Patent Publication Number: US-2007105536-A1

Title: Methods and apparatus for providing SMS notification, advertisement and e-commerce systems for university communities

Description:
BACKGROUND  
      Portable wireless communication devices, such as pagers, personal digital assistants (“PDAs”), cell phones, wireless handheld devices, handheld computers and other portable wireless communication devices, referred to herein collectively as “Mobile Devices,” have become increasingly popular within the last decade. Mobile Devices variously permit users to send and receive email, text messages, instant messages and documents, and to make and receive wireless telephone calls. As this technology evolves, Mobile Devices are being developed that perform all of these functions. For example, cell phones are now available that may be used not only to make and receive telephone calls, but also to send and receive email and text messages, browse the Internet, and perform other PDA tasks. Additionally, PDAs also now are available that include email, text messaging, Web browsing and wireless telephone functionality.  
      Most Mobile Devices now typically include some form of advanced non-speech service, such as short message service (“SMS”), multimedia message service (“MMS”) or other message service. SMS is a subscriber service that operates similar to pager service. With SMS, a Mobile Device user may receive and transmit “short” text messages without establishing a voice circuit connection. These short text messages typically are limited to about 160 alphanumeric characters, and are transmitted on a control channel typically separate from the band used for voice transmission. MMS is a relatively new subscriber service that is similar to SMS, but permits communication of longer text messages, plus images, audio and video.  
      One relatively recent application of SMS services is for wireless advertising, sometimes referred to as “mobile marketing.” Indeed, as Mobile Devices have become increasingly prevalent, marketers have discovered that SMS services provide the opportunity to reach an enormous audience via SMS messaging. In particular, mobile marketers have used SMS services to deliver SMS ads, service reminders, “mobile coupons” and special announcements In addition, using two-way SMS messaging, mobile marketers have used SMS services to conduct contests, surveys, trivia games, voting, and e-commerce transactions with recipients.  
      To specifically target ads to desired audiences, and to avoid negative connotations associated with sending unsolicited SMS messages, many mobile marketers send SMS ads only to Mobile Device users who agree to receive such messages from specific providers. Indeed, mobile marketers have found that permission-based, or “opt-in,” mobile marketing campaigns are much more effective than using mass solicitations. Thus, many mobile marketers have discovered that obtaining access to a large population of Mobile Device users, and achieving a high rate of opt-in participation is vital to the success of SMS marketing campaigns.  
      One highly desirable target audience for mobile marketing campaigns are college students. Indeed, the vast majority of college students now use some form of Mobile Device. Also, many college students frequently use SMS services, and are comfortable with the technology. Further, because college students are often early adopters of new technology and trends, college students may be more receptive to receiving marketing information via SMS ads. Perhaps most importantly, college students fall within the desirable 18-49 age demographic coveted by advertisers.  
      One problem that has confronted mobile marketers, however, is obtaining access to this highly desirable market segment. Typically, advertisers have had to solicit opt-in acceptance for mobile marketing campaigns by using other traditional forms of marketing. For example, marketers have obtained opt-in agreements from Mobile Device users by placing advertisements or sponsoring contests using print media, billing inserts, billboards, and television and radio commercials. Such traditional techniques are expensive, however, and often fail to achieve the rates of opt-in acceptance that are required to make mobile marketing campaigns economically viable.  
      One potential source of access to college students is via SMS systems that have been implemented by universities. For example, the University Of South Florida (“USF”) has implemented a limited SMS system includes a mobile marketing program that provides local retailer advertisements to students on an opt-in basis. The USF system, however, does not appear to have been officially adopted by USF for university-related communications with students, and thus the student acceptance rate of the system may not be as high as might otherwise be possible. Indeed, because mobile carriers typically charge the sender a fee for each sent SMS message, universities may be reluctant or unable to allocate funds to implement and utilize SMS systems. Also, the USF system does not appear to provide e-commerce capabilities.  
      One other previously known SMS system that has been implemented at a university, and that incorporates mobile marketing features, is the DAWGTEL Messaging Service (“DAWGTEL”) implemented at Southern Illinois University (“SIU”). DAWGTEL includes an alerting feature that allows SIU faculty and staff to send SMS Messages to students and faculty regarding academic matters (e.g., class cancellations, room changes, career center information, etc.), and a permission-based marketing feature that businesses may use to send SMS ads to users. Although DAWGTEL includes many desirable features, it&#39;s use appears to be limited to a single university. As a result, DAWGTEL may not provide advertisers with access to as wide an audience as desired for cost-effective and successful mobile marketing campaigns. Further, the USF system also does not appear to provide e-commerce capabilities.  
      In view of the foregoing, it would be desirable to provide methods and apparatus for providing SMS notification, advertisement and e-commerce systems for university communities.  
      It also would be desirable to provide methods and apparatus that allow universities to implement SMS notification systems at a reduced cost.  
      It further would be desirable to provide methods and apparatus for increasing the participation of college students in permission-based mobile marketing campaigns that use SMS advertisement messages.  
     SUMMARY  
      This invention provides apparatus and methods for implementing SMS communications systems for university communities. SMS systems in accordance with this invention may be used by a university to allow the university&#39;s users (e.g., administrators, faculty, staff and student groups) to create and send SMS notification messages to the mobile devices of the university&#39;s students who agree to receive such messages. In particular, university users may target SMS notification messages to students based on the students&#39; specified notification interest categories. Each university student who elects to receive such notification messages also may agree to receive a minimum number of SMS advertisement messages during a predetermined time period from merchants whose products or services match advertisement interest categories specified by the student.  
      In particular, merchants may use systems and methods of this invention to target SMS advertisement messages to students at one or more universities based on the students&#39; specified advertisement interest categories. In addition, web advertisers may use systems and methods of this invention to target web advertisements to students at one or more universities based on the students&#39; specified advertisement interest categories. Further, university users and merchants may use systems and methods in accordance with this invention to conduct e-commerce transactions with students via SMS messages.  
      A system operator may charge university users a first fee for each SMS notification message sent via the messaging system, may charge merchants a second fee for each SMS advertisement message sent via the messaging system, and may charge web advertisers a third fee for each web advertisement delivered via the messaging system. The first fee may be zero (e.g., the system operator may allow university users to send SMS notification message for free), and the second and third fees may be non-zero. The system operator may charge university users and advertisers a fourth fee for each e-commerce SMS message. For example, the fourth fee may be a flat fee for each transaction, or may be a percentage of the monetary amount of each transaction.  
