AU2001241504B2 - Collaborative linking system with bi-directed variable granularity search engine - Google Patents

Description

WO 01/61540 PCT/US01/04877 1 COLLABORATIVE LINKING SYSTEM WITH BI-DIRECTED VARIABLE GRANULARITY SEARCH ENGINE Field of the Invention Generally, the present invention relates to networked computer systems. More specifically, the present invention relates to computer systems and search engines used to selectively link members from any of a plurality of classes of users via any of a plurality of network enabled, wired or wireless, computers (or electronic devices).

Cross Reference to Related Applications This application claims benefit of priority from U.S. Provisional Patent Application Serial Number 60/182,749, entitled Collaborative Linking System with Bi-directed Variable Granularity Search Engine, filed February 16, 2000.

Background of the Invention Internet usage has become immense and promises to be much larger in the amount of information stored and made available to it users. In fact, the quantity of accessible information content and the number of requests for information are growing much more rapidly then the ability to deliver the desired information. This delivery is limited by the power of the available processors, database machines, and communication bandwidth available and limited by the ability of the humans and their local computers (or electronic devices) to receive and process the data returned. Considerable research has been carried out to create more efficient search engines that attempt to minimize the actual data access, data communications, and querying required to satisfy the user's real need.

The great thrust of the Internet is characterized by the thrust of the "World Wide Web," suggesting that all of the information stored, worldwide, can be accessed by all of the users, worldwide via increasing numbers and types of wired or wireless computers, such as workstations, personal computers, cell phones, pagers, and personal organizers, just to name a few. Research, applications, and usage have been concentrated on this worldwide accessibility, such that the reach and access of a Web user seems limitless.

However, with the apparent focus on increasing a user's reach and access to volumes of data, the Internet and World Wide Web, at times, is a forum of scarcely tapped potential on a community level. That is, consumers and product and service providers have realized only marginal benefits from the Web in their mutual conduct of community level business transactions.

It is believed that as much as 85% of a consumer's purchases occur within 20 miles of the consumer's residence. Yet, presently, the Web does not link local consumers with local providers of goods and services in a scalable and efficient manner.

SUBSTITUTE SHEET (RULE 26) 19-02-' 08 12:44 FROM-Davies Collison Cave +61392542770 T77 P0/1 -9 T-787 P007/016 F-790 00 lA- Summary of tbe Invention ON According to the present invention there is provided a computer implemented method allowing a provider to initiate and manage a promotional campaign in a geography based collaborative liniking system including one or more geographic content servers and databases for linking consumers and providers, the method comprising: providing an interface configured to receive provider information including at least one geographic preference and provider keyword data; mapping said provider keyword data into one or more of the geographic o content servers and databases of the collaborative linking system responsive to said at least one geographic preference, said geographic content servers and databases being searchable by consumers; collecting consumer search activity including keyword hits; and modifying said provider defined keywords in response to said logged consumer search activity.

The invention also provides a geography based collaborative linking system, comprising: a provider interface configured to receive from a provider of goods and services provider information including at least one geographic preference and keyword data; one or more geographic content sewvers and associated content databases in communication with the provider interface, said one or more geographic content servers and associated content databases configured to map thereon the received provider keyword data; a consumer interface in communication with the onto or more geographic content sewvers and associated content databases, said consumer interface configured to receive search requests for goods and services associated with a user defined geographic point of interest and to return search results obtained from the mapped provider data within a geographic region related to the user-defined geographic point of interest; and an activity logger configured to record consumer search activity related to use of the collaborative linking system, wherein the provider selectively updates provider keyword data through the provider interface in response to logged consumer search activity, thereby allowing the provider to manage a promotion through selection of keywords.

The present invention can be implemented as a network-based collaborative linking system having hi-directed, COMS ID No: ARCS-179810 Received by IP Australia: Time 12:50 Date 2008-02-19 variable granularity search engines configured to selectively link one or more members from a first class of users with one or more members from at least one other class of users. Each class member may interact with the collaborative linking system using a wired or wireless computer.

Wherein, the word "computer" as used herein is to include, but is not limited to, those wireless devices, like cell phones, personal organizers, and pagers, which are network enabled and which allow their users (or class members) to interact with a network to send and receive messages, for example. In the case of pagers and personal organizers receive only devices), it may be used to receive solicited or unsolicited advertisements, or announcements or e-mail with limited text, as an example. However, for the most part, messages may be include text, graphics (static and dynamic), or audio information, or some combination thereof.

In its simplest form, the collaborative linking system links members of a first class with members of a second class, wherein members of the second class generally seek information or data from members of the first class. Also, members of the first class may seek and use certain information related to members of the second class to facilitate more efficient and focused information providing. Each class may be generally characterized according to the application for which the collaborative linking system is to be applied. For example, in an e-commerce application, all members of the first class may be characterized as "providers" and all members of the second class may be characterized as "consumers".

The collaborative linking system may impose a general structure or framework on classes consumers and providers), to facilitate efficient processing. Providers may selectively map their provider information into the framework and consumers may then search for provider information in a logical mamnner. By selectively mapping into certain areas of the collaborative linking system, a provider imposes a filter on its entry. From a consumer's perspective, by defining certain search criteria, within the context of the framework, the consumer defines a filter into the collaborative database for obtaining information. Given that the consumer can define and redefine his search criteria, the consumer can control the granularity of the search.

Within each class, members of that class may be grouped into subclasses, according certain criteria. Subclasses may or may not be hierarchical. That is, a subclass is constructed in accordance with certain criteria. Other than the criteria that defines the class generally all providers), the other criteria that defines one subclass may be independent of the criteria that defines every other subclass. For example, a subclass of providers selling pizza may be independent from a subclass of providers selling skateboards, but they may both be part of an WO 01/61540 PCT/US01/04877 3 independent subclass of providers targeting consumers under the age'of21 years old. However, in a hierarchical context, an auto dealer subclass may be further subclassified into certain makers of automobiles Chevrolet, Ford, etc.). In most embodiments, the collaborative linking system will include some combination of independent and hierarchical subclassifying.

Consumers may be similarly subclassified, either independently, hierarchically, or some combination thereof. As an example, consumers may be independently subclassified into age groups, that is, age group 1, or age group 2, or age group 3, or "all ages", and independently, they may be subclassified as male, or female, or both. Generally, the criteria of providers correspond to the criteria of consumers, such that the more refined the criteria (or search criteria) of a consumer the smaller the solution set of providers that will satisfy the consumer's criteria.

Similarly, the more refined the criteria (or search criteria) of a provider the smaller the solution set of consumers that will satisfy the provider's criteria.

Classes, and their members, may be defined in any of a variety of manners, as dictated by the application for which the collaborative linking system is to be used. A member may be an individual, an organization, or some other type of entity. Preferably, the collaborative linking system is a Web-based system implemented over the Internet for e-commnerce purposes.

However, the collaborative system may also be implemented with other types of networks, such as, for example, a wide area network (WAN), local area network (LAN), or Intranet of an organization or affiliation or some combination thereof, and need not be restricted to ecommerce. Additionally, classes and their members may have different system privileges and the system may employ various known security mechanisms.

The collaborative linking system includes a plurality of wired and/or wireless computers workstations, personal computers (PCs), cell phones, pagers, electronic personal organizers, Web enabled television, or other such interactive electronic devices) linked to one or more content servers and content databases of provider, and potentially consumer, information.

The provider database content may include relatively static data, as well as short-term "promotional" or time critical dynamic data that may be of interest to consumers. In the preferred form, a control center having one or more control servers and associated control databases, serves as an entry point for selectively distributing and managing the distribution of providers' data to the content servers and content databases. The control center also establishes and manages, to some degree, the high level framework within which the classes operate. In addition to provider and consumer databases that may be provided as part of the collaborative linking system, third party databases may be linked to the system and the data therein used to facilitate improved satisfaction of the objectives of the collaborative linking system. For SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 4 example, third party databases including directory listings, maps, SIC codes, Zip codes, telephone exchange numbers, and/or directions for getting from one place to another may be linked to, or imported into, the collaborative linking system.

A collaborative linking system program code is executable by one or more of said content servers and includes one or more bi-directed, variable granularity search engines. A search engine facilitates searches of, for example, provider content databases according to consumer's defined filters search criteria). Based on a first level of search criteria, the search engine determines the appropriate one or more content servers and associated content databases most likely to satisfy the user's search. By continuing to add search criteria, additional (or more refined) filters are applied by the search engine to the content databases; thus, the user's search is further refined.

The collaborative linking system includes a plurality of user interfaces (UJI) to facilitate the interaction of each of several types of users and computers PC, cell phone, or pager) with the system. Preferably, each UI is generated from program code executed within a standard Web browser, on a user's workstation or PC, but the actual UI implementation will often vary as a function of the type of device with which a user interacts with the collaborative linking system.

Each UI may be established with specific user privileges, having different levels of access and security. For example, a system administrator UI (SAUI) is provided to facilitate the configuring and maintenance of the system. A developer's UI (DUI) may also be provided for initial development and integration of system components and for performing functions similar to those accomplished using the SAUI. Preferably the SAUI and DUI are part of the control center. The control center is, for the most part, a logical center of the system and may or may not have all of its components physically collocated. Access to the control center may be local, remote, or some combination thereof, depending on the embodiment. In various embodiments, the collaborative linking system also includes Uls for billing and account management, which may be part of the SAUl or part of a separate UI.

A provider UI (PUI) may also be provided to allow each provider to directly add, modify, delete, and map the provider's information into the system's content servers and databases. As an alternative or a companion to the provider's direct entry, the system administrator may add, modify, delete, and map provider data into the system via the SAUI. Using the PUI a provider can also, preferably, establish a provider account on the collaborative linking system and take advantage of, for example, non-static information providing features of the system, such as, for example, offering specials to consumers.

To facilitate a consumer's interaction with the collaborative linking system, a consumer SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 UI (CUI) is provided. The CUI facilitates a consumer's search for provider information by enabling the consumer to enter and create filters search criteria) used to efficiently migrate through the collaborative linking system content servers and content databases to optimally locate relevant provider data, both static and dynamic. Screens displayed and information provided within the consumer's Web browser are a function of the framework, the providers' mapping of data into the framework, and the consumer's search criteria. Where appropriate, the UI screens generated by the collaborative linking system may include Web site and e-mail links.

A consumer may optionally enter consumer information into the collaborative linking system via the CUI and avail himself of an automatic linking capability that links providers and consumers as a function of a certain amount of synergy between the two. For example, the consumer's information may indicate that the consumer is an avid hiker and as local providers offer specials on hiking (or related) equipment, those providers and their specials are automatically identified to the consumer via e-mail). Additionally, the collaborative linking system may selectively link consumers and providers using information obtained about the consumer's purchasing practices (or using other consumer related information), such that the consumer receives unsolicited provider promotional announcements. Preferably, a consumer may opt out of the distribution of unsolicited provider promotional announcements.

As will be appreciated by those skilled in the art, the various user interfaces may vary depending on the particular type of computer used. For example, the CUI for a PC may differ from the CUI for a cell phone, which may also differ from the CUI of an electronic organizer, and so on. Differences may be realized for each type of UI, among various types of computer devices.

Brief Description of the Drawings The foregoing and other objects of this invention, the various features thereof, as well as the invention itself, may be more fully understood from the following description, when read together with the accompanying drawings, described: Figures 1-10 are diagrams illustrating the entity types and relationships of the preferred embodiment of a collaborative linking system, in accordance with the present invention; Figure 11-16 are architecture-based diagrams of portions of the collaborative linking system of Figures 1-10; and Figures 17-24 are screen display diagrams of the user interface of the collaborative linking system of Figures 1-16.

For the most part, and as will be apparent when referring to the figures, when an item is used unchanged in more than one figure, it is identified by the same alphanumeric reference SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 6 indicator in all figures.

Trademarks of various entities are used herein as examples and do not indicate any specific relationship to the present invention. The trademarks used herein remain the property of their respective owners and nothing herein is intended to alter those property rights.

Detailed Description of the Preferred Embodiments In the preferred form, the collaborative linking system is applied in a Web-based ecommerce context. In such a context, a first class of users includes "providers", having members that include a plurality of retailers, service providers, restaurants, and so on. For the most part, in the preferred embodiment, a provider may be any type of entity found in a typical Yellow Pages phone book, for example. A second class of users includes "consumers", having members that include individuals, businesses, and so on. Preferably, providers and consumers interact with the collaborative linking system via any of a variety of wired or wireless types of computers workstations, personal computers (PCs), cellular telephones, pagers, electronic personal organizers, Web enabled televisions, or other types of electronic devices).

Members of each class providers and consumers) may be grouped into subclasses based on additional criteria. Sub classifying may be either independent, relationship-based or some combination thereof. An example of relationship-based sub classifying is a hierarchical approach, but subclasses may be related in some other manner. In contrast, if a subclass is independent, it has no particular relationship to any other subclass within its class. Generally, a provider seeks to be linked to consumers in search of the provider's products or services.

Similarly, a consumer seeks to be linked to providers that provide the products or services that the consumer desires. In some situations a provider may be a consumer, for example, in a business-to-business transaction. Figures 1-10 depict the entities and relationships of the preferred embodiment of the collaborative linking system.

