PROVISIONAL APPLICATION COVER SHEET
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`PTO/SB/16 (6-95
`Approved for use through 04/ll/98. OMB 0651-003
`Patent and Tr.odemark Office, U S DEPARTMENT OF COMMERC
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`is a request for filing a
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`PROVISIONAL APPLICATION under 37 CFR 1.53(b
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`Docket Number CITI0125-
`Type a plus sign(+)
`inside this box
`PRO
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`LAST NAME
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`FIRST NAME
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`MIDDLE INITIAL RESIDENCE (CITY AND EITIIER STATE OR FOREIGN
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`WATSON
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`Andrew
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`FL
`Jacksonville,
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`TITLE OF THE INVENTION
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`(280 characters max)
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`SYSTEMS AND METHODS FOR BUILDING AN APPLICANT'S CREDIT CARD
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`METHOD OF PAYMENT (check one)
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`X
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`A check or money order is enclosed to cover the Provisional filing fees
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`Provisional Filing
`Fee Amount($) $150.00
`credit Account Number: 11-0855 fees and
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`The Commissioner
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`authorized to
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`The invention was made by an agency of the United States Government or under a contract with an agency of the United States Government.
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`[KJ No
`c:=J Yes, the name of the U.S. Government agency and the Govermnent contract number are:
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`SIGNATURE: _._1)�2f7�1-tA=..-_tJ_:__ -----'/)_,:,_�.:_:_�...:.L,l __
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`TYPED or PRINTED NAME: George T. Marcou
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`Respectfully submitted,
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`__,_lf-4//W!.j_LJ_._/ �frp!.:-..
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`REGISTRATION NO. 33,014
`(if appropriate)
`PROVISIONAL APPLICATION FILING ONLY
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`Burden Hour Statement This form is estimated to take 2 hours to complete. 1ime witJ vary depending upon dte needs of the individual case Any comments on the amount of time you are required to complete
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`this furm should be sent to the office of Assistance Quality and Enhancement
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`Office, Washington, D.C. 20231, and to the Office of Information and Regulatory AffiUm, Office
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`Division, Patent and Trademark
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`ofManagement and Budget (Projeet 0651-0037), Washington, DC 20503 DO NOT SEND FEES OR COMPLETED FORMS TO TillS ADDRESS SEND TO Assistant Commissioner for Patents,
`Washington, D.C. 20231.
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`(Provisional Application Cover Sheet (PTO/SB/16) (23-1.1) -page I of I
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`GTMIBDD/acd/C0464 181941/CITIOJ25-PR0/49804
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`PTO/SB/16 (6-95)
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`Petitioner Askeladden - Exhibit 1012 - Page 1
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`SYSTEMS AND METHODS FOR BUILDING A PERSONALIZED ACCOUNT
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`FIELD OF THE INVENTION
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`This invention relates to a network site, such as a Web site on the World Wide Web or
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`the Internet, that an applicant accesses in order to select services, options, payment plans and
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`annual fees associated with an account-based service, such as a credit card, insurance or
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`communication services.
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`10 BACKGROUND
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`Many people purchase account-based services over the phone or through paper
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`applications they fill out and return to the account service provider. Account services such as
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`insurance, communications and investment portfolios are typically purchased in this manner.
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`Another example of such services are traditional credit card applications, which are
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`forms that an applicant either receives from the credit card issuing institution directly through
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`the mail or fmds in advertisements in books and magazines or on kiosks and bulletin boards.
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`These forms have only one or two credit card choices and do not allow the applicant the
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`opportunity
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`to select features on the credit card. For example, a traditional paper form only
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`to order either a VISA® or a MasterCard® credit card, but a single form
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`20 will not provide the applicant with a choice between the two.
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`The advertisement/forms themselves traditionally support a particular program, such
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`as frequent flier miles or reduced rates on long distance services. Thus, an applicant typically
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`VISA® or MasterCard®) and nothing else. The choice as
`only chooses the type of card (e.g.,
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`Petitioner Askeladden - Exhibit 1012 - Page 2
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`to which service or options the applicant receives with the card is performed by selecting the
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`form associated with that service or option (e.g., mailing in a frequent flyer credit card
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`application, as opposed to a discounted long distance service credit card application).
