U.S. patent application number 12/098386 was filed with the patent office on 2008-10-16 for systems and methods to present members of a social network for real time communications.
This patent application is currently assigned to UTBK, INC.. Invention is credited to Ebbe ALTBERG, Scott FABER, Ron HIRSON, Sean VAN DER LINDEN.
Application Number | 20080255976 12/098386 |
Document ID | / |
Family ID | 39854608 |
Filed Date | 2008-10-16 |
United States Patent
Application |
20080255976 |
Kind Code |
A1 |
ALTBERG; Ebbe ; et
al. |
October 16, 2008 |
Systems and Methods to Present Members of a Social Network for Real
Time Communications
Abstract
Methods and systems to facilitate real time communications
and/or commerce via a social network. In one embodiment, a method
includes maintaining data representing a social network of a
plurality of members, including a first member and a second member;
and providing the first member with information to present the
second member, the information including a communication reference
of a connection provider, the communication reference to be used to
request the connection provider to establish a connection for real
time communications between the first and second members without
revealing a communication reference of the second member to the
first member. In one embodiment, communication references are
provided to facilitate the requests for real time communications
with a member of the social network via a connection provider,
which performs scheduling, filtering, payment processing, etc. for
the member of the social network.
Inventors: |
ALTBERG; Ebbe; (Mill Valley,
CA) ; FABER; Scott; (San Francisco, CA) ;
HIRSON; Ron; (San Francisco, CA) ; VAN DER LINDEN;
Sean; (Berkeley, CA) |
Correspondence
Address: |
GREENBERG TRAURIG, LLP (SV);IP DOCKETING
2450 COLORADO AVENUE, SUITE 400E
SANTA MONICA
CA
90404
US
|
Assignee: |
UTBK, INC.
Dover
DE
|
Family ID: |
39854608 |
Appl. No.: |
12/098386 |
Filed: |
April 4, 2008 |
Related U.S. Patent Documents
|
|
|
|
|
|
Application
Number |
Filing Date |
Patent Number |
|
|
60911041 |
Apr 10, 2007 |
|
|
|
Current U.S.
Class: |
705/35 ; 370/352;
707/999.01; 707/E17.005 |
Current CPC
Class: |
G06Q 30/02 20130101;
H04L 67/306 20130101; G06Q 30/0269 20130101; G06Q 20/384 20200501;
G06Q 30/0241 20130101; G06Q 30/0257 20130101; G06Q 30/0273
20130101; G06Q 20/102 20130101; G06Q 30/0277 20130101; H04L 51/04
20130101; H04L 67/30 20130101; H04L 51/32 20130101; G06Q 50/01
20130101; G06Q 20/386 20200501; G06Q 40/00 20130101; H04L 65/00
20130101; H04L 29/06176 20130101 |
Class at
Publication: |
705/35 ; 707/10;
370/352; 707/E17.005 |
International
Class: |
H04L 12/66 20060101
H04L012/66; G06F 17/30 20060101 G06F017/30; G06Q 30/00 20060101
G06Q030/00 |
Claims
1. A method, comprising: maintaining data representing a social
network of a plurality of members, including a first member and a
second member; and providing the first member with information to
present the second member, the information including a
communication reference of a connection provider, the communication
reference to be used to request the connection provider to
establish a connection for real time communications between the
first and second members without revealing a communication
reference of the second member to the first member.
2. The method of claim 1, wherein the first and second members are
not directly connected in the social network.
3. The method of claim 2, further comprising: the connection
provider establishing a first Voice over Internet Protocol (VoIP)
connection to connect to the first member using the communication
reference; the connection provider determining a telephonic
reference of the second member based on the communication reference
used to establish the first VoIP connection; the connection
provider establishing a second Voice over Internet Protocol (VoIP)
connection to connect to the second member using the telephonic
reference of the second member; and bridging the first and second
VoIP connections to connect the first and second members.
4. The method of claim 3, wherein the bridging of the first and
second VoIP connections comprises establishing a media connection
that does not go through the connection provider to connect the
first and second members for telephone communications.
5. The method of claim 3, wherein the connection provider
establishing the first VoIP connection comprises the connection
provider receiving a call for the first VoIP connection in response
to the first member placing a call using the communication
reference on a public switched telephone network.
6. The method of claim 3, wherein the connection provider
establishing the first VoIP connection comprises: the connection
provider receiving a request including the communication reference
over a data connection; and the connection provider placing a call
for the first VoIP connection in response to the request.
7. The method of claim 6, wherein the communication reference is
embedded in a user interface element which when selected causes the
request to be sent to the connection provider via a data
communication network.
8. The method of claim 3, wherein the bridging the first connection
and the second connection comprises translating a message from a
first language to a second language to bridge the first connection
and the second connection.
9. The method of claim 3, wherein the bridging the first connection
and the second connection comprises converting a message between
text and voice to bridge the first connection and the second
connection.
10. The method of claim 2, wherein the communication reference
includes a telephone number without an extension, a telephone
number with an extension, a Voice over Internet Protocol (VoIP)
user identifier, or a Session Initiation Protocol (SIP) uniform
resource identifier (URI).
11. The method of claim 2, further comprising: the connection
provider charging the first member on behalf of the second member
according to a price specified by the second member.
12. The method of claim 11, further comprising: the connection
provider charging the second member a portion of an amount the
connection provider charges the first member on behalf of the
second member.
13. The method of claim 11, wherein the price specified by the
second member is dependent on a social distance between the first
and second member in the social network.
14. The method of claim 1, wherein the connection for real time
communications between the first and second members comprises a
telephone connection, an instant messaging connection for text,
voice or video chat, or a two way voice connection.
15. The method of claim 1, further comprising: receiving a request
for the connection between the first and second connection provider
via the communication reference; determining whether a time of the
request is within a scheduled callable period of the second member;
wherein the request is blocked when the time of the request is
outside the scheduled callable period of the second member.
16. The method of claim 15, wherein the scheduled callable period
is dependent on a social distance between the first and second
members in the social network.
17. The method of claim 1, wherein the information to present the
second member further includes an indication of real time
availability of the second member to conduct real time
communications with the first member at a time the information is
presented and a price the first member is to be charged for real
time communications with the second member.
18. The method of claim 2, further comprising: determining whether
the first member is allowed to call for a connection for real time
communications between the first and second members, based at least
in part on a characteristic of a social connection between the
first member and the second member in the social network; wherein
the information includes the communication reference of the
connection provider in response to a determination that the first
member is allowed to call for a connection for real time
communications between the first and second members.
19. A machine readable media embodying instructions, the
instructions causing a machine to perform a method, the method
comprising: maintaining data representing a social network of a
plurality of members, including a first member and a second member;
and providing the first member with information to present the
second member, the information including a communication reference
of a connection provider, the communication reference to be used to
request the connection provider to establish a connection for real
time communications between the first and second members without
revealing a communication reference of the second member to the
first member.
20. A system, comprising: means for maintaining data representing a
social network of a plurality of members, including a first member
and a second member; and means for providing the first member with
information to present the second member, the information including
a communication reference of a connection provider, the
communication reference to be used to request the connection
provider to establish a connection for real time communications
between the first and second members without revealing a
communication reference of the second member to the first member.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] The present patent application claims the benefit of the
earlier filing date of a provisional U.S. Patent Application Ser.
No. 60/911,041, filed Apr. 10, 2007, the disclosure of which is
incorporated herein by reference.
TECHNOLOGY FIELD
[0002] At least some embodiments of the disclosure relate to
communication connections in general and more particularly but not
limited to connecting people via a social network for real time
communications.
BACKGROUND
[0003] People can use telephone systems to conduct real time
two-way voice communications without having to be at the same
physical location. Traditional land-line based telephone systems
connect one telephone set to another through one or more switching
centers, operated by one or more telephone companies, over a
land-line based telephone network which was typically a circuit
switched network.
[0004] Current telephone systems may also use a packet switched
network for a telephone connection. A packet switched network is
typical in a computer data environment. Recent developments in the
field of Voice over Internet Protocol (VoIP) allow the delivery of
voice information using the Internet Protocol (IP), in which voice
information is packaged in a digital form of discrete packets
rather than in the traditional circuit-committed protocols of the
public switched telephone network (PSTN).
[0005] Cellular communication networks allow a cellular phone to
connect to a nearby cellular base station through an air interface
for wireless access to a telephone network. Recent developments in
wireless telephone systems allow not only voice communications but
also data communications. For example, cellular phones can now
receive and send messages through a Short Message Service (SMS), a
Multimedia Message Service (MMS), or data communication
connections. For example, web pages can be retrieved through
wireless cellular links and displayed on cellular phones. Wireless
Application Protocol (WAP) has been developed to overcome the
constraints of relatively slow and intermittent nature of wireless
links to access information similar or identical to World Wide
Web.
[0006] Telephone systems are frequently used in conducting
business. Telephone numbers are typically provided in
advertisements, web sites, directories, etc., as a type of contact
information to reach businesses, experts, persons, etc.
[0007] The Internet provides another communication media that can
also be used as an advertisement media to reach globally populated
web users. For example, advertisements can be included in a web
page that is frequently visited by web users. Typically,
advertisements included in web pages contain only a limited amount
of information (e.g., a small paragraph, an icon, etc.); and links
in the advertisements are used to direct the visitors to the web
sites of the advertisers for further detailed information. For
certain arrangements, the advertisers pay for the advertisements
based on the number of visits directed to their web sites by the
links in the advertisements, or based on the number of
presentations of the advertisements.
[0008] Performance based advertising generally refers to a type of
advertising in which an advertiser Performance based advertising
generally refers to a type of advertising in which an advertiser
pays only for a measurable event that is a direct result of an
advertisement being viewed by a consumer. For example, in one form
of performance-based search advertising, an advertisement is
included within a result page of a keyword search. Each selection
("click") of the advertisement from the results page is the
measurable event for which the advertiser pays. In other words,
payment by the advertiser is on a per click basis in such
advertising.
[0009] A social network represents a social structure in which a
network of nodes can be used to represent a network of individuals
or organizations and the connections between the nodes in the
network represent the direct social connections. Web sites can be
used to register the social connections of members of a social
network and provide features such as automatic address book
updates, viewable profiles, services to introduce members to each
other to make new social connections, etc. Some internet social
networks are organized around business connections; and some
internet social networks are organized around common interests.
SUMMARY OF THE DESCRIPTION
[0010] Methods and systems to facilitate real time communications
and/or commerce via a social network are described here. Some
embodiments are summarized in this section.
[0011] In one embodiment, a social network is used to provide
information about an advertiser to demonstrate the trustworthiness
of the advertiser to potential customers. In one embodiment, the
presentation of the advertisement or the advertiser is at least
partially based on the social network. In one embodiment,
communication references are provided to facilitate the requests
for real time communications with a member of the social network
via a connection provider, which performs scheduling, filtering,
payment processing, etc. for the member of the social network.
[0012] In one embodiment, a method includes maintaining data
representing a social network of a plurality of members, including
a first member and a second member; and providing the first member
with information to present the second member, the information
including a communication reference of a connection provider, the
communication reference to be used to request the connection
provider to establish a connection for real time communications
between the first and second members without revealing a
communication reference of the second member to the first
member.
[0013] The present disclosure includes methods and apparatuses
which perform these methods, including data processing systems
which perform these methods, and computer readable media which when
executed on data processing systems cause the systems to perform
these methods.
[0014] Other features will be apparent from the accompanying
drawings and from the detailed description which follows.
BRIEF DESCRIPTION OF THE DRAWINGS
[0015] The disclosure is illustrated by way of example and not
limitation in the figures of the accompanying drawings in which
like references indicate similar elements.
[0016] FIG. 1 shows an example of a user interface to integrate a
social network and an advertisement network.
[0017] FIG. 2 illustrates a user interface for the creation of an
advertisement according to one embodiment.
[0018] FIG. 3 illustrates an interface which can be used by a
member of a social network to locate services providers according
to one embodiment.
[0019] FIG. 4 illustrates a system to connect customers to experts
according to one embodiment.
[0020] FIG. 5 illustrates an example of providing advertisements
via a social network according to one embodiment.
[0021] FIG. 6 illustrates an example of presenting an advertiser
via a social network according to one embodiment.
[0022] FIG. 7 shows a method to establish connections for real time
communications according to one embodiment.
[0023] FIG. 8 illustrates an example of a user interface to manage
availability for receiving phone calls according to one
embodiment.
[0024] FIG. 9 shows a diagram illustrating a method to select a
type of tracking mechanism with a corresponding reference for
embedding in an advertisement according to one embodiment.
