WO2010084497A1

WO2010084497A1 - System and method for providing visual content and services to wireless terminal devices in response to a received voice call

Info

Publication number: WO2010084497A1
Application number: PCT/IL2010/000059
Authority: WO
Inventors: Tomer London; Asaf Revach
Original assignee: Tomer London; Asaf Revach
Priority date: 2009-01-26
Filing date: 2010-01-25
Publication date: 2010-07-29

Abstract

System and method for providing required visual content and services to wireless terminal devices of users, according to which the user is allowed to initiate a call to a destined regular phone number that represents a receiving call party, which includes an automatic call answering mechanism. The initiated call and indication data are received from the user and then, a wireless content-push request for mobile content to the user, in the form of a URL, is automatically triggered. The request is transmitted to one or more relevant remote content providers and data connection between the terminal device and at least one relevant remote content provider is automatically established. Then, the required content is automatically pushed to the terminal device of the caller via this data connection.

Description

_ _

SYSTEM AND METHOD FOR PROVIDING VISUAL CONTENT

AND SERVICES TO WIRELESS TERMINAL DEVICES IN

RESPONSE TO A RECEIVED VOICE CALL

Field of the Invention

The present invention is in the technical field of communication. More particularly, the present invention is directed to a system and method for providing visual content and services to wireless terminal devices, in response to a received voice call.

Background of the Invention

Today, mobile telephony users access remote (e.g., mobile web) content by either launching a mobile web browser or by launching special mobile applications (e.g., weather applications). These applications, in turn, fetch remote content from the data network, format it and present it to the user.

Mobile content providers need the mobile users to explicitly launch an application and/or to type URLs in order to consume the content of interest. In some cases, it is more efficient and effective if the content is pushed to the user after the user indicates that he wants to consume it.

In the case of customer-care related mobile content, it can be very efficient to have mobile customer care content pushed to customer-care centers callers.

Currently, mobile content systems create isolated content due to the fact that the system that delivers the content doesn't have information about the user that is retrieved from resources other than the content-providers' data bases alone. This kind of system suffers from the drawback that it _ _

lacks information about its users, such as personal details, language preferences and identification information.

In addition, in order to identify the user, each mobile content provider requires a user ID and a password. Remembering and inputting these different user IDs and passwords can be troublesome for users.

All the methods described above have not yet provided satisfactory integrative solution to the problem of automatically providing visual content and services to wireless terminal devices, in response to a received voice call.

It is therefore an object of the present invention to provide a system for automatically providing visual content and services to wireless terminal devices, in response to a received voice call.

It is another object of the present invention to provide a system for automatically providing visual content and services to wireless terminal devices, which are customized to the users' preferences, history and handset's capabilities.

It is a further object of the present invention to provide a system for automatically providing visual content and services to wireless terminal devices, which allows cross-content provider data sharing about the users.

It is yet another object of the present invention to provide a system for automatically providing visual content and services to wireless terminal devices, which may be easily integrated into existing call-center hardware.

It is another object of the present invention to provide a system for automatically providing visual content and services to wireless terminal devices, which may include identifying the user by matching information about his previous telephony/visual sessions with information about his current telephony/visual session.

It is another object of the present invention to provide a system for automatically providing visual content and services to wireless terminal devices, which may include a mechanism for sharing information and means of users' identification across the telephony session and the visual session.

Other objects and advantages of the invention will become apparent as the description proceeds.

Summary of the Invention

The present invention proposes a system and method for formatting and serving visual content and services to wireless digital telephony devices in response to a received call. The system enables mobile users to receive remote mobile content (e.g., mobile web content) by calling a regular phone number. After the call is placed, the receiving call party may automatically trigger a wireless content-push request, e.g., in the form of an SMS WAP (Wireless Application Protocol is a specification for a set of communication protocols to standardize the way that wireless devices, such as cellphones can be used for Internet access) push request — which is a binary WAP message that enables browser redirection to a URL. When a compatible handset receives a WAP Push message, it allows the user to access that web page) that will lead to the required mobile content pushed to the caller. The user may need to indicate that he wants to receive the content before the content is automatically pushed to his cellphone. For example, after dialing, the user may hear the IVR system (Interactive Voice Response system is an automated telephony system that interacts with callers, gathers information and routes calls to the appropriate recipient) - A -

or any other automated response system plays "please dial '2' to get the mobile content", when the user dials '2', the IVR system may trigger the said content push request. The telephony system may instead include a voice-command based system (e.g., voice IVR) and requires the user to say a specific statement (e.g., 'mobile content') that will trigger the content push request.

