Abstract:
A mobile wireless communication system including a mobile device having a plurality of interface elements, a query server configured to obtain data from the mobile device and generate a processed data and a content server configured to store a multimedia content. The content server is configured to obtain the processed data from the query server and choose the multimedia content according to the processed data and the multimedia content chosen according to the processed data configured to be wirelessly transmitted to the mobile device and alter at least one of the plurality of interface elements.

Description:
CROSS REFERENCE TO RELATED APPLICATION 
       [0001]    This application claims priority to U.S. Provisional Application 61/553,277, filed Oct. 31, 2011, the disclosure of which is considered part of and is incorporated herein by reference in its entirety. 
     
    
     FIELD OF THE INVENTION 
       [0002]    The present invention relates to mobile wireless communication systems and more particularly to the method of advertising using a mobile wireless communication system. 
       BACKGROUND 
       [0003]    The following publications are believed to represent the current state of the art: 
         [0000]    U.S. Pat. Nos. 7,177,938; 7,027,801; 7,589,628; 5,852,775; 
       U.S. Patent Publication Nos. 2008/0133336; 
       [0004]    International Patent and Publication Nos. WO2010015070; EP1895750; WO2009005865. WO2009079385; EP1135939. 
       SUMMARY 
       [0005]    The present invention seeks to provide a mobile wireless communication system with improved capabilities. 
         [0006]    There is thus provided in accordance with a preferred embodiment of the invention that a mobile wireless communication system including a mobile device having a plurality of interface elements, a query server configured to obtain data from the mobile device and generate a processed data and a content server configured to store a multimedia content. 
         [0000]    The content server is configured to obtain the processed data from the query server and choose the multimedia content according to the processed data and the multimedia content chosen according to the processed data configured to be wirelessly transmitted to the mobile device and alter at least one of the plurality of interface elements. 
         [0007]    There is further provided in accordance with a preferred embodiment of the invention that a method for altering mobile device interface elements including the steps of: providing a mobile device having a plurality of interface elements, providing a query server configured to obtain data from the mobile device and generate a processed data, providing a content server configured to store a multimedia content. 
         [0000]    The content server is configured to obtain the processed data from the query server and choose the multimedia content according to the processed data and the multimedia content chosen according to the processed data configured to be wirelessly transmitted to the mobile device and alter at least one of the plurality of interface elements. 
         [0008]    There is further yet provided in accordance with a preferred embodiment of the invention that a mobile wireless communication device including a mobile device having a plurality of interface elements and a software configured to be associated with the mobile device. The software is configured to obtain data from at least one remote server and is configured to alter at least one of the plurality of interface elements according to the data obtained from the at least one remote server. The software is further configured to preclude the mobile device user from changing the at least one of the plurality of interface elements altered according to the data obtained from the at least one remote server. 
         [0009]    There is further yet provided in accordance with a preferred embodiment of the invention that a method for altering mobile device interface elements including the steps of: 
         [0000]    providing a mobile device having a plurality of interface elements,
 
providing a software configured to obtain data from at least one remote server.
 
The software is configured to alter at least one of the plurality of interface elements according to the data obtained from the at least one remote server. The software is further configured to preclude the mobile device user from changing the at least one of the plurality of interface elements altered according to the data obtained from the at least one remote server.
 