[0025] FIG. 10 illustrates an example of telephone call tracking
mechanisms which can be selected according to one embodiment.
[0026] FIG. 11 shows a diagram of a system to make and track phone
connections according to one embodiment.
[0027] FIG. 12 shows a system including a connection server
configured on a packet switched network according to one
embodiment.
[0028] FIG. 13 shows a connection server according to one
embodiment.
[0029] FIG. 14 shows a block diagram example of a data processing
system which may be used in various embodiments.
[0030] FIG. 15 shows a method to present members of a social
network to facilitate real time communications between members
according to one embodiment.
DETAILED DESCRIPTION
[0031] In the following description, for purposes of explanation,
numerous specific details are set forth in order to provide a
thorough understanding of the description. It will be apparent,
however, to one skilled in the art that embodiments of the
disclosure can be practiced without these specific details. In
other instances, structures and devices are shown in block diagram
form in order to avoid obscuring the description.
[0032] Reference in this specification to "one embodiment" or "an
embodiment" means that a particular feature, structure, or
characteristic described in connection with the embodiment is
included in at least one embodiment of the disclosure. The
appearances of the phrase "in one embodiment" in various places in
the specification are not necessarily all referring to the same
embodiment, nor are separate or alternative embodiments mutually
exclusive of other embodiments. Moreover, various features are
described which may be exhibited by some embodiments and not by
others. Similarly, various requirements are described which may be
requirements for some embodiments but not other embodiments.
[0033] In the disclosure, the term "advertisement" may refer to
various different forms of presentations to attract attention or
patronage. An advertisement may be simply a listing of identity and
contact information (e.g., in a web page, a print media, a
telephonic listing service, etc.), or a passage including one or
more statements about business offering, etc., or a banner with
graphical content and/or animation embedded in a web page, or a
voice message presented in a voice channel (e.g., radio
broadcasting, a voice portal with Interactive Voice Response (IVR),
which may accept user input through voice recognition or through
keypad input generated Dual Tone Multi-Frequency (DTMF) signals),
or others.
[0034] In one embodiment, a social network is used to establish a
measure of trustworthiness between people, such as advertisers and
their customers, service providers and their customers, sellers and
their customers, etc.
[0035] In one embodiment, a social network is used to establish
trust between service providers/sellers and customers/buyers. The
degrees of separation in a social network can be used as a
measurement of trustworthiness in searching for service
providers/sellers. For example, in a marketplace of human-expertise
a social network allows a customer to search for service providers
(e.g., therapists) who are within a number of degrees of separation
from the customer in the social network. For example, the customer
may limit the search of therapists to those who are known to
someone the customer knows (e.g., within two degrees of separation
in the social network).
[0036] In one embodiment, the social network is used to verify
credentials of people involved in a marketplace, such as a
human-expertise marketplace. For example, the social network can be
used to verify credentials of a seller/service provider/advertiser
and thus to increase the trust in the person the customer is
looking to talk to. For instance, a customer may see that a
therapist went to a college for her degree; and the social network
can display testimonials from her professors and classmates that
she indeed went to that college and indeed is high quality.
[0037] In one embodiment, a social network is integrated with a
service market place in which services are provided via a
connection for real time communications, such as a telephonic
connection, an instant messaging connection for text, voice and/or
video communications, etc.
[0038] In one embodiment, a social network is integrated with an
advertisement system which allows customers to assess the
trustworthiness of the advertisers.
[0039] FIG. 1 shows an example of a user interface to integrate a
social network and an advertisement network. In FIG. 1, a user
(e.g., Joe Smith) of the social network can select the "My Profile"
tab (101) to view/edit the member profile of the user.
[0040] In one embodiment, the social network includes a database
that contains data representing the relations between a set of
members. In a social network, a member may be represented by a
node; and a direct relation between two members is represented by a
connection. After the direct relations between members are
specified, the database can be used to determine the relations
between members that are indirectly connected. For example, the
member may identify a friend's friend via the service of the
database.
[0041] In one embodiment, the number of connections along the
shortest path in the social network between two members is
considered the degree of separation between the two members. There
may be more than one shortest path between the two members.
[0042] In one embodiment, the database of the social network
further includes information about the members, which are
considered the profile data of the members.
[0043] For example, a member may edit his/her profile data via the
user interface illustrated in FIG. 1. The profile data can include
the name of the member, the location of the member, the current
and/or past job title of the member, the industry the member is
specialized in, the website of the member, the education
experiences of the member, etc.
[0044] In one embodiment, at least part of the profile data is
public; and the public data is visible to other members and/or
non-members. In one embodiment, the member may specify a setting to
selectively classify certain information as private profile data;
and the access to the private profile data is limited according to
a set of rules.
[0045] In FIG. 1, the user interface also allows the member to sign
up (103) as advertisers to promote their businesses and/or
services. In one embodiment, the system presents advertisements for
the advertiser; and the advertiser is charged an advertisement fee
when a customer's incoming call is connected to the advertiser via
the advertisement. In one embodiment, the advertiser is not charged
an advertisement fee if the presentation of the advertisement does
not cause a customer to call the advertiser. Alternatively or in
combination, the connection provider charges a commission fee when
the advertiser sells services and/or products over the
communication connection (e.g., telephone connection) provided by
the connection provider.
[0046] When an advertiser is identifiable as a member of the social
network, the social network can be used to provide information
about the advertiser and/or to establish the trust between a
potential customer and the social network. The potential customer
may use the social network to find the connections of the
advertiser with other peoples, to find the recommendations,
feedback, comments made about the advertiser by the others who the
customer can trust, etc. Further, if the customer is also a member
of the social network, the customer may determine the social
distance from the advertiser and find someone them may know in
common for an opinion about the advertiser.
[0047] In FIG. 1, the user interface includes a link (105) which
allows the member to recommend people who the member knows. In one
embodiment, the comments, feedback, ratings of the prior customers
are weighted or labeled or sorted based on the social distances
between the customers and the advertiser/seller/service provider.
Using the social network, a potential customer can find a
personalized view of the information based on the social relations
among the potential customer, the advertiser/seller/service
provider and the prior customers who provided the comments,
ratings, feedback, recommendations, etc. For example, the
trustworthiness of the comments, ratings, feedback, and
recommendations can be rated, sorted and presented according to the
social network structure (e.g., social distances, connections of a
member of the social network, recommendations made by a member of
the social network, etc.). For example, a member may assign a value
for a trustworthiness indicator to members who are directly
connected to the member in the social network structure; and using
the social network the system can evaluate a value for the
trustworthiness for indirectly connected members. Separate
indicates may be used for feedback, recommendations, etc. In one
embodiment, the social network system collects information for the
automated evaluation of a value for a trustworthiness indicator of
a friend of member of the social network structure, which can be
further used to compute the value for the trustworthiness indicator
for indirectly connected members. For example, a member may rate
the trustworthiness of feedbacks, recommendations, ratings, etc. of
other members. In one embodiment, the social network system uses
the trustworthiness indicator to sort information such as
feedbacks, recommendations and/or to select advertisements for
presentation. The system may or may not display the value of the
trustworthiness indicator to the users.
[0048] In FIG. 1, advertisements are delivered to the member based
on the profile information the social network has about the member
and/or other information in one embodiment. For example, the
advertisement (107) includes a phone number (109) and an icon
(111), which can be used to request a connection provide to provide
a telephone connection between the advertiser and the member.
[0049] In one embodiment, the phone number (109) is assigned to the
advertisement (107) by a connection provide for tracking the
response to the advertisement. When the phone number (109) is
called by a customer, the call is connected to the connection
provider, which determines the phone number of the advertiser based
on the phone number (109) that is dialed to reach the connection
provider. The connection provider then further connects the call to
the advertiser. In one embodiment, the advertiser is charged an
advertisement fee per the connection of the customer call to the
advertiser. Alternatively or in combination, the advertiser may be
charged based on the number of presentations of the advertisement
made on behalf of the advertiser and/or based on a subscription
agreement.
[0050] In one embodiment, when the icon (111) is selected, the
connection provider calls back the member and calls the advertiser
separately to connect the member and the advertiser. In one
embodiment, when the icon (111) is selected, a VoIP application is
used to connect the member to the advertiser via the connection
provider. In another embodiment, the VoIP application tracks the
calls made through the advertisements to bill the advertiser
accordingly. In one embodiment, when the icon (111) is selected, a
VoIP application is used to call the phone number (109) to request
the connection provider for a connection to the advertiser.
[0051] FIG. 2 illustrates a user interface for the creation of an
advertisement according to one embodiment. The user interface may
be presented via web in a web browser.
[0052] In FIG. 2, an interface (141) allows the advertiser to
describe an offer (or a switch pitch, or a cross sell, or some
advertising content). The advertiser can specify the business
contact information for the advertisement, including the business
name, street/mailing address, phone number and fax number. The
advertiser/seller is encouraged to tell customers via concise
marketing messages what is being offered and why the customers
should call the advertiser/seller. For example, the advertiser is
encouraged to include promotional offers in the marketing messages
to get buyers to call the advertiser. Examples of promotional
offers include: "Call today and get $5 off," "Free
consultation--limited time," and "Call now and save 10%."
[0053] In one embodiment, an audio and/or visual advertisement is
generated based at least in part on the information submitted by
the advertiser via the user interface (141) (e.g., for presentation
via virtual realty, directory assistance service, search result,
etc.)
[0054] In one embodiment, a short audio advertisement is generated
based on the concise marketing message (e.g., two sentences, each
having a length limit, such as 35 characters). The concise
marketing message can be read by a human to generated a recorded
audio file for a short audio advertisement, or be converted into an
audio message via a text-to-speech synthesizer. In one embodiment,
the audio advertisement also includes the business name.
[0055] In one embodiment, a visual presentation of the
advertisement may be used to supplement the audio advertisement.
For example, the address of the advertisement can be presented in a
visual advertisement, together with additional information that is
specified in the business profile page of the advertisement. In
response to a request from the customer, the visual component of
the advertisement can be sent to the customer via an SMS message,
via an email, via a custom application, via a web/WAP page,
etc.
[0056] In one embodiment, the advertisement is sent to a user
device in text according to a pre-determined format (e.g., in XML
or a custom designed format) to allow a client application running
on the user device to present the advertisement in a custom format.
For example, the client application may present the short marketing
advertisement in an audio form via a text-to-speech synthesize and
the present a selected portion of the advertisement as an animation
(e.g., present an electronic coupon via an animation). For example,
a Java applet can be downloaded into the browser of the user to
facilitate VoIP-based phone communication and perform at least part
of the text-to-speech operations to enable improved compression in
transmitting audio advertisements.
[0057] In one embodiment, when an advertisement is presented to the
user via a web or a virtual reality environment, the short audio
advertisement can also be included; and the audio advertisement can
be played automatically or after the user selects the
advertisement.
[0058] In FIG. 2, the interface (141) may be implemented as a web
page. Alternatively, an advertisement may submit the advertising
content via a custom client application, or via a message gateway
(e.g., an instant message, an email, an SMS message, etc.). In one
embodiment, one or more advertisements can be uploaded into a
server via a spreadsheet, or via a web service interface.
[0059] In one embodiment, the system converts the text input
received from the advertiser into an audio advertisement. In one
embodiment, the audio file for the advertisement is stored in the
advertisement database; alternatively, the text input can be
converted into the audio advertisement (e.g., via a text-to-speech
synthesizer, or a human announcer) when the audio advertisement is
needed. In one embodiment, the machine synthesized audio recording
are stored in the database for a period of time and deleted if not
used after a predetermined period of time, or when the usage of the
audio advertisement is lower than a threshold.
[0060] FIG. 3 illustrates an interface which can be used by a
member of a social network to locate services providers according
to one embodiment. In FIG. 3, the entry box (301) can be used to
specify a search criterion (e.g., one or more keywords); the entry
box (303) can be optionally used to specify a criterion for degrees
of separation in the social network. For example, the member may
search for an account who is within 2 degrees of separations from
the member in the social network.
[0061] In FIG. 3, a member may also browse through a directory
structure (e.g., categories of services) to locate a service
provider. For example, in response to the member selecting the
"accountant" category, advertisements (311) and recommendations
(313) are displayed. The advertisements (311) can be selected based
on matching the location of the service providers and the location
of the member, the bid prices of the advertisements, etc. In one
embodiment, advertisers can specify the bid prices for the
advertisement fees which are charged when the customer calls the
phone number (e.g., 309) to reach the advertiser.
