AU2007231862A1 - Process and methods of improved navigation and advertising systems - Google Patents

Description

c-I Background of invention: 0 Z With the increase in size and complexity of cities, it is difficult for people unfamiliar with an area to find things such as the location of a business/store, train stations and public facilities such as toilets. Even for a person who lives in an area they will not be familiar with the position of INO everything in the area.

00 Cc Currently in Australia and most parts of the world navigational technologies cI 10 rely heavily on GPS and Cell Technology. All these technologies are expensive to buy, and/or expensive to operate.

Directional Node Address is a new technology that allows easy navigation using ordinary cell phones.

It does not rely on any existing mobile navigation technology such as GPS, WIFI, cell-technology(cell-towers). Furthermore it is totally different from any prior art on navigation.

Most of these technologies suffer from low accuracy when in an enclosed areas due to signal derogation caused by structures such as buildings. DNA does not rely on any of these signals for pinpointing a position hence it accuracy remains the same whether indoors or outdoors.

Most navigation system requires map or aims a displaying a map of some sort, whether it may be GPS, a roadmap, or using a compass in conjunction with a map.

These maps may contain features such as roads. Some of these systems may be able to show your current location or destination position which may be displayed on the map. For example US patent 7,089,264 is a navigation system that displays maps and allows advertising to a number of restricted advertisers in a zone.

The DNA navigation system can operated properly without the end-user being displayed a map, nor does the end user need to be displayed their current position or their intended destination, as this process deciphering a map to determine whether to go is a time consuming and unnecessary part of navigation.

Maps allow the users to orientate themselves in the right direction so they o can travel towards their destination. DNA skips the map display stage by Z simply providing the end-user with the direction they need to go from the very start. However it is possible to incorporate maps in the DNA system.

Furthermore most navigational systems generally require the end-user to pay for the privilege of using the navigation service. This is achieved by

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00 charging the end user an initial cost for the database and for the navigation software. Furthermore, end-users incur substantial fees for updates.

I They also require users to purchase expensive hardware or devices.

An alternative system currently being developed requires advertisers to bid for premium advertising space, with the highest bidder getting the rights to display their ads when certain keywords are inputted into the navigation system, till there nominated spending for a period is exhausted These while useful require high amounts of end-users to justify advertising in such mediums or by covering the cost for the navigation system by charging the end-user.

There has been a decline in interest in pay-per-click, or pay-per-view advertisements online as there have been many claims of scams. Therefore such a methodology will less likely be adopted for navigation systems.

As a result not many current navigation systems can offer free navigation services to the end user to be supported by current models of advertising.

Though some of these systems may offer proximity based service they have failed to utilize the true potential of proximity based services.

Barcode scanning utilities such Scan-buys, PaperClick, QRcode share similar basic scanning principals. However, these technologies are focused on providing information about products via webpage's viewable on a mobile device, or displaying video clips. These largely focus on connecting the physical world to the digital world.

DNA on the other hand, not only connects the digital world to the physical world, but also connects the physical world to the physical world as well as connecting the digital world to the physical world, though its symbiotic o advertising/navigation system.

z Geo-codes have been used by surveyors to pinpoint a location, whilst geocode barcodes can provide latitude-longitude data. DNA provides additional orientation data which is vital for the navigation system to work.

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00Services such as Mcity.com.au only provide listing of POI address.

cI 10 DNA delivers all these services in a unique combined package, with most Sservices unique in their own right.

Of note was patent 20060184013 which discloses a "Method and apparatus for determining position and rotational orientation of an object" which enables a robot to determine the rotation and position of an object in a 2 dimensional space based on the known rotation of the barcode along with the angle of the barcode as captured by a camera on the robot.

DNA provides information about a 3 dimensional area (including floors) as well as proving advertising and navigation features, rather than just positioning and orientation data which is actually not displayed to the end-user and in some cases this data is not even sent to the end-users mobile phone.

This patent was filed with the intention of receiving the priority date of provisional patent 2006906189 Invention title: Processes and methods of Improved z Navigation and Advertising Systems.

