as) United States
`a2) Patent Application Publication co) Pub. No.: US 2001/0056405 Al
`(43) Pub. Date: Dec. 27, 2001
`
`Muyresetal.
`
`US 20010056405A1
`
`(54) BEHAVIOR TRACKING AND USER
`PROFILING SYSTEM
`
`(76)
`
`Inventors: Matthew R. Muyres, Felton, CA (US);
`Joel R. Rigler, Aptos, CA (US); James
`B. Williams, Santa Cruz, CA (US);
`Harold L. Peterson, Los Gatos, CA
`(US)
`
`application No. PCT/US98/18948, filed on Sep. 11,
`1998, which is a non-provisional of provisional appli-
`cation No. 60/058,623, filed on Sep. 11, 1997.
`
`Publication Classification
`
`GO6F 17/60
`Int. Cl.’...
`(51)
`SE) USO couscinicsmmannnnoasmancincasion 705/52
`
`Correspondence Address:
`Oppenheimer Wolff & Donnelly, LLP
`1400 Page Mill Rd,
`Palo Alto, CA 94304 (US)
`
`(21) Appl. No.:
`
`09/797,647
`
`(22)
`
`Filed:
`
`Mar. 1, 2001
`
`Related U.S. Application Data
`
`(63) Continuation-in-part of application No, 09/423,025,
`filed on Oct. 28, 1999, which is a continuation of
`
`(57)
`
`ABSTRACT
`
`A method for collecting user data and constructing a user
`profile as a digital content vending machine, DCVM is
`employed which includesan infrastructure and an inventory
`on a client in a personal computer, PC. The infrastructure
`presents a graphical user interface on the client which may
`metaphorically resemble a plurality of stores operated by
`vendors. User-customers shop in the stores by viewing and
`selecting assets (inventory) and their actions during this are
`monitored to collect data.
`
`' Distributed Services
`i
`_
`ge416
`!
`428
`
`418 fe
`
`Content Services
`
`438
`
`410
`
`fo10
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`492
`
`:
`a
`fe
`
`
`Key Server
`414
`412
`|I
`Content DB
`‘\ }
`430
`|_Core
`Peaise(Catalog/w pricing)
`Products & Ads +
`
`|
`Collateral
`
`Product Keys
`Client Engine Code
`436
`
`Connection
`
`
`
`
`
`Preamble Data
`
`Preamble Data Customer and Order
`434
`
`E
`& Registration
`Processing
`Response
`
`
`Finance
`Server
`
`EX1040
`Roku V. Media Chain
`U.S. Patent No. 9,715,581
`
`I !
`
`|
`
`Client
`
`
`12
`
`Distributed
`Services
`
` local
`content
`
`EX1040
`Roku V. Media Chain
`U.S. Patent No. 9,715,581
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 1 of 22
`
`US 2001/0056405 Al
`
`20
`
`FIG. 1a
`
`Sai
`
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 2 of 22
`
`US 2001/0056405 Al
`
`FIG. 2a
`
`46
`
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`44
`
`44
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`
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`

`

`Patent Application Publication Dec. 27,2001 Sheet 3 of 22
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`US 2001/0056405 Al
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 4 of 22
`
`US 2001/0056405 Al
`
`13
`
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`
`FIG. 4
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 5 of 22
`
`US 2001/0056405 Al
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 6 of 22
`
`US 2001/0056405 Al
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`© ©L
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`

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`Patent Application Publication Dec. 27,2001 Sheet 7 of 22
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`US 2001/0056405 Al
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`Patent Application Publication Dec. 27,2001 Sheet 8 of 22
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`US 2001/0056405 Al
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`

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`Patent Application Publication
`
`Dec. 27, 2001
`
`Sheet 9 of 22
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`US 2001/0056405 Al
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`Patent Application Publication Dec. 27,2001 Sheet 10 of 22
`
`US 2001/0056405 Al
`
`Abercrombie Gamesv1.4
`Alphabet Graphics
`Arts package V2.12 for Windows
`
`Atlas
`AutoWindow
`
`FIG. 10a
`
`FIG. 10b
`
`Adaba Gaming
`Alpha Graphics
`Apropo Software
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 11 of 22
`
`Adaba Gaming
`Alpha Graphics
`
`Graphmaster v4.0
`
`Graphmaster v3.5
`
`US 2001/0056405 Al
`FIG. 10d
`
`Children Graphics
`Children Pet Training
`
`FIG. 10c
`
`Children Educational
`
`Children Games
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 12 of 22
`
`US 2001/0056405 Al
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`IsNR co
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`Communications
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`FIG. 10e
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`

