GB2445667A

GB2445667A - Converting text to hypertext

Info

Publication number: GB2445667A
Application number: GB0800318A
Authority: GB
Inventors: Daniel Doulton
Original assignee: SpinVox Ltd
Current assignee: Nuance Communications Ltd
Priority date: 2007-01-09
Filing date: 2008-01-09
Publication date: 2008-07-16
Also published as: GB0800320D0; GB0800321D0; GB2445666A; GB2445669A; GB0800319D0; GB0800318D0; GB0800315D0; GB2445670A; GB2445668A

Abstract

A text based message for a recipient is parsed; a keyword located by parsing is used to generate useful, related links to websites. The message is displayed on the recipient's mobile telephone together with the/each link preferably given unobtrusively in context and the recipient can then select or use the links to reach the websites. This approach can be applied to any text based message (SMS, MMS, WAP push, email, TM or weblog) Optionally the text message can be one converted from a spoken message.

Description

METHOD OF GENERATING USEFUL, RELATED LINKS FROM A TEXT

BASED MESSAGE

BACKGROUND OF THE INVENTION

1. Field of the Invention

This invention relates to a method of generating useful, related links from a text based message. The text based message can he a SI1S, MMS, email or INI message; the message is received on electrical hardware that includes, without limitation, mobile telephones, smart phones, communicators, wireless messaging terminals, personal computers, computers and application specific devices. It finds particular use in mobile devices. All such devices are able to communicate in an manner over an kind of network, such as GSM or UMTS, CDMA and WCDMA mobile radio, Bluetooth, 1rDA, fixed line etc.

2. Description of the Prior Art

The issue of mobile search is today predicated on the fact that users will behave the same way and have the same needs when they are mobile as when they are at their PC. Three basic issues exist when translating search from PC to mobile: - 1. When people get up and go somewhere, they nearly always know where they're )ing, why and key information about that trip, even if local, so their requirements for search are normally contextually constrained to the task at hand.

2. In the event that people want to search whilst mobile, it's well known that today's solutions require input on a small alpha-numeric keypad or even a touch screen that is not cas and requires the user to typically stop somewhere to perform the search.

3. Even if the person does achieve input of a search term, they still need to click through several pages and scroll to find the relevant outcome. This can equate to some 30- 4() key press sequences including switching to their browser, Ii ping in the search string or quen-(often more than once to find the right one, scrolling and then selecting pages/links to view.

The source of many of our searches is actually driven by messages we receive from others, such as names of something we didn't know about, locations, brands, etc... On a PC, these sources are wide as they can come from more than just our community or colleagues. But fortunately, large keyboards, rich screens and connectivity make our task of explicitly transposing the idea to some key words, in oking our browser and typing in a couple of search queries and then brow-sing through many options, an acceptable task. This is Explicit' search, because the user has to consciously think about what they need to Find, how and then fIlter down results to their target.

Messages we receive from our community or voice messages contain a high proportion of key task information for our daily lives -e.g. a time for a meeting, an address, items to bring/buy, things to do/see and even reminders.

It is known to convert voicemail for a mobile telephone user into text, with that text then sent as an SNIS or email to the user. This is described in more detail in W() 2004/095821 A2, to Spin\'ox, the contents of which are incorporated by reference.

One of the most useful features of receiving a spoken message as text is that if the speaker gave specific data relating to a place, time, address, name or other keywords, then it is in text format and as the user, you can quickly refer to that at any time when you next need it.

One feature deployed in the Spin'ox sen-ice that converts voicemail to SMS text messages is a link in the SMS text message which enables the recipient to directly access and hear that message -QuickLinksTM (see GB2420942B, the contents of which are incorporated by reference).

Another feature deployed in the Spinvox service is sending the converted text message to the recipient's mobile telephone and then parsing the content of the converted text message and using that parsed content in an application running on the mobile telephone (GB242093B, the contents of which are incorporated by reference). So for example, if the message includes a telephone numher, then that number will be parsed and recognised as a dialable number by the telephone.

The present invention takes the idea of parsing a text message and builds a new-search mechanism around it.

SUMMARY OF THE INVENTION

The invent-ion is a method of generating useful, related links from a text based message for a recipient, the method including the steps of: (a) parsing the text based message; (b) locating one or more keywords in the text based message; (c) generating a link for the or each ke3 word; (d) displaying the message together with a link fc r the or each kenvord on electrical hardware tbr viewing by the recipient. Ii)

B having messages (of any source) as text, the can he indexed and searched to generate a suitable link to a website or other resource; links to intelligent search results can then be embedded into the message displayed on the recipient's electrical hardware device, in the Spin Vox implementation, these links are called S-LinksU.

For example, if the text based message includes the phrase "see you Paddington Station at 8pm", then Paddington Station' could be parsed (typically at a remote server), an internet search performed on this phrase to generate a web link to the main Paddington Station web site and perhaps also a link to map (web based or on the device) that shows where it is.

21) These links are then added to the message and the message is then sent and displayed on the recipient's device. He can then read the message and, if it's helpful, click on the link to Paddington Station (which may have useful train times etc to automatically open a web browser/micro-browser and the relevant Paddington Station web site. Likewise, if he needs to know where Paddington Station is, he can swiftly click on the link to the map to automatically open a navigation application on the device, which will then plot a route to Paddingurn Station from his current position, giving him appropriate guidance, and/or show him the location of the station on a map.

It would be possible to add advertising or sponsored links in as well: for example, a train 31) compan running services from Paddington Station might want to pay to be included as a link if the term Paddington Station' is used in a message. Another scenario would be if the message says "Shall we go to the cinema tonight?"/ The ord cinema' can be parsed and then links to local cinemas included in the message; for example, clicking on the word cinema' in the message itself could automatically open a film booking website. (Links can be a full URL or an aliased hvperlink.) Advertising supported use of mobile telephony is increasingly common and accepted: it is possible that advertising or sponsored links could subsidise use of the m)hile telephone or other kind of device. Output of parsing can he sent to existing Advertising Search infrastructure (Google etc) to obtain the highest bidding advertiser, who then wins the link. Translating a Google type search business (that makes money through advertising to the mobile domain is one of the major commercial opportunities that this invention addresses.

Parsing and analysis of keywords and link generation improves by learning from previous messages to the user (we shall refer to this as lntelligent-to-iMefl). It is fully permission based. The value of this new approach to generating useful, related links from a text message is that the majorin of searches are triggered by intbrmation communicated between parties, and voicemail and voice messages have a high percentage of such data points. The link can therefhre he selected based on the user's previous messaging history and also history of interacting with previously suggested links. So, to revert to the cinema example, if a user alwas s selects a link to web based mapping, that suggest this user could well value having a device with an in-built navigation application; so a link to purchase and download a navigation applicatkrn, or to upgrade to a GPS phone, could well he a useful link to present to him.

Identifying an appropriate link to a given kenvord can hence use knowledge of: * the calling/sending party (A-pam).

* kes words used and their relative meanings.

* the message type, such as voicemail, SMS, MMS, email, social network, broadcast/blast.

* the location of both called pam (B-parts) and calling/sending party (A-pam).

* location from location based services LBS) to improve the context of key words.

* the history of clicks and actions of the recipient.

* the history of response to messages to better interpret what is ambiguous or infer what is likely to be done next.

* the time of day, date and/or place of events referenced in the message.

* the preferences for brand, place, method or mode based on purchase history or message history and link usage.

This overall approach soles man) of the limitations of phone kes -based or pen based input methods to do search in traditional forms via search engines and several stages to find the result. And because this is server-side, it will become intelligent to the context of the message recipient.

To re-cap, a text based message for a recipient is parsed; keywords located by parsing are used to generate useful, related links. The message is displayed on the recipient's mohile telephone together with the/each link and the recipient can then select or use the link; the link is tvpicalh to a website. So we have an incoming text message triggering an implicit search, with the results given unobtrusively in context in the original message.

This approach can be applied to any text based message (SMS, MMS, VAP push, email, IM, blog, whether voice converted or not). Note that this is especially valuable fUr PsLMS or WAP push since it provides a powerful use justification.

Parsing can occur at a remote server; it can be fully automatic, or have some degree of human input/QC. It can also occur at the sender's device or at the recipient's device.

Search revenues can he used to offset sen-ice costs/generate additional revenue. If just a single link is sugsted, then this single top spot' is potentially worth more to advertisers, especially because market segmentation information allows one to target specific demographics of users. Where advertisers have a physical location they need to promote, then selecting a link can call up a map, with the or each advert placed on the map itself at the appropriate location.

The link can appear at the same time as the message, or can appear or be played before or after the message (e.g. a 5 second advert cold be shown at various times; or an advert like "Your message sponsored by. . .." could be spoken or displayed.

Messages are indexed for optimised search using context based techniques developed for \MCS predictive techniues/1attice described in X1() 2007/091096, the contents of which arc incorporated by reference.

Other features are that the user can be given the option to select an amount of links displayed, such as from "Best one on1 ", to "Few" to "Mans" to "All". The user ma also change the amount of links displayed in messages previousl received.

The recipient can also have sent a oice message to himself containing words which can be used to identify the web page or web content desired in order to trier a search.

BRIEF DESCRIflION OF THE DRAWINGS Figure 1 shows a Spoken text message from Dan Mobile'. It includes the X-Link 84004p 123 in the message.

Figure 2 shows how using X-Link's address book, anybody who receives a spoken message as text can now call in and listen to the original voice message that was left for them.

Figure 3 shows a typical sequence of messages and the recurring use of the Speak a Reply' X-Link.

Figure 4 shows that message sender Zac Sandier lea es a voice mall which has been automatically converted to text using the SpinVox voice conversion system.

Figure 5 show-s another variant, in which the links are incorporated into the message, with the address 20E & 9" Sf in the bod of the message being selectable to call up the map browser, showing that address.

Figure 6 schematically illustrates the business model transformation and how SpinVox positions itself as the intermediary between the customer and the search-engine based advertising aregator, such as Google.

Figure 7 shows the end-to-end experience from when a calling party leaves a message and to how the recipient (called pam) views the message.

Figure 8 shows a photograph taken on a camera phone.

Figure 9 shows the Speak a Comment option from the options menu, which ma he used to annotate the photograph in Figure 8.

Figure 10 shows MCM with SpinVox Voicemail to Text also deployed.

Figure 11 shows how various conventional messaging products (voicemail, email, SMS, TM and voice) are distributed on a Time v Dialogue axes.

Figure 12 shows how various Spin'ox products alter the landscape of Figure 11.

Figure 13 shows an example of a deployment of Spoken email and Spoken SMS/MMS with a mobile sen-ice provider -SIP telephony connectivity.

Figure 14 shows an example of a deployment of Spoken email with a French mobile service provider -standard telephony and synchronised data.

Figure 15 shows the txpical user experience of speaking a message from within the Text Messaging or Email Application.

Figure 16 shows a typical user experience of speaking a message from within the Address Book.

Figure 17 shows thc typical user experience of speaking a message using the Call Log.

Figure 18 shows a i-vpical user experience of speaking a message from within Speak a Message application.

Figure 19 shows a t-vpical user experience for Speaking a Blog.

Figure 20 shows a t pical user experience of speaking a reply in a I\lobile IM client.

Figure 21 shows the 3 clicks' user experience.

Figure 22 shows the Fire & Forget' system employed b Speak a Message.

Figure 23 shows the Fast Address List -showing recent contacts that have Called, been Called, Texted (SMS or MMS) or Emailed (or any other rncssagmg/communications process used).

Figure 24 shows screen shots wbich demonstrate the ideal user experience: the Fast i\ddress list of recent contacts (people that have called, I)een called, texted, emailed etc) is selected, the one individual (David Wood) is selected to automatically initiate a Connection to the SpinVox voice conversion system so that the user can speak a message.

Figure 25 shows the end-tnd experience from the A & B pat-tv perspective.

Figure 26 shows the typical behaviour of the Speak-a-Message application in the home screen of the phone.

Figure 27 shows the application being accessed using a short cur displayed as the Spin Vox logo, after pressing the Multimedia Key' on a Nokia N95.

Figure 28 shows the Fast Address list, which on an N95 device is limited to the last 5 people which you spoke to, emailed, sent or received a text from or spoke a message to.

Figure 29 shows that any contact can have a message spoken to them by moving fn n-n the Recenr' view to the Contacts' view.

Figure 30 shows that if a contact is selected in the Contacts' view that contains more than one phone number, then both numbers are shown and the user is given a choice of using either.

Figure 31 shows when the customer connects to the SpinVox service the name of the contact being sent the text is displayed.

Figure 32 shows the User Experience schematically fir the Speak-a-Text product.

Figure 33 shows the typical behaviour of an email centric device prior to the Spin Vox plug-in software being installed.

Figure 34 shows how the Inbox looks after the Spin Vox plug-in has heen installed.

Figure 35 shows how a Spin Vox oicemail message will look once the recipicnt has opened it.

Figure 36 shows what happens when a customer clicks on the real name that has now

been put into the "From:" field.

Figure 37 shows what happens when a customer clicks on the real name that has now been put into the message text in the section which starts You received a new voicemail from'.

Figure 38 shows an example of a QuickLink, which has been inserted at the bottom of the converted email message.

Figure 39 shows how additional functionality has been added to the device with the inclusion of new menu items.

Figure 40 shows how Spin Vox unifies various communications types and channels.

Figure 41 shows the end-to-end experience of Spin\Tox \Toice SMS service.

DETAILED DESCRIPTION

Spin\Tox has developed a simpler more natural user interface for messaging -\7oice.

Messaging and communications in general is, in the prior art, symmetric -nameh yOU either exchange text (SMS, email, Fax, letter, etc...) or vu talk to another person. Bs' converting speaker independent free-form speech Spin\'ox transforms and enables asymmetric communication which now changes the rules 1)1 the game. It enables full voice messaging and is creating the Voice_to_ScreenlM messaging category that simply enables existing products/services and markets/users with a spoken input and a text output from an phone or speech input device to any screen.

in doing so, it leverages the increasing asymmetric ability of phones: phone screens for reading (which today are becoming good text displas devices) and human speech, which is one of the most natural forms of communicating and virtuaU all humans on the planet can use, and is after all what phones are best at. Or put the other way, phones are poor text input devices, but great at voice input and decent at text display.

This transformation also enables new, deeper sen-ices, such as unifying all sources of voice messages into easily accessible text on screen and solves many of the complex system issues of getting two disparate worlds to appear to he one (telephony and email/web pages). But exciringh, b) having voice messages of ans source as text, thes can be indexed and intelligent search results embedded into the message. The value is that the majority of searches are triggered by information communicated between parties, and voicemail and voice messages have a high percentage of such data points. This solves many of the limitations of phone key-based or pen based input methods to do search in tradithrnal forms via search engines and several stages to find the result. And because this is sewer-side, it will become intelligent to your context -Intelligent-to-meTM.

This Detailed Description will describe a wide arietv of Spin Vox innovations and product features, in addition to the specific invention defined by the Claims.

Kes Elements of SpinVox products includes the foilowing * X_LinksTM which enables communities to effortlessly share use of Spin\Tox allows non-SpinVox subscribers/users rc reply via speaking a text allows users to speak text across products, not just within * XLinksTM implicit address hook makes links seamless * Network based spoken text messaging * Call Return via spoken text messaging * Speaking an SMS/MMS or email * Speaking an Instant Message * Mobile blogging Ii) * Mobile photo messaging * Push to message' -application for push to talk * All services/products are based on fire and forget' principle * They all turn existing voicemail into a full twc -wav push messaging service and off of existing technoli)gv, create new products and markets * They use the fact that we ust people in our communities to message us, rather than call us: 80% of messages come from a limited number of pe pIe O Voicemail -8 people O SMS -4-6 people El instant Messaging -2-3 people * Missed Call Messenger (No Answer -Speak-a-TextTM) -On-net + Off-net behaviour, 1' use of X-Links, and new reenue sources as an evolution and deployment with carrier in Spain * Unified Communications for \7oice Messaging -disconnected services, unified by conversion, distributed to any screen creates a new mode of multi-point voice messaging * S-Links detailing embedded nature of context based smart links within text messages converted from voice messages -a new approach to mobile search and Advertising Search markets * lni-elligenr-to-MeTM: embedded intelligent passive search ability driven our of many-to-one communications, as opposed to one-to-one pull methods typically found in search today * Spoken community messaging via web and SMS -Twitter, Facebook, MvSpace, etc...

* \Toice blastsTM: concept of being able to speak a message and have it instantly sent as text in any form to sour web-based community as a broadcast message directly from you.

The fol]owing sections will consider these (and other features) in more detail: Section A: X-Links Section B: S-Links Section C: Web 2.0 Section D: Missed Call Messenger Section E: An overview of the main Spin Vox products Appendix 1: Speak-a-Text Appendix II: Voicemail to email Appendix III: \iral/link marketing campaigns Appendix IV: Unified Communications Appendix \: \Toice SMS Appendix 1: Acronyms SECTION A: XLinksTM This extends the original feature Spin\'ox deployed within \boicemai1toTextT whereby a link in the message enabled the recipient to directly access and hear that message -QuickLinksTM (see GB2420942B, the contents of which are incorporated b) reference).

N-Links allows any recipient of any message converted b SpinVox to speak the sender a reply. By selecting the link, the user is connect directl to a SpinVox conversion service, prompted to speak their message and it is then sent directly back to the person they received the original message from.

X-links are placed in even-message, so two parties can endlessly communicate sia spoken messages sent as text whenever they like.

For example, a user might receive a voicemail message as text and it will now contain an N-Link so that they simply select it and they can speak the person who originally left them a voicemail, a text reply. Likewise, if you're the recipient of a Spoken text message, you will be offered an X-Link to speak them a reply by text.

For example, Figure 1 shows a Spoken text message from Dan Mobile'. It includes the X-Link 84004p123 in the message <To speak a text reply call 844pl23> N-Link works across different messaging products, so if for example you receive a spoken message as SMS with an X-Link in it, you could be speaking the person a reply by email, or visa versa.

