(19)
`
`United States
`
`(12) Patent Appllcatlon Publlcatlon (10) Pub. No.: US 2012/0089465 A1
`Froloff
`(43) Pub. Date:
`Apr. 12, 2012
`
`
`US 20120089465Al
`
`(54) ACTIVITY BASED MOBILE AD SYSTEM AND
`INTERNET BUSINESS MODEL
`
`(76)
`
`Inventor:
`
`W3“ leOffs Aptos, CA (US)
`
`(21) Appl. No.:
`
`12/924,839
`
`(22)
`
`Filed:
`
`Oct. 6, 2010
`
`Publication Classification
`
`(51)
`
`Int. C1.
`G06Q 30/00
`
`(2006.01)
`
`(52) US. Cl. ..................................................... 705/14.71
`
`(57)
`ABSTRACT
`An activity based mobile application system and Internet
`business model is described. TheABMAS harnesses a diverse
`set of mobile device apps sensing mobile user activity with a
`sponsor ad auction engine. The disclosed mobile ad system
`allows sponsors to identify and bid on mobile ad placement to
`motivated buyers in need of sponsor products or services as
`perceived to exist from performance of specific activates. The
`bid winning ads are sent to mobile users located within a
`selected range from sponsor fulfillment station within an
`auction site region, whereby mobile app users in performance
`of some activity become motivated, triggering needs for ven-
`dor ad offerings while the user’s need initiation and motiva-
`tion is temporally and geographically proximate to the vendor
`for fulfillment of the mobile app user’s needs.
`
`101
`
`Activity Based Mobile Ad System
`API
`I
`
`gal-time Operation
`
`App Dev Time
`
`103
`
`Actvty Threshold Bidder
`Vendor 1
`
`Actvty Threshold Bidder
`Vendor 2
`
`Actvty Threshold Bidder
`Vendor 3
`
`Actvty Threshold
`Bidder Vendor M
`
`109
`
` l
`
`
`'1‘
`
`' ABMASwebserver
`if
`
`Mobile K
`
`App(s) Activity
`
`I
`
`I
`
`|
`
`Mobile App Dev’lpr A
`
`Mobile App Dev lpr B
`
`'
`
`o0
`
`Mobile App Dev'lpr N
`
`105
`
`Mobile 1
`
`App(s) Activity
`
`Mobile 2
`
`App(s) Activity
`
`Mobile 3
`
`App(s) Activity
`
`APPLE EXHIBIT 1009
`
`Page 1 of 17
`
`APPLE EXHIBIT 1009
`Page 1 of 17
`
`

`

`Patent Application Publication
`
`emS
`
`m
`
`102S
`
`1A56
`
`0>22355.2aF2522
`
`r.oPm.ou:m>oA52.5228::222o
`
`1how
`2mgm_2sucm>5§m_IIIIln,2252,:552z.228na<2522
`
`4Iw_.9n.>=>zo<
`
`
`Ema/xmx252233:94Ema/x
`2i.m2522
`
`
`
`U52%525w<_2m<55:255%
`
`N2522
`
`m2
`
`562mEocmeH2391E
`
`FLoucm>
`
`0:55EDHE<
`
`.23963.252233m222.2
`
`
`
`:OEEDQO“53;me—z:m:
`
`
`
`<E_.>woQQ<w__no_>_
`
`
`
`.63520595.339°.
`
`NBucm>m5:50aa<2522
`
`APPLE EXHIBIT 1009
`
`Page 2 of 17
`
`APPLE EXHIBIT 1009
`Page 2 of 17
`
`
`
`
`

`

`Patent Application Publication
`
`Apr. 12, 2012 Sheet 2 0f8
`
`US 2012/0089465 A1
`
`/
`
`swam"US
`
`,252g/
`
`SN
`
`swim.2252283m33:2
`
`SE::22aduou03tou=w>
`
`u.5
`
`
`
`.028gm;w<§m<u>3835086u8..
`
`
`
`.oQa<2522.mEamcoo
`
`3N
`
`APPLE EXHIBIT 1009
`
`Page 3 of 17
`
`APPLE EXHIBIT 1009
`Page 3 of 17
`
`
`
`

