Note: Descriptions are shown in the official language in which they were submitted.
CA 02340817 2001-03-15
-1-
Method and Apparatus for Location Dependent Software Applications
The present invention relates generally to computers and communications,
and more specifically, to a method and system of implementing location
dependent
software applications over computer networks.
Background of the Invention
It is well known that data communication networks such as the Internet, Wide
Area Networks (WANs) and Local Area Networks (LANs), offer tremendously
efficient means of organizing and distributing computerized data. These
efficiencies
have resulted in their widespread use for both business and personal
applications.
For example, the Internet is now a common medium for operating online
auctions,
academic and public forums, distributing publications such as newspapers and
magazines, and performing electronic commerce and electronic mail
transactions.
Two types of transactions for which the Internet appears particularly
attractive
are on-line gaming and advertising. As will be explained, proper
implementation of
these and similar application require the end user's location to be
determined,
Currently, the Internet does not offer a simple, inexpensive way of
determining the
end user's location.
Current gaming and betting systems typically require some manner of direct
interaction in a common physical location, for example: casinos, bingo halls,
video
lottery terminals, sports betting halls and the like. However, it is not
always possible
for interested participants to visit such establishments, for example, people
who are
confined to a hospital or nursing home cannot physically attend a bingo
session. Of
course, operators of casinos and betting services would also like their
clientele to
have easier, twenty-four hour access to their services, which on-line systems
would
easily accommodate.
Because gambling is a regulated industry all over the world, one cannot
simply create an on-line gambling site without regard for the regulations.
These
regulations are set by individual nations and vary from total prohibition to
nearly
complete permissive wagering on almost unlimited subject matter. In the United
States, for example, the states have the authority to regulate gambling within
their
state borders. State-sanctioned lotteries, casinos, bingo halls, card
parlours, and
off-track paramutual betting on horse racing over the telephone are but a few
CA 02340817 2001-03-15
-2-
examples. These activities are governed by a Gambling Commission in each
state,
who controls the licensing of all games and businesses permitted to offer
games.
Internationally, the scene is much the same; that is, individual nation states
regulate gambling within their borders. As no nation has successfully
regulated
gambling beyond its geopolitical boundaries, clearly telecommunication systems
present the opportunity for regulatory problems.
In order to regulate and enforce the gaming industry, it is necessary to
identify where the gambling occurs and who the parties are. This is of
particular
concern relative to remote gambling transactions made using a wide area
communication network such as the Internet.
Figure 1 presents an exemplary layout of an Internet communications
system 30. The Internet 32 itself is represented by a number of routers 34
interconnected by an Internet backbone 36 network designed for high-speed
transport of large amounts of data. User's computers 38 may access the
Internet in
a number of manners including modulating and demodulating data over a
telephone
line using audio frequencies, which requires a modem 40 and connection to the
Public Switched Telephone Network 42, which in turn connects to the Internet
32 via
an Internet Service Provider 44. Another manner of connection is the use of
set top
boxes 50 which modulate and demodulate data onto high frequencies which pass
over existing telephone or television cable networks 52 and are connected
directly to
the Internet via Hi-Speed Internet Service Provider 54. Generally, these high
frequency signals are transmitted outside the frequencies of existing services
passing over these telephone or television cable networks 52.
Web sites are maintained on servers 56 also connected to the Internet 32
which provide content and applications to the user's computers 38.
Communications
between user's computers 38 and the rest of the system 30 are standardized by
,
means of defined communication protocols.
Internet Service Providers (ISPs) 44, 54 or Internet Access Providers (IAPs),
are companies that provide access to the Internet. ISPs 44, 54 are considered
by
some to be distinguished from IAPs in that they also provide content and
services to
their subscribers, but in the context of this disclosure the distinction is
irrelevant. For
a monthly fee, ISPs 44, 54 generally provider end users with the necessary
software,
user name, password and physical access. Equipped with a telephone line modem
CA 02340817 2001-03-15
-3-
40 or set top box 50, one can then log on to the Internet 32 and browse the
World
Wide Web, and send and receive e-mail.
Figure 1 is something of a simplification, as ISPs are often connected to the
Internet 32 through Network Access Points (NAPs), rather than directly as
shown in
Figure 1. As well, the Internet itself is far more complex than that shown in
Figure
1, consisting of a vast interconnection of computers, servers, routers,
computer
networks and public telecommunication networks which allows two parties to
communicate via whatever entities happen to be interconnected at any
particular
time. However, these details would be well known to one skilled in the art.