Technology A link is formed by a sen-ice number and a unique identifier shown as: <senice number> + <unique identifier> e.g. Links in the UK could look like: O20796520u10p 123 or 84004p 123 Service number -phone number which acts as access point to the conversion s stern, e.g. o full standard phone number (e.g. a DDI such as 02079652000) o oice short C >de (e.g. 84004) o VoIP or nrwork number if used within IP based telecommunication or messaging * Unique identifier -identifies who the sender is for the reph, e.g. o Over-dial digits used in standard telephony U Often uses a p' (pause) or equivalent network symbol when using DTMF driven systems U May use a special digit to further denote service type -e.g. or a digit 1' o Can be either the full phone number (e.g. MSIS1)N), or a code that links i-his on the system El 840I)4p123 or El 84004p078l2l01742 in next generation systems, the link would be an embedded link to click to call' as found in \VAP pages and used extensively by operators such as Hurchison 3G in the UK. The benefit is that these links would he simple words, rather than phone numbers, so that it would read "Speak Text Reply" rather than "Speak Text Reply: 84004p1 23".

X-List: Implicit Address Book in the above examples, the unique identifier is shown as a 3-digit code (e.g. 123). The length is arbitrary and becomes the full phone number if it reaches the same number of digits as the mapped phone number (e.g. pl23456789l0 is no longer a useful code in the UK as all phone 31) numbers are 11 digits).

X-Links rely on the service creating a list of people who you've received a message from and want to reply to. The reason this works as a limited list is because the number of people who call you 80% of the time is on average just 10-12.

Example

1. David speaks Jim a text message. Jim is not a SpinVox subscriber.

2. Jim receives the text with an X-Link to speak David a reply. He clicks on it.

3. \X'hen Jim's call connects, the system uses his CLI to identify who has messaged him -David's number is one of these.

4. The unique identifier then tells the system which of these SpinVox people spoke Jim a message. In this case it finds David's CLI MSISDN) 5. Jim speaks his text message.

6. David now receies a spoken text message from Jim wit-h an X-Link in so that he can reph.

7. The loop goes on ad infinitum.

Key elements of this implicit X-Link address book are: * A list of MSISDNs (or equivalent phone numhers) is built up of all callers who left a message for each Spin\'ox user on the X-Link service.

* This list is unique to each SpinVox user, identified by their MSISDN (or equivalent phone number). Each user has their own X-Link list keyed from their MSISDN.

* Even new person that leaves a message fbr the SpinVox user has a new cnn-v create(l in this list, and a corresponding unique identifier allocated.

* The list grows to the allowable limit, which with just 3 numbers is 1000. It can be I( nger, or shorter depending on the needs of the user and service provider.

* Each time the Spin\'ox user calls in using the X-Link, the s stem knows which list is theirs (by use of their MSISDN), and can then decode the unique identifier digits into the person's MSISDN they want to speak a message to.

* SpinVox users can save these X-Liiiks straight into their address books for future reference and know that calling it-will always allow them to speak the associated person a text message.

* Optional: the system recycles thc users' X-Link list so that as S000 as it's full, it goes back and replaces the least used entry with the new one. This keeps the unique identifier short (e.g. 3 numbers) and uses the basis that you're most likely to use the X-Link in the message you recently received to reply and therefore corrcctl connect to that person. It is possible to dig out a very old message with an X-Link that now points at a new person.

Note: Users of this service don't have to he SpinVox subscribers. They only have to have received a message with an X-Link in to start benefiting from this.

X-List mechanism Unique X-Lists are created for each person (A-F in this example) and list elements generated by using the caller/speaker's CLI and an associated unique identifier (UID). In this case, the UID is *+3_djgjts' List owners ListeesA B C D E F A -*(i)1 *079 *072 *333 *010 B *003 -*012 *025 *334 *099 C *011 *007 -*01)3 *351 *015 D *002 *011 *1)01 -002 *101 E *139 *099 *006 *011 -*069 F *001 *1)1() *589 *287 *()06 -The address hook is built up simply by creating a list for each person who is either a recipient or a sender of a SpinVox message. The list contains links (shown as *xvz which map to the actual phone number (CLI/MSISDN). Anytime a new person messages another via this system, thev are added to their list. So both Spin\Tox subscribers and non-subscribers both have lists created for them.

For example: A's unique address book is shown by the vertical list under A. A was called by F first (*001), D second (*002), B third (*003), then alter 7 others, by C (*011) and by E 139th (* 139).

So if A uses the X-Link at the end of a message they receive (e.g. Phone_no.*(X)2, the system knows that it's: calling from their network CLI (NISISDN), and that the) want number 2 in the list to speak a text to. The system has keed A's list number 2 to D's phone number.

11) X-Lists are built up through the calling/messaging patterns between communities of people.

Bi-directional messaging Using the above list example, here's how A and B are linked in each other's Address List: 1. A is a SpinVox user. B is not.

2. B called and left A a voice message which was converted and sent to A as text.

a. When B's first left A a message, B was added to the list andhappened to be the third, hence *003 is given to B's number.

3. A now speaks B a text reply using the message X-Link.

a. This is the first time B has had a spoken message sent to them via SpinVox, so B's list is now created and A is added as the first entry (*001) in B's list 4. The ssstem send A'5 message to B with an X-Link UID as 001 5. B receives the message and hy using the X-Link calls the SpinVox sen-ice, is identified as B (CLI/MSISDN) and presents *001 as the destination -namely A. 6. A now receives a message back with B's UID (*003) and the ioop can continue ad infinitum.

Saving X-Links: reliable for local address book use Because the X-Link sen'ice reliably links people to each other, users can safely save the X-Link in say their mobile phone's address/contact list for future use. So, A in this example could reliahh save S4OO4pOO3 in their phone's address list as the entry for speaking B a text message. Likewise, in this example, B can also save an entry for speaking A a text message as 84004pt001.

This method allows communities to reliably connect using X-Links. (in average, we receive 80% of our calls from just 12 people, SO4j of our voicemails from just 8 people, 80% of our SMS messages from just 6 people and 80% of our Instant Messages from just 4 people.

Naturally, X-Lists hae a finite limit, so in the example shown, 3 digit unique identifiers limits to 1000 other people. Changing the number of digits in the unique identifier changes the possible number of people you can be connected to through your X-List.

Note: 84(104 is an example senrice number, but could be any other number/address depending on network and numbering plans.

X-List: Any Address or Identifier Although the method of X-Lists is explained using phone numbers, in fact any type of address can be used -email, IP address, Instant Message, VoIP no., etc... -as long as it is a reliable identifier with which to address a message. So X-Lists can be used for any messaging community, not just phone number based communities.

This further means that a user may choose to receive messages as email, hut always speak messages back as SMS.

X-Link: Launch messaging application The concept of the X-Link reaches to another level when applied with any communication application. The link is not only a phone number or address, but also a link to launch the relevant application.

For example, the X-Link sent inside a standard spoken SMS or voicemail-to-text could be a link to call them hack via a VoIP application rather than standard voice call.

The link might just show: VoIP Call hack? Clicking on this (or selecting this inside the applications menu, typically use detail') would: 1. Launch the phone's VoIP application -e.g. Skpe 2. Place the call automatically back to the caller, using the VoIP application.

3. If there was no \ToIP application, it might actually connect to the VoIP provider's web service and either download the application, or request a call back' so that they could connect via this method.

Note: this could be a en powerful was' of acquiring subscribers to a \olP service as each link is a call to connect and/or download their client and use their service.

X-Link as public QuickLink QuickLinks are used for Spin\'ox subscribers to he able to dial in and listen retrieve) to any voice message by simply entering the QuickLink digits (e.g. *12) found at the bottom of each message.

Using X-Link's address book, anybody who receives a spoken message as text can now call in and listen to the original voice message that was left for them, as shown in Figure 2 ("To listen to the original call 84007P123").

For example:

* You aren't a Spin Vox subscriber, but receive a spoken message from a friend * Either the message is ambiguous, or it wasn't converted, hut you've a public QuickLink at the end of the message (see picture below) to call in and listen to it.

* You select the link (or dial the full number) and the original voice message is played back for you.

Technical Because the X-Link service has a list of numbers of both senders and recipients, it is able to match any caller's CL1 (MS1SDN) to a histon-list of numbers that are linked. Then, the unique identifier allows the service to match which exact CLI from this list the message you want to hear relates to.

QuickLinks and X-Links requests to the Spin Vox service can he distinguished l)y: * Different characters/commands being inserted into the start of the Unique identifier to denote which type of call this is o Using an o Always starting with a I o Usc of the p' command to mark the start of unique identifier * Using different service numbers o Calls to speak a message by text are on one sen-ice number range (e.g. 84004, 84007, 84009, etc...) o c:alls to retrieve/listen to a message received as text are on a separate sen-ice number range (e.g. 94004, 94007, 94009) 11) Using the same number, hut then prompting the caller/speaker to select which option the want.

o E.g.: "Please select I if ou want to bear this message, or 2 to speak the sender a reph" Dedicated service numbers allow users to automatically retrieve, rather than call a number and enter a unique identifier manually. They are simply selecting a number to call from within the message.

2(1 X-Link across messaging products The aboe show how X-Links can he used within a given messaging product. Howeer, if a user sets their preference, Spin Vox or the service provider can actually send the converted message back in any message format/application the user desires.

For example

* James is not registered with SpinVox (or SpinVox service provider). He receives a spoken SMS from Adam who is registered with Spin Vox.

* James receives a spoken SMS from Adam.

* James uses the X-Link to repis and speaks his message.

* SpinVox know that in fact Adam has opted to have spoken messages sent to him by email, not SMS. So, the system converts James' message into text and emails this to Adam.

* Adam sees James' reply in email, and uses the X-Link to speak him an SMS back.

This could work with any text based messaging application -SMS, MMS, instant Messaging, email, etc...

X-Links User Experience As noted above, X-Links is a new product line for SpinVox designed to increase the value of even converted voice message sent by a SpinVox product. it achieves this through the inclusion of a billable reply path, which allows an one to speak a reply to a message they receive.

For the first time, a spoken reply path will be available, creating opportunities, in addition to offering an enhanced subscriber experience, this unique integration provides a means of monetizing even message sent to or from a Spin\Tox customer. X-Links will provide a huge, sustainable incremental revenue for Carriers.

The solution will primarily consist of: * SMS, MMS or email message with a highlighted reply path; either a phone number or HTML style link.

* New capability to identify the calling parts' and link their number with a unique number that allows a spoken * Integration with a premium billing solution to monetize every message sent.

The tbllowing sections are covered in this document: General requirements -key features and benefits of the product User experience -customer experience fbr calling and called party Product requirements -end to end lifecvcle experience General Requirements The product must meet the following criteria: End User Benefit Provide an ultra fast reply path, for situations where the customer can't or doesn't want to stop hat i-hes are doing or does not have the dexterit or technical san v to use a keyboard.

Ease of Use Must be obvious to user that the highlighted word or number can be clicked'. Should he simple vav to activate and have a number automatically dialed. ideally, only one click would be required to initiate the call to the [YR.

Simple, Fast, Intuitive It must be obvious that clicking on the highlighted link will. Assumption is that MMS support is available on majorin of targeted devices and that these devices support User Experience Figure 3 illustrates a typical sequence of messages and the recurring use of the Speak a Reply' X-Linlc.

Demo Definitions In order to rapidly demonstrate the capabilities and potential of X-Links, there will be 2 separate demo scenarios and milestones: SIsIS hased Demo The purpose of the canned demo is to show X-Links proof of concept.

SMS / /MMS Field Trial

The purpose of the field trial version will be to demonstrate X-Links capabilities to customers, partner and key industry influencers. The field trial is a working version of the product.

1. User interaction considerations Although the recipient of an X-Links message mat' be reading the message as an email on a PC or a high-end smart-phone, the expectation is that most users will be using a more tpical mobile phone. Therefore, interactions with an X-Links message should he designed with that user in mind. Access to the data that the user is requesting h clicking on a link should be immediate and require the smallest number of clicks to reach the desired information.

Caffing Party The experience for the calling pam would be consistent with current Spin\'ox voice to text products. Callers would hear an IVR greeting to leave a message with prompts that incorporate Spin Vox branding.

Called Party The called party would receive either an SMS message, MMS message or email of the converted voice message. When the message is displayed, a link at the bottom of the message would he highlighted and give the option to reply by clicking on a numher or link.

One they have initiated the reph, callers w,uld hear an I \R greeting to leave a message with prompts that incorporate SpinVox branding.

2. Implementation considerations There will he 2 types of X-Links sen-ice offerings -X-Links for SMS and X-Links for MMS and email.

SMS

While SMS has the broadest reach in terms of subscribcrs and device support, there are limitations on the number of available characters in each message. This limit impacts the number and type of link that can he incorporated in an SMS message. A second consideration is the ability for the device to automatically dial a phone number. if the link conforms to a common number +44207772222 some but not all devices will allow the link to be clicked and make a phone call.

The appn ach for SMS will be to include a phrase at the end of the message such as To Speak a rep]y call <+4420777222>'.

MMS and Email MMS and email messages will provide a much richer X-Links experience for the end user in terms of message disp1a and usability. Although usage is not as widespread when compared to SMS, MMS usage has recently experienced significant market growth.

For MMS, the X-Links message would contain a link at the end of the message which States: Click here to speak a reply' -spoken through Spin Vox When the link is selected a call to a number (hidden from the end-user) will be made. This could be a geographic or non-geographic fixed line number or \oice shortcode.

X-Links Product Requirements 1. Service Level Requirement The calling party should not have to sign up with SpinVox or the Carrier to use this service.

Customers can opt-out of the service by calling customer care or b sending an SMS message to a shortcode.

The scrice should meet the same aailahiJitv requircment as the prevailing Spin\'ox service.

On initial launch the service must support the following languages: UK English US English Canadian English Canadian French German French Spanish Australian English South African English The Spin\'ox SNIS server must hold a protile for the Carrier DDI to determine whether to deliver the message to the Carrier SMSC or deliver to an agregator to send to the customer in that protile, there must be a reference to the injection and ejection validation rules for that carrier 2. IVR Once connected to the SpinVox l\TR, the Customer simply needs to record their message then hang up in order for the message to be sent. There will be no option to review the message, nor will there he any option to receive a copy of the message.

Requirement The voice talent used to record an new voice prompts must be the same as currently used on the Spin Vox IVR platthrrn.

IVR prompts must be recorded in all languages supported by the Spin\'ox IVR The destination parts will be automatically known and flO additional number entry is required.

The duration for a spoken rep1 will be set to 30 seconds The option to re-record the message will be available by pressing * (the star key) at an' time during recording.

The first (3) three times a customer initiates a call to reply by using an X-Link they will be prompted to confirm the charge [hr using the service.

Subsequent times a customer connects to the IVR, they will not be prompted to confirm the cost.

X-Link Confirm prompt: (played first 3 times) "Welcome. This service cost 25 pence per message. Please Press I to continue." Pressing 1 will confirm the action and the customer will then hear the following prompt X-Link normal prompt: "Speak our reply Now!" Once the message has been deposited a billing trigger will be activated and if appropriate the customer will he charged for the message.

3. Delivery to recipient \Vben a voice message is successfully conerred to text, an SMS, MMS, will he sent to the intended recipient.

Requirement The text message must be sent as fr m the original caller's phone number (i.e. the A parts).

The body of the message must use the appropriate SpinVox SMS boilerplate, as defined in Message Classiflcati n.

This includes the definition of the branded signature and the use of quotation marks.

WiLL DiFFER l)EPEND1NG oN DELIVERY METHOD The delivered message must automaticall contain an X-Link, linking the sender (uniquely) with the recipient.

4. X-Link There arc no pre-requisites to using an X-Link. it is not necessary to have a SpinVox account, in fact, many recipients will not know who or what SpinVox arc, until they click on the link.

Requirement it must he possible to link two people's numbers uniquely using a single geographic or non-geographic number that can be dialled directl from any handset.

D

5. Reporting Requirement It must he possible to report on all messages on this sen ice.

Further X-Link Concepts II) * Original sender has a setting which can specift that the voice-to-text repl should go to more than one destination eg. to SMS and to distinct e-mail address (office), and to a further e-mail address (home). This setting can also he altered on a message-by-message basis. This setting could l)e handy as it could lead to an automatic "backup" iS of SMS messages received on a mobile phone to an e-mail account at the workplace, or to support staff at the workplace who can provide cover for a busy individual.

* Each user has their own list of X-links, each X-link being associated with the unique MSISDN of a person that has sent a text to that user. individual X-Links can he deleted, if desired.

* Include option for spoken text message to be saved to an intermediary, for sending on later at a specific time. Eg. in union-dominated environments, might not want to send such a message outside of working hours. Hence select it to he sent at exactly 9 am, which could be the exact start time of the working day. Option could be called "Speak delayed text message", with the future time (and possibly date) at which it is to be sent inputted using the number keys.

insertion of X-Link in the message is dc-selectable using an option cg. if the recipient speaks with a strong accent or dialect that cannot be convened to text reliahly using existing technology, and you do not want to waste time trying to decipher an such text message.

* \iicn text message is sent to a non-Spinox customer, include a link so that the non-Spinvox customer can click it to sign up to Spinvox eg. using an internet page, or by speaking to an operator.

* X-Link in a blog, or in a closed user group.

SECTION B: Content Based Links -SLinksTM Spoken Links (or smart links) (inc of the most useful features of receiving a spoken message as text is that if the speaker gave specific data relating to a place, time, address, name or other keywords it's in text and as the user, you can quickly refer to that at any time when you next need it.

Parsing of phone numbers, email addresses and websites into hvperlinked objects is common in messaging applications (SMS, MMS, email, IM, etc...). in spoken messages, users often give reference to locations that aren't as obviously structured, but equally important to the recipient.

The concept of S-Links is to parse the text of a spoken message and use keywords to generate a set of useful, related links. The relevant links are inserted in the message and would take the user to a website or web resource that expands on the content linked.

For example, in Figure 4, message sender Zac Sandier leaves a voice mail which has been automatically converted to text using the Spin\'ox voice conversion system (see WO 2004/095821 and \VO 2007/091096, the contents of which are incorporated by reference).

At the footer of the converted message are two separate links, one for directions and another for the drink ca a'. Clicking on the Directions' link opens a map browser on the phone (in this Figure, a PC based Google Maps image is shown for clarity), showing the address mentioned in the voice message, now converted to SI\LS.

