US007865394B1
`
`(12)
`
`United States Patent
`Calloway et al.
`
`(10) Patent No.:
`(45) Date of Patent:
`
`US 7,865,394 B1
`Jan. 4, 2011
`
`(54) MULTIMEDIA MESSAGING METHOD AND
`SYSTEM
`
`(75) Inventors: Kevin Calloway, Los Angeles, CA (US);
`Jason McNamara, Santa Monica, CA
`US); Ergon Copeland, Woodland Hills
`(US); Erg
`p
`s
`s
`CA (US); Anthony Franco, Corona, CA
`(US); Zvulun Halfon, Woodland Hills,
`CA (US); Scott Johnson, San Pedro, CA
`(US); Ronald Kewish, Simi Valley, CA
`(US); Richard Wilson, San Dimas, CA
`(US)
`
`(73) Assignee: Alterian, LLC, Chicago, IL (US)
`
`(*) Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 2082 days.
`
`(21) Appl. No.: 09/708,235
`
`(22) Filed:
`
`Nov. 7, 2000
`(Under 37 CFR 1.47)
`
`O
`O
`Related U.S. Application Data
`(60) Provisional application No. 60/197,759, filed on Apr.
`17, 2000.
`
`(51) Int. Cl.
`(2006.01)
`G06O 30/00
`(52) U.S. Cl. ................ 705/14.4; 705/14.43; 705/14.59;
`705/14.66; 705/14.67; 379/88.05; 370/252
`(58) Field of Classification Search ................... 705/10,
`705/14, 14.4, 14.43, 14.59, 14.66, 14.67;
`379/88.06, 88.05; 370/252
`See application file for complete search history.
`
`(56)
`
`References Cited
`U.S. PATENT DOCUMENTS
`5,590,282 A
`12/1996 Clynes
`5,773,741 A
`6, 1998 Eller et al.
`5,886,274 A
`3, 1999 Jungleib
`6,067,348 A
`5/2000 Hibbeler
`6,222,826 B1* 4/2001 Faynberg et al. ............ 370,252
`6,636,965 B1 * 10/2003 Beyda et al. ......
`... 713,152
`6,725,381 B1 * 4/2004 Smith et al. .................... T26/4
`* cited by examiner
`Primary Examiner Raquel Alvarez
`(74) Attorney, Agent, or Firm Law Offices of David L.
`Hoff
`Ola
`
`ABSTRACT
`(57)
`A system and method for the distribution of individualized
`multimedia content over a network to a number of recipients.
`The system assembles a message containing multimedia con
`tent which is extracted from a media content repository in
`response to information about the intended recipient. The
`multimedia content is thereby individualized for the particu
`lar recipient; for example an individualized audio greeting
`containing with audio annunciation of the recipient's name
`within multimedia message. Multimedia elements may be
`variously combined within an individualized message con
`taining audio, graphics, text, animations, video, and/or ecom
`merce/transaction primitives. The system provides the ability
`to develop and manage the multimedia content repository,
`control the distribution of the individualized multimedia con
`tent, and report on system activity. By way of example and not
`of limitation, the individualized content may be delivered
`through an email to the recipient as part of an email campaign,
`as a multimedia message through other networks, or as
`graphic and text output on a printer.
