HANDHELD DEVICE

Technical field

[0001] The pre sent invention relates generally to a solution for mobile marketing. More specifically the invention relates to advertising in a mobile handheld device with voice telephony capabilities (hereinafter referred to as "mobile communication device" or "MCD') by partly transferring the control over certain functions in the device, such as the selection of wallpaper, screensaver or gadgets, from the user to another party for example the phone network operator, advertisers and companies reselling advertising space, with a possible directinteraction with the billing system of the phone operator.

Background

[0002] According to several studies mobile marketing offers the best return on investment ("ROT) compared to other marketing communication channels. Mobile marketing has greater targeting capabilities and more personalization possibilities. Sending relevant, tailored and timely messages to a consumer's mobile device delivers far higher conversion rates from communication to sales. The always-on, always-available nature of the mobile device presents a unique opportunity for marketers to engage directly with consumers, building a meaningful dialogue, while respecting consumer privacy.

[0003] Over the past 5 to 10 years several companies have developed various mobile communication platforms to enable marketing activities to mobile devices. The communication has often been based on SMS (short message service), MMS (multimedia messaging service) or WAP (wireless application protocol). [0004] In spite of the huge potential in mobile irarketing there are a number of problems with the current techniques. A mobile device is not an appropriate medium when it comes to initiating contact with a consumer. There are regulations forbidding spam that limit the possibility for advertisers to actively target new consumers through the mobile medium Anyhow companies not respecting spam regulations are very common in many geographical regions.

[0005] The user friendliness, when it comes to Internet surfing with the mobile, is far behind the computer. When the Intemetis used with the MCD, the purpose is rather to find specific information than surfing around for new and interesting sites. Mobile marketing campaigns require active behavior from the user, for example the opening of an SMS or MMS or the visiton an online site. This means thatmost users are never exposed to such an ad. Mobile marketing campaigns can be a disturbing factor to the user and interfere with what the user wants to use the mobile device for. All in all, mobile marketing campaigns have so far been designed to suit the purpose of advertisers rather than achieving acceptance from the mobile users.

[0006] Companies have handled the abovementioned problems in different ways. In order to reach the users, mobile marketing campaigns are often combined with other media, ibr example, the user can be encouraged via other media to send an SMS with a short code in order to receive further information in the mobile device. This often leads to relatively complex and costly campaigns, with low predictability of the RDI

[0007] Consumer behavior typically is measured in terms of how the consumer acts in relation to the ad, for example, the number of clicks on a link and notby how the consumer uses the mobile device. Summary

[0008] lis an object of the invention to address at least some of the limitations, problems and issues outlined above, lis also an object to improve the process of advertising on MCDs. lis possible to achieve these objects and others by using a method and an arrangement as defined in the attached independent claims.

[0009] According to one aspect, a method for advertising in a MCD is provided. The method comprises to communicate with at least one MCD over a communication network. The MCD having a standard Graphical User Interface (GUI) framework for displaying passively displayed content and at least one level of display. The method further comprises to transmit data between at least one mobile server and the MCD over the communication network. Control of selection of passively displayed content on the lowest level display of the GUI of the MCD is transferred to at least one third party based upon the data transferred. The content for passive display on the lowest level display of the GUI is transmitted from the third party. The MCD displays the content which is received from the third party on the lowest level display of the GUI, without any user action. The MCD transmits a signal to at least one billing server. The signal provides information regarding usage of the content received from the third party, the at least one billing server is adapted to compensate the user at a predetermined rate if the content received from the third party has been displayed.

[00010] According to another aspect, a MCD adapted for advertisement is provided. The MCD comprises a communicating unit which is adapted to

communicate over a communication network. The MCD further comprises GUI framework unit for displaying passively displayed content and at least one level of display. A transmitting unit is adapted to transmit data between the MCD and at least one mobile server using the communication network. The MCD further comprises a control unit which is adapted to transfer control of selection of passively displayed content on me lowest level display of me GUI of me MCD to at least one third parly based upon data transferred by the transmitting unit The transmitting unit receives content for passive display on me lowest level display of me graphical user interface from me third parly. The control displays the content received from the third parly onto the lowest level display of the GUI, without user action. The transmitting unit transmits a signal to at least one billing server, the signal providing info rmation regarding usage of the content received from the third parly, whereby the at least one billing server compensates the user at a predetermined rate if the content received from the third parly has been displayed by the display.