Applicant: Ronald Chung King Sun C

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Processes and Methods of Improved Z Navigation and Advertising Systems Summary of the method: 5 (From here-on Directional Node Address will be referred to as DNA) 00 DNA is a pedestrian based navigation system aimed at the indoor and CBD niche markets. Disclosed within is the method and business process that enables a navigation service to be made free to end-users. This navigation C 10 system is aimed at mobile device with very low requirements therefore most end-users will have access to it.

This is possible by offering business an advertising delivery system that displays ads that is incorporated directly into the navigation system. In particular these ads relate to each subscribing store list to each participating store.

This system specifically uses a DNA barcode ad-system. The DNA barcode system is used for navigation and related advertising functions. The DNA barcode system allows users to scan a DNA located on any media such as in newspapers, magazines, business cards, etc; and the barcode will be decoded and used fcor a number of functions. This allows effortless input of a POI by simply capturing the barcode with a digital camera found on many modem mobile devices. Or these codes can be entered selected one out of a list, via a keypad. The navigation system can also accept other sorts of inputs such as WIFI, GPS, RDIF, Bluetooth, and USB.

These barcodes then allow users to select their current destination and or destination. Using Quadrant trigonometry and hypotenuse calculations along pre-recorded data such as co-ordinates of the current position as well the orientation of a DNA point to true north enable the DNA software to provide directional information about the end-users selected destination.

However, depending on its popularity DNA codes can also be used for GPSo enabled devices. Therefore one barcode would be able to support two or Z more navigation systems.

O 5 Unlike traditional forms of advertising, which is based on bids for air-time or advertising displays. Any subscriber, who is the owner of a POI and is currently paying to be listed in the navigational database, has access to a 00oo small advertising space to deliver an ad. This provides a more equitable and Ssensible formn of advertising. Ads will be delivered ad-hoc as a POI is cI 10 displayed or selected.

Since the advertising is built directly into the navigation system you automatically get the benefit of proximity based advertising that is quite useful to both the subscribers and the end-users.

As with all current navigation systems you will be able to tag your current position for future reference. The DNA navigation system has similar functionality such as you would tag a DNA near where you parked your car so you can find it after shopping. Or if you're traveling by train into an unfamiliar city then you can tag the train station so you can select it as POI from a very small list.

Methodology speaking, the DNA navigation and advertising system is a combined digital sign post and digital billboard that is accessible from any point within a region via a mobile device. So every other subscribing store has a signpost post and advertising billboard containing subscriber's details.

These barcode are also printed on media such as business cards, billboards or accessible online on a website.

LOOT AON LO Z98ILOOZ DETAILED EMBOIDEMENTS There are 5 components of the navigational system.

1) 2) 3) 4) Navigation system Online Directory DNA advertising Proximity advertising (Ad-Space) DNA URL Navigation system Z This is the navigation software and database used on any mobile device. The mobile device may be a mobile phone, palmtop, etc.

The database: There are 2 sorts of database accessible

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oo 5 1) Business database Places that a regular shopper would not normally Svisit. Such as a lawyer.

2) Shopping attractions Retailers, place of interest, ATMs, etc Each region. is generally part of a city with its center around a train station. A region can also be a large shopping complex. A region is divided into cells.

Each cell is an imaginary area of any size or shape. And has an X and Y coordinate. The co-ordinates can range from A to Z. This will provide 676 possible DNAs within one cell, with 676 cells to a region.

Each DNA in a cell on any floors will be assigned a random 2 letter identifier.

Note: there is no Z co-ordinate (Height co-ordinate) this will be handled differently. Within each cell there are DNAs. These are merely unique identifiers, the primary keys of the database.

All regions will have a unique 4 character code. This may or may not be enough to allow international uniqueness but sufficient for domestic needs.

This allows quick localized database searching that can be set to search for RNAs in the cell the end-user is currently in first, followed by adjacent cells.

