WO2017049345A1

WO2017049345A1 - Data transmission system

Info

Publication number: WO2017049345A1
Application number: PCT/AU2016/050877
Authority: WO
Inventors: Michel David BOYD; Jamie Joseph Bernard Mckenzie SKELLA; Benjamin Timothy WILLIAMS
Original assignee: Contact Light Pty Ltd
Priority date: 2015-09-21
Filing date: 2016-09-21
Publication date: 2017-03-30

Abstract

A system 200 for displaying second content on a second display 504 related to first content playing on a first display 206; wherein data identifying the first content is stored in a remote server 202; and wherein the second display communicates with the remote server 202 to access the data identifying the first content and displays the first content.

Description

DATA TRANSMISSION SYSTEM

Field of the Invention

[0001 ] The present invention relates to a system, method software application and data signal for associating content related to content playing on a display with a mobile computing device.

[0002] Embodiments of the invention have been developed primarily for use in railway stations, where opportunities exist to deliver information, advertisements and other visual and aural content to commuters via video displays and to their mobile computational devices via wireless networks. It will be understood that while the embodiment described herein is directed to a system that is utilised in a railway station, the system may find use in any suitable situation where video displays can be placed and where a wireless network is available.

Background Art

[0003] The following discussion of the background art is intended to facilitate an understanding of the present invention only. The discussion is not an acknowledgement or admission that any of the material referred to is or was part of the common general knowledge as at the priority date of the application.

[0004] It is known to use otherwise 'blank' space in many publicly accessible areas to provide traditional print media advertising (e.g. posters, etc.). In particular, underground railway stations provide a large amount of blank space, particularly at train platforms and it is well known to provide conventional, traditional print media advertisements at such locations. In addition, as traditionally commuters have had little or nothing to keep them occupied while waiting for a train to arrive at a platform, their eye is easily drawn to the advertisement.

[0005] With the advent of greatly improved mobile telecommunications (including mobile data) Wireless Internet connections, small portable devices such as 'smartphones' and 'tablet computers', commuters are now easily distracted by their smartphones and tablet computers, and largely ignore traditional advertising. In other words, the effectiveness of traditional advertising in train stations, bus stations, public places, etc., has diminished greatly. Similarly, commuters generally ignore 'static' warning signs, as they are bombarded with so much content that they learn to 'tune out' any signs, advertisements, etc.

[0006] Conventional print advertisements in places such as train stations may have links to digital advertisements. These links can be in the form of written web addresses, QR codes, RFID chips or otherwise. These links require a user to actively engage with the link to be directed to the advertisement, the advertisement is not passively pushed to the user.

[0007] It is against this background that the current invention has been developed.

[0008] In the proceeding description, reference is made to 'commuters'. It will be understood that in the ensuing description, the term 'commuter' is used only to provide context to the example embodiments described, and that the term 'commuter' should not be given any 'gloss' which is then used to narrow or otherwise limit any of the features of the embodiments or the broader invention described herein. A 'commuter', for the purposes of the specification, is merely a person who views/hears multimedia content and information.

Summary of Invention

[0009] In a first aspect, the present invention provides a system for displaying second content on a second display related to first content playing on a first display;

wherein data identifying the first content is stored in a remote server; and wherein the second display communicates with the remote server to access the data identifying the first content and displays the first content.

[0010] Preferably, the second display is part of a mobile computational device.

[001 1 ] Preferably, the mobile computational device is a smartphone.

[0012] Preferably, data identifying the location of a wireless data exchange technology beacon located proximate the first display is stored in the remote server.

[0013] Preferably, location data related to the first display is stored in the remote server. [0014] Preferably, the data identifying the location of a wireless data exchange technology beacon is detected by the second display when the second display is proximate the wireless data exchange technology beacon.

[0015] Preferably, the second display is arranged to query the remote server with the data identifying the wireless data exchange technology beacon to identify the first display proximate the second display.

[0016] Preferably, the second display uses the identity of the first display to identify the first5 content.

[0017] Preferably, time the first content is to play on the first display is stored in the remote server.

[0018] In a second aspect, the present invention provides a local server arranged to provide multimedia content to a device, and a sensor in communication with the local server;

wherein the sensor monitors for an event, and

on the sensor being triggered by the occurrence of the event, the sensor sends a signal to the local server to cause the local server to modify the provision of content to the device.

