PCT
`INTERNATIONAL APPLICATION PUBLISHED UNDER THE PATENT COOPERATION TREATY (PCT)
`WO 00/67092
`
`WORLD INTELLECTUAL PROPERTY ORGANIZATION
`International Bureau
`
`(51) International Patent Classification 7 :
`G06F
`
`(11) International Publication Number:
`
`A2
`
`(43) International Publication Date:
`
`9 November 2000 (09.11.00)
`
`(21) International Application Number:
`
`PCT/US00/11840
`
`(22) International Filing Date:
`
`3 May 2000 (03.05.00)
`
`(30) Priority Data:
`60/132,168
`60/160,760
`
`3 May 1999 (03.05.99)
`21 October 1999 (21.10.99)
`
`us
`us
`
`(71) Applicant
`except US):
`States
`designated
`all
`(for
`S1REETSPACE INC. [US/US]; Suite 119, 330 Townsend
`Street, San Francisco, CA 94107 (US).
`
`(72) Inventors; and
`(75) Inventors/Applicants (for US only): MATHAI, Tom, J.
`[CA/US]; Suite 1105, 88 Howard Street, San Francisco,
`CA 94105 (US). MARGON, Kenneth [CA/-]; -
`
`(74) Agent: CARRANO, Cono, A.; Howrey Simon Arnold &
`White, LLP, 1299 Pennsylvania Avenue, N.W., Box 34,
`Washington, DC 20004-2402 (US).
`
`(81) Designated States: AE, AG, AL, AM, AT, AU, AZ, BA, BB,
`BG,BR, BY,CA,CH, CN,CR,CU, CZ, DE,DK,DM,
`DZ, EE, ES, FI, GB, GD, GE, GH, GM, HR, HU, ID, IL,
`IN, IS, JP, KE, KG, KP, KR, KZ, LC, LK, LR, LS, LT, LU,
`LV, MA, MD, MG, MK, MN, MW, MX, NO, NZ, PL, PT,
`RO, RU, SD, SE, SG, SI, SK, SL, TJ, TM, 1R, TT, TZ,
`UA, UG, US, UZ, VN, YU, ZA, ZW, ARIPO patent (GH,
`GM, KE, LS, MW, SD, SL, SZ, TZ, UG, ZW), Eurasian
`patent (AM, AZ, BY, KG, KZ, MD, RU, TJ, TM), European
`patent (AT, BE, CH, CY, DE, DK, ES, FI, FR, GB, GR,
`IE, IT, LU, MC, NL, PT, SE), OAPI patent (BF, BJ, CF,
`CG, CI, CM, GA, GN, GW, ML, MR, NE, SN, TD, TG).
`
`Published
`Without international search report and to be republished
`upon receipt of that report.
`
`(54) Title: METHOD AND SYSTEM FOR PROVIDING PERSONALIZED ONLINE SERVICES AND ADVERTISEMENTS IN
`PUBLIC SP ACES
`
`(57) Abstract
`
`A method and system for providing per(cid:173)
`sonalized and integrated online services for com(cid:173)
`munications and commercial transactions both
`in private and public venues. The invention
`provides personalized information that is conve(cid:173)
`niently accessible through a network of public ac(cid:173)
`cess stations (or terminals) which are enabled by
`a personal system access card (e.g., smart card).
`The invention also provides advertisers the op(cid:173)
`portunity to directly engage actual and potential
`user-consumers with selected advertising or mar(cid:173)
`keting content based on each user's profile and
`usage history.
`
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`
`Twitter Exhibit 1026
`Twitter, Inc. v. BlackBerry Ltd.
`Page 00000
`
`

`

`FOR THE PURPOSES OF INFORMATION ONLY
`
`Codes used to identify States party to the PCT on the front pages of pamphlets publishing international applications under the PCT.
