KR20180061704A - User-consumed pattern-based tourism area signage system - Google Patents

Abstract

The present invention provides a system for providing tourism advertisement information for each region which performs an advertisement service based on a consumption prediction possibility in which a consumer can purchase or receive a service in the future depending on a consumption pattern of the consumer visiting a tourist area. The system for providing tourism advertisement information for each region comprises: a digital signage (100); a payment server (200); a consumer terminal (300); and a signage operating server (400).

Description

[0001] The present invention relates to a tourism information providing system,

The present invention allows a consumer to have access to a variety of information related to discounts, such as a local store selling local products, a local store selling local food, a lodging shop, a tourist spot, etc., , Which leads to sales to retailers selling local products, restaurants selling local food, restaurants selling local products, hotels, and tourist spots. In addition, there are sales outlets selling local products in the tourist area, stores selling local food , Small business owners who reside in hotels, tourist resorts, and so on are able to browse various news and public interest information generated in their tourist areas, and thereby, based on the advantage of acquiring general life-related information of the tourism areas, Based on the predictability of consumption, which consumers are likely to purchase or service in the future By performing advertisement service, it can guide forecastable advertisement service through consumption pattern of users in tourist area. When consumers buy local or local food in tourist area, they can buy remaining local products and local food , It is possible to identify the consumers and to output them in real time. Therefore, based on the consumption pattern of consumers, it is possible to purchase local and local foods of the tourist area that the consumer has not purchased It is also possible to display the location of the tourist area where the consumer is located, as well as to continuously display the customized promotional image to promote the promotion, and to locate the area near the digital signage installation area. By controlling the transmission, After watching the video information when purchasing desire is activated through the promotion of stores located in the local area if the consumer relates to regional tourism advertising informational system that provides so it could lead to direct purchases.

The traditional advertising approach was to offer offline flyers with advertising content, or to provide them online via TV, radio, and Internet media.

Such an advertisement method not only provides fixed information unilaterally, but also differs between the owner and the producer of the advertisement contents, so that it is not easy to quickly modify, change or update the previously produced advertisement contents.

Digital signage has been proposed to solve these problems.

Digital signage is a media playback device that typically includes a display panel that is used for marketing and advertising. Digital signage can be easily changed from time to time, unlike conventional sign advertising, and companies are using it to promote their products and play content intended for their image enhancement. Similar to general advertising media, digital signage is also installed and operated in flooded areas such as marts, airports, and in the region.

However, the present advertising method using digital signage is not utilized because it is operated in a form of repeatedly exposing the contents to an unspecified number of users or exposing only the advertisement contents provided by the advertiser.

In particular, there is a problem that a consumer who visits a tourist area can not provide a predictable advertisement service based on a consumer's consumption pattern because the consumer can not recognize the possibility of consumption prediction that is likely to be purchased or serviced according to the consumption pattern.

Patent Document 1: Korean Patent Application Publication No. 10-2014-0096419 (Published Date: Aug. 06, 2014)

SUMMARY OF THE INVENTION The present invention has been made in order to solve the problems of the prior art described above, and it is an object of the present invention to provide a discounting device for a discounted discount, such as a store selling localized products, a store selling local foods, It is possible to carry out various touring schedules in the tourism area, and this leads to sales to small-sized businesses such as a store selling local products, a store selling local food, hotels, and sightseeing spots. A small business owner who resides in a local retail store selling local local products, a local store selling local food, a lodging business, or a sightseeing spot can view various news and public interest information generated in his / her tourist area, Based on the advantages that can be obtained from consumers, Available with or be based on the potential possibilities of consumption forecasting services to provide a regional tourism advertising information providing system to perform advertising services.

In order to accomplish the present invention, the tourism advertisement information providing system according to the present invention has a display unit for displaying commercial promotional image information for each tourist region including local and local foods of the tourism region, When the information is relay-transmitted, it collects the installation area identification information identifying the area in which the user himself / herself is installed in the relayed billing details information, generates a request signal for transmitting the advertisement content of the tourist area, and transmits the signal to the digital signage ; The customer is requested to pay the payment through the use of the payment card in the tourist area visited by the consumer, the payment approval is performed, and the payment approval card identifying the payment approval card corresponding to the payment approval, A billing server for generating billing detail information including a billing business type that has been used by payment and relaying the generated billing details information; A consumer terminal equipped with a sightseeing application app for relaying and transmitting the billing details information to the digital signage possessed by the consumer; The consumption pattern of the consumer is analyzed on the basis of the payment information of the consumer by referring to the transmitted request signal of the transmission of the publicity contents of the tourist area by the customized transmission to predict the local and local food of the tourist area that the consumer can consume, And a signage operation server for controlling the consumption prediction publicity content of the tourist area to be outputted through the display unit of the digital signage.

