(19) United States
`(12) Patent Application Publication (10) Pub. No.: US 2006/0271460 A1
`(43) Pub. Date:
`Nov.30, 2006
`Hanif
`
`US 20060271460A1
`
`(54) METHOD AND SYSTEM TO PROVIDE USER
`CREATED SOCIAL NETWORKS IN A
`DISTRIBUTED COMMERCE SYSTEM
`
`(75) Inventor: Amjad Hanif, Santa Clara, CA (US)
`
`Correspondence Address:
`SCHWEGMAN, LUNDBERG, WOESSNER &
`KLUTHAEBAY
`P.O. BOX 2938
`MINNEAPOLIS, MN 55402 (US)
`(73) Assignee: eBay Inc.
`
`(21) Appl. No.:
`
`11/238,310
`
`(22) Filed:
`
`Sep. 29, 2005
`Related U.S. Application Data
`(60) Provisional application No. 60/685,969, filed on May
`31, 2005.
`
`Publication Classification
`
`(51) Int. Cl.
`(2006.01)
`G06O 40/00
`(52) U.S. Cl. ................................................. 705/35; 705/40
`
`ABSTRACT
`(57)
`A system to identify a relationship network in a commerce
`system includes a first transaction identification module
`automatically to identify a first and a second party in a
`commerce network between whom a transaction has been at
`least partially successfully completed and to identify Such
`parties as having a first degree relationship with one another.
`A network transaction identification module automatically
`identifies for the first party, at least one second degree party
`within the commerce network with whom the second party
`has at least partially successfully completed a transaction
`and automatically to identify Such a party as having a second
`degree relationship with the first party. A network compiling
`module stores, in a memory network, data identifying the
`relationship network comprised of the first party and second
`party as having a first degree relationship and the at least one
`second degree party as having a second degree relationship
`with the first party.
`
`
`
`
`
`
`
`
`
`
`
`3RD PARTY SERVER
`3.
`3RD PARTY
`APPLICATION
`
`CLENT MACHINE
`
`PROGRAMMATIC
`CLENT
`
`
`
`
`
`
`
`AP SERVER
`(PROGRAMMATIC
`INTERFACE)
`
`
`
`
`
`2)
`
`CLIENT MACHINE
`6
`
`WEB CLIENT
`
`A.
`
`p1
`
`NETWORK
`(E.G., INTERNET)
`
`NETWORK BASED
`TRADING PLATFORM
`
`2
`APPLICATION SERVER(S)
`32
`3.
`MARKETPLACE
`PAYMENT
`APPLICATION(S) APPLICATION(S)
`
`
`
`WEBSERVER
`(WEB INTERFACE)
`
`APPL-1036
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`

`

`Patent Application Publication Nov.30, 2006 Sheet 1 of 16
`
`US 2006/0271460 A1
`
`
`
`W
`
`ENTERPRISE MARKETPLACE SYSTEM
`
`on
`
`ENTERPRISE
`COMMERCE
`SERVER
`
`RELATIONSHIP
`SERVER
`
`USER CLIENT
`
`USER CLIENT 2
`
`FIG, 1
`
`APPL-1036
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`

`Patent Application Publication Nov.30, 2006 Sheet 2 of 16
`
`US 2006/0271460 A1
`
`
`
`3RD PARTY SERVER
`38
`3RD PARTY
`APPLICATION
`
`22
`
`CLENT MACHINE
`
`PROCRAMMATIC
`CLENT
`
`2)
`
`CLENT MACHINE
`6
`
`
`
`WEB CLIENT
`
`A.
`
`()
`p1
`
`
`
`
`
`NETWORK
`(E.G., INTERNET)
`
`--------------------- ---
`24
`NETWORK BASED
`26
`AP SERVER
`TRADING PLATFORM
`WEBSERVER
`(PROGRAMMATIC
`(wFENERGE) :
`| INTERFACE)
`
`I
`|
`
`2
`APPLICATION SERVER(S)
`32
`3)
`PAYMENT
`MARKETPLACE
`APPLICATION(S) APPLICATION(S)
`
`
`
`
`
`
`
`3A
`
`DATABASE
`SERVER(S)
`
`36
`
`DATABASES)
`
`- - - - - - - - - - - - - - - - - - - - - - - - - -
`
`APPL-1036
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`