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`Presently, financial institutions have begun to offer credit cards, and other institutions
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`5 have begun to offer other account-based services, such as insurance, via electronic forms
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`Web site over the Internet or World Wide Web. Typically, an applicant accesses a particular
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`and then selects from a few choices (e.g., VISA® or MasterCard® and frequent flyer miles or
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`reduced long distance). This current form of electronic filing for a credit card suffers from at
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`least four problems.
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`The first problem is the delay in obtaining the credit card. The issuing financial
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`institution performs a credit check after the applicant exits the Web page. The applicant must
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`wait for the credit check to be done and then wait to receive the new credit card some time
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`later. At the point of receiving the credit card, the applicant may first learn that the credit
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`line extended is unacceptable, after having gone through the effort and the wait associated
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`15 with applying for the credit card. Additionally, the applicant must also wait to receive the
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`new credit card before it can be used.
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`Second, the applicant is not given the option to select across multiple internal and
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`external services. Typically, a Web site offers multiple cards (e.g., frequent flier mile cards,
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`reduced long distance cards, cards with points for purchasing automobiles, and points for
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`20 purchasing
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`electronic goods), but the applicant must chose one amongst all of these cards.
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`Thus, an applicant cannot opt to receive multiple services from a single credit card.
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`Petitioner Askeladden - Exhibit 1012 - Page 3
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`Third, traditional credit card applications do not provide the applicant with options
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`relating to other banking services. For example, most credit cards do not allow for a reduced
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`rate (APR) if the card holder decides to take advantage of some additional
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`services, such as on-line banking. Additionally, the issuing institution does not typically
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`checks, to such as electronic 5 provide a reduced APR if the card holder uses other services,
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`make payments to the credit card account.
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`Fourth, traditional methods and systems for ordering credit cards do not allow an
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`applicant to select a plurality
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`of services
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`and options in exchange for a higher annual fee or
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`with APR. Thus, an applicant who wishes to have two or more services or options associated
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`�I 0 a single card cannot elect to do so in exchange for paying a higher annual fee or APR.
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`Other account-based services may also be purchased using either phone conversations
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`with a customer representative,
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`a mail-in form or a Web page application. This method of
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`suffers from at least three services, such as insurance, purchasing other account-based
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`to assure that the problems. The first is that a background check on the applicant is required
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`service. This typically takes a applicant is a good candidate to receive the account-based
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`long time and may delay issuance of the account.
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`Second, a customer service representative may fail to notice the multiple policy or
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`customer.
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`Thus, as an example, the representative may fail to notice that an
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`applicant holds both a homeowner's policy, as well as two automobile
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`policies, and as a
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`due to the applicant's brand loyalty
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`to one particular insurance company.
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`Petitioner Askeladden - Exhibit 1012 - Page 4
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`options, Third, a problem exists in paper forms, in that as the number of available
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`such as types of coverage (e.g., home, auto, life) increases, as well as the levels of coverage
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`(e.g., $10,000, $20,000), the number of possible variations in rates increases such that to print
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`out every rate within the vast amount of parameters is difficult and confusing to the applicant.
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`5 Similarly, a customer service representative may make mistakes in conveying or may neglect
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`to offer a reduced rate for multiple policies at various levels of coverage.
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`As noted in the examples given above, it is not the type of account (e.g., insurance vs.
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`credit card) that typically creates the difficulty with conveying the information to the
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`applicant, it is the number of options available. Similarly problems occur with
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`10 telecommunication service applicants regarding whether or not an applicant desires to
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`purchase phone service and the associated features of call-waiting, call-forwarding,
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`answering
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`services and caller-ID, along with other services, such as Internet access, paging,
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`mobile phone service, cable television and satellite television. Given the large number of
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`sub-services and options within some services, it is also difficult to convey all of the various
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`15 rates to the applicant based on which sub-services, options and features selected.
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`SUMMARY
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`OF THE INVENTION
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`The present invention solves the problems noted above. First, with regard to credit
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`card accounts, the present invention performs a real-time credit check to determine the credit
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`worthiness of the applicant. The applicant, in an embodiment of the present invention,
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`4
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`Petitioner Askeladden - Exhibit 1012 - Page 5
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`knows immediately what the line of credit is, as well as the credit card number, allowing the
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`person to make purchases over the Internet, World Wide Web or telephone immediately after
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`ordering the credit card.