Prior to today's widespread accessibility to the Internet, remote gaming and
betting had to be implemented in a "hard-wired" manner to ensure participants
were
located within an acceptable jurisdiction. This required the establishment of
complicated and expensive secured virtual private networks (VPN), secure wide
area
networks (WAN), or private telephone lines. Such techniques are known in the
art
and will not be described in detail herein.
These hard-wired networks were costly and complex, and could not be easily
setup or modified. Therefore, they could not be applied to participants with a
casual
interest in the gaming activity.
With the pervasiveness of the Internet, a large number of on-line gaming and
betting services have recently appeared. Typically, these services use very
weak
techniques to verify the location of customers, which may explain why many of
these
services have located themselves beyond the legal reach of regulators in their
main
markets. For example, many on-line casinos directed towards the United States
market are located in Antigua, Belize and Dominican Republic.
These systems generally ask the user to supply a street address which
confirms they are currently in the acceptable jurisdiction. Some services even
verify
the end user's name, telephone number and address against a database to
confirm
that they should be allowed to use the service, but such controls can be
circumvented simply by the end user entering a valid set of personal data for
someone else in the acceptable area. Such approaches are therefore completely
ineffective against a determined user.
It has been proposed that databases be created which will provide
geographic locations based on the IP address of the user. In addition to the
cost of
creating and maintaining these databases, which would require continuous
modification and updating, this approach requires the user's actual IP
address, which
CA 02340817 2001-03-15
-4-
raises privacy concerns. Furthermore, many dial up ISPs use Dynamic Host
Configuration Protocol (DHCP) which dynamically assigns IP addresses to
subscribers when they call up. Therefore, a device can have a different IP
address
every time it connects to the network, and in some systems, the device's IP
address
can even change while it is still connected.
DHCP simplifies network administration because the software keeps track of
IP addresses rather than requiring an administrator to manage the task. This
means
that a new computer can be added to the network without the inconvenience of
manually assigning it a unique IP address. Because the end user is not
associated
with a unique IP address, the IP address does not reliably correspond with the
geographic location of an end user.
Another approach is to use the existing global positioning system (GPS) to
identify the geographic location of end users. The GPS is a system of 24
satellites
for identifying earth locations, launched by the U.S. Department of Defense.
By
triangulation of signals from three of the satellites, a receiving unit can
pinpoint its
current location anywhere on earth to within a few meters. However, such
systems
require the end user to install special, expensive hardware and software.
Since the
GPS equipment is on the end user's premises and out of control of the
regulators, it
may be subject to tampering. An end user could, for example, alter the data
the
GPS equipment provides to indicate that he is residing in any jurisdiction
that he
wishes.
It has also been proposed that IPv6 be designed to accommodate location
information. IPv6 is the next generation IP protocol, which among other
things,
expands the address space from 32 to 128 bits. Therefore, the address space
has
sufficient room to include both a backward compatible IP address, as well as
geographic data. However, this would require universal agreement or
standardization, which has not occurred. As well, IPv6 has not been widely
implemented, and will likely require some time to replace the currently
pervasive
IPv4 legacy hardware and software.
If the above problems could be overcome, geographical locating could be
used for far i~nore than simply gaming and betting. For example, any services
which
a Web site wishes to restrict to end users in a certain geographic area may be
so
restricted, including government publications, help lines or counselling
services. As
well, any content which is of regional interest could be distributed,
including local
news, stock quotations, weather reports, road conditions and public meetings.
The
CA 02340817 2001-03-15
-5-
system could also determine which state and national taxes apply to the sale
of
goods by determining the location of the buyer and seller.
For example, the Internet is an excellent medium for advertising because of
the rich formatting, including sound, animation and personal interaction with
the end
user. As well, the Internet is pervasive in developed countries and the cost
of
making advertising content available once it is created, is minimal. The
hardware
and software used to implement the Internet, as well as the content that is
carried, all
have a cost. In many other media, such as television and radio, the cost to
end
users is nominal because advertisers pay for most of the cost of the
infrastructure.
However, there are no effective ways of managing advertising over the
Internet.
While the Internet is an international communication network, advertising and
much other content has only local value. Hence, in order for advertising to be
effective, some efficient manner of targeting advertising to users based on
their
geographical location is required. Like the location determining techniques
used in
gaming applications, none are effective.
There is therefore a need for a means of determining the geographic location
of end users over the Internet and similar networks, provided with
consideration for
the problems outlined above.
Summary of the Invention
It is therefore an object of the invention to provide a method and system
which obviates or mitigates at least one of the disadvantages described above.