`

`Patent Application Publication Nov.30, 2006 Sheet 3 of 16
`
`US 2006/0271460 A1
`
`
`
`SQ
`
`MARKETPLACE AND PAYMENT APPLICATIONS
`AS
`
`A.
`
`FIXED-PRICE
`APPLICATIONS)
`
`STORE
`APPLICATION(S)
`
`PERSONALIZATION
`APPLICATION(S)
`
`INTERNATIONALATION
`APPLICATION(S)
`
`AUCTION
`APPLICATION(S)
`
`REPUTATION
`APPLICATION(S)
`
`NAVIGATION
`APPLICATION(S)
`
`IMACING
`APPLICATION(S)
`
`POST-LISTING
`MANAGEMENT
`APPLICATION(S)
`
`MESSAGINC
`APPLICATION(S)
`
`DISTRIBUTES
`FEEDBACK
`APPLICATION(S)
`
`LISTING CREATION
`(SELLER)
`APPLICATION(S)
`
`LISTING MANAGEMENT
`(SELLER)
`APPLICATION(S)
`
`DISPUTE
`RESOLUTION
`APPLICATION(S)
`
`SOCIAL
`NETWORKING
`APPLICATION(S)
`
`MERCHANDZING
`APPLICATION(S)
`
`FRAUD
`PREVENTION
`APPLICATION(S)
`
`LOYALTY/PROMOTION
`APPLICATIONS)
`
`FIG 3
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 4 of 16
`
`US 2006/0271460 A1
`
`p1
`AW
`
`Af
`
`FAMILY
`TABLE
`
`
`
`A2
`
`USER TABLE
`
`
`
`
`
`
`
`
`
`AQ
`
`BIDS TABLE
`
`A2
`FEEDBACK
`TABLE
`
`AA
`HISTORY
`TABLE
`
`AA
`
`
`
`
`
`TEMS TABLE
`
`
`
`A6 ATTRIBUTES
`TABLE(S)
`
`
`
`AQ6
`TRANSACTION
`TABLE
`
`FIG, 4
`
`APPL-1036
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`