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
      Features of the present invention can be more clearly understood from the following detailed description considered in conjunction with the following drawings, in which the same reference numerals denote the same elements throughout, and in which:  
       FIG. 1  is a block diagram of an exemplary SMS system in accordance with this invention;  
       FIG. 2  is an alternative block diagram of an exemplary SMS system in accordance with this invention;  
       FIG. 3  is a block diagram illustrating exemplary components of messaging platforms in accordance with this invention;  
       FIG. 4  is an exemplary first database portion that includes identifying student data;  
       FIG. 5  is an exemplary second database portion that includes non-identifying student data;  
       FIGS. 6A-6F  are diagrams illustrating exemplary data categories in accordance with this invention;  
       FIG. 7  is a block diagram illustrating exemplary components of wireless interfaces in accordance with this invention;  
       FIG. 8  is an exemplary sign-on web page provided by a student interface in accordance with this invention;  
       FIG. 9  is an exemplary student profile web page provided by a student interface in accordance with this invention;  
       FIG. 10  is an exemplary control settings web page provided by a student interface in accordance with this invention;  
       FIG. 11  is an exemplary notification interest categories web page provided by a student interface in accordance with this invention;  
       FIG. 12  is an exemplary advertisement interest categories web page provided by a student interface in accordance with this invention;  
       FIG. 13  is an exemplary sign-on web page provided by a university user interface in accordance with this invention;  
       FIG. 14  is an exemplary university message manager provided by a university interface in accordance with this invention;  
       FIG. 15  is an exemplary profile selection manager provided by a university interface in accordance with this invention;  
       FIG. 16  is an exemplary timeslot selection manager provided by a university interface in accordance with this invention;  
       FIGS. 17A-17D  are diagrams of exemplary SMS notification messages and e-commerce SMS messages displayed on student mobile devices in accordance with this invention;  
       FIG. 18  is an exemplary sign-on web page provided by a merchant interface in accordance with this invention;  
       FIG. 19  is an exemplary merchant profile web page provided by a merchant interface in accordance with this invention;  
       FIG. 20  is an exemplary access level web page provided by a merchant interface in accordance with this invention;  
       FIG. 21  is an exemplary message plans web page provided by a merchant interface in accordance with this invention;  
       FIG. 22  is an exemplary merchant message manager provided by a merchant interface in accordance with this invention;  
       FIG. 23  is exemplary profile selection manager provided by a merchant interface in accordance with this invention;  
       FIG. 24  is an exemplary timeslot selection manager provided by a merchant interface in accordance with this invention; and  
       FIGS. 25A-25D  are diagrams of exemplary SMS advertisement messages and e-commerce SMS messages displayed on student mobile devices in accordance with this invention.  
    
    
     DETAILED DESCRIPTION  
      Referring now to  FIG. 1 , an exemplary SMS system in accordance with this invention is described. In particular, SMS System  10  includes one or more university client systems  12   1 ,  12   2 , . . . ,  12   J , merchant clients  14   1 ,  14   2 , . . . ,  14   K , and web advertiser clients  16   1 ,  16   2 , . . . ,  16   L , coupled via network  18  to messaging platform  20 , which is further coupled via wireless interface  22  to mobile devices  24   1 ,  24   2 , . . . ,  24   M . As shown in  FIG. 2 , each university client system  12  may include student clients  26   1 ,  26   2 , . . . ,  26   N  and university clients  28   1 ,  28   2 , . . . ,  28   O  (for simplicity, a single university client system  12  is illustrated).  
      Each of student clients  26 , university clients  28 , merchant clients  14  and web advertiser clients  16  may be a personal computer, laptop computer, handheld computer, computer server, personal digital assistant, web-enabled cell phone or other similar computer device or combination of such devices. In addition, each student client  26 , university client  28 , merchant client  14  and web advertiser client  16  may include browser software, such as Internet Explorer, Firefox or other similar web browser software, for displaying web pages. One or more of student clients  26 , university clients  28 , merchant clients  14  and web advertiser clients  16  may be combined on a single device. For example, a single personal computer may operate as both a student client  26  and a university client  28 , and a single web-enabled cell phone may operate as both a merchant-client  14  and a web advertiser client  16 .  
      In accordance with this invention, messaging platform  20  enables university users at a university (e.g., administrators, faculty, staff, student groups, etc.) to use university clients  28  to create and send SMS notification messages to their students&#39; mobile devices  24 . Each student may use a student client  26  to set SMS message preferences and specify notification and advertisement interest categories about which the student would like to receive SMS messages from university users and merchants (e.g., local, regional and national stores, restaurants, barbershops, etc.). By using the student&#39;s specified advertisement preferences, messaging platform  20  enables merchants to use merchant clients  14  to send targeted SMS advertisement messages to students&#39; mobile devices  24  at one or more universities, and enables web advertisers to use web advertiser clients  16  to display targeted web advertisements on student clients  26  at one or more universities. Further, messaging platform  20  enables university users and merchants to conduct e-commerce transactions with students via SMS messages.  
      Unless otherwise stated, the term “SMS message” is used herein to refer to any message communicated via an SMS, MMS, FlashSMS, V CAST, or other similar message service. Thus, SMS notification and advertisement messages may include text data, image data, audio data, video data, and any other data that may be communicated via an SMS message service. In addition, unless otherwise stated, the term “web advertisement” is used herein to refer to any advertisement message that may be displayed on a web page. Thus, web advertisements may include banner ads, pop-up ads, sponsored links, or any other similar advertisement that may be displayed in a web page.  
      Referring again to  FIG. 1 , network  18  may be a local area network, wide area network, the Internet, or other similar network or combination of such networks. Network  18  may be a single network, or may be multiple networks. For example, network  18  may include a first network (not shown) that is used to communicate between university message system  12 , and messaging platform  20 , a second network (not shown) that is used to communicate between university message system  122  and messaging platform  20 , a third network (not shown) that is used to communicate between merchant client  14 , and messaging platform  20 , a fourth network (not shown) that is used to communicate between web advertiser client  16 , and messaging platform  20 , and so on. For simplicity, the remaining discussion assumes that network  18  is a single network, such as the Internet. As described in more detail below, wireless interface  22  includes hardware and/or software that enables messaging platform  20  to communicate with a wide variety of wireless carriers for sending and receiving SMS messages to and from mobile devices  24 .  
      Referring now to  FIG. 3 , an exemplary messaging platform  20  is described. Messaging platform  20  may be a mainframe computer, personal computer, laptop computer, handheld computer, computer server, or other similar computer device or combination of such devices. Messaging platform  20  includes web server  30  and database  32 , which may be included together on a single computer device, or may be distributed amongst multiple computer devices. Web server  30  may include student interface  34 , university interface  36 , merchant interface  38 , web advertiser interface  40 , SMS message tool  42 , target selection tool  44 , web advertisement tool  46  and target matching tool  48 .  
