US 8,010,134 B2
`(10) Patent No.:
`a2) United States Patent
`Barnesetal.
`(45) Date of Patent:
`Aug. 30, 2011
`
`
`US008010134B2
`
`(75)
`
`3/2008 Jokinenetal.
`7,343,317 B2
`(54) ARCHITECTURE FOR MOBILE
`5/2008 Matsuda 0... 455/456.2
`7,376,430 B2*
`7/2008 Foketal. wo. 455/414.2
`7,A00,884 B2*
`ADVERTISING WITH LOCATION
`§/2011 Barneset al.
`7,945,271 Bl
`7/2002 Hunzinger oo... 455/456
`2002/0086680 Al*
`Inventors: James D. Barnes, Overland Park, KS
`1/2003 Perez-Brevaetal.
`2003/0008668 Al
`(US); Peter H. Distler, Overland Park,
`4/2003 Barnes,Jr.
`2003/0065805 Al
`_Mi
`7/2004. Pauletal.
`2004/0140361 Al
`Ks (WS); venae PMeNanen.
`
`eawood,KS(US); Sanjay Kumar 2004/0198386 AL* 10/2004 Dupray vce: 455/456.1
`Sharma, Olathe, KS (US)
`2004/0243519 Al
`12/2004. Perttila et al.
`2005/0192024 Al*
`9/2005 Sheynblat
`...0.000.00. 455/456.1
`(Continued)
`
`(73) Assignee: Sprint Communications Company
`L.P., Overland Park, KS (US)
`ethi
`Subject t
`discla;
`thet
`ubject
`to any disclaimer,
`the
`term of
`this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 908 days.
`
`(*) Not
`otice:
`
`.
`(21) Appl. No.: 11/686,179
`(22)
`Filed:
`Mar. 14, 2007
`
`wo
`
`FOREIGN PATENT DOCUMENTS
`2008112401 Al
`9/2008
`OTHER PUBLICATIONS
`Lightningcast, Inc., “Lightningcast Mobile Video Advertising Solu-
`tion.” May 2, 2005, 14 pes.
`
`(Continued)
`
`(65)
`
`Prior Publication Data
`US 2008/0227467 Al
`Sep. 18, 2008
`
`Primary Examiner — Kamran Afshar
`Assistant Examiner — Vladimir Magloire
`
`(51)
`
`Int. Cl.
`(2009.01)
`HOAW 24/00
`(52) US.Ch we. 455/456.6; 455/404.2; 455/422.1;
`455/414.1; 342/357.09
`(58) Field of Classification Search .... 455/456.1-456.6,
`455/404.2; 342/357.09
`See application file for complete search history.
`
`(56)
`
`References Cited
`
`U.S. PATENT DOCUMENTS
`6,249,252 Bl
`6/2001 Dupray
`6,405,044 Bl
`6/2002 Smith etal.
`6,449,486 Bl” ,2002 Bao ieseeseeeeenentntintans 455/456.1
`6,505,046 Bl
`1/2003 Baker
`6,760,582 B2
`7/2004 Gaal
`6,801,778 B2* 10/2004 Koorapaty et al.
`........ 455/456.1
`6,961,367 B2
`11/2005 Simic et al.
`7,092,722 Bl
`8/2006 Oh etal.
`
`ABSTRACT
`(57)
`Systems and methodsare provided for mobile device adver-
`tising. The system includes a mobile device, a content pro-
`vider, and an advertisement provider. A plurality of location
`fix technologies is executed to determine a plurality of loca-
`tion fixes for the mobile device, and the plurality of location
`fixes is stored in the mobile device. A location request is
`received for the mobile device, the plurality of stored location
`fixes is retrieved from the mobile device, and the plurality of
`stored location fixes is sent to the content provider. The con-
`tent provider receives the plurality of location fixes for the
`mobile device from the mobile device, forwards the plurality
`of location fixes to the advertisement provider, and transmits
`content to the mobile device. The advertisement provider
`selects an advertisement based on location fixes, and trans-
`:
`.
`:
`:
`mits the advertisement to the mobile device.
