PROVISIONAL APPLICA TION C0 VER SHEET
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`_ Attorney Docket No.: 0NLIP001+
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`\
`I Hereby certify that this paper and the documents and/or fees referred to
`04} :2
`as attached therein are being deposited with the United States Postal
`-
`,
`_} ‘gm
`33
`Service on November 18, 1998 in an envelope as “Express Mail Post
`Flrst Named Inventor‘ Jeffrey W‘ Loomans mg
`Office to Addressee” service under 37 CFR §1.lO, Mailing Label
`55 A
`Number EL100012885US to the Assistant Commissioner for Patents,
`He‘-I‘ .
`Washington, DC 20231.
`61$
`
`/’ ".
`2
`I
`-_..
`C
`'1
`T5
`/
`
`Assistant Commissioner for Patents
`Box Provisional Patent Application
`Washington, DC 20231
`
`Duplicate for fee processing
`
`Sir:
`
`This is a request for filing a PROVISIONAL APPLICATION under 37 CFR l.53(o).
`
`.
`
`INVENTOR(S)/APPLICANT(S)
`
`FIRST NNVIE
`
`MIDDLE INITIAL
`
`RESIDENCE (CITY AND
`EITHER STATE OR FOREIGN
`COUNTRY)
`
`
`
`LAST NAME
`
` JEFFREY
`
`
`
`
`LE VERA GING THE WEB: ARCHITECTURE MA TTERS
`
`510 843-6200
`
`
`LOOMANS
`
`W.
`
`San Francisco, CA
`
`TITLE OF INVENTION (280 characters max
`
`CORRESPONDENCE ADDRESS
`
`Joseph M. Villeneuve
`BEYER & WEAVER, LLP
`P.O. Box 61059
`
`Palo Alto, CA 94306
`
`ENCLOSED APPLICATION PARTS check all that a
`
`X Specification
`
`Number of Pages
`
`28
`
`Small Entity Statement
`
`Drawing(s)
`
`Number of Sheets
`
`Other (specify)
`
`X A check or money order is enclosed to cover the Provisional filing fees.
`
`Provisional Filing Fee Amount ($)L5_0
`
`X The commissioner is hereby authorized to charge any additional fees which
`may be required or credit any overpayment to Deposit Account No. 50-0388
`(Order No. ONLIP001+).
`
`The inventions made by an agency of the United States Government or under a contract with an agency of the United States Government.
`
`X
`
`No
`
`Yes, the name of the U.S. Government agency and the contract number are:
`
`Respectfully Submitted,
`
`SIGNATURE
`
`K
`
`3% “til-/*~$, DATE November 18 I998
`
`
`
`TYPED NAME
`
`Joseph M. Villeneuve
`
`REGISTRATION NO. 37 460
`
`PRO VISIONAL APPLICA TION FILING ONL Y
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`1 of 30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`1 1-18-1998 1 2:49PM FROM ONLINK 4153257329
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`P. 2
`
`9 On-Lmk
`
`Leveraging the Web: Architecture Matters
`
`The Internet and Web technology are prompting organizations to
`reengineer their business processes, especially in the area of electronic
`commerce. Early e-commerce pioneers selected a shopping cart model for
`selling straightforward products like books, CDs, and flowers. Products
`with multiple options require a more sophisticated on-line selling
`application that replicates many of the characteristics of a real sales
`person.
`
`A Web-based sales consultant drives selling knowledge closer to the point
`of sale, increasing revenue from existing sales channels while opening an
`entirely new web-based sales channel. A Web-native architecture is critical
`to successful implementation of a Web-based sales consultant. This
`architecture must provide for flexibility, scalability, and cost effective
`administration.
`
`The Evolution of the World Wide Web
`
`The Internet originated as a technology in the 1970's designed to reliably send electronic
`
`information across a wide—area computer network. The development of LYNX, enabled
`
`the sharing of information between computer savvy individuals.
`
`Hyper Text Markup Language (HTML) made the Internet usable for the mass market. In
`
`its infancy, HTML was used to share information such as stock reports, product
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`catalogues, and baseball scores. With the advent of Common Gateway Interface and
`
`application servers, information locked inside corporate computer systems became
`
`widely accessible.