The said system and method may also enable mobile content customization and/or personalization. Where customization means optimizing the content according to specific handset capabilities, and personalization means optimizing the content according to user's preferences, history and identity. Both customization and personalization are done according to collected data regarding the user that is shared among all the content providers that are connected to the system. The system may enable the content providers a way to collect and update the shared data.

The said system and method may also enable the use of global identification and password. This will enable mobile content consumers to use the same user identification and password in order to access content provided by several different content providers. The content providers that are connected to the system may use this global ID (a data structure that contains a unique identification for each user and may be used by different content providers to identify the user) and password in their authentication methods.

The system includes a digital telephony device that has data connection abilities [1], a receiving-call party (e.g., a call-center) that implements a special content push logic [2], a remote mobile content [3] and possibly, a content provider server (such as a web server that is connected to other devices and databases) that maintains the mobile content [4] . - O -

The system works as follows: the user, who holds [1], calls the phone number of [2] .

The rVR system installed in [2] (if exists) may request an indication from the caller to make sure he wishes to get mobile content pushed e.g., the IVR. may recite: "please dial '2' to get mobile content pushed". When the user indicates that he wishes to get the mobile content pushed to his device, the telephony system (e.g., the IVR system) in [2] uses a special content push logic that triggers a mobile content push request (e.g., by an SMS WAP push request) that will eventually (possibly through mediatory servers connections) lead to mobile content [3] pushed to device [I]. The system may build the push request according to the caller's phone number, personal details and history. The system may also collect and use data from other sources for building the push request, such as from the mobile operator. The said data can be collected before or after the said triggering occurs. The mobile content may be built and maintained by the mobile content provider server (or server group) [4] .

The system may also contain a cross-provider subsystem that includes databases with relevant information about callers such as their transaction history, language, region and other preferences. The databases may also include information about the users' handsets capabilities. The subsystem may also have the ability to communicate with content providers [4] and automatic telephony systems, in order to supply them information about their users and to get updates about the users. This subsystem may also have databases containing information about the users' global identification, password and phone number. The subsystem may provide content providers with an authentication facility that uses a global cross-provider identification mechanism.

The said subsystem is connected via data connection to the mobile content providers' servers and possibly to automatic telephony systems. Before and during the active data session between device and remote mobile content, the remote mobile content is personalized and customized according to the data in the subsystem using the connection between mobile content providers servers and the subsystem regarding the details of the user that holds the device.

The system may also include a mechanism for sharing information across the telephony session and the visual web session such as user's details, preferences and identification data. The mechanism may include adding a special session identification string (session ID) to the URL that is pushed to the device. Using this URL and session ID, the content provider server is able to identify the voice session that triggered the new visual web session and share information across these sessions. The web server (or server group in charge of the web session) can then send the user's device a special cookie (or other data) that contains information about the user' details (e.g., phone number, or customer ID). This cookie can be used by later web sessions by this or other mobile content providers to identify the user when he accesses the mobile web content.

If there exists a cookie (or other data) that contains information about the user' details (e.g., phone number, or customer ID) in the user's browser from a previous session, then when the user initiates a new IVR session by calling the IVR or by selecting this option from the web session, the telephony system may check whether the caller returned from a recent web session to the IVR by trying to match the caller's phone number with the active/recently active session IDs. If the phone number corresponds to a session ID, the system is now able to identify the web session that triggered the new voice session and share information across these sessions.