Some important POI information includes the angle the DNA faces from true north, as well as the co-ordinates of the DNA points. This allows the use of Quadrant Trigonometry to determine a direction, Pythagoras theorem determines a distance, and basic arithmetic is used to determine floor difference. Though it possible to use other algorithms.

A DNA is operated by inputting a POI, capturing a navigation DNA barcode O representing the user's current position and holding the phone face up, Z perpendicular to the DNA to be shown useful navigation and advertising information..

NDesign of the DNA: 00 C, The DNA in its most basic form is a barcode printed on paper, or other printable surfaces. They are generally placed upright. It may be protected from damage, or weather via sealed covering of various materials. This material may be clear or semi-opaque. It may also have a tamperproof seal.

So any attempts to replace it will be noticed.

It may be displayed as an image on a LCD, or be imprinted as a tile design on the wall. It may also come in numerous other forms for the purpose of displaying a barcode.

A further form of the device is where a DNA can be installed on a nonstationary structure. However the DNA must be installed on a device that is updateable such as one that uses a LCD screen. These can be installed inside the carriage of a train (or other transport such as trams, monorails, buses) and it updated as a train approaches a point where it will stop. This will allow end-users to know where is best place to get off to reach the selected POI. This is done by comparing the distance between each known stop and calculating the distance to the point of interest.

The display device may have additional functionality that may or may not be directly associated with the DNA such as a photo printing station, ATM, advertising terminal, information terminal, etc. This includes DNAs that may have other functionality such as having A WIFI, blue-tooth, USB, and memory card that allows end-users to interact with the server side database via their mobile device.

In a further form of the device, the DNA can assist the mobile device or server side, by either performing a part or whole portion of the process that would have been performed. Such as having the whole database stored locally, enabling the user to get additional information not stored without making a connection elsewhere for more data.

0 In a further form of the device the DNA may include a compass or other Z nayigation tool that will be able to determine orientation.

In a further :orm of the device it may have some sort of indicator such as neon sign hanging above it to help users better locate these DNA points.

tN oo The barcode displayed may come in many different colours so users will immediately know when they have entered a new region, especially the 10 camera-less users who will have to update their region code manually. Both 0 user types then will be given the option to download the new region map where necessary.

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F J I III)( IIIG E TIIAI Q- -LIIIUI_ +55 (394) 332 1433 www.oriontravel.com Level 3, Shop 512 Grand Plaza GT, SampleCity. 27314 Orion Travel 13 August 2008 The user will need to orientate himself/herself so he/she faces the DNA's barcode so mobile device is held perpendicular to the sign with the display on top. The direction, distance and floor variation between the current position and that of the point of interest is displayed to the user.

0 DNA. FcG DNA (Barcode) is upright on the this surface and phone is S held perpendicular to the barcode. The direction will ,irer cor 2 be displayed on the screen.

This DNA has a grid location This information is cycled on the top line So it may display different information such as store name, store address, floor of POI, etc. The selected POI has a grid location Distance: For example DNA address might be ABGG might be located at (514, 214); Though the grid system may be instead be replaced by a GPS system, which would use GPS co-ordinates.

And you wish to travel to a coffee shop FEEF that located at (430,501) The navigation system will be able to calculate the direction and the distance to the point of interest (via Pythagoras theorem or other means).

Floor 3 A C 300m

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Coffee Store

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2 +2 Z.2 (514-430)2 +(214-501)2 (84)2 (-287) 2 7056 82369 Z 2 Z 299metres SBearing: The bearing between two points can be obtained through regular Quadrant trigonometry or other Equations and then subtracting the orientation angle O (of the barcode) from that number.

o00 M This angle is then displayed on the screen as an angle to the end user, where zero represent an arrow pointing ahead, with 90 degree right, and 180 degree backwards and so forth.

Additional check may be added in ensure the angle is a number between 0 and 360. If not the 360 is added or subtracted to ensure the number falls within that range.

Azimuth adjustments are really not necessary for small distances, although they will be likely included in the GPS readings, or other forms of manual measurement when a DNA point is documented in an area of poor GPS signals, when a DNA is installed.