`
`71 Claims, 14 Drawing Sheets
`
`80
`
`82
`
`84
`
`86
`
`88
`
`90
`
`
`
`92
`
`
`
`Increment a
`Recipient Pointer
`
`Initializing a Message
`Creation Script
`
`Instantiating a New
`BlankMessage
`
`Retrievil
`for
`
`Information
`cipient
`
`Create Content Query Based on
`Recipient Data Point as Parameter
`
`Retrieve Media Segment and
`Assemble into
`essage
`
`Increment Message
`Creation Script
`
`94
`
`Somg eted
`
`American Airlines, Ex. 1003, p.1
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 1 of 14
`
`US 7,865,394 B1
`
`12
`
`14
`
`
`
`
`
`
`
`FIG. 1
`
`American Airlines, Ex. 1003, p.2
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 2 of 14
`
`US 7,865,394 B1
`
`Client
`
`Recipient
`
`
`
`
`
`FIG. 2
`
`American Airlines, Ex. 1003, p.3
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`12
`
`US 7,865,394 B1
`
`
`
`
`
`Conversion
`
`American Airlines, Ex. 1003, p.4
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`American Airlines, Ex. 1003, p.5
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 5 of 14
`
`865,394 B1
`US 7
`
`9
`
`
`
`
`
`:slugu??S ISIT
`
`American Airlines, Ex. 1003, p.6
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 6 of 14
`
`US 7,865,394 B1
`
`
`
`60
`
`
`
`Receiving Recipient
`Content
`
`Individualizing Multimedia
`Message for Said Recipient
`
`62
`
`64
`
`Delivering the Message
`to Said Recipient
`
`FIG. 6
`
`
`
`Retrieving Recipient
`Information
`
`Individualizing Multimedia
`Message for Said Recipient
`
`Providing Client With
`Unique URL Pointing to the
`Recipient's Message Content
`
`Deploying the Email
`Message With The URL
`
`FIG. 7
`
`American Airlines, Ex. 1003, p.7
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 7 of 14
`
`US 7,865,394 B1
`
`
`
`
`
`8O
`
`82
`
`84
`
`86
`
`88
`
`90
`
`92
`
`Incrementa
`Recipient Pointer
`
`Initializing a Message
`Creation Script
`
`Instantiating a New
`Blank Message
`
`Retrieving Information
`for Recipient
`
`Create Content Query Based on
`Recipient Data Point as Parameter
`
`Retrieve Media Segment and
`Assemble into Message
`
`Increment Message
`Creation Script
`
`
`
`Script
`Completed
`
`Yes
`End
`
`FIG. 8
`
`American Airlines, Ex. 1003, p.8
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 8 of 14
`
`US 7,865,394 B1
`
`
`
`y
`rt
`
`(d >
`.9 AZ
`
`s
`
`American Airlines, Ex. 1003, p.9
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`
`
`US 7,865,394 B1
`
`American Airlines, Ex. 1003, p.10
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 10 of 14
`
`US 7,865,394 B1
`
`
`
`American Airlines, Ex. 1003, p.11
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 11 of 14
`
`US 7,865,394 B1
`
`
`
`E
`
`Final
`Library
`Data
`
`Workers
`
`Flash
`Raw Audio
`Images
`
`Corporate
`.swf
`Video
`Audio
`
`Titles
`Library
`Image
`
`Raster
`Vector
`Fonts
`
`Ee: Mac
`
`FIG. 12
`
`American Airlines, Ex. 1003, p.12
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 12 of 14
`
`US 7,865,394 B1
`
`
`
`
`
`
`
`
`
`
`
`
`
`American Airlines, Ex. 1003, p.13
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 13 of 14
`
`US 7,865,394 B1
`
`
`
`14O
`
`142
`
`144
`
`Email is Received
`by Recipient
`
`Link to Unique URL
`is Opened
`
`First ASP Application Runs
`to Query and Collect
`Individualization Data
`
`146
`
`Second ASP Application Runs
`to Display the Individualized
`Multimedia Message
`
`FIG. 14
`
`American Airlines, Ex. 1003, p.14
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`U.S. Patent
`
`Jan. 4, 2011
`
`Sheet 14 of 14
`
`US 7,865,394 B1
`
`
`
`156
`
`
`
`Recipient
`List
`
`American Airlines, Ex. 1003, p.15
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`1.
`MULTIMEDIA MESSAGING METHOD AND
`SYSTEM
`
`US 7,865,394 B1
`
`CROSS-REFERENCE TO RELATED
`APPLICATIONS
`
`This application claims priority from U.S. provisional
`application Ser. No. 60/197,759 filed on Apr. 17, 2000.