`

`Patent Application Publication Nov.30, 2006 Sheet 5 of 16
`
`US 2006/0271460 A1
`
`W
`
`
`
`
`
`
`
`5.
`
`USER CLIENT 3
`
`
`
`52
`
`TRUST
`RELATIONSHIP 2
`
`USER CLIENT 1
`
`
`
`USER CLIENT 2 POTENTIAL TRUST
`RELATIONSHIP
`
`
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 6 of 16
`
`US 2006/0271460 A1
`
`SeOrch Oll Users
`
`Q
`
`A.
`
`QQ
`
`(2
`
`SeOrch your Personal Network
`
`D.
`Emoil Address:
`First Nome:
`Ost Nome:
`
`First Nome.
`
`
`
`w
`
`W.
`
`only in Photogrophic
`Images
`O in titles & descriptions
`SeOrch within
`degrees
`Refine SeOrch
`
`8)
`Photogrophic Images
`92 items found for elvis presley
`Sort by items: ending first
`newly fisted lowest priced highest
`DDSee Keyword: Elvis Presley
`
`- - - - -
`Picture hide
`
`item Tit
`tem. Title
`Elvis Presly in LOS WeOOs Lith08x10 Photo
`
`FIG, 8
`
`8)
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 7 of 16
`
`US 2006/0271460 A1
`
`9.
`
`92.
`
`276 Enterprises Inc
`Mointoined by phikoplO (16335) E.
`eler 9)
`FeedbOck T 1665 Ore from unique Users.
`ID COrd phikop10 (1655)Éy
`2048 positives.
`Member since: Mondoy, Moy 25, 1998 Location: United Stotes
`25 neutrols. 2 were converted from users
`Summory of Most Recent Reviews
`no longer registered
`Post 7 doys
`Post Month
`52 negotives. 32 ore from unique users.
`Positive
`24
`145
`Your connections to phikop:
`Neutrol
`O
`O
`Negotive
`O
`2 degrees through
`User:
`148
`Totol
`you-sjoesgolf->phikop ~92\
`O
`Bid Retroctions
`922
`5 degrees through 2 users:
`phikop10's eBoy Store Items for Sole | ID History
`View
`you-selvisfon->memphismOn->phikop
`you-Xmichaeljockson->lisomorieXphikop ~923
`
`
`
`AW2.
`W
`
`S
`phikop10 (1633x)y
`feedbock roting 164
`Positive feedbock: 98.1%
`2 decrees OWOy from YOU
`f
`Eigs' United Stotes
`ReOd feedbOck reviews
`Ask Seller's O question
`View seller's other items
`Visit this seller's Store!
`276 Enterprises Inc
`
`FIG, 10
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 8 of 16
`
`US 2006/0271460 A1
`
`
`
`AW
`
`A()
`Welcome to My ME Poge
`
`Hello Ond thonks for viviting.
`
`disneyOnOCot
`y
`
`Member Since Feb 2003
`W
`Gender:
`Fenole
`Interests:
`music, traveling, moking things, shopping, hiking-Comping, theoter-donce
`movies, people Wotching
`
`Lost Login 11/14/2003
`
`Stotus:
`
`Occupotion:
`LOCOtion:
`
`mehonics
`
`foorte Music:
`
`F
`KEXP, WWW.cbCrOdios.com, Currently in CD player. Magnetic Fields, Lyle
`Ovett, Wilco, Curve, Be Good TonyOS, One of Chris's Owesome mix CDs
`Pride Ond Prejudice, LP guidebooks
`FoVOrite Books:
`FoVOrite TV Shows: The Bochelor, Everybody LOYes Roymond, Sopronos
`foVOrite Movies:
`BBC's Pride Ond Prejudice, Showshonk Redemption, Cinemo Porodiso
`
`FIG 11
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 9 of 16
`
`US 2006/0271460 A1
`
`
`
`1743 motches for troveling in your network:
`Interest motches: 1 - 10 of 1743
`
`SeOrch for items from these Users
`invite these users to your group
`Addictedtorove --2)
`122
`Interests:
`rOwing, Odventure (Ocing, mountoineering running, hiking Comping
`Aroundtheworld
`Interests:
`ploying Outside, documentory films, Color, Soiling, running, design
`MilesMilesMiles
`Interests:
`Life, travel, people, love, playing, trying not to lose my French O
`with it)
`TokemewithyOU
`Interests:
`
`2.
`
`22
`
`2.3
`
`RA
`
`FIG, 12
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 10 of 16
`
`US 2006/0271460 A1
`
`ARY
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`Going, Coino, Cone
`
`My FOVOrite Cotegories
`l
`My Fovorite Cotegories
`Coins: Coins: World:Europe:Denmork
`Current New TOdoy
`Endino Todoy || Coina. Going. Gone
`O
`O A3 - Books:Fiction & Literoture:Historicol
`Current | New Todoy Ending Todoy
`My Friends FoVOrite Cotegories
`132 - Recommended by 10 friends within 2 degrees,
`BookS:Fiction & Literoture:Historicol
`Current | New Todoy
`Ending Todoy || Going, Coino, Gone
`Recommended by 9 friends within 2 degrees,
`ArtFolk Art
`Current
`New TOdoy
`Ending TOdoy
`GoinO, COino, GOne
`View mored friends foVOrtites.
`selected Cotegories
`My FOVOrite Cotegories
`l
`Seller
`O 1382 - Onecentcds (privote) me
`O
`My Friends Fovorite Sellers
`182 - Recommended by 12 friends within 2 degrees
`memphisminnies (9) me
`
`FIG, 13
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 11 of 16
`
`US 2006/0271460 A1
`
`
`
`A
`
`A.
`
`AdvOnced SeOrch. By Selle?
`You hove 12 friends On Your network Contoins 23,485 people.
`SeOrch within how 2 v-AAAA
`mony degree?
`
`AA2 - SeOrch for:
`
`O FOVOrite sellers.
`O FOVOrite products.
`O Best deals.
`O Fovorite cotegories.
`A3 - Colegory: A cotegories
`v.
`
`FIG, 14
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 12 of 16
`
`US 2006/0271460 A1
`
`
`
`5.
`
`You have a friendship request from phikop10 (1654 y)YYSE
`Power
`HBob,
`5.
`Good to tolk to you the other doy. I'd love to find Out whot you foVOrite things Ore On eBoy.
`
`52
`-John
`To OCCept this request, click here.
`
`1.
`
`You have established a friendship with phikop10 (1634 y), SS
`Your friendship network summory:
`52.
`Friends: 12
`Network size: 25,483 (within 5 degrees)
`FOVOrite items:
`Motrix Relooded DVD - SeOrch
`Sony Voio LOptop - SeOrch
`FOVOrite Sellers:
`So(ES )f
`ne
`S. SE
`
`ecommended by 255 people in your network
`ecommended by 19 people in your network
`
`Recommended by 255 people in your network
`Recommended by 15 people in your network
`
`FIG, 15
`
`52
`
`APPL-1036
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`
`