[0019] The system may further include a central server arranged to provide content to the device. The local server may further include a scheduling module, arranged to provide one or more of a plurality of multimedia content to the device in a predetermined order.

[0020] In turn, the scheduling monitor may receive additional scheduling information wherein the additional scheduling information is utilised by the scheduling module to modify the predetermined order of the content.

[0021 ] The local server may be arranged to autonomously retrieve content from at least one external source.

[0022] The local server may be arranged to, upon receiving the trigger event from the sensor, cause the device stop displaying the content. [0023] In one embodiment, at least one of the sensor and the local server, and the local server and the remote server communicate wirelessly.

[0024] In embodiments where there are provided a plurality of devices, the local server provides content to each of the plurality of devices.

[0025] In one embodiment, there are provided a plurality of local servers which form a network of local servers, each local server being associated with one or more devices, wherein each one of the plurality of local servers is arranged to synchronise with each other, such that similar content is provided to each one of the one devices under the control of the plurality of local servers.

[0026] The multimedia content may include at least one of advertisements, entertainment and emergency announcements.

[0027] The device may be a multimedia screen, such as a LED monitor.

[0028] In one embodiment, the system is partially or wholly located within a railway station.

[0029] In a third aspect, the present invention provides a method for delivering content, comprising the steps of:

providing multimedia content to a device via a local server, and monitoring for an event, via a sensor;

wherein on the sensor being triggered by the occurrence of the event, a signal is sent to the local server to cause the local server to modify the provision of content to the device.

[0030] In a fourth aspect, the present invention provides a computer program including at least one instruction which, when executed on a computing system, causes the computing system to carry out the method steps in accordance with the second aspect of the invention.

[0031 ] In a fifth aspect, the present invention provides a computer readable medium incorporating a computer program in accordance the third aspect of the invention.

[0032] In a sixth aspect, the present invention provides a data signal including at least one executable instruction, which, when received by a computing system, causes the computing system to carry out the method steps in accordance with the second aspect of the invention.

Brief Description of the Drawings

[0033] Notwithstanding any other embodiments that may fall within the scope of the present invention, an embodiment of the present invention will now be described, by way of example only, with reference to the accompanying figures, in which:

Figure 1 is an example computing system and network that may be utilised to operate a system, method and/or software application in accordance with the present invention;

Figure 2 is a schematic diagram of an example system in accordance with an embodiment of the present invention;

Figure 3 is a representation of a screen in accordance with an embodiment of the invention, in situ in a railway station; and

Figures 4 and 5 are flowcharts depicting process steps in accordance with an embodiment of the invention.

Description of Preferred/Specific Embodiments

[0034] In the proceeding description, reference is made to the use of one or more 'servers'. Referring to Figure 1 , an embodiment of a server utilised as a part of the present invention is illustrated.

[0035] Referring to Figure 1 in more detail, there is a shown a schematic diagram of a content delivery system which in this embodiment comprises a server 100. The server 100 comprises suitable components necessary to receive, store and execute appropriate computer instructions. The components may include a processing unit 102, read only memory (ROM) 104, random access memory (RAM) 106, and input/output devices such as disk drives (including solid state drives or any other storage technology as used depending on the specific hardware/software combination) 108, input devices 1 10 such as a mobile work station (although it will be understood that more conventional input devices such as keyboards, mice, etc. are contemplated). Display 1 12 such as a liquid crystal display, a light emitting display or any other suitable display and communications links 1 14.

[0036] The server 100 includes instructions that may be included in ROM 104, RAM 106 or disk drives 108 and may be executed by the processing unit 102. There may be provided a plurality of communication links 1 14 which may variously connect to one or more computing devices such as a server, personal computers, terminals, wireless or handheld computing devices. At least one of a plurality of communications link may be connected to an external computing network through a wireless link (e.g. satellite), optical fibre, Ethernet, telephone line or other type of communications link.