One aspect of the invention is broadly defined as a method of gaming over a
communication network comprising the steps of: an end user sending a request
to
an Internet Service Provider (ISP) for access to a gaming Web site; the ISP
forwarding the request to a Gaming Server for the gaming Web site, including
ISP
location data; and the Gaming Server responding to the ISP being in an
acceptable
location by allowing access to the gaming Web site.
Another aspect of the invention is defined as a system for targeted
distribution of content over a communication network comprising: an end user;
an Internet Service Provider (ISP); a Gaming Server having a gaming Web site;
and
a communication network for interconnecting the end user, the ISP and the
Gaming
Server; the end user being operable to: send a request to an Internet Service
Provider (ISP) for access to the gaming Web site; the ISP being operable to:
forward
the request to the Gaming Server, including ISP location data; and the Gaming
CA 02340817 2001-03-15
-6-
Server being operable to: respond to the ISP being in an acceptable location
by
allowing access.
One aspect of the invention is broadly defined as a method of targeted
distribution over a communication network comprising the steps of: an end user
sending a request to an Internet Service Provider (ISP), for a Web page from a
Web
Site; and the ISP returning the Web page to the end user, including targeted
content
based on the location of the ISP.
Another aspect of the invention is defined as a system for targeted
distribution of content over a communication network comprising: an end user;
an
Internet Service Provider (ISP); and a communication network for
interconnecting the
End user and the ISP; the end user being operable to: send a request to the
Internet
Service Provider (ISP) for a Web page; and the ISP being operable to: return
the
Web page to the end user, including targeted content based on the location of
the
ISP.
Brief Description of the Drawings
These and other features of the invention will become more apparent from
the following description in which reference is made to the appended drawings
in
which:
Figure 1 is a physical layout of an exemplary communication network as known
in
the prior art;
Figure 2 is a flow chart of a method of gaming in a preferred embodiment of
the
invention;
Figure 3 is a block diagram of a system of gaming in a preferred embodiment of
the
invention;
Figure 4 is a flow chart of a method of gaming in a preferred embodiment of
the
invention;
Figure 5 is a flow chart of a method of targeted distribution of advertising
in a
preferred embodiment of the invention;
Figure 6 is a block diagram of a system of targeted distribution of
advertising in a
preferred embodiment of the invention; and
Figure 7 is a flow chart of a method of targeted distribution of advertising
in a
preferred embodiment of the invention.
CA 02340817 2001-03-15
-7-
Detailed Description of Preferred Embodiments of the Invention
A methodology which addresses the objects outlined above, is presented as
a flow chart in Figure 2. This figure presents a method of gaming over a
communication network which is initiated when an end user sends a request to
an
Internet Service Provider (ISP) to access a gaming Web site at step 60. The
ISP
forwards this request to the Gaming Server which supports the gaming Web site
at
step 62, but also includes ISP location data with this request. This ISP
location data
allows the Gaming Server at step 64 to check the location of the ISP and allow
access to the gaming Web site if the ISP is in an acceptable location.
The communication network may be one of many known in the art, and may
consist of several different networks working together, including wireless
networks
such as cellular telephone networks, the public switched telephone network,
cable
television networks, the Internet, ATM networks, frame relay networks, local
area
networks (LANs) and wide area networks (WANs).
The end user may send his request to his ISP using a number of different
devices including a computer, smart terminal, personal digital assistant,
Internet-
ready telephone, a dedicated gaming device or other similar interface. Such
devices
are well known in the art.
The gaming Web site could be similar to one known in the art, and could
include text, graphics, audio files, executable applets, data files or
attachments such
as software files, or other data and files known in the art. The gaming
content is not
limiting on the invention, and could include, for example, amusement games,
games
of chance or betting systems. Additional examples are described hereinafter.
The ISP may obtain the gaming Web site data from a number of sources,
though generally it will be from the Gaming Server maintaining the Web site.
Often,
however, the same content may be available in a memory cache on the ISP's
equipment, or in a similar cache elsewhere on the communication network. As
well,
the gaming Web sites may have mirror sites to which the request may be
directed.
In order to entitle the end user to commence legal gambling or betting, the
regulators having jurisdiction over the end users and the casino must be
established.
Jurisdiction is established by determining the physical locations of the
casino, the
player and possibly the server. The location of the casino is known, and the
location
of the server is controlled by the casino. What must be specifically
determined is the
location of the player.
CA 02340817 2001-03-15
The invention verifies the location of the end user by identifying the
location
of the Internet Service Provider (ISP), or Internet Access Provider (IAP).