A special cookie (or other data) that contains information about the user's details can be sent to the user's browser when accessing web content and _ _

may be used by later web sessions by other mobile content providers to identify the user when he accesses the web content. The cookie may be sent by a content provider server or by a special server ('cookie server') that manages all the creation and management of such cookies. The servers of the mobile web content may trigger the creation and sending of the cookie by the 'cookie server' and may communicate with the 'cookie server' to receive information about specific cookies. In addition, each content provider may use a unique cookie to identify its users or use a shared cookie (that may be sent by the 'cookie server') that is used by several content providers to identify the user.

Brief Description of the Drawings

The above and other characteristics and advantages of the invention will be better understood through the following illustrative and non-limitative detailed description of preferred embodiments thereof, with reference to the appended drawings, wherein:

Fig. 1 shows the different components of one embodiment of the system and the connections between them;

Fig. 2 shows the different components of another embodiment of the system, that includes the cross-provider subsystem, and the connections between them; and

Fig. 3 shows a possible implementation of the data structure that contains the user details in the cross-provider subsystem.

Detailed Description of Preferred Embodiments

Fig. 1 shows the components of one embodiment of the system. The system includes:

A digital wireless telephony device [1] (such as a mobile phone or a digital land-line telephone device or a computer connected to a wireless telephony network) that has the ability to maintain data connections with a remote host computer (through the internet, for example). The device also - o -

includes a visual display and runs software (such as an operating system) that supports handling push content requests (such as an SMS WAP push request).

A receiving call party [2] (such as a call-center) that can be normally called using at least one access phone number. The receiving party contains an automatic call answering mechanism, such as an IVR system. The automatic system contains special "content push" logic (implemented in software or in dataflow scripts, such as Voice XML, or in special hardware) that trigger a content push request in response to a received call and possibly in response to a received indication from the caller (e.g., in the form of DTMF tone- Dual Tone Multi Frequency is the signal to the phone company generated when pressing telephone's touch keys). The telephony system may instead include a voice-command based system (e.g., voice rVR) and require the user to say a specific statement (e.g., 'mobile content') that will trigger the said content push request. The said content push logic receives the caller identification (phone number or other ID data) and triggers a content push request, possibly through mediatory services and physical servers, to the wireless device of the caller. The content push logic may also hang up the received call prior to, or after the said triggering occurred. The said triggering may also include automatically forming the content push request according to the details of the caller stored in a database that is connected to the said logic through data connection. The system may also collect and use data from other sources for building the push request, such as from the mobile operator. The said data can be collected before or after the said triggering occurs. Forming the content push request may include building the URL to specifically point to content that is designed according to the caller's details that are stored in a database that is connected to the said logic through data connection. The caller's details may include handset capabilities, caller's preferences, such as language preferences or caller identification. The said triggering may also include triggering a service that handles the formation and customization of the pushed content according to the users' details stored in a database that is connected to the logic via data connection.

Remote mobile content [3]: The content can be accessed through data- connection (such as wireless or mobile internet connection). The content may be specifically customized according to a specific user's details (like language preferences, personal ID, transaction history etc.). The content may be accessed through a push request containing an appropriate URL that links to the content.

Mobile content provider server [4]: This server (or server group) may be included in the said system. The server may include the "server side" logic that operates and dynamically builds and maintains mobile content. The content provider server may include databases that include data that is needed to support the content. The content provider server may also include data connections with other servers and services that may assist the building and maintaining of the mobile content.