`

`Patent Application Publication
`
`Dec. 27, 2001
`
`Sheet 13 of 22
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`US 2001/0056405 Al
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`Patent Application Publication
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`Dec. 27, 2001
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`Sheet 14 of 22
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`Dec. 27, 2001
`
`Sheet 15 of 22
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`US 2001/0056405 Al
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`Patent Application Publication
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`Dec. 27, 2001
`
`Sheet 18 of 22
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`

`Patent Application Publication Dec. 27, 2001
`
`Sheet 19 of 22
`
`US 2001/0056405 Al
`
`Client Diagram
`
`net ok Home Button ——>|HOME|
` SponsorBar Position
`
`
`
`526 “ps Branding Area ——>
`
`528 On The Web Button ———®|ON THE WEB
`
`a Affiliate Buttons (6) ——»
`
`532 aS Store Map Button ———>
`
`User Display
`(Entire frame}
`
`534 7 In-Store Buttons (5) ——>
`
`NavBar Promo ———+
`Pasition
`
`FIG. 16
`
`HTTP
`XML
`
`Ad Requestor
`
`FIG. 17
`
`NavBar(entire left frame)5 522
`
`Campaign
`XML API
`
`Campaign,
`Creative
`
`User inter-
`face server
`
`Cached
`Campaign
`Data
`
`Web Server
`
`qq = = |
`
`Heads Up Display
`(HUD)
`
`Battom Position
`
`
`information
`
`
`

`

`Patent Application Publication
`
`Dec. 27, 2001
`
`Sheet 20 of 22
`
`US 2001/0056405 Al
`
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`

`Patent Application Publication Dec. 27,2001 Sheet 21 of 22
`
`US 2001/0056405 Al
`
`TABLE1
`
`FiX@QeMiawat Defined:
`
`<ClickStreamFileFormat> :: = <CSHeader> {<CSData>};
`
`<CSHeader> = a java object of class ClickHeader with the following data members:
`
`protected String customerID = “”’;
`protected String aliasID =“;
`protected String skulD = “”;
`protected String systemID = “*’;
`protected String startDate = “”’; // form: 19991231
`protected String endDate = “”; // form: 20000101
`protected Hashtable dataTypesAndSizes = new Hashtable();//class name and quantity of
`count
`entries for each data object in file
`
`{<CSData>} = one or more java object(s) of one (or more) types currently only one data type
`is supported: ClickDataWithLocations. Asa result current click report files will include only
`one data object.
`
`ClickDataWithLocations objects include the following data members:
`
`protected int currentRecord = 0;// index into arrays, initialized to zero
`protected int[] componentIDs;
`protected short[] locations;
`protected short{[] clicks;
`
`seioHEIOKSAMPLE FILE***#*
`
`TABLE 2
`
`CustomerID: 123 Alias: 381914165 SKU: 001 SystemID: StartDate: 19990831
`EndDate: 19991110
`DataTypesAndSizes:{com.digitalsquare.contentManager.ClickDataWithLocation=4}
`Begin ClickDataWithLocation:
`Location: 501 Component: A258 ClickCount: 32
`Location: 303 Component: A257 ClickCount: 10
`Location: 1204 Component: F345 ClickCount: 4
`Location: 1008 Component: A234 ClickCount: 2
`
`