         [0010]    There is further yet provided in accordance with a preferred embodiment of the invention that a method of providing renting advertising space, including the steps of: providing a mobile device having a plurality of interface elements and a software configured to be associated with the mobile device, the software is configured to alter the mobile device interface elements. The interface elements are configured to be altered according to data provided by a remote server and the mobile device user compensation is calculated based on the amount of interface element alternations. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0011]    The present invention will be understood and appreciated more fully from the following detailed description, taken in conjunction with the drawings in which: 
           [0012]      FIG. 1  is a simplified block diagram illustration of a mobile wireless communication system constructed and operative in accordance with a preferred embodiment of the invention; 
           [0013]      FIG. 2  is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to one example of the invention. 
           [0014]      FIG. 3  is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to another example of the invention. 
           [0015]      FIG. 4  is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to yet another example of the invention. 
           [0016]      FIG. 5  is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to yet another example of the invention. 
           [0017]      FIG. 6  is a simplified flow chart illustration of the server instance operation of the mobile wireless communication system of  FIG. 1 ; 
           [0018]      FIG. 7  is a simplified flow chart illustration of the client instance operation of the mobile wireless communication system of  FIG. 1 ; 
           [0019]      FIG. 8  is a simplified flow chart illustration of the communication process of the mobile wireless communication system of  FIG. 1 ; 
           [0020]      FIG. 9  is a simplified flow chart illustration of the business model in accordance with a preferred embodiment of the invention. 
       
    
    