The collaborative linking system of the preferred embodiment implements a structure that defines a first level of criteria for linking providers and consumers. In an e-commerce context, recognition that most people shop in their immediate vicinity for many products and services, such as for perishables, items or services they need in a relatively short time, and items they prefer to inspect before purchasing, leads to a preference for a geography-based framework or structure. Therefore, consumers and providers are linked, at a first level, in relation to a predetermined geographic region. For the most part, the provider's choice of geographic preference is more or less static, over a period of time, because of the general "bricks and mortar" aspect of providing products and services from a physical location. On the other hand, the consumer has greater physical mobility, so the collaborative linking system provides the SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 7 capability to allow the consumer to dynamically specify his curie it 'ggraphic point bT friferest.

As an architectural implementation, a plurality of content servers and associated content databases are linked together under the general management of a control center and made accessible via the Internet and Web, as shown in Figures 11-16. Additionally, third party databases, information sources (and related functional code), functionality, networks, and systems may be linked to, or imported into, the collaborative linking system, such as databases including directory listings, maps, SIC codes, ZIP codes, telephone exchange numbers, directions for how to get from one place to another, credit information, financial account information and so forth. The content servers and databases are defined according to a geographic region, within the larger geography-based framework. Each provider maps its provider information into those geographical content servers and databases "business places") that correspond to that provider's consumer base and/or that provider's storefront locations. A consumer searching for a particular product or service dynamically chooses a geographic region within which to search, that is, the consumer chooses a certain one or more content servers and databases. Preferably the content servers are physically located proximate to or within the geographic region that they serve. This geography-based architecture imposed on providers and consumers provides at least two performance benefits. First, if the consumer is searching a content server and database that is in or near his geographic location, transmission times between the consurner and the content server will be relatively short, due to fewer relays in the transmission path, among other things. Second, the server's response time (to the consumer's search request) will be relatively short, since the content database being searched contains only the data for that geographic region. Also, the more refined the consumer's search, the faster the search results are presented. Of course, in other embodiments, a geography-based structure need not be imposed; the choice of structure is made in light of several considerations and will vary depending on the application for which the collaborative linking system is used.

Generally, the structure is chosen to enhance or optimize performance. In other architectures, content servers and databases may be dynamically allocated as a function of the availability of system resources.

A geographic region maybe defined in any of a variety of manners, such as, for example, by postal codes, by telephone area codes and exchanges, by a circle defined by longitude and latitude values, by a set of points each with a longitude and latitude value, by governmental census tracks identifiers, or by a set of other geographic regions (places). The provider information (or data) may include information relating to the provider's location the store's address), store hours, products and services offered and current promotions. The product SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 8 information may include make, model, features, price, and quantity on hand. Additionally, providers may be rated and consumers may search for providers meeting a certain minimum rating threshold, for a given product of service.

While a user is most likely to inquire about providers in his geographic region, the user may optionally expand his search to include adjacent geographic regions or to search in remote geographic regions. Additionally, consumers may generally be willing to travel farther within their general geographic area for some products than for others. For example, the geographic region (or business place) for auto dealerships may be larger (in the consumer's mind) than the geographic region for pizza parlors. Thus, a provider may wish to list a particular place of business an auto dealership) in multiple surrounding areas. Using the Internet and Web as a communications network, a consumer may seamlessly transition between business places, expand or contract a search, or change the product/ service being searched.

In a broad context, the collaborative linkldng system is implemented for a large group of business places towns), wherein each business place includes a plurality of businesses (or providers) offering products and services. A combination of business places may form a higherlevel business place. For example, a large geographic region may be the United States which may include a plurality of separate business places (or geographic sub-regions). A provider that has a presence store or franchise) in many locations throughout the U.S. may then pick and choose within which business places to advertise each store. Presumably, the provider advertises in those regions where the provider has a physical presence. Additionally, a provider may pick and choose within which business places certain products will be promoted.

For example, a department store provider may, in the month of January, promote snow scrapers in Massachusetts and sun glasses in Florida, but not vice versa. However, if the provider is a mail order business with no traditional storefronts, that provider may chose to advertise only in business places having consumers that have demonstrated a demand for the provider's mail order products or may advertise in all business places.

In the preferred embodiment, the collaborative linking system includes the control center, having access to the control servers and control databases. The control center accomplishes the system administration, management, maintenance, modifications, upgrades, and so forth of the collaborative linking system, as well as establishing the basic framework of the system. The control center provides a mechanism for the storage and subsequent mapping of provider data into business places business place content servers and databases) and administration of links to third parties provider Web sites or third party databases or services). Although, third parties need not link to the collaborative linking system through the SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 9 control center; they may link to a proximate content server. Ir th&preferred embodiment, providers seeking to offer promotions advertise sales or distribute coupons), derive or collect consumer information or derive other benefits beyond a static listing from the collaborative linking system are referred to as "syndicators", and derive such benefits by establishing an account that is managed through the control center. Other providers may simply have their static information non-promotional information) provided to consumers.

The collaborative linking system provides a mechanism for providers to use consumer information to tailor or otherwise influence their marketing approach. For example, geographically related consumer information may be added into the system, such as average household income, number of homeowners, political and religious affiliations and other census information, and so on for a geographic region. Additionally, other consumer related information number of "hits", consumer preferences, and consumer activity patterns) may be collected by the system, as part of consumer's use of the collaborative linking system. This information may then be used by providers in determining which products and specials are to be offered in a given geographic region, which types of ads are most effective, and which ads are most effective relative to the time of day, among other things. Use of this information may be by overt provider selection, or as an automated function of the application of automated filters. For example, a kitchen appliance company may only promote certain appliances in the towns where the company has a distributor and where new home construction is higher than Once a town's new home sales drop below the collaborative linking system may automatically cease promotions on those appliances in that town.

In the preferred embodiment, the collaborative linking system user interface is comprised of at least three user-type interfaces: a system administrator user interface (SAUI), a provider user interface (PUI), and a consumer user interface (CUI). That is, the SAUl includes a plurality of displays useful by system administrator personnel for monitoring, data gathering, troubleshooting, analyzing, modifying, upgrading, configuring, enhancing, testing, and otherwise operating and maintaining the collaborative linking systems and the information thereon. The SAUI may also be used for billing and account management purposes. Also, the SAUI may be used to add, modify, and delete provider and consumer data and to establish and maintain links to third party systems and databases. Access to certain aspects of the collaborative linlking system for system administration purposes may vary as a function of predetermined user privileges. For the most part, system administration is conducted via the control center.

The PUI allows a provider to access information related to that provider on the collaborative linking system. In the preferred form, the collaborative linking system databases SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 are populated with relatively static provider data within a geographic context for substantially each provider in a selected business place. As previously discussed, such relatively static provider data typically includes a provider name, address, and telephone number (which may collectively be referred to as a "listing"). Such information is entered into the system via the SAUl or by the provider via the PUI. Using the PUI, a provider may "register" with or establish an account on the collaborative linking system and subsequently view, add, delete, or modify its provider data. Registered providers are required to logon to the collaborative linlking system in order to interact with their provider data. Using the PUI, for example, a provider may define promotional specials, change or update provider data and view statistical information related to their listing and specials. Appendix A (and its figures) describes an embodiment of the PUI.

For the consumer, the collaborative linking system CUI provides, preferably, a hierarchical, link or text-based search approach to finding providers relative to a chosen geographical region, as a first level criterion. Decreasing recall and increasing accuracy of results is achieved with the addition of subsequent criteria by the consumer, as indicated in the CUI screen prints of Figures 17-24. In the preferred embodiment, the consumer interacts with the collaborative linking system via a standard Web browser. The consumer may directly access a business place Web site, associated with a particular business place the town of Wellesley, MA) to find providers in that business place. Additionally, the consumer may broaden the search to include other business places or migrate to other business places. As a function of the user's search, the collaborative linking system generates and displays within the CUI provider information and data, and may additionally provide information about companion providers or promotions. For example, if a consumer searches for pizza places in Wellesley, MA, the CUI may provide a list of all pizza places in that town. Additionally, the user interface may provide indications of specials or promotions offered by certain providers icons, conspicuous text, and/or sound messages). Also, as a function of the consumer's search, companion specials or promotions may also be included within the CUI, for example, a promotion by a local convenience store on soft drinks. Additionally, provider specials and promotions may provide virtual links to the provider's own Internet pages.

Additionally, a consumer's interests or other consumer information may be registered with the collaborative linking system. In such a case, a consumer may be linked (or matched) with providers as part of an "opt-in" service, as a function of a synergy between the consumer and the providers. For example, the consumer's interests may correspond to one or more provider's offers; consequently, the consumers and providers are linked by the collaborative linking system. Preferably, the collaborative linking system maintains the anonymity of the SUBSTITUTE SHEET (RULE 26) Q %OPE\GCPO012 I 154O doc-226/2007 -11consumer with respect to the provider when linking the two. Further aspects of this service may be better understood and appreciated in the context of the embodiment described in Appendix B herein.

As will be appreciated by those skilled in the art, the various UIs may vary, depending on the type of computer or electronic device with which they are to be used.

For example, the CUI for a PC may differ from the CUI for a cell phone and so on.

Additionally, the various UIs may be defined in other manners without departing from the present invention.

The invention may be embodied in other specific forms without departing from the spirit or central characteristics thereof. For example, mapping of provider information may be dynamically accomplished and editable. Also, automated filters may be applied to effect the dynamic mapping of provider information. Additionally, third party databases may be linked into the collaborative linking system and used by providers to select consumers or by consumers to select providers. In other embodiments, the definition of the geographic regions may vary as a function of the product or service being searched, rather than be relatively statically defined. The present embodiments are therefore to be considered in all respects as illustrative and not restrictive, the scope of the invention being indicated by appending claims rather than by the foregoing description and all changes that come within the meaning and range of equivalency of the claims are therefore intended to be embraced therein.

The reference in this specification to any prior publication (or information derived from it), or to any matter which is known, is not, and should not be taken as an acknowledgment or admission or any form of suggestion that that prior publication (or information derived from it) or known matter forms part of the common general knowledge in the field of endeavour to which this specification relates.

Throughout this specification and the claims which follow, unless the context requires otherwise, the word "comprise", and variations such as "comprises" and "comprising", will be understood to imply the inclusion of a stated integer or step or group of integers or steps but not the exclusion of any other integer or step or group of integers or steps.

WO 01/61540 PCT/US01/04877 12 Appendix A DESCRIPTION OF PROVIDER USER INTEFACE (PUI) User Interface, Software Mechanism and Business Processes for Placing Business Directory Promotional Information, for Place-specific data, and the means to search for it.

OUTLINE OF PUI (OR UI) SCREENS (Cross referenced by number to other sections) PUI provides an interface for providers to access the system for a variety of purposes. One possible set of functions and screens are described below, with one embodiment of UI screens shown.

1. Self-service UI for planning and placing "Yellow Pages style ads, and also promotional content.

Business Service interface 1.0.1 Welcome Back screen, invites providers to Login or Register as a New User.

1.0.1.1 Find and Select Listing screen, even if not registered can find your listing or proceed to register.

1.0.1.2 Registration screen, solicits information for provider to register with system 1.0.1.3 Response screen, if provider did not provide all required information in 1.0.1.2.

1.1. Search mechanism that sets up vendor/publisher relationship by permitting "binding" of one or more existing business listings or telephone listings to an owner buy means of a search and match process.

1.1.1. Verification that Online customer has ownership rights to publish 1.1.1.1 .Assurance for Verification of identity above, by means of asking for credit card information, without charging a fee.

1.1.1.2.Any edits of main name, address, phone number, web address are verified by sending mailed postcard to former address, as well as to the new address and person named.

1.1.1.3.(Enhancement to present system) Listings already taken are searchable, but returned with indicator flag or message showing as "listing already registered" and is non-selectable, but with an e-mail-based system to dispute the ownership of the record.

1.1.2. Binding together of telephone listings by creating a new data element named Store Name Store Group Name (currently named Location I.D) so as to reestablish data relationships when using telephone data being assembled back into business store listings with one or many telephone numbers and subsidiary telephone numbers.

Example raw data Jeffs garage service 781 235 1111 Jeffs garage new car sales 781 235 2222 SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 13 is re-grouped by means of a user-entered name as Jeffs Garage service 781 235 1111 new car sales 781 235 2222 1.1.2.1.Implemented by a combination of keyword search and point+click association 1.2. Order form for taking data for placing a YP-style ad online. Yellow Pages (Storeoriented Business Directory) style publishing system in an Internet-based UI, 1.2.1. The ability to select from a group of stores, any combination, one or all of the phone store listings being managed, to be acted on in the shopping cart.

1.2.2. Order form SKUs, organized by decomposed by data type instead of by offer/graphical format.

Typically offline and online services propose a layout format with multiple sizes.

PlaceLinks subsets the design by fielded data elements and charges by that format of skus; e.g.

Business Categories Keywords Realnames Publish in many places.

1.3. Interface for Editing and/or Creating a Listing. providing online publishing options for a Yellow Pages (Store-oriented Business Directory) style publishing system in an Internetbased UI 1.3.1. Giving possibility of setting Time of day, Audience age, Audience gender, Content Ratings (Adult/All), 1.3.2. The above for both editing acquired listings and creating new ones 1.3.3. Organizing original Yellow Page headings (from original data) distinct from designed category headings, serving the same purpose, but designed as a separate taxonomy, plus meshing of same with relationships; so as to allow: 1.3.3.1.flexible acceptance of new data sources while protecting the integrity of the "house" category style" 1.3.3.2.permits use of parallel system of industrial classification; e.g. new and old SIC categories, NAICs codes and similar, reducing the disruption caused by changes in such systems.