      Student interface  34  may include hardware and/or software for hosting one or more SMS system web pages that students may browse using student clients  26  to provide information for storage in database  32 . The stored information may include the student&#39;s mobile device  24  address, demographic information, SMS message preferences and notification and advertisement interest categories. In addition, student interface  34  also may include hardware and/or software for inserting web advertisements provided by web advertisers using web advertiser interface  40  into the SMS system web pages displayed on student clients  26 .  
      University interface  36  may include hardware and/or software for hosting one or more web pages that university users may browse using university clients  28  to create SMS notification messages, specify targeted recipients for the messages based on student demographics and/or notification interest categories, select message delivery timeslots, specify the number of notification messages to send, and send the SMS messages to the mobile devices  24  of the targeted students. University interface  36  also may include hardware and/or software for conducting e-commerce transactions with students via SMS messages.  
      Merchant interface  38  may include hardware and/or software for hosting one or more web pages that merchants may browse using merchant clients  14  to create SMS advertisement messages, specify targeted recipients for the SMS messages based on student demographics and/or advertisement interest categories, select message delivery timeslots, specify the number of advertisement messages to send, and send the SMS messages to the mobile devices  24  of the targeted students. Merchant interface  38  also may include hardware and/or software for conducting e-commerce transactions with students via SMS messages.  
      Web advertiser interface  40  may include hardware and/or software for hosting one or more web pages that web advertisers may browse using web advertiser clients  16  to create web advertisements, specify targeted recipients for the web advertisements based on student demographics and/or advertisement interest categories, select web advertisement priorities, specify the number of web advertisements to deliver, and display the web advertisements in SMS system web pages displayed by the student clients  26  of the targeted recipients.  
      For enhanced security, one or more of student interface  34 , university interface  36 , merchant interface  38  and web advertiser interface  40  may use encryption techniques to protect the data communicated with students, university users, merchants and web advertisers, respectively.  
      University interface  36  and merchant interface  38  may be coupled to SMS message tool  42 , which may include hardware and/or software for creating, addressing and sending SMS messages. SMS message tool  42  also may include hardware and/or software for conducting e-commerce transactions via SMS messages. Web advertiser interface  40  may be coupled to web advertisement tool  42 , which may include hardware and/or software for creating and addressing web advertisement messages.  
      University interface  36 , merchant interface  38  and web advertiser interface  40  also may be coupled to target selection tool  44 , which may include hardware and/or software for specifying profiles of students who will be targeted to receive SMS messages and web advertisements. Target selection tool  44  includes access rules database  54 , which specifies the access level at which each university user may select demographics and/or notification interest categories for specifying profiles, and merchant and web advertiser may select demographics and/or advertisement interest categories for specifying profiles.  
      University interface  36 , merchant interface  38  and web advertiser interface  40  also are coupled to target matching tool  48 , which may include hardware and/or software for receiving the specified profiles, searching database  32  for students whose demographics and/or notification or advertisement interest categories match the specified profiles, predicting the number of matching students available to receive SMS messages at various timeslots, scheduling the timeslots for SMS message delivery, assigning web advertisement priorities, and sending targeted audience address information to SMS message tool  43  (for SMS messages) and web advertisement tool  46  (for web advertisements).  
      Database  32  may be a database stored on a hard disk, floppy disk, optical disk, or other similar computer memory. Database  32  may include a first database portion  50  that includes identifying data associated with each student, and a second database portion  52  that includes non-identifying data associated with each student. Persons of ordinary skill in the art will understand that first database portion  50  and second database portion  52  may be part of a single database, or may be included in separate databases.  
      For example, as shown in  FIG. 4 , first database portion  50  may include one entry for each student, with each entry including identifying information associated with the student, such as the student&#39;s name and mobile device address (e.g., phone number, email address or other address information that uniquely identifies the student&#39;s mobile device  24 ), and a unique identification code (“ID”). The ID may be any alphanumeric code that may be uniquely associated with each student. As shown in  FIG. 5 , exemplary second database portion  52  also may include one entry per student, with each entry indexed by the student&#39;s ID. Each entry may include SMS preference information, SMS status information, demographic information and interest categories associated with a particular student.  
      Exemplary SMS preference information may include the maximum number of SMS notification messages that the student would like to receive in a given time period (e.g., per day, week, month, etc.), the maximum number of SMS advertisement messages that the student agrees to receive in a given time period (e.g., per day, week, month, etc.), do not disturb time intervals during which the student does not wish to receive SMS messages, or other similar SMS preference information that the student may specify. Exemplary SMS status information may include running totals of the number of SMS notification and advertisement messages that the student has received in the current notification and advertisement time periods, respectively, or other similar SMS status information. Exemplary demographic information may include the student&#39;s university name, sex, age, class year, or other similar demographic information. Exemplary interest categories may include notification interest categories and advertisement interest categories, described in more detail below.  
      As indicated in  FIG. 5 , a student associated with ID 10276 is an 18 year old female University Of Pennsylvania freshman who has agreed to receive at least 12 SMS advertisement messages per day, any time of day except 11 PM to 8 AM, and who has already received 3 SMS ads in the current day. In contrast, a student associated with ID 38602 is a 22 year old male New York University senior who has agreed to receive an unlimited number of SMS ads per day, any time of day, and who has already received 50 SMS ads in the current day.  
      Persons of ordinary skill in the art will understand that entries in first database portion  50  may include more or less than the exemplary categories of identifying information shown in  FIG. 4 , or may include alternative categories of identifying information. Persons of ordinary skill in the art will understand that entries in second database portion  52  may include more or less than the exemplary categories of non-identifying information shown in  FIG. 5 , or may include alternative categories of non-identifying information associated with each student.  
      In addition, although  FIG. 5  illustrates data shown in tabular format, the data in second database portion  52  may be represented in other formats. For example,  FIG. 6  illustrates an alternative tree representation of data included in second database portion  52 . For simplicity, only data associated with student ID 28967 are shown. Persons of ordinary skill in the art will understand that second database portion typically will include data associated with multiple student IDs.  
      Persons of ordinary skill in the art also will understand that the tree representation illustrated in  FIG. 6  allows the data associated with each student to be displayed and sorted in a hierarchical fashion, from very general levels of detail to increasingly specific levels of detail. For example, as shown in  FIG. 6A , the most general data level may include “Preferences,” “Demographics,” “Interest Categories” and other similar data categories. As shown in  FIG. 6B , the Preferences category may include “Max Daily Ad Messages,” “Do Not Disturb” and other similar data subcategories. Thus, in the illustrated example, the student associated with student ID 28967 has elected to receive up to 20 SMS advertisement messages per day, and does not want to receive any SMS messages between midnight and noon. As shown in  FIG. 6C , the Demographics category may include “Sex,” “Class,” “Age” and other similar data subcategories. Thus, in the illustrated example, the student associated with student ID 28967 is a female, junior who is 20-21 years old.  