`
`AL
`AM
`AT
`AU
`AZ
`BA
`BB
`BE
`BF
`BG
`BJ
`BR
`BY
`CA
`CF
`CG
`CH
`CI
`CM
`CN
`cu
`CZ
`DE
`DK
`EE
`
`Albania
`Armenia
`Austria
`Australia
`Azerbaijan
`Bosnia and Herzegovina
`Barbados
`Belgium
`Burkina Faso
`Bulgaria
`Benin
`Brazil
`Belarus
`Canada
`Central African Republic
`Congo
`Switzerland
`Cl\te d'Ivoire
`Cameroon
`China
`Cuba
`Czech Republic
`Germany
`Denmark
`Estonia
`
`ES
`FI
`FR
`GA
`GB
`GE
`GH
`GN
`GR
`HU
`IE
`IL
`IS
`IT
`JP
`KE
`KG
`KP
`
`KR
`KZ
`LC
`LI
`LK
`LR
`
`Spain
`Finland
`France
`Gabon
`United Kingdom
`Georgia
`Ghana
`Guinea
`Greece
`Hungary
`Ireland
`Israel
`Iceland
`Italy
`Japan
`Kenya
`Kyrgyzstan
`Democratic People's
`Republic of Korea
`Republic of Korea
`Kazakstan
`Saint Lucia
`Liechtenstein
`Sri Lanka
`Liberia
`
`LS
`LT
`LU
`LV
`MC
`MD
`MG
`MK
`
`ML
`MN
`MR
`MW
`MX
`NE
`NL
`NO
`NZ
`PL
`PT
`RO
`RU
`SD
`SE
`SG
`
`Lesotho
`Lithuania
`Luxembourg
`Latvia
`Monaco
`Republic of Moldova
`Madagascar
`The former Yugoslav
`Republic of Macedonia
`Mali
`Mongolia
`Mauritania
`Malawi
`Mexico
`Niger
`Netherlands
`Norway
`New Zealand
`Poland
`Portugal
`Romania
`Russian Federation
`Sudan
`Sweden
`Singapore
`
`SI
`SK
`SN
`sz
`TD
`TG
`TJ
`TM
`TR
`TT
`UA
`UG
`us
`uz
`VN
`YU
`zw
`
`Slovenia
`Slovakia
`Senegal
`Swaziland
`Chad
`Togo
`Tajikistan
`Turkmenistan
`Turkey
`Trinidad and Tobago
`Ukraine
`Uganda
`United States of America
`Uzbekistan
`Viet Nam
`Yugoslavia
`Zimbabwe
`
`Page 00000.1
`
`

`

`WO 00/67092
`
`PCT /US00/11840
`
`METHOD AND SYSTEM FOR PROVIDING
`PERSONALIZED ONLINE SERVICES AND
`ADVERTISEMENTS IN PUBLIC SP ACES
`
`Inventors: Tom J. Mathai
`Kenneth Margon
`
`The present application claims pnonty under 35 U.S.C. § 119(e) to U.S.
`provisional applications 60/132,168 and 60/160,760, filed on May 3, 1999 and October
`21, 1999, respectively. The entirety of both of these applications is incorporated herein
`by reference.
`
`5
`
`10
`
`FIELD OF THE INVENTION
`
`15
`
`The present invention relates to methods and systems for providing online
`
`services, and more particularly, to methods and systems for providing personalized and
`
`integrated online communications, information, advertising, and commercial transactions
`
`in public spaces or venues.
`
`BACKGROUND OF THE INVENTION
`
`20
`
`The use of the Internet as a medium of both personal communication and
`
`commercial activity has increased substantially in recent years. Although the Internet has
`
`the potential to provide individual users with information content on an almost limitless
`
`number of topics, the typical manner of using the Internet suffers from a number of
`
`drawbacks. The user must specifically seek out the information he desires to obtain, and
`
`25 may in fact be unable to do so. For this reason, many people find using the Internet to be
`
`too labor-intensive to be effectively used. This manner of accessing information from the
`
`Internet is known as "pull" technology, since the user must "pull" the information from
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`the Internet onto his local computer. Thus it is desirable to allow users to receive desired
`
`information over the Internet without time-consuming searching.
