WO2011089583A2

WO2011089583A2 - Easy content discovery

Info

Publication number: WO2011089583A2
Application number: PCT/IB2011/050313
Authority: WO
Inventors: Taron Mohan
Original assignee: Individual
Current assignee: Individual
Priority date: 2010-01-25
Filing date: 2011-01-25
Publication date: 2011-07-28
Anticipated expiration: 2012-07-25
Also published as: WO2011089583A3

Abstract

The present invention obviates the aforesaid drawbacks and provides a system and a method for providing a menu tree on a telecommunication enabled device. The system includes a server with a service menu management block for mapping the menu tree corresponding to a first communication received from the telecommunication enabled device after the telecommunication enabled device is switched on for the first time. The first communication includes a device code and a first network identification code. The server further includes a user interface management block for mapping a user interface corresponding to the first communication. The server generates at least one second communication including the menu tree and a service routing logic and delivers the second communication to a service discovery client on the telecommunication enabled device. The second communication is meant to update the pre-installed menu tree on the service discovery client.

Description

TITLE

Easy content discovery Field of the Invention

The present invention relates to a system for providing value added services on handheld devices. More specifically, the present invention relates to provisioning of one or more service menu tree on handheld devices and integrating the menu tree with the device internal service configuration capabilities. The present application cross references related Indian patent application no. 140/ Del/ 2010

Background of the Invention Voice revenues are under strain with the telecommunication service providers due to competition pressures and need to expand their subscriber base. Given limited data services like email, chat IM etc. currently, there is an opportunity to ramp up core data services which are underutilized and have a large revenue potential for building a healthy bottom line for everyone - the telecommunication service providers, the service providers and the content owners. Thus, numerous application stores supporting data services are being launched by device manufacturers. Additionally, multiple Value Added Data Services are being introduced across all service bearers like General Packet Radio Service (GPRS), Short Message Service (SMS), voice, Unstructured Supplementary Services Data (USSD) and 3G to cater to specific subscriber target segments and build healthy revenue streams.

Over time these data services have matured into advanced offerings integrating with the device core functionality and are tightly woven to be mapped to the device capability and the subscriber SIM configurations. Remotely and automatically mapping the Value Added Services to these two parameters is a major step towards overcoming the hurdles in service discovery and usage, which could substantially enhance the overall explosion in the data service traffic and revenue. Thus, there is a need for a new system to provide easy service discovery on handheld devices.

Summary of the Invention

The present invention obviates the aforesaid drawbacks and provides a system and a method for providing a menu tree on a telecommunication enabled device. The method includes receiving a first communication from the telecommunication enabled device after the telecommunication enabled device is switched on for the first time. The first communication includes a device code and a first network identification code. Thereafter, the method maps the menu tree corresponding to the first communication and generates at least one second communication including the menu tree and a service routing logic. The method further delivers the second communication to a service discovery client on the telecommunication enabled device, wherein the second communication is meant to update the pre-installed service menu on the service discovery client. In another embodiment, the present invention provides a method for updating a service menu pre-installed on the telecommunication enabled device. The method includes sending a first communication to a service management server after the telecommunication enabled device is switched on for the first time. The first communication includes a device code and a first network identification code. The method receives at least one second communication from the service management server. The second communication includes a menu tree update configuration delivery string. The method further updates the pre-installed service menu on a service discovery client with the received menu tree.

In an embodiment, the system includes a server with a service menu management block for mapping the menu tree corresponding to a first communication received from the telecommunication enabled device after the telecommunication enabled device is switched on for the first time. The first communication includes a device code and a first network identification code. The server further includes a user interface management block for mapping a user interface corresponding to the first communication. The server generates at least one second communication including the menu tree and a service routing logic and delivers the second communication to a service discovery client on the telecommunication enabled device. The second communication is meant to update the pre-installed menu tree on the service discovery client.

Brief Description of Drawings

Fig. 1 illustrates a service management server 100 in accordance with an embodiment of the present invention.

Fig. 2 illustrates the service management server 100 in accordance with another embodiment of the present invention.