      Persons of ordinary skill in the art will understand that the number of subcategory levels may be greater than two, and that any number of data items may be included within each subcategory. For example, as shown in  FIG. 6D , Interest Categories may include “Notification” and “Advertisement” subcategories, with the Notification subcategory further including “General Information,” “Registrar,” “Financial Aid” and “Groups” subcategories, the General Information subcategory further including “Holiday Alerts,” “School Closings” and “President&#39;s Messages” subcategories, and the Groups subcategory further including “Honor Society” and “Young Democrats” subcategories. In the illustrated example, the student associated with student ID 28967 has elected to receive SMS notification messages related to Holiday Alerts, School Closings and Young Democrats, but has not elected to receive SMS notification messages related to President&#39;s Messages or Honor Society.  
      The exemplary tree structure illustrated in  FIG. 6  may be organized such that a selection of a particular category also selects any subcategories that exist below the category. Thus, by selecting the Financial Aid subcategory, the student associated with student ID 28967 has elected to receive SMS notification messages related to Financial Aid, including any messages related to subcategories of Financial Aid. If a student would like to fine tune the interest category selection, the student may expand the category to show any subcategories, and may then deselect any of the subcategories about which the student is not interested.  
      As shown in  FIG. 6E , the Advertisement subcategory may include “Shopping,” “Dining” and “Music” subcategories, with the Dining subcategory further including “Fine Dining” and “Fast Food” subcategories, the Fast Food subcategory further including “Burgers” and “Pizza” subcategories, the Pizza subcategory further including “Papa John&#39;s” and “Pizza Hut” subcategories, and the Pizza Hut subcategory further including “North Campus” and “South Campus” subcategories. As the example illustrates, the tree structure may be used to provide increasingly specific levels of detail regarding the student&#39;s Interest Categories. In this instance, the student associated with student ID 28967 is interested in receiving SMS advertisement messages related to fast food dining, specifically pizza and the North Campus Pizza Hut. In addition, the student is interested in receiving any SMS messages related to music.  
      In addition, each of the various subcategories in the Interest Categories may include weights or rankings to indicate the relative importance of the subcategories. For example, as shown in  FIG. 6F , the student associated with student ID 28967 is interested in receiving SMS advertisement messages regarding Dining and Music, but has ranked Dining messages higher in importance than Music messages. In addition, within the Dining subcategory, the student has indicated that messages regarding Pizza Hut have higher priority than messages regarding Papa John&#39;s.  
      Referring again to  FIG. 3 , target selection tool  44  may be used by university users, merchants and web advertisers to specify profiles that may be used to identify students who will be targeted to receive SMS notification and advertisement messages (for university users and merchants, respectively) and web advertisements (for web advertisers). The specified profile may include one or more Demographics categories and/or Interest Categories. In addition, for merchants and web advertisers, the profile also may include one or more university identifiers (e.g., the university name). University users may use target selection tool  44  to specify profiles that include one or more Demographics categories and/or Notification Interest Categories, and merchants and web advertisers may use target selection tool  44  to specify profiles that include one or more Demographics categories, Advertisement Interest Categories and/or one or more university names.  
      Each university user, merchant and web advertiser may have an associated access level that may be stored in access rules database  54 . The associated access level may be used to control the degree to which a university user, merchant or web advertiser may specify Demographics, Interest Categories and university names in a profile. For example, a university financial aid officer may have an associated access level that allows the user to specify a profile that includes the Financial Aid Notification Interest Category, but not General Information, Registrar or other Notification Interest Categories. Similarly, the secretary of the student French Club may have an associated access level that allows the user to specify a profile that includes a “French Club” Interest Category, but not General Information, Registrar or other Notification Interest Categories. In contrast, the university president may have access level that allows the president to specify a profile that includes any Notification Interest Category.  
      Merchants and web advertisers may have associated access levels that allow the user to specify profiles that include one or more Demographics, Advertisement Interest Categories and one or more universities. For example, a first merchant may have an associated access level that allows the merchant to specify profiles that include the most general level of Advertisement Interest Categories (e.g., Shopping, Dining, Music), but not more specific levels (e.g., Fast Food, Fine Dining, etc.). In contrast, a second merchant may have an associated access level that allows the merchant to specify profiles that include Demographics and any level of Advertisement Interest Categories. Similarly, a first web advertiser may have an associated access level that allows the advertiser to specify profiles that include only a single university, whereas a second web advertiser may have an associated access level that allows the advertiser to specify profiles that include multiple universities.  
      In this regard, merchants and web advertisers may be charged varying access level fees based on their associated access level. For example, because SMS advertisement messages may be more effective if they can be targeted to very specific students, a merchant may be charged a higher fee for an associated access level that allows the merchant to create profiles that include very detailed Demographics and Advertisement Interest Categories (e.g., male students who have selected “Pizza Hut, North Campus”). In contrast, other merchants may be satisfied with profiles that include less detailed Advertisement Interest Categories (e.g., “Fast Food”), and thus may be charged a lower access level fee. Likewise, a merchant that has an associated access level that allows the merchant to specify profiles that include multiple universities may be charged a higher fee than another merchant whose access level restricts the merchant to specify profiles at fewer universities.  
      Referring again to  FIG. 3 , target matching tool  48  may be used to search and extract student data from database  32  based on profiles specified by university users, merchants and web advertisers using university clients  28 , merchant clients  14 , and web advertiser clients  16 , respectively. For example, a University of Pennsylvania financial aid officer may use a university client  28  and SMS message tool  42  to create a notification message regarding financial aid deadlines, and may use target selection tool  44  to specify a profile that includes the Financial Aid Notification Interest Category for University of Pennsylvania students. The officer may then use target matching tool  48  to extract from second database portion  52  the IDs of University of Pennsylvania students who have selected the Financial Aid Notification Interest Category.  
      Target matching tool  48  may use any of various techniques to perform matching between the Interest Categories included in a profile and the Interest Categories specified by a student. For example, target matching tool  48  may use Boolean “AND-type” matching, in which an exact match is required between a student&#39;s specified Interest Categories and the profile Interest Categories. Alternatively, other matching algorithms may be used, which may take into consideration weighting factors applied by students to their specified Interest Categories, and by university users, merchants and web advertisers to the Demographics and Interest Categories specified in the profiles.  
      For university users and merchants, target matching tool  48  may then display a calendar showing timeslots for sending the SMS notification message, and also may include predictions of the number of students who may be available to receive such messages in each timeslot. In this regard, target matching tool  48  may include software and/or hardware for calculating student availability predictions based on the number of students participating in the system, the maximum number of messages that each student has agreed to receive per time period, the actual number of messages that each student has already received in the current time period, the do not disturb settings for each student and other similar factors.  