[0037] It will be understood that in some embodiments, the communications link 1 14 may be or include a link to a wireless telecommunications network, which is colloquially referred to as a "mobile" or "cell" phone network. The server 100 may include an interface arranged to receive a Subscriber Identification Module (SIM) (not shown) to allow the server 100 to connect and transmit data across a Global System for Mobile Communications (GSM) network, which is a standard developed by the European Telecommunications Standards Institute (ETSI) to describe protocols for second generation (2G) digital cellular networks used by mobile phones. It will also be understood that the server 100 may also be able to utilise 3rd Generation (3G) and 4th Generation (4G) telecommunications networks (extensions of the GSM network standard), or any other specific hardware or software required to connect with any suitable network, as may become available over time as new telecommunications networks and protocols are developed. It is therefore intended that the examples of suitable networks described here are provided for the purposes of illustration only and are not intended to limit the scope of the claimed invention.

[0038] The service may include storage devices such as a disk drive 108 which may encompass solid state drives, hard disk drives, optical drives or magnetic tape drives. The server 100 may use a single disk drive or multiple disk drives. The server 100 may also have a suitable operating system 1 16 which resides on the disk drive or in the ROM of the server 100.

[0039] In turn, there is provided an application or applications 1 18 which interact with the operating system 1 16 and/or directly with the aforementioned hardware components to carry out the method steps of the embodiments described herein. The application or applications 1 18, taken together with the server 100, form part of the broader system described and defined herein. In some embodiments, the application or applications 1 18 may reside on a computer readable media such as disk drives 108. Alternatively, application or applications 1 18 may be provided to the server 100 as a data signal via communications link 1 14.

[0040] In the ensuing description, for the sake of clarity, and in the context of the embodiment described, reference will be made to a 'central server' (a computing system utilised to distribute content to one or more local servers) and a 'local server' (application server utilised to control various hardware devices and components).

[0041 ] However, it will be understood that these identifiers/labels are utilised only for the sake of providing a clear and easily understood example, and no gloss should be taken from these labels to limit the scope of the embodiment, any features of the embodiment, or the broader invention described herein. In particular, the labels 'central' and 'local' are not be interpreted literally, as it is possible that both servers may be physically co-located in the same geographical area, or, in another embodiment, one physical computing system may run more than one 'virtual' server, such that the central server and the local server reside on a single physical hardware device. Such variations are encompassed by the broadest aspects of the invention described herein.

[0042] Moreover, where a 'real world' product is referred to in the description, the name of the product is marked with a "™" to denote a brand/mark. Where a brand name is used to describe a product, the intention of the writer is to provide a 'real world' example and again, no gloss should be taken from the use of branded examples to limit the scope of the embodiment, any features of the embodiment, or the broader invention described herein.

[0043] Referring now to Figure 2, there is shown a system for displaying video on a first display. The system 200 includes a central server 202 which is in communication with a local server 204. The local server 204 is in communication with a display screen 206 and associated speakers 208, and the local server 204 is also in communication with at least one sensor 210. The local server 204 can be made up of one or more servers as will be described below in further detail.

[0044] In the context of an underground train station, it will be understood that while in some train stations there may be mobile telecommunications repeaters, such that a pre-existing wireless communications network (i.e. a mobile telephone communications network) may be utilised to communicate between the central server 202, the local server 204 and the display screen and associated speakers 208, there may be situations where such networks are not available and also where conventional 'cabled' communication may not be practical or possible. In such situations, the embodiment described herein contemplates a communications link being established using antennas which may transmit data and information using any suitable protocol, such as an IEEE 802.1 1 Standard Protocol (also referred to as 'WiFi').

[0045] Where it is desired to have only wireless transmission within an underground railway, repeater antennas may be installed along the tunnel with a final antenna being positioned at the mouth of the tunnel with at least a portion of the tunnel interior being within the transmitting and receiving beam widths of the antenna, such that no telecommunications cabling need be run into the railway tunnel. Such variations to the communications infrastructure are contemplated and form part of the embodiments described herein.

[0046] In brief, data and information which is initially uploaded to the central server 202 is communicated to the local server 204. The local server 204 displays and/or conveys the data and information on the display screen 206 and/or through the associated speakers 208, upon receiving input from the at least one sensor 210.