`

`Patent Application Publication Nov.30, 2006 Sheet 13 of 16
`
`US 2006/0271460 A1
`
`62.
`
`ASSOCATE A FIRST USER AND A SECOND
`USER BASED UPON A SHARED CRITERIA OF
`THE FIRST USER AND THE SECOND USER
`
`SQA
`AUTOMATICALLY ASSOCATE A THIRD USER TO THE
`FIRST USER WHEN THE THIRD USER IS ASSOCATED
`WITH THE SECONDUSER AND/OR THE SHARED CRITERIA
`
`66
`DETERMINE AT LEAST ONE WALUE OF THE WARIOUS
`ASSOCATIONS BETWEEN AT LEAST ONE OF THE
`FIRST USER, SECONDUSER, AND THE THIRD USER
`
`68
`
`ASSOCATE THE AT LEAST ONEWALUE TO A
`RELATIONSHIP PROFILE OF AT LEAST ONE OF THE
`FIRST USER, SECONDUSER, AND THE THIRD USER
`
`FIG 16
`
`APPL-1036
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`

`Patent Application Publication Nov.30, 2006 Sheet 14 of 16
`
`US 2006/0271460 A1
`
`8
`
`32.
`
`PROCESSOR
`S2A -INSTRUCTIONS
`
`S2A
`
`INSTRUCTIONS
`
`RA
`
`Q6
`
`STATIC MEMORY
`
`2
`
`NETWORK
`INTERFACE DEVICE
`
`N
`
`326
`
`QQ
`
`SOCIAL NETWORK
`MODULE
`
`3)
`
`VIDEO DISPLAY
`
`32
`
`APHA-NUMERIC
`INPUT DEVICE
`BA
`
`CURSOR
`CONTROL DEVICE
`
`38
`
`
`
`22
`
`MACHINE-READABLE
`MEDIUM
`INSTRUCTIONSK-24
`3.
`
`SIGNAL
`GENERATION DEVICE
`
`FIG, 17
`
`APPL-1036
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`

`Patent Application Publication Nov.30, 2006 Sheet 15 of 16
`
`US 2006/0271460 A1
`
`9I 9IH
`
`VIÐIÐl/
`
`/
`
`
`
`
`
`
`
`
`
`APPL-1036
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`

`

`Patent Application Publication Nov.30, 2006 Sheet 16 of 16
`
`US 2006/0271460 A1
`
`AUTOMATICALLY DENTIFYING A FIRST PARTY AND A SECOND
`PARTY IN A COMMERCE NETWORK BETWEEN WHOM A TRANSACTION
`HAS BEEN AT LEAST PARTIALLY SUCCESSFULLY COMPLETED
`
`9)
`
`92
`
`AUTOMATICALLY DENTIFYING THE FIRST PARTY AND A SECOND
`PARTY AS HAVING A FIRST DEGREE RELATIONSHIP WITH ONE ANOTHER
`
`9A.
`AUTOMATICALLY DENTIFYING FOR THE FIRST PARTY, AT LEAST ONE SECOND
`DECREE PARTY WITHIN THE COMMERCE NETWORK WITH WHOM THE SECOND
`PARTY HAS AT LEAST PARTIALLY SUCCESSFULLY COMPLETED A TRANSACTION
`
`96.
`
`AUTOMATICALLY DENTIFYING THE AT LEAST ONE SECOND DEGREE
`PARTY AS HAVING ASECOND DEGREE RELATIONSHIP WITH THE FIRST PARTY
`
`
`
`9.
`STORING IN A MEMORY NETWORK DATA DENTIFYING THE RELATIONSHIP
`NETWORK COMPRISED OF THE FIRST PARTY AND THE SECOND PARTY AS
`HAVING A FIRST DEGREE RELATIONSHIP AND AT LEAST ONE SECOND DEGREE
`PARTY AS HAVING ASECOND DECREE RELATIONSHIP WITH THE FIRST PARTY
`FIG. 19
`
`
`
`APPL-1036
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`

