point, so that the MRS immediately triggers the UEa to stop presenting the target advertisement content, or directly instructs the MRS to trigger the UEa to stop presenting the target advertisement content, and then proceeds to step 434.
  • Step 433 The CXMS instructs the MRS to trigger the UEa to stop presenting the target advertisement content at the end time point of the target presentation opportunity.
  • step 411 For the content of this step, refer to step 411.
  • Step 434 MRS triggers UEa to stop presenting the target advertisement content.
  • step 433 to step 434 are also optional steps.
  • the above-mentioned method flow corresponding to FIG. 4B determines the time length and/or presentation timing of the advertisement content based on the duration of the ongoing call, so that the presentation duration of the advertisement content is positively correlated with the actual duration of the continuous call, which can improve user acceptance of the advertisement content to a certain extent To improve the effectiveness of advertising, and thereby increase the utilization rate of operators’ network resources.
  • Figure 4C is a flowchart of a third method for presenting advertising content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the architecture shown in Figure 3, wherein the corresponding relationship between each participating role and the entity in Figure 3 is shown in Figure 4C
  • the "MRS" in the method flow refers to MRS 3013 in Figure 3; in the method flow, the key input of the user device is used as one of the decision basis for the target advertisement content and target presentation timing ,
  • the main steps are as follows:
  • Step 440 UEa and the IVR device start a call service.
  • UEa acts as a calling device to initiate a call service (internal call service), or it may be that an IVR device acts as a calling device to initiate a call service (outside call service).
  • the IVR device starts to monitor the key information input by the user through UEa; specifically, the IVR device monitors the RTP media stream between the two parties, obtains and records the DTMF (Dual-Tone MultiFrequency) signal sent by UEa 302 from it, to Form a key sequence (in some cases, it is also called a dial sequence, dial trace, call trace, etc., including one or more key information), for example, "3->2->4", which means that the user on the UEa side first dials "3 "(Select the third item in the first-level menu), then dial "2" (select the second item in the second-level menu), and finally dial "4" (select the fourth item in the third-level menu).
  • DTMF Dual-Tone MultiFrequency
  • the business logic should play the audio content corresponding to the fourth item of the three-level menu to the user, for example, play the audio content of the user’s bill details.
  • Some of the playback content corresponding to these menu items are what the user wants to listen to in detail, and some are for navigation, and the user does not need to listen in detail after being familiar with it. This process is suitable for triggering the user device to present the advertisement content.
  • An IVR device can provide voice services with multiple user equipment at the same time. Therefore, the IVR device can record the corresponding relationship between the user equipment identifier and the key sequence, so as to subsequently provide the CXMS with the key sequence of a certain user equipment.
  • Step 441 CXMS receives the call signaling of the call service from the IMS network.
  • the CXMS receives the call signaling related to the call service from the S-CSCF device, and obtains the UEa identity from it.
  • Step 442 CXMS obtains UEa's subscription information from HSS.
  • the CXMS queries the HSS to obtain the subscription information of the UEa according to the identifier of the UEa obtained in step 441.
  • CXMS determines that the user agrees to present advertising content during the call, and continues to perform the subsequent steps. Similarly, this step is optional.
  • Step 443 The CXMS obtains the key sequence information (first key sequence information) of the UEa from the IVR device.
  • the CXMS obtains the key sequence input by the user through the UEa during the call service and related information of the key sequence based on the call signaling in step 441.
  • the key sequence input by the user through UEa during the call service is referred to as "UEa key sequence” in the following.
  • the related information of the key sequence includes the start time point and the theoretical end time point of the voice service corresponding to the key sequence.
  • the voice service may be an automatic playback service corresponding to the key sequence, such as playing the audio content recorded by the user's recharge and payment, or may be a manual voice service corresponding to the key sequence, for example, a manual voice service that accepts user complaints.
  • the start time of the voice service refers to the time when the IVR device starts to play the corresponding audio content to UEa, and the theoretical end time of the voice service refers to Without intervention (for example, UEa does not hang up), according to the IVR voice service scheduling plan, the time when the IVR device finishes playing audio content to UEa; when the voice service is an artificial voice service, the start time of the voice service is Refers to the time point when UEa connects to the customer agent (Customer Agent) agent phone, and the theoretical end time point of the voice service does not actually exist, but it can be replaced by the predicted end time point.
  • Customer Agent Customer Agent
  • the IVR device can be based on the key sequence
  • the historical average service duration of the corresponding manual voice service estimates the predicted end time point. For example, assuming that the start time point is Thumanstart and the historical average service duration of the manual voice service corresponding to the key sequence is Average, then the prediction is determined The end time point is Thumanstart+Daverage.
  • the CXMS can periodically send a query request to the IVR device, and the query request contains the identity of UEa; the IVR device searches for the key sequence corresponding to UEa locally according to the identity of UEa, and sends the key sequence information to the CXMS
  • the key sequence information includes the key sequence, the start time point of the voice service corresponding to the key sequence, and the theoretical end time point.
  • the CXMS may also send a subscription request to the IVR device, where the subscription request includes the identifier of UEa to subscribe to the key sequence event of UEa.
  • the IVR device detects the key input of UEa, it forms a key sequence based on the detected key input and the previously recorded key input (for example, if the case input is detected as "1" for the first time, the key sequence is formed as "1", and the key sequence is detected again To the key "4", the formation of the key sequence is "1->4"), send a key sequence notification message to the CXMS, the notification message contains the key sequence, the starting time point and theory of the voice service corresponding to the case sequence End time point. It should be understood that when the key input is detected for the first time, the key sequence includes one key.
  • the start time point and theoretical end time point of the voice service corresponding to the key sequence of the user equipment may also be determined by CXMS. Therefore, the key sequence information sent by the IVR device to the CXMS can be simplified as:
  • CXMS After CXMS receives the key sequence, it further refines the start time point and the theoretical end time point. To this end, CXMS can obtain the playback duration corresponding to each possible key sequence from the IVR device in advance, as shown in Table 4.
  • the CXMS may use the time point Trcv at which the key sequence information is received from the IVR device as the start time point of the voice service corresponding to the key sequence, and use Trcv+Daudio as the theoretical end time point of the voice service corresponding to the key sequence, where Daudio is all The playback duration corresponding to the key sequence.
  • Step 444 CXMS sends the call context information including the key sequence of UEa to ADDS.
  • the CXMS generates call context information based on the key sequence information obtained in the above steps and sends a presence information request message containing the call context information to ADDS, where the call context information contains the key sequence information; optionally, the The call context information also includes the identity of UEa or the identity of the user corresponding to UEa.
  • the call context information also includes the identity of the IVR device.
  • CXMS can obtain the relevant identifier of the IVR device from the above call signaling.
  • Step 445 ADDS determines the target presentation time and/or target advertisement content based on the call context information.
  • the ADDS receives the presence information request message from the CXMS, obtains call context information therefrom, and then determines the target presentation time and/or the target advertisement content based on the call context information.
  • an exemplary method is as follows.
  • ADDS obtains the start time point of the voice service corresponding to the key sequence from the presence information request message, sets the start time point of the target presentation timing based on the start time point; and obtains the button from the presence information request message
  • the sequence corresponds to the theoretical end time point of the voice service, and the end time point of the target presentation opportunity is set based on the theoretical end time point.
  • the start time point of the voice service corresponding to the key sequence is Tvoicestart
  • the theoretical end time point of the voice service corresponding to the key sequence is Tvoiceend
  • the start time point of the target presentation timing can be set as shown in Table 5. And the end time point.
  • Table 5 is not an exhaustive list, and those skilled in the art can set the start time point and end time of the target presentation opportunity based on the start time point and theoretical end time point of the corresponding voice service in other ways based on the embodiments of the present application. point.
  • an exemplary method is as follows.
  • ADDS obtains the key sequence information from the presence information request message, including the key sequence, the start time point and theoretical end time point of the voice service corresponding to the key sequence, and determines the target advertisement content based on the key sequence information .
  • ADDS may also use the content of the voice service corresponding to the key sequence as one of the factors or conditions for determining the target advertisement content, or in other words, determine the target content based on the content of the voice service corresponding to the key sequence.
  • the target advertisement content is selected from the marketing media content that matches the voice service content corresponding to the key sequence. For example, suppose that the key sequence "2->1->3" corresponds to "report for wireless router failure", ADDS can determine that the user may need to change the wireless router based on this, and then select the promotional webpage of a certain brand of wireless router as the target Advertising content. To this end, ADDS can obtain the content of the voice service corresponding to each possible key sequence from the IVR device in advance.
  • ADDS may also select the target advertisement content from the auxiliary media content matching the voice service content corresponding to the key sequence, such as the voice menu introduction content of the IVR device.
  • the voice service duration, voice service content, etc. corresponding to the key sequence may be only part of the factors that determine the target advertisement content, and ADDS may also integrate other factors, such as the characteristic information of the user corresponding to UEa, the location information of UEa, Package information or account information, etc., determine the target advertisement content.
  • ADDS may also integrate other factors, such as the characteristic information of the user corresponding to UEa, the location information of UEa, Package information or account information, etc., determine the target advertisement content.
  • Step 446 ADDS returns the target presentation timing and/or target advertisement content information to the CXMS.
  • Step 447 The CXMS instructs the MRS to trigger the UEa to start presenting the target advertisement content at the start time point of the target presentation opportunity.
  • Step 448 MRS triggers UEa to start presenting the target advertisement content.
  • step 408 For the content of this step, refer to step 408.
  • step 449-step 450 If ADDS has not provided the end time point of the target presentation opportunity before, then the end time point can be determined through step 449-step 450; if ADDS has provided the end time point of the target presentation opportunity before, then step 449-step 450 Update the end time point of the target presentation opportunity; in this way, it can be achieved that the target advertisement content is only during the actual duration of the voice service corresponding to the sequence (that is, between the start time point of the voice service and the actual end time point) Within the period), which helps to improve the user experience.
  • CXMS can instruct the MRS to trigger the user device to end the presentation of the advertising content after receiving a new key sequence from the IVR device, and based on the new The key sequence determines the new target advertisement content, and then instructs the MRS to trigger the user equipment to present the new target advertisement content.
  • Step 449 CXMS continues to obtain the key sequence information (second key sequence information) of UEa from the IVR device.
  • Step 450 The CXMS determines or updates the end time point of the target presentation opportunity.
  • the CXMS determines or updates the end time point of the target presentation opportunity to the current time point based on the key sequence acquired in step 449, so that the MRS immediately triggers UEa to stop presenting the target advertisement content, or directly instructs the MRS to trigger UEa. Stop presenting the target advertisement content, and then go to step 452.
  • Step 451 The CXMS instructs the MRS to trigger the UEa to stop presenting the target advertisement content at the end time point of the target presentation opportunity.
  • step 411 For the content of this step, refer to step 411.
  • Step 452 MRS triggers UEa to stop presenting the target advertisement content.
  • step 451 to step 452 are also optional steps.
  • the above-mentioned method flow corresponding to FIG. 4C decides the advertisement content and/or presentation timing based on the key sequence of the user equipment, which can increase the correlation between the presentation of the advertisement content and the user operation, and increase the user's attention to the advertisement content, thereby increasing the conversion of the advertisement. Rate, thereby improving the utilization of operators’ network resources.
  • Fig. 4D is a flowchart of a fourth method for presenting advertising content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the architecture shown in Fig. 3, and the corresponding relationship between each participating role and the entity in Fig. 3 is shown in Fig. 4D
  • the "IVR device" in the method flow refers to the IVR device 308 in FIG.
  • Step 460 UEa and UEb start a call service.
  • step 400 For the content of this step, refer to step 400.
  • Step 461 The CXMS receives the call signaling (first call signaling) of the call service from the IMS network.
  • step 401 For the content of this step, refer to step 401.
  • the CXMS may continue with the subsequent steps of the method flow when it determines that the call signaling is the called off-hook signaling (meaning that the two parties will enter the conversation state), otherwise continue to perform step 461.
  • Step 462 CXMS obtains UEa's subscription information from HSS.
  • Step 463 The CXMS obtains the predicted call duration of the call service from the DAS.
  • CXMS obtains the predicted call duration based on the above call signaling, specifically:
  • CXMS parses the aforementioned call signaling, and obtains the identity of UEa and the identity of UEb from it;
  • the CXMS sends a prediction request message to the DAS, where the prediction request message contains the identity of UEa and the identity of UEb;
  • DAS receives the prediction request message, obtains the identity of UEa and UEb from it, obtains the historical call duration record between UEa and UEb, and then predicts the call service between UEa and UEb according to the historical call duration record.
  • Talk time that is, the predicted talk time of the call service
  • the DAS sends a prediction response message to the CXMS, where the prediction response message includes the predicted call duration.
  • the DAS function in this step can also be deployed inside the CXMS.
  • the DAS may also predict the call duration of the call service based on the historical call duration records between UEa and other user equipment, so that the CXMS may not include the identity of UEb in the prediction request message.
  • the DAS device should use the user's historical call duration record when it meets the local policies and regulations, for example, with the user's explicit permission.
  • the DAS device should use the user's historical call duration record when it meets the local policies and regulations, for example, with the user's explicit permission.
  • Step 464 The CXMS sends the call context information including the predicted call duration of the call service to the ADDS.
  • the CXMS generates call context information based on the predicted call duration obtained in step 463 and sends a presence information request message containing the call context information to ADDS, where the call context information includes the predicted call duration; optionally,
  • the call context information also includes the identity of UEa or the identity of the user corresponding to UEa.
  • the call context information may also include UEa.
  • the current call status of the CXMS refer to step 403 for the method for CXMS to obtain the call status of UEa.
  • An exemplary presence information request message is as follows:
  • Step 465 ADDS determines the target presentation time and/or target advertisement content based on the call context information.
  • the ADDS receives the presence request message from the CXMS, obtains call context information therefrom, and then determines the target presentation time and/or the target advertisement content based on the call context information. Specifically, the ADDS obtains the predicted call duration of the call service from the call context information, assuming Dest, and then determines the target presentation timing and/or the target advertisement content for the UEa based on Dest.
  • an exemplary method is as follows.
  • ADDS may set the start time point and the end time point of the target presentation opportunity based on the current time point and the predicted call duration; for example, ADDS may determine the target presentation time according to Table 6.
  • Table 6 is not an exhaustive list, and those skilled in the art can implement other ways to set the start time point and end time point of the target presentation opportunity based on the current time point and the predicted call duration based on the embodiments of the present application.
  • Dest is only the predicted call duration, and the actual call duration may be much lower than Dest.
  • the call service may have ended or is about to end before the part of the start time shown in Table 3 arrives.
  • CXMS can be cancelled.
  • the corresponding target presentation timing triggers the UEa to present the plan of the target advertisement content, and the process of this method is terminated;
  • CXMS can also respond to the call signaling related to the end of the call on the basis of canceling the plan, and obtain a new target based on the actual duration of the call.
  • the presentation timing and/or the new target advertisement content are used to instruct the MRS to trigger the UEa to present the target advertisement content. For details, refer to the relevant description in the method flow corresponding to FIG. 4B.
  • an exemplary method is as follows.
  • ADDS can preset a scale factor k (0 ⁇ k ⁇ 1, telecom operators or advertisers can dynamically adjust the value of k according to the market response), k*Dest as the target presentation time; then the presentation time is not greater than k*Dest
  • the target advertisement content is selected from the advertisement content (similar to the foregoing embodiment, non-video advertisement content such as pictures, and the presentation time is regarded as zero).
  • the presentation duration of the target advertisement content may not be directly proportional to the predicted duration, but other non-linear relationships, such as using a piecewise function or a step function (for example, 5 minutes ⁇ Dest ⁇ 10 minutes, the duration of the target advertisement content 5 seconds, 10 minutes ⁇ Dest ⁇ 15 minutes, the duration of the target advertisement content is 10 seconds).
  • predicting the duration of the call is only a part of the factors that determine the target advertisement content, and ADDS can also determine the target advertisement content by combining other factors.
  • the ADDS may also request the characteristic information of the user corresponding to UEa from the DAS, and then use the characteristic information as a factor or condition for determining the target advertisement content. Assuming that ADDS obtains user characteristic information as "office worker", then priority is given to selecting the advertising content of products suitable for office workers.
  • ADDS can also obtain the call state information of UEa from the call context information, and determine that UEa is in the "pre-call" call stage, and then the target advertisement content can be selected from the advertisement content with sound.
  • ADDS may not make a decision on the target advertisement content, and does not return the information of the target advertisement content to the CXMS, then the subsequent CXMS may decide the target advertisement content by itself.
  • ADDS may first determine the target presentation timing, and then determine the target advertisement content based on the determined target presentation timing. For example, if the target presentation time is set in the middle period or the end period of the call service (corresponding to the call period), the target advertisement content can be selected from the advertisement content of the silent video type, HTML page, or image type. , In order to avoid audio-based advertising content from affecting the user’s call experience.
  • Step 466 ADDS returns the target presentation timing and/or the target advertisement content information to the CXMS.
  • Step 467 The CXMS instructs the MRS to trigger the UEa to start presenting the target advertisement content at the start time point of the target presentation opportunity.
  • step 407 For the content of this step, refer to step 407.
  • the CXMS can start a timer to send indication information to the MRS when the start time point of the target presentation opportunity arrives to indicate the MRS trigger UEa presents the target advertisement content.
  • Step 468 MRS triggers UEa to start presenting the target advertisement content.
  • step 408 For the content of this step, refer to step 408.
  • step 469-step 470 If ADDS has not provided the end time point of the target presentation opportunity before, then the end time point can be determined by step 469-step 470; if ADDS has provided the end time point of the target presentation opportunity before, optionally, pass step 469-Step 470 Update the end time point of the target presentation opportunity; in this way, the presentation of the target advertisement content does not cross the time point of the end of the call, which can meet the needs of terminal users who do not want to present the advertisement content after the call ends.
  • Step 469 CXMS continues to receive the call signaling (second call signaling) of the call service from the IMS network.
  • Step 470 CXMS determines or updates the end time point of the target presentation opportunity.
  • the end time point of the target presentation opportunity provided by the previous ADDS is maintained unchanged, and if it is determined that the call of the UEa ends, the target is presented
  • the end time point of the opportunity is updated to the current time point, so that the MRS immediately triggers the UEa to stop presenting the target advertisement content, or directly instructs the MRS to trigger the UEa to stop presenting the target advertisement content, and then proceeds to step 472.
  • Step 471 The CXMS instructs the MRS to trigger the UEa to stop presenting the target advertisement content at the end time point of the target presentation opportunity.
  • step 411 For the content of this step, refer to step 411.
  • Step 472 MRS triggers UEa to stop presenting the target advertisement content.
  • step 471 to step 472 are also optional steps.
  • the above-mentioned method flow corresponding to Figure 4D decides the advertisement content and/or presentation timing based on the predicted call duration, so that the presentation duration of the advertisement content is positively correlated with the predicted call duration, which can improve the user's acceptance of the advertising content to a certain extent and enhance the advertising effect , Thereby improving the utilization of operators' network resources.
  • Fig. 4E is a flowchart of a fifth method for presenting advertisement content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the architecture shown in Fig. 3, and the corresponding relationship between each participating role and the entity in Fig. 3 is shown in Fig. 4E
  • the "BSS" in the method flow refers to BSS 307 in Figure 3; in the method flow, the package information or account information of the user equipment is used as the target advertisement content and target presentation timing decision
  • the main steps are as follows:
  • Step 480 UEa and UEb start a call service.
  • step 400 For the content of this step, refer to step 400.
  • Step 481-Step 483 The S-CSCF device obtains the package information/account information/contract information of the UEa from the ACAS.
  • Step 481 The S-CSCF device sends the call signaling of the call service to ACAS
  • Step 482-1 ACAS obtains the identity of UEa from the call signaling, and obtains the network service package information of UEa from the HSS according to the identity of UEa, such as VPN (virtual private network, virtual private network) package information, and UEa’s Contract information;
  • VPN virtual private network, virtual private network
  • Step 482-2 The ACAS obtains the tariff package information of the UEa from the BSS according to the identifier of the UEa, such as the information of the monthly package, and the account information, such as the account balance, the status of arrears, etc.
  • the above package information includes the remaining validity period of the package, the balance of the package, etc., which is not limited in the embodiment of the present application.
  • Step 483 ACAS sends the obtained package information/account information/subscription information to the S-CSCF device through call signaling.
  • the S-CSCF device can send the package information and subscription information sent by the ACAS to the CXMS through call signaling.
  • Step 484 CXMS receives the call signaling of the call service from the IMS network.
  • the CXMS receives the call signaling related to the call service from the S-CSCF device, and in response to the call signaling, the CXMS obtains the subscription information of UEa (such as step 485-1 or step 485). -2) and package information/account information (as described in step 486-1 or step 486-2).
  • Step 485-1 CXMS obtains the subscription information of UEa from the call signaling.
  • the subscription information of UEa is obtained from the call signaling.
  • Step 485-2 CXMS obtains UEa's subscription information from HSS.
  • the identity of UEa is obtained from the call signaling, and the subscription information of UEa is obtained from the HSS according to the identity of UEa.
  • CXMS determines that the user agrees to present advertising content during the call, and continues to perform the subsequent steps.
  • Step 486-1 CXMS obtains package information/account information of UEa from the call signaling.
  • step 484 if the call signaling of step 484 contains package information or account information of UEa, the package information/account information of UEa is obtained from the call signaling.
  • Step 486-2-1 CXMS obtains UEa's network service package information from HSS.
  • the UEa's identity is obtained from the call signaling, and UEa's network service package information is obtained from the HSS according to the UEa's identity, such as VPN Package information.
  • Step 486-2-2 The CXMS obtains the tariff package information/account information of the UEa from the BSS, such as the information of the monthly package.
  • the identity of UEa is obtained from the call signaling, and the tariff package information of UEa is obtained from the BSS according to the identity of UEa (e.g. Data flow package information) or account information.
  • the above package information may all include package balance or remaining validity period information of the package.
  • Step 487 CXMS sends call context information including package information/account information of UEa to ADDS.
  • CXMS generates call context information based on the package information/account information obtained in the above steps and sends a presence information request message containing the call context information to ADDS, where the call context information includes the package information/account information, so The package information includes the package balance or the remaining validity period of the package, the account information includes the account balance; optionally, the call context information also includes the identity of UEa or the identity of the user corresponding to UEa, and CXMS obtains the identity of UEa or the identity of UEa corresponding to UEa.
  • the call context information may also include the call status of UEa, and the method for CXMS to obtain the call status of UEa may refer to step 403.
  • Step 488 ADDS determines the target presentation time and/or target advertisement content based on the call context information.
  • the ADDS receives the presence information request message from the CXMS, obtains the call context information therefrom, and then determines the target presentation time and/or target advertisement content based on the call context information. Specifically, the ADDS obtains the package information or account information of the UEa from the call context information, and then determines the target presentation time and/or the target advertisement content for the UEa based on the package information or account information.
  • an exemplary method is as follows.
  • ADDS may obtain the package balance or the remaining validity period of the package from the package information, determine the urgency of package renewal or account recharge based on the package balance or the remaining validity period of the package, and then determine the target presentation timing according to the urgency; For example, if the remaining validity period of the UEa package is 1 month, the target presentation time can be set at the end of the call service, that is, the start time of the target presentation time is the time when the call ends, and a reminder It is effective and minimally interferes with the call experience; if the remaining validity period of the UEa package is only 7 days, the start time of the target presentation time can be set as the time to start dialing, which can more easily attract the user’s attention and continue in time Order a package or change the package.