As depicted in Fig. 1, the user, who holds device [1], calls the phone number of content push logic [2] . The IVR system installed in content push logic [2] (if exists) may request an indication from the caller to make sure he wishes to get mobile content pushed. For example, the IVR may recite: "please dial '2' to get mobile content pushed". The user then needs to indicate that he wishes to get the mobile content pushed to his device (e.g. through DTMF tone). The said caller party "content push" logic in content push logic [2] builds (as described in content push logic [2]) and triggers a mobile content push request (e.g., an SMS WAP push) that will eventually (possibly through mediatory servers' connections) lead to mobile content [3] pushed to device [I]. The mobile content may be built and maintained _ _

by the mobile content provider server (or server group) [4]. As said, the "content push" logic may also build the push request according to the caller's phone number, personal details and history. The said content push logic [2] may also hang up the call. The said content push logic may also automatically form the content push request according to the details of the caller stored in a database that is connected to the said logic through data connection. Forming the content push request may include building the URL to specifically point to content that is designed according to the caller's details that are stored in a database that is connected to the said logic through data connection. The caller's details may include handset capabilities, caller's preferences, such as language preferences or caller identification. The said logic may also trigger the building of the pushed content according to the said user's details before pushing the content.

Referring now to Fig. 2, there is shown the components of one embodiment of the system, one that includes the said cross-provider subsystem. The system includes a digital wireless telephony device [1], a receiving call party [2] (such as a call-center), a remote mobile content [3] and a mobile content provider server [4], as described above with respect to Fig. 1. In this embodiment, the mobile content provider server [4] is connected through data connection to a cross-provider subsystem [5] . This connection enables the content provider to retrieve and update shared user data, stored in the cross-provider subsystem [5]. Accessing the subsystem data may be done using a special API or service interface. The mobile content provider server [4] may use this user data to build and customize the remote mobile content to specific users' data, such as language preferences, transaction history, location, handset capabilities and more. The connection may also provide content providers with an authentication facility that uses a global cross-provider identification mechanism. The identification mechanism may use global authentication data stored in the - -

subsystem. This global authentication data may include a global identification string and a global password.

The cross-provider subsystem [5] may be connected to content provider's servers [4] (or server groups) and may be connected to the automatic telephony systems via data connection. The subsystem may include databases or may be connected to databases that hold user relevant data such as name, ID, location and language preferences. The said databases may also include data relevant to the user's handsets, such as the handset's capabilities. The said databases may also include data relevant to the user's past transaction, such as transaction history, time and statistics. The subsystem may include services, such as mobile content forming or customizing according to the said data. The subsystem may also supply an authentication facility that uses a global cross-provider identification mechanism. The identification mechanism may use global authentication data stored in the subsystem. This global authentication data may include a global identification string and a global password. The cross-provider subsystem may include other relevant information about the users, handsets and history. The said subsystem may also include other cross-provider databases and services such as statistics collection and analysis, where the subsystem's databases will include users and content usage statistics. All of the above databases and services may be used by the connected mobile content providers through APIs or other services that enable data connection.

Referring now to Fig. 3, the cross-provider subsystem [5] may include, or be connected to, databases that include relevant data about the users. There is shown a possible implementation of the database, as a table data structure. Some of the data may be relevant to the user authentication or global authentication (such as global ID and global password) [I]. Some of the data may be relevant to personal details and personal preferences of _„ .

the user (such as location, language and name) [2] . Some of the data may be relevant to the user's device (such as the device model and phone number) [3]. There may be more data that is relevant to more topics stored in the said databases. This data is shared by the content providers through the cross-provider subsystem.

According to another embodiment, when building the URL that should be included in the push request, the system may add a 'session ID' identification string (or other identifier) to the URL, which corresponds to the voice session that initiated the push request. After the push request is delivered to the user, the URL that includes the session ID will be used to start a web session. Using this URL and session ID, the web server (or server group that is in charge of the web session) is able to identify the voice session that triggered the new web session and share information across these sessions. The information shared may include, information regarding the caller details, his service history, account details or any other accessible. The web server (or server group in charge of the web session) can then send the user's device a special cookie (or other data) that contains information about the user' details (e.g., phone number, or customer ID). This cookie can be used by later web sessions by this or other mobile content providers to identify the user when he accesses the mobile web content.

