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`
`US 2(Kl10t]36224A1
`
`(19) United States
`(12) Patent Application Publication (10) Pub. No.: US 2001/0036224 A1
`Demello et a1.
`(43) Pub. Date: NOV. 1, 2001
`
`
`(S4) SYSTlth AND METHOD FOR THE
`DELIVERY OF TARGETED DATA OVER
`WIRELESS NETWORKS
`
`(57)
`
`ABSTRACT
`
`(70)
`
`Inventors: Aaron Demello, Montreal (CA);
`Alexander Miller, Montreal (CA);
`Alexandre legendre, Montreal (CA);
`lemld Host, Montreal (CA)
`
`Correspondence Address:
`McDERMOTT, WILL & EMERY
`600, 13th Street North-West
`Washington, DC 20005-3096 (US)
`
`(21) Appl. No.:
`
`09t778,108
`
`(22
`
`Filed:
`
`Feb. 7, 2001
`
`(30)
`
`Foreign Application Priority Data
`
`Feb. 7, 2000
`
`(CA) .......................................... 2,298,194
`
`Publication Classification
`
`
`H048 1188;11041. sna
`Int. CI.’ ..
`(51)
`(52) U.C. Ct.
`............................................................. 3751220
`
`The present invention relates to a system and method for the
`passive location positioning of wireless handsets for the
`purposes of delivering targeted data to users in a wireless
`communications network while protecting the privacy of the
`users. The network may contain a plurality of clusters
`comprising at least two physical nodes communicating with
`each other via a remote link. The first node, the Mediation
`Server, receives raw location positioning data from the
`wireless communications network and sends standardized
`
`location positioning data with encrypted unique identiliers to
`the second node, the Profiling Server. The Profiling Server
`tracks and profiles current and historical location positioning
`data, compiling databases of anonymous user proliles to
`permit
`targeting of personalized and relevant data. The
`Profiling Server targets data to users with matching profiles
`and forwards those messages to the Mediation Server for
`encryption and further message compilation and transport.
`Privacy is achieved by separation of data collection and
`message transmission functions from the profiling and tar-
`geting functions. The present
`invention also concerns a
`method of anonymizing data related to a wireless trans-
`ceiver.
`
`
`
`
`
`1 targeted
`
`-. Data
`
`Commuriutian Network
`
`
`
`Anonymousprofiles
`
`
`g%
`
` Wireless
`
`
`Users
`
`Wielees Network
`
`LYFT 1049
`
`LYFT 1049
`
`1
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 1 of s
`
`US 2001/0036224 A]
`
`
`
`System for
`
`
`
`Targeted
`Delivery of
`
`
`
`Data
`
`Targeted
`
`
`Provider
`Data
`
`
`
`Wireless
`user
`
`FIG.
`
`1
`
`2
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 2 of 8
`
`US 2001/0036224 A]
`
`Wireless
`Network
`
`&
`
`Wireless User
`
`
` Mediation
`
`Server
`
`19
`
`Communication
`Network
`
`21
`
`Profiling
`
`Server
`
`Targeted
`Data Provider
`
`Targeted
`Data Provider
`
`Data Provider
`
`Targeted
`
`22
`
`22
`
`22
`
`FIG. 2
`
`3
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 3 of 8
`
`US 2001/0036224 A1
`
`Targeted
`Data
`Provider
`
`Targeted
`Data
`Provider
`
`
`
`
`
`
`
`
`
`
`
`Communication Network
`
`21
`
`
`
`Anonymousprofiles
`
`- _ - _
`
`_ - - _
`
`_.___
`
`'_
`3*.
`Wireless Operator
`
`
`
`WirelessUsers
`
`
`
`
`
`MSG.
`
`VLR. HLR. SOP, BSC.
`
`Location Detennination
`
`Equipment
`
`
`
`Wireless Network
`
`FIG.
`
`3
`
`4
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 4 of 8
`
`US 2001/0036224 A1
`
`Unique Identifier,
`Presentation
`
`
`
`Unique Identifier,
`Location
`
`Object
`
`COMMUNICATIONS
`PROCESSOR
`
`7‘
`
`ENCRYPTION PROCESSOR
`
`73
`
`COMPRESSION PROCESSOR
`
`7S
`
`
`
`
`
`
`PRIVACY FiREWALL
`
`77
`
`Anonymous
`Identifier.
