`
`USU0596(l4-11A
`
`United States Patent
`Hartman et at.
`
`[19]
`
`[11] Patent Number:
`
`5,960,411
`
`[45] Date of Patent:
`
`Sep. 28, 1999
`
`[54] METHOD AND SYSTEM FOR PLACING A
`PURCHASE ORDER VIAA
`COMMUNICATIONS NETWORK
`
`["15]
`
`Inventors: Peri Hartman; Jeffrey P. Bezos; Shel
`Kaphan; Joel Spicgel, all of Seattle,
`Wash.
`
`[73] Assignec: Amaznnsorn, Ine., Seattle, Wash.
`
`[21] Appl. No: 081928,95l
`
`[22]
`
`Filed:
`
`Sep. 12, 1997
`
`Int. Cl.“ .................................................... .. G06!‘ 17160
`[51]
`[52] U.S. Cl.
`.............................. ,. 705126; 705127; 3451962
`[58]
`Field of Search
`11115126, 27; 380124,
`380125: 23512, 3'15, 3'18, 381; 395118801;
`3451962
`
`[56]
`
`References Cited
`U.S. PATENT DOCUMENTS
`
`............................. .. 38014
`611991.! Robert ct al.
`4,93'i',863
`. 381114
`411993 Wyman
`5,2t)4,897
`38414
`5.260.999 1111993 Wyntan
`.. 395112
`5,627,94t]
`511997 Rohra ct al.
`3951768
`5.640,501
`611997 'I3Irpin
`3951768
`5_.()=i-0,577
`611997 Scharmer ..
`705127
`5,664,111
`911997 Nathan et al.
`380124
`5,715,314
`211998 Payne et al.
`705,127
`5,7t5_.31J9
`211998 I-Sexes.
`.. 7135.127
`5,727,163
`311998 Bezos
`395121.193
`5,745,681
`411998 Levine ct al.
`...... .. 395151311
`5,758,126
`511998 Daniels et ai.
`l-"0RIjt(3N PATILNT DOCUMEN'1‘S
`
`..
`
`.
`..
`
`
`
`.
`
`1.1855659 Al
`11855687 A2
`t184574'1A2
`tJ883(1'16A2
`W0 95.811961
`WO 96138799
`WO 98121679
`
`...... .. GU61-' 11131.!
`[European Pat. Off.
`111998
`...... .. GU71"
`I9,-‘[111
`Iiuropc-an Pat. Off.
`111998
`...... ..
`(30617 17160
`European P‘at.01iF.
`611998
`. GU61-' 17161!
`European Pat. Off.
`1211998
`. Gf.J6F 17161.1
`11.11995 WIPO ............... ..
`. GlJ6F 17160
`1211996 WIPO ..
`511998 WIPO ........................... .. GCIISF 17160
`
`OTIIER PUBLICATIONS
`
`Jones, Chris. “Java Shopping Cart and Java Wallet; Oracles
`plans to join e-—commerce initiative.” Mar. 3], 1997, Info-
`World Media Group.
`
`"Pacific (Toast Software Software creates virtual shopping
`cart.” Sep. 6, 1996. M2 Communications Ltd 1996.
`"Software Creates Virtual Shopping Cart." Sep. 5, "1996.
`Business Wire, Inc.
`Terrloslavich, William. "Java Electronic Commerce Frame~
`work.” Computer Reseller News, Sep. 23, 1996, CMP
`Media, Inc., 1996, pp. 136, http:11\vww.e]ibrary.com1id11011
`l0l1getdoc
`.
`.
`.
`rydocid=902269@library_d&dtype=
`0~0&dinst=. [Accessed Nov. 19, 1998].
`"Internet Access: Disc Distributing Announces Interactive
`World Wide." Cambridge Work—-Group Computing Report,
`Cambridge Publishing, Inc., 1995, ht tp:11\vww.elibrary.com1
`id110111011getdoc .
`.
`. doeirl=lUU7497@library_a&dtype=
`0~0&dinst=O. [Accessed Nov. 19, 1998].
`
`{List continued on next page.)
`
`'1‘rammell
`Primary 1?xaminer—James P.
