Patent Publication Number: US-8539101-B2

Title: Systems, methods, and computer programs for detecting carrier-controlled requests for a web site

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a continuation-in-part patent application of U.S. patent application Ser. No. 12/189,844 filed on Aug. 12, 2008 now U.S. Pat. No. 8,028,089 and entitled “On-Deck Detection for a Web Site,” which is hereby incorporated by reference in its entirety. 
    
    
     BACKGROUND 
     The convergence of computing and communications technologies is making it possible for mobile communication devices to access information nearly anywhere and anytime. The technologies supporting wide area wireless networking and mobile telephony, for example, are in the process of merging to provide an infrastructure that offers nearly ubiquitous on-line access. These technologies enable mobile communication devices (e.g., mobile phones, personal digital assistants, notebook computers, laptops, etc.) to access applications or any form of digital content on the Internet via a mobile communication network. 
     A typical mobile communication device interfaces with a carrier network that provides mobile data communications, in addition to traditional voice services. For data communications, the carrier network may include a carrier server that provides an interface to sources on the Internet (e.g., web servers). The web servers may provide any combination of content and/or functionality via suitable protocols for mobile communication. 
     There are a number of user interface mechanisms and methods for enabling a user of the mobile communication device to access the content and/or functionality on a web server. For example, many mobile communication devices include a browser that enables the user to enter a target address (e.g., a uniform resource locator (URL) or other address scheme supported by the underlying protocols) identifying where the content is located on the Internet. For some types of mobile communication devices and for some users, this may be problematic due to the limited size of the supporting display and the limitations of the user input mechanisms (e.g., soft keys, hard keys, voice commands, gestures, etc.). Within the browser, there are other typical ways to access the content. Web pages may be accessed via search engine results or as links embedded within other software on the mobile communication device. Users may also bookmark web pages for easy access at a later time without having to retype the target address. 
     It has become increasingly common for the mobile carriers supporting the carrier network to provide the mobile communication devices to users with a pre-configured menu for accessing certain resources on the Internet. The pre-configured menu installed on devices provided by the mobile carrier is referred to as an “on-deck” menu or a “carrier deck”. A typical on-deck menu includes links to on-line resources that may be desirable to the carrier&#39;s subscribers, such as common content providers, web portals, social networking sites, or other sites offering desirable information or functionality. Mobile carriers leverage these on-deck menus by offering this “space” to content providers. The mobile carrier and the content provider typically enter into a mutually-beneficial arrangement whereby the content provider is placed on the carrier deck and the mobile carrier receives some return benefit (e.g., direct compensation, a share of advertising revenues from the web site, etc.). Because the mobile carrier can present the on-deck menu to subscribers in a user-friendly, convenient, and conspicuous manner, on-deck menus are viewed by content providers as a potentially desirable and cost-effective means for driving users to their web sites. 
     Within this framework, two general business models have emerged for content providers: the on-deck model and the off-deck model. These business models refer to the ways in which content providers choose to direct users to their web sites. As mentioned above, in the on-deck model, users are directed to web sites from the carrier deck. In the on-deck business model, the content providers must secure a deal with the mobile carriers. While this model offers immediate access to the carrier&#39;s subscriber base, it often comes at the cost of sharing advertising revenue with the carrier. The content provider may generate revenue by selling advertising space on the web site. Advertising on web sites may be purchased based on certain types of user activities (e.g., click-throughs, sales, etc.) or merely based on user impressions. Whichever model is employed, for a web site to properly account for on-deck advertising revenues, it is desirable for the content provider to detect and differentiate between users visiting the web site from the carrier deck and users visiting the web site via some other method. 
     Thus, there is a need in the industry for improved systems, methods, and computer software for detecting and/or managing on-deck and off-deck users for a web site. 
     SUMMARY 
     Various embodiments of systems, methods, and computer programs are disclosed for providing a web site to a mobile communication device. One embodiment is a method comprising: a carrier controlling a presentation of a user interface on a mobile communication device for enabling a user to access a web site of an associated content provider; a server receiving a first request for the web site from the mobile communication device; the server determining that the first request originated from the carrier-controlled user interface; in response to the server determining that the first request originated from the carrier-controlled user interface, the server presenting the web site to the mobile communication device in a first browsing session consistent with terms of a relationship between the carrier and the associated content provider; after the first browsing session, the server receiving a second request for the web site from the mobile communication device; the server determining that the second request originated from a source other than the carrier-controlled user interface on the mobile communication device; and in response to the server determining that the second request originated from the source other than the carrier-controlled user interface, the server presenting the web site to the mobile communication device in a second browsing session without regard to the terms of the relationship between the carrier and the associated content provider. 