`
`28 Claims, 6 Drawing Sheets
`
`402 t
`LOCATION DATA
`j
`LOCATION FIXTIME |
`LOCATION FIX
`LOCATION FIX
`TECHNOLOGY
`
`
`
`CELL TOWER #1844
`CELL TOWER
`3:03:30 PM
`
`
`02-05-2006 410 7" LOCATION
`
`
`
`CELL SECTOR
`CELL TOWER #1844
`3:03:30 PM
`
`
`412 “|
`CENTROIO
`SECTOR ALPHA
`02-05-2006
`
`
`ADVANCED FORWARD|—_LATITUDE 42° 25'N 3:03:10 PM
`
`
`4iq ATUNKTRIATERATION|LONGITUDE 83° OT" W 02-05-2006
`
`
`GLOBALPOSITIONING
`LATITUDE 42° 25' N
`3:00:40 PM
`
`
`
`ft
`SYSTEM
`LONGITUDE 83° 01" W
`02-05-2006
`
`
`LATITUDE 42° 25' N
`3:01:59 PM
`
`LONGITUDE 83° 01" W
`02-05-2006
`
`
`
`404
`
`406
`
`
`
`|
`
`416
`
`418
`
`HYBRID
`
`403
`
`
`
`
`
`Exhibit 1030
`
`Exhibit 1030
`Page 01 of 17
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`Samsung etal. v. Hardin etal.
`IPR2022-01330
`
`Exhibit 1030
`Page 01 of 17
`
`

`

`US 8,010,134 B2
`Page 2
`
`U.S. PATENT DOCUMENTS
`
`2006/0089153 Al
`2006/0178932 Al
`2007/0161380 Al
`2008/0010114 Al
`2008/0119206 Al*
`
`4/2006 Sheynblat
`8/2006 Lang
`7/2007 Foketal.
`1/2008 Head
`5/2008 Shalmonet al.
`
`OTHER PUBLICATIONS
`
`........... 455/456.3
`
`International Searching Authority, International Search Report and
`the Written Opinion of the International Searching Authority dated
`Jun. 5, 2008, International Application Serial No. PCT/US08/54657,
`internationalfiling date Feb. 22, 2008.
`Foreign Communication From a Related Counterpart Application—
`International Preliminary Report on Patentability, PCT/CN2008/
`054657, Sep. 24, 2008, 6 pages.
`Barnes, JamesD., et al., “Location Inference Using Radio Frequency
`Fingerprinting,” U.S. Appl. No. 11/779,900, filed Jul. 19, 2007.
`Barnes, JamesD., et al., “Coupon Validation Using Radio Frequency
`Fingerprinting,” U.S. Appl. No. 11/779,045, filed Jul. 17, 2007.
`
`Izdepski, Erich J., et al., et al., “System and Method for Mobile
`Device Self-Location,” U.S. Appl. No. 12/543,451, filed Aug. 18,
`2009.
`Oh, Dae-Sik,et al., et al., et al., “Mobile-Implemented Method and.
`System for Performing a Handoff Based on Mobile Station Loca-
`tion,” U.S. Appl. No. 10/784,612, filed Feb. 23, 2004.
`Office Action dated Jan. 7,2010,U.S. Appl. No. 11/779,045, filed Jul.
`17, 2007, 23 pages.
`Office Action dated Jun. 25, 2010, U.S. Appl. No. 11/779,900, filed.
`Jul. 19, 2007, 22 pages.
`Final Office Action dated Jul. 8, 2010, U.S. Appl. No. 11/779,045,
`filed Jul. 17, 2007, 30 pages.
`Advisory Action dated Oct. 5, 2010, U.S. Appl. No. 11/779,045, filed.
`Jul. 17, 2007.
`Notice of Allowance dated Dec.
`11/779,900, filed Jul. 19, 2007.
`Supplemental Notice of Allowance dated Feb. 17, 2011; U.S. Appl.
`No. 11/779,900, filed Jul. 19, 2007.
`
`10, 2010; U.S. Appl. No.