[00011] According to yet another aspect, a mobile server for advertising on a MCD is provided. The mobile server comprises a MCD communication unit which communicates and controls the interaction between passively displayed content on a GUI of the MCD and the user. The communication unit communicates with the MCD over a communication network using the MC s standard GUI structure. The communication unit transmits data between the mobile server and the MCD using the communication network. The mobile server comprises a receiving unit which receives content, from the third parly, for passive display on the lowest level display of the GUI The mobile server comprises a billing unit which communicates with at a billing server. The billing unit instructs the billing server to compensate a user at a predetermined rate if the third parly content has been displayed, or upon user interaction with passively displayed content The mobile server further comprises a storage server communication unit which communicates with at least one storage server. The MCD cornmunication unit provides the content for passive display from the third parly, and the MCD communication unit instructs a MCD to display the provided content from the third parly on the MCDs GUI, and where the MCD communication unit receives a signal, from the MCD, providing information regarding usage of the content received from the third party. [00012] According to another aspect, a system for advertising on a MCD is provided. The system comprises a mobile server in communication with a MCD, the mobile server controlling interaction between passively displayed content on a graphical user interface of the MCD, and the user. The mobile server communicates a MCD over a communication network using the MC s standard graphical user interface structure. The mobile server transmits data between the mobile server and the MCD over the communication network. The mobile server transfers control of selection of passively displayed content on the lowest level display of the graphical user interface of the MCD to at least one third party based upon the data

transferred. The mobile server receives content for passive display on the lowest level display of the graphical user interface from the third parly. The mobile server displays the content received from the third parly on the lowest level display of the MCD, without user action, under predetermined conditions. The system transmits a signal to the mobile server; the signal provides information regarding usage of the content received from the third party. The system is communicating with a billing server which compensates the user at a predetermined rate if the third parly content has been displayed. The billing server communicates with the mobile server, the billing server automatically compensates a user at a predetermined rate if the third parly content has been displayed, or upon user interaction with passively displayed content The system comprises a storage server which communicates with at least one server selected from the group including the mobile server, the web server, and the billing server. The system comprises a communication network allowing exchange of data between the MCD and at least one of the mobile server, web server, billing server and the storage server. The system comprises an application which is coupled to the existing graphical user interface structure of the MCD. The application receives content for passive display from the third parly and displays the content which is received from the third parly on the MCDs' graphical user interface. The application transmits a signal to me mobile server, the signal provides information regarding usage of the content received from the third parly.

[00013] According to another aspect, a computer readable medium storing a sequence of instructions is provided. When the instructions are executed by the GUI structure of a MCD, causes the GUI structure of the MCD to receive advertising information from a mobile server m communication with a web server accessible by an advertiser, the mobile server may be adapted to select the transmittal criteria and content of the advertising information prior to transmittal, the web server comprising advertising data input by a third party. The GUI structure may further perform displaying the advertising information on the lowest level of display of the GUI in accordance with the instructions received. The GUI structure performs exchanging requested information with the mobile server for transmission to at least one billing server, the billing server in communication with at least one financial institution and adapted to automatically compensate a user of the mobile communication device upon display of the advertising information on the GUI

[00014] The above method and arrangement may be configured and

implemented according to different embodiments. In one example embodiment, the billing server processes the billing data based on atleastone of payment model agreements with advertisers, agreements with end users.

[00015] According to another possible embodiment, the application comprises at least one gadget which is displayed in the fore front of the MCDs' graphical user interface.

[00016] According to one example embodiment, the gadgetmay allow the user to engage with the advertisement by clicking on the gadget [00017] According to another possible example embodiment, the billing server may be adapted to credit a user's account by integrations with the billing system of atleastone of network carriers, billing providers, or combinations thereof

According to one example embodiment, the credit is one of a reduction in a postpaid subscription or a credit to a pre-paid card or a payment to a user's bank account or towards a user's payment card or credit card.

[00018] According to one possible embodiment, the predetermined rate is based upon atleastone of number of impressions (cost per mille), number of clicks, certain user action, or combinations thereof

[00019] According to another possible embodiment, the mobile server may be connecting to the mobile communication device only when it is not in a roaming mode.

[00020] According to one possible embodiment, the application may be integrated with a global positio ning system According to another possible embodiment, the mobile server may be adapted to pre-check the mode of the MCD before transmitting displayed content

[00021] According to another possible embodiment, the mobile server may be adapted to select content for display based on atleastone of location criterion, time criterion, exposure limit criterion, type of slot, and total number of advertisements in the campaign, inventory, usage frequency or a combination thereof.

[00022] According to another possible embodiment, the displayed content may comprise a gadget that automatically directs a user who clicks the gadget to a URL that is associated to an ad that was displayed in the gadget or in the lowest level of the graphical interface when the gadget was clicked on. [00023] The solution partly transfers me control of me selection of content in me wallpaper, screensaver, or gadgets of a mobile device from me end user to an advertiser, and also provides means to ensure mat me consumer cannot control me selection of content under specific circumstances and mat such potential

infringement is noticed. B using a technology based on me existing technical structure and standards of me MCD, me solution is enabled on a large number of different MCDs.