Fig. 3 illustrates a telecommunication enabled device 114 in accordance with an embodiment of the present invention.

Fig. 4 illustrates a method of first time registration of the device 114 at server 100 in accordance with an embodiment of the present invention. Fig. 5 illustrates a method of updating the menu tree in case when the network service provider is same in accordance with an embodiment of the present invention.

Fig. 6 illustrates a method of updating the menu tree in case of changed MSISDN in accordance with an embodiment of the present invention.

Fig. 7 illustrates a call flow for menu tree transmission after the telecommunication enabled device is switched on for the first time in accordance with an embodiment of the present invention.

Fig. 8 illustrates call flow for menu tree transmission for changed MSISDN in accordance with an embodiment of the present invention.

Fig. 9 illustrates a call flow for menu tree mapping with server 100 in accordance with an embodiment of the present invention. Detailed description

As required, detailed embodiments of the present invention are disclosed herein; however, it is to be understood that the disclosed embodiments are merely exemplary of the invention, which can be embodied in various forms. Therefore, specific structural and functional details disclosed herein are not to be interpreted as limiting, but merely as a basis for the claims and as a representative basis for teaching one skilled in the art to variously employ the present invention in virtually any appropriately detailed structure. Further, the terms and phrases used herein are not intended to be limiting; but rather, to provide an understandable description of the invention.

The terms "a" or "an", as used herein, are defined as one or more than one. The term plurality, as used herein, is defined as two or more than two. The terms including and/or containing, as used herein, are defined as comprising (i.e., open language). The term coupled / communicates, as used herein, is defined as connected, although not necessarily directly, and not necessarily mechanically.

Fig. 1 illustrates a service management server 100 in accordance with an embodiment of the present invention. The service management server 100 comprises an advertisement engine 102, a service menu management block 104, a user interface management block 106, a content database 108, a service database 110 and one or more communication channels 112. The service management server 100 communicates with a telecommunication enabled device 114 like mobile phone, via one or more of communication channels 112. In one embodiment, server 100 may communicate with a telecommunication enabled device 114 via a voice channel. In another embodiment, server 100 may communicate with a telecommunication enabled device 114 via a data channel like GPRS. Content database 108 may store information relating to content being served to the telecommunication enabled device 114 while service database 110 may store details of any interaction of the telecommunication enabled device 114 with server 100 and other details of telecommunication enabled device 114. Content includes without limitation menu tree, advertisements etc. Details of interaction include without limitation, time and date of interaction, content requested, network identification code, etc. Other details of telecommunication enabled device include without limitation, device code, device capabilities, device type, version number of the menu tree installed on device 114, etc. Though the content database 108 and the service database 110 are depicted as two separate entities, one would appreciate that there may be a single database that hosts all the content in it.

A network service provider may host its own service management server 100 or there may be a common service management server 100 serving multiple network service providers. Connectivity between multiple service management servers may be provided via Internet or a telecommunication network. Telecommunication networks include without limitation global system for mobile communications (GSM), code division multiple access (CDMA), asynchronous transfer mode (ATM) etc. Integration of multiple service management servers may be provided over SMS/ GPRS/ Voice/ USSD services. The service management server 100 is responsible for the functioning of a system at the server end. The service management server 100 receives a first communication from a service discovery client installed on the telecommunication enable device 114. In one embodiment, server 100 may receive the first communication via the communication channel 112 facilitating data transmission. The first communication may be received in the form of for example, a Short Messaging Service (SMS) or an http call over GPRS. In another embodiment, server 100 may receive the first communication via the communication channel 112 facilitating voice exchange. In this scenario, the first communication may be received as a call from the telecommunication enabled device 114. The first communication includes a device code, a first network identification code, a country code, date and time of transmission, media partner ID, version number of the menu tree installed on it, and the like. The device code may be for example an international mobile equipment identity (IMEI) while the first network identification code may be for example mobile station integrated services digital network (MSISDN), which can be mapped to the country and the network code. The server 100 decodes the first transmission to obtain the device code and other information encoded with it. Decoding includes decoding a message using standard algorithms or analyzing the http call to obtain the device code and other information embedded in it. In an embodiment, the server 100 may obtain the device make and model from the first communication and translate this to the device compatibility chart for premium content, media partner, branding partner and the like for building or offering services specific to the same, if needed. In another embodiment, server 100 may integrate with network elements like home location register (HLR), intelligent network (IN), device management module etc. for inputs on the user MSISDN, device IMEI code, user agent (UA) profile, device code, and the like.

