Patent Application
20060150070
1. Field of the Invention
The present invention relates generally to the field of mobile communications and particularly to advertising by way of presentation of promotional content.
2. Brief Description of Related Developments
Communication devices have during the last decades evolved from being more or less primitive telephones, capable of conveying only narrow band analog signals such as voice conversations, into the multimedia mobile devices of today capable of processing large amounts of data representing any kind of data, including text data, as well as very complex multi media content and game data.
Many mobile communication terminals now include a camera capable of recording both still images and video sequences. These images and sequences are often shared between terminal users, i.e. the users capture images and video sequences and send these to other users. This sharing of images is sometimes performed over large distances via mobile communication systems, but also very often performed over short distances, terminal to terminal, using short-range wireless connection techniques such as Bluetooth, WLAN, UWB etc.
Characteristic of this way of sharing content is that the visibility of the operator of the mobile communication system to which the sending terminal is connected tends to decrease. That is, when sending/sharing images and video sequences, users tend to disregard the fact that they are using a communication device that is an integrated part of a complex and expensive to run mobile communication system that is operated, and, often owned, by a specific network operator.
An object of the present invention is hence to solve a problem of how to increase the visibility of a mobile communication system operator to users.
This object is achieved by providing an advertising method, a communication system configured for advertising using a mobile communication terminal and a computer program, according to different aspects of the invention, as defined in the appended claims.
In a first aspect of the present invention a method of presenting advertising and promotional materials is used in a mobile communication system. The communication system comprises at least one mobile communication terminal, a controller and a presentation device. As part of the method, a number of steps are performed, namely, obtaining main presentation content, associating the main presentation content with promotional content, and providing the main presentation content. The above steps may be performed at the mobile communications terminal. The controller performs the step of providing the promotional content for presentation in connection with the main presentation content.
In another aspect of the present invention, the presentation of the main presentation content is accomplished with the associated promotional content. Alternatively, the presentation of the main presentation content with the promotional content is provided through a link to the promotional content that allows the viewer to obtain the promotional content for presentation. That is, when a user displays or shares main presentation content such as an image or a video sequence that has been captured with the mobile communication terminal, an association is made with promotional content that is to be displayed together with the presentation content. Preferably, a predefined link to the promotional content is associated with the presentation content. This link may refer directly to an operator's promotional content server, to a device manufacturer's content server or to any other content server, containing advertising, i.e. promotional, content. The promotional content referred to by the link is fetched either by the mobile communications terminal or by the presentation device, when the presentation device is able to connect to the promotional content server through, for example, the Internet.
In another aspect of the present invention, the presentation of the promotional content in connection with the main presentation content involves simultaneous presentation of the promotional content and the main presentation content. Alternatively, the presentation of the promotional content in connection with the main presentation content involves sequential presentation of the promotional content and the main presentation content.
For example, when displaying the main presentation content in the form of an image, promotional content in the form of a logotype may be displayed on top of the image. Another example is a user establishing a connection to a home television to show main presentation content in form of a video captured with the mobile communication terminal. When the connection is ready, an operator advertisement video starts to run on the TV, after which the main presentation content is shown.
In another aspect of the invention, a mobile communication system is configured for advertising, where the system comprises: a mobile communication terminal that allows the capture of material that comprises the main presentation content for transmittal; a promotional content server configured to provide promotional content; a controller configured to associate the main presentation content with the promotional content; and a presentation device configured to receive and present the promotional content in connection with the main presentation content.
In one aspect of the present invention, the controller is an integrated part of the mobile communication terminal.
In a further aspect of the present invention the presentation device is connected to the mobile communication terminal via a short-range wireless connection such as Bluetooth, W-LAN, UWB etc.
In another aspect of the present invention, the presentation device is connected to the mobile communication terminal via a computer network connected to the mobile communication system. Such a computer network may be an Internet Protocol (IP) network. Alternatively, the presentation device is a second mobile communication terminal in a second mobile communication system connected to the mobile communication system.
In another aspect of the present invention, the promotional content server is connected to the controller via a computer network. In another aspect of the invention, the promotional content server is connected to the controller via the mobile communication system.
In another aspect of the present invention, a mobile communication terminal includes controlling means, communication means and memory means configured to perform any of methods described above.
In another aspect of the present invention, a computer program is provided comprising software instructions that, when executed in a mobile communication terminal, performs any of the methods described above.
The present invention advantageously increases the visibility for the operator in proximity environments. Another advantage is that the operator may receive extra revenue by selling the advertising opportunity to a third party.
An additional advantage is that the user experience is harmonized as the visibility of the operator expands into proximity communication.
The first PLMN 201 may be of any type including, but not restricted to, CDMA2000, D-AMPS, GSM, UMTS, EDGE, etc. Connected to the first PLMN 201 is a promotional content server 204. The server stores promotional content in the form of, e.g. advertising images and video sequences, and is configured to deliver this when requested by a first mobile communications terminal 205 or a presentation device (206, 207, 208 or 209).
The first terminal 205 is connected to the first PLMN 201 through a wireless connection in accordance with the mobile network technology used in the first PLMN 201, the details of which are known in the art. The terminal 205 is of the general type illustrated in
Alternatively, controller 212, is also connected to the first PLMN 201 to provide the function of associating main presentation content with promotional content. As an alternative embodiment the functions of controller 212 could be provided by processor 107 of a mobile communications terminal.