Example 1:

A customer calls from a mobile device to a call-center and in the PVR system he chooses to move to web based mobile self- service via content push. The URL sent to his device includes a session ID and when he connects to the web server, the ID is used to match the web session to the voice session and transfer data about the caller (such as his phone number) to the web session. The web server in charge of the web session is now able to use the caller's phone number to identify him in the company's _ _

customer database and extract his name and customer data. The web session also sends the user a cookie that includes means of identifying the user in future web interactions. The web session can now use this data to give the caller a better customer experience through personalization of the content. If the user accesses the mobile visual content again several days later directly (e.g., by typing URL), without the said content push, the cookie installed on the user's device will enable the visual session to identify him again.

According to another embodiment, the mobile web content may include an option for the caller to initiate a voice session with the IVE, system (or any other automatic response system). If the web session has been originally started by the described push request and maintains the 'session ID' of the web session or if there exists a cookie (or other data) that contains information about the user' details (e.g., phone number, or customer ID) in the user's browser from a previous session that is used by the current web session to identify the user and create a session ID, then when the user initiates a new IVE. session by calling the IVR or by selecting this option from the web session, the telephony system may check whether the caller returned from a recent web session to the IVR by trying to match the caller's phone number with the active/recently active session IDs. If the phone number corresponds to a session ID, the system is now able to identify the web session that triggered the new voice session and share information across these sessions. Instead of identifying the caller's phone number, the system may also use other methods to identify the caller (such as: an MSISDN (Mobile Station Integrated Services Digital Network) identification from the cellular network or a special code sequence that was entered manually by the caller/automatically by the mobile phone to the IVR). In order to identify the caller, the system may also direct the caller to call a unique phone number that will be associated _ _u _

with the session. The above embodiment holds to IVR, as well as to other automatic response systems.

Example 2:

A customer calls from a mobile device to a call-center and in the IVR system he chooses to use visual mobile self-service via content push. After using the web service for some time (with a session id and special cookie as described above), the caller selects the option to return to the FVR system, back to the customer service line. When the caller starts a new IVR session, the system matches the caller's number with the recently active web session id and thus enables the sharing of user related data between the web session and the IVR session. The IVR system then acquires data about the caller from the web session such as what web content was the caller interested in. The system now uses this information to direct the customer service representative and improve the service efficiency and experience.

According to another embodiment, mobile web content may include an option for the user to start a new voice session with the IVR system (or any other automatic response system).

If the web session does not maintain the 'session id' of the user (e.g. the web content was accessed directly by the user and not by using the push mechanism) and the user's browser does not contain a special cookie that enables the identification of the user in the mobile web session and the user chose the option in the web content to initiate a call, the system may present the user a special, readable session id string. When the call is made, the IVR may request the user to input this special id string in order to identify the web session that initiated the call. -

- IO -

The system may then try to match the special id input from the user with the active/recently active web session ids. If the special readable id corresponds to a session id, the system is now able to identify the web session that triggered the new voice session and share information across these sessions. The above embodiment holds to IVR, as well as to other automatic response systems.

Example 3:

A customer enters a URL in his mobile device and enters the mobile self- service website. The user's browser does not contain the special cookie that enables his identification. After using the web service for some time (with a session id), the caller selects the option to move to the FVR system, to the customer service line. The website displays a short digit string on the screen as the session code to be entered later by the user to the IVR system. When the caller starts a new IVR session, the system asks the caller to enter the digit string in order to identify his session. The system then matches the entered string with the recently active web session ID and thus enables the sharing of user related data between the web session and the IVR session. The IVR system may acquire data about the caller from the web session such as in what pages he was watching in the web session. The system can now use this information to improve the customer service quality by presenting the data about the user's web session activity to the customer service representative to improve his performance or by redirecting the user to a specifically generated location in the IVR tree.

According to another embodiment, a special cookie (or other data) that contains information about the user's details (e.g., phone number, or customer ID) can be sent to the user's browser when accessing web content and may be used by later web sessions by other mobile content providers to identify the user when he accesses the web content. The cookie may be sent by a content provider server or by a special server ('cookie server') . _fi

- 16 -

that manages all the creation and management of such cookies. The servers of the mobile web content may trigger the creation and sending of the cookie by the 'cookie server' and may communicate with the 'cookie server' to receive information about specific cookies. In addition, each content provider may use a unique cookie to identify its users or use a shared cookie (that may be sent by the 'cookie server') that is used by several content providers to identify the user.