`Asst’.-rrrrrir Fm-1iiim.'i'—Dcmelra R. Smith
`Arrorrtey, Agent, or Firm—l’erkins Coie LLI’
`
`[57]
`
`ABSTRACT
`
`A method and system for placing an order to purchase an
`item via the Internet. The order is placed by a purchaser at
`a client system and received by a server system. The server
`system receives purchaser information including identifica-
`tion of the purchaser, payment information, and shipment
`information from the client system. The server system then
`assigns a client identifier to the client system and associates
`the assigned client
`identifier with the received purchaser
`iriformation. The server system sends to the client system the
`assigned client identifier and an HTMI. document identify-
`ing the item and including an order button. The client system
`receives and stores the assigned client identifier and receives
`and displays the 1-t't'M 1., document.
`In response to the
`selection of the order button, the client system sends to the
`server system a request to purchase the identilied item. The
`server system receives the request and combines the pur-
`chaser information associated with the clienl identifier of the
`client system to generate an order to purchase the item in
`accordance with the billing and shipment
`information
`whereby the pu rchascr eflccts the ordering of the product by
`selection of the order button.
`
`26 Claims, 11 Drawing Sheets
`
`KT.
`|l-Ir-stile s.--g:.~.u-:..x9_.
`\_‘_‘_
`tTIrI‘.eI-in.‘
`7
`.70!
`
`iretriew.-hem In
`
`.‘ir.l EIIEIE1 I'D :t'_:‘.om¢r
`:mFt'uI|i
`
`I
`
`3111':
`
`.‘:rl1in;|:.a:lion
`
`
`-.|=.nu.w
`
`Lg
`
`TS 1034
`
`TS 1034
`
`1
`
`
`
`5,960,411 1
`Page 2
`
`OTHER PUBLICATIONS
`
`Nance, Barry, “Reviews: A Grand Opening for Virtual
`Storefront With Middleware." Jun. 1, 1997, CMP Media,
`Inc.
`1997,
`p.
`80,
`.
`.
`hllp:f;'\ANvw.elibrary.oomfgetdoc.egi‘?id=11
`. doei(l=
`1257247@Iibrary_a&dtype=0-U&dinsl=O. [Accessed Nov.
`19, 1998].
`“G-:i—Carl Shopping Cart Software Features." 1996 GO
`International.
`Inc.
`http:iWvww.go—cart.comffeatures..hlm].
`[Accessed Nov. 19, 1998].
`
`“Perlshop Manual (version 2... .” 1996, ARPAnet Corp.
`I1ttp:ffwww.w3u.con1/grokksoH,/shOpr‘perIman.htn1].
`[Ae-
`cessed Nov. 19, I998].
`“Sax Software Announces Sax NctSell; Sax NctSelI’s
`design—1ime Aclivex controls make Internet commerce
`easy.”l997, Sax Software Corp.
`Baron, Chris and Bob Wei}, “Implementing a Web Shopping
`Cart," Dr. Dobb 'sJom'm1l', Sep. "1996, pp. 64, 66, 68-69, and
`83-85.
`
`Hoque, Rcaz, "A Shopping Cart Application with JavaS-
`cripl," Web Teciiniqiia, May 1998, pp. 63, 65-66, and 68.
`
`2
`
`
`
`U.S. Patent
`
`sep. 28, 1999
`
`Sheet 1 of 11
`
`5,960,411
`
`101
`
`Summary Description of Item
`
`102
`
`Add it to your shopping cart
`
`(You can always cancel later .
`
`.
`
`. )
`
`NEW! Order faster with 1-click!
`
`(You can cancel within 90 minutes )
`
`1033 Buy item and ship to:
`
`103
`
`103!) John Doe at home
`
`‘I030 Check shigping address or change 1-click settings
`
`1030' Learn more about 1-Click exgress ordering
`
`794
`
`Detail Description of Item
`
`Fig. IA
`
`3
`
`
`
`U.S. Patent
`
`Sep. 23, 1999
`
`Sheet 2 of 11
`
`5,960,411
`
`Thank you for your 1-click order!
`
`A quantity of 1 of lthe item| will be shipped to you
`
`as soon as possible. We will do our best to
`
`105
`
`minimize your shipping costs by combining your
`1-click orders into as few shipments as possible.