`

`Patent Application Publication
`
`Apr. 12, 2012 Sheet 3 0f8
`
`US 2012/0089465 A1
`
`so;325£me
`
`§>€<moE5
`
`
`
`250283.5wnonsm—
`
`83.9mmw<
`
`mom
`
`
`
`
`
`3:380:303m<2m<a3m
`
`8m
`
`EamonfimeO
`
`£88mmmam"Sm
`
`233an?£3£9202mnonoflmvuogzmc<
`
`
`
`953m:0ED85353*88“meon.wm<5?Sumcm2508
`
`8m
`
`n.9".
`
`3m
`
`2m2m
`
`>Q:oflaudv-o...v
`
`
`Ho.“«an-...8398m2%qutom
`
`mu>Amvmaafl
`
`bucobso
`
`Sum
`
`HgBovomSCEEo<
`
`mHm
`
`APPLE EXHIBIT 1009
`
`Page 4 of 17
`
`APPLE EXHIBIT 1009
`Page 4 of 17
`
`
`
`

`

`Patent Application Publication
`
`Apr. 12, 2012 Sheet 4 0f 8
`
`US 2012/0089465 A1
`
`
`
`
`
`{Ambe—moEoE2.0m:
`
`gFEEmmgis5is.on
`
`F:9:F9FF
`
`FF
`
`
`
`
`
`IJFaxozo__.S_owmmsow
`
`3
`
`wo_uom._metomw@33av
`
`
`
`mwhouwamong:
`
`a63,233
`
`
`
`A.18:E»:.53».8?
`
`35533:
`
`$305.
`
`§
`
`a“2.588H5.33.56
`
`m22wxmlwomE2.
`
`xx
`
`E8.5
`
`xxx
`
`XXKX
`
`mmtofiocEV3:92032m
`
`xxxxxxxxx
`
`295xx52
`
`
`
`unmawd><EnEv8me€2595%
`
`33m0,—
`
`né
`
`35523»
`
`ad
`
`no
`
`i2%
`
`all?
`
`3.5Fm.FNmennnov:22
`
`2:.:5:I3.55.
`
`
`
`%52'58:96
`
`
`
`HawFEE—63>|LOflfiEO-UQA—
`
`
`
`REESF@3qu£23.
`
`9cw>m
`
`:EOEEwuOwDEB—iEE:
`
`EouEEmm
`
`1.2332.6388::
`
`
`
`mammaEmsmEco.—
`
`APPLE EXHIBIT 1009
`
`Page 5 of 17
`
`APPLE EXHIBIT 1009
`Page 5 of 17
`
`
`
`
`
`
`
`
`

`

`Patent Application Publication
`
`Apr. 12, 2012 Sheet 5 0f 8
`
`US 2012/0089465 A1
`
`'55Beam
`lingomuma><
`
`EaEw3on62
`
`
`
`2:;SEED
`
`Sm
`
`m.9".
`
`Gm39583w.5:
`
`
`
`VNEW283
`
`.0
`
`Easy3on
`
`_‘.o295uwmnmu><
`
`:m
`
`
`
`
`
`Q=DOELWHMEOUOfiW—QEOUGUw
`
`wow
`
`2m
`
`2m
`
`howmow
`
`APPLE EXHIBIT 1009
`
`Page 6 of 17
`
`APPLE EXHIBIT 1009
`Page 6 of 17
`
`
`
`
`
`
`
`

`

`Patent Application Publication
`
`Apr. 12, 2012 Sheet 6 0f 8
`
`US 2012/0089465 A1
`
`moo
`
`20
`
`255%“a
`
`Hgmiémg>565
`
`Damminim
`
`g2.3.5g$5-2m
`
`”$565
`
`mum.in
`
`81385
`
`aohaum3E
`
`w.OE
`
`
`
`Eoc\mmofiswfibm58H
`
`BEES—858H
`
`
`
`.ooflEfiEpham
`
`..:56;
`
`ESE—m
`
`2058’
`
`mthm
`
`aflohoxm
`
`3:30
`
`8:353.
`
`APPLE EXHIBIT 1009
`
`Page 7 of 17
`
`APPLE EXHIBIT 1009
`Page 7 of 17
`
`
`
`