[00024] Possible embodiments include a mobile marketing platform comprising means to provide advertising opportunities in an MCD mat does not require active behavior from me user and mat does not reduce me user experience, but still enabling user interaction with me advertisement without affecting the navigation system of the MCD.

[00025] Other possible embodiments also include means to measure how often the user is exposed to the advertisement and, thus, to provide technical support for a business model where the price for the advertising space is dependent on the extent the user is exposed to the ads and to optimize the value of such advertising space by using a logical structure for how the ads shall be displayed. In return for transferring the control of the MCDs background the end user mightbe

automatically rewarded by, for example, subsidizing the subscription, loading the prepaid card or by offering discounts on certain products or services.

[00026] Rjrther possible features and benefits of this solution will become apparent from the detailed description below.

Brief description of drawings

[00027] The invention will now be described in more detail by means of some example embodiments and with reference to the accompanying drawings, in which: [00028] figure 1 is an overview of the system architecture and functions, according to one possible embodiment

[00029] Figure 2 is a description of an over the air C'OTA"), or remotely

provisioned, installation of the application, according to one possible embodiment

[00030] iigure 3 is a description of the client-server communication, according to one possible embodiment

[00031] iigure 4 illustrates the internal process in the application, according to one possible embodiment

[00032] figure 5 describes how interactivily is enabled by a gadget, according to one possible embodiment

[00033] iigure 6 illustrates how an ad packaged is assembled, according to one possible embodiment

[00034] iigure 7 illustrates how an ad schedule is set, according to one possible embodiment

[00035] figure 8 is a flow chart illustrating a procedure for advertisement in a mobile communication device, according to one possible embodiment

[00036] iigure 9 is a block chart iHustra ting one possible embodiment of mobile communication device adapted for advertisement

[00037] iigure 10 is a block chart illustrating one possible embodimentof a mobile server for advertisement Detailed description

[00038] The application and method presented in this description may be used to satisfy the need for users of handheld mobile devices with voice telephony capabilities in order to reduce their mobile communication costs as well as the need for advertisers to provide highly targeted and cost effective advertising. The handheld device could be, but is not limited to, a cellular phone or a telephone enabled f rsonal Digital Assistant (IDA), hereinafter referred to as a Mobile Communication Sevice (MCD).

[00039] The method and the system enable advertisement to be shown in the background of a display on an MCD, hereinafter referred to as wallpaper and/ or screen saver, as well as in the foreground as one or several clickable gadgets. The content displayed in the wallpaper is static and always displayed at the

background, or "lowest level," of the display. Thus, the advertisement made in the wallpaper on the mobile device may be fully passive and does not in any way change the way a user interacts with the mobile device. The same holds for advertisement displayed as screen savers. A gadget is a small stand-alone application running on the graphical user interface on, for example, an MCD. A gadget often has a limited size and may be displayed in a specific area of the MCD. A gadget generally has a specific purpose, for example, displaying time, weather or a calendar. It could also include a link to a URL There are synonyms for gadgets, for example widgets and gizmos. All such applications are hereinafter referred to as gadgets. A gadget is triggered by a user of the device on which the gadget is displayed, for example an MCD. The user typically triggers ("clicks") the gadget by clicking an active area of the gadget display indirectly with a mouse or directly with a finger or pen although other means of clicking can be used.

[00040] ibr gadget enabled mobile devices, which means that the device has the capability for displaying and showing gadgets, one or more gadgets may be added to the mobile device user interface (IH) and synchronized with the

application that controls the display of advertisement in the wallpaper and/ or screen saver. On these mobile devices the mobile user may engage with the advertisement by clicking one of the gadgets that is related to the wallpaper. At the same time the MCD may contain several different gadgets related to other advertisements controlled by the mobile server 20 in figure 1.

[00041] One possible benefitof the solution is thatitis based on the standard structure for how to display contentin an MCD. The application that displays the content in the background of the MCD is installed as wallpaper and/ or screen saver using the built in function of the mobile device. The gadget that may be related to the ad, enabling interactivity from the MCD, is built on the standard gadget framework or the standard gadgetAH (AppUcation l¾gramming Interface). This means that the application and the gadget in the present technology is notbased on a pop-up functionality and does not have to assign any soft key on the MCD in order to enable interactivity. Thus, the present technology does notinterfere with the existing navigation system of the MCD and, thus, does not reduce the end user experience.

[00042] Another benefitof using standard mobile AFTs and working in a client/ server environment, ireaning most of the heavy processing will be done on the server side to reduce the workload for the MCD, is the reduced battery consumption on the MCD. Since the client-server communication can be

predetermined the effect on battery consumption due to server communication can be predictable, ibr example, the effect on battery consumption from the application will be proportionate to the usage of the device when the application is setup so thatitis activated every time the user logs in or locks up the device. Thus, the effect from the service enabled by this solution on battery consumption is limited and predictable. [00043] Since me only noticeable or significant impact on the MCD is tiie content displayed passively in the wallpaper and/ or screen saver and the possibility to interact with the content in a standardized way, the present disclosure may be installed in a large number of different devices. Therefore, a large number of end users can take advantage of the system, which in turn fulfills advertisers' need to reach a large target group.