     DETAILED DESCRIPTION 
       [0021]    The embodiments of the present invention relate to a mobile wireless communication system, such as for example, a cellular phone, a tablet, a net book, a smartphone, an electronic book reader or any other type of mobile or portable electronic device which can communicate with other devices wirelessly. 
         [0022]    It is appreciated that wireless communication can be executed by cell phone technology, WIFI, WAP, Bluetooth or any other type of wireless data transmission. 
         [0023]    The embodiments of the present invention comprise a method of providing a focused promotion or advertisement material through a mobile device, using the mobile device as a promotional platform. 
         [0024]    The mobile device may have a plurality of interface elements, which may be the inherent features of the mobile device, such as a ringtone, background image, power up image, speed dial memory, messaging system, main screen image, chat session image, alarm clock ringer, mobile web session homepage or any other inherent feature defined within the operating system of the mobile device. 
         [0025]    The mobile device may further have an internal GPS (Global Positioning System) that provides the location of the mobile device. 
         [0026]    The mobile device may additionally store a user profile details, such as for example, age, sex, interests, health condition, dietary preference. 
         [0027]    In accordance to the embodiments of the present invention, a remote server is provided, which preferably contains a database with all the promotional content to be delivered to the target mobile device user. 
         [0028]    The embodiments of the present invention more specifically relate to a method to effectively display promotional content of associated brand partners on the mobile device by pushing or sending content to the at least one of the plurality of the interface elements of the mobile device. The associated brand partners may include any company in business relations with the mobile wireless communication system owner. 
         [0029]    The method described in detail herein below relates to an automatic alteration of the mobile device interface elements, based on the mobile device location, time and user profile. The promotional content of the associated brand partners according to the embodiments of the present invention does not depend on the activity of the mobile device user, rather it may be securely updated dynamically. The plurality of the interface elements may be locked from user manipulation and updated automatically with promotional content from the remote server, in accordance to the device location, time and user profile. 
         [0030]    The wireless communication system is described with respect to a single mobile device user, however, it is appreciated that the system is adapted to be employed for multiple mobile device users and a plurality of queries and data packages may be created and sent simultaneously. 
         [0031]    Reference is now made to  FIG. 1 , which is a simplified block diagram illustration of a mobile wireless communication system constructed and operative in accordance with a preferred embodiment of the invention; 
         [0032]    As seen in  FIG. 1 , there is provided a wireless communication system  10 , which is configured to communicate with a server instance  12 , comprised of a plurality of elements, which will be described in detail herein below. The wireless communication system  10  is further configured to communicate with at least one client instance  14 , which may be for example, the mobile device. 
         [0033]    The server instance  12  is configured to wirelessly communicate with the at least one client instance  14  through a proprietary native code modification of an existing mobile operating system commercially available such as Android available from Google Inc, US or through a dedicated operating system. 
         [0034]    The server instance  12  may preferably contain a query server  16  and a content server  18  including all promotional content, such as geographic content database  20  and a multimedia content database  22 . 
         [0035]    The server instance  12  is additionally adapted to convert the content received from the mobile device user, such as user profile, location and time, to the format suitable for the content server. 
         [0036]    Each mobile device operating system may be either modified or a proprietary operating system, as mentioned below, which enables the automatic alteration of the interface elements of the mobile device. 
         [0037]    The query server  16  serves as the initiating source for the server structure and it can be either invoked by a mobile device user or may execute without any input from the mobile device user. The query server  16  is configured to collect location, time and user profile data from the mobile device user and prepare this data as input to the content servers  18 . This preparation may involve normalization of the data for optimization of the geographic content database  20  and the multimedia content database  22  queries. 
         [0038]    The query server  16  may execute a search string  17 , which may be inputted into the Geographic content database  20  and interpret the geographic location of the mobile device. The geographic content database  20  may contain the locations of the associated brand partners. 
         [0039]    The geographic content database  20  is configured to execute a proprietary weighted search factor and create a list  19  of associated brand partners and the type of the associated features that may be packaged and sent to the mobile device user based on proximity to him. The list  19  is adapted to be inputted to the multimedia content database  22 . 
         [0040]    The multimedia content database  22  may store the contents of the associated brand partners. The contents stored in the multimedia content database  22  may include jingles, logos, trademarks, company pictures, advertisement propositions or any other type of promotional material. The content may be stored in the multimedia content database  22  in various formats, resolutions and file types, such that it corresponds to the target mobile device and the modified or proprietary operating system  28 , as shown in the client instance  14 . 
         [0041]    Suitable media is searched within the multimedia content server  22 , based on the proximity of the mobile device user, time of the day and user profile data. Suitable media may be further searched within the multimedia content server  22  based on the amount of times that the promotional content of a specific associated brand partner has been received by the mobile device user. 
         [0042]    A set of media files  21  may be produced within the multimedia content database  22  and may be sent to the client update package  24  process. The client update package  24  process may compress the set of media files  21  and prepare it for simplified wireless transmission. The promotional content contained in the set of media files  21  may be sent to the target client instance  14  and the client update package  24  may be adapted to track the amount of times that the promotional content of a specific associated brand partner has been sent. 
         [0043]    In accordance with the embodiments of the present invention, the client instance  14 , which may be the mobile device as mentioned above, may have proprietary software and hardware, which are adapted to receive data  26  outputted from the server instance  12  and perform as display mechanism for the promotional content. 
         [0044]    The mobile device may be equipped with a commercially available operating system  28 , a modified operating system or a dedicated operating system. 
         [0045]    The data  26  received by the mobile device may be interpreted by the operating system of the mobile device or may be alternatively interpreted by on-board hardware device or by a chip. 
         [0046]    The operating system  28  options may be programmed to lock at least one of the plurality of interface elements from user manipulation. 
         [0047]    The mobile device  14  may be updated through the feature update  30  process. The feature update  30  may be operative in several different ways. For example, the feature update  30  may invoke the server instance  12  to start a search or it may alternatively act as a passive receiver, such that it may be configured to receive the data  26  from the server instance  12 . 
         [0048]    The operating system  28  of the client instance  12  may be configured to enable the mobile device user manually request the data  26  from the server instance  12  through a software configured button or a reconfigurable hardware button on the mobile device. 
         [0049]    In accordance to the embodiments of the present invention, the data  26  provides a unique update package, which is configured to be sent to the target mobile device. 
         [0050]    The feature update  30  is configured to decrypt and decompress the data  26 , it is further configured to delete previous content, automatically install the data  26 , which may be for example multimedia promotional content and alter or reconfigure the applicable locked interface elements, such as a ringtone, background image, power up image, speed dial memory, messaging system or any other inherent feature defined within the operating system  28  of the client instance  14 , which can be for example a mobile device. 
         [0051]    The feature update  30  process may be configured to automatically alter the interface elements through a dedicated process, channel or thread in order to ensure that the quality of the mobile device service is not hindered. 
       Example 1 
       [0052]    The process flow of the feature update  30  process invoked by the server instance  12  is exemplified herein. 
         [0000]    
       
         
               
               
               
               
               
             
           
               
                   
               
               