As shown in
Second mobile communication terminal 206 is connected to the first PLMN 201. The second terminal 206 is capable of acting as a presentation device by way of being configured to present both main presentation content and promotional content. The first terminal 205 and the second terminal 206 are configured such that the first terminal 205 can transfer content to the second terminal 206, either via the first PLMN 201 or via a proximity connection 210. The proximity connection 210 may be realized in many different ways, either wireless, such as Bluetooth, W-LAN, UWB, etc. or wired-based, such as serial cable, USB, IP, etc. The details of these transfer mechanisms are known to a man skilled in the art and as such will not be discussed further here. A stand alone presentation device (PD) 208, such as a television, car audio, navigation system, mobile music device, home theatre, home music system, etc. is also capable of being connected to the first terminal 205 through a proximity connection 220 like proximity connection 210 is described above.
As known in the art, gateways 211, 213, 214 are configured to interconnect the public land mobile networks 201 and 202 with each other and with other networks.
The Internet Protocol network (IPN) 202 may be a local area network or a global network, such as the Internet, or any other IP-based network.
A promotional server 215 is connected to the IP network 202, serving the same purpose as the promotional server 204 described above. Also connected to the IP-network is a computer 209, such as a personal computer, a hand held computer, etc. The computer is connected to the first terminal 205 through a proximity connection 222 like proximity connection 210 is described above. As known in the art, the IP-network is connected to other networks through appropriately configured gateways 213, 214.
The second PLMN 203 may be of any type including, but not restricted to, CDMA2000, D-AMPS, GSM, UMTS, EDGE, etc. Specifically the second PLMN 203 does not need to be of the same type as the first PLMN 201. Connected to the second PLMN 203 is a third mobile communication terminal 207. The third terminal 207 is configured such that the first terminal 205 is able to transfer content (main and promotional) either through a proximity connection 221 like proximity connection 210 is described above or through the interconnected first PLMN 201, gateway 211 and second PLMN 203.
A method according to the invention will now be described with reference to the flow chart in
In an obtain main presentation content step 301, the terminal 205 obtains main presentation content when triggered by a user. For example, content is obtained by capturing a digital image or a video sequence, by receiving content from another terminal, such as 206 or server, such as available through Internet network 202, or by using any other resource within the communication capability of the mobile terminal 205, such alternative sources for main presentation content is within the scope of the present invention.
In an initiate presentation step 302, the terminal accepts input, such as a keypad input or menu selection, etc. from the user indicating that the main presentation content is to be transferred to a presentation device.
In an associate promotional content step 303, the terminal controller or other controller, such as network controller 212, associates promotional content with the main presentation content in one of two scenarios. In a first scenario, the terminal fetches the promotional content from a promotional content server, to be transferred to the presentation device in a later step. In a second scenario, the terminal only associates a link, such as a URL to the promotional content with the main presentation content, so that the presentation device in a later stage may fetch the promotional content referred to by the link.
In a transfer content step 304, the terminal transfers the main presentation content to the presentation device. The transfer is performed over a proximity connection. The proximity connection may be realized in many different ways, either wireless, such as Bluetooth, W-LAN, UWB, etc. or wired-based, such as serial cable, USB, IP, etc.
In the first scenario as described in the associate promotional content step 303 above, the terminal also transfers the promotional content. In this scenario, the promotional and main presentation content may be bundled into one package or alternatively, the two content types may be transferred separately. In the second scenario as described in the associate promotional content step 303 above, the terminal transfers the main presentation content and the link to the promotional content.
In a receive content step 305, the presentation device receives the content transmitted in step 304, including any promotional content or link to promotional content. The receiving step includes interpreting the content, i.e. separating main presentation content and any links or promotional material included in the transfer. If promotional and main presentation content are transferred separately, no logic is required in the presentation device to distinguish between the two content types and the presentation device simply presents the current content transferred to it in a present content step 306 described below, regardless if the content is main presentation content or promotional content.
In a present content step 306, the transferred content is presented to a viewer using the presentation device. If associated promotional material exists, the presentation device will present both the main presentation content and the promotional content. If the promotional content is referred to with a link and the presentation device has the ability, the presentation device will either fetch the promotional material from the promotional content server or stream the content from the server for presentation. The presentation can either be performed in sequence, where at any time only the promotional content or the main presentation content is presented, or simultaneously, e.g. by superimposing a logotype (promotional content) on the main presentation content. A person skilled in the art will easily realize other ways to simultaneously present both the main and the promotional content.
If promotional material can not be determined from the transfer, the presentation device simply presents the content as is known in the art, with no regard to if the content is main presentation content or promotional content.
The present invention may also include software and computer programs incorporating the process steps and instructions described above that are executed in different computers. In the preferred embodiment, the computers are connected to the Internet.
Computer systems 402 and 404 may also include a microprocessor for executing stored programs. Computer 402 may include a data storage device 408 on its program storage device for the storage of information and data. The computer program or software incorporating the processes and method steps incorporating features of the present invention may be stored in one or more computers 402 and 404 on an otherwise conventional program storage device. In one embodiment, computers 402 and 404 may include a user interface 410, and a display interface 412 from which features of the present invention can be accessed. The user interface 408 and the display interface 410 can be adapted to allow the input of queries and commands to the system, as well as present the results of the commands and queries.
It should be understood that the foregoing description is only illustrative of the invention. Various alternatives and modifications can be devised by those skilled in the art without departing from the invention. Accordingly, the present invention is intended to embrace all such alternatives, modifications and variances which fall within the scope of the appended claims.
