Apple Exhibit 1012 Page 00001
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`Patent Application Publication Nov. 10, 2005 Sheet 1 of 22
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`US 2005/0251448 A1
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`Patent Application Publication Nov. 10, 2005 Sheet 3 of 22
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`Patent Application Publication Nov. 10, 2005 Sheet 4 of 22
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`US 2005/0251448 A1
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`Patent Application Publication Nov. 10, 2005 Sheet 5 of 22
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`US 2005/0251448 A1
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`Patent Appllcatlon PllbllCatl0Il Nov. 10, 2005 Sheet 7 of 22
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`US 2005/0
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`251448 A1
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`Patent Appllcatlon Publlcatlon Nov 10,
`
`2005 Sheet 8 of 22
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`US 2005/0251448 A1
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`Page 00009
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`Patent Application Publication Nov. 10, 2005
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`Sheet 9 of 22
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`US 2005/0251448 A1
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`System logic diagram
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`325
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`330 ‘
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`user uses client
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`Page 00010
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`A user subscribes to
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`subscriber encodes
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`subscriber creates
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`advertising
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`server system
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`user installs a
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`Page 00010
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`

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`Patent Application Publication Nov. 10, 2005 Sheet 10 Of 22
`
`5 0251448 A1
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`Page 00011
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`Page 00011
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`Patent Application Publication Nov. 10, 2005 Sheet 11 of 22
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`US 2005/0251448 A1
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`505
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`End
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`Page 00012
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`Page 00012
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`Patent Application Publication Nov. 10, 2005 Sheet 12 of 22
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`US 2005/0251448 A1
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`Patent Application Publication Nov. 10, 2005 Sheet 13 of 22
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`Patent Application Publication Nov. 10, 2005 Sheet 14 of 22
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`
`Patent Application Publication Nov. 10, 2005 Sheet 16 0f 22
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`US 2005/0251448 A1
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`Patent Application Publication Nov. 10, 2005 Sheet 17 of 22
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`

`
`US 2005/0251448 A1
`
`Nov. 10, 2005
`
`BUSINESS CARD AND CONTACT MANAGEMENT
`SYSTEM
`
`BACKGROUND OF THE INVENTION
`
`[0001] Management of business and personal contact
`information is a vital part of every business-person’s job. It
`is a long-standing tradition, world-wide, for business people
`(and personal acquaintances) to exchange business cards
`upon their first (and possibly subsequent) meeting. There
`currently exists a significant market for manufacturers of
`manual business card holders/files and for developers and
`retailers of software and electronic hardware products to
`manage personal and business contact
`information. The
`electronic systems are commonly referred to as PIM’s
`(Personal Information Managers) or CMS systems (Contact/
`Customer Management Systems). The PIM and CMS sys-
`tems vary in their functionality from small, credit-card sized
`electronic address books to large corporate-wide customer
`management systems.
`
`[0002] All of the systems have one common flaw, how-
`ever, in that the task of entering the original contact infor-
`mation is time consuming and error prone. The task of
`entering all the basic contact information from the business
`card into the PIM/CMS such as, for example,
`the card
`holder’s name, address, phone and fax numbers, email
`address, etc. is by nature a labor intensive task. Because the
`task is manual, it is prone to data entry errors. Often times
`the errors are not realized until the user later extracts the data
`
`from the PIM/CMS and attempts to contact the card issuer
`and fails because, for example, a phone or fax number is
`wrong or a zip code has two digits transposed. Entry of
`contact data into a PIM/CMS is expensive because of the
`labor involved. The expense is compounded when errors are
`realized after the fact when mail is returned, faxes are not
`received in a timely manner or phone contact cannot be
`made. There exists therefore, a need for a system to reduce
`or eliminate the labor and errors associated with the manual
`
`data entry of contact information into a PIM/CMS.
`
`[0003] Commercially available solutions to automate the
`data entry process of entering business contact information
`are limited. Today, the state of the art consists of optical card
`scanning devices. These devices such as the Smart Business
`Card Reader from Seiko and the CardScan Plus from Corex
`
`Technologies consist of an optical document scanner and
`OCR (Optical Character Recognition) software. The optical
`scanner scans the image(s) printed on the front of the
`business card and the OCR software attempts to determine
`which characters make up which fields of information. The
`software then attempts to place the data into the database of
`an attached PIM/CMS. This technology is expensive and
`error prone. Though less labor intensive than manual data
`entry it is often more error prone than hand data entry.
