US007047302B1
`
`(12) United States Patent
`Chatani et a].
`
`(10) Patent N0.:
`(45) Date of Patent:
`
`US 7,047,302 B1
`May 16, 2006
`
`(54) METHOD AND SYSTEM FOR ENABLING
`OPTIONAL CUSTOMER ELECTION OF
`AUXILIARY CONTENT PROVIDED ON
`DETACHABLE LOCAL STORAGE MEDIA
`DURING ACCESS OF PRIMARY CONTENT
`OVER A NETWORK AND FOR
`COLLECTING DATA CONCERNING
`VIEWED AUXILIARY CONTENT
`
`(75) Inventors: Masayuki Chatani, Foster City, CA
`(Us); Andrew James Houses Foster
`City, CA (Us)
`
`_
`_
`_
`(73) Ass1gnee: Sony Corporation Entertainment
`America Inc., Foster City, CA (US)
`
`( * ) Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 0 days.
`
`(21) Appl. N0.: 09/452,811
`
`(22) Filed:
`
`Dec. 2, 1999
`
`(51) Int. C].
`(2006.01)
`G96F 15/16
`(52) US. Cl. ....................................... .. 709/229; 705/14
`(58) Field of Classi?cation Search ...... .. 709/217219,
`709/201’ 203’ 229; 705/14’ 50’ 5156; 463/40
`-
`-
`-
`See apphcanon ?le for Complete Search hlstory'
`References Cited
`
`(56)
`
`U.S. PATENT DOCUMENTS
`
`8/1993
`5,233,423 A
`7/1996
`5,532,735 A
`4/1998
`5,740,549 A
`5,838,314 A 11/1998
`5,913,040 A
`6/1999
`5,937,158 A *
`8/1999
`
`Jernigan et a1. .......... .. 358/181
`Blahut et a1.
`348/13
`Reilly et a1. ................ .. 705/14
`
`Neel et a1. ................ .. 345/327
`Rakavy et a1. ..
`395/20062
`Uranaka ................... .. 713/200
`
`5,937,164 A *
`6,026,368 A
`
`8/1999 Mages et a1. ............. .. 709/218
`2/2000 Brown et a1. ............... .. 705/14
`(Continued)
`
`FOREIGN PATENT DOCUMENTS
`
`JP
`
`10/1998
`“M75114
`(Continued)
`
`OTHER PUBLICATIONS
`M. Chatani, “Method and System for Providing Auxiliary
`Content Located on Local Storage During Download/Ac
`cess ofPrimary Content Over A Network”, U.S. Appl. No.
`09/771,751’ ?led Jan 29, 2001_
`
`Primary ExamineriDung C. Dinh
`(74) Attorney, Agent, or F irmiMartine Penilla &
`Gencarella, LLP
`
`(57)
`
`ABSTRACT
`
`Interactive or non-interactive primary content for Which
`value is expected to be paid, is maintained in a contents
`database and accessed from a server station over a network.
`A customer database containing identifying information
`about persons accessing the system is maintained on the
`server side- When the Customer accesses the server system
`Pver a network, the desired Primary Come/1131s d9Wn19a€1ed
`into the garnet:) conilole 1togetfher W111Il1 accesslngdintlfygig
`1n ormat1ona outt ec1ent romt ecustomer ta ase. n
`the basis of the identifying information, auxiliary content,
`such as advertisements, is triggered for playback in the game
`console. Information concerning vieWing of the auxiliary
`content is recorded and uploaded to the server. The playback
`record of the auxiliary content is used as a basis for billing
`the client and advertisers for valuable content. The auxiliary
`content is provided on a detachable storage medium such as
`a CD-ROM or a DVD.