[0047] In more detail, the central server 202 is arranged to contain data and information to be communicated to the local server 204. In the embodiment described herein (which is described in more detail later with reference to Figure 3), the data and information includes at least one of the following:

1 . advertising information, which may include 'still' advertisements, video advertisements, aural advertisements, or any other type of advertisement conveyable via a display screen and/or a set of audio speakers;

2. information regarding the immediate environment, including news and weather information, warning messages, emergency warnings, community service announcements, etc.; and 3. entertainment information, such as music, television programs, films, etc.

[0048] The data and information may be uploaded to the central server 202 in any suitable manner and via any suitable channel and/or person. For example, in one embodiment, there may be one or more operators who have access to the central server 202 and upload data and information from time to time, as required. Alternatively, the central server 202 may be semi-automated or fully automated, in that the central server may access another source of data or information, such as a third party server (not shown) and may automatically download and update the data and information on a periodic or ad hoc basis.

[0049] The data and information may then be communicated to the local server 204 on a periodic or ad hoc basis (i.e. only when new data and information becomes available).

[0050] The local server 204 includes a scheduling module 212 which defines the order in which the data and information is presented on a display 206. For example, advertisements could be scheduled to be shown in a predefined order, or repeated a predefined number of times. Alternatively, for example, where it is known that there will be no potential interruptions to the presentation of data and information, longer advertisements may be shown.

[0051 ] The scheduling module 212 may be updated in any of a number of manners. In one embodiment, information regarding desired scheduling is transmitted as part of the data and information transmitted by the central server 202. This may be used to form the scheduling module 212, or alternatively, information input directly at the local server 204 may be used to form the scheduling information which is provided to the scheduling module 212. In a third possible embodiment, both information from the central server 202 and the local server 204 may be "blended" using a suitable algorithm and/or rule set operated by the scheduling module 212.

[0052] To provide a simple example, purely for the purposes of more clearly describing an embodiment of the present invention, the central server 202 may provide a list of advertisements and other content to be played, according to the order in which they are to be played, as per Table 1 below. Content to be Played Order

Advertisement 1 1

Advertisement 2 2

Community Service Announcement 1 3

Community Service Announcement 2 4

Advertisement 2 5

Table 1: Order of Content to be Played

[0053] The information of Table 1 may be provided to the scheduling module 212, along with local server information provided by a local user (say a station master who manages the local train station). The station master may wish to move "community service announcement 7 " to be played first, due to the need to inform commuters of some issue (e.g. standing too close to the platform). The local user may therefore instruct the local server 204 to re-order the order of the content to be played, as shown in Table 2.

Table 2: Re-Ordered Order of Content to be Played

[0054] As can be seen from Table 2, the content is now reordered and the scheduling module 212 would play the content in the new order, as modified by the local user.

[0055] It will be understood that the example given with reference to Tables 1 and 2 has been deliberately oversimplified, in order to provide the reader with some understanding of the manner in which the scheduling module operates. It will be understood that the scheduling module 212, in operation, may be arranged to cycle through hundreds or thousands of individual pieces of content, but the inclusion of such a detailed example is not practical in the context of the present specification.

[0056] For completeness, however, some examples of some more complex algorithms that may be utilised for operating the scheduling module 212 are described below:

1 . The scheduling monitor 212 may include a dynamic table of content to be played, where the dynamic table may be updated and/or re-organised periodically through both automated updates and/or manual intervention.

2. The scheduling monitor 212 may include multiple tables of content, where the use of a particular table is dependent in part or in whole on one or more external criteria being met. For example, the scheduling monitor may have a 'daytime' table (e.g. 6am to 6pm) and a night-time table (e.g. 6pm to 6am) which have different content items, and the monitor may utilise one table as opposed to another table dependent on the time. Similarly, different tables may be utilised for different days of the week.

[0057] It will be understood that in some embodiments, multiple screens may be installed in a single location (e.g. along a single platform or in a single station). In the case where multiple screens are located proximate each other, each screen may either display their own individual advertisements, entertainment and/or emergency messages or alternatively, the local server may operate to simultaneously send substantively information to all screens.

[0058] In alternative embodiments, the location is a shopping centre, a public mall, an airport or otherwise where people congregate and multiple screens can be located. In one embodiment, the screens in these locations can also be allocated to different zones within the location to link the screens together.