[00044] An additional feature of the inventive technology is the integration to a billing system In contrast to the existing usage of the billing system, that is, charging end users for various services or purchases via the invoices of the network carriers, the system may be used the other way around. This means that end users can be automatically rewarded in monetary terms for accepting advertisement displayed as wallpaper or screen saver and/ or as gadgets. An example of reward might be that on post-paid subscriptions the invoice could be reduced whereas end users with prepaid cards could get the card loaded with a certain amount

[00045] System architecture

[00046] With reference to iigure 1, there is an overview of the ecosystem of an exemplifying embodiment

[00047] The mobile server 20 connects to the MCD though the mobile carrier 29 or any other communication network known at the time. The server park is made up by four different types of servers all playing a vital role to create the mobile advertisement ecosystem mobile server 20, billing server 19, web server 18 and storage server 13. ibr simplicity, these servers and various databases are

separately identified and are discussed and illustrated as though they each are separately housed but it will be apparent to the reader that one or more of the servers and/ or databases can be combined and that separate devices are not required to perform their functions. The mobile server 20 controls the interaction with the MCD users, for example, when it comes to distributing me application and me gadget to me MCD, sending ad packages to me application and uploading usage data from me application. The mobile server 20 also forwards uploaded data to me other parts of me system, for example, in me illustrated embodiment, billing data is forwarded to me billing server 19 and usage data is forwarded to me storage server 13 as a basis for setting ad packages. The mobile server 20 receives ad packages from storage server 13 mat interacts with ad center database 17. The billing server 19 processes me billing data based on, among other factors, payment model agreements with advertisers and me agreements with end users, and stores me data in me user database 27 and me billing database 26. The billing server 19 handles out rewards to end users by integrations with me billing system of network carriers and/ or billing providers, through smart message center ("SMS-C") 23. The bank 28, will handle all outgoing payments mat cannot be carried out through me SMS-C 23. The billing server 19 is also internally integrated to a system that produces invoices to advertisers.

[00048] Advertisers can login to the system, which is handled by the web server 18. The web server interacts with the storage server 13 and the ad center database in order to receive and present relevant information to advertisers including, but not limited to, information about prices, available slots, target group demographics and campaign statistics. Advertisers may, for example, place orders, upload content and monitor campaign statistics. Raced orders are transferred to the billing server and uploaded content is automatically re-sized and optimized for different MCDs and stored in the ad center database 17. The ordering process and the uploaded content are to some extent controlled automatically and to some extent monitored by an administrator 10.

[00049] Interface for advertisers/ ad center [00050] Advertisers may be given the ability to design campaigns in a web interface. The design of a campaign may be made by setting certain target group criteria, including but not limited to:

- Age interval

- Gender

- Address

- Other demographics such as hobbies

[00051] Also other more specific criteria may be set for the campaign, including but not limited to:

Time criterion - certain points in time during which an ad should be displayed

- location criterion - location events that should trigger the exposure of an ad.

[00052] The advertiser also would typically set the calendar period for the campaign— that is, how long the campaign will continue, the beginning date and/ or the end date for the campaign.

[00053] After the campaign criteria and calendar period have been selected, the data is processed and a result is displayed. The result includes available slots, that is, the number of unique users for which the ad can be shown during the certain calendar period. The result also specifies the type of available slots (wallpapers, screensavers and/ or gadgets).

[00054] The advertiser may be permitted to set criteria related to the size of the campaign, including but not limited to:

- The maximum number of exposures for each ad specified per type of slot (wallpaper, screensavers and/ or gadgets) according to budget restrictions

- The minimum number of unique users that an ad should be exposed for The rniriimum number of exposures for an ad

The maximum number of exposures for an ad.

[00055] The example of the solution allows the payment model to be flexible, ibr wallpaper and screensaver ads the payment model may be CRM (cost per mille), thatis, the cost for 1,000 exposures of a certain ad. ibr gadgets the payment model could also be based on the number of clicks or a certain action that is achieved after the user has clicked on the gadget The advertiser may be given the ability to select the payment mo del to some extent

[00056] Once all relevant data selections have been made, the data is processed and a result is displayed. The result includes the total cost for the campaign. The advertiser is offered to continue and book the campaign or make a new search by changing the search criteria.