`US 2006/0271460 Al
`
`Nov. 30, 2006
`
`METHOD AND SYSTEM TO PROVIDE USER
`CREATED SOCIAL NETWORKSIN A
`DISTRIBUTED COMMERCE SYSTEM
`
`RELATED APPLICATION
`
`[0001] This application claims priority under 35 U.S.C.
`119(e) from U.S. Provisional Application Ser. No. 60/685,
`969 filed 31 May 2005, which application is incorporated
`herein by reference.
`
`FIELD
`
`[0002] The present application relates generally to the
`technical field of commerce automation and, in one example
`embodiment, to methods and systems to provide buyers with
`functionality to create a social network of other buyers
`within a distributed commerce system.
`
`BACKGROUND
`
`[0003] Electronic commerce that utilizes the Internet to
`sell goods and services to customers has been increasing in
`its scope and scale at increasing rates. One of the main
`limitations on this form of commerceis the lack of direct
`
`In one aspect, a system to identify a relationship
`[0008]
`network in a commerce system includes:
`
`a first transaction identification module automati-
`[0009]
`cally to identify a first and a second party in a commerce
`network between whom a transaction has been at
`least
`partially successfully completed and to identify such parties
`as having a first degree relationship with one another;
`
`a network transaction identification module auto-
`[0010]
`matically to identify for the first party, at least one second
`degree party within the commerce network with whom the
`second party hasat least partially successfully completed a
`transaction and automatically to identify such a party as
`having a second degree relationship with thefirst party; and
`
`anetwork compiling moduleto store, in a memory
`[0011]
`network, data identifying the relationship network com-
`prised of the first party and second party as having a first
`degree relationship andthe at least one second degree party
`as having a second degree relationship with thefirst party.
`
`In another aspect, a method of identifying a rela-
`[0012]
`tionship network in a commerce system includes:
`
`automatically identifying a first party and a second
`[0013]
`interaction between buyers andsellers that is present in most
`party in a commerce network between whomatransaction
`face-to-face transactions. Merchants and other sellers of
`has been at least partially successfully completed;
`
`goods and services have been hindered at times by an
`inability to identify trustworthy buyers who electronically
`request to purchase items while providing credit card or
`other payment information as well as a shipping address.
`Sunilarly, buyers may be hesitant to purchase items from a
`merchant who mayonly be found using an anonymous web
`site
`
`relationships
`trust
`[0004] To address these problems,
`between buyers and sellers on commerce systems may be
`useful in overcoming the anonymity of users of the Internet.
`Typical users of commerce systems may purchase andsell
`many different items that are part of a series of non-related
`transactions. Each of these transactions allows for buyers
`and sellers to develop some level of trust with each other
`through the completion of any given transaction. Prior
`relationships of trust may be useful in creating a new trust
`relationship for a new transaction.
`
`Similarly, buyers and sellers may communicate
`[0005]
`with each other using a commerce system in order to
`determine if completing a transaction is in each party’s
`interest. This communication between users may allow
`relationships and levels of trust to develop as well. The
`creation of user defined relationships of trust may also be
`useful in identifying a level of trust between a buyer and
`seller for a new transaction.
`
`[0006] These limitations of existing commerce systems
`limit the effectiveness of these systems to buyers andsellers.
`New mechanisms to connect interested buyers and sellers
`who use these commerce systems, and increase a level of
`trust between them, may address these limitations and thus
`increase on-line sales and corresponding profits for these
`sellers and commerce system operators.
`
`SUMMARY
`
`[0007] The below described embodiments of the present
`invention are directed to methods and systems to provide
`user created social networks within a distributed commerce
`system.
`
`automatically identifying the first party and the
`[0014]
`second party as having a first degree relationship with one
`another;
`
`automatically identifying for the first party, at least
`[0015]
`one second degree party within the commerce network with
`whom the second party has at least partially successfully
`completed a transaction;
`
`automatically identifying the at least one second
`[0016]
`degree party as having a second degree relationship with the
`first party; and
`
`storing in a memory network data identifying the
`[0017]
`relationship network comprisedofthe first party and second
`party as havinga first degree relationship andthe at least one
`second degree party as having a second degree relationship
`with the first party.
`
`[0018] The details of one or more embodiments of the
`invention are set forth in the accompanying drawings and
`the description below. Other features, objects, and advan-
`tages of the invention will be apparent from the description
`and drawings, and from the claims.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0019] FIG. 1 is a network diagram depicting a system
`having a client-server architecture for a commerce system
`having a desired item list in accordance with one example
`embodiment.
`
`[0020] FIG. 2 is a detailed network diagram depicting a
`system having a client-server architecture in accordance
`with one example embodiment.
`
`[0021] FIG. 3 is a block diagram illustrating multiple
`commerce system and paymentapplications in one example
`embodiment.
`
`[0022] FIG. 4 is a high-level entity-relationship diagram
`in accordance with an example embodiment.
`
`APPL-1036
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`APPL-1036
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`