1.3.3.2.1. Presented as a pop-up window (today), alphabetical listing (future), keyword search on categories and synonyms (future) 1.4. Order form for accepting keywords which may be typed to permit very rich shopping search opportunities 1.4.1. Mimicking the web search engines ability to find text in a document, but not using HTML structures, but employing fielded data associated with the advertisement 1.4.1.1.Which may or may not be rendered (may not "hidden" data typing) 1.4.2. Data is typed as: with examples: brand Reebok, Chevrolet product automobile, truck, oranges, movie service plumbing, legal services, hairdressing, movies activity sailing, swimming, movie-going SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 14 1.4.2.1.Typing presented through a pop-up window 1.4.3. Subsidiary typing is permitted keyword=Chevrolet, type brand, formatting=hidden, [Present structure keeps hidden as a separate typing parallel to the other types) 1.4.4. Cross-linking relationships are permitted to allow creating flexible Bill-of- Materials and ordering structures, so that PlaceLinks may build online ordering systems in the future around SKUs; e.g.

SKU= xxxx, Brand= Product Descriptor= Size= (typical of garments, grocery) Style= (typical of garments) Universal Product Code= 1.4.4.1 .Relationships implemented via XML to take advantage of the unique relational and storage capabilities of that language Transforming a URL locator system into a mechanism for relating content stored under that locator to place-specific commercial relationships: 1.5.1. PlaceLinks has taken the RealNames locator service and database, and provided a way to merchandise and "sell" it on a place-specific basis A link is established from the store owner's local listing to the (typically) national scale web site of a RealNames licensee.

1.5.1.1.Implemented by a search, review, click-select dialog 1.6. Online UI for Customer Advertisers to describe a limited time promotion Special) 1.6.1. for publication in a place-specific Internet advertising medium 1.6.2. permitting publishing options (as in 1.3.1) 1.6.3. permitting keyword entry to enhance ability to do specific searches for promotions (see 1.4) 1.6.4. and also permitting additional categories for describing the field of commerce 1.6.5. and also pennitting "associate with" categories (in future "product" as well as categories) as an indication of when to advertise in the context of a different search type of product e.g. liquor stores specials advertised next to the pizza search, when the merchant has an expectation that one category will tend to be purchased with another.

1.6.6. Permitting UI setup via of several versions of the copy, for the purposes of copytesting the versions, made possible because the traffic manager below 1.6.6.1 .UI realized as parallel forms randomization of delivery within all other publishing parameters 1.6.6.2.Hotlink to special version of traffic manager to filter out only those results needed to evaluate the copy choices (future) 1.6.7. Security enhancement any promotion entered within a (reasonable postal delay cycle) days of the first registration will also be mailed along with the registration notice, or in addition to it.

1.7. Online UI for placing advertised listings in a random selection of places SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 1.7.1. Competitors typically do by geographical radius from store Switchboard, I think) 1.7.2. This method described as selecting a "mosaic" 1.7.2.1.Presently implemented by searching for a place name and picking from a list 1.7.2.2.Future implementations may use: 1.7.2.2.1. economic value against merchant's advertising targeting criteria 1.7.2.2.2. an area map for visualization 1.7.2.2.3. 3D maps to show economic value against merchant's advertising targeting criteria 1.7.2.2.4. synonym tables for search when the name in question is not used as a region of publication example: Beacon Hill, part of place area Boston Southboro synonym for Southborough Windy City synonym for Chicago Twin Cities synonym for Minneapolis St. Paul 1.8. Traffic Manager to integrate all measurable data types with presentation of level of advertising impressions due to the keywords etc. chosen.

1.8.1. Presenting data by totals and sub-totals and totals for individual data elements, within store location format MIGRATION THROUGH SOME OF THE UI SCREENS: Provider User Interface (PUI) The Welcome Back! Screen, shown immediately below, was reached by typing in the www address, "bsl.placelinks.net." That screen is the basis of all following access to the business system and the provider user interface (PUI).

Welcome Back! (PUI) Login to Business Service Order Form (section 1.2.2) (PUI) View Consumer Activity Traffic Monitor (section 1.8.1) (PUI) Order Form [returns to Order Form Logout Edit Business Listing Listing Manager (PUI) Find [Fill in the form.] Order Form [returns to Order Form Shopping Cart Shopping Cart (PUI) Complete Transaction Checkout (PUI) Complete Transaction Order Form [returns to Order Form Logout Response: Thank you for visiting PlaceLinks (PUI) SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 16 Login [returns to Welcome Back! screen] Find Create Business Listing Add New Listing (PUI) Add Listing [adds listing and then returns to Order Form Order Form [returns to Order Form Checkout Shopping Cart (PUI) Complete Transaction Checkout (PUI) Complete Transaction processes transaction and returns control to Welcome Back! Screen] Order Form [same response as described above] Shopping Cart [returns control to Welcome Back! screen] Logout [same response as described above for logout] Add Remove Categories Category Manager: Find a Category (section 1.3.3.2.1) (PUI) Find returns to Category Manager: Find a Category if none are found, else goes to Category Manager below] Category Manager: Matches Found (display augmented with found categories) Add Selections Category Manager [display augmented with selected categories] Add to Cart [adds to cart and then returns control to Order Form Find [maintains selected categories, then acts like Category Manager: Find a Category above] Order Form Check Out Find Order Form Check Out Shopping Cart: Your Shopping Cart is Empty (PUI) Order Form [returns control to Order Form screen] Logout Response: Thanks for your visiting PlaceLinks Login [returns control to Welcome Back! screen] Shopping Cart: (your cart is not empty) Order Form [discards any input and returns to Order Form screen] Check Out Shopping Card (PUI) Complete Transaction Checkout (PUI) Complete Transaction Response: Your Credit Card has been Charged Successfully Login Again [returns control to Welcome Back!] Order Form [returns control to Welcome Back screen] Logout [returns control to Welcome Back screen] Add Remove Keywords Keyword Manager: Enter New Keyword (PUI) SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 17 Add New [new keyword displayed] Keyword Manager: Selected Keywords (PUI) Add to Cart [keyword added, control returned to Order Form screen] Add New Order Form Check Out Order Form Check Out Link to Manufacturer's Web Page Realnames Manager (section 1.5.1) (PUI) example [button] click here [button leads to URL] Consumer View [button] Delete [carries out action and returns control to updated Realnames Manager screen] Find Realnames Manager (section 1.5.1) after response (PUI) Order Form Check Out Edit Create Promotions Promotions Manager (PUI) Consumer View Delete Update Add Categories Create New Promotion Order Form Publish Listing in many Places Checkout Profile Logout 1[ Back [returns control to Welcome Back! screen] Forgotten Password? Forgot Password? (PUI) Send Password Now Response: Password has been sent to your e-mail address. (PUI) Login [returns control to Welcome Back! screen] (Section 1.0.1) I am a new user Register me now! (Section 1.0.1) Find and Select Listings (section 1.0.1.1 1.2.1) (PUI) Find I am a new Business Owner. Create New Listing after Registration (Section 1.0.1.1) Continue with Registration Register [complete fields] (Section 1.0.1.2) Register Now Response [Required Fields are Missing] (Section 1.0.1.4) Back SUBSTITUTE SHEET (RULE 26) WO 01/61540 WO 0161540PCT/U S01104877 Plb Edit iw Favoriites .iocls Heop P ack [oj hn Stop> Refres-h doe; eydirichFwetes History Mia I P int F4Ad 3trj tts~b1peeinscr/z Local stuff found fast.

Your neighborhood resource for great deals on the services, products and brands you need now!1 *Consumers -search for brands, servi ces and money-saving doals, as close as- possible to where you live and work. Schpor W Business Owners -register nowl o help customers discover all of your great products, services and brands. 2 TREE F eiintation l Businesses, Aire ady fte'listered~ Pacs-wordI Save ID and Pas-swordF User ID and Passrd are ease sensitive Frorget your Password Enter your user ID or a-mail address below arid well e-i your password to you Or just cell us at 877-235-1313.

User IDi Email Addr[ send My' Password Ocne~ t ntn net SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 jeBw reui Iot .U flog ]IIIJ F aibd Stop Refrejsh I i https://bsl placelinks.com/orderJorm.jhtil S.earch Favorites :il i I KS PLACELINKs Main Menu 3- Design your listings her Ad Manager Edit Content Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directori Activity Shopping Cart Lotout ,References Edit Profile Prices Terms R-ein Select listingiyou want to edit i Select one or more listing(s) and then choose an eciion from the Action menu, below.

Pick Headline of Listing New Listing n Andover Airport Shuttle Preview Delete n Costal Seafoods Preview Delete n Domino's Pizza Wellesley Preview Delete r Fenn, Thomas Law Offices of Preview Delete F Lisa's Law Office Preview Delete es e Marthas Vineyard Times Preview Delete F Massachusetts Office ofTravel &Tourism Preview Delete F New England Dental Group Preview Delete S Petters Warehouse Direct Preview F Prospeed Netlnc. Preview Delete F Ryder Truck Rental in Needham Preview Delete 0 Winston Flowers Preview Delete S WorldCom Sales Preview Delete rC Select All Pricing Quick Reference Choose action to manage listings here, or on menu at left.

Actions apply to all listings selected in the Select Listings, above.

Ac Description flelp, Add Catecories List business in one or more categories Add Kevyords 25 FREE- brands, products and services you 9 offer Link to Websites Linkto great partnerwebsites Promotions Builder Up to seven FREE days for each promotion 2 Putlish Listino Add towns and cities increase the reach of your listing Actiit Ln See traffic FREE to registered business users Extended Syndication Extended Syndication ii Go Shoppinl I About PlaceLinks I Terms of Service I Your Feedback I Privacy Policy I Help Advertise Here I Technology 8 Products Copyright PlaceLinks Inc. 1999-2001. All Rights Reserved.

htip s1 aceinkom /lete o7 -IFntomt I SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCTIUSOtI04S77 EIl ii jdit Jed Fivotite Tecl jjelp Pa6,So ooScfr Fwi~l di-tcr M Dil ni irra rene caro. -yore

INK"

PLAQ ELI NZKS Find your listing

E

Ad Manager, FURt Conitent Maein Mlenu Listings Categories Keywords Link Sites Promotions Fublish Listing Network Directories Activity Shoping Cart Lee out ,References Edit Profile Prices Terms Helpo Enter your busines's ph one number Enter a ten (10) digit business telephone number. If your number hem changed recently use the business namne search below. *Indicetes ths requiract fields. !Phonetlurnihr le.g.781 2351313 7 Se~irsh usbin4i Ph&ie.4t

I

:Enter your business name, city and state This search mray take longer so please be patient if you use it. The phone number search (above) is: fastert willM1 yield fewer results, Austness, Ntame city State Code Max listings F L, -j Sea arch- I sinrg Business NmeIr anld Loc:ation

V

".7 7>1 77 Database Search Results Busjneess Listingq Addres Phone Go Shoping I About PlaceL-inks ITerms of Service I Your Feedback I Privacy Policy I Hl Advertise Hiars I Technologv a Products Copyright: PlaceL-inks Inc. 1999-2001. All Rights Reserved.

PlaceL-inks.om and the PlaceL-inks logo are trademarks of PlaceL-inks Inc.

a ~Aksigif (7 Soled 7]

VA>

77777 77>7 Wi >1 1 1 71 V InIein t SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCTIUSOtI04S77 12 PIaceL:,nk3: Etrit Listing MiCFOS(Ift Internet Exploier MIZ 1File -dit V 5w vor Tol Help 11a 0 Back r! Stop- e fre Fr S Search Favorfites History Mal Prn IAdrsjjhapsi //bsl .placelinks.cem/~t istigjlllitri=33 tre30-J G 0

.ME.

PLAQELI. N K Edit Listing orc the buins nae ad caption an-e drs e Ad Manager Edit Cointenit Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Activity Shmoinci Car Los out References Edit Profile Prices Terms Help Business Listing This should be your business name. *=reqjired field.

]IFast and Reliable Caption A1 Caption 1 through Caption S can contain advertising statements A ,or information useful to your consumers.e g. "Toll Free Number' or "Sales Departmn" gdptiunr W2 Caption3 ~Caption #4 Captionl #5 Cap)tion #6 Street Humberr ;street Directionpal Street Mainea U nit D esi 9n ato r F 7 dEt -Apartment Ku brj w-v l oEr I State code, ,Zip Code V.4 Phone' 1Wb Address- Fto P (878 ~7O3311 e.g. (781) 235-1313 LewvA wihout Updating Update UlstlirigV Go Shooco no I About PlaceL-inks I Tenms of Service I Your Feedback I Privacy Policy I Help Advertise Here I Technology Products Copyright PlacelLinks Inc. 1 999-2OO1. All Rights Reserved.

PlacaL-inkscon and the PieceL-inks logo are trademarks of PieceL-inks Inc.

Doric SUBSTITUTE SHEET (RULE 26) WO 01/61540 WO 0161540PCT/USOI/04877 Ej ile Edit viewv Fivoilte s:os $etp w~ver.< Stop >efrpak Home. Search Favorite& itr ~ei Pr htp:/blpaetk o/ctgryjlnpi=44 Hj VG PLAC EU NF KS Add Categories Wha inusr caeors is Sou bsins in? Ad Manager Edit Content Main Menu Listings Categories Keywords Link Bites Prornotions Publish Listing Network Directories Activity Shopniino Car Lorout References Edi Profile Prices Terms Helo uintcategories You have prvosydefined the categor ies ifsted below.