`
`* cited by examiner
`
`Exhibit 1030
`
`Page 02 of 17
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`Exhibit 1030
`Page 02 of 17
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`

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`U.S. Patent
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`Aug. 30, 2011
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`Sheet 1 of 6
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`US 8,010,134 B2
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`Page 03 of 17
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`U.S. Patent
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`Aug. 30, 2011
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`Sheet 2 of 6
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`US 8,010,134 B2
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`ANTENNA & FRONT END
`506
`
`102
`N
`
`212*|
`214
`ng
`
`MGROPEONE
`EARPIECE
`HEADSET
`
`RF TRANSCEIVER
`
`908
`ANALOG BASEBAND
`PROCESSING
`
`
`
`0
`DsP
`
`MEMORY
`904-2|
`a
`CARD
`a99*|_
`
`229*|_Us8_| IFC}|TOUCH SCREEN/
`994-5
`INFRARED
`LCD CONTROLLER
`932
`996-1
`KEYPAD
`230
`[TOUCH SCREENLCD
`228
`
`USB
`
`0
`
`aig”
`
`Fig. 2
`
`Co)BeES”
`WEB
`MEDIA
`JAVA
`LOCATION
`
`BROWSER||PLAYER APPLETS ENGINE
`
`306
`308
`310
`312
`
`
`
`
`404
`
`
`OPERATING SYSTEM(DRIVERS)
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`
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`|
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`ys
`Fig. 3
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`-
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`Exhibit 1030
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`U.S. Patent
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`Aug. 30, 2011
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`Sheet 3 of 6
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`US 8,010,134 B2
`
`02-05-2006
`
`ADVANCED FORWARD
`
`LINK TRILATERATION
`
`LATITUDE 42° 25" N
`
`LONGITUDE 83° 01° W
`
`GLOBAL POSITIONING
`SYSTEM
`
`LATITUDE 42° 25'N
`LONGITUDE 83° 01’ W
`
`]
`
`HYBRID
`
`LATITUDE 42° 25' N
`LONGITUDE 83° 07’ W
`
`LOCATION FIX
`TECHNOLOGY
`
`CELL TOWER
`LOCATION
`
`CELL SECTOR
`CENTROID
`
`LOCATION DATA
`LOCATION FIX
`
`CELL TOWER #1844
`
`CELL TOWER #1844
`SECTOR ALPHA
`
`3:03:30 PM
`02-05-2006
`
`3:03:10 PM
`
`02-05-2006
`
`3:00:40 PM
`02-05-2006
`
`3:01:59 PM
`
`Fig. 4B
`
`402
`
`410
`
`412
`
`ANA
`
`416
`
`418
`
`Exhibit 1030
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`U.S. Patent
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`Aug. 30, 2011
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`Sheet 4 of 6
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`US 8,010,134 B2
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`Exhibit 1030
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`U.S. Patent
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`Aug. 30, 2011
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`Sheet 5 of 6
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`US 8,010,134 B2
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`Exhibit 1030
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`Page 07 of 17
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`Page 07 of 17
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`U.S. Patent
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`Aug. 30, 2011
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`Sheet 6 of 6
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`US 8,010,134 B2
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`112
`
`Fig. 8
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`
`
`Secondary
`Storage
`884
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`Processor
`882
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`Exhibit 1030
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`

`

`US 8,010,134 B2
`
`1
`ARCHITECTURE FOR MOBILE
`ADVERTISING WITH LOCATION
`
`CROSS-REFERENCE TO RELATED
`APPLICATIONS
`
`None.
`
`STATEMENT REGARDING FEDERALLY
`SPONSORED RESEARCH OR DEVELOPMENT
`
`Notapplicable.
`
`REFERENCE TO A MICROFICHE APPENDIX
`
`Notapplicable.
`
`BACKGROUND
`
`2
`device sends at least one of the location fixes to a content
`
`provideras part of a request for content.
`Some system embodiments include a mobile device, a
`content provider, and an advertisement provider. The content
`provider receives at least one location fix for the mobile
`device from the mobile device based on multiple location fix
`technologies, forwards at least one location fix to the adver-
`tisement provider, and transmits content to the mobile device.
