Abstract:
A system and methods for targeting mobile content to a mobile device based on the context of where and how a user discovers the content. Instead of advertising content during commercial breaks of a television program, the invention contextually targets the mobile content to specific program content (e.g., music video) as it is being broadcast in the form of a screen pop-up containing text messaging instructions to obtain the mobile content concurrently with, or following the broadcast of the specific program content. Such “contextual targeting” leads to a significantly higher frequency and profitability of conversions and downloads. Similarly, the invention contextually integrates mobile content into a user&#39;s online experience using a web-enabled device in which the contextual content can be integrated with a search engine or a contextual link can be placed on web pages that are served to the user.

Description:
FIELD OF THE INVENTION 
     The present invention relates generally to systems for wireless delivery of media content to mobile devices. More specifically, the present invention relates to wireless delivery of media contextual content to mobile devices that is relevant to media content streamed or served to a user concurrently. 
     BACKGROUND OF THE INVENTION 
     Downloads of content, particularly ringtones and games, have been a profitable means for obtaining additional revenue for mobile operators. Content for mobile devices has been sold to end users via dedicated storefronts. For example, content has been sold via a storefront available on the “wireless deck” (or portal) resident on Wireless Application Protocol (WAP)-enabled devices such as mobile or cellular phones when the user opens the wireless browser on the mobile device. Similar content has also been sold on dedicated web portals for downloadable content including polyphonic ringtones, graphics and games. An example of such a web portal is Zingy.com. Such content is typically organized according to various categories and taxonomies (e.g., entertainment, sports, etc.). They are sorted by device type and type of content, such as ringtones, graphics, games. 
     Premium text messaging allows the mobile customer to pay for content by receiving a text message and having the downloaded content billed on monthly cell phone bills. Jamster, which is a subsidiary of VeriSign, is one of the pioneers in selling mobile content via premium short message service (SMS) shortcodes in which Jamster purchases advertising on television networks and in magazines to promote a specific piece of mobile content. The user sends a text message to a shortcode, such as 75555, along with a promotional code from the advertisement. This text message sends a server request to Jamster, which then directs a Wireless Application Protocol (WAP) push message back to the user that, upon being clicked on and opened, facilitates device detection and triggers the download of the content to the mobile device. 
     The Wireless Application Protocol is a layered protocol making transmissions of WAP content possible over almost any available wireless network. These networks include those based on Global System for Mobile Communications (GSM), Code-Division Multiple Access (CDMA) and Cellular Digital Packet Data (CDPD) among other technologies. WAP-enabled devices include a microbrowser that enables content browsing at a web server that serves requested files in Wireless Markup Language (WML) to the WAP-enabled device via a WAP gateway. Unlike Hypertext Markup Language (HTML) that downloads a new HTML file with each link that is clicked on a web page, WML files contain a deck of pages each representing a separate screen. 
     There is a need for a mobile content delivery system and methods that can access (discover) and deliver media contextual content directly to a user&#39;s mobile device during a program broadcast or an interactive online session without the requirement for the user to access an electronic storefront that provides user-selected media content. 
     SUMMARY OF THE INVENTION 
     The present invention is directed to targeting of mobile content based on the context of where and how a user discovers the content. In the case of music videos played as part of a television program, rather than advertising content during commercial breaks, the present invention contextually targets the mobile content to the specific music video as it plays. This “contextual targeting” will lead to a significantly higher frequency of conversions and downloads. Similarly, mobile content can be contextually integrated into a user&#39;s online experience, either via an online experience on a computer or mobile device, in which links to the contextual mobile content can be integrated with a search engine or within the content of web pages. The relevance and integration of mobile content with online usages will lead to higher download rates. 
     Mobile content as used in the present invention refers to any content that can be delivered to a mobile device, including content that is downloaded or streamed. By way of example, mobile content includes, but is not limited to, ringtones, games, graphics, music (e.g., MP3 files), and video. Media contextual content as used herein refers to mobile content that is relevant to content received by a user through any electronic medium, including, but not limited to, a television, a set-top box, a computer, a handheld device and a mobile phone. 
