CN1202644C - 交互式交易系统 - Google Patents

交互式交易系统 Download PDF

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CN1202644C
CN1202644C CN01810765.6A CN01810765A CN1202644C CN 1202644 C CN1202644 C CN 1202644C CN 01810765 A CN01810765 A CN 01810765A CN 1202644 C CN1202644 C CN 1202644C
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格伦·戴维·史密斯
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James William Piper
Yizeba Holding LLC
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Cool 123 Ltd
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    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • G06Q30/0203—Market surveys; Market polls
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G06Q30/0245—Surveys
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0267—Wireless devices
    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F19/00—Advertising or display means not otherwise provided for
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W4/00—Services specially adapted for wireless communication networks; Facilities therefor
    • H04W4/12—Messaging; Mailboxes; Announcements
    • H04W4/14—Short messaging services, e.g. short message services [SMS] or unstructured supplementary service data [USSD]
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W8/00—Network data management
    • H04W8/18—Processing of user or subscriber data, e.g. subscribed services, user preferences or user profiles; Transfer of user or subscriber data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W84/00—Network topologies
    • H04W84/02—Hierarchically pre-organised networks, e.g. paging networks, cellular networks, WLAN [Wireless Local Area Network] or WLL [Wireless Local Loop]
    • H04W84/04—Large scale networks; Deep hierarchical networks
    • H04W84/042—Public Land Mobile systems, e.g. cellular systems

Abstract

一种将通过蜂窝电话(100)使用的文本短消息系统(SMS)与数据库(102)和网站相结合使广告商能够实时地看到消费者对广告活动直接响应的交互式直接响应系统。消费者被邀请参加通过例如公告牌发布的已定义的广告，通过发送一条与特定广告链接的消息，即一个单词(104，106)来回复与网站相关的一个单一电话号码。计算机接收和分析这些消息，并且向用户发送确认收到的消息。