`

`Patent Application Publication Dec. 27,2001 Sheet 22 of 22
`
`US 2001/0056405 Al
`
`TABLE3
`
`ClickHeader — Parses the header and provide the following'get’ functions:
`public String getCustomerID()
`public String getAliasID()
`public String getSkuID()
`public String getSystemIDQ)
`public String getStartDate()
`public String getEndDate()
`public int getNumRecords()
`
`ClickHeaderjava
`(attached, and in source repository:
`com.digitalsquare.contentManager)
`
`ClickDataWithLocation class includes a getRecords() instance method which converts the
`arrays of data into a Vector of ClickDataWithLocationItem objects, one for each soft URL
`clicked.
`
`ClickDataWithLocation
`java
`(attached, and in source repository:
`com.digitalsquare.contentManager))
`
`Each ClickDataWithLocationItem includes a single location ID, componentID andclick
`count.
`
`public char getType() {
`public int getComponentIDValue() {
`public int getComponentID()
`public int getLocation() {
`public int getCount() {
`public String toString() {
`
`ClickDataWithLocation
`Item.java...
`
`(attached, and in source repository: com.digitalsquare.contentManager)
`
`

`

`US 2001/0056405 Al
`
`Dec. 27, 2001
`
`BEHAVIOR TRACKING AND USER PROFILING
`SYSTEM
`
`CROSS-REFERENCE TO RELATED
`APPLICATIONS
`
`{0001] This is a continuation-in-part of U.S. application
`Ser. No. 09/423,025, filed Oct. 28, 1999, which is a con-
`tinuation under 35 U.S.C. 371 of application PCT/US98/
`18948, filed on Sep. 11, 1998, and which claimsthe benefit
`of U.S. provisional application serial No. 60/058,623, filed
`on Sep. 11, 1997,
`
`TECHNICAL FIELD
`
`(0002] The present invention relates generally to the mar-
`keting functions of vending and delivery of digital content
`and services related thereto, and more particularly to in
`systems for tracking behavior and profiling users in inter-
`active computer networks used for such marketing.
`
`BACKGROUND ART
`
`[0003] Today we are seeing a merging of many products
`and services intodigital formats. Some typical examples of
`such digital products are computer software; audio content,
`like music or audio-books; and audio-visual content, like
`videos and movies. For present purposes, the salient feature
`of such digital products is that they can often be treated as
`mere bags-of-bits (BOBs), with the underlying natureof the
`products ignored during most handling after creation and
`before use.
`
`[0004] Somewhat less widely appreciated is that many
`services are now also digital to a considerable extent. For
`example, computer users today let applets run tests and
`communicate the results to providers for obtaining installa-
`lion, upgrade, and problem diagnosis of operating system
`and applications software; computer game players send each
`otherhints via e-mail; and Internet “telephone,“radio,” and
`“television” are emerging as replacements for specialized
`telephone and broadcast systems. Thus, often to a consid-
`crable extent services today can be reduced to digital com-
`munications, and can then also be treated as BOBs, in a
`somewhat more dynamic sense.
`
`For more stable forms ofsuch digital content it has
`[0005]
`long been appreciated that the particular storage media used
`has becomelargely irrelevant. Tape, disk, and drum media
`are all common, as are physical, magnetic, and optical
`meansof impressingdigital content into them. Similarly, for
`digital services the channels of communication used have
`similarly become largely irrelevant. Electrical current
`through wires, light
`through fibers, and radiation through
`space are all common, and substantially interchangeable
`communications channels.
`
`(0006] Of relatively recent advent are communications
`networks, particularly including public networks like the
`Internet. Although access to such networks is still not
`universal, such networksare increasing the trend towardsthe
`irrelevance of the underlying media used to store digital
`products and the medium used to communicate digital
`services. In the following discussion the collective term
`“digital content” is used to represent both digital products
`and digital services.
`
`(0007] Because networks are overwhelmingly computer-
`ized, and thus those already familiar with computers can be
`
`expected to most easily appreciate and readily adopt net-
`work storage and delivery of digital content, examples in the
`context of personal computers will be primarily used (per-
`sonal computer: “PC”; used here in the broad sense, because
`even most computers in business today are actually termed
`PCs). It should, however,at all times also be appreciated that
`the principles being discussed are valid for and extendable
`to other contexts.
`
`[0008] Turning now to an example of howthepotential of
`digital content is not adequately being employedtoday, new
`PCs are usually purchased with some specific task in mind,