Listinjtt CdtePij y Nam~e Costal Seafoods Restaurants, Delivery Services Costal Seafoods Specialty Food Stores Costal Seafoods Grocery Stores Costol Seafoods Fish and Seafood Markets N.ew categories in Ishopping c art You have added a4ddtionai cate-ia s to the stores:I- asitd blw Listing tegWiNamne....

None Categories found Categor tNarne Seg. Delete i B2C Delete 820 Delete 220 Delete 820 Delete Seg <Delete roe Segiient Business CAll es incheckcut& ed.

Search for categories Eulter Categoty Hans Search fot Categorips Recommend Sc~r I eCategories Choose Cornmar 0' consumer r You can review pric change later if needi Go Sholopinol I About placaL-Inks I Terms of Service I Your Feedback I Privacy Policy I Heslp Advertise Here I Technoloovy a Products Copyright PlaceL-inks Inc. 1999-2001. All Rights Reserved.

PlaceL-Inks.corn and the PieceL-inks logo are trademarks of PlaceL-inks Inc.

Si flWt s T~~i~g Don j II: 1 J ntrneti SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 tile Edt View Faorites Tols Help S Daclv F r Stop Resh Kor 1 m Search Favoite Hi toy Mail P-rint A Mdres httlps //bsl pacelinks com/keyjod htmld=2474& tGlol PLACELINKS Add Keywords De-fine an Sevie Kewod 4o Sercin he-re AdManager Currentkeywords Edit Content Existing keywords are listed below.

Main Menu Store Locatito i ieyword Listings Costal Seafoods Oysters Categories Costal Seafoods Ahi Keywords Costal Seafoods Lobster Link Sites Costal Seafoods Opah Promotions Costal Seafoods Tuna Publish Listing Costal Seafoods Grouper Network Directories Costal Seafoods Shrimp Activity Costal Seafoods Clams Shoppinc Cart Costal Seafoods Crab Lonout Costal Seafoods PartyTrays Costal Seafoods Red Snapper ReferenceS Costal Seafoods Scallops EditProfile Costal Seafoods Mussels Prices Costal Seafoods Sea Bass Terms Costal Seafoods Prepared Foods Hl Costal Seafoods Halibut Costal Seafoods Salmon Costal Seafoods Cooking Classes Costal Seafoods Walleye Type Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Product Delete Service Delete Product Delete Product Delete Service Delete Product Delete New keywords in shoppingcart New keywords entered during this session are listed below. Setup fees will apply unless deleted.

None Add'a ditional keywords' Enter a word or phrase to describe your business' Select type of keyword. Use hidden products, services, brands and activities. Visible to if you want the keyword searchable users. Case will be preserved. but not shown in your listing.

Text String (case inattrs Type CI reat. Ireate Add to Ca I Ise rice Recommend SomeSa Keywords Recommended keywords, select to add to cart it I Internt Don e I i 1~-r SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCTIUSOtI04S77 h Fildi, V Favorites jools Help B ac tp R fe -o e Searrh Fvoritesl H is3toy Ma11 i rn Addres tp:/s~lclnsonranreilelrsls~

BLAQELINKS'

Link Sites 4 ikt 4ou Su ier' ie usn eIa e 1 I 'Ad Curr Edit Content You he Main Menu Soe Listings Massa Categories Travel Keywords Link Sites 'New' Promotions You hie Publish Listing ?Iar Network Directories :'oe Activity Shoppingi Cart o Loao'Real! References NoM Edit Profile ISear Prices Terms withr yo Hem why ise 4'1 Int Links to 'RealNames ye previously defined the: Reela~esr, listed telow.

Lo'catlurn Realtlamintteipt Keyword rchusetts office of Massachusetts Tourism

"C

Delete.

Delete I I ~1 'links to RealNames' ice added adiina el'ms toth stresslisted below.' Setup fees will app-y.

Locaion 4 Realame Internet Keyword< I IDlt id RealName lame Link' tches Found 'Site Description Add mein ch ReaW~ames Directory eallasnrnet e Lywerds tofind and link rur listingl.

t' Internet Keywuids SetrchfeN'msDtba Limt the numr~ber of ResuI~e your4 search rasiut (canf be largetr).

Uimilit~uinhe( of Results liozi Go shooping I About PlaceL-inks I Terms of Service I Your Feedback I Privacy Policy I Hlpst Advertise Here I Technrologv Products Copyright Cc) Placel-nks Inc. 1999-2001. All Rights Reserved.

Plcccinr.coei and the PlaceL-inks logo are trademarks of PlaceLinks Inc.

vti"i te n t SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 .i Fe Edt View Favoritse Tooks he|lp I- Back ow Stop Refresh I Home c Favorite .I Mail Pint A https: /bsl placelinks. com/special. jhtmlid=2474& M MAPr PLACELINS Promotion Manager Dine edi 4n lanc 4rmtoa 4 esae 4here Ad Manager Edit Content Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Activity Shoppinc Cart Loout ,References Edit Profile Prices Terms Hell Current Promotions These promotions are currently active and may not be edited. If you want to change a current promotion use the hold button to first take this promotion out of production. Then use "actiuate" on the Inactive Promotions list, below, to re-launch that promotion. Recurring fees apply to relaunched these promotions.

Title 'OIler Text mahi- fillets $6.99/lb.

Fresh Seafood Specials lapl fllets $6.99 lb tilapla- fllets $6.99 f Ib.

Lobstertails $21.9911lb.

Fresh Seafood Specials 26-30 ct. cooked shrip Fresh Seafood Specials 1 9 1 7 ct $11.991 b. 61-70 ct.

cooked shrimp $7.99 lb.

Cooking Classes We offerthe best classes oig as in seafood cookery.

teat e New Piomilion Start End 2001-02- 2001-03- 08 07 2001-03- 2001-04- Hold 12 12 2001-02- 2002-03- Hold B0 08

'I

cm New Promotions The new promotions below have been created during this session. You can edit these or mark them for use later with the hold button. When you are done ADD these to the cart. Setup fees apply to new and re-launched promotions.

TiteOffer Text Start End Edit Hold None active Promotions These promotions are currently inactive. To launch one of these promotions click the activate button and then edit it within the new promotions list above. Setup fees will apply to new or relaunched promotions.

Title:, Offer Text Start ;nd' Activate Delet None Go Shoppinq I About PlaceLinks I Terms of Service I Your Feedback I Privacy Policy I Hell Advertise Here I Technology Products Copyright PlaceLinks Inc. 1999-2001. All Rights Reserved.

PlaceLinks.com and the PlaceLinks logo are trademarks of PlaceLinks Inc.

4 6iSign ttpwfffi~l~l^ SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCTIUSOtI04S77 Fie Eit le Fiavo ites T o ts Hel1pSerh Fvits Fvivr J Stop Aefres:h Horne ns j Fiti- Woxy- kal rn -7

I

'I

PLAC1ELINKS. Create Promotion I Auho prmoioa mesae whc drv clck to you busies I Ad Manager Edit content Main Menu Listings Categories Keysnrds Link Sites Promotions Publish Listing Network Directories ActivitV Shopping Car LoQoLt References Edit Profile Prices Terms Help Promotional Text> 1 This section defines the promotion's visible content elements. Enter cleer text only no HTML. These entAry fields ore very clossoto the actual size (150 wide by E lines). If you use both body end disclaimer tent limtthe totel to epproximetely 6 lines. Men you ae done you can preview e WYSWYG version end editthe text to reline your promotion. See sample promotion.

Tite' eh efo Seil mnai fillets $6.99 lb. L tilapia fillets $6.99 lb.

Offer Te xf H~ updated on our Webo site lever? Thursday) Coarsurner TermTs off erF Strs OffarEnds j2/91- 7 F 3/5/20 Link Label 1S~k]K Speil UlRL j p/ ncoastalseafcods.rot Publishing Options This section defines who cen see the promotion and when it runs during the day and month. All promotions ore fixed in timeaend expire on the end date.

oin-ine -Olffline_ Visible Datesz LI/ 2011 19/1/2661 _j 2 Promotional Categories Choose two categories where you went this promotion visible. Those may) be different from those chosen for ihe Store Loction.

Fsnd ;Cte ik C-ategoly 1, Coteclov 117s1h an d S eafo od M arkets Cateu(Ioiv2 C'atecoryC 17 7 7 lrc r, t s..I Li D c' SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCT/USOtI/4877 Page 2 *j m I MW 311i e Edi F.aveitte Too n <Lelp B a Stop Relres h lHome Searchj Fayori4te His tory M ail pfnl llddes J9 f~s~lsl.pocliksco/eipeciI~jhlmicliot-edit ,speciaid=462 eJ Prices Terms Help O :ffer Starts conueumr /52u Offer En'ds

J

Link Laibel i\ eekly Specials_ URL Ehft.La paaseafods.co( This section definies who con sethet~ promoion end vhen t runs durincithe day eind month, All pronotis are fixed in time en1 expire on the end dote.

AOtjitie Offlirne~ Visible Dates' 21~2t1 31d20 Promotional Categories Choose two categories where you went thi- promotion visible. These may be different fjrm those chosen for the Store Locetion.

Fid CategoryNalwe 2 ciltegwry 1 Ctrir jFish adSaodMmkt Categry2, Caetor ne'Ftoe Pro motionalIK'"ywords Enter five keywords which describe this promotion.

KeyorTxt K~eyword #1 T ile I~eywordTy~e I ~htidden ~j 11 KeywordI Y3 ITilapa Xeywrd 4J I L] t i -d -n ]Servicet' Keyword PSi Oo Shopooinco I About PlocoL-inlrs ITerms of Service I Your Feodback I ra Advertise HereI Technology Products Copyright PieceLinks Inc. I 999-2001 All Rights Reserved.

Placel-inls.com end the PieceLinks logo are trademarks of PlaceLin cy PoigIO Help its Inc.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 Search Categories Enter words in category name.

Search Category Namres Chose consumer or business categories.

Commerce Segment i Searh f Consumer S Business C All egories Categories Found Choose Category Matches Found: 13 f American Restaurants, Soul Food Community Food and Housing, and Emergency and Other Relief Services Community Food Senrices Fast Food Fish and Seafood Markets 0 Food and Drink i Food Service Contractors r7 Health Food Stores B2C B2C B2C B2C B2C B2C B2C 2C A I A J SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 Fi[le Edt V2iew Favorites loots jelp B ak F_ Stop Refres Il Home Sarch Favo lite tory Mai P_ rt Adress j https1/bs1 .placelinks.conlelsyndicaion j htm~d=2474& 1[tGo

.MEL

PLACELINKS Extended Network Plac you lstig in the -l k Exene Newr of Dietre Ad MNanager.

Edit Content Main tlenu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Activity Shonoing Cart Logout Referenices Edit Profile Prices Terms Help Current listing is published in these directories You have previously published the listings in the directories below.

Listing Directory Nane None

D

New directories in-the shopping cart You have added additional directories to your shopping cart. Setup fees will apply.

Listing Directories Delete None Choose from directoryservices found below...

Publisher DirectoryService to

A

Addg None Go Shooplno I About PlaceLinks I Terms of Service I Your Feedback I Privacy Policy I Helt Advertise Here I Technology 8 Products Copyright PlaceLinks Inc.1999-2001, All Rights Reserved.

PlaceLinks.com and the PlaceLinks logo are trademarks of PlaceLinks Inc.

W*ilT eriSig i i:i V l; ;i SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCTIUSOtI04S77 W- W I tY frise vedt ,e Fjv,.oritea- Tcol Help BakStop Refresh lne SearIch Favorites: Mjjj i l Pint T~ ra Jj hts/bl.lclnscmmoiojhm~d276i. 9 PLAC EL1:N KS Activity Log I Vie ho cosmr ar fnig yorlstigs Ad Manager Edit Content Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Actfty Shepping Car Lee out References Edit Profile Prices Terms Hi-Il Costal Seafoods W1/15/2001 :Stirt:J1/i 5/2000 Where Found Report Inwession cousnt Plnce SeIvice 10I6 All Places 106 MeptroI'est How Found Report lmipreon Cout Search Method Jzi All Searches 7 -Text Searches 2 lobster 1 seafood 1 tuna 1 shrimp 1 fish 1 classas 9 aCtqgb ,Se6a rcfres-2 3 Fish and Seafood Markets 3 Specialty Food Stores 3 Grocery Stores I duSearches 1 Opah 4 StreetiSearches 4 Minnehaha.Av.e What Action Report ipression Gaunt U~ser Action All Actions 67 Premoteons IS Listing Views End: 02/15/2001 Consnier View y Policy [Oselp ks Inc.

Ge Sheecdne I About PlaneL-inks ITerms of Service IYour Feedback IPrivet Advertise Here I Technology Products Copyright PlaceL-inks Inc. 1999-2001 All Rights Reserved.

PlaceL-Inklc end the PlaceL-inks logo are trademnarks of PlaceL-In .t 4 ~l SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 -eins Shopin Cat-xcao' nantEpoe Iii::: ie Edt Yijw aofites ools Help 1.,a Back i or RiStop ef sh cme Search| Favorite History Mal Print |Adress'fr https: //bsl placelinks. com/shoppingcat ihtml Gl o PLACELINK$s Shopping Cart Viewthelistig.er-ic yu eq-use her Ad Manager Edit Content Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Activity Shopping Cart Loout References Edit Profile Prices Terms Help Order Summary.