The signage operation server includes a DB unit; And a tourism analysis engine. The DB section stores and manages the information classified by the tourist area. The information includes list information of a store selling local products and a store selling local food in the tourist area, and tourist information Promotion video information DB; And a credit accumulation information database for each tourist region in which the billing details information used by the consumer to purchase local and local foods are accumulated and stored in the tourist region, Payment information included in the local publicity contents transmission request signal is cumulatively stored in the sales promotion video information DB of each tourist area, and the payment industry using the payment card is confirmed in the accumulated payment history information, A list of the stores belonging to the tourism area is obtained from the store promotion video information DB for each tourist area based on the information on the confirmation and payment business type shop which is the information for confirming payment, Sightseeing information of the shop where the shop is located Information extraction and controls such that the output of the forecast consumption tourist areas promote the content extracted tourism region retailer promotional video information through the display of the digital signage.

The tourism analysis engine refers to the installation area identification information included in the transmission request signal of the tourist area promoted by the customer and transmits the tourism area promotion information of the retailer other than the confirmation approval sector store information, From the sales promotion video information of the retail shop located in the area close to the installation area of the digital signage among the sales promotion video information.

The DB unit further includes a sightseeing region publicity video information DB in which tourism publicity spot publicity contents, which is a video for promoting sightseeing spots in the tourist area, is stored, and the tourism analysis engine transmits a publicity contents transmission request If the signal is not transmitted over a predetermined period of time, it extracts the publicity contents of the tourist area attractions in the tourist area from the publicity video information DB of the tourist area, extracts the publicity contents of the tourist area attractions in the extracted tourist area, And is controlled to be output through the display unit.

The billing details information transmitted from the consumer terminal is transmitted as a wireless signal, and the digital signage includes an AP for converting the billing details information transmitted as a wireless signal into a wire signal.

The installation area identification information of the digital signage uses the SSID and the MAC address of the AP.

The present invention allows a consumer to have access to a variety of information related to discounts, such as a local store selling local products, a local store selling local food, a lodging shop, a tourist spot, etc., , Which leads to sales to retailers selling local products, restaurants selling local food, restaurants selling local products, hotels, and tourist spots. In addition, there are sales outlets selling local products in the tourist area, stores selling local food , Small business owners who reside in hotels, tourist resorts, and so on are able to browse various news and public interest information generated in their tourist areas, and thereby, based on the advantage of acquiring general life-related information of the tourism areas, Based on the predictability of consumption, which consumers are likely to purchase or service in the future By performing the advertising, there is the effect that guides the foreseeable ad services over the spending patterns of users from the tourist area.

In other words, when a consumer buys local or local food from a tourist area, he / she perceives the consumer when he / she crosses the digital signage installed with the AP, Therefore, there is an advantage of continuously outputting a personalized promotional image that encourages the purchase of local and local foods of the tourist area that the consumer has not purchased based on the consumer's consumption pattern.

Furthermore, by controlling the location of the tourist area where the consumer is located and controlling the information to be transmitted from the store advertisement image information per sightseeing area located in the area close to the installation area of the digital signage, the consumer watches the advertisement image information of the store When the desire to purchase is activated, it is advantageous to provide the purchase through the promotion of the retailer located near the consumer.

BRIEF DESCRIPTION OF THE DRAWINGS FIG. 1 is a block diagram of a tourism advertisement information providing system according to the present invention,
FIG. 2 is a block diagram showing a digital signage among the constitution of a tourist advertisement information providing system according to the present invention,
FIG. 3 is a block diagram illustrating a signage administration server among the constitution of the tourist advertisement information providing system according to the present invention,
FIG. 4 is a view showing a screen for selecting a tourist area provided by a tourist information app installed in a consumer terminal among constitutions of a tourist advertisement information providing system according to the present invention.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings, which will be readily apparent to those skilled in the art to which the present invention pertains. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein.