`such as word-processing. However, often the customer also
`wants to try out new hardware and software capabilities,
`much like the child in usall likes to immediately play with
`anew toy. Further, when a consumer purchases a new PC he
`or she usually also wants to employ it for such intended and
`experimental tasks almost immediately. It thus is not sur-
`prising that studies show that new PC owners are twice as
`likely to purchase software, as compared to ones who have
`owned their computers for longer than three months.
`
`[0009] Various vehicles for delivery of software for new
`PCs exist. For example, it can be obtained at the same time
`as a new PC,or by returning to the store for later purchase.
`Further, obtaining the software at the same time as the PC
`can be achieved as a collateral purchase, or
`it can be
`obtained as “bundled” software coming with the PC. Unfor-
`tunately, there are a number of problems with these methods
`of delivery.
`
`{0010] The collateral purchase of software usually occurs
`only when the consumer knows exactly what he or she
`wants, or when the price is within the consumer’s impulse
`purchase price range(i.¢., relatively low in price). There are
`various reasons for this, but some typical ones include the
`divide and conquer approach to getting a complex system
`working (including even so-called turn-key PCs today), and
`the palatability of separating hardware and software costs
`(which are substantial, particularly together).
`
`In theory, the bundled approach to software deliv-
`[0011]
`ery scems quite desirable. The consumer gets pre-installed
`working software, and economy of scale keepsthe price for
`this low.
`
`[0012] Unfortunately, theory and reality do not mesh well
`here, and the desire of PC manufacturers today is to reduce
`the amount of bundled software. In surveys the reasonscited
`for this include cost (approx. $520 per system; which is
`substantial in the low margin, competitive field of hardware
`sales), lack of quality in the software offerings (so-called
`“shovelware”), and general customerdissatisfaction. In fact,
`one top-ten PC manufacturer has found that over 20% ofits
`customer survey respondents sent their PCs back because
`the bundled software “didn’t work.”
`
`the later purchase of software (i.c., post
`[0013] Thus,
`initial PC sale) remains the overwhelming means by which
`consumers today obtain software for their PCs. But even this
`approach has problems which are legend. Obviously thereis
`the awkwardness of a second purchase, or purchases, with
`the attendant issues of what is now current, where it is in
`stock, and whether the stores are open. There are also
`heightened compatibility problems, since the consumer is
`now back in the store and the PC is now at homeor in the
`office. And there are customer service issues. Even if the
`
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`US 2001/0056405 Al
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`Dec. 27, 2001
`
`consumer returns to the very same store where he or she
`bought the PC, and perhaps even the very same clerk, he or
`she is now treated as if the present software purchase is the
`total extent of the commercial relationship.
`
`(0014] However, as noted above, there are emerging new
`trends in marketing itself. Computer software is one of the
`leading commodities which has becomedigital content. For
`example, less than 2% ofall software sales were recorded in
`electronic distribution channels in 1996, but that figure has
`already increasedrapidly.
`[0015] Unfortunately,
`today electronic distribution of
`computer software remains merely another form of “later
`purchase” of software. It does nothing about, and in some
`cases even exacerbates,
`the existing technical
`issues of
`installation, configuration, and compatibility. And it intro-
`duces a plethora of new commercial
`issues, such as con-
`sumertrust in the mechanisms used for transactions, pro-
`tections for
`the intellectual property in manufacturer’s
`software products, and legal mechanisms to address break-
`downsin these.
`
`[0016] The above discussion has primarily used PCs as an
`example, but the problems extend beyond PCs. Many exist-
`ing, and particularly emerging, personal computerized
`devices also suffer from these problems. A few present
`examples are gaming stations, like Sony’s latest Playstation
`(TM) and Microsoft’s X-box (TM); personal communica-
`tion service (PCS) devices, generally; television “set-top”
`boxes that permit access to the Internet, such as WebTV
`(TM); Internet access enabled cellular telephones; and par-
`ticularly personal digital assistants (PDAs). Furthermore, we
`are secing a merging of device functionality. For example,
`some lap-top PCs today have built in digital image collec-
`tion devices that can capture still and moving pictures. PCSs
`and PDAs will probably contain such next, and this will blur
