Patent Publication Number: US-2012042044-A1

Title: System and Method for Mobile Digital Media Content Delivery and Services Marketing

Description:
RELATED APPLICATIONS 
     This application is a continuation of U.S. patent application Ser. No. 11/602,290, filed Nov. 21, 2006, entitled System and Method for Mobile Digital Media Content Delivery and Services Marketing, which claims the benefit of U.S. Provisional Application Nos. 60/738,969, filed Nov. 23, 2005; 60/757,895, filed Jan. 11, 2006; 60/761,372, filed Jan. 24, 2006; and 60/789,900, filed Apr. 7, 2006, the entire disclosures of which are incorporated herein by reference. 
    
    
     FIELD OF THE INVENTION 
     The present invention is directed to mobile communication devices and services, and more particularly to delivering context based multiple concurrent applications or services to a mobile communication device. 
     BACKGROUND OF THE INVENTION 
     Mobile communication devices, e.g. cellular phones, are becoming more data centric and less voice centric and the modern mobile lifestyle is changing rapidly. Indeed, in many countries, the mobile phone is the “primary screen” in the household instead of a laptop or desktop computer. 
     Nevertheless, today&#39;s mobile communication services are not capable of providing multiple concurrent applications to a mobile communication device. In addition, the context of a mobile device user&#39;s activity is known by network entities and this contextual knowledge can be used to improve the mobile device user&#39;s experience and also provide a means to deliver advertising content to the mobile device user. 
     SUMMARY OF THE INVENTION 
     Briefly, techniques are provided for delivering content to mobile communication devices. In one embodiment, a communication session involving a mobile communication device is detected. One or more context parameters associated with the communication session are determined. Then, based on the context parameters, content is retrieved or generated for delivery to the communication device while the communication session is ongoing. The communication session may be a voice call, mobile gaming application, website browsing application, instant messaging session, etc. The context parameters that are determined for the communication session depend on the type of communication session. For example, if the communication session is a voice call, the context parameters may include one or more of: calling number associated with the voice call, time of day of the voice call, and a called number associated with a voice call. The context parameters are useful to search for relevant content that can be presented to a mobile communication device user. The relevant content may be determined from user preferences (based on past user activity or user specified preferences), a search for relevant content using one or more search engines services, services that the mobile communication device user has subscribed to. 
     The manner or mode in which the relevant content is presented to the mobile communication device user may vary. For example, the relevant content may be displayed in a manner based on the wireless services the mobile communication device user has subscribed to, displayed based on location of the mobile communication device and its proximity to other mobile communication device users that have matching personal profile information in a social community service provided by a service provider, or displayed based on a mobile communication device user&#39;s query for certain information and associated search results. 
     Thus, according to another embodiment, the context parameters of the communication session are used to automatically generate one or more search terms. The search terms are then supplied to a search engine that executes a search based on the search terms. Content retrieved as a result of the search is presented to the mobile communication device. 
     According to still another embodiment, a communication technique is provided that involves storing data comprising personal profile information for each of a plurality of mobile communication device users and enabling communication between two or more users when they are determined to be in close proximity and their personal profile information indicates potential compatibility. Locations of mobile communication devices participating in the communication service are monitored. When two or more mobile communication devices are determined to be in close proximity, the personal profile information for the corresponding two or more mobile communication device users is compared. An alert is transmitted to one of the two or more communication devices when it is determined that the corresponding personal profile information indicates potential compatibility of the two or more associated mobile communication device users. The alert may indicate to a user of one of the mobile communication devices about the proximity of another potentially compatible mobile communication device user. 
     Objects and advantages of the techniques described herein will become more readily apparent when reference is made to the following description taken in conjunction with the accompanying drawings. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a high level block diagram showing a mobile communication system that is enhanced according to the techniques of the invention described herein to deliver concurrent applications to mobile communication devices. 
         FIG. 2  is a high level data flow diagram showing a concurrency application server that communications with a library component in a mobile device according to the present invention. 
         FIG. 3  is a block diagram of a mobile communication useful in accordance with the embodiments of the present invention. 