`The advertisement provider selects an advertisement based
`on at least one location fix, and transmits the advertisement to
`the mobile device.
`These and other features and advantages will be more
`clearly understood from the following detailed description
`taken in conjunction with the accompanying drawings and
`claims.
`
`10
`
`15
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`20
`
`25
`
`30
`
`35
`
`For a more complete understanding ofthe presentation and
`the advantages thereof, reference is now madeto the follow-
`ing brief description, taken in connection with the accompa-
`nying drawings in detailed description, wherein like refer-
`ence numerals representlike parts.
`FIG. 1 showsanillustrative wireless communications sys-
`tem for mobile device advertising.
`FIG. 2 shows a block diagram ofan illustrative mobile
`device.
`FIG. 3 shows a block diagram ofan illustrative software
`configuration for mobile device advertising.
`FIG. 4A shows a block diagram of a system for mobile
`device advertising according to some embodiments of the
`present disclosure.
`FIG.4B showslocation data for mobile device advertising
`according to some embodimentsof the present disclosure.
`FIG. 5 shows a flowchart of a method for mobile device
`advertising according to some embodiments of the present
`disclosure.
`FIG. 6 shows a flowchart of another method for mobile
`
`Mobile devices include applications, such as web brows-
`ers, that can request content from content providers, such as
`website servers. Content providers can enable advertisement
`providers to supplementthe requested content with advertise-
`ments. In general, advertisement providers pay higherprices
`for advertisements that reach specific intended audiences
`because targeted advertisements increase the chances of
`favorable responses to the advertisement.
`For example, an advertisementprovider designsa football-
`related advertisement for mobile device users attending a
`football gameplayed in a football stadium. The mobile device
`users attending the football gameare likely to have sufficient
`interest and sufficient disposable income to respond favor-
`ably to the advertisement, based on the expensive ticketprices
`for the football game. However, the advertiser provider does
`not want to pay higher prices to send this advertisement to
`numerous mobile device users who are not attending the
`football games, for these mobile device users are notas likely
`to have sufficient interest and sufficient disposable income to
`device advertising according to some embodiments of the
`respondfavorably to the advertisement. Therefore, advertise-
`present disclosure.
`ment providers would only want to pay for sending such
`
`advertisements to targeted mobile device users. Targeted FIG.7showsa flowchart of yet another method for mobile
`advertisements require the geographic locations of mobile
`device advertising according to some embodiments of the
`devices to be identified. But advertisement providers have
`present disclosure.
`problems with targeted advertisements based on the geo-
`FIG. 8 showsan illustrative general purpose computer
`graphic locations of mobile devices.
`system suitable for implementing portions of the several
`For example, if a mobile phone user activates a web
`embodiments of the present disclosure.
`browser to request news content from a news website server,
`the website server may have a limited amount of time to
`request an advertisement from an advertisement provider.
`The advertisement provider may not have time to request the
`mobile phoneto identify the location of the mobile phone, to
`receive the identified location ofthe mobile phone,to process
`the received location of the mobile phone, to select a adver-
`tisement for a specific intended audience based on the pro-
`cessed location, and to convey this selected advertisement to
`the content provider.
`
`40
`
`45
`
`50
`
`55
`
`SUMMARY
`
`Thepresent disclosure provides systems and methods for
`mobile advertising with location. In some method embodi-
`ments, multiple location fix technologies are executed to
`determine location fixes for a mobile device. The location
`fixes are stored in the mobile device, where at least one of
`them can be obtained by an advertisement provider to select
`an advertisement and transmit
`the advertisement
`to the
`mobile device. In somealternative embodiments, the mobile
`
`60
`
`65
`
`Exhibit 1030
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`Page 09 of 17
`
`DETAILED DESCRIPTION
`
`It should be understoodat the outset that although imple-
`mentations of various embodimentsofthe present disclosure
`are described below,the present system may be implemented
`using any numberof techniques, whether currently known or
`in existence. The present disclosure should in no way be
`limited to the implementations, drawings, and techniques
`described below, but may be modified within the scope ofthe
`appended claims along with their full scope of equivalents.