`
`Please continue browsing.
`
`Review or change your 1-click orders
`
`101
`
`Summary Description of Item
`
`Fig. 13
`
`4
`
`
`
`U.S. Patent
`
`Sep. 28, 1999
`
`Sheet 3 of 11
`
`5,960,411
`
`Summary of 1-Click Express Orders
`
`Press this button if you Changed Quantities of any item
`
`below. If you don't press it, your changes won't "stick."
`
`You can set the quantity to 0 (zero) to cancel an item.
`
`The 1-click orders below (available in 3 or fewer days)
`
`will be shipped together.
`
`Order # 098337
`
`106
`
`E
`
`El
`
`Item 1
`
`Item 2
`
`Total
`
`$10.00
`
`$15.00
`
`$25.00
`
`The 1-click orders below (available in one week or more)
`
`will be shipped together.
`
`Order # 098336
`
`107
`
`E
`
`E
`
`Item 3
`
`Item 4
`
`Total
`
`$20.00
`
`S 6.00
`
`$26.00
`
`Ship to:
`
`John Doe at home
`
`Shipment Method:
`
`Standard Domestic Shipping
`
`108
`
`Payment Method:
`
`* ***_****_***1_2345
`
`Continue Shopping
`
`1-Click Express shipping policies
`
`Fig. 1C
`
`5
`
`
`
`U.S. Patent
`
`Sep. 28, 1999
`
`Sheet 4 of 11
`
`5,960,411
`
`EN
`
`EN
`
`bEo.m=U
`
`ommnfima
`
`
`
`mommanu?
`
`m._.N
`
`ommnfimfl
`
`.590EN
`
`“.33.m.hm.5E2m:U
`
`.8:E3.0
`
`am
`
`an
`
`595Ohm
`
`«mm
`
`h:25:0
`
`.5>.5m
`
`:55
`
`m.m.E
`
`6
`
`
`
`
`
`
`U.S. Patent
`
`Sep. 23, 1999
`
`Sheet 5 of 11
`
`5,960,411
`
`Enable Single-Action
`Ordering
`
`
`
`301
`
`Retrieve client ID
`
`
`
`
`Set client ID/customer
`mapping
`
`Set single-action
`ordering for client
`ID/customer
`
` Return confirming
`
`web page
`
`Fig. 3
`
`7
`
`
`
`U.S. Patent
`
`Sep. 28, 1999
`
`Sheet 6 of 11
`
`5,960,411
`
`
`
`Web Page
`
`Generate Item
`
`Generate standard
`
`
`
`
`shopping cart web
`page for item
`
`
`
` Single 402
`
`Action flag set
`
`for client ID/
`
`
`
`customer
`
`
`
`
`Add single-action
`section to web page
`
`
`
`8
`
`
`
`U.S. Patent
`
`sep. 28, 1999
`
`Sheet 7 or 11
`
`5,960,411
`
`Process Single-
`Action Order
`
`shod
`
`501
`
`long
`
`Availability
`
`of item
`
`
`ong—term order
`
`open for
` open for
`CH 5120 me?
`CUSIO ITICF
`
`
`
`
`503
`
`Create short-term
`order
`
`Create long—term
`order
`
`507
`
`Add item to long-term
`Order
`
`
`
`
`confirmation
`
`504
`
`Add item to short-term
`order
`
`Generate and send
`
`Fig. 5
`
`9
`
`
`
`U.S. Patent
`
`Sep. 23, 1999
`
`Sheet 8 of 11
`
`5,960,411
`
`
`
`Generate Single~
`
`Order Summary
`
`
`
`
`
`
`601
`
`Generate standard web
`
`Pflgfi
`
`Short-term
`
`order open
`
`503
`
`Add short-term order
`
`to web page
`
`
`
` 605
`
`order open
`
`
`Add 1ong~term order
`
`to web page
`
`Long-term
`
`10
`
`10
`
`
`
`U.S. Patent
`
`Sep. 28, 1999
`
`Sheet 9 of 11
`
`5,960,411
`
`Expedited Order
`Selection
`
`
`
`
`
`Select next group with
`all sibling orders filled
`
`
`
`
`
`
`
`‘
`Combine and schedule
`‘hAu
`orders in selected
`but groups
`already
`
`QFOUP
`selected
`
`702
`
`Select next group with
`partially filled order
`that has largest next
`fulfillment time
`
`
`
`
` _
`
`Combine and schedule
`orders 1n selected
`
`group
`
`A“
`Suglrggfips
`
`h
`
`selected
`
`Fig. 7
`
`11
`
`11
`
`
`
`U.S. Patent
`
`Scp. 28, 1999
`
`Sheet 10 of 11
`
`5,960,411
`
`START
`
`A:
`
`B:
`
`C:
`
`D:
`
`Customer Name & Address
`
`Customer Financial Info
`
`Customer Employment Info
`
`Customer Education Info
`
`Fig. 8A
`
`A:
`
`First Name :
`
`|
`
`M.I.