  • ADDS can also obtain the account balance from the account information, and then determine the target presentation timing based on the amount of balance, for example, when the balance remaining exceeds a certain threshold (such as 50 yuan), the target presentation timing is set At the end of the call service, and when the balance is less than the threshold, the target presentation timing is set at the beginning of the call service.
  • a certain threshold such as 50 yuan
  • ADDS may not make a decision on the target presentation timing, and the subsequent CXMS may decide the target presentation timing by itself.
  • ADDS may also determine the target advertisement content and the target presentation timing in combination with the call status, predicted call duration, and ongoing call duration of UEa.
  • the target advertisement content and the target presentation timing may also determine the target advertisement content and the target presentation timing in combination with the call status, predicted call duration, and ongoing call duration of UEa.
  • an exemplary method is as follows.
  • ADDS can include advertisement content that matches the package information or account information (for example, UEa package renewal introduction video, UEa package alternative solution introduction video, account recharge method introduction video, account recharge discount program introduction video, etc. ) To select the target advertisement content.
  • package information or account information for example, UEa package renewal introduction video, UEa package alternative solution introduction video, account recharge method introduction video, account recharge discount program introduction video, etc.
  • advertisement content can include advertisement content that matches the package information or account information (for example, UEa package renewal introduction video, UEa package alternative solution introduction video, account recharge method introduction video, account recharge discount program introduction video, etc. )
  • advertisement content for example, UEa package renewal introduction video, UEa package alternative solution introduction video, account recharge method introduction video, account recharge discount program introduction video, etc.
  • advertisement content for example, UEa package renewal introduction video, UEa package alternative solution introduction video, account recharge method introduction video, account recharge discount program introduction video, etc.
  • there can be many matching methods between package information or account information and advertising content such as calculating
  • the package information/account information of UEa is only part of the factors that determine the target advertisement content, and ADDS can also determine the target advertisement content by combining other factors.
  • ADDS can also determine the target advertisement content in combination with the call status of UEa. Assuming that ADDS determines that the call service has ended according to the call status of UEa, the target advertisement content is selected from the advertisement content with sound.
  • ADDS can also determine the target advertisement content in combination with the user's characteristic information. For example, assuming that the user's characteristic is "young", the target advertisement content is selected from the promotion video contents of a package suitable for young users.
  • Step 489 ADDS returns the target presentation timing and/or target advertisement content information to the CXMS.
  • Step 490 The CXMS instructs the MRS to trigger the UEa to start presenting the target advertisement content at the start time point of the target presentation opportunity.
  • the CXMS may continue to obtain the package information of UEa from the S-CSCF device, BSS, and HSS, or obtain the account information of UEa from the BSS before the start time of the target presentation opportunity arrives (for details, refer to step 486- 1.
  • Steps 486-2-1, step 486-2-2, etc. when it is found that UEa’s package information or account information has changed, such as account recharge, package renewal, then cancel the UEa presentation at the target presentation timing. Describes the plan of the target advertisement content, the process of this method ends here.
  • Step 491 MRS triggers UEa to start presenting the target advertisement content.
  • step 408 For the content of this step, refer to step 408.
  • Step 492 The CXMS instructs the MRS to trigger the UEa to stop presenting the target advertisement content at the end time point of the target presentation opportunity.
  • step 411 For the content of this step, refer to step 411.
  • Step 493 MRS triggers UEa to stop presenting the target advertisement content.
  • step 492 to step 493 are also optional steps.
  • the above-mentioned method flow corresponding to Figure 4E is based on the package information/account information of the user equipment to determine the advertising content and/or the presentation timing during the call service process, which can prevent the user’s communication service from being interrupted due to cost issues in time and help improve the user experience , It also improves the utilization rate of operators' network resources.
  • FIG. 4F is a flowchart of the sixth method for presenting advertisement content during a call provided by an embodiment of the application.
  • the method flow is implemented based on the architecture shown in FIG. 3, and the corresponding relationship between each participating role and the entity in FIG. 3 is shown in FIG. 4F
  • the "HSS" in the process of this method refers to HSS 306 in Figure 3; in the process of this method, the location information of the user equipment is used as one of the decision basis for the target advertisement content and target presentation timing ,
  • the main steps are as follows:
  • Step 4A0 UEa and UEb start the call service.
  • step 400 For the content of this step, refer to step 400.
  • Step 4A1-Step 4A3 The S-CSCF device obtains the location information/subscription information of UEa from ACAS.
  • Step 4A1 The S-CSCF device sends the call signaling of the call service to ACAS;
  • Step 4A2 ACAS obtains the identity of UEa from the call signaling, and obtains the location information and subscription information of UEa from the HSS according to the identity of UEa.
  • the location information described in the embodiments of this application can be information related to the longitude and latitude of the location where the user equipment is located, or the identification or name of the city or region where the user equipment is located, or the street, place, or building where the user equipment is located.
  • the name or identification of the object can be a two-dimensional coordinate (GPS positioning) or a three-dimensional coordinate (indoor positioning); the embodiment of the present application does not limit the content and form of the location information, and will not be repeated in the following.
  • Step 4A3 ACAS sends the acquired location information/subscription information to the S-CSCF device through call signaling.
  • the S-CSCF device can send the location information and subscription information sent by the ACAS to the CXMS through call signaling.
  • Step 4A4 CXMS receives the call signaling of the call service from the IMS network.
  • the CXMS receives the call signaling related to the call service from the S-CSCF device, and in response to the call signaling, the CXMS obtains the subscription information of UEa (such as step 4A5-1 or step 4A5). -2) and location information (as described in step 4A6-1 or step 4A6-2).
  • the subscription information of UEa such as step 4A5-1 or step 4A5
  • the CXMS obtains the subscription information of UEa (such as step 4A5-1 or step 4A5). -2) and location information (as described in step 4A6-1 or step 4A6-2).
  • Step 4A5-1 CXMS obtains the subscription information of UEa from the call signaling.
  • step 4A4 contains the subscription information of UEa
  • the subscription information of UEa is obtained from the call signaling.
  • Step 4A5-2 CXMS obtains UEa's subscription information from HSS.
  • the identity of UEa is obtained from the call signaling, and the subscription information of UEa is obtained from the HSS according to the identity of UEa.
  • CXMS determines that the user agrees to present advertising content during the call, and continues to perform the subsequent steps.
  • Step 4A6-1 CXMS obtains the location information of UEa from the call signaling.
  • step 4A4 if the call signaling of step 4A4 contains the location information of UEa, the location information of UEa is obtained from the call signaling.
  • Step 4A6-2 The CXMS obtains the location information of UEa from the HSS.
  • the location information of UEa is obtained from the HSS based on the call signaling; specifically, the CXMS obtains the identity of UEa from the call signaling according to UEa’s
  • the identifier queries the HSS and obtains the location information of UEa.
  • Step 4A7 CXMS sends call context information including location information of UEa to ADDS.
  • the CXMS generates call context information based on the location information obtained in the above steps and sends a presence information request message containing the call context information to ADDS, where the call context information includes the location information; optionally, the call
  • the context information also includes the identity of UEa or the identity of the user corresponding to UEa.
  • the method for CXMS to obtain the identity of UEa or the identity of the user corresponding to UEa may refer to step 404; optionally, the call context information may also include the current identity of UEa.
  • Call status the method for CXMS to obtain the call status of UEa, can refer to step 403.
  • Step 4A8 ADDS determines the target presentation time and/or target advertisement content based on the call context information.
  • the ADDS receives the presence information request message from the CXMS, obtains the call context information therefrom, and then determines the target presentation time and/or target advertisement content based on the call context information. Specifically, the ADDS obtains the location information from the call context information, and determines the target presentation timing and/or the target advertisement content based on the location information.
  • an exemplary method is as follows.
  • the ADDS may select the target advertisement content from the advertisement content related to the business place related to the location information.
  • ADDS can select the advertising content of businesses in the area (for example, a shopping mall promotion advertisement, etc., or public service advertisements in the area, for example, when the location information of UEa is determined to be within a certain area.
  • the target advertisement content is selected in the garbage classification public service advertisement, etc.).
  • location information is only a part of the factors that determine the target advertisement content, and ADDS can also determine the target advertisement content by combining other factors.
  • the ADDS may also request the characteristic information of the user corresponding to UEa from the DAS, and then use the characteristic information as a factor or condition for determining the target advertisement content. Assuming that ADDS acquires user characteristic information as "taxi driver", it will prioritize the selection of advertising content suitable for the taxi driver's product.
  • ADDS can also determine the target advertisement content in conjunction with the call status of UEa. Assuming that ADDS determines that UEa is in a call according to the call status of UEa, then the advertisement content without sound can be selected.
  • an exemplary method is as follows.
  • ADDS can record the location information of UEa to form a location information history record (subject to the user’s consent and compliance with relevant laws and regulations), and then determine the "freshness” of UEa at a certain location (the cumulative time in a certain location, the longer the time is) Shorter “freshness”) or “frequent degree” (the number of occurrences in a certain location within a unit time), which is determined according to the freshness or frequency of UEa in a certain location (ie, the geographic location corresponding to the location information)
  • Target presentation timing for example, if UEa enters a certain location for the first time, the start time of the target presentation timing can be set to the time point of dialing, for example, the corresponding advertisement content is set to "XXX operator welcomes you", so The user's sense of immersion can be improved, and if the UEa has entered a certain position multiple times, the start time point of the target presentation opportunity can be set as the end of the call.
  • ADDS can record the location information of UEa
  • ADDS can also determine the target advertisement content and the target presentation timing in combination with UEa's call status, predicted call duration, ongoing call duration, package information or account information, etc.
  • the specific method can refer to the method flow described above .
  • Step 4A9 ADDS returns the target presentation timing and/or target advertisement content information to the CXMS.
  • Step 4B0 The CXMS instructs the MRS to trigger the UEa to start presenting the target advertisement content at the start time point of the target presentation opportunity.
  • the CXMS may continue to obtain the location information of UEa from the S-CSCF device and HSS (refer to step 4A6-1, step 4A6-2, etc.) before the start time of the target presentation opportunity arrives. If the location information of the UEa changes (it has left the previous location), the plan of triggering the UEa to present the target advertisement content at the target presentation timing is cancelled, and the process of the method ends here.
  • Step 4B1 MRS triggers UEa to start presenting the target advertisement content.
  • step 408 For the content of this step, refer to step 408.
  • Step 4B2 The CXMS instructs the MRS to trigger the UEa to stop presenting the target advertisement content at the end time point of the target presentation opportunity.
  • step 411 For the content of this step, refer to step 411.
  • Step 4B3 MRS triggers UEa to stop presenting the target advertisement content.
  • step 4B2-step 4B3 are also optional steps.
  • the above-mentioned method flow corresponding to FIG. 4F decides the advertisement content and/or presentation timing based on the location information of the user equipment, which can provide users with an immersive experience, thereby increasing the user's attention to the advertisement content, and increasing the conversion rate of advertisements, thereby improving operations The utilization rate of business network resources.
  • the function of determining the timing of target presentation is deployed on ADDS, and can be deployed on CXMS according to the division of labor shown in Figure 1B and Figure 2B;
  • CXMS, ADDS, DAS and MRS are separate All deployed can be deployed on the same physical device as shown in Figure 1A and Figure 2A.
  • CXMS, ADDS, and DAS can also be deployed on one physical device, and MRS can be deployed on another physical device.
  • the embodiments of this application do not limit the deployment modes of CXMS, ADDS, DAS, and MRS.
  • Fig. 5 is a hardware structure diagram of a media application device, a call context management device, or a media decision device provided by an embodiment of the application. All media application devices (for example, the media application device 110 in FIG. 1A), call context management devices (for example, the call context management device 111 in FIG. 1B, the call context management device 114 in FIG. 1C, and the call context management device 114 in FIG. 3) in the embodiments of the present application CXMS 3011), media decision-making equipment (for example, the media decision-making device 112 in Fig. 1B, the media decision-making device 115 in Fig. 1C, and the ADDS 3012 in Fig. 3) can all be implemented by the general computer hardware structure shown in Fig. 5, where It includes a processor 501, a memory 502, a bus 503, an input device 504, an output device 505, and a network interface 506. The input device 504 and the output device 505 are optional.
  • All media application devices for example, the media application device 110 in FIG. 1A
  • the memory 502 may include a computer storage medium in the form of a volatile and/or nonvolatile memory, such as a read-only memory and/or a random access memory.
  • the memory 502 can store an operating system, application programs, other program modules, executable codes, and program data.
  • the input device 504 can be used to input information, so that the system administrator can operate and manage the media application device, call context management device, or media decision device, for example, manage the media content to be presented on the media application device, and manage the device in the call context Configure the IP address of the media decision device, configure various thresholds or thresholds on the media decision device, etc.; the input device 504 can be a keyboard or pointing device, such as a mouse, trackball, touchpad, microphone, joystick, game pad, satellite TV Antennas, scanners or similar devices can all be connected to the processor 501 via the bus 503.
  • the input device 504 can be a keyboard or pointing device, such as a mouse, trackball, touchpad, microphone, joystick, game pad, satellite TV Antennas, scanners or similar devices can all be connected to the processor 501 via the bus 503.
  • the output device 505 can be used to output information, so that the system administrator can operate and manage the media application device, call context management device, or media decision device; for example, display storage space on the media application device, and display storage space on the call context management device. Display the IP address of the media decision device, display various thresholds or thresholds on the media decision device, etc. In addition to the monitor, the output device 505 can also be other peripheral output devices, such as speakers and/or printing devices.
  • the bus 503 is connected to the processor 501.
  • the media application device, the call context management device, or the media decision device may all be connected to the network through the network interface 506, for example, to a local area network (LAN).
  • LAN local area network
  • the computer execution instructions stored in the media application device, the call context management device, or the media decision device can be stored in a remote storage device, not limited to local storage.
  • the media application device can execute the method steps corresponding to the media application device in all the above embodiments, such as steps 202, 203, and 204 Etc.; for the specific execution process, please refer to the above-mentioned embodiment, which will not be repeated here.
  • the call context management device can execute the method steps corresponding to the call context management device in all the above embodiments, such as steps 222, 223 , 224, 242, 243, 403, 425, 443, 463, 486-1 and 4A6-1; refer to the above-mentioned embodiments for the specific execution process, and will not be repeated here.
  • the media decision device can execute the method steps corresponding to the media decision device in all the above embodiments, such as steps 225-1 and 225 -2, 244, 405, 427, 445, 465, 488 and 4A8; refer to the above-mentioned embodiment for the specific execution process, which will not be repeated here.
  • Fig. 6 is a schematic diagram of the logical structure of a call context management device provided by an embodiment of the application.
  • the call context management device is used to obtain call context information and enable the user equipment to present media content during a call service according to the call context information, including:
  • the receiving module 601 is used to receive call signaling of the call service from the call session control device;
  • -Obtaining module 602 configured to obtain call context information based on the call signaling, the call context information containing information used to describe the progress of the user equipment participating in the call service in the call service process or the user equipment in the call service Information about the environment in the call service process; for the specific execution process, refer to the step description on the call context management device side in the foregoing embodiment, such as steps 242, 403, and 425.
  • -Indication module 603 configured to instruct the media presentation device to trigger the user equipment 12 to present media content based on the call context information; refer to the step description on the call context management device side in the above embodiment for the specific execution process, such as steps 246, 407 and 447 and so on.
  • FIG. 7 is a schematic diagram of the logical structure of a media decision device provided by an embodiment of the application.
  • the media decision device is used to decide when to present media content and/or media content to be presented for the call context management device, including:
  • the receiving module 701 is configured to receive call context information from the call context management device 114, where the call context information refers to describing the progress of the user equipment 12 participating in the call service in the call service process or the user equipment 12 Information about the environment in the process of the call service; for the specific execution process, refer to the step description on the media decision device side in the above embodiment, such as steps 243, 404, and 426;
  • the decision module 702 is configured to determine the target presentation time and/or target media content based on the call context information; for the specific execution process, refer to the step description on the media decision device side in the foregoing embodiment, such as steps 244, 405, and 427.
  • the sending module 703 is configured to send the target presentation timing and/or the information of the target media content to the call context management device 114, so that the call context management device triggers the user equipment at the target presentation timing
  • the target media content is presented; refer to the step description on the media decision device side in the foregoing embodiment for the specific execution process, such as steps 245, 406, 428, and 446.
  • the call context management device shown in FIG. 6 and the media decision device shown in FIG. 7 are presented in the form of functional modules.
  • the “module” here can refer to application-specific integrated circuits (ASIC), circuits, processors and memories that execute one or more software or firmware programs, integrated logic circuits, and/or other functions that can provide the above-mentioned functions Of the device.
  • ASIC application-specific integrated circuits
  • the acquiring module 602, the indicating module 603, the receiving module 701, the decision module 702, and the sending module 703 can all be implemented by the processor 501 and the memory 502 in FIG. 5.
  • the function of obtaining the call context information by the obtaining module 602 and the function of determining the target presentation time and/or target media content by the decision module 702 can be implemented by the processor 501 executing the code stored in the memory 502.
  • the disclosed system, device, and method may be implemented in other ways.
  • the division of the modules is only a logical function division, and there may be other divisions in actual implementation.
  • multiple units or components can be combined or integrated into another system, or some features can be ignored or not. implement.
  • the displayed or discussed mutual coupling or direct coupling or communication connection may be indirect coupling or communication connection through some interfaces, devices or units, and may also be electrical, mechanical or other forms of connection.