`
`To alleviate
`
`the burdens associated with "pull" technology,
`
`the Internet
`
`communications industry has developed "push" technology which somewhat resembles
`
`5
`
`broadcasting. In the "push" model, information is delivered, or "pushed" directly to the
`
`user's computer so that the user is not required to engage in a search for the information.
`
`Borrowing from broadcasting terminology, push-based content providers "broadcast"
`
`information via "channels" of information, each channel having different content such as
`
`news, entertainment, corporate press releases, stock information, and so on. Users pick
`
`10
`
`the channels they are interested in receiving, and access each channel via their browser.
`
`However, much of the information in particular channels may be of little interest to the
`
`user, who has no way of limiting the information other than selecting particular channels
`
`which might be of interest. Thus, although the "push" model does relieve the user of the
`
`burden of searching, it may provide much information that the user does not desire.
`
`15
`
`To partially alleviate the problems of
`
`;'push" technology, Internet content
`
`providers have developed "push-pull" hybrid systems. In one example, news headlines
`
`are "pushed" to the user's desktop, which the user scans. To access the full story, the user
`
`must click an icon, "pulling" the story to his desktop. Such hybrid systems, however.
`
`place a high burden upon the user of sorting desired and undesired information.
`
`20 Accordingly, it is desirable to provide a system employing "push-pull" technology which
`
`does not overburden the user with undesired information.
`
`Information from the Internet, as well as email communication, is typically
`
`unavailable to users in public spaces, when users are likely to engage in commercial
`
`activity and when users may need to send or receive messages from others. For purposes
`
`25
`
`of the present invention, "public spaces" refers to places other than the home or personal
`
`workplace area of the user. Public spaces may include not only "common areas" within
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`shopping areas, schools, and neighborhoods, but also areas which are privately owned
`
`such as individual stores and banks from which a user may communicate or access
`
`information via the Internet. In a preferred embodiment, each public terminal has a
`
`sponsor (such as a store, a mall, or a school or university) which provides the space for
`
`5
`
`locating the terminal.
`
`In addition to personal communications, persons in public spaces frequently have
`
`a need for general information, such as directions to a particular location or destination,
`
`which may be otherwise unavailable. Thus, it is desirable to provide a communications
`
`system using the Internet that provides users with access to a variety of useful information
`
`10
`
`in public spaces. It is also desirable to provide such a system that is capable of learning
`
`the user's interests to filter unwanted information. It is further desirable to provide such a
`
`system at no cost to users.
`
`While the Internet is commonly used as an advertising medium, Internet
`
`advertising portals do not provide businesses with a means of directly engaging Internet
`
`15
`
`users because of the user-driven nature of the medium, which requires that the potential
`
`consumer initiate contact with the advertiser rather than the other way around. Thus, it is
`
`desirable to provide a communications system allowing Internet access in public places,
`
`and which allows businesses to specifically target users who desire information on
`
`particular products and services without requiring the user to search for them.
`
`20
`
`Personal communications over the Internet also suffer from a number of
`
`drawbacks. Although bulletin board or chat sites provide Internet users with the
`
`opportunity to communicate with other Internet users on particular topics, the Internet
`
`does not itself create a "virtual community" (since an individual must first find and then
`
`access the bulletin board or chat site) nor does it provide an individual with the
`
`25
`
`opportunity to engage a community of users on a variety of topics. Local city or
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`municipality based Internet sites likewise fail to provide a community of users for
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`communication across any number of topics. Thus, it is desirable to provide a
`
`communications system using the Internet which creates a "virtual community" of users
`
`and which provides useful information to active persons in public spaces, when the user
`
`may have little other access to information.
`
`5
`
`Although existing communications systems using the Internet do not resolve the
`
`foregoing limitations, these systems do provide email or Internet kiosks or public
`
`computer networks in public spaces such as airports, hotels, and shopping malls.
`
`However, access to these networks is expensive and involves a relatively high per minute
`
`or per session charge. The high cost of such systems is exacerbated by the fact that the
`
`10
`
`user must search for desired information, rather than simply receiving desired information
`
`that can be quickly reviewed.