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`Second, an embodiment of the present invention allows an applicant to select any
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`5 number of services and options from a finite and variable plurality of services and options,
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`and combine those selected services on one credit card. By allowing an applicant to select
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`multiple services and options onto one card, the applicant may take advantage of special
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`incentives offered by the issuing institution or its business partners, including a lower annual
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`fee or a lower APR. Alternatively, an applicant who values a plurality of other services,
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`1 0 options and benefits may pay a higher annual fee in exchange for that package of services,
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`options and benefits.
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`Third, the present invention allows an applicant to shop for a particular credit card
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`and make choices based on an increased annual fee and/or APR as calculated in real time.
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`An applicant may first desire to have two services or options on one card, but may be
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`�l.:dl5 discouraged at the increased annual fee or APR. Thus, a potential credit card holder may
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`temporarily select a plurality of services and options, receive a calculated annual fee or APR
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`and then make alternate selections in an effort to lower the annual fee or APR before
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`committing to a particular package of services, options and benefits on one card.
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`Fourth, the present invention allows the card issuing institution to modify and change
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`20 the Web page easily and quickly. This allows the card issuing institution to bring in
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`additional business partners as well as cancel services or options that become unprofitable or
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`obsolete.
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`Petitioner Askeladden - Exhibit 1012 - Page 6
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`Finally, the present invention is also applicable to any account-based system. The
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`present invention provides an adjustable and dynamic medium to purchase other account­
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`based services, such as insurance, communications services and investments. For these non­
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`credit card based accounts, the present invention also provides real-time approval for services
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`5 and an institutionally changeable "select-and-see" platform that allows applicants to
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`temporarily select from a plurality of options before committing to a single account while
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`also providing the institution the flexibility to change the platform in the future.
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`In order to achieve the stated and other features, advantages and objects of the present
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`invention, an embodiment of the present invention provides a method encompassing
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`10 determining the worthiness of an applicant, providing a plurality of options for the applicant
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`to choose from to associate with an account, adjusting factors associated with the account and
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`submitting the applicant selected information for providing the account.
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`BRJEF DESCRJPTION OF THE DRAWINGS
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`The accompanying drawings, which are incorporated in and form part of the
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`specification, illustrate preferred embodiments of the present invention and, together with the
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`description, disclose the principles of the invention.
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`Figure 1 is a system overview according to an embodiment of the present invention.
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`Figure 2 is a system overview according to another embodiment of the present
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`20 invention.
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`Figure 3 is a flow chart showing a process in accordance with the present invention.
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`Petitioner Askeladden - Exhibit 1012 - Page 7
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`Figure 4 is a flow chart showing another process in accordance with the present
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`invention.
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`Figures 5-26 are examples of Graphical User Interface (GUI) screens for application
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`for a credit card in accordance with the methods and systems of an embodiment ofthe
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`5 present invention.
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`Figure 27 is a diagram of a screen showing various options from which an applicant
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`has to choose when using the systems and methods of an embodiment of the present
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`invention to purchase insurance.
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`Figure 28 is a flow chart showing a sub-process in accordance with the present
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`��:!10 invention.
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`Figure 29 is a diagram of a screen showing various options an applicant has to choose
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`from when using the systems and methods of the present invention to purchase
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`telecommunications services.
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`�Et5 DETAILED DESCRIPTION
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`Figure 1 shows a system overview of the present invention. An applicant uses a
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`terminal 1, such as a personal computer, to access a credit card building system, in which the
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`applicant builds and designs a desired credit card. The credit card building system contains
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`an interface for the applicant to receive and input data. Examples of the applicant interface
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`20 may be a Graphic User Interface (GUI), a Web page or any equivalent device that presents
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`the applicant with information and receives information from the applicant.
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`Petitioner Askeladden - Exhibit 1012 - Page 8
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`The applicant obtains access to the institution's credit card building system through a
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`3. The network 3 may be, for example, an internal network, an external
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`network, the Internet, the World Wide Web or any combination thereof. The institution uses
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`a server 2 to store, forward, maintain and manage the credit card building system. The server
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`5 2 receives and transmits data to the applicant's computer 1 via the network 3. Client terminal
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`4 is used to update and make changes to the operations of the software managed by the server
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`2, including the credit card building system, and the server 2 itself. A database 5 maintains
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`records of services, options, benefits, annual fees, annual percentage rates (APR), available
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`lines of credit and balance transfer amounts.
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`Outside of the institution is a credit reporting service 6. This service 6 maintains its
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`own database (not shown), which is used to determine if an applicant is a credit risk or not.