`To enable fast and efficient location information for use in
`location-based advertising, some embodimentsofthe present
`disclosure periodically execute multiple location technolo-
`gies and periodically store multiple location fixes on the
`mobile device. The multiple location fixes can include loca-
`tion fixes of varying accuracies stored at varying times. As
`part of a request for content, the mobile device sendsat least
`one of the location fixes to the content provider. The content
`provider can forwardat least one locationfix to an advertise-
`mentprovider and transmit content to the mobile device. The
`
`Exhibit 1030
`Page 09 of 17
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`

`US 8,010,134 B2
`
`3
`advertisement provider can select an advertisement designed
`for a specific location based on at least one location fix and
`can transmit the advertisement to the mobile device. Adver-
`
`tisement providers can determine whether to use the most
`accurate locationfix, the most recentlocationfix, ora location
`fix that is both somewhat accurate and somewhatrecent. The
`advertisement provider may be willing to pay the content
`provider more for the location-based advertisement because
`of the greater likelihood that the recipients of such targeted
`advertisements will respond favorably to the advertisement.
`FIG. 1 showsa wireless communications system 100 that
`illustrates the context for the systems and methods of the
`present disclosure. The wireless communication system
`includesan illustrative mobile device 102. Thoughillustrated
`as a mobile phone, the mobile device 102 may take various
`forms including a personal digital assistant (PDA), a mobile
`computer, a digital camera, and a digital music player. Many
`suitable mobile devices combine someor all of these func-
`tions.
`
`The mobile device 102 includes a display 104 and a touch-
`sensitive surface or keys 106 with which to interact with a
`user. The mobile device 102 maypresent options for the user
`to select, controls for the user to actuate, and/or cursors or
`other indicators for the userto direct. The mobile device 102
`
`may further accept data entry from the user, including num-
`bers to dial or various parameter values for configuring the
`operation of the mobile device 102. The mobile device 102
`may further execute one or more software or firmware appli-
`cations in response to user commands. These applications
`may configure the mobile device 102 to perform various
`customized functions in responseto user interaction, includ-
`ing web browsing and location determination.
`In the illustrative system 100, the mobile device 102 com-
`municates through a cell tower 108 and a wired or wireless
`network 110 to access information on various servers, such as
`a content server 112. The content server 112 in turn interacts
`
`with an advertisement provider server 114 through the net-
`work 110. While one application provider server is shown in
`FIG.1, other servers could be present. Theillustrative content
`server 112 acts as a gateway to advertisement provider server
`114, which provides information such as advertisements to
`transmit to the mobile device 102. The advertisement pro-
`vider server 114 interacts with the content server 112, which
`communicates with the mobile device 102 through the net-
`work 110 and the cell tower 108 by a standard wireless
`telephony protocol (such as code division multiple access), a
`wireless internet connection, or some other meansofwireless
`communication. Although the content provider server 112
`and the advertisement provider server 114 are depicted sepa-
`rately in FIG.1, the functions of the content provider server
`112 and the functions of the advertisement provider server
`114 can be combined on oneserver.
`
`The mobile device 102 may communicate with a satellite
`116, which can use a globalpositioning system technology or
`a similar satellite-based positioning system to determine a
`geographical position or location for the mobile device 102.
`Global positioning system satellites transmit signals that are
`received by the mobile device 102. The mobile device 102
`triangulates its position based on the different signals
`received from different satellites.
`FIG. 2 showsa block diagram of the mobile device 102.
`The mobile device 102 includes a digital signal processor
`(DSP) 202 and a memory 204. As shown, the mobile device
`102 may further include an antenna andfront end unit 206, a
`radio frequency (RF) transceiver 208, an analog baseband
`processing unit 210, a microphone 212, an earpiece speaker
`214, a headset port 216, an input/output interface 218, a
`
`10
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`4
`memory card 220, a universal serial bus (USB) port 222, an
`infrared port 224, a keypad 226, a liquid crystal display
`(LCD) with a touch sensitive surface 228, a touch screen/
`LCDcontroller 230, and a global positioning system (GPS)
`sensor 232.