[0059] In another embodiment, referencing Figures 4 and 5, a separate screen server 404 may be utilised for each screen 206, but the local servers may be arranged to communicate with each other via a platform server 205 to ensure that content is synchronised to create a network across a single platform of a railway station, an entire railway station, or across an entire railway network. All activity may be controlled from the platform server 205, such that the screen servers 404 only operate to provide content to the screens. Such variations are within the purview of a person skilled in the art.

[0060] The screen server 404 is also in communication with at least one sensor 210. The at least one sensor 210, in the embodiment described herein, is a sensor adapted to detect the approach of a train into a train station platform. When the at least one sensor 210 detects the approach of the train into the train station platform, a signal is sent to temporarily 'stop' the display of any data and information on the display screen 206 and/or through the audio speakers 208.

[0061 ] In one embodiment, the train sensor is wireless and includes sufficient processing and storage facilities to communicate directly with the server, to trigger the server to display a message to warn commuters on the platform that a train is approaching. In other words, the sensors are dynamic and automatically communicate with the local server as required. In another embodiment, the sensors may be directly wired to the local server. In the embodiment, the screens are programmed to turn blank so as not to distract train drivers as they come into the station.

[0062] The sensors, in a preferred embodiment, are installed 280 meters from the starting point of both sides of the platform (in the tunnel if the railway network is underground) to provide enough time for the screens to cut the current programming, display a warning message and subsequently turn the screens blank before the train enters the station. It will be understood that the exact distance from the platform at which the sensors are installed may vary according to the average speed of the trains on a given network, the noise produced by the trains, or any other factors that may be important from time to time in determining the ideal location of the sensors.

[0063] In one embodiment, the sensors may be dynamically moveable depending on the type of train approaching and/or any other factor that may be judged as important in 'fine tuning' the shutdown/start-up times of the screens.

[0064] In one embodiment, the screen includes a fail-safe mechanism which automatically turns the screen blank if any communications error occurs.

[0065] A beacon 015 is also located proximate a display screen 206. Each beacon 015 has an identifying indication that identifies it from other beacons. In one embodiment this identifying indication is a number. In one embodiment, this number is a multi-digit number. In one embodiment, one of the digits of the multi-digit number identifies a general location for the location of the beacon. In this embodiment, another of the digits of the multi-digit number identifies a sub location of the beacon. Where the location is a railway station, the general location is the specific railway station and the sub location is a platform of the specific railway station.

[0066] In a complementary manner, a display screen 206 has a screen identifying feature that is associated with content playing on the display screen 206. This identifying feature is stored in a back end server 602. The identifying feature can be used to reference what is being played on a display screen at any time when the wireless network is functioning.

[0067] It will be understood that while the present embodiment has been described with reference to a central server 202 and a local server 204, the central server 202 may interact with more than one local server 204. There may be provided multiple local servers (not shown), each which interact with the central server 202. Local servers may be deployed per train station, per geographic area, per railway platform, or in any other configuration or combination as may be required for any particular application or existing infrastructure.

[0068] For example, in a complex railway network where each railway station has some measure of autonomy in how train arrivals and departures are managed, or where train arrivals and departures are volatile and difficult to predict with a high level of accuracy, a local server may be provided for each station, to allow the local operator greater control over the flow and scheduling of advertisements, entertainment and announcements. Alternatively, in a network where there are a small number of stations or where there is a low traffic (commuter) flow per station, a single local server may serve multiple stations.

[0069] At Figure 3, there is shown a railway tunnel including railway tracks 300, a railway car 302 and a display screen 206 in situ. As can be seen, the screen 206 is the only feature of the system that is visible to the commuter.

[0070] Turning now to Figures 4 and 5, the interaction between a beacon 015 with a user's mobile communication device 1 10 and what is playing on a display screen 206 is illustrated. Figures 4 and 5 will be described with reference to the example of a railway station. It is to be understood that this also applies to other locations where a display screen or multiple display screens can be used to advertise where a wireless internet network is available.

[0071 ] Display screen 206 is fed content to display on it through screen server 204. Where there are multiple display screens 206, each display screen 206 has a screen server 204 that feeds content for display to the display screen 206. Where there are multiple screens in one area where the same or related content is to be displayed on the display screens 206 a platform server 205 manages the plurality of screen servers

204 to play specific content on the different display screens 206. In one embodiment the platform server 205 directs the screen servers 204 to play the same content on each display screen 206. In another embodiment the platform server 205 directs different screen servers 204 and display screens 206 to play different content on different screens.