`
`STATEMENT REGARDING FEDERALLY
`SPONSORED RESEARCH ORDEVELOPMENT
`
`10
`
`Not Applicable
`
`REFERENCE TO AMICROFICHEAPPENDIX
`
`15
`
`Not Applicable
`
`NOTICE OF MATERIAL SUBJECT TO
`COPYRIGHT PROTECTION
`
`A portion of the material in this patent document is subject
`to copyright protection under the copyright laws of the United
`States and of other countries. The owner of the copyrights has
`no objection to the facsimile reproduction by anyone of the
`patent document or the patent disclosure, as it appears in the
`United States Patent and Trademark Office file or records, but
`otherwise reserves all copyrights whatsoever. The copyright
`owner does not hereby waive any of its rights to have this
`patent document maintained in secrecy, including without
`limitation its rights pursuant to 37 C.F.R.S 1.14.
`
`25
`
`30
`
`BACKGROUND OF THE INVENTION
`
`35
`
`45
`
`1. Field of the Invention
`The present invention pertains generally to the individual
`ization of multimedia content and more particularly to the
`automated creation and distribution of individualized multi
`media messages and content over a network.
`2. Description of the Background Art
`40
`The efficiency with which business and personal commu
`nications may be exchanged over computer networks is rede
`fining traditional communication practices. Networks, such
`as the worldwide web (internet), are being used increasingly
`for both communication and advertising. In addition, numer
`ous other networks are becoming increasingly used for digital
`data delivery, such as satellite networks, interactive TV, cable
`networks, and wireless device networks.
`Traditionally, the delivery of communications and adver
`tising over networks has been accomplished through web
`sites and by the delivery of emails. However, the use of web
`sites and email as an advertising and communications
`medium has had numerous drawbacks. Advertising on web
`sites requires that prospective clients be “driven to the site by
`traditional advertising, such as direct mail. As a “push” tech
`nology, the use of email for advertising has had some Success.
`Typical email campaigns generate a series of emails contain
`ing text or fixed multimedia elements which together consti
`tute an offer. The ability to merge text fields from a list has
`long been utilized for sending business correspondence and
`offers. However, only a minor amount of user involvement
`and relevance is provided by text fields and it has become
`increasingly difficult to get and hold the attention of a recipi
`ent with a text-only message. The drawbacks of using text
`only advertising have long been recognized, and as a result
`conventional advertising. Such as direct mail, now generously
`utilizes graphical elements for grabbing the recipient's atten
`
`50
`
`55
`
`60
`
`65
`
`2
`tion. Offers have been augmented by the addition of fixed
`multimedia elements which include graphics, animations,
`and/or audio, to engender recipient interest and action.
`Although current techniques using fixed graphics within
`email advertising, and print advertising, attempt to increase
`user involvement, the resultant messages are often still unable
`to attract and maintain user attention.
`Text-based email marketing, therefore, is losing effective
`ness as a medium for attracting and retaining the attention of
`a customer who in today's market is being bombarded with
`numerous unengaging offers. A leading market research com
`pany, Jupiter Communications, which specializes in internet
`commerce, estimates that by the year 2005 each email recipi
`ent within the United States will receive an average of 1,600
`commercial emails annually. During that period, commercial
`email spending is predicted to reach S7.3 billion.
`Therefore, a need exists for methods of increasing user
`involvement with content which is distributed over a network.
`The present invention satisfies that need, as well as others, and
`overcomes the deficiencies of previously developed solu
`tions.
`
`BRIEF SUMMARY OF THE INVENTION
`
`The present invention provides methods for creating and
`distributing individualized multimedia content over a net
`work. The multimedia messaging system provides a market
`ing tool for creating and deploying deeply relevant messages
`for boosting response, click-through and conversion levels,
`so that marketers may realize increased ad returns.