While there
is a distinction between an ISP and ASP in the art, the distinction is not
significant for
the purposes of the invention. As the ISP controls the manner in which the end
user
makes his physical connection to the Internet, he will be in a position to
determine
whether the end user's physical location can be confirmed sufficiently to
allow
access. Methods of determining the end user's physical location and methods
for
communicating the ISP's position are described in greater detail hereinafter.
The inventian of Figure 2 addresses the problems in the art. It allows remote
users to legally gamble at legal casino sites using a common and inexpensive
communications network such as the Internet, as the connecting medium.
No additional hardware is required as in the case of the GPS solutions, and
DNS routers do not need to be modified to include location data. Therefore,
there is
no additional cost to the end user and the invention may be applied without
affecting
the existing network. As well, the invention is independent of whether IPv4 or
IPv6 is
being used.
Because the targeting is determined by the location of the ISP and does not
require the IP address of the end User, the invention also operates with
Dynamic
Host Configuration Protocol (DHCP) systems. As well, because the determination
of
location is made by the ISP, there is no opportunity for the end user to
tamper with
the verification process.
Thus, the invention allows twenty-four hour a day, seven day a week gaming
and amusement services without the inconvenience of having.to attend a
physical
location. As well, regulators' requirements can easily be accommodated. The
invention offers many other advantages, which would be clear to one skilled in
the
art. For example, it allows organizations using casinos to launder money, to
easily
be identified and monitored.
The preferred embodiment of the invention.is presented by means of the
block diagram in Figure 3, and the flow chart of Figure 4. Figure 3 focuses on
the
relevant parties in the transaction of the invention, and does not present the
same
level of detail as Figure 1.
A number of end users 70 are presented, who have access to the Internet 32
via their ISP 72. The end users 70 may employ computers 38 as in Figure 1, or
other interface devices as known in the art, and as will emerge as technology
evolves. These end users 70 may access their ISP 72 in different ways, such as
via
CA 02340817 2001-03-15
_g_
cable modem, telephone line mode, or wireless methods, which is not limited by
the
invention. Via the Internet 32, the end users 70 then have access to various
gaming
servers 74, who provide them with the software code to effect online gaming.
The corresponding method of the invention is presented as a flow chart in
Figure 4. This method is initiated by an end user logging onto a Gaming
Server's 74
Web site at step 80. This step will generally be effected by the end user
searching
through the resources of the World Wide Web, using his Web browser. A Web
browser is an application program that runs on the end user's computer 38 and
provides a way to look at and interact with all the information on the World
Wide
Web. A Web browser uses HTTP to make requests of Web servers throughout the
Internet on behalf of the Web browser user. Currently, most Web browsers are
implemented as graphical user interfaces.
When the end user enters file requests by either "opening" a Web file, typing
in a Uniform Resource Locator (URL), or clicking on a hypertext link, the Web
browser builds an HTTP request and sends it to the Internet Protocol address
indicated by the URL. The HTTP software in the destination server machine
receives the request and, after any necessary processing, the requested file
is
returned.
The Hypertext Transfer Protocol (HTTP) is the set of rules for exchanging
files on the World Wide Web, including text, graphic images, sound, video, and
other
multimedia files. HTTP also allows files to contain references to other files
whose
selection will elicit additional transfer requests (hypertext links).
Typically, the HTTP
software on a Web server machine is designed to wait for HTTP requests and
handle them when they arrive.
The details of the login step may vary from application to application, and
are
well known in the art. In the preferred embodiment of the invention, the
following
would be included:
1, the end user either types in the uniform resource locator (URL) of the
casino
Web site, clicks on a previously bookmarked URL, or clicks on a hypertext
link from another Web site, to reach the home page of the gaming Web site;
2. the Gaming Server 74 on which the gaming Web site resides, returns the
main Web page to the end user;
3. the end user selects the login page on the gaming Web site;
CA 02340817 2001-03-15
-10-
4. the Gaming Server 74 returns the login page, requesting that the end user
enter his account and password, or similar secure identification such as a
personal identification number (PIN) or digital signature; and
5. the end user returns the requested login information to the Gaming Server
74.
Next, at step 82, the ISP 72 receives the login response from the end user
and forwards it to the Gaming Server 74, including ISP location data.
The physical location of the ISP 72 may be determined at step 82, in a
number of manners including the following:
1. Indication by ISP 72
Of course, the ISP 72 could simply identify its physical location to the
gaming
server when it places its request. To streamline the process, the gaming
server could standardize the references, rather than using latitude and
longitude, it could for example, provide listings of towns, cities and
counties
that the ISP 72 associates itself with.
