lN'D:!:KNA'l'lUNAL :SEAKl.:H .KEI:"UKT
`
`A. CLASSIFICATION OF i:BJECT MATTER
`
`IPC 6 G06F17 30
`
`According 10 lnlemational Patent ClassHicatlon(IPC) or to both national dassilicalion and IPC
`e. AELDS SEARD1EO
`Minimum documentation searched (classHICation system followed byclassHicatlon symbols)
`IPC 6 G06F H04l
`
`~
`
`~~;~T;;Sru;;;;~;"l;
`
`..
`
`DocUI'Il&fltatlon ..,arcned other tllan rninimumdocumenlatlon to the e>tent thai such dOcument• are in<:luded In 1M llelds ..,an::hed
`
`\
`
`Electronic data base consulted during the International ""arch (name ol data base and, where practical, seareh teiTI'I!l used)
`
`X
`
`C. DOCUMENTS CONSIDERED TO BE RELEVANT
`Category. Citation o1 document, with indleatJOn. wl)erG appropriata, of the relev;w pas$ageo
`...
`CRESPO A ET Al:
`"WebWriter: A
`browser-based editor for constru~ting Wei>
`applications"
`COMPUTER NETWORKS AND ISDN SYSTEMS,
`vol. 11, no. 28, May 1996,
`page 1291-1306 XP004018228
`see page 1291, column 2, line 6 - page
`1291, column 2, 11 ne 17
`see page 1293, column 1, line 15 - page
`1293, column 2, line 31
`see figure 2
`
`y
`
`---
`
`-1--
`
`Relownt to claim No.
`
`1,2
`
`3,4
`
`m Further dooUmanb are listed In the contlnuatlon of box C.
`
`• Special catagorieo ol ciled documents:
`
`"A" docUmllnt dallnlng the general Slata Ollhe an which Is no1
`COI'lSldered to be of pellicular relevance
`'E" oo~ler document but published on or alter lila International
`filing date
`"L • do<:Urnent Wllieh may tl1row doubll> on priorlly clalmt•> or
`wtich b cited to establish the fllblicatlondale ol anolher
`dtation or other sp<IClal reason (as spacilied)
`"0" documem ""erring to an oral dleclosUre, use. exhibition or
`
`"P" doalment pl.l>llshed prior to lila lnlematlonat fifing date but
`lator than the priority date c:laimed
`
`·-moans
`
`IKJ Patent family INlflll:>enl·are llslad in annex.
`
`"T" latar dowment published altar tile international liDng data
`or priority data and nolln conftlct with the appUcallon bul
`ciled to """"""and lila principle or theory Ul\dertylng lila
`tnll9tltlon
`·
`"X" c:loa.anenl of particular relevance: the claiined Invention
`cann01 be considered novel or cannot be considered to
`involve an lnv~ aep When the documemls taken alone
`"Y" <10cumem ot particular relevance: lhe claimed invention
`cannot be considered to involve an Inventive step when lila
`ctocumonlls combined wilh one or more other $llCh doc.,..
`menta, GIJCh combination being obvious to a peraon llkllled
`in the art.
`"&" docllmem member of the same patanl family
`
`1
`
`Date of the adual cornpkllion of lllalnlematlonal search
`
`Dale of mailing ollhG lnlemallonal seareh report
`
`24 Apri 1 1998
`Name and mailing address ollhe ISA
`El.lr<lpQiltl Palen! Offlce, P.B. 5816 Palentlaan 2
`Nl • 2280 HV Rijswijk
`Tel. (+31·70) 340-2040. Tx. 31 651 epo nl,
`Fax: (+31·70) 340.3016
`
`04/05/1998
`
`Authorized officer
`
`Abb1ng, R
`
`page 1 of 2
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`l
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` 316
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`Petitioners' Exhibit 1011, Page
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`

`
`C.(Contlnuotlon} DOCUMENTS CONSIDERED TO BE RE~EVANT
`
`Category • Citation ol document. with indicalion.wller& appropriate, ot th& mlevanl passages
`
`Retevant to Claim No.