`Presentation
`
`Object
`
`Anonymous
`identifier,
`Location
`
`Information
`
`FIG.
`
`4
`
`5
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 5 of 8
`
`US 2001/0036224 A1
`
`Anonymous
`Identifier,
`Location
`
`Information
`
`
`
`
`Anonymous
`identifier,
`Presentation
`
`
`
`
`Object
`
`Network Communications and Privacy
`FireWall
`
`
`
`TARGETING AND
`PROF ILING
`PROCESSOR
`
`
`
`
`
`
`Request
`
`
`
`Campaign
`
`FIG.
`
`5
`
`
`Historical
`Database
`Targeting
`Content Database
`Profile
`
`Bank
`
`
`
`
`Profiling Management Module
`
`Campaign Management Module
`
`6
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 6 0f 8
`
`US 2001/0036224 A1
`
`Mediation Server receives location data
`
`from the wireless network via the
`
`201
`
`
`
`location positioning interface
`
`Encrypt wireless transceiver identifiers
`
`203
`
`Convert tocation parameters into
`latitudeflongitude of estimated
`transceiver positioning
`
`
` Send anonymous location information to
`the connected Profiting Server
`
`Update Historical database and Current
`
`database
`
`205
`
`207
`
`209
`
`FIG. 6
`
`7
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 7 of 8
`
`US 2001/0036224 A1
`
`START
`
`targeted criteria and triggers
`
`101
`
`Create campaign by defining presentation object and
`103
`
`Launch campaign at a
`scheduled time
`
`Compare t rgeted criteria with profile data
`inciuding historical data, current location
`
`information and psychographic data
`
`105
`
`Fomard the presentation
`object to selected anonymous
`identifiers via the Mediation
`
`Server
`
`107
`
`Decrypt wiretess transceiver
`identifiers from anonymous
`identifiers
`
`109
`
`111
`
`Transmit presentation object
`to the selected wireless
`transceivers
`
`FIG. 7
`
`8
`
`

`

`Patent Application Publication
`
`Nov. 1, 2001 Sheet 8 of 8
`
`US 2001/0036224 A1
`
`Operator 1
`
`Operator 2
`
`Mediation
`l
`Server
`‘
`
`
`
`
`
`Mediation
`Server
`
`'
`
`Profiling
`Server
`
`Profiling
`Server
`
`Profiling
`Server
`
`
`
`222229
`
`FIG. 8
`
`9
`
`

`

`US 2001/0036224 A1
`
`Nov. 1, 2001
`
`SYSTEM AND METHOD FOR THE DELIVERY OF
`TARGETED DATA OVER WIRELESS NETWORKS
`
`FIELD OF THE INVENTION
`
`invention relates to a system and
`[0001] The present
`method for
`the delivery of targeted data over wireless
`networks. More specifically, the present invention relates to
`systems and methods for the delivery of targeted data to
`wireless users and in particular relates to a system that
`assures the integrity and confidentiality of personal
`infor-
`mation relating to wireless users. Herein,
`targeted data
`includes advertising, alerts, messages, images and any other
`type of information or content that may be targeted to a class
`or group of persons, that may be delivered in text, video or
`graphic formats and also includes applications.
`
`[0002] The present invention also relates to systems and
`methods of collecting in formation about users for the pur-
`pose of making inferences about their demographic, psy~
`chographic and behavioral or habitual characteristics that
`may be used for advertising, marketing and other commer-
`cial applications.
`
`BACKGROUND OF THE INVENTION
`
`[0003] Wireless telecommunications networks allow com-
`munications between wireless transceivers. Wireless trans-
`ceivers include the following devices: wireless handsets,
`mobile phones, personal digital assistants (PDAs), pagers,
`data transmiSsion enabled terminals, and the like, that gen-
`erally use radio frequency signals.