We can safely ignore any longitude or latitude issues. The use of Harvsine Formula or Aviation formulary is unnecessary, but nevertheless useable.

The actual direction will be then displayed as an arrow pointing the user in the direction of the desired location.

The "orientation angle" is the angle you face, when you are perpendicular to the DNA. This will be stored as the angle in relation to north or the Azimuth.

However the orientation angle can also be the direction the sign faces with a small modification to the software. With this known you can find the bearing between two points 1 byte is used to store information about the direction the DNA faces. It is important to note that you orientate yourself by facing opposite the sign.

And the direction is based on your orientation and not that of the sign.

There are 256 max numbers in 1 byte however there are 360 degrees therefore each number is equivalent to 1.40625 degrees. Therefore a DNA facing 90degress may be stored as 64.

Height/floors The number of floors you will need to go up or down is also provided to the user. This is merely a stored record of the level that the DNA is on.

Basement floor will be assigned numbers from 0-9. 10 will be the ground floor and so forth. The actual DNA itself does not refer to a building height.

But depending on the final barcode layout height may be able to be added in.

Online Directory The online directory itself will be slightly different from existing online directory. It will feature the modem online directory components in additional to displaying the DNA ad-space of the company. In other words businesses get the benefit of advertising packaged directly in the same page as the business directory.

The online directory will also contain the subscribers DNA which will allow easy input fiom webpage to the mobile device via an optical camera. It is likely the end-user will require a computer with an LCD screen to allow proper transfer.

Subscribers can log into the online directory and update information such Ad-space for their POI. This will also update the database that mobile devices retrieve.

DNA Advertising

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These are a barcode that is provided to subscribers that allow end users to effortless snap the barcode enter the DNA of a store into the DNA navigational system. Normally these barcodes would be used as navigation i points however if they were printed in media such as newspapers they can be oo used to select a POI. This way the end-user does not have knowing anything about the store such as street name, number, etc. All they need to do is cI 10 follow the navigation directions.

0 CzD E c-I (This does not represent the actual result obtained from this phone or any phone. The barcodes shown are only for illustration purposes) The barcode itself is should be unique developed barcode that will allow 0 additional control over the infrastructure. Alternatively Micro QR Code can Z be used as it has been proven to be quite efficient.

As a subscriber you may print the DNA in any advertising brochures, business cards, magazines, newspaper, on their website or in any other kind cI of media.

00 A deliver system must be in set up consisting of a SMTP/POP3 mail server c- 10 along with related systems to distribute the DNA image to the subscriber so they can utilize it in their ad campaigns.

Navigational Proximity Advertising 0 Z Hereon contains application of proximity advertising in detail as well as new business processes for creating revenue out of vital POI which don't have a willing subscriber because they generate little or no revenue.

'qThis process uses a navigation system to allow proximity advertising which 00 is sometimes referred to as geographical advertising to work. Currently very Sfew navigation systems contain advertising in their system, those that do rely c 10 on downloading an ad and displaying it. These ads are generally not directly related to the POI within the database. Rather these ads are random ads Sbelong to the highest bidder ofa keyword. Likewise very few proximity advertising system have navigational components that link an ad to the location of a POI within a whole region.

The ads received generally belong to the owner of the POI. For example if you select a POI named "Megastore US" you will see a special offer provided by "Megastore US". In addition you may receive an ad from a POI in close proximity of the selected POI (once it is actually selected as a destination) This means end-users have an incentive to download the ads because it comes with a navigation system. And business have an incentive to subscribe because the system is cheaper than most proximity advertising system and more effective, with the bonus of a navigation system will allow end-users to find your store.

The advertising itself is a text based adverting system. To ensure that the database remains as tiny as possible there is likely a small limit of characters. However in the future as mobile device technologies have larger storage capabilities it may allow longer messages, images, sounds, or multiple ads from each POI For an offline navigation system, Ads generally expire such as they are a time limited offers, so it vital that navigational system is built to expire the navigation database after a period of time. This will be achieved via the database containing an expiratory date and the navigation system rejects a database that is too old. This ensures the ads are fresh at the same time the end-user will not get any unexpected surprises from navigational irregularities.

