SYSTEM AND METHOD FOR PROVIDING MOBILE ADVERTISEMENT
BACKGROUND
[0001] The invention relates generally to mobile advertisement, and in
particularly to a technique for providing mobile advertisement non-intrusively on a
mobile device.
l0002] Mobile devices have become ubiquitous not only for making and
receiving cRib; btJt also for looking up information while ou Lhtl go. Therefore,
enterprises or organizations not only employ traditional mass media such as leaflets,
newspapers, or broadcasting on radio and television, but also now extensively employ
new !Jledia such as Internet and mobile devices for providing customers with a variety
of advertisements.
[0003] Current mobile advertisement techniques include advertisements over
SMS, MMS, or live streaming onto the mobile devices. Mobile advertisements are
offered through various modes which include, but are not limited to, running ticker,
SMS advertisements, USSD advertisements, static pages, audio jingles, and video.
All these advertising channels transmit product and services information over the
telecommunication network. These advertising modes use different channels to
display the advertisements on the mobile handsets for example, SMS advertisements
use SMSC channels and USSD advertisements use standalone dedicated controlled
channels (SDCCH) in session state and a fast associated channel (F ACCH) in a nonsession
state. Similarly, the audio jingles use the audio channels and the video
advertisements use the streaming media to be played on the device. The streamed
media content is transmitted and is received by the device through RTSP protocol in
real time. Video advertisements give the better user experience but often the video
contents are not clear, crisp, and viewable due to the live streaming and the bandwidth
issues. Additionally, audio or video advertisements are by way of an intrusive
mechanism which involves the user to invoke the advertisements. However, the
customers tend to ignore such advertisements for reasons such as the advertisements
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IPO DELHI 03-12-2815 16 29
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are not of their interest, the advertisements are unsolicited and intrusive, there is
limited motivation or reward to engage in the advertisements, and so forth.
[0004] In past decade, there lias been lot of development with respect to
targeted advertisements in general and mobile advertisements in particular. For
example, US Patent No. 7,769,764 describes techniques for improving delivery of
mobile advertisements and their syndication, such as associating content to websites,
to appropriate or desirable mobile communication facilities. Similarly, US Patent
Publication No. 20130132198 describes a technique for providing targeted
advertisemem to an advertisement region of the embedded map using the location
based data. Certain mobile service providers encourage users on their network to
enroll for free calls wherein the users are provided with advertisement every time they
make a call. Upon enrollment, an application is installed on the user's device that
provides options of "Free Call" and "Paid Call" whenever the user initiates that call.
If the user selects the option of "Free Call" .• the application on the device takes the
device to the URL of the advertisement and the advertisement gets streamyd through
RTSP protocol in real time to the device. Once the video is fully played, the
advertisement server dials out the desired number and the conversation happens. The
user accumulates points in lieu of seeing the advertisement which may be encashed to
get free calls. However, the above-mentioned advertisement techniques have high
data usages and have difficulty in changing or replacing advertisement content to or
with new advertisement content. Further, these techniques are intrusive as the
advertisement is invoked when the user dials-out the number and as t~e technique
requires human intervention to see the advertisements. Similarly, in another
technique developed specifically for Nokia Symbian operating system, a mobile
advertisement banner pops-up with an incoming call. However, the technique tweaks
the priority handler in the device such that virtual machine stacks above operating
system to implement the technique. Further, the technique is limited tq Symbian
operating system and does not work for other operating systems such as Android,
Windows, lOS, and so forth.
[0005]
prevailing
There are three significant telecommunication technologies which are
global system for mobile communication (GSM), code division of
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multiple access (COMA), and long term evolution (LTE). However, there is no
existing solution for employing the mobile advertisement service over GSM, COMA
and L TE networks in a consistent and efficient manner. In the current scenario,
streaming advertisements is a challenge due to the limitation of bandwidth and
therefore quality of advertisements is inconsistent across these telecommunication
technologies. The fact that the user nt!eds to invoke the advertisements further makes
the solution intrusive and spoils user experience. Limitation of bandwidth also is
challenge for scalability of tht: mobile advertisement techniques.
[0006] It is therefore desirable to provide a convenient, effective, nonintrusive,
and non-streaming mobile advertisement technique that is dynamically
adopted by the users. It is also desirable to provide a technique to non-intrusively
update the advertisement content and displays the same to the user of a mobile device
with streaming the content on the go. It is further desirable to provide a technique so
as to display the advertisement on the GSM, COMA, and LTE network seamlessly
and non-intrusively. In other words, it is desirable to· implement the new mobile
advertisement technique without doing any change in the legacy GSM/CDMA/L TE
telecommunication network system.