     Another embodiment is a system for providing a web site to mobile communication devices. The system comprises a mobile communication device and a server. The mobile communication device is configured to communicate with the server via a communication network. The mobile communication device comprises a carrier-controlled user interface for accessing the web site. The server is configured to provide the web site to the mobile communication device and comprises an on-deck detection system and an on-deck/off-deck management system embodied in a memory and executed by a processor. The on-deck detection system and the on-deck/off-deck management system comprise logic configured to: receive a first request for the web site from the mobile communication device; determine that the first request originated from the carrier-controlled user interface on the mobile communication device; in response to determining that the first request originated from the carrier-controlled user interface, present the web site to the mobile communication device in a first browsing session with a first presentation scheme associated with a carrier; receive, after the first browsing session, a second request for the web site from the mobile communication device; determine that the second request originated from a source other than the carrier-controlled user interface on the mobile communication device; and in response to determining that the second request originated from the source other than the carrier-controlled user interface, present the web site to the mobile communication device in a second browsing session with a different presentation scheme. 
     Yet another embodiment is computer program embodied in a non-transitory computer-readable medium for managing on-deck and off-deck users of a web site. The computer program comprises: logic configured to receive, in a first browsing session, a first request for a web site from a mobile communication device; logic configured to determine that the first request originated from a carrier-controlled user interface on the mobile communication device; logic configured to, if the first request originated from the carrier-controlled user interface, present the web site as an on-deck browsing session; logic configured to receive, in a second browsing session occurring after the first browsing session, a second request for the web site from the mobile communication device, the second request initiated from a source other than the carrier-controlled user interface; and logic configured to enforce the second browsing session as an on-deck browsing session despite being initiated from the source other than the carrier-controlled user interface. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a flow chart illustrating one of a number of possible embodiments of a method for detecting on-deck users for a web site. 
         FIG. 2  is a block diagram illustrating one of a number of possible embodiments of system for detecting on-deck users for a web site. 
         FIG. 3  is a combined block/flow diagram illustrating the operation and/or functionality of the system of  FIG. 2 . 
         FIG. 4  is a flow chart illustrating an embodiment of a method for managing on-deck/off-deck users for a web site. 
         FIG. 5  is a flow chart illustrating the architecture, operation, and/or functionality of an exemplary embodiment of the on-deck detection system of  FIG. 2 . 
         FIG. 6  is a flow chart illustrating the architecture, operation, and/or functionality of another possible embodiment of the on-deck detection system of  FIG. 2 . 
         FIG. 7  is a screen shot of a mobile communication device illustrating an embodiment of a carrier-controlled user interface for requesting a web site. 
         FIG. 8  illustrates a screen shot of an embodiment of a carrier-controlled electronic app store for downloading applications, games, and other content. 
         FIG. 9  illustrates a screen shot of an embodiment of an “apps” user interface supported by the carrier-controlled electronic app store for enabling subscribers to browse and search third party applications. 
         FIG. 10  illustrates a screen shot of an embodiment of a download/install user interface of an exemplary third party application. 
         FIG. 11  illustrates a screen shot of an embodiment of a carrier-controlled applications menu for enabling subscribers to manage and launch third party applications. 
         FIG. 12  illustrates a screen shot of an embodiment of a user interface of an exemplary third party application, which displays in-app advertisements containing links for requesting a web site. 
     
    
    
     DETAILED DESCRIPTION 
     Various embodiments of systems, methods, and computer software for detecting on-deck and off-deck users of a web site are provided. The terms “on-deck” and “off-deck” are made with reference to a carrier deck on a mobile communication device. The term “on-deck” refers to a user or session that originated on or via a carrier deck, and the term “off-deck” refers to a user or transaction that did not originate on or via a carrier deck. A carrier deck comprises a menu or any other user interface mechanism presented on or with a mobile communication device that is controlled in whole or in part by the mobile carrier (referred to as a “carrier-controlled user interface”). In an embodiment, the carrier deck may comprise any selection of on-line resources provided by the mobile carrier on subscriber devices. The on-line resources may be provided by content providers, application providers, or other on-line entities affiliated with the mobile carrier. The on-line resources may comprise, for example, links or other mechanisms for accessing information, applications, services, or functionality via the Internet. The carrier deck may be located or presented on any suitable mobile communication device that is configured to communicate via the carrier&#39;s network and interface with the Internet via suitable protocols. 