Server 100 stores the first communication in the service database 110 with the time and date stamp against the device code obtained from the first communication. In addition, server 100 may store subscriber service usage logs, menu tree version number, content of second communication, etc. in the service database 110. The communications are saved for reference at a later point in time. The server 100 stores file transfer protocol (FTP) uploads, really simple syndication (RSS) feeds, extensible markup language (XML) feeds etc. in the content database 108 and information on the overall content / service life cycle management.

The first communication is received after the device 114 is switched on for the first time by a subscriber subscribed to this service. Server 100 generates a menu tree based upon for example, the country code and the first network identification code obtained from the first communication. To generate the menu tree, server 100 communicates with the service menu management block 104. The service menu management block 104 may be a logical block or a separate server communicating with server 100 via Internet. The service menu management block 104 generates the menu tree based on different permutations. For example, service menu management block 104 may generate the menu tree based upon a network service provider or a country where the services are provided or capabilities of the telecommunication enabled device 114 or a media partner or combinations of the above. The service menu management block 104 also generates a service routing logic using which the menu tree would be delivered to the telecommunication enabled device 114. Service routing may be provided via SMS, GPRS, etc. In addition, service menu management block 104 is responsible for reporting management like management information system (MIS) reports. The MIS reports may track all events, subscriber content, and the service transaction logs on the service management server 100 including voice calls initiated from the service discovery client. These reports may be utilized in handling profiling, recommendation and / or revenue reporting. The reports may be helpful to for example, device manufacturers, other device manufactures (ODM) partners, media partner, brand owner, content provider, platform provider, etc. The menu tree once updated on the service discovery client is updated from time to time to incorporate any new service offerings by the network service provider. This is done when ever the service discovery client accesses the services listed in the menu tree. Each time a request for a service is placed to the server 100, the version number of the last update is mapped to the latest version of the service menu tree available. If version numbers differ, then the updated menu tree / display text / call to action parameters are delivered over for example, SMS / http over GPRS. The updated menu tree may be customized based upon user's profile and behaviour. Thereafter, the service discovery client is updated silently in the background with the new received updates. In case the subscriber switches from one network service provider, say first network service provider, to another network service provider, say second network service provider, a third communication is received from the telecommunication enabled device with a second network identification code. In an embodiment, it is possible that the second network identification code, for example MSISDN remains same when a subscriber switches from the first network service provider to the second network service provider. In this scenario, a look up table is used that contains mapping of MSISDN to the network service provider. If there is a change in the menu tree for the second network identification code, the updated menu tree is delivered to the device 114 over SMS / http over GPRS for an update to the service discovery client. The third communication includes without limitation, device code, date and time stamp of communication, second network identification code etc. In addition to service menu management block 104, server 100 also communicates with the advertisement engine 102 and the user interface management block 106 while generating a second communication. The advertisement engine 102 and the user interface management block 106 may be logical blocks within server 100 or separate servers communicating with server 100 via Internet. The advertisement engine 102 may handle images, videos or text banners / scrolling messages serving on the wireless application protocol (WAP) and the Web, while individual SMS gateways have their own advertisement tagging capability or can also feed SMS text banners for scrolling text feeds on the device 114.

The user interface management block 106 is responsible for any changes to the user interface (UI) required on the UI of the service discovery client. The user interface management block 106 manages headers and footers on the images displayed, theme designs, design templates and the like. The user interface management block 106 also manages the position where a search box or an advertisement may be displayed on the UI of the service discovery client.