BRIEF DESCRIPTION
[0007] In accordance with some embodiments, the present invention provides
an eco-system for delivering mobile advertisements to cellular subscribers over a
GSM, a COMA, and/or a LTE telecommunication network. The present invention
provides complete end to end mobile advertisement solution across network
supporting the legacy network and component without any change in the network
equipment. The present invention also provides for rendering automatically
advertising material directly into the mobile device in the hands of the user through a
network of mobile operators. The present invention further provides for opt-in and
non-intrusive technique, thereby making the platform automatic.
[0008] In accordance with some embodiments, the present invention provides
a unified advertisement core engine that handles the mobile advertisement without
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IPO DELHI 83-12-2015 1.6 29

streaming and intrUsion by the subscriber. The present invention facilitates the
mobile advertisement functionality in GSM, COMA, and LTE network. The present
invention has auto invocation facility to detect the incoming call (event) and serve the
advertisement accordingly. The present invention works seamlessly on 2G, 2.5G, 3G,
& 4G network, and does not require any change or upgrade either onto the network
component or onto the device side.
[0009] In accordance with some embodiments, the prest:ut invention provides
a method, system, and device for implementing mobile advertisement such that the
advertisements are displayed on the device non- intrusively. The present invention
provides for profiling customers for targeted advertisement, sequencing or
customizing display of advertisement based on user inputs, automatically updating or
scheduling advertisement content, and so forth.
[0010] In accordance with some embodiments, the present invention provides
an application or a module embedded on a mobile device for delivering mobile
advertisement. On a scheduled incoming call, the advertisement automatically pops
up on to the screen of the mobile device along with an option for a user to answer the
scheduled incoming call and terminate the advertisement before its scheduled
termination. The user is rewarded for viewing the advertisement till its scheduled
termination. Every incoming call may invoke different advertisement. The
advertisement may be a video, banner and actionable with features like click to
connect, click to capture, and so forth.
[00 11] In accordance with some embodiments, the present invention further
provides a process for interactivity between the user and the server. The present
invention provides for an advertisement core to receive response from the subscriber
by providing the action facilities like click to connect, click to call, click to SMS,
click to more video or any other action thereof Processor based system and computer
programs that affords such functionality, may be provided by the present technique.
[0012] In accordance with some embodiments, the present invention further
provides a computer implemented process for delivering mobile advertisement to a
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IPO D· E ~~ HI 03-12-2015 lE· 29

mobile device. The process provides for receiving a mobile advertisement content on
the mobile device based on a plurality of pre-defined rules for a reception of the
mobile advertisement. The process further provides for displaying the mobile
advertisement content on a call level interface of the mobile device based on a
plurality of pre-defined rules for a display of the mobile advertisement, terminating
advertisement before a' scheduled l~::rmination of the advertisement upon a user action,
and rewarding the user for viewing advertisement till the scheduled termination if no
user action is taken. In som~:: embodiments, the process further provides for installing
an application or a module on the mobile device, for collecting at least one of a user
profile, a location, and a usage data, and for defining rules for receiving, sequencing
or customizing display of mobile advertisements. Processor-based systems and
computer programs that afford such functionality. may be provided by the present
technique.
DRAWINGS
[0013] These and other features, aspects, and advantages of the present
invention will become better understood when the following detailed description is
read with reference to the accompanying drawings in which like characters represent
like parts throughout the drawings, wherein:
[0014] FIG. 1 is a schematic of an exemplary telecommunication network
wherein various embodiments ofthe present invention may be practiced;
[00 15] FIG. 2 is a flow chart of an exemplary process for delivering mobile
advertisements in accordance with aspects ofthe present invention.
[0016] FIG. 3 is a flow chart of a detailed exemplary process for delivering
mobile advertisements ~uring an incoming call in accordance with aspects of the
present invention;
[0017] FIG. 4 is a block diagram of. an exemplary computer system for
implementing embodiments of the present invention.