`
`Today, the Internet is evolving from an information resource to a medium which
`
`performs sophisticated sales, support and customer service functions. Organizations are
`
`refonning themselves as e-commerce gains widespread acceptance.
`
`
`
`On-Link Technologies, Inc. Proprietary and Confidential
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`1
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`2 of 30
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`1 1-18-1998 12:58PM FROM ONLINK 4153257329
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`P. 3
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`9 on-Link
`
`Expanding Sales Channels with a Web-based Sales Consultant
`
`A Web-based sales consultant works 24 hours a day, provides 100% geographic
`
`coverage, with no need for training and no sick days or vacation. It can be your most
`
`valued sales representative. A Web-based sales consultant increases nevenue by driving
`
`dynamic selling knowledge--part numbers, descriptions, prices, illustrations, and
`
`configurations closer to the point of sale. By doing so, the application increases the
`
`efficiency of existing sales channels, improves customer service and opens an entirely
`
`new web sales channel—al1 while reducing expenses.
`
`A Web-based sales consultant provides complete selling knowledge shortening sales
`
`cycles and expanding sales coverage. With access to information at any time, from
`
`virtually anywhere in the world, sales people spend less time generating quotes and more
`
`time developing profitable “face time” relationships. Value added resellers and
`
`distributors can also re-brand the online sales consultant and post the sales application to
`
`their own Web site, making them more likely to showcase your products.
`
`A Web-based sales consultant improves your telesales channel efficiency as well. By
`
`providing customers with pre—order information that guides them to an optimal
`
`configuration, (including cross-selling and up—selling) customer service is improved and
`
`order call times are reduced.
`
`Not only does the Web increase sales for existing channels, it provides the rare
`
`opportunity to open an entirely new sales channel. The Web helps you reach traditionally
`
`uneconomical users, while satisfying the expectations of a new class of Internet savvy
`
`customers. Orders tend to flow to the company that offers the easiest and most customer-
`
`friendly purchasing process. A Web channel makes that happen.
`
`Technical Criteria for a Web Sales Channel
`
`
`
`
`
`On-Linl< Technologies, Inc. Proprietary and Confidential
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`2
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`3 01.30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`3 of 30
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`l 1-18-1998 l2 : SBPM
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`FROM ONLINK 4153257329
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`P. 4
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`9 on-Link
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`Many companies are using the Web to sell simple products. Dell” and Ci scom have
`
`proven that complex products can be configured and sold on—1ine~—a.lbeit at high
`
`application development and maintenance costs. Selecting the right technology solution
`
`to deliver on the promise of a Web-based sales consultant requires an analysis of the
`
`application’s ability to fulfill the role of sales and sales support. The application must
`
`also provide for flexibility, scalability and cost effective administration.
`
`Internal and externalflexibility
`
`In order for an on-line sales consultant to easily deploy to your entire organization, it
`
`must be based on open standards. For general availability to customers with different
`
`client configurations, it needs to be flexible enough to run in any of the browsers
`
`currently in widespread use, without the requirement of plug-ins. Your on-line sales agent
`
`must function in different environments; whether on an Intranet, extranet, within other
`
`applications, or with disconnected users. For users, execution should require a simple
`
`click on a hyperlink. Additionally, the application should be flexible enough to run
`through firewalls without any additional configuration.
`
`Anticipating Growth
`
`Web-based applications are typically associated with an indeterminate number of
`
`concurrent users making it difficult to predict scaling costs. The application’s architecture
`
`affects the cost of the hardware on which it operates,.and impacts performance when
`
`responding to users’ requests.
`
`Creation and maintenance expenses
`
`During and after the sale, administration costs affect an organization’s profitability. In the
`
`competitive on-line marketplace, time to market is critical. An application that takes
`
`months and a team of programmers to add a new product is unacceptable.
`
`A Web-based sales consultant and supporting tools must inter-operate within an
`
`organization's current infrastructure. To guarantee integration with existing and future
`
`
`
`
`
`
`
`0n—Link Technologies, Inc. Proprietary and Confidential
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`3
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`4 01:30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`4 of 30
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`ll-18-‘I998 12:51PM FROM ONLINK 4153257329
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`P.5
`
`9 Ont-Link
`
`systems, the application must be based on open standards. In addition, support tools need
`
`to aid in the integration between enterprise systems and the new web channel.