Description

交互式交易系统
技术领域
本发明涉及交互式交易和/或调查系统，特别是，但不局限于利用移动电话或蜂窝电话上提供的短信业务(SMS)的交易和/或调查系统。
背景技术
目前已有现成的和正在开发中的在移动电话或蜂窝电话上显示短文本消息的短信业务(SMS)。可以设想利用这种短消息作为工具来刊登广告并从现存的包括电视、广播、电影、杂志、报纸、公告牌和互连网的主流广告媒体获得消费者的反馈。
随着移动电话或蜂窝电话用户在全球的增长，特别是对SMS(短信业务)的接受和使用的增加，为该技术开辟了应用机会。
典型的移动电话用户在日常工作中，如当阅读早报、上班路上，路过公告牌，阅读杂志和看电视时会随时携带着他们的移动电话。如果他们注意到邀请他们参加诸如“赢得一次旅行”或“告诉我们您的意见”之类的活动的广告，如果这个过程与常规的打电话或邮寄信件的方式相比便宜，快速并且简便，那么移动电话用户更容易响应。
重要的是本发明包含被称为“拉拖(pull)”的业务使消费者启动交易因此实现起来看上去很“友好”。移动电话产业是不希望未经请求的消息的，本系统克服了这一需求。本发明的主题涉及具有将消费者的回答或文本短消息关联到广告客户推销活动的条件过滤标准的数据库应用。广告商推销中所选用的标准将用来决定正确的回复消息或消费者的回答。另外，通过激励对广告的响应，消费者将提供表示广告效果的实时反馈。特定的回答内容表示消费者对产品的认识或他们对产品的意见。通过这种方式可以获得有价值的调查依据。回答内容还可以提供广告出现的地点和/或它的发行商。如果是电视或无线电做的广告，通过特定的回答消息还可以识别是哪个频道广播的。只要SMS的内容是特殊并且能识别特定推销的，那么可以利用同一个目的电话号码同时做多个推销。此外，为方便参与者，可以将他们的电话号码存储起来以备以后使用。通过在SMS回复消息中告知特定的“www”网址将竞争参与者直接引导到网站，将保证通过点击网站获得收入。也可以用这种方法收集实时投票或调查依据。通过使用特殊的数据库应用，可以消除同一个投票者在同一部移动电话上多次投票。此外，可生成实时图形和统计报告并且通过安全的因特网接口系统向客户提供服务。
本发明的目的是根据发送到移动电话或蜂窝电话的SMS消息提供切实可行的交互式交易和/或调查系统，或至少向公众提供一种有用的选择。
发明内容
本发明的一个方面是利用移动或蜂窝电话上设置的短信系统(SMS)提供一种交互式交易和/或调查系统，它包括将以下装置的结合：显示广告的装置，所述广告邀请参与者通过移动电话或蜂窝电话上的SMS回答定义好的文本短消息；计算装置，用来将参与者的文本短消息与保留的一个或多个参考记录比较和匹配，其中在操作中，如果参与者的文本短消息与其中一个或多个的记录中的任何一个匹配，那么将短信中的信息存储在数据库中。
广告最好邀请参与者应答到公共的“回复”电话号码上。
所有与系统关联的广告最好使用同一个公共的“回复”电话号码，但是每一个广告活动使用清楚的预先分配好的文本短消息，计算装置分析和显示输入的答复并且将它们分成相关的活动。
显示广告的装置最好是电视、杂志、报纸、公告牌、电影和/或因特网。
广告最好通过无线电或其它非视频装置进行广播。
比较和匹配参与者文本短消息应答的计算装置最好的经因特网通过虚拟专用网与SMS运营商连接的计算机数据库。
计算装置最好还包括用来记录参与者作出的正确和错误回答的数量以及向参与者发送的回复消息的数量的装置。
计算装置最好能够提供一些电话号码和/或几组参考记录，所述参考记录对应不同广告提议或调查引导，并且每个记录保留对每个电话号码或记录组响应的频率，这样就可以获得诸如响应特定推销或调查的频率或消费者总数或投票之类的数量数据。
参与者或消费者的文本短消息的回答最好是能够容易地与存储在计算机数据库中存储的“正确”字的参考列表进行比较和匹配的一个单字。
引导参与者访问的因特网网站最好是集中协调所有进入的SMS消息并且向参与者提供更多信息以便进行下一步交易或调查系统的专用网站。
本发明的另一个方面在于利用移动或蜂窝电话上设置的短信系统(SMS)提供一种交互式交易和/或调查系统，它包括将以下装置的组合，显示广告的装置，所述广告邀请参与者通过移动电话或蜂窝电话的SMS回答文本短消息；计算装置，用来将参与者的文本短消息与一个或多个保留的参考记录比较和匹配，其中在操作中，如果参与者的文本短消息与一个或多个的记录其中的任何一个匹配，那么通过所述计算装置向参与者的移动或蜂窝电话发送回复消息来指示参与者进入下一步，典型的做法是访问因特网网站。
显示广告的装置最好是电视、杂志、报纸、公告牌、电影和/或因特网。
广告最好通过无线电或其它非视频装置进行广播。
比较和匹配参与者文本短消息应答的计算装置最好是经因特网通过虚拟专用网与SMS运营商连接的计算机数据库。
计算装置最好还包括用来记录参与者作出的正确和错误回答的数量以及向参与者发送的回复消息的数量的装置。