                 Step 
                   
                   
                   
                   
               
               
                 no. 
                 Executing Process 
                 Description 
                 Input 
                 Output 
               
               
                   
               
             
             
               
                 1 
                 Server instance (12) - 
                 The query server 16 process may be 
                 Time 
                 Send 
               
               
                   
                 Query server (16) 
                 configured to provide updates to the mobile 
                   
                 request for 
               
               
                   
                   
                 device based on elapse of time or time of 
                   
                 location 
               
               
                   
                   
                 the day. The query server 16 will request 
                   
                 from the 
               
               
                   
                   
                 the location of the mobile device every 
                   
                 client 
               
               
                   
                   
                 predetermined period of time. 
                   
                 instance 14 
               
               
                 2 
                 Client instance (14) - 
                 Feature update 30 may be configured to 
                 Query server 
                 The client 
               
               
                   
                 Feature Update (30) 
                 handle the request from the query server 16 
                 16 request 
                 instance 14 
               
               
                   
                   
                 and collect data from the internal GPS of 
                   
                 sends the 
               
               
                   
                   
                 the mobile device. 
                   
                 mobile 
               
               
                   
                   
                   
                   
                 device 
               
               
                   
                   
                   
                   
                 location to 
               
               
                   
                   
                   
                   
                 the query 
               
               
                   
                   
                   
                   
                 server 16 
               
               
                 3 
                 Server instance (12) - 
                 The query server 16 may be configured to 
                 Mobile user 
                 Encoded 
               
               
                   
                 query server (16) 
                 create a search string 17 adapted to be 
                 identification 
                 search 
               
               
                   
                   
                 provided to the geographic content database 
                 and 
                 string 17 
               
               
                   
                   
                 19. The search string 17 may be based on 
                 geographic 
                 for 
               
               
                   
                   
                 the user profile associated with the mobile 
                 location from 
                 geographic 
               
               
                   
                   
                 device and on the geographic location. 
                 the client 
                 content 
               
               
                   
                   
                   
                 instance 14 
                 database 20 
               
               
                 4 
                 Server instance (12) - 
                 The geographic content database 19 may be 
                 Query server 
                 List of 
               
               
                   
                 Geographic 
                 configured to provide weighted list 19 of 
                 16 search 
                 contents of 
               
               
                   
                 content database 
                 associated brand partners to be used for the 
                 string 17 
                 associated 
               
               
                   
                 (19) 
                 mobile device interface elements update, 
                   
                 brand 
               
               
                   
                   
                 such as for example, multimedia feature 
                   
                 partners 
               
               
                   
                   
                 update. 
                   
                   
               
               
                 5 
                 Server instance (12) - 
                 The multimedia content database 22 may be 
                 List of 
                 Set of 
               
               
                   
                 Multimedia 
                 searched and is configured to output set of 
                 contents of 
                 media files 
               
               
                   
                 content database 
                 media files 21, which include the correct 
                 associated 
                 21, such as 
               
               
                   
                 (22) 
                 format of the contents of associated brand 
                 brand partners 
                 multimedia 
               
               
                   
                   
                 partners, such as ringtones, images, logos or 
                   
                 update 
               
               
                   
                   
                 any other type of promotional material. 
                   
                 package 
               
               
                 6 
                 Server Instance (12) - 
                 Client update package 24 is configured to 
                 Set of media 
                 Send the 
               
               
                   
                 Client update 
                 receive the set of media files 21, such as any 
                 files 21, such 
                 data 26, 
               
               
                   
                 package (24) 
                 multimedia content, further configured to 
                 as multimedia 
                 such as 
               
               
                   
                   
                 compress it, encrypt and send the data 26 to 
                 update 
                 multimedia 
               
               
                   
                   
                 the target client instance 14. 
                 package 
                 update 
               
               
                   
                   
                   
                   
                 package to 
               
               
                   
                   
                   
                   
                 the target 
               
               
                   
                   
                   
                   
                 client 
               
               
                   
                   
                   