`

`Patent Application Publication
`
`PA
`
`SU
`
`649000m
`
`m
`
`
`
`3%ntm<s_m<on“Eamonm533333cancancwtonwm
`
`
`
`
`
`miotaocoo>..a3:5x..a:m.53he2g\\\VmEzc_85>gum533:8mcficmaxm>=mtowwasxnan:5min:8?
`
`5606.50.55Srm.38.68::6:28?E:82:926%:6.5595:.mc__m>w_”mucoEahammos..Nr
`
`
`
`
`
`
`523:6hoo\ox.tmuwIEQSoEo:m.50-oE_._._m§"oocfimfi6m.622533:31..“.m><532%t260:89::.8629m:«:99:.m><":o_um..o_ooo<8%>v,xA552%Egg..92:qu6::8.,H8mm.Echm=m:28”5.3:Each8w>v.xA6059288
`
`
`
`
`
`
`
`
`
`
`
`2a..696:638ImaEzw.xA382..59:maps“.”3E2.3.H.AthI3qu859%5053526.EEEmE‘sm.x.w>ommEBm"mmctsmAm
`
`
`
`
`
`
`
`0:32mg:.cozmSPmE_>A.xAmg:
`
`
`
`
`
`r..5828.5938.c_E\_mo“noucwnxm3:250AN
`
`g16&9me.cmEEwmfiofiEEonmEflfio.83.9:2..mcESwao.mciom:wao
`
`
`
`
`
`mc_x_m>>.mcEcam6532..92:.mEcoH.umxoto___mmmmmm50wHamcm9%:2
`
`
`
`
`
`
`
`oqumSofi5£8.35uoEEmea6:502522.965£53239___mm>m=o>
`
`
`
`
`\IlwwE>ro<2San..owcmwE0:m<2505.
`
`
`
`
`mcEBQsEm.mEmmmEQw.mcSmaawn..958@881602.26%.3
`
`
`5:85930$st.wEmEoSmmmE@5me.8958meD3%
`
`
`
`
`.mcoaomt:.mSo.wcom£2205Secrets:
`
`
`39:25620:BE:EE95.0UmtoamEa“;_a:t_>.3.
`
`SB
`
`
`
`5h.9".
`
`APPLE EXHIBIT 1009
`
`Page 8 of 17
`
`
`
`on>=o<.mEonm
`
`APPLE EXHIBIT 1009
`Page 8 of 17
`
`

`

`Patent Application Publication
`
`Apr. 12, 2012 Sheet 8 0f 8
`
`US 2012/0089465 A1
`
`
`.3338958%:nome:newaomwumo623”250.E<:_w>m_.mEtonQ2@mfiEqu33:8at“9£82538moma"wuoE2.3nn<8wumoEBoube2809.30m::99:new“mm"two—:Booa595%E8292“
`
`
`
`
`
`
`
`
`
`
`
`
`90::.355oEomamBmoEsou«mcosmNtOcSmEm:”33225>335a.
`
`
`
`$395:ozflmBEaa<$50350E<m<_>_wm<
`
`mmwuo.E6..50.030<
`
`
`
`:2;.2250
`
`
`
`95:9_mcm_mho
`
`
`
`a.9”.
`
`APPLE EXHIBIT 1009
`
`Page 9 of 17
`
`
`
` .Eozsmsg5a.580232:52:3...EozfimflsAv
`
`APPLE EXHIBIT 1009
`Page 9 of 17
`
`
`