Example 4:

A customer calls from a mobile device to call-center 'A' and in the IVR system he chooses to use visual mobile self- service via content push. The customer receives a link to A's website and opens it. A's website redirects the browser to the 'cookie server' with identification parameters. The 'cookie server' replies with a cookie that enables current and future identification of customer's handset. The customer now continues to A's website and is identified using the cookie. If the user accesses another mobile visual content B several days later directly (e.g., by typing URL), without the said content push and if websites 'A' and 'B' are both using the same shared cookie generated by the 'cookie server', the cookie installed on the user's device will enable the web session of 'B' to identify him without having to supply his details.

The advantages of the present invention include, but are not limited to, the fact that the mobile content is pushed to the caller in response to a call and possibly another indication from the caller, instead of being needed to be accessed through mobile web browsers using URLs or other applications. Also, the system may customize the mobile content according to the users' preferences, data, history and handset's capabilities prior to the content push and while the content is being consumed. Also, the system may include a subsystem that allows cross-content provider data sharing about the users. This will enable them to better customize the content according to the users. Also, the system may include a subsystem that supports global authentication through global, single identification and password that can be used and accessed by content providers that are connected to the said subsystem. Also, the system may be easily integrated into existing call-center hardware, such as IVRs, by only adding the described logic. Also, the system may identify the user by matching information about his previous telephony or visual sessions with information about his current telephony or visual session. Also, the system may share information across the telephony session and the visual session.

In a broad embodiment, the present invention proposes a system and method for formatting and serving visual content and services to wireless digital telephony devices in response to a received voice call.

The above examples and description have of course been provided only for the purpose of illustration, and are not intended to limit the invention in any way. As will be appreciated by the skilled person, the invention can be carried out in a great variety of ways, employing more than one technique from those described above, all without exceeding the scope of the invention.

Claims

- Io -CLAIMS

1. A method for providing required visual content and services to wireless terminal devices of users, comprising: a) allowing the user to initiate a call to a destined regular phone number representing a receiving call party that includes an automatic call answering mechanism; b) receiving the initiated call and indication data from said user; c) automatically triggering a wireless content-push request for mobile content to said user, in the form of a URL; d) transmitting said request to one or more relevant remote content providers; e) automatically establishing data connection between said terminal device and at least one relevant remote content provider; and f) automatically pushing the required content to the terminal device of said caller via said data connection.

2. A method according to claim 1, wherein prior to pushing the required content, allowing the user to indicate if he wishes to receive said content.

3. A method according to claim 1, wherein the receiving call party is a call- center.

4. A method according to claim 1, wherein the receiving call party is an rVE. system, a video-IVR, a voice-IVR system or other type of IVR system.

5. A method according to claim 1, further comprising customizing and/or personalizing the required content before pushing it to the terminal device of said user.

6. A method according to claim 1, wherein content customization and optimization are performed according to: _ _

- specific handset capabilities of the terminal device

- user's preferences

- user's transaction history

- user's identity.

7. A method according to claim 1, wherein content customization and optimization are performed according to collected data regarding the user that is shared among all the content providers.

8. A method according to claim 1, wherein common identification data and password are used to access content provided by different content providers.

9. A method according to claim 1, wherein shared data regarding the user is collected before or after triggering.

10. A method according to claim 1, wherein the wireless content-push request is in the form of an SMS WAP request.

11. A method according to claim 1, further comprising allowing the user to initiate a web session in response to receiving the pushed content.

12. A method according to claim 11, wherein the URL includes a 'session ID' identification string that is used to start the web session for identifying the voice session that triggered the new web session and for sharing information across these sessions.

13. A method according to claim 12, wherein the shared information may include:

- the caller details - -

- the caller service history

- the caller account details

- information regarding the caller activity and transactions in the web session or/and in the voice session

- information regarding the content that will be shown to the caller

14. A method according to claim 12, wherein the web server sends a special cookie that contains information about the user' details to the user's device, for identifying the user by the mobile content providers, while accessing the mobile web content.