`The DSP 202 or some other form of controller or central
`processing unit operates to control the various components of
`the mobile device 102 in accordance with embedded software
`or firmware stored in the memory 204. In addition to the
`embedded software or firmware, the DSP 202 may execute
`other applications stored in the memory 204 or madeavail-
`able via information carrier media such as portable data stor-
`age media like the memory card 220 or via wired or wireless
`network communications. The application software may
`comprise a compiled set of machine-readable instructions
`that configure the DSP 202 to provide the desired function-
`ality, or the application software may be high-level software
`instructions to be processed by an interpreter or compiler to
`indirectly configure the DSP 202.
`The antenna andfront end unit 206 converts between wire-
`less signals and electrical signals, enabling the mobile device
`102 to send and receive information from a cellular network
`or some other available wireless communications network.
`
`The RFtransceiver 208 provides frequency shifting, e.g.,
`converting received RF signals to baseband and converting
`basebandtransmit signals to RF. The analog basebandpro-
`cessing unit 210 provides channel equalization and signal
`demodulation to extract information from received signals,
`modulates information to create transmit signals, and pro-
`vides analog filtering for audio signals. To that end, the analog
`basebandprocessing unit 210 includes ports for connecting to
`the built-in microphone 212 andthe earpiece speaker 214 that
`enable the mobile device 102 to be used as a cell phone.
`The DSP 202 can send andreceive digital communications
`with a wireless network via the analog baseband processing
`unit 210. The input/output interface 218 interconnects the
`DSP 202 and various memories and interfaces. The memory
`204 and the removable memory card 220 mayprovide soft-
`ware and data to configure the operation of the DSP 202. The
`infrared port 224 and other optional ports such as a Bluetooth
`interface or an JEEE 802.11 compliant wireless interface
`enable the mobile device 102 to communicate wirelessly with
`other nearby mobile devices and/or wireless base stations. In
`some contemplated systems, the mobile device 102 is able to
`wirelessly exchange information at a point-of-sale when
`placed neara suitable transceiver.
`The keypad 226 couples to the DSP 202 via the I/O inter-
`face 218 to provide one mechanism for the user to make
`selections, enter information, and otherwise provide inputto
`the mobile device 102. Another input mechanism may be the
`touch screen display 228, which mayalso display text and/or
`graphics to the user. The display controller 230 couples the
`DSP 202 to the touch screen display 228.
`The GPSsensor 232 is coupled to the DSP 202 to decode
`global positioning system signals, thereby providing atleast
`one technology for the mobile device 102 to determine its
`position. Various other peripherals may also be included to
`provide additional functions, e.g., radio and television recep-
`tion.
`
`FIG.3 illustrates a software environment 302 that may be
`implemented by the DSP 202. The DSP 202 executes oper-
`ating system software 304 that provides a platform from
`whichtherest of the software operates. The operating system
`software 304 provides drivers for the mobile device hardware
`to make standardized interfaces available to application soft-
`ware. The operating system software 304 maytransfer con-
`trol between applications running on the mobile device 102.
`
`Exhibit 1030
`
`Page 10 of 17
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`Exhibit 1030
`Page 10 of 17
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`

`US 8,010,134 B2
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`6
`5
`Also shown in FIG. 3 are a web browser 306 application, a
`positioning system 416 technology. The location fix tech-
`
`mediaplayer 308, application Java applets 310, andalocation nologies can also include time intensive locationfix technolo-
`engine 312 application. The web browser 306 application
`gies that produce high accuracy location fixes, such as the
`configures the mobile device 102 to operate as a web browser,
`hybrid 418 technology, and non-intensive location fix tech-
`allowing the user to enter information into forms and select
`nologies that produce low accuracy location fixes, such as the
`linksto retrieve and view web pages, including content from
`cell tower location 410 technology and the cell sector centroid
`the content server 112. The media player 308 application
`412 technology. Execution of network intensive location fix
`configures the mobile device to retrieve and play audio or
`technologies requires a significant amount of network
`audiovisual media on its own output components. The Java
`resources and takes a significant amountof time to complete.