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`The credit reporting service 6 returns information to the server 2, via the network 3, so it can
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`be determine whether or not a credit card should be issued, and if one is issued, what the
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`credit card's credit line should be.
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`Figure 2 shows an alternative embodiment of the present invention. Part of the server
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`2 is outlined in a dashed line. In particular, a firewall 2a is used to limit access and to
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`provide security to the institution's data and system. The firewall2a basically includes
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`security measures checking to assure that the person attempting to access the institution's
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`server and information therein does not pose a substantial security risk.
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`Applicant information is obtained by applicant subsystem 2b. Applicant subsystem
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`2b prompts the applicant to enter data, such as the applicant's name, address, social security
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`number and annual salary. The credit checker subsystem 2c retrieves the needed information
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`Petitioner Askeladden - Exhibit 1012 - Page 9
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`from the applicant subsystem 2b and forwards it to the appropriate credit scoring service 6a
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`or 6b. If the credit scoring service 6a or 6b provides a negative enough score, such that the
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`credit checker subsystem 2c determines that the applicant is a bad credit risk, the system of
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`an embodiment of the present invention mails the applicant a denial letter 7. The denial letter
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`at will not be granted a credit card from this institution 5 7 basically states that the applicant
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`this time.
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`If the credit scoring service 6a or 6b provides a positive enough credit score to merit
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`issuing the applicant a credit card, the credit checker subsystem 2c informs the application
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`subsystem 2b to issue a credit card to the applicant so that the appropriate information is
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`10 forwarded to the card building subsystem 2d from the applicant subsystem 2b. Also, based
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`the credit checker subsystem upon the credit score and information provided by the applicant,
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`2c determines the credit line, the amount available for balance transfers (BT), and the APR
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`and the APR for BTs, and provides this data to the applicant subsystem 2a for forwarding to
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`the card building subsystem 2d.
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`The applicant subsystem 2b compiles the information given to it from the credit
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`checker subsystem 2c, adds the applicant-provided information, and forwards both sets of
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`data to the card building subsystem 2d. The card building subsystem 2d receives applicant
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`selections with respect to services, options and benefits in order to build the desired credit
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`card. Additionally, the card building subsystem 2d accesses other company servers and
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`20 systems 8 in order to determine what features the other companies are making available to the
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`applicant should the applicant choose a particular service, option or benefit. Additionally,
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`the other company servers and systems 8 may also provide advertisements in an effort to
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`Petitioner Askeladden - Exhibit 1012 - Page 10
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`persuade the applicant to select a particular service. These advertisements are displayed to
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`the applicant via the card building subsystem 2d.
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`Figure 3 is a flow chart showing the method steps of building a personalized credit
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`card according to an embodiment fo the present invention. The process begins when an
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`5 applicant invokes the card building system. This is usually accomplished when an applicant
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`enters a Web site, or an equivalent, of an institution that issues credit cards at step 21 (Web
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`page not shown). Typically, the institution is a bank, credit union or any other institution that
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`issues credit cards. The initial Web site the applicant sees is typically the home page for the
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`institution that the applicant wishes to have issue the credit card. After accessing the home
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`system or page at step 21. 1 0 page, the applicant selects or clicks on a link to the card building
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`At step 22, the firewall 2a performs a security check on the applicant entering this part
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`of the system. If the firewall 2a determines that the applicant entering this part of the system
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`is a security risk, the system forwards a message to the applicant informing the applicant that
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`a credit card cannot be built at this time (step 23). After the applicant is so informed, the
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`15
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`system terminates the credit card building application and returns the applicant to the
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`institution's home page or another network site at step 24.
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`If the applicant passes the firewall 2a security check at step 22, the applicant is given
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`access to the applicant subsystem 2b at step 25. At step 25, the applicant subsystem 2b
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`queries the applicant to enter personal information, such as name, address, social security
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`20 number and salary (see Figure 5). The applicant subsystem 2b collects this information,
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`formats it and forwards it to the credit checking subsystem 2c at step 26. Also at step 26, the
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`credit checking subsystem 2c forwards the formatted data to the appropriate credit checking
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`10
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`Petitioner Askeladden - Exhibit 1012 - Page 11
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`agency 6a or 6b. The credit checking agency 6a or 6b derives the applicant's credit score
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`based on such factors as salary, outstanding loans, and previous bankruptcy claims, and
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`provides a credit report to the credit checking subsystem 2c at step 26. The credit checking
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`subsystem 2c uses the credit report to determine if the applicant qualifies for a credit card at
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`5 step 27.