Server 100 generates the second communication which includes one or more of the menu tree, updated UI, and advertisements. The second communication may be delivered as a single or a string of SMSs to the service discovery client. Alternatively, the second communication may be delivered as an http string over GPRS channel. The second communication updates the pre-installed service menu on the service discovery client with the menu tree embedded in it. The second communication may be delivered via communication channel 112 for example, a GPRS channel. The second communication over SMS / GPRS may comprise the following:

Display text

Menu tree

Call to action against every menu item displayed

Necessary device control parameter access

Necessary network control parameter access

Scrolling text ad messages / banners / video advertisements Fig. 2 illustrates the service management server 100 in accordance with another embodiment of the present invention. In addition to the components described in Fig 1, server 100 may include a campaign manager 202, a recommendation engine 204, a caller ring back tone (CRBT) / ring back tone (RBT) engine 206, and a charging gateway 208.

The campaign manager 202 manages campaigns centrally with uniform format for all campaigns. The selection of targets can be from multiple databases for higher strike rate. These databases may either be hosted locally or with different network service providers. The targets may be selected taking into account do not disturb (DND) / opt-in list filtering and may be deployed for specific promotions if needed. Server 100 may provide bulk SMS / multimedia messaging service (MMS) / WAP push engine integration for broadcasting such campaigns.

The recommendation engine 204 is capable of handling millions of transactions. The engine is scalable and a self learning module which allows an administrator to tweak the offerings with controls for content bias/browsed and actually downloaded content as well as defining the content type hierarchy for each content category available on the menu tree. Recommendation engine 204 handles the content / service recommendation based on the above criteria and may be built over time for a subscriber profiled user menu. CRBT/ RBT engine 206 integrates with the metadata on these platforms hosted externally and brings the service discovery/ configuration capability through the menu tree on the device 114.

Charging gateway 208 handles volume and event based call detail record (CDR) processing and billing management. It provides a complete billing interface based on the standard intelligent network (IN) connection protocols including Diameter, simple object access protocol (SOAP), Diameter or User Communication Interface Protocol (UCIP) etc., for handling multiple billing environments across different network service providers globally. It brings in capabilities for:

- Multiple country deployment - Multiple currencies

- Multiple price points

- Multiple services

- Subscription engine Fig. 3 illustrates the telecommunication enabled device 114 in accordance with an embodiment of the present invention. The telecommunication enabled device 114 includes a transceiver 302, a chipset 304, a memory 306, a processor 308, and an update block 310. Memory 306 includes a memory bank of random access memory (RAM) and read only memory (ROM) memories. Each device 114 has a pre-installed service discovery client (SDC) 312. When the device 114 is switched on, maybe the first time or after some time lapse for example 1 month, the service discovery client 312 has to be updated. The service discovery client 312 may vary for different network service providers, or based upon a country where the service is accessed. The transceiver 302 transmits the first communication to the service management server 100 after the device 114 is switched on for the first time. The transceiver 302 transmits the first communication via one of a circuit- switched network or a packet-switched network and maybe in the form of for example, an SMS or an http call. The first communication includes a device code, a first network identification code, a country code, date and time of transmission, media partner identification (ID) and the like. The device code may be for example international mobile equipment identity (IMEI) while the first network identification code may be for example MSISDN. However, for any subsequent updates required for the menu tree or the UI or advertisements, when the device 114 requests for a service specified in the menu tree, server 100 sends the updated information on one or more of the menu tree or the UI or advertisements. Further, in case the network service provider is changed, the device 114 sends a third communication to server 100. The third communication specifies the device code, a second network identification code, a country code, date and time of transmission, etc. The transceiver 302 receives a second communication from server 100 that includes one or more of an updated menu tree, advertisements or updated UI. The processor 308 processes the second communication and updates the service discovery client 312. The device 114 may send an acknowledgement to the server 100 on successful update of the service discovery client 312. The menu tree includes a call to action for one or more of short messaging service (SMS), voice or general packet radio service (GPRS)actions available in the telecommunication enabled device for each of the menu tree links, a service access parameter management control within the service discovery client for each of the display links in the service discovery client, and a configuration string also sent over the second communication to the telecommunication enabled device for managing the service access parameters within the telecommunication enabled device. Further details of device 114 can be obtained from the related Indian patent application no. 140/Del/2010.