[00057] When a campaign has been designed each ad has been assigned specific parameters, whether those parameters have been selected by the advertiser as described above, or pre -assigned in whole or part, for example by the system owner. These parameters will be used when assembling the ad package as described in figure 6

[00058] When booking a campaign, the advertiser receives a specific login. After having booked the campaign, the advertiser may be requested to upload material, such as pictures, logos or other material, ff a gadget is included in the campaign the advertiser may also be offered to create a landing site for the gadget (a URLto which the gadget is connected) as well as setting the potential relation between the gadget and the wallpaper, meaning that the ad displayed in the wallpaper may have a relation to the UKLin the gadget Every time the ad in the wallpaper is changed, the UKLin the gadget also changes and points to more online

advertisement content associated to the ad displayed in the wallpaper at each point in time. Thus, when the gadget is triggered by the user the MCD will startup the mobile browser and display more advertisement content related to the ad currently displayed in the wallpaper.

[00059] When a campaign is active or completed the advertiser may be able to log in to the website and monitor the campaign result, for example, in terms of statistics over the number of exposures and/ or clicks for each unique user, ff the maximum number of exposures, set by the advertiser when designing the campaign, has not been fulfilled during the calendar period the advertiser may choose to prolong the time for the campaign. The advertiser may also be able to view the remaining amount of the total campaign budget

Installation of the MCD Client Application and the Gadget

[00060] The application and the optional gadget may be installed in several ways. In one embodiment, network carriers may preinstall the application and the gadget (if there is a gadget) on new mobile devices before they are sold to the users and/ or may install the application and any gadget OTA to existing subscribers that have agreed to the service. The application and its gadget, if any, may also be pre- installed by either the equipment or mobile device manufacturer. Another alternative is that the application and the gadget is installed by the user or self-installed after being distributed to the user.

[00061] With reference to iigure 2, there is an overview of the end user

downloading the application 52, and the gadgetif the MCD 34 is gadget compatible. The end user may request an SMS link by typing in his or her phone number on a web page or sending a short code to a short number. Then, the end user receives an SMS with a UE^Llink, from which the application and the gadget can be downloaded. The mobile server 20 selects a version of the application 52 that is compatible with the specific MCD after running an internal process for device recognition. In one embodiment of the system, content and settings for displaying the content may be stored in the application 52 before it is downloaded by the end user by running parts of the synchronization process described in figure 4.

[00062] After the download has been completed on the MCD 34 the application 52 starts the installation phase. The application 52 preferably will contain not only the program for handling the advertisement for the wallpaper and/ or the screen saver, it will also contain a gadget if the mobile device 34, is gadget compliant The gadget may be white-labeled meaning that the gadget may change its appearance according to the advertisement shown on the MCD as wallpaper and/ or screen saver.

Client - server communication

[00063] With reference to iigure 3, there is an overview of the communication between the MCD 34 and mobile server 20 for update and exchanging data. The communication is based on the parameters set within the application 52. The application 52 has a schedule telling the MCD 34 when to connect to the mobile server 20 in order to synchronize. The events affecting the schedule for

synchronization may include, but are not limited to, time events (for example, regular and planned updates of content), billing events (for example, exchange of content due to limits on a specific advertiser's budget constraints), location events (for example, restrictions or delays on uploading in order to avoid some or all roaming charges), security events (such as checks that the application is running properiy), subscription events (if the user has changed his subscription), agreement events (for example, if the user terminates the agreement).

[00064] Referably, application 52 checks the mode of the MCD 34 before synchronizing. In thatcase, whether content is received by the MCD 34 or uploaded by the MCD 34 will depend on the mode of the MCD 34. If the MCD 34 is busy or in use, me application 52 may wait until the mobile is in idle mode to connect to the mobile server 20. ffthe mobile user is outside the subscriber's preferred network and there are roaming charges due to traffic via another carrier, the application preferably will block the synchronization process, terminating any attempt to connect to the mobile server 20 so as to avoid any uncontrolled traffic charge for the user. This may also be achieved by integrating the application 52 with the GES of the MCD if the MCD has a GES.

[00065] During the synchronization the application 52 may start uploading user data to the mobile server 20. When this process is completed the application 52 may start downloading new content as well as updating the content schedule.

When this process is completed the application 52 will terminate the connection to the mobile server 20.