     It should be appreciated that the mobile communication device may comprise a mobile phone, a smart phone, a personal digital assistant, a notebook or laptop, a tablet computer, or any other portable computing device or non-portable computing device that supports communication over a mobile carrier network and/or a wireless connection to the Internet. The particular supporting mobile and other communication protocols are not relevant to the particular embodiments described, and as such any communication protocol(s) may be used. It should be appreciated that the systems, methods, and computer software for detecting and/or managing on-deck and off-deck users may be implemented via any suitable carrier network and/or the Internet and any web site. Furthermore, the particular configuration of the carrier deck is not relevant. Rather, it should be appreciated that the carrier deck refers to any suitable user interface mechanism selected, directed, and/or controlled by a mobile carrier for placement or presentation on subscribers&#39; mobile communication devices. A carrier deck may be pre-installed on a mobile communication device provided by the mobile carrier or subsequently downloaded to the mobile communication device. 
       FIG. 1  illustrates an exemplary method  100  for detecting an on-deck user of a web site. At block  102 , a web site is provided having an associated primary URL and at least one secondary URL. The web site may support any suitable content and/or functionality. In one of a number of possible embodiments, the web site is specifically designed for access by mobile communication devices. The mobile web site may support, for example, any suitable protocols or standards for wireless communication, including, but not limited to, wireless application protocol (WAP), wireless markup language (WML), WAP datagram protocol (WDP), and XHTML. The primary URL may be used as a general point of access to the web site from any source other than a carrier deck. For example, the primary URL may be used for accessing the web site from a browser, within search engine results, and any other entry point other than on or from a carrier deck. The provider of the web site may advertise the primary URL. A secondary URL(s) may be reserved for assignment to a mobile carrier for use on their carrier deck. While the term URL is used (referring to a uniform resource locator used in connection with certain known web-based protocols), it should be appreciated that alternative addressing schemes may be implemented. The relevant aspect is that the web site associates an address or entry point to the web site for off-deck access and one or more secondary addresses or entry points for on-deck access. 
     At block  104 , the provider of the web site establishes an on-deck relationship with one or more mobile carriers. The on-deck relationship may take any suitable legal or business form that has the effect of the mobile carrier providing access to the web site on or from their carrier deck. The on-deck relationship may involve the provider of the web site providing any benefit to the mobile carrier, including, for example, providing direct compensation or sharing advertising revenues associated with the web site. At block  106 , the provider of the web site assigns a secondary URL or alternative URL to the mobile carrier with whom an on-deck deal was established. When configuring the carrier deck, the secondary URL is used for providing access to the web site. At block  108 , a user of a mobile communication device on the carrier network (or other connection to the web site, such as, for example, via a wireless access point) accesses the web site from the carrier deck. As mentioned above, this may involve interacting with any suitable carrier-controlled user interface mechanism. In one embodiment, the user may access a conspicuous menu on the mobile communication device and select a link associated with the secondary URL. The mobile communication device sends a request for the secondary URL to a web server hosting the web site. As described below in more detail with reference to  FIGS. 7-12 , in other embodiments the carrier-controlled user interface may comprise, for example, an electronic “app” store (including associated user interface mechanisms, menus, etc.) that enables subscribers to search, browse, view, download, and/or interact with third party applications, games, books, magazines, newspapers, or other content via the mobile communication device. Any of these carrier-controlled user interface mechanisms may include the selectable link associated with the secondary URL. 
     At block  110 , the web server receives the request and, at decision block  112 , determines whether the request is for the primary URL. If the request is for the primary URL, at block  114 , the web server establishes an off-deck session with the mobile communication device. During the off-deck session, the user is treated as an off-deck user. If the request is not for the primary URL (e.g., the request is for a secondary URL), the web server establishes an on-deck session (block  116 ) and may redirect the mobile communication device to the primary URL (block  118 ), remain on the secondary URL, or redirect to any other URL. During the on-deck session, the user is treated as an on-deck user. As described in more detail below, the on-deck user may be identified as originating from the mobile carrier. For example, the web server may employ a database that associates the secondary URL with the corresponding mobile carrier. When a request for the secondary URL is received, the web server can determine the mobile carrier. With knowledge of the particular mobile carrier, the on-deck session may be designed in accordance with predefined arrangements with the mobile carrier. In one embodiment, the on-deck session is branded according to the identity of the mobile carrier. 