2. IP Address
Internet Protocol (IP) addresses are identifiers for computers or devices on
an Internet network, which are used to route messages. The format of an IP
address in IPv4 is a 32-bit number which consists of a network prefix, and a
host number. In "subnet" networks, the 32-bits are shared with a third
component - the "subnet number".
The network prefix, or network prefix and subnet number in combination
(sometimes referred to as the extended network prefix), identifies the ISP 72,
or at least its network access point (NAP). Therefore, this information can be
used to identify the physical ISP that an end user is connected to. With this
information, the gaming server 74 can send the proper regional content to the
end user.
The number of unassigned Internet addresses is running out, so a new
"classless" scheme called Classless Inter-Domain Routing (CIDR) is
gradually replacing the system based on classes A, B, and C and is tied to
adoption of IPv6. With CIDR, IP addresses still have a network prefix and
subnet number, but the formatting has changed. Therefore, the invention
can be applied to CIDR just as easily as the existing IP class system.
S
CA 02340817 2001-03-15
-11-
3. MAC or DLC Address
In networks, a node is a processing location, and can be a computer or some
other device, such as a printer. Every node has a unique network address,
sometimes called a Data Link Control (DLC) address or Media Access
Control (MAC) address.
A Media Access Control (MAC) address is a hardware address that uniquely
identifies each node of a network. In IEEE 802 networks, the Data Link
Control (DLC) layer of the OSI Reference Model is divided into two sublayers:
the Logical Link Control (LLC) layer and the Media Access Control (MAC)
layer. The MAC layer interfaces directly with the network media.
On networks that do not conform to the IEEE 802 standards but do conform
to the OSI Reference Model, the node address is called the Data Link Control
(DLC) address.
If the ISP 72 does not transmit its physical address in its request, the
gaming
server may use the Address Resolution Protocol (ARP) to convert the IP
address into a physical address, such as a DLC address. The gaming server
wishing to obtain a physical address broadcasts an ARP request onto the
Internet. The server on the network that has the IP address in the request
(the ISP 72 in this case) then replies with its physical hardware address.
At step 84, the gaming server 74 authenticates the player's identity (via the
account and password for example), and confirms that the ISP 72 lies within
the
acceptable jurisdiction, using a method complementary to that used in the
method at
step 82.
Note that if the ISP 72 allows telephone dial-up access which an end user
could access from another jurisdiction by long distance dialling, for example,
the ISP
72 may simply use call display to confirm the dialled number. If an end user
is
outside the jurisdiction, the ISP 72 may then allow the end user regular
access to the
Internet 32, but reject logon attempts to gaming sites.
If the end user attempts to access the gaming Web site by reaching his ISP
72 using a cellular telephone, the ISP 72 may verify the location of the end
user by
identifying the cellular tower serving the end user. Such technology is known
in the
art. Cellular systems are local systems. As a car travels from one cell to the
next,
the cellular network tracks the user in order to maintain the communication,
and
necessarily knows which cell the user is in. As Web sites would recognize the
MAC
CA 02340817 2001-03-15
-12-
address of the cellular provider, the MAC address must be verified as the end
user
moves from one cell to the next.
If the logon attempt at step 84 fails, the Gaming Server 74 returns an "access
denied" message at step 86 and the routine is complete.
If authentication is successful then the routine proceeds to perform whatever
steps are necessary to effect the desired game, at steps 88 through 94. These
steps will vary widely, but may include:
~ the end user being prompted to select a game and making such a selection
at step 88. Typically, the software routine will sit in a loop until such a
selection is made;
~ the Gaming Server 74 then determines whether the end user has sufficient
funds to play the requested game at step 90. If not, access is denied at step
86, otherwise, control passes to step 92;
~ the game is then played at step 92. This may include many steps, as known
in the art;
~ after the completion of the game, at step 94, the gaming server makes
whatever adjustments are necessary to the end user's account, crediting or
debiting his account in respect of the wins or losses in the game. Generally,
these accounts are managed using debit cards and credit cards, but many
other systems could be used such as prepaid accounts or smart cards.
As the game is completed, the end user is queried as to whether he wishes
to play another game at step 96.
