LOCATION BASED INTERACTIVE ADVERTISEMENT

SERVICE

(LBIAS)

Description

Digital Convergence is mainly driven by the TIME industries (Telecommunication, IT/Internet, Media and Entertainment) and provides new, innovative solutions to consumers and business users. Based on digital technologies and digitized content it encompasses converged devices (such as smartphones, laptops, internet enabled entertainment devices and set top boxes), converged applications (e.g. music download on PC and handheld) and converged networks.

Web 2.0 has created a world where interaction of the clients with services is taking place. Clients by using their knowledge and data receive better services and make their contributions to the service improvements

Today a good service should use interactivity and convergence together in order to be profitable, useful and utile for its users and owners.

LBIAS service is the collaboration of 3G network, converged devices and Telenity’s converged products requesting service users’ data in order to give them a better service and a feedback to the institutional customers. Briefly LBIAS is an advertisement like visual guidance and its feedback service which taking advantages of 3G Technology and a service which use, control and maintain subscribers’ relational database.

Just take a look to the following simple scenario in order to understand how LBIAS service practically works.

An Example Scenario

Part 1: Mrs. Seda has opened a new steak house in Maslak and wants to make its advertisement for “possible” customers so she decides to subscribe his company to LBIAS service as an institutional customer of the local GSM operator.

Part 2: Sinan gets up in the morning; he wants to eat a special T-bone steak with a good price in the afternoon not very far to his job. He just heard about the LBIAS service of his GSM operator. He sends an SMS to short code 5577 with message content “restaurant steak 12:00” and receives an acknowledgement confirming his subscription to the LBIAS service.

Henceforth a tracking service started for Sinan’s phone. Location of Sinan is being followed by his GSM operator. (He can be followed all the time or he can only be followed at 12:00 o’clock)

Part 3: At 12:00 o’clock when starving Sinan started to think about how much he is hungry, receives a video/ visual advertisement stream from the GSM operator introducing Mrs. Seda’s new steak house, her menu and prices. At the end of the visual advertisement a pass code appears uniquely to the Sinan’s phone indicating that he will receive an additional discount from the restaurant if he makes a reservation with that pass code by using the restaurant web page. When video streaming is over, a question is asked to Sinan if he’s interested with the advertisement. Sinan learned from the video stream that he is not far from the address where the restaurant can be found, Sinan acknowledges by typing 1 (by typing 2 he can also watch the opportunity of an alternate steak house near by or quit by typing 9) and mobile phone's web browser is automatically opened requesting Mrs. Seda's Steak house web page. He enters the code and makes her reservation for 12:30 o’clock.

System knows exactly what Sinan wants, system knows when Sinan wants and system also knows where Sinan is as he was tracked all the time / or only tracked at the service time by its GSM operator. At 12:00 o’clock system checks related institutional customers near to him and send the visual guidance according to the priorities. Sinan can give his feedback by pressing phone keypad during the advertisement. “2: love it but want to see next maybe the following can be better”, “3: delete it, next!”, “4: My Favorite yes!” etc …

Extended Part 4: After a great lunch, Sinan receives from the waiter of the steak house another pass code. Sinan sends sms again to 5577 with content pass code. Suddenly he receives another acknowledgment indicating that he earned free additional call time from GSM operator as he has chosen an institutional customer of the GSM operator.

Pass codes can be identified with a pre-shared key between institutional customer and GSM operator.

Extended Part 5: Sinan returns to his job with a great pleasure of Mrs. Seda steaks and being earned free call time.

How does it Work?

Please analyze the following schema.

Schema 1

Subscribers can be subscribed to LBIAS service by sending sms to the short code of LBIAS. SMS will be received by Canvas SMSC and will be routed to the smpp application which is connected with the related short code. Henceforth LBIAS will interpret the message content, organize the subscriber data in database according to the content and then it will warn Canvas LES providing some necessary information in order to start a tracking on the sender.

When the service time has come, this time LES will warn LBIAS. Induced LBIAS will now cooperate with Video IVR (V-IVR) system. Related Advertisement like visual guidance media will be sent with additional data to the V-IVR system. V-IVR system will complete the service by sending the media with additional data to the related subscriber. During the media transmission subscriber can interact with the service by using phone keypads.

As indicated in “Extended Part 4” of the scenario, service can be extensible. LBIAS service can also interact with charging server in order to increment subscriber’s cash value.

Advantages

For Operator

• A different, innovative and additional service to subscribers,
• Lots of additional valuable data to the data warehouse of the service provider such as (locations of the customers, their interests; example=Sinan loves steaks, etc... ) This data can be sold or reused.
• Institutional subscription and service usage subscription can be billable.

For Telenity

• A different collaboration of Canvas Products,
• A composite service, opportunity of selling lots of Telenity product to one operator.
• Successful implementation of the service creates much more awareness to Telenity.

For subscriber

· Availability of spontaneous “possible” opportunities (Word “possible” is often used during the presentation, it represent target market near by that can be attracted. For example in the precedent scenario; Young person visiting Maslak) ,

• Better personal and private service,

For institutional subscribers (Contractors)

· Ability to make its advertisement to “possible” customers who are directly their target market subject (Young Sinan want to eat T-bone steak afternoon)

·In some public places advertisements can be done via Bluetooth technology by sending sms or very little media file, but in fact even in theory, limits of Bluetooth Class 1 (EDR) technology is limited by short distance range and low transfer speed, plus lots of mobile phone users disable their Bluetooth chips as a result security reasons or battery usage.

· Great Advantage against local competitors.

· Awareness.

Disadvantages

• Hard to track lots of subscriber, hardware limits number of service user.
• Surveillance of lots of entity during a troubleshooting

Why this service is useful?

This service is an example of a “winwin” model, Operator wins by contracting with institutional subscriber, Operator wins again by the subscription of his subscriber to the service(optional), Institutional subscriber find a new environment for advertisement and find to opportunity to attract exact “possible” customers. Subscribers are satisfied as they know that they will be informed at the right time about the nearby opportunities.

From another point of view, such a new and composite service can be much more effective in regions demographically young and in regions increasing its prosperity as peoples of these regions are curios about the new technologies and its advantages. For example Turkey is a country where young people form the big part of the population and also Turkey is a country where 3G enabled phones are increasingly used.

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