Note: Descriptions are shown in the official language in which they were submitted.
CA 02753776 2011-09-28
-1-
TITLE: A SYSTEM AND METHOD FOR LOCATION- BASED CONTENT
DELIVERY
FIELD
[0001] The various embodiments described herein generally relate to a
system and method for providing location-based content delivery.
BACKGROUND
[0002] The advertising of various products and services is typically done
through commercials and advertisements on conventional media outlets such
as the radio, television and the Internet as well as through various forms of
print media such as newsletters, newspapers, and flyers. These forms of
advertisements are mainly delivered to potential consumers while they are in
their home. However, there are also other forms of advertising outside of the
home such as posters, billboards and signs which are placed at certain
locations and can only be seen if they are in the direct line of sight of the
potential consumers. Typically, the same advertisements are shown to the
same potential consumers for a given media outlet, which is not the most
effective way of advertising to potential consumers.
SUMMARY OF VARIOUS EMBODIMENTS
[0003] In one aspect, in at least one embodiment described herein, there
is provided a system for providing location-based content delivery to at least
one target zone. The system comprises at least one content transceiver unit
comprising: a processor configured to control the operation of the content
transceiver unit; and a communications subsystem coupled with the
processor; the communications subsystem being configured to communicate
with at least one target in the at least one target zone. The processor is
configured to send an introductory content page based on a content
campaign to the at least one target when the at least one target initiates a
content transmission session with the at least one content transceiver unit,
CA 02753776 2011-09-28
-2-
and the processor is configured to send selected content to the at least one
target when the at least one target selects a content option in the
introductory
content page.
[0004] In at least some cases, if the at least one target does not select a
content option, the processor is configured to automatically send default
content to the at least one target and provide the at least one target with a
page that provides an opportunity to purchase items related to the default
content.
[0005] In at least some cases, the at least one content transceiver unit
further comprises a network interface for connection to the Internet and the
processor is further configured to allow the at least one target to browse the
Internet and track whether the at least one target visits websites associated
with the content campaign.
[0006] In at least some cases, the processor is further configured to direct
the at least one target to one or more content pages based on tastes or
preferences of the at least one target.
[0007] In at least some cases, the system further comprises a content
management server coupled to the at least one content transceiver unit, the
content management server being configured to control the at least one
content transceiver unit to wirelessly transmit content for at least one
content
campaign according to a content delivery schedule.
[0008] In at least some cases, the processor is further configured to
collect content usage statistics for a given content campaign to assess the
effectiveness of the given content campaign.
[0009] In at least some cases, the processor is further configured to
identify a mobile device used by the at least one target and track
interactions
with the mobile device over different sessions to configure content to send to
the at least one target in future sessions.
[0010] In at least some cases, the system further comprises a plurality of
content transceiver units with at least two of the plurality of content
transceiver
CA 02753776 2011-09-28
-3-
units being configured to transmit similar or different content campaigns to
different target zones or to a common target zone.
[0011] The communications subsystem may communicate with a
computing device used by the least one target, the computing device being
one of a cell phone, a smart phone, a portable computer, a tablet computer
and a desktop computer that can transmit and receive wireless signals.
[0012] The communications subsystem may comprise at least one of a
Wi-Fi radio and a Bluetooth radio to communicate with the at least one target
using at least one of a Wi-Fi signal and a Bluetooth signal respectively.
[0013] The introductory content page generally comprises at least one
content option to allow the at least one target to select content associated
with
the content campaign.
[0014] In at least some cases, the at least one content option comprises at
least one of a coupon object, a sound file object, a video file object, a
website
object, an application object, a survey object and a sales object.
[0015] In at least some cases, the introductory content page further
comprises at least one of a banner area and a description area that provides
a description of at least one of the content campaign and a content provider.
[0016] In at least some cases, the at least one content transceiver
transmits a plurality of introductory content pages and associated content
selected by the at least one target according to a content delivery schedule
that specifies a day and a time slot for a given introductory content page to
be
transmitted by the at least one content transceiver unit.
[0017] In at least some cases, the system further comprises a server
configured to provide a content management website that is coupled to the at
least one content transceiver unit, the content management website being
configured to allow a content provider to create the content campaign,
transmit the content campaign using one or more content transceiver units at
a given location according to a content delivery schedule and collect
statistics
related to the content campaign.
CA 02753776 2011-09-28
-4-
[0018] In at least some cases, the content campaign comprises content
related to at least one of a product launch, a product sale, a service sale, a
ticket sale, a brand awareness campaign, a cultural event, a sporting event, a
historical event, a historical location, a park location, a convention, an
entertainment event and a political campaign.
[0019] In at least some cases, the at least one content transceiver unit can
be installed at one of a store, a fashion show, a sporting event, an
exhibition,
a concert, a trade show, a convention, a festival, a shopping mall, a theatre,
a
restaurant, a transportation station, a transportation vehicle, an arena, a
hotel,
a museum, an art gallery, a park, a beach, an office building, a monument, a
street corner, and a park.
[0020] In at least some cases, statistics can be recorded for the content
campaign, the statistics comprising at least one of total content
transmissions
during certain time periods in a given content campaign, total content
transmissions for each type of content in the given content campaign, total
content transmission for each type of content in the given content campaign
during certain time periods, and Internet browsing habits of the at least one
target when provided with content from the given content campaign.
[0021] In another aspect, in at least one embodiment described herein,
there is provided a method for providing location-based content delivery to at
least one target zone. The method comprises transmitting a target zone
presence signal to the at least one target zone using a communications
subsystem of a content transceiver unit; detecting if at least one target in
the
at least one target zone wishes to engage in a content transmission session
with the content transceiver unit; sending an introductory content page based
on a content campaign to the at least one target using the communications
subsystem if the at least one target wishes to engage in the content
transmission session; and sending selected content to the at least one target
using the communication subsystem if the at least one target selects a
content option in the introductory content page.
CA 02753776 2011-09-28
-5-
[0022] In at least some cases, if the at least one target does not select a
content option, the method further comprises automatically sending default
content to the at least one target and providing the at least one target with
a
page that provides an opportunity to purchase items related to the default
content.
[0023] In at least some cases, the method further comprises allowing the
at least one target to browse the Internet and track whether the at least one
target visits websites associated with the content campaign.
[0024] In at least some cases, the method further comprises directing the
at least one target to one or more content pages based on tastes or
preferences of the at least one target.
[0025] In at least some cases, the method further comprises controlling
the at least one content transceiver unit to wirelessly transmit content for
at
least one content campaign according to a content delivery schedule.
[0026] In at least some cases, the method further comprises identifying a
mobile device used by the at least one target and tracking interactions with
the mobile device over different sessions to configure content to send to the
at
least one target in future sessions.
[0027] In at least some cases, the method comprises providing the
introductory content page with at least one content option that allows the at
least one target to select content associated with the content campaign.
[0028] In at least some cases, the method further comprises providing the
at least one content option which comprises at least one of a coupon object, a
sound file object, a video file object, a website object, an application
object, a
survey object and a sales object.
[0029] In at least some cases, the method further comprises providing the
introductory content page with at least one of a banner area and a description
area that provides a description of at least one of the content campaign and a
content provider.
CA 02753776 2011-09-28
-6-
[0030] In at least some cases, the method further comprises transmitting a
plurality of introductory content pages and associated content selected by the
at least one target according to a content delivery schedule that specifies a
day and a time slot for a given introductory content page to be transmitted by
the at least one content transceiver unit.
[0031] In at least some cases, the method further comprises providing a
content management website to allow a content provider to create the content
campaign, transmit the content campaign using one or more content
transceiver units at a given location according to a content delivery schedule
and collect statistics related to the content campaign.
[0032] In at least some cases, the method comprises installing the at least
one content transceiver unit at one of a store, a fashion show, a sporting
event, an exhibition, a concert, a trade show, a convention, a festival, a
shopping mall, a theatre, a restaurant, a transportation station, a
transportation vehicle, an arena, a hotel, a museum, an art gallery, a park, a
beach, an office building, a monument, a street corner, and a park.
[0033] In at least some cases, the method further comprises recording
statistics for the content campaign, the statistics comprising at least one of
total content transmissions during certain time periods in a given content
campaign, total content transmissions for each type of content in the given
content campaign, total content transmission for each type of content in the
given content campaign during certain time periods, and Internet browsing
habits of the at least one target when provided with content from the given
content campaign.
[0034] In another aspect, in at least one embodiment described herein,
there is provided a computer readable medium comprising a plurality of
instructions executable on a microprocessor of an electronic device for
adapting the electronic device to implement a method of providing location-
based content delivery to at least one target zone. The method comprises
transmitting a target zone presence signal to the at least one target zone
using a communications subsystem of a content transceiver unit; detecting if
CA 02753776 2011-09-28
-7-
at least one target in the at least one target zone wishes to engage in a
content transmission session with the content transceiver unit; sending an
introductory content page based on a content campaign to the at least one
target using the communications subsystem if the at least one target wishes
to engage in the content transmission session; and sending selected content
to the at least one target using the communication subsystem if the at least
one target selects a content option in the introductory content page.