     In one aspect of the invention, a method is provided for delivering media contextual content to a mobile device during a media stream broadcast. A media stream in the context of the present invention includes network television, cable television, and satellite transmissions of programming content including music videos, sporting events, news, or any other type of broadcast programming. A media stream broadcast is transmitted to a media stream receiver. During at least a portion of the media stream broadcast, a display on the television or other screen associated with the media stream receiver displays text instructions for enabling a viewer to request media contextual content during transmission of the media stream. A mobile content delivery platform receives a text message from a mobile device complying with the onscreen text messaging instruction and determines if the mobile carrier associated with that mobile device is supported by the mobile content delivery platform and if the requested media contextual content is supported for that mobile device. The media contextual content is then delivered to the mobile device. The text messaging instructions include a short code and an associated text message to be sent by the mobile device to the mobile content delivery platform, or other transmission method which facilitates a request from the mobile device to the mobile content delivery server. The contextual content can include a ringtone, a game, a graphic, an MP3 file or other file format for delivering music, a video file, or any combination thereof. 
     In another aspect of the invention, a method is provided for delivering media contextual content to a mobile device in conjunction with a search request directed to an online search engine. The search request is received by the search engine, which transmits a response to the search request, including a hyperlink to relevant media contextual content. The user then transmits a request for specific media contextual content, which is received by the mobile content delivery platform. If the mobile content delivery platform determines that the associated mobile carrier is supported, the media contextual content is delivered to the mobile device. 
     In another aspect of the invention, a method is provided for delivering media contextual content to a mobile device in conjunction with the serving of a web page to a user. The web page served to the user contains content (e.g., entertainment news, sports news, etc.) including a keyword hyperlink to media contextual content. The hyperlinks are displayed based on the content of the web page. The user can click on the keyword hyperlink to request specific media contextual content. The request is received at the mobile content delivery platform, which then presents a purchase information display to the user. The media contextual content is delivered to the mobile device in response to a purchase request. The keyword hyperlink can be appended to content on the served web page or can be embedded into the content on the web page. The keyword hyperlink appended to the web page can also be localized based on a user profile. The web page, including the keyword hyperlink can be served to a mobile device, a laptop computer, a desktop computer or other web-enabled device. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The invention is better understood by reading the following detailed description of the invention in conjunction with the accompanying drawings. 
         FIG. 1  illustrates the processing logic for delivering media contextual content to a mobile device during a media screen broadcast in accordance with an exemplary embodiment of the invention. 
         FIG. 2  illustrates the processing logic for delivering media contextual content to a mobile device in conjunction with a search request directed to an online search engine in accordance with an exemplary embodiment of the invention. 
         FIGS. 3A-3B  illustrate text messaging instructions displayed concurrently with a content broadcast in a screen pop-up in accordance with an exemplary embodiment of the present invention. 
         FIGS. 4A-4C  illustrate exemplary displays having media contextual content hyperlinks in a response to a user&#39;s search query using a search engine. 
         FIGS. 5A-5B  illustrate exemplary screen displays of media contextual links that are associated with the user&#39;s search request. 
         FIG. 6  illustrates an exemplary screen display for enabling a user to purchase various items of media contextual content. 
         FIGS. 7A-7B  illustrate exemplary displays of content on a web-enabled device in which key words representing media contextual content are attached to articles displayed on the device. 
         FIG. 8  illustrates an exemplary display of content on a web-enabled device in which key words representing media contextual content are embedded in the displayed content. 
         FIG. 9  illustrates an exemplary display of content delivered to a web-enabled device in which the keyword attached to the content is localized based on the user&#39;s profile. 