         FIG. 4  is a block diagram of the software architecture of the concurrency application system according to the present invention. 
         FIG. 5  is a diagram illustrating data flow for a context-based media content delivery method according to one embodiment of the present invention. 
         FIGS. 6-9  are diagrams illustrating data flow for exemplary applications for the context-based media content delivery method according embodiments of the present invention. 
         FIG. 10  is a flow chart for a method for delivering targeted content to a mobile communication device according to another embodiment of the invention. 
         FIG. 11  is a flow diagram depicting an automated content search method according to still another embodiment of the present invention. 
         FIG. 12  is a flow chart for the automated content search method shown in  FIG. 11 , according to an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION 
     Referring first to  FIGS. 1 and 2 , the system and method for delivering digital content to mobile devices will be described. The mobile communication devices are shown at reference numeral  10 ( 1 ) to  10 (N) and may be cellular phone or other wireless communication devices that have sufficient display and user interface capability beyond simple telephony functions. Such devices are currently available and they have capabilities including mobile web browsing, mobile instant messaging and related capabilities. However, there is no capability heretofore known for providing concurrent applications to the mobile communication device so that the user can be placing or having a voice call and concurrently receiving other content or engaging in another communication related activity that is displayed on the display screen of the mobile device, or vice versa. 
     As is known in the art, mobile communication devices  10 ( 1 )- 10 (N) achieve a wireless radio communication link via a radio network  20  to base station control centers (BSCs)  30  and the BSCs  30  are in turn connected to a mobile switching center (MSC)  40  that is part of a voice network  50 . Also in the voice network  50  is a home location register (HLR)  60  and a multimedia messaging service center/short message service center (MMSC/SMSC)  70  and a voicemail server  80 . The MMSC/SMSC  70  handles processing of data messages to/from a mobile communication device. The radio network  20  is also connected to a data or packet network  90  by a GSM gateway serving node (GGSN)/packet data serving node (PDSN)  85 . The data network  90  may include content servers  100 ( 1 ),  100 ( 2 ) and  100 ( 3 ) that are accessible via the WWW for digital content. 
     According to the present invention, a mobile content system is provided that comprises a concurrency application server (CAS)  200  and a small client library  300  also called a concurrency application plug-in that resides in the mobile devices  10 ( 1 ) to  10 (N). The CAS  200  interfaces with equipment in the voice network  50  and equipment in the data network  90 , e.g., the Internet. A mobile device  10 (i) equipped with the concurrency application plug-in is said to be a concurrency-enabled mobile device. Thus, any currently available or hereinafter developed mobile device having the aforementioned user interface capabilities may be made concurrency-enabled by installing the client library  300  or otherwise configured with the functionality of the client library  300  as described herein. For example, the client library functionality may made part of the operating system of a mobile device. 
     The CAS  200  comprises an interface function (described hereinafter) that detects incoming calls or communication sessions that may be originate from an MSC or MMSC/SMSC. Depending on which concurrent applications the mobile device user has subscribed, the CAS  200  activates a mobile application. The CAS  200  comprises a plurality of mobile applications  210 ( 1 ) to  210 (N) that can be running concurrently in cooperation with a client library  300  on any number of mobile devices  10 . Examples of mobile applications include a voice calling application  210 ( 1 ), voice mail application  210 ( 2 ), chatting application  210 ( 3 ) and autobrowsing application  210 ( 4 ). Additional mobile applications are described hereinafter. The mobile applications  210 ( 1 ) to  210 (N) may interface with third party applications  110 ( 1 ) to  110 (N) which may include, for example, a mobile radio application  110 ( 1 ) and a live news application  110 (N), as well as a mobile gaming application  120 ( 1 ). The CAS  200  comprises concurrent application plug-ins  215 ( 1 ) to  215 (M) to enable interaction between the CAS applications and the third party applications. 
     A concurrent mobile application may be initiated by the CAS  200  as explained above or by the mobile device as well. For example, the client library  300  on the mobile device may activate a mobile application based on an incoming call or certain incoming message notifications. Thus, the mobile device or the CAS  200  may detect the need for concurrency and activate a mobile application concurrent with an already activated mobile application. 