BRIEF DESCRIPTION OF THE DRAWINGS
[0035] For a better understanding of the various embodiments
described herein, and to show more clearly how these various embodiments
may be carried into effect, reference will be made, by way of example, to the
accompanying drawings which show at least one example embodiment, and
in which:
FIG. 1 is a block diagram of an example embodiment of a location-
based content delivery system including a content transceiver unit;
FIG. 2 is a flowchart of an example embodiment of a location-
based content delivery method;
FIG. 3 is an image of an example generic introductory content page
that can be sent to a target device from the content transceiver unit at the
beginning of a content transmission session;
FIG. 4 is a flowchart of an example embodiment of a method for
selecting content to provide in a location-based content delivery system;
FIG. 5 is a block diagram of another example embodiment of a
location-based content delivery system including a server and a content
transceiver unit;
FIG. 6 is a block diagram of another example embodiment of a
location-based content delivery system including a server and several content
transceiver units transmitting content to several target zones;
CA 02753776 2011-09-28
-8-
FIG. 7 is a block diagram of another example embodiment of a
location-based content delivery system including a server and several content
transceiver units transmitting content to the same target zone;
FIG. 8A is a flowchart of an example method for configuring the
operation of the location-based content delivery system via a server;
FIG. 8B is a flowchart of an example method for configuring a
network of content transceiver units in a content delivery system;
FIG. 8C is an example of a content delivery schedule for a network
of content transceiver units in a content delivery system;
FIG. 8D is an example of a content delivery schedule for a
particular content provider;
FIG. 8E is a flowchart of an example method for creating a content
campaign;
FIG. 8F is an example of a database for a content repository of a
content provider;
FIG. 8G is an example of a database for introductory content pages
for a content campaign;
FIG. 9A is a block diagram of another example embodiment of a
location-based content delivery system operating with a website allowing a
content provider to directly manage their content campaign; and
FIG. 9B is a flowchart of an example method for allowing a content
provider to manage their content campaign through a website.
DETAILED DESCRIPTION OF THE EMBODIMENTS
[0036] Various apparatuses or processes will be described below to
provide an example of an embodiment of each claimed invention. No
embodiment described below limits any claimed invention and any claimed
invention may cover processes or apparatuses that differ from those
described below. The claimed inventions are not limited to apparatuses or
CA 02753776 2011-09-28
-9-
processes having all of the features of any one apparatus or process
described below or to features common to multiple or all of the apparatuses or
processes described below. It is possible that an apparatus or process
described below is not an embodiment of any claimed invention. Any
invention disclosed in an apparatus or process described below that is not
claimed in this document may be the subject matter of another protective
instrument, for example, a continuing patent application, and the applicants,
inventors or owners do not intend to abandon, disclaim or dedicate to the
public any such invention by its disclosure in this document.
[0037] Furthermore, it will be appreciated that for simplicity and clarity of
illustration, where considered appropriate, reference numerals may be
repeated among the figures to indicate corresponding or analogous elements.
In addition, numerous specific details are set forth in order to provide a
thorough understanding of the embodiments described herein. However, it
will be understood by those of ordinary skill in the art that the embodiments
described herein may be practiced without these specific details. In other
instances, well-known methods, procedures and components have not been
described in detail so as not to obscure the embodiments described herein.
Also, the description is not to be considered as limiting the scope of the
embodiments described herein.
[0038] It should be noted that the term "coupled" used herein indicates that
two elements can be directly coupled to one another or coupled to one
another through one or more intermediate elements. It should be noted that
the term "content provider" indicates an entity that wishes to disseminate
content or information that is used in location-based or mobile content
delivery. The content provider can be a retailer or vendor, a marketing firm,
an advertiser, an event provider, or another entity that wishes to provide
information for a product or service, a location or event, such as a town, a
city,
a museum, a library and the like, as well any tangible or intangible good or
service that could be classified as such. Furthermore, the term "content
campaign" indicates an effort to disseminate content related to a particular
CA 02753776 2011-09-28
-10-
theme such as a product or service launch, an effort to raise brand
awareness, a new exhibit at a museum, a cultural or sporting event, a
political
campaign and the like. In addition, the term "target" generally refers to an
individual or group of people that are to be the intended recipients of
content.
Targets can include potential customers as well as visitors to certain
locations
or events. The term "target devices" indicates the wireless device (i.e.
mobile
device) that is being used by a target. Other examples for content providers,
content campaigns and targets are provided throughout the description.
Furthermore, it should be noted that the steps of the various methods
described herein need not be completed in a linear fashion depending on the
particular method. Furthermore, steps from different methods can be related
to one another and may be carried out in parallel or sequentially as required.
[0039] The various embodiments described herein generally relate to the
interactive provision of content based on the location of a target to a
content
transceiver unit and the ability and willingness of the targets to receive
wireless signals that provide the content or links to the content. Location-
based marketing can therefore be enabled with the technology described
herein by providing wireless distribution of advertising content to potential
consumers in particular locations. By using wireless communication, the
various forms of location-based content delivery described herein are also
able to address the exponentially growing market of mobile devices and
Internet-based devices which includes cell phones, smart phones, and
portable computers such as laptops, tablet computers and the like. The
various embodiments described herein that can provide location-based
content delivery also provide a unique opportunity for content providers to
interact with their target audience by providing content directly to end-users
(i.e. targets). In at least some embodiments, this includes taking a target
through the entire retail experience from advertising a product or service to
allowing the target to purchase the product or service online and providing
shipping details and delivery instructions in order to deliver the product or
service (when applicable) to an address as desired by the target. In the case
of marketing, individuals can be strategically targeted based on the
CA 02753776 2011-09-28
-11-
knowledge of their precise location, which allows brands to deliver more
relevant advertisements. Advertisers are also able to create a very rich and
entertaining experience by utilizing the technologies that are available with
today's mobile devices including touch screens and various media-based
software applications such as, but not limited to, flash players and the like
in
at least one embodiment described herein. With the technology described
herein, content providers are able to provide targets with one or more of
images, text, audio, video, applications and the like or links to any of these
items.
[0040] The delivery of location-based content, as described herein, can
also enhance an environment by offering an explanation or analysis on where
an individual is or what an individual is looking at. Accordingly, location-
based
content is not limited to marketing or promotional materials but can also be
used to provide an explanation of various events or locations such as certain
parts of cities, parklands, historical sites, sporting and entertainment
events,
and the like. Accordingly, the location-based content can include information
that tourists would find useful, helpful and/or interesting.
[0041] Referring now to FIG. 1, shown therein is a block diagram of an
example embodiment of a location-based content delivery system 1, which in
its most basic form includes a content transceiver unit 10. However, in other
embodiments, further elements can be added to the location-based content
delivery system I to allow it to be scalable and/or more user-friendly so that
it
can be used in a variety of different environments such as in, but not limited
to, single-point hotspots and more complicated network topologies where
different entities cooperate in various fashions. These different embodiments
are described with respect to FIGS. 6 and 7. For example, the content
transceiver unit 10 or a network of these units can be placed in dense areas
with large numbers of people who have mobile devices.
[0042] The content transceiver unit 10 comprises a processor 12, a
communications subsystem 14, a network interface 16, a power module 18,
and a memory module 20. The content transceiver unit 10 can provide
CA 02753776 2011-09-28
-12-
content to various targets (e.g. mobile device users) within a target zone 22
via wireless signals. For example, the content transceiver unit 10 can provide
content to several targets 24a to 24n who may be using various mobile
wireless devices (i.e. target devices) such as, but not limited to, a cell
phone
26a, a laptop 26b and a tablet computer 26n. It should be noted that more
than one of the same type of device can be used by multiple targets in the
target zone 22. The content transceiver unit 10 operates in a stand-alone
mode. However, in other embodiments, the content transceiver unit 10 can
operate with a remote server or a website, as described in more detail with
regards to FIGS. 5-7 and 9A. In at least some embodiments, the content
transceiver unit 10 can be manufactured to have a small size which allows it
to be placed in inconspicuous locations which generally do not impair its
wireless capabilities, which can include, but are not limited to, within
poster
displays, behind certain walls and the like.
[0043] The processor 12 controls the operation of the content transceiver
unit 10. Accordingly, the processor 12 is coupled to the communication
subsystem 14 and the network interface 18 to instruct these devices to send
and receive information as required. The processor 12 is also coupled with
the memory module 20 to store and retrieve information as well as to execute
the operating system 28 and various programs 30 which enable the content
transceiver unit 10 to provide various functions as described herein. The
processor 12 can be any suitable processor such as a microprocessor and
the like as is commonly known by those skilled in the art.
[0044] The communications subsystem 14 includes at least one
communication module that communicates with wireless devices using a
certain communication protocol. For example, the communications
subsystem 14 can include at least one of a Bluetooth (BT) unit and a Wi-Fi
radio so that the content transceiver unit 10 can communicate with target
devices having the capability to receive and transmit at least one of BT and
Wi-Fi signals, respectively. The Wi-Fi radio can be configured to
communicate according to the Global System for Mobile Communication
CA 02753776 2011-09-28
-13-
(GSM) or General Packet Radio Services (GPRS) standards using techniques
known to those skilled in the art. However, it should be understood that the
communications subsystem 14 can be modified to transmit according to other
wireless communication protocols such as 3G, 4G, LTE or other future
communication protocols. The transmission parameters of the
communications subsystem 14 can be configured and include inquiry scan
range, transmission power, blacklist timeout as well as other parameters
known to those skilled in the art.
[0045] The content transceiver unit 10 communicates with targets within a
certain radius of its location. The communication range can be up to about
350 feet depending on the particular wireless technology that is used (Wi-Fi
typically has a longer range) and the location where the content transceiver
unit 10 is employed. For example, the range is larger if the content
transceiver unit 10 is operating in a large open area versus an enclosed area
surrounded by concrete or brick walls. The range of a content transceiver unit
10 can be extended by using an off-the-shelf range extender as is known by
those skilled in the art. In some embodiments, the range can be also be
adjusted manually to be shorter if necessary.
[0046] The Wi-Fi and BT communication standards allow for simultaneous
connections with multiple targets. For example, the Wi-Fi signal provided by
the communications subsystem 14 can simultaneously communicate with a
certain number of targets depending on the location where the content
transceiver unit 10 is located, the signal strength of the Wi-Fi signal and
the
number of communication channels that are being used. If communication is
needed with more targets, then more content transceiver units may be used
as described with respect to FIG. 7.
[0047] The network interface 16 can be a standard Ethernet connection
such as, but not limited to, a Local Area Network (LAN) or an Internet
connection either through a hard-wired connection or a wireless modem. The
network interface 16 allows various types of information such as content,
content campaigns, campaign schedules and the like to be stored, accessed
CA 02753776 2011-09-28
-14-
and/or updated in the content transceiver unit 10. The network interface 16
also allows any statistics collected by the content transceiver unit 10 to be
accessed. However, in at least some cases, this connection can also be
provided by the communications subsystem 14 through a remote wireless
connection such as, but not limited to, the Wi-Fi connection. The network
interface 16 also allows a given target device to connect to the Internet so
that
targets that the content transceiver unit 10 is connected with can browse the
Internet or be directed to certain websites on the Internet or a private
network
as the case may be.