`
`: :}
`
`Last Name
`
`: |
`
`street
`
`City
`
`State
`
`= i
`
`:
`
`:
`
`|
`
`i
`
`Zip : |:|
`
`B:
`
`C:
`
`D:
`
`Customer Financial Info
`
`Customer Employment Info
`
`Customer Education Info
`
`Fig. 8B
`
`12
`
`12
`
`
`
`U.S. Patent
`
`Scp.28, 1999
`
`Sheet 11 of 11
`
`5,960,411
`
`A:
`
`Customer Name & Address
`
`B: Net Worth:
`
`|
`
`Annual Income: |
`
`Spouse's Annual Income: l
`
`Other Income:
`
`[::;|
`
`C3
`
`E?
`
`Customer Employment Info
`
`Customer Education Info
`
`Fig. 8C
`
`13
`
`13
`
`
`
`5,960,411
`
`1
`METHOD AND SYSTEM FOR PLACING A
`PURCHASE 0Rl)l*lR VIA A
`C()MMUNICA'I‘IONS NI£’l'W()RK
`
`TECHNICAI . FIELD
`
`The present invention relates to a computer method and
`system for placing an order and, more particularly, to a
`method and system for ordering items over the Internet.
`]3ACK(}R()UND O15 TIIE INVlE.N'I'lON
`
`10
`
`2
`vendors and purchasers want to ensure the security of such
`information. Security is a concern because infonriation
`transmitted over the Internet may pass through various
`intermediate computer systems on its way to its final desti-
`nation. The information could be intercepted by an unscru-
`pulous person at an intermediate system. To help ensure the
`security of the sensitive information, various encryption
`techniques are used when transmitting such information
`between a client computer system and a server computer
`system. Even though such encrypted information can be
`intercepted, because the information is encrypted,
`it
`is
`generally useless to the interceptor. Nevertheless, there is
`always a possibility that such sensitive information may be
`successfully decrypted by the interceptor. Therefore,
`it
`would be desirable to minimize the sensitive information
`transmitted when placing an order.
`The selection of the various items from the electronic
`catalogs is generally based on the "shopping cart” model.
`When the purchaser selects an item from the electronic
`catalog,
`the server computer system metaphorically adds
`that item to a shopping can. When the purchaser is done
`selecting items, then all the items in the shopping cart are
`“checked out” (i.e., ordered) when the purchaser provides
`billing and shipment information. In some models, when a
`purchaser selects any one item, then that item is “checked
`out” by automatically prompting the user for the billing and
`shipment information. Although the shopping cart model is
`very flexible and intuitive,
`it has a downside in that
`it
`requires many interactions by the purchaser. For example,
`the purchaser selects the various items from the electronic
`catalog, and then indicates that the selection is complete.
`The purchaser is then presented with an order Web page that
`prompts the purchaser for the purchascr—specific order infor-
`mation to complete the order. That Web page may be
`prefilled with infonnation that was provided by the purv
`chaser when placing another order. The information is then
`validated by the server computer system, and the order is
`completed. Such an ordering model can be problematic for
`a couple of reasons. If a purchaser is ordering only one item,
`then the overhead of confirming the various steps of the
`ordering process and waiting for, viewing, and updating the
`purchascr—specific order information can be much more than
`the overhead of selecting the item itself. This overhead
`makes the purchase of a single item cumbersome. Also, with
`such an ordering model, each time an order
`is placed
`sensitive information is transmitted over the lntemct. Each
`time the sensitive information is transmitted over
`the
`Internet, it is susceptible to being intercepted and decrypted.