`By “individualizing content, a sender is able to integrate
`specific information associated with a particular recipient
`into a multimedia message for that recipient. An example of
`multimedia, for example, could constitute the use of anima
`tions and voiceovers. The term “individualizing” is used
`within the present invention instead of “personalization
`which often refers to fixed messages being sent to Subgroups
`of recipients, such as the elderly as a Subgroup within a list of
`sports enthusiasts. The multimedia messaging system and
`method of the present invention, may hereafter be referred to
`for the sake of simplicity as “system'. The system marries the
`specificity of customer database information—such as name,
`hometown, or purchase history—with the power of streaming
`rich media to deliver a relevant and engaging message
`uniquely targeted to each specific recipient. The multimedia
`content directed to the recipient may include various forms of
`streaming rich media, including: animation, Voice narration,
`graphics, pictures, video, music, Sound effects, and ecom
`merce/interactive mechanisms. The use of individualized
`multimedia content increases recipient involvement beyond
`that achieved using “canned' (fixed) multimedia content.
`The system integrates recipient-specific customer database
`information into streaming and non-streaming audio and
`video creative content. It will be appreciated that although
`streaming media is preferred, the system can utilized with
`non-streaming media. The customer specific information
`used to drive the customization may be extracted from client
`databases, or alternately from third party databases. One
`aspect of the invention involves the deployment of individu
`alized multimedia content as messages within an advertising
`campaign that targets and delivers an individualized email
`message to each recipient. For example, an individualized
`email may be created that utilizes individualized text and
`audio; text, audio, and graphics; or text, audio, graphics, and
`ecommerce/interactive mechanisms. In addition, the content
`may be deployed to various network-centric media Such as
`wireless WAP enabled devices, interactive TV, and even to
`
`American Airlines, Ex. 1003, p.16
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`US 7,865,394 B1
`
`5
`
`10
`
`15
`
`25
`
`30
`
`35
`
`3
`printed media. The aforementioned examples being but a few
`of the numerous combinations which may be realized for
`digital content distribution over a network. The terms "cam
`paign, or “advertising campaign' in reference to the system
`is often used herein for making reference to the action of
`sending individualized messages, however, the term can refer
`to the use of the system for sending any form of individualized
`messages to a single person, or any sized list of individuals.
`Examples of system use for individuals or small lists include
`applications such as newsletters, customer service responses,
`order confirmations, invoices, and so forth.
`In creating individualized audio, graphic, or animation
`content; the system combines media elements to create each
`of the individualized versions of a message. Typically, the
`message being delivered comprises both fixed content and
`individualized content, however, the message may be wholly
`comprised of individualized content. During the campaign,
`the fixed content “message' to be delivered is customized
`with data about each of the intended recipients, thus creating
`individualized multimedia content which is delivered to each
`specific recipient. While the ad campaign runs, the message
`sponsors are preferably afforded the ability to measure results
`in real time. The multimedia messaging system may be uti
`lized to provide Solutions for deploying various individual
`ized content, including: dynamic newsletters, printed mate
`rial, direct sales catalogs, customer service responses, direct
`sales commercials, and various additional forms of promo
`tional media.
`The system may be deployed in various configurations
`depending on the business model which is adopted. In a
`preferred "client access' model, the company operating the
`multimedia messaging system, hereinafter referred to as “the
`company', provides the “client' with access to the system for
`the development of a multimedia campaign. An example of
`the client access model is shown in FIG.1. It will be appre
`ciated that the client within the “client access” model may be
`provided with ancillary applications, such as a custom
`browser, to facilitate access and/or provide additional fea
`tures and functions.
`In another preferred deployment of the multimedia mes
`40
`saging system, the client is provided with software, or soft
`ware bundled with specific hardware elements, that may be
`installed at their own site from which to develop and deploy
`campaigns. This “client deployed model is illustrated in
`FIG. 2 and it allows the client/advertiser to develop and
`deploy campaigns using their own equipment, or that of third
`parties if desired.