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DETAILED DESCRIPTION
[0018] The present techniques are generally directed to implementing mobile
advertisement service over a telecommunication network. Before describing in detail
various embodiments that are in accordance with the present invention, it should be
observed that the embodiments reside primarily in combinations of method steps and
apparatus components related to method and system for delivering mobile
advertisement. Accordingly, the aP,paratus components ::~nd method steps have been
represented where appropriate by conventional symbols in the drawings, showing
only those specific details that are pertinent to understanding the embodiments of the
present invention so as not to obscure the disclosure with details that will be readily
apparent to those of ordinary skill in the art having the benefit of the description
herein.
[0019] There is described herein preferred and exemplary embodiments for a
system and method for delivering mobile advertisement to a mobile device. In one
embodiment, the mobile advertisement are updated, transmitted and displayed on
mobile handsets according to technique and protocol described in the present
invention.
[0020] Referring now to FIG. 1, a schematic of a telecommunication network
1 0 is illustrated. The network 10 is configured to implement the preferred and
alternative embodiments for providing mobile advertisement services in accordance
with aspects of the present technique. The network 10 includes a telecommunication
wireless network subsystem such as a GSM, a COMA, or a L TE network. The
telecommunication wireless network subsystem further includes a mobile device or a
mobile station (MS) 12 communicating wirelessly with various radio access networks.
The MS 12 may include,. but are not limited to, a cell phone, a smart phone, a tablet, a
phablet, and so forth. The various radio access networks may include, but are not
limited to, a GSM EDGE radio access network (GERAN), a UMTS terrestrial radio
access network (UTRAN), and an evolved UMTS terrestrial radio access network (EUTRAN),
and so forth. A base transceiver (BTS) 14 and a base station controller
(BSC) 16 form the GERAN while a Node B (not shown) and a radio network
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IPO DELHI 03-12-2015 16 29

controller (RNC) (not shown) form the UTRAN. Similarly, evolved Node B (eNode
B) (not shown) form the E-UTRAN and acts as the base station for E-UTRAN i.e.,
L TE network. However, the above discussed radio access networks are merely
exemplary, and thus it will be understood that the teachings of the disclosure
contemplate other wired and wireless radio access networks such as worldwide
interoperability for microwave access (WiMAX) n~twork, code division multiple
access (COMA) network, High Speed PacketAccess (3GPP's HSPA) network, and so
forth.
Each or-the radio access netWorks rriay be in communication with a
respective core network which in tUrn may be in communication with external
networks. The core network may be a circuit-switched core as well as a packet
switched core for switching and routing calls and data to the external networks. The
external networks may similarly include circuit switched networks such as public
switched telephone network (PSTN) and packet switched networks such as the
Internet. The core network may include a mobile switching center (MSC) 18, a home
location register (HLR) 20, a visitor location register (VLR) 22, and so forth in a
typical telecommunication network architecture. The core network may also include
a packet control function (PCP), a packet data service node (PDSN), a gateway GPRS
support node (GGSN), a serving GPRS support node (SGSN), or other such
components 24 depending upon the telecommunication network type and architecture
and which are in communication with multiple remote servers and computers 26 over
Internet 28. In one embodiment, the remote server 26 may be an advertiser's server
that provides mobile advertisement to be broadcasted on the telecommunication
network.
[0022] The telecommunication network 10 further includes an advertisement
engine 30 in accordance with aspects of the present technique. The advertisement
engine 30 is configured to implement mobile advertisement service according to the
techniques and protocol, described in the present invention. In certain embodiments,
the advertisement engine 30 resides within the core of the telecommunication network
subsystem but mutually exclusive to the core of the telecommunication network
subsystem on to different set of machine and enables the entire subscriber base to
IPO DELHI 03-12-2015 16 29

send and receive the mobile advertisements. However, it should be noted that, in
certain embodiments, such advertisement engine 30 may reside in any of the one or
more subsystem of the network 10. Alternatively, it should be noted that, in certain
embodiments, the advertisement engine 30 may exist separately on the network 10
within a specialized subsystem.
[0023] The advertisement engine 30 is a platform that synergizes or integrates
the legacy components (e.g., MSC, PCF, PDSN, GGSN, SGSN, 11nd so forth) 18; 2'1
of the telecommunication operator and makes the telecommunication subsystem
mobile advt:rtisement compliant on 2G, 3G & 4G network based on
GSM/CDMAIL TE technologies. Without any change onto the core components such
as BTS 14, BSC 16, MSC 18, HLR 20; VLR 22, GGSN/PDSN 24, the advertisement
engine 30 broadcast mobile advertisements to mobile devices, thereby automatically
delivering advertisements non-intrusively to the users or subscribers. It should be
noted that users or subscribers opt -in for receiving mobile advertisements in
accordance with aspects of the present technique.