`
`.: ...
`
`y
`
`y
`
`X
`
`PATENT ABSTRACTS OF JAPAN
`vol. 015, no. 476 (Ei1140), ~ Oec~mber
`1991
`'
`& JP 03 204259 A (NIPPON TELEGR &'TELEPH
`CORP), 5 September 1991,
`see abstract
`
`EP 0 669 587 A (AT & T CORP) 30 August
`1995
`see abstract
`see column 2, line 55 - column 3, line 18
`see column 18, line 34 -column 21, line
`13
`
`"PROGRAMMING THE WEB: AN
`lADO D A ET Al:
`APPLICATION-ORIENTED.lANGUAGE tOR
`..
`HYPERMEDIA SERVICE'PROGRAMMING"
`INTERNATIONAl WORLD WIDE WEB CONFERENCE,
`December 1995;
`.
`pages 1~17, XP002049893
`see page 6, line 24 - page 7, line 9.
`
`3
`
`4
`
`1,2
`
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`page 2 of 2 ·
`
` 317
`
`Petitioners' Exhibit 1011, Page
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`

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`._,
`
`INTERNATIONAL SEARCH REPORT
`lnlonnotlon on patenllamlly members
`
`I Publication
`
`date
`
`30-08-95
`
`I
`
`Patent lamHy
`member(s)
`
`CA 2140850 A
`US 5715404 A
`
`I Publication
`
`date
`
`25-08-95
`03-02-98.
`
`Patent document
`cited in search repon
`
`EP 0669587 A
`
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` 318
`
`Petitioners' Exhibit 1011, Page
`
`

`
`This Page Is Inserted by IFW Operations
`and is not a part of the Official Record
`
`BEST AVAILABLE IMAGES
`
`Defective images within this document are accurate representations of
`the original documents submitted by the applicant.
`
`Defects in the images may include (but are no·t limited to):
`
`• BLACK.BORDERS
`
`• TEXT CUT OFF AT TOP, BOTTOM OR SIDES
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`• FADEDTEXT
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`•
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`ILLEGIBLE TEXT
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`• SKEWED/SLANTED IMAGES
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`• COLORED PHOTOS
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`• BLACK OR VERY BLACK AND WHITE DARK PHOTOS
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`
`'
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`'
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`As rescanning documents will not correct images,
`please do not report the images to the
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`
` 319
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`

`
`PCT
`WORLD INTELL.ECI1JAL PROPERTY ORGANIZATION
`International Bureau
`INTERNATIONAL APPliCATION PUBUSHED UNDER THE PATENr COOPERATION TREATY {Pci)
`WO 98/41936
`(51) International ~tent Classification 6 :
`G06F 17130
`
`(11) International Publication Nwnber:
`
`Al
`
`(43) International Publication Date:
`
`24 September 1998 (24.09.98)
`
`· ... : .·
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`.··.
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`.:
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`
`·:]
`... ·· !
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`
`•
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`'
`
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`
`(81) Designated States: AL, AM, AT, AU, AZ, BA, BB, BG, BR,
`BY, CA. CH, CN, CU. CZ. DE, DK, EE, ES, FI, GB, GE,
`HU, ID, IL, IS, JP, KE, KG, KP, KR, KZ, LC, LK, LR,
`LS, LT, LU, LV, MD, MG, MK, MN, MW, MX, NO, NZ,
`PL, PT, RO, RU, SD, SE. SG, Sl, SK. TJ, TM, TR, Tr,
`UA, UG, US, UZ, VN, YU, ZW, ARIPO patent (GH, GM,
`KE, LS, MW, SD, SZ, UG, ZW), Eurasian patent (AM, AZ,
`BY, KG, KZ, MD, RU, TJ, TM), European patent (AT, BE.