`SUMMARY OF THE INVENTI()N
`
`invention provides a
`An embodiment of the present
`method and system for ordering an item from a client
`system. The client system is provided with an identifier that
`identifies a customer. The client system displays information
`that
`identifies the item and displays an indication of an
`action (e.g., a single action such as clicking a mouse button)
`that a purchaser is to perform to order the identified item. In
`response to the indicated action being performed, the client
`system sends to a server system the provided identifier and
`a request to order the identified item. The server system uses
`the identifier to identify additional
`information needed to
`generate an order for the item and then generates the order.
`The server system receives and stores the additional
`information for customers using various computer systems
`so that
`the server system can generate such orders. The
`server system stores the received additional information in
`association with an identifier of the customer and provides
`
`The Internet comprises a vast number of computers and
`computer networks that are interconnected through commu-
`nication links. The interconnected computers exchange
`information using various services, such as electronic mail,
`Gopher, and the World Wide Web (“'WWW'”). The WWW
`service allows a server compttter system {i.e., Web server or
`Web site) to send graphical Web pages of information to a
`remote client computer system. The remote client computer
`system can then display the Web pages. Each resource (e.g.,
`computer or Web page) of the WWW is uniquely identifiable
`by a Uniform Resource Locator (“URL”). To view a specific
`Web page, a client computer system specifies the URI. for
`that Web page in a request (eg., a HyperText Transfer
`Protocol (“ll'I'l'l-"") request}. The request is forwarded to the
`Web server that supports that Web page. When that Web
`server receives the request,
`it sends that Web page to the
`client computer system. When the client computer system
`receives that Web page, it typically displays the Web page
`using a browser. A browser is a special-purpose application
`program that effects the requesting of Web pages and the
`displaying of Web pages.
`Currently, Web pages are typically defined using Hyper-
`Text Markup Language (“I-l'l‘ML”). IITML provides a stan-
`dard set of tags that define how a Web page is to be
`displayed. When a user indicates to the browser to display .1
`Web page, the browser sends a request to the server com-
`puter system to transfer to the client computer system an
`HTML document
`that defines the Web page. When the
`requested HTML document is received by the client com-
`puter system, the browser displays the Web page as defined
`by the HTML document. The HTML document contains
`various tags that control
`the displaying of text, graphics,
`controls, and other features. The HTML document may
`contain URL: of other Web pages available on that server
`computer system or other server computer systems.
`The World Wide Web is especially conducive to conduct-
`ing electronic commerce. Many Web servers have been
`developed through which vendors can advertise and sell
`product. The products can include items (eg., music) that
`are delivered electronically to the purchaser over the Internet
`and items (e.g., books) that are delivered through conven-
`tional distribution channels (e.g., a common carrier). A
`server computer system may provide an electronic version
`ofa catalog that lists the items that are available. Auser, who
`is a potential purchaser, may browse through the catalog _
`using a browser and select various items that are to be
`purchased. When the user has completed selecting the items
`to be purchased, the server computer system then prompts
`the user for information to complete the ordering of the
`items. This purchascr—specific order
`information may
`include the purchascr’s name, the purchaser’s credit card
`number, and a shipping address for the order. The server
`computer system then typically confirms the order by send~
`ing a confirming Web page to the client computer system and
`schedules shipment of the items.
`Since the purchaser-specilic order information contains
`sensitive information (eg, a credit card number), both
`
`15
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`30
`
`35
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`40
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`
`50
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`60
`
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`
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`14
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`
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`5,960,411
`
`3
`the identifier to the client system. When requested by the
`client system,
`the server system provides information
`describing the item to the requesting client system. When the
`server system receives a request from a client system, the
`server system combines the additional information stored in
`association with the identifier included in the request
`to
`effect the ordering of the item.