`
`32 Claims, 6 Drawing Sheets
`
`ESTABLISH COMMUNICATION
`WITH DOWNLOAD MANAGEMENT
`SERVER
`
`SEND USER ID TO DOWNLOAD
`MANAGEMENT SERVER
`
`311
`
`SEND USER’ S
`REQUEST FOR
`DUWNLOADABLE PR I MARY
`CONTENT
`
`331
`
`RECEIVE REQUESTED
`CONTENT WITH ATTACHED
`USER INFORMATION
`I
`FIND AUXILIARY CONTENT
`STORED IN STORAGE MEDIA
`DETERMINED BY USER INFO
`I
`
`RECORD HISTORY OF PLAYED
`BACK AUXILIARY CONTENT
`
`SEND RECORD OF PLAYED
`CONTENT TO
`AUXILIARY
`DOWNLOAD MANAGEMENT
`SERVER
`
`361
`
`PATENT OWNER EX. 2002 - PAGE 1
`
`

`
`US 7,047,302 B1
`Page 2
`
`US. PATENT DOCUMENTS
`
`4/2000 Hwang --------------------- -- 709/218
`6,049,823 A
`8/2000 Rothschild ..
`.709/217
`6,101,534 A *
`8/2000 Blumenau
`705/7
`6,108,637 A
`6,195,693 B1* 2/2001 Berry et a1. .............. .. 709/219
`6,279,036 B1* 8/2001 Himmel et a1. ........... .. 709/224
`6,314,451 B1
`11/2001 Landsman et a1.
`
`6/2002 Hoi?aerg et a1. ............ .. 700/83
`6,400,996 B1 *
`6,405,214 B1* 6/2002 Meade, 11
`. 707/104.1
`6,453,420 B1* 9/2002 Collart ..................... .. 713/201
`
`JP
`
`FOREIGN PATENT DOCUMENTS
`2000437721
`5/2000
`
`* cited by examiner
`
`PATENT OWNER EX. 2002 - PAGE 2
`
`

`
`U.S. Patent
`
`May 16, 2006
`
`Sheet 1 6f 6
`
`US 7,047,302 B1
`
`om
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`PATENT OWNER EX. 2002 - PAGE 3
`
`

`
`U.S. Patent
`
`May 16, 2006
`
`Sheet 2 0f 6
`
`US 7,047,302 B1
`
`FIG.2
`
`ESTABLISH COMMUNICATION
`WITH NETWORKED GAME
`CONSOLE
`
`RECEIVE USER ID FROM
`NETWORKED GAME CONSOLE
`
`RETRI EVE USER INFO FROM
`CUSTOMER DATABASE
`
`I
`RECEIVE USER’ S REQUEST
`FOR DOWNLOADABLE PRIMARY
`CONTENT
`
`FIND REQUESTED CONTENT
`FROM CONTENTS DATABASE
`
`ATTACH RETRI EVED USER
`INFO WITH REQUESTED
`CONTENT FOR DOWNLOAD
`
`SEND USER INFO AND
`REQUESTED CONTENT TO
`GAME CONSOLE
`
`201
`
`211
`
`221
`
`231
`
`241
`
`251
`
`261
`
`RECEIVES RECORD OF
`PLAYED AUXILIARY CONTENT
`FROM GAME CONSOLE
`A
`
`STORES RECEIVED RECORDS
`TO CUSTOMER DATABASE
`
`271
`
`281
`
`PATENT OWNER EX. 2002 - PAGE 4
`
`

`
`U.S. Patent
`
`May 16, 2006
`
`Sheet 3 0f 6
`
`US 7,047,302 B1
`
`FIG.3
`
`ESTABLISH COMMUNICATION
`WITH DOWNLOAD MANAGEMENT
`SERVER
`
`SEND USER ID TO DOWNLOAD
`MANAGEMENT SERVER
`
`301
`
`311
`
`SEND USER’ 8 REQUEST FOR
`DOWNLOADABLE PRIMARY
`CONTENT
`
`321
`
`RECEIVE REQUESTED
`CONTENT WITH ATTACHED
`USER INFORMATION
`
`FIND AUXILIARY CONTENT
`STORED' IN STORAGE MEDIA
`DETERMINED BY USER INFO
`
`RECORD HISTORY OF PLAYED
`'BACK AUXILIARY CONTENT
`
`SEND RECORD OF PLAYED
`AUXILIARY CONTENT TO
`DOWNLOAD MANAGEMENT
`SERVER
`
`331
`
`341
`
`351
`
`361
`
`PATENT OWNER EX. 2002 - PAGE 5
`
`

`
`U.S. Patent
`
`May 16, 2006
`
`Sheet 4 6f 6
`
`US 7,047,302 B1
`
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`PATENT OWNER EX. 2002 - PAGE 6
`
`

`
`U.S. Patent
`
`May 16, 2006
`
`Sheet 5 6f 6
`
`US 7,047,302 B1
`
`F | G. 5
`
`BOOT sEOuENOE
`INITIALIZATION
`
`1
`CHECK CD—ROM/DVD DATA
`CONTENT TYPE
`
`50‘
`
`505
`
`509
`
`DOES
`DATA CONTENT
`REQUIRE NETWORK
`CONNECTION ?