Fig. 4 illustrates a method of first time registration in accordance with an embodiment of the present invention. The method starts at step 400 when a telecommunication enabled device 114 is switched on the first time after a subscriber purchases it. The telecommunication enabled device 114 sends a first communication to the service management server 100. The first communication may be sent in the form of an SMS and may contain a long code SMS server for global reading of SMS messages. Server 100 receives the first communication at step 402. The server 100 decodes the first communication to obtain the device code, first network identification code and other information encoded in the first communication at step 404. Server 100 uses this information to map the services to for example, the country, media, brand, network service provider partner and the device capabilities. Server 100 determines at step 406 whether a mapping of the menu tree at the service discovery client is done. To determine this, server 100 queries the content database 108 and service database 110 a menu tree corresponding to the first network service provider and the device code. If the menu tree needs to be updated at the service discovery client, server 100 generates a second communication with the menu tree and other updates like UI update, advertisements, etc., at step 408. Otherwise the method stops at step 410. The second communication is then converted into one or more messages for example an http call over GPRS or SMS to be delivered to the service discovery client at step 412. Optionally, server 100 may receive an acknowledgement from the telecommunication enabled device 114 after the menu tree is successfully updated. The above method is repeated at predetermined intervals to ensure timely update of the menu tree at the service discovery client.

Fig. 5 illustrates a method 500 in case when the network service provider is same but the menu tree needs to be updated. At step 502, server 100 receives a request from device 114 regarding one of the services offered in the menu tree. The request may be received via an SMS or an http call. Server 100 obtains the information from the SMS / http call at step 504. Information includes the service that is requested, for example if messaging service is requested, the request may be to compose, or forward the message. Thereafter, server 100 checks if the received network identification code along with the device code matches with the network identification code stored in service database 110 for the same device code at step 506. The network identification code in the service database may be the first network identification code or the second network identification code. If the received network identification code (NIC) is different, method continues as illustrated in Fig. 6. Otherwise, server 100 matches the version number of the last updated menu tree with the latest version of the service menu tree available on the content database 108 at step 508. If there is a change, server 100 generates a second communication with the updated menu tree / display text / call to action parameters at step 510 and delivers it over SMS / http over GPRS at step 512. The service discovery client 312 is updated silently in the background for the new updates.

Fig. 6 illustrates a method in case of changed MSISDN in accordance with an embodiment of the present invention. The method starts at step 602 with server 100 receiving a third communication from service discovery client 312. On receipt of the third communication, server 100 decodes the third communication to obtain the device code and a second network identification code along with other information like country code, date and time, etc at step 604. Server compares the information received with the third communication with the corresponding information stored in the service database 110 at step 606. For example, server 100 compares the received device code and received second network identification code with the corresponding device code and the network identification code stored on the service database 110. If there is a change in the network identification code, server 100 generates a second communication with the updated menu tree mapped to the second network identification code at step 608 and communicates this as a response to device 114 over for example SMS / GPRS to update the menu tree / UI / Call to action etc.

Fig. 7 illustrates a call flow for menu tree transmission after telecommunication enabled device 114 is switched on for the first time in accordance with an embodiment of the present invention. On step 702 after the device 114 is switched on for the first time, the service discovery client 312 sends a first communication for example an SMS, to a centralised global SMS long code. The telecommunication enabled device 114 keeps a track of the first communication being sent by setting a flag value to 1. This flag value is stored at the service discovery client 312. The service discovery client 312 may further deactivate additional communications from being sent after the device is switched on. The short message service center (SMSC) receives the first communication and forwards it to the service management server 100 at step 704. The server 100 stores the first communication in the service database 110 against the device code like IMEI /MSISDN. The parameters of the first communication includes date, time, MSISDN, device code, etc.

At step 706, server 100 queries the content database 108 for the menu tree with the above details. The content database 108 retrieves the menu tree mapped to the parameters of the first communication and delivers the same to server 100 at step 708. Server 100 generates a second communication namely, SMS string or a single SMS or an http call over GPRS with the menu tree details for pushing it into the telecommunication enabled device 114. Server 100 stores the date and time, MSISDN and the version of the menu tree in the service database 110.