`CH, DE, DK, ES, Fl, FR, GB, GR, IE, IT, LU, MC, NL,
`PT, SE), OAPI patent (BF, BJ, CF, CG, Cl, CM, GA, GN,
`ML, MR, NE, SN, TD, TG).
`
`Published
`With international search report.
`
`(21) International Application Number:
`
`PCTIUS98/00513
`
`(22) International Filing Date:
`
`13 !anuary 1998 (13.01.98)
`
`(30) Priority Data:
`08/819,419
`
`17 March 1997 (17.03.97)
`
`us
`
`(71) Applicant {for all designated States except US): FRANKEL &
`COMPANY. [US/US); I I I east Wacker Drive, Chicago, IL
`60601 (US).
`
`(72) Inventors; and
`(75) Inventors/Applicants (for US only): MANDEBERG, Richard,
`D. [US/US); 2601 West Coyle Avenue, Chicago, IL 60645
`(US). MOLESKI, Desmond, C., J. [US/US); 627 North
`Marion Street, Oak Park., 1L 60302 (US). ALMAGRO,
`Manolo, B. [US/US]; 3900 North Pine Grove #401, Chicago,
`IL 60613 (US). MEYER, Joseph, F. [US/US]; 333 East
`Ontario Street #2702-B, Chicago, 1L 6061 I (US).
`
`(74) Agents: BIGEL, Mitchell, S. et al.; Myers, Bigel, Sibley, &
`Sajovec, L.L.P., P.O. Box 37428, Raleigh, NC 27627 (US).
`
`-I
`
`(54) Title: SYSTEMS, METIJODS AND COMPUTER PROGRAM PRODUCI'S FOR GENERATING DIGITAL MUL TIMED lA STORE
`DJSPLA YS AND MENU BOARDS
`
`100
`
`/
`
`120
`
`Slot& Admin.
`SetVet
`(On-site) .
`
`. -::·
`
`(57) Abstract
`
`Digital multimedia- presentations are assembled at. a central location for stoJU. Start 'and end times are assigned.' The digital multime(Jia
`presentations and the assigned start and end times ~ transmitted to and received at the stoJU. The received presentations are stored in digital
`multimedia players at lhe stoJU. ~n occurrence of an assigned start time, the associated digital multimedia presentation is'automatically
`played in the store until the assigned end time. If a presentation is not avw1able at a particular time, a generic default presentation is played.
`The presentations may be played at assigned start and e!Jd times until an expiration date, after which it is automatically deleted from the
`digital multimedia player. The digital multimedia presentations may be customized at the central location and/or at the ·stores. The present
`invention is particularly applicable for generating menu boards for an enterprise which includes multiple sites .
`
`I
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`Petitioners' Exhibit 1011, Page
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`

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`FOR THE PURPOSES OF INFORMATION ONLY
`Codes used to identify States party to the PCr on the front pages of pamphlets publishing international applications under the Per.
`
`AL
`AM
`AT
`AU
`AZ
`BA
`BB
`BE
`BF
`BG
`BJ
`BR
`BY
`CA
`CF
`CG
`CH
`Cl
`CM
`CN
`'tv
`·:cz
`DE
`DK
`EE
`
`Albania
`Annenia
`Austria
`Ausrralia
`Autbaijarl
`Boonia and Henegovina
`Bllbados
`Belgium
`Burtina Paso
`Bulgaria
`Benin
`Braul
`Belarus
`Cmada
`Central African Republic
`Congo
`SwiUr:rland
`catc d'lvoin:
`Camemoo
`Cbina
`Cuba
`Czech Republic
`Germany
`D<mlwt·
`Estonia
`
`l!S
`n
`FR
`GA
`GB
`GE
`GH
`GN
`GR
`HU
`IE
`IL
`IS
`IT
`JP•
`Kl!!
`KG
`KP
`
`KR
`KZ
`LC.