`US 2006/0271460 A1
`
`Nov.30, 2006
`
`0023 FIG. 5 is another network diagram depicting a
`system having a user created Social network in accordance
`with one example embodiment.
`0024 FIG. 6 is an example embodiment of two inter
`connected Social networks within a commerce system
`according to an example embodiment.
`0.025
`FIG. 7 is an example embodiment for a user search
`screen image for a social network according to an example
`embodiment.
`0026 FIG. 8 is an example embodiment for a basic
`search screen image containing a social network parameters
`according to an example embodiment.
`0027 FIG. 9 is an example embodiment for a user
`feedback Screen image for containing Social network data
`according to an example embodiment.
`0028 FIG. 10 is an example embodiment for a seller
`information screen image containing Social network data
`according to an example embodiment.
`0029 FIG. 11 is an example embodiment for a user
`favorite profile screen image according to an example
`embodiment.
`0030 FIG. 12 is an example embodiment for a user
`search Screen image for containing Social network data
`related to user favorite profile data according to an example
`embodiment.
`0031
`FIG. 13 is an example embodiment for a user
`favorite category Screen image for containing Social network
`data according to an example embodiment.
`0032 FIG. 14 is an example embodiment for a user
`search screen image for friends according to an example
`embodiment.
`0033 FIG. 15 is an example embodiment for a user
`friendship request screen image according to an example
`embodiment.
`0034 FIG. 16 is a flow diagram to associate a first user,
`a second user, and a third user based upon at least one shared
`criteria and/or association.
`0035 FIG. 17 is a block diagram illustrating a general
`programmable processing system having a social network
`module for use in programmable processing system in
`accordance with various embodiments of the present inven
`tion.
`0036 FIG. 18 is an exploded view of the social network
`module of FIG. 17, according to at least one embodiment.
`0037 FIG. 19 is a flow diagram showing a method of
`identifying a relationship network according to at least one
`embodiment.
`
`DETAILED DESCRIPTION
`0038 Methods and systems to provide user created social
`networks within a distributed computer system are
`described. In addition, methods and systems to provide
`buyers with a desired items list Such as a gift registry list
`within a distributed computer system are described. In the
`following description, for purposes of explanation, numer
`ous specific details are set forth in order to provide a
`thorough understanding of the present invention. It will be
`
`evident, however, to one skilled in the art that the present
`invention may be practiced without these specific details.
`0039 FIG. 1 is a network diagram depicting a system
`having a client-server architecture for a computer system
`having a desired item list in accordance with one example
`embodiment. The computer system 100 may be constructed
`from a plurality of network server devices 102A-102B
`connected to the Internet 101 for communication with a
`plurality of users 103-105. In an example embodiment, the
`system 100 may be a commerce system and items, (e.g.,
`goods or services), for sale are listed on an enterprise
`commerce server 102A. In one embodiment, user of client
`103 may post a listing for an item for sale to other users.
`User of client 104 may desire to acquire the item and may
`either search or browse the listed items on enterprise com
`merce server 102 A. When user of client 104 finds the item
`he or she desires, user of client 104 may initiate a transaction
`to purchase the item. The transaction may be part of an
`on-line action, a fixed-price transaction, or any other on-line
`transaction type. When the transaction is completed, pay
`ment for the item has been forwarded from user of client 104
`to user of client 103 and the item has been shipped in
`response. In FIG. 1, data (e.g., a social network related table
`and a social network related content data) is stored within a
`database 107A and a database 107B connected to the enter
`prise commerce server 102A and the enterprise commerce
`server 102B respectively.
`0040. The completion of a transaction creates an implicit
`trust relationship between a user of client 103 and user of
`client 104. If the payment of the finds and shipment of the
`item occurs quickly and without a problem, both users may
`trust to enter into a new transaction when a new item of
`interest is listed. A similar level of trust, or lack thereof, may
`be created when problems and disputes arise as part of the
`transaction. User of client 104 may develop a level of trust
`from user of client 103 if the item arrives damaged or not in
`working order if the problem is resolved quickly and
`adequately. The failure to resolve this problem may harm