The terminology used herein is for the purpose of describing particular embodiments only and is not intended to limit the invention. The singular forms as used herein include plural forms as long as the phrases do not expressly express the opposite meaning thereto. Means that a particular feature, region, integer, step, operation, element and / or component is specified, and that other specific features, regions, integers, steps, operations, elements, components, and / And the like.

Unless otherwise defined, all terms including technical and scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which this invention belongs. Commonly used predefined terms are further interpreted as having a meaning consistent with the relevant technical literature and the present disclosure, and are not to be construed as ideal or very formal meanings unless defined otherwise.

The embodiments of the present invention described with reference to the drawings specifically illustrate an ideal embodiment of the present invention. As a result, various variations of the illustration, for example variations in the manufacturing method and / or specification, are expected. Thus, the embodiment is not limited to any particular form of the depicted area, but includes modifications of the form, for example, by manufacture. For example, the regions shown or described as being flat may have characteristics that are generally coarse / rough and nonlinear. Also, the portion shown as having a sharp angle may be rounded. Thus, the regions shown in the figures are merely approximate, and their shapes are not intended to depict the exact shape of the regions, nor are they intended to limit the scope of the present invention.

FIG. 1 is a block diagram showing a system for providing tourism advertisement information according to the present invention, FIG. 2 is a block diagram showing a digital signage among constituent parts of a tourism advertisement information providing system according to the present invention, FIG. 4 is a block diagram illustrating a configuration of a tourism information providing system according to the embodiment of the present invention. FIG. 4 is a diagram illustrating a configuration of a tourist information providing system according to the present invention. Fig. 7 is a view showing a sightseeing area selection screen.

As shown in the figure, the tourism advertisement information providing system according to the present invention comprises a digital signage 100, a payment server 200, a consumer terminal 300, and a signage operation server 400.

First, the digital signage 100 is installed in a scattered manner for every tourist area in the nation, and the display unit 110 is installed on the front surface so that the commercial image information of each tourist area including local products and local foods of the tourist area is outputted In particular, when the billing statement information, which is a wireless signal, is relayed from the consumer terminal 300, which will be described later, the installation area identification information for identifying the area in which the user is installed is collected in the relayed billing details information, And transmits the request signal to the signage operation server 400, which will be described later.

The digital signage 100 includes an information storage unit 120, an information communication unit 130, and a control unit 140 in addition to the display unit 110 to perform the functions.

First, the information storage unit 120 stores various data such as the contents of publicity of tourist area attractions in the tourist area transmitted from the signage operation server 400, which will be described later, as well as various data such as booting of the digital signage 100, (RAM), a read only memory (ROM), a hard disk drive (HDD), a flash memory (ROM), and a flash memory Memory and USB memory or a combination thereof.

The display unit 110 may include various output members provided in the form of a flat panel display such as a liquid crystal display (LCD), an organic light emitting diode (OLED), or an active matrix organic light emitting diode (AMOLED) .

The information communication unit 130 is a communication interface member having an AP 131 for converting billing details information transmitted from a consumer terminal 300, which will be described later, into a wire signal.

Here, the installation area identification information of the digital signage 100 may use the SSID and the MAC address of the AP 131, or may use the self identification information of the digital signage 100. [

The control unit 140 is a member for performing overall control necessary for the digital signage 100 to operate. Particularly, when the billing details information, which is a wireless signal, is relayed from the consumer terminal 300, Customized tourist area promotion content transmission request signal to the signing operation server 400, which will be described later, through the information communication unit 130, And the like.

The billing server 200 requests payment by using a payment card in a tourist area visited by the consumer, and performs approval of the payment approval. The billing server 200 receives payment for identifying the payment card A payment card identifier, payment approval information including the payment industry type that has been paid using the payment card, and relaying the generated payment approval details information.

The billing server 200 performing such a function is a server operated by a credit card company. The billing server 200 uses any one of a credit card, a check card, and a debit card.

The consumer terminal 300 has a tourist information application 310 which is owned by the consumer who has performed the above-mentioned bill payment and which relays the information to the digital signage 100 and transmits the information to the digital signage 100. [ .