`u
`LK
`LR
`
`Spain
`F'mbmd
`Fnmce
`GabOo
`United Kingdom
`Georl:ia
`Ghana
`Guiuea
`Greece
`Hungary
`Ireland
`Israel
`bland
`ltaly
`Japan
`Ktoya
`KytgyD!lm
`Democratic Pleople's
`Republic: of Korea
`Republic of Korea
`Kal:abWI
`'Saint Luda
`LiedJieDSiein
`Sri Lanka
`Liberia.
`
`l.S
`LT
`LU
`LV
`MC
`MD
`MG
`MK
`
`ML
`MN
`MR
`MW
`MX
`NE
`NL
`NO
`NZ
`PL
`Pl'
`RO
`RU
`SD
`. SE
`SG
`
`Lesorbo
`Lithwmia
`LuxembOmg
`Latvia
`Monaro
`Republic of Moldova
`Madagas(:ar
`The former Yugoslav
`Republic of Macedonia
`Mall
`Mongolia
`Mauritania
`Mabrwi
`Mcaico
`Niger
`Netberfands
`Norway
`New Zealand
`Poland
`Portugal .
`·Romania
`Russiiul Pedenlion
`Sudau ·
`Sweden
`Sin~
`
`Sl
`SK
`SN
`sz
`m
`TG
`TJ
`TM
`TR
`Tr
`UA
`UG
`us
`uz
`VN
`YU
`zw
`
`Slon:nia
`Slovakia
`Senegal
`Swa:tibmd
`Chad
`Togo
`Tajikistan
`Turlanenistan
`Turtey
`Trinidad and Tobago
`IJktaine
`Uganda
`UniWI Stales of America
`U>:beklstan
`VietNam
`Yugoslavia
`Zimbabwe
`
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`wo 98/41936
`
`PcTIUS98/00513
`
`SYSTEMS, METHODS AND COMPUTER PROGRAM PRODUCTS .
`FOR GENERATING DIGITAL MULTIMEDIA
`.
`STORE DISPLAYS AND MENU BOARDS
`
`Field of the Invention
`
`This invention relates to information
`processing systems, methods an~ computer program
`products, and more particularly.to store systems,
`methods and computer program products.
`
`Background of the Invention
`Information processing systems, .methods and
`computer program products are being increasingly used
`in the store environment;· For example, information
`proces.sing systems~may be used for inventory control,
`point-of-sale and accounting'systems. Stores may
`include wholesale or retail stores.or any other
`consumer ehvironment. such as movie theaters, airports,
`shopping malls, arenas, and other such venues.
`·Information processing systems continue to play an
`increasing ·role at restaurant chains such as "fast
`food" restaurant chains which include a large number of
`restaurant sites:
`Information processing control of
`distribution, promotion and other activities is
`increasingly being used to coordinate the large number
`of restaurant sites~
`With the advent of the personal computer,
`multimedia presentations are also increasingly being
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`used in commercial and consumer environments.
`Multimedia presentations may include text, graphics,
`audio and full motion digital video which are
`integrated into a single presentation.
`Attempts have been made to use multimedia
`presentations in the store environment. See, for
`example, U.S. Patent 5,412,416 to Nemirofsky entitled
`"Video Media Distribution Network Apparatus and Method"
`and International Application WO 96/08113 to Cho et al.
`·entitled "Point of J?Urchase Video Distribution System".
`See also the pubLi,cation entitled "POS Goes Multimedia:
`Retailers Test New Applications" by Fox, Chain Store
`Age Executive, Vol. 71, No. 2, February, 1995, pp. 43-
`46. However, notwithstanding these attempts, there
`continues to be a need for improved systems, methods
`and computer program products for generating store·
`displays.
