Enhancing Classified Advertising
`with Visual Data
`Rimfire Overview for Classified Ventures
`
`Don Strickland, CEO
`Sarah Pate, GM
`Internet Pictures Corp.
`October 2, 2003
`
`Exhibit 2019, Page 1
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`with Visual Data
`Rimfire Overview for Classified Ventures
`
`Don Strickland, CEO
`Sarah Pate, GM
`Internet Pictures Corp.
`October 2, 2003
`
`Exhibit 2019, Page 1
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Uniquely iPIX
`
`Founded in 1986
`Public & Profitable
`Extensive Patent Portfolio
`Proven solutions that drive
`commerce
`World class, multimillion dollar
`imaging infrastructure
`
`Web Commerce
`
`Real Estate
`
`Financial Services
`
`Security
`
`Autos
`
`Publishing
`
`Exhibit 2019, Page 2
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Introduction to Rimfire
`
`• Making workflows efficient
`by eliminating the hassle of dealing
`with images
`– Robust, outsourced image management solution
`– Simplest most efficient image upload method
`– Seamless integration into existing applications
`– Dynamic view capability
`– Real Time extensible transformations
`• Target markets
`– Online transactions with “$images”
`– Classified Advertising for web and print
`– Personalization
`• The business model
`– Charge based on usage (we represent a variable cost)
`– Revenue sharing with partners
`– Professional services for unique features or custom
`applications
`
`Intelligently
`collect,
`transform,
`store, manage
`and deliver
`images &
`associated
`data in
`online/offline
`transactions
`
`Exhibit 2019, Page 3
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`New Revenue Stream - eBay
`
`Photos in listings resulting in:
`• 19% higher ASP*
`• 10% more bids*
`• 4% higher conversion rate*
`• From 8% to over 80%
`penetration in under 3 years
`• Directly generating 10’s of
`millions of dollars in Picture
`Services revenue .
`Indirectly generating hundreds
`of millions in increased ASP.
`
`•
`
`*John Herr, Vice President and General Manger,
`Technology and Business, eBay
`
`Exhibit 2019, Page 4
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Building an Efficient Workflow: Front End
`
`Exhibit 2019, Page 5
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`• Classified ad readers see an ad in
`Visual Shopping in Print
`the printed paper, with a photo
`
`more
`photos
`online.
`
`Exhibit 2019, Page 6
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Los Angeles Times
`• Recycler Publications
`• Launched in November 2001
`• 225% growth in photo revenue year-
`over-year*
`• 50% increase in number of photos in
`published 1st week*
`• Profits increased 36%*
`Joseph Shavit, Director Classified Marketing & Planning Los Angeles Times
`
`Exhibit 2019, Page 7
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Sample Upload Integration (Cars.com)
`September Stats:
`• % of ads with at least 1 photo: 60%
`• % of ads choosing the multiple photo package: 18%
`• multiple-photo breakdown
`– 1 30 1%
`– 2
`65
`3%
`– 3
`133
`6%
`– 4
`170
`8%
`– 5
`183
`9%
`– 6
`225
`11%
`– 7
`175
`9%
`– 8
`165
`8%
`– 9
`911
`44%
`• Total photos included in paid listings during September: 18,885
`• Total listings with at least 1 iPIX image: 6694
`
`Exhibit 2019, Page 8
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Demand for Images in RE Ads
`
`• Competition for marketing dollars is
`accelerating
`
`– The #1 consumer request is for more images for online
`listings (source Marcie Geffner, Editor, Inman News)
`– 82% of consumers prefer online listings with multiple
`images, (Source RDC)
`– “Every MLS should be demanding unlimited images
`as part of their MLS System Vendor Agreements”,
`(Brian Larson, Clareity Consulting)
`
`Exhibit 2019, Page 9
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Rimfire Upload Tools: Patent-Pending
`Technology
`Bulk Uploader
`
`Individual Uploader
`
`Features
`• Multiple UI’s to choose from
`• Batch upload with editing and
`options
`• Drag & drop multiple images
`simultaneously
`• Space-saving design for image
`preview
`• Crop/Rotate/Auto-enhance
`• Client-side resizing
`• Stamp user info onto pictures
`for branding/security
`• Extended upload feedback bar
`• Externally-scriptable functions
`
`Exhibit 2019, Page 10
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Rimfire Account Configuration Tools: Publishers
`Create Output According to Their Requirements
`
`Exhibit 2019, Page 11
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Rimfire Includes a Variety of Customizable
`Viewing Templates for Easier Integration
`
`Exhibit 2019, Page 12
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Building an Efficient Workflow for
`Publishers (Print and Online)
`
`Ad collection
`Methods
`
`Photo collection
`Methods
`
`Production
`Photo input
`
`Production
`Edit/Audit
`
`Publication &
`Distribution
`
`Web form
`with photo
`upload
`Web form
`with photo
`upload
`
`Web Photo
`uploader
`
`Call Center
`
`Photo Prints
`(mail or drop-off)
`
`Hard Copy
`(mail, fax,
`drop-off)
`
`Photographer
`on assignment
`
`Photos
`processed
`and delivered
`for publication
`online and
`
`Newspapers
`Yellow Pages
`
`Photo processing & mgmt
`platform provided by iPIX
`
`Multipoint inputs, and multipoint output regardless of image size or
`type, or aspect ratio - dramatically improving workflow efficiencies
`
`Exhibit 2019, Page 13
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
`
`
`
`Enhancing Classified Advertising
`with Visual Data
`Rimfire Overview for Classified Ventures
`
`Don Strickland, CEO
`Sarah Pate, GM
`Internet Pictures Corp.
`October 2, 2003
`
`Exhibit 2019, Page 14
`Apple Inc. and Twitter, Inc. v. Summit 6 LLC
`IPR2015-00685, Summit 6 LLC
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