`The preferred method of deploying the individualized mes
`sages utilizes a standard email template containing a rich
`media message and a Macromedia flash file which is unique
`for that particular recipient. The unique message begins
`streaming and playing automatically when the message is
`highlighted in the recipient’s email inbox. Alternatively, other
`methods may be utilized for deploying the individualized
`messages. The system adapts the message format to the deliv
`ery mechanisms which are available to the recipient through
`their email service provider or server. Some email service
`providers do not support HTML, for recipients with this ser
`vice, the message includes a static graphic and a clickable
`link. When the recipient clicks on the link, a browser opens
`and the message unique to that recipient plays. A third type of
`email service provider allows neither HTML or attached
`executables. For recipients with this service, a simple text
`message and a clickable link are provided. Regardless of the
`deployment method, an individualized message is created for
`each recipient which may be sent by either the client, the
`company, or a third party.
`
`50
`
`45
`
`55
`
`60
`
`65
`
`4
`The aforementioned email message distribution described
`the use of implicit executables and/or links which were gen
`erated for each individualized message and then embedded in
`the email message, however, the system also provides for
`generating the individualized messages directly, instead of
`links to individualized messages. It will be appreciated that
`embedded links could not be used when the system is gener
`ating printed material, and may be undesirable when distrib
`uting content to any non-interactive environment including
`MPEG files, and certain wireless media networks. By way of
`example FIG. 3 shows the generation of individualized mes
`sages within printed material, wherein individualized con
`tent, graphics in this case, are printed onto paper stock or
`other materials.
`The recipient data for individualizing, and optionally for
`directing message delivery in the case of emails, is preferably
`extracted from one or more client databases by any of numer
`ous methods, including ODBC and XML. Alternatively, the
`recipient information may be manually received from the
`client, remotely accessed, or derived/inferred from known
`elements. For example, the client may send data over the
`internet, as a tape, a set of disks, or as a CD-ROM. The system
`preferably accepts a variety of file formats including the
`common: *...txt, *.csv, spreadsheets formats, and any rela
`tional or non-relational database format. The recipient data is
`then used to individualize the media elements, which may
`include audio, animations, and/or video for each recipient.
`During an individualized campaign, each recipient on the
`campaign list receives, preferably in a dynamic display for
`mat, one or more messages containing the multimedia mes
`sage or a link to the multimedia message. One typical form of
`messaging campaign involves the sending of emails to a list of
`recipients. The email messages are preferably configured as
`HTML messages, or a similar markup language, into which
`are attached the multimedia elements comprising the indi
`vidualized messages. To support recipients unable to directly
`receive multimedia elements within their emails, a unique
`URL can be embedded within the email message to open a
`browser for displaying the individualized multimedia mes
`sage. The unique URL is preferably activated immediately
`upon selecting the message, and alternatively upon opening
`or upon user selection of the graphic, or text, associated with
`the URL link. Upon link activation, a server is connected to
`the recipient through their browser to deliver the individual
`ized audio-video stream to the recipient.
`The preferable display format within the exemplified
`embodiment utilizes Macromedia's FlashTM file format
`(*.swf), as it provides both dynamic capability and data que
`ries. Macromedia FlashTM is one of a number of commer
`cially available rich media open-source formats. The associ
`ated display routines for the display format receive the output
`from active server pages and an XML (or similar) application
`which permits interactivity with the server side components,
`Such as content and information databases. The integration of
`the active server pages and the XML applications within the
`*.swf format permit the real-time creation of variable content
`which is selected in real time in response to dynamic criteria,
`either in the form offeedback from the recipient, or a priori,
`based on database content and/or server-side rules.
`The system is preferably deployed so that clients can easily
`manage their multimedia campaigns, maintain the content
`databases, and receive real-time reports on the status of a
`campaign. The multimedia elements which are to be
`assembled for the individualized messages may be created by
`the client, or by a third party. The list of recipients to which the
`messages are to be directed is contained within a recipient
`database that may be supplied by the client, or a third party.