     The functions of the CAS  200 , such as the content delivery functions described herein, may be embodied by one or more computer program instructions that, when executed by computer processor, cause the computer processor to perform the functions that are described herein. 
       FIG. 3  illustrates a block diagram of a mobile device  10  according to one embodiment. The mobile device  10  comprises a radio transmitter  11 , a radio receiver  12 , a modem (baseband signal processor)  13 , microprocessor  14 , memory  15  and a variety of user interface components such as a display  16 , speaker  17 , microphone  18  and user interface buttons  19 . The functions of many of the components are well known in the art and are therefore not described in detail herein. The client library  300  is installed in the memory  15 . In addition to the client library  300 , the memory  15  stores other software programs that are executed by the microprocessor  14  to provide the various mobile device functions to the user and coordinate cooperation with the CAS  200 . The mobile device  10  need have only one instance each of a radio transmitter  11  and a radio receiver  12  to provide for multiple concurrent mobile applications to the device user. No modification to the hardware of a mobile device is necessary to achieve the concurrent mobile application functionality described herein. Moreover, no modification of the over-the-air communication protocol (between a mobile device and the radio network  20 ) is necessary to provide the concurrent application functionality described herein. 
       FIG. 4  illustrates an example of a software architecture for the concurrency application system functionality. As mentioned above, at the client layer there is a client library (concurrency application plug-in enabler)  300  that resides in the mobile device  10  that can activate an application while others are already active on the mobile device  10  and can switch an active application between the foregoing and background, either in response to a user control or automatically. 
     At an intermediate abstraction layer there is a SS7/IN interface function  220  and a client interface function  230 . The SS7/IN interface function  220  detects call context information from a mobile device call. Call context parameter information includes, but is not limited to, information such as the mobile device ID, telephone number of the mobile device, the number called by the mobile device, etc., obtained from the MSC and location of the mobile device or other information obtained from or via the GGSN/PDSN  85 . In addition, the client interface function  230  receives any special data from the mobile device  10  and delivers concurrency application information or content to the mobile device  10  in the appropriate format depending on the capabilities of the mobile device. There is also a concurrent behavior logic function  240  that maintains a profile data file for each mobile device  10  as to the types of concurrent applications to be provided to a mobile device and parameters associated with the concurrent application, which applications are active or available on a particular mobile device, etc. Next, there are a context triggers function  250  and a smart content agents function  260 . The context trigger function  250  determines what type of concurrent applications should be invoked for a mobile device based on the context of the current activity of the mobile device (type of call made, time of day of the call, location of the mobile device when a call is made, calling number of the call, duration of the call in progress, etc.). Other context triggers may be location based, such as the absolute location of a mobile device user as well as the proximity of one mobile device user to another mobile device user. The location information can be absolute GPS-based or relative RFID-based, technologies for which are known in the art and used or will be used in mobile communication networks and services. The smart content agents function  260  activates one or more concurrent applications to retrieve certain content relevant to the context of a mobile device call, under control of the context trigger function  250 . 
     The appropriate one or more CAS applications (CAS App-1 to CAS App-n)  210 ( 1 ) to  210 (N) are called upon by the context trigger and smart content agents functions  250  and  260 . In addition, there is a plug-in application abstraction function  270  that interfaces the concurrent behavior logic function  240  with one or more concurrency application plug-ins  215 ( 1 ) to  215 (M). 
       FIG. 5  illustrates data flow for a call context based content delivery application according to one embodiment of the invention. As indicated at  400 , the mobile device user places a call that is processed by the MSC and the CAS  200  obtains call context information for the call from the MSC (e.g., called number, calling number, time of day of call, etc.). These context information triggers are obtained via the IN interface of the CAS  200 . If location is to be a context trigger as well, the location of the mobile device at the time the call is made is obtained at  410  via the interface of the CAS to the data network via the GGSN/PDSN  85 . The CAS  200  uses the call context triggers to retrieve content from various content servers (in the data network) at  420 . At  430 , the CAS then delivers the retrieved content to the mobile device that made the call, or to another mobile device (the destination of the call or some other mobile device) via either the MSC and through the radio network or via the GGSN/PDSN  85  and through the radio network. The data flow diagram shown in  FIG. 5  is applicable to any call context where content may be delivered to the mobile device user based on the context of the call. The call context is used to automatically retrieve useful content (via the WWW for example) and push it to the mobile device user. In the case where the content pushed to the user involves a WWW site of an advertiser or other third party, the CAS  200  also allows the user to browse the site while engaged in the voice call. 