       FIG. 2  generally illustrates a system  200  for implementing various additional embodiments of systems, methods, and computer software for detecting and/or managing on-deck and off-deck users for a web site. The system  200  enables a mobile communication device  202  to access a web site  204  hosted on a web server  206 . The mobile communication device  202  comprises a carrier-controlled user interface (e.g., carrier deck  208 ) and a browser  210 . The carrier deck  208  comprises a carrier-controlled user interface mechanism as described above for enabling a user of the mobile communication device  202  to access on-line resources defined and/or provided by a mobile carrier. The carrier deck  208  enables a user to access the web site  204 . The carrier deck  208  or other carrier-controlled user interface may be associated with, for example, an electronic “app” store  209  (and/or any other or associated user interface mechanisms, menus, etc.) that enables subscribers to search, browse, view, download, and/or interact with third party applications, games, books, or other content (referred to as “apps”  211 ) via the mobile communication device  202 . The browser  210  may provide an alternative means for accessing the web site  204 . As illustrated in  FIG. 2 , the mobile communication device  202  communicates with the mobile carrier&#39;s network (carrier network  212 ) or, in other embodiments, directly communicates with the Internet  216  via a suitable connection without connecting to the carrier server  214 . The carrier network  212  may provide voice and data communication services to the mobile communication devices  202 . To facilitate data communications, the mobile carrier may provide a carrier server  214  which functions as an interface to wide area data networks (e.g., Internet  216 ). The carrier server  214  enables the mobile communication device  202  to interface with web servers via Internet  216 . As known in the art, the mobile communication device  202  and the web server  206  communicate via a logical connection  222  over the carrier network  212  and/or the Internet  216 . 
     The web server  206  hosts the web site  204  and further comprises an on-deck detection system  218  and an on-deck/off-deck management system  220 . In general and as described in more detail below, the on-deck detection system  218  comprises the logic and/or functionality for detecting when the mobile communication device  202  accesses the web site  204  via the carrier deck  208 . The on-deck/off-deck management system  220  comprises the logic and/or functionality for managing the presentation of the web site  204  to on-deck users and off-deck users. After detecting whether a user is an on-deck user (i.e., accessing the web site  204  via the carrier deck  208 ) or an off-deck user (i.e., otherwise accessing the web site  204 ), the web site  204  may be presented differently to on-deck and off-deck users. The on-deck/off-deck management system  220  controls the presentation scheme based on on-deck versus off-deck users. Furthermore, it should be appreciated that the on-deck/off-deck management system  220  may enable a content provider to intercept and convert an initial on-deck session into a subsequent off-deck session. For example, in the initial on-deck session, the content provider may present the web site  204  to the user in a manner consistent with terms of the relationship between the carrier and the content provider. It may be advantageous, however, for the content provider to convert the on-deck user into an off-deck user (via the on-deck/off-deck management system  220 ) so that subsequent requests for the web site  204  are not subject to the terms, including, for example, revenue sharing requirements, promotional fees, advertising costs, business costs, or otherwise improve desirable web analytics for the content provider. 
       FIG. 3  illustrates one of a number of possible embodiments of a method for detecting and managing an on-deck user for the web site  204 . The method is described with reference to the communication between the mobile communication device  202  and web server  206  via the logical interface  222 . It should be appreciated that the functions described in connection with this method may be implemented using any suitable communication protocols. As illustrated in  FIG. 3 , a first portion of the method occurs via a first browsing session (reference numeral  302 ), and a second portion of the method occurs via a second browsing session (reference numeral  304 ). 
     Referring to the first session  302 , a user accesses the carrier-controlled user interface (e.g., carrier deck  208 , app store  209 , apps  211 , etc.) and requests the web site  204 . The initial request from the carrier deck  208  involves a secondary URL. As mentioned above, the web site  204  may have an associated primary URL for off-deck users and at least one secondary URL for on-deck users. The web server  206  receives the request for the secondary URL and may redirect the device to the primary URL or another URL or stay at the secondary URL. The web server  206  may also set a cookie (not shown) that is stored on the mobile communication device  202 . When the mobile communication device  202  is redirected to the primary URL, the information in the cookie may be used by the web server  206  to identify the device as a redirected on-deck user. Having identified the user as an on-deck user, the web server  206  provides an on-deck browsing experience consistent with the terms of the relationship with the carrier. The particular features of the on-deck browsing experience may be provided on a carrier-specific basis via the on-deck/off-deck management system  220  ( FIG. 2 ). 