`
`American Airlines, Ex. 1003, p.17
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`US 7,865,394 B1
`
`5
`
`10
`
`15
`
`5
`The recipient database provides delivery information about
`the client, Such as email address, along with various informa
`tion about the recipient which may be utilized in the process
`of individualizing a message to that specific recipient. Con
`sidering a simple use of the inventive method; emails may be
`individualized with the recipient’s name incorporated within
`a portion of the graphic, animation, and/or audio portion of
`the message. In order to generate these simple individualized
`emails, the system requires a set of multimedia elements from
`which messages are to be created, and a list containing at least
`the recipient’s name and email address. It will be appreciated
`that in generating non-email individualized multimedia, an
`email address would not be required, however, some form of
`recipient information is required upon which customization
`and delivery is to be based. In an email campaign, for
`instance, the audio portion of a message can be individualized
`to Voice the recipient's name as part of the message by select
`ing audio segments which are preferably extracted from an
`audio content database. Alternatively, audio (or video) con
`tent may be directly generated in response to the message
`parameters, such as recipient's name, since various forms of
`speech synthesis are available which are capable of convert
`ing text to speech. Presently, the generation of the speech
`segments from text is complicated by voice quality concerns,
`lack of inflection control, and the problems associated with
`blending the segments into the fixed portion of the message.
`Similarly, video content may be generated in response to
`animation Scripting, and sprites, such that animation content
`is generated according to a script which may be varied in
`real-time and does not require image frames or elements.
`However, the preferred method for creating an individualized
`audio message within the present invention is by the assembly
`of fixed audio portions to create an individualized message.
`The elements may be added to the streaming media of the
`message based on predetermined triggers, such as database
`flags. In order to reduce the storage requirements, the indi
`vidualized elements may be stored individually for reference
`to a unique URL embedded within the email which may also
`reference a common fixed message portion, wherein the indi
`vidualized elements are combined with the fixed message
`portion when the unique link is activated.
`It will be appreciated that the method may be utilized with
`individualization performed at any desired level of complex
`ity So as to engage the attention of the recipient to which the
`45
`message is directed. The system and method can provide a
`number of product solutions which are outlined by way of
`example in the table shown in FIG. 5. Following are a few
`additional examples of hypothetical advertising campaigns to
`further illustrate the capability of message individualization
`within the system:
`Displaying a graphic of a recipient’s recently purchased
`vehicle with the correct color and style, while tying in
`their name and purchasing inclinations into the accom
`panying audio message which includes graphics and
`descriptions of the available accessories that may be
`purchased.
`Sending an automotive maintenance reminder which
`includes a photo of the recipient’s vehicle and recent
`service history where it has been determined that service
`is due, based on elapsed time and the previous odometer
`reading. Included can be a customized reservation
`response allowing the selection of available service
`dates.
`Displaying graphics of Suggested video titles that a cus
`tomer may wish to rent based upon their video rental
`history.
`
`55
`
`6
`Displaying an individualized jukebox animation that
`allows the playing of music track excerpts from newly
`released albums which have been selected according to
`the recipient’s purchase history and stated preferences.
`Displaying a set of graphical service instructions tailored
`to the particular customer and service request as
`received by a customer service department.
`Displaying an animation of a character within the recipi
`ents age? demographic profile engaged in an action asso
`ciated with their favorite sport, Such as teeing off a golf
`ball, and accompanied with related sports product infor
`mation.
`The above usage illustrations are provided by way of
`example, and not of limitation, as the method and system of
`the present invention is capable of being applied to a wide
`variety of current and future individualized messaging appli
`cations.
`An object of the invention is to automate the creation and
`delivery of individualized multimedia content to recipients.
`Another object of the invention is to provide an individu
`alized message delivery system capable of delivering com
`mon rich media types.
`Another object of the invention is to provide an individu
`alized message delivery system capable of being deployed
`over a variety of digital networks.
`Another object of the invention is to provide a system
`which is capable of delivering individualized content without
`requiring that the recipient have a particular plug-in installed
`within their system.
`Another object of the invention is to support “on-the-fly”
`content changes to the underlying databases.
`Another object of the invention is to provide for synchro
`nization of the multimedia elements within an individualized
`message.
`Another object of the invention is to provide for efficient
`content management of the elements necessary for creating
`individualized messages.
`Another object of the invention is to provide for data inte
`gration between the multimedia messaging system and a cli
`ent system which contains the data for driving a particular
`campaign.