[0072] The platform server 205 supplies content to be played on the display screens 206 sent to it via a network. In one embodiment the network provides and the platform server 205 with content to be played on the display screens 206 in bulk for playing over a predetermined time period via downloads. In an alternative embodiment, the platform server 205 streams content to be played on the display screens 206 in real time. Alternatively the content to be played on the display screens 206 can be provided to the platform server 205 via a storage device.

[0073] In an alternative embodiment the content to be displayed on a display screen 206 is provided directly to a screen server 204 from the network. If a platform server

205 is still present, it is used to manage and coordinate the playing of the content across the plurality of screens 206.

[0074] The platform server 205 is connected via a network to an external back end server 602. The back end server 602 includes a database 222 that stores the identifying features and locations of the display screens 206 and beacons 015. By knowing the location of the display screens 206 and beacons 015 the back end server

206 is able to associate which beacons 015 and which display screens 206 are proximate each other. By knowing the identifying feature and what is playing on the display screens, the back end server acts as a reference for the location and content playing on a display screen 602. [0075] In one embodiment the back end server 602 is also the single central serve 202 supplying content to the display screens 206. In an alternative embodiment, the back end server 602 is a separate server, uninvolved with providing the content to be played on the display screens 206.

[0076] In one embodiment, the platform server 205 provided data identifying the content playing on the display screen 206 at any particular time to the back end server 602. In one embodiment this data is a code referenced to the content playing on the display screen 206. In an alternative embodiment, the screen server 204 provides the data identifying the content playing on the display screen 206 to the back end server 602.

[0077] A user with a mobile computing device 1 10 with wireless data exchange capabilities enabled downloads and has stored on their mobile computing device 1 10 the advertising program related to the content displaying on the display screen 206. The advertising program uses wireless data exchange technology such as Bluetooth to search for a beacon within a set range. The range may be 5, 10, 15, 20 metres or otherwise.

[0078] In an alternative embodiment the wireless data exchange technology is WiFi Aware or other wireless data exchange technologies as understood by the skilled addressee.

[0079] The beacons 015 send a wireless signal from its location. The advertising program on the mobile computing device 1 10 detects a beacon 015 when within range of the beacon 015. When a beacon is detected within range of the mobile computing device 1 10 an icon associated with the advertising program is displayed on the screen 504 of the mobile computing device 1 10 (a second screen).

[0080] In one embodiment the identifying indication of the beacon 015 is sent to the mobile computing device so that the specific beacon 015 sending a signal to the mobile computing device 1 10 is identified. Where more than one beacon 015 is identified by the mobile computing device 1 10, the nearest beacon 015 is targeted by the advertising program to be identified by the mobile computing device.

[0081 ] If the user activates the advertising program with the mobile computing device 1 10, the advertising program wirelessly connects with the back end server 602 and queries the server with the identifying indication of the identified beacon 015. The back end server 602 then sends identifies which display screen 602 the mobile computing device 1 10 is near by associating the location of a display screen 602 with a beacon 015.

[0082] With the display screen 206 the mobile computing device 1 10 is proximate to identified, the mobile computing device 1 10 queries the back end server 602 for the data identifying the content playing on the display screen 206. The back end server then pushes material related to content playing on the display screen 206 to the mobile computational device 1 10. The material related to the content playing is then played on the mobile computational device.

[0083] In one embodiment, a history of the display screens 206 a mobile computing device 1 10 has been proximate and the content playing on those display screens 206 when the mobile computational device 1 10 was near is stored on the mobile computational device 1 10. A user is then able to review the history of advertisements and associated content sent to the mobile computational device 1 10.

[0084] In one embodiment the history of a mobile computational device's internet activity is used to select the material pushed to the mobile computational device 1 10.

[0085] In one embodiment, the location of the mobile computational device is used to select the material pushed to the mobile computational device 1 10.

Advantages

[0086] As the advertising program searches for beacons 015 passively when a mobile computational device 1 10 the need for a user to pair with another device using wireless data exchange technology.

[0087] As the material related to content playing is directly related to the material playing on the display screen 206 its relevance is heightened.