The invention has been described with respect to a specific example, but it
would be clear to one skilled in the art that the invention may be applied to
many
amusement games, games of chance, for betting or entertainment purposes,
including without limitation: video lottery terminals, keno, roulette, dice
games such
as craps, ma jong, jai lai, pai gow, horse racing, dog racing, lotteries, slot
machines,
baseball, football, golf, basketball, fantasy sports leagues and fantasy
sports games,
and card games which may include poker, black jack, solitaire, and baccarat.
The
invention may, for example, be used to collect participants in different
geographical
areas to compete against one another as teams.
Geographical locating in the manner of the invention could also be used for
far more than simply gaming and betting, in fact any services which a Web site
wishes to restrict to end users in a certain geographic area may be so
restricted. As
noted above, these services may include for example: government publications,
help
CA 02340817 2001-03-15
-13-
lines or counselling services. The system could also determine which state and
national taxes apply to the sale of goods by determining the location of the
buyer and
seller.
Large parts manufacturers in the automotive and aerospace industries could
use the invention to route parts to distributors on a geographic basis, or for
added
security. The large automobile manufacturers intend to implement an online
parts
distribution system in which different types of customers have different
levels of
access. The invention could be applied to such a scenario, for large or small
parts,
by verifying the location and integrity of the source and customer requesting
the
parts.
As noted above, advertising is another application for which location
dependent processing is desirable.
TARGETED ADVERTISING
Typically, advertising on the Internet today is non-discriminant. The same
advertisements are presented to any end user who accesses a given Web page,
regardless of who they are or where they are. Some Web pages have a large
number of advertisements that are cycled through, so that a different
advertisement
may appear each time one accesses the page, but again, this is done in a non-
discriminant basis.
Obviously, this approach is not efficient, as some viewers will not be in the
geographic marketing area of the advertiser, which may be limited to a
continent,
country or region. While it is known how to monitor the number of end users
who
have viewed a Web page or an advertisement, it is not possible to determine
how
many of those end users are part of the targeted group. Therefore, this method
of
advertising has questionable commercial value.
Some Web sites monitor the preferences of end users accessing their Web
sites, and record those specifics. One method of doing this is to collect
"cookies"
from end users. Cookies are messages given to a Web browser by a Web server
when the end user accesses that Web server, which the browser stores in a text
file.
The cookie i~ then sent back to the Web server each time the Web browser
requests
a Web page from the Web server.
The main purpose of cookies is to identify end users and possibly prepare
customized Web pages for them. However, the creation of user preference
databases are generally considered by the public to be an invasion of privacy,
so
CA 02340817 2001-03-15
-14-
there is pressure to create laws or apply existing laws to prevent such
monitoring.
Such monitoring has also encouraged the development of anonymous servers,
which serve as intermediaries to disguise end users from the Web sites they
wish to
access.
A methodology which allows for location-targeted advertising, without the
problems noted herein above, is presented as a flow chart in Figure 5. This
figure
presents a method of targeted distribution over a communication network which
is
initiated when an end user sends a request to his Internet Service Provider
(ISP) for
a Web page at step 160. The ISP returns the requested Web page to the end user
at step 162, including targeted content based on the location of the ISP,
rather than
the location of the end user.
As in the gaming embodiment above, the communication network may be
one of many known in the art, and may consist of several different networks
working
together. The end user may send his request to his ISP using a number of
different
devices including a computer, smart terminal, personal digital assistant,
Internet-
ready telephone or other similar interface. Such devices are well known in the
art.
The Web page that has been requested is not intended to limit the claimed
invention, and could include text, graphics, audio files, executable applets,
data files
or attachments such as software files, or other data and files known in the
art.
The ISP may obtain the Web page from a number of sources, though
generally it will be from the Web Site maintaining the page. Often, however,
the
same content may be available in a memory cache on the ISP's equipment, or in
a
similar cache elsewhere on the communication network. As well, Web Sites may
have mirror sites to which the request may be directed.
Once the ISP obtains the Web page data, it inserts targeted content which is
determined by the location of the ISP itself. The targeted content will most
likely
include advertising, but may also include other information of regional
interest,
including road maps, weather reports, local news and announcements, stock
quotations and public meetings. As well, geographical targeting could be used
to
tailor the language used on a Web site or portal to the local requirements.
Yahoo,
for example,~could default to send English Web pages to ISPs in North America,
and
German Web pages to ISPs in Germany. This information may be stored on the
ISP's equipment, or obtain from any other location accessible over the
communication network.
CA 02340817 2001-03-15
-15-
The invention of Figure 5 addresses the problems in the art. It allows
advertisements and other content to be directed geographically, which makes
such
advertising far more effective and should address the cost issues which
presently
hinder growth of the Internet.