Date Today W1i621001 Total setup fees due now al stores $0.00 Total recurring fees due now all 62 stores .S otalprice 'ofti order $626.60 Credit

T

ebit fnroi prior transactions ($626.60) i;i' This amount represents the unusedfinpaid S portion of your prior transaction. Credit amount is limtedto the total price of this order. Debit Samounts are limited to fractional dollar amounts.

SLearn more about Our Credit Policy.

Total new charges due now $0 00 Loout 7

Y

ou have no changes.

For your records Next billing ldate Estimated monthly chaige, Credit available from prior payments after this payment S31 3/2001 S $674.80 ($175.98) This estimate Is based on the current order S status, shown above, and the list prices in effect today. Changesto this estimate may occur if you modify your order or the price list i changes. We reserve the right to change its Sprices at any time, Learn more about Our pricina policy.

Andover Airport Shuttle store3 2 0 Order Status Setiu p Fees Recurring Fees Item New Lst Ext. ot. Units et List Ext.

Description Qty. Price, Disc. Price Qty. Free QO. Price Disc.; Price Listings 0 $0.00 0.00% $0.00 1 0 1 $0.00 0.00% $0.00 Categorles 0 $0.00 0.00% $0.00 40 1 39 $10.00 50.00% $195.00 ewords 0 $0.00 0.00% $0.00 1 25 0 $0.50 50.00% $0.00 RealName 0 $0.00 0.00% $0.00 1 0 1 $2.00 50.00% $1.00 Links Das of 0 $0.00 0.00% $0.00 0 7 0 $0.25 50.00% $0.00 Promotion Pl n WO 01161540 PCT/USOI/04877 32 Page 2 B&Stop Rehas-h HOme Seich Favonte. i o Mail Pit Lns 0- $0.00 0.00% $0.00 1 0 1 $2.00 50.00% $1.00 il Days of 0 $0.00 0.00% $0.00 0 7 0 $0.25 50.00% $0.00 z Promotion Places 0 $0.00 0.00% $0.00 11 1 10 $4.44 50.00% $22.21 Published Bo6siion Phoe'.i1 -Ad Placeme'nt Fees: Extended N etwvork 0 $0.00 0.00% 0.00 1 0 1 $25.00 0,00% $25.00 Placemnent Total recurring meunthIy SetupIj fee for the~se c-hangjds $0.00 $243.21 liecarring fe es d ue unew $225.83 Costal Seafoods store24474 Order Stats Setup Fees ,Recurring Fees Iteml Nw e~Ljt Ext- Tot, Uite Net List l%<t X1.

,poscriptioni Q9. Price Disc. ;P r ice Qty. Free OtW- Price Disc. Price Listings 0 $0.00 0.00% $0.00 1 0 1 $0.03 0.00% $0.00 Categiories 0 $0.00 0.00% $0.00 4 1 3 $1 0.00 50.00% $15.00 Keywords 0 $0.00 0.00% $0.00 10 25 0 $0.53 50.00% $0.00 Relae 0 $0.00 0.00% $0.00 0 0 0 $2.00 50.00% $0.00 Links Days of 0 $0.00 0.00% $0.00 42 7 35 $0.25 50.00% $4.38 Prom otion Pulishe 0 $0.00 0.00% $0.00 1 1 0 $0.02 50.00% $0.00 fee those i $0 0 TotaI recurringwmnthly $108 ~Setupre for teechanges .00 fee cu ring fees due now ,,$18.00 Domino's Pizza Wellesley -store2l03' Order Status' Setup FeesE: Recurring Fees 'Item< Nevwit~ W1 x.Tt UnitsNet List 4 Ext.

Description (4 Price Diec. Prie QtY. Free 90 Price Disc.

t Price Lisings 0 $0.00 0.00% $0.00 I 0 1 $0.00 0.00% $0.00 Catlegories U $0.00 0.00% $0.00 3 1 2 $1 0.00 50.00% $10.00 Kemeords U $0.00 0.00% $0.00 7 25 0 $0.50 50.00% $0.00 Relae 0 $0.00 0,00% $0.00 0 0 0 $2.00 50.00% $0.00 Links Days of 0 $0.00 0.00% $0.00 0 7 0 $0.25 50.00% $0.00 Promotion Plcs 0 $0.00 0.00% $0.00 10 1 0 $4.65 50.00% $20.93 Published Setup fee for these chianges $0.

0 0 Joa reurin.mntly fees__ .$09 KRecurring fees due now $28.72 Fenn, Thomas Law Offices of store32i t4~. Internet/ SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 33 Page 3 ~i~ e Ed t I FaeorihesFa ios Hip Dack F Stop Refresh Iome Search Favonteitho Mail Pdnt illA dress P httpsbsl placelinkacomshoppingcartLhtml o Places 0 $0 00 0.00% $0.00 10 1 9 $4.65 50.00% $20.93 Published Setup fee for these changes $0.00 Total recurring monthl $3093 fees Recurring fees due now $28.72 Fenn, Thomas Law Offices of- store32 Order Status Setup Fees Recurring Fees Item Now List Ext. Tot Units Net List Ext.

Descuiption ty.Price Disc. Price Qty. Free Qty. Price Disc. Price Listings 0 $0.00 0.00% $0.00 1 0 1 $0.00 0.00% $0.00 Categories 0 $0.00 0.00% $0.00 8 1 5 $10.00 50.00% $25.00 Kevords 0 $0.00 0.00% $0.00 15 25 0 $0.50 50.00% $0.00 RealName 0 $0.00 0.00% $0.00 2 0 2 $2.00 50.00% $2.00 Links Days o 0 $0.00 0.00% $0.00 0 7 0 $0.25 50.00% $0.00 Promotion Places Pulished 0 $0.00 0.00% $0.00 13 1 12 $7.14 50.00% $42.86 Published Boston Phoenix -Ad Placement Fees Extended Netwtork 0 $0.00 0.00% 0.00 1 0 1 $25.00 0.00% $25.00 Placement Total recurrinq tinonthly Setup fee for these changes $0 00 TotI recurring monthly 4 96 fees Recurring fees due now $88.08 Lisa's Law Office store2462 Order Status Setup Fees Recurring Fees Item New List Ext Tot. Units Net List p% Et.

crition PriceDis. Price Qty. Free Qty. Price Disc. Price Lislinrs 0 $0.00 0.00% $0.00 1 0 1 $0.00 0.00% $0.00 Catecories 0 $0.00 0.00% $0.00 0 1 0 $10.00 50.00% $0.00 Keywords 0 $0.00 0.00% $0.00 0 25 0 $0.50 50.00% $0.00 RealName RealName 0 $0.00 0.00% $0.00 0 0 0 $2.00 50.00% $0.00 Links 0 $0.00 0.00% $0.00 21 7 14 $0.25 50.00% $1.75 Promotion Places Places 0 $0.00 0.00% $0.00 0 1 0 $0.00 50.00% $0.00 Published Setup fee foithese changes $0.00 Total recurring monthly S fe ft tese hanes 0.Wfees $1.7 Recurring fees due now $1 63 Marthas Vineyard Times store2027 Order Status Setup Fees Recurring Fees [temn New List Ext. Tot. Units Net List Ext.

Description Qty. Price Disc. Prie Oy. Free Oty. Price Disc. Price pW ITn no n nn r n nn n fl 1 e Wnto nnoe anon g] 2-F -ffi SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 File _di View Favorites Teols Help Back a mid Stop Refresh Home I c o iy Nail Print Address ht:tps //bs1 placelinks com/prolhm o da

ME

PLAQELINKS

Your Profile Edi you proil hee Ad Manager Edit Content Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Activi Shopping Cart Lori References Edit Profile Prices Terms Helo Personal Information Please note I denotes a required field.

First Name F [onathn Lastame* chm Title EVP Sales Select Username and Password Pick a user name and password. Minimum 6 characters required for user name and password.

No spaces please We will confirm this to you by email.

User Id* doverm PasswoWrd F J(Min 6 characters) Verify Password _(Min 6 characters) Billing Address For security, some of your actions online are confirmed by US mail. Vhere do we send this mail? it can be your home or business address, whichever you prefer.

Name of Company PlaceLinks Inc.

Street Address (Line 1868 Worcester Street 1 Street Address (Line 2) ISuite 2 City* State* HA lesy____ Zip Code 02482 Country USA No. of Emplyee 12 Billing Contact Information Daytime Phone 781-235-1313 Fax 99 E-Mail Address' Web Site :jjbachmanplcelinks.com :jhttp:/twww placelinks.corn _i Billing Credit Card To complete your reqistration, we require your credit card information to verify Identity end the TW 4; I j-03 l SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 file Edti Vliev Fgavoiites Tools Hep o I Back to__ p Rfme 1 Search Favorites History Mail Pri Adress h1ttps /bs.placelnk com/picepolic.html Go

PLE

PLACELINKS

Price Policy Fee... i Ad Manager Edit Content Main Menu Listings Categories Keywords Link Sites Promotions Publish Listing Network Directories Activity Shoppinc Cart Loonut References Edit Profile Prices Terms Halp Advertising Service Price List Prices are subject to change daily in response to market conditions. The price for publishing listings and promotions will change overtime in response to market conditicns and enhancements of service.

A "place" in these descriptions is typically a town or city neighborhood, as defined by PlaceLinks.

SKeywords Pricing Unit one keyword attached to one listing for one month in one place Setup Feesi R'ecurring Fees Unrit Price 5%1 Disc. Units Free List Price Disc FREE na 25 $0.50 50.00 Category Pricing Unit one category attached to one listing for one month In one place Setup Fees Recurring Fees Unit Price Disc. Unlits Free List Price FREE n/a 1 $10.00 ReaNane Pricing Unit one RealName link attached to one listing for one month in one place Salupi Fees Recurring Fees Unit Price DisBc. Units Free List Price FREE n/a none $2.00 Promotion Pricing Unit one Promotion caption published for one listing for one day in one place Setup Fees n Re i ig Fees.

Unit Price Disc. Units Free w List Price FREE n/a 7 $0.25 Yu Disc 50.00 50.Disc00 50.00 Disc 60.00 Publishing Pricing (nominal) Place Prices Unit one listing and all its added enhancements published in one place for one month. Due to the varying size of towns and city neighborhoods, as measured by population and household,the actual publishing price is scaled by a size factor and can therefore vary from the numbers shown below.

Note: The Unit Price for Pubishing shown in the checkout page is a weighted average of publishing prices for all the places you have selected for that listing. If you change the list of places this weighted average price will change.

etup Fees ''Recurring Fees Irt Price or nnminasize,.

Unit Price for noinal e %Disc. Units Free List Price Disc ,placp r.I Horce Itrnet iP-4 SUBSTITUTE SHEET (RULE 26) WO 01161540 PCT/USOI/04877 36 Eile :7dI %Yie Fitviitea-- Lols ep- ;I

L

nek -v Of Stop lHfrs o -rinc 11 ear-ch Favorites; Historq Had l rirt 11A~rssr~i htps:/bslplacelinks. com/ni ev4REchn2.hL )1c PLAQELINW Free Registration Wecm Buins Ower an Str Managers~ 3 Easy Steps Step 1: Find your business listing.

Step 2: Enhance your listing by adding information about the services, products and brands you offer.

Step 3: Provide information aboutyou.

Step 1 Find youx business listing, similar to this...

Noodle Kidoobdle Sher,,-sod Flaze 11a and, Dinetions N ati r-rM A1 7 f t lphbne. 6U5 U-24

F

Enter the information below to find your current listing Buin s ines Namber- C-Ityl_ St~te Code IMA7 Findni-Yli. tirqThis button will search for your listing in our base data, based onthe values you have Fir iogentered above.

If your business is new, it might riot be listed in our base data. This button will take Cr eat ie istili you to a registration page where you can specify all your business information from scratch. If you're unsure which button to select, try to find your listing in our database first.

Go Shonrinoi About PlaceL-inks I Terms of Service I Your Feedback I Privacy Policy I Help2 Advertise Here I Technology Products S .S I tJfl..A, f SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCT/USOtI/4877 or Itop ReOfreshf Hnme, Seh F: s//s pe e n sco /idi ig itm

PLACELINKS

Select Listings Please select the listing below that belongs to your bus ness: 'Database Search Results This na Dominos Pizza A ~dd re-

S

869 Worcester St.

Wellesley, MA 02482 Ph-one (781) 235-0020 If none of the listings above represent your business, choose one of the following options:.

This button will return you to the search page, where you could try a different spelling of e a~ erch I your business name ("Shop" instead of "Shop") or simplify your search ('Joes Pizza" instead of -Joe's Pizza and Delivery").

CrFeate e lnsiiln j if your business is newv, it might not be listed in our base data. This button willitake you to a registration page where you can specify all your businass information from scratch.

Go Shoppincl I About PlaceL-inks I Terms of Service I Your Feedback I Privacy Policy I Hl Advertise IHere ITechnolcay Products Copyright Cc) Placel-nks Inc. 1999g-2001. All Rights Reserved.

Placel-inks.com and the PlaceL-inks, logo are trademarks of PlaceL-inks Inc.

T I -f~gn ~Intrnet SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 File Edi View Fesortes Jbolt Help Back a eaPrd.- Stop o.Reeh Home Search Fvorites 'Histoy Mail Pat dcres https bsl. placelinks com/businessislingirfo nhtml rm io PLACEUINKS Business Information Step 2a Enhance your listing by adding Sinformation about the services, products and brands you offer. Se Emm ost1n g Enter or correct your business name and verify the address (published) The fowowing is your business directory entry. Please verify the information is correct and add any information which is missing Indicates required fields Business Name IorninosPizza searchable text Tagine V'eston Road Rte 9 Intersection isearchable text optional Example:"In Business Since 1910".