`
`BRII.{F DESCRIPTION 01" 'l'l-IE DRAWINGS
`
`illustrate single-action ordering in one
`FIGS. 1A—lC‘
`embodiment of the present invention.
`FIG. 2 is a block diagram illustrating an embodiment of
`the present invention.
`1'10. 3 is a
`flow diagram of a routine that enables
`singlewaction ordering for a customer.
`FIG. 4 is a [low diagram of a routine to generate a Web
`page in which single-action ordering is enabled.
`FIG. 5 is a How diagram of a routine which processes a
`single-action order.
`FIG. 6 is a flow diagram of a routine for generating a
`single-action order summary Web page.
`FIG. '7 is a flow diagram of a routine that implements an
`expedited order selection algorithm.
`I-‘I GS. S/\—8C illustrate a hierarchical data entry mecha-
`nism in one embodiment.
`
`DETAII..ED DESCRIPTION OF Tl-IE
`INVENTION
`
`I0
`
`15
`
`30
`
`The present invention provides a method and system for
`single-action ordering of items in a clientiserver environ-
`ment. The singlc—action ordering system of the present
`invention reduces the number of purchaser
`interactions
`needed to place an order and reduces the amount of sensitive .
`information that is transmitted between a client system and
`a server system. In one embodiment,
`the server system
`assigns a unique client identifier to each client system. The
`server system also stores purchaser-specific order informa-
`tion for various potential purchasers. The purchaser-specific
`order information may have been collected from a previous
`order placed by the purchaser. The server system maps each
`client identifier to a purchaser that may use that client system
`to place an order. The server system may map the client
`identifiers to the purchaser who last placed an order using
`that client system. When a purchaser wants to place an order,
`the purchaser uses a client system to send the request for
`information describing the item to be ordered along with its
`client identifier. The server system determines whether the
`client identifier for that client system is mapped to a pur-
`chaser. If so mapped. the server system determines whether
`single-action ordering is enabled for that purchaser at that
`client system. If enabled,
`the server system sends the
`requested information (e.g., via a Web page) to the client
`computer system along with an indication of the single
`action to perform to place the order for the item. When
`single-action ordering is enabled, the purchaser need only
`perform a single action (c.g., click a mouse button) to order
`the item. When the purchaser performs that single action, the
`client system notifies the server system. The server system
`then completes the order by adding the purchaser-specific
`order inforrnation for the purchaser that is mapped to that
`client identifier to the item order information {e.g., product
`identifier and quantity). Thus, once the description of an
`item is displayed,
`the purchaser need only take a single
`action to place the order to purchase that item. Also, since
`the client identifier identifies purchaser-specific order infor-
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`mation already stored at the server system, there is no need
`for such sensitive information to be transmitted via the
`Internet or other communications medium.
`FIGS. IA-1C illustrate single-action ordering in one
`embodiment of the present invention. FIG. lAillustrates the
`display of a Web page describing an item that may be
`ordered. This example Web page was sent from the server
`system to the client system when the purchaser requested to
`review detailed information about the item. This example
`Web page contains a summary description section 101, a
`shopping cart section 102, a single-action ordering section
`103, and a detailed description section 104. One skilled in
`the art would appreciate that these various sections can be
`omitted or rearranged or adapted in various ways. In general,
`the purchaser need only be aware of the item or items to be
`ordered by the single action and of the single action needed
`to place the order. The summary description and the detailed
`description sections provide information that identifies and
`describes the item(s) that may be ordered. The shopping cart
`section provides the conventional capability to add the
`described item to a shopping cart. The server system adds
`the summary description, the detailed description, and the
`shopping cart sections to each Web page for an item that may
`be ordered. The server system, however, only adds the
`single—action ordering section when single—action ordering is
`enabled for that purchaser at that client system. (One skilled
`in the art would appreciate that a single Wet) page on the
`server system may contain all these sections but the single-
`action ordering section can be selectively included or
`excluded before sending the Web page to the client system.)