`
`Inefficiencies inherent in Internet search engines may
`
`prevent the user from obtaining the desired information even after extensive searching,
`
`resulting not only in lost time and needless expense, but frustration to the user.
`
`Fee-based access in public spaces is essentially the same as what the user would
`
`15
`
`otherwise have at his office or home. Consequently, it suffers from all of the limitations
`
`of Internet service provider (ISP)-based Internet access. Such "pay per use" systems do
`
`nothing to alter the user-driven nature of the medium by relieving the user of the burden
`
`of seeking out desired information through search engines and other search techniques
`
`which can be both time-consuming and unsuccessful. Nor do fee-based Internet systems
`
`20
`
`provide businesses with a way to engage Internet users in a dynamic, personalized way
`
`and thereby assist the user in obtaining information that the user desires.
`
`The equipment used for existing fee-based access is bulky, has the look and feel of
`
`a traditional computer, and utilizes a standard browser or desktop interface. None of the
`
`networks offering Internet access for a per-session fee are intended to build a virtual
`
`25
`
`community for which advertisers are willing to bear the cost of network construction and
`
`operation in exchange for access to these consumers. The present invention, by contrast,
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`provides access to a network having both email and commerce oriented content at no cost
`
`to the user.
`
`Manufacturers of small. handheld computing devices, such as the Palm Pilot™,
`
`have begun to allow their products to be used with on-board wired or wireless modems
`
`5
`
`that provide access to ISPs to allow for sending and retrieving of email messages to/from
`
`the device. While such devices provide access to the Internet in public spaces, a number
`
`of drawbacks exist. The user must first purchase the hardware at prices ranging up to
`
`hundreds of dollars. Additionally, the user must have an Internet service provider account
`
`that allows for such service at an additional per-month cost. The unit itself must also be
`
`10
`
`carried with the user at all times in order to access the account. Finally, the keyboard size
`
`and functionality of hand-held computing devices is limited by the size and form factor.
`
`By contrast, with the present invention the information and communications
`
`services are provided at no cost to the user, there is no need to carry anything except a
`
`wallet keycard, and there is a full size keyboard available for sending and retrieving
`
`15 messages. The system also preferably includes a printer for providing the user with hard
`
`copies of desired information, and a credit card "swipe" reader for processing commercial
`
`transactions.
`
`Cellular telephone carriers have begun to offer their customers messaging
`
`capabilities on certain cellular telephones. Additionally, there are several technology
`
`20
`
`companies who are focussed on providing the cellular industry with software and servers
`
`to enhance the delivery of email and information to cellular telephones. However, while
`
`cellular telephones offer great utility for voice communications, they do not lend
`
`themselves to interacting with data communication, interactive information, and
`
`transaction processing. Given the functionality that most computer users have become
`
`25
`
`familiar with on their desktop computer, the size and information display capabilities of
`
`5
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`cellular telephones limits their use as an effective means of providing consumers with
`
`access to the foregoing types of communication, and prohibits it altogether in many cases.
`
`Accordingly, it is a purpose of the present invention to provide an integrated
`
`communication system that allows users access to email and Internet information while in
`
`5
`
`public spaces. It is also a purpose of the present invention to provide a communication
`
`system that allows advertisers to directly engage potential consumers, and to specifically
`
`target system users based upon data indicating that the user is a suitable target for
`
`advertising/marketing content.
`
`SUMMARY OF THE INVENTION
`
`10
`
`The present invention is directed to methods and systems for providing
`
`personalized and integrated online services for communications and commercial
`
`transactions both in private and public spaces. These services are provided free of charge
`
`to users. The invention also provides advertisers the opportunity to directly engage actual
`
`and potential user-consumers with selected advertising or marketing content based on
`
`15
`
`each user's profile and usage history.