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`If the credit checking subsystem 2c determines that the applicant is a bad credit risk at
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`step 27, the system sends a brief message indicating that the applicant is no longer permitted
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`to build a credit card at step 28 and forwards the applicant to another Web page or network
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`site at step 29, which terminates the card building application. This alternative network site
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`to I 0 may typically be a phone service or other site which will try to persuade the applicant
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`purchase a secured phone card or other non-credit based service or product. Typically, this
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`non-credit based service or product may be affiliated with a co-branding partner with the card
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`issuing institution (e.g., a telephone company) or it may be another service provided by the
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`card issuing institution (e.g., a checking account). At step 30, the applicant's name and
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`15 address are forwarded to an employee or another subsystem so that the letter 7 may be
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`generated and mailed to the applicant indicating that the applicant is a bad credit risk and will
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`not be issued a credit card at this time.
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`If the credit checking subsystem 2c determines the applicant is a good credit risk, the
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`credit checking subsystem 2c forwards a base credit line, a base annual fee, a base annual
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`20 percentage rate (APR), a base balance transfer amount (BT) and a base balance transfer APR
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`to the applicant subsystem 2b, which then forwards this information to the card builder
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`subsystem 2d. The applicant subsystem 2b also forwards the applicant data to card building
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`11
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`Petitioner Askeladden - Exhibit 1012 - Page 12
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`subsystem 2d at step 31. Also at step 31, the card building subsystem 2d displays an image
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`of a basic credit card along with information about the credit card, such as the credit line,
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`associated
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`annual fee, the APR, the amount available for BTs and the APR for BTs. Also at
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`step 31, the card building subsystem 2d displays services, options and benefits the applicant
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`5 may select so as to add features to the credit card. (See Figures 7-25.) It should be noted that
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`at this step, the card builder subsystem checks the credit line, APR, BT or APR for BTs to
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`determine what services, options and benefits from which the applicant is allowed to select.
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`In most cases, an applicant is allowed to chose from all services, options and benefits
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`available from the issuing institution.
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`However, in an alternative embodiment of the present invention, some services and
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`options are not made available
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`to a particular applicant. For example, if an airline that offers
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`frequent flyer miles does not want it's program offered to people with credit limits below
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`$5,000, that service is not displayed to those applicants. Thus, possible services and options
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`available
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`to an applicant are limited by the credit rating at this step.
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`with the credit card At step 32, the applicant selects a service or option for association
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`being built. The list of available services, options and benefits includes, but is not limited to,
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`frequent flyer miles, points for automobile purchases, calling card services, points for
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`purchasing electronics or music, the type of card (e. g., VISA® or MasterCard®), the addition
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`of a microchip to make the card a smart card, the addition of the applicant's photograph, and
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`20 linkage to checking accounts, on-line bill paying, investments and mortgages.
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`At step 32, the applicant decides if the base credit presented is sufficient for the
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`applicant's needs. If it is, a "FINISH" command is inputted at step 32, and the basic credit
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`12
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`Petitioner Askeladden - Exhibit 1012 - Page 13
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`card is submitted at step 35 for final processing. Final processing typically includes
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`providing the applicant with a summary of services selected, fees and APRs (Figure 26),
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`printing and mailing of the card to the applicant, as well as accessing external databases, such
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`as the ones coupled to other company servers and systems 8. The accessing of external
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`5 databases informs the other companies that the applicant has joined onto their services. In
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`this manner, the applicant may use the calling card portion of the credit card before actually
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`receiving the credit card because the other company's database is updated by the present
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`invention, for example. After the base credit card is submitted at step 35, the applicant is
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`switched over to another Web page and the process ends at step 36.
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`If at step 32, the applicant decides to add features to the basic credit card, the
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`applicant uses a mouse or other pointing device, or uses the TAB key to shift through the
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`available
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`selections, and hits RETURN
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`or a mouse button to select a particular service,
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`option or benefit. After the applicant has made a selection,
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`the card building subsystem 2d
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`takes that input and uses it to retrieve information from the database 5. More specifically, the
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`15 card building subsystem 2d requests information so that the annual fee, APR, BT amount or
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`APR for BT can be adjusted in view of the applicant's selection of a service, option or
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`benefit.