[0062] In one embodiment, when the advertiser is also a member of
the social network, the advertisement includes an indication (315)
of social distance between the advertiser and the user of the
interface. Further, in one embodiment, a link (317) to the profile
of the advertiser is provided to allow the customer to research the
advertiser before calling the advertiser.
[0063] In FIG. 3, the recommendations from the members of the
social network for the service providers in the selected category
(e.g., accountant) are presented based on the social distances to
those who make the recommendations. For example, in FIG. 3, the
member can select the tab (321) to view the accountants recommended
by the friends of the member and select the tab (323) to view the
accountants recommended by the friends of friends of the
member.
[0064] In FIG. 3, a link (307) can be selected to request a user
interface for making a recommendation for a service provider. In
one embodiment, the system allows a member to recommend any service
providers. Alternatively, a member may be limited to make
recommendations for service providers who have direct connection
with the member, who have provided services to the member via the
system, and/or who are within a certain distance from the member in
the social network.
[0065] FIG. 4 illustrates a system to connect customers to experts
according to one embodiment. In FIG. 4, a member of the social
network can post a question that can be answered by other members
of the social network. In one embodiment, the question is posted in
a category (e.g., a business area or technology field) for answers
from members who are specialized in the category (e.g., due to
their past experiences, education, or current job positions).
[0066] In FIG. 4, the user (Joe) is viewing a question (401) which
is posted by another member (Lui Magarian), whose profile is
summarized in a banner (403). The banner (403) can be selected to
view further details about the member (Lui Magarian) who asked the
question. For example, a link (405) can be selected to see other
questions asked by the member (Lui Magarian)
[0067] In FIG. 4, the user (Joe) can select the icon (407) to
provide an answer (407) or the icon (409) to suggest an expert to
answer the question (401). Alternatively, the user (Joe) may chose
to reply to question privately, or forward the question to an
expert the user (Joe) knows.
[0068] In FIG. 4, the user (Joe) can also see a number of existing
answers to the question posted by other members (e.g., Rob Berman,
Furqn Naz). In FIG. 4, banners (411, 413) are displayed to show the
brief summaries of the members who provided the existing
answers.
[0069] For example, the banner (441) shows that Rob Berman, who is
a consultant in corporate communications, strategic planning and
business development, has provided a number of best answers
categories such as "starting up", "accounting", etc.
[0070] In one embodiment, the answers can be rated by the member
who posted the question (and/or other members who reviewed the
answers). Thus, the quality of the answers provided by the experts
can be rated and ranked. Such feedback provides an evidence of
credentials of the experts in providing advices in certain
fields.
[0071] In FIG. 4, the icon (415) also shows that the expert is
currently available to provide advices over a real time
communication connection. In one embodiment, when the icon (415) is
selected, the user (Joe) will be called back for a connection with
the expert (Rob Berman) who charges a customer $30 for a session
that is up to 15 minutes for advices provided over the connection.
In one embodiment, when the icon (415) is selected, a VoIP
application program is used to call the expert (Rob Berman) for a
connection for instant messaging in text, voice and/or video. In
one embodiment, when the icon (415) is selected, an application
program is used to dial the phone number of the expert (Rob
Berman), or a phone number of the connection provider which is
temporarily assigned to the advertisement of the expert (Rob
Berman). In one embodiment, a phone number of the connection
provider (with or without extension) is assigned to the expert (Rob
Berman) and displayed in the banner (411).
[0072] In one embodiment, the connection provider tracks the calls
and/or the duration of the communications to bill the customer and
compensate the expert. In one embodiment, the connection provider
tracks the calls through being in the path of the communication
connection (or in the path of the call for the communication
connection). In one embodiment, the connection provider uses the
VoIP client application program to track the calls and/or
duration.
[0073] In FIG. 4, the icon (417) indicates that the social distance
between the user (Joe) and the expert (Rob Berman) in the social
network. Thus, the banner (411) not only identifies the member who
provided the answer, but also provides an advertisement for the
expert. In one embodiment, the expert is charged an advertisement
fee when a customer is connected to the expert through the
advertisement. The advertisement fee may be a fixed, flat fee, or a
fee based on a bid price of the advertiser, such as a fixed bid or
a maximum bid. Alternatively or in combination, the expert may be
charged a commission fee when the customer makes a purchase from
the expert over the communication connection. The commission fee
may be a fixed, flat fee, or a percentage of the customer spending.
In one embodiment, the expert may charge the customer a fixed or
flat fee for a communication session which is independent of the
actual duration of the communication session (which may have a
predetermined limit on the maximum duration, such as $30 for a
session up to 30 minutes). Alternatively, the expert may charge the
customer on an ongoing basis based on a rate (e.g., $2 per minute
or $50 per hour).
[0074] FIG. 5 illustrates an example of providing advertisements
via a social network according to one embodiment. In FIG. 5, a user
(Lisa) is viewing the profile of a member within a sub-network that
is accessible to user. For example, the user can view the direct
contacts of the user within the social network.
[0075] In FIG. 5, a profile of a member (Joe Smith) is displayed.
The icon (501) indicates that the user (Lisa) has a direct
connection with the member (Joe Smith). The icon (503) indicates
that the member (Joe Smith) is also an expert whose services are
being advertised by the system.
[0076] In one embodiment, the icon (503) includes an indication of
current availability of the expert (Joe Smith) for real time
communications. When the member is not currently available, the
appearance of the icon (503) can be changed to indicate that the
user may request an appointment with the expert (Joe Smith) for a
future connection, or request the system to send a notification to
the expert.
[0077] In FIG. 5, when the user (Lisa) selects the icon (503), a
connection provider connects the user (Lisa) and the expert (Joe
Smith). The connection provider also charges the user (Lisa) on
behalf of the expert (Joe Smith).
[0078] In one embodiment, the user can view at least the public
profile of any member of the social network. For example, the
social network can make the public profile of its members available
to the public. When the member has a listing, the public profile
can also show the listing on behalf of the member and/or the
communication references to reach the member via a connection
provider. The communication references can be a traditional
telephone number with or without extension, a session initiation
protocol (SIP) uniform resource identifier (URI), a VoIP user
identifier, a member ID, etc.
[0079] In FIG. 5, targeted pay per call advertisements (505) can be
presented to the user based on the profile data of the user (Lisa)
and/or the profile data of the member (Joe Smith). When the
advertisers of the advertisements are members of the social
network, information based on the social network can be presented
to show the trustworthiness of the advertisers. Banners (507 and
509) show the recommendations made by the member (Joe Smith) and
the connections to common friends of the user (Lisa) and the member
(Joe Smith). A customer may judge the trustworthiness of an
advertiser via the recommendations of other persons made by the
advertiser and the people associated with the advertiser.
[0080] FIG. 6 illustrates an example of presenting an advertiser
via a social network according to one embodiment. In FIG. 6, a
communication reference, such as a call button (601), is presented
with a brief summary of the profile of the advertiser, which may be
an expert, advisor, seller, entertainer, information provider,
consultant, etc. Alternatively or in combination, a toll free
telephone number or local telephone number may be presented with
the brief summary. In one embodiment, the communication reference
is assigned to the advertiser to be published as the contact
information of the advertiser. The connection provider is between
the path of a communication connection, or a call for the
communication connection, between a caller and the advertiser to
provide services such as filtering out callers who are not serious,
blocking calls that are in the callable hours of the advertiser,
processing payments for the advertiser, etc.
[0081] In FIG. 6, the tab (603) can be selected to view the
questions asked by the advertiser and the answers provided by the
advertiser, which provides an evidence of the competence of the
advertiser as an expert in certain areas.
[0082] In FIG. 6, the tab (603) can be selected to view more
detailed profile data of the advertiser, which may include the
current employer, job title, field of business, technology,
industry, education, credentials, recommendations, ratings,
customer feedbacks, etc.
[0083] In FIG. 6, the banner (607) shows how the user (Lisa) is
connected to the advertiser (Jim Sample). For example, the user
(Lisa) is connected to the advertiser (Jim Sample) in the social
network via one common friend (Barbara Job). Thus, the user (Lisa)
may ask the common friend (Barbara Job) for information about the
advertiser (Jim Sample). For example, the user (Lisa) may trust the
advertiser (Jim Sample) based on the direct connection between the
advertiser (Jim Sample) and the friend (Barbara Job) of the user
(Lisa).
[0084] In one embodiment, members of a social network may indicate
the areas of interest for which they might receive advertisements.
In one embodiment, the advertisers may reward the members for real
communications over connections provided by the connection
providers. In one embodiment, the advertisers may use the social
distance and/or other information from the social network to
selectively target the delivery of advertisements and/or select the
audiences for their advertisement pitches. Both the advertisers and
the customers can use the social network to judge the
trustworthiness of the other party.
[0085] In one embodiment, an advertiser can target pay per call
advertisements to members of a social network based on the
accessible profile data of the members. The advertiser is charged
an advertisement fee when the member calls the advertiser via the
connection provider.
[0086] In one embodiment, the social network can be used to
facilitate real time communications between indirectly connected
members. In one embodiment, a member of the social network may be
allowed to browse the network to view profiles of other members who
are within a threshold distance to the member in the social network
(e.g., within 3 degrees of separation). In one embodiment, a member
of the social network may also be allowed to browse the network to
view a limited portion of profile data of other members who are
more than the threshold distance to the member in the social
network (e.g., a portion of the profile without names of other
members who are beyond 3 degrees of separation from the member).
Further, the public profile of the members can be published for
access by non-members in one embodiment.
[0087] In one embodiment, a member of the social network can view
the contact information of direct friends who are directly
connected to the member in the social network (e.g., the access of
contact information is limited to members within one degrees of
separate). The member may use the social network to explore
indirectly connected members (e.g., a friend of a friend) and
request introductions or invitations to connect.
[0088] In one embodiment, the social network provides communication
references which can be used to request a connection provider to
provide a connection between two indirectly connected members for
real time communications (e.g., telephone connections, instant
messaging connections for text, voice and/or video chat, etc.). The
connection provider provides the connection without reveal one
member's contact information to another. In one embodiment, the
connection provider can further provide the connection in
accordance with a number of preferences of the callee of the
connection. For example, the button (601) can be provided in the
profile page of Jim Sample in FIG. 6 to allow the member (Lisa) to
request a telephone connection to Jim Sample through the connection
provider. In one embodiment, the button (601) is not specific for
an advertisement; and the button (601) is designed to facilitate
the communications between members who are indirectly connected in
the social network.
[0089] In one embodiment, a member can limit who may request the
connection based on a social network preference setting. For
example, one member may allow the real time communication
connections for members who are within two or three degrees of
separation from the member in the social network. For example, one
member may limit the real time communication connections to members
who are connected to the member through a particular set of
friends.
[0090] In one embodiment, a member may set a price for receiving a
call for real time communication connections. For example, the
member may specify a flat fee for accepting a call for a telephone
conversation connected by the connection provider via the social
network, with or without a limit on the length of the communication
session. For example, the member may specify a per minute fee for
accepting a call for a telephone conversation connected by the
connection provider via the social network. In one embodiment, the
member may set different prices based on one or more social network
characteristics, such as the social distance to the caller, being
connected in the social network via a particular friend of the
member, etc. In one embodiment, the prices are specified prior to
the request from the caller. In another embodiment, a price can be
specified by the callee after both the caller and callee are
connected to the connection provider but before the connection
provider bridges the connections to connect the caller and the
callee. In one embodiment, the connection provider may require that
the prices are above a minimum price; and the system charges a
percentage of the fees collected on behave of the callee as a
commission fee. Alternatively, the communication references can be
provided as a feature accessible to members who pay a subscription
fee.
[0091] In one embodiment, a member can set a schedule to specify
callable hours during which the member is willing to accept the
calls for real time communication connections. The connection
provider blocks requests for real time communication connections
outside the callable hours.
[0092] In one embodiment, the connection provider assigns a phone
number and/or a call button to a callee. When the phone number is
dialed, or the call button is selected, the caller is connected to
the connection provider before the caller is further connected to
the callee. To connect the caller to the callee without revealing
the contact information of the callee, the connection provider
makes a separate connection to the callee and then bridges the
connections to facilitate real time communications. In one
embodiment, the connection provider also performs format and/or
language translation to bridge the connections. For example, the
connection provider can translate the text input received from one
member into voice output to the other member and translate the
voice input received from one member into text output to the other
member. For example, the connection provider can translate voice or
text input in one language received from one member into text
and/or voice in another language for another member.
[0093] In another embodiment, the connection provider provides a
VoIP client application to implement the preferences of the callee.