`This example single—action ordering section allows the pur-
`chaser to specify with a single click of a mouse button to
`order the described item. Once the purchaser clicks the
`mouse button, the item is ordered, unless the purchaser then
`takes some action to modify the order. The single-action
`ordering section contains a single~action ordering button
`I030, purchaser identification subsection 103b, and single-
`action ordering information subsections 103.: and 103d. "the
`purchaser information subsection displays enough informa-
`tion so that the purchaser can verify that the server system
`correctly recognizes the purchaser. To reduce the chances of
`sensitive information being intercepted, the server system
`sends only enough information so that
`the purchaser is
`confident
`that
`the server system correctly identified the
`purchaser but yet not enough information to be useful to an
`unscrupulous interceptor.
`'Ihe additional
`information sub-
`sections allow the purchaser to obtain various settings or
`obtain more infonnation related to the single-action order-
`ing. If the purchaser wants to verify the shipping address, the
`purchaser can select the "check shipping address” label. In
`response to this selection, the server system may require the
`purchaser to perform a "login" so that the identity of the
`purchaser can be verified before the shipping information is
`viewed or modified. The server system then sends a Web
`page to the client system for display and possible modifi-
`cation of the shipping address. In this way, the transmitting
`of the sensitive shipping address can be avoided unless
`requested by the verified purchaser.
`When the purchaser selects the single-action ordering
`button,
`the client system sends a message to the server
`system requesting that the displayed item be ordered. After
`the server system procems the message, the server system
`provides to the client system a new Web page that confirms
`receipt of the single-action order. FIG. 1B illustrates the
`display of a Web page confirming a single-action order. The
`conlinrting Web page contains essentially the same infor-
`mation as the Web page describing the item (i.e., FIG. IA)
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`except that an order confirmation section 105 is displayed at
`the top of the Web page. The order confirmation section
`confirms that
`the order has been placed and provides an
`opportunity for the purchaser to review and change the
`single—action order. Alternatively, the confirming Web page
`can be identical to the Web page describing the item (i.e.,
`FIG. 1A}, except that the single-action ordering button is
`replaced with a message confirming the order.
`It‘ a single-action ordering is not currently enabled for the
`client system but could be enabled, then the server system
`can generate a Web page like FIG. IA, except
`that
`the
`single-action ordering button 1030 is replaced by a single-
`action ordering enable button. Such a replacement button
`could contain text instructing the purchaser to click on the
`button to enable single-action ordering. When the purchaser
`clicks on that button, the server system would send the Web
`page of FIG. 1A to be displayed. Single-action ordering can
`be enabled whenever the server system has stored suflieient
`purchaser-specific order information for that client system to
`complete a single-action order. If the server system does not
`have sufficient in formation. then when the purchaser selects
`the single-action ordering button,
`the server system can
`provide a Web page to collect the additional information that
`is needed. The server system may require the purchaser to
`“login” so that the identity of the purchaser can be verified H
`before the single-action ordering is enabled.
`To help minimize shipping costs and purchaser confusion,
`the server system may combine various single-action orders
`into a multiple-item order. For example,
`if a purchaser
`orders one item using the single—action ordering and live
`minutes later orders another item using the single—action
`ordering, then those orders may be cost effectively combined
`into a single order for shipping. The server system combines
`the single-action orders when their expected ship dates are
`similar. For example, if one item is immediately available ,
`and the other item will be available in one day, then the two
`singlc—action orders may be cost—effcctively combined.
`However, if the other item will not be available for two
`weeks, then the two single-item orders would not be com-
`bined. FIG. If.‘ illustrates the display of a Web page repre-
`senting four single-action orders that have been combined
`into two separate multiple-item orders based on the avail-
`ability of the items. The order information 106 indicates that
`item 1 and item 2, which will be available in three or fewer
`days, have been combined into one order. The order infor-
`mation 107 indicates that items 3 and 4, which will not be
`available within one week, are combined into a separate
`order. In one embodiment, the server system may combine
`single-action orders that are placed within a certain time
`period (e.g., 90 minutes). Also,
`the server system may
`combine or divide orders when the orders are scheduled for
`shipment based on the then current availability of the items
`ordered. This delayed modification of the orders is referred
`to as “expedited order selection" and is described below in
`detail.
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`FIG. 2 is a block diagram illustrating an embodiment of
`the present invention. This embodiment supports the single-
`action ordering over the Internet using the World Wide Web.