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`The process of updating the annual fee, APR, BT and APR for BTs is shown in Figure
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`4. At step 41, the card builder subsystem 2d compiles two separate sets of data. The first set
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`20 of data encompasses the selection just made by the applicant. The second set of data
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`encompasses the selections previously made by the applicant. The card builder subsystem 2d
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`formats both sets of data into a search phrase that the database 5 understands. This could be
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`13
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`Petitioner Askeladden - Exhibit 1012 - Page 14
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`a Structured Query Language ("SQL") phrase, which is submitted to the database
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`Whatever the format, the phrase and/or terms that the database 5 understands are forwarded
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`to the database 5 at step 42. At step 43, the database 5 executes the search. Searching
`in the
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`database 5 involves two sub-steps. The first sub-step includes using logical rules to
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`5 determine which data elements from the database should be retrieved for a particular query.
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`This is apparent given the large number of options, services and benefits an applicant has to
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`choose from. For example, the annual fee for a card with frequent flyer miles and a calling
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`card option may be lower than a card with frequent flyer miles and points towards the
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`purchase of a new automobile. The database 5 understands that when given data X and data
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`10 Y (e.g., frequent flier miles and points towards an automobile), it is to retrieve a different
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`value for an annual fee, for example, than when given data X and data Z (e.g., frequent flier
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`miles and points towards electronic goods).
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`In order to do this, the database 5 contains logical operations and conditional
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`statements in addition to the raw data. Thus, the database determines data element to retrieve
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`15 when given certain input values which are applied against certain logic rules and expressions.
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`The second sub-step includes simply forwarding the correctly retrieved data elements
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`to the requesting system or server. The database 5 performs both sub-steps at step 43.
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`Steps 43 and 44 can also be performed by external databases, such as the ones coupled
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`to other company servers and systems 8. In this manner, data such as bonuses for applying
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`20 for specific credit cards (e.g., X minutes free when card is built as a calling card) can be
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`attached directly from outside sources. By providing this access to external databases, the
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`system and the method of the present invention are also variable depending on the needs and
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`14
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`Petitioner Askeladden - Exhibit 1012 - Page 15
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`desires of business partners of the card issuing institution. For example, a phone company
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`may give away 10 free minutes this month to new applicants who use the present invention
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`but change this service to 20 free minutes next for new applicants on its own database. By
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`using the phone company's database to hold modification to the service provided by the
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`5 phone company to the card issuing institution, the phone company may change at will the
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`service provided without needing to alter the card issuing service's database.
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`At step 44, the database 5 returns the results to the card building system. The card
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`building subsystem 2d updates the display by providing the updated annual fee, APR, BT and
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`APR for BTs at step 34 of Figure 3.
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`After the display and credit card file are updated, the process returns to step 32 of
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`Figure 3 and waits for an applicant input. By displaying the updated annual fee, APR, BT
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`amount and the APR for BTs and returning control to the applicant at step 32, the applicant
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`then is allowed to select and de-select services, view the corresponding changes made to the
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`annual fee, APR, amount available for BTs and the APR for BTs, and make adjustments to
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`15 the credit card until the applicant is satisfied with the services, options and benefits
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`associated with the card. Once the applicant is content with the services, options and benefits
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`shopped for in exchange for the received annual fee, APR , BT amount and APR for BTs, the
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`applicant indicates that the building of the card is finished at step 32, and the processing
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`continues as mentioned above in conjunction with steps 35 and 36.
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`20
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`Given that there are so many services and options from which an applicant may
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`choose, it is quite possible that the applicant may not know what is associated with each
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`service or option. The card builder subsystem 2d provides information to the applicant
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`15
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`Petitioner Askeladden - Exhibit 1012 - Page 16
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`regarding each service or option when the mouse or other pointer device is placed over an
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`option or service. Without clicking or striking ENTER, the card builder subsystem
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`automatically provides information about that service in either a pop-up window (a
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`temporary window that appears over the cursor on the screen), or it provides the information
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`5 in a permanent window specifically designed to display the information. Alternatively, the
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`information
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`about a service or option may be provided in a permanent window and the brief
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`description appears in the window as the applicant selects that service or option.
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`DESCRIPTION OF EXTERNAL SERVICES OR DISCOUNTS
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`External services involve goods and service provided to the applicant from a company
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`other than the card issuing institution. Examples include an airline offering freque