`

`US 2012/0089465 A1
`
`Apr. 12, 2012
`
`ACTIVITY BASED MOBILE AD SYSTEM AND
`INTERNET BUSINESS MODEL
`
`BACKGROUND
`
`Field of the Invention
`
`[0001] The present invention generally relates to identify-
`ing user actionable needs through mobile device application
`sensed activity and facilitating proximate vendor ad place-
`ment targeting those specific and particular needs as they
`reach sponsor selected activity and activity thresholds. More
`specifically, a mobile user’s physical activity is monitored by
`an executing mobile app. Mobile ad sponsors bid on users
`specific activities and activity levels for ad placement into the
`mobile apps once the sponsor bid activity thresholds are
`achieved by mobile app users and the users are sponsor select
`proximate to the sponsors fulfillment location.
`[0002] The onset of smart phones has seen a proliferation of
`Location-Based System, LBS, business models which are
`used in a variety of contexts, such as health, work, personal
`life and many others. LBS models can include services to
`identify a location of a person or object, for such things as
`discovering the nearest banking cash machine or the where-
`abouts of a friend or employee. An LBS can include mobile
`commerce when taking the form of coupons or advertising
`directed at customers based on their current location. LBS can
`
`include personalized weather services and even location-
`based games.
`[0003] One of the fastest growing LBS applications is
`mobile advertising, although generally more expensive than
`comparable online advertising. Mobile ad models provide
`expensive high value ad placement systems and in most
`instances are not yet competitive with comparable online
`advertising in price, nor are they superior in advertising
`power.
`In mobile advertising markets, mobile ads are most
`[0004]
`commonly seen as a Mobile Web Banner, top of page banner,
`or Mobile Web Poster, bottom ofpage banner, while in others,
`it is dominated by SMS advertising. SMS or texting is the
`most widely used data application in the world, with 2.4
`billion active users. Other forms of mobile ads include MMS
`
`is a standard
`advertising. Multimedia Messaging Service,
`way to send messages that include multimedia content to and
`from mobile phones. It extends the core SMS capability
`which only allowed exchange of text messages up to 160
`characters in length. The mobile ad business models today are
`mainly statistical where only a small fraction find are timely
`and locally delivered, finding motivated customers. What is
`needed are more targeted mobile ad approaches, where the
`ads are informing “motivated customers” of a way to resolved
`a present need in real-time. When the mobile ad has a low
`click through rate, it is due to the lack of ad persuasion for any
`number of reasons. So, current mobile ads fail to be informa-
`tive. Most current mobile ads fail in this mission because the
`
`information is not timely or not convenient. What is needed is
`higher percentage of click-through, stimulating less expen-
`sive mobile ads that can leverage the less expensive ad tech-
`nologies by finding more likely-to-purchase vendor ame-
`nable customers
`
`[0005] MMS advertising occurs within mobile games and
`mobile videos, during mobile TV receipt, full-screen inter-
`stices. These appear while a requested item ofmobile content
`or mobile web page is loading up, and audio advertisements
`that can take the form ofa jingle before a voicemail recording,
`
`or an audio recording played while interacting with a tele-
`phone-based service such as movie ticketing or directory
`assistance. The most popular MMS use is to send photo-
`graphs from camera-equipped handsets, although it is also
`popular as a method of delivering news and entertainment
`content including videos, pictures, text pages and ringtones.
`[0006] However, these are all one-size-fits-all ads in that
`there is nothing that is personally or physically distinguished
`from the mobile users besides the users location, so the ad
`targets are those that have a particular location, carrier service
`or cellphone vendor and not much more, to give any indica-
`tions as to what the user’s present needs. To purchase and send
`an ad, currently one must only be able to reach a mobile phone
`with an advertisement. What is lacking is the consumer’s
`interest or need component and user’s motivation to read the
`ad, which explains the low click-through rates ofmost current
`solutions. What is missing in the advertising model equation
`is the mobile app users current needs. What is needed is a
`mobile advertising model that account for a user’s personal
`feelings, which discovers particular user needs, which spon-
`sor’s can identify and address. Under those user feeling states,
`mobile ads become informative messages of particular inter-
`est on options for pressing present decisions on the mobile
`user. What are needed are mobile ad services that place
`mobile ads based on immediate, personal and specific cus-
`tomer needs.
`
`[0007] LBS in mobile advertising is expensive and revenue
`generated from ads is not generally sufficient to cover the cost
`for things like navigable maps and other expenses. Hence
`most sponsors must have large marketing budgets that expect
`low click through low user read rates. What is needed for LBS
`are competitive ad business models from the local ad sponsor
`as well as the national ad sponsor.
`[0008] Ad based LBS requires maintenance, improvement
`and updating. While subscription models dominate the LBS
`ad space, with the largest carriers offering unlimited pricing
`plans, the ad service may have the image of being free to the
`customer as it is lumped in with data services or free apps. To
`many consumers, ads are a necessary evil, one to be tolerated.
`Thus the blind posting of advertisement on the mobile in the
`hopes of finding interested customers regardless of consum-
`er’s disposition or need to visit a specific merchant’s estab-
`lishment or sample sponsor’s product is averted. What are
`needed are competitive priced ad services carrying user
`needed informative ads. What is needed is higher granularity
`or "pin—point-customer-ad” targeting, not a “blanket-mobile-
`ad-user-need” which is user accepted spam. In addition, pre-
`cision targeting will address only those users with specific
`needs in a geographic area, reducing the number of ads that
`need to be served up to mobile phones substantially. Consum-
`ers don’t buy things all day, but there are certain predictors of
`a buy action and that is what is needed, ads which respond to
`a buy action.
`[0009] The issues with all of the present LBS ad models is
`how much revenue can be generated at a price for profit in the
`mobile ad space. This is limited by what the consumers’
`tolerance is for the advertising on their mobile device. Con-
`sumer tolerance is based on consumer’s interest and benefit
`
`accrued for the perceived nuisance of ad interruptions. Purely
`unwanted advertising is considered a nuisance and quickly
`gets turned off, tuned out or deleted like spam. The challenge
`then becomes how to send an ad to an interested mobile user
`
`or very motivated consumer, motivated for the particular
`product or service that the ad promotes. Additionally, the ad
`
`APPLE EXHIBIT 1009
`
`Page 10 of 17
`
`APPLE EXHIBIT 1009
`Page 10 of 17
`
`