     The user of the mobile communication device  202  may decide to return to the web site  204  at a later time. In the subsequent browsing session, the user may not access the web site  204  via the carrier deck  208 . Instead, the user may, for example, input the primary URL in the browser  210 , select the primary URL from a search engine results page (SERP), or otherwise select the primary URL off of the carrier deck  208 . A request for the primary URL is sent to the web server  206 . The cookie previously set by the web server  206  and stored on the mobile communication device  202  may also be sent to the web server  206 . The information in the cookie may indicate that the device previously accessed the web site  204  via the carrier deck  208 . Based on predefined business rules stored in a database  224  ( FIG. 2 ) and associated logic, the web server  206  may decide whether the subsequent browsing session (which was initiated off-deck) should be or should not enforced as an on-deck browsing session. Depending on the specifics of the on-deck relationship with the mobile carrier, it may be desirable or necessary to enforce subsequent off-deck requests as on-deck sessions. Having identified the previous on-deck request (and perhaps the identity of the carrier) based on the information in the cookie, the web server  206  may flexibly provide either an off-deck or an on-deck browsing session and, where appropriate, may selectively capture the user as an off-deck lead to circumvent, for example, revenue sharing requirements, promotional fees, advertising costs, business costs, or otherwise improve desirable web analytics for the content provider 
       FIG. 4  illustrates an embodiment of a method for detecting and managing on-deck and off-deck users for a web site. The method supports the detection and management of on-deck users across multiple browsing sessions. At block  402 , a user accesses a web site via a carrier-controlled user interface on a mobile communication device  202 . At block  404 , the web server  206  provides an on-deck browsing session. At block  406 , the user bookmarks the web site. The bookmark may comprise an alternative URL designated by the content provider for off-deck users and configured or controlled by the web server  206 . In a subsequent browsing session, at block  408 , the user accesses the alternative URL via the bookmark. At block  410 , the web server  206  provides an off-deck browsing session to the users. As described above, it should be appreciated that it may be advantageous for the purveyor of the web site  204  to treat subsequent visits to the web site as off-deck. This method provides a convenient mechanism for detecting web site visits launched from the carrier-controlled user interface, diverting subsequent visits, and treating them as off-deck sessions. 
     Referring again to web server  206  ( FIGS. 2 and 3 ), one of ordinary skill in the art will appreciate that the on-deck detection system  218  (and the on-deck/off-deck management system  220 ) may be implemented in software, hardware, firmware, or a combination thereof. In one embodiment, the systems are implemented in software or firmware that is stored in a memory and that is executed by a suitable instruction execution system. In software or firmware embodiments, the logic may be written in any suitable computer language. In hardware embodiments, the systems may be implemented with any or a combination of the following, or other, technologies, which are all well known in the art: a discrete logic circuit(s) having logic gates for implementing logic functions upon data signals, an application specific integrated circuit (ASIC) having appropriate combinational logic gates, a programmable gate array(s) (PGA), a field programmable gate array (FPGA), etc. 
       FIG. 5  illustrates the architecture, operation, and/or functionality of an implementation of the on-deck detection system  218 . At block  502 , the on-deck detection system  218  receives a request for the web site  204  and, at decision block  504 , determines whether the request is for the secondary URL associated with the carrier deck  208 . If the request involves the primary URL, at block  506 , the on-deck detection system  218  initiates an off-deck browsing session. If the request involves the secondary URL, at block  508 , the on-deck detection system  218  may determine the mobile carrier associated with the secondary URL, and may provide an on-deck browsing session. In this regard, the web server  206  may comprise a database  224  (or interface with a remote database) which maintains a mapping of secondary URLs to corresponding mobile carriers. At block  512 , the on-deck detection system  218  may set a cookie with information corresponding to the mobile carrier and/or information indicating the device has accessed the web site  204  via the carrier deck  208 . At block  514 , the on-deck detection system  218  may redirect the device to the primary URL or an alternate URL or stay at the secondary URL. When the device accesses the primary URL, the on-deck detection system  218  determines based on the information in the cookie, or other information, that the user should be treated as an on-deck user (block  516 ). The cookie may also include information about the identity of the mobile carrier (e.g., a carrier ID  510 ). In these embodiments, the on-deck browsing session may be managed according to the mobile carrier. 