                   
                 instance 14 
               
               
                 7 
                 Client instance (14) - 
                 The feature update 30 process is configured 
                 Data 26, such 
                 Altered 
               
               
                   
                 Feature update 
                 to be built into the operating system 28 and 
                 as multimedia 
                 interface 
               
               
                   
                 (30) 
                 is further configured to receive the data 26, 
                 update 
                 elements, 
               
               
                   
                   
                 such as multimedia update package, to 
                 package 
                 for 
               
               
                   
                   
                 decrypt, decompress and delete old features 
                 received from 
                 example 
               
               
                   
                   
                 and install new features into the mobile 
                 the server 
                 new feature 
               
               
                   
                   
                 device, while altering interface elements of 
                 instance 12 
                 such as 
               
               
                   
                   
                 the mobile device. 
                   
                 ringtones, 
               
               
                   
                   
                   
                   
                 background 
               
               
                   
                   
                   
                   
                 images 
               
               
                   
                   
                   
                   
                 installed. 
               
               
                 8 
                 Client instance (14) - 
                 The interface elements of the mobile device 
                 Altered 
                 NA 
               
               
                   
                 operating system 
                 are configured to be locked from the mobile 
                 interface 
                   
               
               
                   
                 (28) 
                 device user manipulation and the 
                 elements, for 
                   
               
               
                   
                   
                 promotional information has been pushed to 
                 example new 
                   
               
               
                   
                   
                 target. 
                 feature such 
                   
               
               
                   
                   
                   
                 as ringtones, 
                   
               
               
                   
                   
                   
                 background 
                   
               
               
                   
                   
                   
                 images 
                   
               
               
                   
                   
                   
                 installed. 
               
               
                   
               
             
          
         
       
     
       Example 2 
       [0053]    The process flow of the feature update  30  process invoked by the client instance  14  is exemplified herein. 
         [0000]    
       
         
               
               
               
               
               
             
           
               
                   
               
               
                 Step 
                   
                   
                   
                   
               
               
                 no. 
                 Executing Process 
                 Description 
                 Input 
                 Output 
               
               
                   
               
             
             
               
                 1 
                 Client instance (14) - 
                 The mobile device user invokes a 
                 The input of 
                 Execute 
               
               
                   
                 Operating system (28) 
                 command through software or 
                 mobile device 
                 interface 
               
               
                   
                   
                 hardware requesting an update to the 
                 user 
                 elements 
               
               
                   
                   
                 interface elements, such as mobile 
                   
                 update, new 
               
               
                   
                   
                 phone features. 
                   
                 features are 
               
               
                   
                   
                   
                   
                 configured to 
               
               
                   
                   
                   
                   
                 be installed by 
               
               
                   
                   
                   
                   
                 the feature 
               
               
                   
                   
                   
                   
                 update 30 of 
               
               
                   
                   
                   
                   
                 the client 
               
               
                   
                   
                   
                   
                 instance 14 
               
               
                 2 
                 Client instance (14) - 
                 Feature update 30 may be configured 
                 Update 
                 The client 
               
               
                   
                 Feature Update (30) 
                 to send the user profile and the mobile 
                 command 
                 instance 14 
               
               
                   
                   
                 device location to the query server 16 
                 may be sent 
                 sends the 
               
               
                   
                   
                 of the server instance 12. 
                 from the 
                 mobile device 
               
               
                   
                   
                   
                 operating 
                 location and 
               
               
                   
                   
                   
                 system 28 of 
                 user profile to 
               
               
                   
                   
                   
                 the client 
                 the query 
               
               
                   
                   
                   
                 instance 14 
                 server 16 
               
               
                 3 
                 Server instance (12) - 
                 The query server 16 may be 
                 Mobile user 
                 Encoded 
               
               
                   
                 query server (16) 
                 configured to create a search string 17 
                 identification 
                 search string 
               
               
                   
                   
                 adapted to be provided to the 
                 and 
                 17 for 
               
               
                   