     It should be understood that the context-based content delivery methods according to embodiments of the present invention are generally applicable to any type of communication session context, not just voice calls. Thus, the term “communication session” is introduced to refer to any type of communication activity that a mobile communication device is capable of. As such, context parameters associated with a communication session of a mobile communication device may further include, but are not limited to, type of mobile gaming application being engaged in or played by mobile communication device user, type of media (audio or video) being streamed to the mobile communication device, type of web site being browsed by the mobile communication device, etc. 
     Moreover, the content that is delivered to a mobile communication device based on the context parameters of the communication session may include, but is not limited to: text, video, audio, gaming functions, web site content (such as from one or more advertisers), web site links that can be selected by a mobile communication device user, etc. Thus, the term “content” as used herein may include text, video, audio, digital images, website links, website content, electronic coupons, etc. 
     There are numerous examples of context based content retrieval and delivery, some of which are described below in conjunction with  FIGS. 6-9 . 
     The scenario of  FIG. 6  involves a mobile device user placing a call to a particular commercial entity or business, e.g., a restaurant. The CAS  200  determines the context of the call, i.e., determines that the called phone number is the phone number of a particular restaurant called “Famous Steakhouse” in this example. The CAS  200  presents to the mobile device user choices for one or more additional pieces of information related to that commercial entity (based on the call context information), including, but not limited to: driving directions from the current location of the mobile device user as well as traffic related information, parking availability, a listing of goods or services offered for sale by that entity (e.g., a menu), restaurant reviews, other similar commercial entities (restaurants) in the same general location, on-line reservation services to make a reservation at the restaurant, etc.  FIG. 6  shows the content servers  100 ( 1 ),  100 ( 2 ) and  100 ( 3 ), any one or more of which may be called upon by the CAS to provide the content to the mobile device that placed the call. The CAS  200  may keep track of the context (location, time of day calls are made, etc.) of the mobile device user and pre-fetch information for a mobile device user to have it ready to deliver depending on when or where the user is currently active, calls a certain number or requests the information. Thus, the CAS  200  may store data representing communication behavior of a mobile communication user of over a period of time and retrieve content based on the communication behavior to have ready in advance for delivery to the mobile communication device depending on activity associated with the mobile communication device. 
       FIG. 7  illustrates an example of a “personals” or “dating” mobile application. In this scenario, mobile device users may subscribe to a real-time mobile “personals” service or social community service, whereby they provide personal profile data to the CAS  200 . The CAS maintains this data in a member profile database (DB)  110  and determines when mobile device users with similar or “matching” profiles are in proximity to each other, such as at a restaurant, book store, etc., using the location information already made available by the data network infrastructure. The CAS  200  can then transmit an alert the mobile device users (instant test message, unique icon, audio clip, video clip, etc.) to advise the mobile device users about the proximity of each other and/or push content relevant to the context of personals/dating, such as restaurants in the proximity to the mobile device users, prompts for a mobile device user to make reservations at one of the nearby restaurants via an on-line reservation service managed by content server  100 ( 4 ), such as OpenTable™, listings of movies playing at nearby theatres, acts at nearby music clubs, etc. In addition, the CAS  200  may also push personal content to the mobile device users, such as physical descriptions, digital photographic images, etc. to enable each mobile device user to consider whether to walk up and meet the other mobile device user. The CAS  200  may make establish a communication session between the mobile device users to enable them to have an instant messaging session, a voice call, etc., if each mobile device user wishes to do so. Furthermore, the CAS  200  may enable such communication session to occur with or without revealing the identity of each user to the other user. The CAS may also retrieve from a criminal records database server  115 , if available, background data (e.g., criminal background or other available background information) of a nearby mobile device user that has matching profile data, to push that data to the other mobile device user so that he/she can decide whether they actually want to meet or go on a date with the other mobile device user. 