Here, the tourism information application 310 can be downloaded as an application program by accessing the app store through a consumer terminal or directly connected to a signage server 400, which will be described later.

The consumer terminal 300 includes an information input unit such as a keypad for controlling the consumer terminal 300 or generating a user input signal for operating the consumer terminal 300 according to the operation of the consumer in order to operate the tourist information application 310, An information output unit 301 for outputting multimedia information such as a memory area for storing the contents app 310 and a tourism area selection screen 320 to be described later, a controller 300 for performing overall operation control of the wireless communication unit and the consumer terminal 300, In order to clearly define the present invention, reference numerals are denoted only to the information output unit 301, and the reference numerals are denoted only to the information output unit 301 in the consumer terminal 300, which will be described later.

The wireless communication unit is an interface member that performs data communication under the control of the control unit. The wireless communication unit includes a radio frequency transmission unit for up-converting and amplifying the frequency of a transmitted signal, a radio frequency receiving unit for performing low noise amplification and down- .

The wireless communication unit performing such a function includes a Wi-Fi module. The Wi-Fi module supports Internet protocol (IP) based wireless communication of the consumer terminal 300.

The consumer terminal 300 that performs the function may include a communication terminal device such as palmtops, PDAs, a smart phone capable of accessing the Internet, a portable multimedia player (PMP), or a UMPC -mobile PC) and MID (Mobile Internet Device).

When the consumer terminal 300 having the above configuration executes the tourist information application 310 in the tourist area visited by the consumer, the tourist information application 310 outputs the tourist area selection screen 320 which is stored and managed And is output through the information output unit 301.

The tourist area selection screen 320 output through the information output unit 301 includes a tourist area name input unit 321 for inputting a tourist area name. The consumer can input the tourist area name by operating the information input unit in the tourist area name input unit 321 provided. Here, the tourist area name input unit 321 can display various graphic user interface elements (GUI elements) such as a combo box (drop-down list), a check box, and a radio button in addition to text input.

The tourist information application 310 collects the billing card identifier information that identifies the billing card held by the consumer in the inputted tourist area name information, and transmits it to the signage operation server 400 described later.

The signage operation server 400 described later stores the transmitted tourist area name information and the paying card identifier information in the consumer cumulative settlement information DB 412 for each tourist area to analyze the patterns consumed by the consumer in the future, Predict local consumption of local products and local foods, and utilize it as identifier information to guide consumers to watch the consumption promotion forecast tourist area promotional contents according to the prediction.

The signage operation server 400 refers to the request signal for transmitting the tourist area promotional content transmitted from the tourist information application 310 of the consumer terminal 300 mentioned above to the consumer And predicts the local consumption of the local tourist area and the local food that the consumer can consume and analyzes the consumption pattern of the consumed region of the tourist area to be outputted through the display unit 110 of the digital signage 100 And the like.

In order to perform such a function, the DB portion 410 and the tourism analysis engine 420 are installed in the signage operation server 400. [

First of all, the DB unit 410 is stored and managed by the tourist area, and stores list information of a shop selling local products and a local store selling local food in the tourist area, and a tourist area PR content, A store promotion video information DB 411 for each tourist area and a consumer accumulation approval information DB 412 for each tourist region in which the billing details information used by the consumer to purchase local and local foods are cumulatively stored in the tourist area.

The tourism analysis engine 420 receives a request signal from the tourist information application 310 of the consumer terminal 300 to transmit the request for transmitting the advertisement contents of the tourist area to the customer terminal 300, The billing details information is cumulatively stored in the sales promotion video information DB 411 for each tourist area. The billing industry records the billing transactions using the billing card in the accumulated billing details information, Based on the information, a list of retail stores belonging to the tourism area is obtained from the store promotion video information DB 411 for each tourist area, and the promotion of the tourist areas of the retailers belonging to the remaining list excluding the confirmation payment category store information And extracts promotional image information of the store according to the sightseeing area, Consumption prediction publicity contents of the tourist area are transmitted to the digital signage 100.

The digital signage 100 controls the transmitted consumption forecast tourism area promotional contents to be outputted through the display unit 110 so that when the consumer purchases the local or local food in the tourist area, And public food images related to the local food are recognized and output in real time whenever the user passes the digital signage 100 where the AP 131 is installed. Thus, based on the consumer's consumption pattern, It can also provide customized promotional videos that encourage the purchase of local and local foods.