In another variant, shown in Figure 5, the links are incorporated into the message, with the address 20E & 911 St' in the body of the message being selectable to call up the map browser, showing that address. Likewise, the word tava' in the body of the message is selectable, to call up a browser with places where this wine can be bought and which (optionally) are near the parsed destination address. in this example, the user can be presented with options for buying a bottle of Cava that are on the planned route, rather than annvhere in their locality, optimising the relevance and therefore value of the implicit search result. Further more, these can be added to the map presented to show where (in route these items are.

So in this case, the message contained two clear opportunities from which to create a relevant link: an address and a product type.

The system first looks for ke words or phrases that contain likels words tbr links. it then takes these and automatically looks up likely resources for each and then presents what it estimates is the best result.

The value of this is that relevant links are inserted which the user will accept as they are 11) useful, relevant and generally unobtrusive. This is a very valuable way of marketing below the line' using User Generated Content to find and create valuable links for the recipient.

So S-Links increases the value of cons erted oice messages through the inclusion of rele ant contextual elements. By incorporating links to external information, such as maps, directions, advertisements or offers, S-Link-enabled messages can deliver an enhanced experience -evolving from the current explicit search paradigm to the significantly more valuable implicit search, i.e. something that was actually said in conversation.

For the first time, the massive volume of P2P messaging in the mobile sector will be harmonized with search. in addition to offering an enhanced subscriber experience, this unique integration provides a highh targeted platform for mobile monetization. S-Links will provide a huge, sustainable incremental revenue for Carriers and service providers.

Technical The way to create this links is by processing the converted text first, finding relevant ke words, creating the links then adding them into the message, before sending to the recipient.

SpinVox's \oice Message Conversion System post-processes all messages and is capable of making a call to a routine to parse text and create any relevant S-Links. \TMCS is defined in more detail in \Q02007/091 096, the contents of which are incorporated by reference.

Alternatively, the message can be first sent to an intermediary who can perform this link creation stage.

Link types The links can either be the full IJRJ. where the applica&rn reading the text is unable to create fully abased hvpcrlinks, or just the hperlink itself from the key word.

D E.g.

URL only: http://maps.google.com/ l-lvperlinked: 20E 90th St If the links are fully hvperllnked, they can be placed within the text of the message: From: Zac Sandier 1-li. The party's on at 20 east 9th street at 9pm. Don't forget to buy a bottle of çy for Mandy's Spanish silver bullet game. See a.

Implicit Search with Intefflgent-to-MeTM The system can he enhanced to provide truly smart links that are relevant not just to the message, but the user and their habits, histors of use and preferences. The concept is that the S-Links service learns and uses other resources to make ans' links presented Intelligent to the specific user, or "Intelligent-to-MeTM". Issue

The issue of mobile search is todas predicated on the fact that users will behave the same way and have the same needs when they're mobile as when they're at their PC. Three basic issues exist when translating search from PC to mobile: 4. When people get up and go somewhere, they nearly always know where they're going, vhs and kes information about that trip, even if local, so their requirements fin search are normally contextually constrained to the task at hand.

5. In the event that people want to search whilst mobile, it's veIl known that today's solutions require input on a small alpha-numeric keypad or even a touch screen that is not easy and requires the user to typically stop somewhere to perform the search.

6. Even if the person does achieve input of a search term, the still need to click through several pages and scroll to find the relevant outcome. This can equate to some 30-key press sequences including switching to their browser, typing in the search string or query (often nmre than once to find the right one, scrolling and then selecting pages/links to view.

Key insight The source of many of our searches is actuall driven by messages we receive from others, such as names of something we didn't know about, locations, brands, etc... On a PC, these sources are wide as the can come from more than just our community or colleagues. But fortunately, large keyboards, rich screens and connectivity make our task of explicitly transposing the idea to some key words, invoking our browser and typing in a couple of search queries and then browsing through many options, an acceptable task. This is Explicit' search, because the user has to consciously think about what they need to find, ho' and then filter down results to their target.

Messages we receive from our community or voice messages contain a high proportion of kes task information fbr our daih lives -e.g. a time for a meeting, an address, items to bring/buy, things to do/see and even reminders.

SpinVox research into converted voicemail-to-text results shows a surprisingly high number of appointments; locations, tasks and items are received by voice messages, some 25%. And people use this to navigate and successfully work through their da).

har this means is that a significant part of anyone's trir to undertake search comes from voice messages. Coupled ith the fact that people often rely on text messages (SNIS, MMS, email, etc...) once they're on their task or thp, to look up details en-route (e.g. check address, time or name of items to get, the solution becomes apparent.

B linking key words in any message the user has directly to the destination (search answer), the user's life becomes much simpler and effective. No need to explicitly think about searching and which way to do it, just click on the link and he taken straight to an answer.

All the middle steps that explicit search relies on are removed. Used the highlighted word or reference in the message and get straight to the answer: Implicit Search.

Implicit Search By first converting all voice messages into text, Spinvox has all the ke words that could be used to perfbrm an intelligent search. Further, it also has the ability to build up a history of 1(1 user messages, who they were from, which source and the response to such links to continually optimise how they're presented in future and therefore fit with what the recipient/user actually needs. So the system learns what a user is likely to be searching for through its entire history of messages sent and received -not just the specific search.

Keys to optimising implied search include: o Calling/ sending parts (A-parts') o Key words used and their relative meanings o Message type -voicemail, SMS, email, social network, broadcast/blast, etc...

[I Location of both called party (B-party) and calling/sending party (Apartv) 2(1 0 Location based services (LBS) to improve the context of key words (e.g. addresses, or locations for certain items en-route) o History of clicks and actions of recipient o 1-listory of response to messages to better know what was say ambiguous or likely to be dime next in a typical sequence between these two parties 0 Time of day, date and place that actions were taken to optimise what things are relevant vs. not o Preferences for brand, place, method or mode based on purchase history or message history and link usage VMCS related patent filing \VO 2007/091096 describes the system used to implement the indexing of keywords/terms needed to generate a full index that can form the basis of an advertising supported search system -i.e. that is sufficiently reliable, robust and scalable to provide advertisers that bid for a particular index term to he reliably and appropriately referenced or linked to in a message when that index term appears.

By looking at all a user's messages, whether they received them or sent them, a significant amount of personal context can be derived to learn and thereby better provide a user with intelligent options or links to delivering what they want. This constant learning helps provide a network-based service that is with you and is: Intelligent-to-MeTM.

Many-to-one widens scope and relevance This also changes traditkrnal search which is in essence a one-to-one relationship, namely that as a user it is onl m input to say Google or Yahoo! that generates results and the only thing they know about me is my IP address, which changes as I move around. With S-Links, search input is widened to become from many-to-one. It is also reliably for one user, as your phone number rarely changes. Therefore, the search is far more relevant to the user as it's using a fuller set of key words that a user depends on, rather than the few that are rememhered or transposed from one application to another. It can also he specific to the demographic of the user, because that information is either explicitly provided to the system In the user, or can he inferred by the s stem by looking (with the consent of the user) at the content and profile of messages.

We believe that a significant amount of mobile search will come from implicit search options embedded in messages and probably be larger than traditional explicit forms of search in mobile.

Permission based one of the key issues that this idea solves is that in mobile, there's a large resistance to any advertising that is explicit or clearly what is know as above the line' and effectively occupies parts of the user's screen. In mobile, screen real estate is at a premium.

B embedding the links as the words, it wili immediately remove this problem and the service and an adverts associated with it will onl appear when the user actively selects they want to use this option. This will likely transform user experience and acceptance of commercial services and advertising in mobile.

Gesture based Search Because the s stem is providing single clickanswers to typical search task, the user onl needs undertake the simplest of actions, a click which is a common gesture and which takes the user straight to their destination, rather than w)rk their keyboard and navigation keys through some 20-3(1 or more inputs (keystrokes and clicks) to achieve the same result. it's well known that even step loses some 30% of users and this is even more accentuated in mobile. S-Links minimise this to just 1 step.

Location Based Search A simple feature is the option to not only display the Address someone has given you, hut to then use intelligence in the network (typically Location Based Services) to give you: o The actual route to take to get you from wherever you are to the address given in the message 2(1 0 if you've other items to visit or collect (buy) on the was, the mapping function can now populate your route with options to find these items, rather than just in a uni-directional radius around you o Use your history to know which places, routes and features you prefer to improve the relevance of the results presented 0 Use A-parts location to also optimise local references and instructions or information to improve relevance of results presented -e.g. meet me at my Starhucks' would he able to automatically map the nearest to the caller's phone that made the call.

Business Model Transformer Using implied links will drive mobile users to online resources, many of which are paid for by online adverts that appear. Implicit search will do several key things for players in the value-chains that provide both the mobile service and web-based searches: 9 Increase traditional Advertising Scarch (online aderrisin revenues such as those derived hy Google, Yahoo!, MSN, etc...

o increase mobile revenues trom data traffic and data products purchased o Increase online transactions from mobile U Provide sources of revenue for the networks to subsidise the SpinVox service that cnab]es this capacity. Users ma no longer have to pay, but instead get a higher qualit service instead.

O Drive use of new messaging products or modes, such as MMS and WAP, 1)0th of which arc under-utilised but very capable multi-media resources that networks are keen to see a return Ofl.

3usincss Business Rationale Jpside SpinVox Incremental Item force SpinVox position as ncome from an innovator and as the market share of click eader evenue arrier Incremental Drive ne sales of data plans ncome from and uplift take-rate of lata/WAP:ompatible handsets session Search Incremental \lonetize SMS -not previously ngine *ncome from) ossible due to routing and click-through olume Figure 6 schematically illustrates the business model transformation and ho Spin\Tox positions itself as the intermediar between the customer and the search-engine based advertising aregator, such as Google.

Single Search Result Premiums Due to the nature of the single link and its design to take you straight to the right outcome (destination), this service will further heighten the value of these search results to advertisers and commercial service providers as there will onl be one or a couple other search results shown, rather than the pages of results provided in PC based explicit search which tends to dilute the valuc of the slot bought.

This will offset the industry's concerns about mobile advertising in general being less valuable as web content and resources are generally less available to mobile users.

Summary of S-Link features

Now' voice is in text, it can he massively indexed * Voicemail is the 2nd largest form of mail after email * \oice messages ha e rich personal context -key task information * Search can be er targeted and relevant * Permission based: intelligent-to-M eTM * Smart-links: learns from history and use from all messages to me from my communities, not just my individual searches (e.g. Google) * Implicit vs. Explicit search * Current search is PC-centric -Explicit search * Requires user to think of search term, switch apps, type in via fiddlv keypad, surf to find results = 20-30 click exercise (3O% loss at every step) * Naturally limited market -in mobile! * S-Links provide result in context (message) -implicit Search * Voicemail (and SMS) contains oer 70% of key info for day's tasks -addresses, times, names, sequences, products, ideas, etc... -i.e. k-c3 words that drive tpical search * Take you straight to destination, not the long ride -1 gesture = result! * implicit recurring behaviour -c iice messages are received ever day * Link is discreeth in message and takes you straight to the result * Links are smart -the can gie local context to ensure results shown is right for the user first time -e.g. providing local options for maps, products, places and services.

* implicit naigation -it knows where you are and where you are going. it uses network LBS (location based services) to find you and then map services to provide you with a route to where you are going. It dynamically updates depending on where and when you clink on a link.

* 1 click simple to reach destination -the link is persistent and is there in the message after you close and then re-open the message many days alter; there is no need to re-wpe anything.

21) * Preferences enable different commercial resources to be displayed * Drives much higher value single search result.

S-Links User Experience This document details the user experience and highlights specific requirements and considerations for Spin\Tox S-Links. The solution will primarily consist of: 1. SMS, MMS or email message with highlighted keywords 2. New capability to identify and highlight kenvords in voice to text processing 3. Integration with 3 partx ad and content servers to support business model The following sections are covered in this document: 1. General requirements -key features and benefits of the product 2. User experience -customer experience for caffing and called party 3. Product requirements -end to end lifecycle experience General Requirements The product must meet the following criteria: End User Benefit Highlighted words must be relevant to message content and have perceived value for the 11) user. Consensus that 2 or 3 links per message is the maximum threshold.

Ease of Use Must be obvious to user that highlighted words can be clicked'. Should be simple wa to activate links to render associated results. ideally, only one click would be required to retrieve and display the requested information.

Simple, Fast Display Results Clicking on highlighted words should require the smallest possible number of additional clicks to display results. Assumption is that WAP support is availahle on majority of targeted devices Performance 21) Turn around time çl'AT) for message delivery should not be impacted. The message TAT should remain within the current SLA parameters.

Figure 7 shows the end-to-end experience from when a calling parts leases a message and to how the recipient (called part) views the message. The message content, display and interaction will differ depending on message sent and display type.

1. Calling party initiates call to a called party. Alternatively the caller could be replying to an email, creating a memo, preparing a blog or social network posting or responding to an instant message. Calling part) is prompted to speak their message using normal product IVR prompts.

2. The voice message is recorded in the audio capture ss stein within a carrier, sen ice operator or SpinVox. The \%A\' file is then sent to \MCS for conversion.

3. Spin\'ox VMCS converts voice WAy file into text message.

4. Spin Vox interrogates message to determine if any relevant keywords are present.

5. Spin\'ox highlights relevant keywords and inserts one or more of the following associated links: a. Ad click b. Map c. Ad tag in message d. Ad tag at bottom of the message 6. Message goes back to carrier for deliver to called part destination via SMS-C, MMS-C, or email gatewa 107. Called party receives message on device. Message display and linking capabilities will be dependant on message n pe sent (SMS, MMS.

8. Called parts clicks on highlighted words with embedded links to display more information.

9. Link goes to 3 parts service proiders for maps, ads or search results.

10. Link results are displaed to the user. Displa results and speed we be dependant on the X"AP/web capabilities of the called party's device.

Demo Definitions In order to rapidly demonstrate the capahilities and potential of S-Links, there will he 2 separate demo scenarios and milestones: Canned Demo The purpose of the canned demo is to show S-Links proof of concept. The demo will be limited to a predefined set of keywords and display results.

Field Trial

The purpose of the field trial version will he to demonstrate S-Links capabilities to customers, parmer and ke industry influencers. The field trial is a working version of the product though there will likely still be limitations on available keywords and search results.

1. User interaction considerations Although the recipient of an S-Links message may be reading the message as an email on a PC or a high-end smarrphone. the expectation is that most users will be using a more typical mobile phone. Therefore, interactions with an S-Links message should he designed with that user in mind. Access to the data that the user is requesting by clicking on a link should he immediate and require the smallest number of clicks to reach the desired information.

Calling Party The experience for the calling party would be consistent with current SpinVox voice to text products. Callers would hear an I\TR greeting to leave a message with prompts that incorporate Spin Vox branding.

Called Party The called parts *ould receive either an SMS message, MMS message or email of the converted voice message. When the message is displaed, certain keywords would be highlighted, idealk those that are most rclevant to the message content. Message should contain a minimum of I and maximum of 2 or 3 keyword links. The type of content displayed and the user interaction with that content will vary depending on the message type and the device capabilities. (see Implementation Considerations section below) For capahle devices, selecting a highlighted keyword will initiate a WAP or web session and display ad, map or search results associated with the keywords.

Canned Demo Field Trial

Keyword Minimal pre defined list of List developed in conjunction with strategy keywords ad server or search partner.

Link Type lCevwords link directly to set Based on keyword selected and of pre-detined results related links.

a. Ad click a. Hotel -> VAP site b. Map b. Map -> static map c. Ad tag in c. Audio clip message d. Movie clip d. Ad tag at bottom 1)1 the message Device N/A 3rd party for adaptation/transcoding adaptation for mobile devices Location N/A Simple user profiles for containing based most frequent locations services N/A Default is opt out Opt-in/Out 2. Implementation considerations There vill he 2 types of S-Links service offerings -S-Links for SMS and S-Links fir i\IMS and email.

SMS

\X'hile SMS has the broadest reach in terms of subscribers and device support, there are limitations on the number of available characters in each message. This limit impacts the number and type of link that can he incorporated in an SMS message. A second consideration is the abilit for the device to render the link, if the link conforms to common U RI. form ht://nw.anysite.com some hut not all devices will allow the link to he clicked and launch a WAP browser. is

The approach tbr SMS will be to embed a single link or advertising tagline in the message.

The link should be relevant to at least one of the words in the message. Alternatively there could also he a response option e.g. -Reply NE for more info -that could be sponsored.

Another approach will he to auction specific keywords to the highest bidder -e.g. Hotels = 1 lilton, Coffee = Starbucks. This approach will not be taken initially since keywords will have low value until the ad inventory increases as more ad-supported messages are implemented.

Canned Demo Field Trial

Keyword Coffee List developed in conjunction with ad server or search partner.

Display Taglines TBD based on partner list results Option I: "To find a local Starhucks, go to ht: / /mohile.starhucks.com" Option 2: "Looking for Starhucks? Reply S to find the closest one to you" MMS and Email MMS and email messages will provide a much richer S-Links experience for the end user in terms of message displas anti usability. Although usage is not as widespread when compared to SNIS, MMS usage has recently experienced significant market growth. MMS has the ability to support rich data types such as images, audio and video, and does not have the same character limitations as SMS. Handsets that support MMS are also more likely to have sonic type of web access built into the device. Additionally S-Links can he a major driver for increasing traffic of higher priced MMS messaging services for carriers. j

For NL\lS, the S-links message would contain between I and 3 highlighted ke words. When a kenvord is selected, a \X'AP or web browser will open and the relevant informath rn will he displayed. If the information is an address, the browser should open up a map with the address highlighted and standard options for receiving directions if possible. If a like word "coffee" or "Starbucks" is highlighted, clicking the link would bring up list of coffee shops or Starhucks that are local to that users. These may or may not he relevant at the time the user is viewing the message. Clicking on a highlighted item could also hring up an ad, either separate] or as part of the other results. A future option would also be to consider integrating an ad as part of the actual message.

Email and IM messages would function similarly to MMS.

Product requirements 1. Customer interaction with IVR There will be no change to the calling party experience.

2. Delivery to recipient When a voice message is successfully converted to text, an SMS, MMS, email or IM will he sent to the intended recipient.

SMS/MMS B Party The text message must be sent as from the original caller's phone number (i.e. the A part)).

Message body The body of the message must use the appropriate SpinVox SMS boilerplate, as defined in Message Classification.

WiLL DIFFER DEPENDING ON DELIVERY METHOD Message Delivery Canned demo -3 pam-aregator

Field Trial -Carrier MMSC

3. S-Link Highlighted Keywords A minimum of I and a maximum of 3 keywords will be highlighted in the body of the message.