      Target matching tool  48  may then allow the user to select one or more timeslots for message delivery, and specify a desired number of messages to send during the selected timeslots. For example, target matching tool  48  may allow the user to specify first and second timeslots, with the first timeslot being the primary timeslot for message delivery, and the second timeslot being an alternative timeslot for any SMS messages that are not delivered during the first timeslot.  
      Alternatively, target matching tool  48  may allocate timeslots using other techniques. For example, target matching tool  48  may implement an auction-type system for allocating timeslots. In this regard, merchants may place bids for particular timeslots, and target matching tool  48  may allocate the timeslots to the highest bidder. Alternatively, target matching tool  48  may allocate timeslots based on other criteria. For example, frequent users or other premium users may be awarded higher priority for timeslot allocation than other users. Additionally, target matching tool  48  may allow a user to pay a fee to prevent the user from being bumped from a specific timeslot, or pay a fee to bump another user from a previously reserved timeslot.  
      As mentioned above, target matching tool  48  may allow the user to specify a desired number of messages to send during the selected timeslots. Alternatively, for some users (e.g., university uses) target matching tool  48  may simply default to specifying that messages shall be sent to as many matching students as are available during the selected timeslots.  
      For web advertisers, target matching tool  48  may allow the user to specify a desired number of web advertisements to deliver, and assign an associated priority level to the web advertisement, with web advertisements displayed based on their priority level. Target matching tool  48  may assign priorities based on the order in which each web advertisement is received, or may use other techniques for assigning priorities. For example, target matching tool  48  may implement an auction-type system for allocating priorities. In this regard, web advertisers may place bids for priorities, and target matching tool  48  may allocate the highest priority to the highest bidder. Alternatively, target matching tool  48  may allocate priorities based on other criteria. For example frequent users or other premium users may be awarded higher priority for web advertisements than other users. Additionally, target matching tool  48  may allow a user to pay a fee to prevent the user&#39;s priority level from being decreased, or pay a fee to increase their priority level.  
      After a university user or merchant creates an SMS message, specifies a profile for the targeted audience, selects one or more delivery timeslots, and specifies the number of messages to send, target matching tool  48  may then save the profile in a database (not shown) for execution at the time specified in the selected timeslots. In particular, when the current time equals the specified time, target matching tool  48  may extract from second database portion  52  the IDs of students whose Demographics and/or Interest Categories match the profile. Without disclosing any student identifying information to the user, target matching tool  48  may then determine from first database portion  50  the address of each mobile device  24  associated with the extracted IDs, and may then send the determined addresses to SMS message tool  42 , which may then format the messages for communication to the targeted mobile devices  24  via wireless interface  22 .  
      For example, on a Monday morning, a merchant (e.g., Pizza Hut) may use a merchant client  14  and SMS message tool  42  to create an SMS advertisement message. The merchant may the use target selection tool  44  to specify a profile that includes the “Pizza Hut” category for Columbia University and Harvard University students, and may use target matching tool  48  to specify that 700 of the SMS advertisement messages should be delivered on the next Friday at 6:00 PM (first timeslot), with any remaining messages delivered on the same day at 7:00 PM (second timeslot). Target matching tool  48  may then save the profile in a database.  
      On Friday at 6:00 PM, target matching tool  48  may execute the profile, extracting from second database portion  52  the IDs of Columbia and Harvard students whose Advertisement Interest Categories include the “Pizza Hut” category. Target matching tool  48  may then determine from first database portion  50  the address of each mobile device  24  associated with the extracted IDs, and may then send the determined addresses to SMS message tool  42 , which may then format the messages for communication to the targeted mobile devices  24  via wireless interface  22 .  
      After a web advertiser creates a web advertisement, specifies a profile for the targeted audience, specifies the number of web advertisements to deliver, and selects a priority level, target matching tool  48  may then extract from second database portion  52  the IDs of students whose Demographics and/or Advertisement Interest Categories match the profile. Target matching tool  48  may then pass the matching IDs and the priority level to web advertising tool  46 , which may monitor student interface  34  to determine when any student with a matching ID is logged onto the system. When a matching student is identified, web advertising tool  46  may provide the web advertisements for inserting in SMS system web pages displayed by student interface  34 .  
      Referring now to  FIG. 7 , an exemplary wireless interface  22  is described. In particular, wireless interface  22  may include one or more SMS aggregators  60  and one or more wireless systems  62 . As indicated in the diagram, SMS message tool  42  may send or receive SMS messages to and from mobiles devices  24  using SMS aggregators  60   1  and  60   2  via wireless systems  62   1  and  62   2 , respectively, or directly via wireless system  62   3 . SMS aggregators  60  are entities or services that provide a single gateway for sending and receiving SMS messages to and from mobile devices  24  on one or more wireless systems  62 . For example, SMS aggregator  60 , may be used to send and receive SMS messages to and from any of wireless systems  62   11 ,  62   12 , . . . ,  62   1Z , for delivery to or receipt from mobile devices  24   11 ( 1 ),  24   11 ( 2 ), . . . ,  24   11 (Q), . . . , and  24   1Z ( 1 ),  24   1Z ( 2 ), . . . ,  24   1Z (R). Similarly, SMS aggregator  602  may be used to send and receive SMS messages to and from any of wireless systems  62   21 ,  62   22 , . . . ,  62   2P , for delivery to or receipt from mobile devices  24   21 ( 1 ),  24   21 ( 2 ), . . . ,  24   21 (S), . . . , and  24   2P ( 1 ),  24   2P ( 2 ), . . . ,  24   2P (T). In addition, SMS message tool  42  may communicate directly with wireless system  623  for sending and receiving SMS messages to and from mobile devices  24   3 ( 1 ),  24   3 ( 2 ), . . . ,  24   3 (U).  
      Referring again to  FIG. 3 , student interface  34  may host one or more SMS system web pages that a student may browse using a student client  26  to provide the student&#39;s mobile device  24  address, demographic information, SMS message preferences and Notification and Advertisement Interest Categories that are stored in database  32 . For example, student interface  34  may host a sign-on web page  70 , an example of which is illustrated in  FIG. 8 . Web page  70  may be associated with a uniform resource locator (URL) that may be conveniently associated with the student&#39;s university. For example, the URL may be in the form “mascot.mobilecampus.com,” where “mascot” is the university mascot. In the illustrated example, the URL is “quakers.mobilecampus.com.” In this regard, sign-on web pages may be customized to each individual university, and may include university names, logos, or other similar university indicia. Web page  70  also may include web advertising data, such as web advertisement  72 , which may be created by a web advertiser in accordance with this invention.  
      Sign-on web page  70  may include data entry sections for entering a username  74  and password  76 . The student may provide this information using a keyboard, mouse, pointing device, or other similar data entry device included in or associated with student client  26 . To facilitate student acceptance and ease of use, the username and password may be the student&#39;s university email address and password, or other similar username and password that the student uses at the university. After the student enters this information and clicks a submit button  78 , student interface  34  verifies the entered information.  