`
`The application should be modular allowing for division of implementation tasks such as
`
`the user interface, the configuration information, and the selling knowledge. The user
`
`interface should be customizable and integrate within an existing website.
`
`Maintaining current and accurate selling information for use within the application is
`
`essential. Maintenance tools should be easy to use and require minimal overhead from
`
`the IS department.
`
`Real Sales Functionality
`
`
`
`Configuration alone is not enough to enable a new Web sales channel. A few modeling
`
`languages and applications are capable of handling the configuration of complex
`
`products. However, they do very little to fulfill the role of a salesperson, including the
`
`ability to adopt the buyer’s perspective, perform a needs assessment, cross-sell and up-
`
`sell products such as support and training.
`
`An application’s responsiveness is critical to delivering sales functionality. Buyers
`
`become dissatisfied with software that functions well but responds slowly. For
`
`widespread acceptance, the application must download and start-up in no more than a few
`
`seconds, even over a low bandwidth connection. Page latency among product families
`
`must be sub-second as opposed to sub-rninute.
`
`On-Point Sales”
`
`On-Link's cornerstone applicationaddresses the demands of the new Web sales channel.
`
`Through a revolutionary technology, the On-Point Micro-Engine, employed within a
`
`modular application On-Link enable the Web as a new sales channel.
`
`On-Link Technologies, Inc. Proprietary and Confidential
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`4
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`5 01:30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`5 of 30
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`11-18-1998 12:51PM FROM ONLINK 4153257329
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`53.8
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`9 on-Link
`
`Client-side Application
`
`' To provide speed and scalablity, On-Point Sales’ single tier application runs inside a Web
`
`browser. The end—user downloads the entire application at runtime, generally embedded
`
`within a corporate website. The initial download for the application is approximately 5
`
`kilobytes. The application bootstraps itself through additional loads while the
`
`surrounding website is still transferring, and once approximately 50KB of additional
`
`application code is resident, start-up time takes only a second or two. Users are freed
`
`from slow modem speeds, the latency of the Internet, CGI processes, or web-server
`
`bottlenecks. The user interface, code, and product information, for an entire prodeuct
`
`configuration session is approximately 100 kilobytes - equivalent to the size of a large
`
`corporate logo image - with loading time distributed across the entire session so that the
`
`user never experiences significant delays.
`
`On-Link offers a scalable solution through this thin Web-client architecture. The Web
`
`server must be capable of serving 100 kilobytes of traffic per user session, a task any
`
`corporate Web server can easily handle.
`
`On-Link's Web sales application is also deployable. Because the application runs in a
`
`browser with no server side processes, the same application can be deployed on a
`
`company intranet and extranet, as well as on disconnected clients. Being Web-based,
`
`your resellers can link to the application, or host it themselves.
`
`Modular Architecture
`
`The application is divided into three modules: the User Interface layer, the Data layer,
`
`and the Micro-Engine. As with today’s advanced three tier applications, the modular
`
`design allows for ease of implementation and maintenance. Out deployment of the
`
`modular application to the client provides for unmatched scalability and speed.
`
`(insert architectural graphic of On-Point Salesm)
`
`
`
`On-Link Technologies, Inc. Proprietary and Confidential
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`5
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`6 01:30
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`Microsoft Corp. Exhibit 1015
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`6 of 30
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`

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`11-18-1998 12:52PM FROM ONLINK 4153257329
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`13.7
`
`9 on-Lmk
`
`User Interface
`
`The User Interface layer is written in standard HTML and can be created and maintained
`
`with any HTML authoring tool. The user interface can be made to match the existing
`
`look and feel of a website or an internal application. Through the Micro-Engine, multiple
`
`interfaces can access a common data layer.
`
`Data Layer
`
`The data layer stores product information such as configuration and rules; exception, up-
`
`selling, and cross-selling information; pricing and part numbers. This information is
`
`represented as relational data and can be stored in a standard ASCI text file. Relational
`
`table modeling, and an engine that permits creation of sparse data schemas, ensure the
`
`data for any given configurable product is on the order of 20 kilobytes. Additionally, the
`
`application performs intelligent page-fetching so that downloading occurs in the
`
`background.
`
`Data is modularized by each individual product line. This allows small file sizes to
`
`download, makes team implementation and maintenance easier, and makes phased
`
`implementation possible.