User actions when clicking -see table below for demo and trial requirements Impact on message loads (see 2.2) Choice of words I. Carrier specific 2. Auction 3. Ad-search partner defined inclusion of location click through?

Canned Demo Field Trial

Display Ke words link directly to set of Based on keyword selected and results prc-dciined results related links.

a. Hotel -> [litton \X'AP site Eg.

a. Ad click b. Map -> static map a. 1-lotel -> Hilton -show list of h. Map c. Audio -> Foo Fighters -Hilton Hotels, preferably those that c. Ad tag in tiash page arc relevant to user location message d. Movie -> "I Am Legend" b. Map -> Dynamic map (like d. Ad tag at tiash page Google Maps) showing local bottom t business and options for directions the message c. TBD based on partner d. TBD based on partner Content SpinVox built demo site 3 party serviced content Sources 4. Service lcvel -Trial Only Sign-up requirements The calling pam-should not have to sign up with Spin\Tox or the Carrier to use this service.

Customers can opt-out of the service Service Level The service should meet the same availability requirement as the prevailing SpinTox service.

VMCS Language support On initial launch the service must support the following languages: * UK English * US English * Canadian English * Canadian French * German * French * Spanish * Australian English * South African English Carrier Profile The SpinVox SMS server must hold a profile for the Carrier DDI to determine whether to deliver the message to the Carrier SMSC or deliver to an aggregator to send to the customer In that profile, there must be a reference to the injection and ejection validation rules for that carrier 7. Reporting -Trial Only It will he necessary to report on the activit on for S-Links. The audience for all reporting will be both internal and external, Carrier facing and for advertisers or ad networks.

D

Reporting requirements It must be possible to report on all messages on this service Reporting requirements It must be possible to report on the following product metrics.

* Usage * Traffic Reporting requirements Vcord imprcssions per da /week/month Click through on each word per day/week/month Links clicked vs. links displaed on each work per day/week/month.

Filter by Carrier, ser ice provider etc SECTION C: WEB 2.0 Mobile Blogging -M0BI0TM Blogs have become a very popular method of people sharing thoughts, facts, photographs, images and other information freely across the internet. Blogs arc largely based around the concept that you're sharing something with a community to whom your blog is relevant, often highly personal.

Blogs now exist for sharing information on tilms, concerts/gigs, shows and all sorts of entertainment, and more recentl-, a large rise in their use for Citizen Journalism where any member of the public can post news or information about a current issue. The BBC has recently introduced such serices along with other leading news providers.

The issue is that often people want to post something to a blog site when they're not at their computer (PC), but actually as it's happening or when it's relevant. For instance, having just left a cinema you'd he more likely to want to post a comment up about the film you just saw than waiting till later when you're back home. Likewise, if you've seen or heard a news story that suddenly affects your or you have an interest, you want to post an entry then and there.

In many cases, you'll he out an about, not necessarJlv at your PC.

Current solutions are to use the micro-browsers available on high-end mobile phones to log in and use either the alpha-numeric keypads or micro keyboards to type in your entry. That's fine if you're patient, technicall competent and dexterous enough to type more than a sentence or two. For the rest of us, it's still highl impractical.

SpinVox Mobile B1og,ng is simple. just call the blog site phone number, speak your blog message and it's converted to text and posted up as an entry.

Imagine seeing a film on new release you love and being the first to hiog about it: "I saw the new X-Men film last night and MoBlo'd it to your site with a fivc star rating!". Or being able to blog a news item: "Just seen a major crash on the M4 at junction 10 involving a petrol tanker. Avoid this route. Police arc on their wa How it works * The owner of a bk)g site decides either they want to enable spoken blog entries on their blog site * They contact Spin\'ox and sign up for an acc)unt anti provide standard information, including their Hog site host * The register thc location (lJRL and email address * Spin Vox gives the blog oner a phone number Dl) * Spin\'ox vi1l convert ally voice messages left on their DDI into text and either o Email to the blog sire email address 0 Post it via HTTP or similar IP protocol directly to their blog site If the owner then decides to publish this number, for instance bs putting up on their blog site or emailing it to select people, anone can use this number to speak them a blog entry.

They can simply save this phone number in their contacts/address book so that speaking this blog and entry is always to hand.

Registering your name or handle When people hlog, the often want to say who they are. SpinVox Mobile Blogging gives users the following options: 1. \Xlien you call the blogs phone number for the first time, the SpinVox sen-ice will prompt you to speak your name or your handle.

For example:

a. "Welcome to SpinVox mobile blog. Please first speak your name or handle as you want it to appear each time you speak a blog, or press # to remain anonvm h. User either speaks their name or handle ("Fred Flinstone"), or hits # c. "Thank iou. Please speak sour blog message after the tone. This will be converted to text and posted on this blog site".

2. You can go to a SpinVox website and register that when you call a given blog site (e.g. blog URL: www.filmmaxblog.com) from a phone number you provide (e.g. your mobile: 07812101742), it should display your name (e.g. Fred Flinstone) or enter a default, such as Anonymous'.

3. You can optionally chose to display any other details with your entries such as: a. Your email address h. Your Instant Message ID c. Your VoIP ID (e.g. Skpe name) d. Your phone number c. A web address 1. Etc...

Technical solution The major blog sire providers (e.g. blogspot, hlogger.com, Yahx!, Google, etc...) provide an interface so that blog sites they host can receive an email which is then automatically is posted to the intended blog site. They also provide standard I-ITTP post interfaces which allow applications to post entries via the internet.

Spin\'ox determines which of the blog providers a user is on, and then automatically provisions the right type of interface to use to he able to post the text on to a blog hosted with the provider, either via email or an 1-ITTP post method.

The converted text is then formatted and relevant fields populated to ensure the text posted is displa ed correctly on the hiog site and has the right information showing. E.g.: * Time and date * Text is optionally in quotes (e.g. "Just seen Madonna's confessions and it stank!') * User name displayed o Blog spoken hy: <user name or handle> (e.g. Fred Flinstone) o Anonymous blog entry * An' other chosen data the user registered and chose to display o E.g. email address, PsI ID, phone number, VoIP ID, web address, etc...

X-Links in Blog Blog providers are able to automatically alert users when a new item has been added, including via email, SMS or IM.

& simple adding in the blog's spoken message phone number (Spin\'ox Mobile Blog phone number to the text message or email, all recipients can chose to respond to this entry by calling this number (clicking on it in the SMS).

In addition, Spin\Tox helps direct people's to respond to a particular blog entry by putting an N-Link into the text message so that it is posted with a particular reference.

For example:

* Albert speaks a blog entr via Spin\'ox b' calling the blogs Spin Vox number * SpinVox posts his entry with an N-Link in (e.g. 02079652000p1O1) * The blog site automatically alerts signed-up readers with a message that contains this X-Link * Readers who call this X-Link will have their reply associated with Albert's original entry and thereby create a thread under his entry.

Mobile Photo Messaging -MoPhoTM The market for taking pictures on a mobile device that's connected to the internet, typically a mobile phone with a camera, is evolving from trying to send other phone users a picture message (n picallv MMS or download the picture from the device to a computer and then save it, email it or burn it to CD.

A new genre of mobile photography has emerged whereby a photograph taken on your mobile device can he automatically uploaded to a wehsite for private or shared use. It solves several problems with copying or moving photographs off the device, sharing them and on larger screens where the quality of the photograph can be best appreciated.

1-lowever, users often want to post a comment with their photograph as it is being uploaded onto a website for them. Much of the impact (fun or seriousness) of a photograph is best expressed at the moment it was taken, not hours, days or weeks later when you're next at a PC to iew and add comments. Lsing the device's small alpha-numeric keypads to do this when mobile is fiddly at hest.

Spin Vox enables today's standard mobile photographs services (e.g. Cognima's Shozu) with a simple means of also adding a comment as it happens. The user simply now speaks their comment which is converted to text and automaticall posted along with the photograph.

Example:

* Max takes a photograph on his mobile phone whilst on holiday of two friends in front of a famous building * They decide to add a comment to the photograph before posting it * "lust bumped into Bill and Ben in front of yes, you guessed it, Big Ben!" * Their message is converted and posted along with their photograph on their photograph sharing website * Max's two young children are at home in Scotland. They see that a new photograph has just been added to their father's photograph sharing website.

* They laugh and call their father to see if can take another photograph of Bill and Ben with Sherlock Holmes.

The mobile photography service provider would update their application to provision the user with a phone number that is automatically called when they select Speak a Photo Comment'. This number is mapped to SpinVox's conversion sen-ice which then converts their message and sends it back to a designated location for posting with the user's photograph.

1. Photograph taken on camera phone -Figure 8 2. User then selects from Options menu: Speak a Comment -Figure 9 3. Application connects to a SpinVox service, sends over a unique identifier to link the speaker, photograph and message.

4. User then prompted to speak their message: "please speak your photo comment after the tone" 5. Converted message is sent to mobile photography service provider's system which adds i-he comment to the photograph Spoken Mobile Messaging in an online Community SpinVox has launched several products in the SpinX family which includes users being able 1(1 to speak a message and have it converted and automatically posted to a blog site, or speak a message and have it converted and sent to multiple recipients as either an SMS, email, MMS, IM or other messaging format.

Twitter Spin\Tox is launching a service whereby users of the increasingly popular Twitter service (v.'itter.com) can simply use their phone to call a local number, speak their message and have it automatically posted to their Twitter account for them as a text. Naturally, users no longer have to be at a PC and online to use Twitter.

Echo message -live post confirm And eser time the post, they'll get an SMS reply (or an echo) confirming their posting went live, or not to allow them to retry. This idea applies to all types of web based service you'd post to as you need to know that you're entry/post was successfully converted and posted live to the web, simply because you're not online, but on a phone instead. Echos can be returned as email or IM or other firni of messaging and shared wider to keep a group informed too.

This echo behaviour complements the service that Twitter has whereby users can elect to receive an SMS e'er time someone in their group posts an entry. SC) with SpinVox, all users can truly stay in touch with their Twitter community by phone wherever they are. If one of the group posts by Spiri\7ox, the rest will automatically get an SMS with what they said, and naturally the option to call in a reply or update. So there's no longer a dependency that anyone is actually online for the group to stay in touch.

This is a significant step forward in removing the existing dependency of Twitter and in fact all other weh (PC hased) messaging service providers.

Social Network Messaging In fact, any social network, community forum or other type of online communit can benefit from SpinVox providing them with a simple means of staying in touch with their community just bcalling in their message, letting SpinVox convert it and p)st it to their account and then leveraging existing messaging services to let others see your new post. They may be mobile too.

X-Links open up the ability for these communities to use SpinVox without complex sign-ups and decisions. Once the get a converted message, the may also be offered a link which will allow them to speak a reply and have it also posted online, thereby enabling the whole group to sta in touch wherever they are just by a simple phone call.

For example, Yahoo! offers messenr services to its users and as groups, they can now broadcast messages via Yahoo! online to each other, but only when online and they're all loed in. \X'ith SpinVox, they'll be able to shout out' a message to members of their group and know it'll reach them all whether they're online or not.

Voice Blast The idea is a \oice blast' that reaches users either online or off-line as a text message of one form or another (SMS, email, 111, etc...). A thrm of group broadcasting via vbice to text where the group is defined by their online connections, but messaged anywhere, particularly mobile.

Dial-tone = web-tone in short, this expands upon the idea that with Spin\'ox as a network service, an one can now use ph( ne networks of an type to speak a message that will appear as text online in an account or place of their choice.

What this also means is that no user, in fact the whole group, actually needs to be logged into their online service/account (e.g. Twitter, Yahoo!, etc...) to stay in touch with each other. This means these senrices can be used by the whole group fully off-line and via a simple phone call.

Reducing the lJsemame/PIN barrier to a phone call What this also means is i-hat a user's phone number (i.e. their CL1 or MSISDN in mobile nctw( )rks) becomes their identity for posting to online services. The elegance of this is that post to an account or blog or other online service, you don't have to remember URLs, 11) user names or passwords -just make a phone call and you're in! Twitter Micro-blog implementation This section covers the requirements for launching a new product specifica1l for use with www.Twitter.com. Twitter is a micro-blogging environment, where users (tweeters) sign-up and then post in short updates (tweets) about what they're doing, using IM, SMS or web.

These bulletins appear on www.twitter.com in their personal page and arc sent out to their friends as web updates or by SMS. Tveets are limited to 140 characters. Twitter provide an APi which lets 3rd party developers integrate applications and services.

There are two strands to the product strategy. First is the demo: A user can try out the Spin Vox Twitter demo b) calling a country-local DD1, and seeing the resulting conversion on the SpinVox demo twitter account. This doesn't require any sign-up: just call the number and check the web site. it's analogous to the Spin-my-Blog demo on our web site. The other strand is a more typical Spin-mi -Tweet si-vie service: Users sign up for a Spin-mv-Tweet style account. The can then call a country local DDT to leave a short message, which is converted and sent to Twitter.

Product Overview

DEMO

* Customer can try the demo out on www.spinvox.com by calling the country local "SpinVox for twitter" demo number. Their tweets will show up on the SpinVox fir twitter page within www.spinvox.com and on the SpinVox demo page within twitter.corn. No account created.

* SMS delivered back on successful/unconvertiblc conversion * No SMS sent for hangups.

* Entries will he moderated, hut this will be after submission to Twitter.

LIVE

* Customer opens SpinVox for Twitter account oil \ww.spinvox.com and enters their Tvitter username and password. User is encouraged to sign up with, and use, a mobile number.

* User is sent initial PIN via SMS and asked to login to create account.

* On 1on, customer is sent 2nd SMS welcoming them to SpinVox and asking them to save DDI to phone-in their Twects.

* Customer calls countr) -local SpinVux for Twitter number and leaves message * If deposit is converted, the text is sent to Twitter.

* Optional notification SMS on converted and unconvertible.

* For hangups, no notification SMS will be sent.

* All SpinVox for Twitter accounts arc automatically added to friends list of SpinVox Corporate on www.twitter.com (through APi) Twitter implementation requirements 1. Service Level 1.1 The end-user will signup at www.spinvox.com to use the full Spin\Tox for Twitter service.

1.2 The service sh)uld meet the same availability requirement as the Spin-mv-Vmail service.

1.3 Recordings should be limited to 30 seconds.

This will he reviewed periodicalk after launch, to decide whether the limit should he lowered (e.g. to 20 or 15 seconds).

1.4 All SMS delis eries should be limited to a single SMS.

There should be a configuration parameter to specih-the number of characters, which will initially be set to 160.

1.5 TAT should be 98% of messages within 10 minutes, measured across a calendar month, where the dail average is 18 seconds or less. I.e. should meet the same TAT requirements as Spin-mv-Vmail 1.8 On initial launch the service (demo and live) must support the following languages: * UK English * US English * Canadian English * Canadian French * German * French * Spanish 11) * Australian English * South African English 1.9 On initial launch country-local DDIs must be provisioned for the tllowing countries tor both demo and live (i.e. two DD1s tbr each entry in the list below).

* UK (language: en-GB) * US (language: en-US) * US (language: es-ES initially cs-US when available) * Canada (language: en-CA) * Canada (language: fr-CA) * Germany (language: de-DE) * France (language: fr-FR) * Spain (language: es-ES) * Australia (language: en-AU) * South Africa (language: en-ZA) 1.10 Country-local DD1s need to be "golden" memorable numbers e.g. in US -415 TWITTER or similar. Priority should be given to live numbers over demo numbers, and to the US and UK numbers.

1.11 After initial launch, the LIVE service numbers need to be capable of handling high volumes of concurrent calls 2. Customer interaction with IVR It is envisaged there will be minimal interaction between a customer depositing a message and the IVR system.

Live service CLI withheld 2.1 For the live service, if the caller has withheld their CLI, the caller should be told to turn off number withholding and call back.

Language selection 2.2 LIVE service -if the caller has a Spin Vox account, and the account's language is one of those listed in requirement 1.9, then we should use that language. Otherwise the language should be whatever is associated with the number dialed. Note for the DEJ'sI() service -customer does not need a SpinVox or Twitter account to call the Demo 1)Di's. If the caller does have a SpinVox account though, we should take their language preference, rather than using the language associated with the country-local DDI.

ii) Use from unregistered phone 2.3 If the caller's number does not have a Spin Vox for Twitter account associated with it, the caller should he directed to the Spin\'ox website.

Demo greeting 2.4 When a user calls a SpinVox for Twitter demo DDI, they should hear the greeting "Welcome to SpinVox for Twitter, please speak i-our message and it will appear on screen at web address-the" if the caller has withheld their CLI, they should also be told: "You will not receive any confirmation SMS, as you withheld your number".

Live service greeting 2.5 When a customer calls a regular Twitter DDI, (s)he will hear the following message: "Please speak your Twitter message after the tone." Voice to he used for all IVR will he female and the same as other current Spin\Tox products.

2.6 When recording the voice message, the caller should be able to hit the # key to re-record the message. The caller should be informed of this feature, the first three (3) times they use the service. In this case the prompt from requirement 2.5 should become: "Please speak your Twitter message after the tone. To re-record your message press the hash key (#) at any time" 2.7 If a customer goes over the recording limit specified in requirement 1.3, they will be prompted to re-record the message or leave the message as is. This mirrors current behaviour of other Spin\'ox products.

2.8 There will be no DPA prompt.

3. Provisioning/Account management Sign-up information 3.1 To create a SpinVox for Twitter account on: :4n:s.:un, a user has to enter: * mobile phone number * Twitter username and password * email address language preference * country It the cc)untr\ is the US, then the uscr should alS(> have to provide * state A DDI should not he assigned to the user, hut rather they are told which of the cuuntr) -local D1)ls (Sec requirement 1.9) they should use. Use of the SpinVox Twitter demo does not require an account to he set up.

SpinVox tweet-out 3.2 B default, when a user signs up for a Spin\'ox for Twitter account, a teet should be posted to their Twitter account: I've just signed up for Spin\Tox for Twitter at www.spinvox.com/twitter The sign-up page should have a checkbox which controls whether this announcement is posted. It should be on by default.

Twitter account validation 3.3 \Xlien a user is registering for a SpinVox for Twitter account, we should validate whether the Twitter account details are valid. If the account isn't valid, then the user should he given a link to the account creation page at www.rwitter.com.