For example, when a call button associated with a VoIP client
application is selected, the VoIP client application is executed to
initial a request in accordance of the callable schedule of the
callee, the price of the callee, etc. In one embodiment, the VoIP
client applications use peer to peer communications to facilitate
the establishment of the communication connection.
[0094] In one embodiment, the communications references, such as a
phone number, a SIP URI, a VoIP user identifier, a call button,
etc., are associated with the member of the social network for
requesting a communication connection with the member by someone
who does not have direct contact information of the member. When
the profile data of the member is presented, or when the member is
presented as part of the social network, the communication
references can be presented also to allow the user to request a
connection with the member for real time communications. In one
embodiment, the caller and callee may also provide indication
through the connection for real time communications to make a
direct connection in the social network between the caller and the
callee. For example, the callee and/or caller may press "#00" on
the phone to request a direct connection in the social network.
[0095] In one embodiment, the communications references, such as a
phone number, a SIP URI, a VoIP user identifier, a call button,
etc., are associated with listings of the members. The listings are
advertised for the members when appropriate. The listing may be a
pay per call advertisement for selling a product or service. The
listing may be a listing for selling services over real time
communications provided by the connection provider.
[0096] In one embodiment, the communication reference is embedded
in an advertisement or a profile page to represent an address or
identifier of the connection provider in a telecommunication
system. When a call to the reference is made via the
telecommunication system for a real time communication session, the
call is connected to the connection provider. The connections
provider may associate different communication references with
different members, advertisers and/or advertisements so that the
member/advertiser can be identified via the communication reference
used to call the connection provider. After identifying the contact
information of the advertiser based on the communication reference
used to call the connection provider, the connection provider can
further forward, bridge, conference or connect the call to the
member/advertiser.
[0097] The connection provider can thus track the connections for
real time communications with the advertiser, made via the
communication reference embedded in the advertisement that is
presented in the social network environment. The connections
provided by the connection provider can be considered as
communication leads provided to the advertiser via the
advertisement; and the advertiser can be charged based on the
delivery of leads to real time communications with customers.
[0098] In one embodiment, advertisers may specify bid prices for
the communication leads received; and the presentation of the
advertisement and the connection of calls can be prioritized based
on the bid prices of the advertisers. In one embodiment, the
advertisers may specify the rules or limits for the bid prices to
allow the system to automatically determine the actual bid prices
for the advertisers based on the bids of their competitors.
[0099] Examples of calls for a session for real time communications
include but not limited to telephone calls made via a circuit
switched network, a packet switched network, or a combination of
circuit switched networks and packet switched networks, calls for a
text-based chat sessions, calls for instant messaging sessions
which may support communications in text, voice, and/or video,
calls for an application sharing session such as common
whiteboarding, screen sharing, file sharing, calls for teleporting
to a meeting location in the virtual world, etc.
[0100] In some embodiments, the connection provider can also
provide a channel for non-real-time communications between an
advertiser and a customer, in addition to the real time
communication connection, or as an alternative to the real time
communication connection. In one embodiment, the connection
provider can provide multiple concurrent connections for
communications in multiple types of media or formats.
[0101] In one embodiment, a real time communication between two
persons includes one person providing information and the other
person receiving information substantially in the same time as the
person providing the information, as if the two persons were in a
face to face communication. Examples of communication media that
support real time communications between two persons include
telephone connections, instant messaging connections, etc.
Alternatively, a communication from one person may be stored on a
communication system until the other person is ready to obtain it,
such as an email communication.
[0102] FIG. 7 shows a method to establish connections for real time
communications according to one embodiment. In FIG. 7, user A (121)
provides a contact for real time communication, such as a telephone
reference of the user A. The contact can be used to establish a
connection with user A (121) through a communication network. For
example, the contact can be a telephone number of a landline,
traditional analog telephone, a cellular phone number, a phone
number with an extension, a Universal Resource Identifier (URI)
such as a Session Initiation Protocol (SIP) URI, a user identifier
of a VoIP application, a user identifier of an instant messaging
system, etc.
[0103] The contact of the user A (121) is stored in the database
(125); and a reference is assigned to represent the contact.
Instead of providing the contact to customers, the reference
representing the contact is provided through the media (127) to
user B (131). Thus, when the user B (131) uses the reference to
request a connection with the user A (121), the connections
resulted from the advertisement can be tracked to evaluate the
performance.
[0104] In one embodiment, advertisements can be distributed via a
number of media channels operated by a number of demand partners.
The reference can also be assigned to identify the demand partners
and/or the media channels used to distribute the advertisements. In
one embodiment, the information obtained from tracking the demand
partners who are responsible for the delivery of a communication
lead is used to compensate the demand partner for each delivered
communication lead. Alternatively, the demand partners may be
compensated according to the advertisement presentations made for
the advertiser; and tracked information can be used to determine
the performance and/or the cost effectiveness of the media
channels.
[0105] In one embodiment, the reference can be presented via a
variety of media channels, such as a virtual reality environment,
newspaper, magazine, telephone directory, web search results, VoIP
user terminals, interactive maps, banners, directory assistance
service, online marketplace, mobile communication devices, radio,
cable/satellite television, interactive television, web television,
voice portal, web portal, online auction site, blog, email,
bulletin board, refrigerate magnet, brochure, etc.
[0106] In FIG. 7, the user B (131) can use the reference obtained
from media (127) to request the connection provider (123) to
establish a connection or facilitate a communication channel for
real time communications between the user A (121) and the user B
(131). The connection provider uses the database (125) to determine
the contact of the user A (121) and then make a connection between
the user A (121) and user B (131) using the contact of the user A
(121). Alternatively, the reference may include an
encoded/encrypted version of the contact of the user A (121) which
can be decoded/decrypted without relying upon the database
(125).
[0107] In response to the user B's request for a connection, the
connection provider (123) may establish two separate connections to
the user A (121) and the user B (131) and then bridge the two
connections to connect the user A (121) and user B (131). For
example, the connection provider (123) may determine the reference
from a connection established between the user B (131) and
connection provider (123) and then further bridge the connection to
the user A (121).
[0108] In one embodiment, the connection provider (123) may provide
a separate reference to represent the user B (131) and allow the
user A (121) to subsequently callback to the user B (131) via the
reference that represents the user B (131), if the user A (121) is
not currently available for real time communications. The
connection provider (123) may schedule an appointment for the user
A (121) and user B (131) for a real time communication session. The
connection provider (123) may send a notification to the user A
(121) to inform the user A (121) about the request for a real time
communication.
[0109] In one embodiment, the connection provider (123) tracks the
connections made via the reference for billing for the
advertisement. For example, the connection provider (123) may
charge the advertiser for each communication lead deliver to the
user A (121).
[0110] A communication lead may be limited to a distinct, separate
customer such that repeated calls from the same customer within a
predefined time period may not be counted as separate communication
leads. In one embodiment, the communication lead may also be
limited by the duration of a communication session, such that a
short session having a duration shorter than a predefined time
period may not be counted as a communication lead, and/or a long
session having a duration longer than a predefined time period may
be counted as more than one communication lead.
[0111] In one embodiment, a number of communication leads may be
bundled as a package for a subscription fee, or a bid price.
Further, the delivery of communication leads may be bundled with an
offer of a telecommunication service package. Alternatively, the
advertiser may specify a bid price that is to be charged for each
communication lead delivered, or a bid limit (e.g., maximum bid)
which is to be resolved into an actual bid based on the bid prices
of competitors in a category for a specific geographic service
area.
[0112] FIG. 8 illustrates an example of a user interface to manage
availability for receiving phone calls according to one embodiment.
An advertiser may specify the day and time of availability for
accepting the calls for real time communications. Based on the
availability, the system may schedule the presentation of the
advertisements/communication references more effectively and block
unwanted calls.
[0113] In one embodiment, the system can store multiple phone
numbers of the seller. The system can intelligent route a call to
the seller according to the preference of the seller. For example,
in FIG. 8, the advertiser/seller may choose a preferred phone
number from a set of phone numbers of the seller to receive
incoming calls using the option group (161) in the user interface
(151). The seller may indicate whether the seller is currently
available to take calls or is to be taken "off call" (e.g., using
the check box (159)).
[0114] In one embodiment, the system allows the seller to specify
the schedule to receive calls; and the schedule (153) is displayed
to the seller in a graphical way to help the seller to manage
calls. In FIG. 8, the user interface (151) includes a link (163)
which can be selected to display a user interface (not shown in
FIG. 8) to manage the schedule (153).
[0115] In one embodiment, when the schedule or the check button
(159) indicates that the advertiser/seller is currently not
available to take calls for real time communications, the system
can decrease the priority of the advertisement for this advertiser,
or stop temporarily the presentation of advertisements for this
advertiser. When there is a call intended for the advertiser at a
time when the advertiser is not taking calls (e.g., according to
the schedule), the system can block the call, or direct the call
into a voice mail for the advertiser, or arrange a call at an
alternative time, or obtain a callback number to allow the
advertiser to initiate a callback to the customer.
[0116] In FIG. 8, the user interface (151) also includes a summary
of call activities. Buttons (157 and 155) can be selected to show
graphical representation of the call activities and further details
of the call activities.
[0117] As the phone calls pass through the system, a wide array of
information can be collected and tracked, including day/date/time
of calls, duration of calls, call status (answered, no answer,
busy), inbound phone numbers, etc. Such tracked information can be
used in counting communication leads generated from advertisements.
For example, when multiple calls are made from the same user to the
same seller within a period of time (e.g., a day or a week), or in
connection with the same offered or auctioned item, these multiple
calls can be considered as one qualified call or a single lead.
[0118] In one embodiment, different types of communication
references can be dynamically selected for advertisements to
represent the contact information of the corresponding advertisers.
A communication reference used to represent the contact of an
advertiser may be a traditional phone number with or without an
extension, a click-to-call reference, a SIP address for VoIP call,
a click-to-reveal reference, etc. The communication reference can
be embedded into an advertisement to count the communication leads
generated from advertisements, to track the contributions of demand
partners who operate media channels to present the advertisements
to customers, and/or to track other aspects of advertising, such as
partners who bring the advertisers/sellers to the system and the
keywords responsible for the selection of the advertisement for
presentation.
[0119] In one embodiment, the tracking mechanism used for a
particular version of a particular advertisement is selected from a
number of available mechanisms, based on one or more considerations
such as the volume or frequency of calls generated from the
advertisement, the conversion rate of the advertisement (e.g., the
ratio between a count of presentations of the advertisement and a
count of communication leads generated from the presentations), the
price per communication lead that the advertiser is willing to pay
for the advertisement according to a price bid specified by the
advertiser, a potential revenue for a particular party in the
advertising activity, a classification or category of the
advertisement (e.g., the category of service or product advertised
in the advertisement), a geographical area served by the
advertisement, the demand partner who is going to present the
advertisement (e.g., the success rate of the demand partner in
reaching viable customers in comparison with other demand
partners), etc.
[0120] FIG. 9 shows a diagram illustrating a method to select a
type of tracking mechanism with a corresponding reference for
embedding in an advertisement according to one embodiment. In FIG.
9, multiple types of tracking mechanisms are used in the system.
The tracking mechanism used for an advertisement or a version of
the advertisement can be dynamically selected and changed. For
example, different versions of an advertisement can be generated
for delivery by different demand partners.
[0121] In FIG. 9, a pool (189) of different types of references is
maintained, such as local phone numbers (171), 800-numbers (173),
888-numbers (175), 877-numbers (177), 866-numbers (179). Some of
the references can be dynamically generated and used, such as
extensions (181), SIP addresses (183), click-to-assign references
(185) and click-to-callback references (187). In one embodiment,
one or more of the references are selected and used as the assigned
reference (193) that is embedded in the advertisement (191). In one
embodiment, the assignment is based at least partially on factors
related to the advertisement, such as call volume, conversion rate,
revenue potential, category, geography, demand partner, etc.
[0122] In one embodiment, the reference of a particular type is
selected and assigned to the advertisement when the advertisement
is being requested for delivery. When the advertisement is
subsequently requested, the previously assigned reference can be
used. Alternatively, when the advertisement is subsequently
requested, a different reference of a re-selected type can be
selected and assigned to the advertisement, based on the
considerations such as the call volume in a past time period,
conversion rate, price bid, etc. After the new reference is
assigned to the advertisement, the previous reference can be
assigned to a different advertisement.
[0123] In one embodiment, before the expiration of the previously
assigned reference for an advertisement delivered by a demand
partner, a new reference can be assigned to the advertisement for
delivery by the same demand partner. Thus, multiple references can
be associated with a same set of parameters in a time period.