`

`US 2012/0089465 A1
`
`Apr. 12, 2012
`
`sponsor must identify motivated potential customers for the
`ad placement. For example consumers are not motivated to
`pay much attention to a car ad if they are not in need of or
`planning to purchase a motor vehicle. An ad to that consumer
`would be considered spam. Customers are not motivated to
`buy gas, beer, a coffee or lunch unless it’s the proper time, and
`that is when they are running out of fuel, need to relax, are
`tired, uncomfortable or hungry respectively. Few things are
`more annoying than a mobile ad taking over the screen to in
`the middle of a user’s app session. And this is the challenge,
`getting notice of just when the customers needs arise and
`instantly responding with the remedy in the ad product/ser-
`vice. But that is where and when the customer motivation is
`
`piqued and chances of consummating a transaction maxi-
`mized. What is needed are intelligent LBS business models
`that can pin-point the time and place of these customers and
`introduce them to ad sponsors ofthe kind that fit the identified
`potential and very motivated customers.
`[0010] Mobile ad pricing strategies by the owners of the
`mobile ad agencies favor very large companies with million
`dollar marketing budgets. Some advertisers must pay twice,
`cost-per-click on top of a cost-per-thousand fee. Some of
`these demanded budgets are north of $1 million, an usually
`large sum for mobile ad buys. This prices the small businesses
`out of some ad markets from the start. What is needed are
`
`models more like the Google® Adword® model that allows
`for individuals and small business entities with medium size
`
`marketing budgets to use mobile ads for the mobile market.
`[0011] The large mobile ad models facilitate integrating
`advertisements into mobile applications downloaded. If the
`user taps on an ad banner displayed in the mobile app, a
`full-screen advertisement appears within the application.
`This is different from other ads that may send the user into a
`web browser. Here the ads must be more interactive than on
`
`other advertising services, because users have a lower toler-
`ance for ads while engaged in an app. Under these mobile ad
`models, typically the ad agency retains 40% ofthe ad revenue
`with the other 60% going to the app developer. These gener-
`ally require large market campaign budgets. What is needed
`are ad business models that allow smaller sponsors and better
`identified higher value potential customers to be found by
`smaller business entities in more localized a.
`
`[0012] Mobile users are typically on the move, or doing
`physical exercise or engaged in some activity which generate
`sensed data while executing their mobile apps. When this user
`activity is within proximity to a businesses set up to facilitate
`or enhance that activity or activity conclusion, an opportune
`advertising situation exists, because at some point in time
`needs arise naturally and need to be fulfilled. What is needed
`are mobile ad models that connect consumers with real-time
`
`specific needs with businesses of goods and services that can
`timely fill those needs at a place and time mutually convenient
`for both parties.
`[0013]
`Sophisticated sensors including 3D accelerometers,
`compasses, gyroscopes and more are finding their way into
`smart mobile phones. This has created a powerful opportunity
`for mobile app developers measuring and reporting on physi-
`cal activity, an activity that naturally requires additional prod-
`ucts or services for the users advantage or resolution. What is
`needed are ways to identify motivated perspective customers
`through sensor technology monitoring and reporting user
`activity.
`[0014] Because mobile device functionality and speed are