`Another object of the invention is to provide deployment
`flexibility, wherein aspects of the multimedia messaging sys
`tem may be utilized in combination with various other sys
`tems and routines to extend performance or application utili
`Zation.
`Another object of the invention is to provide architectural
`Scalability wherein individualized messaging may be utilized
`within businesses of various size.
`Another embodiment of the invention is to provide for the
`delivery of individualized multimedia forms, correspon
`dence, notifications, announcements, newsletters, and other
`forms of multimedia messages directed to Small lists and
`individuals.
`Another object of the invention is to provide delivery of
`individualized multimedia message content via email and
`other interactive media.
`Another object of the invention is to provide delivery of
`individualized multimedia email messages that are played
`automatically upon message selection.
`Another object of the invention is to provide delivery of
`individualized multimedia messages via print media and
`other non-interactive media.
`Another object of the invention is to provide a mechanism
`for deploying word-of-mouth advertising with recipient Sup
`plied information.
`
`25
`
`30
`
`35
`
`40
`
`50
`
`60
`
`65
`
`American Airlines, Ex. 1003, p.18
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

`

`7
`Another object of the invention is to provide email mes
`sages which are user interactive so that the user can get
`additional recipient specific information and may place an
`order.
`Another object of the invention is to provide an advertising
`mechanism in which the offer, discount, coupon, or rebate
`being presented may be adjusted “on-the-fly”.
`Another object of the invention is to deliver the individu
`alized content in a form that has been determined to be com
`patible with the browser of the recipient.
`10
`Another object of the invention is to provide real-time
`reporting of activity, Such as click-through, and system state.
`Another object of the invention is to provide a revenue
`collection model wherein the client may be incrementally
`charged only for the emails which have been opened by the
`recipients.
`Another object of the invention is to provide a system for
`developing and deploying individualized multimedia content
`that Supports various system usage levels; Such that clients
`requiring limited usage may gain easy remote access to the
`system while clients that require extensive usage may install
`system software on their own systems.
`Another object of the invention is to provide a system for
`developing and deploying individualized multimedia content
`in which a library of routines is available as part of the system
`to speed campaign development.
`Further objects and advantages of the invention will be
`brought out in the following portions of the specification,
`wherein the detailed description is for the purpose of fully
`disclosing preferred embodiments of the invention without
`placing limitations thereon.
`
`15
`
`25
`
`30
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`35
`
`40
`
`45
`
`The invention will be more fully understood by reference
`to the following drawings which are for illustrative purposes
`only:
`FIG. 1 is a block diagram of the individualized multimedia
`message creation and delivery system according to the
`present invention shown deployed for client access.
`FIG. 2 is a block diagram of the individualized multimedia
`message creation and delivery system according to the
`present invention shown deployed within a client computer
`system.
`FIG.3 is a block diagram of the individualized multimedia
`message creation and delivery system according to the
`present invention shown deployed for printing individualized
`graphics material.
`FIG. 4 is a detailed block diagram of the multimedia mes
`50
`saging system according to the present invention shown
`deployed for client access and the generation of individual
`ized emails.
`FIG. 5 is a table illustrating multimedia messaging solu
`tions according to the present invention for various select
`advertising purposes.
`FIG. 6 is a flowchart of the general message individualiza
`tion method according to the present invention.
`FIG. 7 is a flowchart of email message individualization
`according to an aspect of the present invention.
`FIG. 8 is a flowchart of high-level program flow for the
`creation of individualized multimedia content according to an
`aspect of the present invention which shows individualization
`of multimedia segments based on recipient data.
`FIG. 9 is a schematic of individualized message develop
`ment and delivery to recipients according to an embodiment
`of the present invention.
`
`55
`
`60
`
`65
`
`US 7,865,394 B1
`
`8
`FIG. 10 is a representative screen for providing client con
`trol of media uploading according to an aspect of the present
`invention.
`FIG. 11 is a representative screen for displaying and label
`ing of a specific media element for use within the system
`according to an aspect of the present invention.
`FIG. 12