[0048] The power module 18 provides power to the various components of
the content transceiver unit 10. The power module 18 can be a standard
power supply that is used for computer devices which is connected to a power
line. In alternative embodiments, the power module 18 can be battery
powered and therefore include a battery interface and one or more
rechargeable or replaceable batteries. The power module 18 also includes
other components, such as a regulator, protection circuitry and possibly
switching circuitry (all not shown), as is known to those skilled in the art,
that
allow the power module 18 to provide a stable source of power to the other
components of the content transceiver unit 10 during operation. The power
module 18 provides enough power to allow the content transceiver unit 10 to
operate while being able to communicate simultaneously on a predetermined
number of channels with the various target devices 26a-26n as well as track
the resulting interaction with the various target devices 26a-26n to generate
content usage statistics (described in more detail below).
[0049] The memory module 20 can include several different types of
memory elements (these elements are commonly known to those skilled in
the art). For example, the memory module 20 typically includes at least one
temporary storage element, such as Random Access Memory (RAM) and the
like, as well as at least one permanent storage element such as Read Only
Memory (ROM) and/or flash memory and the like. The operating system 28
and the programs 30 are stored in the permanent storage elements of the
CA 02753776 2011-09-28
-15-
memory module 20 but these software applications as well as specific device
drivers and the like can be loaded into the temporary elements of the memory
module 20 during operation of the content transceiver unit 10. The permanent
storage elements of the memory module 20 also include several data stores
including a content management data store 34 and a content usage statistics
data store 34. The data stores 32 and 34 can be databases or other
organized collections of data which are suitable for the information that is
being stored in these elements, as is known by those skilled in the art.
[0050] The operating system 28 consists of software, settings and data
that are used to manage the hardware and software resources of the content
transceiver unit 10. The operating system 28 also provides various services
that are used to allow the processor 12 to execute the various programs 30
that are stored in the memory module 20 and dictate the functionality of the
content transceiver unit 10. In this regard, the processor 12 may be
considered to be configured to execute various steps according to the
methods specified in the programs 30 when the processor 12 is executing any
of the programs 30.
[0051] The programs 30 comprise a set of programs or modules that
implement a content management system, which can be in various forms
including a windows or Graphical User Interface (GUI) based format. The
content management system can be used to configure the content transceiver
unit 10 for operation to perform certain actions. For example, the content
management system can be used to configure the operation of the content
transceiver unit 10 (described in more detail with respect to FIGS. 8A-8G),
configure particular content campaigns (e.g. the content files to send, the
content campaign schedule, and the like), and the particular content
transmission statistics that should be monitored (e.g. total content
transmissions, total content transmissions sent per campaign, total content
transmissions sent per time-frame, etc.).
[0052] The content management data store 32 stores content files
containing the various types of content which are to be sent to the targets.
CA 02753776 2011-09-28
-16-
The content files can be video files, image or graphics files, sound files,
coupons, applications, links to websites, links to files, surveys or links to
surveys (which may be online) and the like. The video files can include movie
and game trailers, music videos, commercials and the like. The image files
can contain movie posters, wallpaper or background images for cell phones,
laptops or tablet computers, photos as well as images similar to print-type
advertisements and the like. The sound files can contain ringtones, song
clips, soundtracks, advertising jingles, audio recordings and the like. The
coupons can include discounts for various products and services as well as
special offers for potential consumers. The links to files can include links
to
video files, image or graphics files, sound files, and applications that can
be
accessed through a website, as well as websites or homepages of vendors.
The survey can be provided directly in terms of the content from the content
campaign or can be provided by a website. The survey can be used to obtain
information about preferences, tastes, demographics, purchasing behavior,
opinions and the like of the target. This can be done to conduct market
research or to send the target to one or more content pages, such as
websites, or private network web pages, that sell products that match the
tastes or preferences of the target. The preferences or tastes can include
information on certain types of products or services that the target is
looking
to purchase, prices that the target is willing to pay, and the like.
Statistics can
also be generated based on the survey information and used to provide
feedback to the content provider. The survey can also be used to generate
specific answers relating to customer service for a specific vendor, as well
as
their preferences related to the location-based content delivery system 1
(e.g.
does the target feel that a survey sent to their mobile device was effective,
did
they enjoy it, etc.).
[0053] The content files can be related to a particular theme such as, but
not limited to, launching a new product or service, raising the awareness for
a
brand, providing a special offer to potential consumers, providing information
on a particular location or venue that the target is at or doing market
research
through a survey. The content files can also be used to create more
CA 02753776 2011-09-28
-17-
complicated campaigns such as providing free prizes or products. For
example, content can be transmitted such that every nth content transmission
includes a special prize. In some cases, the content files can be used to send
an application to the target device if the application is supported by the
target
device. The application can be a free game or a skill-testing puzzle as part
of
a prize campaign. The content files can also be used as a link to sell tickets
to various events such as concerts or sporting events and the like, as well as
to sell songs or other products. For example, content can be transmitted to
consumers such that the target is directed to a website or some other page or
portal where they can buy a ticket to a sporting event. The content files can
also be used as a way for the target to view commercials for specific products
sold by a vendor. For example, video content can be transmitted to
consumers who would view a commercial of a product or service, which could
be of short duration such as 10 seconds for example, before being allowed
access to browse the Internet.
[0054] The content management data store 32 also contains configuration
files that are used to configure the content transceiver unit 10 for
operation.
For example, the configuration files can include a content campaign schedule
that specifies which content is to be transmitted from the particular content
transceiver unit 10 during particular time slots in particular days (an
example
of this is shown in FIGS. 8C-8D). The configuration files can also specify how
many content transceiver units are operating in a network and the operational
parameters of each content transceiver unit (i.e. transmission power and the
like). The configuration files can also be used to specify the parameters of a
content campaign such as which content files to send, at which times to send
the content files and whether the content transmission involves cycling
through the content files, randomly sending a content file for a given content
campaign or using another scheme for sending content to targets.
[0055] The content usage statistics data store 34 contains data related to
the transmission and reception of content. For example, for a given target
zone, the total number of content transmissions can be recorded for different
CA 02753776 2011-09-28
-18-
times of the day and different days of the week to show on which days and at
which times individuals or potential consumers are more receptive to content
transmission. The number of content transmissions can also be recorded for
different times of the day and different days of the week for particular types
of
content, such as, for example, content related to particular subject matter,
content related to a particular product or content provided by a particular
entity such as a retailer. This provides information on the times of day and
the days of the week during which a potential consumer or individual is more
receptive to this type of content. Furthermore, statistics can also be
obtained
for transmission of different types of content from the same entity. For
example, in a marketing campaign for a particular vendor or product, different
content files can be transmitted (i.e. a video file, an image file, a coupon
and
the like or a link to any of these items) and then statistics can be obtained
to
see how often the target device accesses these files or links which allows the
content provider to determine which content files work the best (based on how
often they are accessed by targets). There can also be statistics that track
how often a target made a purchase based on the content that was
transmitted to the content. For example, the target can be redirected to a
website where the target can make an online purchase related to the
transmitted content and statistics can be kept on how often this generally
occurs for a content campaign as well as how often this occurs for different
types content that is transmitted as part of a content campaign to see which
content is more effective.
[0056] Statistics can also be obtained for the type of mobile devices that
are used by the target (i.e. known as detected target models) to receive
content from a particular content provider for a particular time slot (i.e. a
particular time slot during a particular day). Data can also be recorded on
particular target devices so that statistics can be tracked for different
target
devices during their interaction with the content transceiver unit 10 for a
particular time slot or day as well as for repeated interactions with the
target
device over time. For example, the content transceiver unit 10 can be
installed at a store that is frequented by repeat customers with target
devices
CA 02753776 2011-09-28
-19-
whose behavior over repeated visits (e.g. past sessions) can be tracked using
device-specific statistics in order to determine information about the target,
such as how their behavior may change as a content campaign changes as
well as to configure content to send to the repeat customers during future
sessions.
[0057] Other statistics that can be collected may also include the number
of wireless transmissions that use a particular communication protocol and
the proportion of transmissions of each type that were successful (e.g. the
number of transmissions that were successfully received by the target device)
which indicates the ability to transmit these types of wireless signals in the
location where the content transceiver unit 10 is installed. Furthermore,
several other communication-based statistics can be obtained such as the
number of BT transmissions, the percentage of successful BT transmissions,
the number of Wi-Fi transmissions, the percentage of successful Wi-Fi
transmissions, the total number of transmissions and the total percentage of
successful transmissions. When the statistics described herein are used for
marketing campaigns, these statistics provide accurate information that a
content provider, such as a retailer for example, should be able to use to
increase the amount of purchases related to their promotions compared to
using traditional media outlets and traditional marketing campaigns since the
statistics indicate exactly how many potential consumers viewed the content,
which content was viewed the most, as well as when and where the content
was viewed.
[0058] Statistics can also be obtained that show the level of interaction
between the targets and the content transceiver unit 10. For instance, a
target may choose to browse the Internet through the content transceiver unit
10 in which case Internet browsing habits of the target can be recorded. The
Internet browsing statistics can be obtained for at least one of the amount of
time that a target spends browsing the Internet, the proportion of targets
that
browse the Internet, the number of targets that visit websites that are
related
to the content provider of the content that is sent to the target's device,
the
CA 02753776 2011-09-28
-20-
number of targets that visit other websites, such as, for example, the website
of a competitor to the content provider and the number of targets that visit
websites related to the content provider and competitors of the content
provider. This provides further insight into the effectiveness of a content
campaign such as a marketing campaign.
[0059] The statistics that can be collected can include all of the statistics
discussed herein or a subset thereof which is selected based on the
preferences of a content provider or selected based on some other criteria.