[00066] One possible embodiment of the mobile server will now be described with reference to fig. 10. The mobile server 300 comprises a MCD communication unit 301 which is capable of executing the actions mvolving mobile server - MCD interaction. The mobile server 300 further comprises a receiving unit302 which is capable of being in contact with a third party which provides the content for display at the MCDs. When a MCD displays the content, which will be further described, the billing unit 303 is capable of instructing a billing server to compensate the user ata predetermined rate. The storage server communication unit 304 is capable of storing information, such as preferences, ad schedule settings and user profiles, associated with one or several MCDs. The mobile server 300 further comprises a processing unit305 and a memory 306 according to mobile servers in the art

[00067] The MCD client application

[00068] With reference to Figure 4, there is a flowchart showing the internal processes and function in the mobile application 52. The application 52 starts up after having been successfully installed on the MCD 34. louring the startup process the application 52 will check that the application is riuining. Next process is checking the ad schedule in order to select the correct ad to display as wallpaper and/ or screen saver. The application 52 assigns wallpaper and/ or screen saver and increment the counter for the specific content item The exposure of each ad may be counted since a new ad, according to a pre-defined schedule, is exposed every time the application is activated. I ^" the MCD 34 is gadget compliant and the specific ad permits the application 52 may add a gadgetto the gadget graphical user interface ("GUI'). The gadget may change its appearances according to the ad that is displayed as wallpaper and/ or screen saver. Otherwise, the ad is passively displayed without a gadget The application 52 may now go into idle process. I ^" the mobile user interacts with the MCD 34 the application 52 awakes and checks for next ad to be displayed. In other embodiments of the system the application 52 may be programmed to awake due to other trigger events, including but not limited to time events and location events.

[00069] The client application 52 may check if the budget constraint of any advertiser has been fulfilled. Fall ads have been shown according to the limit set on a specific campaign the application 52 may start synchronizing with the mobile server 20. In order to ensure that the end user is not negatively affected by the synchronization process there are processes checking whether the MCD 34 is in use and whether there is any risk for roaming charges for any data transfer. The check for roaming charges may be performed on the server-eide by tracing the signal to the server.

[00070] I ^" the application 52 fails to connectdue to abovementioned processes or any other reason the application 52 may wait to next scheduled time for

synchronization. If the application 52 succeeds to connect to the mobile server 20 it may start uploading usage data, including but not limited to, the number of times each ad has been shown, the time for each exposure and the time length for each exposure.

[00071] After the uploading process has been completed the application 52 may start downloading the next ad package and ad schedule. I ^" the transfer succeeds the application 52 may terminate the connection to the mobile server 20. I ^" the application 52, during the synchronization, received instructions to display more ads the check ad schedule process will be initiated.

[00072] If the application 52 got instructions that it should not show any ads it may be set to become invisible. This means that the application 52 is forced to the background so that the latest wallpaper and/ or screen saver selected by the end user is displayed in the MCD 34 and that the end user has full control to select a new wallpaper and/ or screen saver. The application 52 may become visible again after a new synchronization with the mobile server 20 when a new ad package and ad schedule has been received containing instructions to display ads. Thus, when there are no ads to be shown the control over the wallpaper and/ or screen saver is transferred to the end user meaning that the end user does not have to give up the control when there are empty slots, for example, if no ads have been sold.

[00073] In one embodiment of the system, the end user may be given the option to temporarily inactivate the application 52 in order to be able to control the selection of wallpaper and/ or screen saver. This may be achieved by giving the end user a possibility to inactivate and reactivate the application 52 via, for example, a web interface or by sending in a short code to a short number. The reason for such behavior may be that the user, during certain time periods such as vacation, values the selection of wallpaper and/ or screen savers more than during other time periods. [00074] Now with reference to fig. 9, a possible embodimentof a MCD which is capable of executing the actions above described is disclosed. The MCD 200 comprises a communication unit 201 and a transmitting unit 203 for handling communication with a mobile server using a communication network. The MCD further comprises a control unit 204 which is adapted to control the GUI and display of the MCD using the GUI framework unit 202. The control unit 204 is further capable of transfer control of the content which is displayed in the

background, i.e. at the lowest level display of the GUI This can be achieved by instructing the GUI framework unit 202 to display the content accordingly. The MCD further comprises a processing unit 205 and a memory 206 according to MCDs in the art Various modifications of the MCD of fig. 9 is possible without departing from the solution, ibr example one or several of the units described above may be arranged in standard units of a MCD. The functional units may further be arranged integrated or separately.

[00075] The Gadget

[00076] With reference to JIG 5, there is provided one embodimentof the system that enables the end user to interact with the ad currently displayed as wallpaper by clicking on a gadget On gadget compatible MCDs a specific gadget 70 may be assigned by the application 52. The gadget 70 may change icon layout based on the advertisement shown in the wallpaper or may be designed as a general clickable button that clarifies that it is connected to the ad, for example, by including the texf'see more". When the end user clicks on the gadget he or she will automatically be directed to a URLthatis connected to the ad that was displayed when the gadget was clicked on.

[00077] The gadget may always be displayed on the same spoton the screen even if the user scrolls the menu during navigation. If the wallpaper is not active, if there is no advertisement to be displayed by the wallpaper or if the advertisement in the wallpaper does not include any reference to an online site the gadget 70 may be inactivated or hidden, ff there are more than one ad displayed in the wallpaper there may be several gadgets, each one displayed in connection to the ad that it is connected to.