PIN notification by SMS 3.4 When an account is created as per 3.1, an SMS should be sent to the user with an initial PIN, which they need to log in to the web site.

Welcome SMS 3.5 Welcome SMS is sent to customer as they successfully log-in for the first time only.

Welcome SMS copy TBC.

SMS notification 3.6 Customer can control whether thes get SMS notification for the two cases: * message converted and sent to Twitter * message was unconvertible These can be controlled independend via self-care, so a user can turn off the converted notitication, but leave Ofl notification of unconvertibles, for example. For new accounts, I 63 SMS notification should be turned off for successful conversions, and turned on for unconvertible. These options should not be given on the sign-up page.

Friends of SpinVox 3.7 By default all new Spin\'ox for Twitter accounts should he added to the friends list of the Spin\'ox Corporate Twitter page (Marketing owned page). A user should he able to opt out of this via a conol in self-care. This control should not he provided on sign-up. This must be covered in the T&C's, which will linked on the sign-up page and in self-care.

Self-care 3.8 The customer can change the following via self-care: * Twitter username * Tsitter password The user will he ahle to change all other fields given during signup as part of regular self-care usage.

Access control via PIN 3.9 Customer can enable PIN access to deposit message on their account. If enabled, then the caller should be asked fin the account's PIN before getting the regular prompt (requirement 2.5).

4. SMS message to caller When a voice message is successfully or unsuccessfull converted to text, an SMS will he sent to the caller if the' have selected this option (see req. 3.6 above).

4.1 For the demo service, if the caller's CLI was withheld, no attempt should he made to send an) confirmation SMS's.

4.2 The text message will come from the called number -either the DEMO or the LI\TE country local DDI.

4.3 On successful conversion the body of the message shall be shown in Quotation marks e.g. DEPs[() = From: <SV Twitter Demo DDI> Your tweet "<tweet extract>" is posted on www.spinvox.com/twitter (tbc) LIVE = From: <S\' Twitter Local DDI> Your tweet "<tweet extract>" was posted to Twitter -powered by Spin Vox The full SMS text must not exceed the limit specified in req. 1.4. If the full tweet cannot be included, then the extract should finished with "..." (ellipsis).

4.4 If unsuccessful, the m)hile caller will he sent an SMS as below:-Sorry, the "tweet" you left could not he converted to text. Please call <dialled-number> and tn again. Thank mu -www.spinvox.com 4.5 There will be no QuicklinkTM at the end of the message.

4.6 No confirmation SMS shou]d he sent to the caller when a call is a hang-up.

5. Conversion If the message is successfully converted the tweet shall be sent to the customer's twitter page. The message should be tagd with the Spin\7ox hperlink.

5.1 LI\'E = Converted messages should be sent to the customer's twitter page with the Spin Vox source link sending users to www.spinvox.com/twitter product page.

Moderation of Demo tweets 5.2 All tweets to the SpinVox Twitter demo can be removed by a moderator after posting to Twitter.

5.3 Twitter messages to begin with the word says and followed by the conversion in double quotation marks to indicate spoken message i.e. says "hi I am here speaking to twitter" The total post must not exceed 140 characters. If the converted text is too long, it should he truncated, and the extract should he ended with "..." (ellipsis).

6. Reporting It will he necessar to report on the activity on the SpinVox for Twitter service. The audience for all reporting is internal to SpinVox, there is no external reporting.

6.1 It must be possible to report on all messages on this service * Split by language * Conversion breakdown by product and by customer (conversions, unconverted and hang-ups) * No. of daily sign-ups and successfull created accounts (sign ups = not logged into website to open account) * Daily active users * Average message duration * Conversion length (in characters) * Avg. no of msgs/user per period (hr/day/week) * Traffic profile by time of da) /week/nionth 7. Future requirements * Option to bill fbr this service in future using C/card.

* Option to switch terminating number to rated number to generate call time revenue from deposit calls.

* Ability to track call durations for per minute/second billing * Review private messages/commands and how use * Ability to block callers from calling certain number ranges/rates.

8. Web experience Customers arrive at vv w.spin ox.com home page and see Twitter-branded logo or button on home page. They can also access the SpinVox for Twitter page through the products link on home page.

When customers click through they see a Spin\Tox for Twitter page -containing: - 1) A Twitter logo 2) Instructions about the product and how it works with Twitter 3) Instructions about how to set-up Twitter to work with SpinVox and how to tell their friends to get SMS updates.

4 FAQ's button about Spin Vox for Twitter (tweets posted using existing pri'vac settings etc 5) A SpinVox for Twitter demo and demo button (showing page www.Twitter.com/spinvox OR www.spinvox.com/twitter) NI) account created during demo process as all entries posted as SpinVox 6) Click here button to invite them to set-up an account 7) User needs to input twitter username and password, along with mobile number and email.

Encourage user to input mobile phone no. as primary choice 8) Abilit3 to manage the service within Mv Account.

SECTION D: MISSED CALL MESSENGER Missed Call MessengerTM Missed Call Messenger (MCM solves the problem that faces many callers and carriers -namely, in markets where voicemail isn't enabled, callers now have the option of speaking the person they tried to call a text message of some form and so stay in touch.

Mans i-narkcrs see less than 50% voicemail penetration, such as southern Europe (Spain, Italy, Greece, etc...). The reasons are mainl two-fold: 1. \oicemail is a chargeable service and in high pre-paid mobile phone markets, users tend to turn it off to save on costs as calls to deposit and retrieve a voice message are in the cent per event range.

2. Culturally, voicemail is perceived as too formal and business-like and often seen as a rude way for daily messaging.

Insight The insight here is that what-callers do in this scenario is to not leave a voice message -where voicemail exists, or hit a dead-end (e.g. ring out, busy, oft) where none exists -but instead hang- up and in some 30% of cases type a text message to the person they tried to call. So actually, in these cases their chosen form of messaging is to send a text when they can't reach the person they're calling.

For carriers, missed calls (non-completed) of this type account for several billion events per year. In Spain, the second largest network (\odafone) has some 2.3bn missed calls a year.

MCM solves this neatly for all parties. It is a network based service, so no handset dependency at all and works as follows: U When a call is being placed to a subscriber/customer Who hasn't got voicemail services, the network knows to catch the call before it fails -hits busy tone, rings out, phone is oft or unavailable/out of range.

U The network then picks up the call and plays back an l\'R recording to the caller of the form: "If you would like to speak a text message to the person ou arc calling, press I".

U If the user selects this option (e.g. 1), then they're simpl) offered a prompt to speak their message -e.g. "speak your text message after the tone".

o The system then records the audio, sends it to the Spin\'ox \TMCS for conversion, and the converted text then sent on to the called party and sent as if the message had originated from the calling party, not a system number or name. Typically this is done by using the callers CIA and putting it in the from' field of the sent message.

Today, this is being rolled out with SMS, but MMS, email, \X'AP/HTML pages and any other form of text messaging can he used depending on the network's capability and user requirements.

The benetits are simple, but er large: [I Callers get through first time when they need to 0 Recipients see immediately who needs them and can read the actual message o The role of message choice and charging is reversed. Typically, voicemail is a B-pam' service (recipient) because the' pay and opt to have it. With MCM, it's actually an A-party (caller/sender) sen-ice as the opt-in every time they use it (no subscription) and they can also be billed for the use of the sen-ice.

o Carriers can generate new revenue from missed calls as now the caller (A-party) can be charged for the option of speaking a text either by call termination charges, premium rate SMS or inter-network charging models -all of which exist today.

a Likewise, a more classic B-party charging model is possible two, just like oicemail is todas.

o Call continuity (the numher of additional calls or text messages or data traffic generated as a consequence) rises. This is expected to he more than existing missed call alert products which are known to be some 2-3%, and SpinVox MCM is expected to be more similar to SpinVox Voicemail-to-Text which has an impressive 7% voice uplift and 17% text uplift.

o This service sen-es callers from any network, not just those on the home network.

E.g. Callers may call from network x to a person on network y. Network y has enabled MCM and can offer this sen-ice to callers from network x and generate additional revenues from an missed call, not just on-net. Likewise, this can he reversed so that callers from the host network (network y may he offered this service when unable to reach users on other networks (network x). Th combinations provide the ability for the host network for MCM to capture all missed calls relating to their subscribers/customers regardless whether they're the A or B party. See table below.

o Some networks can deploy this as a recipient (B-parts) service instead and bill them for use of sen-ice, much as voicemail is toda, so T1CNl can fit existing business m( )dels.

How MCM is being deployed: Figure 10 shows MCM with SpinVox Voicemail to Text also deployed.

MCM allows the host network to serveA party callers regardless of whether they are on the home host network or not, providing lO0 /o reach for serving missed calls relating to their subscribers/customers: A party (caller) B party (recipient) MCM available On net On net Yes On net Off net Yes Off net On net Yes Off net Off net No Clearly, missed calls that occur between other networks are beyond reach.

Billing Options Where required, MCM can he charged for in different ways: 0 Call termination charges to the A-parts (caller) based on minimum and/or per second/per minute charges. This is similar to the way voicemail deposits are charged.

0 Premium rate contirmation SNIS sent to the A-pat-tv to charge i-hem for each time the opt to use MC\I 0 Cross net charges for the service, SO networks x & Y would agree that they'd charge each other and therefore their users a certain amount for each event which would appear on their bill. The difference here is that this could he done via premium product billing API's or protocols to put the product/service into a different billing class, not standard oice call charge.

El Free -the call-continuity and call completion impacts can he highly favourable and offset any need to generate revenue explicitly from each event.

Again, this can be reversed so that it's a B-parr) service and the) pa) for it as shown in an of these methods, or it is a standard feature as voicemail currently is today.

Product Options Given that not all networks can manage calls as shown in the above designs, there are other ways of providing MCM: Option 1: Call back for message * Call is attempted to B-part)', fails and clears * A-part\ is called from network and offered service * If accepted, message recorded and processed * A-party is charged only if message is converted * if not converted, B-party receives standard missed call alert Option 2: Text hack for message * Similar to Option 1, hut service offered via SMS * A-party responds to SMS if they wish to invoke service * A- party calls IVR via embedded link in SMS (free call) -see X-Links above * Charged for service only if message successfully converted * if not converted, B-parts' receives a standard missed call alert (MCA Retrieval options In all the above options for MCM, the B-pam (recipient) may want to hear the voice message. In this case they can be offered a number to call and have that message played hack to them.

This is either as an extension to Spin\'ox's existing QuickLinkTM technolog whereby the converted text message for the B-party contains a link that either places a call to a network service (t picalls IVR) that then automatically plays hack this message. The link itself can either be a real phone number and then a set of digits that when the user types them in tells the system which exact message to play back.

Alternatively, this can he a virtual number that the network can create which means that in one call the network knows both the type of call and which exact message this relates to.

Attached ot embedded audio Alternatively, the audio is hosted on a web site and streamed hack over a data channel, or it's sent as an attachment/embedded file which is possible with MMS, email and other multimedia capable forms of messaging.

Naturally, retrieing the audio can create new incremental revenue for the carrier which didn't exist hefire.

SECTION E: OVERVIEW OF SPINVOX PRODUCTS The preceding Section D described a specific innovation, Missed Call Messenger. This Section E provides an overview of the array of SpinVox products.

D

Two generic types of product are available: * Sender: where you choose to speak a text message * Recipient: where ou choose that people speak you a text message All of these share the ability of one person to speak another a text message of some format.

Figure 11 shows how various conventional messaging products (voicemail, email, SMS, 1M and voice) are distrihuted on a Time v Dialogue axes. Figure 12 shows how various Spin\'ox products alter this landscape.

* Recipient products extend a dialogue; reduce inherent delays in receiving message; give real-time voicemail (push); use a seamless interface; are ubiquitous, and work on any device, any technology, any network.

* Sender products initiate new dialogues; use a simpler interface to make mobile messaging more intuitive; allow ordinary users to Say it, Not Thumb Type It!; require nothing ne to learn; allow existing applications to he enhanced; generate new modes for messaging to provide real mobility' -such as safe and fast use even whilst driving, walking, etc.; allow new revenues from existing products.

We will now look at each category in more depth.

Recipient Products These are all products where you actively decide to enable others to message you by speaking you a text message.

E.1 Voicemai1toTextTM When people leave a user a voicemail message, it is a)nverted and sent to the user as an SMS message.

Q uickLinkb allows users to listen to the original message the text relates to.

E.2 VoicemailtoEmai1TM When people leave a user a voicemail message, it is converted and sent to the user as an email.

When the message was not cons cited, they can optionall be sent the original audio message as an email attachment. 11)

Q uickLinkTM allows users to listen to the original message the text relates to.

E.3 CalltoMai1TM Designed for call centres, direct marketing response and other customer facing functions, callers can either: * opt (Jut of the queue in favour of speaking a message that's converted and sent as email * always be asked to speak a message that will be converted and sent as email E.4 No answer -Speak a Text -(Missed Call Messenger - see also Section D) Designed for users who don't have voicemail, or want voicemail, typically high amongst the prepaid mobile phone market, or non-associated voicemail box market.

This is a network based sen-ice that manages unanswered calls and offers callers the option of speaking a text to the person they were trying to call. This applies to calls that are unanswered, buss' or rejected (send busy tone).

A network operator simply deploys this to all accounts where there user has no voicemail or equivalent voice messaging service.

1. XThen a subscriber doesn't answer their call, the caller is offered a new option: "I'm sorry, this person is unavailable. To speak them a text, press 1 now." a. Optionally, the caller is billed either by time on the line, or per event, e.g. "Calls cost 50p per minute, minimum charge 20p" 2. Caller now records their message.

3. Subscriber who missed the call gets a text message from the caller with what they said as text.

a. Optionall\, subscriber given a number to call in to listen to the original message.

What's unique about this is that subscribers won't have to sign-up or pay for the benefit.

Callers are given this choice as it might bc important to get a message to the person the re trying to reach.

Subscribers can choose how they want messages delivered to them: SMS/MMS, email, etc...

Sender Products -Network based These are all products where you decide to speak someone a message that is then converted and sent to them as text.

E.5 Call Return -by Speak a Text Service providers have been offering subscribers a wa of returning a call within voicemail - call hack -which the subscriber initiates by selecting an option hefbre or after message play-back. This adds a new option to return the call, but instead by speaking them a text message reply: 1. User calls into listen to voicemail messages. At the beginning or end of every message played back, they are offered the option to speak the caller a text hack.

"To speak this person a text, press I now" 2. They press 1, then speak their message; it's converted and sent saight to the caller's number.

a. The voicemail system has both the caller's CLI and the subscribers, so can correctly form a converted message that is sent as if directly fromthe subscriber, directly to the original caller. The recipient (orinal caller) is offered a link to listen to original message.

E.6 IVR -Speak a Text (see also Appendix I) On any IVR system, an option can l)e offered to any caller whereb the can speak anyone a message and have it converted and sent as text.

1. User calls either a dedicated number, or calls their voicemail and is offered this option to speak someone a text: "TO speak someone a text, press 1" 2. User then prompted to enter the phone numher of the recipient. They either enter the numbers on their phone kes pad and the system detects the DTMF or equivalent signalling tones, or they select them from an address 1)00k.

3. System checks phone number is valid.

4. User then prompted to speak their message: "Please speak your message after the tone" 5. They speak their message, it's converted and sent saight to the caller's number.

a. The voicemail system has both the caller's CLI and the suhscribers, so can correctly form a converted message that is sent as if directly from the subscriber, directly to the original caller.

E.7 Network Service -Speak a Text This is tvpicall3 for landline networks where people are still accustomed to dialling phone numbers, but is technically possible on an' network type -fixed, mobile, wireless, \olP.

If you want to speak someone a message, simpl put a call modifier' (prefix or suffix) with the number of the person you want to message. Then the user hears "\X elcome to Speak-a-Text. Speak your message after the tone." The user speaks the message and hangs up. The message is converted and then sent to the correct recipient. The recipient is offered a link to listen to the original message.

Sender Products -Handset Based This applies for users who want to speak someone a text message rather than call them, much like opting to send someone an email or an SMS. More details on this are given in Section E.10 below.

E.8 Spoken SMS Four options to Speak-a-Text on a handset: 1. Application on home' screen 2. Menu option in Address Book/Contacts 3. Menu option in Messaging apps 4. Menu option in Call/Missed call list a. Natural extension of existing native applications b. New option: SpcakTxt' Note: Although Spoken SMS is shown, the concept is the same for speaking an MMS, an email, an Instant Message or any other messaging product type.

E.9 Spoken Mail At-i application on the handset allows a user to select who they want to email, SMS or MMS.

The are then offered a Speak mail function. The user is connected to a SpinVox spoken message service where they are prompted to record their message. The application sends through who the mail is for -the destination email addresses or list of addresses, subject, and any other message parameters.

Figure 13 shows an example of a deployment of Spoken email and Spoken SMS/MMS with a mobile service provider -SIP telephony connectivity.

Figure 14 shows an example of a deplo ment of Spoken email with a French mobile service provider -standard telephony and svnchronised data.

Fire & Forget Principle In any of the methods shown, there is a simple principle that makes the user experience unicjue: * minimum effort -just speak your message * nothing to learn -just like leaving a voice message on standard voicemail to * reliable -few steps as possible to avoid confusion or technical failures * robust -only if the message isn't converted do you need to do anything, otherwise you know it's been done The following section will focus on handset based sender products.

E.1O Speaking a message from a mobile device Speaking a message SpinVox has created a software application; Speak-a-message (also called SpinMvText, which when loaded onto a device, such as a Nokia mobile phone, allows a user to speak a message, which is then delivered to the recipient as text.

The purpose of this service is to give a user the abi1ir to speak a message rather than type it out o their phone ke)pad. This will make it more convenient, easier and faster than typing it on their phone keypad.

Messages can be sent in the fi,rm of an email, SMS or MMS message, depending upon the details stored in the Address Book of the device, for the recipient. Multiple recipients can be sent the same message by using the broadcast' facility of the application and messages can also he delivered to customers Blogs or other web-based applications.

Embedded menu items Additional functionality is brought to the device, by adding new menu items into the standard menu free. rrle menu option "Speak-a-Message" is added to the following applications:

D

* Text Messaging Application * MMS Messaging Application * Email Application * Instant Messaging (1M Application * Address Book * Call Logs * Home screen, using a soft key The functionalit) that the menu option gives, changes dynamically, depending upon which application the user is in, as detailed below.