`
`Summarv of the Invention
`
`The present invention· includes methods,
`systems and computer program products for generating
`store displays for a plurality of stores. Digital
`multimedia_ presentations ar~ assembled at a central
`location for the plurality-of stores. Start and end
`times are assigned to.the digital multimedia
`presentations for the stor~s. The digital multimedia
`presentations and the assig;ned start- and end times are
`transmitted to the plural~ty of stores and are received
`at the stores. The receiveddigital multimedia
`presentations are stored in digital multimedia players
`at the stores. Upon occurrence of an assigned start
`time, the associated stored received digital multimedia
`presentation is automatically played on a dig-ital
`multimedia display in the store until occurrence of the
`assigned enq ti~e for the associated digital multimedia
`presentation . . Thus, digital networks and digital
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`PCTIUS98/00513
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`-3-
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`multimedia presentations are used.to effectively
`generate digital multimedia store presentations.
`In a preferred embodiment of the present
`invention, a digital multimedia default presentation is
`also generated at the central location for the
`plurality of stores. The digital multimedia default
`presentation is free of (i.e. it does not include) a
`start time and an end time. The digital multimedia
`default presentation is transmitted, received and
`stored in the digital multimedia players at the stores.
`At the stores, it is detected that an assigned end time
`fo:t an associated digital multimedia presentation has
`occurred, and that a start time for a second digital
`multimedia presentation does not correspond to the
`assigned end time. Upon this occurrence, the digital
`multimedia default presentation is automatically played
`so that the digital multimedia display always plays a
`multimedia presentation. Similarly, it may be detected
`at the store that termination of a digital multimedia
`presentation has occurred prior tci the assigned end
`time, for example because of an error or other reason.
`In this case, the digital multimedia default
`presentation is automatically'played on the digital
`multimedia display-in the store.
`The digital multimedia presentations also
`preferably .include start and end datss which are also
`transmitted and received at the stores. The received
`digital multimedia presentation is automatically played
`on the digital multimedia display in the store upon
`occurrence of an assigned start time which is between
`the assigned start date and the assigned end date.
`After expiration of the assigned end date, the stored
`digital multimedia presentation is deleted from the
`digital multimedia .player at the store. Thus, digital
`multimedia presentations may be .played at predetermined
`times during the day, for a period of days between an
`assigned start day and end day. Thereafter, the
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`
`-4-
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`presentation is deleted to.make room for other
`presentations on the digital multimedia player.
`The digital multimedia presentations are
`preferably customized for selected ones of the
`plurality of stores. When customized, a store
`identification may be provided and the customized
`digital multimedia presentations are transmitted to the
`identified stores;
`Customization may be provided at the central
`location by accepting customiz~tion data related to the
`selected ones of the stores. Alternatively,
`customization may take place at the individual store by
`providing customized data, for example concerning
`prices or sales periods at the stores. CUstomization
`may also take place both.at the central location and at
`the stores. A feedback mechanism may also be .provided
`wherein effectiveness of the digital multimedia
`presentation. in the store is measured, for example by
`analyzing sales data.
`If an indicat.ion is received
`that the digital multimedia presentation is not
`effective, a new multimedia presentation may be
`assembled, transmitted, received, stored and
`automatically played.
`Transmission may t~ke place using a wide area
`network such as a wired wide area network, a wireless
`.network and the internet. The digital muit.imedia
`p·resentation may be presented on a display which is a
`virtual display comprising a plurality of display
`devices arranged in an array: According to another
`aspect of the invention, customer inputs may be
`accepted to provide interactive digital multimedia
`presentations at the store.
`The present'invention is particularly
`applicable for generating menu boards for an enterprise
`such as a restaurant chain, which includes a plurality.
`of ·sites such as restaurant sites. As is well known to
`those·having skill in the art, menu boards are
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`·pctfUS9S/005J3
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`"
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`5-
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`generally placed above ··a counter in a restaurant and
`include an identification of items sold at the
`particular restaurant, as well as the associated
`prices. A"time of day may also be identified, for
`example for a breakfast ·menu. Special promotions may
`be identified, such as "value meals" or other limited(cid:173)
`time promotions. The present invention allows
`replacement of the static menu board with a digital
`multimedia menu board ·which can be displayed on a
`virtual display including a row or array of multimedia
`monitors.