[00078] In one embodiment of the system other gadgets may be displayed on the screen that may or may notbe connected to the wallpaper. All such gadgets may be connected to a specific URL These gadgets are "white labelled" meaning that each URLat different point in times may be controlled by different advertisers. These gadgets may either have a general design or an adjustable design depending on the ad or offering displayed in the URL

[00079] Setting ad package

[00080] With reference to Figure 6 there is a description of an internal process within the ad center database 17, where an ad selection process may take place. The purpose of this process is to determine which ads shall be exposed in each unique MCD until the next synchronization event Every MCD has a unique set of parameters, based on the user of the MCD, and every ad has a unique set of parameters as a result of the campaign design process described above. In Figure 6, MCD 80 is associated with the unique parameters 81 based on its user's sex, location, age and hobby, likewise, ad f is associated with unique parameters 83, that an advertiser associates with its target audience. These parameters may be used during the matehing process according to Figure 6. The parameters that the rmtehing process is based on may be, but are not limited to:

The user's age

The user's gender

The user's address (zip code) Other user demographics such as hobbies

[00081] The number of parameters lhatneed to match for an ad to be included in the ad package may vary, but are to be defined before a campaign is sold, ibr example, for some parameters 81, 83, there may need to be a full match in order to expose a specific ad 84 in a specific MCD 80. Other parameters may be used in order to optimize the RQI on a campaign with regards to factors such as reaching as many unique users as possible, targeting criteria and price per exposure. The result of the process is an ad package 85, containing all ads that are to be displayed during the time period until a new synchronization takes place.

[00082] Ad schedule setting

[00083] With reference to iigure 7 there is a description of an optimization process for setting a schedule for the displaying of ads in the ad package. The optimization process may be based on parameters 81, including but not limited to:

- Usage frequency (historical usage frequency related to the MCD 80, which may for example be expressed as the number of exposures during per time unit and/ or time length of each exposure)

- Ad inventory (the total number of unexposed ads for a specific MCD)

- Ad inventory calendar (the time period when each ad included in the ad inventory is to be displayed)

- Total number of ads in the ad package

- The type of slot for the ad (wallpaper, screen saver or gadget)

The iraximum number of exposures for each ad according to budget restrictions (preferably set or agreed to by the advertiser)

- The miriimum number of unique that an ad should be exposed for (preferably set or agreed to by the advertiser) The ininimum number of exposures for an ad (preferably set or agreed to by the advertiser)

The iraximum number of exposures for an ad (preferably set or agreed to by the advertiser)

Time criterion - certain points in time during which an ad should be displayed (preferably set or agreed to by the advertiser)

- The type of MCD

location criterion - location events that should trigger the exposure of an ad

[00084] The optimization process 86, may assign a calendar and a display factor for each ad 84 in the ad package, producing ad package schedule 87. The purpose of the calendar is to enable advertisers to seta specific time period for a campaign. However, since the total number of exposures per time unit varies between MCDs 80, due to different usage frequency, and since the ad inventory (the total number of exposures that are waiting to take place as a result of sold but uncompleted campaigns) will be different between MCDs 80, due to targeting requests from advertisers, different schedules need to be set for each MCD 80. This is achieved by assigning a display factor for each advertisement detemtining the relative frequency for the display of each ad in the ad package, ibr example, if one ad is to be displayed twice the number of times as the average ad in the ad package it is assigned a display factor of 2.

[00085] The logical structure for setting the ad package schedule 87 may vary between MCDs 80 dependent on, for example, characteristics of the devices and their users. In some devices several different ads can be shown at the same time, for example, depending on the screen size of the MCD 80, and user demographics such as age. The logical structure for setting the ad schedule may also vary depending on how and when the wallpaper and/ or screen savers are exposed in me specific MCD 80. In some MCDs 80, me wallpaper is displayed before it is locked up, in some MCDs 80, me wallpaper is displayed after me device has been locked up butbefore me user has started to navigate and in some MCDs 80, me wallpaper is displayed in me background during navigation, ibr example, in tiie latter case tiie ad setting may be to display a specific ad during a certain time period instead of exchanging ad only when tiie wallpaper comes in focus, ibr MCDs 80 including a GES or otiier technical support for determining tiie position of tiie MCD tiie ad setting may also be dependent on tiie location of tiie end user.

[00086] After tiie ad package setting process and tiie ad schedule setting process, tiie ad package will be sent to tiie mobile server 20 and then synchronized witii tiie application 52.