`
`In a wireless communications network, such as a
`[0004]
`cellular network, wireless users communicate sharing com-
`mon resources. A wireless transceiver may connect to the
`wireless network through a group of network components
`that
`include a Base Station Transceiver (DST) or a Base
`Station Controller (BSC) or a Base Station (BS), or a
`combination thereof. In the context of the present descrip-
`tion, all these components will be referred to as “BS”. The
`individual BSs define individual cells within the wireless
`communications network. Each BS continuously communi—
`cates with a wireless transceiver over radio communications
`channels to exchange messages. ’lhc communications mes-
`sages include, among other things, user registration event,
`call hand-off events, location area events, and the like, to
`offer telecommunications services to the wireless users
`regardless of their location positioning in the wireless. net-
`work. Telecommunications standards including TDMA,
`CDMA, GSM, I’DC, and UMTS support different variants
`of those messages, enabling the ability of the wireless
`network to make a determination of the location of a
`wireless transceiver. 'lhis is done through the identification
`of the celllsector ID where the wireless transceiver is reg-
`istered. Other location determination technologies may be
`integrated with the wireless communications network to
`make a more accurate determination of the location of a
`wireless transceiver
`through Global Positioning System
`( (51’s), Time of Arrival ('I‘OA), Angle of Arrival (AOA), or
`combinations thereof.
`
`[0005] Wireless communications networks have the capa-
`bility to track positioning of wireless transceivers in the
`wireless communications network using databases such as
`Home Location Register (HLR) and VlSllOt' location Reg-
`
`ister (VLR), where the VLR and HLR keep track of user
`positioning in the Service Area and Network Area, respec-
`lively.
`
`[0006] A wireless communications network differentiates
`wireless users and associates with them wireless transceivers
`using a number of unique identifiers including Mobile
`Identification Number (MIN), International Mobile Station
`Identity (lMSI), Mobile Station Integrated Digital Service
`Number (MSISDN), Mobile Directory Number (MDN),
`Electronic Ser. Number
`(ESN), Manufacture’s Code
`(MAN), Station Class Mark (SCM), and the like. Wireless
`communications networks use these identifiers to associate
`different network activities and network events with specific
`wireless transceivers. 't‘hese identifiers may be assigned to
`the wireless transceivers upon the subscription of a wireless
`user to the wireless service. Some identifiers used by wire-
`less networks to identify wireless users or wireless trans-
`ceivers may not be unique. However, when used in combi-
`nation, these identifiers may establish the uniquc identity of
`a given wireless transceiver.
`
`In recent years, a number of location-based sys-
`[000?]
`tems have been implemented for wireless networks. Such
`systems may provide services or delivery information to the
`wireless transceiver that may be based on their relevance to
`the particular location or profile of the wireless user, or a
`combination thereof.
`
`[0008] Examples of such existing or future applications
`include location specific and time sensitive information
`services,
`telephone directories and city guides.
`In such
`applications, information delivered to a wireless transceiver
`may be tailored to the current location of the user of the
`wireless transceiver. This information is generally provided
`to wireless users in response to a user
`request
`for an
`information service that is placed over a wireless transceiver.
`
`[0009] The information in such systems is delivered to the
`wireless transceiver based on user requests. This method
`does not allow the delivery of content to the wireless user
`when it might be most useful and relevant to the wireless
`user. Examples of such useful and relevant
`information
`includes traffic alerts, marketing messages, advertising,
`news alerts and the like.
`
`[0010] To improve the relevance of the content. location-
`based applications may rely upon a profile of the wireless
`user. User profiling information may help application ser-
`vices provide personalized content to users. The user profile
`may be created based on personal
`information voluntarily
`provided by wireless users that complete a survey or answer
`a questionnaire. This type of user profile may be limited
`because it may not be relevant to the context of the current
`activities and location of the wireless user.
`
`[0011] Other systems may build user profiles based on
`observations of user activities over a period of time. Such
`profiles may consist of descriptions indicating user proper-
`ties and preferences that may be inferred from monitored
`and recorded user activities. Examples of such profiles
`include Internet profiles, consisting of the user demograph-
`ics and psychographics inferred through the historical track—
`ing of user activities over the Internet, including some or all
`of the following aspects: number of user sessions, time of
`user session, sites visited, purchasing habits, and the like.
`These types of profiles may not allow the monitoring ofuser
`
`10
`
`10
`
`

`

`US 2001/0036224 A1
`
`Nov. 1, 2001
`
`behavior in the real world since the profiling may be limited
`to the analysis of users patterns and habits in the virtual
`world of the Internet.
`
`[0012] A wireless transceiver may be used as a personal
`and portable device that may be carried by users on a
`continuous basis. This suggests that the location positioning
`that is provided through the wireless transceiver may cor-
`respond to the location positioning of users and may be used
`to improve or create demographic and psychographic user
`profiles. The location positioning of users may provide
`information about some or all of the following: personal and
`household income, lifestyle preferences, purchasing habit,
`travel patterns, place of work, place of residence, work
`related activities, personal activities, and the like.