`applets 310 may configure the mobile device 102 to provide
`Execution of time intensive location fix technologies takes a
`games, utilities, and other functionality on the mobile device
`significant amount of time to complete. Execution of non-
`102. These are further examples of content that may be pro-
`intensive location fix technologies does not require a signifi-
`vided by the content server 112.
`cant amountof network resources and doesnottake a signifi-
`The location engine 312 application executes location fix
`cant amount of time to complete.
`technologies to determinelocation fixes for the mobile device
`The cell tower location 410 technologyfixes the location of
`102, and store the location fixes on the mobile device. The
`the mobile device 102 based on the cell tower used by the
`location engine 312 application also receives location
`mobile device 102 for communication. For example, the loca-
`tion fix 406 column identifies “cell tower #1844” in thecell
`requests for stored location fixes for the mobile device 102,
`retrieves the location fixes on the mobile device 102, and
`towerlocation 410 technology row asthe cell tower used by
`the mobile device 102 for communication. The location fix
`sendsthe location fixes to a content provider, which can be the
`time 408 column identifies “3:03:30 PM 02-05-2006”in the
`content provider server 112.
`FIG. 4A shows a block diagram of a system for mobile
`device advertising according to some embodiments of the
`present disclosure. The mobile device 102 contains the web
`browser 306 application, the media player 308 application,
`and the location engine 312 application. Wheneither the web
`browser 306 application or the media player 308 application
`are invoked to request content, then either the web browser
`306 application or the media player 308 application sends a
`location requestfor location fixes for the mobile device 102 to
`the location engine 312 application. The location engine 312
`application retrieves at least one of the location fixes from
`location data 402 stored on the mobile device 102. By sending
`at least one location fix to either the web browser 306 appli-
`cation or the media player 308 application,
`the location
`troid 412 technology row as the time that the cell sector
`engine 312 application indirectly sendsat least one location
`centroid 412 technology fixed the location for the mobile
`fix to the content provider server 112 becauseeither the web
`device 102. The location engine 312 application executes the
`browser 306 application or the media player 308 application
`cell sector centroid 412 technology in backgroundto fix the
`can include at least one location fix with the content request
`location ofthe mobile device 102 when the mobile device 102
`sent to the content provider server 112.
`is in use.
`Additionally, the advertisement provider server 114 can
`Cell sectors are sub-regions of a coverage area for a cell
`indirectly send a location request to the location engine 312
`tower, but because cell sectors change dynamically based on
`application. For example, the advertisement provider server
`usage requirements, cell sectors do not necessarily identify
`114 can select an advertisement based on a low accuracy
`45
`
`location fix for the mobile device 102, and include a request specific geographicallocations. Althoughacell sector cannot
`for a high accuracy location fix along with the advertisement
`independently fix a location for the mobile device 102, the
`cell sector canfix the location of the mobile device 102 when
`that is transmitted to the mobile device 102. Upon receiving
`the request for a high accuracy location fix, the location
`engine 312 application can respond by executing a location
`fix technology to determine a high accuracy location fix for
`the mobile device 102.
`FIG.4B showsa block diagram ofthe location data 402 for
`mobile device advertising according to some embodiments of
`the present disclosure. The location data 402 includesa loca-
`tion fix technology 404 column,a location fix 406 column,
`and a location fix time 408 column. The location fix technol-
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`50
`
`55
`
`cell tower location 410 technology row as the time that the
`cell tower location 410 technologyfixed the location for the
`mobile device 102. The location engine 312 application
`executes the cell tower location 410 technology in back-
`groundto fix the location of the mobile device 102 when the
`mobile device 102 is in use.