Further, since some of the references can be re-assigned to a
different advertisement, one reference may be associated with
multiple sets of parameters (e.g., for different advertisements).
In one embodiment, when a reference is associated multiple sets of
parameters, the parameter set that is most recently assigned to and
associated with an advertisement has the highest priority; and when
the reference is used to request a communication connection with an
advertiser, the customer can be prompted to confirm the set of
parameters (directly or indirectly) before the set of parameters
are used to connect the customer to the advertiser.
[0124] In one embodiment, a communication reference that is
specific to a selected tracking mechanism is allocated or selected
or generated for a particular advertisement. The communication
reference is embedded into the advertisement to generate a
particular version of the advertisement.
[0125] In one embodiment, the tracking mechanism is selected at a
time when the particular version of the advertisement is needed for
presentation (e.g., when the version of the advertisement is to be
delivered to a media channel, a demand partner, or to a web browser
of a customer). The corresponding communication reference is
allocated or selected or generated when the tracking mechanism is
selected.
[0126] In one embodiment, the selected tracking mechanism can be
dynamically changed at a time when the particular version of the
advertisement is needed for presentation (e.g., when the version of
the advertisement is to be delivered to a demand partner, or to a
web browser of a customer). For example, the tracking mechanism
used in an advertisement that is to be presented via a particular
demand partner can be upgraded or downgraded based on the
statistical data collected from the past activities related to the
advertisement.
[0127] In one embodiment, a version of an advertisement can have
multiple assigned references corresponding to different types of
tracking mechanisms. For example, a version of an advertisement may
include a SIP address, a reference to arrange a callback and a
reference to request an assigned phone number.
[0128] The SIP address may be presented in a click-to-call format
via a VoIP application. When the customer has a VoIP application
readily available, the customer may choose to make the phone call
via the SIP address without requesting for a traditional telephone
number.
[0129] The reference to arrange a callback can be implemented as a
link or a button labeled as "Request a phone connection through
calling me back". In one embodiment, a form to take the callback
number is presented with the link or button. Alternatively, when
the link or the button is selected, a further interface (e.g., a
web page, a dialog box, etc.) can be displayed to guide the
customer through the process of connecting the customer to the
advertiser through calling back the customer.
[0130] The reference to request an assigned phone number can be
implemented as a link or a button labeled as "Show me a phone
number", which when selected, causes a phone number to be assigned
to the version of the advertisement. After a phone number is
assigned to the version of the advertisement, the advertisement can
be subsequently displayed with the assigned phone number without
showing the reference to request an assigned phone number.
[0131] Alternatively, when the "Show me a phone number" link or
button is selected, the complete phone number of the advertiser can
be shown to allow the customer to call the advertiser directly. In
such an implementation, the number of times that the advertiser's
phone number is clicked to reveal can be used as a performance
indicator, based on which the advertisement is charged for.
[0132] In one embodiment, after a period of time of serving the
advertisement, statistical data related to consumer responses to
the advertisement can be collected and used to adjust the tracking
mechanisms for the advertisement. For example, if it is determined
that the majority of the phone calls in response to the
advertisement is via the SIP address, other tracking mechanisms may
be de-allocated from the advertisement, or re-allocated for a
different advertisement. Alternatively, the reference may be phased
out from the advertisement while the reference is allocated to a
different advertisement.
[0133] For instance, if an advertisement has a high call volume
(e.g., receives many calls), it may be upgraded for a more
expensive method of tracking. An advertisement with an extension
may be upgraded to a local phone number without an extension, or
even a vanity toll-free number, if the performance of the
advertisement is above a threshold (e.g., when its conversion rate
or call volume is high). Conversely, advertisements that perform
poorly may be downgraded in tracking methods used. For example, an
advertisement tracked by a toll-free number without an extension
may be downgraded to have a number with an extension, a
click-to-call connection mechanism.
[0134] The tracking mechanism of an advertisement can be determined
not only by the performance of an advertisement, but also by the
quality of the demand partner or the quality of the customer
viewing the advertisement. For example, one advertisement may use
an expensive tracking mechanism on one demand partner but may be
assigned a different, inexpensive tracking mechanism on a second
demand partner who tends to have lower quality customers (e.g.,
customers who response less frequently to advertisements). The
quality of a demand partner may be reflected upon on the difference
in the conversion rate of a same advertisement presented via
different demand partners, in the numbers of the potential
customers the demand partners can reach, the quality of the
customers of the demand partners, etc. In another embodiment, the
tracking mechanism is directly determined by the quality of the
customer himself/herself. For instance, information can be
collected about the customer interacting with the advertisements;
if the customer is a frequent buyer, an expensive tracking
mechanism can be used for the customer. The quality of a customer
may also reflected upon the preferences of the customer, the
spending habit of the customer, the response rate of the customer
to advertisements, the need of the customer, etc. In this case,
different customers of different buying tendencies may see the
advertisement using different tracking mechanisms at the same
demand partners.
[0135] In one embodiment, the likelihood of an advertisement being
called is estimated based on the type of media channels used to
present the advertisement, the demand partner responsible to
deliver the advertisement, and/or the customer who views the
advertisement. Any characteristics in advertising that have an
impact on the likelihood of an advertisement being called and thus
the expected revenue/profit generated from the presentation of the
advertisement can be used in selecting a tracking mechanism for the
particular instance of the advertisement.
[0136] In one example, if it is determined that the number of
communication leads generated from the assigned phone number is
lower than a threshold, the assigned phone number may be
reallocated to another advertisement. If the number of
communication leads generated from the advertisement is higher than
a threshold, the tracking mechanism used for the advertisement may
be promoted to a phone number with a short or vanity extension, a
phone number without an extension, a vanity phone number, a toll
free phone number, a vanity toll free number, a local phone number,
or a vanity local phone number. If the number of communication
leads generated from the advertisement is lower than a threshold,
the tracking mechanism may be downgraded, freeing up tracking
resources for other advertisements.
[0137] In one example, when advertisements are provided to a demand
partner that has a lower success rate in reaching viable customers
than other demand partners, this demand partner may be represented
using a long extension, leaving short extensions for other demand
partners. Alternatively, the advertisements for presentation by the
demand partner may be tracked using references for callback or SIP
addresses.
[0138] In one example, the system may promote the advertisement
activities in one geographic area; and the advertisements served in
that geographic area receive upgrades in tracking mechanism.
[0139] In one example, the advertisements in certain categories of
products and services use upgraded tracking mechanisms.
[0140] In one embodiment, the advertisements with a pay per
communication lead price bid higher than a threshold receives an
upgrade in tracking mechanism.
[0141] In one embodiment, the system determines weighting factors
in various types of communication references (e.g., in terms of
cost and benefit in promoting the advertisement), the success rate
of the advertisement in various communication channel/demand
partner, and the price bids of the advertisers. Based on the
collected information, the system can select tracking mechanisms to
optimize the potential revenue that can be generated from
advertising. In one embodiment, the potential revenue includes the
advertisement revenue and/or other revenue that can be generated
from the advertisement. For example, when the system takes a
commission from the transaction resulted from the advertisement,
the potential revenue can include the expected commission from the
presentation of the advertisement; and in such a case the system
may further use the statistical data related to the successful rate
of a call converting into a transaction, an average value of a
transaction, the possibility of a repeated call, the average value
of a repeated call, etc., in the determination of the potential
revenue. In one embodiment, advertisements may qualify for better
tracking mechanisms when their pay-per-call bid price reaches a
certain value. Similarly, advertisements may qualify for better
tracking mechanisms when their overall value reaches a certain
threshold. Their overall value can be a function of their bid
price, ordinal position, conversion rate, demand source, customer
quality, etc.
[0142] FIG. 10 illustrates an example of telephone call tracking
mechanisms which can be selected according to one embodiment.
[0143] In FIG. 10, a phone number (207) without an extension is
assigned for the generation a particular version (213) of an
advertisement (209). In the database (201), the assigned phone
number (207) is associated with the media channel (203) and the
advertiser's phone number (205) (and/or other parameters to be
tracked). Thus, the parameters to be tracked can be identified
based at least partially on the assigned phone number (207). The
particular version (213) of the advertisement (209) that has the
assigned phone number (207) is provided to the customer (217) via
the media channel (215). The advertisement may instruct or suggest
the customer to call the assigned phone number (207) to reach the
advertiser. In response to the advertisement, the customer may call
the assigned phone number (207). When the connection provider (221)
is called at the assigned phone number via a telephone carrier, the
connection provider (221) can identify the assigned phone number
(e.g., via a Dialed Number Identification Service (DNIS)) and
determine the advertiser's phone number (205) based at least
partially on the assigned phone number (207). Further, using the
assigned phone number, it can also be determined that the phone
call from the customer is a response to an advertisement that is
delivered via the media channel (215) based on the association
between the assigned phone number (207) and the media channel (203)
in the database (201).
[0144] In one embodiment, after determining the advertiser's phone
number from the assigned phone number that is dialed by the
customer (217), the connection provider (221) makes a separate call
to the advertiser (225) via a telephone carrier. When both the
customer (217) and the advertiser (225) are on the line with the
connection provider (221), the connection provider (221) can bridge
or conference the calls to connect the customer (217) and the
advertiser (225). Alternatively, the connection provider (221) may
forward the calls from the customer (217) to the advertiser (225)
after determining the advertiser's phone number.
[0145] In one embodiment, the assigned phone number can be a phone
number that is local to the area to be served by the advertisement.
Alternatively, the assigned phone number can be a toll free phone
number, such as an 800- (888-, 877, or 866-) number. In one
embodiment, the assigned phone number is a vanity number that
spells one or more words on a dial pad on a phone, such as
1-800-PLUMBER for the advertisement of a plumber. Alternatively,
the assigned phone number can be a plain phone number.
[0146] It is recognized that a local phone number is easy to dial
manually, a vanity number is easy to remember, and an 800-number is
easier to remember than other toll free numbers. Thus, there are
different values in advertising in the different types of assigned
phone numbers.
[0147] Since maintaining different phone numbers may increase the
tracking cost, another type of tracking mechanism uses different
extensions to differentiate tracked parameters. For example,
different root phone numbers can be used to represent different
media channels; and different extensions can be used to represent
different advertisers. In another example, different root phone
numbers are used to represent different advertisers; and different
extensions are used to represent different media channels. In
another example, the entire assigned phone number, including the
root phone number and the extension, is used as a key to look up
the media channel and the advertiser's phone number. In a further
example, the root phone numbers are not used to differentiate
tracked parameters; and the tracked parameters are represented by
the extensions, which may be implemented as keys to look up the
parameters or as encoded/encrypted version of the parameters.
[0148] In one embodiment, after the customer dials the root number,
the customer is connected to an IVR system or a human operator of
the connection provider/tracker. After the customer provides the
extension to the IVR system or the human operator, the tracked
parameters, such as the media channel and/or the advertiser's phone
number, can be determined.
[0149] In one embodiment, the IVR system or the human operator can
prompt the customer for the extension that is provided in the
advertisement. When the dialed root number is sufficient to
identify information about the media channel, the IVR system or the
human operator may customize the prompt to include the information
of the media channel and ask the customer to further provide the
extension to reach the desired advertiser. When the dialed root
number is sufficient to identify information about the advertiser,
the IVR system or the human operator may customize the prompt to
include the information of the advertiser and ask the customer to
further provide the extension to reach the desired advertiser.
[0150] The extension can be a plain extension or a vanity extension
that spells one or more words on a dial pad on a phone, such as
extension PLUMBER for the advertisement of a plumber. In one
embodiment, extensions used in the system can have different
lengths. A shorter extension is easy to dial; and a vanity
extension is easy to remember. In one embodiment, the extension
includes an encoded/encrypted version of the associated parameter
to allow an authorized data system to decode/decrypt at least some
of the parameters without having to query the database. Thus,
different types of extensions can have different values in
advertising.
[0151] The tracking methods described can have different costs. A
toll-free number with many extensions, for instance, is much
cheaper than many vanity toll-free numbers. Therefore, the system
uses the more expensive methods when it's worthwhile to do so. For
instance, if an advertisement receives many calls, it may be
selected for a more expensive method of tracking. An advertisement
with an extension may in the future be upgraded to a local phone
number without an extension, or even a vanity toll-free number.
Similarly, an advertisement may qualify for a more expensive method
of tracking if its conversion rate is high (e.g., if it has a high
ratio of the number of calls it receives to the number of times it
is displayed). Conversely, advertisements that perform poorly may
be downgraded in tracking methods used. For example, an
advertisement tracked by a toll-free number may be downgraded to
have a less expensive, click-to-call connection mechanism.