`
`[0013] These user profiles can then be used for many
`purposes,
`including the delivery of personalized and rel-
`evant content to wireless users. This ability to target the right
`person at the right place and the right time may constitute an
`efficient content delivery mechanism.
`
`[0014] One of the very informative sources of information
`to be used for the targeting of information is the historical
`tracking of a user’s whereabouts and instantaneous geo-
`graphical positioning of the wireless user. The physical
`location of a user in a geographical area covered by a
`wireless network may provide information about the per-
`sonal interests, tastes, activities and habits of such user. This
`information can be used to deliver relevant and personalized
`content to wireless users. This information can also be used
`to create groups of users and allow to target what kind of
`information the wireless users would be interested in receiv-
`
`ing. Historical location positioning enables segmentation of
`wireless users according to the visiting locations and wire
`less user’s location positioning patterns.
`
`[0015] The wireless communications network may output
`user location positioning to external applications for billing,»t
`charging purposes,
`fraud detection systems, emergency
`calls,
`lawfully authorized user activity monitoring, and
`enabling value added services. Typically, wireless networks
`provide user location information application external
`to
`wireless networks with accuracy down to a network cell!
`sector size via a variety of vendor specific and standardized
`interfaces including Mobile Positioning Center
`(MPC),
`Mobile Internet Gateway (MIG), Billing and Call Detail
`Records (CDR) data streams, 18-41, 18-124, and others. A
`number 01’ emerging location positioning technologies such
`as GPS, TOA, AOA and the like may foster more precise
`location specific targeting.
`
`[0016] User location positioning contains many private
`and personal characteristics. This information can be used to
`determine the location and timing of the movements of
`wireless users in a network. Therefore, it is important for the
`systems tracking user location and time to protect
`the
`privacy of wireless users.
`
`[0017] Wireless operators offer SMS service, enabling the
`exchange of alphanumeric messages between wireless users
`and message centers. Wireless operators also ofier WAP or
`similar services giving advantage of full Internet access over
`wireless transceivers enabling distribution of graphics, audio
`and video and multimedia type of information.
`
`[0018] All of the above factors and phenomena being
`present in the prior art can be used to create a new phenom-
`
`11
`
`enon that may enable the delivery of highly targeted data
`over wireless communications networks to wireless users
`via wireless transceivers independent of an active user
`request. In particular, location positioning methods may be
`used in the context of user position tracking, static telemetry
`and information services. SMS and WAP channels may be
`used to deliver targeted data to wireless users. Also, there
`may be various security methods used on the Internet and
`wireless networks for privacy and authentication purposes.
`However, there is no system or method to combine all of
`these components to enable targeted data delivery and
`profiling using continuous tracking of user location posi—
`tioning in the wireless network free of user privacy issues.
`
`SUMMARY OF THE INVENTION
`
`It is an object of the present invention to overcome
`[0019]
`disadvantages of the prior art by offering a method and a
`system that enables the delivery of targeted data to users of
`wireless transceivers based on user location positioning. It is
`another object of the present invention to provide a method
`and a system for the filtering and storing of user location
`positioning without violating the privacy of wireless users.
`In accordance with the invention this object is achieved with
`a method for anonymizing data from wireless transceivers
`comprising the steps of:
`
`[0020] obtaining data related to said wireless trans—
`cciver;
`
`substituting said unique identifier with an
`[0021]
`anonymous identifier; and creating a record of said
`data associated with said anonymous identifier.
`
`this object is
`In accordance with the invention,
`[0022]
`further achieved with a method for delivering targeted data
`to a wireless transceiver forming part of a wireless commu—
`nications network comprising the steps of:
`
`[0023] obtaining information regarding the location
`positioning of said wireless transceiver;
`
`creating an anonymous profile comprising
`[0024]
`information related to said wireless transceiver;
`
`least one
`[0025] matching a group comprising at
`anonymous profile with said targeted data; and
`
`[0026] delivering said targeted data to said wireless
`transceiver corresponding to said group.