`and probably eventually eliminate the need for digital cam-
`eras and “cams” (digital movie cameras) to be distinct
`devices. Thus, we are approaching a point where we may not
`need to own many different devices, but just one or two
`“personal devices” that we use for text, audio, image, etc.
`data types and for the capture, storage, playback, commu-
`nication, etc. of this data.
`
`[0017] These existing and expected examples have one
`thing in common,a primary storage unit where an operating
`infrastructure, applications, and various forms of data are
`stored. From a hardware perspective, primary storage typi-
`cally is non-volatile storage which is usually fixed in place
`for a relatively long period time and often, but not neces-
`sarily, can be rewritten. This definition includes conven-
`tional hard drives, which historically have been fixed in a
`computerized system but which increasingly may be
`mounted in cartridges and removed, even being “hot-swap-
`pable” in some cases. Hard drives have,
`in recent history,
`been provided in 5-4" and 3-14"sizes, and in a less widely
`accepted 2"size. For the sake ofthis discussion, hard drives
`are magnetic storage drives of 2" form factor or larger.
`Micro-drives are also magnetic storage drives, but smaller
`than the 2" form factor, particularly being thinner than hard
`drives. Another class of primary storage is flash memory
`units, typically called “flash cards.”
`
`usually comes with what we “need,” a minimal operating
`system and maybe somebasic utility-like applications, but if
`one wants anything more it has to be sought out and
`obtained, then loaded or installed, and possibly configured
`and tested.
`
`[0019] Accordingly, from the aboveit follows that what is
`today needed is a new mechanism for the marketing of
`computer software and services, one provides us with what
`we want, when and how we want it. And to facilitate such
`new marketing mechanisms, whatis also needed today is a
`new behavior tracking and user profiling system.
`DISCLOSURE OF INVENTION
`
`[0020] Accordingly,it is an object of the present invention
`to provide a new mechanism for tracking behavior and
`profiling a user during the marketing of digital content.
`[0021] Another object of the invention is to provide such
`a mechanism which is substantially ambivalent to the under-
`lying nature of the digital content.
`[0022] Another object of the invention is to provide such
`a mechanism which works when the user is off-line and
`accessing a local inventory of the digital content.
`{0023] And, another object of the invention is to provide
`such a mechanism which operates continuously, whenever
`consumers want and without need for the actual physical
`availability of vendor and financial intermediary parties.
`[0024] Briefly, preferred embodiment of the present inven-
`tion is a method for collecting user data, and optionally
`creating a user profile. An inventory of digital content is
`supplied, wherein at least part of the inventory is pre-stored
`on a client computer. The inventory includes at least one
`asset, collateral for an asset, or advertisement. Information
`about
`the inventory is displayed to a user of the client
`computer anduser data is collected about the user based on
`their actions with regard to the information about the inven-
`tory. Optionally, a user profile is then constructed based on
`the user data.
`
`it
`invention is that
`[0025] An advantage of the present
`provides behavior tracking and userprofiling at the speed of
`digital electronics, yet operates in the context of the con-
`ventional,
`time proven, widely understood, and trusted
`transactional interrelation of consumer, financial intermedi-
`ary, and vendor.
`{0026] Another advantage ofthe invention is that it may
`be entirely automated and may employ communications
`with outside services which mayalso be entirely automated.
`[0027] And, another advantage ofthe invention isthatit is
`efficient and economical for all involved. The initial user
`being tracked and profiled are not burdened and the end
`users of the information provided can automatically and
`cheaply obtain the data being generated.
`[0028] These and other objects and advantages of the
`present invention will becomeclearto those skilled in the art
`in view of the description of the best presently known mode
`of carrying out the invention and the industrial applicability
`of the preferred embodiment as described herein and as
`illustrated in the several figures of the drawings.
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0018] Looking at the problems of concern here from a
`higher-level perspective, an overriding problem is getting
`what we “want” into primary storage. Such primary storage
`
`[0029] The purposes and advantages ofthe present inven-
`tion will be apparent from the following detailed description
`in conjunction with the appended drawings in which:
`
`