`
`In a preferred embodiment, the invention provides a computer network
`
`establishing a free online community providing personalized information conveniently
`
`accessible through a network of public access stations (hereinafter referred to herein as
`
`"stations" or "terminals") and enabled by a personal system access card (e.g., smart card).
`
`20
`
`The network of public access stations is sufficiently dense to provide users with a sense of
`
`ubiquity "in the streets." The system terminals are compact and easy to use, and are
`
`preferably designed with a "look and feel" unlike existing computers or kiosks.
`
`To use the network, the user simply inserts his or her personal system access card
`
`into a slot on a terminal. First-time users may register for immediate use by providing
`
`25
`
`basic personal background information to create a user profile. Users may sign up for a
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`free email account on the network. an especially useful feature for users with no existing
`
`email service. The user profile is stored in a network database.
`
`Whenever the user inserts the system access card into a system terminal, the
`
`system automatically updates and enriches the user profile by tracking the user's usage of
`
`5
`
`the system in a usage history record. The user may send and retrieve email messages and
`
`access online services. Many online services may be included such as: a guide to the
`
`user's local area (e.g. city, neighborhood, or shopping center), with reviews ofrestaurants.
`
`movies, and directions to specific places; local events and happenings, with user reviews;
`
`entertainment related content such as information on music, film and style; opinion polls
`
`10
`
`and surveys; phone and email directories; news and sports updates; personal schedule and
`
`address book; online shopping; immediate messaging; personalized content related to
`
`user-identified interests; and content related to local college or university.
`
`The foregoing categories are provided by way of nonlimiting example only.
`
`Persons of skill in the art will readily appreciate that any number of online services may
`
`15
`
`be included given the modular nature of the invention. However, it is preferred that the
`
`number of services be limited to a relatively small number that would be most usable to
`
`persons away from their home or business computers and "in the street."
`
`The invention acts as a publicly accessible portal and supports a virtual
`
`community of users in public places. The invention provides internet users who already
`
`20 may have a "home space" and/or a "work space" on the internet with a "street space" in
`
`which personalized online services are conveniently accessible through a system network
`
`of public access stations/terminals. Users are thus able to send and receive email
`
`communications, and to access information and transact commerce via the internet.
`
`The system also creates a highly targetable community of users to whom
`
`25
`
`advertising or marketing content may be directed, and provides advertisers, marketers,
`
`and merchants with an effective one-to-one video-based, multimedia marketing tool for
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`making their products and services known to a user population most likely to be
`
`interested in such products and services. This "street space" allows users and service
`
`providers or advertisers to interact and engage in commercial transactions.
`
`In a preferred embodiment of the invention, a system includes a network of
`
`5
`
`publicly accessible terminals located in public spaces (e.g., malls, airports, coffee shops,
`
`supermarkets, etc.) and servers. Each terminal has a unique identification code that
`
`allows the system to determine the exact physical location of the user each time he or she
`
`uses the system. Each user is provided with a system access card having a unique serial
`
`number. The card allows the user to activate any terminal in the system free of charge.
`
`10 At the time of first use, the user provides profile information through the terminal. In
`
`addition to basic demographic information (name. address, educational background, age,
`
`sex, etc.), the user may also indicate areas of personal interest. This information is used
`
`to create a unique user profile.
`
`When the user has provided the information to create the user profile, he or she
`
`15
`
`can then send and receive emails using the system, and access other information most
`
`desirable in public spaces. To maximize public availability of the system, each user
`
`session for public terminals is preferably limited in duration. For example, users may be
`
`limited to no more than ten minutes per session, or even five minutes per session or less
`
`in particularly high traffic areas.
`
`20
`
`The system servers include databases for storing the unique profile of each user.
`
`The user profile includes both the demographic and personal interest information
`
`provided directly by the user at the time of first use of the system as well as additional
`
`information provided through surveys and polls to which the user responds as he uses the
`
`system over time. The system also includes a usage history for each user. The usage
`
`25
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`history includes information from the offline world such as where the user received the
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`access card for the system, where the consumer uses the service. The user's use of the
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`system is also recorded, e.g .. times and frequency of usage, responses to specific
`
`advertisements, type of content accessed by the user, etc., and included within the usage
`
`history. Information from the usage history is preferably added to the user profile.