[0060] A detailed report can be provided to the content provider so that
they can determine the effectiveness of the content campaign. For example,
effectiveness can be determined based on the number of impressions (e.g.
the amount of people who interact with the content transceiver unit (i.e.
browse the Internet or receive content), the number of interactions with
targets (e.g. the number of potential consumers or individuals who agreed to
receive content), the level of engagement of the targets (e.g. the level of
activity of the targets based on their acceptance to receive content, browse
the Internet related to the content or just browse the Internet or some other
network) and the like. Accordingly, the location-based content delivery
system 1 provides a novel opportunity to monitor the effectiveness of content
or marketing campaigns compared to traditional marketing techniques. In
cases where there are multiple content transceiver units, each of the units
can
provide their own individual reports or these statistics can be amalgamated
together.
[0061] The location-based content delivery system 1 can be installed in
various locations where it is desired to provide content to targets (e.g.
potential consumers, information users, etc.) based on the location of the
targets within a target zone. For example, the content transceiver unit 10 can
be installed in shopping malls and other retail outlets, which provides brands
with a new way to engage their target audience in these busy locations. The
content transceiver unit 10 is able to provide a direct and personal form of
communication to each target since each target agrees to receive the content
CA 02753776 2011-09-28
-21-
and is therefore a fully willing participant. Since the delivery of content is
location-based, the content transceiver unit 10 may increase the effectiveness
and persuasiveness of marketing campaigns by allowing for the geographic
segmentation of end-users based on where the content transceiver unit 10 is
located.
[0062] The location-based content delivery system 1 can also be installed
at various events such as store openings, fashion shows, sporting events,
exhibitions, trade shows, conventions, festivals, concerts and the like. The
location-based content delivery system 1 can also be installed in various
retail
locations such as stores, shopping plazas, shopping malls, theatres,
supermarkets and restaurants. The location-based content delivery system 1
can also be installed at various public places such as, but not limited to,
transportation stations such as airports, railway stations, bus stations, and
subway stations as well as on various public transportation vehicles such as
airplanes, railway trains, buses, ships and subway trains. Other venues
include arenas, stadiums, hotels, museums, art galleries, parks, beaches,
office buildings, monuments, street corners, parks and the like.
[0063] In the case of the location-based content delivery system 1, the
content transceiver unit 10 operates in a stand-alone format since the content
transceiver unit 10 operates in isolation. In alternative embodiments, the
content transceiver unit 10 can operate in a centralized format (which is
described with respect to FIGS. 5-7). During manufacture, the content
transceiver unit 10 is loaded with content and one or more content
campaigns. Once the content transceiver unit 10 is installed it is operated to
provide the content according to the content campaign. The content
transceiver unit 10 can then be accessed at various intervals or times after
the
initial installation to update the content, the content campaign(s) and/or to
access the statistics related to each content campaign. This information can
be accessed by directly connecting to the network interface 16 through a
wired connection or remotely through the Internet, as the case may be. In
some cases, the information can be accessed through a wireless connection
CA 02753776 2011-09-28
-22-
with the communications subsystem 14. In some cases, the content
transceiver unit 10 can be configured to access a central repository or
central
server to determine if there have been any updates to content or content
campaigns and request the updated material if applicable.
[0064] In some cases, the content transceiver unit 10 can be designated
for "fixed operation" and be permanently installed at a location. For example,
the content transceiver unit 10 can be installed with a corresponding
advertisement or display and then transmit content that is directly related to
the specific signage at its installation location. If the signage provides
different displays at different times of the day or week (as in the case of an
electronic billboard) then the content transceiver can also transmit different
content related to each of the different displays (in this case each display
may
be related to a different content provider). The content transceiver unit 10
can
also be permanently deployed in other locations such as office locations,
schools, shopping stores as well as any of the other locations previously
described.
[0065] In some cases, the content transceiver unit 10 can also be
designated for "temporary operation" and be only installed at a location for a
certain period of time. For example, the content transceiver unit 10 can be
installed at a venue, such as a sporting event or a convention, which only
lasts for a certain period of time such as three hours, 1 day or any other
period of time, after which the content transceiver unit 10 is uninstalled and
moved to another location. In this case, the content transceiver unit 10 is
provided with content that is related to the venue or event and otherwise
operates as it normally would. In this case, the content transceiver unit 10
can be "rented" by the content provider.
[0066] It should be noted that in the case of "fixed operation" or
"temporary operation" there may be several content transceiver units 10 that
are installed and can operate independently of one another or in coordination
with one another, as the case may be.
CA 02753776 2011-09-28
-23-
[0067] Referring now to FIG. 2, shown therein is a flowchart of an example
embodiment of a location-based content delivery method 100 that can be
used by the content transceiver unit 10. The method 100 can be used by any
content transceiver units in any embodiments of the location-based content
delivery system described herein. However, for illustrative purposes, the
location-based content delivery method 100 will be described with regards to
the content transceiver unit 10.
[0068] At step 102, the content transceiver unit 10 indicates that it is
present in a target zone where it is installed by transmitting a target zone
presence signal. This can be done using at least one of a BT and a Wi-Fi
signal depending on the structure of the communications subsystem 14. For
example, in the case of Wi-Fi, the content transceiver unit 10 can provide a
Wi-Fi gateway and the different kinds of mobile target devices will have
various ways to connect to the Wi-Fi gateway as is known by those skilled in
the art. When a target arrives in the target zone and has a mobile device that
is turned on and able to receive the target zone presence signal, the target
will receive an indication from their mobile device of the availability of the
target zone presence signal. Alternatively, the target can open an Internet
browser on their target device to access a certain URL. This operation is
detected by the content transceiver unit 10, which can then take action to
communicate with the target as described for step 104. The target zone
presence signal can be branded according to the content provider who is
providing the content. The branding can include using a certain label for the
target zone presence signal such as "Store X product promotion signal", for
example. This provides a clue to the target about the nature of the target
zone presence signal. There may also be some signage at the target zone
explaining the nature of the target zone presence signal to educate targets
who are not familiar with the location-based content delivery technology that
is
installed at their present location.
[0069] At step 104, if the target decides to interact with the target zone
presence signal to initiate a content transmission session, then the method
CA 02753776 2011-09-28
-24-
100 goes to step 106 at which point the content transceiver unit 10 will
receive
information about the target's mobile device such as, for example, an IMEI
code if the target's mobile device is a cell phone. The information about the
target's mobile device allows the content transceiver unit 10 to format its
wireless signals and information that it sends to the target's mobile device
so
that it can be properly received by the target's mobile device, which can be
used in certain embodiments to format the transmitted content to
accommodate the different dimension and screen resolutions of the display of
the mobile device being used by the target. This information also allows the
content transceiver unit 10 to track its interaction with the target's mobile
device so that statistics can be collected on the target during the current
session as well as future sessions whenever the target interacts with the
content transceiver unit. However, if the target does not wish to accept the
target zone presence signal at step 104 then the method 100 goes to step
102 at which point the content transceiver unit 10 continues to transmit the
target zone presence signal and wait for another target's mobile device to
initiate a content transmission session. It should be noted that method 100
can be carried out in parallel with several mobile devices since the content
transceiver unit 10 can communicate over many radio channels in accordance
with the communication protocol that is being employed by the
communications subsystem 14.
[0070] At step 106, the content transceiver unit 10 transmits an
introductory content page to the target's mobile device that has initiated the
content transmission session. The introductory content page can have
various formats and is related to the content campaign (such as, but not
limited to, an advertising campaign, product promotion, service promotion,
brand promotion, ticket sales, product sales, information campaign for an
event or location, and the like for example) that is being presented by the
content transceiver unit at that particular transmission time. The
introductory
content page generally provides an indication as to the nature of the content.
This indication can be provided by text and/or images. The introductory
content page also includes several content options (which may include
CA 02753776 2011-09-28
-25-
content links) that the target can select to access the associated content.
The
introductory content page is described in more detail with respect to an
example provided in FIG. 3. It should be noted that the content introductory
pages are not necessarily static and can change as the content campaign
changes. In addition, it should be understood that various formats can be
used for the content introductory pages.
[0071] At step 108, the content transceiver unit 10 receives an indication
as to whether the target has decided to receive the content by selecting one
of the content links or content options in which case the method 100 moves to
step 110. Otherwise, if the target has decided not to receive the content, the
method 100 moves to step 112. It should be noted that this step is optional
and the target need not be provided with Internet service in some
embodiments. Furthermore, in an alternative embodiment, if the target does
not wish to select a content option on the introductory content page, then the
target may be provided with default content, such as short duration
advertisement for example and the target can then be directed to a website or
another page or portal where the target can make a purchase of at least one
item related to the default content. In other embodiments, other types of
content can be provided as the default content to the target if they do not
select a content option or do not wish to browse the Internet. The default
target can be based on current items that are being offered by content
providers or based on the target's past interactions with the location-based
content delivery system.
[0072] At step 110, the content transceiver unit 10 provides the content to
the target. As previously described, the content can be an image, a video
file,
a coupon, a sound file, an application file and the like. In the cases where
the
content resides on the Internet and a link to the content's location on the
Internet was given in the introductory content page, the content transceiver
unit 10 can connect the target's mobile device to the location on the Internet
where the content resides.
CA 02753776 2011-09-28
-26-
[0073] In an alternative embodiment, if the selected option is a survey
option, then the target is provided with a survey and based on the target's
answers to various questions in the survey, the target can then be taken to
one or more webpages in a sequential manner. In some cases, the
webpages can offer an item that is related to the survey for sale. In some
embodiments, this process can be repeated multiple times to send the target
to a variety of webpages where they can purchase a variety of items or review
multiple pieces of content.
[0074] In an alternative embodiment, content can also be provided to the
target based on statistics that have been kept on the target. For example, the
target may be a repeat visitor to the content target zone and the content
transceiver unit 10 can be configured to remember previous interactions with
the target and send the target content based on these previous interactions.