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Abstract

一种呈现媒体内容的方法，用于触发呼叫业务中的用户设备在目标呈现时机呈现目标媒体内容，包括：从呼叫会话控制设备接收呼叫业务的呼叫信令，基于所述呼叫信令获取所述用户设备的呼叫上下文信息，例如，所述用户设备的呼叫状态信息、按键序列信息、已持续通话时长、预测通话时长、套餐信息/账户信息、位置信息等；基于所述呼叫上下文信息确定所述目标呈现时机和/或所述目标媒体内容。该方法有助于提高呼叫过程中的广告效果，进而提升电信运营商网络资源的利用率。

Description

呈现媒体内容的方法、系统及相关设备
本申请要求于2020年4月24日提交中国国家知识产权局、申请号为202010330789.2、发明名称为“呈现媒体内容的方法、系统及相关设备”的中国专利申请的优先权，其全部内容通过引用结合在本申请中。
技术领域
本申请涉及通信领域，尤其涉及呼叫过程呈现(render)媒体内容的方法、系统及相关设备。
背景技术
随着移动通信网络技术的发展，出现了VOLTE(Voice over Long-Term Evolution，长期演进语音承载)通信网络、5G(5th generation)通信网络等技术，用户设备(User Equipment，UE)可以在呼叫业务进行期间保持移动数据连接，丰富了在UE上呈现广告内容的机会，例如：可以在拨号过程中触发用户设备播放广告视频，甚至在通话过程触发用户设备显示广告内容等。
现有技术中，在触发UE呈现广告内容时，常常出现“不合时宜”的情况，例如，广告内容相对通话时间过长、广告内容与用户不相关、广告的呈现对通话造成干扰等，这样既影响用户体验，也降低了广告效果，浪费了电信运营商的网络资源，进而降低了电信运营商的网络资源利用率。
发明内容
鉴于此，有必要提供一种呈现媒体内容的方法，以提升电信运营商网络资源的利用率。
第一方面，本申请实施例提供了一种呈现媒体内容的方法，该方法包括：从呼叫会话控制设备接收呼叫业务的呼叫信令；基于所述呼叫信令获取呼叫上下文信息，所述呼叫上下文信息包含用于描述所述呼叫业务中的用户设备在所述呼叫业务过程中的进展的信息；基于所述呼叫上下文信息使所述用户设备呈现媒体内容。
该方法可以实现以呼叫上下文为依据使用户设备呈现媒体内容，相对于传统上呈现相对固定的、与呼叫上下文无关的媒体内容的做法，该方法可以提高用户对呼叫过程中呈现媒体内容的接受程度，进而提高电信运营商的网络资源利用率。
在一个可能的方案中，所述基于所述呼叫上下文信息使所述用户设备呈现媒体内容，包括：基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息包含所述用户设备的呼叫状态信息，所述呼叫状态信息包括所述用户设备的呼叫状态、所述呼叫状态的开始时间点和所述呼叫状态的理论结束时间点，且:所述基于所述呼叫信令获取呼叫上下文信息，包括：基于所述呼叫信令的信令码或状态码确定所述用户设备的呼叫状态；所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，包括：获取所述呼叫状态的开始时间点，基 于所述呼叫状态的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述理论结束时间点设置所述目标呈现时机的结束时间点。
在一个可能的方案中，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：在呈现时长不大于所述呼叫状态的理论持续时长的媒体内容中选择所述目标媒体内容，其中，所述理论持续时长为从所述开始时间点到所述理论结束时间点之间的时长；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段无音频冲突的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段有音频冲突的媒体内容中选择所述目标媒体内容，并生成音频冲突标记或者音频标记，以便在触发所述用户设备呈现所述目标媒体内容时，不触发呈现所述目标媒体内容的音频部分。
上述方案基于用户设备的呼叫状态信息决策广告内容和/或呈现时机，可以在一定程度上降低广告内容的呈现对通话体验的影响，从而提高用户对呼叫过程中的广告内容的认可度，提升广告效果，进而提高运营商网络资源的利用率。
在一个可能的方案中，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，所述基于所述呼叫信令获取呼叫上下文信息包括：确定所述呼叫信令为被叫摘机呼叫信令；基于所述呼叫信令的时间戳和当前时间点，计算所述呼叫业务的已持续通话时长；所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，包括：基于所述已持续通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已持续通话时长设置所述目标呈现时机的结束时间点。
上述方案基于已持续通话时长决策广告内容的时间长度和/或呈现时机，使得广告内容呈现时长与实际持续通话时长成正相关性，可以在一定程度上提高用户对广告内容的接受程度，提升广告效果，进而提高运营商网络资源的利用率。
在一个可能的方案中，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述按键序列信息包括所述用户设备的按键序列、所述按键序列对应的语音服务的开始时间点和所述语音服务的理论结束时间点，所述按键序列是指由用户在所述呼叫业务过程中通过所述用户设备输入的按键按时间顺序组成的序列，所述基于所述呼叫信令获取呼叫上下文信息，包括：基于所述呼叫信令和所述IVR设备发送的信息获取所述按键序列信息。
在一个可能的方案中，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，包括：基于所述按键序列对应的语音服务的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述语音服务的理论结束时间点设置所述目标呈现时机的结束时间点；以及基于与所述按键序列对应的语音服务的内容确定所述目标媒体内容。
上述方案基于用户设备的按键序列决策广告内容和/或呈现时机，可以增加广告内容的呈现与用户操作的相关性，提高用户对广告内容的关注度，由此提高广告的转化率，从而提高运营商网络资源的利用率。
在一个可能的方案中，所述呼叫上下文信息还包含所述呼叫业务的预测通话时长，所述 基于所述呼叫信令获取呼叫上下文信息，还包括：基于所述呼叫信令获取所述用户设备对应用户的历史通话时长记录；基于所述历史通话时长记录确定所述预测通话时长。
在一个可能的方案中，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：基于当前时间点和所述预测通话时长设置所述目标呈现时机的开始时间点和结束时间点；以及基于所述预测通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
上述方案基于预测通话时长决策广告内容和/或呈现时机，使得广告内容呈现时长与预测通话时长成正相关性，可以在一定程度上提高用户对广告内容的接受程度，提升广告效果，进而提升运营商网络资源的利用率。
在一个可能的方案中，所述呼叫上下文信息还包含所述用户设备对应的套餐信息或账户信息，所述套餐信息包括套餐余额或者套餐剩余有效期，所述账户信息包括账户余额；所述基于所述呼叫信令获取呼叫上下文信息，还包括：基于所述呼叫信令从归属签约用户服务器HSS或者运营支撑系统BSS获取所述套餐信息，或者基于所述呼叫信令从所述BSS获取所述账户信息；或者，从所述呼叫信令中获取所述套餐信息或所述账户信息；所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：在与所述套餐信息或者账户信息相匹配的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：基于所述套餐余额或者套餐剩余有效期，或者基于所述账户余额确定套餐续订或账户充值的紧急程度；根据所述紧急程度，确定所述目标呈现时机。
上述方案基于用户设备的套餐信息/账户信息决策广告内容和在呼叫业务过程中的呈现时机，可以及时避免用户的通信业务因为费用问题而中断，有助于提高用户体验，也提高运营商网络资源的利用率。
在一个可能的方案中，所述呼叫上下文信息还包含所述用户设备的位置信息，所述基于所述呼叫信令获取呼叫上下文信息，包括：从所述呼叫信令中获取所述用户设备的位置信息；或者，基于所述呼叫信令从归属签约用户服务器HSS获取所述用户设备的位置信息；所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：确定所述用户设备在所述位置信息对应的位置的新鲜程度或频繁程度，基于所述新鲜程度或所述频繁程度确定所述目标呈现时机；以及在与所述位置信息相关的商业场所相关的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容，包括：通过所述呼叫业务的呼叫信令与所述用户设备协商媒体通道；在所述目标呈现时机的开始时间点，通过所述媒体通道向所述用户设备发送所述目标媒体内容的部分或全部数据。
上述方案基于用户设备的位置信息决策广告内容和/或呈现时机，可以为用户提供沉浸式体验，进而提高用户对广告内容的关注度，并提高广告的转化率，从而提高运营商网络资源的利用率。
在一个可能的方案中，所述触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容，还包括：在所述目标呈现时机的结束时间点，停止通过所述媒体通道向所述用户设备发送所述目标媒体内容的数据或者所述目标媒体内容的音频部分数据。
第二方面，本申请实施例提供了一种媒体应用系统，该系统包括：呼叫上下文管理模块用于：从呼叫会话控制设备接收呼叫业务的呼叫信令；基于所述呼叫信令获取呼叫上下文信息；基于所述呼叫上下文信息使所述用户设备呈现媒体内容。
在一个可能的方案中，所述媒体应用系统还包括媒体呈现模块，所述呼叫上下文管理模块还用于：基于所述呼叫上下文信息指示所述媒体呈现模块触发所述用户设备在目标呈现时机呈现目标媒体内容；所述媒体呈现模块用于：根据所述呼叫上下文管理模块的指示触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容。
在一个可能的方案中，所述媒体应用系统还包括：呈现时机决策模块和呈现内容决策模块，所述呼叫上下文管理模块还用于：向所述呈现时机决策模块发送所述呼叫上下文信息并从所述所述呈现时机决策模块接收所述目标呈现时机，和/或，向所述呈现内容决策模块发送所述呼叫上下文信息并从所述呈现内容决策模块接收所述目标媒体内容的信息；在所述目标呈现时机指示所述媒体呈现模块触发用户设备呈现所述目标媒体内容；所述呈现时机决策模块用于：从所述呼叫上下文管理模块接收所述呼叫上下文信息，基于所述呼叫上下文信息确定所述目标呈现时机，向所述呼叫上下文管理模块发送所述目标呈现时机；所述呈现内容决策模块用于：从所述呼叫上下文管理模块接收所述呼叫上下文信息，基于所述呼叫上下文信息确定所述目标媒体内容，向所述呼叫上下文管理模块发送所述目标媒体内容的信息。
在一个可能的方案中，所述呼叫上下文信息包含所述用户设备的呼叫状态信息,所述呼叫上下文管理模块还用于：基于所述呼叫信令的信令码或状态码确定所述呼叫状态；所述呈现时机决策模块还用于：确定所述呼叫状态的开始时间点和理论结束时间点；基于所述开始时间点设置所述目标呈现时机的开始时间点，以及基于所述理论结束时间点设置所述目标呈现时机的结束时间点；所述呈现内容决策模块还用于：在呈现时长不大于所述呼叫状态的理论持续时长的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段无音频冲突的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段有音频冲突的媒体内容中选择所述目标媒体内容，并生成音频冲突标记或者音频标记，以便在触发所述用户设备呈现所述目标媒体内容时，不触发呈现所述目标媒体内容的音频部分。
在一个可能的方案中，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，所述呼叫上下文管理模块还用于：确定所述呼叫信令为被叫摘机呼叫信令；基于所述呼叫信令的时间戳和当前时间点，计算所述呼叫业务的已持续通话时长；所述呈现时机决策模块还用于：基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已持续通话时长设置所述目标呈现时机的结束时间点；所述呈现内容决策模块还用于：基于所述已持续通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述呼叫上下文管理模块还用于：基于所述呼叫信令和所述IVR设备发送的信息获取所述按键序列信息；所述呈现时机决策模块还用于：基于所述按键序列对应的语音服务的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述语音服务的理论结束时间点设置所述目标呈现时机的结束时间 点；所述呈现内容决策模块还用于：基于与所述按键序列对应的语音服务的内容确定所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息包含所述呼叫业务的预测通话时长，所述呼叫上下文管理模块还用于：基于所述呼叫信令获取所述用户设备对应用户的历史通话时长记录；基于所述历史通话时长记录确定所述预测通话时长；所述呈现时机决策模块还用于：基于当前时间点和所述预测通话时长设置所述目标呈现时机的开始时间点和结束时间点；所述呈现内容决策模块还用于：基于所述预测通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息包含所述用户设备对应的套餐信息或账户信息，所述呼叫上下文管理模块还用于：基于所述呼叫信令从归属签约用户服务器HSS或者运营支撑系统BSS获取所述套餐信息，或者从所述BSS获取所述账户信息；或者，从呼叫会话控制设备获取所述呼叫业务的呼叫信令；从所述呼叫信令中获取所述套餐信息或所述账户信息；所述呈现时机决策模块还用于：基于所述套餐余额或者套餐剩余有效期，或者基于所述账户余额确定套餐续订或账户充值的紧急程度；根据所述紧急程度，确定所述目标呈现时机；所述呈现内容决策模块还用于：在与所述套餐信息或者账户信息相匹配的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息包含所述用户设备的位置信息，所述呼叫上下文管理模块还用于：从所述呼叫信令中获取所述用户设备的位置信息；或者，基于所述呼叫信令从归属签约用户服务器HSS获取所述用户设备的位置信息；所述呈现内容决策模块还用于：在与所述位置信息相关的商业场所相关的媒体内容中选择所述目标媒体内容；所述呈现时机决策模块还用于：确定所述用户设备在所述位置信息对应的位置的新鲜程度或频繁程度，基于所述新鲜程度或所述频繁程度确定所述目标呈现时机。
在一个可能的方案中，所述媒体应用系统包括媒体应用设备，所述呼叫上下文管理模块、所述呈现时机决策模块、所述呈现内容决策模块和所述媒体呈现模块均部署在所述媒体应用设备。
在一个可能的方案中，所述媒体应用系统包括呼叫上下文管理设备、媒体决策设备和媒体呈现设备，所述呼叫上下文管理模块和所述呈现时机决策模块部署在所述呼叫上下文管理设备，所述呈现内容决策模块部署在所述媒体决策设备，所述媒体呈现模块部署在所述媒体呈现设备。
在一个可能的方案中，所述媒体应用系统包括呼叫上下文管理设备、媒体决策设备和媒体呈现设备，所述呼叫上下文管理模块部署在所述呼叫上下文管理设备，所述呈现内容决策模块和所述呈现时机决策模块部署在所述媒体决策设备，所述媒体呈现模块部署在所述媒体呈现设备。
第三方面，本申请实施例提供了一种呈现媒体内容的方法，该方法应用于呼叫上下文管理设备，该方法包括：从呼叫会话控制设备接收呼叫业务的呼叫信令；基于所述呼叫信令获取呼叫上下文信息；基于所述呼叫上下文信息指示媒体呈现设备触发所述用户设备在目标呈现时机呈现目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息包含所述用户设备的呼叫状态信息，所述基 于所述呼叫信令获取呼叫上下文信息包括：基于所述呼叫信令信令码或状态码确定所述呼叫状态。
在一个可能的方案中，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，所述基于所述呼叫信令获取呼叫上下文信息包括：确定所述呼叫信令为被叫摘机呼叫信令；基于所述呼叫信令的时间戳和当前时间点，计算所述呼叫业务的已持续通话时长。
在一个可能的方案中，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述基于所述呼叫信令获取呼叫上下文信息包括：基于所述呼叫信令和所述IVR设备发送的信息获取所述按键序列信息。
在一个可能的方案中，所述呼叫上下文信息还包含所述呼叫业务的预测通话时长，所述获取呼叫上下文信息包括：基于所述呼叫信令获取所述用户设备对应用户的历史通话时长记录；基于所述历史通话时长记录获取所述预测通话时长。
在一个可能的方案中，所述呼叫上下文信息还包含所述用户设备对应的套餐信息或账户信息，所述基于所述呼叫信令获取呼叫上下文信息包括：基于所述呼叫信令从归属签约用户服务器HSS或者运营支撑系统BSS获取所述套餐信息，或者从所述BSS获取所述账户信息；或者，从所述呼叫信令中获取所述套餐信息或所述账户信息。
在一个可能的方案中，所述呼叫上下文信息还包含所述用户设备的位置信息，所述基于所述呼叫信令获取呼叫上下文信息包括：从所述呼叫信令中获取所述用户设备的位置信息；或者，基于所述呼叫信令从归属签约用户服务器HSS获取所述用户设备的位置信息。
第四方面，本申请实施例提供了一种呈现媒体内容的方法，该方法应用于媒体决策设备，该方法包括：从呼叫上下文管理设备接收呼叫上下文信息；基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容；向所述呼叫上下文管理设备发送所述目标呈现时机和/或所述目标媒体内容的信息，以使所述呼叫上下文管理设备触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息包含所述用户设备的呼叫状态信息，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：基于所述呼叫状态的开始时间点设置所述目标呈现时机的开始时间点，以及基于所述理论结束时间点设置所述目标呈现时机的结束时间点；和/或，在呈现时长不大于所述呼叫状态的理论持续时长的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段无音频冲突的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段有音频冲突的媒体内容中选择所述目标媒体内容，并生成音频冲突标记或者音频标记，以便在触发所述用户设备呈现所述目标媒体内容时，不触发呈现所述目标媒体内容的音频部分。
在一个可能的方案中，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已持续通话时长设置所述目标呈现时机的结束时间点；和/或，基于所述已持续通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之 间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：基于所述按键序列对应的语音服务的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述语音服务的理论结束时间点设置所述目标呈现时机的结束时间点；和/或，基于与所述按键序列对应的语音服务的内容确定所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息还包含所述呼叫业务的预测通话时长，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：基于当前时间点和所述预测通话时长设置所述目标呈现时机的开始时间点和结束时间点；和/或，基于所述预测通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息还包含所述用户设备对应的套餐信息或账户信息，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：基于所述套餐余额或者套餐剩余有效期，或者基于所述账户余额确定套餐续订或账户充值的紧急程度，根据所述紧急程度，确定所述目标呈现时机；和/或，在与所述套餐信息或者账户信息相匹配的媒体内容中选择所述目标媒体内容。
在一个可能的方案中，所述呼叫上下文信息还包含所述用户设备的位置信息，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：确定所述用户设备在所述位置信息对应的的位置的新鲜程度或频繁程度，基于所述新鲜程度或所述频繁程度确定所述目标呈现时机；和/或，在与所述位置信息相关的商业场所相关的媒体内容中选择所述目标媒体内容。
第五方面，本申请实施例提供了一种呼叫上下文管理设备，该设备包括处理器和存储器，其中：所述存储器，用于存储程序指令；所述处理器，用于调用并执行所述存储器中存储的程序指令，以使所述呼叫上下文管理设备执行上述第三方面及其中任一可能方案所述的呈现媒体内容的方法。
第六方面，本申请实施例提供了一种计算机可读存储介质，该介质包括指令，当其在计算机上运行时，使得所述计算机执行上述第三方面及其中任一可能方案所述的呈现媒体内容的方法。
第七方面，本申请实施例提供了一种媒体决策设备，该设备包括处理器和存储器，其中：所述存储器，用于存储程序指令；所述处理器，用于调用并执行所述存储器中存储的程序指令，以使所述媒体决策设备执行上述第四方面及其中任一可能方案所述的呈现媒体内容的方法。
第八方面，本申请实施例提供了一种计算机可读存储介质，其特征在于，包括指令，当其在计算机上运行时，使得所述计算机执行上述第四方面及其中任一可能方案所述的呈现媒体内容的方法。
附图说明
图1A为本申请实施例提供的第一通信系统架构图；
图1B为本申请实施例提供的第二通信系统架构图；
图1C为本申请实施例提供的第三通信系统架构图；
图2A为本申请实施例提供的在呼叫过程中呈现媒体内容的第一方法流程图；
图2B为本申请实施例提供的在呼叫过程中呈现媒体内容的第二方法流程图；
图2C为本申请实施例提供的在呼叫过程中呈现媒体内容的第三方法流程图；
图3为本申请实施例提供的第四通信系统架构图；
图4A为本申请实施例提供的在呼叫过程中呈现广告内容的第一方法流程图；
图4B为本申请实施例提供的在呼叫过程中呈现广告内容的第二方法流程图，其中；
图4C为本申请实施例提供的在呼叫过程中呈现广告内容的第三方法流程图；
图4D为本申请实施例提供的在呼叫过程中呈现广告内容的第四方法流程图；
图4E为本申请实施例提供的在呼叫过程中呈现广告内容的第五方法流程图；
图4F为本申请实施例提供的在呼叫过程中呈现广告内容的第六方法流程图；
图5为本申请实施例提供的媒体应用设备、呼叫上下文管理设备或媒体决策设备的硬件结构图；
图6为本申请实施例提供的呼叫上下文管理设备逻辑结构示意图；
图7为本申请实施例提供的媒体决策设备逻辑结构示意图。
具体实施方式
下面将结合本申请实施例中的附图，对本申请实施例中的技术方案进行描述。其中，在本申请的描述中，除非另有说明，“/”表示前后关联的对象是一种“或”的关系，例如，A/B可以表示A或B；“和/或”是一种描述关联对象的关联关系，表示可以存在三种关系，例如，“A和/或B”，可以表示：单独存在A、同时存在A和B、单独存在B这三种情况，其中A,B可以是单数或者复数。
为便于理解本申请实施例，下面先解释几个概念。
呼叫业务：是指用户设备(参见下文关于用户设备12的描述)以主叫身份或者被叫身份参与，经通信网络接续与其他呼叫设备(参见下文关于呼叫设备13的描述)之间进行的语音通话业务或视频通话业务，例如，用户设备拨打手机号码、办公座机号码或客服中心号码而进行的语音通话业务，再如，用户设备接受手机、办公座机或客服中心呼叫而进行的语音通话业务。
呼叫业务过程：是指从参与呼叫业务的一方拨号到呼叫业务结束(中止或者终止等)的整个时间范围，有时候也称为“呼叫过程”、“呼叫业务期间”。
呼叫上下文信息：包括用于描述呼叫业务中的用户设备在所述呼叫业务过程中的进展的信息，例如该用户设备的呼叫状态信息、已持续通话时长、已输入的按键序列信息等,均体现了用户设备在呼叫业务过程中的进展；还可以包含所述用户设备在所述呼叫业务过程中所处的环境的信息，例如，预测的通话时长、套餐信息(如网络业务套餐信息、资费套餐信息)、位置信息等，其中，预测通话时长、套餐信息、账户信息体现了用户设备在呼叫业务过程中所处的虚拟环境，位置信息则体现了用户设备在呼叫业务过程中所处的物理环境。