`
`On-Point Micro-Engine
`
`The applicaticn’s Micro—Engine joins the user interface and the data layer. This Web
`
`distributed application engine is maintained by On-Link engineers to provide browser
`
`compatibility and application upgrades. The Micro-Engine handles four primary tasks:
`
`Client-side HTML generation, product configuration, event handling, and purchasing and
`
`session information generation.
`
`Client-side HTML Generation
`
`The Micro—Engine dynamically creates the form components of the user interface. While
`
`looking identical to standard pull-down lists, radio-buttons, and scroll-boxes, these UI
`
`components are much more functional. Their contents are dynamically generated by
`
`
`
`
`
`On-Link Technologies, Inc. Proprietary and Confidential
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`6
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`7 01.30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`1 1-18-1998 12 : 52PM
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`FROM ONLINK 4153257329
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`P- 8
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`9 on-Link
`
`interpreting the data files. If desired, the contents themselves can change according to
`
`previous actions within the application. As a user modifies selections, this information is
`
`instantly conveyed to the Micro-Engine so that configuration validation can proceed.
`
`Configuration
`
`With each user selection, the Micro~engine performs a complete configuration validation
`
`in sub-second time so that any misconfiguration is immediately trapped. This speed is
`
`possible because On-Point Sales’ unique Web—native architecture does not require slow
`
`and resource intensive server-side processing.
`
`Event Handling
`
`When users make a valid selection, they see their current configuration including
`
`dynamic system diagrams, current pricing information, and product pictures. When the
`
`user selects an unavailable configuration, the Micro-Engine provides an immediate
`
`context sensitive message and guides the user to valid products. This unique exception
`
`handling provides you with up-selling and cross-selling opportunities as users are
`
`directed to available selections.
`
`Purchasing and Session Information Generation
`
`When the customer proceeds with a sale, the Micro-Engine has predefined functions that
`
`allow it to generate a custom quote, a multi-line purchase order, or a bill of materials.
`
`These can be printed or electronically delivered to an order entry system or other'back-
`
`office system for an end-to-end e-commerce solution.
`
`Architecture Matters
`
`On-Link's On-Point Sales’ unique architecture works well because it is designed as a
`
`web deployed solution, as compared to other solutions that are modified client-server
`
`products requiring server side processes. By running inside a browser, On-Point sales
`
`can be deployed on a stand-alone client for a remote sales force, on your intranet for use
`
`by customer support, engineers, and telesales, and on the Internet for use by customers
`
`and resellers.
`
`
`
`
`.1‘...m
`
`On-Link Technologies, Inc. Proprietary and Confidential
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`7
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`8 01.30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`8 of 30
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`

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`11-18-1998 12:53PM FROM ONLINK 4153257329
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`P. 9
`
`9 On-Lmk
`
`Products with heavy server side components, require expensive hardware in order to
`
`scale and administer. Server-side processing adversely impacts the user experience in that
`
`it does not allow dynamic feedback during configuration. Users complete a form, submit
`
`it, wait for transmission and server processing, and then receive a response. The number
`
`of concurrent users, the system's tuning, and the amount of server—side processing power
`
`all impact response times.
`
`On-Link's On-Point Sales” gives dynamic sub-second feedback as it guides them to a
`
`valid configuration.
`
`The application’s architecture also impacts the speed of development and maintenance.
`
`On-Link’s solution does not require any code modification to change configuration logic.
`
`We store the relevant data, metadata, and logic in our dataset with no coding required,
`
`reducing maintenance costs.
`
`Summary
`
`The evolution of the Internet into a sales channel provides the opportunity to push selling
`
`knowledge deep into existing sales channels, generating more revenue at a lower cost.
`
`Making the right choice for the technology and applications you select to address this
`
`channel will have a significant impact on your organization’s profitability.
`
`While client-server technologies can be ported to the Web, they remain constrained by
`
`legacy architectures. On-Link's on-line sales consultant not only provides configuration
`
`capabilities, it also perform needs analysis, cross-selling, and up-selling all in a Web-
`
`native architecture. Web-narive is the only way to build an application that is fast,
`
`scalable, reliable and deployable.
`
`
`
`On—Linl< Technologies, Inc. Proprietary and Confidential
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`8
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`9 01:30
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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`Microsoft Corp. Exhibit 1015
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