Furthermore, the tourism analysis engine 420 refers to the installation area identification information included in the customer-specific tourist area advertisement contents transmission request signal transmitted from the tourist information application 310 of the consumer terminal 300, Information of the sales promotion video information of the retailer located in the area close to the installation area of the digital signage 100 among the information of the sales promotion video information of the tourism area according to the tourist area of the retailer other than the information, When the desire to purchase is activated after viewing the information on the promotional video of the retail shop according to the tourism area, it promotes the retailer located near the consumer so as to lead to the purchase immediately.

On the other hand, in the tourism advertisement information providing system according to the present invention, there are a store for selling local products in the tourism area, a store for selling local food, and a terminal owned by the resident residents, .

Here, the sightseeing application is the same app as the one mounted on the consumer terminal 300. [

The tourist analysis engine 420 generates and transmits a discount event of a retail store operated by itself or a self-event information of a small-sized business, which is made up of various events, to the tourism analysis application 420 installed in the local small- Information is stored in the retail shop promotional image information DB 411 for each tourist area and when the request signal for transmitting the advertisement contents of the tourist area by the customer is not transmitted for more than the preset time, Information is extracted and controlled so as to be transmitted to a location near the installation area of the digital signage 100 and processed to be browseable through the tourist information application 310 of the consumer terminal 300, The user can view the content through the digital signage 100 or through the tourist information application 310 of the consumer terminal 300, Providing the people.

As a result, the consumer can get various information related to discounts such as a local store selling local products, a local store selling local food, a lodging shop, a sightseeing spot, etc., This provides benefits to sales to small businesses such as retail stores selling local products, stores selling local food, hospitality, and sightseeing spots.

In addition, if news public interest information for each tourist region is generated and transmitted through the tourist information application installed in the terminal, which is a local small business owner, the tourism analysis engine 420 transmits the news Public interest information is cumulatively stored in the store promotion video information DB 411 for each tourist area and when the request signal for transmitting the advertisement contents of the tourist area is not transmitted over a predetermined time period, DB 300 to be transmitted to a location located near the installation area of the digital signage 100 and to be viewed through the tourist information application 310 of the consumer terminal 300 Or through the sightseeing contents application 310 of the consumer terminal 300 owned by the user through the digital signage 100 Provide for viewing.

Accordingly, a small-scale business person residing in a retail store selling local products of the tourist area, a selling store selling local food, a lodging business, or a sightseeing spot can view various news and public interest information generated in the tourist area, And provides an advantage of acquiring general life-related information.

In addition, the DB unit 410 provided in the signage operation server 400 further includes a tourist attraction-specific image promotion video information DB 413, which is a video for promoting the tourist attraction in the tourist area, Loses.

Accordingly, when the request signal for transmitting the advertisement contents of the tourist area is not transmitted for a predetermined time or longer, the tourism analysis engine 420 extracts the advertisement contents And controls the display unit 110 of the digital signage 100 to output the contents of the extracted tourist attraction attraction of the tourist area to the various visitors who visit the tourist area, By introducing various attractions, it provides a more effective promotion of tourism.

100: Digital signage 110: Display unit
120: information storage unit 130: information communication unit
131: AP 200: Billing server
300: Consumer terminal 301: Information output unit
310: Tourist Information App 320: Tourist Area Selection Screen
321: tourist area name input unit 400: signage operation server
410: DB section
411: Promotion video information DB
412: DB of Consumer Cumulative Approval by Region
413: Promotional Video Information DB
420: Tourism Analysis Engine

Claims (8)