`any trust relationship between these users.
`0041. A similar relationship may be created between user
`of client 104 and user of client 105 if user of client 104 lists
`a different item for sale on the enterprise commerce server
`102A. Once the second trust relationship has been created,
`a third trust relationship between user of client 103 and user
`of client 105 may be created through user of client 104.
`These potential trust relationships are discussed in more
`detail in reference to FIG. 5 below.
`0042. While the above example embodiment creates trust
`relationships between users because of completion of a
`transaction between the users, similar trust relationships
`may be defined by the users themselves.
`0043. These relationships between users, which are typi
`cally referred to as Social networks of users, may be pro
`cessed and maintained within a separate user relationship
`server 102B. This arrangement permits the social network
`data to be maintained within a Social network database
`103B. The social network data may be segregated from item
`listing and similar transaction data maintained within enter
`prise commerce server 102A in a transaction data database
`102A. In alternate embodiments, these separate servers and
`related databases may be combined and partitioned into
`
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`various arrangements without departing from the spirit and
`scope of the present invention as recited within the attached
`claims.
`Platform Architecture
`0044 FIG. 2 is a network diagram depicting a system 10,
`according to one example embodiment, having a client
`server architecture. A server platform, in the example form
`of commerce system 12, provides server-side functionality,
`via a network 14 (e.g., the Internet) to one or more clients.
`FIG. 2 illustrates, for example, a web client 16 (e.g., a
`browser, such as the Internet Explorer browser developed by
`Microsoft Corporation of Redmond, Wash. State), and a
`programmatic client 18 executing on respective client
`machines 20 and 22.
`0045 Turning specifically to the network-based com
`merce system 12, an Application Program Interface (API)
`server 24 and a web server 26 are coupled to, and provide
`programmatic and web interfaces respectively to, one or
`more application servers 28. The application servers 28 host
`one or more applications (e.g., commerce system applica
`tions 30 and payment applications 32.) The application
`servers 28 are, in turn, shown to be coupled to one or more
`databases servers 34 that facilitate access to one or more
`databases 36.
`0046) The commerce system applications 30 provide a
`number of commerce system functions and services to users
`that access the commerce system 12. The payment applica
`tions 32 likewise provide a number of payment services and
`functions to users. The payment applications 32 may allow
`users to quantify for, and accumulate, value (e.g., in a
`commercial currency, such as the U.S. dollar, or a propri
`etary currency, Such as "points') in accounts, and then later
`to redeem the accumulated value for products (e.g., goods or
`services) that are made available via the commerce system
`applications 30. While the commerce system and payment
`applications 30 and 32 are shown in FIG. 2 to both form part
`of the network-based commerce system 12, it will be appre
`ciated that, in alternative embodiments of the present inven
`tion, the payment applications 32 may form part of a
`payment service that is separate and distinct from the
`commerce system 12.
`0047. Further, while the system 10 shown in FIG. 2
`employs a client-server architecture, embodiments of the
`present invention are of course not limited to Such an
`architecture, and could equally well find application in a
`distributed, or peer-to-peer, architecture system. The various
`commerce system and payment applications 30 and 32 could
`also be implemented as standalone software programs,
`which do not necessarily have networking capabilities.
`0.048. The web client 16, it will be appreciated, accesses
`the various commerce system and payment applications 30
`and 32 via the web interface supported by the web server 26.
`Similarly, the programmatic client 18 accesses the various
`services and functions provided by the commerce system
`and payment applications 30 and 32 via the programmatic
`interface provided by the API server 24. The programmatic
`client 18 may, for example, be a seller application (e.g., the
`TurboLister application developed by eBay Inc., of San
`Jose, Calif.) to enable sellers to author and manage listings
`on the commerce system 12 in an off-line manner, and to
`perform batch-mode communications between the program
`matic client 18 and the network-based commerce system 12.
`
`0049 FIG. 2 also illustrates a third party application 38,
`executing on a third party server machine 40, as having