In case the menu tree is sent via SMS, server 100 forwards the SMS to the SMSC at step 710. The SMSC in turn delivers it to the telecommunication enabled device 114 at step 712. The second communication is delivered silently onto the telecommunication enabled device 114 to avoid interruption at the subscriber's end. Alternatively, if the menu tree is sent over http / GPRS, the information may be forwarded via the gateways at the network service providers' end. If the menu tree is sent over http / GPRS, the same is delivered to the service discovery client 312 when the telecommunication enabled device 114 is powered on and the updated parameters are reflected in the service discovery client 312. The telecommunication enabled device 114 sends an acknowledgement trigger back to server 100 once the menu tree is updated, to avoid resending of same information.

On successful delivery of the second communication to the telecommunication enabled device 114, the complete service menu tree is generated in the service discovery client 312. However, on unsuccessful mapping, the service discovery client 312 may stop the process of menu tree push and ask for a re-push. The successful string delivery acknowledgement from the telecommunication enabled device 114 handles this trigger. Fig. 8 illustrates a call flow for changed network service provider code in accordance with an embodiment of the present invention. When a subscriber switches from one network service provider to another, the network service provider code for example MSISDN changes too. The services configured to a network service provider / country / media partner may change with a change in MSISDN. Under such variations, the present invention works as follows:

At step 802, whenever the service discovery client 312 starts after the telecommunication enabled device 114 is switched on for the first time with a new MSISDN, the service discovery client 312 sends a third communication in the form of a SMS or an http call over GPRS to a long code with the device code or over data packets, second network identification code, date and time, etc. In case of SMS, the third communication is forwarded to a SMSC. The SMSC forwards the third communication to the service management server 100 at step 804 which in turn stores the third communication. The server 100 sends a query to the content database 108 to obtain details of the menu tree mapped to the third communication at step 806. The query may include a country code and a network identification code. Server 100 receives the details in step 808 and compares the old menu against old parameters and the new parameters coming into the server 100 with the new MSISDN. In case the parameters are different, a new menu tree is generated and pushed over either a SMS or an http call over GPRS to the telecommunication enabled device 114 (steps 810 and 812). In case the parameters are similar to the previous one, then no menu tree is generated and delivered (step 814).

Fig. 9 illustrates a call flow for SMS menu tree mapping with server 100 in accordance with an embodiment of the present invention. At step 902, a mobile originated (MO) message from the device including the Country Code, Network Code, Device ID and Media Partner ID is sent to the SMSC. The SMSC forwards the message to server 100 at step 904. Server 100 sends the query for the menu tree with the above details to the content database 108. The content database 108 retrieves the relevant menu tree mapped to these parameters and generates a second communication to be delivered to the device 114. The second communication may be in the form of a single SMS or a SMS string. The second communication is forwarded to SMSC at step 906 which in turn pushes it to the telecommunication enabled device 114 at step 908. In case of single SMS successful delivery to the telecommunication enabled device 114, the complete service menu tree is generated in the service discovery client 312. In case of multiple SMS delivery, the telecommunication enabled device 114 checks for last SMS delivery. On successful delivery of all SMS to device 114, the complete menu tree is generated in service discovery client 312. In case the updates are delivered over GPRS, a packet string is delivered to device 114 and the updates are confirmed for an acknowledgement to the server 100 as a confirmation on this update. The present invention has been described above using various embodiments. A person skilled in the art will appreciate that two or more of these embodiments may be combined to practice the invention.

Claims

ί claim:

1. A method for providing a menu tree on a telecommunication enabled device, the method comprising:

• receiving a first communication from the telecommunication enabled device after the telecommunication enabled device is switched on for the first time, wherein the first communication comprises a device code and a first network identification code;

• mapping the menu tree corresponding to the first communication;

• generating at least one second communication comprising the menu tree and a service routing logic; and

• delivering the second communication to a service discovery client on the telecommunication enabled device, wherein the second communication is meant to update the pre-installed menu tree on the service discovery client.

2. The method as claimed in claim 1, wherein receiving comprises decoding the first communication to obtain the device code and the first network identification code.