And a display unit 110 for displaying commercial promotional video information for each tourist region including localized local products and local food in the tourism area. When the billing details information is relay-transmitted, A digital signage 100 for collecting the installation area identification information identifying the installed area and generating and transmitting a request signal for transmitting the advertisement content of the tourist area to the customer;
The customer is requested to pay the payment through the use of the payment card in the tourist area visited by the consumer, the payment approval is performed, and the payment approval card identifying the payment approval card corresponding to the payment approval, A billing server 200 for generating billing detail information including a billing industry type that has been used and paid out, and relaying the generated billing details information;
A consumer terminal (300) having a tourist information application (310) installed therein, which is relayed to the digital signage (100) by relaying the billing details information stored by the consumer;
The consumption pattern of the consumer is analyzed on the basis of the payment information of the consumer by referring to the transmitted request signal of the transmission of the publicity contents of the tourist area by the customized transmission to predict the local and local food of the tourist area that the consumer can consume, And a signage operation server (400) for controlling the display of the tourism promotion content through the display unit (110) of the digital signage (100).
The method according to claim 1,
The signage operation server 400 includes a DB unit 410; And a tourism analysis engine 420,
The DB section stores and manages the store information classified by the tourism area, and stores list information of the store selling the local products and the stores selling the local food in the tourist area, and promoting the retail shop A video information DB 411; And a consumer cumulative settlement information DB 412 for each tourist region in which the billing information used by the consumer to purchase local and local foods is accumulated and stored in the tourist area,
The tourism analysis engine 420 cumulatively stores the billing details information included in the transmitted advertisement customized tourist area promotional content transmission request signal in the tourist area specific promotional image information DB 411, The settlement history information is used to confirm the settlement business type that has been paid using the payment card, and based on the confirmation payment business type store information, which is the confirmed information, a list of retail stores belonging to the tourism area And extracts promotional image information of the retail shop according to the tourist area, which is promotional content of the tourist area of the retailer excluding the confirmation approval sector store information, from among the list of secured retail stores, The display unit 110 of the digital signage 100 displays the consumed- Regional tourism advertising information providing system characterized in that the control over that output.
3. The method of claim 2,
A terminal that is owned by resident residents and a resident who sells local food in the tourist area, a terminal that sells local food,
If a discount event of a retailer operated by the user or a self-event information of a small-sized business made up of various events is generated and transmitted through the tourist information application installed in the terminal,
The tourism analysis engine 420 cumulatively stores the transmitted event information of the small-scale company in the tourist-area-specific publicity image information DB 411, , It extracts the event information of the small business person from the sales promotion video information DB 411 for each tourist area and controls it to be transmitted to a place located near the installation area of the digital signage 100, The user can view the content through the digital signage 100 by processing the content to be browsed through the tourist information application 310 of the user terminal 300 or browse through the tourist information application 310 of the consumer terminal 300, Wherein the advertisement information providing system comprises:
The method of claim 3,
If news public interest information for each tourist area is generated and transmitted through news and public interest information generated in the tourist area through the tourist information application installed in the terminal of the local small business owner,
The tourism analysis engine 420 cumulatively stores the news public interest information for each tourist region transmitted in the store in the tourist promotion information video information DB 411 for each tourist region, The news public interest information for each tourist region is extracted from the sales promotion video information DB 411 for each tourist region and controlled so as to be transmitted to a place located near the installation area of the digital signage 100, The user can view the contents through the digital signage 100 or the tourism information application 310 of the consumer terminal 300 owned by the user through the sightseeing contents application 310 of the consumer terminal 300, And the information is provided to the user.
3. The method of claim 2,
The tourism analysis engine 420 refers to the installation area identification information included in the transmission request signal for the tourist area promotional content transmitted by the customer, and transmits the tourist area publicity content of the retailer excluding the confirmation approval sector store information To be transmitted from the sales promotion video information of the shop according to the tourism area located in the area close to the installation area of the digital signage (100).
3. The method of claim 2,
The DB unit further includes a sightseeing region publicity video information DB 413 storing tourist community spot publicity contents, which is a video for promoting sightseeing spots in the tourist area,
If the request signal for transmitting the advertisement contents of the tourist area is not transmitted more than the preset time, the tourism analysis engine 420 displays the advertisement contents of the tourism area attraction in the tourist area in the tourist spot promotional image information DB 413 Extracts the extracted tourist information, and controls the display unit (110) of the digital signage (100) to output the contents of the extracted tourist spot tourist attraction in the selected tourist area.
The method according to claim 1,
The billing details information transmitted from the customer terminal 300 is transmitted as a radio signal,
And an information communication unit (130) having an AP (131) for converting the billing particulars information transmitted as a wireless signal into a wire signal, to the digital signage (100) .
8. The method of claim 7,
Wherein the installation area identification information of the digital signage (100) is an SSID and a MAC address of the AP (131).

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