计算装置最好能够提供一些电话号码和/或几组参考记录，所述参考记录对应不同广告提议或调查引导，并且每个记录保留每个电话号码或记录组响应的频率。这样就可以获得诸如响应特定推销或调查的频率或消费者总数或投票之类的数量数据。
参与者或消费者的文本短消息回答最好是能够容易地与存储在计算机数据库中“正确”字的参考列表进行比较和匹配的一个单字。
指引参与者访问的因特网网站最好是集中协调所有输入的SMS消息并且向参与者提供更多信息以便进行下一步交易或调查系统的专用网站。
附图说明
为了更全面地理解本发明，参考附图，其中：
图1表示根据实施例1的需要SMS文本响应的广告实例。
图2表示根据实施例1的本发明各部分的流程图。
图3和4以柱状图表和频率分布图的形式示出了对本发明运行的统计分析实例。
图5表示本发明运行的工作表。
图6表示本发明所作的呼叫记录。
图7表示根据本发明实施例2和实施例3的操作简图。
具体实施方式
实例1
图1的实例1示出了邀请参与者拨打电话号码并键入适当的字母数字型应答12的广告10的实例，在这个例子中为单词“PISA”。
图2示出了根据实例1的本发明不同部分的流程图或简要框图。为应答图1所示的广告，参与者在移动电话或蜂窝电话14上发送消息并且键入适当的字母数字型应答或文本短消息16。该回答指向特定推销，并且计算机数据库20可以记录从18广播或者显示的广告的位置或来自哪里，计算机数据库20将参与者的回答与计算机数据库中保留的参考列表比较并匹配，如果是正确匹配，在这个广告例子中正确答案是是单词“PISA”，那么向参与者的移动电话或蜂窝电话发送短消息系统(SMS)的文本回复22来指示成功的参与者访问因特网上指定的网站。参与者能够从所参考的网站获得更加详细的关于如何在竞赛或广告推销或调查中继续进行。可以设想随着信息技术的飞速发展，特别是能够访问因特网的移动或蜂窝电话，参与者能够直接通过他们的移动电话或蜂窝电话访问因特网，而不需要个人或笔记本电脑。
现在参见图3，该图示出了向三家电视台和两家公告牌32所作的特定广告发出呼叫的数量的柱状图30。通过分析柱状图，从显示拨打广告频率的y轴可以测量广告模式的效果。沿着x轴显示了调查的时间长度，在这个例子中显示了4星期中每周的结果。技术人员可以很明显地看出后两周34、36发生的拨打频率要高于前两周38、40所发生的频率，这是因为更多的消费者会随着时间的进展参与到广告活动中来。
图4示出了通过前面图3中所述的三家电视台和两家公告牌42显示的广告在以x轴所表示的一天的时间中所收到的用y轴表示的拨打次数。
从图4中可以得出结论，通过三家电视台播放的广告在晚上8点钟的时隙44与在收视率有限的下午12点的46或下午2点的48相比获得的响应最多。相反通过公告牌发布的广告分别在下午5点的50和下午7点的52达到峰值，这说明当消费者在下班以及开车回家这段时间这种广告方式的效果最好。
现在参见图5所示的工作表60，其中各种竞争或广告客户显示在第62、64列的顶部。正确的文本短消息回答66、68和表示与正确回答匹配的数量70、72以及整个记录数82、84列在每列之下。如果正确匹配在记录的参考列表和参与者的回答之间，那么在参与者的移动电话或蜂窝电话上将显示邀请参与者访问网站的文本消息80(未示出)。记录下整个接收到的数量82、84以便能够对特定竞争或调查的频率或受欢迎程度的分类进行分析。
图6示出了要求特定回答92，发出呼叫的时间94和日期95的所接收的呼叫的日志90，以及接收到和回复的电话号码96。客户的特定回答和身份用98表示。通过分析这样的日志可以分析出对特定广告或调查问题的受欢迎程度或响应频率。
实例2
产品推销实例
参见图7所示的由客户(“1”)和(“1a”)从两份早报(未示出)上打印的称作“Pacer Rockets”的新型跑鞋的推销广告。
读者1阅读报纸1(未示出)上的广告并且通过向号码345678发送含有单词“PACER”的SMS被邀请参加赢取一双免费跑鞋的抽奖活动。
读者2阅读报纸2(未示出)上的广告并且通过向号码345678发送含有单词“ROCKET”的SMS被邀请参加赢取一双免费跑鞋的抽奖活动。
1.读者1和读者2伸手取来他们的移动电话100并且根据他们在报纸上读到的键入单词“PACER”和“ROCKET”。在这个例子中，他们将这个消息发送到号码345678。
2.计算机数据库的推销网关102接收到这些消息。这些消息包括移动电话号码，发送日期，发送时间和消息文本。
3.包含单词“PACER”的消息通过搜索单词“PACER”的被称作“报纸1”的客户应用程序104来处理。同样，包含单词“ROCKET”的消息通过搜索单词“ROCKET”的被称作“报纸2”的客户应用程序106来处理。
4.在这个例子中，同一个客户拥有两个应用程序。在这个实例中的两个应用程序以相同的应答消息108通知用户已进入抽奖并且邀请用户访问网站，如“感谢您进入我们PACER ROCKET的抽奖活动。如果您是获奖者，我们将通过这个号码通知您。请访问 www.pacerrockets.com查看更详细的资料。”
交易到此完成了。