[0075] At step 112, the content transceiver unit 10 can provide an option
for the target to browse the Internet and view a website associated with the
content provider if the target was not already directed to the content
provider's
website in step 110. If the target was already directed to the Internet in
step
110, then at step 112 the content transceiver unit 10 can provide an option to
allow the target to continue to browse the Internet. In either case, if the
target
wishes to browse the Internet at this point then the method 100 goes to step
114; otherwise the method 100 goes to step 116.
[0076] At step 114, the content transceiver unit 10 allows the target to
browse the Internet through the target's mobile device. At this point, the
browsing habits of the target can be monitored and used in generating the
content usage statistics in order to provide feedback to the content provider
on the effectiveness of the content campaign as previously described. Once
the target stops browsing the Internet, the method 100 goes to step 116.
[0077] At step 116, the method 100 checks to see if the target has ended
the content transmission session. If so, the method 100 goes to step 118 at
which point the method 100 ends. However, if the target wishes to continue
with the content transmission session, the method 100 goes to step 106 in
CA 02753776 2011-09-28
-27-
which another introductory content page is sent to the target's mobile device.
Depending on the configuration of the content campaigns, the introductory
content page can be associated with another content provider when the
method 100 goes back to step 106. Alternatively, at this point the content
campaign can be associated with the same content provider but a different
introductory content page is presented with different content options every
time the same target goes from step 116 to step 106 of the method 100.
Alternatively, different content campaigns or different introductory content
pages can be provided at a set interval such as, but not limited to, every 5
to
10 minutes, for example.
[0078] In some cases, in the event that the target is moving and leaves
the range of one particular content transceiver unit before they choose to
interact with the content transceiver unit, then the target can choose to
interact with a new content transceiver unit when the target is in range of
the
new content transceiver unit. However, if the target has received the
introductory content page, then this will stay on the target's mobile device
until
the associated content has finished displaying (if fully downloaded). However,
if the target continues to physically move after step 114 out of the target
zone
associated with the content transceiver unit while browsing the Internet, then
the target will lose the signal and no longer be able to browse the Internet.
[0079] Referring now to FIG. 3, shown therein is an image of an example
generic introductory content page 200 that is sent to a target from the
content
transceiver unit 10 at the beginning of a content transmission session. In
general, the introductory content page 200 comprises a banner area 202, a
description area 204, and several content objects including a coupon object
206, a sound file object 208, a video file object 210, a website object 212,
an
application object 214, a survey object 216 and a sales object 218. Other
information may also be included in some embodiments such as a disclaimer.
Different embodiments of the introductory content page 200 will typically have
the banner area 202 but may include one or more of the objects 204 to 218
(i.e. some of these objects may not be included in some introductory content
CA 02753776 2011-09-28
-28-
pages). However, there can be some cases in which the introductory content
page 200 does not have the banner area 202. Furthermore, in alternative
embodiments, the objects do not have to be arranged or physically located as
shown in FIG. 3; many variations are possible and the introductory content
page 200 is 100% customizable. For example, the entire content introductory
page 200 can be a picture, sound file, etc. The coupon object 206, sound file
object 208, video file object 210, website link object 212, application object
214, survey object 216 and sales object 218 are interactive in that the target
can select one of these areas with their mobile device (by using some
appropriate input device such as a touchscreen, a thumbwheel, a trackball, a
pointer and the like) in step 108 of the method 100 and is then provided with
the selected content in step 110 of the method 100. In this regard, the
objects
204 to 214 can be buttons or images with an embedded link or images with a
hyper-tag link situated beneath them or any other suitable interactive user
interface.
[0080] The banner area 202 is an area of the introductory content page
which provides an indication of the content provider. For instance, it can be
text or a logo of a retailer, vendor, event venue, historical site and the
like that
is providing the content. The description area 204 can provide some
additional text that describes the nature of the content such as, but not
limited
to, if the content is related to a product promotion, or a limited time offer
or the
content represents a prize that the target has won, for example. A disclaimer
related to the content campaign may also be included here in some cases.
[0081] The coupon object 206 typically can include a link to a coupon that
is offered by the content provider. If the target selects the coupon object
206,
then an electronic message or an image representing the coupon can be
delivered to the target's mobile device. In some cases, the target's mobile
device can be directed to a website where the target can provide information
such as an email address to receive the coupon. In some cases, the coupon
object 206 can include the coupon itself, which the target can then save on
their mobile device. In alternative embodiments, the object can be a
CA 02753776 2011-09-28
-29-
newsletter which requires the target to provide their email address in order
to
subscribe to and receive the newsletter.
[0082] The sound file object 208 can include a link to a sound file that is
provided by the content provider. If the target selects the sound file object
208, then a sound file can be delivered to the target's mobile device or
streamed to the target's mobile device or the target's mobile device can be
directed to a website where the target can listen to the sound file. The sound
file can be a voice recording that provides information related to a
particular
campaign or information related to a particular location or venue. In some
cases, the sound file can be an audio commercial and the like for marketing or
promotional content campaigns.
[0083] The video file object 210 can include a link to a video file that is
provided by the content provider. If the target selects the video file object
210, then a video file can be delivered to the target's mobile device or
streamed to the target's mobile device or the target's mobile device can be
directed to a website where the target can view the video file. The video file
can provide information related to a particular campaign or information
related
to a particular location or venue. In some cases, the video file can be a
television or Internet commercial, a movie trailer or a short video clip and
the
like for marketing or promotional content campaigns.
[0084] The website link object 212 typically includes a link to a website
that is related to a content campaign or the content provider. If the target
selects the website link object 212, then the target's mobile device is
directed
to the corresponding website where the target can browse information related
to the content campaign or content provider. In at least some cases, the
target is also free to browse other areas of the Internet after viewing the
website. In some cases the website link object 212 may include a link to a
website where the target can purchase a product, service, ticket or other
item.
In this case, the target would be directed to other webpages where the target
provides payment and shipping information if applicable. In some cases, the
CA 02753776 2011-09-28
-30-
website link object 212 may be designed to send the target to a number of
web pages in a sequential fashion.
[0085] The application object 214 typically includes a link to an application
that can be downloaded to the target's mobile device when the target selects
the application object 214. The application is related to the content campaign
and may be a game application, and the like. In at least some cases, if the
target selects the application object 214, then the target's mobile device can
be sent an electronic message or directed to a website where the target is
required to provide information such as a name and an email address in order
to receive the application. Applications can be related to various subjects
such as, but not limited to, software updates for a target's wireless device,
news and the like.
[0086] The survey object 216 allows the target to select whether they wish
to partake in a survey. The survey associated with the survey object 216 can
be provided directly in terms of the content from the content campaign or can
be provided by a website. In other cases, the survey associated with the
survey object may be online in which case the survey object 216 includes a
link to the survey. As previously described, the survey can be used to obtain
market research for the content provider or it can be used to obtain
information about preferences or tastes of the target so that the target can
be,
for example, provided content or directed to websites related to the survey
results. In some cases, the websites can sell products that match the tastes
or preferences of the target as previously described.
[0087] The sales object 218 typically includes a link to a website which
sells items related to the content in the introductory content page 200. The
items can be tickets to various events or venues, song downloads and other
products or service. In this case, the target would also provide purchase
information and possibly shipping information if needed.
[0088] Referring now to FIG. 4, shown therein is a flowchart of an example
embodiment of a method 300 used by the content transceiver unit 10 for
selecting content to provide to a target in a location-based content delivery
CA 02753776 2011-09-28
-31-
system. At step 302, the content transceiver unit 10 checks a content delivery
schedule (see FIGS. 8C-8D for example schedules) to determine the current
content provider that is scheduled to deliver content based on the current
time
and the current day. At this point the content transceiver unit 10 can also
determine the length of time for which the content is to be transmitted for
the
current content provider.
[0089] At step 304, the content transceiver unit 10 accesses the content
campaign schedule for the current content provider. The content campaign
schedule dictates the type of content and associated content files that are to
be delivered during the current time slot for the current content provider for
a
given introductory content page. For example, there can be two introductory
content pages for a content provider in which the first introductory content
page includes the banner area 202, the description area 204, the coupon
object 206, and the website object 212 and the second introductory content
page includes the banner area 202, the description area 204, the sound file
object 208, the video file object 210, and the website object 212. Other
variations on the type of objects used in the introductory content pages are
also possible.
[0090] The content campaign schedule can also specify that the content
can change across different time slots that are associated with a given
content provider. For example, for the given content provider there can be
different introductory content pages that are used in different time slots
(either
in the same day or across different days). The content can also change
during the same time slot for the given content provider. For instance if a
time
slot is 30 minutes in duration, then the content campaign schedule for the
given content provider can dictate that different introductory content pages
are
transmitted every few minutes (such as, but not limited to 5 or 10 minutes,
for
example) during the 30 minute time slot. Alternatively, the content campaign
schedule can specify that different introductory content pages are transmitted
on subsequent transmissions to the same target. Accordingly, in general, the
content transceiver unit 10 is instructed to transmit content information for
a
CA 02753776 2011-09-28
-32-
certain amount of time. This time specification can be different for different
content transceiver units that are used together in a network. There can also
be embodiments in which the content transceiver unit 10 can be generally
reconfigured in real-time. These are just a few examples and it should be
noted that other formats for providing the introductory content pages can also
be used.
[0091] At step 306, the content transceiver unit 10 accesses or generates
an introductory content page according to the content campaign schedule.
For instance, in some embodiments, different introductory content pages can
be stored in a content repository for the current content provider. The
different introductory content pages have been generated in accordance with
the content campaign schedule for the current content provider. In this case,
the content transceiver unit 10 then selects the proper introductory content
page based on the content campaign schedule. For example, if there are
seven introductory content pages and the content campaign schedule
specifies that each introductory content page is used during a different day
of
the week, then the content transceiver unit 10 selects the introductory
content
page that corresponds to the current day. Alternatively, if the content
campaign schedule specifies that an introductory content page is to be
presented during a certain interval in a time slot (i.e. 0 to 10 minutes, 11
to 20
minutes and 21 to 30 minutes of a 30 minute time slot for example), then the
content transceiver unit 10 selects a different introductory content page
during
a new interval of the time slot. There can be other variations on how the
introductory content page is selected by the content transceiver unit 10. In
other embodiments, rather than select stored introductory content pages, the
content transceiver unit 10 can generate the introductory content pages as
needed according to the content campaign schedule.