`programmatic access to the network-based commerce sys
`tem 12 via the programmatic interface provided by the API
`server 24. For example, the third party application 38 may,
`utilizing information retrieved from the network-based com
`merce system 12, Support one or more features or functions
`on a website hosted by the third party. The third party
`website may, for example, provide one or more promotional,
`commerce system or payment functions that are Supported
`by the relevant applications of the network-based commerce
`system 12.
`Commerce System Applications
`0050 FIG. 3 is a block diagram illustrating multiple
`commerce system and payment applications 30 that, in one
`example embodiment, are provided as part of the network
`based commerce system 12. The commerce system 12 may
`provide a number of listing and price-setting mechanisms
`whereby a seller may list goods or services for sale, a buyer
`can express interest in or indicate a desire to purchase Such
`goods or services, and a price can be set for a transaction
`pertaining to the goods or services. To this end, the com
`merce system applications 30 are shown to include one or
`more auction applications 44 which Support auction-format
`listing and price setting mechanisms (e.g., English, Dutch,
`Vickrey, Chinese, Double, Reverse auctions etc.). The vari
`ous auction applications 44 may also provide a number of
`features in Support of Such auction-format listings, such as
`a reserve price feature whereby a seller may specify a
`reserve price in connection with a listing and a proxy
`bidding feature whereby a bidder may invoke automated
`proxy bidding.
`0051. A number of fixed-price applications 46 support
`fixed-price listing formats (e.g., the traditional classified
`advertisement-type listing or a catalogue listing) and buy
`out-type listings. Specifically, buyout-type listings (e.g.,
`including the Buy-It-Now (BIN) technology developed by
`eBay Inc., of San Jose, Calif.) may be offered in conjunction
`with an auction-format listing, and allow a buyer to purchase
`goods or services, which are also being offered for sale via
`an auction, for a fixed-price that is typically higher than the
`starting price of the auction.
`0052 Store applications 48 allow sellers to group their
`listings within a “virtual store, which may be branded and
`otherwise personalized by and for the sellers. Such a virtual
`store may also offer promotions, incentives and features that
`are specific and personalized to a relevant seller.
`0053 Reputation applications 50 allow parties that trans
`act utilizing the network-based commerce system 12 to
`establish, build and maintain reputations, which may be
`made available and published to potential trading partners.
`Consider that where, for example, the network-based com
`merce system 12 Supports person-to-person trading, users
`may have no history or other reference information whereby
`the trustworthiness and credibility of potential trading part
`ners may be assessed. The reputation applications 50 allow
`a user, for example through feedback provided by other
`transaction partners, to establish a reputation within the
`network-based commerce system 12 over time. Other poten
`tial trading partners may then reference Such a reputation for
`the purposes of assessing credibility and trustworthiness.
`0054 Personalization applications 52 allow users of the
`commerce system 12 to personalize various aspects of their
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`interactions with the commerce system 12. For example a
`user may, utilizing an appropriate personalization applica-
`tion 52, create a personalized reference page at which
`information regarding transactions to which the user is (or
`has been) a party may be viewed. Further, a personalization
`application 52 may enable a user to personalizelistings and
`other aspects of their interactions with the commerce system
`12 and otherparties.
`
`In one embodiment, the network-based commerce
`[0055]
`system 12 may include a one or more internationalization
`applications 54 that support a number of marketplaces. Each
`marketplace may be customized, for example, for specific
`geographic regions. A version of the commerce system 12
`may be customized for the United Kingdom, whereas
`another version of the commerce system 12 may be cus-
`tomized for the United States. Each of these versions may
`operate as an independent commerce system, or may be
`customized (or internationalized) presentations of a com-
`mon underlying commerce system.
`
`[0056] Navigation of the network based-commerce system
`12 maybefacilitated by one or more navigation applications
`56. For example, a search application enables key word
`searches of listings published via the commerce system 12.
`A browse application allows users to browse various cat-
`egory, catalogue, or inventory data st