`
`ESTABLISH OONNEOTION
`
`NON-NETWORK PROCESSING
`
`517
`
`513
`
`FIRST TIME USER ?
`
`DOWNLOAD PRIMARY OONTENT 529
`& USER INFORMATION
`
`PROMPT FOR INITIAL USER 525
`DATA
`
`I
`
`COMPARE USER DATA WITH
`TRIGGER DATA
`
`533
`
`537
`
`IS
`AUXILIARY CONTENT
`ENABLED '2
`
`EXTRACT 8‘ LOAD
`APPLICABLE AUXILIARY
`OONTENT
`
`545
`
`EXECUTE PRIMARY OONTENT 541
`ONLY
`
`EXECUTE PRIMARY OONTENT 553
`WITH AUXILIARY CONTENT
`
`T
`MAKE/UPDATE PLAYBAOK
`RECORD
`
`549
`
`PATENT OWNER EX. 2002 - PAGE 7
`
`

`
`U.S. Patent
`
`May 16, 2006
`
`Sheet 6 6f 6
`
`US 7,047,302 B1
`
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`PATENT OWNER EX. 2002 - PAGE 8
`
`

`
`US 7,047,302 B1
`
`1
`METHOD AND SYSTEM FOR ENABLING
`OPTIONAL CUSTOMER ELECTION OF
`AUXILIARY CONTENT PROVIDED ON
`DETACHABLE LOCAL STORAGE MEDIA
`DURING ACCESS OF PRIMARY CONTENT
`OVER A NETWORK AND FOR
`COLLECTING DATA CONCERNING
`VIEWED AUXILIARY CONTENT
`
`BACKGROUND OF THE INVENTION
`
`10
`
`1. Field of the Invention
`The present invention relates to systems for engaging in
`interactive entertainment or for accessing non-interactive
`entertainment using a networked game console connected to
`a content provider over a bi-directional network, and more
`speci?cally to maintenance and accessing of customer and
`content databases Which support such systems, for enabling
`playback of both valuable primary content along With aux
`iliary content such as targeted advertisements.
`2. Description of the Related Art
`In recent years, improvements in the ability for members
`of the public to access valuable media and entertainment
`content by connection to relatively loW cost high speed
`bi-directional netWorks has raised interest in advertisers
`seeking to exploit such systems for promotion of goods and
`services.