[0092] At step 308, the content transceiver unit 10 provides the
introductory content page according to the content campaign schedule to the
target mobile devices that have initiated a content communication session
with the content transceiver unit 10. At step 310, the content transceiver
unit
CA 02753776 2011-09-28
-33-
provides the content selected by the targets or directs the targets to a
website where the targets can access the selected content or can allow the
target to browse the Internet as the case may be. If no content is selected by
the targets then the method 300 takes no action at step 310. It should be
5 noted that the plural tense is used here as the content transceiver unit 10
can
be sending the same introductory content page and the same content to more
than one target device.
[0093] At step 312, the content transceiver unit 10 determines whether
there is a new introductory content page should be transmitted according to
10 the content campaign schedule. If the decision result at step 312 is true,
the
method 300 then goes to step 306 where the content transceiver unit 10
accesses or generates the new introductory content page. If the decision
result at step 306 is false, the method 300 then goes to step 314.
[0094] At step 314, the content transceiver unit 10 determines whether it is
time to provide new content from a new content provider according to the
content delivery schedule. If the decision result at step 314 is true, the
method 300 then goes to step 302 where the content transceiver unit 10
determines who the new content provider is. If the decision result at step 314
is false, the method 300 then goes to step 316. In various embodiments, step
314 can also cover the case in which the content transceiver unit 10 checks
with a central repository or server to determine whether there has been any
updates to the content in a content campaign or whether there is new content
for a new content campaign. This can be done periodically throughout the
day, when the content transceiver unit 10 is first turned on during the day,
when it is turned off at the end of the day or according to any other suitable
time interval. In other embodiments, new content for an existing content
campaign or new content for a new content campaign can be pushed to the
content transceiver unit 10.
[0095] At step 316, the content transceiver unit 10 determines whether it is
time to stop transmitting content. For example, it could be closing time at a
shopping mall or event venue where the content transceiver unit 10 is
CA 02753776 2011-09-28
-34-
installed. If the decision result at step 316 is true, the method 300 then
goes
to step 318 and ends all content transmission sessions. If the decision result
at step 316 is false, the method 300 then goes to step 308 and continues to
generate content introductory pages according to the content campaign
schedule.
[0096] Referring now to FIG. 5, shown therein is a block diagram of
another example embodiment of a location-based content delivery system
400 which includes a content transceiver unit 10 that interacts with a content
management server 402. The structure of the content management server
402 is not shown but will be understood by those skilled in the art to
comprise
a similar internal structure as that shown for the content transceiver unit 10
with additional program instructions to provide some or all of the functions
described with respect to FIGS. 5 to 8G. The content transceiver unit 10
operates as previously described with respect to FIGS. 1 to 4. The content
management server 402 allows an administrator to configure the content
transceiver unit 10 by updating its content, content campaign schedules, and
content delivery schedules. The content management server 402 also allows
an administrator to access and reset the content usage statistics that are
stored on the content transceiver unit 10. The content management server
402 can be connected to the content transceiver unit 10 to the network
interface 16 of the content transceiver unit 10 through a hard-wired
connection or through a wireless modem. Alternatively, the content
management server 402 can be connected to content transceiver unit 10
through the communications subsystem 14.
[0097] Referring now to FIG. 6, shown therein is a block diagram of
another example embodiment of a location-based content delivery system
500 which includes the content management server 402 to provide centralized
control to a plurality of content transceiver units 1Oa to 1 Om. In this case,
the
content transceiver units 10a to 10n each communicate to different target
zones 522a to 522m respectively. The content transceiver units 10a to 10m
can be transmitting different content campaigns in the different target zones
CA 02753776 2011-09-28
-35-
522a to 522m. Alternatively, there can be some situations in which the
content transceiver units 10a to 10n are transmitting the same content
campaigns to the different target zones 522a to 522m. In either case, the
content transceiver units 10a to 10m generally operate independently of one
another. However, there may be instances in which the content transceiver
units 10a to 10m operate in concert with one another such as when
implementing a "treasure-hunt" marketing campaign in which a content
provider can run a location-specific event where a prize is given at the end
of
a treasure hunt. Each content transceiver unit will have, as the content, a
specific clue which will lead the target to the next content transceiver unit
and
so on. The final content transceiver unit will transmit the content which will
provide a prize (coupon, song, etc.).
[0098] The content management server 402 can collect content usage
statistics from each of the transceiver units 10a to 10m and amalgamate the
results so that the content provider can determine the overall effectiveness
of
the content campaign. Alternatively, or in addition thereto, the content
management server 402 can maintain the usage statistics separately for each
target zone 522a to 522m to determine the effectiveness of the content
campaigns in each of the target zones 522a to 522m separately.
[0099] In the location-based content delivery system 500, the content
management server 402 allows an administrator to configure multiple content
transceiver units 1 Oa to 1 Om by updating the content that is provided by
these
units as well as revising the content campaign schedule that dictates which
content is sent at which times of the day on each content transceiver unit.
The content management server 102 may also allow an administrator to
configure and access statistics from the content transceiver units 1 Oa to 1
Om
and combine the statistics in various ways.
[00100] Referring now to FIG. 7, shown therein is a block diagram of
another example embodiment of a location-based content delivery system
600 which includes the content management server 402 to provide centralized
control for a plurality of content transceiver units 1 Oa to 1 0m. In this
case, the
CA 02753776 2011-09-28
-36-
content transceiver units 10a to 10m each communicate to the same target
zone 622. This configuration is useful when the number of expected targets
in the target zone 622 is more than can be accommodated by a single content
transceiver unit. Accordingly, the number of content transceiver units 10a to
10m is selected to provide enough channels to communicate content to the
targets 624a to 624m. Alternatively, the target zone 622 can be too large for
a single content transceiver unit to adequately transmit content to all areas
of
the target zone 622. In this case, the number of content transceiver units 10a
to 10m is selected to provide enough coverage over a substantial portion of
the target zone 622. There can also be situations which are a combination of
these two cases in which case the number of content transceiver units 10a to
10m are selected to provide adequate coverage of the target zone 622 as well
as provide a sufficient number of channels to communicate with the expected
number of targets. The content transceiver units 10a to 10m can be
transmitting the same or different content campaigns in the target zone 622.
In the case where there are multiple content transceiver units 10 transmitting
target zone presence signals, a given target mobile device will show its user
the strongest received target zone presence signal. Once again, the content
management server 402 can combine the usage statistics for each of the
content transceiver units 10a to 10m.
[00101] It should also be noted that there can be other embodiments which
are hybrids of the embodiments shown in FIGS. 6 and 7 since there can be
location-based content delivery systems with multiple content transceiver
units which provide content to multiple target zones. For example, there can
be at least one target zone that receives content from more than one content
transceiver unit in combination with at least one target zone that receives
content from one content transceiver unit.
[00102] In alternative embodiments of the location-based content delivery
systems 400, 500 and 600, the content management server 402 can also be
used to maintain a content management website that can be accessed by a
content provider who wishes to update the content or content campaigns on a
CA 02753776 2011-09-28
-37-
content transceiver unit. The operation of the content management website is
described in more detail with respect to FIGS. 9A-9B.
[00103] In any of the embodiments in which there are multiple content
transceiver units, the operation of these units can be synchronized through
the content management server and/or content management website, as the
case may be, so that these units can be configured to transmit at the same
time, and the same rate with the same content, for example. The content
transceiver units can also be configured to operate in different ways in which
the units may not be synchronized with one another.
[00104] Referring now to FIG. 8A, shown therein is a flowchart of an
example method 700 for configuring the operation of a location-based content
delivery system via a server. The method 700 can be used by a system
administrator that centrally controls a network of content transceiver units.
The method 700 can apply to any of the location-based content delivery
systems described herein. The method 700 begins at step 702 which allows
a system administrator to set up/configure the content transceiver units
(which
can also be referred to as nodes) of a location-based content delivery system.
One example method for setting up the content transceiver units is described
in more detail with respect to FIG. 8B. Step 704 allows the system
administrator to set up the content delivery schedule for each of the content
transceiver units. Content delivery schedules are described in more detail
with respect to FIGS. 8C-8D.
[00105] Step 706 allows the system administrator to set up the content
campaign for each content provider that is using the location-based content
delivery system. This can involve setting up a new content repository for the
content provider as well as setting up the billing information and
subscription
information for the content provider. The billing information is banking
information and the like that is provided by the content provider so that they
can pay for using the location-based content delivery system. The
subscription information includes details on how long the content provider has
signed up to transmit content on the location-based content delivery system.
CA 02753776 2011-09-28
-38-
Further information on how the content campaign is created is described with
respect to FIGS. 8E-8G.
[00106] Step 708 allows the system administrator to initialize the statistics
for each content campaign. This can include configuring which statistics will
be collected for each content campaign since different content providers may
be interested in collecting different statistics to determine the
effectiveness of
the campaign. Once the campaign has been running for a while, the system
administrator then accesses the statistics for various campaigns at step 710
in
order to provide these statistics to the content provider so that they can
determine the effectiveness of their content campaign. In some cases, these
statistics can also provide the system administrator with information on how
well the location-based delivery system is operating. For example, if there is
a low percentage of content messages that are transmitted and properly
received by target devices then this may indicate that the content transceiver
units are not functioning properly or that the content transceiver units need
to
be adjusted so that they are better able to successfully transmit content
messages to the target devices within the associated target zones.
[00107] Step 712 allows the system administrator to periodically update the
content campaigns as required. For example, the content provider may
decide to change a content campaign over time to make it more effective.