`
`Digital multimedia menu presentations are
`assembled at· a central location. The pr.esentations
`include a menu of items which are sold at the
`restaurant chain and digital multimedia presentations
`for selected ones of the menu items to advertise
`promotions. The digital multimedia presentations may
`include audio, text, graphics and full motion digital
`video.
`
`For each restaurant site; a restaurant site
`specific menu is generated which comprises selected
`ones of. the items from the menu of items which are.sold
`at the restaurant chain, the associated prices for the
`restaurant site, and the restaurant-specific multimedia
`advertisements, to form a customized digital multimedia
`menu board for each restaurant site, includingmenu
`items offered at the restaurant site, the associated
`prices and the multimedia advertisements concerning the
`menu items. Thus, for example, a nationwide restaurant
`chain may be running different promotions and may be
`selling different items in different parts of the
`country. The prices will also generally vary from
`store to store·. Thus, for· each restaurant site, a
`site-specific menu is generated.
`The customized digital multimedia.
`presentation is then transmitted from the central ·
`location to the associated restaurant·site and is
`
`5
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`'··
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`25
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` 326
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`

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`W098/41936
`
`. PCf/US98/00Sl3
`
`-6-
`
`received at the associated restaurant site. The
`received customized digital multimedia presentation is
`then stored in a digital multimedia player at the
`restaurant site. The customized digital multimedia
`presentation is then automatically played on a digital
`multimedia menu board at the restaurant site, .so that
`the digital multimedia menu board indicat.es the menu
`items and prices and advertisements for items which are
`presently being sold at the restaurant site.
`According to another aspect of the present
`invention, start and end times are assigned for the
`digital multimedia presentations for each restaurant
`site, and the. start and end times are transmitted and
`received at the restaurant site. Then, the customized.
`digital multimedia presentation is automatically played
`from the assigned start time until the assigned end
`time. Thus, for example, a digital multimedia menu
`board for breakfast may only be played from 7:00AM-
`1l:OOAM, and this time can vary from day to day.
`Thereafter, a lunch menu board may be displayed.
`According to another aspect of the present
`invention, a digital multimedia default menu
`presentation is also.generated, transmitted, received
`and stored. Then,- if an assigned end time for a
`digital multimedia presentation occurs and a .start time
`·for a l;lecond digital multimedia menu presentation is
`not present, the digital multimedia default menu
`presentation may be played. Accordingly, for example,
`if a new lunch menu has not been received, a default
`lunch menu may be displayed until.the new lunch menu·is
`received. Thus, it can be ensured that the digital
`·multimedia menu board never displays a blank menu
`board. Similarly, if a digital multimedia menu
`presentation terminates prematurely due to an error or
`other occurrence, the·default menu board may b~ played
`so that the·digital multimedia menu board. is never
`blank.
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`

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`W098/4J936
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`PCI'IUS98/00sl3
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`According to another aspect of the present
`invention, start and end dates are provided for the
`digital multimedia menu presentations for the
`restaurant sites. The start and end dates may be
`provided to accommodate price changes, new.promotions
`and new items which are added to the menu board. Thus,
`the digital multimedia men~ presentations are presented
`between the assigned start and end times and between
`the start and end dates.' After the.end date, the
`stored digital multimedia. menu presentation is deleted.
`from the digital multimedia player at the restaurant
`site, t·o free· up storage space.
`According to another aspect of the invention,
`c.ustomization data ·may also be provided for the
`restaurant site. For example., a customized list of
`items which are sold at the restaurant site may be
`provided centrally; but the prices may be entered at
`the individual res.taurant site. Similarly, local
`promotions to meet co~petitive prices may also be
`entered at the local sites.
`The digital multimedia menu boards may also
`be tied to a·point-of-sale system at the restaurant
`site, which measures effectiveness of the promotions
`which are advertised on the menu boards. Thus, if
`point-of-sale data indicates that the promotions on the
`menu board are not being effective; this indication may
`be provided to the central location and new digital
`multimedia ·presentations may be assembled apd
`transmitted to the store to provide a new presentation.