      If the username and password are correct, student interface  34  may then display a student profile web page  80 , an example of which is shown in  FIG. 9 . Student profile web page  80  may include a profile section  82  that a student may use to provide demographic information, such as class year (e.g., freshman, sophomore, etc.), sex, and age, and also specify the student&#39;s wireless address. Persons of ordinary skill in the art will understand that alternative techniques may be used to obtain the student&#39;s wireless address information. For example, student profile web page  80  may include a message instructing the student to use the student&#39;s mobile device  24  to send an SMS message that includes a predetermined code to a specific address associated with messaging platform  20 . In this regard, student interface  34  may then obtain the student&#39;s wireless address information from the received SMS message.  
      Student profile web page  80  also may include a control settings selection button  84 . Upon selecting this button, student interface  34  may then display a control settings web page  86 , an example of which is shown in  FIG. 10 . Control settings web page  86  may include a section  88  that a student may use to specify the maximum number of SMS notification messages that the student agrees to receive in a given time period (e.g., a month), the maximum number of SMS ads that the student agrees to receive in a given time period (e.g., a day), and also specify a “do not disturb” time period during which the student does not want to receive SMS notification or advertisement messages. Typically, each student may be required to receive a minimum number of ad messages in the given time period (e.g., at least 2 SMS ads per day). In addition, section  88  may include an optional section that allows a student to enter payment information for SMS e-commerce transactions. Student interface  34  may populate database  32  with information entered by students in web pages  80  and  86 .  
      Referring again to  FIG. 3 , after receiving a student&#39;s demographic information and control settings selections, student interface  34  may then display a University Communications web page  90 , such as the exemplary web page illustrated in  FIG. 11 . In particular, web page  90  may include a data entry section  92  that a student may use to specify the subject areas about which the student would like to receive SMS notification messages from university users. In the illustrated example, the student has elected to receive SMS notification messages related to “Holiday Alerts” and “School Closings,” but has not elected to receive SMS notification messages related to “President&#39;s Messages.” In addition, the student has elected to receive SMS notification messages related to “Financial Aid.”Referring again to  FIG. 3 , student interface  34  may next display an “Advertisements” web page  94 , an example of which is shown in  FIG. 12 . In particular, web page  84  may include a data entry section  96  that a student may use to specify the subject areas about which the student would like to receive SMS advertisement messages from merchants. In the illustrated example, the student has elected to receive SMS advertisement messages related to dining, particularly fast food dining, and specifically from Papa John&#39;s and Pizza Hut.  
      University Communications web page  90  and Advertisements web page  94  also may allow a students to rank-order the selected categories. For example, as shown in  FIG. 12 , the student has assigned a rank of 1 to the Dining Category, and has assigned ranks of 2 and 1 to the Papa John&#39;s and Pizza Hut subcategories, respectively. Persons of ordinary skill in the art-will understand that other techniques may be used to prioritize the selected categories, such as using alphabetic scores, star-ratings, and other similar techniques.  
      As shown in  FIGS. 8-12 , student interface  34  may insert one or more web advertisements  72  in the exemplary SMS system web pages  70 ,  80 ,  86 ,  90  and  94 . In this regard, messaging platform  20  may allow web advertisers to target web advertisements to specific students based on the students&#39; specified Demographics and/or Advertisement Interest Categories. By so doing, messaging platform  20  allows web advertisers to more effectively provide web advertisements to students.  
      Referring again to  FIG. 3 , university web interface  36  may host one or more web pages that a university user may browse using a university client  28  to create notification SMS messages and select profiles of students who will receive such messages. For example, university web interface  36  may host a sign-on web page, an example of which is illustrated in  FIG. 13 . In particular, a university user may use a university client  28  to browse a sign-on web page  100  that includes data entry sections for entering a user name  102  and password  104 . The university user may provide this information using a keyboard, mouse, pointing device, or other similar data entry device included in or associated with university client  28 . After the university user enters this information and clicks a submit button  106 , university web interface  36  verifies the entered information.  
      If the usemame and password are correct, university web interface  36  may then display a university message manager web page  110 , an example of which is shown in  FIG. 14 . In particular, university message manager web page  110  may include a message entry section  112  that a university user may use to enter a notification message using SMS message tool  42 . For example, a Registrar&#39;s Office employee may use a keyboard on university client  28  to type a text notification message informing students that transcripts are available. After completing the message, the university user may then click the Save button  114  to save the message.  
      University web interface  36  may then display a profile selection web page  120 , an example of which is shown in  FIG. 15 . In particular, profile selection web page  120  may include a profile selection section  122  that a university user may use to specify a profile using target selection tool  44 . Target selection tool  44  may determine the university user&#39;s access level from access rules database  54 , and may then display the corresponding Demographics and/or Notification Interest Categories that the university user may select.  
      For example, target selection tool  44  may display only the Interest Categories that the university user may select, or may display all of the Notification Interest Categories, with the unavailable Interest Categories grayed out, such as in  FIG. 15 . In this example, the university user has specified that she wants to target students who have selected the Registrar Interest Category.  
      After the university user specifies the profile, target matching tool  48  extracts from second database portion  52  the IDs of the university&#39;s students who have selected the Registrar Notification Interest Category, and then displays a calendar showing timeslots that may be available for sending the SMS notification message. As mentioned above, target matching tool  48  may include in the calendar predictions of the number of students who match the specified profile and who may be available to receive such messages in each timeslot. An exemplary timeslot selection calendar is illustrated in  FIG. 16 . In the illustrated example, 563 matching students may be available on Friday at 10:00 AM, whereas 23,814 matching students may be available on Thursday at 9:00 AM.  
      Timeslot selection web page  124  may include a timeslot selection section  126  that a university user may use to select one or more timeslots for delivering the SMS notification message. For example, the university user may select a first timeslot in first choice section  128  and a second timeslot in second choice section  130 . In the illustrated example, unavailable timeslots are indicated in cross-hatching. In addition, timeslot selection web page  124  optionally may include a section  132  for specifying the total number of SMS messages to send during the selected timeslots.  
      Target matching tool  48  may then save the profile in a database for execution at the time specified in the selected timeslots. In particular, when the current time equals the specified time, target matching tool  48  may extract from second database portion  52  the IDs of students whose Demographics and/or Interest Categories match the profile and who are available to receive SMS messages. If the number of available matching IDs is less than or equal to the total number of messages to be sent as specified by the university user, all of the IDs are extracted. If the number of available matching IDs exceeds the total, only that number of IDs are extracted.  