Text messaging application Selecting the Speak-a-message option allows the user to: * Create a new message using the contacts Mobile numher as the destination Reply to a previous message using the number provided * Applies to an of SMS, MMS, 1M or other messaging application on the device Email Application Selecting the Speak-a-message option allows the user to: * Create a new message using the contacts email address as the destination * Create a new message to multiple recipients using their email addresscs as the destination * Reply to a previous message using the contacts email addresses as the destination Below are the generic actions a user will take in either the text messaging or email application to send a message.

1. Caller selects Messaging/SNIS application and selects Speak a message' option from menu and is directed to Contacts.

2. \X'hen the Contact has been selected a connection to the SpinVox platform is established 3. An announcement requesting die user to speak their text message will then be pla ed 4. The caller will leave an audio message.

5. The B Party infirmation is passed to SpinVox (Selected in Step 2).

6. The Spin\'ox platfbmi will convert the audio to a text message for onward delivery.

7. The message is then sent from the A Party to the B Pam' as if they had typed it.

8. The B Party receives the message and it appears to have come from the A Parts. No special system numbers are used or substituted.

Figure 15 shows the typical user experience of speaking a message from within the Text Messaging or Email Application Address Book Selecting the Speak-a-message option allows the user to: Create a new message (intelligent addressing decides the message path). Below are the steps taken by a user accessing Speak a message from within the address book application: 1. Caller selects a contact from the Address Book.

2. Caller is presented with a menu option to Speak a message 3. When the Speak a message option has been selected die intelligent addressing function looks at the available methods for delivering a message and then makes a connection to the Spin\'ox platfinm 4. An announcement requesting the user to speak their text message will then be played 5. The caller will speak a message.

6. The B Party email address or phone numher is passed to Spin\'ox service (Selected in Step 1) 7. The Spin Vox platform will conert the audio to a text message for onward delier.

8. The message is then sent from the A Party to the B Parts as if they had typed it.

9. The B Pam receives the message and it appears to have come from the A Party. No special s stem numbers are used or substituted.

Figure 16 sho s a typical user experience of speaking a message from within the Address Book Call Logs Selecting the Speak-a-message option allows the user to: * Create a message fir numbers listed in the Missed Cal] log using SMS as the reply path * Create a message for numbers listed in the Outgoing Call log using SMS as the reply path * Create a message for numbers listed in the incoming Call log using SMS as the reply path The above methods are easil accessed using the main navigation buttons on the device, such as Call, or Menu. There is no need to use lesser accessible alphanumeric keyboard to type in information.

The steps below are the generic actions a user will take to repl) to someone whose phone call they missed, or to whom the have recently spoken.

1. Caller selects a contact from the Call Log 2. Caller is presented with a menu option to Speak a mcssage 3. When the Speak a message option has heen selected a connection is made to the Spin\1ox platform 4. An announcement requesting the user to speak their text message will then be played 5. The caller will leave an audio message 6. The B Party number is passed to the Spin\Tox platform (Selected in Step 1) 7. The SpinVox plat&ffm will convert the audio to a text message fir onward delivery 8. The message is then sent from the A Party to the B Party as if the had typed it 9. The B Pam receives the message and it appears to have come from the A Party. No special system numbers are used or substituted.

Figure 17 shows the typical user experience of speaking a message using the Call Log.

Soft key access It is possible to activate the Speak a message application from the Home Screen of a mobile phone, by using one of the soft key shortcuts, rather than having to navigate to a particular application, such as the Address Book, first.

Caller Access -Soft Key Below are the steps a user will take to speak a message from the Home Screen of a device.

1. Caller selects the Speak a message soft key and is directed to a list of Contacts they can speak a message to where they then choose a contact.

2. \X'hen the Speak a message option has been selected a connection to the SpinVox platform is established 3. An announcement requesting the user to speak their text message vil] then be played 4. The caller will leave an audio message.

5. The B Parts-number should be passed to SpinVox (Selected in Step 1) 6. The Spin\'ox platform will convert the audio to a text message for onward delher 7. The message is then sent from the A Party to the B Party as if they had typed it.

8. The B Pam-receives the message and it appears to have come from the A Party. No special system numbers are used or substituted.

Figure 18 shows a typical user experience of speaking a message from within Speak a Message application Extend able application The Speak a message application can be easily extended to offer additional functionality for many different types of Spoken Messaging. Additional message types include Social Networking applications such as Blogging and peer to peer communication, such as instant Messaging.

Figure 19 shows a typical user experience fin Speaking a Blog Figure 20 shows a typical user experience of speaking a reply in a Mobile IM client.

User experience Fire & Forget' in 3 clicks The Speak a message application uses a unique Fire & Forget' system for creating and delivering messages. This differs fr m other systems that require the user to speak, review (on screen) and confirm before finally sending the message. Fire & Forget means: minimum effort -just speak your message * nothing to learn -just like leaving a voice message on standard voicemail * reliable -few steps as possible to avoid contusion or technical failures * robust -only if the message isn't converted do you need to do anything, otherwise OU know it's been done The Speak a message application takes control of the mobile dcicc, providing a means of always being able to speak a message within 3 clicks. Typically these 3 clicks are translated into the following actions: 1. Select speak a text' 2. Choose whom to send a message to... speak a message 3. Hang-up Figure 21 shows the 3 clicks' user experience The Fire and Forget system combined with the no more than 3 clicks' approach means that the user can send messages in situations where other systems could not be used, such as walking along a street, or in a situation where it's not possible to look at the screen for an length of time.

The Speak-a-message application is also desied for one-handed use, with all the functions easil accessible using a single key click and the menu navigation device of the handset.

Figure 22 shows the Fire & Forger' system employed by Speak a Message.

Intelligent message addressing and delivery When a user elects to speak a message to someone from his or her Address Book, the type of message that is to be sent is decided bs the contact details available in the address book.

* If only an email address is available the message is sent via email.

* If onh a mobile phone number is available, the message is sent via SMS or MMS * If an online account name is present for IM or other, the message is sent here * If multiple arc available, the message can he sent to a selection of destinations, however b default the message will be deli'. ered to the mobile number Fast address list The fast address list is an intelligently compiled list of recent contacts, which is produced by understanding the users previous behaviour.

The al)rithm builds a list of the most recent people the user has been in contact with, taking into consideration the ibilowing: * The communicating type (email, text message, phone call, or spoken text) * The frequency of communication with that contact * I-low recent the last communication was * Alphabetical order This is then presented in a single, easy to read list; which still offers easy access to any contact in the customers Address Book. This differs from the existing Call Lists', such as the SMS Sent folder, as there is significant intelligence applied in creating the Fast Address list.

Figure 23 shows the Fast Address List -showing recent contacts that have Called, been Called, Texted (SMS or MMS) or Emailed (or ans other messaging/communications process used). Because the Fast Address List is comprehensive, it becomes the central resource for all unified communications tasks the user needs to perform.

Unified messaging breaks down the barriers between various forms of communication, such as voice, email, and voice mail.

The Speak a message application effectively provides the user with a single origination point for all these types of messages, thereby providing the user with a unified message centre on their mohile device.

l-laing the capability to respond to voice messages using text or text messages using oice ma) seem trivial, however, it is a means for end users to enhance or even improve upon their productivity, especially if it saves them time in communicating with one another.

For mobile users, access to and use of the phone is essential, especially while the) are in transit. With the Speak a message application offering a unified messaging experience, mobile users can receive and respond to voice messages, e-mail messages, and fax messages, by speaking a reply, and can maintain a higher level of productivity while they are out of the office.

Automated message transport selection Messages are sent to the SpinVox platform using the most appropriate transport method aailable. For example, a spoken email will be captured on the device, picallv as a \X MT tile, but can he an) form of audio file, and forwarded to the \TMCS as an email, using a 3G or GPRS data channel, if it is available. Once conversion of the message is complete the result will be emailed to the recipient.

The routing of messages from the mobile device to the Spin\'ox platform is carried out on an intelligent basis depending upon the available transport methods. The choice is made from the following list: * GPRS data connection * 3G data connection * SMTP interface * HT1'P interface * 1'R (fixed line) * IsIMS if the optimum method of transport is unavailable, the application automatically checks fir the availability of the next most appropriate method and uses it.

Asymmetric messaging This software creates a unique new set of options fi r the user and recipient to continue in contact using a range of connected messaging options.

Outgoing call becomes a text message What makes this service unique is that the t)rinal message starts life as a spoken message and when it is finally delivered to the end customer's device it not onl appears in their 11) inbox, but it has been transposed into an email or SMS.

Incoming call replied to by an email or text message By creating this service SpinVox allows the recipient of the original voice message (or missed call) to choose to reply b) speaking a text message or email, rather than by traditionally having to call the sender of the message using the telephone or type a message using the keypad of the device. This is unique in that once the recipient replies to the original message via an email or text the end-to-end communication method has moed from being voice driven to text driven and once the reply is sent to the originator they too can then reply via a text message, email or by speaking a message.

Product requirements for SpinMyText (SMT) The key to the success of this application is in its' simplicity of activation, it must be possible to invoke it through a single key press, which is available on any handset, and complete the process from start to finish in no more than 3 key presses. The SMT product offering will ideally he positioned at Mobile Operators and Enterprise Customers, enabling a user to select an option on their handset that allows them to speak a text message (The same functionality can also be applied to speaking an email message). This audio file is captured by the Spin Vox platform and convened to a text message for delivery.

The product must meet the fhilowing criteria: One hand, one thumb accessible -The application must be so simple to start and use that it almost feels like it could he a handsfree' application. The Acid test for the success of this application is whether it can be used in the fast lane of the motorwas safe]) and legally.

Nothing new to learn -it must be as simple as making a voice call, with no more than 3 key strokes to initiate, use and complete the service.

Fire & forget -it must be as trustworthy as any other service e.g. voice-mail or text messaging, there should be no need to check the contents of the messa.

Customer Touch points -must be a simple single click to initiate SMT addressing.

Familiar interaction & metaphors employed by the current UI must he used.

Called Party (B') information automatically sent -No additional interaction, e.g. speaking or typing in a number, should be required by the customer to use the service.

Simple Deployment-An application to enable the new functionality must he available to download using a simple URL, \X'AP link or short-range wireless connection e.g. Bluetooth.

The application should also be updateable by the same method.

Upgradeable -It must he possible to upgrade the product to add new features, with minimal customer intervention and without having to terminate the application manually Non-Intrusive -The application should not prevent another application on the handset from running and consideration should be given to events that may impact the application e.g. how does the application react to an incoming call during SMT call set up.

Customer Insight There are mans situations when someone would choose to speak a text message, as opposed to tTping one or making a voice call. The common theme is that the user needs a fast, simple way of getting some information to someone and they either can't or don't want to stop what they are doing. The key insight here is that accessag /heJiiactiona/ity and sinip1fyiig the addresthig of the message is as important (if not more important) than the oice to text element which shoii/dbe taken for granted).

NB. The customer experience needs to be one button press to start the process (across any device) one click to select the addressee and the final click should be to end the phone call/recording process.

The user experience should also exploit the fact that the mobile users' text messaging and caller log eco-svstem are typically limited to a handful of numbers.

Contact Number Storage The firmat of how mobile phone numbers are stored on a mobile handset is key to delivering a text message successfully from the SpinVox system.

Certain assumptions must be made in order to determine the destination Country of a text message, if the number submitted to Spin\'ox is in non-International format.

The following behaviours shape the assumptions that must be made, in order to resolve the destination delivery Countrs-of a text message.

The International Business traveler Anyone that travels Internationally regularly is likely to have at least 80% of their contact list populated with International format numbers.

The remaining 20 ' are likely to be stored in the local format of the country the traveller resides in. It is very unlikely they will have a number stored in local format for a country they are nor a resident of.

The infrequent Business traveler * is likely to have a mixture of international and non-international format numbers * Any non-international format numbers stored on the handset will be from the country of residence.

The non-traveler The non-travellers contact list will be populated with numbers in local format from the countn-they reside.

There may be the odd number that is stored in international format, which has been updated when gi)ing abroad on holiday, in case they need to call home. 11)

From this we can conclude that when a customer uses SMT and the B party' number arrives, as a local number the most likely country of origin is the users home Country.

The development team faces similar issues today, with our current products, and the above assumption is used for prefixing the outgoing SMS.

it is therefore essential that the 1-lome Country' of the user is captured somehow and associated with their MS1SDN.

SMT Application rhe SNIT application sits in the background of the handset, waiting to be activated by a single special' button dick, in order to keep the user experience the same across any device or platform the same button must he available on any device, on ans mobile platform.

Clearly this limits the choice of keys available to the following: Numeric (0-9) Special key s ( #,) Call keys ( & terminate) This limit is actually something SpinVox can exploit; with a specific key e.g. SpeedDial #2 becoming the Spin Vox key', much in the same way that SpeedDial #1 is the Voicemail key.

An application working in this manner requires far less integration into each handsets functionality and for the customer it means no i/inking,, no seaffhiPig,. nofnmb/zig.

For prototvping purposes reprogramming the right hand soft key' often used by carriers to access the \VAP Portals, should be reprogrammed to gie one button access to the SM'l' application.

User Interface Using a single k-es to get access to the functionality of SMT has the effect of simplifying the user experience and vastly reducing the amount integratkrn into numerous menu options, in each of the possible places that someone might want to send a message from.

A user could still interact with their handset to initiate a SMT message in the following scenarios, however, the single button approach means they would be moved into the SMT app.

Call Logs Contacts Messaging/SMS Application Through an SNIT on-screen Icon Navigation It should be possible to start a SMT message by pressing a single button For each of the above scenarios the user must know where in the application they are and what options are available to them The user should be able to use the application through recognisable controls on the handset Entering Infonnation The user should not have to physically enter a recipient's number as part of the IVR process; it should be automatically sent from the handset to the IVR platform.

Information Presentation * Text used in menus should he familiar to the user * Consideration should he given to the icon used for the sirr application (if one is required).

* Consideration should be given to colour or sound requirements that ma affect the handset * Consideration should be given to the possible error conditions and how these will be displa ed or announced e.g. audit) not captured, conversion not possible, text message not sent.

Caller Access -Contacts 1. Caller selects a contact fn m the contacts menu 2. Caller is presented with a menu option to SlUT 3. When the SMT option has been selected a connection to a voicemail platform needs to be established 4. An announcement requesting the user to speak their text message will then be played 5. The caller will leave an audio message.

6. The B Part number should be passed to Spin Vox (Selected in Step 1) 7. The SpinVox platform will convert the audio to a text message for onward delivery.

Caller Access -Call Log 1. Caller selects a contact from the Call Log.

2. Caller is presented with a menu option to SMT 3. When the SMT option has been selected a connection to a voicemai] platform needs to be established 4. An announcement requesting the user to speak their text message will then be played 5. The caller will leave an audio message.

6. The B Party number should he passed to Spin Vox (Selected in Step 1) 7. The Spin Vox platform will conert the audit) to a text message for onward delis cry Caller Access -Soft Key 1. Caller selects a SMT soft key and is directed to Contacts where a contact is selected.

2. Caller is presented with a menu option to SMT 3. \ hen the SMT option has been selected a connection to a voicemail platform needs to be established 4. An announcement requesting the user to speak their text message will then be played 5. The caller will leave an audio message.

6. The B Pam' number should be passed to Spin\Tox (Selected in Step 1) 7. The Spin Vox platform will convert the audio to a text message for onward delivery Caller Access -Messaging Appllcation 1. Caller selects Mcssaging/SMS application and selects SMT option Iii m menu and is directed to Contacts.

2. When the Contact has been selected a connection to a voicemail platform needs to be established 3. An announcement requesting the user to speak their text message will then be played 4. The caller will leave an audio message.

5. The B Pam number should be passed to SpinVox (Selected in Step 2) 6. The Spin\Tox platform will convert the audio to a text message for onward deiver Handset user experience The Figure 24 screen shots demonstrate the ideal user experience: the Fast Address list of recent contacts (people that have called, been called, texted, emailed etc) is selected, the one individual (David Wood) is selected to automatically initiate a connection to the SpinVox voice conversion system so that the user can speak a message. This is easy to replicate across all chosen deices, to provide a consistent user experience.

End-to-end user experience The Figure 25 diagram below shows the end-to--end experience from the A & B party perspective.

1. Suz holds down the SMM soft-key on her handset and is presented with the last 5 contacts that she contacted, either by text message, email, MMS or voice, in her Recent' list. She also has the option to select an other Contact if the person she wants to contact is not presented in the list.

2. She selects the contact she wants to send a message to and a message on the screen of her device tells her that the SmT service is being contacted and to listen for an audio prompt.

3. The SpinVox Service is contacted and A party information is sent to the SMM service.

4. B parts info is converted for transfer to the SpinVox Service.

5. Once the connection is established with the SMM service the DTMF B parts info is sent.

6. The voice to text conversion takes place and the B party receives the text message.

7. The B parts replies to the original message.

8. The A part can choose to speak another reply or use a keyboard basedmethod to reply.

Handset Support / Target Platforms The following platforms will be supported in subsequent versions.

* Windows Mobile 5 * Windows Mobile 6 * RIM OS 4.1 and ahovc (Ritè,rncr. Blackberry device models and OS versions) * Svmhian Series 60 (2 Edition) * S mbian Series 60 (yd Edition) * .lava MIDP 2.0 capable devices Application Provisioning The option to pre-provision handsets with the application prior to issue/despatch is possible, as is a simple mechanism for downloading the application for users with existing handsets, options include: * Bluetooth * WAP link * Memor Card Consideration should also be given for removal of the application from the handset.

The Figure 26 to 31 screenshots demonstrate only a small part of the Speak-a-Message application. It shows the functionality of a customer choosing to speak a text message to an individual. it does not cover, sending to more than one person, or sending messages directly to a web application, such as a blog.

All the screenshots beh)w are taken from a Nokia N95 mobile phone, however the service is not restricted to an particular device.

Figure 26 shows the typical behaviour of the application in the home screen of the phone.

The application automaticall) takes control of a soft button in the Home screen ("Speak a Text" on the screen bottom right, allowing one button access to the Speak-a-Message functionality.