目标呈现时机：是指在处于呼叫业务过程中的用户设备上(具体可以是在用户设备上的电话应用程序界面上，也可以是在电话应用程序界面的附属界面，如弹出的悬浮窗口上呈 现)呈现媒体内容的时机，可以是个时隙或时段，包含开始时间点和结束时间点，也可以是一个开始时间点和一个呈现时长，还可以只是一个开始时间点(这种情况下，呈现时长由媒体内容自身可呈现时长决定，如视频内容的总时长)；其中，开始时间点为开始呈现媒体内容的时间点，在呼叫业务过程中，而结束时间点为停止呈现媒体内容的时间点，根据决策情况，可以在呼叫业务过程中，也可以在呼叫业务结束(挂机)之后。
目标媒体内容：是指适合在呼叫业务中的用户设备上呈现的媒体内容；从文件格式角度上看，目标媒体内容可以是视频内容(相应地，“呈现目标媒体内容”是指在用户设备上播放视频内容)，也可以是图片(相应地，“呈现目标媒体内容”是指在用户设备上显示图片)，如GIF(Graphics Interchange Format,图形交换格式)，还可以是HTML(HyperText Markup Language，超文本标记语言)页面(相应地，“呈现目标媒体内容”是指在用户设备上显示HTML页面)等多媒体内容；从应用场景或目的角度上看，目标媒体内容可以是用于定制警报铃声(Customized Alerting Tones，CAT，俗称“彩铃”)服务的媒体内容，也可以是用于定制振铃信号(Customized Ringing Signal，CRS，俗称“彩振”)服务的媒体内容，也可以是公益新闻媒体内容，还可以是广告媒体内容；从数量角度看，目标媒体内容可以是一个媒体内容，也可以是多个媒体内容。本申请实施例对所述目标媒体内容的文件格式、目的或用途、数量均不作限定。
图1A为本申请实施例提供的第一通信系统架构图，其中包括媒体应用系统11、媒体应用设备110、用户设备12、呼叫设备13，这些实体通过通信网络14相连，分别描述如下。
媒体应用系统11：该系统的功能可以部署在单个设备上，例如部署在媒体应用设备110上，也可以分开部署在多个的设备上，如图1B、图1C所示，用于获取用户设备12的呼叫上下文信息，并根据所述呼叫上下文信息使用户设备12呈现媒体内容，具体也可以参考媒体应用设备110的描述。
媒体应用设备110：通过通信网络14与用户设备12和呼叫设备13相连，为了触发用户设备12在目标呈现时机呈现目标媒体内容，在用户设备12与呼叫设备13之间的呼叫业务进行期间，获取用户设备12的呼叫上下文信息，再基于所述呼叫上下文信息使用户设备12呈现媒体内容；具体地，基于所述呼叫上下文信息确定所述目标呈现时机和/或所述目标媒体内容，进而触发用户设备12在所述目标呈现时机的开始时间点开始呈现所述目标媒体内容；可选地，还在所述目标呈现时机的结束时间点触发用户设备12停止呈现所述目标媒体内容或者停止呈现所述目标媒体内容的音频部分。
媒体应用设备110的主要功能可以分布在四个功能模块中，分别是：呼叫上下文管理模块1101、呈现时机决策模块1102、呈现内容决策模块1103和媒体呈现模块1104，分别介绍如下。
呼叫上下文管理模块1101：用于与通信网络14中的设备以及电信运营商运营支撑管理设备(图1A中未画出)交互，以获取用户设备12的呼叫上下文信息，再基于所述呼叫上下文信息使用户设备12呈现媒体内容；具体地，呼叫上下文管理模块1101从通信网络14中的呼叫会话控制设备接收所述呼叫业务的呼叫信令，基于所述呼叫信令获取所述呼叫上下文信息；具体地，呼叫上下文管理模块1101向所述呈现时机决策模块1102发送所述呼叫上下文信息并从所述所述呈现时机决策模块1102接收所述目标呈现时机，和/或，向所述 呈现内容决策模块1103发送所述呼叫上下文信息并从所述呈现内容决策模块接收所述目标媒体内容的信息，再指示所述媒体呈现模块1104触发用户设备12在所述目标呈现时机呈现所述目标媒体内容；具体地，呼叫上下文管理模块1101在所述目标呈现时机的开始时间点，指示所述媒体呈现模块1104触发用户设备12开始呈现所述目标媒体内容，可选地，呼叫上下文管理模块1101还在所述目标呈现时机的结束时间点指示所述媒体呈现模块1104触发用户设备12停止呈现所述目标媒体内容或者停止呈现所述目标媒体内容的音频部分。
呈现时机决策模块1102：用于基于呼叫上下文管理模块1101提供的呼叫上下文信息，确定目标呈现时机，并向呼叫上下文管理模块1101提供或发送所述目标呈现时机。
相对于传统上按广告主或电信运营商意愿确定的、相对固定的呈现时机，这样决策的呈现时机因兼顾了终端用户的体验，被终端用户所接受的概率更高。应理解，目标媒体内容的实际呈现时间范围可能小于决策出的目标呈现时机所对应的时间范围，例如，用户在目标呈现时机中的结束时间点之前关闭屏幕或者挂断电话，导致提前结束媒体内容的呈现。应注意，
呈现内容决策模块1103：用于基于从呼叫上下文管理模块1101接收的所述呼叫上下文信息，确定所述目标媒体内容，并向呼叫上下文管理模块1101发送所述目标媒体内容的信息。
相对于传统按广告主或电信运营商意愿确定的相对固定的媒体内容，这样决策的目标媒体内容因兼顾了终端用户的需求，被终端用户所接受的概率更高。
媒体呈现模块1104：用于根据呼叫上下文管理模块1101指示，触发用户设备12呈现目标媒体内容，包括触发用户设备12开始呈现目标媒体内容，可选地，还包括触发用户设备12停止呈现目标媒体内容。
用户设备12：通过通信网络14与呼叫设备13、媒体应用系统11(具体是媒体应用设备110)相连，可以以主叫身份发起与呼叫设备13之间的呼叫业务，也可以以被叫身份接受呼叫设备13发起的呼叫业务；在呼叫业务进行期间，可以在目标呈现时机从媒体应用系统11接收并呈现目标媒体内容。用户设备12是终端用户的设备,具备呈现媒体内容的能力，可以是3GPP(3rd Generation Partnership Project，第三代合作伙伴计划)标准规范定义的用户设备(user equipment，UE)，可以是手持式设备、车载设备、可穿戴设备或计算设备；可以是手机(mobile phone)、平板电脑或带无线收发功能的电脑、虚拟现实(virtual reality，VR)终端设备或增强现实(augmented reality，AR)终端设备等。应理解，实际应用中，图1A、图1B或图1C所示通信系统可以有更多的用户设备。
呼叫设备13：通过通信网络14与用户设备12、媒体应用系统11(具体是媒体应用设备110)相连，可以以主叫身份发起与用户设备12之间的呼叫业务，也可以以被叫身份接受用户设备12发起的呼叫业务；呼叫设备13可以是既具备呼叫业务的能力、又具备呈现媒体内容的能力的设备，如与用户设备12类似的设备，也可以是具备呼叫业务的能力、但不具备呈现媒体内容的能力的设备，如传统办公座机，还可以是具有呼叫业务的能力以及在呼叫业务进行期间对对方按键输入做出响应的能力、但不具备呈现媒体内容的能力的设备，如交互式语音应答(Interacting Voice Response，IVR)设备；当呼叫设备13为IVR设备时，可以在与用户设备12之间建立的RTP(Real-time Transport Protocol，实时传输协议)媒体流中获取用户设备12在与该IVR设备交互过程中输入的按键信息，以获知用户设备12 侧终端用户输入的按键序列，并将按键序列提供给媒体应用系统11(具体是媒体应用设备110中的呼叫上下文管理模块1101)，以使其据此形成呼叫上下文信息，并作为目标呈现时机和/或目标媒体内容的决策依据。其中，所述按键序列是指由用户在所述呼叫业务过程中通过所述用户设备输入的按键按时间顺序组成的序列。应理解，实际应用中，图1A、图1B或图1C所示通信系统可以有更多的呼叫设备。
图1A对应的通信系统中，将媒体应用系统11的功能被集中部署在一个物理设备(即媒体应用设备110)上，提高了媒体应用系统11的内聚性(cohesiveness)，进而提高该系统的性能。
媒体应用系统11的功能也可以部署在多个物理设备上，例如，也可以按图1B或图1C所示方式部署。
图1B为本申请实施例提供的第二通信系统架构图，其中，媒体应用系统11包含：呼叫上下文管理设备111、媒体决策设备112和媒体呈现设备113；其中，呼叫上下文管理设备111包含：上述呼叫上下文管理模块1101、上述呈现时机决策模块1102；媒体决策设备112包含：上述呈现内容决策模块1103；媒体呈现设备113包含：上述媒体呈现模块1104。
在一种应用场景下，呼叫上下文管理设备111可以由电信运营商提供，而媒体决策设备112可以由广告主或者广告平台提供，从而，广告主或广告平台方面具有待呈现的媒体内容(如广告媒体内容)的自主决策权，这样不仅可以更好地满足广告主方面的业务需求，还可以降低电信运营商方面的性能负担。
图1C为本申请实施例提供的第三通信系统架构图，其中，媒体应用系统11包含：呼叫上下文管理设备114、媒体决策设备115和媒体呈现设备113；其中，呼叫上下文管理设备114包含：上述呼叫上下文管理模块1101；媒体决策设备115包含：上述呈现内容决策模块1103和上述呈现时机决策模块1102；媒体呈现设备113包含：上述媒体呈现模块1104。
较之于图1B，图1C的部署方式进一步加大广告主方面的控制力度，也进一步降低电信运营商方面的性能负担。
上述呼叫上下文管理设备111、呼叫上下文管理设备114均可以基于3GPP标准规范定义的CAT AS(Customized Alerting Tones Application Server，定制警报铃声应用服务器)和/或CRS AS(Customized Ringing Signal Application Server，定制振铃信号应用服务器)实现，媒体呈现设备113可以基于3GPP标准规范定义的MRF(Media Resource Function，媒体资源功能)设备实现，而上述呼叫媒体应用设备110可以基于CAT AS和/或CRS AS以及MRF设备实现。需说明，本申请实施例中的“基于某个设备实现”，是指在某个设备现有功能基础上增加本申请实施例新提供的功能。
根据电信运营商的部署策略，图1A-图1C中媒体应用系统11可以部署在通信网络14中靠近用户设备12侧的位置(便于访问用户设备12的相关信息)，也可以部署在通信网络14中靠近呼叫设备13侧的位置(便于访问呼叫设备13的相关信息)，还可以部署在通信网络14中的一个中立位置。当采用后两种部署位置时，媒体应用系统11可以通过远程接口、数据共享等方式，访问用户设备12侧的相关信息，如订户信息、套餐信息、按键输入信息等。
基于图1A-图1C中任一所示的通信系统，可以实现以呼叫上下文为依据使用户设备呈现媒体内容，即在与呼叫上下文相匹配的时机促使用户设备呈现与呼叫上下文相匹配的媒体内容，可以提高终端用户对呈现的媒体内容的接受程度，有利于电信运营商开展呼叫过程中的媒体应用业务，如个性化彩铃业务、个性化彩振业务或个性化广告业务等，进而可以提高电信运营商网络资源的利用率。
下面分别介绍基于图1A-图1C所示的通信系统可以实现的示例方法流程。
图2A为本申请实施例提供的在呼叫过程中呈现媒体内容的第一方法流程图，该方法流程基于图1A所示通信系统实现，其中每个参与角色与图1A中实体的对应关系如图2A中的引用标记所示，例如，该方法流程中的“用户设备”是指图1A中的用户设备12，主要步骤如下：
步骤201：用户设备与呼叫设备之间的呼叫业务开始。
具体地，用户设备作为主叫发起所述呼叫业务，或者呼叫设备作为主叫发起所述呼叫业务，例如，语音通话业务。
步骤202：在呼叫业务期间，媒体应用设备获取呼叫上下文信息。
具体地，媒体应用设备中的呼叫上下文管理模块1101与通信网络14中的设备(如呼叫会话控制设备)以及电信运营商运营支撑网络中的管理设备交互，获取用户设备的呼叫上下文信息。
可选地，所述呼叫上下文信息还可以包含用户设备的标识、对方(即参与所述呼叫业务的其他设备)的信息等。
关于获取呼叫上下文信息的方法，可以参考本申请后续实施例，如图4A-图4F对应的方法流程。
此后，媒体应用设备基于所述呼叫上下文信息使用户设备呈现媒体内容，具体包括：确定目标呈现时机和目标媒体内容，触发用户设备在所述目标呈现时机呈现所述目标媒体内容，其中，所述目标呈现时机和/或所述目标媒体内容为基于所述呼叫上下文信息确定，详细过程描述如下。
步骤203：媒体应用设备基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容。
1)在一种可能的场景下，所述目标呈现时机和所述目标媒体内容均需基于所述呼叫上下文信息确定，则本步骤包含以下操作：
呼叫上下文管理模块1101分别向呈现时机决策模块1102和呈现内容决策模块1103提供所述呼叫上下文信息；
呈现时机决策模块1102基于所述呼叫上下文信息确定所述目标呈现时机，并向呼叫上下文管理模块1101提供所述目标呈现时机；且
呈现内容决策模块1103基于所述呼叫上下文信息确定所述目标媒体内容，并向呼叫上下文管理模块1101提供所述目标媒体内容的信息。
2)在另一种可能的场景下，仅所述目标呈现时机需基于所述呼叫上下文信息确定，而所述目标媒体内容却与所述呼叫上下文信息无关，则本步骤包含以下操作：
呼叫上下文管理模块1101向呈现时机决策模块1102提供所述呼叫上下文信息；
呈现时机决策模块1102基于所述呼叫上下文信息确定出所述目标呈现时机，并向呼叫上下文管理模块1101提供所述目标呈现时机；且
呈现内容决策模块1103基于其他因素，例如，电信运营商预设的策略，确定所述目标媒体内容，并向呼叫上下文管理模块1101提供所述目标媒体内容的信息。
3)在又一种可能的场景下，仅所述目标媒体内容需基于所述呼叫上下文信息确定，而所述目标呈现时机却与所述呼叫上下文信息无关，则本步骤包含以下操作：
呼叫上下文管理模块1101向呈现内容决策模块1103提供所述呼叫上下文信息；
呈现时机决策模块1102基于其他因素，例如，电信运营商预设的策略，确定所述目标呈现时机，并向呼叫上下文管理模块1101提供所述目标呈现时机；且
呈现内容决策模块1103基于所述呼叫上下文信息确定所述目标媒体内容，并向呼叫上下文管理模块1101提供所述目标媒体内容的信息。
可选地，除了所述呼叫上下文信息外，呈现内容决策模块1103还可以进一步基于所述目标呈现时机确定所述目标媒体内容，例如，如果所述目标呈现时机在通话过程中，则选择无声音的媒体内容。
关于如何基于呼叫上下文信息确定目标呈现时机和目标媒体内容，还可以进一步参考本申请后续实施例，如图4A-图4F对应的方法流程。
步骤204：媒体应用设备在所述目标呈现时机的开始时间点触发用户设备开始呈现所述目标媒体内容。
具体地，媒体应用设备中的呼叫上下文管理模块1101从呈现时机决策模块1102和呈现内容决策模块1103分别获取所述目标呈现时机和所述目标媒体内容的信息(如所述目标媒体内容的标识或者存储地址)后，在所述目标呈现时机的开始时间点指示媒体呈现模块1104触发用户设备开始呈现所述目标媒体内容，媒体呈现模块1104根据呼叫上下文管理模块1101的指示触发用户设备开始呈现所述目标媒体内容。
在一种可能的方案中，呼叫上下文管理模块1101使得媒体呈现模块1104与用户设备建立了媒体通道后，在所述目标呈现时机的开始时间点，指示媒体呈现模块1104通过所述媒体通道开始向用户设备发送所述目标媒体内容中的数据，以使用户设备开始呈现所述目标媒体内容，例如，在用户设备上的电话应用程序界面上呈现所述目标媒体内容。
在另一可能的方案中，呼叫上下文管理模块1101在所述目标呈现时机的开始时间点，指示媒体呈现模块1104向用户设备发送所述目标媒体内容的信息(如所述目标媒体内容的地址)，以使用户设备从媒体呈现模块1104获取并开始呈现所述目标媒体内容，例如，在用户设备上的电话应用程序界面的弹出的悬浮窗口上呈现所述目标媒体内容。其中，媒体呈现模块1104可以通过呼叫信令向用户设备发送所述目标媒体内容的信息。
步骤205：媒体应用设备在所述目标呈现时机的结束时间点触发用户设备停止呈现所述目标媒体内容。
具体地，媒体应用设备中的呼叫上下文管理模块1101在所述目标呈现时机的结束时间点，指示媒体呈现模块1104触发用户设备停止呈现所述目标媒体内容，媒体呈现模块1104根据指示触发用户设备停止呈现所述目标媒体内容或者停止呈现所述目标媒体内容中的音频部分。
为触发用户设备停止呈现所述目标媒体内容或者停止呈现所述目标媒体内容中的音频部分，在一种可能的方案中，媒体呈现模块1104停止向用户设备发送所述目标媒体内容的数据或者所述目标媒体内容的音频部分的数据(视频部分的数据可继续发送)；在另一种可能的方案中，媒体呈现模块1104向用户设备发送停止指令，使用户设备停止呈现所述目标媒体内容或者停止呈现所述目标媒体内容的音频部分(也就是不播放声音，图像部分继续)。
需说明，步骤205是可选的。例如，当目标媒体内容为视频内容时，随着视频内容播放到时间轴上的最后画面时，目标媒体内容的呈现随之结束，因而可以不触发用户设备停止呈现所述目标媒体内容。
图2B为本申请实施例提供的在呼叫过程中呈现媒体内容的第二方法流程图，该方法流程基于图1B所示通信系统实现，其中每个参与角色与图1B中实体的对应关系如图2B中的引用标记所示，例如，该方法流程中的“呼叫上下文管理设备”是指图1B中的呼叫上下文管理设备111，主要步骤如下：
步骤221：用户设备与呼叫设备之间的呼叫业务开始。
该步骤的内容可以参考步骤201中的相关描述。
步骤222：在呼叫业务进行期间，呼叫上下文管理设备获取呼叫上下文信息。
该步骤的内容可参考步骤202中的相关描述。
此后，呼叫上下文管理设备基于所述呼叫上下文信息使用户设备呈现媒体内容，具体包括：呼叫上下文管理设备获取目标呈现时机和目标媒体内容，指示媒体呈现设备触发用户设备在所述目标呈现时机呈现所述目标媒体内容，其中，所述目标呈现时机由呼叫上下文管理设备基于所述呼叫上下文信息或者其他因素(如预设策略)确定，所述目标媒体内容由媒体决策设备基于所述呼叫上下文信息或其他因素(如预设策略)确定，详细过程描述如下。
步骤223：呼叫上下文管理设备基于所述呼叫上下文信息确定目标呈现时机。
具体地，呼叫上下文管理设备中的呈现时机决策模块1102基于所述呼叫上下文信息确定出所述目标呈现时机。该步骤的内容可以参考步骤203中的相关描述。关于如何基于呼叫上下文信息确定目标呈现时机，还可以进一步参考本申请后续实施例，如图4A-图4F对应的方法流程。
为进一步获取目标媒体内容的信息，媒体决策设备可以基于所述目标呈现时机和所述呼叫上下文信息(中的部分或全部内容)确定所述目标媒体内容，具体如下面步骤224-1至步骤225-1所示，也可以仅基于所述呼叫上下文信息确定所述目标媒体内容，具体如下面步骤224-2至步骤225-2。
步骤224-1：呼叫上下文管理设备向媒体决策设备发送所述目标呈现时机和所述呼叫上下文信息。
具体地，呼叫上下文管理设备向媒体决策设备发送请求消息，如HTTP(Hypertext Transfer Protocol，超文本传输协议)请求消息，所述请求消息中包含所述目标呈现时机和所述呼叫上下文信息(中的全部或部分内容)。
步骤225-1：媒体决策设备基于所述目标呈现时机和所述呼叫上下文信息确定目标媒体内容。
具体地，媒体决策设备中的呈现内容决策模块1103接收上述请求消息，从中获取所述 目标呈现时机和所述呼叫上下文信息，再基于所述目标呈现时机和所述呼叫上下文信息确定所述目标媒体内容。例如，基于目标呈现时机，确定目标媒体内容是否可包含音频数据，基于所述呼叫上下文信息中的部分或全部内容，确定媒体内容的内容特征。
关于如何基于目标呈现时机和呼叫上下文信息确定目标媒体内容，还可以进一步参考本申请后续实施例，如图4A-图4F对应的方法流程。
转步骤226。
步骤224-2：呼叫上下文管理设备向媒体决策设备发送所述呼叫上下文信息。
具体地，呼叫上下文管理设备向媒体决策设备发送请求消息，如HTTP请求消息，所述请求消息中包含所述呼叫上下文信息(中的全部或部分内容)。
步骤225-2：媒体决策设备基于所述呼叫上下文信息确定目标媒体内容。
具体地，媒体决策设备中的呈现内容决策模块1103接收上述请求消息，从中获取所述呼叫上下文信息，再基于所述呼叫上下文信息确定所述目标媒体内容。
关于如何基于呼叫上下文信息确定目标媒体内容，还可以进一步参考本申请后续实施例，如图4A-图4F对应的方法流程。
步骤226：媒体决策设备向呼叫上下文管理设备返回所述目标媒体内容的信息。
具体地，媒体决策设备中的呈现内容决策模块1104向呼叫上下文管理设备返回所述目标媒体内容的信息，如所述目标媒体内容的标识，或者用于访问所述目标媒体内容的URL(Uniform Resource Locator，统一资源定位)；与步骤224对应地，本申请实施例不限定呼叫上下文管理设备向媒体决策设备返回所述目标媒体内容的信息的承载消息，例如可以是HTTP响应消息。
应理解，步骤224-2-步骤225-2也可以在步骤223之前或与步骤223同时执行。
步骤227：呼叫上下文管理设备在所述目标呈现时机的开始时间点指示媒体呈现设备触发用户设备开始呈现所述目标媒体内容。
具体地，呼叫上下文管理设备中的呼叫上下文管理模块1101在所述目标呈现时机的开始时间点向媒体呈现设备发送指示信息，所述指示信息中包含所述目标媒体内容的信息，如所述目标媒体内容的标识或者所述目标媒体内容的URL，以使媒体呈现设备触发用户设备开始呈现所述目标媒体内容。
步骤228：媒体呈现设备触发用户设备开始呈现所述目标媒体内容。
具体地，媒体呈现设备中的媒体呈现模块1104接收呼叫上下文管理设备发送的上述指示信息，从上述指示信息中获取所述目标媒体内容的信息，进而触发用户设备开始呈现所述目标媒体内容。关于如何触发用户设备开始呈现所述目标媒体内容，可以参考步骤204中的相关描述。
步骤229：呼叫上下文管理设备在所述目标呈现时机的结束时间点指示媒体呈现设备触发用户设备停止呈现所述目标媒体内容。
具体地，呼叫上下文管理设备中的呼叫上下文管理模块1101在所述目标呈现时机的结束时间点向媒体呈现设备发送指示信息，以使媒体呈现设备触发用户设备停止呈现所述目标媒体内容。
步骤230：媒体呈现设备触发用户设备停止呈现所述目标媒体内容。
具体地，媒体呈现设备中的媒体呈现模块1104接收呼叫上下文管理设备发送的上述指 示信息，根据上述指示信息触发用户设备停止呈现所述目标媒体内容。关于如何触发用户设备停止呈现所述目标媒体内容，可以参考步骤205中的相关描述。
与步骤205类似，步骤229和步骤230也是可选的。例如，当目标媒体内容为视频内容时，也可以不执行步骤229和步骤230。
上述呼叫上下文管理设备与媒体呈现设备的配合关系或分工方式不是固定的。在一种可能的实现方案中，步骤227-步骤230的过程可以用另外一种方式实现：呼叫上下文管理设备改为将所述目标呈现时机和所述目标媒体内容的信息发送给媒体呈现设备，由媒体呈现设备自主地在所述目标呈现时机的开始时间点或结束时间触发用户设备开始呈现所述目标媒体内容或停止呈现所述目标媒体内容，如此，呼叫上下文管理设备相当于向媒体呈现设备推送了一个定时任务。
图2C为本申请实施例提供的在呼叫过程中呈现媒体内容的第三方法流程图，该方法流程基于图1C所示通信系统实现，其中每个参与角色与图1C中实体的对应关系如图2C中的引用标记所示，例如，该方法流程中的“媒体决策设备”是指图1C中的媒体决策设备115，主要步骤如下：
步骤241：用户设备与呼叫设备之间的呼叫业务开始。
该步骤内容可以参考步骤201中的相关描述。
步骤242：在所述呼叫业务进行期间，呼叫上下文管理设备获取呼叫上下文信息。
该步骤的内容可以参考步骤202中的相关描述。
步骤243：呼叫上下文管理设备向媒体决策设备发送所述呼叫上下文信息。
该步骤的内容可以参考步骤224中的相关描述。
步骤244：媒体决策设备基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容。
该步骤的内容可以参考步骤203中的相关描述。
步骤245：媒体决策设备向呼叫上下文管理设备返回所述目标呈现时机和/或目标媒体内容的信息。
该步骤的内容可以参考步骤226中的相关描述，所不同的是，该步骤媒体决策设备除了返回目标媒体内容的信息，还返回目标呈现时机相关的信息。
步骤246：呼叫上下文管理设备在所述目标呈现时机的开始时间点指示媒体呈现设备触发用户设备开始呈现所述目标媒体内容。
该步骤的内容可以参考步骤227中的相关描述。
步骤247：媒体呈现设备触发用户设备开始呈现所述目标媒体内容。
该步骤的内容可以参考步骤228中的相关描述。
步骤248：呼叫上下文管理设备在所述目标呈现时机的结束时间点指示媒体呈现设备触发用户设备停止呈现所述目标媒体内容。
该步骤的内容可以参考步骤229中的相关描述。
步骤249：媒体呈现设备触发用户设备停止呈现所述目标媒体内容。
该步骤的内容可以参考步骤230中的相关描述。
需说明，步骤248和步骤249也是可选的。例如，当目标媒体内容为视频内容时，也可 以不执行步骤248和步骤249。