     
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
     The following description of the invention is provided as an enabling teaching of the invention in its best, prominently known embodiment. Those skilled in the relevant art will recognize that many changes can be made to the embodiments described, while still obtaining the beneficial results of the present invention. It will also be apparent that some of the desired benefits of the present invention can be obtained by selecting some of the features of the present invention without utilizing other features. Accordingly, those who work in the art will recognize that many modifications and adaptations to the present invention are possible and may even be desirable in certain circumstances, and are a part of the present invention. Thus, the following description is provided as illustrative of the principles of the present invention and not in limitation thereof, since the scope of the present invention is defined by the claims. 
     In a first embodiment of the invention, contextual content is delivered to mobile devices and targeted to television programming. The contextual content can be ringtones, games, graphics, and is extensible to full-track music downloads such as MP3 files and video files, and which corresponds to the user&#39;s specific mobile device. The contextual content delivery is integrated with billing on the wireless carrier&#39;s billing statements to a user via premium SMS. 
       FIG. 1  illustrates the processing logic for delivering media contextual content to a mobile device during a media stream broadcast. Processing starts as indicated in logic block  100  with a broadcaster transmitting a media stream schedule to the mobile content delivery platform of the invention. A media stream broadcast can be a television network broadcast, a cable television program, or a satellite-delivered program, including music videos, sporting events, news, or any other type of broadcast programming. The media stream schedule is downloaded to the mobile content delivery platform server where a ringtone library and other mobile contextual content, such as graphics and games, are stored. According to the program schedule, the media stream is then delivered via a broadcast or cable medium to program viewers as indicated in logic block  108 . The mobile content delivery platform determines if contextual content (e.g., ringtone, game, graphic) is available for any portion of the media stream (e.g., a music video) as indicated in decision block  112 . If contextual content is available, then a screen popup is displayed on the screen associated with a media stream receiver providing instructions for obtaining the media content associated with the program portion as indicated in logic block  116 . The text messaging instruction included in the screen pop-up includes an SMS shortcode, along with the text message to be entered by the user on the user&#39;s mobile device. If the viewer of the media stream decides to download the available media contextual content, he sends a text message to the mobile content delivery platform that complies with the instructions in the screen pop-up. The text message is received at the mobile content delivery platform as indicated in logic block  120 . In decision block  124 , the mobile content delivery platform determines if the mobile carrier that is used to send the text message is supported by the platform. If the user&#39;s mobile carrier is not supported, the contextual content cannot be delivered to the user&#39;s mobile device and processing exits at block  150 . The mobile content delivery platform detects the mobile device type that is being used to send the text message as indicated in logic block  128 . The mobile device type represents the specific manufacturer of the mobile device and a specific model. If there is a match between the mobile device type and the contextual content as determined in decision block  132 , the contextual content is delivered over the air (“OTA”) to the user&#39;s mobile device as indicated in logic block  136 . Concurrently, the delivery of the contextual content to the user is billed to the user&#39;s mobile device account as indicated in logic block  140 . In decision block  132 , if it is determined that contextual content is not available for the detected mobile device type, the mobile content delivery platform delivers merchandise offers to the user based on content that is similar to the originally requested content as indicated in logic block  144 . 
       FIGS. 3A-3B  illustrate exemplary displays presented on a media stream receiver display during broadcast of the media stream. In these exemplary displays, the media stream receiver is a television and the media stream includes music videos.  FIG. 3A  depicts a scene from broadcast of a music video performed by performance artist Curtis “50 Cent” Jackson on the BET network in which the pop-up indicates the instructions to obtain the ringtone associated with the music video. The shortcode to which the text message (50c1) is to be sent is also shown on the pop-up (e.g., 238 88).  FIG. 3B  illustrates another example of a scene from a Green Day music video broadcast on MTV with the text messaging instructions (text GD1) including the shortcode (e.g., 688 88). If the text message from the mobile device passes compatibility tests for the wireless carrier and mobile device type, the ringtone is downloaded to the mobile device and billed to the user&#39;s mobile device account. 