`
`In accordance with yet another aspect of the inven-
`[0027]
`tion, this object is achieved with a system for delivering
`targeted data to wireless transceivers forming a wireless
`network, each said wireleSs transceiver comprising a unique
`identifier, said system comprising:
`
`at least one Mediation Server for interfacing
`[0028]
`with said wireless network, said Mediation Server
`being adapted to create an anonymous identifier
`corresponding to each said unique identifier of each
`said wireless transceiver; and
`
`at least one Profiling Server for interfacing
`[0029]
`with said Mediation Server and storing information
`corresponding to each of said anonymous identifier,
`said Profiling Server containing none of said unique
`identifiers corresponding to said wireless transceiv-
`ers.
`
`11
`
`

`

`US 2001/0036224 A1
`
`Nov. 1, 2001
`
`L»)
`
`In accordance with an aspect of the present inven—
`[0030]
`tion, the targeted data is delivered to selected groups or
`individual wireless users via packet 0r circuit switched
`wireless networks and wireless communications devices that
`include SMS andlor WAP enabled wireless transceivers.
`
`[0031] According to an aspect of the invention, a method
`of providing user privacy in the context of user tracking and
`profiling is provided and is based on the electronic separa-
`tion of data access rights related to the profiling and data
`encryption functions.
`
`In accordance with an aspect of the present inven—
`[0032]
`tion, the method for providing user privacy requires Privacy
`Firewalls that do not allow the merging of user profiling data
`with user personal identifiers, such as: user phone number;
`user address, user name and the like.
`
`In accordance with another aspect of the present
`[0033]
`invention, the privacy method requires at least two parties to
`operate the solution, where one party controls the user
`personal data encryption procedures and another party anav
`lyzes the anonymized user data to infer psychographic and
`demographic profiles of wireless users.
`
`In accordance with an aspect of the present inven-
`[0034]
`tion, the encryption of user identities takes place in Media-
`tion Servers and the analysis of the anonymized location
`information is performed in Profiling Servers. Mediation
`Servers substitute user identifiers with anonymous identifi~
`ers that conceal user identity, in order to prevent Profiling
`Servers to restore user identities from the anonymous iden-
`tifiers. The translation of user identities into anonymous
`identifiers is controlled by Mediation Servers. Mediation
`Servers prohibit any access to encryption sensitive informa-
`tion (Le. encryption keys, procedures and data) from any
`external network node that
`includes Profiling Servers by
`establishing Privacy Firewalls. Privacy Firewalls are a com-
`bination of software and hardware that prevent network
`access to the encryption keys stored on the Mediation
`Servers. Additionally, Privacy Firewalls provide bi-direc-
`tional access that block capabilities to attempt access to the
`user profile information that is stored in Profiling Servers.
`This is preferably done by defining communication links
`that are connected between Mediation Servers and Profiling
`Servers that allow passing information to be eligible for
`application purposes and filter out user profile requests.
`
`In accordance with another aspect of the present
`[0035]
`invention, the anonymous identifier may be generated from
`unique identifiers such as MIN, IMSI, MSISDN, MSNB,
`MDN or a combination of one or more than one specific
`identifiers on Mediation Servers. The anonymous identifier
`is preferably generated using the destination address of
`Profiling Servers. The anonymous identifier features some
`or all of the following characteristics: consistency (the same
`anonymous identifier is presented to the same Mediation
`Sewers); uniqueness (the probability that
`two users are
`given the same anonymous identifier is low}; and privacy
`(the recipient at the Mediation Servers cannot determine the
`identity of an anonymous identifier’s source name).
`
`In accordance with a further aspect of the present
`[0036]
`invention. the system takes the form of a clustered network
`that enables the delivery of targeted data to wireless trans-
`ceivers. The system includes a plurality of network clusters
`that consists of Mediation Servers and Profiling Servers.
`
`Mediation Servers function as a conduit communicating
`information between wireless users and Profiling Servers.
`Profiling servers act as a collector of anonymous user
`profiling information that is inferred from the data that is
`collected by Mediation Servers.
`
`In accordance with another aspect of the present
`[0037]
`invention, a system for the delivery of targeted data to
`wireless users includes some or all of the following com-
`ponents: a database that receives and stores anonymous user
`location positioning and time data that is continuously or
`periodically updated; a profiling module that obtains or
`generates identification numbers of a class or group of
`wireless users that is based on preset targeting; a Mediation
`Server that interfaces with wireless communication network
`devices that carry out the delivery of the targeted data to
`wireless transceivers, receive user location positioning data,
`and protect the privacy of wireless users.