Phone Ntumber (781) 235-0020 I_ searchable text optional Phone Captill For example. "Toll Free" to indicate a 1-800 number and "24 Houd' to indicate always open.

Street Number 86 Street Namie osterSt i searchable teat? navigational link i Wellesley SState *Zip Cod4e 4 07- optional Note: After completing thisforn you can add multiple business phone numbers and locations using our Enhanced Services.

Enter your business Website (published link) If your business has a web site and you would like it to appear with your listing, please enter the link here. Test this value in your browser before proceeding.

Web Site _tp: optional link to web site Select the best category for your listing (published)- Your free business listing includes ONE category only. Based on our data, we suggest this category.

If this is not correct, or it none is shown, click the Choose Category button to select a category.

Internet Jj.* mon -i -i 3 SUBSTITUTE SHEET (RULE 26) WO 01161540 PCTIUSOtI04S77 39 Page 2 Fie EdI )ie Favoities Ies Sack StoV. Refresh) <Hof-e S-riF.,,i~ d~cy Ha, N Select the best category for your listing (u lse) Your free business Is-ting includes ONE category only. Based on our data, we suggest this category.

If this is not correct, or it none Is shown, click the Choose Category button to select a category.

IFestaurants Cateory?2earcheble On avigational link Afer Chonse (Oego&,, Note: Atrcompleting thisorm you can add muitiple categories itt ear Enhanced Services.

:Eritetthejbrands,:products and serviceslyculr c~us~torers ask you about" The free lsting inciudes 25 words that describe your business. Enter brands, products, services and activities that your customers mnig ht ask you about. Enter 25 in nil four areas combined.

List uf Dr atd List of Prod uct ioornino s I Fo Pr example: Sony, Revlon, Omaha Steak, Pirelli, Ford Optional Iflil textocarohable ttield seareciable Chicken Vinas Ha j Fo xml:MflrSaDaes a Optional Ifuoh textsnarchable ilid searchable Delivery List of Services Per example: Surveying, Carpentry, Cleaning Optional flail textoearohable Ifield searociable I Parties 4 List of Activities For example: Sailing, Deorating. Cooking, Collecting Optional Ihell textoearohabie Ilcid searchable Note: After completing thisform you can add additional Ireyordcaith our Enhanced Services.

Selected the city or town whe re you want to be, listed r Choose the town or piece where you wont your listing to appeer. The tree registration includes ONE town.

Dover, MA Needham, MA Newton, MA 0 SReCt town Weston, MA SUBSTITUTE SHEET (RULE 26) WO 01161540 PCT/USOI/04877 Back _or stop. IRefresh Honae Search FavOTe-s Hitory; Nail Prrit PLACELIKS Preview Listing Preview your new lisling the way consumers will see it.

Revieow this WVYSIWYG mock;-up. (act'u-al'isting) This is a VVs'SrvYG (what you see Is whet you get) mockup of your listing as consumers will find It. Consumers can find it by searching on your business nams, captions and keywords you've entered en the previous page. Consumers can also find your listing by navigating the "Other Businesses on street name" link and the 'Find us in Category category name".

"~Link; do notiwoik is prevriew mode" Dominos Pizza., Byu"siness N am e Znd Gapd~tiuji 1 Domiis Pizza Weston Road Rte 9 Intersection phone: (781) 236-0020 Business loqation Street 8 68 Worc este r St Sac AddressMaan W~ellesley, MA 02482 DMrctins 'Our Offrings B~rands Domino's Products C hicken Wings, Pizza Services Delivery Activities Parties Related Industries.

I Category ReetaurantsNe E-Mail toFrieud New Search Go Beck -Me rkE Chmngr s Con~ilue Free Registaetion Go Shopping I Abouit PlaceL-inks I Terms of Service I Your Feedback I Privacy Policy Helpi Advertise Hera I Technoloriy Products Copyright C(c) PlaceL-inks I nc. 199 9 20 01. All Rig ht s Re served Done intrne i SUBSTITUTE SHEET (RULE 26) WO 01161540 PCTIUSOtIO4877 41 2 Eile jdt Liw Favofites Tocls h-e fr l p"c Ho Search Favodrfe: Hiaerv Mil PRint PLAGELINK s Contact Information Tell us about you so we can verify yo-ux enhancements and put your listing anilne quickly. Pa Lut~i Pc-ivey Policy mid o= f Swic Enter your contaict Information (171,t published) A valid email address Is required for us to conitact you regarding your listings. We email you a user ID password so you can use the full power of our calf car vice marketing system. Ilndicaes required field.

.Contact Last Name l..3achnlan9 Contat E-~aiIlbbmaTnnqpj celinszpm Collac(E-Mil;Valid ermail address required. e.g. rrermycampancvon Email format? 0 HTML or Plain textc(default- safe st choice) ~Contact PhonoI (781)_23E41020 y1)&_1 Contact Fax 7. o.Iptioal Wi Keep me updated about PlaceL-inks services.

Go Back-Mrak.e Changos Cotirf- rs Rzislteon Go Shoijoino About PlaceL-inks I Terms of Service I Your Feedback IPrivacy Policy Help Advertise Here I Technology Products Copyright PlaceL-inks Inc. 19~99-2001 All Rights Reserved.

PlaeLinks .com and the PlaceL-inks lcgo are trademarks of PlaceL-inks Inc,

I-

jj~f lin tenet SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 tBaek F i oStpew ISH4o{m Search Favori:cs Hitory i l Prjt Addres https://bs1 placelinkscom/busness_objective.ihtml i, G PLACELINKS Your Objectives Tell *s *bu you--sinss---e-an---rsevyo Step 3b Describe your marketing needs so we can help you use PlaceLinks effectively.

Reacthe PlaceLielcs Priacy Policy and Tnws of Srvice Describe yur business advertising aqtbjtives Please help us help you by checking off all the statements that you agree wth.

F I sell to consumers.

C I sell to businesses.

I want customers from outside my home town.

F I use short-term promotions.

n I publish a newsletterto repeat customers.

r I use direct mail to find new customers.

V I heavily advertise the brands I carry.

0 I need listings in multiple categories to represent all my products and services.

n I advertise activities- like "weddings" or "fishing".

r I have additional phone numbers I wantto list.

C I have multiple stores or business locations that I wantto enhance like this one.

17 i My advertising expenditures vary during the year.

Go Back I ke ehnge s Continue- Fr Reyistr6.ti Go Shopping I About PlaceLinks I Terms of Service I Your Feedback I Privacy Policy I Help Advertise Here I Technology Products ]i Copyright PlaceLinks Inc. 1999-2001. All Rights Reserved.

PlaceLinks.com and the PlaceLinks logo are trademarks of PlaceLinks Inc.

n t...en A ii.g. i. r!^Bione -rei~ffr Al SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCT/USOtI/4877 UFile Ecit Vievi Favcrite. ITels el B~iruk' t s Ref-ueoh- H-mon Grxh Fwverites Hiu'ory i l p1in /Ibs ploeirks om~erfomron.htrn Ir i c PLAG L I NKS Verification Main sur th repnil peso is main chage Step 3c Please choose the way we should verify that registation is authorized. Pedte aeLkls Pdvcy Policy wus Toes of Surttce How we verify y ur~listing update we went to be sure the responsible person is changiing your listing. There are two options to Yerify your ohonges the firt not. your niew listingi wcrkin right away.

*Use a credit card to wrerity- gets your listing online within hours or *Confirm oflilne Yes, please verify with my credit card, and get me online right away! *Free Listing no charnes apply *Your information is protected by our Privacy Polil Which card should we use? Namne on Card qnt acmin Irxaoil os if appears on your credit card CCredit Card flumber Paym ent Type LAmerican Express,:]. required Expiration D~ate required format inmfy BillngAdrs: Wrsert ~city JVellsi e7 SState ]MIrequired r quired required required -required Inernot I~2 9o~s- SUBSTITUTE SHEET (RULE 26) WO 01161540 PCTIUSOtI04S77 44 Ei ile Edit Misun P Fvotes lol Hielp DBack 1-F Stop~ ROeash Hu-r 9 SeTL- ra$,,jite, Higorcr Id ai Print Confirm offlne9 Yes, please verify with my credit card, and get me onlie righ away! *Free Listing no charges apply Your information is protected by our Priacy Polic Which card should we use? 'Nanxe on Card Exctly tas Bqobmen Ire.quired EatyaItappears en yu rdtcr Creit:Cad Z:um r 2 Z 2 required2 *Billing Add~ress{I6 Worce Iste t required city lvveIGEsIey required State rwT required LiIj Coe128 required (nest be same asyoer billing zip cede) IMPORTANT: Please click the "Submit Online Verification" button only once, then wait for your confirmation page to appear.

Please verify offine Free Listing no charge apply Which number(s) should we try? ~Day timie phone 171 7O Eveningophoe Save Reyisvattisin inforition Cc Shoppoing I About PlaeL-Irks I Terms of Service I Your Feedback jPrivacy Policy Hel Advertise Hera I Technology Products Copyright PlaceL-inks Inc. 1 999-2001. All Rights Reserved.

Plecebinurs.ccm end the PieceL-inks logo are trademarks of PisceL-iribs Inc.

II Doria SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 tile- F it 9&ev tdvcrtes ThooI Hlp 9

PCELIN

PLACELI Thank you! You have successfully registered your business and will receive confirmation by email soon. To log on and manage your directory entry directly, please use the User ID and password below. Print this page as a reminder.

Your User ID i Your Passworcis Retrn to PIaceLinks Horne Pege Go Shopping About PlaceLinks I Terms of Service I Your Feedback I Privacy Policy I Hell Advertise Here I Technology Products Copyright PlaceLinks Inc. 1999-2001. All Rights Reserved.

PlaceUnks.com and the PlaceLinks logo are trademarks of PlaceLinks Inc.

pi. "A igxr 2e) 7VVC jinienet I i~ii~i:' ""'i'lii i i SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 46 Appendix B Summary This is a requirements document for a "Local Shopper" service, complemented by a sample format, cut from the example spreadsheet, pl copy2.xls.

Anonymous Shopper was the original name. PlaceLinks "Local Shopper" is the working name.

Objectives for document Describe a set of business objectives for the feature.

Describe a features Describe a format.

Describe a overview of surrounding business processes Reference documents The model references PlaceLinks consumer website, csl.placelinks.net as of today PlaceLinks business website, bsl.placelinks.net as of today Description of objectives and design of our billing system, price Detail listing structure Specials detail structure Draft UI in spreadsheet plcopy2.xls Descriptions of function in the billing system spec, Requirements of the TRUSTe.org privacy branding, as well as complying with the Federal laws on soliciting minors in the COPPA legislation.

Report on November 1999 consumer groups from Pathfinder research SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 47 Contents P LA C E L IN K S IN C 46 Feature: Local Error! Bookmark not defined.

Change Error! Bookmark not defined.

Sum m ary 46 Objectives for docum ent 46 Reference docum ents 46 C ontents 47 B usiness O bjectives 47 W hat is Local Shopper? 47 Revenue reasons to build Local 48 Expense reasons to build Local Shopper 48 Pricing 48 Feature R equirem ents 49 C onstruct 52 Prom ote Register Consum Track Registration 62 Consumer Maintains 62 Match Supply and 62 Send E -m 63 Track Response 63 D isplay R esults 63 PlaceLinks administrates Local Shopper B usiness Processes D ata capture opportunities Patent O Business Objectives What is Local Shopper? Local Shopper is an opt-in consumer service for matching consumers' buying interests with suppliers' offers. It is implemented as opt-in email.

Local Shopper operates for the consumer as a persistent news service for shopping. The consumer declares his her interests in brands, products, services, stores, activities, reflected by the following kinds of sentiments: Brands "I love to buy Donna Karan" Products "Find me a lawnmower" Stores "Starbucks is a daily stop for me". Store names may also be considered brands, of course.

Activities "I love to go sailing and dancing" The Local Shopper consumer's personal profile is known only to PlaceLinks, not to the advertiser. The advertiser knows only the aggregate potential traffic data for the categories or keywords he buys.

Local Shopper allows consumers to receive emails, and gives them ways of responding.

The transaction is an email sent from the advertiser, via the PlaceLinks server, to the consumer, yielding an email impression, message impression, and maybe a click-through. These events can all be measured separately by the server, as a different level of result.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 48 Anonymity is important because it encourages the disclosure of profile information, and therefore the use of the service.

The consumer groups we held showed the high value and importance of putting the Local Shopper substantially under the consumer's control. Consumers in our October focus groups spontaneously mentioned features like the following.

Allow me to get emails on a subject with the frequency I like to set.

Allow the editing of individual keywords as a direct response to an email, from an embedded URL in the email message.

Example: This message sent in response to the keyword "Izod" in your PlaceLinks Local Shopper.

Click here to turn off this keyword add an other keyword change message frequency on this keyword give PlaceLinks feedback on this offer There are both Revenue and Expense reasons to develop "Local Shopper".

Revenue reasons to build Local Shopper Opt-in e-mail has a very high growth rate on the Internet as a medium of advertising. PlaceLinks needs to tap into this business opportunity and help our customers use it, as easily and costeffectively as possible. Response rates for e-mail as said to be 2-3 times comparable direct mail.

Rates as high as 15% have been reported for high-context lists. We can't be left out! Expense reasons to build Local Shopper A new portal has a primary challenge to attract customers and achieve a high repeat use rate.