`

`US 2001/0056405 Al
`
`Dec. 27, 2001
`
`[0030] FIGS. la-b are basic stylized depictions of how an
`embodiment of the invention may reside in a users personal
`computer;
`
`[0031] FIGS. 2a-b are basic stylized depictions of a
`business model which may be used by the invention;
`
`(0032] FIG. 3 is a detailed block diagram of one suitable
`architecture for the invention;
`
`[0033] FIG. 4 is a block diagram depicting one functional
`overview of the invention;
`
`[0034] FIG. 5 is a block diagram depicting one naviga-
`tional overview of portions of the invention which may
`reside in a client computer system;
`
`[0035] FIG. 6 is a depiction of a top view, or “village”
`view, presented by a graphical user interface (GUI) suitable
`for use on the client computer system of FIG. 5;
`
`[0036] FIG. 7 shows a store GUI view, accessible via the
`GUL in FIG,6;
`
`[0037] FIG. 8 shows an asset GUI view,accessible via the
`store view in FIG. 7;
`
`(0038] FIG. 9 shows a purchase summary and confirma-
`tion GUI view,i-e., a “check-out” view, accessible via either
`the store view in FIG. 7 or the asset view in FIG, 8;
`
`[0039] FIGS. 10a-e show a search GUI views accessible
`via the GUI views in FIGS. 6-8, where
`
`[0040] FIG. 10a depicts an asset name based search,
`
`[0041] FIG. 105 depicts a provider name based search,
`
`[0042] FIG. 10c depicts the search of FIG. 106 expanded
`to include particular assets from a specific provider,
`
`[0043] FIG. 10d depicts a category based search, and
`
`[0044] FIG. 10e depicts an overview search based on a
`village map metaphor;
`
`FIG.11 is a block diagram depicting a hierarchical
`[0045]
`overview of an implementation of a master server applica-
`lion using access via the Internet;
`
`[0046] FIGS. 12a-c depict how the DCVM can imple-
`mented as an N-tier configuration grouped by function and
`location, with
`
`12¢@ showing a block diagram overview of
`[0047] FIG.
`major tier elements,
`
`[0048] FIG. 126 showing a block diagram of a more
`detailed architecture topology overview, and
`
`[0049] FIG. 12c showing a block diagram of a server
`oriented overview;
`
`(0050] FIG. 13 is a block diagram which particularly
`depicts the first and second tiers of the client in the embodi-
`ment of the DCVM ofFIGS. 12a-c;
`
`[0051] FIG. 14 is a block diagram illustrating agents and
`applets in the client and the transaction server, and particu-
`larly includes an architecture for the server transaction
`agent;
`
`(0052] FIG. 15 is a block diagram of more detail in the
`transaction server of FIG. 14;
`
`[0053] FIG. 16 is a schematic diagram depicting one
`screen layout (somewhatdifferent than those depicted in the
`embodiment of the DCVM represented in FIGS. 6-10e)
`which the client may represent;
`
`[0054] FIG. 17 is a block diagram showing where the
`DCYMcan fit into an ADFORCEdatabase and data broker
`scheme; and
`
`[0055] FIG. 18 is block diagram showing one possible
`click stream data flow approach which the DCVM may use.
`[0056] Table 1 showsa suitable file format for the click-
`stream data;
`
`‘Table 2 shows a sample click report file generated
`[0057]
`from test data and then translated using such a ClickRepor-
`tReader JAVA class; and
`
`[0058] Table 3 shows representative classes and methods
`permitting extraction of data directly from the serialized
`clickstream files,
`
`BEST MODE FOR CARRYING OUT THE
`INVENTION
`
`[0059] A preferred embodiment of the present invention
`may be practiced in a digital content vending “machine”
`(*“DCVM”). Asillustrated in the various drawings herein, a
`form of this preferred embodimentof the inventive device is
`depicted by the general reference character 10.
`[0060] The DCVM 10 may be advantageously viewed
`using two analogies. The first of these, which is alluded to
`by its label, is the vending machine. This analogy serves
`well for providing a general overview of the invention as a
`system for vending digital content. The second analogy is
`the village square, which the inventors use for the graphical
`user interface (GUI) of the invention’s preferred embodi-
`ment. This village square analogy serves particularly well
`for giving users an easily grasped and usable perception of
`the invention as a system for purchasing digital content.
`
`[0061] A conventional vending machine, such as a coffee
`machine, for example, will sell
`its primary commodity
`(coffee), but then often also sell parallel market items, like
`tea and soup, and dispense optional items, like cream and
`sugar. Similarly, the DCVM 10 sells digital products as its
`primary commodity, but it also may sell related information
`and services for such, and also dispense customer support
`and access to communications with like minded consumers.
`
`Thus, the DCVM 10 provides both digital products and
`digital services, 1.c., digital content.
`[0062] The DCVM 10 may be implemented to
`resemble a conventional
`town center or village
`square (1.e., a commercial hub, similar to a shopping
`mall today). In such a real place there will typically
`be shopsorstores catering to different tastes, income
`levels, professions, ages, etc. There will be stores
`that provide primarily goods, and others that provide
`primarily services. There typically will also be
`diverting entertainments, and areas set aside simply
`for communications with those sharing similar inter-
`ests. And there usually will also be directory plaques
`or information kiosksto help users find where things
`are al and to assist in getting to them. As products
`and services increasingly becomedigital, this village
`square analogyis readily extendable into theDCVM
`10 as now described.
`
`