                   
                 geographic content database 19. The 
                 geographic 
                 geographic 
               
               
                   
                   
                 search string 17 may be based on the 
                 location from 
                 content 
               
               
                   
                   
                 user profile associated with the mobile 
                 the client 
                 database 20 
               
               
                   
                   
                 device and on the geographic location. 
                 instance 14 
                   
               
               
                 4 
                 Server instance (12) - 
                 The geographic content database 19 
                 Query server 
                 List of contents 
               
               
                   
                 Geographic content 
                 may be configured to provide 
                 16 search 
                 of associated 
               
               
                   
                 database (19) 
                 weighted list 19 of associated brand 
                 string 17 
                 brand partners 
               
               
                   
                   
                 partners to be used for the mobile 
                   
                   
               
               
                   
                   
                 device interface elements update, 
                   
                   
               
               
                   
                   
                 such as for example, multimedia 
                   
                   
               
               
                   
                   
                 feature update. 
                   
                   
               
               
                 5 
                 Server instance (12) - 
                 The multimedia content database 22 
                 List of 
                 Set of media 
               
               
                   
                 Multimedia content 
                 may be searched and is configured to 
                 contents of 
                 files 21, such 
               
               
                   
                 database (22) 
                 output set of media files 21, which 
                 associated 
                 as multimedia 
               
               
                   
                   
                 include the correct format of the 
                 brand partners 
                 update package 
               
               
                   
                   
                 contents of associated brand partners, 
                   
                   
               
               
                   
                   
                 such as ringtones, images, logos or 
                   
                   
               
               
                   
                   
                 any other type of promotional 
                   
                   
               
               
                   
                   
                 material. 
                   
                   
               
               
                 6 
                 Server Instance (12) - 
                 Client update package 24 is 
                 Set of media 
                 Send the data 
               
               
                   
                 Client update package 
                 configured to receive the set of media 
                 files 21, such 
                 26, such as 
               
               
                   
                 (24) 
                 files 21, such as any multimedia 
                 as multimedia 
                 multimedia 
               
               
                   
                   
                 content, further configured to 
                 update 
                 update package 
               
               
                   
                   
                 compress it, encrypt and send the data 
                 package 
                 to the target 
               
               
                   
                   
                 26 to the target client instance 14. 
                   
                 client instance 
               
               
                   
                   
                   
                   
                 14 
               
               
                 7 
                 Client instance (14) - 
                 The feature update 30 process is 
                 Data 26, such 
                 Altered 
               
               
                   
                 Feature update (30) 
                 configured to be built into the 
                 as multimedia 
                 interface 
               
               
                   
                   
                 operating system 28 and is further 
                 update 
                 elements, for 
               
               
                   
                   
                 configured to receive the data 26, such 
                 package 
                 example new 
               
               
                   
                   
                 as multimedia update package, to 
                 received from 
                 feature such as 
               
               
                   
                   
                 decrypt, decompress and delete old 
                 the server 
                 ringtones, 
               
               
                   
                   
                 features and install new features into 
                 instance 12 
                 background 
               
               
                   
                   
                 the mobile device, while altering 
                   
                 images 
               
               
                   
                   
                 interface elements of the mobile 
                   
                 installed. 
               
               
                   
                   
                 device. 
                   
                   
               
               
                 8 
                 Client instance (14) - 
                 The interface elements of the mobile 
                 Altered 
                 NA 
               
               
                   
                 operating system (28) 
                 device are configured to be locked 
                 interface 
                   
               
               
                   
                   
                 from the mobile device user 
                 elements, for 
                   
               
               
                   
                   
                 manipulation and the promotional 
                 example new 
                   
               
               
                   
                   
                 information has been pushed to target. 
                 feature such 
                   
               
               
                   
                   
                   
                 as ringtones, 
                   
               
               
                   
                   
                   
                 background 
                   
               
               
                   
                   
                   
                 images 
                   
               
               
                   
                   
                   
                 installed. 
               