       FIG. 6  illustrates another implementation of the on-deck detection system  218  in which the secondary URL comprises a carrier ID or name. In this manner, each mobile carrier is assigned a unique secondary URL. At block  602 , the on-deck detection system  218  receives a request for a web page and, at decision block  604 , determines whether the request includes a carrier ID or name. If the request includes a carrier ID or name, the on-deck detection system  218  may use the carrier ID or name to determine that the request came via a carrier deck  208 . At block  606 , the on-deck detection system  218  sets a cookie with the carrier ID or name. For example, if the software on the mobile communication device  202  does not support cookies or if cookies are disabled, the on-deck detection system  218  may insert a timestamp into a new URL to which the device is redirected. In alternative embodiments where cookies or similar functionality are unavailable, the URL may be modified by, for example, modifying or appending the URL path or using other query string parameters (other than timestamps). Even if timestamps are used, it should be appreciated that it may be useful to capture other information, such as, the identification of the carrier. At block  608 , the device is redirected to the new URL (either the timestamped URL, the primary URL, or alternate URL). At block  610 , the on-deck detection system  218  provides an on-deck browsing session. 
     Referring back to decision block  604 , if the request does not include a carrier ID or name, the on-deck detection system  218  may determine whether there is a cookie or timestamp, indicating that the device previously accessed the web site  204  as an on-deck user (decision block  612 ). If there is not a cookie or timestamp in the URL, the on-deck detection system  218  may treat the user as an off-deck user. Where a cookie or timestamp is detected, the on-deck detection system  218  may determine the identity of the mobile carrier (block  616 ) by reading the carrier ID or name or performing a database look-up based on the carrier ID or name. The remaining logic determines whether the prior on-deck user should be treated as an on-deck user or an off-deck user. 
     The on-deck detection system  218  may be configured with business rules or a timing feature that controls this logic. In an embodiment, this information may be stored in the cookie or provided via the timestamp in the URL redirect. For example, at decision block  618 , the on-deck detection system  218  may determine whether the cookie or timestamp has expired or is no longer valid based on business logic. If the timestamp is current or the cookie is still valid, the user may be treated as an on-deck user (block  610 ). However, if the timestamp is expired or the cookie is no longer valid, the user may be treated as an off-deck user (block  614 ). Based on further business logic, at block  620 , the on-deck detection system  218  may be configured to reset the cookie or the timestamp.  FIGS. 7-12  illustrate various alternative embodiments of carrier-controlled user interfaces implemented on an exemplary mobile telephone  700  having a touch screen display device, which may be configured to support the on-deck detection system  218  and/or the on-deck/off-deck management system  220  (or other functionality) described above. The mobile telephone  700  includes a microphone  702  and various hardware keys, including, for example, a scroll button  704  for navigating a graphical user interface (GUI) displayed via the touch screen display device. The GUI may include a notification bar  706  for displaying system information or alerts, such as, signal strength icon  712 , battery level icon  714 , or any other relevant information. The notification bar  706  may be expandable downward based on touch input to display additional notification icons or alerts. 
     As illustrated in  FIG. 7 , the GUI may provide a home screen  708  that displays a plurality of selectable icons associated with one or more applications stored on the mobile telephone  700 . A Market icon  722  may launch an electronic app store  209  ( FIG. 1 ) that enables users or subscribers to search, browse, view, purchase, download, and/or interact with third party applications, games, books, or other content provided by web server  206 , carrier server  214 , or any other suitable servers accessible via the Internet  216  and/or the carrier network  212 . The electronic app store  209  may be managed, provided, or otherwise controlled by the carrier. In other embodiments, the electronic app store  209  may be managed and provided by a manufacturer of the mobile telephone  700 , a software provider of the mobile operating system or other software, or any other third party having a business relationship with the carrier. Based on the terms of the business relationship, the carrier may have access to and, therefore, control one or more user interfaces associated with the electronic app store  209 . 