[0024] The advertising engine 30 is in communication with one or more
advertisers' servers 26 via the Internet 28 for sourcing and providing mobile
advertisement services in accordance with aspects of the present techniques. The
advertisement engine 30 further includes a contract module 32, a connect module 34,
a reward module 36, and an advertiser module 38. The contract module 32 manages
contract with the advertisers on realizing the advertisement campaign. The connect
module 34 facilitates the subscriber to subscribe to the mobile advertisement service
as an opt-in. The user may opt-in by giving a missed call to a pre-defined riumber, by
sending a SMS to a short code, by acting on a notification alert sent on browsing, or
by a W AP push campaign. Once the user opts-in, a mobile application 40 is installed
on the mobile device for delivering mobile advertisements as well as for receiving
user profile, preferences, location, usage data, and settings. The user may interact
with the advertisement engine 30 in general and the connect module 34 in particular
through the mobile application 40. The reward module 36 transfers rewards or credit
to the subscriber's account for the realized advertisement and impression. The
advertiser module 38 facilitates the advertiser to hook onto the system, to access to
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IPU DELHI 03-12-2015 16 29

the necessary information with respect to user profile, advertisement realized, and so
forth, to run advertisement campaigns, and to deliver relevant advertisement content
with respect to the campaign or otherwise. It should be noted that, in certain
embodiments, the advertisement may be targeted advertisement based on user profile
(age, gender, occupation, income, etc.), preferences, current location, date and time,
past behavior, and so torth. For example, if a user is a single male between 25-30 age
group, having interest in movies, eating and partying-out, and gadgets, and is
presently detected to be in a particular area (e.g., Connaught Place, New Delhi) and if
_ it is a F:ridayJO PM then th~ Hsf':r may be-provided with taTgctelfadvettisemeflt of late
night eateries, pubs, discotheque, lounges, and so forth. Additionally, the
advertisement engine 30 tracks the past behavior of the user by tracking browsing
pattern so as to provide targeted advertisement.
[0025] In certain embodiments, the mobile application 40 may enable the user
to customize or set his preferences with respect to display and delivery of mobile
advertisements. These preferences are the pre-defined rules for the display and the
delivery of mobile advertisements. For example, the user may opt to automatically
receive the advertisement content on his mobile device while the mobile device is
plugged-in to a wireless network or while the mobile device is plugged to the mobile
network or both. Alternatively, the user may set to receive advertisement content
only on user action and opt-out of auto-download mode. Similarly, the user may opt
for display of mobile advertisement on incoming call or outgoing call or both. The
user may also customize or sequence the display of mobile advertisement and set the
display of mobile advertisement on every n1h (say 5th) incoming and/or outgoing call.
Alternatively, the user may set the display of mobile advertisement at certain times
during the day or on certain days of the week. The user may also specify the interest
categories on which he/she would like to receive mobile advertisement on.
Alternatively, the user may build and share his profile with the advertisement engine
30 via the mobile application 40, thereby receiving targeted advertisement based on
his profile. In certain embodiments, the user may opt to share his locational details
with the advertisement engine 30, thereby receiving mobile advertisement based on
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his present location. Additionally, mobile application may provide the user option to
temporarily or permanently opt-out of the mobile advertisement service.
[0026] In operation, when an incoming call comes, the MSC 18 passes the call
to BSC 16 and then to BTS 14, and finally the call lands to the MS 12. This event
prompts the advertisement engine 30 to provide the user with a relevant advertisement
via the mobile application 40 installed on the MS 12 along with the call level interface
(CLI) i.e., calling screen. In some embodiments, the advertisement automatically
pops up on to the screen of the mobile device and the user has an option to answer the
incoming call, thereby terminating the advertisement before its scheduled termination.
The user is rewarded for viewing the full advertisement till its scheduled termination.
The rewards get credited to user's account after the display of full advertisement. In
certain embodiment, the user may accumulate points or monetary reward which may
be redeemed once the accumulated points or monetary reward reaches a certain
threshold. In certain embodiments, an interactive page may appear on the screen after
the call is disconnected for user feedback. If the user rejects the call or receives the
call before the advertisement is fully displayed then the reward is not credited to
user's account.