`
`[0038] The system preferably includes a database for the
`storing of location positioning data that relates to wireless
`users such as the current
`location positioning in unified
`geographic coordinates and time of registration in the geo-
`graphical location. The user location parameters are identiw
`tied in a database by anonymous identifiers that correspond
`to unique identification numbers that represent the identity
`of wireless users. The anonymous identification must not
`allow the determination of the identity of the wireless users.
`
`In accordance with an aspect of the present inven—
`[0039]
`tion, a method for the delivery of targeted data to wireless
`users in a wireless system include some or all of the
`following characteristics: storing data that
`indicates the
`targeted data that is associated with descriptive attributes of
`the targeting group of wireless users and a list of targeting
`attributes that is associated with the descriptive attributes of
`targeted data for automatic profiling of the database that
`contains the historical location positioning data of wireless
`users.
`
`[0040] The present invention uses location positioning to
`determine the profile of a wireless user, and in particular the
`behavioral, habitual, or psychographic profile in terms of
`wireless user’s interests, habits and preferences suggested
`by a user’s location positioning pattern. To accomplish this.
`the present invention provides (i) a tracking and profiling
`database for recording user location positioning with respect
`to location and time received from the wireless network; (ii)
`a target profile database containing profiles of targeting
`groups; (iii) a management processor handling selection of
`targeting users. Over time, the tracking and profiling data-
`base holds a history andfor pattern which in turn is inter—
`preted as a user’s habits andfor preferences through corre-
`lation of the location positioning patterns and properties of
`the locations visited. In that respect, a behavioral or habitual
`profile is deduced from this “location tracking" and is
`recorded in the profiling database.
`
`In accordance with another aspect of the present
`[0041]
`invention, a method for selecting targeted group of wireless
`users is provided and includes triggers consisting of location
`positioning, time, and profile triggers.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0042] The present invention and its advantages will be
`more easily understood after reading the following descrip-
`
`12
`
`12
`
`

`

`US 2001/0036224 A1
`
`Nov. 1, 2001
`
`tion of preferred embodiments thereof. made with reference
`to the following drawings in which:
`
`[0043] FIG. 1 is a schematic representation of two-way
`exchanges between a targeted data provider and wireless
`operators using the system of the present invention;
`
`[004-4] FIG. 2 illustrates a high-level block diagram of an
`exemplary distributed network with which the principles of
`the present
`invention may be suitably used to provide a
`central Mediation Server for coordinating location position—
`ing profile data exchange between individual Profiling Serv-
`ers;
`
`[0045] FIG. 3 is a diagram of a wireless communications
`network implementing a location sensitive advertising plat-
`form in accordance with the present invention;
`
`[0046] FIG. 4 is a top-level component diagram of the
`Mediation Server;
`
`[0047] FIG. 5 is a top—level component diagram of the
`Profiling Server;
`
`[0048] FIG. 6 is a [low-chart illustrating system operation
`in the mode of tracking and user location;
`
`[0049] FIG. '7 is a flow-chart illustrating the system pro-
`cess of launching and executing a location sensitive targeted
`data delivery campaign; and
`
`[0050] FIG. 8 illustrates a high-level block diagram of an
`exemplary distributed network implementing location sen—
`sitive advertising network in accordance with an alternative
`implementation of the invention.
`
`DESCRIPTION OF PREFERRED
`EMBODIMENTS OF THE INVENTION
`
`invention is a network communica-
`[0051] The present
`tions system for the delivery of targeted data to wireless
`transceivers of wireless users in a wireless communications
`network. The system offers a high precision of selecting a
`targeted class or group of wireless users through the tracking
`and profiling of a user’s location positioning data collected
`from wireless networks. The system collects and stores
`wireless user location positioning data in a non-personally
`identifiable format to protect the privacy of wireless users.
`The system establishes a user privacy management frame-
`work that cnables differentiated access to the user related
`information including user personal
`identifiers and user
`profile information inferred from continuoustracking ofuscr
`location. The system does not require a user request
`to
`deliver targeted data to the user’s wireless transceiver and
`accumulates information and data without necessitating any
`user intervention. The system continually compares proper-
`ties ol' the targeted data with the current profile of the
`wireless user “pushing” content when there is a match
`between the two. The system performs continuous compari-
`son based on a number of parameters including user loca-
`tion, user behavioral profile,
`time and location related
`CVCUIS.