[0088] As the location of the mobile computational device 1 10 is known by the advertising program through the location of the beacon 015 and display screen 206, location specific content can be delivered. Alterations and Modifications to the Embodiments

[0089] It will be appreciated by persons skilled in the art that numerous variations and/or modifications may be made to the invention as shown in the specific embodiments without departing from the spirit or scope of the invention as broadly described. The present embodiments are, therefore, to be considered in all respects as illustrative and not restrictive.

[0090] In particular, reference in the embodiment described above has been limited to a railway environment. However, it will be understood that the same inventive concept may be applied to any one of a number of settings or situations. For example, without limitation, embodiments of the invention may find use in:

1 . Any public space, such as a park, a shopping centre, a town square, a public gathering area, a beach, etc. In such situations, the advertisements and content may be triggered by a sensor that is arranged to start and/or stop the screen according to any suitable criteria, such as the presence of people in the area (e.g. the screen only plays content when motion detectors detect the presence of one or more people in the vicinity of the screen).

2. In a private setting, such as in a retail outlet, a lobby of a building, etc., where again, the advertisements and content may be triggered by a sensor that is arranged to start and/or stop the screen according to any suitable criteria.

[0091 ] Moreover, it will be understood that the system described herein could be integrated into other existing or new systems, as required for any particular purpose. As such, in addition to the features recited herein above, embodiments of the invention may include:

1 . the ability to receive or transmit data in a compressed and/or encrypted format;

2. the inclusion of data collecting devices, such as microphones, still or video cameras, etc., which may subsequently relay information to the local server, the central server, or a third party server; 3. the ability for authorised third parties (e.g. police, emergency rescue services, etc.) to override the central server and/or the local server to 'seize control' of the screens for the purpose of transmitting emergency announcements;

4. the ability of the screens to provide some level of interactivity, such that commuters may use mobile devices, such as mobile telephones, to communicate directly or indirectly with the local server or the central server to provide feedback, play interactive games, etc.;

5. the integration of the system into existing systems, such as residing on the same server or being in communication with a railway signals server or any other server; and/or

6. the ability of the system to transmit diagnostic information to aid in troubleshooting.

[0092] Although not required, the software aspects of the embodiments described with reference to the Figures can be implemented as an Application Programming Interface (API) or as a series of libraries for use by a developer or can be included within another software application, such as a terminal or personal computer operating system or a portable computing device operating system. Generally, as program modules include routines, programs, objects, components and data files assisting in the performance of particular functions, the skilled person will understand that the functionality of the software application may be distributed across a number of routines, objects or components to achieve the same functionality desired herein.

[0093] It will also be appreciated that where the methods and systems of the present invention are either wholly implemented by a computing system or partly implemented by computing systems then any appropriate computing system architecture may be utilised. This will include stand-alone computers, network computers and dedicated hardware devices, such as programmable arrays. Where the terms "computing system" and "computing device" are used, these terms are intended to cover any appropriate arrangement of computer hardware capable of implementing the function described.

[0094] It will be appreciated by persons skilled in the art that numerous variations and/or modifications may be made to the invention as shown in the specific embodiments without departing from the spirit or scope of the invention as broadly described. The present embodiments are, therefore, to be considered in all respects as illustrative and not restrictive.

Claims

CLAIMS:

1 . A system for displaying second content on a second display related to first content playing on a first display;

2. The system as claimed in Claim 1 , wherein the second display is part of a mobile computational device.

3. The system as claimed in Claim 2, wherein the mobile computational device is a smartphone.

4. The system as claimed in any one of the preceding claims, wherein data identifying the location of a wireless data exchange technology beacon located proximate the first display is stored in the remote server.

5. The system as claimed in Claim 4, wherein location data related to the first display is stored in the remote server.

6. The system as claimed in Claim 4 or Claim 5, wherein the data identifying the location of a wireless data exchange technology beacon is detected by the second display when the second display is proximate the wireless data exchange technology beacon.

7. The system as claimed in Claim 6, wherein the second display is arranged to query the remote server with the data identifying the wireless data exchange technology beacon to identify the first display proximate the second display.

8. The system as claimed in Claim 7, wherein the second display uses the identity of the first display to identify the first5 content.

9. The system as claimed in any one of the preceding claims, wherein time the first content is to play on the first display is stored in the remote server.