[00087] Billing reports

[00088] There is an embodiment of tiie system tiiathandles billing reports. The mobile server 20 may start an internal process witii regards to tiie uploaded content from tiie client application 52. The mobile server 20 updates tiie user database 27 witii data from tiie application 52 and sends over relevant billing data to tiie billing server 19. The billing server will process tiie information received from tiie mobile server 20 and update tiie billing database 26 witii tiie relevant data to be used in order to compensate tiie end user according to terms and conditions tiiathave been agreed on. Such data could be, but is not limited to, tiie number of times that ads have been displayed in tiie wallpaper and/ or screen saver, tiie time length of tiie display of ads, tiie number of clicks on tiie gadget, the number of times and time length the application or gadget has been uninstalled or overridden and the amount of other gadgets or applications hiding the content displayed by the application. [00089] Siting data is also processed as a basis for billing reports and invoices to advertisers. All kinds of data thataffectthe pricing are processed based on me parameters set in me payment model wim me advertiser.

[00090] Security

[00091] Since me end users may be rewarded in monetary terms for opting in to the system and thereby accepting the displaying of ads as wallpaper, screen saver and/ or gadgets in the MCD and since advertisers are paying for the displaying of ads, it ordinarily is of utmost importance to ensure that the ads really are displayed. I ^" the application in the MCD would be inactivated or uninstalled the

synchronization process would nottake place according to the pre-defined schedule. Failure to synchronize can therefore be used to trigger a security process. However, the synchronization process could fail to take place due to several other reasons as well, for example, if the user is interacting with the MCD, if the user is travelling and synchronization is deactivated to avoid roaming charges, or if the MCD is turned off. Therefore, there may be a logical structure for handling such scenarios, ibr example, if the application has been unable to connect to the mobile server for a certain time period the mobile server may inform the billing server. In one embodiment of the system a message, for example an SMS, may be sent to the end user either at the MCD or at another location associated with the end user, with information about the technical status and/ or a question about circumstances that could explain the situation The end user may be asked to respond to the message if he or she still wants to be connected to the service.

[00092] Since the ad runs in the background there mightbe other functions that display content in front of the wallpaper, for example gadgets. In one embodiment of the system it may be possible for the application in the MCD to collect

information about the exposure of the advertisement, the extent to which it has been obscured by other material displayed on the MCD, and the nature of the material that has obscured the display. When the application synchronizes with the mobile server it may upload information about such events. Such information may, in turn, be transferred to the billing server and affect the rewards to end users and the invoices to advertisers.

[00093] Monetary rewards to end users

[00094] The disclosed solution allows the end users to be rewarded in monetary terms. An example of how this could be executed is by reducing their costs of mobile communication Users with postpaid subscription models may be

automatically discounted on their monthly bill and users with prepaid subscription models may instead be compensated by automatically loading their prepaid card. The compensation may be a fixed amount or a variable amount depending on the amountof advertisements thathave been exposed or a combination thereof. In one example, the user is guaranteed a fixed compensation levels subject to various parameters connected to the exposure of content presented in the billing reports.

[00095] The discount may also be incorporated in the subscription model or pricing strategy of the mobile carrier, ibr instance, the end user could get a discount when purchasing the MCD or discounted prices for voice calls or data transfer.

[00096] Example embodiment of a procedure for advertising in a MCD

[00097] With reference to figure 8 is a procedure for advertising in a MCD described. The procedure of figure 8 may be executed by one or several of the entities described in figure 1. However, according to one possible embodiment, the procedure involves one or more MCDs, a mobile server, a billing server and a third parly such as an AdCenter. [00098] h a first action 101, a mobile server communicates with a MCD over communication network The MCD comprises a standard GUI framework for displaying passively displayed content in at least one level of display, according to the embodiments and features of the MCD as previously described in this description In an action 102, data is transmitted between the mobile server and the MCD using the cornmunication network The MCD transfers control of selection of passively displayed content on the lowest level display of the GUI of the MCD in action 103. The control may be transferred to a third parly based upon the data transferred from the mobile server.

[00099] In action 104 the mobile server transmits content suitable for passive display on the lowest level display of the GUI from the third party to the MCD. In response to receiving the content in action 104, the MCD displays the content in action 105. The content is displayed in the lowest level display, without any user action ff the content which was received by the MCD in action 104 was displayed, the mobile server and/ or the MCD transmit a signal, in action 105, providing information regarding usage of the content received in action 104. Thereby the billing server is enabled to compensate the user, which may be performed at a predetermined rate.

[000100] While the invention has been described with reference to specific exemplary embodiments, the description is generally only intended to illustrate the inventive concept and should notbe taken as lirniting the scope of the invention ibr example, the terms "MCD', "mobile server ", "web server'', "billing server" and "gadget', have been used throughout this description, although any other corresponding functions, parameters, nodes and/ or units could also be used having the functionalities and characteristics described here. The invention is defined by the appended claims. [000101] Itmustbe noted that, as used in this specification and tiie appended claims, tiie singular forms "a", "an" and "tiie" include plural referents unless tiie context cleariy dictates otiierwise.