`One trend has been to offer certain services, such as
`netWork access, or access to specialiZed media content,
`e-mail accounts, e-fax accounts, and so forth, over a netWork
`connection, for free to customers Who are Willing to sign up
`and provide detailed personal identifying information to be
`maintained in a server database. In return for providing such
`customer information, the service provider provides desired
`access to services, for example an e-mail account, to the
`customer for free or at reduced cost, With the provision that
`the customer must then vieW attached advertisements, Which
`may be targeted to the customer based on his or her
`identifying information, broWsing activity, etc. Such adver
`tisements can be attached to customer e-mail or appear in
`pop-up WindoWs or frames Which are generated upon
`accessing the server netWork. By such systems, the costs
`necessary for maintaining the netWork services or paying for
`netWork content can be paid for by advertising revenues,
`Whereas the customer gains access to desired services by
`release of certain personal information and being forced to
`vieW targeted commercial advertisements.
`HoWever, despite their popularity as an advertising
`medium, such systems suffer from the draWback that cus
`tomers, in general, do not like being forced to vieW com
`mercials. In addition, many customers are reluctant to give
`up personal information, particularly to advertisers, in
`exchange for free netWork services or free access to content
`over a netWork. A need exists for customers to exercise
`choice in Whether and When they Wish to vieW auxiliary
`content. At the same time, ?exibility needs to be provided to
`advertisers in terms of the manner in Which such auxiliary
`content is delivered to customers, so that advertisements can
`be presented in a non-offending Way more likely to appeal
`to customer interest. Therefore, more ?exible systems have
`been sought in Which advertisements can be provided to
`customers Who retain the option of vieWing such advertise
`ments or not, With the access fees for netWork and content
`services being adjusted based on Whether a customer
`chooses to vieW the commercials or not.
`Interactive television or video systems o?fering pay-per
`vieW or video-on-demand services, and in Which in which
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`2
`valuable content, such as movies in digital MPEG format are
`doWnloadable for customer vieWing, along With optional
`advertisements, are knoWn from Blahut et al., US. Pat. No.
`5,532,735 and Neel et al., US. Pat. No. 5,838,314. Accord
`ing to these methods, separate databases are established on
`the server side, the ?rst containing desired valuable media
`content such as movies, a second database made up of
`commercial content, and a third database made up of cus
`tomer identifying information. Should the customer elect not
`to vieW the commercial content, a full fee is assessed,
`Whereas if the customer accepts and vieWs the auxiliary
`content, accessing of the valuable content at a reduced cost
`or for free is made possible, in Which case the revenues for
`the valuable content are paid for by advertisers. Although
`these systems do offer the customer the option of disabling
`advertisements, With fees to the customer for vieWing con
`tent being adjusted accordingly, nevertheless such systems
`require a high investment to advertisers since the advertisers
`must be responsible for set up and maintenance of the server
`side advertisement database, either by themselves or through
`detailed coordination With the main content provider.
`Clearly, a more ?exible and loWer cost alternative to adver
`tisers therefore Would be desirable.
`Other methods by Which advertisers are able to get their
`messages across to vieWers have been disclosed by Jemigan
`et al., US. Pat. No. 5,233,423 and Rakavy et al., US. Pat.
`No. 5,913,040.
`According to Jernigan et al., embedded commercials may
`be provided in a memory device installed in a television
`receiver, the commercials being displayed on a portion of the
`screen through use of a graphics generator When a control
`function on the television receiver is activated. Although
`local storage of advertisements on a programmable read
`only memory (PROM) is disclosed, this system places a
`heavy burden on advertisers Who must establish access With
`the PROM device in some manner through a server netWork.
`According to Rakavy et al., advertisements may be pro
`vided over a computer netWork or on a local storage device
`such as a CD-ROM and displayed on a local computer. The
`advertisements displayed on the local computer can be
`selected based on pre-con?gured user preference informa
`tion, such as Which types or categories of advertisements a
`given user may choose to vieW. According to this system,
`hoWever, although statistics of Which advertisements are
`vieWed are recorded, uploaded to an advertising server and
`provided to advertisers, there is no fee adjustment based on
`Whether the advertisements are vieWed or not, so there is no
`inducement for customers to vieW such advertisements.