Generating revenue from non-profitable listings.

0 Z There are some vital POIs that may not have a willing subscriber to pay for the service. These may have to be listed in the best interest of the end-user.

o As a result these will incur installation cost as well as upkeep cost without a payer.

NO These POI might be publicly owned such a famous water fountain, a nonoo profit/low profit generating facility, or restrooms or a section of a car park Cc (to finrd your car).

In this case, these POIs may be up for sponsorship. By sponsoring a POI the sponsor can utilize the POI's Ad-Space. By doing so they can display Ad- Spaces that target end-users that would want to view or input these places as POIs.

Sponsorship has many other benefit such as if you sponsor a popular spot or location then DNA navigation may be printed in city brochures or tourist guides pointing out interesting places to visit. This means there is free distribution of your Ad-space advertisements. When the DNA of these POIs are scanned as destinations the message within the Ad-space will be displayed to the end-user.

Sponsorship terms will generally be for around 3-6 months and are to be auction off using a bi-directional auction, though it is possible to use a traditional auction, reverse auction, close or open bids, or at a fixed fee.

A bi-directional auction has both the traditional and reverse components combined. All sponsorship deals are available at the same price. It is difficult to calculate the intrinsic value of any particular POI to a sponsor. So either the price goes up or the price will fall by a certain amount. This may occur during or after the auction if there are no bids.

There will also be a floor price set where the price will not fall below in the case no-one is interested in the POI.

DNA also facilitates internal navigation. Internal navigation is navigation within a single POI such as inside a superstore. DNA navigation is so accurate it is possible to get the accuracy down to centimeters allowing you to know the position and shelf height of Items of Interest (IOI) located within the store. Internal navigation within a store may rely on traditional o barcodes instead of DNA barcodes.

z t- Internal navigation itself within a POI is likely to be consider a region of its own and will required to download a database map for that region. Internal navigation database in most cases will not expire.

O With internal whether indoors or outdoors there are also sponsorship 0 opportunities.

c There be a possibility that a room or even picture inside an art gallery, etc might be sponsored. For example "Megastore US" might want to sponsor a 10 room with impressionism art or a rollercoaster ride; this kind of sponsorship (-i may also be used to cover some of the cost involved in setting up and maintaining the navigation system that allows end users to use a navigation system for firee, in what otherwise would have required the owner involved to cover the whole cost. This because there is may be little value added for the owners of the POI for certain types of internal navigation.

Proximity advertising (Ad-Space) This is a Ad that is stored in the database along with the navigational component.

It is generally viewable when the user captures a barcode through the DNA advertising s;ystem or when the user browses either category or by proximity.

The subscriber may write whatever they like, such as a 10% discount off certain product lines, a reminder that father's day is approaching, or advice of a new product line or advertise job vacancies.

Generally only end-users who are looking to buy a product that a store might sell might view it. For example ifa person is intending to buy shoes then he/she will view a shoe store's Ad-space when the end-user browses a list of POI that are categorized under shoes.

Alternatively, the end user can also see special offers provided by all stores in the immediate vicinity. This works by accessing all stores with a DNA code starting with the same 2 characters, or by accessing those of adjacent 0 cells.

This form of advertising is also non-intrusive to the end-users, as the end user works on an internal database and does not need to make any request to an external system, or sign up to a mailing list.

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oo On the other hand a system that requires connection will be relatively nonintrusive with similar benefits of the offline version.

C O Furthermore, when a DNA is inputted as a POI the system and selected as a O POI the system will also display an ad-space from a store near the selected POI. This may increase the chance of the user actually deciding to go to the original POI as he or she may also be interested in seeing a special from a store within close proximity of the first POI DNA URL This system works like Semacode or QR-Code. Each URL is stored in the navigation system, and associated with a POI interest that contains coordinates data. The benefit of such a system is you can actually view websites of all POI in the geographic proximity.

Rather than scanning the barcode of each POI for more information you can scan once and select the ones that interest you from a list.