`increasing and also becoming faster, there are many reasons
`
`that consumers are using their mobile devices for more than
`just phone communication. Mobile app developers have
`grown exponentially in numbers, producing more and better
`mobile apps measuring and tracking mobile user activity
`through their apps. This has increased LBS business models
`and have helped to propel mobile advertising. Concurrently,
`mobile app developers have created a new world of tools and
`utilities from software that replace real actual hardware tools
`and devices. These include, besides the obvious phone, such
`things as a compass, a level, measuring ruler, light, mirror,
`pedometer, speedometer, odometer, altimeter, camera, video
`recorder, GPS map guide, dictionary,
`thesaurus, voice
`recorder, dictaphone, GPS tracker, board games, virtual
`games, adventure games, sports measuring devices, and
`more. The app list is also growing exponentially and the
`creativity limits are only those of imagination. Many of these
`utility apps sense and log activity from their use. This data
`provides sources of needs at various threshold usage level.
`What
`is needed are advertising schemes which use the
`“mobile-app-sensor-data” providing user needs from activity
`or use levels so that they can be timely and efficiently met by
`those in proximity to do so.
`[0015] Mobile apps for activities such as golfing, base ball,
`cricket, tennis, hiking, jogging, running, walking, GPS track-
`ing, GPS driving, jump rope, volley ball, table tennis, virtual
`mobile games, arcade games are also proliferating to all ofthe
`smart phone app development platforms.
`[0016] The mobile device apps in the area of consumer
`activity or physical exercise contains a large diversity of
`products and services. This phenomena is getting much trac-
`tion in mobile applications. What are needed are LBS mobile
`ad models that find consumer needs where and when they
`occur so as to more efficiently bind buyers and sellers, cus-
`tomers and merchants in affordable ways. Competition for ad
`prices to ad sponsors for specific perspective customers can
`keep prices competitive.
`[0017]
`Privacy issues are beginning to surface on the
`mobile devices.Advertisers are turning to all manner oftrack-
`ing mobile users. Some have even turned to using Flash®
`cookies to re-spawn deleted cookies. Although this practice
`of using Flash cookies to re-spawn deleted cookies has been
`condemned publicly by Adobe® and the Network Advertis-
`ing Initiative, an industry group, the tracking industry is
`increasing because the drive by advertisers to gain advantage
`using the mobile technology is increasing exponential to
`catch up with the mobile market’s exponential growth. How-
`ever, simply knowing which web sites are visited or where the
`mobile user has been are not very effective for finding mobile
`user needs. The conventional marketing approach must then
`still fall back on spamming the mobile user with ads based on
`where they have been in cyberspace or presently located, LBS
`models. What is needed are mobile ad placement methods
`and models based on what potential customers are likely to
`need and when they are likely to them instead of when and
`where vendors can aggressively and most user intrusively
`sell.
`
`SUMMARY
`
`[0018] The present invention discloses a system and Inter-
`net business model for coupling a plurality of mobile device
`applications sensing mobile user activity for an ad auction.
`The mobile device app developers register created mobile
`apps with an activity ad model API website for downloading
`and executing on mobile devices after establishing data con-
`
`APPLE EXHIBIT 1009
`
`Page 11 of 17
`
`APPLE EXHIBIT 1009
`Page 11 of 17
`
`