The application can also be programmed to present itselt using other short cut keys, if they are available on the device. For example in Figure 27, the application is accessed using a short cut displayed as the SpinVox lo, after pressing the Multimedia Key' on a Nokia N95.

Figure 28 shows the Fast Address list, which on an N95 device is limited to the last 5 people which you spoke to, emailed, sent or reccived a text from or spoke a message to.

1(1 These arc presented in using chronological then alphabetical order.

Speaking a message is not confined to this group of five people, any contact can have a message spoken to them h moving from the Recent' view to the Contacts' view as seen in Figure 29.

If a contact is selected in the Contacts' view that contains more than one phone number, then both numbers are shown and the user is given a choice of using either, as shown in Figure 30.

Once the number has been selected the Spin\'ox service is contacted and the customer prompted to leave a message. The destination information is automatically sent to the Spin\lox Service and when the user hangs up the message is sent to the recipient.

Figure 31 shows when the customer connects to the Spin\!ox service the name of the contact being sent the text is displayed.

APPENDIX I

SPEAK A TEXT (IYR BASED) ICev features: * Messaging ou can use when yc u can't or don't want to stop what ou are doing.

* No special application is needed on the handset.

* No need to remember someone's number.

* It is so intuitive to use, it requires no explanation.

* You can send both email and SMS messages to recipients.

* You can easily update the numhers of the people you want to contact.

Introduction

This appendix details the user experience and highlights specific requirement fin the Speak-a-Text product. The solution will consist of: * A dedicated phone number, voice shortcode or network access code * A Voice recognition system, connected to the l\'R platform This solution provides the ability to: Speak a Message & have it delivered as Text (SMS or Email).

listen to previously saved Voicemail messages.

The User Experience is shown schematically in Figure 32 Product Requirements 3(1 1. Service Level In order to use the Speak a text (I\'R product the customer must have signed up for an account with SpinVox.

Requirement The end-user will already have a Voicemail account.

The sen-ice ill have an availability the same as that of SpinVox Voicemail.

Only the first 30 sec)nds of any message ill he converted.

TAT -must be the same as that defined for Spin\Tox Voicemail or Spin Vox Blast.

Language support. On the initial launch the service must support the following languages: UK English US English Canadian English Canadian French German French Spanish Australian English South African English On initial launch the sen-ice will be limited to retail customers onl'.

2. IVR

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An access number, voice shortcode or network access code will connect the caller directly to the SpinVox I VR.

The IVR tree will be changed in order to include an option to speak a message to someone.

It will also contain options to have prcvioush received voicemail read out' to the customer, using a text to Voice system.

The caller can then access their list of already registered contacts. This list will be limited to people.

Requirement The VOiCe talent used to record any new voice prompts must be the same as currently used on the Spin Vox 1YR platform.

The languages the IVR is recorded in must mirror the languages available for current products.

Access to the service will be b determined b recognising the CL1 of the incoming caller.

If the customers CLI is withheld they will hear the thllowing voice prompt: "I'm sorry your phone number was withheld, please call back without withholding it".

The call will then be terminated.

The I\'R system must-be capable of receiving Voice based commands, as well as DTMF commands.

The IVR system must be able to concatenate commands and names, in order to create a simple voice based user interface.

E.g. lEmail [Dan Doulton] Where [Email] is the desired delivery method and [Dan Doultoni is the recipient.

The following Voice Commands must he recognised for creating and sending messages: Email Mail Text

SMS

The following Voice Commands must be recognised for listening to already saved messages: Play Listen The following Voice Commands must be recognised for managing messages that are already saved: Play Listen Delete Save 3. Billing The Speak a text service is billed per event. Meaning that each time a message is sent the customer will have their account decremented and either a billing event will be trigred resulting in a Premium SMS being sent to them or in the case of Credit Card billing one credit will be deducted from their bundle.

Requirement It must be possible to bill customers per conversion event using whichever payment system their account uses.

it fliuSt be possible to exclude customers who are dctined as LIFTAs from being billed.

It must be possll)lc to exclude customers who have been placed onto No conversion status, due to bad debt.

4. Provisioning in order to use the speak a text (IVR service it is necessary to sign up and register the details of the people you wish to be able to contact.

This will he done using a web browser on a PC or Mac, it will not be possible to do this from a Mobile device.

A maximum of ten people can be registered at an one time. it will be possible to add or amend any of the Contacts that are stored in the customer's profile.

Requirement The provisioning system must work with all popular browsers, such as; internet Explorer, Firefox, Safari and Netscape (PC & Mac versions).

it must be possible to add up to ten peoples contact details.

The following information is mandatory when adding a contact: First Name Last Name Mobile Phone number Email Address It must be possible to choose and provision a payment plan from the web interface.

Payment plan options must include credit card and Prcmium SMS payment types.

5. Voice Recognition Once connected to the SpinVox IVR it must be possible top navigate the menu system in a handsfree' m(-)de, where it is not necessary to press a key in order to select the recipient or the type of message being sent.

Requirement The voice recognition system must integrate seamlessly with the Spin\'ox IVR platform.

It will be possible to concatenate names and commands, such as; EmaiI David Ponsford" and have them understood h the Voice Recognition system, without having to leave unnatural pauses.

The voice recognition system must be able to recognise the names (First name and Last name) when spoken using the 1VR platform.

6. Reporting Requirement It must be pussible to rcport on all messages generated by this product.

APPENDIX II VOICEMAIL TO EMAIL CONTACT PLUGIN

Mobile Plug-In: Voicemail to Email Contact Resolution Voicemail converted to email The SpinVox Spin-m-Vmail service replaces a customer's \ oicemail service, by using call torwarding to a new voicemail s stem hosted by Spin\'ox. SpinVox converts the incoming spoken voicemail messages into text and then sends that text to the recipient as either an SMS text message of as an email message.

in addition to this Spin\'ox has created software, which when loaded onto a mobile device, such as a RIM BlackBerry, recogniscs the incoming email message from the SpinVox s stem and performs a number of actions on it prior to the email being replaced in the inbox of the customer's device.

The senders phone number is included in the email that is sent and the SpinVox software, on the device, reads this number and then searches the Address Book on the recipient's device for a match of that number. It not only checks for an exact match, it also checks fort a match against the number stored in a local format.

For example, the number +442079232854 sent by the SpinVox system will be matched on the recipients device to a real name and their contact details as found in the recipient's address book (contacts) b the following numbers: +442079232854 -An exact match +44 20 79232854 -The same number in another International format 7923 2854 -The locai' portion of the number The number matching is independent of the type of phone number the sender is using.

Matched numbers can include mobile numbers (07x), fixed line geographic numbers (Olx, 02x) and non-fixed line geographic numbers (05x), often used with Voice over IP (VioIP services, such as Skvpc. In fact, any allowed type of phone numbcr passed to the service can be matched.

If a match is found in the recipients iddress book the following actions occur.

1. The email will be marked with a special icon, or the standard icon will be modified to signal to the recipient that this is a different type (>1 email -oicernail converted into email. This is er important in sorting and managing a busy email inbox and being able to find key messages by type as well as content.

2. The Name of the contact in the address hook is noted and displayed in the Prom: field of the email. This way the user knows who it's from and the name is displayed in the format that they're familiar with and have recorded in their address book.

e.g. call from +447812101742 would be resolved to Daniel Doulton with the associated email address being DANIEL.DOULTON@SPINVOX.COM 3. The from Field of the email now contains the caller's actual email address too enabling the recipient to also reply by email, not just a phone call or SMS (if the senders mobile number is also stored in the Address Book).

In the both of the email the phrase You have just received a new voicemail from' is appended with the name of the contact, enabling the recipient to reply by a call or SMS (if the senders mobile number is stored in the Address Book).

4. Whether the phone number is resolved or not against a contact in the Address Book, the subject line is replaced with the first 30 characters of the converted message, prefixed with SpinVox:" e.g. Spin\7ox: "Hi Dave. We're on for 7.30 at. . ." 5. A QuickLink (see GB2420942B, the contents of which is incorporated by reference) is inserted at the end of the both of the email, which will enable a simple, one click method for the recipient to listen to just that voicemail message. The link calls the Spin\Tox voicemail service, then uniquel finds that specific message and immediately plays it back.

For Example. Click here to listen" is shown. The user selects this within the message and they are taken to the SpinVox voicemail service and that precise message is played back, without the user having to do anything else.

Embedded menu items Additional functionality is brought to the device, by adding new menu items into the standard menu tree.

Listen'; offers the ability to hear the original voicemail message, simply by clicking on the menu item, when reading a converted voicemail message.

Call Support'; will instantly connect the customer to the SpinVox Customer Care team, allowing them to discuss their account status These menu items are embedded dvnamicall. They become available when a customer is viewing a converted voicemail. rrltis is to ensure they are only available when it makes sense for a customer to use them and not when it might cause confusion.

Asymmetric messaging This plug-in creates a unique new set of options for the user and recipient to continue in contact using a range of connected messaging options: Incoming call ends in an email.

What makes this service unique is that the original message originally started life as a spoken message and when it is finally delivered to the end customer's device it not only appears in the Inbox of their devices message application, it has been transposed into an email and it contains a valid From: field, which, depending upon the contents of the recipients Address Book, will provide a reply path via email.

Incoming call replied to by an email B creating this service Spin Vox allows the recipient of the original voice message to choose to reply hy email, rather than hy traditionally having to call the sender of the message using the telephone. This is unique in that once the recipient replies to the original message via an email the end-to-end communication method has moved from being voice drien to email driven and once the reply is sent to the originator they too can then reply via an email.

Summary of key features

* Conversion of an incoming phone call to an email.

* Resolution of senders telephone number against contact name and email address stored on recipient's mobile device.

* Email Reply path available to originally spoken message.

* Listen to specific voicemail messages using a single button press.

* New functionality embedded in the standard menu tree.

* Communication moved from oice to email.

Voicemail-to-email Business Requirements

Introduction

This section presents the business requirements that will enable users of email centric devices, such as Ri M's BlackBerry with a simple variation of the standard Voicemail-to-Text service.

The BlackBerry is primari] used as an Enterprise business tool for PIM synchronisation and reading and responding to emails, this will be reflected in the business requirements detailed in this document.

An Enterprise customer can deplin the BlackBerry solution through any one of the following deployment models: BlackBerry Enterprise Solutk)n -on premise implementation of a BES (BlackBerry Enterprise Server BlackBerry internet Solution -internet based service offering can he used with web-based email providers such as Gmail, Yahoo as well as proiding access to the corporate email.

Hosted BlackBern Solution -where a hosted sen-ice provider has deployed the BlackBern platform in a data centre environment. An enterprise would purchase this solution on a per user per month basis.

This product enhancement will enable SpinVox to target both BlackBerry and mobile phone users within the Enterprise driving increased user activations as a result of more text or email messages being generated, as opposed to voice, it further enhances SpinVox positioning as a device independent service provider.

This service will also enable Spin\Tox to switch off' text delivery, by default, to Blackberry users, so that duel messages are not received on the device, making significant savings to the business.

The service will enable an Enterprise to hae all voice message conversions delivered as emails only (default settingi for it's BlackBerry or other email centric device users. The user will he given the option to enable SMS delivery if required.

Converted Messages A cons erred voice message will be issued as an email with NC) VA\T file attached. The option to use the message Quick-Link to locate and listen to the voicemail will also be available..

Unconverted Messages A user will be notified via email when a voice message cannot be converted. The option to use die message Quick-Link to locate and listen to the voicemail will also be available.

The sen'ice will be available across both GSM and CDMA networks and to Enterprises located in the US, Europe and Australia For email delivery it is required that the sender CL1 be resolved against the Local Address Book (LAB), so that the From: field is populated with the Senders real name as stored in the device's address 1)00k.

U is also required that in the email body the first line would read You received a new voicemail from John Smith'; where John Smith is the real name of the contact The user will have the capability to click on the caller's name to email a response, send a text or initiate a call.

if the number is not able to resolved against the contents of the LAB, the CL1 of the incoming number should be shown The subject line of the email will be contain the first 32 characters of the converted message prefixed with SpinTox: The sewice will be tested against the following deployment models with: BlackBerry Enterprise Soluth ni (BES Ver 4.0) BlackBerry Internet Solution 1-losted BlackBerry Solution The service will be tested against the following devices as a minimum: Pearl 8100 BlackBerry 8700 BlackBerry 7130 BlackBerry 8707 The application must be compatible with RIM OS version 4.1 and above.

Modifications will be required to the following business support systems: SpinVox \X'ebsite -A user should he given the option to identit3 themselves as a user of an email centric device, such as a BlackBerry and should then he provisioned against a specific service profile i.e. Email only delivery as default, Converted messages sent without audio attachment, Unconverted messages sent with audio tile attached A link to a downloadable application will be available from the SpinVox.com website Customer Care Interface -Modified to include a BlackBerry service profile Enterprise Web Self Sen-ice Tool -Will be modified to capture device type as BlackBerry and provisioning agiinst a BlackBerry sen-ice profile.

Screen shots The fbllo\ving screenshots show how the service will actually work, once a voicemail has been left for a customer and the message converted to text and the email sent to them.

All the screenshots below are taken from a B1ackBerr device, however the service is not restricted to any particular de ice type.

Figure 33 shows the apical behaviour of an email centric device prior to the Spin Vox plug-in software being installed. The From Field and Subject give no indication of wither who the message is from or what the message is about. it is also impossible to distinguish between a standard email and a converted voicemail message, as the message indicator icons are identical.

Figure 34 shows how the Inhox looks after the SpinVox plug-in has been installed. The default email icon has been replaced b a special icon, which shows that the message is a Spin\'ox oicemail message. The From: field has been replaced by the real name of the sender, as stored in the recipients Address Book on the device and the subject line has been changed to include the first part of the converted voicemail message, prefixed with SpinVox:" which enables the message to be sorted and grouped with other Spin Vox email messages.

Figure 35 displays ho a SpinVox voicemail message will look once the recipient has opened it. The Sender's phone number has been compared with all the numbers stored in the recipients Address Book and as a match has been found the real name of the sender is displayed in the From field. in the example below the real name is Vadiraj Patel.

The subject line has been changed to display the first part of the converted message prefixed with Spin\Tox:" Figure 36 shos what happens when a customer clicks on the real name that has now been put into the Prom: field. It is now possil)le to reply directly via email to the sender of the message, by clicking on Email Vadiraj in the menu. It is important to remember that the original message was a spoken message that has been replied to via email, moving the communication method from voice to screen.

Figure 37 sho s what-happens when a customer clicks on the real name that has now been put into the message text in the section which starts \ou received a new voicemail from' It is now possible to reply directly via SMS, MS or voice to the sender of the message, I)V clicking on the appropriate menu item. It is important to remember that the original message was a spoken message that is being replied to via SMS or MMS, moving the communication method from voice to screen.

Figure 38 shows an example of a QuickLink, which has been inserted at the bottom ot the converted email message. The QuickLink gives a simple and easy one-click method of listening to the original voicemail message the customer is currentl reading. it dials the SpinVox oicemai1 service and automatically repla s the correct message.

Figure 39 shows how additional functionality has been added to the device with the inclusion of new menu items. These new menu items have been embedded into specific places, to ensure their funcrionaliti is onh shown to the user, when it is of use to them. If it were presented all the time, it would lead to a lot of confusion.

Appendix III VIRAL/LINK CAMPAIGNS This section describes viral or link marketing methods used to spread and market Spinvox products.

Refer a friend RAFit 0 SpinKey: I] Call your own mobile from our mobile We then know you're attempting a special call * "Please enter sour friend's mobile number" o Type it in, or if a power user, look it up in contacts and hit Call/Send -DTMF to us o "Thank you. Activation codes have been sent to you and your friend" o This means you have their activation code on screen and can help them through this fugp process or...

o Call your voicemail box -new 1\'R option o Call 84004 (we're going to get the voice enabled) [I Text your friend's mobile to 84004 * Call your own voicemail box/84004 and leave a message: "Sign up 07812101742" * SpinDemo: o Call your own mobile from your mobile * SV IVR but this time enter then friend's number, now you speak them a text APPENDIX IV Unified Communications This market, and its derivate Unified Messaging, has tried to unify all of a users' communications into a single in-box for them to manage, typically in email format and accessed from your PC.

The issue is that: U it's only accessible from one point -your email inbox or a web page meaning you need to be at a particular point in such as our desk, to access your communications. This doesn't help the ever increasing mobile workforce that is estimated to be away from a desk over 50% of their working day.

U Any audio (voice messages) which may now appear as attachments to an email or other format, still require ou to listen to them, write down key notes and in effect do the work. in short, it's not transformed into a medium that is synonymous with the task -keyboard, screen, 11? based messaging that it came in as. So the user has to be at their PC, listen to messages and do the work of ansforming this into say an email reply or notes for a colleague.

o To deploy UC services requires dedicated hardware and software and typically are an expensive iT upgrade cost to deliver and then need maintaining.

SpinVox solves these issues very neatly by converting all voice messages into text and distributing them to any device immediately: o SpinVox uses existing network services and call management features to unify your voice messages. typically voicemail messages, by either diverting calls to a single voice mail box, or collecting the voicemails from different voicemail boxes. These voice messages are then sent to the Spin Vox \MCS for conversion into text. There is no need for any new IT hardware or software or complex systems management.

U For users, there's no need to work through what can be complex decisions on call management or messaging configurations, typically based on time of day and day of week in order to ensure that the caller gets a message to you. By converting any voice message to text, users can instantly receive and see all their messages regardless of where they are and where the message came from -e.g. desk phone, cell phone, switchboard, home phone, etc...

U Once the messages are in text, they are in a format that is now synonymous with the medium in which the are intended to be managed -namely SMS, MMS, email, 1P, Web formats. Spin\Tox can deliver the output text to your email inhox, a weh page/service or as a mobile text message in an) form. Now the user can choose whether to call or text/mall back or manage this information fin colleagues or friends in the format most suited. And because it's in text fhrmat, it's immediately indexable and searchable which leverages the power of computers to improve information management and retrieval.

o B) undertaking this transform (conversion), Spin\tox removes all the existing limitations of tiC sen-ices and allows the message to not only be delivered to a single point (your inbox/Pq, but also as text to any device anywhere solving the land-lock' problem of most UC design. This means users can now undertake the key tasks that UC promises, but from wherever they are and at any time.

The reason that unifying voice messages from different sources (mail hoxes) makes sense and creates real value is because it the most disparate and difficult for users to access and manage.