[0152] In one embodiment, the connection provider calls the
customer instead of providing a phone number to receive a phone
call from the customer. For example, the reference assigned to
represent the contact of the advertiser may not be used to make a
call via a traditional telephone carrier. The reference can be
submitted to the connection provider via a data communication, such
as an email, an SMS message, a web request, or other types of data
communication. The reference can be used as a key in the database
to look up the associated parameters, such as the media channel and
the advertiser's phone number. In one embodiment, the reference is
an encoded/encrypted version of the associated parameters, such
that an authorized data system can decode/decrypt the information
without having to look up from the database. After the reference is
provided to the connection provider with the request for a
connection, the connection provider can callback to the customer to
establish the connection between the customer and the advertiser.
The request may include a callback phone number of the customer.
Alternatively, a customer may be prompted to provide the callback
phone number in response to the request. The connection provider
can connect the customer and the advertiser by calling the customer
and the advertiser separately and bridge/conferences the calls, or
by forwarding one call (e.g., the call to the customer) to another
(e.g., to the advertiser).
[0153] In one embodiment, a telephone number assigned to a version
of an advertisement includes a SIP address for the initiation of a
VoIP-based telephone call. The SIP address can be used for a
manually dialed call on a SIP-enabled phone, or be used in a click
to call format. In one embodiment, the SIP address includes an
encoded/encrypted version of the contact of the advertiser such
that the connection provider can decode/decrypt the contact of the
advertiser from the SIP address without having to look up from
database.
[0154] In one embodiment, the allocation of a telephone number to
an advertisement is deferred to a stage when a customer is
interested in the advertisement and ready to make a phone call. A
reference embedded in the advertisement can be used to specifically
request for the telephone number that is assigned to the advertiser
by the connection provider. The request can be sent as a web
request in response to a click on a link, or as an email, an SMS
message, or an instant message. The assigned telephone number may
be a toll free phone number without extension, a local phone number
with an extension, a SIP URL, etc. Alternatively, the reference can
be used to request the actual phone number of the advertiser.
[0155] FIG. 11 shows a diagram of a system to make and track phone
connections according to one embodiment. In FIG. 11, a database
(251) may contain the phone numbers of target phone A (261), target
phone B (263), . . . , target phone X (269), etc. Typically, the
target phones belong to the institutions, businesses, individuals,
etc, which seek for publicity through various media channels, such
as media channel A (231) (e.g., web server), media channel B (232)
(e.g., WAP server), media channel C (233) (e.g., short messaging
service center), media channel D (234) (e.g., custom server), media
channel E (237) (e.g., cable television), media channel E (238)
(e.g., news press), media channel G (239) (e.g., radio station),
and others such as virtual reality, directory assistance service,
interactive maps, etc.
[0156] In one embodiment, the phone numbers of the target phones
are not directly publicized over the media channels. Instead,
encoded target phone numbers (253) are used. Using the encoded
target phone numbers (253), a user cannot reach target phones
directly. The encoded target phone numbers (253) allow the
association of additional information with the target phone
numbers, such as the media channels used, special promotions,
etc.
[0157] The encoded target phone numbers are delivered with content
information (e.g., web page, WAP page, short message, television
programs, news articles, virtual reality, etc.) to user devices,
such as user device A (241) (e.g., cellular phone), user device B
(242) (e.g., personal digital assistant (PDA)), user device C (243)
(e.g., computer), user device D (246) (e.g., receiver), user device
E (248) (e.g., newspaper).
[0158] In one embodiment, a user device can include a USB phone, a
Bluetooth wireless phone, or one or more speakers or headphones
with one or microphones for the implementation of a software based
phone (softphone).
[0159] In one embodiment, the user devices/phones support one or
more real time communication capabilities, such as VoIP using
Session Initiation Protocol (SIP) which may support video and
instant-messaging applications, IP phone, regular phone over VoIP
service, Bluetooth wireless phone, USB phone, software based phone,
and other forms of IP telephony. In one embodiment, the user
devices/phones support the display of virtual reality.
[0160] In one embodiment, the user device can include a television
set to receive the advertisement. Further, the television set may
have the capability to accept user input so that the television
content may be changed according to the user input (e.g.,
interactive television, web television, internet television, etc.),
or be coupled with a set top box which has such capability. The
user input may be provided to the content provider through the same
communication channel in which the television content/programs are
delivered (e.g., a cable system of a cable television system), or a
separate channel (e.g., a phone line, an Internet connection,
etc.). The user input may include a request to make a connection to
an advertiser featured in an advertisement presented in a
television program, such as a request for a telephonic connection
to the advertiser.
[0161] In one embodiment, the user devices are mobile devices, such
as PDA, cellular phone, etc. The user devices obtain content
information, including advertisements, through wireless
communication connections, such as cellular communication links,
wireless access points for wireless local area network, etc.
[0162] In one embodiment, a user device (e.g., a cellular phone, a
computer, a PDA) can receive content information from multiple
types of media channels (e.g., a web server, a WAP server, an SMSC,
CHTML, etc.).
[0163] In one embodiment, a user device is capable to dial a phone
call (e.g., automatically according to the encoded phone number
embedded in the content information when a user selects the
number). Alternatively, a user may manually dial a phone call using
a separate phone, such as user phone S (247) or user phone T
(249).
[0164] In one embodiment, dialing at least a portion of an encoded
target phone number connects the phone call to a connection server
(255) first. According to the encoded target phone number dialed,
the connection server (255) determines the corresponding target
phone number using the database (251) and connects the phone call
to the corresponding target phone (e.g., one of target phones
261-269) through the communication network (257).
[0165] Note the communication network (257) may be circuit
switched, packet switched, or partially circuit switched and
partially packet switched. For example, the telephone network may
partially use the Internet to carry the phone call (e.g., through
VoIP). For example, the connection between the user phone/device
and the connection server (255) may be carried using VoIP; and the
connection between the connection server (255) may be carried using
a land-line based, circuit switched telephone network.
[0166] In one embodiment, the information associated with the
encoded target phone number, such as the media channel used to
provide the encoded target phone number to the users, is also
decoded/retrieved using the database (251). Thus, the information
associated with the encoded target phone number can be
tracked/stored.
[0167] In one embodiment, the connection server (255) also
determines the phone number of the user through Automatic Number
Identification (ANI). ANI is a phone system feature that provides
the billing phone number of the person making the phone call.
[0168] The information about the caller, target phone number, the
media channel used for delivering the contact information to the
user can be used to bill the caller and/or the target phone number,
and provide credit/compensation for the corresponding media
channel.
[0169] For example, the advertisements for target phone numbers can
be paid for on a pay per call basis. Monitoring and tracking the
calls can be used for billing the advertisers. Alternatively, the
users may be seeking the contact information on a pay per call
basis. Monitoring and tracking the calls can be used for billing
the users.
[0170] In one embodiment, the additional information associated
with the encoded target phone number is used to provide
credit/compensation to the operators of the corresponding media
channels that are responsible for leading the users to the phone
calls to the target phones. The system can further track the time
and duration of the phone calls and other information, such as
conditional promotions, electronic coupons, etc.
[0171] The information about the media channels that are
responsible for leading the users to the phone calls to the target
phones can also be useful for the advertisers. The advertisers may
wish to know which media channel is more effective in reaching
users. For example, using the statistic information about the media
channels which successfully bring in phone calls, the advertisers
may fine tune advertisement strategies. Further, different media
channels may charge differently for the advertisements; and the
advertisers may bid differently on different media channels for
their advertisements.
[0172] In one embodiment, an encoded target phone number has the
same number of digits as a standard phone number (e.g., a typical
telephone number assigned by a telephone company). Thus, dialing
the encoded target phone number is as easy as dialing the target
phone number; and dialing the target phone number reaches the
connection server (255). In such an arrangement, a large number of
encoded phone numbers are generally required to differentiate the
different target phones and different media channels.
[0173] In one embodiment, an encoded target phone number has more
digits than a standard phone number. A first portion of the encoded
target phone number has the same number of digits as a standard
phone number to reach the connection server (255) through the
communication network (257); and a second portion of the encoded
target phone number is to be decoded by the connection server
(255). For example, the Dual Tone Multi-Frequency (DTMF) decoder
can be installed in the connection server (255) to detect the
second portion of the encoded target phone number dialed at the
user phone. The detected phone number can then be used to recover
the target phone number. In one embodiment, a human operator or an
interactive voice response (IVR) system can be used to receive the
second portion of the encoded target phone number for decoding.
[0174] When an encoded target phone number has more digits than a
standard phone number, the additional digits can be implemented as
a telephone extension, or as input to an IVR system. In one
embodiment, an encoded target phone number includes a Session
Initiation Protocol (SIP) address for the initiation of a VoIP call
to the system.
[0175] In one embodiment, a single telephone number is used to
reach the connection server (255) for different target phone
numbers; and the portion of the encoded target phone number that is
used to reach the connection server (255) is not used in
determining the information associated with the encoded target
phone number.
[0176] Alternatively, multiple telephone numbers can be used to
reach the connection server (255); and the entire encoded target
phone number can be used to determine the information associated
with the encoded target phone number.
[0177] In one embodiment, the encoded target phone numbers can have
different numbers of digits. The advertisers may be arranged to bid
for shorter encoded target phone numbers.
[0178] In one embodiment, the encoded target phone numbers are
assigned only when needed for use in a media channel. For example,
when a query is received at the server of the system, the system
assigns phone numbers for the advertisements that satisfy the
query.
[0179] In one embodiment, a look-up table approach is used to
encode the information. For example, the database (251) keeps track
of the information about the media channel and the target phone
number (and other information, if any) for the encoded target phone
number so that the encoded target phone number can be used as a key
to retrieve the corresponding information. Thus, it is not
necessary to have a predetermined structure to encode the
information about the media channels and the target phone
number.
[0180] Alternatively, algorithms can be used to generate and encode
target phone number and associated information. For example, a
predetermined algorithm may be used to encode different information
in the target phone number. For example, the target phone number
may include a number of fields separated by "*" or "#". Each of the
fields can be decoded separately (e.g., from a separate look up
table or a mapping algorithm) to determine the target phone number,
identity of the media channel, etc.
[0181] For example, a set of parameters can be mapped from a string
of characters to a string of numerical digits as a part of the
encoded target phone number; and the string of numbers can be
mapped back into the string of characters at the connection server
(255). When such a mapping scheme is used, a look up table is not
necessary. For example, an encoded target phone number may include
a first portion that is the phone number of the connection server
(255), a second portion that is the target phone number appended
with a number mapped from an identifier of the media channel. To
prevent the user from dialing the target phone number directly, an
encryption/scrambling scheme can be used to encode the second
portion, which is decoded at the connection server (255).
[0182] In one embodiment, the connection server (255) determines
the target phone number from the encoded target phone number dialed
by the user and then dials the target phone number for the user and
joins/bridges the phone calls so that the user can talk to the
target phone.
[0183] In one embodiment, users dial the encoded target phone
numbers manually. A user can dial the encoded target phone number
regardless of the user device used and the media channel used.
[0184] Alternatively, in one embodiment, user devices can
automatically dial the encoded target phone numbers. For example, a
cellular phone, a computer or a PDA can dial a phone number using a
Dual Tone Multi-Frequency (DTMF) generator. In one embodiment, the
encoded target phone numbers are presented in the content
information in a format such that when the user selects the phone
number the user device (e.g., a cellular phone or a computer) dials
the encoded target phone number for the user. The user selection
may be in the form of a keyboard/keypad input, a touch pad input, a
track ball input, a mouse input, a voice command, etc.
[0185] In one embodiment, the user device initiates the phone call
through a VoIP system when the user selects the encoded target
phone number.
[0186] In one embodiment, the user device dials the phone number
for the user without the user manually pressing the sequence of the
encoded target phone numbers. This greatly simplifies the process
of make the phone call. Since a user device can dial a long
sequence of number easily, a large number of digits can be used to
encode the information without presenting any difficulties for the
users.
[0187] In one embodiment, the encoded target phone numbers are
formatted so that the user device dials a first portion of the
encoded target phone numbers to access the connection server (255),
pauses for a short period of time for the connection server (255)
to prepare for receiving the second portion of the encoded target
phone numbers, and then dials the second portion of the encoded
target phone numbers. Thus, the user device provides a
user-friendly way of dialing the encoded target phone numbers; and,
making the phone call can be as easy as making a "click" to access
a web page.
[0188] In FIG. 11, the user device initiates the phone call.
