Method for information interchange with advertisement consumer and system for realising said method

FIELD: information technology.

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

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

9 cl, 2 dwg

 

The invention relates to methods and systems used to implement cellular communication, and in particular to methods and systems that provide the ability to provide advertisers with a service implementing information exchange with the consumer advertising through interactive dialogue with the user, by using USSD technology, where USSD - standardized, 3GPP TS 22.090, ETSI TS 123090, ETSI TS 124090, the method of requesting further services in mobile networks, allowing you to set the USSD session. The establishment of the session as possible from the caller by requesting via USSD number, in the format *ABC*Z1-Zn#where ABC is any number, Z1-Zn - any set of alphanumeric characters, and the cellular network (network initiated), for example, a voice call to any phone number, free for subscribers.

In our time, success in business is impossible without advertising investments. And the larger and more successful the business, the greater his role of advertising, and therefore, grow, already considerable, budgets, branding, attracting new customers, etc. And, of course, every successful business wants to know how advertising works: how many people respond to it, what is the effectiveness of advertising and what kind of people. Knowing this will allow more control over advertising budgets to get the maximum profit at minimum cost.

Known is a procedure and system for determining the effectiveness of advertising on the responses of cellular subscribers (Application 2003111836, IPC G09F 19/00, priority 23.04.2003). In the known method and system uses the server with database and software that is configured to receive and process remote messages from subscribers of the cellular network that responded to the advertisement of goods or services. In response to the subscriber contains at least one information indicator characterizing the subscriber and advertising of a product or service contains at least one rule of the preparation of the response.

The disadvantages of the known method and device is that known technical solution does not allow to promptly provide the interested subscriber extended to take into account the preferences of a specific user and to offer each targeted advertisements, thus conducting the exchange of information with the consumer.

The known method and system for providing advertisements to mobile devices that enables you to insert advertising in the USSD message, which is selected as a prototype (Application WO/2007/134689, IPC G06Q 30/00, priority 18.05.2006, publ. 29.11.2007).

A disadvantage of the known technical solution is that, from the point of view of the user, any advertising message given to him not by his will, is regarded as an invasion of personal space. If the subscriber has not requested the information and it come back is to him suddenly, this causes the subscriber irritation and, accordingly, does not stimulate the subscriber in response to this advertisement. In addition, to use a known method, advertisers must sign a contract with mobile operators or third party. It should also be noted that the resources connect and use the known technical solutions limited because it applies only on a single number, in which subscribers make a balance inquiry, and mobile operators, as a rule, limit the number of such advertisements and charge for their accommodation.

The objective of the proposed technical solution is to develop a method and system that allows advertisers to communicate with the consumer advertising by interaktivnogo dialogue in the framework of the USSD session so that it allowed, if the response to ads, to measure advertising effectiveness and to receive the necessary information about the people who are interested in an advertising message, and provide them, upon their request, additional information about products, services or discounts and additional benefits. In addition, allowing such exchange without concluding additional agreements with network operators and technical interactions, but through a user response using the receiving normal voice numbers, the call is free for the consumer.

The problem is solved in that in the method of sharing information with consumer advertising,including the use of cellular networks of the GSM format and advertising that contains at least one rule of the response of the consumer, the exchange of information organised in the framework of the USSD session, if you use this system made receiving calls from consumers, organized according to the rule of the response of the consumer, embedded in advertising. The system receiving the call from the consumer, includes a processing unit of the voice call of the mobile subscribers and the block that implements the logic USSD dialogue, and in response rule include either voice number, or USSD number. In the framework of the USSD session to the consumer, in the process of exchange of information, send at least one SMS message, which can include information about coupons, discounts and such additional information about the advertised product. At this prompt the user for additional information, for example, gender, age, etc. and remember in the database of subscriber profiles. The system for implementing the method of exchange of information with the consumer advertising made receiving calls from consumers, organized according to the rule of the response of the consumer, embedded in the advertisement, and includes at least the processing unit of the voice calls to mobile subscribers and at least a block, implements the logic USSD dialogue. Calls from the consumer can be organized either in the form of a voice call or USSD request. The block processing voice calls made with the possibility of transmission of caller ID and query at the beginning of the USSD session in the block that implements the logic USSD dialogue, and the block that implements the logic USSD dialogue made with the possibility of sending SMS messages, interacting with the database of subscriber profiles, interacting with the database statistics.

The technical effect of the proposed technical solution is the possibility of interactive measure advertising effectiveness and to obtain necessary information about the people who are interested in an advertising message, establishing with the latest USSD dialogue using conventional voice numbers to which calls are free for the consumer advertising, the possibility of increasing the degree of personalization of advertising, lack of necessary improvements or technical improvements of existing cellular systems, to reduce the load on the cellular network, compared with CMC or voice calls.