`

`US 2012/0089465 A1
`
`Apr. 12, 2012
`
`nectivity with the activity ad auction model API serving web-
`site. The user mobile executing apps report app data for at
`least one activity to ad activity auction API website, which
`monitors app location, receiving, storing and managing API
`registered mobile app activity over a geographical region. A
`plurality of mobile ad sponsors set bids on user mobile app
`selected activity levels at the API serving auction. The spon-
`sor auction bids on activity thresholds and when achieved by
`mobile app activities trigger an ordered hierarchy of sponsor
`ads to be sent to the mobile app user devices. The bid winning
`ads are sent to mobile users located within a selected range
`from sponsor fulfillment station, whereby mobile app users in
`performance of some activity become motivated, triggering
`needs for vendor ad offerings while the user’s need initiation
`and motivation is temporally and geographically proximate to
`the vendor for fulfillment of the mobile app user’s needs.
`
`BRIEF DESCRIPTION OF DRAWINGS
`
`FIG. 1 is a high level block diagram illustrating the
`[0019]
`activity based mobile app ad business model according to an
`embodiment of the present invention.
`[0020]
`FIG. 2 shows exemplary mobile device user within
`proximity of local merchants bidding for ad placement on
`mobile user’s app for a selected period oftime according to an
`embodiment of the present invention..
`[0021]
`FIG. 3 is a flow diagram showing mobile app Activ-
`ity Based Mobile App Service process for collecting and
`using user activity data according to an embodiment of the
`present invention.
`[0022]
`FIG. 4 is a diagram showing example mobile apps
`and their associated user interfaces for providing sensed
`activity data to the user in according to an embodiment of the
`present invention.
`[0023]
`FIG. 5 is a diagram showing a hiker/biker tracker
`mobile app user interface with a example hierarchical mobile
`ad rendering in according to an embodiment of the present
`invention
`
`FIG. 6 is an exemplar vender interface for register-
`[0024]
`ing business information and activity bids on the model web-
`site according to an embodiment of the present invention.
`[0025]
`FIG. 7 is list of mobile sensor created mobile appli-
`cation activity which can be transmitted to a model website
`according to an embodiment of the present invention.
`[0026]
`FIG. 8 is an exemplar API for mobile application
`creators for registering and integrating their apps with a
`model website according to an embodiment of the present
`invention.
`
`DETAILED DESCRIPTION
`
`Specific embodiments of the invention will now be
`[0027]
`described in detail with reference to the accompanying fig-
`ures.
`
`In the following detailed description of embodi-
`[0028]
`ments of the invention, numerous specific details are set forth
`in order to provide a more thorough understanding of the
`invention. However, it will be apparent to one ofordinary skill
`in the art that the invention may be practiced without these
`specific details. In other instances, well-known features have
`not been described in detail to avoid unnecessarily compli-
`cating the description.
`
`OBJECTIVES AND ADVANTAGES
`
`[0029] Mobile user app activity levels generate real-time
`needs which provide motivation for as near immediate as
`
`possible fulfillment. Thus great motivation by user generally
`exists for proximate vendor product or service satisfying con-
`sumer present activity level spurred needs. However many
`local merchants, vendors, businesses can vi for the same
`proximate potential customer. An auction for the potential
`clients attention is a reasonable method of injecting compe-
`tition into an advertising model which can be fair to all ad
`sponsor-vendors, with a winning vendor’s bid sending an ad
`to the consumer which lasts for the vendor duration selected.
`
`[0030] The present invention is a system and method of
`improving advertizing placement by co-coordinating and
`connecting real-time consumer needs with consumer proxi-
`mate vendors fulfilling these real-time needs through specific
`product or service solutions which are timely and conve-
`niently near the mobile using consumer.
`[0031] Applying activity and location based advertising by
`identifying consumer’s with needs and fulfilling those needs
`through consumer proximate merchants and vendors is a
`strategy of amplifying likelihood of transaction between
`interested buyers and sellers. The basic principle follows that
`consumers purchase vendor product/service as a result of
`consumer activity when reaching a threshold leaving the con-
`sumer sufficiently tired, hunger, thirsty, frustrated, happy,
`energized, and thus perhaps more motivated to satisfy the
`immediate pressing need to resolve the intensity through a
`convenient source, a proximate fulfiller.
`[0032]
`Physical activity is by its nature a hands and body
`occupying activity. Therefore, devices with sensors that track
`and register activity will have an advantage knowing when
`consumers needs become motivators for consumer’s decision
`
`to need fulfillment. However, there are many creators of
`mobile applications and many types of activities. No single
`mobile app developer can hope to create all of the applica-
`tions that serve the gamut ofpossible human activities. Hence
`a community of app develops can register their apps with the
`invention Activity Based Mobile Ad Service (ABMAS)
`model for the business of auctioning mobile user proximate
`vendor’s mobile ads to motivated mobile users for fulfillment
`
`ofpresent user needs at proximate business product or service
`locations.
`
`It is an object of the invention to use any and all
`[0033]
`mobile apps that sense, calculate and report usage or user
`activity in any measure for the purposes of identifying real-
`time consumer needs.
`
`It is another object of the invention to identify con-
`[0034]
`sumers motivated to find fulfillment from physical activity
`spurred needs, at a location temporally proximate to the
`establishment oftho se needs and introduce them through ads,
`to providers and vendors in the occupation or business of
`fulfilling those specific and particular needs related to the
`activity or usage registered by the mobile app.
`[0035]
`It is yet another object of the invention to give ven-
`dors or seekers of consumers for their products and services,
`to establish a competitive advertising alternative on mobile
`devices.
`
`It is another objective of the invention to provide a
`[0036]
`means for individuals or businesses to find local and proxi-
`mate measurably motivated consumers for their products or
`services.
`
`It is yet another objective ofthe invention to provide
`[0037]
`individuals and businesses to give potential customers timely
`notice of their offerings through customers engaged mobile
`apps.
`
`APPLE EXHIBIT 1009
`
`Page 12 of 17
`
`APPLE EXHIBIT 1009
`Page 12 of 17
`
`