`The presentations on the.menu board or on another kiosk
`in the store may also be made interactive by responding
`to customer inputs to provide interactive.
`presentations. Multilingual presentations may also be
`provided .
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`Petitioners' Exhibit 1011, Page
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`

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`wo 98/41936
`
`PCTIUS98/00513
`
`-8-
`
`'Brief Description of.the·Drawings
`
`Figure 1 is an overall block diagram of
`systems, methods and computer program products for
`generating digital multimedia store displays and menu
`boards according to the invention.
`Figures 2A.and 2B are flowcharts illustrating
`an operational. overview of systems, methods and
`computer program products for generating store displays
`for a plurality of stores according to the present
`invention.
`Figure 3 is a detailed block diagram of the
`control and monitoring station of Figure 1.
`Figure 4 'illustrates an entity relationship
`conceptual model of the client and site database of
`Figure 1.
`
`Figure 5 illustrates an entity relationship
`conceptual model of the presentation trackin~ database
`of Figure 3 . ··
`Figures 6A and 6B illustrate examples of wide
`area networks of Figure 1.
`Figure 7 illustrates a local area network
`which may be us~d at the central location of Figure 1.
`Figure 8 illustrates an example of an on-site
`local 'area network· for Figure 1. ·
`Figure 9 is a block diagram of·the on-site
`players of Figure 1.
`Figure 10 is a block diagram of the on-site
`control and monitoring station of Figure 1.
`Figure 11 illustrates a fast-food restaurant
`including a digital multimedia menu board according to
`the present invention.
`Figure .12 illustrates a digital multimedia
`interactive kiosk according to the present invention.
`
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`Detailed Description of Preferred Embodiments
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`35
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`The present invention now will be described
`more fully hereinafter with reference t~ the
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`W098/41936
`
`PCI'/l]S98/00513
`
`-9-
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`5
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`accompanying drawings, in which preferred embodiments
`of the invention are shown. This invention may,
`however, be embodied in many different forms and should
`not be construed as limited to the embodiments set
`forth herein; rather, these embodiments are provided so
`that this disclosure will be thorough and complete, and
`wil·l fully convey the scope of the invention to those
`skilled in the art. Like numbers refer to like
`elements throughout.
`
`10
`
`Overview
`
`Referring now to Figure 1, an overall block
`diagram of systems, methods and computer program
`products for generating digital multimedia store
`displays and menu boards according to the invention is
`illustrated. As shown iri Figure 1, system 100 'may be
`used to distribute, manage, monitor and display digital
`multimedia presentations in store environments. The
`digital multimedia presentations may serve a
`promotional, operational, or "edutainment"
`(education/entertainment) function. By using digital
`multimedia presentations~ the present invention can
`levera~e the strengths of network distribution
`including rapid updating, improved process management,
`dynamic integration of multiple data sources and robust
`control over remote playback.
`Promotional applications may include in-store
`~arketing efforts which are targeted to motivate
`desired consumer behavior· by increasing consumer
`awareness. For example, digital multimedia
`presentations may highlight product availability or
`specific in-store incentives to motivate product
`purchase. Operational presentations may include
`features which are central to the functioning of the
`store, for example a fast food restaurant menu board.
`Finally, edutainment applications may be used to
`provide computer-based activities to consumers or store
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`Petitioners' Exhibit 1011, Page
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`. wo 98/41936
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`PCTIUS98/00513
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`-10-
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`personnel· that. are either educational or entertainment,
`or both. Examples may include staff training,
`motivational messaging· or computer games. Regardless
`of the content, the digital multimedia presentations
`may be assembled,. transmitted, received and. played at
`.the stores using the same software and hardware
`infrastructure, described below.