`
`[0004] Another limitation exists for the business card
`issuer. A printed business card can convey only a limited
`amount of information. Face-to-face delivery of information
`is often the most effective advertising medium. The ability
`to hand-deliver an advertising message to a business or
`personal acquaintance is highly effective and a desirable
`marketing goal. Even with the state of the art in electronic
`and print advertising, there still exists a significant need for
`people to meet in person. The business card issuer is faced
`with the dilemma of wanting to print (convey) as much
`
`information as possible on a business card without the card
`becoming cluttered and confusing to the recipient. A partial
`answer to this dilemma is to print information on both the
`front and back of the business card (which presents a
`problem for optical card scanners) or to produce a card that
`folds in the middle, much like a book,
`thus providing
`multiple surfaces on which to print
`information. These
`solutions are expensive for the card issuer as printing costs
`can increase significantly and often annoying to the recipi-
`ent. There exists, therefore, a need for a system that will
`allow a business card issuer to convey larger amounts of
`contact related information (than conventional business
`cards) to the recipient
`in a manner that
`is aesthetically
`pleasing (i.e. a business card that
`is not crowded with
`information), inexpensive to print and convenient for the
`recipient to manage.
`[0005]
`In a business meeting, it is common for the par-
`ticipants to exchange advertising/marketing information.
`This advertising often takes the form of product brochures,
`service capability statements, product-line cards, videos,
`demonstration units, etc., in addition to the exchange of
`business cards. This process is expensive for the issuer (i.e.
`for the cost of the production, storage, and maintenance of
`marketing materials) and for the recipient who has to store
`the received literature, etc.
`in such a way as to make it
`readily accessible the next time it is needed. The recipient
`often files the business card in a manual card file or
`
`electronic PIM and the literature in a separate file which
`must be labeled and filed. This, again, is a manually inten-
`sive and expensive process for the recipient that often results
`in the literature/advertising information being disposed of or
`lost. Accordingly, there exists a need for a system that will
`allow the issuer of a business card to also actively convey
`targeted advertising/marketing information to a recipient in
`a manner that is cost effective and convenient for both the
`issuer and the receiver.
`
`[0006] The Internet is fundamentally changing the way
`companies do business. One advantage of the Internet,
`especially for smaller companies, is that an advertiser can
`reach a potentially large audience simply by establishing a
`site on the World Wide Web. Unlike print advertising,
`electronic forms of advertising can be interactive and can
`often deliver more information to the viewer. A limitation
`
`and fundamental difficulty, however, is in attracting visitors
`to one’s web site. Web advertising is a purely passive
`advertising method in which the customer must come to the
`advertiser, not visa versa. Search engines and cooperative
`web site advertising are common methods to attract visitors
`to an advertiser’s web site. A common method for Internet
`
`advertisers is the “shotgun” approach whereby the advertiser
`pays for advertising space and time on the Web sites of many
`different business partners or “cooperative” web sites. The
`theory is that sooner or later, an interested prospect will
`eventually come across the advertiser’s ad and take action to
`purchase the advertiser’s product or service. A disadvantage
`to cooperative web site advertising is that it does not lend
`itself well to “targeted” advertising. It is also an expensive
`advertising method, especially for smaller companies who
`cannot afford to purchase ad space on high traffic web sites.
`Even if an advertiser can afford the ad space on a popular
`web site, advertisements are typically “rotated” through a
`site such that they are displayed on a periodic basis along
`with numerous other ads. As a result, it is highly likely that
`the advertiser’s ad will not be displayed to each and every
`
`Page 00024
`
`
`Page 00024
`
`

`
`US 2005/0251448 A1
`
`Nov. 10, 2005
`
`visitor to that web site. Often a more effective method of
`
`targeted electronic advertising which allows the advertiser to
`reach targeted prospective customers is for the advertiser to
`actively pursue their target audience by direct E-mail adver-
`tising. Direct E-mail advertising is a more active method
`which allows the advertiser to bring the message directly to
`the targeted recipient and is often less expensive than
`cooperative web site advertising. A disadvantage with direct
`E-mail is that many email service providers actively filter
`out “spam” or unsolicited email. Accordingly, there is a need
`for a method of electronic advertising and electronic adver-
`tisement delivery which allows for inexpensive delivery of
`electronic advertisements to a specifically targeted audience.
`
`It is often difficult (or impossible) for advertisers to
`[0007]
`determine who is actually receiving and/or viewing their
`advertisements. Advertisers want to know the demographics
`of the viewers/recipients of their advertising. Statistics about
`the viewer/recipient of an ad such as when, where, and for
`how long they viewed the ad and the source of the ad (i.e.
`a retailer, staff sales person, business partner, or other such
`source) are desirable for advertisers. Information such as the
`viewer’s job title, and company and how the viewer can be
`reached are also desirable pieces of information that are
`extremely difficult if not impossible for an advertiser to
`obtain without expensive surveys, etc. There exists, there-
`fore, a need for a system that will allow advertisers to obtain
`detailed information about the viewer/recipient of advertis-
`ing as well as the source and timing of the advertisement.
`
`It is common for business partners to share in the
`[0008]
`costs of advertising. “Cooperative advertising”, as it
`is
`sometimes referred, often involves multiple advertiser team-
`ing together. Often the “team” consists of a global or
`national advertiser and a local re-seller of a product or
`service. Often, a re-seller of a product or service will print
`the logo and company name of one or more cooperative
`advertisers on his/her business card perhaps in an effort to
`increase name recognition, etc. This often results in a
`potentially confusing or crowded looking business card.