     A browser icon  726  may launch browser  210  ( FIG. 1 ), and other icons (e.g., YouTube icon  724 ) may launch third party or partner applications, web services, or otherwise initiate requests for the web site  204  ( FIG. 1 ) to web server  206 . For example, the browser  210  may be pre-configured with bookmarks to the secondary URL of the web site  204  ( FIG. 4 ). Third party or partner applications or software (e.g., YouTube video sharing, Google search, Google maps, the electronic app store  209 , etc.) may be configured to present links to the secondary URL (e.g., as advertisements, promoted content, etc.) 
     As further illustrated in  FIG. 7 , a screen portion  710  may display one or more soft buttons for launching further carrier-controlled applications, such as, a phone application button  716  and a short messaging service (SMS) application button  720  that may also display links to the web site  204  using the secondary URL. Furthermore, a menu button  720  may launch another embodiment of a carrier-controlled menu comprising applications stored on the mobile telephone  700 . 
       FIG. 11  illustrates an exemplary menu  1102  that may be launched when a user selects the menu button  720 . Menu  1102  may categorize the applications according to those applications that are pre-configured on the mobile telephone  700  by the carrier (i.e., an applications portion  1104 ) and those applications that are downloaded by the user from the electronic app store  209  (i.e., a downloads portion  1106 ). As illustrated in  FIG. 11 , when the menu  1102  is being displayed, the screen portion  710  may me modified to display a home button  1112  for navigating back to home screen  708  ( FIG. 7 ) from menu  1102 . 
       FIG. 8  illustrates a market screen  801  associated with the electronic app store  209 . The market screen  801  may be displayed by selecting the Market icon  722  on home screen  708  ( FIG. 7 ) or on menu  1102  ( FIG. 11 ). A search button  801  may enable users to search for apps  211  in the electronic app store  209  by text input. Market screen  801  may comprise a promotional area  802  for highlighting one or more apps  211  or for displaying advertisements or other promotional content, any of which may be configured with links to the secondary URL for the web site  204 . An “apps” area  804  may comprise a menu or link to apps  211 , and a “games” area  806  and a “books” area  808  may comprise respective menus or links to other content available in the electronic app store  209 . 
       FIG. 9  illustrates an “apps” screen  901  comprising an exemplary user interface for browsing or searching for apps  211 . A user may search for apps  211  via search button  810  or browse based on categories, a featured apps list, or a top paid apps list.  FIG. 10  illustrates an application screen  1001  for viewing the details of a particular app  211 . The application screen  1001  may comprise a title portion  1002  including the name of the app  211  and an install button  1004  for downloading the app  211  to the mobile telephone  700 . Other information about the app  211  may be displayed in a description portion  1006 , including a user rating and the number of times the app  211  has been downloaded by users from the electronic app store  209 . When an app  211  is downloaded to the mobile telephone  700 , it may be added to the downloaded applications menu  1108  ( FIG. 11 ). 
       FIG. 12  illustrates an application screen  1202  comprising a user interface for displaying the content and/or functionality associated with a particular app  211 . The application screen  1202  may include an advertisement portion  1204  for displaying “in-app” advertisements  1206 . The advertisements  1206  may provide another mechanism for displaying links associated with the secondary URL, as described above. The in-app links may be generated by an advertisement program at least partially controlled by the carrier or an agent, affiliate, partner, etc. of the carrier. 
     One of ordinary skill in the art will appreciate that the process descriptions or blocks associated with the flow charts may represent modules, segments, logic or portions of code which include one or more executable instructions for implementing logical functions or steps in the process. It should be further appreciated that any logical functions may be executed out of order from that shown or discussed, including substantially concurrently or in reverse order, depending on the functionality involved, as would be understood by those reasonably skilled in the art. 
     Furthermore, the on-deck detection system  218  and the on-deck/off-deck management system  220  may be embodied in any computer-readable medium for use by or in connection with an instruction execution system, apparatus, or device, such as a computer-based system, processor-containing system, or other system that can fetch the instructions from the instruction execution system, apparatus, or device and execute the instructions. In the context of this document, a “computer-readable medium” can be any means that can contain, store, communicate, propagate, or transport the program for use by or in connection with the instruction execution system, apparatus, or device. It should be noted that this disclosure has been presented with reference to one or more exemplary or described embodiments for the purpose of demonstrating the principles and concepts of the invention. The invention is not limited to these embodiments. As will be understood by persons skilled in the art, in view of the description provided herein, many variations may be made to the embodiments described herein and all such variations are within the scope of the invention.