      Target matching tool  48  may then determine from first database portion  50  the address of each mobile device  24  associated with the extracted IDs, and may then send the determined addresses to SMS message tool  42 , which may then format the messages for communication to the targeted mobile devices  24  via wireless interface  22 . If the number of available matching IDs was less than the total number of messages to be sent as specified by the university user, target matching tool  48  may attempt to send the remaining number of messages during any selected subsequent timeslots.  
      Referring now to  FIG. 17 , an exemplary SMS notification message displayed on a student Mobile Device  24  is described. In particular, as shown in  FIG. 17A , Mobile Device  24  may include a display  130  on which a received SMS notification message  132  may appear. For example, the SMS notification message  132  may be a message from the Registrar&#39;s Office, notifying the student that transcripts are now available. In addition, SMS notification message  132  may include a message portion  134  indicating that the student may purchase copies of her transcript by responding to a first code with a reply SMS message. For example, referring again to  FIG. 3 , SMS message tool  42  may include an e-commerce engine (not shown) that inserts the code into message portion  134 .  
      As shown in  FIG. 17B , if the student replies to the specified code, the e-commerce engine in SMS message tool  42  may send an SMS message  136  to the student&#39;s Mobile Device  24  requesting that the student enter the desired number of copies by responding to a second code with a reply SMS message. As shown in  FIG. 17C , after receiving the desired number of copies, the e-commerce engine in SMS message tool  42  may send an SMS message  138  to the student&#39;s Mobile Device  24  requesting that the student confirm that the fee for the transcripts should be charged to the student&#39;s payment card (e.g., credit card, debit card, etc.) on file by responding to a third code with a reply SMS message. Next, after verifying the student&#39;s payment card information, the e-commerce engine in SMS message tool  42  may forward details of the order to the Registrar (e.g., via an email message), and may send a confirmation SMS message  140  to the student&#39;s Mobile Device  24 , along with instructions for obtaining the ordered transcripts.  
      Referring again to  FIG. 3 , merchant web interface  38  may host one or more web pages that a merchant may browse using a merchant client  14  to establish a merchant account, select access levels and messaging plans, create advertisement SMS messages and select profiles of students who will receive such messages. For example, merchant web interface  38  may host a sign-on web page, an example of which is illustrated in  FIG. 18 . In particular, a merchant may use a merchant client  14  to browse a sign-on web page  150  that includes data entry sections for entering a user name  152  and password  154 . The merchant may provide this information using a keyboard, mouse, pointing device, or other similar data entry device included in or associated with merchant client  14 . After the merchant enters this information and clicks a submit button  156 , merchant web interface  38  verifies the entered information.  
      If the username and password are correct, merchant web interface  38  may then display a merchant profile web page  160 , an example of which is shown in  FIG. 19 . Merchant profile web page  160  may include a profile section  162  that a merchant may use to provide contact information (e.g., address, phone and fax numbers, web site address, etc.) and business demographic information (e.g., food, clothing, entertainment, sports, etc.). Merchant profile web page  160  also may include an access settings selection button  164  and a message plan selection button  166 .  
      Upon selecting the access settings button  164 , merchant interface  38  may then display an access level web page  170 , an example of which is shown in  FIG. 20 . Access level web page  170  may include a section  172  that allows a merchant to select from various access level plans that allow the merchant to specify profiles for targeted SMS advertisement messages. For example, a basic access level plan may allow the merchant to specify profiles that include the most general level of Advertisement Interest Categories (e.g., Shopping, Dining, Music), but not more specific levels (e.g., Fast Food, Fine Dining, etc.), and that include only one university. An intermediate access level plan may allow a merchant to specify profiles that include higher levels of Advertisement Interest Categories, and include multiple universities. The highest access level plan may allow a merchant to specify profiles that include all levels of Advertisement Interest Categories, Demographics, and include all universities.  
      Referring again to  FIG. 19 , upon selecting the message plans button  166 , merchant interface  38  may then display a message plans web page  174 , an example of which is shown in  FIG. 21 . Message plans web page  174  may include a section  176  that allows a merchant to select from various message plans. Each message plan may include bundled messages, such as a daytime bundle and a night/weekend bundle. Each message plan also may include additional message fees that apply for each message that is sent after the merchant exhausts the message bundle. In this regard, the message plans may be similar to wireless telephone message plans. Persons of ordinary skill in the art will understand, however, that other types of message plans also may be used, and that plans may be customized to individual merchants. For example, a large national retailer may negotiate a customized message plan for all of the retailer&#39;s outlets throughout a country or region.  
      Referring again to  FIG. 3 , after receiving a merchant&#39;s profile information, merchant web interface  38  may then display a merchant message manager web page  180 , an example of which is shown in  FIG. 22 . In particular, merchant message manager web page  190  may include a message entry section  182  that a merchant may use to enter an advertisement message using SMS message tool  42 . For example, a merchant may use a mouse on merchant client  14  to select and attach a multimedia file that includes a video advertisement for a local restaurant. After completing the message, the merchant may then click the Save button to save the message.  
      Merchant web interface  38  may then display a profile selection web page  190 , an example of which is shown in  FIG. 23 . In particular, profile selection web page  190  may include a profile selection section  192  that a merchant may use to specify a profile using target selection tool  44 . Target selection tool  44  may determine the merchant&#39;s access level from access rules database  54 , and may then display the corresponding Demographics and/or Advertisement Interest Categories that the merchant may select.  
      For example, target selection tool  44  may display only the Interest Categories that the merchant may select, or may display all of the Advertisement Interest Categories, with the unavailable Interest Categories grayed out, such as in  FIG. 23 . In addition, target selection tool  44  may display a first profile selection section  194  that may be used to specify Demographics and/or Advertisement Interest Categories, and a second profile selection section  196  that may be used to specify universities. In this example, the merchant has specified that she wants to target Boston University and Drexel University students who have selected “Dining,” “Fast Food,” “Pizza,” and “Pizza Hut” Interest Categories.  
      After the merchant specifies the profile, target matching tool  48  extracts from second database portion  52  the IDs of the students at the specified universities who have matching Demographics and/or Advertisement Notification Interest Categories, and then displays a calendar showing timeslots for sending the SMS notification message. As mentioned above, target matching tool  48  also may include in the calendar predictions of the number of students who match the specified profile and who may be available to receive such messages in each timeslot. An exemplary timeslot selection calendar is illustrated in  FIG. 24 . In the illustrated example,  64 , 874  matching students may be available on Saturday at 10:00 AM, whereas no matching students may be available on Friday at 11:00 PM.  
      Timeslot selection web page  200  may include a timeslot selection section  202  that a merchant may use to select one or more timeslots for delivering the SMS advertisement message. For example, the merchant may select a first timeslot in first choice section  204  and a second timeslot in second choice section  206 . In the illustrated example, unavailable timeslots are indicated in cross-hatching. In addition, timeslot selection web page  200  may include a section  208  for specifying the total number of SMS messages to send during the selected timeslots.  