`Accordingly, there is a need for a business card format that
`allows cooperative advertisers to place logos, etc. from one
`or more business partners (advertisers) on (or within) one
`business card without causing the business card to look
`crowded or to cause confusion with the recipient.
`
`SUMMARY OF THE INVENTION
`
`[0009] The present invention provides business card issu-
`ers and receivers with a more efficient, more cost effective,
`more accurate, and less manually intensive method for
`conveying and managing business and personal contact
`information as well as news and advertising information.
`
`[0010] The present invention provides a method to sub-
`stantially reduce if not eliminate the labor and errors asso-
`ciated with manual data entry of contact information into a
`PIM/CMS. The present
`invention provides a method to
`deliver large amounts of contact related information. The
`present invention provides a method of actively delivering
`targeted advertising information to a recipient. The present
`invention provides a method to deliver a electronic adver-
`tisements and news information directly to a targeted recipi-
`ents. The present invention provides a method of collecting
`detailed information about the recipient/viewer of advertis-
`ing as well as the source and timing of the advertisement.
`
`The present invention provides a method of combining the
`logos and other advertisements of multiple businesses into a
`single business card.
`
`In the present invention, a card holder (issuer) of
`[0011]
`business cards subscribes to a server system, thus becoming
`a subscriber, and provides all of his/her contact information
`to the server system.
`
`[0012] The type of information that the subscriber will
`provide to the server system and which the present invention
`will store, communicate, and manage includes that informa-
`tion which is commonly printed on traditional business
`cards, such as; name, title, company name, phone number,
`address, fax number, email address, web address, etc. (as
`illustrated in FIG. 2-D). In addition to traditional business
`card information, the present invention will store and man-
`age heretofore non-traditional business contact information
`such as mission statements, quality statements, capability
`statements, product descriptions, alternate contact informa-
`tion (such as home phone, cell phone, direct phone number,
`alternate office locations, etc.), assistant information (i.e.
`assistant’s name, phone, email address, etc.), professional
`affiliations (such as for example, MD, JD, DDS, CPA, etc.),
`personal affiliations (such as charities, alma mater, military,
`religion, etc.), personal
`interests (such as golf,
`fishing,
`skiing, etc.) and virtually any other information that might
`be of interest for a business card holder to convey to a
`recipient. Additionally, the present invention will allow the
`subscriber to convey new types of information that hereto-
`fore have not been possible with traditional business cards
`and contact management systems. Data types such as audio,
`video, digital
`images, etc. will allow the subscriber to
`convey company news items and advertisements, product
`brochures, complete product and service descriptions, as
`well as business partner news and advertisements directly to
`the user’s computer. Direct conveyance of targeted news and
`advertising (both company and business partner) is a key
`capability of the present invention.
`
`It will be appreciated that more or less contact
`[0013]
`information may be provided by the subscriber and that
`FIG. 2-D is only a representative example of the contact
`information that may be provided with the present invention.
`In addition to contact information, news and advertisements
`relating to the subscriber and/or the subscriber’s company as
`well as news and advertisements relating to the subscriber’s
`business partners (i.e. dealers, service providers, suppliers,
`etc.), are conveyed from the subscriber to the server system.
`The subscriber also conveys to the server system advertise-
`ment control profiles and associates them with each ad
`submitted. The news and advertisement control profiles
`describe how and when the ad (or news item) is displayed
`and includes, but is not limited to the size and shape of the
`ad, the effective start and stop dates the ad is to run, etc.
`
`[0014] The file on the server system in which the card
`issuer’s contact and advertising information is stored is
`represented by a unique alpha numeric identifier referred to
`herein as a Universal Contact Locator or “UCL”. In the
`
`representative embodiment of the present invention, busi-
`ness cards belonging to the subscriber are encoded with the
`subscriber’s UCL. The UCL may be printed on the subscrib-
`er’s business card in human readable format and/or one or
`more machine readable format(s) such as, for example, bar
`code, magnetic stripe, etc. The UCL encoded on the sub-
`
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`US 2005/0251448 A1
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`Nov. 10, 2005
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`scriber’s business card corresponds to the UCL which iden-
`tifies the unique data file on the server system which
`contains the business contact
`information and advertise-
`ments of the subscriber.
`
`[0015] The present invention is also applicable to a variety
`of personal identification/social communication media such
`as greeting cards, stationary, electronic mail, etc. Likewise,
`a UCL encoded/printed on the personal /social communica-
`tion media of the “sender” corresponds to a unique data file
`located in the server system which contains the personal/
`social contact information and/or advertising of the sender.
`For purposes of clarity, only the application of the present
`invention to business contact and advertising information
`conveyance and management is described herein, but it will
`be appreciated that the system will function substantially the
`same for personal/social communication media. FIG. 2-D
`illustrates representative “personal address book” informa-
`tion that may be managed by the present invention.
`
`[0016] A user, i.e. a recipient of business cards, may or
`may not be (or become) a subscriber. A first-time user
`registers (on a one time basis) with the server system and
`provides certain contact information to the ser