Alternatively, a connection server may be used to initiate phone
calls both to the user device (or a separate user phone) and the
target phone and then join/bridge the phone calls to connect the
user to the target phone. For example, when the user selects the
encoded target phone number, the selection of the target phone
number is transmitted to the connection server with the user phone
number.
[0189] The user phone number can be automatically determined
through ANI, or through a user preference setting, or through an
entry submitted with the selection of the encoded target phone
number.
[0190] In one embodiment, the selection of the encoded target phone
number is transmitted to the corresponding media channel, which
forwards the request for making the phone call to a server (e.g., a
web server) connected to the connection server. Alternatively, the
content information can be formatted so that the selection is sent
directly to the connection server.
[0191] When the connection server starts the phone calls, the
encoded target phone number can also include alphabetic characters
(and/or other characters). The connection server can decode the
encoded target phone number to recover/retrieve the target phone
number and other associated information, such as the identity of
the media channel that is creditable for providing the encoded
target phone number to user.
[0192] In one embodiment, an advertisement is presented to end
users around the globe without geographical area limitations. For
example, an advertiser may provide services and/or products to
customers around the globe. The advertisement may be delivered to
the worldwide users of the Internet.
[0193] In one embodiment, the intended audience of an advertisement
is the population in a particular geographical area or people
interested in a particular geographical area. For example, an
advertiser may limit its service area within a geographical area,
where the advertiser can provide services and/or products to the
customers more effectively. For example, a business may better
serve the customers within a convenient walking/driving distance to
the site of the business. A business may limit the service area
within a city, a county, a state, a country, or other types of
regional areas. Further, a large business entity having offices
around the world may want to attract customers in different
geographical regions to different offices for better services.
[0194] In one embodiment, a target geographic area is specified for
publicizing a phone number which can be used to reach an
advertiser. The target geographic area information can be used to
effectively reach potential customers and connect the customers to
the corresponding phones of the advertisers.
[0195] For example, in one embodiment, the advertiser can specify a
geographic service area corresponding to a phone number. The
service area may be specified in terms of radius, city, region,
state or national boundary, etc. The service area can be used to
limit the delivery of the advertisement to customers seeking
information in the corresponding geographic area. The service area
can be used to stream information into a mobile device when the
mobile device enters the service area, with or without explicit
request from the user of the mobile device. The service area
information can also be used to route the phone to the
corresponding one of the offices of the advertiser, based on the
location of the caller, if the advertiser has more than one
office.
[0196] In one embodiment, an advertisement presented in a media
channel is for a single advertiser. The end user selects an
advertiser according to the advertisements presented on behalf of
individual advertisers; and the connection server connects the end
user and the selected advertiser according to the encoded target
phone number individually publicized in the advertisement for the
advertiser. When the user views the online advertisements, the
selection of the advertiser is based on the online information.
[0197] In one embodiment, an advertisement is presented in a media
channel for a group of advertisers, such as a group of mortgage
brokers. The advertisement contains an encoded target phone number
which is reachable to the group of mortgage brokers. When the
encoded target phone number is selected or used, the selection of a
particular advertiser is performed at the connection server.
[0198] For example, a toll-free number is published to advertise
mortgage brokers in a particular geographic area. When a consumer
dials the toll-free number, the call is routed to the highest
bidding mortgage broker who is available in that market.
[0199] The connection server may select the target advertiser
according to the bidding of the advertisers for the advertisement.
The advertiser who places the highest bid is the winner for the
call. Alternatively, or in combination, other types of selection
criteria can also be used. For example, the user may be interested
in advertisers in a particular geographical region; and the
geographical area of interest to the caller can be determined and
used in selecting the target advertiser. Further, the user may be
interested in a connection without excessive waiting time. The
status of the availability of the advertisers to answer the call
can be used in ranking the candidates for routing the call.
[0200] In general, an indicator used to rank the candidates may be
a function of a number of parameters, such as the bid for the
advertisement, the projected waiting time, an indicator showing a
degree of matching to one or more user requirements (e.g.,
geographic area, service type, etc.), advertisement budget, and
others.
[0201] In one embodiment, a connection provider uses a connection
server configured on a packet switched network to provide telephone
connections between callers (e.g., customers) and callees (e.g.,
advertisers), as illustrated in FIG. 12. In FIG. 12, the connection
server (277) receives and/or places telephone calls via the
telecommunication carrier (275) over the packet switched network
(279). The telecommunication carrier (275) further routes the
telephone communications towards the caller (271) and the callee
(273).
[0202] Since the telecommunication carrier (275) can route a call
from a packet switched network to a variety of destinations (e.g.,
a traditional analog telephone set, a mobile phone, a cellular
phone, a WiFi phone, a Bluetooth phone, a softphone running on a
computer, etc.), the connection sever (277) can use one type of
communication connection with the telephone carrier (275) to
facilitate the communication connections with variety of devices
used by the customers (e.g., callers and callees). Thus, the
implementation of the connection server (277) can be simplified. In
one embodiment, the connection server (277) can also place and/or
receive direct VoIP calls to/from the caller (or callee).
[0203] For example, to make a voice connection in response to a
click-to-call request, the connection server can place separate
VoIP calls, via the telecommunication carrier (275), to the caller
(271) (e.g., the requester of the click-to-call) and the callee
(273) (e.g., the destination of the click-to-call request).
[0204] If the caller (271) (or the callee 273) is on a public
switched telephone network (PSTN), the telecommunication carrier
(275) bridges the packet switched the network and the public
switched telephone network (PSTN). The telecommunication carrier
(275) routes the call from the packet switched network (279) to the
caller (271) (or the callee 273) on the circuit switched network.
Thus, the caller (271) (or the callee 273) can use a telephone set
to receive the call via a Plain Old Telephone Service (POTS). The
connection server (277) joins the separate calls that are placed
via the packet switched network (279) to connect the callee (273)
and the caller (271).
[0205] In one embodiment, call signaling and media content may use
different network paths. While call signaling is arranged to go
through the packet switched network (279) and the connection server
(277), the media stream does not have to go through the connection
server (277). For example, when the calls are joined, the media
content may be redirected to flow over the communication carrier
(275) without going through the packet switched network (279) to
the connection server (277) for improved performance and
efficiency. The connection server (277) can release the control
over the media stream to allow the media stream to flow through the
shortest path, without going through the connection server, while
maintaining control to the connection for the call by staying on
the path for call signaling.
[0206] In another example, when the caller (271) initiates a call
over a PSTN to the connection server (277), the telecommunication
carrier (275) converts the call for the packet switched network
(279) for the connection server (277).
[0207] In one embodiment, virtual softphones on the
telecommunication carrier (275) are assigned to the caller (271)
and the callee (273) for interfacing with the connection server
(277) over the packet switched network (279). The virtual
softphones encapsulates the devices and networks used by the caller
(271) and callee (273) to access the connection server (277); and
the telecommunication carrier (275) shields the connection server
(277) from the implementation details of the user devices and
networks used by the caller (271) and the callee (273). The
connection server (277) calls (or receives calls from) and connects
the virtual softphones on the telecommunication carrier (275) to
connect the caller (271) and the callee (273).
[0208] In FIG. 12, the telephone connection between the
telecommunication carrier (275) and the connection server (277) is
facilitated via a packet switched network (279). Thus, the
connection server (277) can operate efficiently in a digital
domain. The connection server (277) interfaces with the
telecommunication carrier (275) using one type of Internet
Telephony systems (e.g., SIP-based Internet telephony).
[0209] Alternatively, a connection server may include some or all
of the functionality of the telecommunication carrier (275). For
example, the connection server may be configured to bridge a packet
switched network and a circuit switched network. The connection
server may support multiple, different types of Internet Telephony
systems.
[0210] In one embodiment, the connection server (277) and the
telecommunication carrier (275) are operated by different, separate
entities. Alternatively, the connection server (277) and the
telecommunication carrier (275) may be operated by the same entity.
In another embodiment, the telecommunication carrier (275) includes
a set of facilities operated by a number of separate entities.
[0211] In one embodiment, the caller (271) and/or the callee (273)
may also place/receive calls via a packet switched network. The
telecommunication carrier (275) may route the calls between the
caller (271) and the callee (273) without using a PSTN. In one
embodiment, caller (271) and/or the callee (273) may place calls to
or receive calls from the connection server (277) via Internet.
[0212] FIG. 13 shows a connection server according to one
embodiment. In FIG. 13, the connection server (355) is configured
to place and/or receive VoIP calls using Session Initiation
Protocol (SIP). A session border controller (351) is used to
interface with the packet switched network (353) and control the
types of network traffic related to VoIP calls that might go into
the connection server (355).
[0213] In one embodiment, the session border controller (351) is
configured to control the signaling and media stream during the
setting up, conducting and tearing down of VoIP calls to or from
the connection server (355). In some embodiments, the session
border controller (351) may pick up the call that comes to the
session border controller (351), places a separate call from the
session border controller (351), and joins the received call and
the placed call to control both the signaling and media stream. In
some embodiments, the session border controller (351) may perform
signaling/encoding translation to allow the connection server (355)
to process the VoIP calls in one standard, while receiving VoIP
calls in a variety of standards (e.g., SIP, H.323, etc.). In one
embodiment, the session border controller (351) is configured to
perform one or more firewall functionalities, such as denial of
service protection, call filtering, bandwidth management, etc.
[0214] In one embodiment, the session border controller (351) is
configured to perform media releasing operation. When the session
border controller (351) determines that the source and destination
of a media stream is on the same side of the session border
controller (351) (e.g., both the source and the destination of the
media stream is outside the connection server 355), the session
border controller (351) can release the hairpinning of the media
stream and allow the media stream to flow without going through the
session border controller (351).
[0215] In FIG. 13, a set of SIP servers (e.g., 361, 363, . . . ,
369) are networked to the session border controller (351) to
receive messages for incoming calls and to initiate outgoing calls.
The session border controller (351) is configured to evenly
distribute the calls for processing by the SIP servers.
[0216] For example, when an incoming message for the initiation of
a call is received (e.g., a SIP INVITE message from the
telecommunication carrier 275), the session border controller (351)
may route it to a SIP server (e.g., 361) for processing. The INVITE
message includes the phone number dialed by the caller and the
contact information about the caller (e.g., the phone number of the
caller 271 and/or the identity of the virtual SIP phone at the
telecommunication carrier 275).
[0217] The SIP server may determine whether the phone number dialed
by the caller (273) is sufficient to determine the phone number of
the callee (e.g., 273). If the phone number of the callee (e.g.,
273) can be determined from the phone number dialed by the caller
(273) (e.g., via decoding the phone number dialed by the callee, or
looking up the phone number of the callee from a table using the
phone number dialed by the caller as a key), the SIP server can
place a separate SIP call to the callee via the packet switched
network (353) and then connect the caller and the callee.
Alternatively, the SIP server can further route the SIP INVITE
message (e.g., to the telecommunication carrier (275) to direct the
call to the callee. For example, the SIP server may modify the
INVITE message by replacing the destination with the determined
phone number of the callee. Further, the SIP server can modify the
INVITE message by removing the phone number of the caller (or
replacing the phone number of the caller with a phone number of the
connection server). In one embodiment, the modified INVITE message
identifies the virtual softphone corresponding to the caller on the
telecommunication carrier as the SIP phone initiated the call;
thus, the virtual softphone corresponding to the callee on the
telecommunication carrier can establish media connection with the
virtual softphone corresponding to the caller on the
telecommunication carrier directly. Alternatively, the modified
INVITE message may identify a media server (371) (or a virtual
softphone on SIP server) as the initiator for a separate call. The
SIP server then connects the calls for the media stream.
[0218] In one embodiment, the caller is first connected to a media
server (e.g., 371, 373, or 379). For example, the SIP server may
forward the SIP INVITE message to one or more of the media servers
for answering the call. When a media server (e.g., 371) answers the
call, a prompt is played to the caller by the media server. The
media server may include an Interactive Voice Response (IVR)
system, or be connected to an IVR system, to obtain input from the
caller.
[0219] For example, the media server may prompt the caller to enter
the extension assigned to the callee, such that the phone number of
the callee can be determined based on the phone number including
the extension dialed by the caller. In some embodiments, the
extension dialed by the caller is sufficient to determine the phone
number of the callee. After the phone number of the callee is
determined, the SIP server can further connect the call to the
callee.
[0220] For example, the media server can send a message to the SIP
server. The message identifies the call and the extension obtained
from the caller. The SIP server then determines the callee's phone
number based at least on the extension received from the media
server and initiates a SIP call via the packet switched network
(353) (e.g., by sending a SIP INVITE message to the
telecommunication carrier 275, which further bridges the call to
the callee 273). Then, the SIP server disconnects the media server
from the call and reconnects the call to the callee.