上述图2A-图2C对应的方法流程，尽管媒体应用系统内部的配合关系或分工方式各不同，但都可以用于实现呼叫过程中媒体应用业务，例如，动态彩铃业务、动态彩振业务或呼叫过程中广告业务等。
下面以图2C对应的分工方式为例，描述实现呼叫过程中广告业务的方法流程；这些方法流程均可以改为采用图2B、图2A对应的配合关系或分工方式实现，将不再赘述。
图3为本申请实施例提供的第四通信系统架构图，用于实现呼叫过程中广告业务，其中包括：
广告系统(ADvertisement System，ADS)301，相当于图1A、1B或1C中呼叫过程媒体应用系统11，包括：
-呼叫上下文管理服务器(Calling conteXt Management Server,CXMS)3011，
-广告决策服务器(ADvertisement Decision Server,ADDS)3012，
-媒体呈现服务器(Media Rendering Server，MRS)3013和
-数据分析服务器(Data Analysis Server，DAS)3014
-用户设备UEa 302、
-用户设备UEb 303、
-服务类型的会话控制功能(Serving-Call Session Control Function，S-CSCF)设备3041(图3中未画出)、
-账户控制应用服务器(accounting control application server,ACAS)3042(图3中未画出)、
-归属签约用户服务器(Home Subscriber Server，HSS)306、
-商业支撑系统(Business supporting system，BSS)307和
-IVR设备308；
其中，CXMS 3011、MRS 3013、UEa 302、UEb 303和IVR设备308均连接至IMS(IP multimedia system,IP多媒体子系统)网络304。
上述设备或服务器分别描述如下：
CXMS 3011：相当于图1C中的呼叫上下文管理设备114，用于监视、获取UEa 302与UEb 303之间、或者UEa 302与IVR设备308之间进行的呼叫业务相关的呼叫信令，结合HSS 306或BSS 307提供的UEa 302的套餐信息、账户信息、DAS 3014提供的双方(UEa302和UEb 303)预测通话时长、HSS 306提供的UEa的位置信息等中的一项或任意组合，得到呼叫上下文信息，并将所述呼叫上下文信息提供给ADDS 3012，以从ADDS 3012获取目标呈现时机和/或目标广告内容的信息，进而指示MRS 3013触发UEa 302在所述目标呈现时机呈现所述目标广告内容。与呼叫上下文管理设备111或呼叫上下文管理设备114类似，CXMS 3011也可以基于CAT AS和/或CRS AS实现。
ADDS 3012：相当于图1C中的媒体决策设备115，用于基于CXMS 3011提供的呼叫上下文信息决策目标呈现时机和/或目标广告内容,然后将所述目标呈现时机和/或所述目标广告内容的信息发送给CXMS 3011；其中，决策目标呈现时机与决策目标广告内容之间可以没 有依赖关系(也就是时间上可以不分先后)，也可以有依赖关系，例如基于目标呈现时机和所述呼叫上下文信息决策所述目标广告内容。
在一个可能的场景中，所述目标呈现时机可以与所述呼叫上下文信息无关，而是由电信运营商和/或广告主事先设定，因而ADDS 3012就可以不基于所述呼叫上下文信息决策所述目标呈现时机。例如，在按点击次数计费的广告业务中，呈现时机可能比较固定，例如固定为拨号期间，不过，这种情况下可以基于所述呼叫上下文信息决策适合于UEa 302对应的用户的广告内容(以降低用户对广告内容的反感程度)。
在另一可能的场景中，所述目标广告内容也可以与所述呼叫上下文信息无关，而是由电信运营商和/或广告主事先设定，因而ADDS 3012就可以不基于呼叫上下文信息决策目标广告内容。例如，按买断的时段结算的广告业务中，广告内容可能比较固定，例如固定为“某品牌葡萄酒”为主题的广告内容，不过，这种情况下可以基于所述呼叫上下文信息决策适合于UEa 302对应的用户的目标呈现时机(以降低用户对呈现时机的反感程度)。
MRS 3013：相当于图1B、图1C中的媒体呈现设备113，用于响应于CXMS 3011的指示，触发UEa 302呈现目标广告内容，其中，所述目标广告内容可以是ADDS 3012决策的，也可以是电信运营商和/或广告主预设的。MRS 3013可以通过此前已经建立的与UEa 302之间的媒体通道发送所述目标广告内容，以使UEa 302接收并呈现所述目标广告内容；MRS 3013也可以将所述目标广告内容的信息，如所述目标广告内容的URL，发送给UEa 302，再由UEa302触发建立自身与MRS 3013的媒体通道，进而通过该媒体通道获取并呈现所述目标广告内容，在此情况下，可选地，CXMS 3011还可以在所述目标呈现时机的结束时间点，指示MRS3013触发UEa 302停止呈现所述目标广告内容，MRS 3013再根据指示向UEa 302发送停止呈现广告内容的指示信息。类似地，MRS 3013也可以基于3GPP标准规范定义的MRF设备实现。
DAS 3014：用于为CXMS 3011提供形成呼叫上下文信息所需要的数据，如预测通话时长，以及为ADDS 3012提供用于决策目标呈现时机或者目标广告内容的依据，如广告内容的点击率、受欢迎程度等。
根据电信运营商部署策略的不同，ADS 301可以部署在IMS网络304中靠近UEa 302侧的位置(便于访问UEa 302的相关信息)，也可以部署在IMS网络304中靠近UEb 303侧的位置(便于访问UEb 303的相关信息)，还可以部署在IMS网络304中的一个中立位置。当采用后两种部署位置时，ADS 301可以通过远程接口、数据共享、数据同步等方式，访问UEa 302侧的相关信息，如订户信息、套餐信息等。
UEa 302与UEb 303：与图1A中用户设备12类似，实际应用中，图3中可以有更多的用户设备。
S-CSCF设备3041(图3中未画出)：IMS网络的业务交换中心，主要负责接收并处理用户设备的注册请求、用户管理、会话控制、业务交换、业务控制、SIP(Session Initiation Protocol，会话发起协议)消息处理等，并能根据事先设定的应用触发规则将SIP请求发送到相应的应用服务器，如CXMS 3011和ACAS 3042等。
ACAS 3042(图3中未画出)：用于从S-CSCF设备3041接收UEa 302的呼叫信令，对所述呼叫信令进行鉴权、计费等操作，可以从HSS 306或BSS 307获取UEa 302对应的套 餐信息、签约信息等，并将其通过呼叫信令提供给S-CSCF设备3041。
应理解，IMS网络304中呼叫信令还可以经过一些其他网元，如SGW(serving gateway，服务网关)/PGW(packet data network gateway，分组数据网网关)、SBC(session border controller，会话边界控制器)/P-CSCF(proxy-call session control function，代理类型呼叫会话控制功能)设备、I-CSCF(interrogating-call session control function，查询类型呼叫会话控制功能)设备等，均未在图3中画出。
HSS 306：用于为ADS 301、ACAS 3042等提供UEa 302对应的网络套餐(例如，虚拟专用网套餐)信息和签约信息(例如，关于UEa对应的用户是否允许在呼叫过程中呈现广告内容的信息)。
BSS 307：用于为DAS 306提供UEa 302与UEb 303之间的通话记录等呼叫业务相关的原始数据、套餐(例如，数据流量包月套餐)信息。
IVR设备308：为交互式语音应答设备，能完成引导用户进行服务选择、自动语音报读、转人工接续等功能，是呼叫中心(Call Center，CC)实现7×24小时服务的重要设备，可以以主叫身份发起与UEa 302之间的呼叫业务(对呼叫中心而言称为外呼业务，outgoing call service)，也可以以被叫身份接受UEa 302发起的呼叫业务(对呼叫中心而言称为内呼业务，incoming call service)，可以在与UEa 302之间建立的RTP媒体流中获取UEa 302在与该IVR设备交互过程中发送的按键序列，并将按键序列提供给CXMS 3011，以使其据此形成呼叫上下文信息，作为后续ADDS 3012决策目标呈现时机和/或目标广告内容的部分依据。
基于图3所示架构，可以实现图4A-图4F对应的方法流程，分别描述如下。
图4A为本申请实施例提供的在呼叫过程中呈现广告内容的第一方法流程图，该方法流程基于图3所示架构实现，其中每个参与角色与图3中实体的对应关系如图4A中的引用标记所示，例如，该方法流程中的“CXMS”是指图3中的CXMS 3011；该方法流程中，呼叫上下文信息包含UEa的呼叫状态信息，作为目标广告内容和/或目标呈现时机的决策依据之一，主要步骤如下：
步骤400：UEa与UEb开始呼叫业务。
具体地，可以是UEa作为主叫设备发起呼叫业务，也可以是UEb作为主叫设备发起呼叫业务。
步骤401：CXMS从IMS网络接收所述呼叫业务的呼叫信令(第一呼叫信令)。
具体地，在所述呼叫业务进行期间，CXMS从IMS网络中的呼叫会话控制设备，例如S-CSCF设备，获取所述呼叫业务相关的呼叫信令，如SIP-Invite(SIP邀请)消息、SIP-ACK(SIP确认)消息、SIP-OPTIONS(SIP可选项)消息、SIP-BYE(SIP再见)消息或SIP-CANCEL(SIP取消)消息等。可选地，CXMS也可以从其他类型的CSCF设备获取所述呼叫信令。
步骤402：CXMS从HSS获取UEa的签约信息。
由于可能有得用户不愿意在呼叫业务进行期间接收广告内容，CXMS在接收到所述呼叫业务的呼叫信令时，获取UEa对应的用户的签约信息，以确认用户是否同意在呼叫过程中呈现广告内容；如果签约信息表明用户不愿意在呼叫过程中呈现广告内容，则本方法流程到此结束，否则继续执行后续步骤。
具体地，CXMS解析上述呼叫信令，从中获取UEa的标识，再向HSS发送包含UEa的标识的请求消息，进而从HSS接收包含UEa对应的签约信息的响应消息。本方法流程假设UEa对应的签约信息表明用户同意在呼叫过程中呈现广告内容，CXMS据此继续执行后面步骤。
该步骤是可选的。当电信运营商具备条件默认所有用户同意在呼叫过程中接收广告内容时，或者当终端用户可以通过在用户设备设置是否在呼叫过程中接收广告内容时，CXMS可以不获取UEa对应用户的签约信息，不基于签约信息判断用户是否同意在呼叫过程中呈现广告内容。
步骤403：CXMS获取UEa的呼叫状态信息。
具体地，CXMS解析上述呼叫信令，基于所述呼叫信令获取UEa的呼叫状态信息，所述呼叫状态信息包括UEa的呼叫状态及所述呼叫状态的相关信息。
具体地，所述呼叫状态包括以下任意一项或任意组合：UEa此前已进行的呼叫业务操作、UEa当前正进行的呼叫业务操作或UEa即将进行的呼叫业务操作；所述呼叫业务操作包括拨号、等待、接听等；因此，所述呼叫状态体现了UEa在呼叫业务过程中的进展；CXMS从所述呼叫信令中读取信令码或状态码，根据所述信令码或状态码确定UEa的呼叫状态，举例如下。
假设步骤400中，UEa作为主叫设备发起所述呼叫业务；如果步骤401中CXMS收到的呼叫信令为“被叫振铃消息：180消息”，其中180为信令码或状态码，则CXMS可以确定UEa的呼叫状态为“作为主叫呼叫对方，对方可达，等待接通中”；如果步骤401中CXMS收到的呼叫信令为“被叫关机消息：487消息”，则CXMS可以确定UEa的呼叫状态为“UEa作为主叫呼叫对方，因对方已关机而等待挂机中”。更多的例子如表1所示。
表1
Figure PCTCN2021087944-appb-000001
本申请实施例不限定呼叫状态的表示方法，例如，可以用状态码来表示UEa的呼叫状态，也可以用字符串来表示UEa的呼叫状态。以“UEa作为主叫呼叫对方，对方可达，等待接通中”的呼叫状态为例，可以用状态码“180”来表示，也可以用字符串“calling-> ringback->waiting for answer”来表示。
具体地，所述呼叫状态的相关信息包括所述呼叫状态的开始时间点和理论结束时间点。其中，所述呼叫状态的开始时间点是指UEa进入所述呼叫状态的时间点；所述呼叫状态的理论结束时间点，是指根据相关信令协议，在没有任何一方用户干预的情况下，所述呼叫状态理论上的结束时间点；为叙述方便，将从所述呼叫状态的开始时间点到所述呼叫状态的理论结束时间点之间的期间，称为所述呼叫状态的理论持续期间，将从所述呼叫状态的开始时间点到所述呼叫状态的理论结束时间点之间的时长，称为所述呼叫状态的理论持续时长；例如，对于“UEa作为主叫呼叫对方，因对方不可达而等待挂机中”的呼叫状态，如果UEa对应的用户不挂机，则该状态的理论持续时长为60秒(根据相关信令协议)；再如，“UEa作为主叫呼叫对方，因对方无应答而等待挂机中”的呼叫状态，如果UEa的用户不挂机，则该呼叫状态的理论持续时长为120秒(根据相关信令协议)。
可选地，CXMS可以从所述呼叫信令中读取时间戳作为所述呼叫状态的开始时间点，也可以将从S-CSCF设备接收到所述呼叫信令的时间点作为所述呼叫状态的开始时间点。
可选地，CXMS根据相关信令协议，确定所述呼叫状态的理论结束时间点；应理解，并非每种呼叫状态都会有理论结束时间点，例如，当UEa进入通话状态时，没有理论结论时间点，这种情况下，可以由ADDS预测通话时长，详见图4D对应方法流程。
如此CXMS获取到了UEa的呼叫状态信息，包括所述呼叫状态、所述呼叫状态的开始时间点和所述呼叫状态的结束时间点。
步骤404：CXMS向ADDS发送包含UEa的呼叫状态信息的呼叫上下文信息。
关于使UEa呈现媒体内容，存在两个因素：目标呈现时机和目标广告内容，这二者之一或全部(参见步骤203)，可以基于UEa的呼叫上下文信息确定。
具体地，为了让ADDS基于呼叫上下文信息确定所述目标呈现时机和/或所述目标广告内容，CXMS基于步骤403所获取到的呼叫状态信息生成呼叫上下文信息，且向ADDS发送呈现信息请求消息(示例性承载消息为HTTP请求消息)，所述呈现信息请求消息包含所述呼叫上下文信息，所述呼叫上下文信息包含所述呼叫状态信息。可选地，所述呼叫上下文信息还包含UEa的标识或者UEa对应的用户的标识，CXMS基于上述呼叫信令获取UEa的标识或者UEa对应的用户的标识。所述呈现信息请求消息的示例如下：
Figure PCTCN2021087944-appb-000002
应理解，该呈现信息请求消息中数据的层次结构只是示例性的，而非限定。本领域技术人员可以据此设计其他层次结构的呈现信息请求消息。
应理解，发送给ADDS的呼叫上下文信息中包含的内容越多，ADDS可决策的内容就越多，作出决策的合理性就越高；如果减少要求ADDS决策的内容或者降低决策合理性的要求，呼叫上下文信息中包含的内容可以适当减少，例如，可以不包含上述StartTime字段和EstEndTime字段。
步骤405：ADDS基于所述呼叫上下文信息确定目标呈现时机和/或目标广告内容。
具体地，ADDS从CXMS接收所述呈现信息请求消息，从中获取所述呼叫上下文信息，再从所述呼叫上下文信息中获取所述呼叫状态信息，进而基于所述呼叫状态信息确定所述目标呈现时机和/或所述目标广告内容。
(1)关于如何基于所述呼叫状态信息确定所述目标呈现时机，示例性方法如下。
ADDS从所述呈现信息请求消息获取所述呼叫状态的开始时间点，基于所述呼叫状态的开始时间点设置所述目标呈现时机的开始时间点；以及从所述呈现信息请求消息获取所述呼叫状态的理论结束时间点，基于所述理论结束时间点设置所述目标呈现时机的结束时间点。
例如，假设所述呼叫状态的开始时间点为Tstart,所述呼叫状态的理论结束时间点为Tendt，则可以按表2所示设定目标呈现时机的开始时间点和结束时间点。
表2
Figure PCTCN2021087944-appb-000003
应理解，表2并非穷举，本领域技术人员可以基于本申请实施例，以其他方式实现基于所述呼叫状态的开始时间点和理论结束时间点设置所述目标呈现时机的开始时间点和结束时间点。
需说明，如果UEa的呼叫状态表明UEa处于通话中，或者被对方置于呼叫保持状态，则没有相应的理论结束时间点，所述目标呈现时机的结束时间点可以由ADDS根据预设的时长Dset确定，例如，将其设置为时间点Tstart+Dset。
应理解，ADDS也可以不对目标呈现时机作出决策，不向CXMS返回目标呈现时机，则后续CXMS可以自己决策目标呈现时机。
(2)关于如何基于所述呼叫状态信息确定所述目标广告内容，示例性方法如下。
(2.1)ADDS可以根据所述呼叫上下文信息中的呼叫状态确定UEa所处的呼叫阶段(指“通话前”、“通话中”还是“通话后”)，进而将UEa所处的呼叫阶段作为确定目标广告内容的因素或者条件之一。
ADDS可以在与所述呼叫阶段无音频冲突的广告内容中选择所述目标广告内容。所谓音频冲突，是指导致UEa的对应的用户同时听到呼叫业务自身的声音(如对方说话的声音)和广告内容的声音的情况。具体地，当UEa处于“通话前”或者“通话后”的呼叫阶段，由于不存在通话音频内容，则既可以在有声音的广告内容中选择所述目标广告内容，也可以在无声音的广告内容中选择所述目标广告内容，而如果UEa处于“通话中”的呼叫阶段，则由于有通话音频内容，只在无声音的广告内容(如无声音的视频内容、GIF动画或HTML页面等)中选择所述目标广告内容,以避免广告内容中的声音与通话音频相冲突、干扰用户通话体验；
ADDS也可以在与所述呼叫阶段有音频冲突的广告内容中选择所述目标广告内容，但为 所述目标广告内容设置音频标记或者音频冲突标记。具体地，当UEa处于“通话中”的呼叫阶段，在有声音的广告内容中选择所述目标广告内容，且在将目标广告内容的信息中附带音频冲突标记或者音频标记(参见步骤406示例消息)，以便后续在触发UEa呈现所述目标广告内容时，不触发呈现所述目标广告内容的音频部分。
(2.2)ADDS也可以将所述呼叫状态的开始时间点和理论结束时间点作为确定所述目标广告内容的因素或条件之一；例如，ADDS在呈现时长(假设是视频类型的广告内容)不大于所述呼叫状态的理论持续时长Dsta的广告内容中选择出所述目标广告内容。应理解，如果ADDS选择出的目标广告内容为多个视频内容时，则这些视频内容的总时长不大于Dsta。
应理解，图像、HTML页面等类型的广告内容，其呈现时长受目标呈现时机约束，因此，可以将此类目标广告内容的时长视为零，因而满足“呈现时长不大于所述呼叫状态的理论持续时长Dsta”的要求，至于其呈现时长，可以通过设置目标呈现时机的开始时间点和结束时间点达到控制呈现时长的目的。
(2.3)ADDS也可以将UEa所处的呼叫阶段和UEa在所述呼叫状态下的理论持续时长Dsta结合起来，共同作为确定所述目标广告内容的因素。例如，对于“UEa作为主叫呼叫对方，因对方不可达而等待挂机中”的呼叫状态，UEa所处的呼叫阶段为“通话前”，理论持续时长为60秒，则ADDS可以在时长不大于60秒且有声音的视频类型的广告内容中选择出所述目标广告内容。
(2.4)应理解，UEa的呼叫状态信息，只是确定所述目标广告内容的部分因素，ADDS还可以结合UEa的呼叫状态信息和其他因素确定所述目标广告内容。例如，ADDS还可以从上述呼叫上下文信息中获取UEa的标识或者UEa对应的用户的标识，将其发送给DAS以从DAS获取UEa对应的用户的特征信息，进而将该特征信息也作为确定所述目标广告内容的因素。例如，假设ADDS获取用户特征信息为“年轻用户”，则优先选择适合年轻用户的产品的广告内容。
应理解，ADDS也可以不对目标广告内容作出决策，不返回目标广告内容的信息，则后续CXMS可以将默认的或者预设的广告内容作为目标广告内容。
应理解，确定目标广告内容和确定目标呈现时机之间的时间顺序并不固定。例如，在目标广告内容为非视频内容(图片、HTML页面等)的情况下，可以先确定目标广告内容，再确定目标呈现时机；而在目标广告内容为视频内容的情况下，可以先确定目标呈现时机，再基于目标呈现时机确定目标广告内容。例如，上面将目标呈现时机的开始时间点设置为Tstart，而将结束时间点设置为Tstart+k*(Tendt-Tstart)，则可在播放时长不大于k*(Tendt-Tstart)的视频内容中选择所述目标广告内容。
步骤406：ADDS向CXMS返回所述目标呈现时机和/或目标广告内容的信息。
具体地，ADDS向CXMS返回呈现信息响应消息，其中包含步骤405确定的目标呈现时机和/或目标广告内容的信息(如所述目标广告内容的标识或者所述目标广告内容的URL)。所述呈现信息响应消息的示例如下：
Figure PCTCN2021087944-appb-000004
Figure PCTCN2021087944-appb-000005
或者
Figure PCTCN2021087944-appb-000006
或者
Figure PCTCN2021087944-appb-000007
应理解，上述CXMS与ADDS之间的配合关系和分工方式不是固定的。例如，在一种可能的方案中，也可以由ADDS确定所述呼叫状态的理论结束时间点，从而在步骤403中，CXMS发送的呈现请求消息中可以不包括理论结束时间点。再如，UEa的呼叫阶段也可以由CXMS来确定，从而步骤403的呈现信息请求消息中还可以包含UEa的呼叫阶段的信息(例如，将该阶段信息包含在所述呼叫上下文信息中发给ADDS)。
步骤407：CXMS在目标呈现时机的开始时间点指示MRS触发UEa开始呈现所述目标广告内容。
具体地，CXMS在所述目标呈现时机的开始时间点(或当前时间)向MRS发送指示信息，所述指示信息中包含所述目标广告内容的信息，以使MRS触发UEa呈现所述目标广告内容。示例性的指示信息如下：
Figure PCTCN2021087944-appb-000008
或者
Figure PCTCN2021087944-appb-000009
或者
Figure PCTCN2021087944-appb-000010
Figure PCTCN2021087944-appb-000011
其中，"SkipAudio"字段为当所述呈现信息响应消息中包含音频标记或音频冲突标记时，指示MRS不触发UEa播放所述目标广告内容中的音频部分。
该步骤内容也可以参考步骤227。
步骤408：MRS触发UEa开始呈现所述目标广告内容。
具体地，MRS接收CXMS发送的所述指示信息，从所述指示信息中获取所述目标广告内容的信息，进而触发UEa呈现所述目标广告内容。关于如何触发UEa呈现所述目标广告内容，可以参考步骤204中的相关描述。
至此，UEa开始呈现所述所述目标广告内容。
如果此前ADDS未提供所述目标呈现时机的结束时间点，则CXMS可以通过步骤409-步骤410确定结束时间点；如果此前ADDS已提供所述目标呈现时机的结束时间点，则可以通过步骤409-步骤410更新所述目标呈现时机的结束时间点；这样可以做到目标广告内容仅在所述呼叫状态的实际持续期间(即从开始时间点到实际结束时间点之间的期间)内呈现，有助于改善用户体验。
步骤409：CXMS继续从IMS网络接收所述呼叫业务的呼叫信令(第二呼叫信令)。
该步骤的具体内容可以参考步骤401。
步骤410：CXMS确定或更新所述目标呈现时机的结束时间点。
具体地，CXMS基于步骤409获取的呼叫信令，确定UEa的上述呼叫状态结束(或者UEa进入不同于上述呼叫状态的另一个呼叫状态)，则将所述目标呈现时机的结束时间点更新为当前时间点，以使MRS立即触发UEa停止呈现所述目标广告内容，或者直接立即指示MRS触发UEa停止呈现所述目标广告内容，然后转步骤412。
步骤411：CXMS在目标呈现时机的结束时间点指示MRS触发UEa停止呈现所述目标广告内容。
具体地，CXMS在所述目标呈现时机的结束时间点向MRS发送指示信息，以使MRS触发UEa停止呈现所述目标广告内容。其中，所述目标呈现时机的结束时间点，可以是步骤405中确定的结束时间点，也可以是步骤410中确定或更新的结束时间点。
示例性的指示信息如下：
Figure PCTCN2021087944-appb-000012
或者
Figure PCTCN2021087944-appb-000013
或者
Figure PCTCN2021087944-appb-000014
Figure PCTCN2021087944-appb-000015
步骤412：MRS触发UEa停止呈现所述目标广告内容。
具体地，MRS接收呼叫上下文管理设备发送的上述指示信息，根据上述指示信息触发UEa停止呈现所述目标广告内容。关于如何触发UEa停止呈现所述目标广告内容，可以参考步骤205中的相关描述。
步骤411-步骤412是可选的步骤。
上述图4A对应的方法流程基于用户设备的呼叫状态信息决策广告内容和/或呈现时机，可以在一定程度上降低广告内容的呈现对通话体验的影响，从而提高用户对呼叫过程中的广告内容的认可度，提升广告效果，进而提高运营商网络资源的利用率。