      As mentioned above, timeslots also may be allocated using other techniques, such as auctions. For example, target matching tool  48  may implement an auction-type system for allocating timeslots, and merchants may place bids for particular timeslots. In this regard, timeslot selection section  202  may include a section that allows a merchant to submit and monitor bids for particular timeslots, pay a fee to prevent the merchant from being bumped from a specific timeslot, or pay a fee to bump another user from a previously reserved timeslot.  
      After timeslot selection is completed, target matching tool  48  may then save the profile in a database for execution at the time specified in the selected timeslots. In particular, when the current time equals the specified time, target matching tool  48  may extract from second database portion  52  the IDs of students whose Demographics and/or Interest Categories match the profile and who are available. If the number of available matching IDs is less than or equal to the total number of messages to be sent as specified by the merchant, all of the IDs are extracted. If the number of available matching IDs exceeds the total, only that number of IDs are extracted.  
      Target matching tool  48  may then determine from first database portion  50  the address of each mobile device  24  associated with the extracted IDs, and may then send the determined addresses to SMS message tool  42 , which may then format the messages for communication to the targeted mobile devices  24  via wireless interface  25 . If the number of available matching IDs was less than the total number of messages to be sent as specified by the merchant, target matching tool  48  may attempt to send the remaining number of messages during any selected subsequent timeslots.  
      Referring now to  FIG. 25 , an exemplary SMS advertisement message displayed on a student Mobile Device  24  is described. In particular, as shown in  FIG. 25A , Mobile Device  24  may display a received SMS advertisement message  210 . For example, the SMS notification message  210  may be a message from a cosmetics company, notifying the student that a particular skin care product is on sale. In addition, SMS notification message  210  may include a message portion  212  indicating that the student may purchase the skin care product by responding to a first code with a reply SMS message. For example, referring again to  FIG. 3 , SMS message tool  42  may include an e-commerce engine (not shown) that may insert the code into message portion  212 .  
      As shown in  FIG. 25B , if the student replies to the specified code, the e-commerce engine in SMS message tool  42  may send an SMS message  214  to the student&#39;s Mobile Device  24  requesting that the student enter the desired quantity of skin care product by responding to a second code with a reply SMS message. As shown in  FIG. 25C , after receiving the desired quantity, the e-commerce engine in SMS message tool  42  may send an SMS message  216  to the student&#39;s Mobile Device  24  requesting that the student confirm that fee for the products should be charged to the student&#39;s payment card (e.g., credit card, debit card, etc.) on file by responding to a third code with a reply SMS message. Next, after confirming the student&#39;s payment card information, the e-commerce engine in SMS message tool  42  may forward details of the order to the advertiser (e.g., via an email message), and may send a confirmation SMS message  218  to the student&#39;s Mobile Device  24 , along with instructions for obtaining the ordered product.  
      Referring again to  FIG. 3 , persons of ordinary skill in the art will understand that web advertiser interface  40  may host one or more web pages that a web advertiser may browse using a web advertiser client  16  to establish a web advertiser account, select access levels and web advertisement plans, create web advertisements and select profiles of students who will receive such advertisements, similar to the web pages that merchant interface  38  hosts and as described above with respect to  FIGS. 18-21  and  23 . In addition, web advertiser interface  40  may include a web advertisement queue (not shown) that may be used to hold for screening by a system operator. If the system operator approves the web advertisement, the ad may be queued for delivery.  
      In addition, university web interface  36 , merchant web interface  38  and advertiser web interface  40  each may host additional web pages that university users, merchants and advertisers may browse using university clients  28 , merchant clients  14  and advertiser clients  16 , respectively, to extract non-identifying data from second database portion  52  of database  32 . For example, university web interface  36  may host a web page that allows a university user to request the number of students who have elected to receive notification SMS messages regarding financial aid. After receiving the request, university web interface  36  may use target matching tool  48  to extract the requested information from database  32 , and may then display the extracted information in the university user&#39;s web browser. Similarly, merchant web interface  38  may host-a web page that allows a merchant to request the number of students at a particular university who are interested in a particular Advertisement Interest Category (e.g., wine). After receiving the request, merchant web interface  38  may use target matching tool  48  to extract the requested information from database  32 , and may then display the extracted information to the advertiser&#39;s web browser.  
      Persons of ordinary skill in the art will understand that the various components of exemplary SMS system  10  may be owned by various persons or entities, and that various fees may be charged for use of the system. For example, messaging platform  20  may be owned and operated by a first entity, and student clients  26 , university clients  28 , merchant clients  14 , advertiser clients  16  and wireless interface  22  may be owned and/or operated by one or more distinct entities. An owner of messaging platform  20  may charge university users a first fee for sending and receiving SMS notification messages to students&#39; mobile devices  24 , may charge merchants a second fee for sending and receiving SMS advertisement messages to students&#39; mobile devices  24 , and may charge web advertisers a third fee for displaying web advertisements on student clients  26 .  
      The first fee may be free, and the second fee may be a predetermined cost per SMS advertisement message (e.g.,  12  cents per SMS advertisement message), or may be a flat fee for a predetermined number of advertisement messages (e.g., $1,000 for the first 100 messages, and $0.10/message for each message above 100 messages). The third fee may be a predetermined cost per web advertisement (e.g., 6 cents per we advertisement), or may be a flat fee for a predetermined number of web advertisements (e.g., $1,000 for the first 500 web advertisement, and $0.02/web advertisement for each web advertisement above 100 ads).  
      The second and third fees may be flat fees, or may be adjustable-rate fees that may be varied based on time of day, day of week, or other similar factors. For example, the SMS advertisement message fees may be divided into multiple time-based rates, such as daytime and night/weekend billing rates. Additionally, the SMS advertisement message fees may vary based on the day of the week, the day of the month, and other similar factors. For example, premium rates may apply on days during which football games are held on campus, or during final exam periods. Moreover, varying fee structures may apply based on factors such as the type of business, the volume of messages being sent, the flexibility of the time periods for message delivery and other similar factors.  
      Because a university may be reluctant to implement SMS notification systems because of concerns about the cost of implementing and using such systems, an owner of messaging platform  20  may allow a university to use SMS system  10  for no cost, and/or may pay the university a singing bonus to use and endorse such a system. To encourage students to use SMS systems in accordance with this invention, an owner of messaging platform  20  may allow students to receive SMS notification messages from university users for no cost, in exchange for agreeing to receive a minimum number of SMS advertisement messages in a given time period. For example, each student may be required to accept at least 10 SMS advertisement messages from merchants per day.  
      The foregoing merely illustrates the principles of this invention, and various modifications can be made by persons of ordinary skill in the art without departing from the scope of this invention.