     Thus, to summarize the embodiment shown in  FIG. 7 , A method for establishing communication between at least two mobile communication device users, comprising: storing data comprising personal profile information of each of a plurality of mobile communication device users; monitoring locations of the mobile communication devices; when two or more mobile communication devices are determined to be in close proximity, comparing the personal profile information for the two or more mobile communication device users; transmitting an alert to one of the two or more mobile communication devices when it is determined that the personal profile information indicates potential compatibility of the two or more associated mobile communication device users, wherein the alert indicates to a user of said one mobile communication device about the proximity of a potentially compatible mobile communication device user. 
       FIG. 8  illustrates an example of a use of a mobile application in the health care context. The CAS  200  connects to a patient records database server  100 ( 5 ), a prescription (Rx) lookup server  100 ( 6 ) and an Rx gateway  100 ( 7 ). In this example, a patient may call a doctor&#39;s paging service. When the doctor returns the call (using his mobile device), the calling number is used to automatically retrieve and push content relevant to the patient who the doctor is calling back, such as electronic health records, lag reports, etc., of the patient. Based on the discussion with the patient, the doctor may research one or more drugs by way of the prescription lookup server  100 ( 6 ) and the doctor may submit a prescription to the appropriate pharmacy by way of the Rx gateway  100 ( 7 ). Thus, the doctor can consult with the patient, review a patient&#39;s medical records, search potentially useful medications, and prescribe medications for the patient with a direct link to an on-line prescription service of the pharmacy (mail order or local) of the patient&#39;s choice via the Rx gateway  100 ( 7 ). 
       FIG. 8  is representative of a more general application whereby content is retrieved that is related to one or more persons associated with a telephone number of landline (or mobile device) that placed a call to a user of a mobile communication device. The mobile communication device user can uses that content for analysis, e.g., diagnosing an illness of a patient who called the doctor (the mobile communication device user). The CAS  200  may also establish communication between the mobile communication device and a commercial entity (e.g., a pharmacy) to enable the user of the mobile communication device (e.g., the doctor) to place an order for goods or services (e.g., a prescription) for the one or more persons (associated with the calling telephone number) with a computing facility (on-line prescription service) or other pharmacy computing facility. 
       FIG. 9  illustrates an example of a call being made to a sales or support person whereby information about the calling party (e.g., the customer) is retrieved using the calling number to trigger retrieval of information for delivery to the mobile device of the called party, i.e., the sales or support person. The information retrieved by the CAS  200  may be from a third party sales server  100 ( 8 ) (such as salesforce.com) or from other dedicated internal servers, such as a Microsoft Outlook™ exchange server  100 ( 9 ) Alternatively, in the opposite direction, the sales person may use his/her mobile device to call a customer and the CAS  200  uses the called number to retrieve customer profile information that is delivered to the sales person&#39;s mobile device. Thus, according to the embodiment of  FIG. 9 , the CAS retrieves content related to one or more persons (e.g., a prospective or existing customer) associated with a telephone number of a device that placed a call to a user of the mobile communication device (e.g., a salesperson). 
     With reference to  FIG. 10 , in accordance with another embodiment of the invention, there is a further capability provided to insert targeted multimedia content for presentation to a mobile device user in the context of the existing session. The targeted multimedia content includes personalized or tailored targeted advertisements, relevant information (not necessarily of an advertisement nature), video, music, etc. The session in this context may refer to a voice call session, data or “web” session, mobile device “television” session or gaming session. 