3. The method as claimed in claim 1, wherein receiving comprises receiving a third communication in case there the network service provider is changed.

4. The method as claimed in claim 3, wherein the third communication comprises the device code and a second network identification code.

5. The method as claimed in claim 1, wherein delivering comprises delivering the second communication via one of a packet switched network or a circuit switched network.

6. The method as claimed in claim 1, wherein the first communication comprises a country code, a media partner ID, the date and time of the first communication and the version number of the menu tree installed telecommunication enabled device.

7. The method as claimed in claim 1, wherein the first network identification code is a mobile station integrated services digital network (MSISDN) of a first network service provider.

8. The method as claimed in claim 1, wherein the second communication comprises one or more of the menu tree, a user interface, a call to action, a display text, and advertisements.

9. The method as claimed in claim 1, further comprising customizing the menu tree based upon at least one of a country, the network service provider, the device code and a media partner.

10. The method as claimed in claim 1, further comprising customizing the menu tree based upon at least one of users' behaviour, profile, and a backend recommendation engine.

11. The method as claimed in claim 1, further comprising storing the first communication on the service management server corresponding to the first network identification code.

12. The method as claimed in claim 1, further comprising storing the third communication on the service management server corresponding to the second network identification code.

13. The method as claimed in claim 1, further comprising receiving an acknowledgement from the service discovery client in case of successful delivery of the second communication.

14. The method as claimed in claim 1, further comprising

• querying the service management server with at least one of a country code, a network service provider code, network, and device code;

• comparing the first communication and the menu tree on the service management server linked to the first communication; and

• generating one of a new or updated menu tree in case the parameters of the first communication are different.

15. A method for updating a service menu pre-installed on a telecommunication enabled device, the method comprising:

• sending a first communication to a service management server after the telecommunication enabled device is switched on for the first time, wherein the first communication comprises a device code and a first network identification code;

• receiving at least one second communication from the service management server, wherein the second communication comprises of one of a new or updated menu tree; and

• updating the pre-installed service menu on a service discovery client with the received menu tree.

16. The method as claimed in claim 15, further comprising setting a flag value after sending the first communication.

17. The method as claimed in claim 15, further comprising sending an acknowledgement to the service management server on successful update of the service menu.

18. The method as claimed in claim 15, wherein the first communication comprises a country code, a first network identification code, a device code, a media partner ID, the date and time of the first communication and the version number of the menu tree installed on the telecommunication enabled device.

19. The method of claim 15, wherein the menu tree comprises the following : a. a call to action for one or more of short messaging service (SMS), voice or general packet radio service (GPRS)actions available in the telecommunication enabled device for each of the menu tree links; b. a service access parameter management control within the service discovery client for each of the display links in the service discovery client; and

c. a configuration string also sent over the second communication to the telecommunication enabled device for managing the service access parameters within the telecommunication enabled device.

20. A service management server for providing a menu tree on a telecommunication enabled device, the server comprising:

• a service menu management block for mapping the menu tree corresponding to a first communication received from the telecommunication enabled device after the telecommunication enabled device is switched on for the first time, wherein the first communication comprises a device code and a first network identification code; and

• a user interface management block for mapping a user interface corresponding to the first communication; wherein the server generates at least one second communication comprising the menu tree and a service routing logic and delivers the second communication to a service discovery client on the telecommunication enabled device, wherein the second communication is meant to update the pre-installed menu tree on the service discovery client.

21. The server as claimed in claim 20 further comprising a service database that stores details of any interaction of the telecommunication enabled device with the server along with details of telecommunication enabled device.

22. The server as claimed in claim 21 wherein the details of interaction comprises time and date of interaction, content requested, and the network identification code.

23. The server as claimed in claim 21 wherein details of telecommunication enabled device comprises device code, device capabilities, device type, and the version number of the menu tree installed on device.

24. The server as claimed in claim 20 further comprising a content database that stores information relating to content being served to the telecommunication enabled device.

25. The server as claimed in claim 20 further comprising an advertisement engine for providing advertisements to be included with the second communication.