`Accordingly, the present invention may be
`.used to generate .revenue, reduce costs, and/or increase
`consumer traffic. As a revenue generator, the
`promotional applications may create a new in.-store
`medium that can be sponsored or cofunded by
`participating COmpanies 1 similar. to television
`advertisements. The operational applications can
`reduce the amount of materials .and labor which are
`currently expended for the same tasks. Finally, the
`edutainment applications can b.e the basis for an in(cid:173)
`store experience.that motivates consumers to visit a
`given store or motivates staff retention and
`effectiveness.
`It ~ill be understood that the digital
`multimedia_ presentations may be passive .or interactive.
`The digital multimedia presentations may. respond to
`direct consumer input. For ex(;l.mple, a promotional
`application can be presented on a touch-screen device
`which changes the type of informatio~ displayed in
`response to consumer selections.
`Figure 1 is a b~ock diagram of systems,
`methods and.computer program products for generating
`store displays according to the present invention. As
`shown. in Figure .1, system .100 includes an apparatus
`and/or a step for assembling at a. central location,
`digital multimedia presentations for the plurality of
`stores. This apparatus or step is indicated in Figure
`1 as "content development" 102. Digital multimedia
`presentations which are developed are stored in a .
`. presentation.database 104 at the central location and
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`PCTIUS9S/00513
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`-11-
`~re :stage~' for distrihutiori through a distribution
`server 106 at the central.location. Applications are
`distributed through a wide area network (WAN) 114 to
`Infor~a~·ion about· the digital
`on-site players 118.
`. multimedia presentations in the· stores may be
`transmitted back to the distribution server 106 where
`it is stored in a· client and site database 110.
`Continuing ~ith the description of Figure 1,
`digital multi~edia presentat:i,on~.· which are assembled
`during content development 102, may include full motion
`digital video, still ·images, computer-generated
`animation, print prepress files, text and/or audio.
`The content :i,s assembled into a complete digital
`. .
`.
`. multimt;!dia presentation ~nd stored in the presentation
`database 104. Th~ ~etails of assembling digital
`multimedia presentations will be described bel'ow. All
`approved digital multimedia presentations in the
`presentation·database 104 are available for scheduling
`and transmission to the on-.site players 118, as will be
`described in detail below.
`.
`.
`\
`The central contrql and monitoring sta~ion
`108 enables a. system operator to collect data from the
`client . .and site database. 110 and the presentation
`database 104 in order to create digital multimedia
`presentation packages for each site. The digital
`multimedia presentation for e~ch site may be determined
`in part by specific.instructions or data from the
`various sites, which may be entered at the on-site
`control and monitoring station 116 and which is
`received and processed through the store administration
`server . (central') 112. The central control· and
`moni taring station 10.8 issues .commands to distribu,te
`the assembled d:igitai multimedia presentations from the
`presentation ciatab~se 104 via the distribution server
`106.
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`.
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`Digital multimedia presentations are
`distributed from the central location, to the plurality
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`PCrJUS98iOOSI3
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`-12-
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`of stores, using a wide area network (WAN) 114. Thus~
`the blocks of Figure 1 to the left of WAN 114 are at a
`central location, whereas the blocks to the right of
`WAN 114 are at an individual store.
`It will be
`understood that the central location may include a
`plurality of discrete sites which act as distribution
`points for the stores. Similarly, the various
`components for· the stores need not be physically
`located in the stores, except for. the digital
`multimedia display of the on-site players 118. Rather,
`these components may be included at another location
`associated with the store. The distribution of the
`digital multimedia presentations from the central
`locations to the stores may-be managed by large
`multimedia file distribution software such as
`CreativePartnerw, which is marketed by emotion
`Incorporated, Palo Alto, California.
`At .the .s.tores, the digital multimedia
`_presentations may be received, disassembled and stored
`·in the on-site players 118. Client instructi_ons or
`other on-site data such as point-of-sale information
`can be integrated into the digital multimedia
`presentations on the on-site players 118. Releyant
`data about the digital multimedia prese~tations and the
`state of the on-site players 118 may be recorded and
`transmitted to the distribution ser.Ver 106-~ A system
`operator at the_control and monitoring station 108 can
`view this data.
`After