`
`location of the person
`understood to mean the physical
`carrying the wireless transceiver may be situated in lime or
`may be known at a point in time. The present descriptions
`also interchangeably uses the expressions "wireless trans—
`ceiver location" and “user location”, given the fact that the
`present invention makes use of certain information related to
`a given wireless transceiver in order to infer information
`related to a user.
`
`[0053] As illustrated in FIG. 1, the system of the present
`invention can be used to facilitate a two—way exchange of
`information between wireless users and targeted data pro—
`viders (e.g., advertisers) with the purpose to enable access of
`the sponsors to the targeted wireless users.
`
`It should be understood that the term "user” means
`[0054]
`wireless user in the context of the present invention, and is
`meant to include a person having a wireless transceiver, as
`defined above. Furthermore, the expression “targeted data
`provider" is meant to include an advertiser, a content pro-
`vider, or any other person wishing to target information to a
`class or group of users.
`
`[0055] To facilitate a complete understanding of the inven—
`tion, the remainder of the detailed description is arranged in
`the following sections and subsections:
`
`[0056]
`
`I. Glossary of Terms and Acronyms
`
`[0057]
`
`II. Overview of the Preferred System
`
`[0058]
`
`[11. Implementation of the Preferred System
`
`[0059] A. Profiling Server
`
`[0060] B. Mediation Server
`
`[0061] C. Network Architecture
`
`[0062]
`
`IV. Method for Encryption of User Identities
`
`[0063] V. Method for Behavioral Profiling
`
`[0064] VI. Method for Profile Exchange
`
`[0065] VI. System Operation
`
`[0066]
`
`1. Glossary of Terms and Acronyms
`
`[0067]
`
`(DR (fall Detail Record
`
`[0068] cor Global (.‘ell Identity
`
`[0069] EUR Event Detail Records
`
`[0070] ESN Electronic Ser. Number
`
`[007]] MIN Mobile Identification Number
`
`[0072] MSISDN Mobile Wireless user
`grated Services Digital Network] number
`
`ISDN (Inte-
`
`[0073] MDN Mobile Directory Number
`
`[0074] MSNB Mobile Ser. Number
`
`[0075]
`
`IMSI International Mobile Station Identity
`
`In accordance with the present invention, a wire-
`[0052]
`less transceiver may feature some or all of the following
`characteristics: personal to a single user, portable, location
`specific and time sensitive. Location specific is understood
`to mean that the physical location of a user carrying the
`wireless transceiver may be ascertained. Time sensitive is
`
`[0076]
`
`[1’ Internet Protocol
`
`[0077] TCP Transmission Control Protocol
`
`[0078] GPS Global Positioning System
`
`[0079] WAP Wireless Application Protocol
`
`13
`
`13
`
`

`

`US 2001/0036224 A1
`
`Nov. 1, 2001
`
`[0080]
`
`ll. Overview
`
`[0081] This section provides an overview of a communi-
`cation system according to a preferred embodiment of the
`present
`invention. As mentioned previously,
`the present
`invention enables implementation of location sensitive pro-
`filing and delivery of targeted data in a wireless telecom-
`munications network. However, it will be appreciated that
`certain aspects of the present invention are more broadly
`applicable to other location-based services. Example of such
`services would be content “push" applications delivering
`content message and alerts to the wireless users. Another
`example is demographic and psychographic research appli—
`cations in the context of marketing studies implementing
`services through profiling of user location positioning. The
`latter do not necessitate delivery of the content message to
`the wireless users, but are nonetheless covered by the scope
`of the present invention. In addition, although certain char-
`acteristics of the invention will be described in relation to
`lS-4] and IS-‘l 24 compatible telecommunications networks,
`it will be appreciated that the present invention is not limited
`to such implementations.
`
`[0082] Referring to FIGS. 2 and 3 there is shown a
`high-level block diagram of the basic architecture of the
`location-based data profiling system according to a preferred
`embodiment of the invention implemented on a wireless
`network. Although not shown,
`the wireless network is
`composed of a number of service areas or cells, depending
`on the architecture of the network.
`
`[0083] Each cell or service area of a wireless network
`includes site equipment 11 for receiving RF signals from
`wireless transceivers ofusers and transmitting RF signals to
`the wireless transceivers 13. The site equipment of multiple
`sites are, in turn, connected to a Mobile Switching Center
`(MSC) 15, typically by a wireline connection. Among other
`things, the MSC is used in establishing voice channels for
`communication between the calling and called wireless
`