只要消费者输入的消息总是唯一的，用户程序可以有很多。
通过在两份报纸上刊登相同的广告而只对需要客户进入抽奖的消息的单词内容进行改变就可以获得下列问题的答案。
·刊登在报纸1和报纸2上的广告哪个更有效果？
·消费者在什么时间读到的广告？
·消费者在哪天读到的广告？
·该条广告引起网站的访问量了吗？网站可以通过与广告直接关联而确定这一点。
实例3
投票或民意测验的实例
还是参见图7，电视台正在播放有争议的新闻故事并且就一项学校允许携带枪支的新法律收集公众意见。
观众被邀请参加实时调查，他们可以发送“guns yes”的消息110表示他们同意新法律，否则发送“guns no”的消息112表示反对。下面的步骤随之而来：
1.关注这个问题的观众伸手取来他们的移动电话100并且向号码12345发送他们的投票消息。无论他们收看哪个电视频道，所有投票者都使用这个号码。
2.计算机数据库的投票网关102接收消息并且将这些消息路由到一个或两个应用程序110、112。
3.如果投“YES”票，那么向投票者返回一条消息，例如，“您的关于同意在学校可以持枪的投票已被接受。至此10％的投票者同意您的意见。注意收看最终结果或访问 www.tvnewsco.com。”
4.如果投“NO”票，那么向投票者返回一条消息，例如，“您的关于反对在学校可以持枪的投票已被接受。至此90％投票者同意您的意见。注意收看最终结果或访问 www.tvnewsco.com。”交易至此完成。
电视台有指向关于民意测验网关网站的特别指定网页的实时、专用连接。表示“yes”和“no”数量的消息结果实时地用图形和统计显示。电视台可以直接显示这些页面或者根据这些信息生成用户化显示。
优点
SMS的成本优势
用户反馈的现存方法包括吸引参与者高使用率的“900”号。每分钟几块钱的费率很平常。这就使得消费者特别是当年轻的家庭成员产生高额电话费帐单累积时变得勉强。SMS的费用大约是寄信费用的一半，而且有时是免费的。可以通过标准的SMS发送多达160个字符的文本。
SMS的时间优势
由于人们转去使用电子替代方式如电子邮件，所以“物理”邮件的使用正在减少。现在，电子邮件已经在移动电话市场出现，所以它不具有SMS的方便因素。物理邮件需要大量代表消费者的工作并且不能及时回复。
SMS的交互优势
当从移动电话发送一条SMS时，传递的全部时间大约只有几秒钟。与SMS网关连接的第三方应用程序也应该能够用相同的时间回复。智能应用程序能够在消费者和客户应用程序之间产生双向对话以便询问消费者进一步的信息或简单地通知消费者。
交易可行性
SMS回复消息可以通知消费者他们的消息已经被处理。它还可以包括发送其它消息来完成交易的邀请。可以邀请消费者访问属于或链接到推销客户的网站。民意测验或投票系统的指示可以做成投票处理，如当前接收到的“YES”或“NO”的票数。
现存的推销结构
获得用户反馈的现存方法需要由消费者选择能够的并且显示它们的处理过程的唯一目标。
对于基于语音的对话应用，这需要拨叫唯一的对话号码或拨叫一个号码并通过菜单驱动过程选择目标，例如，选“鞋”按1或选“电脑”按2。
物理邮件或电子邮件需要一个回复地址并且经常还需要表明子地址或部门，例如，Marketing promotions attn Shoes competition。
SMS的多客户
通过使用用于传递SMS的公共号码，消息可以根据其内容自动地路由到多个客户。这可以消除使用该系统的每个用户只有唯一地址/电话号码的需要。
从客户消费者的所有消息中仔细选择出的所需应答可以路由到客户用于处理和回复的应用程序。
每条消息都包含消息发送者的移动电话号码。这就可以允许双向交易的客户应用程序有回复路径。
SMS的私密优势
用户可以使用任何能发送SMS的电话而不必署名。唯一需要的是转发消息的移动号码。这种SMS交易参与者的一个最大的潜在担忧就是它可能造成象在电子邮件中发生的未经许可的“垃圾”消息。该系统能够保证成功的关键是它保留了被业界称为“拉拖”的服务。这就是说参与者只接收作为他们所发送消息结果的消息。唯一的改变是在原始交易发生几天或几星期后会收到获奖通知。为帮助消费者维护自身隐私，该系统的运营商必须保留所有消息的所有权并且不许将移动号码泄漏给它的客户。只有统计详情才能传到客户的获奖者联系电话。
消费者除了他们的移动电话号码不需要提供他们的身份，这是SMS的固有特性。这是许多消费者会参与的关键因素。唯一需要泄漏个人详情的情况是邮寄奖品时。
SMS目的号码的品牌和联系
为加速交易和应答的可能性，理想的情况是用户将电话号码存储在他们的移动电话中。这使得消费者将注意力集中在交易的“关键字”上而不是尽力去记住电话号码。这在时间有限的公告牌广告中特别有用。一个习惯的商标(也许一个用于推销，一个用于投票)与消费者以前使用过的推销SMS的推销活动相联系。因为他们已经了解了过程，所以他们更愿意响应。
变化
最后，可以理解，在不脱离本发明所附权利要求的范围的前提下可以对上述发明做出各种其他变化和修改。