`Further, the main feature intended to be accessed by this
`system is simply the internet as a Whole, so there is no
`linkage or association betWeen predetermined primary con
`tent and auxiliary advertising content. There is no suggestion
`that advertisements are provided on a local detachable
`storage medium Which acts as the means (or key) by Which
`customers gain access to predetermined content servers
`providing valuable media content such as movies, interac
`tive games, programs, and so forth.
`
`SUMMARY OF THE INVENTION
`
`A general object of the present invention is to provide a
`system and method Whereby advertisements are made avail
`able to customers via a detachable local storage medium,
`such as a DVD or CD-ROM disc, Which is intended to be
`inserted into a game console connected via a bi-directional
`netWork to a speci?ed content provider, Wherein the game
`console includes a control function for enabling the auxiliary
`
`PATENT OWNER EX. 2002 - PAGE 9
`
`

`
`US 7,047,302 B1
`
`3
`content such as advertisements to be viewed, at the option of
`the customer, while the customer accesses valuable media
`content from a primary content database maintained solely
`by the content provider.
`A further object of the invention is to provide a system
`and method as described above, wherein viewing of auxil
`iary data such as advertisements can be disabled by a control
`function of the game console at any time prior to download
`or during playback of the primary media data.
`A further object of the invention is to provide a system
`and method as described above, wherein a record is main
`tained of times and durations for which a customer has
`elected to view auxiliary content along with viewing of
`valuable media content, wherein an auxiliary content view
`ing record is subsequently uploaded to the server station
`maintained by the content provider and can be used as a
`basis for assessing advertising fees to an advertiser, as well
`as updating of the customer database.
`A further object of the invention is to provide a system
`and method as described above, wherein a customer data
`base is maintained in the server station, containing identi
`fying information of users who access the server station,
`wherein such identifying information is capable of being
`downloaded into the game console in order to enable only
`auxiliary content which is customiZed based on a user’s
`identi?cation pro?le to be loaded and viewed.
`A further object of the invention is to provide key data,
`which may include a media or customer identi?er and an
`authentication code, on the detachable local storage medium
`on the client side of the system, whereby the key data is used
`to authenticate access to a speci?ed server station which
`provides primary media content, and whereby such primary
`media content cannot be accessed unless the local storage
`medium is inserted into the game console.
`As a result of the above described objects of the invention,
`improvements over known advertisement methods can be
`achieved. As an advertisement medium, by use of a local
`storage medium such as CD-ROM or DVD, there is no need
`as in the prior art for advertisers to expend costs for
`maintenance of a large scale advertisement database on the
`server side of the system. Therefore, advertisers are afforded
`great ?exibility in preparing their own advertising content
`on relatively low cost packaged media, where at the same
`time advertisers can associate their auxiliary content with
`speci?ed valuable media content downloadable from a main
`content provider.
`Furthermore; the cost and time associated with download
`ing of large volume auxiliary data are avoided. Because the
`cost of packaged media such as CD-ROM or DVD is
`relatively low, advertisers have the advantage of being able
`to easily distribute such media as inserts in magaZines and
`the like. In addition, because of their ability to hold large
`scale data, such detachable packaged media have the ability
`to handle multi-colored animation or lengthy playing of
`auxiliary content which is highly suitable for advertise
`ments.
`A signi?cant advantage of the present invention is the
`ability for advertisers to associate their auxiliary content
`with speci?ed highly popular and valuable primary media
`content such as feature movies, interactive games, popular
`utility programs and the like, which are downloaded from
`the main content server. That is, merely by contracting with
`and following a prescribed format determined by the pri
`mary media content provider, advertisers are then able to
`easily manufacture their own advertisement containing CD
`ROM or DVD media discs which are easily distributed to
`customers. Because of their association with popular and
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`valuable primary media content, customers become highly
`motivated to use such CD-ROM or DVD media as a means
`for gaining access to the primary media content.