Email is already largely unified and in a good format for indexing, storage and management, and increasingl) accessible from mobile (Blackberry).

Figure 40 shows how Spinvox unifies various communications types and channels.

The power of using SpinVox is that you can seamlessly connect for the user (i.e. the UI level) what are traditionally disconnected systems' (e.g. voice, blog, SNIS, email, etc...) b) both standard call management features (diverts/forwards) and by convening the voice message into text, thereby overcoming the technical barriers that would otherwise exist between different communications systems.

Appendix V Voice SMS SpinVox \Toice SMS allows people to speak a voice message and have the recipient notified by Si\IS, requesting them to then call a number and listen to the message.

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The service overcomes issues of language and literacy around text messaging, opening up new revenue streams for wireless Carriers without-an additional investment in either infrastructure or handset features. It is more cost-effective and discreet than traditional voicemail, and more expressie than traditional SMS.

Spin\Tox \Toice SMS provides the following end user benefits: * New, highl personal way to communicate * (Typical!)) costs less than a voice conversation * Easy to use * Overcomes text usability issues * Available in all languages * Does not require literac * Less hassle than t ping an SMS * \\ orks with current handsets * No end user training required As there is no barrier to entr, and making a phone call is natural behavior fin a ireless user, this product has mass appeal to the entire Carrier user base.

Product Overview Product name SpinVox Voice SMS Description Allows a spoken voice message to be deposited from an) mobile handset and a notification sent to the recipient b SMS. The recipient can then dial a QuickLink short code to listen to the caller message.

Originating Network GSM and CDMA Terminating Network GSM and CDMA \oiceSMS works much like SMS, instead of sending text, callers can easily send voice messages, using expression to conve more information than text alone. For the called party the service is cas to use and adds an emotional dimension to messaging.

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A caller simply prefixes a standard mobile number with a short code e.g. , the service records the voice message and sends an SNIS notification to the called parts who can then repla the oice message by simply clicking on a QuickLink short code e.g. *3 SpinVox \oice SNIS will generate an incremental sustainable revenue stream for Wireless Carriers without cannibalizing existing services. The availability of Voice SMS creates new situations where people can use messaging, where the' would not have thought to use it previousl. Subscribers are using Voice SMS to convey more emotional messages in a way that text-based messaging cannot achieve.

The user experience will be natural and straightforward -the calling party makes a normal voice call, prefixing the mobile number with a short code to initiate a session with the SpinVox Voice SMS platform. The calling party wil] reach an IVR, which will prompt them to speak their message and then simply select the send option from the IVR.

A typical voice message is expected to be a short duration intentional message. The maximum recording duration will he limited to 30 seconds.

The product must meet the following criteria: 1. No behaviour change in mans developing countries literacy levels may be low as well as the inability of the SMS interface to handle local languages -in these cases sending voice instead of text is a more relevant service proposition. Sending and retrieving a Voice SNIS must he as simple as making or receiving a normal voice call.

2. Easy & inexpensive to deploy The appeal to Carriers is that service deployment should not require any infrastructure upgrades to their network. The service should be capable of being deployed within 8 weeks.

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3. Universal service offering An customer should be able to use the sen-ice on an handset, without the need for an pre-provisioning or handset configuration. This will help drive mass-market penetration across the Carrier's user base. 1(1

End-to-end user experience Figure 41 shows the end-to-end experience of Spin Vox \Toice SMS service: 1. Calling Party interaction with IVR It is envisaged there will be minimal interaction between depositing a message and the oice SMS platform. The calling part-v will be presented with options to send, re-record or cancel their Voice SMS.

Language to use Voice SMS is a standalone integration; it will not require integration with the Carrier voicemail platform.

The \Toice SMS platforni will support multi-lingual prompts in the following languages: o Arabic o French o English o Persian o hebrew o Standard Chinese o Bahasa Indonesia o japanese o Korean o Filipino o Sinhala o Thai o \Tietnamese o Spanish o Portuguese Initial voice prompt The calling pam will hear the following intro after the Voice Si\LS service has dialled and connected to the IVR: "Please record your message after the tone" Press I to send this Voice SMS Press 2 to re-record this \oice SMS Press 3 to cancel this Voice SMS Message too long prompt if a caller goes over the time allowed to deposit a message they will be prompted to re-record the message or leave the message as is.

End of message warning When the caller is approaching the end of the recording time, a series of beeps shall be pla ed, getting closer together as thes get closer to the end of the message prior to Req 1.4 prompting the customer Forecast The Carrier will provide a volume forecast for Spin'ox Voice SMS service Support Technical support for the SpinVox oice SMS service will be covered by the support agreement, as outlined in the Carrier contract.

Storage The Voice SMS platform will provide storage of the voice message audio. As standard the audio file w111 be retained kr a period of 5 days. Audio

The sent voice message audio will not be accessible to the calling party SMS delivery to recipient When a voice message has been successfully deposited an SMS will be send to the intended recipient. The following requirements cover only this SMS.

SMS to the B Party The text message must he sent from the original calling party phone number. If this CL1 is withheld then Withheld' will be presented to the called parry.

Message body The body of the message will be specified as part)f a new Message Classification template for that Carrier.

Note this will include a Spin\Tox message tag of Spoken through SpinVox' Message Retrieval -QuickLink Message retrieval will be via a QuickLink short code e.g. *3* will retrieve the 3rd message 2. Recipient interaction with IVR Once the recipient has listened to the voice message they will he presented with a number of additional options to manage their Voice SMS experience. These are outlined below: Mailbox Configuration Each Voice SMS recipient will be allocated a virtual mailbox. The Carrier will specify the capacir) of this mailbox however it is recommended this is no more than enough for 5 messages for a given time period e.g. 5 days.

IVR -Retrieval of old messages A recipient must be able to listen to old messages stored in their mailbox. LIFO message playback will be used.

IVR -Share the voice SMS A recipient must have the option to forward their Voice SMS to another user.

This option will be available from the IVR e.g. Press 4 to share this Voice SMS Enter the recipients number followed by the hash key IVR -Deleting voice messages A recipient must have the option to delete a voice message IVR -Skip to next message A recipient must have the option to skip to the next voice message IYR -Repeat voice message A recipient must have the option to rewind to the beginning of the current oice message IVR -Replying to a Voice SMS A recipient must have the following reph options: o Reply to A Party via Voice SMS o Reply to A Pam' via voice call IVR -Saving a Voice SMS A recipient will be given the option to save a \1oice SMS 3. Service levels Sign-up requirements The caller should not have to sign up with the Carrier to use this service -all they should have to do is dial a call prefix followed l)y the recipient number Compatibility The calling party will recluire the capahili to dial a call prefix number e.g. * Pricing Depending upon the Carrier pricing model a \oice SMS can be a premium to a standard SMS. As such the calling parts' ma have to be greeted with a pre call announcement advising the cost of Voice SMS delivers'.

The Carrier ma also include a number of free messages prior to charging.

Service Level The service should meet the same availability rec1uirement as the SpinVox service i.e. 99.99% Recording time The recording time must bc limited to 30 seconds duration.

The caller will be notified ia an appropriate oice prompt if thc' have exceeded the 30 second recording limit.

Number of SMS supported All SMS deliveries should be limited to I SMS 4. Carrier Interoperability Tbe SpinVox Voice SMS service must he interoperable with alternative Voice SMS providers thereby enabling a Voice S11S to l)e sent to recipients regardless of the Carrier service they are using.

Inter-Carrier Interoperability 3"' pat-tv Carriers should be able to interconnect to the Spin\'ox Voice SMS service via a SpinVox specified API or through appropriate GSM Association standards SpinVox-SpinVox Interoperability Interoperabilitv will be available between those Carriers that have solely deployed the Spin Vox Voice SMS service Intra-Carrier Interoperability A single Carrier deploying multiple instances of Voice SMS must be able to interoperate between instances Commercial A commercial framework will be specified supporting inter-operator accounting 5. Platform Requirements The service platform must be capable of delivering the Voice SMS as a managed service offering. Carriers must be able to easily introduce new Spin\'ox services such as SpinVox Messenger and \oicemaii to their user base without major changes to infrastructure.

Record & Playback The Voice SMS platform must-have the abilit to record and playback messages deposited h unique callers Voice Prompts The Voice SMS platform must have the ability to play multi- lingual IVR prompts DTMF Tone Recognition The Voice SMS platform must have the ability to recognize touch tone ke presses Platform Availability The Voice Si\IS platform must support a high availability architecture to ensure a maximum uptime of 99.99% Inter-Carrier Accounting The Voice SMS platform must have the capability to record and report on Inter-Carrier traffic supporting Voice SMS interconnectivitv between Carriers SMS Formats The Voice SMS platform must have the ability to construct and format an SMS and interconnect to a Carrier's SMSC infrastructure 6. Demo There must be the capability for the Voice SN-IS product to he demonstrable to the Carrier by Spin\Tox. The Carrier should also he able to set up a demo of the product for their customers to market the service.

SpinVox Website -Demo It should be possible to demonstrate the Voice Si\IS service via the SpinVox website Carrier -Demo Spin Vox require a wa to demonstrate the Voice SMS service to a Carrier as part of the sales process Carrier -Demo charging it should be possible for the Carrier Demo to be free of charge to the caller Carrier -Customer Experience The Spin\'ox Demo should provide the same customer experience as the Carrier product 7. Reporting it will be necessary to report on service activit). The audience for all SpinVcx Voice SMS reporting will be both Internal to Spin\Tox and external, Carrier facing. Where Spin\'ox is offering an interconnect capability to specific Carriers then detailed inter-Carrier reports must be proided.

Reporting requirements it-must be possible to report on all messages on this service Reporting requirements It must be possible to report on the following product metrics.

* Users by Carrier * Traffic b Carrier * Average audio length Reporting requirements It must be possible to report on the following metrics, where user is defined as the phone number calling the service (i.e. the CLI).

* Frequency * Traffic * Avcrage audio length 8. Billing Billing Requirements Spin\'ox must have the hilling capabiit to support pa per message/bundled pricing models Invoicing Requirements It must be possible to invoice the Carrier on a monthly basis for the service

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9. Future phases Future enhancements In a future phase, it must be possible to extend the service to fixed line. The following call scenarios will be supported: o Fixed line to mobile o Fixed line to fixed line o Mobile to fixed line Note: a fixed line recipient would receive ringing tone, after lifting the receiver they would hear the voice message Future enhancements in a future phase, it must he possible for the called party to receive Voice SMS delivery via email Future enhancements in a future phase, it must be possible for the caller to send a Voice SMS to multiple recipients (Options include the use of a web portal for setting distribution lists/address book management or through the use of Voice SMS handset application) Future enhancements in a future phase, it must he possible for a caller to send a reserved Voice SMS i.e. at a specified date and time.

APPENDIX VI Acronyms The following is a guide to the normal meaning of the following acronyms.

ACR -anonymous call rejection Al -artificial intelligence ASR -automated speech recognition CLI -caller line identification Cpu central processing unit db -database DD1 -direct dial-in DTMF -dual tone multi frequency G728 -This is specified in ITu-T recommendation G.728, "Coding of speech at 16 kbit/s using low-delay code excited linear prediction".

HTTP -hvper text transfer protocol IM -instant messaging 11' -internet protocol iSO -international standards organisation IVR -interactive voice response MM -multimedia messaging MMS -multimedia messaging service MoBlo -mobile blogging

MSF -mail summary file

MS1SDN -mobile station integrated services digital network Nb -network operator ()TA -oer-rhc-air p -pause RAS -Repeat Audio Submission Q -quality QA -qualit) assurance QC -quality control RAF -refer a friend RUM -read-only memory S-links -spoken links, or smart links SAT -speak-a-text SDK -software development toolkit SIP -simple internet protocol SLA -software licence agreement SMPP -short message peer-to-peer SMS -short message sen-ice SMTP -simple mail transfer protocol SOAP -Simple Object Access Protocol SSL -secure sockets laser (a communications protocol) SV-SpinVox TAT -turn around time TLP -transaction layer packet 121 -user interface U1D -unique identifier Ii RI. -uniform resource locator \AS -alue added service -\odafone -video game \M2T -voice mail to text \MCS -voice messaging conversion system \MP -variational message passing \olP -voice over internet protocol \X'AP-wireless application protocol

Claims

1. Method of generating useful, related links from a text l)ased message for a recipient, the method including the steps of;

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(a) parsing the text based mcssage; (b) locating one or more keywords in the text based message; (c) generating a link for the or each keyword; (d) displaying the message together h-h a link for i-he or each ke) word on electrical hardware for dewing b-the recipient.

2. The method of claim 1, in which the electrical hardware is a niohile telephone.

3. The method of any previous Claim, in which the recipient can select or use the links.

4. The method of any previous Claim, in which a link is to a wehsite or other web resource.

5. The method of any previous Claim, in which the format of the text message is one or more of SMS, MilS, \VAP push, email, TM, hlog, word processed document, or sound file.

6. The method of any previous Claim, in which the text based message results from a voice conversion process.

7. lIe method of an) of claims 1 to 5, in which the text based message does not result from a voice conversion process.

8. The method of any previous Claim, in which the parsing is performed at a remote server.

9. The method of any previous Claim, in which the parsing is performed entirely automatically.

10. The method of an of claim 1 to 8, in which the parsing is performed automatically, but includes some degree of human input.

11. rh method of any of claims I to 7. in which the parsing is performed at a message originating device.

12. The method of any of claims 1 to 7, in which the parsing is performed at a message receiving device.

13. The method of any of claims I to 7, in which the parsing is performed at the electrical hardware 1 r viewing by the recipient.

14. The method of any previous Claim, in which a link is a full LTRL.

15. The method of any of claims I to 13, in which a link is an aliased bvperlink.

16. The method of an' previous Claim, in which parsing! analysis of keywords and generation of links impro es h learning from previous messages to and!or from the user.

17. The method of claim 16, in which learning from previous messages to the uscr is permission-based.

18. The method of an previous Claim, in which search revenues can be used to offset service costs andi'or to generate additional revenue.

19. The method of any previous Claim, in which only a single link is generated.

20. The method of claim 19, in which the single link is the link which can obtain the maximum advertising revenue.

21. The method of an previous claim, in which the or each [ink is selected based on the user's profile or other demographic information.

22. The method of any previous Claim, in which a link can call up a map, with one or more adverts placed Ofl the map itself.

23. The method of any previous Claim, in which a link appears at the same time as the message.

24. The method of claim 23, in which the link accompanies an advertisement film.

25. The method of any of claims 1 to 22, in which a link appears before or after the message is displayed.

26. The method of claim 25, in which the link accompanies an advertisement film.

27. The method of any previous Claim, in which the output of parsing is sent to a search engine which includes advertising content, such that a link displayed on the electrical hardware is one which has been purchased through the search engine by the highest paving purchaser.

28. The method of an previous Claim, in which the message is indexed for optimised search using context based techniques.

29. The method of any previous Claim, in which new, incremental revenues are generated by the performance of the method.

30. The method of any previous Claim, in which the links are viewed in a browser or micro-browser.

31. The method of any of Claims I to 21, in which a link is to a map location.

32. The method of Claim 31, in which a link is to a map kcation referred to in the text message.

33. The method of any previous Claim, in which a link is to a website where a category of products is for sale, or where a product is for sale.

34. The method of any previous Claim, in which the user has the option to select an amount of links displayed, such as from "Best one only", to "Few" to Manv" to "All".

35. The method of Claim 34, in which the user may change the amount of links displayed in messages previously received.

36. The method of any previous Claim, in which a link leads to the automatic performance of a search in a search engine, thr which the results are displa ed on the electrical hardware.

37. The method of any previous Claim, in which the recipient sent a voice message to himself containing words which can be used to identify the web page or web content desired.

38. The method of any previous Claim, in which a link is provided to a web page based on its spoken web name.

39. The method of ans previous Claim, in which an advertising link is present on the same screen as the displayed message.

40. The method of any previous claim, in which the or each link is a selectable W( )rd, term or phrase formed in the text based message itself.

41. The method of an' previous claim, in which the or each link is a selectable word, term or phrase displayed below the text based message itself.

42. The method of ans previous claim, in which the or each link is selected based on the user's physical location.

43. The method of any previous claim, in which the or each link is selected based on the user's demographic Status.

44. The method of any previous claim, in which the or each link is selected based on the user's previous history of interacting with previous links.

45. The method of any preceding Claim, in which identifying an appropriate link to a given keyword is achieved using a search process.

46. The method of Claim 45 in which the search process is an internet based search process.

47. The method of any preceding Claim, in which identifying an appropriate link to a given ke word uses knowledge of the calling/sending party (A-party).

48. The method of any preceding Claim, in which identifying an appropriate link to a given keyword uses knowledge of key words used and their relative meanings.

49. The method of any preceding Claim, in which identifying an appropriate link to a given keyword uses knowledge of the message type, such as voicemail, SMS, MMS, email, social network, broadcast/hlast.

50. The method of any preceding Claim, in which identifying an appropriate link to a gien keyword uses knowledge of the location of both called party (B-party) and calling/sending party (A-party.

51. The method of any preceding Claim, in which identifying an appropriate link to a given keyword uses location based services (LBS) to improve the context of kes words.

52. The method of any preceding Claim, in which identifs'ing an appropriate link to a given ke word uses knowledge of the history of clicks and actions of the recipient.

53. The method of an preceding Claim, in which identifying an appropriate link to a given keyword uses knowledge of the history of response to messages to better interpret what is ambiguous or infer what is likely to be done next.

54. The method of any preceding Claim, in which identifying an appropriate link to a given keyword uses knowledge of the time of day, date and/or place of events referenced in the message.

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55. The method of any preceding Claim, in which identifying an appropriate link to a given keyword uses knowledge of the preferences for brand, place, method or mode based on purchase history or message history and link usage.

56. A srsi-em for generating useful, related links in a text based message fbr a recipient, the system adapted to: (a) parse the text based message; (b) locate one or more keywords in the text based message; (c) generate a link for the or each keyword; (d) display the message together with a links for the or each keyword on electrical hardware for viewing b the recipient.

57. The system of claim 56 adapted to enable the method of any preceding claim I -55 to be performed.

58. An electronic message when including a link that enables the method of any preceding claim 1 -55 to be performed.

58. A mobile telephone when used as the elecical hardware of Claim 55.