图4B为本申请实施例提供的在呼叫过程中呈现广告内容的第二方法流程图，该方法流程基于图3所示架构实现，其中每个参与角色与图3中实体的对应关系如图4B中的引用标记所示，例如，该方法流程中的“ADDS”是指图3中的ADDS 3012；该方法流程中，呼叫上下文信息包含呼叫业务的已持续通话时长，作为目标广告内容及目标呈现时机的决策依据之一，主要步骤如下：
步骤420：UEa与UEb开始呼叫业务。
该步骤的内容可以参考步骤400。
步骤421：CXMS从IMS网络接收所述呼叫业务的呼叫信令。
该步骤的内容可以参考步骤401。
步骤422：CXMS从HSS获取UEa的签约信息。
该步骤的内容可以参考步骤402。
步骤423：CXMS从IMS网络接收所述呼叫业务的呼叫信令(摘机信令，第一呼叫信令)。
具体地，在所述呼叫业务进行期间，CXMS继续从IMS网络中的S-CSCF设备接收所述呼叫业务的呼叫信令，在确定接收到的呼叫信令为被叫摘机信令，例如为“被叫摘机消息：200OK-invite消息”的呼叫信令时，转步骤424，否则继续接收或监视所述呼叫业务的呼叫信令。
应理解，这里被叫设备可以是UEa，也可以是UEb。
步骤424：CXMS开始计时。
具体地，CXMS在确定双方进入通话状态时开始为所述呼叫业务计时，例如，记下此刻的时间点Tcon，或者记录摘机信令中的时间戳StampBegin，或者为所述呼叫业务启动计时器。
步骤425：CXMS计算所述呼叫业务的已持续通话时长。
具体地，CXMS持续监视S-CSCF设备发送的所述呼叫业务的呼叫信令，确认所述呼叫业务仍处于通话中，并计算所述呼叫业务的已持续通话时长Dpss，例如，Dpss＝Tcur-Tcon，或者Dpss＝Tcur-StampBegin，还可以从步骤423启动的计时器中读取出Dpss。
步骤426：CXMS向ADDS发送包含所述呼叫业务的已持续通话时长的呼叫上下文信息。
具体地，CXMS基于步骤425所获取的已持续通话时长Dpss生成呼叫上下文信息并向 ADDS发送包含所述呼叫上下文信息的呈现信息请求消息，所述呼叫上下文信息包含所述已持续通话时长Dpss；可选地，所述呼叫上下文信息还包含UEa的标识或者UEa对应的用户的标识，CXMS获取UEa的标识或者UEa对应的用户的标识的方法，可以参考步骤404；可选地，所述呼叫上下文信息还可以包含UEa的当前呼叫状态，CXMS获取UEa的当前呼叫状态的方法，可以参考步骤403。示例性的呈现信息请求消息如下：
Figure PCTCN2021087944-appb-000016
步骤427：ADDS基于所述已持续通话时长确定目标呈现时机和/或目标广告内容。
具体地，ADDS从CXMS接收所述呈现信息请求消息，从中获取呼叫上下文信息，进而基于所述呼叫上下文信息确定目标呈现时机和/或目标广告内容。具体地，ADDS从所述呼叫上下文信息中获取所述已持续通话时长Dpss，进而基于Dpss为UEa确定目标呈现时机和/或目标广告内容。
(1)关于如何基于Dpss确定目标呈现时机，示例性方法如下。
ADDS可以基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已经持续通话时长设置所述目标呈现时机的结束时间点。
ADDS可以将当前时间点Tcur作为目标呈现时机的开始时间点，而将时间点Tcur+m*Dpss作为目标呈现时机的结束时间点。如果目标广告内容为视频内容，则目标呈现时机的结束时间点也可以为空(不设置具体值)。
例如，假设当前时间点Tcur,则可以按表3所示设置所述目标呈现时机的开始时间点和结束时间点。
表3
Figure PCTCN2021087944-appb-000017
应理解，表3并非穷举，本领域技术人员可以基于本申请实施例，以其他方式实现基于当前时间点和已持续通话时长设置所述目标呈现时机的开始时间点和结束时间点。
(2)关于如何基于Dpss确定目标广告内容，示例性方法如下。
ADDS基于所述已持续通话时长Dpss确定目标呈现时长Dtgt，在呈现时长不大于所述目标呈现时长Dtgt的媒体内容中选择所述目标广告内容。
例如，ADDS可以将m*Dpss作为所述目标呈现时长Dtgt；然后在呈现时长不大于Dtgt的广告内容(与上述实施例类似，图片等非视频类广告内容，呈现时长视为零)中选择出所 述目标广告内容。应理解，目标呈现时长可以不必与已持续通话时长呈比例关系，还可以为阶梯函数关系或者分段函数关系，不赘述。
与步骤405类似，已持续通话时长只是确定所述目标广告内容的部分因素，ADDS还可以综合其他因素确定所述目标广告内容。例如，ADDS还可以从DAS请求UEa对应的用户的特征信息，进而将该特征信息也作为确定所述目标广告内容的因素或条件。假设ADDS获取用户特征信息为“上班族”，则优先选择适合上班族的产品的广告内容。再如，ADDS还可以结合UEa的呼叫状态确定所述目标广告内容。假设ADDS根据UEa的呼叫状态确定所述呼叫业务已结束，则可以选择带声音的广告内容。
应理解，ADDS也可以不对目标广告内容作出决策，不向CXMS返回目标广告内容的信息，则后续CXMS可以自己决策目标广告内容。
与步骤405类似，ADDS可以先确定目标呈现时机，再基于确定的目标呈现时机确定目标广告内容。例如，上述将目标呈现时机的开始时间点设置在当前时间点Tcur，而将结束时间点设置在Tcur+k*Dpss，则可在播放时长不大于k*Dpss的视频内容中选择目标广告内容。
步骤428：ADDS向CXMS返回所述目标呈现时机和/或目标广告内容的信息。
该步骤的内容可以参考步骤406。
步骤429：CXMS在目标呈现时机的开始时间点指示MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤407。
步骤430：MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤408。
至此，UEa开始呈现所述所述目标广告内容。
在一种可能的方案中，CXMS可以事先获取(例如，从ADDS获取)上报间隔时间Interval，以在每隔Interval时间执行：向ADDS上报所述呼叫业务的已持续通话时长(参见步骤426)，从ADDS接收目标呈现时机和/或目标媒体内容的信息(参见步骤427和步骤428)，再指示MRS触发UEa在目标呈现时机呈现目标媒体内容(参见步骤429和步骤430)。这样可以实现在呼叫业务通话期间，间歇性或周期性触发用户设备呈现出时间长度与此前通话时长相称的广告内容。
在另一种可能的方案中，CXMS也可以在所述呼叫业务结束时(从S-CSCF设备接收到表示“UEb挂机”的呼叫信令)，才向ADDS上报所述呼叫业务的已持续通话时长。这样可以实现在通话结束之际触发用户设备呈现出时间长度与此前通话时长相称的广告内容。
如果此前ADDS未提供所述目标呈现时机的结束时间点，则可以通过步骤431-步骤432确定结束时间点；如果此前ADDS已提供所述目标呈现时机的结束时间点，则可选地，通过步骤431-步骤432更新所述目标呈现时机的结束时间点；这样可以做到目标广告内容的呈现不跨过通话结束的时间点，可以满足不希望通话结束仍呈现广告内容的终端用户的需求。
步骤431：CXMS继续从IMS网络接收所述呼叫业务的呼叫信令(第二呼叫信令)。
该步骤的具体内容可以参考步骤409。
步骤432：CXMS确定或更新所述目标呈现时机的结束时间点。
具体地，CXMS基于步骤431获取的呼叫信令，如果确定UEa仍处于通话状态，则维持 此前ADDS提供的目标呈现时机的结束时间点不变，如果确定UEa的通话结束，则将所述目标呈现时机的结束时间点更新为当前时间点，以使MRS立即触发UEa停止呈现所述目标广告内容，或者直接指示MRS触发UEa停止呈现所述目标广告内容，然后转步骤434。
步骤433：CXMS在目标呈现时机的结束时间点指示MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤411。
步骤434：MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤412。
与上文其他方法流程类似，步骤433-步骤434也是可选的步骤。
上述图4B对应的方法流程基于已持续通话时长决策广告内容的时间长度和/或呈现时机，使得广告内容呈现时长与实际持续通话时长成正相关性，可以在一定程度上提高用户对广告内容的接受程度，提升广告效果，进而提高运营商网络资源的利用率。
图4C为本申请实施例提供的在呼叫过程中呈现广告内容的第三方法流程图，该方法流程基于图3所示架构实现，其中每个参与角色与图3中实体的对应关系如图4C中的引用标记所示，例如，该方法流程中的“MRS”是指图3中的MRS 3013；该方法流程中，用户设备的按键输入被作为目标广告内容及目标呈现时机的决策依据之一，主要步骤如下：
步骤440：UEa与IVR设备开始呼叫业务。
具体地，可以是UEa作为主叫设备发起呼叫业务(内呼业务)，也可以是IVR设备作为主叫设备发起呼叫业务(外呼业务)。此后，IVR设备开始监视用户通过UEa输入的按键信息；具体地，IVR设备监视双方间的RTP媒体流，从中获取并记录UEa 302发送的DTMF(Dual-Tone MultiFrequency，双音多频)信号，以形成按键序列(有些场合也称其为拨号序列、拨号轨迹、呼叫轨迹等，包含一个到多个按键信息)，例如，“3->2->4”，表示UEa侧的用户先拨“3”(一级菜单中选择第三项)，再拨“2”(二级菜单中选择第二项)，最后拨“4”(三级菜单中选择第四项)，此时，根据IVR设备的业务逻辑，应该向用户播放三级菜单第四项对应的放音内容，例如，播放用户账单明细的音频内容。这些菜单项对应的放音内容，有些是用户想详细听的，有些是导航作用，用户熟悉之后可以不必详细听，这个过程适合触发用户设备呈现广告内容。
一个IVR设备可以同时与多个用户设备提供语音服务，因此，IVR设备可以记录用户设备的标识与按键序列的对应关系，以便后续向CXMS提供某个用户设备的按键序列。
步骤441：CXMS从IMS网络接收所述呼叫业务的呼叫信令。
具体地，在所述呼叫业务进行期间，CXMS从S-CSCF设备接收所述呼叫业务相关的呼叫信令，并从中获取UEa的标识。
步骤442：CXMS从HSS获取UEa的签约信息。
具体地，CXMS根据步骤441获取的UEa的标识向HSS查询获取UEa的签约信息。
基于所获取的UEa的签约信息，CXMS确定用户同意在呼叫过程中呈现广告内容，继续执行后续步骤。类似地，该步骤为可选。
步骤443：CXMS从IVR设备获取UEa的按键序列信息(第一按键序列信息)。
具体地，CXMS基于步骤441的呼叫信令获取用户在所述呼叫业务期间通过UEa输入的 按键序列及所述按键序列的相关信息。为叙述方便，以下将用户在所述呼叫业务期间通过UEa输入的按键序列简称为“UEa的按键序列”。
具体地，所述按键序列的相关信息包含所述按键序列对应的语音服务的开始时间点和理论结束时间点。其中，所述语音服务可以是所述按键序列对应的自动放音服务，例如播放用户的充值缴费记录的音频内容，也可以是所述按键序列对应的人工语音服务，例如，接受用户投诉的人工服务；当所述语音服务为自动放音服务时，所述语音服务的开始时间点是指IVR设备开始向UEa播放相应音频内容的时间点，而所述语音服务的理论结束时间点是指在没有干预的情况下(如UEa不挂机)，根据IVR语音服务编排计划，IVR设备完成向UEa播放音频内容的时间点；所述语音服务为人工语音服务时，所述语音服务的开始时间点是指UEa接通客户代表(Customer Agent)座席电话的时间点，而所述语音服务的理论结束时间点并不实际存在，但可以用预测结束时间点代替，例如，IVR设备可以根据所述按键序列对应的人工语音服务的历史平均服务时长估计出所述预测结束时间点，例如，假设开始时间点为Thumanstart，所述按键序列对应的人工语音服务的历史平均服务时长为Daverage，则确定所述预测结束时间点为Thumanstart+Daverage。
在一种可能的方案中，CXMS可以周期性向IVR设备发送查询请求，所述查询请求中包含UEa的标识；IVR设备根据UEa的标识在本地查找UEa对应的按键序列，并向CXMS发送按键序列信息，所述按键序列信息包含该按键序列、该按键序列对应的语音服务的开始时间点和理论结束时间点。
在另一种可能的方案中，CXMS还可以向IVR设备发送订阅请求，所述订阅请求中包含UEa的标识，以订阅UEa的按键序列事件。当IVR设备检测到UEa的按键输入时，基于检测到的按键输入和此前记录的按键输入形成按键序列(例如，首次检测到案件输入为“1”，则形成按键序列为“1”，再次检测到按键“4”，则形成按键序列为“1->4”)，向CXMS发送按键序列通知消息，所述通知消息中包含该按键序列、该案件序列对应的语音服务的开始时间点和理论结束时间点。应理解，首次检测到按键输入时，按键序列包含一个按键。
上述IVR设备发送给CXMS的按键序列信息示例如下：
Figure PCTCN2021087944-appb-000018
上述CXMS与IVR设备之间的配合关系或分工方式不是固定的。在一种可能的方案中，用户设备按键序列对应的语音服务的开始时间点和理论结束时间点也可以由CXMS来确定。从而，IVR设备发送给CXMS的按键序列信息可以简化为：
Figure PCTCN2021087944-appb-000019
CXMS接收到该按键序列后再进一步完善开始时间点和理论结束时间点。为此，CXMS可以事先从IVR设备获取每一个可能的按键序列对应的放音时长，如表4所示。CXMS可以将从IVR设备接收到按键序列信息的时间点Trcv作为所述按键序列对应语音服务的开始时间点，将Trcv+Daudio作为所述按键序列对应语音服务的理论结束时间点，其中Daudio为 所述按键序列对应的放音时长。
表4
Figure PCTCN2021087944-appb-000020
步骤444：CXMS向ADDS发送包含UEa的按键序列的呼叫上下文信息。
具体地，CXMS基于上述步骤获取的按键序列信息生成呼叫上下文信息并向ADDS发送包含所述呼叫上下文信息的呈现信息请求消息，所述呼叫上下文信息包含所述按键序列信息；可选地，所述呼叫上下文信息还包含UEa的标识或者UEa对应的用户的标识，CXMS获取UEa的标识或UEa对应的用户的标识的方法，可以参考步骤404；可选地，所述呼叫上下文信息还包含IVR设备的相关标识，如IVR设备对应的电话号码，CXMS可以从上述呼叫信令中获取IVR设备的相关标识。
所述呈现信息请求消息的示例如下：
Figure PCTCN2021087944-appb-000021
步骤445：ADDS基于所述呼叫上下文信息确定目标呈现时机和/或目标广告内容。
具体地，ADDS从CXMS接收所述呈现信息请求消息，从中获取呼叫上下文信息，进而基于所述呼叫上下文信息确定所述目标呈现时机和/或所述目标广告内容。
(1)关于如何基于呼叫上下文信息确定所述目标呈现时机，示例性方法如下。
ADDS从所述呈现信息请求消息获取所述按键序列对应语音服务的开始时间点，基于所述开始时间点设置所述目标呈现时机的开始时间点；以及从所述呈现信息请求消息获取所述按键序列对应语音服务的理论结束时间点，基于所述理论结束时间点设置所述目标呈现时机的结束时间点。
例如，假设所述按键序列对应的语音服务的开始时间点为Tvoicestart,所述按键序列对应的语音服务的理论结束时间点为Tvoiceend，则可以按表5所示设定目标呈现时机的开始时间点和结束时间点。
表5
Figure PCTCN2021087944-appb-000022
Figure PCTCN2021087944-appb-000023
应理解，表5并非穷举，本领域技术人员可以基于本申请实施例，以其他方式实现基于相应语音服务的开始时间点和理论结束时间点设置所述目标呈现时机的开始时间点和结束时间点。
(2)关于如何基于呼叫上下文信息确定目标广告内容，示例性方法如下。
ADDS从所述呈现信息请求消息获取所述按键序列信息，包括所述按键序列、所述按键序列对应语音服务的开始时间点和理论结束时间点，基于所述按键序列信息确定所述目标广告内容。
ADDS可以根据所述按键序列对应语音服务的开始时间点Tvoicestart和理论结束时间点Tvoiceend计算所述按键序列对应的语音服务时长Dplay＝Tvoicestart-Tvoiceend，再将Dplay作为确定所述目标广告内容的因素或者条件之一；例如，在呈现时长不大于Dplay的广告内容(与上述实施例类似，图片等非视频类广告内容，呈现时长视为零)中选择所述目标广告内容。
ADDS还可以将所述按键序列对应的语音服务的内容作为确定所述目标广告内容的因素或者条件之一，或者说，基于所述按键序列对应的语音服务的内容确定所述目标内容。例如，在与所述按键序列对应的语音服务内容相匹配的营销性媒体内容中选择所述目标广告内容。例如，假设按键序列“2->1->3”对应的是“无线路由器故障报修”，则ADDS可以据此确定用户可能需要换无线路由器，进而选择某品牌无线路由器的宣传网页作为所述目标广告内容。为此，ADDS可以事先从IVR设备获取每一个可能的按键序列对应的语音服务的内容。
在一种可能的方案中，ADDS也可以在与所述按键序列对应的语音服务内容相匹配的辅助性媒体内容中选择所述目标广告内容，如IVR设备的语音菜单介绍内容等。
应理解，按键序列对应的语音服务时长、语音服务内容等，可以只是确定所述目标广告内容的部分因素，ADDS还可以综合其他因素，例如，UEa对应的用户的特征信息、UEa的位置信息、套餐信息或账户信息等，确定所述目标广告内容。具体可以参考本申请其他实施例。
步骤446：ADDS向CXMS返回所述目标呈现时机和/或目标广告内容的信息。
该步骤的内容可以参考步骤406。
步骤447：CXMS在目标呈现时机的开始时间点指示MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤407。
步骤448：MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤408。
至此，UEa开始呈现所述所述目标广告内容。
如果此前ADDS未提供所述目标呈现时机的结束时间点，则可以通过步骤449-步骤450确定结束时间点；如果此前ADDS已提供所述目标呈现时机的结束时间点，则可以通过步骤449-步骤450更新所述目标呈现时机的结束时间点；这样可以做到目标广告内容仅在所述序列对应的语音服务的实际持续期间(即从所述语音服务的开始时间点到实际结束时间点之间的期间)内呈现，有助于改善用户体验。
由于在放音期间，终端用户继续进行按键输入，从而会中断IVR设备的放音，CXMS可在从IVR设备收到新的按键序列后，指示MRS触发用户设备结束呈现广告内容，并基于新的按键序列确定新的目标广告内容，再指示MRS触发用户设备呈现新的目标广告内容。
步骤449：CXMS继续从IVR设备获取UEa的按键序列信息(第二按键序列信息)。
该步骤的具体内容可以参考步骤441。
步骤450：CXMS确定或更新所述目标呈现时机的结束时间点。
具体地，CXMS基于步骤449获取的按键序列，将所述目标呈现时机的结束时间点确定或更新为当前时间点，以使MRS立即触发UEa停止呈现所述目标广告内容，或者直接指示MRS触发UEa停止呈现所述目标广告内容，然后转步骤452。
步骤451：CXMS在目标呈现时机的结束时间点指示MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤411。
步骤452：MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤412。
与上文其他方法流程类似，步骤451-步骤452也是可选的步骤。
上述图4C对应的方法流程基于用户设备的按键序列决策广告内容和/或呈现时机，可以增加广告内容的呈现与用户操作的相关性，提高用户对广告内容的关注度，由此提高广告的转化率，从而提高运营商网络资源的利用率。
图4D为本申请实施例提供的在呼叫过程中呈现广告内容的第四方法流程图，该方法流程基于图3所示架构实现，其中每个参与角色与图3中实体的对应关系如图4D中的引用标记所示，例如，该方法流程中的“IVR设备”是指图3中的IVR设备308；该方法流程中，呼叫上下文信息包含呼叫业务的预测通话时长，作为目标广告内容及目标呈现时机的决策依据之一，主要步骤如下：
步骤460：UEa与UEb开始呼叫业务。
该步骤的内容可以参考步骤400。
步骤461：CXMS从IMS网络接收所述呼叫业务的呼叫信令(第一呼叫信令)。
该步骤的内容可以参考步骤401。
可选地，CXMS可以在确定所述呼叫信令为被叫摘机信令(意味着双方将进入通话状态)时才继续本方法流程的后续步骤，否则继续执行步骤461。
步骤462：CXMS从HSS获取UEa的签约信息。
该步骤的内容可以参考步骤402。
步骤463：CXMS从DAS获取所述呼叫业务的预测通话时长。
CXMS基于上述呼叫信令获取所述预测通话时长，具体地：
CXMS解析上述呼叫信令，从中获取UEa的标识和UEb的标识；
CXMS向DAS发送预测请求消息，所述预测请求消息中包含UEa的标识和UEb的标识；
DAS接收所述预测请求消息，从中获取UEa的标识和UEb的标识，获取UEa与UEb之间的历史通话时长记录，进而根据该历史通话时长记录，预测本次UEa与UEb之间的呼叫业务的通话时长，即所述呼叫业务的预测通话时长；
DAS向CXMS发送预测响应消息，所述预测响应消息中包含所述预测通话时长。
在一种可能的实施方式下，该步骤中的DAS的功能，也可以部署在CXMS内部。
应理解，DAS也可以根据UEa与其他用户设备的历史通话时长记录，预测所述呼叫业务的通话时长，从而CXMS可以在上述预测请求消息中不包含UEb的标识。
应注意，DAS设备应在满足所在地区政策法规的情况下，例如在获得用户显式许可的情况下，使用用户的历史通话时长记录。本申请实施例中，关于可能涉及用户隐私数据的情况，均可参照此处说明。
步骤464：CXMS向ADDS发送包含所述呼叫业务的预测通话时长的呼叫上下文信息。
具体地，CXMS基于步骤463所获取的预测通话时长生成呼叫上下文信息并向ADDS发送包含所述呼叫上下文信息的呈现信息请求消息，所述呼叫上下文信息包含所述预测通话时长；可选地，所述呼叫上下文信息还包含UEa的标识或者UEa对应的用户的标识，CXMS获取UEa的标识或UEa对应的用户的标识的方法，可以参考步骤404；可选地，所述呼叫上下文信息还可以包含UEa的当前呼叫状态，CXMS获取UEa的呼叫状态的方法，可以参考步骤403。
示例性的呈现信息请求消息如下：
Figure PCTCN2021087944-appb-000024
步骤465：ADDS基于呼叫上下文信息确定目标呈现时机和/或目标广告内容。
具体地，ADDS从CXMS接收所述呈现请求消息，从中获取呼叫上下文信息，进而基于所述呼叫上下文信息确定所述目标呈现时机和/或所述目标广告内容。具体地，ADDS从所述呼叫上下文信息中获取所述呼叫业务的预测通话时长，假设为Dest，进而基于Dest为UEa确定所述目标呈现时机和/或所述目标广告内容。
(1)关于如何基于Dest确定所述目标呈现时机，示例性方法如下。
ADDS可以基于当前时间点和所述预测通话时长设置所述目标呈现时机的开始时间点和结束时间点；例如，ADDS可以按表6确定所述目标呈现时机。
表6
Figure PCTCN2021087944-appb-000025
应理解，表6并非穷举，本领域技术人员可以基于本申请实施例，以其他方式实现基于当前时间点和预测通话时长设置所述目标呈现时机的开始时间点和结束时间点。
毕竟Dest只是预测的通话时长，实际通话时长可能远低于Dest，导致在表3所示的部分开始时间点到来之前，所述呼叫业务可能已经结束或即将结束，这种情况下CXMS可以取消在相应的目标呈现时机触发UEa呈现所述目标广告内容的计划，本方法流程终止；CXMS还可以在取消计划的基础上，响应于通话结束相关的呼叫信令，基于实际已通话时长获取新的目标呈现时机和/或新的目标广告内容，以指示MRS触发UEa呈现目标广告内容，具体参见图4B对应的方法流程中的相关描述。
(2)关于如何基于Dest确定目标广告内容，示例性方法如下。
ADDS可以预设一个比例系数k(0<k<1，电信运营商或广告主可以根据市场反应情况动态调整这个k值)，k*Dest作为目标呈现时长；然后在呈现时长不大于k*Dest的广告内容(与上述实施例类似，图片等非视频类广告内容，呈现时长视为零)中选择出所述目标广告内容。
应理解，目标广告内容的呈现时长可以不必与预测时长成正比，而是其他非线性关系，比如采用分段函数或阶梯函数的方式(例如，5分钟<Dest<10分钟，目标广告内容的时长为5秒，10分钟<Dest<15分钟，目标广告内容的时长为10秒)。
与步骤405类似，预测通话时长只是确定所述目标广告内容的部分因素，ADDS还可以综合其他因素确定所述目标广告内容。例如，ADDS还可以从DAS请求UEa对应的用户的特征信息，进而将该特征信息也作为确定所述目标广告内容的因素或条件。假设ADDS获取用户特征信息为“上班族”，则优先选择适合上班族的产品的广告内容。再如，ADDS还可以从所述呼叫上下文信息获取UEa的呼叫状态信息，确定UEa处于“通话前”的呼叫阶段，则可以在有声音的广告内容中选择所述目标广告内容。