`The above and other objects, features and advantages of
`the present invention will become apparent from the fol
`lowing description when taken in conjunction with the
`accompanying drawings in which preferred embodiments of
`the present invention are shown by way of illustrative
`example.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 illustrates an overall system con?guration of a
`system for enabling display of primary media content, along
`with optional display of locally stored auxiliary media
`content, according to an embodiment of the present inven
`tion.
`FIG. 2 is a ?owchart which describes functions performed
`by the primary content server during communication with a
`networked game console.
`FIG. 3 is a ?owchart which describes functions performed
`by a networked game console during communication with
`the primary content server.
`FIG. 4 is a diagram of data contents contained on a
`detachable storage medium inserted in the game console.
`FIG. 5 is a process diagram describing the steps under
`taken in the game console during access with the primary
`content server.
`FIG. 6 is a diagram describing an exemplary business
`model implemented according to the teachings of the present
`invention.
`
`DETAILED DESCRIPTION OF THE
`PREFERRED EMBODIMENTS
`
`FIG. 1 shows the con?guration of a system for enabling
`display of primary media content, along with optional dis
`play of auxiliary media content, according to an embodi
`ment of the present invention. The term “primary media
`content” in the context of the speci?cation and claims shall
`be understood to refer to a collection of downloadable
`contents which may consist of any one of video linear
`streaming data, such as a motion picture in the MPEG2
`format, linear audio streaming data such as MP3 data, binary
`program data or any combination of such data. On the other
`hand, excluded from the de?nition of “primary media con
`tent” are services which are used solely to provide access to
`a network, for example browser software or protocol han
`dlers whose main function is only to establish a network
`connection.
`As shown in FIG. 1, the system con?guration is made up
`of a server side system comprising a download service
`management server 10, a customer database 20 and a
`contents database 30, which are interconnected by a local
`area network (LAN) 40. The “primary media content” as
`described in the preceding paragraph is stored in a contents
`database 30 which makes up part of the server side system.
`The customer database 20 stores a collection of data about
`individual customers who access the download service
`through a bi-directional network 50. The data for individual
`customers may consist of the customer’s name, home
`address, age, gender, occupation, income, hobbies and inter
`ests, information about family members, purchasing history,
`preference of gender in contents viewed, or any other
`descriptive information about a user which may be bene?
`cial to advertisers in targeting auxiliary media to customers.
`Further, such customer data is not static, but is updateable
`
`PATENT OWNER EX. 2002 - PAGE 10
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`

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`US 7,047,302 B1
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`5
`based on a user’s access history of the primary contents data,
`for example data concerning which primary contents are
`accessed and/ or how many times a given category (e. g. type
`of music, genre of movies, etc.) of primary contents are
`accessed may be recorded and used for updating the cus
`tomer data, thereby enabling advertisers to tailor their adver
`tisements more effectively to a given customer.
`The download service management server 10 is a server
`system which is set up to handle download requests from a
`user. Access to the server 10, which may comprise one of
`several servers, is facilitated through a typical device known
`as a router (not shown) on the LAN 40, which directs
`requests to the download management server 10. When the
`server 10 receives requests from a user, the server executes
`a download of requested primary media content from the
`contents database 30. Along with processing requests for
`downloading of primary media content, the server 10 also
`retrieves the requesting user’s customer data from the cus
`tomer database 20 and attaches it with the requested primary
`contents, which are then transmitted via the network by
`means of a known networking protocol standard, such as ftp
`(?le transfer protocol).
`The network 50 is normally a bi-directional digital com
`munications network that connects the user’s terminal hard
`ware with the download service management server 10
`provided on the server side of the system. With current
`technologies, a CATV bi-directional network, ISDN or
`xDSL high speed networks are examples of existing infra
`structures enabling the necessary network connections for
`implementing the present invention.
`The client side of the system con?guration comprises a
`modem or network adapter 60, a networked game console 70
`which utiliZes a detachable storage medium 80 therein, and
`a TV monitor or any other suitable display means 90
`connected to the game console 70.