`The server system 210 includes a server engine 211, a client
`identifierlcustomer table 212, various Web pages 213, a
`customer database 214, an order database 215, and an
`inventory database 216. The server engine receives I-I’l'I‘P
`requests to access Web pages identified by URLs and
`provides the Web pages to the various client systems. Such
`an HTTP request may indicate that the purchaser has per-
`formed the single action to effect single-action ordering. The
`customer database contains customer information for vari-
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`ous purchasers or potential purchasers. The customer infor-
`mation includes purchaser-specific order information such
`as the name of the customer, billing information, and ship-
`ping information. The order database 2l5 contains an entry
`for each order that has not yet been shipped to a purchaser.
`The inventory database 216 contains a description of the
`various items that may be ordered. The client identifier!
`customer table 212 contains a mapping from each client
`identifier, which is a globally unique identifier that uniquely
`identifies a client system, to the customer last associated
`with that client system. The client system 220 contains a
`browser and its assigned client identifier. The client identi-
`fier is stored in a file, referred to as a "cookie.“ In one
`embodiment, the server system assigns and sends the client
`identifier to the client system once when the client system
`first interacts with the server system. From then on, the client
`system includes its client identifier with all messages sent to
`the server system so that the server system can identify the
`source of the message. The server and client systems interact
`by exchanging information via communications link 230,
`which may include transmission over the Internet.
`One skilled in the art would appreciate that the single-
`action ordering techniques can be used in various environ-
`ments other than the Internet. For example, single-action
`ordering can also be in an electronic mail environment in
`which an item is described in an electronic mail message
`along with an indication of the single action that is to be
`performed to effect the ordering of the item. Also, various
`communication channels may he used such as local area
`network, wide area network, or point-to-point dial up con-
`nection. Also, a server system may comprise any combina-
`tion of hardware or software that can generate orders in
`response to the single action being perforrned. A client
`system may comprise any combination of hardware or
`software that can interact with the server system. These
`systems may include television-based systems or various
`other consumer products through which orders may be
`placed.
`FIG. 3 is a llow diagram of a routine that enables
`single-action ordering for a customer. To enable single-
`action ordering, a server system needs to have information
`about
`the customer that
`is equivalent
`to the purchaser-
`specific order information. The server system can obtain this
`information in various ways. First, the server system could
`ask the customer if they would like to have singlc—action
`ordering enabled. ll’ so, then the server system could prompt
`the customer using a Web page for the purchaser-specific
`order information. Second, the server system could also save
`the purchaser-specific order information collected when an
`order is placed conventionally. The server system could,
`either automatically or with the customer’s assent, enable
`single-action ordering.
`In step 301.
`the server system
`retrieves the client
`identifier that was sent by the client
`system. In step 302, the server system updates the client
`identilierfcustomer table to indicate that the generated client
`identifier has been associated with that customer. In step
`303, the server system sets a flag indicating that single-
`action ordering is enabled for that client identifier and that
`customer combination. That [lag may be stored in the client
`irlentifierfcustomer table.
`In step 304,
`the server system
`supplies a confirming Web page to the client system. The
`next time a purchaser attempts to order an item, the client
`system will supply its client identifier to the server system.
`If single-action ordering is enabled for that purchaser, the
`server system will assume that the purchaser is the customer
`associated with that client identilier in the client identilicri’
`customer table. Thus, a purchaser may not want to allow the
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`server system to enable single-action ordering if there is a
`possibility that someone else may use that same client
`system.
`FIG. 4 is a flow diagram of a routine to generate a Web
`page in which single—action ordering is enabled. When
`single-action ordering is enabled. the server system gener-
`ates a Web page describing an item as is conventionally done
`and then adds a
`singIe—action ordering section.
`In one
`embodiment,
`the server system adds partial purchaser-
`specific order information to the section. This infonnation
`may include the c1.Lstomer's name, a shipping address moni-
`ker selected by the purchaser (e. g., “at home”), and the last
`five digits of a credit card number or a nickname selected by
`the purchaser. Such partial information should be the mini-
`mum information sufficient
`to indicate to the purchaser
`whether or not
`the server system is using the correct
`purcha