     In another embodiment of the invention, when a user conducts a search on a web-based search engine (e.g., Ask.com), such as a search for “Led Zeppelin,” there is an integration with the mobile content delivery platform to search for any content relevant to Led Zeppelin. If there is a match, the search results display a link to “Get the Ask Jeeves ring tone for Led Zeppelin” or a similar link. Unlike sponsor links currently available on search engines, the present invention is targeted to “mobile” content (i.e., contextual content that can be delivered to a mobile device). In addition, unlike sponsor links currently available on search engines, the method involves integration between the search engine and the mobile content delivery platform, and the search engine receives a share of revenues from actual downloads of content to mobile devices, rather than revenues from each click on the link to content. While this embodiment involves integration into an online site instead of television, it also changes the content discovery paradigm to one that is contextual and integrated into an existing media distribution point. 
       FIG. 2  illustrates the processing logic for delivering media contextual content to a mobile device in conjunction with a search request directed to an online search engine. The present invention can interoperate with any web-based search engine such as Ask Jeeves, Yahoo and Google. Processing starts in logic block  200  with the mobile content delivery platform associating search request keywords with relevant media contextual content. The association can link popular search keywords such as movie titles, entertainers, athletes, etc., with media contextual content relevant to the key words. The media contextual content can include ringtones, graphics, games, and MP3 files that are associated with the particular key words used. In logic block  204 , a user transmits a search request to a search engine such as Ask Jeeves. In decision block  208 , the mobile content delivery platform determines whether contextual content is available based on the keyword search request. If contextual content is available, the search engine returns search results to the user that includes hyperlinks to the media contextual content as indicated in logic block  212 . 
     Next, as indicated in logic block  216 , the mobile content delivery platform receives a request from the user for media contextual content. The mobile content delivery platform determines carrier and phone compatibility as indicated in logic block  220 . In decision block  224 , the mobile content delivery platform determines if the mobile carrier is supported. If the mobile carrier is not supported, the media contextual content cannot be delivered to the mobile device and processing ends as indicated in block  250 . The mobile content delivery platform detects the mobile device type as indicated in logic block  228 . The mobile content delivery platform then determines if the request for contextual content can be delivered to the detected mobile device type as indicated in decision block  232 . If the content is found to be deliverable, the contextual content is delivered over the air to the mobile device as indicated in logic block  236 . The contextual content download is concurrently billed to the user&#39;s mobile device account as indicated in logic block  240 . If a product match is not found between the media contextual content and the mobile device type in decision block  232 , the mobile content delivery platform delivers merchandise offers to the user as indicated in logic block  244 . 
       FIGS. 4A-4C  illustrate exemplary windows  400 ,  420 ,  430  having media contextual content hyperlinks included in a response to a user&#39;s search query using a search engine. In window  400 , depicted in  FIG. 4A , a user has entered a search query for “Star Wars” in the search box  405  for the Ask.com portal. In window  410 , depicted in  FIG. 4B , a screen display resulting from the user&#39;s selection of a particular search result is shown. In this example, the user has selected “Star Wars Episode III.” The screen display  410  is similar to the customary search result display on Ask.com, but has additional hyperlinks for ringtones, graphics and games on the line  420  labeled “Mobile.” A “Mobile” link  425  has also been added to the Ask.com toolbar  415 . The window  430  shown in  FIG. 4C  displays the results of a “mobile” ringtone search listing selections that can be downloaded to the user&#39;s mobile device. The search results  440  include various polyphonic tones, music tones, sound effects and voice tones. 
       FIGS. 5A-5B  illustrate exemplary windows  510 ,  520  having media contextual links that are associated with the user&#39;s search request. In  FIG. 5A , the user has selected the “Pictures” link  515  on the Ask.com toolbar, and is presented with the display  510  showing picture results  505  and matching mobile content picture results  525  that can be downloaded to the user&#39;s mobile device. In  FIG. 5B , the user has selected the “Products” link  535  on the Ask.com toolbar, and is presented with the display  520  showing various product categories (e.g., graphics, movies, toys, music, games and related searches)  530  and matching mobile content results (e.g., graphics, ringtones, music and games)  540  that can be downloaded to the user&#39;s mobile device. 