Local Shopper can reach out and remind registered consumers of the existence of PlaceLinks, therefore directly addressing the "forgetting effect" of people trying many web sites, and forgetting even those that they enjoyed using.

Web sites can also reduce their advertising costs by encouraging Word-of-mouth traffic whenever and wherever possible. In this case, Local Shopper is another vehicle for "refer a friend" and is "word-of email". In fact, since the reader gets Local Shopper as an email, they may be more actively willing to forward the message, which has links back to both the PlaceLinks site as well as the advertiser.

Pricing Pricing could be on a performance basis or by time-within-geography like today's specials.

If by time, it can work on a daily basis like Syndication, scaled to the town where matches are attempted. The variability of a match is likely to be so high that we may be forced into constructing a performance pricing basis. (this means pay by results see price model05.doc for explanation of terms) The value of an e-mail to a vendor could be highly variable too. For example, stock brokers pay about $100-$200 for new clients, so numbers might be small but value would be high, compared to, say, a coupon distrbution.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 49 Issue: Should we auction keywords daily in a place? Arnold Kraft bought auction software for $50 k, leased! Feature Requirements The basic requirement is to capture shopping keywords from consumers, match them to specialstype promotions and send mail to the consumer.

A process view is: 1 Construct Allow the Advertiser to easily construct a commercial e-mail message 2 Promote the existence of a Shopper Service in the Consumer System, and as a benefit reason, ask the consumer to register sign up 3 Register Consumer Provide the registration dialog, showing sample ads again on the right a reason to register, and providing the forms to signal buying agenda, and the contact and demographic information.

4 Track registration response for PlaceLinks, because we want to maximize registration success, and explore how registrants track through the screens, and where they drop out Consumer Maintains his/her own keywords, and PlaceLinks provides a mechanism for the consumer to maintain the record of his/her buying agenda and preferences 6 Match supply and demand of consumer preferences to retail offers 7 Send e-mail to the matched consumers 8 Track response by recording impressions for our advertisers; the basic actions on direct e-mail, namely response rates at key stages of 1) seeing, 2) opening and 3) responding to the mail.

9 Display Results The Advertiser should be able to measure the results through the Traffic Manager PlaceLinks administrates Local Shopper measures and displays, so PlaceLinks can see rates of response, match rates, and the failure points in the dialog.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 SAMPLE EMAIL to: Joan Everywoman from: PlaceLinks Local Shopper date: 1/1/2000 Subj: New, Soft Collar Shirt from Brooks Brothers This mail is never sent un-solicited see below.

PCT/US01/04877 BROOKS BROTHERS CELEBRATES 180 YEARS An Innovator of Classic American Style New Soft Collar Shirt Paired with a tie for a dressier look or without for a more relaxed feel. Our new soft collar shirt is Sessential for Fall! Stop by our store on Main St.

Plus a free gift at Brooks Brothers.

Offer valid while supplies last. Use your Brooks Brothers credit card to reserve.

7; Sizes 14-17 only.

Valid from 1 Jan 2000 to 31 Jan 2000 Why not send this offer to a friend? Mail me a map and directions to store Brooks Brothers 125 Main St Wellesley MA 02116 (781)235 1999 aiLinks Local Shopper Brooks Brothers keyword found this for you through PlaceLinks Local Shopper (sm) find me more for this store in Wellesley search neighboring towns for this item add a new keyword to my Search List change my Search List in Local Shopper delete this keyword from my list refer a friend to PlaceLinks Local Shopper 0 PlaceLinks 1999-2000. Portions copyright Acxiom, Val-Pak, Mapquest.

unsubscribe to Local Shopper email Local Shopper Customer Service SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 51 SAMPLE EMAIL AS PLAIN TEXT to: Joan Everywoman from: PlaceLinks Local Shopper date: 1/1/2000 Subj: New, Soft Collar Shirt from Brooks Brothers This mail is never sent un-solicited see below.

Brooks Brothers BROOKS BROTHERS CELEBRATES 180 YEARS An Innovator of Classic American Style New, Soft Collar Shirt Paired with a tie for a dressier look or without for a more relaxed feel. Our new soft collar shirt is essential for Fall! Stop by our store on Main St.

Plus a free gift at Brooks Brothers.

Offer valid while supplies last. Use your Brooks Brothers credit card to reserve. Sizes 14-17 only.

Valid from 1 Jan 2000 to 31 Jan 2001 Take me to a picture Take mp tn man and dirretionsa www.brookesbrothers.com/123bdqehr rwT -nl I fl i kP4 rnm/k-l A-i fiakiTI h1-tmTI Brooks Brothers 125 Main St Wellesley MA 02116 (781) 235 1999 Brooks Brothers keyword found this for you through find me more for this <store> in Wellesley> search neighboring towns for this item PlaceLinks Local Shopper (sm) www.placelinks.com/9872591874 www..placelinks..com98.2591874 add a new keyword to my Search List www.placelinks.com/jhgwegh741 change my Search List in Local Shopper www. placelinks.com/jhqgwakj.na.

delete this keyword from my list www.placelinks.com/ihgwegh74a refer a friend to PlaceLinks Local Shopper www.Dplacelinks.com/ihgweqna.h unsubscribe to Local Shopper www.placelinks.com/ihq4l-vaki email to Local Shopper Customer Service www. placelinks.com/Ljh741-vak 0 PlaceLinks 1999-2000. Portions copyright Acxiom, Val-Pak, Mapquest.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 52 Construct The Specials Editor provides most of the functionality we need for Local Shopper. (see data model on next page, and sample emails above). The word NEW below shows a new feature compared to today's Specials Dialog.

NE'W: Syndication for e-mail should be distinct from the list for listings. The user interface could be an exact copy of the one for listings.

NEW: Graphics.

Issue: Do we launch without graphics? Graphics would add a lot to the value of this medium and would fully exploit the rich HTML opportunity Adding graphics to the business system and managing them could be a challenge.

I recommend we standardize a layout to allow some standard size graphic elements Title graphic similar to banner proportion "Brookes Brothers" Item graphic thumbnail size graphic in middle of copy next to Offer text Right Bar graphic larger portrait size graphic that allows more creative flexibility and a larger palette.

NEW: A hyperlink feature has been specified that can be embedded into the offer text. This permits very flexible actions to be done through the offer text, while making the language natural see example. For example, we could detect hyperlink text by creating our own XML extension to put around text typed into the form.

Visit &&our store=www.placelinks.com/new visitor.htm&& and see what you can buy.

NEW: There should be a language setting variable this should apply to the whole system not simply to Local Shopper. This allows Local Shopper to deliver in the appropriate language and to block others.

Note: PlaceLinks will need this for growth internationally. Also, Dept of Census projects Spanish descent will be $50mil people by 2050 -the largest minority in

USA.

NEW: Keyword typing. Although all the keywords here are implicitly of type "hidden", I think we should be typing visible/hidden separately from the types that indicate marketing role.

NEW: mail me map and directions to store hyperlink and URL. See example page.

NEW: Navigation and management URLs find me more URL URL to act as effectiveness measure for advertiser. A measure of consumer "appetite" for this type of offer.

search neighboring towns for this item URL URL launches PlaceLinks and uses these keywords to search neighboring towns from the town in this email.

This also writes a flag to place this consumer in another town as a virtual inhabitant. (see data model) SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 53 add a new keyword to my Search List URL URL is a management URL taking the consumer back to his profile (if we can cookie them in the URL or elsewhere) or back to the consumer login screen.

change my Search List in Local Shopper URL URL is a management URL taking the consumer back to the Search List his profile to change keywords delete this keyword from my list URL sends a message to delete this keyword, (can we do this without going to the site?) refer a friend to PlaceLinks Local Shopper URL opens a form which looks like an email and sends a message (email to a friend format) that has a link to the Local Shopper first page.

Unsubscribe to Local Shopper carefully to reduce response from page.

un-subscribe positioned email to Local Shopper Customer Service basic customer service suggest we use this to capture user response at start, even if it gets too busy to handle afterwards. Mouseover text could be "Ideas, Suggestions, Problems) SUBSTITUTE SHEET (RULE 26) WO 01/61540 54 CONSUMER REGISTRATION SCREENS IN ORDER PCT/US01/04877 Sign-up to get Shopping Ideas about your favorite brands, stores, product categories and activities. Show me examples? Then ideas will start to arrive by email. You can stop or change at any time. PlaceLinks matches your interests with great ideas in your neighborhood so you get the latest news and the very best values.

How to Get Started with PlaceLinks Local Shopper Any important shopping activities that you need to get done? a vacation a birthday present a new child a favorite local store? Register Now New, Soft Collar Shirt Paired with a tie for a dressier look or without for a more relaxed feel. Our new soft collar shirt is essential for Fall! Stop by our store on Main St. Plus a free gift at Brooks Brothers.

Victoria's Secret Semi-Annual Sale and Clearance It's the perfect time to pamper yourself or a friend: Enjoy savings of up to on your favourite styles from our worldfamous collections. And now there are two ways to shop the sale you can search by size or browse our store on Walnut St.

This page promotes Local Shopper with a vision of what you will find how comes later SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 How to Use PlaceLinks Local Shopper Two of our great offers...

Tell us about what you like.

a vacation? a birthday present a new child a favorite local store a favorite hobby activity (dancing, football, collecting) Type in some keywords. On-target e-mail coming your way Keywords about things I am looking for Brand v Make Local Shopper smarter by telling us about the keyword.

Examples: Reebok brand Plumbing service Candle product Sailing activity Starbucks store Your Search List The Woman's Store favorite store how often delete New, Soft Collar Shirt Victoria's Secret Semi-Annual Sale and Clearance Need Hints for brands to pick? click by category Apparel Food/Drink Bath/Beauty Music Computers Toys Electronics Video/DVD Brands by Name?

ABCDEFGHIJKLMNOPQR

STUVWXYZ#

Reebok Candle Child Care Sailing brand product service activity how often delete how often delete how often delete how often delete Need Hints for Stores? Toys R Us more...

Eddie Bauer Gap Victoria's Secret Remember keywords and stores Personal Management Page 1 SUBSTITUTE SHEET (RULE 26) WO 01/61540 WO 0161540PCT/USOI/04877 Hints Search by brand, product, business name o Business Crand C~roduct Oervice C Where are you? Town: I State: Browse brands by name ABCD EFG H IdKLM NOPO RST UVWXYZ# ctivity gGc to LOca hoe P Hints Page SUBSTITUTE SHEET (RULE 26) WO 01/61540 WO 0161540PCT/US01/04877 einlinks" How often, do you want news from Local Shopper? You are in control do this now or pick later.

Don't care Your Search List How often? The Worhan's Store El [][3E iReeb'ok El E lE Candle 1:1E El 121 Child Care El n.ElE SailingLI lE I PRegistr I Personal Management Page 2 SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 -Links Information about you This information helps Local Shopper to match you with the right products and services. We promise to keep it confidential.

Check our privacy policy.

E-mail name@website.com) First Name? I prefer to receive HTML rich e-mail Date Birth (mo-day -yr) Gender Children at home? Boys Girls Street Address home City State Zip code home li~j Yes Dio, my email likes plain text I I Ll Male E Female Pick one option Pick from list v If you like to shop around work, please give us that town or zip too City where I work State Zip code work Get promotional offers from other companies? a Yes No, only from PlaceLinks Thanks for Registering lots of smart shopping coming your way Go to home page! SUBSTITUTE SHEET (RULE 26) WO 01/61540 WO 0161540PCT/U SO1104877 Data Model In Data Model Displayed in Variable rnmo in ILS data model today? Definition CS? Examlle SPECILS Syndication list for e-mail list of place ld.s same list for listing New, Soft Collar Shirt Offer Thte y Heading in specials and email subject line y from Brooks Brothers Offer Text y Marketing selling text descibing offer y Offer Text hyiperlink visible text y "our store" in example 1Am.xyz.com+paranleter URL URL under visible text____s Tie graphic Bit map in standard position y BROOKS BROTHERS CELEBRATES 180 itle graphic subhead Subhead y YEARS etc etc ftemn graphic map in standard position y Right Bar graphic map in standard position y [Disclaimer y Text for disclaimer y 'One per familV' Redeemable from date y Consume fiald for validity of offer y Redeemable to date y Consume field for validity of offer y Prorrotion from date y Email (special) published dates Promotion from date y Email (special) published dates URL pointingj to the Directions page in PL wsb Directions to store URL site. y text ime of Day y Publishing option for Age Category y Publishing option for...

Gender y Publishing option for Rating y Publishing option for...

Language setting Publishing option for browser language langspansli US Send emal to Local Shopper? y Publishing option for...

Kewrd 1 format t4eW___ Hidden Keyword 1 y Key/crd Keyword typ I Type; brand, product, service, store, activity Keyword 2 y Keyword Kewrd type 2 Type brand, product, service, store, activity Keyvword 3 y Keyaord Keyword type 3 Type;, brand, product, service, store, activity Kewrd 4 y Keyword Keyword bype 4 Type; brand, product, service, store, activity Keyoord 5 y Keyword Keyword ty pe 5 Type;, brand, product, service, store, activity URL to act as effectiveness meastre for find me mare URL ____advertiser y text search neighboring towns; for this item URL URL to have this effect y text add a new keyword to ray Search list URL UIRL to have this effect y text change my Search List in Local Shopper URL URL to have this effect y text delete this keyvtord from m~y list URL URL to have this effect y -text refer a friend to Racel-nks; Local Shopper URL URL to have this effect y text unsubscri be URL RL to have this effect y-text email to Local Shopper Custor Service URL __URL to have this effect y text SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/U S01/04877 In Data Model Displayed in Variable name in LS data model today? Definition CS? Example CONSUMER I OFFER JOIN ENTITY Keyword message I.d.s sent already one or many offer I.d.s Keyword message I.d.s sent dates one or many offer I.d.s sent dates Consumer I.d. unique for LS shopper from cookie CONSUMER ENTITY Consumer id unique I.d. for LS shopper from cookie Keyword picks 1-5 keyword text Keyword picks 1-5 type Type: brand, product, service, store, activity CONSUMER/ KEYWORD/ TOWN ENTITY Consumer towns to search for list of towns where consumer wants to search.

this keyword Default is the consumers own place.