[0027] It should be noted that every scheduled incoming call may invoke
different advertisement which may be a video, audio, static banner, actionable items
with features like click to connect, click to capture, and so forth. In some
embodiments, the system non-intrusively updates the advertisement content at regular
intervals and displays the same on every scheduled incoming call or outgoing call.
The advertisement is automatically updated on the mobile device after every display
based on pre-defined rules or settings provided by the user. For example, the user
may opt to automatically receive the updated advertisement content on his mobile
device while the mobile device is plugged-in to a wireless network and not otherwise.
Similarly, the user may opt to receive update only once in a week or a fortnight.
Further, the user may opt to receive update only if such updates involve free data paid
by the advertiser. Alternatively, the user may opt not to store advertisement locally in
his mobile device but to stream it directly every time it is invoked or displayed.
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IPO DELHI 03-12-2015 16 29

[0028] Thus, a process is provided for delivering mobile advertisement to a
mobile device. The process provides for installing an application or a module on the
mobile device; collecting user profile, location, and usage data; and defining rules or
customization settings for delivery, sequencing, and display of mobile advertisements.
The process further provides for receiving mobile advertisement content on the
mobile device based on defined rules, and for displaying the mobile advertisement
content based on defined rules. T~e process further provides for terminating
advertisement before its scheduled termination upon a user action, and for rewarding
the user for viewing advertisement till its scheduled termination if no user action is
taken. The mobile advertisement may be bas~d on at least one of user profile,
location, and usage data.
[0029] As will be appreciated by those skilled in the art, the advertisement
engine 30 may be implemented in programmable hardware devices such as
programmable gate arrays, programmable array logic, 'programmable logic devices,
and so forth. Alternatively, the advertisement engine 30 may be implemented in
software for execution by various types of processors. An identified engine of
executable code may, for ins~ance, comprise one or more physical or logical blocks of
computer instructions which may, for instance, be organized as an object, procedure,
function, module, or other construct. Nevertheless, the executables of an identified
engine need not be physically located together, but may comprise disparate
instructions stored in different locations which, when joined logically together,
comprise the engine and achieve the stated purpose of the engine. Indeed, an engine
of executable code could be a single instruction, or many instructions, and may even
be distributed over several different code segments; among different applications, and
across several memory devices.
[0030] Further, as· will be appreciated by one skilled in the art, a variety of
techniques may be employed to implement mobile advertisement service in a
telecommunication network. For example, the exemplary network system 10 and the
associated advertisement engine 30 may implement mobile advertisemen( service in
the telecommunication network subsystem by the techniques discussed herein. In
particular, as will be appreciated by those of ordinary skill in the art, control logic
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IPO DELHI 03-12-2015 16"29

and/or automated routines for performing the techniques and steps described herein
may be implemented by the network system 10, either by hardware, software, or
combinations of hardware and software. For example, suitable code may be accessed
and executed by the one or more processors on the network system 10 to perform
some or all of the techniques described herein. Similarly application specific
integrated. circuits (ASICs) configured to perform some or all of the techniques
described herein may be included in . the one or more processors on the network
system 10.
[0031] For example, referring now to FIG. 2, exemplary control logic 42 for
implementing mobile advertisement service in network system, such as system l 0, is
depicted via ·a flowchart in accordance with aspects of the present technique. As
illustrated in the flowchart, the control logic 42 includes the steps of receiving a
mobile advertisement content on the mobile device based on a plurality of pre-defined
rules for a reception of the mobile advertisement at step 44, and displaying the mobile
advertisement content on a call level interface of the mobile device based on a
plurality of pre-defined rules for a display of the mobile advertisement at step 46. The
control logic 42 further includes the· steps of terminating advertisement before a
scheduled termination of the advertisement upon a user action at step 48, and
rewarding the user for viewing advertisement till the scheduled termination if no user
action is taken at step 50.
[0032] In some embodiments, the control logic 42 further includes the step of
acquiring the plurality of pre-defined rules for the reception and the display of the
mobile advertisement. In some embodiments, the mobile advertisement content is
based on at least one of a user profile, a location, a usage data, and a combination
thereof. Further, in some embodiments, displaying the mobile advertisement content
on the call level interface comprises displaying the mobile advertisement content
along with an incoming call or displaying the mobile advertisement content on
placing an outgoing call. Additionally, in some embodiments, the user action
comprises at least one of a rejection of an incoming call rejection, an acceptance of an
incoming call, and a skipping of the mobile advertisement. Moreover, in some
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IPO OELHI 16

embodiments, the control logic 42 further includes the step of releasi!lg the mobile
device upon the user action or after the scheduled termination of the advertisement.