`

`US 2012/0089465 A1
`
`Apr. 12, 2012
`
`It is an object of the invention to connect as many
`[0038]
`mobile apps as can be harnessed to provide user activity data
`which will represent a good segment of a population’s activ-
`ity. This may require building a community of mobile app
`developers through various business models.
`[0039]
`It is an objective of the invention to provide mobile
`devices with ad to individuals with a specific and personal
`need in the product/service advertised, ie to have provide
`identification efficiency of target market near 100%.
`[0040]
`It is another objective to provides ads to consumers
`at the exact time ofneed for prod/service, so as to provide the
`vendor with maximum consumer motivation for purchase and
`without burden of consumer search.
`
`It is another objective of the invent to provide flex-
`[0041]
`ibility to advertiser’s to send ads only interested consumers
`located within selected space and time proximity.
`[0042]
`It is another objective of the invention to provide
`flexibility of advertiser to bid for ads by consumer activity
`performance.
`[0043]
`It is yet another objective ofthe invention to provide
`advertisers with the ability to synchronize advertising bud-
`gets with business growth resulting from ads.
`[0044]
`It is another objective of the invention to provide
`advertiser capability to advertise with even the smallest of ad
`budgets.
`It is an objective of the invention to reduce the
`[0045]
`clutter of ads to consumers by sending only those ads which
`could be of personal, material and substantial use to the
`consumer, not a spam on a particular demographic.
`[0046]
`Figure Details
`[0047]
`FIG. 1 is a high level block diagram illustrating the
`activity based mobile app ad business model according to an
`embodiment of the present invention.
`[0048] Mobile App develops 101 receive AMBAS 109 API
`instructions and build mobile apps in compliance with that
`API. The mobile apps are then downloaded by Mobile App
`Users 105 at which time app users 105 execute the apps at
`will. Mobile App users 105 are motivated to use the down-
`loaded and upon execution and authorization, the user apps
`105 report activity parameters characteristic of the app to the
`AMBAS 109 website via the Internet 107 or other interme-
`
`diary network. Activity data is collected, organized and stored
`on the AMBAS 1 09 servers in real -time along with the mobile
`app 105 location while the app is in use. Asynchronously and
`independently, venders 103 seeking to advertise to proximate
`mobile user 105 customers register with the AMBAS 109
`service and bid on user activity types and usage levels of the
`magnitude that will likely render the app users 105 in a state
`motivated for the purchase of the vendors 103 offerings of
`products or services. User 105 location and activity data is
`compared with the vendor 1 03 set location radius and bid type
`and threshold levels, the ABMAS 109 respectfully. Users 103
`within a winning bid vendors set radius with activity above
`the set thresholds will trigger an ad being sent to the user 103
`mobile app.
`[0049] The mobile devices 105 execute mobile applica-
`tions measuring realtime activity data, trigger upon winning
`vendors 103 bid for ad placement by the ABMAS service,
`accepting vendor performance set limits andbids. The vendor
`103 is then charged the bid amount for each sent ad. The
`winning vendors ad is then sent when the user 105 is within
`vendor set radius of mobile user 105 for a duration propor-
`tional to the time that the user will be proximate to the vendor
`103. In thus fashion vendors bidding on the ABMAS 109
`
`service with performance triggering ads only act when the
`users activity indicates a motivated customer and while user
`105 is proximate to the vendor 103. User 105 newly created
`needs in performance of some activity arise from a depleting
`activity(ies) requiring timely need resolving products or ser-
`vices. Hence an ad offerings of products and services just
`prior to users need resolution is more material in the decision
`because the ad information is fresh and upper most in users
`memory. The as information then has a higher likelihood of
`being put to immediate use in developing resolving consumer
`options in resolving needs. An ad placement then is not only
`more displayed to a more motivated view, but the proximity of
`the vendor to fulfill the need then and there, solves the two
`biggest issues for transaction consummation as a result of
`advertising.
`[0050] Mobile Apps
`[0051] Not all mobile apps use the mobile device sensors to
`provide clues about mobile user 105 activity but many do.
`Examples of some apps that use mobile device sensors are:
`golf, base ball, cricket, tennis, hiking, jogging, running, walk-
`ing, GPS tracking, GPS driving, jump rope, exercise, volley
`ball, table tennis, virtual mobile game, mirror, compass, level,
`measuring tape, video, movies, TV Guide, pedometer, speed-
`ometer, photography and more. It would almost appear the
`apps are only limited by imagination, as they are creative,
`useful and exponentially increasing.
`[0052] Mobile apps report activity in many ways. Some
`example measures are: swings, swings/minute, swing veloc-
`ity/acceleration, swing duration-stop/start, activity time-cur-
`rent/ start, jumps, jumps/hour, distance walked/jogged/run/
`biked, velocity, acceleration duration, kills, kills/hour, thefts/
`hour, hits, hits/time, hits*time, grou