The claimed technical solution is illustrated by drawings. Figure 1 presents a block diagram explaining the operation of the inventive system, where 1 is the mobile phone consumer advertising, 2A - USSD request number, MC is connected as a response rule, transmitted in the network of the operator of cellular communication Protocol MAP - Mobile Application Part, standardized, 3GPP TS 29.002, the Protocol of interaction between elements of the infrastructure of cellular networks with several nodes of these networks, the 26 - voice call to the number specified in the rules of the response transmitted via the network operator and forth on different communication channel for the transmission of caller ID, 3 - device USSD center operator, 4 - a system for exchanging information with consumer advertising, 4A - block processing voice calls, 4B - block that implements the logic USSD dialogue a 5 - interaction via SMPP 3.4 between the device USSD center and system for exchanging information with the consumer advertising when establishing and maintaining a USSD session, where SMPP 3.4 - Short Message Peer to Peer Protocol, specified, SMPP Developers Forum Protocol for interfacing external applications with elements of the infrastructure of mobile network operators, 6 - device SMS center of the mobile operator, 7 - SMS message with information about coupons, discounts or additional information about the product, 8 - device statistics, 9 - device database of subscriber profiles, 10 - interaction with the device statistics TCP/IP Transmission Control Protocol/Internet Protocol, a set of protocols for data transmission in data networks, IETF (The Internet Engineering Task Force) and is described by RFC 793 (TCP) RFC 791 (IP), 11 interaction with the device profile database of subscribers over TCP/IP figure 2 shows schematically the process of implementation of the proposed method using the claimed system, where 12 - advertising message containing the response rule, 13 - consumer advertising, 14 - interest in the proposal and response to advertising, 15 - USSD session between the system for exchanging information with the consumer advertising 4 and the mobile phone 1 according to the SMPP 3.4 and MAP tools supported devices USSD center 3.

The terms and concepts used in the description of the proposed technical solution:

The advertising message is information distributed in any way, in any form or by any means, addressed to an indefinite circle of persons and aimed at drawing attention to the object of advertising, formation or maintenance of the interest and its promotion on the market. The response rule - advertising message must contain at least one voice or USSD room, the set is (are) on the mobile phone subscriber (and after making the call), results in the subscriber USSD dialogue.

Mobile phone any mobile communication terminal supporting USSD Protocol, through which the subscriber interacts with the system. The device USSD center - a device that provides currency soo what requests between the mobile phone subscriber and system for exchanging information with the consumer.

The device SMS centre is a device for the transmission of SMS messages between the system for exchanging information with the consumer advertising and the mobile phone of the subscriber.

Device statistics device that preserves information about the interaction of subscribers with the system to exchange information with the consumer.

The device profile database subscribers device, stores information about subscribers obtained through questions and answers during a USSD session and transferred to other devices, as well as providing this information to the unit that implements the logic USSD dialogue, to maintain service logic.

The claimed technical solution is implemented using the system to exchange information with consumer advertising, which includes at least a processing unit of the voice 4A and at least block that implements the logic USSD dialogue 4B, interacting with devices statistics 8, and a database of subscriber profiles 9. The device USSD center 3, provides for the establishment and maintenance of a USSD session. When contacting the consumer to the system using the USSD request 2A or voice call 2B, the system determines the type of request (USSD or voice call), analyzes the address information (caller ID and dialed number), provides for the establishment of a USSD session and the beginning of the USSD dialogue. Depending on the specific is Aranea logic USSD dialogue, the system provides the consumer with information or questions and stores in the device statistics 8 steps subscriber and device profile database subscribers 9 personal data of the subscribers, which contributes to obtaining the necessary information about the people who are interested in the advertising message. The system in the course of the dialogue, or after it sends to the consumer at least one SMS message, the content of which is determined by the logic of dialogue and obtained from him the information that increases the degree of personalization of advertising.