     As shown in  FIG. 10 , at  500 , the CAS detects the initiation of a session by a mobile device user. Again, the session may be a voice call, data or web session, mobile gaming session, etc. Next, at  510  the CAS retrieves targeted multimedia content for the mobile device user based on various criteria including: session information or call context (calling number, called number, mobile television channel being streamed, mobile game being played, geographic location of the mobile device, demographic information of the mobile device user, usage patterns across mobile device users, etc.). The CAS at  520  delivers the targeted multimedia content to the mobile device user. At  530 , the mobile device user may then, upon his/her desire, execute a save or catalog function that stores the targeted content on the mobile device itself or at a server facility associated with or connected to the CAS on behalf of the mobile device user for later review or use. Regardless of where the targeted multimedia content is stored or cataloged, the stored information is readily available to the end user for access at a later point in time. The stored content may be time-sensitive in that it may have relevance to a mobile device user only for a certain time period. For example, the targeted content may be specific sale offers or electronic coupons from advertisers, etc., that must be invoked within a particular period of time. The CAS may manage the cataloged targeted content information to automatically delete stored content, such as expired electronic coupons, send communications containing a reminder about the time-sensitive nature of certain stored content to the mobile device users, etc. 
     At  540 , the CAS may analyze the user&#39;s cataloging activity of targeted multimedia content to determine usage patterns for the content inserts, ultimately to determine the effectiveness of certain delivered content for generating of retrieving content for future use. For example, the CAS may analyze the cataloging activity to determine: (a) effectiveness of certain targeted content inserts, i.e., the so-called “take rate” in the wireless user community; (b) calling patterns (called numbers that are more effective for content inserts); (c) mobile gaming applications that yield more effectively content inserts; (d) mobile video usage applications that yield more effective content inserts, etc. Thus, the next time a mobile device user (the same mobile device user or a different one) initiates a communication session, the CAS may use the results of such analysis to retrieve more appropriate or successful targeted multimedia content for delivery to the mobile device user. 
       FIG. 11  illustrates data flow for an automated search mobile application according to another embodiment of the invention.  FIG. 12  illustrates a flow chart for the corresponding steps that occur in the automated search mobile application. One purpose of the automated search mobile application is to provide the capability for the CAS to automatically determine or derive one or more search terms based on the context of a call session and to invoke a search using a dedicated search engine server, or any one or more of a plurality of third party search engine servers, such as those provided by Google™ or Yahoo® to retrieve relevant content and present it to the mobile device user during the call session. The search terms may be a phrase of one or more words or may be one or more “key words” that are derived from the call context. The search terms may be derived or generated from a determination of the type or nature of a commercial or business entity (or the specific commercial entity) that is associated with a telephone number called by a mobile communication device user during a communication session. 
     As indicated at the top of  FIG. 11 , the automated search function may be initiated by the CAS  200  when detecting a call session from a mobile device. For example, a mobile device user may establish a preference with the CAS that each time a call is placed to a commercial or business phone number, the CAS should automatically invoke the key word search function. Alternatively, the automated key word search function may be invoked by the mobile device user upon placing the call, such as by the user designating invocation of the function (through a suitable user interface button or control on the mobile device handset) when placing the call. 
     At  600 , a mobile device user places a call that is processed by the MSC  40 . The CAS detects initiation of the call session via the MSC and determines the call context session information for the call (e.g., called number, calling number, time of day of call, etc.). These context information triggers are obtained via the IN interface of the CAS. If location is to be a context trigger as well, the location of the mobile device at the time the call is made may also be obtained. Other call context information may include demographic information about the mobile device user (obtained upon account set-up for the mobile device user), time of day of the call, usage patterns across subscribers, and previous communication sessions for that mobile communication device such as previously accessed multimedia content by the mobile device user. 
     Next, at  620 , the CAS  200  analyzes the call context session information to determine or derive one or more (or multiple candidate sets of) key word search terms to be used in a search performed by a search engine. For example, the CAS  200  may examine the called number and determine that it is a particular type of business, e.g., a sporting goods store. The CAS  200  may generate search terms such as “sport goods”, “sporting goods”, “retail sports”, “discount sports”. Alternatively, the CAS  200  may learn user preferences from prior user activity or directly from user specified preferences the type of content that is relevant to a particular mobile communication device user. For example, the CAS  200  may learn based on prior calls placed by the mobile device user that the mobile device user is an avid tennis player. In this case, the CAS  200  may generate search terms such as “tennis shop”, “discount tennis equipment”, etc. 