`The cell sector centroid 412 technologyfixes the location
`of the mobile device 102 based on the cell tower and the cell
`sector used by the mobile device 102 for communication. For
`example, the location fix 406 column identifies “cell tower
`#1844sector alpha”in the cell sector centroid 412 technology
`row asthe cell tower andcell sector used by the mobile device
`102 for communication. The location fix time column 408
`identifies “3:03:30 PM 02-05-2006”in the cell sector cen-
`
`used with another location fix technology. For example, if a
`high accuracy location fix technology fixes the location for a
`first mobile device that is also using cell tower #1844 and cell
`sector alpha to communicate, and a second mobile deviceis
`also using cell tower #1844 and cell sector alpha to commu-
`nicate, then the location for the second mobile device can be
`fixed as within two miles of the first mobile device if the
`
`sectors for cell tower #1844 are limited to cover areas of only
`two miles.
`
`ogy 404 column includes rows for each type of location fix
`technology used by the mobile device 102, such as a cell
`tower location 410 technology, a cell sector centroid 412
`technology, an advanced forwardlink trilateration 414 tech-
`nology, a global positioning system 416 technology, and a
`hybrid 418 technology.
`The location fix technologies can include network inten-
`sive location fix technologies that produce high accuracy
`location fixes, such as the advanced forwardlink trilateration
`414 technology, and time intensive location fix technologies
`that produce high accuracy location fixes, such as the global
`
`60
`
`65
`
`The advanced forward link trilateration 414 technology
`fixes the location ofthe mobile device 102 based on measure-
`ments taken of time and distance signals from nearby cell
`towers. The mobile device 102 reports the time and distance
`measurements to the network 110, then the network 110
`triangulates a location fix of the mobile device 102 within a
`1000 meter accuracy, and reports the location fix back to
`mobile device 102. In general, at least three surroundingcell
`towers are requiredto triangulate an optimallocationfix. For
`example, the location fix 406 column identifies “latitude 42°
`25' longitude 83° 01"in the advanced forwardlink trilatera-
`
`Exhibit 1030
`
`Page 11 of 17
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`Exhibit 1030
`Page 11 of 17
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`

`US 8,010,134 B2
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`7
`tion 414 technology row asthe latitude and the longitude for
`the mobile device 102. The location fix time column 408
`identifies “3:03:10 PM 02-05-2006”in the advanced forward
`
`link trilateration 414 technology row as the time that the
`advanced forwardlink trilateration 414 technology fixed the
`location for the mobile device 102. Because of the time
`required to measure signals from multiple cell towers, to
`report the measurements to the network 1101 to triangulate
`the location fix, and to report the location fix back to the
`mobile device 102, the advanced forward link trilateration
`414 technology requires significant amounts of both time and
`resources from the mobile device 102 and the network 110.
`
`Therefore, although the advanced forward link trilateration
`414 technology determines high accuracy location fixes, the
`location engine 312 application executes the advanced for-
`ward link trilateration 414 technology in background infre-
`quently for periodic updates of the locationfixes.
`The global positioning system 416 technology fixes the
`location of the mobile device 102 based on a group ofatleast
`24 well-spaced satellites that orbit the earth and enable the
`determination ofa locationfix for the mobile device 102. The
`
`location accuracy is anywhere from 1 to 100 meters depend-
`ing on the type of equipment used. The global positioning
`system 416 technology is owned and operated by the US.
`Department of Defense, but is available for general use
`around the world.
`
`For example, the location fix 406 column identifies “ati-
`tude 42° 25' longitude 83° 01" in the global positioning
`system 416 technology row as the latitude and the longitude
`for the mobile device 102. The location fix time column 408
`
`identifies “3:00:40 PM 02-05-2006”in the global positioning
`system 416 technology row as the time that the global posi-
`tioning system 416 technology fixed the location for the
`mobile device 102. The global positioning system 416 tech-
`nology requires a direct line of sight between the mobile
`device 102 and 4 or moresatellites to fix the location of the
`mobile device, such as when the mobile device is outdoors.
`Although the global positioning system 416 technology
`determines high accuracy location fixes, this technology can-
`not determine location fixes for mobile devices that are
`
`the location engine 312 application
`indoors. Therefore,
`executes the global positioning system 416 technology in
`background infrequently for periodic updates of the location
`fixes.
`The hybrid 418 technologyfixes the location ofthe mobile
`device 102 based on a combination of the other location fix
`technologies. For example, if the mobile device 102 is
`indoo