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`US 2001/0056405 Al
`
`Dec. 27, 2001
`
`[0063] FIGS. la-b present how theclient 12, i.e. a client
`application, resides on a user’s personal computer (PC 14)
`and contains both an infrastructure 16 and an inventory 18.
`The infrastructure 16 is an engine that handles the function-
`ality of the DCVM 10, and the inventory 18 is the local
`collection of assets 22 of merchandise or units of service.
`
`[0064] The infrastructure 16 is relatively static. Like most
`software applications,
`it perhaps merits an occasional
`upgrade as new features become available, but otherwise
`may be generally installed and left alone. It is anticipated
`that the infrastructure 16 will usually be stored on a local
`hard drive 20, although in some case a hard drive 20 on a
`local area network (LAN; not shown) may also be accept-
`able. Keeping the infrastructure 16 local insures good over-
`all DCVM 10 responsiveness.
`
`In contrast, the inventory 18 is relatively dynamic,
`[0065]
`potentially including assets 22 such as computer software
`products, music, audio books, video, and anything else
`which can be reduced to digital format and electronically
`transmitted and stored. The inventory 18 may be loaded on
`a local device, or it may also be accessible over a LAN
`having an appropriate bandwidth, since storage capacity and
`transfer rate are more important than responsivenessfor it.
`
`la both the infrastructure 16 and the
`In FIG.
`(0066]
`inventory 18 are depicted residing together in fixed storage
`in the PC 14. Today such fixed storage will typically be hard
`drives 20 (also sometimes termed a “fixed drive’), but as
`other large capacity storage means become common they
`may be used instead.
`[0067] FIG. 16 depicts how the infrastructure 16 may
`reside in fixed storage, but the inventory 18 instead reside in
`a removable media 24 which is accessible by the PC 14.
`Some common current examples of such removable media
`24 are CD 26, DVD 28, and tape 30, but still others are
`easily possible.
`
`In basic embodiments of the DCVM 10 which are
`[0068]
`delivered by hard drive 20, approximately one to four
`gigabytes ofstorage are used. Of this the infrastructure 16 is
`roughly 50-100 megabytesin size and the inventory 18 takes
`up the balance. For embodiments delivered by CD 26, only
`about 600 megabytes are used for the inventory 18. How-
`ever, as larger capacity hard drives 20 andhigher capacity
`removable media, like DVDs 28, become widely available
`the infrastructure 16 and particularly the inventory 18 may
`be made larger, as desired.
`
`In one preferred embodiment,initial delivery ofthe
`[0069]
`infrastructure 16 is on the hard drives 20 of new PCs 14.
`However, the DCVM 10 mayalso be “delivered” on a new
`hard drive 20 used for upgrading an existing PC 14. Or it
`may even be delivered via conventional softwareinstallation
`by loading it from removable media 24 into the PC 14, or by
`downloading it from an online so