`More speci?cally, the modem/network adapter 60 is a
`typical device used to connect the client’s terminal hard
`ware, in this case the game console 70, for hook-up to the
`network 50. For example, for a CATV network, a known
`cable modem device may be used, whereas for an ISDN
`network, a device known as a terminal adapter is used.
`The detachable storage media 80 stores a collection of
`interactive or non-interactive auxiliary content, for example
`advertisements which may be made up of video images,
`animations, sounds, applets, etc. In the preferred embodi
`ment, the detachable storage media 80 comprises a CD
`ROM or DVD disc. Each item of auxiliary content includes
`appended “trigger data” which is appended as an access ?ag
`to the auxiliary content, as shall be discussed in further detail
`below.
`The networked game console 70 is a network connectable
`player of interactive digital contents. Such a game console
`70, according to conventional methods, normally utiliZes the
`detachable storage media 80 as a contents distribution media
`in a non-networked environment. Stated otherwise, under
`ordinary use according to conventional known methods, the
`game console 70 is capable of playing back media contained
`on the detachable storage media 80, which normally is an
`interactive video game for example, even if the game
`console 70 is not is connected to the network. By contrast,
`according to the present invention, the storage media 80 is
`speci?cally intended to be used in a networked environment
`and to operate in consort with downloaded primary content
`retrieved through a network connection, in order to provide
`linked or associated user-customized auxiliary content.
`The network game console 70 executes therein network
`access software which is to be loaded from the storage media
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`80 or other internal storage medium (not shown), or which
`may be downloaded from the network, into an internal
`operating RAM (also not shown), for performing the fol
`lowing operations:
`I. Communicating with the download service manage
`ment server 10;
`2. Sending media or user identi?cation data to the server
`in order to retrieve downloadable primary content from
`the contents database 30 together with user information
`from the customer database 20;
`3. Accessing auxiliary content stored in the storage media
`80 on the basis of user information downloaded from
`the server;
`4. Enabling the user to selectively override the playback
`of auxiliary content for viewing solely the primary
`content downloaded from the server;
`5. Recording a history of the auxiliary content items
`loaded and played back from the storage media 80 at
`the election of the user; and
`6. Sending or uploading the record of viewed auxiliary
`content items to the download service management
`server 10.
`Under operation, the console 70 receives downloaded
`primary content together with attached user information,
`wherein the downloaded primary content may be stored
`locally on an internal storage media such as a hard disk drive
`HDD (not shown) or an externally attached re-writable
`storage medium (not shown) which attaches to the game
`console 70 through a port connection. The access software
`?rst checks, in accordance with feature 4 above, whether or
`not the user has elected to disable viewing of auxiliary
`content or not. If the user has not disabled viewing of
`auxiliary content, the console then accesses and loads one or
`more interactive or non-interactive contents which match the
`downloaded user information and/or the downloaded pri
`mary content. More speci?cally, a comparison is made
`between the user information and “trigger data” contained as
`a header with each piece of auxiliary content, and if data
`contained in the trigger data match with the user informa
`tion, the auxiliary content item is then loaded and queued for
`playback in the console 70. In addition, a given request for
`speci?ed primary content may also spawn the loading and
`queuing of auxiliary content. A record of the auxiliary
`content items actually loaded and played on the console 70,
`along with the times and duration during which auxiliary
`content was played, or any other information obtained
`during playback of the auxiliary content, may be stored in a
`data storage area of the console 70, and is uploaded to the
`server at any suitable time, such as after a given piece of
`primary content has been played, after a given piece of
`auxiliary content has been viewed or partially viewed, or
`during a sign-olf process from the network connection.