`
`The user profiles and histories allow advertisers to engage consumers directly
`
`5
`
`and/or with specifically targeted advertisements based upon the terminal location and the
`
`user's behavioral and transactional history. Moreover, the user's physical location and
`
`the time of day are identified by the system each time the user logs on. The combined
`
`information from the user profile and user history, along with the user's physical location
`
`and time of using the system, provides pinpoint advertising capability in real time. The
`
`10
`
`system provides an intelligent advertiser program to create highly targeted advertisements
`
`displayed to the user based upon the user profile and user history combined with the
`
`location and time that the user accesses the system.
`
`The profile of the user's interests is progressively developed and personalized
`
`based upon his or her use of the system. Advertising and marketing content directed to
`
`15
`
`the user can be based on user demographics, personal interests, behavior-tracking
`
`information, responses to past messages and offers, and the exact location and time of
`
`system usage. Accordingly, over time, the targeting power of the advertisements
`
`becomes progressively more efficient and effective. The user receives only advertising
`
`information tailored to his known interests and behavior.
`
`20
`
`When the user logs into a system terminal. he may use the system both to find
`
`information and conduct business transactions. In this regard, the user may quickly
`
`determine, for example, what shops, movies, or other leisure activities are available
`
`locally, and to obtain directions to the desired destination. For example, the user may use
`
`the system to summon a taxi. The system may also be able to provide the user with an
`
`25
`
`estimate of the taxi fare to the location, and an indication on how long it will be before the
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`taxi arrives. Information on public transportation will also be accessible. In short, the
`
`system will allow the user to access information that is most desirable in public spaces.
`
`One advantage of the invention is that the user receives desired information over
`
`the internet without time-consuming searching. Another advantage of the invention is
`
`5
`
`that internet access is provided in public places, and which allows businesses to
`
`specifically target users who desire information on the products offered. The invention
`
`also creates a community of users.
`
`The foregoing, and other features and advantages of the invention, will be
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`apparent from the following, more particular description of the preferred embodiments of
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`the invention, the accompanying drawings, and the appended claims.
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`BRIEF DESCRIPTION OF THE DRAWING FIGURES
`Figure 1 is a high level flow chart of the preferred embodiment of the invention.
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`Figure 2 is a high level flow chart of an exemplary intelligent advertising program.
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`Figure 3 is a block diagram illustrating a database and data flow for an exemplary
`advertising model.
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`Figure 4 is an illustration of a preferred embodiment of the invention in which
`features are provided grouped into a navigational menu and a front page menu.
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`Figure 5 is a high level block diagram illustrating a main menu of a preferred
`embodiment of the invention.
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`Figure 6 is a sample main menu.
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`Figure 7 is a diagram illustrating a sample of the parent-child relationships among
`menus.
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`Figure 8 is a high level chart illustrating ad booking and ad categories used in an
`exemplary advertising model.
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`Figure 9 is a diagram illustrating exemplary user profile-based features.
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`Figure 10 illustrates a system in accordance with a preferred embodiment of the
`invention.
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`Figure 11 illustrates the normal data flow paths.
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`Figure 12 illustrates the data flow of uploading new content.
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`Figure 13 illustrates the data flow of content using multicast delivery software.
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`Figure 14 illustrates the data flow of incoming emails.
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`Figure 15 illustrates the data flow outgoing emails.
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`DETAILED DESCRIPTION OF THE INVENTION
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`The preferred embodiments of the invention are now described with reference to
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`the figures where like reference numbers indicate like elements. Also in the figures, the
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`left most digit of each reference number corresponds to the figure in which the reference
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`number is first used.