As in the case of the gaming application, no additional hardware is required
as in the case of the GPS solutions, and DNS routers do not need to be
modified to
include location data. There is no additional cost to the end user and the
invention
may be applied without affecting the existing network. As well, the invention
is
independent of whether IPv4 or IPv6 is~being used.
Because the targeting is determined by the location of the ISP and does not
require the IP address of the end User, the invention also operates with
Dynamic
Host Configuration Protocol (DHCP) systems.
The preferred embodiment of the invention is presented by means of the
block diagram in Figure 6, and the flow chart of Figure 7. Figure 6 identifies
the
relevant parties in the transaction of the invention, and does not present the
same
level of detail as Figure 1.
As in Figure 3, this system includes a number of end users 70 who have
access to the Internet 32 via their ISP 72. The end users 70 may employ
computers
38 as in Figure 1, or other interface devices as known in the art, and as will
emerge
as technology evolves. These end users 70 may access their ISP 72 in different
ways, such as via cable modem, telephone line mode, or wireless methods, which
is
not limited by the invention.
Via the Internet 32, the end users 70 then have access to various Web Sites
174, who provide them with Web pages and other content. The Web Sites 174 and
ISP 72 also have secure access to an advertising server 176 which stores the
regional content. The advertising server 176 is described in greater detail
hereinafter.
The corresponding method of the invention is presented as a flow chart in
Figure 7. This method is initiated by the end user 70 sending a request to an
Internet Service Provider (ISP) 72, for a Web page from a Web Site 174, at
step 80.
This step will generally be effected by the end user 70 searching through the
resources of the World Wide Web, using his Web browser as described above with
respect to Figure 4.
CA 02340817 2001-03-15
-16-
Next, at step 182, the ISP 72 receives the request from the end user 70 and
sends a request to the Web Site 174 with a tag indicating that targeted
advertising is
to be applied.
The Web Site 174 identifies the tag and returns the requested Web page with
identifiers in place of the usual advertising that they generate themselves,
at step
184. As well, this Web page still has the targeted advertising tag intact.
When the Web page with the tag is received by the ISP 72, it responds at
step 86 by querying an advertising server 176 to obtain the local advertising
software
code, or other regional content.
The local advertising server 176 responds at step 188 by:
1. identifying the physical location of the ISP 72;
2. indexing a database of advertising software code or other regional content,
using the physical location of the ISP 72;
3. returning the advertising software code to the ISP 72; and
4. recording the transaction for accounting purposes.
Upon receipt of the local advertising software code at step 190, the ISP 72
simply inserts the software code into the Web page and sends it to the end
user 70.
As described above, the physical location of the ISP 72 may be determined at
step 182, in a number of manners including an indication by the ISP 72, use of
the IP
Address of the ISP 72, or use of its MAC or DLC Address.
The invention is not limited by the nature of the Web page being transmitted.
The invention could be used to insert simple banners into Web pages, or more
sophisticated multimedia advertisements. As well, these advertisements could
be
sent along with real audio, real video, telephone over Internet, video
conferencing
over Internet, or other data and software applications. Like the gaming
embodiment,
the advertising embodiment could also be applied to cellular wireless
applications,
with advertising changing as the end user 70 moves from one cell to the next.
In the preferred embodiment, an advertising server 176 is used which will
administer advertising in an effective and secure manner, accounting for the
financial
agreement between the various Web Server and ISPs. However, the Web site may
perform this functionality itself, in fact, it may implement the invention
without the
knowledge of either the ISP 72 or the end user 70. Alternatively, the ISP 72
could
replace advertising in Web pages received from Web Sites with its own content,
or
simply add its own advertising banners or headers to Web pages.
CA 02340817 2001-03-15
-17-
Additional Embodiments
The system and method of the invention may also be applied in many other
manners, which would be clear to the skilled technician from the teachings
herein.
For example:
1. Correlating web page accesses with geographic areas allows valuable
marketing and statistical data to be easily collected.
2. The distribution of movies can be better controlled to increase their
viewing
rates. Rather than making a complete collection of movies available to all
users at one time, in which case users will only view the best ones, the
method of the invention can be used to roll out certain movies in certain
areas, at certain times. A movie distributor could, for example, roll out ten
new movies each month, encouraging users to fall into a pattern of viewing
new movies as they are released. The controlled release makes it easier to
market the movies.
By rolling out movies in different regions at different times, public interest
and
anticipation can be built, increasing demand.
The same technique can be used for other electronic content or on-line
applications such as music and video games.