[0221] For example, the SIP server can send a SIP BYE message to
the media server to disconnect the media server from the call
(e.g., by sending a "BYE" message to the media server for the call)
and send a re-INVITE message towards the caller to connect the
caller and the callee. Alternatively, the media server may send a
SIP BYE message to the SIP server for the call; the BYE message may
include the extension obtained from the caller; in response to the
BYE message that contains the extension, the SIP server determines
the phone number of the callee and further connects the caller to
the callee.
[0222] In one embodiment, the SIP server can direct the caller and
the callee to connect to each other for the media stream without
having the media stream going through the session border controller
(351) into the connection server (355). For example, the media
stream can go through the telecommunication carrier (275) in FIG.
12 without going to the connection server (277) after the SIP
server connects the caller and the callee.
[0223] However, the SIP server stays on the signaling path to
monitor the progress and termination of the call. The SIP server
can also break the connection between the caller and the callee, or
force the media stream to come through the connection serve (355).
For example, the SIP server may selectively conference a media
server into the call to monitor and/or record the communication of
the call between the caller and the callee. For example, the SIP
server may reconnect the caller and the callee to separate media
servers for interaction with an IVR system or a human operator to
confirm a deal or transaction.
[0224] Similarly, the SIP server may initiate a callback to a
caller via a SIP call over the packet switched network (353) for a
connection to the caller. The SIP call may be bridged onto a
circuit switched network (e.g., by a telecommunication carrier
275). The SIP server can then reconnect the call to a media server
for sending a prompt to the caller before reconnect the call to the
callee. Alternatively, the callback can be initiated from a media
server; and the call signaling (e.g., the INVITE message from the
media server) goes through the SIP server for call control.
Alternatively, the SIP server sends out the INVITE message on
behalf of the media server.
[0225] In one embodiment, the SIP servers (361, 363, . . . , 369)
and media servers (371, 373, . . . , 379) are implemented on
separate computers connected via a local area network (and/or
intranet or Internet). Alternatively, at least the some of the
servers can be implemented on a same computer. In one embodiment,
the SIP servers and the media servers are also integrated with the
session border controller (351) on a same data process system
having multiple processors coupled with a data bus. In one
embodiment, the SIP servers are coupled to the media servers via a
network; and a SIP server may use any of the available media server
for interaction with the caller (or callee). Alternatively, a SIP
server may be configured to use one or more of media servers that
are not shared by other SIP server. For example, a SIP server may
be implemented on a same data processing system with one or more
media servers which are reserved for the SIP server.
[0226] In one embodiment, the connection server (355) may further
include a database server (355) to storing records related to the
calls, data mapping between the communication references assigned
to the callees and the actual phone numbers of the callees, etc. In
one embodiment, contact mapping are cached in the local memory
(e.g., RAM) of the servers for improved performance; and the cached
mapping is updated when the database is updated.
[0227] FIG. 14 shows a block diagram example of a data processing
system which may be used in various embodiments. While FIG. 14
illustrates various components of a computer system, it is not
intended to represent any particular architecture or manner of
interconnecting the components. Other systems that have fewer or
more components may also be used.
[0228] In FIG. 14, the communication device (1101) is a form of a
data processing system. The system (1101) includes an inter-connect
(1102) (e.g., bus and system core logic), which interconnects a
microprocessor(s) (1103) and memory (1108). The microprocessor
(1103) is coupled to cache memory (1104) in the example of FIG.
14.
[0229] The inter-connect (1102) interconnects the microprocessor(s)
(1103) and the memory (1108) together and also interconnects them
to a display controller and display device (1107) and to peripheral
devices such as input/output (I/O) devices (1105) through an
input/output controller(s) (1106). Typical I/O devices include
mice, keyboards, modems, network interfaces, printers, scanners,
video cameras and other devices which are well known in the
art.
[0230] The inter-connect (1102) may include one or more buses
connected to one another through various bridges, controllers
and/or adapters. In one embodiment the I/O controller (1106)
includes a USB (Universal Serial Bus) adapter for controlling USB
peripherals, and/or an IEEE-1394 bus adapter for controlling
IEEE-1394 peripherals.
[0231] The memory (1108) may include ROM (Read Only Memory), and
volatile RAM (Random Access Memory) and non-volatile memory, such
as hard drive, flash memory, etc.
[0232] Volatile RAM is typically implemented as dynamic RAM (DRAM)
which requires power continually in order to refresh or maintain
the data in the memory. Non-volatile memory is typically a magnetic
hard drive, a magnetic optical drive, or an optical drive (e.g., a
DVD RAM), or other type of memory system which maintains data even
after power is removed from the system. The non-volatile memory may
also be a random access memory.
[0233] The non-volatile memory can be a local device coupled
directly to the rest of the components in the data processing
system. A non-volatile memory that is remote from the system, such
as a network storage device coupled to the data processing system
through a network interface such as a modem or Ethernet interface,
can also be used.
[0234] In one embodiment, a server data processing system as
illustrated in FIG. 14 is used as one of the communication
server(s), virtual reality server(s), connection server(s),
database server(s), media server(s), controller(s), router(s),
gateway(s), etc.
[0235] A user terminal as a client system can be a data processing
system similar to the system of FIG. 14. A client system can be in
the form of a PDA, a cellular phone, a notebook computer or a
personal desktop computer. For example, the I/O devices of the user
device may include a USB phone, a Bluetooth wireless phone, or one
or more speakers or headphones with one or microphones for the
implementation of a software based phone.
[0236] In one embodiment, a user devices/phones support one or more
real time communication capabilities, such as VoIP using Session
Initiation Protocol (SIP) which may support video and
instant-messaging applications, IP phone, regular phone over VoIP
service, Bluetooth wireless phone, USB phone, software based phone,
and other forms of IP telephony. Other types of traditional
communication client(s) may be used in some embodiments.
[0237] FIG. 15 shows a method to present members of a social
network to facilitate real time communications between members
according to one embodiment. In FIG. 15, data representing a social
network of a plurality of members, including a first member and a
second member, are maintained (1201) (e.g., via a central server or
a peer to peer network).
[0238] In FIG. 15, the first member is provided (1203) with
information to present the second member, including a communication
reference of a connection provider to be used to request the
connection provider to establish a connection for real time
communications between the first and second members without
revealing a communication reference of the second member to the
first member. The communication reference may be a telephone number
without an extension, a telephone number with an extension, a Voice
over Internet Protocol (VoIP) user identifier, or a Session
Initiation Protocol (SIP) uniform resource identifier (URI). The
connection for real time communications between the first and
second members may be a telephone connection, an instant messaging
connection for text, voice or video chat, or a two way voice
connection.
[0239] In one embodiment, the connection provider establishes
(1205) a first Voice over Internet Protocol (VoIP) connection to
connect to the first member using the communication reference,
determines (1207) a telephonic reference of the second member based
on the communication reference used to establish the first VoIP
connection, and establishes (1209) a second Voice over Internet
Protocol (VoIP) connection to connect to the second member using
the telephonic reference of the second member. The first and second
VoIP connections are then bridged (1211) to connect the first and
second members. In one embodiment, the bridging of the first and
second VoIP connections includes establishing a media connection
that does not go through the connection provider to connect the
first and second members for telephone communications. In one
embodiment, the first and second members are not directly connected
in the social network.
[0240] In one embodiment, the connection provider establishes the
first VoIP connection via receiving a call for the first VoIP
connection in response to the first member placing a call using the
communication reference on a public switched telephone network.
[0241] In another embodiment, the connection provider establishes
the first VoIP connection via receiving a request including the
communication reference over a data connection and placing a call
for the first VoIP connection in response to the request.
[0242] In one embodiment, the communication reference is embedded
in a user interface element which when selected causes the request
to be sent to the connection provider via a data communication
network. For example, the user interface element may be a link or
an icon button.
[0243] In one embodiment, a message is translated from a first
language to a second language to bridge the first connection and
the second connection. In one embodiment, a message is converted
between text and voice to bridge the first connection and the
second connection.
[0244] In one embodiment, the connection provider charges the first
member on behalf of the second member according to a price
specified by the second member. In one embodiment, the connection
provider further charges the second member a portion of an amount
the connection provider charges the first member on behalf of the
second member. In one embodiment, the price specified by the second
member is dependent on a social distance between the first and
second member in the social network.
[0245] In one embodiment, after a request for the connection
between the first and second connection provider is received via
the communication reference, it is determined whether a time of the
request is within a scheduled callable period of the second member.
When the time of the request is outside the scheduled callable
period of the second member, the request is blocked. In one
embodiment, the scheduled callable period is dependent on a social
distance between the first and second members in the social
network.
[0246] In one embodiment, the information provided to present the
second member further includes an indication of real time
availability of the second member to conduct real time
communications with the first member at a time the information is
presented and a price the first member is to be charged for real
time communications with the second member.
[0247] In one embodiment, it is determined whether the first member
is allowed to call for a connection for real time communications
between the first and second members, based at least in part on a
characteristic of a social connection between the first member and
the second member in the social network. The information provided
to present the second member includes the communication reference
of the connection provider in response to a determination that the
first member is allowed to call for a connection for real time
communications between the first and second members.
[0248] From this description, it will be appreciated that certain
aspects are embodied in the user devices, certain aspects are
embodied in the server systems, and certain aspects are embodied in
a system as a whole. Embodiments disclosed can be implemented using
hardware, programs of instruction, or combinations of hardware and
programs of instructions.
[0249] In general, routines executed to implement the embodiments
may be implemented as part of an operating system or a specific
application, component, program, object, module or sequence of
instructions referred to as "computer programs." The computer
programs typically comprise one or more instructions set at various
times in various memory and storage devices in a computer, and
that, when read and executed by one or more processors in a
computer, cause the computer to perform operations necessary to
execute elements involving the various aspects.
[0250] While some embodiments have been described in the context of
fully functioning computers and computer systems, those skilled in
the art will appreciate that various embodiments are capable of
being distributed as a program product in a variety of forms and
are capable of being applied regardless of the particular type of
machine or computer-readable media used to actually effect the
distribution.
[0251] Examples of computer-readable media include but are not
limited to recordable and non-recordable type media such as
volatile and non-volatile memory devices, read only memory (ROM),
random access memory (RAM), flash memory devices, floppy and other
removable disks, magnetic disk storage media, optical storage media
(e.g., Compact Disk Read-Only Memory (CD ROMS), Digital Versatile
Disks (DVDs), etc.), among others. The instructions may be embodied
in digital and analog communication links for electrical, optical,
acoustical or other forms of propagated signals, such as carrier
waves, infrared signals, digital signals, etc.
[0252] A machine readable medium can be used to store software and
data which when executed by a data processing system causes the
system to perform various methods. The executable software and data
may be stored in various places including for example ROM, volatile
RAM, non-volatile memory and/or cache. Portions of this software
and/or data may be stored in any one of these storage devices.
[0253] In general, a machine readable medium includes any mechanism
that provides (i.e., stores and/or transmits) information in a form
accessible by a machine (e.g., a computer, network device, personal
digital assistant, manufacturing tool, any device with a set of one
or more processors, etc.).
[0254] Aspects disclosed may be embodied, at least in part, in
software. That is, the techniques may be carried out in a computer
system or other data processing system in response to its
processor, such as a microprocessor, executing sequences of
instructions contained in a memory, such as ROM, volatile RAM,
non-volatile memory, cache or a remote storage device.
[0255] In various embodiments, hardwired circuitry may be used in
combination with software instructions to implement the techniques.
Thus, the techniques are not limited to any specific combination of
hardware circuitry and software nor to any particular source for
the instructions executed by the data processing system.
[0256] In this description, various functions and operations are
described as being performed by or caused by software code to
simplify description. However, those skilled in the art will
recognize what is meant by such expressions is that the functions
result from execution of the code by a processor, such as a
microprocessor.
[0257] Although some of the drawings illustrate a number of
operations in a particular order, operations which are not order
dependent may be reordered and other operations may be combined or
broken out. While some reordering or other groupings are
specifically mentioned, others will be apparent to those of
ordinary skill in the art and so do not present an exhaustive list
of alternatives. Moreover, it should be recognized that the stages
could be implemented in hardware, firmware, software or any
combination thereof.
[0258] Although the disclosure has been provided with reference to
specific exemplary embodiments, it will be evident that the various
modification and changes can be made to these embodiments without
departing from the broader spirit as set forth in the claims.
Accordingly, the specification and drawings are to be regarded in
an illustrative sense rather than in a restrictive sense.
* * * * *