[0033] Referring now to FIG. 3, exemplary control logic 52 for implementing
mobile advertisement service during an incoming call in network system, such as
network 10, is depicted in greater detail via a flowchart in accordance with aspects of
the present technique. As illustrated in the flowchart, the. control logic 52 includes the
steps of determining if there is an incoming call at step 54 and if su ringing on the
mobile device at step 56. The mobile device also displays the mobile advertisement
along with call interface while the mobile device is ringing at step 56. If the call is
rejected at step 58 then the control logic 52 ends at step 60. Alternatively, the control
logic 52 determines if the advertisement is over at step 62 and if so then releasing the
device for taking the call at step 64, and crediting the reward in user's account at step
66. The control logic 52 then ends at step 68. However, if the advertisement is not
over at step 62 then the control logic 52 determines if the call is received by the user
at step 70 and if so then the control logic ends at step 72. However, if the call is not
received by the user at step 70 then the control logic 52 flows back to step 56.
[0034] As will be also appreciated, the above described techniques may take
the form of computer or controller implemented processes and apparatuses for
practicing those processes. The disclosure can also be embodied in the form of ,
computer program code containing instructions embodied in tangible media, such as
floppy diskettes, CD-ROMs, hard drives, or any other computer-readable storage
medium, wherein, when the computer program code is loaded into and executed by a
computer or controller, the computer becomes an apparatus for practicing the
invention. The disclosure may also be embodied in the form of computer program
code or signal, for example, whether stored in a storage medium, loaded into and/or
executed by a computer or controller, or transmitted over some transmission medium,
such as over electrical wiring or cabling, through fiber optics, or via electromagnetic
radiation, wherein, when the computer program code is loaded into and executed by a
computer, the computer becomes an apparatus for practicing the invention. When
implemented on a general-purpose microprocessor, the computt!r program code
segments configure the microprocessor to create specific logic circuits.
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IPO DELH~ 03-12-2015 16 29

[0035] Referring now to FIG. 4, a schematic of a computer system 74 is
illustrated in accordance with aspects of the present technique. The computer system
74 is configured to implement mobile advertisement service in a telecommunication
network. The computer system 74 generally includes a processor 76, a memory 78,
and input/output ("1/0") devices 80 connected via a data pathway (e.g., buses) 82.
Although only one processor 76 i~ shown, in certain embodiments, the computer
system may include more processors in an expanded or distributed design.
[0036] The processor 76 accepts instructions and data from the memory 78
and performs various data processing functions of the system. These data processing
functions may include, but are not limited to, determining if a user has opted-in for
mobile advertisement, if a mobile advertisement is invoked by the mobile device
during an incoming call, managing advertisements to be displayed for each user, and
so forth. The processor 76 includes an arithmetic logic unit (ALU) that performs
arithmetic and logical operations, and a control unit that extracts instructions from
memory 78 and decodes and executes them, calling on the ALU when necessary. The
memory 78 stores a variety of data received by the system 74 and computed by the
various data processing functions of the system 74. The data may include, for
example, advertisement content, user settings and preferences, and so forth. The
memory 78 generally includes a random-access memory (RAM) and a read-only
memory (ROM); however, there may be other types of memory such as
programmable read-only memory (PROM), erasable programmable read-only
memory (EPROM) and electrically erasable programmable read-only memory
(EEPROM). Also, the memory 78 preferably contains an operating system, which
executes on the processor 76. The operating system performs basic tasks that include
recognizing input, sending output to output devices, keeping track of files and
directories and controlling various peripheral devices. The information in the
memory 78 might be conveyed to a human user through the input/output devices 80,
the data pathway 82, or in some other suitable manner.
[0037) The input/output devices 80 may include a keyboard and a mouse that
enables a user to enter data and instructions into the computer system 74, a. display
device that enables the user to view· the available information, and a printer that
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enables the user to print any data for .his reference. The computer system 74 may
further include a communication device 84 such as a telephone, cable or wireless
modem; or a network card such as an Ethernet adapter, local area network (LAN)
adapter, integrated services digital network (ISDN) adapter, or Digital Subscriber
Line (DSL) adapter; a USB port; IEEE 1394 port; and so forth, that enables the
computer system 74 to access other computers and resources (e.g., advertiser's server)
on a communication network 86. The communication network 86 may be a wired or
a wirt:less communication network such as lntemet, LAN, wide area network (WAN).