There may be some embodiments in which the updating can also be done in
real-time while the location based delivery system is operating. In other
cases, the location-based content delivery system may change over time (e.g.
more or less content transceiver units are used, changes in hours of
operation, and the like) which can dictate a change in the settings of the
content campaign.
[00108] Referring now to FIG. 8B, shown therein is a flowchart of an
example method 800 for configuring a network of transceiver units in a
content delivery system. With some minor modifications, the method 800 can
also be applied to a location-based content delivery system in which there is
only a single content transceiver unit. Step 802 allows the system
CA 02753776 2011-09-28
-39-
administrator to select the number of content transceiver units that will be
in
the location-based content delivery system. Step 804 allows the system
administrator to assign a network address, such as a MAC address, to each
content transceiver unit. This will allow the system administrator to generate
a record and a key for each content transceiver unit. Step 806 allows the
system administrator to associate the content transceiver unit with at least
one target zone. Step 808 allows the system administrator to configure
various communication parameters for the content transceiver units such as
the number of transmission channels, the strength of the transmission signals,
the range of the signal, the starting and ending times at which transmissions
generally occur (i.e. the daily operational time of the units) and the like.
The
system administrator can then turn on the content transceiver units using the
generated keys and initiate a communication with the content transceiver
units to ensure that they can communicate with the content management
server. Step 810 allows the system administrator to upload the content
delivery schedules to the corresponding content transceiver units. Step 812
allows the system administrator to upload the content campaigns to the
corresponding content transceiver units. Step 814 allows the system
administrator to initialize the statistics for each of the content transceiver
units
in terms of which statistics are to be collected for each content campaign
that
is transmitted on the content transceiver units. It should be noted that in
the
context of method 700, steps 810 and 812 of method 800 can be done after
steps 704 and 706 of method 700 are completed.
[00109] Referring now to FIG. 8C, shown therein is an example of a content
delivery schedule 850 that can be used for a network of content transceiver
units in a content delivery system. There may be other alternative
embodiments in which additional or fewer fields are used. The content
delivery schedule 850 can be implemented in a database that includes a
content transceiver unit field 852, a day field 854, a time slot field 856, a
content provider field 858 and an introductory content page field 860. The
content transceiver unit field 852 specifies which content transceiver unit is
to
transmit the content specified in the database record. The day field 854 and
CA 02753776 2011-09-28
-40-
the time slot field 856 indicate the day and time period during the day,
respectively, during which the content specified in the database record is to
be transmitted. The content provider field 858 specifies which content
provider is providing content to be transmitted during the time slot specified
in
the record. The introductory content page field 860 specifies which
introductory content page is to be transmitted for the content provider.
Another database can be checked to retrieve the content associated with the
introductory content page as is described with respect to FIGS. 8F-8G. As
can be seen in the time slot field 856 for this example, the transmission
times
can be scheduled in various time interval blocks. While 10 minute and half-
hour intervals are shown, other intervals can be used such as, but not limited
to, 1 minute, 2 minutes, 5 minutes, 15 minutes, 1 hour, 2 hours and the like.
[00110] Referring now to FIG. 8D, shown therein is an example of a content
delivery schedule 870 for a particular content provider. There may also be
other alternative embodiments in which additional or fewer fields are used.
The content delivery schedule 870 can be implemented in a database that
includes a content campaign field 872, a content delivery location field 874,
a
content transceiver unit field 876, a day field 878, a time slot field 880,
and an
introductory content page field 882. The content campaign field 872 identifies
that this content delivery schedule is for a certain campaign for the content
provider. The content delivery location field 874 specifies which network of
content transceiver units is being used for the campaign since there can be
different networks of content transceiver units associated with (i.e.
installed at)
different locations. The content transceiver unit field 876 specifies which
content transceiver unit is to transmit the content specified in the database
record. The day field 878 and the time slot field 880 indicate the day and
time
period during the day, respectively, during which the content specified in the
database record is to be transmitted. The introductory content page field 882
specifies which introductory content page is to be transmitted for the content
provider during the time slot. As explained previously, another database can
be checked to retrieve the content associated with the introductory content
page as is described with respect to FIGS. 8F-8G.
CA 02753776 2011-09-28
-41-
[00111] It should be noted that formats other than the ones shown in FIGS.
8C-8D can be used to specify the content delivery schedule for a given
content transceiver unit or for a given content campaign. Each of the content
delivery schedules can also be specified for a certain period of time such as
days or weeks or months and the like.
[00112] Referring now to FIG. 8E, shown therein is a flowchart of an
example method 900 for creating a content campaign for a given content
provider. A system administrator of a location-based content delivery system
can use the method 900 to configure new or existing content campaigns in a
centralized fashion depending on which steps are followed. Step 902 allows
the system administrator to store content files in a content repository on the
server for the content campaign. An example of a database for a content
repository is shown in FIG. 8F. The content files can include, but are not
limited to, at least one of an image file, a video file, a sound file, a
website
address, or links to any of these files. Other content files, as described
herein, can also be stored at this point. More than one file of the same file
type can also be stored in the content repository.
[00113] Step 904 allows the system administrator to create one or more
introductory content pages for the content campaign. The introductory
content pages can use the example general format that was described with
respect to FIG. 3 or a variation thereof. One or more of the content files
from
step 902 is associated with a given introductory content page. FIG. 8G
provides an example embodiment of a database that can be used to create
the introductory content pages.
[00114] Step 906 allows the system administrator to create a content
delivery schedule for the content campaign. This involves first selecting a
network of content transceiver units at the location at which the content
campaign is to be transmitted to targets. The system administrator then
specifies which content transceiver units in the selected network will
transmit
the content introductory pages and the days and time slots during which the
CA 02753776 2011-09-28
-42-
content introductory pages are to be transmitted. An example content
delivery schedule is shown in FIG. 8D.
[00115] Step 908 allows the system administrator to select which statistics
are tracked to allow the content provider associated with the content
campaign to determine the effectiveness of the content campaign. Input for
this selection can be provided by the content provider. Various statistics
have
already been described herein with respect to the description of FIG. 1.
[00116] Step 910 allows the system administrator to send the content,
content delivery schedule and statistics information to the selected content
transceiver units. The selected content transceiver units are now configured
to transmit the content and gather the required statistics according to the
content campaign. This step also allows the system administrator to activate
the content transceiver units so that they can operate according to one or
more content campaigns that have been assigned to it.
[00117] Referring now to FIG. 8F, shown therein is an example database
for a content repository 950 of a content provider. The content repository 950
comprises a content provider field 952, a content file number field 954, a
content campaign number field 956, a file type field 958, a file size field
960
and a file link field 962. There may be other alternative embodiments of the
content repository which can include more or less fields as required.
[00118] The content provider field 952 indicates which content provider the
content repository is associated with. The content file number field 954 is a
record number used to discriminate the various content files from one
another. The content campaign number field 956 indicates which content
campaign the content file is to be used with. This field can be optional as
the
same information can be provided in the repository used to create the content
introductory pages as described in FIG. 8G. The file type field 958 indicates
the file type for the content file, which includes, but is not limited to,
image
files, video files, application files and the like. For example, jpeg or gif
images, mp3 audio, 3gp video and java files (e.g..jar, sisx and .jad) can be
stored in the content repository 950 although it should be understood that
CA 02753776 2011-09-28
-43-
other types of files can also be stored. The file size field 960 indicates the
size of the content files. The file link field 962 can indicate a link to
where the
content file is stored. There can also be a date field that indicates the date
that a content file was stored in the content repository 950.
[00119] Referring now to FIG. 8G, shown therein is an example
introductory content page database 1000 for configuring introductory content
pages for a content campaign. The database 1000 includes an introductory
content page number field 1002, a content provider field 1004, a content
campaign number field 1006, a banner field 1008, a description field 1010, a
coupon field 1012, a sound file field 1014, a video file field 1016, a website
field 1018, an application field 1020, a survey field 1022, and a sales field
1024. The fields in the database 1000 are generally in accordance with the
generic introductory content page 200 described with respect to FIG. 3.
However, there can be other embodiments of the introductory content page
database in which there are other fields or the content data for an
introductory
content page is otherwise indicated.
[00120] The introductory content page number field 1002 identifies a
particular introductory content page, while the content provider field 1004
and
the content campaign number field 1006 indicate the content provider and
content campaign to which the introductory content page belongs. Each of
the fields 1008-1024 can include a link to a content file in the content
repository 950 if the content provided by the content file is to be included
in a
given content introductory page. For instance, for the introductory content
page ICP1, the banner field 1008, the video file field 1016 and the
application
field 1020 include links to content files CF1, CF2 and CF3 respectively. The
description field 1010, the coupon field 1012, the sound file field 1014, the
website field 1018, the survey field 1022 and the sales field 1024 do not
include links to any content files. Accordingly, the introductory content page
ICP1 will have banner content, video content and application file content but
none of the other types of content. It should be understood that various
CA 02753776 2011-09-28
-44-
combinations of content files can be used to build a variety of different
introductory content pages.
[00121] Referring now to FIG. 9A, shown therein is a block diagram of
another example embodiment of a location-based content delivery system
1100 operating with a content management website 1102 that is provided by
a server. The content management website 1102 allows a content provider to
directly manage their content campaign so that the content provider can
create a new content campaign, revise an existing content campaign, or
terminate a content campaign. The content provider can also use the website
1102 in order to access the statistics for a content campaign. The operation
of the website 1102 is described in more detail with regards to FIG. 9B.
[00122] Referring now to FIG. 9B, shown therein is a flowchart of an
example method 1200 for allowing a content provider to manage their content
campaign through the website 1102. At step 1202, the method 1200 allows
the content provider to login into an existing account. If the content
provider is
a new user of the location-based content delivery system, step 1202 allows
the content provider to create a new user account by specifying a login ID and
a password as is commonly known to those skilled in the art. The content
provider can provide other information such as their name, location, contact
information and the like.
[00123] Step 1204 allows the content provider to select an existing content
campaign or create a new content campaign. At this point the content
provider has an identifier (e.g. CP1) and the content campaign also has an
identifier (e.g. CC1).