3. A movie distributor could also avoid making certain movies available in
certain areas, to manage public image. For example, a producer of family
movies may be concerned that releasing a risque movie in a religious region
may damage their reputation, while it might be overlooked in another area.
With the invention, the movie distributor could release the movie in some
regions and block it in others.
4. The invention could be used to enforce publication bans in court cases.
5. The invention allows entertainment content to be distributed far more
efficiently to smaller markets. Currently, movies are only produced if they
have very broad appeal. The invention would allow a documentary to be
produced on the Walkerton water treatment scandal, for example, and be
3Ci marketed and distributed in the area that has an interest in the product,
rather than nationwide or internationally. Web portals in the region of
interest
could be provided with the marketing material, while web page requests from
users outside the targeted jurisdiction would receive marketing content
appropriate to their own area.
CA 02340817 2001-03-15
-18-
6. Like gaming, censorship is also generally regulated by geopolitical region.
The invention would allow censorship of video, text, audio and audiovisual
content by correlating the end user's location with a censorship database or
flags within the web pages providing the content.
Some measure of protection would be required to prevent users from
downloading content inside an area in which certain content is allowed, and
re-distributing it into an area in which it is censored. Such techniques are
known in the art.
7. Language laws may be enforced using the invention. If for example, a
particular province or state requires business to be carried out in a
particular
language, then the invention can identify requests coming from users in that
state and only return web pages that comply with those language
requirements.
Similarly, the invention may be used to identify the default language for the
end user. For example, it may be assumed that all users in United States will
be able to read English, so English web pages would be returned to users in
the United States by default.
8. Prices for electronic commerce (e-commerce) products and services can be
presented to users in their local currency, using local prices sheets, and
taking into account shipping and/or handling costs to reach that locale.
9. Encryption software is also controlled by geopolitical regions. The United
States, for example, does not allow export of certain strong encryption
software in an effort to prevent foreign organized crime from obtaining access
to secure communication. The method of the invention could be used to
enforce such laws.
10. Marketing can be regionalised. For example, electronic sales flyers and
brochures may be targeted on a geographic basis, so that they include prices
and products which vary from region to region.
11. The invention allows marketing techniques which communicate a higher level
of "trust" than traditional Internet marketing techniques. For example, the
web page of a large bank may be tailored for each branch, on a geographic
basis, so that users believe they are communicating with the local bank,
rather than a nation-wide server.
12. Sports content can be tailored by geographic region. For example, hockey
may be assumed to have higher priority in Canada, and baseball, a higher
CA 02340817 2001-03-15
-19-
priority in United States. If a small-town fastball team is playing in the
state
finals, it may be assumed that this will be of interest to users in the small
town but not to users in other states. Thus, web portals, menus and web
pages in general may be tailored for regional content using the invention.
On-line software applications and operating systems could tailor functionality
based on location, using a number of the concepts outlined above. Parameters
of
an on-line operating system that could be modified by geographic location
could
include: encryption techniques (see item 9 above), language (see item 7),
advertising and marketing materials, and identification of national and state
holidays
in a calendar application. Default spelling of words could also be determined
by
geographical location. The word "colour", for example, is typically spelled
"color" in
United States and "colour" in Canada.
In the preferred embodiment of the location dependent processing
applications, all Internet communications are to be encrypted as a security
precaution, using one of many techniques known in the art. Currently, the
preferred
method is that of public-key/private-key encryption. Encryption preserves the
privacy
of the transactions, prevents tampering with the game or results, and protects
against unauthorized access to a player's financial accounts.
The method steps of the invention may be embodiment in sets of executable
machine code stored in a variety of formats such as object code or source
code.
Such code is described generically herein as programming code, or a computer
program for simplification. Clearly, the executable machine code may be
integrated
with the code of other programs, implemented as subroutines, by external
program
calls or by other techniques as known in the art.
The embodiments of the invention may be executed by a computer processor
or similar device programmed in the manner of method steps, or may be executed
by an electronic system which is provided with means for executing these
steps.
Similarly, an electronic memory medium such computer diskettes, CD-Roms,
Random Access Memory (RAM), Read Only Memory (ROM) or similar computer
software storage media known in the art, may be programmed to execute such
method steps. As well, electronic signals representing these method steps may
also
be transmitted via a communication network.
The invention could, for example, be applied to computers, smart terminals,
personal digital assistants and Internet-ready telephones. Again, such
CA 02340817 2001-03-15
-20-
implementations would be clear to one skilled in the art, and do not take away
from
the invention.