15. A method according to claim 11, wherein the mobile web content allows the caller to initiate a voice session with the telephony system.

16. A method according to claim 11, wherein the user is identified by a cookie that contains information about the user' details in the user's browser from a previous session that is used by the current web session.

17. A method according to claim 11, wherein whenever the user initiates a new voice session by calling the telephony system, the telephony system checks whether the caller returned from a recent web session to the telephony system by matching the caller's phone number with the active/recently active session IDs, so as to identify the web session that triggered the new voice session and share information across these sessions.

18. A method according to claim 15, wherein the caller is identified by directing him to call a unique phone number that will be associated with the session. _ _

19. A method according to claim 12, wherein whenever the caller starts a new voice session, matching the caller's number with the recently active web session ID, for sharing the user related data between the web session and the voice session.

20. A method according to claim 12, wherein data is shared across voice telephony sessions and visual web-based sessions.

21. A method according to claim 12, wherein the user is identified in future web sessions by creating and sending a special cookie to his device.

22. A method according to claim 12, wherein whenever the user accesses the mobile content directly by typing a URL or through push, said user is identified by the content provider server according to the cookie on his device.

23. A method according to claim 12, wherein a separate cookie is created and managed by each content provider, for identifying its users.

24. A method according to claim 12, wherein a cookie is shared by several content providers, for identifying the user.

25. A method according to claim 12, wherein the cookie is sent from the content provider server.

26. A method according to claim 12, wherein the cookie is sent from a special server that manages and sends cookies.

27. A method according to claim 12, wherein whenever a user calls the telephony system again, he is identified by matching his phone number with a list of details regarding recently active web sessions and web users. _ _

28. A method according to claim 12, wherein whenever the telephony system identifies the user, it may acquire relevant data about said user from his recently active web session.

29. A method according to claim 12, wherein a caller is matched to a recent web session by MSISDN or by other telephony network ID.

30. A method according to claim 12, wherein in order to identify a caller that returns from a web session, a unique readable string may be given to said caller, to be provided when calling the telephony system.

31. A method according to claim 12, wherein the string is used to match the caller to a list of details regarding recently active web sessions and web users.

32. A method according to claim 1, wherein a 'session ID' identification string or other identifier is added to the URL, which corresponds to the voice session that initiated the push request.

33. A system for providing required visual content and services to wireless terminal devices of users, comprising: a) at least one terminal device that has voice connection capability for allowing a user to initiate a call to a destined regular phone number being representing a receiving call party that includes an automatic call answering mechanism and data connection capabilities for receiving content; b) a receiving-call party for receiving the initiated call and indication data from said user and implementing content push logic for automatically triggering a wireless content-push request for mobile content from said user and for transmitting said request to one or more relevant remote - -

content providers and for automatically establishing data connection between said terminal device and at least one relevant remote content provider; and c) one or more content provider servers for storing remote mobile content and for pushing the required content to the terminal device of said caller via said data connection.

34. A system according to claim 33, further comprising an IVE system installed in the receiving-call party, for requesting an indication from the caller that he wishes to get mobile content pushed

35. A system according to claim 33, further comprising a cross-provider subsystem that includes databases with relevant information about callers.

36. A system according to claim 35, in which the relevant information about callers includes:

- their transaction history

- language

- region

- preferences the users' handsets capabilities

37. A system according to claim 35, in which the cross-provider subsystem is capable of communicating with content providers for supply them information about their users and to get updates about said users.

38. A system according to claim 35, in which the cross-provider subsystem includes databases containing information about the users' global identification, password and phone number. _ _

39. A system according to claim 35, in which the cross-provider subsystem provides an authentication service to the content providers that uses a global cross-provider identification mechanism.

40. A system according to claim 35, in which the cross-provider subsystem is connected via data connection to the mobile content providers servers for personalization and customization according to the details of the user.