应理解，ADDS也可以不对目标广告内容作出决策，不向CXMS返回目标广告内容的信息，则后续CXMS可以自己决策目标广告内容。
与步骤405类似，ADDS可以先确定目标呈现时机，再基于确定的目标呈现时机确定目标广告内容。例如，上述将目标呈现时机设置所述呼叫业务的中间时段或末尾时段(对应呼叫阶段)，则可在无声音的视频类型的广告内容、HTML页面或图片等类型的广告内容中选择目标广告内容，以避免带声音的广告内容影响用户的通话体验。
步骤466：ADDS向CXMS返回所述目标呈现时机和/或所述目标广告内容的信息。
该步骤的内容可以参考步骤406。
步骤467：CXMS在目标呈现时机的开始时间点指示MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤407。所不同的是，这里的目标呈现时机的开始时间点可能是未来的时间点，则CXMS可以启动定时器，以在目标呈现时机的开始时间点到来时，向MRS发送指示信息，以指示MRS触发UEa呈现所述目标广告内容。
步骤468：MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤408。
至此，UEa开始呈现所述所述目标广告内容。
如果此前ADDS未提供所述目标呈现时机的结束时间点，则可以通过步骤469-步骤470确定结束时间点；如果此前ADDS已提供所述目标呈现时机的结束时间点，则可选地，通过步骤469-步骤470更新所述目标呈现时机的结束时间点；这样可以做到目标广告内容的呈 现不跨过通话结束的时间点，可以满足不希望通话结束仍呈现广告内容的终端用户的需求。
步骤469：CXMS继续从IMS网络接收所述呼叫业务的呼叫信令(第二呼叫信令)。
该步骤的具体内容可以参考步骤409。
步骤470：CXMS确定或更新所述目标呈现时机的结束时间点。
具体地，CXMS基于步骤469获取的呼叫信令，如果确定UEa仍处于通话状态，则维持此前ADDS提供的目标呈现时机的结束时间点不变，如果确定UEa的通话结束，则将所述目标呈现时机的结束时间点更新为当前时间点，以使MRS立即触发UEa停止呈现所述目标广告内容，或者直接指示MRS触发UEa停止呈现所述目标广告内容，然后转步骤472。
步骤471：CXMS在目标呈现时机的结束时间点指示MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤411。
步骤472：MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤412。
与上文其他方法流程类似，步骤471-步骤472也是可选的步骤。
上述图4D对应的方法流程基于预测通话时长决策广告内容和/或呈现时机，使得广告内容呈现时长与预测通话时长成正相关性，可以在一定程度上提高用户对广告内容的接受程度，提升广告效果，进而提升运营商网络资源的利用率。
图4E为本申请实施例提供的在呼叫过程中呈现广告内容的第五方法流程图，该方法流程基于图3所示架构实现，其中每个参与角色与图3中实体的对应关系如图4E中的引用标记所示，例如，该方法流程中的“BSS”是指图3中的BSS 307；该方法流程中，用户设备的套餐信息或账户信息被作为目标广告内容及目标呈现时机的决策依据之一，主要步骤如下：
步骤480：UEa与UEb开始呼叫业务。
该步骤的内容可以参考步骤400。
步骤481-步骤483：S-CSCF设备从ACAS获取UEa的套餐信息/账户信息/签约信息。
步骤481：S-CSCF设备向ACAS发送所述呼叫业务的呼叫信令
步骤482-1：ACAS从所述呼叫信令获取UEa的标识，根据UEa的标识向HSS获取UEa的网络业务类套餐信息，如VPN(virtual private network，虚拟专用网)套餐的信息，以及UEa的签约信息；
步骤482-2：ACAS根据UEa的标识向BSS获取UEa的资费类套餐信息，如包月套餐的信息，以及账户信息，如账户余额、欠费情况等。
上述套餐信息包括套餐剩余有效期、套餐余额等，本申请实施例对此不作限定。
步骤483：ACAS将获取到的这些套餐信息/账户信息/签约信息通过呼叫信令发送给S-CSCF设备。
随后，S-CSCF设备可以将ACAS发送的套餐信息和签约信息通过呼叫信令发送给CXMS。
步骤484：CXMS从IMS网络接收所述呼叫业务的呼叫信令。
具体地，在所述呼叫业务进行期间，CXMS从S-CSCF设备接收所述呼叫业务相关的呼叫信令，响应于该呼叫信令，CXMS获取UEa的签约信息(如步骤485-1或步骤485-2所述) 和套餐信息/账户信息(如步骤486-1或步骤486-2所述)。
步骤485-1：CXMS从呼叫信令中获取UEa的签约信息。
具体地，如果步骤484的呼叫信令中包含UEa的签约信息，则从该呼叫信令中获取UEa的签约信息。
步骤485-2：CXMS从HSS获取UEa的签约信息。
具体地，如果步骤484的呼叫信令中未包含UEa的签约信息，则从该呼叫信令中获取UEa的标识，根据UEa的标识向HSS获取UEa的签约信息。
基于所获取的UEa的签约信息，CXMS确定用户同意在呼叫过程中呈现广告内容，继续执行后续步骤。
步骤486-1：CXMS从呼叫信令中获取UEa的套餐信息/账户信息。
具体地，如果步骤484的呼叫信令中包含UEa的套餐信息或账户信息，则从该呼叫信令中获取UEa的套餐信息/账户信息。
步骤486-2-1：CXMS从HSS获取UEa的网络业务类套餐信息。
具体地，如果步骤484的呼叫信令中未包含UEa的网络业务类套餐信息，则从该呼叫信令中获取UEa的标识，根据UEa的标识向HSS获取UEa的网络业务类套餐信息，如VPN套餐的信息。
步骤486-2-2：CXMS从BSS获取UEa的资费类套餐信息/账户信息，如包月套餐的信息。
具体地，如果步骤484的呼叫信令中未包含UEa的资费类套餐信息或账户信息，则从该呼叫信令中获取UEa的标识，根据UEa的标识向BSS获取UEa的资费类套餐信息(如数据流量套餐信息)或账户信息。
以上套餐信息，均可以包括套餐余额或者套餐剩余有效期信息。
步骤487：CXMS向ADDS发送包含UEa的套餐信息/账户信息的呼叫上下文信息。
具体地，CXMS基于上述步骤所获取的套餐信息/账户信息生成呼叫上下文信息并向ADDS发送包含所述呼叫上下文信息的呈现信息请求消息，所述呼叫上下文信息包含所述套餐信息/账户信息，所述套餐信息包括套餐余额或者套餐剩余有效期，所述账户信息包含账户余额；可选地，所述呼叫上下文信息还包含UEa的标识或者UEa对应的用户的标识，CXMS获取UEa的标识或者UEa对应的用户的标识的方法，可参考步骤404；可选地，所述呼叫上下文信息还可以包含UEa的呼叫状态，CXMS获取UEa的呼叫状态的方法，可以参考步骤403。
呈现信息请求消息示例如下：
Figure PCTCN2021087944-appb-000026
步骤488：ADDS基于呼叫上下文信息确定目标呈现时机和/或目标广告内容。
具体地，ADDS从CXMS接收所述呈现信息请求消息，从中获取呼叫上下文信息，进而基于所述呼叫上下文信息确定目标呈现时机和/或目标广告内容。具体地，ADDS从所述呼叫上下文信息中获取UEa的套餐信息或账户信息，进而基于该套餐信息或账户信息为UEa确定 所述目标呈现时机和/或所述目标广告内容。
(1)关于如何基于UEa的套餐信息或账户信息确定所述目标呈现时机，示例性方法如下。
ADDS可以从所述套餐信息获取套餐余额或者套餐剩余有效期，基于所述套餐余额或者套餐剩余有效期，确定套餐续订或账户充值的紧急程度，再根据所述紧急程度，确定所述目标呈现时机；例如，如果UEa的套餐剩余有效期还有1个月，则可以将目标呈现时机设置在所述呼叫业务的末尾，即所述目标呈现时机的开始时间点为通话结束的时间点，既起了提醒作用，又最小程度干扰通话体验；如果UEa的套餐剩余有效期仅剩下7天，则可以将目标呈现时机的开始时间点设为开始拨号的时间点，可以更容易引起用户的关注，并及时续订套餐或更换套餐。类似地，ADDS也可以从所述账户信息中获取账户余额，再根据余额数量的不同，确定所述目标呈现时机，例如，余额剩余超过某个阈值(如50元)时，将目标呈现时机设置在呼叫业务的末尾，而在余额少于该阈值时时，将目标呈现时机设置在呼叫业务的开头。
应理解，ADDS也可以不对目标呈现时机作出决策，则后续CXMS可以自己决策目标呈现时机。
应理解，ADDS还可以结合UEa的呼叫状态、预测通话时长、已持续通话时长，确定所述目标广告内容和所述目标呈现时机，具体方法可以参考本申请实施例提供的其他方法流程。
(2)关于如何基于UEa的套餐信息或账户信息确定所述目标广告内容，示例性方法如下。
ADDS可以在与所述套餐信息或账户信息相匹配的广告内容(例如，UEa的套餐的续订介绍视频、UEa的套餐的替代方案介绍视频、账户充值方式介绍视频、账户充值优惠方案介绍视频等)中选择出所述目标广告内容。其中，套餐信息或账户信息与广告内容之间的匹配方法可以很多，例如：计算广告内容的关键词或元数据信息与套餐名称或关键字之间的相似度、或者计算广告内容的关键词或元数据信息与账户充值业务的关键字之间的相似度，当所述相似度超过预设阈值时，确定为“匹配”。
与步骤405类似，UEa的套餐信息/账户信息只是确定所述目标广告内容的部分因素，ADDS还可以综合其他因素确定所述目标广告内容。例如，ADDS还可以结合UEa的呼叫状态确定所述目标广告内容。假设ADDS根据UEa的呼叫状态确定所述呼叫业务已结束，则在带声音的广告内容中选择所述目标广告内容。ADDS还可以结合用户的特征信息，确定所述目标广告内容，例如，假设用户的特征为“年轻人”，则在适合于年轻用户的套餐的推广视频内容中选择所述目标广告内容。
步骤489：ADDS向CXMS返回所述目标呈现时机和/或目标广告内容的信息。
该步骤的内容可以参考步骤406。
步骤490：CXMS在所述目标呈现时机的开始时间点指示MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤407。
可选地，CXMS在所述目标呈现时机的开始时间点到来之前，还可以继续从S-CSCF设备、BSS、HSS获取UEa的套餐信息，或者从BSS获取UEa的账户信息(具体参考步骤486-1、步 骤486-2-1、步骤486-2-2等)，当发现UEa的套餐信息或账户信息发生变化，例如账户充值，套餐续订，则取消在所述目标呈现时机触发UEa呈现所述目标广告内容的计划，本方法流程到此终止。
步骤491：MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤408。
步骤492：CXMS在目标呈现时机的结束时间点指示MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤411。
步骤493：MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤412。
与上文其他方法流程类似，步骤492-步骤493也是可选的步骤。
上述图4E对应的方法流程基于用户设备的套餐信息/账户信息决策广告内容和/或在呼叫业务过程中的呈现时机，可以及时避免用户的通信业务因为费用问题而中断，有助于提高用户体验，也提高运营商网络资源的利用率。
图4F为本申请实施例提供的在呼叫过程中呈现广告内容的第六方法流程图，该方法流程基于图3所示架构实现，其中每个参与角色与图3中实体的对应关系如图4F中的引用标记所示，例如，该方法流程中的“HSS”是指图3中的HSS 306；该方法流程中，用户设备的位置信息被作为目标广告内容及目标呈现时机的决策依据之一，主要步骤如下：
步骤4A0：UEa与UEb开始呼叫业务。
该步骤的内容可以参考步骤400。
步骤4A1-步骤4A3：S-CSCF设备从ACAS获取UEa的位置信息/签约信息。
步骤4A1：S-CSCF设备向ACAS发送所述呼叫业务的呼叫信令；
步骤4A2：ACAS从所述呼叫信令获取UEa的标识，根据UEa的标识向HSS获取UEa的位置信息和签约信息。
本申请实施例中所述的位置信息，可以是用户设备所在位置的经度和纬度相关的信息，也可以是用户设备所在城市、地区的标识或名称，还可以是用户设备所在街道、场所或建筑物的名称或标识；可以是二维坐标(GPS定位)，也可以是三维坐标(室内定位)；本申请实施例不限定位置信息的内容和形式，后续将不再赘述。
步骤4A3：ACAS将获取到的位置信息/签约信息通过呼叫信令发送给S-CSCF设备。
随后，S-CSCF设备可以将ACAS发送的位置信息和签约信息通过呼叫信令发送给CXMS。
步骤4A4：CXMS从IMS网络接收所述呼叫业务的呼叫信令。
具体地，在所述呼叫业务进行期间，CXMS从S-CSCF设备接收所述呼叫业务相关的呼叫信令，响应于该呼叫信令，CXMS获取UEa的签约信息(如步骤4A5-1或步骤4A5-2所述)和位置信息(如步骤4A6-1或步骤4A6-2所述)。
步骤4A5-1：CXMS从呼叫信令中获取UEa的签约信息。
具体地，如果步骤4A4的呼叫信令中包含UEa的签约信息，则从该呼叫信令中获取UEa的签约信息。
步骤4A5-2：CXMS从HSS获取UEa的签约信息。
具体地，如果步骤4A4的呼叫信令中未包含UEa的签约信息，则从该呼叫信令中获取UEa的标识，根据UEa的标识向HSS获取UEa的签约信息。
基于所获取的UEa的签约信息，CXMS确定用户同意在呼叫过程中呈现广告内容，继续执行后续步骤。
步骤4A6-1：CXMS从呼叫信令中获取UEa的位置信息。
具体地，如果步骤4A4的呼叫信令中包含UEa的位置信息，则从该呼叫信令中获取UEa的位置信息。
步骤4A6-2：CXMS从HSS获取UEa的位置信息。
具体地，如果步骤4A4的呼叫信令中未包含UEa的位置信息，则基于该呼叫信令从HSS获取UEa的位置信息；具体地，CXMS从该呼叫信令中获取UEa的标识，根据UEa的标识向HSS查询并获取UEa的位置信息。
步骤4A7：CXMS向ADDS发送包含UEa的位置信息的呼叫上下文信息。
具体地，CXMS基于上述步骤所获取的位置信息生成呼叫上下文信息并向ADDS发送包含所述呼叫上下文信息的呈现信息请求消息，所述呼叫上下文信息包含所述位置信息；可选地，所述呼叫上下文信息还包含UEa的标识或者UEa对应的用户的标识，CXMS获取UEa的标识或UEa对应的用户的标识的方法，可以参考步骤404；可选地，所述呼叫上下文信息还可以包含UEa的当前呼叫状态，CXMS获取UEa的呼叫状态的方法，可以参考步骤403。
呈现信息请求消息示例如下：
Figure PCTCN2021087944-appb-000027
步骤4A8：ADDS基于所述呼叫上下文信息确定目标呈现时机和/或目标广告内容。
具体地，ADDS从CXMS接收所述呈现信息请求消息，从中获取呼叫上下文信息，进而基于所述呼叫上下文信息确定目标呈现时机和/或目标广告内容。具体地，ADDS从所述呼叫上下文信息中获取所述位置信息，基于所述位置信息确定所述目标呈现时机和/或所述目标广告内容。
(1)关于如何基于UEa的位置信息确定所述目标广告内容，示例性方法如下。
ADDS可以在与所述位置信息相关的商业场所相关的广告内容中选择所述目标广告内容。例如，ADDS可以在确定UEa的位置信息位于某个区域范围内的情况下，选择该区域范围内的商家的广告内容(例如，某商场促销广告等，或者该区域范围内的公益广告，例如，垃圾分类公益广告等)中选择所述目标广告内容。
与步骤405类似，位置信息只是确定所述目标广告内容的部分因素，ADDS还可以综合其他因素确定所述目标广告内容。例如，ADDS还可以从DAS请求UEa对应的用户的特征信息，进而将该特征信息也作为确定所述目标广告内容的因素或条件。假设ADDS获取用户特征信息为“出租车司机”，则优先选择适合出租车司机的产品的广告内容。再如，ADDS还可 以结合UEa的呼叫状态确定所述目标广告内容。假设ADDS根据UEa的呼叫状态确定UEa在通话中，则可以选择不带声音的广告内容。
(2)关于如何基于UEa的位置信息确定所述目标呈现时机，示例性方法如下。
ADDS可以记录UEa的位置信息，形成位置信息历史记录(在获得用户同意、符合相关法规要求下)，进而确定UEa在某个位置的“新鲜程度”(在某个位置的累计时长，该时长越短越“新鲜”)或“频繁程度”(在单位时间内在某个位置的出现次数)，在根据UEa的在某个位置(即所述位置信息对应的地理位置)的新鲜程度或频繁程度确定目标呈现时机，例如，如果UEa是首次进入某个位置，则可以将目标呈现时机的开始时间点设为开始拨号的时间点，例如将相应的广告内容设为“XXX运营商欢迎您”，这样可以提高用户的沉浸感，而如果UEa已是多次进入某个位置，则可以将目标呈现时机的开始时间点设为通话结束时。为此，ADDS可以记录UEa的位置信息，据此确定所述新鲜程度。
应理解，ADDS还可以结合UEa的呼叫状态、预测通话时长、已持续通话时长、套餐信息或账户信息等，确定所述目标广告内容和所述目标呈现时机，具体方法可以参考前文所述方法流程。
步骤4A9：ADDS向CXMS返回所述目标呈现时机和/或目标广告内容的信息。
该步骤的内容可以参考步骤406。
步骤4B0：CXMS在所述目标呈现时机的开始时间点指示MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤407。
可选地，CXMS在所述目标呈现时机的开始时间点到来之前，还可以继续从S-CSCF设备、HSS获取UEa的位置信息(具体参考步骤4A6-1、步骤4A6-2等)，当发现UEa的位置信息发生变化(已经离开了此前的位置)，则取消在所述目标呈现时机触发UEa呈现所述目标广告内容的计划，本方法流程到此终止。
步骤4B1：MRS触发UEa开始呈现所述目标广告内容。
该步骤的内容可以参考步骤408。
步骤4B2：CXMS在目标呈现时机的结束时间点指示MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤411。
步骤4B3：MRS触发UEa停止呈现所述目标广告内容。
该步骤的内容可以参考步骤412。
与上文其他方法流程类似，步骤4B2-步骤4B3也是可选的步骤。
上述图4F对应的方法流程基于用户设备的位置信息决策广告内容和/或呈现时机，可以为用户提供沉浸式体验，进而提高用户对广告内容的关注度，并提高广告的转化率，从而提高运营商网络资源的利用率。
上述图4A-4F中，确定目标呈现时机的功能是部署在ADDS上的，均可以按图1B及图2B所示的分工方式，改为部署在CXMS上；CXMS、ADDS、DAS和MRS是分开部署的，均可以按图1A及图2A所示的方式，改为部署在同一个物理设备上，还可以将CXMS、ADDS和DAS部署在一个物理设备上，MRS部署在另一个物理设备。本申请实施例对CXMS、ADDS、DAS和 MRS的部署方式不作限定。
图5为本申请实施例提供的媒体应用设备、呼叫上下文管理设备或媒体决策设备的硬件结构图。本申请实施例中的所有媒体应用设备(例如，图1A的媒体应用设备110)、呼叫上下文管理设备(例如，图1B的呼叫上下文管理设备111,图1C的呼叫上下文管理设备114，图3的CXMS 3011)、媒体决策设备设备(例如，图1B的媒体决策设备112，图1C的媒体决策设备115，图3的ADDS 3012)，均可以采用图5所示的通用的计算机硬件结构实现，其中包括处理器501、存储器502、总线503、输入设备504、输出设备505以及网络接口506，其中输入设备504与输出设备505为可选的。
具体地，存储器502可以包括以易失性和/或非易失性存储器形式的计算机存储媒体，如只读存储器和/或随机存取存储器。存储器502可以存储操作系统、应用程序、其他程序模块、可执行代码和程序数据。
输入设备504可以用于输入信息，便于系统管理员对媒体应用设备、呼叫上下文管理设备或媒体决策设备进行操作和管理等，例如，在媒体应用设备上管理待呈现媒体内容、在呼叫上下文管理设备配置媒体决策设备的IP地址、在媒体决策设备上配置各种门限或阈值等；输入设备504可以为键盘或指向设备，如鼠标、轨迹球、触摸板、麦克风、操纵杆、游戏垫、卫星电视天线、扫描仪或类似设备，均可以通过总线503连接至处理器501。
输出设备505可以用于输出信息，便于系统管理员对对媒体应用设备、呼叫上下文管理设备或媒体决策设备进行操作和管理等；例如，在媒体应用设备上显示存储空间、在呼叫上下文管理设备上显示媒体决策设备的IP地址、在媒体决策设备上显示各种门限或阈值等；除了监视器之外，输出设备505还可以为其他外围输出设备，如扬声器和/或打印设备，也均可以通过总线503连接到处理器501。
媒体应用设备、呼叫上下文管理设备或媒体决策设备均可以通过网络接口506连接到网络中，例如连接到局域网(Local Area Network，LAN)。在联网环境下媒体应用设备、呼叫上下文管理设备或媒体决策设备中存储的计算机执行指令可以存储在远程存储设备中，而不限于在本地存储。
当媒体应用设备中的处理器501执行存储器502中存储的可执行代码或应用程序时，媒体应用设备可以执行以上所有实施例中与媒体应用设备相对应的方法步骤，如步骤202、203和204等；具体执行过程均参见上述实施例，在此不再赘述。
当呼叫上下文管理设备的处理器501执行存储器502中存储的可执行代码或应用程序时，呼叫上下文管理设备可以执行以上所有实施例中与呼叫上下文管理设备相对应的方法步骤，如步骤222、223、224、242、243、403、425、443、463、486-1和4A6-1；具体执行过程均参见上述实施例，在此不再赘述。
当媒体决策设备中的处理器501执行存储器502中存储的可执行代码或应用程序时，媒体决策设备可以执行以上所有实施例中与媒体决策设备相对应的方法步骤，如步骤225- 1、225-2、244、405、427、445、465、488和4A8；具体执行过程均参见上述实施例，在此不再赘述。
图6为本申请实施例提供的呼叫上下文管理设备的逻辑结构示意图，所述呼叫上下文管理设备用于获取呼叫上下文信息，并根据呼叫上下文信息使用户设备在呼叫业务过程中呈现媒体内容，包括：
-接收模块601，用于从呼叫会话控制设备接收呼叫业务的呼叫信令；
-获取模块602，用于基于所述呼叫信令获取呼叫上下文信息，所述呼叫上下文信息包含用于描述参与呼叫业务的用户设备在所述呼叫业务过程中的进展或者所述用户设备在所述呼叫业务过程中所处的环境的信息；具体执行过程参见上述实施例中呼叫上下文管理设备侧的步骤说明，如步骤242、403和425等。
-指示模块603，用于基于所述呼叫上下文信息指示媒体呈现设备触发所述用户设备12呈现媒体内容；具体执行过程参见上述实施例中呼叫上下文管理设备侧的步骤说明，如步骤246、407和447等。
图7为本申请实施例提供的媒体决策设备的逻辑结构示意图，所述媒体决策设备用于为呼叫上下文管理设备决策呈现媒体内容的时机和/或待呈现的媒体内容，包括：
接收模块701，用于从呼叫上下文管理设备114接收呼叫上下文信息，所述呼叫上下文信息是指用于描述参与呼叫业务的用户设备12在所述呼叫业务过程中的进展或者所述用户设备12在所述呼叫业务过程中所处的环境的信息；具体执行过程参见上述实施例中媒体决策设备侧的步骤说明，如步骤243、404和426等；
决策模块702，用于基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容；具体执行过程参见上述实施例中媒体决策设备侧的步骤说明，如步骤244、405和427等。
发送模块703，用于向所述呼叫上下文管理设备114发送所述目标呈现时机和/或所述目标媒体内容的信息，以使所述呼叫上下文管理设备触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容；具体执行过程参见上述实施例中媒体决策设备侧的步骤说明，如步骤245、406、428和446等。
图6所示呼叫上下文管理设备和图7所示媒体决策设备是以功能模块的形式来呈现。这里的“模块”可以指特定应用集成电路(application-specific integrated circuit，ASIC)，电路，执行一个或多个软件或固件程序的处理器和存储器，集成逻辑电路，和/或其他可以提供上述功能的器件。在一个简单的实施例中，本领域的技术人员可以想到这些设备也可以采用图5所示的形式。例如获取模块602、指示模块603、接收模块701、决策模块702和发送模块703都可以通过图5中的处理器501和存储器502来实现。例如，获取模块602获取呼叫上下文信息的功能和决策模块702确定目标呈现时机和/或目标媒体内容的功能，均可以通过由处理器501来执行存储器502中存储的代码来实现。
本领域普通技术人员可以清楚地了解到，为了描述的方便和简洁，上述描述的系统、装置和单元的具体工作过程，可以参考前述方法实施例中的对应过程，在此不再赘述。