       FIG. 6  illustrates an exemplary display  610  for enabling a user to preview and/or purchase various items of media contextual content. The user has selected the “Mobile” link  615  on the Ask.com toolbar and is presented with the display  610  that includes matching mobile ringtones  620 , mobile graphics  625  and mobile games  630  that can be downloaded to the user&#39;s mobile device. 
     In another embodiment of the invention, links to purchase and download “mobile” content can be displayed on web pages based on contextual relevance. The web pages can be both online/hypertext markup language (HTML), and wireless/WAP pages. The mobile content delivery platform of the present invention analyzes the content of a web page, and based on the content displayed on that page, provides a list of contextually relevant links to enable the user to purchase and download mobile contextual content. As an example, on a web page that contains a news article about a particular performance artist, the mobile content delivery platform would provide the content publisher with links to purchase ringtones or graphics or other mobile content that are associated with the performance artist. 
       FIGS. 7A-7B  illustrate exemplary displays  710 ,  770  of content on a web-enabled device in which keywords representing media contextual content are attached to articles displayed on the device. In  FIG. 7A , an exemplary display  710  of an entertainment news article is presented to a subscriber to the Alltel portal on a mobile device using WML. Following the news article, the user has the options to view a previous article  715  or the next article  720  available on the portal. In  FIG. 7B , a mobile content keyword search based on the article headline  730  results in media contextual content links  735 ,  740  being appended to the news article  770 . The keyword content link will appear before the previous article/next article links. Selecting keyword link  735  results in media content detail display  745  (e.g., ringtone detail, including title, artist, ringtone type, price and purchase link). There is also a link to further relevant media content that results in the further display  755 . Likewise, selecting keyword link  740  results in media content detail display  750  and further search results  760 . 
       FIG. 8  illustrates an exemplary display of content  810  on a web-enabled device in which keywords representing media contextual content are embedded in the displayed content. In the article display  810  accessed on the Alltel portal and presented on a mobile device to a non-subscriber, the headline  815  includes a hyperlink that can be selected to access mobile content search results  825 . The search results  825  include various ringtones that can be downloaded to the user&#39;s mobile device. Also shown in display  810  is a link  820  to information  830  on subscribing to news article on the Alltel portal. 
       FIG. 9  illustrate exemplary displays of content  900 ,  930  delivered to a web-enabled device in which the mobile content keyword link  915 ,  935  attached to the content is localized based on the user&#39;s profile information gathered on a web portal. For example, the sports news article  900  delivered to a New York area subscriber would have a link  915  to the mobile contextual content for the New York team that is a subject of the news article. Likewise, the same sports news article  930  delivered to a Boston area subscriber would have a link  935  to the mobile contextual content for the Boston team that is a subject of the news article. Selecting links  915  or  935 , as appropriate, would results in the additional search results  920 ,  940 , respectively. 
     The mobile content delivery platform of the present invention has been described as computer-implemented processes. It is important to note, however, that those skilled in the art will appreciated that the mechanisms of the present invention are capable of being distributed as a program product in a variety of forms, and that the present invention applies regardless of the particular type of signal bearing media utilized to carry out the distribution. Examples of signal bearing media include, without limitation, recordable-type media such as diskettes or CD ROMs, and transmission type media such as analog or digital communications links. 
     The corresponding structures, materials, acts, and equivalents of all means plus function elements in any claims below are intended to include any structure, material, or acts for performing the function in combination with other claim elements as specifically claimed. 
     Those skilled in the art will appreciate that many modifications to the exemplary embodiment are possible without departing from the spirit and scope of the present invention. In addition, it is possible to use some of the features of the present invention without the corresponding use of the other features. Accordingly, the foregoing description of the exemplary embodiment is provided for the purpose of illustrating the principles of the present invention and not in limitation thereof since the scope of the present invention is defined solely by the appended claims.