     The search engine functionality may be provided by a dedicated search engine server  290  associated with the CAS  200  or by any one or more of a plurality of third party search engines  100 ( 10 ) to  100 (K) as shown in  FIG. 11 . The mobile device user may establish with the CAS  200  a preference for which of the one or more search engine options should be used when performing this automated key word search process. Alternatively, the preferences for which one or more search engines are used may be based on a combination of commercial relationships between the CAS and the third party search engine providers, and the mobile device user&#39;s preferences. In addition, the mobile device user may establish a preference for filtering or prioritizing the content retrieved by the search engine so as to limit or control the content that is ultimately delivered to the mobile device. For example, the mobile device user may choose to receive only content that has the closest relation in terms of current geographical location to the mobile device user. 
     Next, at  630 , the CAS uses the key word search terms and supplies in a suitable search query to the key word search term page of one or more search engines  100 ( 10 ) to  100 (K) or to its dedicated search engine server  290 . The dedicated search engine server  290  or the one or more search engine servers  100 ( 10 ) to  100 (K) generate search result content and at  640 , the CAS  200  captures the search result content from the search(es) that is/are performed and at  650  the CAS  200  transmits some or all of the search results to the mobile device. If the mobile device user has specified criteria for filtering or prioritizing the retrieved search result content, the CAS  200  will filter or prioritize that content, and then present the filtered content to the mobile device user, still during the call session initiated by the mobile device user. 
     Thus, there are several embodiments of delivering content to a mobile communication device. According to one embodiment, a method for delivery content to a mobile communication device is provided, comprising detecting a communication session involving a mobile communication device; determining one or more context parameters associated with the communication session; and delivering content related to the context parameters to the mobile communication device while the communication session is ongoing. 
     Similarly, a system is provided for delivering content to a mobile communication device, comprising: at least one mobile communication device; and a computing device that interfaces with a mobile communication service provider facility with respect to communication sessions engaged by the at least one mobile communication device, wherein the computing device determines context parameters associated with a communication session involving the mobile communication device and delivers content related to the context parameters to the mobile communication device while the communication session is ongoing. 
     Further still, the functions of the CAS  200  described may be implemented by one or more computers (server computers, desktop computers, etc.) that execute a computer program comprised of instructions stored on a computer readable medium. Accordingly, a computer readable medium storing instructions, that when executed by a computing device, cause the computing device to perform functions for delivering content to a mobile communication device, comprising: detecting a communication session involving a mobile communication device; determining context parameters associated with the communication session; and delivering content related to the context parameters to the mobile communication device while the communication session is ongoing. 
     According to another embodiment of the invention, a method is provide for establishing communication between at least two mobile communication device users, comprising: storing data comprising personal profile information of each of a plurality of mobile communication device users; monitoring locations of the mobile communication devices; when two or more mobile communication devices are determined to be in close proximity, comparing the personal profile information for the two or more mobile communication device users; and transmitting an alert to one of the two or more mobile communication devices when it is determined that the personal profile information indicates potential compatibility of the two or more associated mobile communication device users, wherein the alert indicates to a user of said one mobile communication device about the proximity of a potentially compatible mobile communication device user. 
     According to still a further embodiment, a method is provided for providing multiple concurrent application services to a mobile communication device, comprising: receiving a call from a mobile communication at a mobile communication service provider facility; determining a context of the call made by the mobile communication device, the context including one or more of: time of the call, called number, calling number, identifier of the mobile communication device, and location of the mobile communication device when the call is made; retrieving data pertaining to the context of the call; and transmitting the data to the mobile communication device while the mobile device user is engaged in the call. 
     Further still, according to another embodiment, a method is provided for delivering content to a mobile communication device, comprising: determining one or more search terms based on a context of a call placed by a mobile communication device; executing a search for content based on the search terms; and presenting content resulting from the search to the mobile device. 
     The device and methods described herein may be embodied in other specific forms without departing from the spirit or essential characteristics thereof. The foregoing embodiments are therefore to be considered in all respects illustrative and not meant to be limiting.