               
                   
               
             
          
         
       
     
         [0054]    Reference is now made to  FIG. 2 , which is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to one example of the invention. It can be seen on  FIG. 2 , that the main screen of the targeted mobile device is updated with the updated multimedia package, such as for example a company logo of the associated brand partner. 
         [0055]    Reference is now made to  FIG. 3 , which is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to one example of the invention. It can be seen on  FIG. 3 , that the ringtone of the targeted mobile device is updated with the updated multimedia package, such as for example a company jingle of the associated brand partner and the company logo of the associated brand partner may be presented on the main screen of the targeted mobile device while an incoming call is received. 
         [0056]    Reference is now made to  FIG. 4 , which is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to one example of the invention. It can be seen on  FIG. 4 , that the chat session of the targeted mobile device is updated with the updated multimedia package, such as for example a company logo of the associated brand partner may be presented beside the chat session. 
         [0057]    Reference is now made to  FIG. 5 , which is a simplified pictorial illustration of the updated interface elements on the mobile device in accordance to one example of the invention. It can be seen on  FIG. 5 , that the speed dials of the targeted mobile device are updated with the updated multimedia package, such as for example a company phone number of the associated brand partner. 
         [0058]    Reference is now made to  FIG. 6 , which is a simplified flow chart illustration of the server instance operation of the mobile wireless communication system of  FIG. 1 . 
         [0059]    It can be seen in  FIG. 6  that at the initial stage of the communication, the Server instance  12  starts up and thus may initialize the web service process. At this stage the server instance  12  preferably waits for connections of at least one client instance  14  and is configured to receive requests from the at least one client instance  14  and to respond accordingly. The server instance  12  is configured to authorize the client instance  14  to the system by verifying its digital certificate and return true or false value. In case that the request of the client instance  14  is invalid, the request will be dropped by the server instance  12 . 
         [0060]    In case that the request of the client instance  14  is valid, the server instance  12  is further configured to analyze the type of the received request and proceed to the corresponding action. 
         [0061]    In accordance to the embodiments of the present invention, the corresponding action may be divided into three different processes. 
         [0062]    The first process “GetSchedule” builds a generic advertisement schedule based on available multimedia package and relative weighting. The first process “Getshedule” receives the client instance  14  ID, pulls the profile of the mobile device user from the database and filters promotional content based on the interface elements that the mobile user has selected, such as an incoming call, a ringtone, an outgoing call image, message background, main background or any other interface element. The first process “GetShedule” then returns a custom advertising schedule for the specific client instance  14 . 
         [0063]    The second process “GetAsset” receives a certain asset comprising of multimedia package with an ID and verifies whether the asset has the necessary identifier and whether it exists in the asset database and if the asset exists, it may be then retrieved from the database and served to the client instance  14 . 
         [0064]    The third process “Statistics” receives a digitally signed statistics package from the client instance  14  and validates the digital signature of the statistics package. In case that the statistics package is valid and within the range of expected results, the statistics are imported into the database and confirmation message is returned to the client instance  14  to indicate that the request has been processed successfully. The “Statistics” indicate the amount of the mobile device user actions. 
         [0065]    Reference is now made to  FIG. 7 , which is a simplified flow chart illustration of the client instance operation of the mobile wireless communication system of  FIG. 1 . 
         [0066]    It is seen on  FIG. 7  what is the result that can be triggered by an action of the mobile device user. The action of the mobile device user may be comprised of using any interface element of the mobile device, such as for example tapping on a visual promotional content, which can result in TagIT or MapIT response, while TagIT will result in the mobile device user receiving an email with promotional content and MapIT will result in showing a map with a physical address of the relevant branding partner. 
         [0067]    In accordance with the embodiments of the present invention, in case that the mobile device user activates a wall paper interface element, business rule will be verified with the server instance  12  and in case that a suitable multimedia package based on mobile device user profile or schedule is found in the database, a map with a geographical location of the branding partner will be shown and provide a MapIT response. In case that no suitable multimedia package is found in the server instance  14  database, TagIT response will be provided and the mobile device user will receive an email with a promotional content from the server instance  12 . 