`The viewed contents record, particularly the times and
`duration for which a given piece of auxiliary content was
`viewed, are used as a basis for assessing fees to advertisers
`who have provided the auxiliary content. Further the viewed
`contents record also enables customer information stored in
`the customer database 20 to be updated to include new
`information gained during viewing or interaction between
`the customer and the auxiliary content. For example, in the
`case of an interactive piece of auxiliary content, various
`questions may be asked of the user, or other user behavior
`monitored, which can then form part of the viewed contents
`record and be used for updating information on the customer
`in the customer database 20. In the case of non-interactive
`content, information of which advertisements have been
`viewed can be used to update customer information.
`
`PATENT OWNER EX. 2002 - PAGE 11
`
`

`
`US 7,047,302 B1
`
`7
`FIG. 2 is a ?owchart which describes sequential functions
`performed by the primary content server during communi
`cation with a networked game console. In addition, FIG. 3
`shows a ?owchart which describes functions performed by
`the networked game console during communication with the
`primary content server. Because the functions shown in
`FIGS. 2 and 3 occur in a mutually exchanged fashion, these
`functions shall be described together.
`In Step 201 on the server side, the download service
`manager 10 receives a request to establish a communication
`link from the network game console 70. Similarly, in a Step
`301 on the client or networked game console side, a request
`is sent to establish communication with the download ser
`vice management server 10. As a result of these coordinated
`actions, a network socket connection according to known
`standards (e.g. IP/TCP) for bi-directional transmission of
`data packets is established between the management server
`10 and the networked game console 70.
`In Step 311, after the communication link has been
`established, a unique media ID indicating the media 80
`installed in the game console 70 is sent to the download
`service management server 10. In the event of a ?rst time
`user, the media ID is associated with the user and is
`thereafter used as a user identi?er. In Step 211 on the server
`side, the management server 10 receives the media ID.
`After receiving the unique media ID, in Step 221 on the
`server side, the management server 10 retrieves, via LAN
`40, user information from the customer database 20. In the
`event that user information associated with the media ID (in
`the case of a new user) does not exist in the customer
`database 20, the user may be prompted to supply basic
`information for establishing initial user information for the
`customer database 20. This process shall be described in
`greater detail in FIG. 5.
`At this point, in Step 321 on the game console side, a
`request is sent to the download management server 10 to
`retrieve downloadable primary content from the contents
`database 30. When the server receives the user’s request for
`downloadable content in Step 231, the download manage
`ment server 10, via LAN 40, ?nds and extracts the requested
`content from the contents database 30 in Step 241. At this
`point, in Step 251, the user information retrieved in Step 221
`is attached to the requested primary content extracted in Step
`241, and the user information together with the requested
`primary content are transmitted to the networked game
`console 70 in Step 261.
`On the client side, in Step 331 the game console 70
`receives the requested primary content along with the
`attached user information. In accordance with the user
`information, in Step 341 the game console 70 searches for
`and ?nds one or more auxiliary content items 415 (see FIG.
`4) stored on the detachable storage media 80 which corre
`spond with the user information. More speci?cally, a com
`parison is made between various data contained in the user
`information, which may also include information of the
`currently requested primary content, and trigger data 419
`appended with each of the auxiliary contents 415, and for
`those items for which a match is found, the auxiliary
`contents 415 are extracted. As shall be explained in more
`detail in relation to FIG. 5, the user is given the option of
`overriding playback of the auxiliary content, however,
`assuming playback is authoriZed, the auxiliary content items
`415 are loaded and executed for playback along with the
`primary content.
`In Step 351, a record is stored in an internal memory (not
`shown) of the game console 70 of all the auxiliary content
`items which have actually been viewed by the customer.
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`Such a record may comprise an identi?er of the auxiliary
`content items which were viewed, and the duration for
`which an auxiliary content item was viewed if it was not
`played in its entirety.
`In Step 361, the game console 70 sends the record
`established in Step 351 to the download management server
`10, which in turn receives the playback record in Step 271.
`The transmittal of this record may be sent in any of various
`ways, f