The computer system 74 may also include a ma'is stomge devic.e 88 to allow the
computer system 74 to retain large amounts of data permanently. The mass storage
device 74 may include all types of disk drives such as floppy disks, hard disks and
optical disks, as well as tape drives that can read and write data onto a tape that could
include digital audio tapes (DA T), digital linear tapes (DL T), or other magnetically
coded media. The above-described computer system 74 may take the form of a handheld
digital computer, personal digital assistant computer, notebook computer,
personal computer, workstation, mini-computer, mainframe computer or
supercomputer.
[0038] As will be appreciated by those skilled in the art, the technique
described in the various embodiments discussed above results in implementation of
mobile advertisement service in an opt-in and non-intrusive manner. The technique
described above is based on client-server topology wherein the client in the form of
mobile application resides on the mobile device and the server in the form of
advertisement engine monitors the clients, user profile, and provides the profile base
advertisement campaign. The advertisement content resides on the mobile device
thereby minimizing data usage. A video gets invoked non-intrusively with incoming
call which has the feature click to connect.
[0039] Further, it should be noted that the technique described above is
platform independent and therefore enables implementation of mobile advertisement
service across different telecommunication platforms and across mobile operating
systems. Additionally, as discussed above, the technique can be easily implemented
on a legacy telecommunication network and does not require any change or up-
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IPO DELHI 03-12-2015 16 29

gradation or any additional component to be put onto the legacy telecommunication
network. Moreover, the technique does not require any tweaking around the device
operating system or virtual machine.
[0040] While only certain features of the invention have been illustrated and
described herein, many modifications and changes will occur to those skilled in the
art. It is, therefore, to be understood that the appended claims are intended to cover
all such modifications and changes as fall within the true spirit of the. invention.

WE CLAIM:
I. A computer implemented method for delivering mobile advertisement
to a mobile device, the method comprising:
receiving a mobile advertisement content on the mobile device based on a
plurality of pre-defined rules for a reception of the mobile advertisement;
displaying the mobile advertisement content on a call level interface of the
mobile device based on a plurality of pre-defined rules for a display of the mobile
advertisement;
terminating advertisement before a scheduled termination ofthe advertisement
upon a user action; and
rewarding the user for viewing advertisement till the scheduled termination if
no user action is taken.
2. The method of claim 1, further comprising acquiring the plurality of
pre-defined rules for the reception and the display of the mobile advertisement.
3. The method of claim 1, wherein the mobile advertisement content is
based on at least one of a user profile, a location, a usage data, and a combination
thereof.
4. The method of claim 1, wherin displaying the mobile advertisement
content on the call level interface comprises displaying the mobile advertisement
content along with an incoming call or displaying the mobile advertisement content
on placing an outgoing call.
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IPO DELHI 03-12-2015 16 29

5. The method of claim 1, wherin the user action comprises at least one of
a rejection of an incoming call rejection, an acceptance of an incoming call, and a
skipping of the mobile advertisement.
6. The method of claim 1, further comprising releasing the mobile device
upon the user action or after the scheduled termination of the advertisement.
7. A system for delivering mobile advertisement to a mobile device, the
system comprising:
at least one processor; and
a computer-readable medium storing instmctions that, when executed by the at
least one processor, cause the at least one processor to perform operations comprising:
receiving a mobile advertisement content on the mobile device based
on a plurality of pre-defined rules for a reception of the mobile advertisement;
displaying the mobile advertisement content on a call level interface of
the mobile device based on a plurality of pre-defined rules for a display of the
mobile advertisement;
terminating advertisement before a scheduled termination of the
advertisement upon a user action; and
rewarding the user for viewing advertisement till the scheduled
termination if no user action is taken.
8. The system of claim 7, wherein the operations further comprise
acquiring the plurality of pre-defined rules for the reception and the display of the
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IPO DELHI 03-l~·> -~-·.0·1 5 1c.-_,. ?-9-
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mobile advertisement via an application or module installed on the mobile device and
in communciation with the service provider server ..
9. The system of claim 7, wherin displaying the mobile advertisement
content on the call level interface comprises displaying the mobile advertisement
content along with an incoming call or displaying the mobile advertisement content
on placing an outgoing call.
10. The system of claim 7, wherein the operations further comprise
releasing the mobile device upon the user action or after the scheduled termination of
the advertisement.