         [0068]    Similarly, in case that the mobile device user activates an MMS interface element, business rule will be verified with the server instance  12  and in case that a suitable multimedia package based on mobile device user profile or schedule is found in the database, a map with a geographical location of the branding partner will be shown and provide a MapIT response. In case that no suitable multimedia package is found in the server instance  14  database, TagIT response will be provided and the mobile device user will receive an email with a promotional content from the server instance  12 . 
         [0069]    Additionally, in case that the mobile device user activates an incoming call ringtone or outgoing call image interface elements, business rule will be verified with the server instance  12  and in case that a suitable multimedia package based on mobile device user profile or schedule is found in the database, a map with a geographical location of the branding partner will be shown and provide a MapIT response. In case that no suitable multimedia package is found in the server instance  14  database, TagIT response will be provided and the mobile device user will receive an email with a promotional content from the server instance  12 . 
         [0070]    It is appreciated that any other interface element of the mobile device can be activated in a similar manner. 
         [0071]    Reference is now made to  FIG. 8 , which is a simplified flow chart illustration of the communication process of the mobile wireless communication system of  FIG. 1 . 
         [0072]    It can be seen in  FIG. 8  that once the client instance  14 , preferably a mobile device, is turned on a signal is provided to the sync manager that is preferably located on the mobile device and is configured to decide whether the mobile device is ready to download the list of assets from the server instance  12  and synchronize the assets with its local asset cache. The local asset cache of the mobile device is preferably comprised of a folder that stores or local assets of the mobile device, such as GPS location, statistics and user profile. The list of assets on the server instance  12  is preferably comprised of the downloaded assets from the branding partners and business rules, which will be described more precisely further. 
         [0073]    The asset manager is preferably located on the server instance  12  and is configured to manage the communication between the client instance  14  and the server instance  12  and provide a process that dictates which asset should be used or what interface elements should be altered on the mobile device in accordance to a business rule. 
         [0074]    The business rule may be based on several criteria, such as verifying the schedule created for the specific mobile device user, the profile of the business device user and the ID of the client instance  14 . In case that the business rule has been met, then the assets can be published to the mobile device and one or several of the interface elements of the mobile device, such as a wallpaper, MMS, ringtone or any other interface element of the mobile device may be altered without any action taken by the mobile device user. 
         [0075]    Reference is now made to  FIG. 9 , which is a simplified flow chart illustration of the business model in accordance with a preferred embodiment of the invention. 
         [0076]      FIG. 9  provides a schematic structure of the business model used in accordance to the embodiments of the proposed mobile wireless communication system. Both branding partner side and a mobile device user side are shown in  FIG. 9  and the interrelation between them and the owner of the mobile wireless communication system. 
         [0077]    It can be seen that the branding partner chooses the technology of the mobile wireless communication system owner in order to be able to market its goods or services through the server instance  12  and the client instance  14 . 
         [0078]    It can also be seen that the mobile device user chooses the technology of the mobile wireless communication system owner and further selects some of the interface elements for sponsorship. Once the mobile device user chooses the technology, a dedicated operating system may be installed on the mobile device. 
         [0079]    The server instance  12  intermediates between the mobile device user and the branding partner and contains both the multimedia packages with promotional data of the branding partners and the statistics data that indicate the amount of actions taken by the mobile device user. 
         [0080]    It is appreciated that if the business rule was met and the mobile device user received either MapIT or TagIT response from the server instance  12 , he receives a reward for using the technology. The mobile wireless communication system owner may be paid by the branding partner based on the statistics data on the server instance  12 , which indicates the amount of actions taken by the mobile device user. 
         [0081]    It will be appreciated by persons skilled in the art that the present invention is not limited by what has been particularly shown and described hereinabove. Rather the scope of the present invention includes both combinations and sub combinations of various features described hereinabove as well as variations and modifications thereof which are not in the prior art.