Promote The Local Shopper starting page has to promote with a visualization of the goods available in the area it just will not work to describe the benefits in the abstract. We have to show a sample of what is on offer.

This sample offers page is maintained by hand by PlaceLinks marketing people from a sampling of current offers.

If a consumer has a Local Shopper cookie, he/she goes straight to the Local Shopper personal management page, bypassing page one. This also promotes, with the sample of some current offer titles on the right at the top. see example.

Register Consumer The registration process is on 4 pages.

Personal management page 1- the start of the keyword management process I have given a lot of though to the consumer language here to make it as simple and clear as possible. For example, the internal jargon, "base listing" is not shown just "store business".

Remember keywords button brings you to the "how often" page.

NEW: "how often" link is added to the present delete column of the form. This branches to management page 2 which allows people to specify a how often the consumer wants to see e-mails on the keyword topic this idea got a good response in the focus groups.

Stores are added to the "search List" via the consumer system too. We have to align the words used to describe each. The word "Favorites" is not used here, though it is a good word. Maybe we make it more obvious by listing stores as "favorite store" in the list? SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 61 Your Search List The Woman's Store favorite store how often delete Reebok .brand how often, delete Candle product how often delete Child Care service how often delete Sailing activity how often delete Hints page, as a branch off the first page The main purpose of hints is to let people with bad memories or no clear shopping agenda browse for ideas.

Personal management page 2- "How often?" allows people to specify a frequency response to the topic this got a good response in the focus groups. This defaults to "when you have something". People who reset are scheduled with a target date in the matching system.

Information about You This title is carefully chosen to be less threatening than "profile". The TRUSTe logo is displayed prominently.

Date of birth, not a date range is used, so we can send a birthday email to Local Shopper users this gets great response I hear.

A special hyperlink addresses the legal issue of under 13's giving personal information, even if it's not published.

"Children at home" allows us to target the kids markets. Pick options are Pick one option None Infant(s) Under 13 Teenager(s) Adult(s) Several age groups Boy/Girl allows PlaceLinks to target the children more accurately when combined with item above, without asking for a detailed list, child by child of age and sex.

Pick from list Boy(s) Girl(s) Both Issue: Will street address reduce response? Personally I think asking for street address will reduce response significantly, though I left it in we can test with without. We should field the data, because we may need it for a future valid use, e.g. helping with delivery services.

Work city, state and zip put in to capture the opportunity for PlaceLinks to offer "sausage search later.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 62 Track Registration Response One critical success factor with e-mail is knowing why and where you are failing. We should log every form step, so we can see where in the registration process we get the biggest drop-out.

For example, if people drop out of the profile info, that is potentially caused by asking "too many questions too private".

Consumer Maintains Consumer self-maintenance should be easy if...

1 we make the pages 1 and 3 easy to use and 2 give them URLs in the e-mails to get back directly and change/update their Search List words/frequencies.

Match Supply and Demand Local Shopper demand /supply engine will work in a batch mode. It implements 1 For each place, matching offers to consumers via keywords 2 eliminating consumers with constraints supplied by the supplier 3 regulating the frequency of messages to the consumer 4 any consumer gets an offer only once.

Every day, assembling sub-batches of lists to mail in the required time-of-day period Queries are driven from the supply side for ease of query there are fewer offers than readers.

For each offer while valid, daily 1 For each place, construct a sample of people in the syndication list for the e-mail trading area geography need for syndication step in Local Shopper! To deal with low numbers, construct 2 lists where actually syndicated and (neighbors) list if# matches are low. Match the list actually syndicated first keep the other in reserve.

2 Test age and gender fit on the list 3 Query the consumer offer table for keyword match in profiles 4 Sent this offer i.d. already? ignore this consumer "How Often" measure test versus date on last message on this keyword. "When you have it" allows immediate e-mail to be sent without a restriction from the consumer.

6 Assemble the day's e-mail list, and subdivide it by time of day for that day. The default of "anytime" will be sent to optimize the likelihood of reading, which tends to be early afternoon check this with the best practices e-mail file from the DMA seminar.

7 Send the mail 8 Assemble a log file similar to the consumer offer record, which records e-mails actually opened, to allow for traffic reporting.

9 Analyze the consumer offer record for any minl entries to report on "no-match".

10 Run daily "no-match" analysis see below for explanation.

Issue: lack of matches: We will likely evolve some algorithms for forcing "near hits". We either let the advertiser propose a match by adopting his competitors keywords!! do we stop this?), or let the consumer know we have a near hit by category brand or product type brand. The first thing to relax is the place requirement.

SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 63 Process Design: Reports of no-matches on brands and products requested by consumers is given to sales to canvass business on this basis from typical providers of these brands. Similarly, reports of offers with no matches are promoted to PlaceLinks customers in various ways, including setting up PlaceLinks-authored specials on the site.

Send E-mail I do not have many observations on this.

We will log unsuccessful e-mails, and if non-delivery persists we may take some action eventually to remove them from the list or mark them non-responsive.

Track Response PlaceLinks server should log the behavior-related actions described in other sections, as an extension of the Traffic Manager functionality.

Display Results Results display will show how many eyeballs saw the email, as a total, and arranged by "reason", just like the Traffic manager format we have see example on next page.

SUBSTITUTE SHEET (RULE 26) WO 01161540 WO 0161540PCT/USOtI/4877 Example author's notes in I <Business Owner> Local Shopper Results for <report date start> to <report date end> <Offer Title> <Start date> to <End Date> Deiveries 310 Total Message Successful deliveries to consumer's mail server 1-ta iL finad9 i4~:t9 of which, Impressions Delivered to recipient (title 100% 300 Message opened 280 Browsed down ftdlmessage L~ of which, Actions 260 Took click-through action <title from 100 Requested map and directions tH~ I Y lt1 t ,it 1, search neighboring towns for this <seach X% 101 find me more for this Kbrand/product/etc> in <placename> x 120 offer sent to X% 43 delete this keyword from their list X 3 unsubscribe X% 2 email to Local Shopper Customer Service X Why Found 300 Message opened Reasons 261 <keyword 1> 101 <keyword 2> <keyword x% 101 <keyword x% 120 <keyword x% Where Found 300 Message opened Places 262 <place 102 <place name> <place name> X 101 <place x% 120 <place name> X SUBSTITUTE SHEET (RULE 26) WO 01/61540 PCT/US01/04877 PlaceLinks administrates Local Shopper Some obvious administration issues arise: 1 Refreshing the "promote" page in each major geography. Offers displayed may be in the general area (Boston not just Wellesley but not out of state) 2 Inspecting content for undesirable businesses offers.

3 Reporting on offers with no matches 4 Reporting on number of consumers with "no-match in last n days" 5 Reporting on "orphan keywords" by frequency, further refined by a separate report on orphan keywords only on "no-match" people, so that each selling effort to create an offer will do the most to reduce the number of no-match consumers.

Business Processes We can mine the lists to suggest new stores to sign up for the service.

We can mine for orphan consumer's keywords and orphan offers, as described.

We filter offers for undesirable text. We put a disclaimer on the business system dialog allowing us to remove an offer from publication.

We implement the requirements of the TRUSTe license.

Data capture opportunities 1 When the consumer send a Local Shopper page to a friend, their email is automatically registered with PlaceLinks Local Shopper, with no search text ("favorites", "wish list") populated. We send them a greeting 2-3 days later inviting them to enter their own search list.

Patent Opportunities We are starting to see many varieties of this keyword match style of shopping. We need more time to study them in detail to help guide our efforts.

The place expansion routine may well be unusual.

The format and style of our e-mails may be patent-able Coolsavings has done it.

Semantic search taxonomies of shopping terms hold out the promise for much higher match rates.

End SUBSTITUTE SHEET (RULE 26)

Claims (1)

19-02-' 08 12:44 FROMI-Davies Collison Cave -61392542770 T77 P0/1 -3 T-787 P008/016 F-790 Q.OPf1R'GCtIZ4I$O46ftoc-YOY2$W 00 0 -66 THE CLAIMS DEFINING THE INVENTION ARE AS FOLLOWS; 1. A computer implemented method allowing a provider to initiate and manage a promotionial campaign in a geography based collaborative linking system including one or more geographic content servers and databases for linking consumers and providers, the method comprising: Cl(a) providing an interface configured to receive provider information including o at least one geographic preference and provider keyword data; Cl(b) mapping said provider keyword data into one or more of the geographic content servers and databases of the collaborative linking system responsive to said at least one geographic preference, said geographic content servers and databases being searchable by consumers; collecting consumer search activity including keyword hits; and modifying said provider defined keywords in response to said logged consumer search activity. 2. The method of claim 1, wherein said provider information further comprises a category indicative of goods or services. 3. The method of claim 1, wherein said provider information further comprises product information. 4. The method of claim 3, wherein said product information comprises one or more of: make; model; features; price; and quantity on hand. The method of claim 1. wherein said provider information further comprises target consumer information for a geographic region. 6. The method of claim 5, wherein said geographic region is definable by at least one of: postal codes; telephone area codes; telephone exchanges; a circle defined by longitude COMS ID No: ARCS-179810 Received by IP Australia: Time 12:50 Date 2008-02-19 19-02-' 08 12:44 FROM-Davies Collison Cave +61392542770 T77 P0/1 -9 T-787 P009/016 F-790 00 0 -67- and latituide values; and a set of points each with a longitude and latitude values; governmental census tracks idenitifiers; and a set of other geographic regions. 7. The method of claim 5, wherein said target consumer information comprises one or more of: average household income; number of homeowners, political affiliation; religious affiliation; and other census information. oS. The method of claim 1, wherein said logged consumer search activity comprises ci one or more of: number of "hits"; consumer preferences; and consumer search patterns. 9. The method of claim 1, wherein said provider keyword data is mapped into the geographic content servers and databases according to a related geographic region, the geographic content servers and databases being defined according to a geographic region. 10. The method of claim 9. wherein said geographic region is definable by at least one of: postal codes; telephone area codes; telephone exchanges; a circle defined by longitude ,and latitude values; and a set of points each with a longitude and latitude values; governmental census tracks identifiers; and a set of other geographic regions. 11. The method of claim 1, further comprising forwarding to consumers with said portion ofT said mapped provider data, a special promotion in response to consumer searches. 12. The method of claim 11, wherein the special promotions include at least one link to a provider's own internet page. 13. A geography based collaborative linking system, comprising: a provider interface configured to receive from a provider of goods and services provider information including at least one geographic preference and keyword data; one or more geographic content servers and associated content databases in communication with the provider interface, said one or mote geographic content servers COMS ID No: ARCS-i 79810 Received by IP Australia: Time 12:50 Date 2008-02-19 19-02-'08 12:45 FHOMI-Davies CoJllison Cave +61392542770 T77 Pt/1 -3 T-787 P010/016 F-790 00 0 -68- and associated content databases configured to map thereon the received provider keyword ON data; a consumer interface in communication with the one or more geographic content servers and associated content databases, said consumner interface configured to receive search requests for goods and services associated with a user defined geographic point of interest and to return search results obtained from the mnapped provider data within a Cl geographic region related to the user-defined geographic point of interest; and o an activity logger configured to record consumer search activity related to use of c-I the collaborative linking system, wherein the provider selectively updates provider keyword data through the provider interface in response to logged consumer search activity, thereby allowing the provider to manage a promotion through selection of keywords. 14. The system of claim 13, wherein said geographic region is definable by at least one of: postal codes; telephone area codes; telephone exchanges; a circle defined by longitude and latitude values; and a set of points each with a longitude and latitude values; governmental census tracks identifiers; and a set of other geographic regions. 1s. The system of claim 13, further comprising a control centre in communication with said one or more geographic content servers and associated content databases, said one or more geographic content servers and associated content databases linked together under management of the control centre. 16. The system of claim 15, wherein said one or more geographic content servers and associated content databases are linked together under management of the control centre are accessible via the Internet. 17. The system of claim 13, wherein said one or more geographic content servers and associated content databases are defined according to respective geographic regions within a larger geography-based system, wherein said provider data is mapped into those geographical content servers and databases corresponding to said provider's at least one COMS ID No: ARCS-i 79810 Received by IP Australia: Time 12:50 Date 2008-02-19 19-02-'08 12:45 FROM-Davies Colllson Cave +61392542770 T-787 P011/016 F-790 Q:ifl\PfEO2SOcpwadocid9/YK\flO~t 00 0 o -69- C) [geographic preference. 18. A computer implemented method allowing a provider to initiate and manage a .promotional campaign substantially as hereinbefore described with reference to the accompanying drawings. Cl 19. A geography based collaborative linking system substantially as hereinbefore o described with reference to the accompanying drawings. COMS ID No: ARCS-179810 Received by IP Australia: Time 12:50 Date 2008-02-19