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`As shown more fully in the Figures, a system in accordance with the present
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`invention provides a network of public access terminals ("CAT/PC") in public places to
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`provide information services to a community of users, preferably at no cost. A unique
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`identification code is provided for each terminal, which pinpoints the exact physical
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`location of the user each time he or she uses the system from a public terminal. The exact
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`location of users accessing the system from the home or office via a web site will
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`generally not be known. However, users may provide address information allowing the
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`system to determine the exact location. Prior art Internet-based commercial applications
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`do not attempt to determine or utilize the exact physical location of the user. By
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`providing this information for public terminals, the present system links offline and online
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`commerce. A terminal in accordance with the present invention located in a suburban
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`mall, for example, allows businesses in or near the mall to direct advertising/marketing
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`content to potential customers in real time when there are nearby, actively shopping, and
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`thus more likely to act favorably on advertising messages. Using the system of the
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`present invention, a sporting goods store located in the mall may direct advertising
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`messages to system users accessing the mall terminal. The advertisement may for
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`example include a coupon redeemable on certain merchandise by the user at the sporting
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`goods store, and may provide precise directions from the user's exact location to the store.
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`In the preferred embodiment, a user is provided with an access card (e.g.,
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`smartcard), which may be obtained from an advertising sponsor of the system or from the
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`system operator. Each access card used in the system has a unique serial number to
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`identify the system user. The access card may also be provided with credit and/or debit
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`card functionality to allow users to make purchases directly from a terminal.
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`Preferably, the public access terminals include a touch sensitive screen that allows
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`the user to use the system quickly. However, a mouse or other type of interface may be
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`used instead of touchscreen buttons. A keyboard is also preferably provided to enable the
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`user to enter information. When a user inserts the access card into the system, the
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`terminal displays a main menu from which the system services may be accessed.
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`Services and information content may be provided either directly by the system operator
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`or by third party advertisers and content providers. It is also desirable to provide
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`opportunities for system users to generate content for the system to enhance the user's
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`sense of participation in a "virtual community" of system users. In particular, users may
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`be allowed to provide critical reviews of movies, concerts, restaurants, coffee shops, and
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`similar places or events.
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`While any number of services may be provided to the user, it is desirable to limit
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`the number of services to those most useful in public spaces. Accordingly, the system
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`preferably provides users with features that are very compelling, easy to understand, and
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`geared toward active users who are "on the street." The following description of a
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`preferred embodiment is provided by way of nonlimiting example only. It may readily be
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`apparent to those of ordinary skill in the art that different or additional user services may
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`be provided.
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`In addition to user services, the system provides a method of generating and
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`delivering pinpoint advertising/marketing content based upon ( 1) the user profile, (2) user
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`history, (3) the physical location of the user, (4) the time of day the user accesses the
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`system. The combined personal information from the user profile and user history, along
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`5 with the user's physical location and time of using the system provides pinpoint
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`advertising capability in real time.
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`More particularly, the method of the present invention allows businesses to engage
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`consumers directly and/or with specifically targeted advertisements, as shown in Figure 1.
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`As shown therein, when a user inserts an access card into a system terminal at step 100, a
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`unique identifier code on the user's access card identifies the user at step 102. The exact
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`time at which the user logs on and off of the system is also recorded at steps 104 and 110,
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`respectively. In addition, at step 106 the identification code of the terminal is used to
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`identify the precise location of the user. It will readily be appreciated that combinations
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`ofless than all of he foregoing data may also be used to advantage. For example, even if
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`the physical location of the user is unknown (as in the case of users accessing the system
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`from home or work), targeted advertising may still be directed to the user based upon the
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`user profile, user history and time of day.
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`As further illustrated in Figure L once the user has been identified, the user's
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`logon time has been recorded, and the user's exact physical location established, system
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`databases access the user profile and usage history at step 108. The user profile is a
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`compilation of data concerning the user that includes demographic and personal interest
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`information provided directly by the user, preferably at the time of first use of the system,
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`and information generated as the user responds to surveys and polls as he or she uses the
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`system over time. It is preferred to make the user's initial registration to use the system as
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`fast and easy as possible. Accordingly, in a preferred embodiment, the user provides only
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`his or her name, sex, year of birth, and postal code, although additiona