Implementation of the proposed method using the claimed system begins with the creation of service logic, separation and connection, USSD and voice numbers that are used as rules in response to the advertising message, the advertisement message specifying at least one response rule. In this case, the advertisement contains a response rule in such a way that for different marketing channels (TV, magazines, billboards etc) or different types of advertising messages response rule may vary. In the systems, which take calls from consumers, the stored correspondence between the response rule and the specific advertising message, media, etc. Created by the logic of the service allows you to set different processing algorithms in the call of the consumer depending on the response rule. The subscriber 13 receives the advertising message 12 containing at least one USSD or voice number as the default response rule. The subscriber is interested in the received advertising message 12, responds to him 14 and dials the number on the mobile phone 1 and makes a call. The mobile phone 1 transmits a USSD request 2A on the device USSD center 3 which is carried out according to the Protocol MAP in accordance with the standards 3GPP TS 29.002 transfer USSD queries in mobile networks for General use, or does a voice call 26 to the specified number, which is transmitted through the network operator and forth on different communication channel for the transmission of caller ID, to a system for exchanging information with the consumer advertising 4. Upon receipt of the USSD request 2A device USSD center 3 sends a signal via SMPP 3.4 to the system to exchange information with the consumer advertising 4 on the establishment of a USSD session upon request of the subscriber. System for exchanging information with the consumer advertising establishes the USSD session 15 between the mobile phone 1 and the block that implements the logic USSD dialogue 4B, which is organized using the device USSD center 3. When receiving a voice call 26 block processing voice calls 4A terminates the call, which helps offload network with the new connection, or connect the caller to the answering machine or the operator. In addition, the block processing voice calls 4A reports the TCP/IP block that implements the logic USSD dialogue 4B, the mobile phone number of the subscriber who made the call, and transmits the establishment request USSD session. Upon receiving such a request the system to exchange information with the consumer by means of a block that implements the logic USSD dialogue 4B, and the USSD center 3 sets Network Initiated (was initiated from network) USSD session 15 with your mobile phone 1. After the establishment of the USSD session of the subscriber using the mobile phone 1 is exchanged USSD requests and responses with a block that implements the logic USSD dialogue 4B, when the mediation device USSD center 3. The block that implements the logic USSD dialogue 4B may send the subscriber one or more SMS messages 7 with additional information, such as addresses, contact phone numbers, discount coupons, etc. through the SMS device center 6. USSD dialogue can be completed, but may continue. During this exchange of messages, the unit that implements the logic USSD dialogue 4B, remains in the device statistics 8 steps subscriber 10.

In the process of messaging unit that implements the logic USSD dialogue 4B, in the course of interaction 11 with the device profile database subscribers 9, passes informatiob subscribers, interested in advertising and received the corresponding USSD or voice number, or retrieve this information in order to implement the service logic. This information includes the number of the mobile phone 1, and may include subscriber answers to the questionnaire, preferences, purchases, the degree of interest advertising, gender, age, location, etc. And device statistics 8, also accumulate data on how many calls from customers received on a particular response rule, what time, etc.

The proposed solution enables online measurement of advertising effectiveness, in particular, to obtain data on what promotional channels and/or any promotional materials (texts, videos, and other visual images evoke a better response. And, to get these data in real time, and not after the end of the campaign to the advertiser was able to quickly adjust your actions and to increase the effectiveness of advertising. Also, the inventive method allows to obtain necessary information about the people who are interested in an ad, create a "portrait" of the consumer for statistical analysis, feedback, organization promotions, etc. All this will help you more effectively manage advertising budgets to get maksimalno the profit at minimum cost.

The advantages of the proposed technical solutions are also the following:

the exchange is initiated by the consumer, without causing a negative response due to the imposition of dialogue;

the response can be accomplished through the use of voice numbers that does not require activation, modification or technical improvements of existing cellular systems;

- consumer advertising, you can pass additional information, depending on his wishes, for example, addresses, phone numbers, discount coupons, etc.

- the advertiser gets the opportunity to gather information, which under normal advertising he not be able to get, the advertiser may wish to request certain data from subscribers, and send to the subscriber specific data, which are most suited to it (advertiser) of an advertising campaign.

1. The way of sharing information with consumer advertising, including the use of cellular networks of the GSM format and advertising that contains at least one rule of the consumer response to it, characterized in that the exchange of information organised in the framework of the USSD session, if you use this system made receiving calls from consumers, organized according to the rule of the response of the consumer, embedded in the advertisement, and includes a processing unit goal the financial challenges of mobile subscribers and the block, implements the logic USSD dialogue, and in response rule include either voice number, or the number of USSD.

2. The method according to claim 1, characterized in that in the framework of the USSD session to the consumer in the process of exchange of information sent at least one SMS message.

3. The method according to claim 2, characterized in that the SMS message includes information about coupons, discounts and such additional information about the advertised product.

4. The method according to claim 1, characterized in that in the framework of the USSD session request from the customer additional information, such as gender, age and remember in the database of subscriber profiles.

5. The system for implementing the method of exchange of information with consumer advertising, characterized in that the receiving calls from consumers, organized according to the rule of the response of the consumer, embedded in the advertisement or in the form of a voice call or USSD request, and includes at least a processing unit, a voice calls to mobile subscribers and at least block that implements the logic USSD dialogue.

6. The system according to claim 5, characterized in that the processing unit of the voice calls made with the possibility of transmission of caller ID and query at the beginning of the USSD session in the block that implements the logic USSD dialogue.

7. The system according to claim 5, characterized in that the block that implements the logic USSD dialogue made with the possibility of sending an SMS with the of Beni.

8. The system according to claim 5, characterized than the block that implements the logic USSD dialogue made interacting with the database of subscriber profiles.

9. The system according to claim 5, characterized in that the block that implements the logic USSD dialogue made interacting with the database statistics.



 

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