[00124] Step 1206 allows the content provider to upload content files for a
selected existing content campaign or a newly created content campaign.
This step can include specifying the file type for the uploaded content files
although this may also be determined automatically by looking at the file
extension (e.g. ".doc", ".txt", ".jpg", etc.). The content files along with
the
content provider identifier and the content campaign identifier are used in
storing the content files in a content repository for the content provider.
Data
CA 02753776 2011-09-28
-45-
for other fields of the content repository such as file size and file link can
be
generated by the website as it stores the content files.
[00125] Step 1208 allows the content provider to configure the introductory
content pages for the selected content campaign. This involves specifying
how many introductory content pages to use with the content campaign and
the content files that are to be used for each of the introductory content
pages. Based on the provided information, the content provider identification
(i.e. ID) and the content campaign ID, the content management website 1102
generates a record in an introductory content page repository and stores the
required information (an example of this is shown in FIG. 8G).
[00126] Step 1210 allows the content provider to specify a network of
content transceiver units at a desired location where the content provider
would like to transmit the content campaign to targets if the content provider
is
creating a new content campaign. During this step, for an existing campaign,
the content provider can specify a new network of content transceiver units to
transmit the content campaign.
[00127] Step 1212 allows the content provider to select or modify particular
content transceiver units within the selected network of content transceiver
units that will transmit the content campaign. Recall that a network of
content
transceiver units can transmit content to more than one target zone at a
particular location (e.g. one area of a shopping mall). Accordingly, this step
effectively allows the content provider to select which content transceiver
units
will transmit the content campaign (and therefore which target zones will
receive the transmitted content).
[00128] Step 1214 allows the content provider to configure the content
delivery schedule for the content campaign based on the selected content
transceiver units. This includes specifying the content that is transmitted by
each of the selected content transceiver units during certain time periods of
certain days. In one example embodiment, this information is specified by the
content provider so that a content delivery schedule can be created according
to the content delivery schedule shown in FIG. 8D. It should be understood
CA 02753776 2011-09-28
-46-
that alternative formats can be used in other embodiments. Configuring the
content delivery schedule also depends on the availability of the selected
content transceiver units to transmit content since the content transceiver
units may already be scheduled to transmit content for other content providers
during certain time slots on certain days. Accordingly, this information can
be
provided to the content provider in this step (of course keeping the identity
of
the other content providers anonymous) so that the content provider can see
the time slots that are available on certain days for the selected content
transceiver units.
[00129] Step 1216 allows the content provider to select a subscription
package (if they have not already done so) in which the content provider
specifies how they will pay for the transmission of their content campaign(s).
For example, the content provider can sign up for a periodic subscription in
which they pay a fee periodically such as, but not limited to, daily, weekly,
monthly or annually to broadcast content for a certain number of
hours during a selected time period. The content provider can also
subscribe for "temporary operation" in which one or more content transceiver
units can be "rented" by the content provider at a certain rate such as an
hourly rate, a daily rate, a weekly rate and the like based on how long they
would like to use the content transceiver unit(s).
[00130] Step 1218 allows the content provider to provide payment
information (if they have not already done so) for the subscription package
that they have selected. The payment information can include credit card
information, banking information or other payment information. The content
provider may also specify another entity through which it will make payments
(i.e. a PayPal account). The content provider may also select automatic
renewals and automatic payments for example.
[00131] At step 1220, for a new content campaign, the method 1200 allows
the content provider to select the statistics that are to be tracked for the
content campaign. Various statistics can be selected as described herein, for
example with respect to FIG. 1. For content campaigns that have been
CA 02753776 2011-09-28
-47-
operating for a certain period of time, the method 1200 allows the content
provider to access statistics for the content campaign so that the content
provider can determine the effectiveness of the content campaign. The
statistics can be provided to the content provider as a report in a document
or
in a spreadsheet. At this step, the content provider can also be able to
revise
which statistics are collected for a given content campaign in order to better
assess the effectiveness of the campaign.
[00132] At step 1222, the method 1200 allows the content provider to
change various parameters of a content campaign. For instance, the content
provider can perform at least one of uploading new content files, deleting
existing content files, selecting new locations to transmit content and
modifying content delivery schedules. It should be noted that if content is
uploaded through the website, the content can be stored in a central
repository and in some embodiments the content can be screened and edited
before it is ready to be sent as content to targets.
[00133] At step 1224, the method 1200 allows the content provider to
terminate a content campaign that is no longer needed or that is not
effective.
The content provider may be given the option to save certain content files
associated with the terminated content campaign in case the content provider
wishes to use the content files for another content campaign.
[00134] It should be noted that at least one of the steps of the methods
700, 800, 900 and 1200 can be associated with a Graphical User Interface
(GUI) such as a windows-based application or other user input-based
program that provides various input means, such as text boxes, drop-down
menus, radio buttons, and the like, to allow a system administrator or content
provider, as the case may be, to provide various input information and/or
make selections as needed in order to execute the steps of these methods.
Accordingly, the steps of the methods 700, 800, 900 and 1200 have been
described as allowing an entity to make a selection or configure an item which
occurs in practice when servers or processors receive input information from
a system administrator or content provider via one or more programs.
CA 02753776 2011-09-28
-48-
[00135] The various embodiments described herein can be used to provide
content to a variety of different individuals under a variety of different
situations and locations. As mentioned, for marketing applications, the
various location-based content delivery systems described herein can be
used for various purposes such as, but not limited to, promoting a new
product, promoting a service, implementing a geographically targeted
marketing campaign, promoting a mobile application, selling various items
and the like. Content campaigns can also be generated for political
campaigns. The various location-based content delivery systems described
herein can also be deployed in certain areas to segment a market
geographically and/or demographically (e.g. based on the type of potential
individuals who will be in the target zone). The various location-based
content
delivery systems described herein can also help to increase a target's level
of
enjoyment in a target zone by providing them with relevant content as well as
enhancing a target's shopping experience when marketing content is
delivered in a retail environment (e.g. a shopping center) by providing the
target with end-to-end service in which products or services are advertised
and then links are provided to allow the target to purchase a product or
service and specify shipping information if needed. The shopping experience
can also be made more enjoyable by providing free coupons and special
offers. In the latter case, brands and advertisers may benefit from this
enhanced shopping experience if they are able to drive business to retailers
that are located close by a location-based content delivery system that is
delivering related content. Accordingly, the location-based content delivery
systems described herein can help raise brand awareness, build relationships
with potential consumers, and penetrate new markets. Further benefits of the
location-based content delivery systems described herein include the ability
to
transmit rich multimedia content to mobile and Internet-based devices, the
ability to provide brandable Wi-Fi and Bluetooth signal names, and the ability
to tailor content schedule delivery based on location and time of day.
[00136] At least some of the elements of the location-based content
delivery systems that are implemented via software may be written in a high-
CA 02753776 2011-09-28
-49-
level procedural language such as object oriented programming or a scripting
language. Accordingly, the program code may be written in C, C++, SQL or
any other suitable programming language and may comprise modules or
classes, as is known to those skilled in object oriented programming. At least
some of the elements of the location-based content delivery systems that are
implemented via software may be written in assembly language, machine
language or firmware as needed. In either case, the program code can be
stored on a storage media or on a computer readable medium that is readable
by a general or special purpose programmable computing device having a
processor, an operating system and the associated hardware and software
that is necessary to implement the functionality of at least one of the
embodiments described herein. The program code, when read by the
computing device, configures the computing device to operate in a new,
specific and predefined manner in order to perform at least one of the
methods described herein.
[00137] Furthermore, at least some of the methods described herein are
capable of being distributed in a computer program product comprising a
computer readable medium that bears computer usable instructions for one or
more processors. The medium may be provided in various forms such as, but
not limited to, one or more diskettes, compact disks, tapes, chips, USB keys,
external hard drives, wire-line transmissions, satellite transmissions,
internet
transmissions or downloads, magnetic and electronic storage media, digital
and analog signals, and the like. The computer useable instructions may also
be in various forms, including compiled and non-compiled code.
[00138] While the applicant's teachings described herein are in conjunction
with various embodiments for illustrative purposes, it is not intended that
the
applicant's teachings be limited to such embodiments. On the contrary, the
applicant's teachings described and illustrated herein encompass various
alternatives, modifications, and equivalents, without departing from the
embodiments, the general scope of which is defined in the appended claims.
CA 02753776 2011-09-28
-50-
[00139] For example, there can be alternative embodiments in which a
content transceiver unit does not have a content management data store or a
content usage statistics data store and therefore does not store any of this
information but rather receives all content information (i.e. introductory
content
pages, etc.) from a content management server just before sending the
content to targets and sends any information that can be used to generate
statistics to the content management server which then calculates and
updates the statistics. In this case, the content management server can
receive an indication from the content transceiver unit that a target has
initiated a content transmission session and that the content transceiver unit
requires the current introductory content page that is to be transmitted via
the
content delivery schedule. The content management server then provides the
content transceiver unit with the correct introductory content page. Further
content can be provided as needed based on the selections by the targets.
[00140] In a further alternative embodiment, the location-based content
delivery system may be mobile and communicate with targets that are using
mobile computing devices or stationary computing devices (e.g. a desktop
computer) that can receive and transmit wireless signals. In this case, the
location-based content delivery system may be implemented in a moving
object, such as a truck, that travels to different locations, stays in the
location
for a given period of time to transmit campaign content and then travels to a
different location to transmit the campaign content. This may have usage in
political campaigns and the like.
[00141] In a further alternative embodiment, the stored content for a
content campaign can be fully self-contained in the sense that no links are
used to an external website. This then allows the content transceiver unit to
distribute the content and interact with the targets such that connection to
the
Internet is not required. In this case, when sales of items are made, the
content transceiver unit can be configured to receive the payment information
and shipping information (if needed) from the target and process this
information in order to complete the sale. In this case, the content
transceiver
CA 02753776 2011-09-28
-51-
unit can act as a point of sales device and includes the required software and
hardware as is known by those skilled in the art.