Claims (10)

1.一种利用移动或蜂窝电话上设置的短消息系统的交互式交易和/或调查系统，它包括将以下装置的组合：显示广告的装置，所述广告邀请参与者通过移动电话或蜂窝电话的短消息系统回答定义好的文本短消息；计算装置，用来将参与者的文本短消息与保留的一个或多个参考记录比较和匹配，其中在操作中，如果参与者的文本短消息与一个或多个记录中的任何一个匹配，则将短消息中的信息存储在数据库中。
2.根据权利要求1所述的系统，其特征在于广告邀请参与者应答到公共的“回复”电话号码上。
3.根据权利要求1所述的系统，其特征在于所有与系统相关的广告使用同一个公共的“回复”电话号码，但是每一个广告活动使用不同的预先分配好的文本短消息，计算装置分析和显示输入的答复并且将它们分成其相关的活动。
4.根据权利要求1所述的系统，其特征在于显示广告的装置可以是电视、杂志、报纸、公告牌、电影和/或因特网。
5.根据权利要求1所述的系统，其特征在于广告可以通过无线电或其它非视频装置进行广播。
6.根据权利要求1所述的系统，其特征在于比较和匹配参与者的文本短消息的计算装置是经因特网通过虚拟专用网与短消息系统运营商连接的计算机数据库。
7.根据权利要求1所述的系统，其特征在于计算装置还包括用来记录参与者作出的正确和错误回答的数量以及向参与者发送的回复消息的数量的装置。
8.根据权利要求1所述的系统，其特征在于计算装置能够提供一些电话号码和/或几组参考记录，所述参考记录对应不同广告提议或调查引导，并且每个记录保留每个电话号码或记录组响应的频率，这样就可以获得响应特定推销或调查的频率或消费者总数或投票的数量数据。
9.根据权利要求1所述的系统，其特征在于参与者或消费者的文本短消息回答是能够容易地与存储在计算机数据库中“正确”字的参考列表进行比较和匹配的一个单字。
10.根据权利要求1所述的系统，其特征在于指引参与者访问的因特网网站是集中协调所有输入的短消息系统消息并且向参与者提供更多信息以便继续或进行下一步交易或调查系统的专用网站。
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US20120303460A1 (en) 2012-11-29

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