在本申请所提供的几个实施例中，应该理解到，所揭露的系统、设备和方法，可以通过其它的方式实现。例如，所述模块的划分，仅仅为一种逻辑功能划分，实际实现时可以有另外的划分方式，例如多个单元或组件可以结合或者可以集成到另一个系统，或一些特征可以忽略，或不执行。另外，所显示或讨论的相互之间的耦合或直接耦合或通信连接可以是通过一些接口、装置或单元的间接耦合或通信连接，也可以是电的，机械的或其它的形式连接。
以上所述，仅为本申请的具体实施方式，但本申请的保护范围并不局限于此，任何熟悉本技术领域的技术人员在本申请揭露的技术范围内，可轻易想到各种等效的修改或替换，这些修改或替换都应涵盖在本申请的保护范围之内。因此，本申请的保护范围应以权利要求的保护范围为准。

Claims (45)

  1. 一种呈现媒体内容的方法，其特征在于,包括：
    从呼叫会话控制设备接收呼叫业务的呼叫信令；
    基于所述呼叫信令获取呼叫上下文信息，所述呼叫上下文信息包含用于描述所述呼叫业务中的用户设备在所述呼叫业务过程中的进展的信息；
    基于所述呼叫上下文信息使所述用户设备呈现媒体内容。
  2. 根据权利要求1所述的呈现媒体内容的方法，其特征在于，所述基于所述呼叫上下文信息使所述用户设备呈现媒体内容，包括：
    基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容。
  3. 根据权利要求2所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息包含所述用户设备的呼叫状态信息，所述呼叫状态信息包括所述用户设备的呼叫状态、所述呼叫状态的开始时间点和所述呼叫状态的理论结束时间点，且
    所述基于所述呼叫信令获取呼叫上下文信息，包括：基于所述呼叫信令的信令码或状态码确定所述用户设备的呼叫状态；
    所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，包括：获取所述呼叫状态的开始时间点，基于所述呼叫状态的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述理论结束时间点设置所述目标呈现时机的结束时间点。
  4. 根据权利要求3所述的呈现媒体内容的方法，其特征在于，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：
    在呈现时长不大于所述呼叫状态的理论持续时长的媒体内容中选择所述目标媒体内容，其中，所述理论持续时长为从所述开始时间点到所述理论结束时间点之间的时长；或者，
    基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段无音频冲突的媒体内容中选择所述目标媒体内容；或者，
    基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段有音频冲突的媒体内容中选择所述目标媒体内容，并生成音频冲突标记或者音频标记，以便在触发所述用户设备呈现所述目标媒体内容时，不触发呈现所述目标媒体内容的音频部分。
  5. 根据权利要求2所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，
    所述基于所述呼叫信令获取呼叫上下文信息包括：确定所述呼叫信令为被叫摘机呼叫信令；基于所述呼叫信令的时间戳和当前时间点，计算所述呼叫业务的已持续通话时长；
    所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，包括：基于所述已持续通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
  6. 根据权利要求5所述的呈现媒体内容的方法，其特征在于，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已持续通话时长设置所述目标呈现时 机的结束时间点。
  7. 根据权利要求2所述的呈现媒体内容的方法，其特征在于，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述按键序列信息包括所述用户设备的按键序列、所述按键序列对应的语音服务的开始时间点和所述语音服务的理论结束时间点，所述按键序列是指由用户在所述呼叫业务过程中通过所述用户设备输入的按键按时间顺序组成的序列，所述基于所述呼叫信令获取呼叫上下文信息，包括：
    基于所述呼叫信令和所述IVR设备发送的信息获取所述按键序列信息。
  8. 根据权利要求7所述的呈现媒体内容的方法，其特征在于，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，包括：
    基于所述按键序列对应的语音服务的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述语音服务的理论结束时间点设置所述目标呈现时机的结束时间点；以及
    基于与所述按键序列对应的语音服务的内容确定所述目标媒体内容。
  9. 根据权利要求2-8中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述呼叫业务的预测通话时长，所述基于所述呼叫信令获取呼叫上下文信息，还包括：
    基于所述呼叫信令获取所述用户设备对应用户的历史通话时长记录；
    基于所述历史通话时长记录确定所述预测通话时长。
  10. 根据权利要求9所述的呈现媒体内容的方法，其特征在于，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：
    基于当前时间点和所述预测通话时长设置所述目标呈现时机的开始时间点和结束时间点；以及
    基于所述预测通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
  11. 根据权利要求2-8中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述用户设备对应的套餐信息或账户信息，所述套餐信息包括套餐余额或者套餐剩余有效期，所述账户信息包括账户余额；所述基于所述呼叫信令获取呼叫上下文信息，还包括：
    基于所述呼叫信令从归属签约用户服务器HSS或者运营支撑系统BSS获取所述套餐信息，或者基于所述呼叫信令从所述BSS获取所述账户信息；或者，从所述呼叫信令中获取所述套餐信息或所述账户信息；
    所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：在与所述套餐信息或者账户信息相匹配的媒体内容中选择所述目标媒体内容。
  12. 根据权利要求11所述的呈现媒体内容的方法，其特征在于，所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：
    基于所述套餐余额或者套餐剩余有效期，或者基于所述账户余额确定套餐续订或账户充值的紧急程度；根据所述紧急程度，确定所述目标呈现时机。
  13. 根据权利要求2-8中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述用户设备的位置信息，所述基于所述呼叫信令获取呼叫上下文信息， 包括：从所述呼叫信令中获取所述用户设备的位置信息；或者，基于所述呼叫信令从归属签约用户服务器HSS获取所述用户设备的位置信息；
    所述基于所述呼叫上下文信息触发所述用户设备在目标呈现时机呈现目标媒体内容，还包括：确定所述用户设备在所述位置信息对应的位置的新鲜程度或频繁程度，基于所述新鲜程度或所述频繁程度确定所述目标呈现时机；以及在与所述位置信息相关的商业场所相关的媒体内容中选择所述目标媒体内容。
  14. 根据权利要求2-13中任一所述的呈现媒体内容的方法，其特征在于，所述触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容，包括：
    通过所述呼叫业务的呼叫信令与所述用户设备协商媒体通道；
    在所述目标呈现时机的开始时间点，通过所述媒体通道向所述用户设备发送所述目标媒体内容的部分或全部数据。
  15. 根据权利要求14所述的呈现媒体内容的方法，其特征在于，所述触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容，还包括：
    在所述目标呈现时机的结束时间点，停止通过所述媒体通道向所述用户设备发送所述目标媒体内容的数据或者所述目标媒体内容的音频部分数据。
  16. 一种媒体应用系统，其特征在于，包括：
    呼叫上下文管理模块用于：从呼叫会话控制设备接收呼叫业务的呼叫信令；基于所述呼叫信令获取呼叫上下文信息，所述呼叫上下文信息包含用于描述所述呼叫业务中的用户设备在所述呼叫业务过程中的进展的信息；基于所述呼叫上下文信息使所述用户设备呈现媒体内容。
  17. 根据权利要求16所述的媒体应用系统，其特征在于，所述媒体应用系统还包括媒体呈现模块，
    所述呼叫上下文管理模块还用于：基于所述呼叫上下文信息指示所述媒体呈现模块触发所述用户设备在目标呈现时机呈现目标媒体内容；
    所述媒体呈现模块用于：根据所述呼叫上下文管理模块的指示触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容。
  18. 根据权利要求17所述的媒体应用系统，其特征在于，还包括：呈现时机决策模块和呈现内容决策模块，
    所述呼叫上下文管理模块还用于：向所述呈现时机决策模块发送所述呼叫上下文信息并从所述所述呈现时机决策模块接收所述目标呈现时机，和/或，向所述呈现内容决策模块发送所述呼叫上下文信息并从所述呈现内容决策模块接收所述目标媒体内容的信息；在所述目标呈现时机指示所述媒体呈现模块触发用户设备呈现所述目标媒体内容；
    所述呈现时机决策模块用于：从所述呼叫上下文管理模块接收所述呼叫上下文信息，基于所述呼叫上下文信息确定所述目标呈现时机，向所述呼叫上下文管理模块发送所述目标呈现时机；
    所述呈现内容决策模块用于：从所述呼叫上下文管理模块接收所述呼叫上下文信息，基于所述呼叫上下文信息确定所述目标媒体内容，向所述呼叫上下文管理模块发送所述目标媒体内容的信息。
  19. 根据权利要求18所述的媒体应用系统，其特征在于，所述呼叫上下文信息包含 所述用户设备的呼叫状态信息，所述呼叫状态信息包括所述用户设备的呼叫状态、所述呼叫状态的开始时间点和所述呼叫状态的理论结束时间点,
    所述呼叫上下文管理模块还用于：基于所述呼叫信令的信令码或状态码确定所述呼叫状态；
    所述呈现时机决策模块还用于：确定所述呼叫状态的开始时间点和理论结束时间点；基于所述开始时间点设置所述目标呈现时机的开始时间点，以及基于所述理论结束时间点设置所述目标呈现时机的结束时间点；
    所述呈现内容决策模块还用于：在呈现时长不大于所述呼叫状态的理论持续时长的媒体内容中选择所述目标媒体内容，其中，所述理论持续时长为从所述开始时间点到所述理论结束时间点之间的时长；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段无音频冲突的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段有音频冲突的媒体内容中选择所述目标媒体内容，并生成音频冲突标记或者音频标记，以便在触发所述用户设备呈现所述目标媒体内容时，不触发呈现所述目标媒体内容的音频部分。
  20. 根据权利要求18所述的媒体应用系统，其特征在于，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，
    所述呼叫上下文管理模块还用于：确定所述呼叫信令为被叫摘机呼叫信令；基于所述呼叫信令的时间戳和当前时间点，计算所述呼叫业务的已持续通话时长；所述呈现时机决策模块还用于：基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已持续通话时长设置所述目标呈现时机的结束时间点；
    所述呈现内容决策模块还用于：基于所述已持续通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
  21. 根据权利要求18所述的媒体应用系统，其特征在于，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述按键序列信息包括所述用户设备的按键序列、所述按键序列对应的语音服务的开始时间点和所述语音服务的理论结束时间点，所述按键序列是指由用户在所述呼叫业务过程中通过所述用户设备输入的按键按时间顺序组成的序列,
    所述呼叫上下文管理模块还用于：基于所述呼叫信令和所述IVR设备发送的信息获取所述按键序列信息；
    所述呈现时机决策模块还用于：基于所述按键序列对应的语音服务的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述语音服务的理论结束时间点设置所述目标呈现时机的结束时间点；
    所述呈现内容决策模块还用于：基于与所述按键序列对应的语音服务的内容确定所述目标媒体内容。
  22. 根据权利要求18所述的媒体应用系统，其特征在于，所述呼叫上下文信息包含所述呼叫业务的预测通话时长，
    所述呼叫上下文管理模块还用于：基于所述呼叫信令获取所述用户设备对应用户的历史通话时长记录；基于所述历史通话时长记录确定所述预测通话时长；
    所述呈现时机决策模块还用于：基于当前时间点和所述预测通话时长设置所述目标呈 现时机的开始时间点和结束时间点；
    所述呈现内容决策模块还用于：基于所述预测通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
  23. 根据权利要求18所述的媒体应用系统，其特征在于，所述呼叫上下文信息包含所述用户设备对应的套餐信息或账户信息，所述套餐信息包括套餐余额或者套餐剩余有效期，
    所述呼叫上下文管理模块还用于：基于所述呼叫信令从归属签约用户服务器HSS或者运营支撑系统BSS获取所述套餐信息，或者从所述BSS获取所述账户信息；或者，从呼叫会话控制设备获取所述呼叫业务的呼叫信令；从所述呼叫信令中获取所述套餐信息或所述账户信息；
    所述呈现时机决策模块还用于：基于所述套餐余额或者套餐剩余有效期，或者基于所述账户余额确定套餐续订或账户充值的紧急程度；根据所述紧急程度，确定所述目标呈现时机；
    所述呈现内容决策模块还用于：在与所述套餐信息或者账户信息相匹配的媒体内容中选择所述目标媒体内容。
  24. 根据权利要求18所述的媒体应用系统，其特征在于，所述呼叫上下文信息包含所述用户设备的位置信息，
    所述呼叫上下文管理模块还用于：从所述呼叫信令中获取所述用户设备的位置信息；或者，基于所述呼叫信令从归属签约用户服务器HSS获取所述用户设备的位置信息；
    所述呈现内容决策模块还用于：在与所述位置信息相关的商业场所相关的媒体内容中选择所述目标媒体内容；
    所述呈现时机决策模块还用于：确定所述用户设备在所述位置信息对应的位置的新鲜程度或频繁程度，基于所述新鲜程度或所述频繁程度确定所述目标呈现时机。
  25. 根据权利要求18-24中任一所述的媒体应用系统，其特征在于，包括媒体应用设备，所述媒体应用设备包含所述呼叫上下文管理模块、所述呈现时机决策模块、所述呈现内容决策模块和所述媒体呈现模块。
  26. 根据权利要求18-24中任一所述的媒体应用系统，其特征在于，包括呼叫上下文管理设备、媒体决策设备和媒体呈现设备，其中，所述呼叫上下文管理设备包括所述呼叫上下文管理模块和所述呈现时机决策模块，所述媒体决策设备包括所述呈现内容决策模块，所述媒体呈现设备包括所述媒体呈现模块。
  27. 根据权利要求18-24中任一所述的媒体应用系统，其特征在于，包括呼叫上下文管理设备、媒体决策设备和媒体呈现设备，其中，所述呼叫上下文管理设备包括所述呼叫上下文管理模块，所述媒体决策设备包括所述呈现内容决策模块和所述呈现时机决策模块，所述媒体呈现设备包括所述媒体呈现模块。
  28. 一种呈现媒体内容的方法，应用于呼叫上下文管理设备，其特征在于，所述方法包括：
    从呼叫会话控制设备接收呼叫业务的呼叫信令；
    基于所述呼叫信令获取呼叫上下文信息，所述呼叫上下文信息包含用于描述所述呼叫业务中的用户设备在所述呼叫业务过程中的进展的信息；
    基于所述呼叫上下文信息指示媒体呈现设备触发所述用户设备在目标呈现时机呈现目标媒体内容。
  29. 根据权利要求28所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息包含所述用户设备的呼叫状态信息，所述基于所述呼叫信令获取呼叫上下文信息包括：
    基于所述呼叫信令信令码或状态码确定所述呼叫状态。
  30. 根据权利要求28所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，所述基于所述呼叫信令获取呼叫上下文信息包括：
    确定所述呼叫信令为被叫摘机呼叫信令；
    基于所述呼叫信令的时间戳和当前时间点，计算所述呼叫业务的已持续通话时长。
  31. 根据权利要求28所述的呈现媒体内容的方法，其特征在于，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述按键序列信息包括所述用户设备的按键序列、所述按键序列对应的语音服务的开始时间点和所述语音服务的理论结束时间点，所述按键序列是指由用户在所述呼叫业务过程中通过所述用户设备输入的按键按时间顺序组成的序列，所述基于所述呼叫信令获取呼叫上下文信息包括：
    基于所述呼叫信令和所述IVR设备发送的信息获取所述按键序列信息。
  32. 根据权利要求28-31中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述呼叫业务的预测通话时长，所述获取呼叫上下文信息包括：
    基于所述呼叫信令获取所述用户设备对应用户的历史通话时长记录；
    基于所述历史通话时长记录获取所述预测通话时长。
  33. 根据权利要求28-31中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述用户设备对应的套餐信息或账户信息，所述基于所述呼叫信令获取呼叫上下文信息包括：
    基于所述呼叫信令从归属签约用户服务器HSS或者运营支撑系统BSS获取所述套餐信息，或者从所述BSS获取所述账户信息；或者，
    从所述呼叫信令中获取所述套餐信息或所述账户信息。
  34. 根据权利要求28-31中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述用户设备的位置信息，所述基于所述呼叫信令获取呼叫上下文信息包括：
    从所述呼叫信令中获取所述用户设备的位置信息；或者，
    基于所述呼叫信令从归属签约用户服务器HSS获取所述用户设备的位置信息。
  35. 一种呈现媒体内容的方法，应用于媒体决策设备，其特征在于，所述方法包括：
    从呼叫上下文管理设备接收呼叫上下文信息，所述呼叫上下文信息包含用于描述呼叫业务中的用户设备在所述呼叫业务过程中的进展的信息；
    基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容；
    向所述呼叫上下文管理设备发送所述目标呈现时机和/或所述目标媒体内容的信息，以使所述呼叫上下文管理设备触发所述用户设备在所述目标呈现时机呈现所述目标媒体内容。
  36. 根据权利要求35所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信 息包含所述用户设备的呼叫状态信息，所述呼叫状态信息包括所述用户设备的呼叫状态、所述呼叫状态的开始时间点和所述呼叫状态的理论结束时间点，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：
    基于所述呼叫状态的开始时间点设置所述目标呈现时机的开始时间点，以及基于所述理论结束时间点设置所述目标呈现时机的结束时间点；和/或
    在呈现时长不大于所述呼叫状态的理论持续时长的媒体内容中选择所述目标媒体内容，其中，所述理论持续时长为从所述开始时间点到所述理论结束时间点之间的时长；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段无音频冲突的媒体内容中选择所述目标媒体内容；或者，基于所述呼叫状态确定所述用户设备所处的呼叫阶段，在与所述呼叫阶段有音频冲突的媒体内容中选择所述目标媒体内容，并生成音频冲突标记或者音频标记，以便在触发所述用户设备呈现所述目标媒体内容时，不触发呈现所述目标媒体内容的音频部分。
  37. 根据权利要求35所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息包含所述呼叫业务的已持续通话时长，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：
    基于当前时间点设置所述目标呈现时机的开始时间点，以及基于所述已持续通话时长设置所述目标呈现时机的结束时间点；和/或，
    基于所述已持续通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
  38. 根据权利要求35所述的呈现媒体内容的方法，其特征在于，所述呼叫业务发生于所述用户设备与交互语音响应IVR设备之间，所述呼叫上下文信息包含所述用户设备的按键序列信息，所述按键序列信息包括所述用户设备的按键序列、所述按键序列对应的语音服务的开始时间点和所述语音服务的理论结束时间点，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：
    基于所述按键序列对应的语音服务的开始时间点设置所述目标呈现时机的开始时间点；以及基于所述语音服务的理论结束时间点设置所述目标呈现时机的结束时间点；和/或
    基于与所述按键序列对应的语音服务的内容确定所述目标媒体内容。
  39. 根据权利要求35-38中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述呼叫业务的预测通话时长，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：
    基于当前时间点和所述预测通话时长设置所述目标呈现时机的开始时间点和结束时间点；和/或
    基于所述预测通话时长确定目标呈现时长，在呈现时长不大于所述目标呈现时长的媒体内容中选择所述目标媒体内容。
  40. 根据权利要求35-38中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述用户设备对应的套餐信息或账户信息，所述套餐信息包括套餐余额或者套餐剩余有效期，所述账户信息包括账户余额，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：
    基于所述套餐余额或者套餐剩余有效期，或者基于所述账户余额确定套餐续订或账户充值的紧急程度，根据所述紧急程度，确定所述目标呈现时机；和/或
    在与所述套餐信息或者账户信息相匹配的媒体内容中选择所述目标媒体内容。
  41. 根据权利要求35-38中任一所述的呈现媒体内容的方法，其特征在于，所述呼叫上下文信息还包含所述用户设备的位置信息，所述基于所述呼叫上下文信息确定目标呈现时机和/或目标媒体内容包括：
    确定所述用户设备在所述位置信息对应的的位置的新鲜程度或频繁程度，基于所述新鲜程度或所述频繁程度确定所述目标呈现时机；和/或
    在与所述位置信息相关的商业场所相关的媒体内容中选择所述目标媒体内容。
  42. 一种呼叫上下文管理设备，其特征在于，包括处理器和存储器，其中：
    所述存储器，用于存储程序指令；
    所述处理器，用于调用并执行所述存储器中存储的程序指令，以使所述呼叫上下文管理设备执行权利要求28至34中任一项所述的呈现媒体内容的方法。
  43. 一种计算机可读存储介质，其特征在于，包括指令，当其在计算机上运行时，使得所述计算机执行权利要求28至34中任一项所述的呈现媒体内容的方法。
  44. 一种媒体决策设备，其特征在于，包括处理器和存储器，其中：
    所述存储器，用于存储程序指令；
    所述处理器，用于调用并执行所述存储器中存储的程序指令，以使所述媒体决策设备执行权利要求35至41中任一项所述的呈现媒体内容的方法。
  45. 一种计算机可读存储介质，其特征在于，包括指令，当其在计算机上运行时，使得所述计算机执行权利要求35至41中任一项所述的呈现媒体内容的方法。
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