Patent Application
20080278408
Advertising and other kinds of messaging are typically presented in forms that use individual “vertical spaces,” including billboards, walls, ceiling-hung displays, and the like. On the other hand, one kind of space that has great potential for advertising and messaging, but has been largely overlooked, is horizontal space, such as floor space.
There have been efforts to exploit floor space for advertising. For example, adhesive (i.e., “stick-on”) floor decals are known. Such decals may include a colorful image and convey some kind of advertising message, such as “Drink Milk.” Such an advertising medium is limited, however, by the fact that the message is static and not easily changed. Some other efforts have been made to exploit floor space for advertising, such as described in U.S. Pat. No. 5,848,830 Castle et al. The '830 Castle patent describes inserting static poster substrates showing graphics into a pocket of a lighted floor device.
However, there remain challenges to effectively and efficiently communicate to an audience by displaying visual advertising or messaging on the floor. Therefore, a need exists and it would be advantageous to have improved floor and other horizontal displays and systems and methods of using the same.
Embodiments of the invention address the above needs and achieve other advantages by providing apparatus, methods, and computer program products for displaying electronically modifiable verbal and graphical messages and/or other content on horizontal surfaces including a floor and communicating with multiple displays and between display systems. Generally, embodiments of the present invention provide apparatus, methods, and computer program products for displaying electronically modifiable verbal messages and graphical messages on one or more floor surfaces and also one or more other elevated horizontal surfaces. In particular, a floor display system may occupy an area of a floor and may be used in conjunction with a horizontal display system on one or more elevated surfaces. More specifically, improved display architectures, systems, methods, and computer program products of the present invention for advertising and other content delivery using one or more floor display systems are described herein. A floor display system and an elevated horizontal display system, which may be configured on a countertop, may be used and able to communicate with one another. The display systems may be able to send and receive signals between each other and with a network server or configuring device to operate in cooperation with one another and as instructed. Display systems may be configured to interface with customers to obtain information and configured to detect information about customers proximate the display systems and to use the information to provide improved content delivery to the customer.
One embodiment of the present invention includes a floor display system and other display systems for displaying verbal and graphical messages and/or other content. For instance, an embodiment may include a floor display system and a horizontal display system that is elevated above the floor and includes an electronic display screen in a plane substantially parallel to the floor. The horizontal display system that is elevated above the floor may be supported by a countertop; may be positioned, for example, on or in a countertop; may be supported by and separable from a countertop; and/or may be removably secured to a countertop.
A floor display system and another display system such as an elevated horizontal display system may be configured to send and receive signals or otherwise communicate with each other. Another display system may be positioned in a plane substantially parallel to a wall or otherwise substantially perpendicular to a floor and configured to send and receive signals or otherwise communicate with a floor display system and an elevated horizontal display system. At least one display system may include a surround, which may be modular. And the surround may include a tapered transition to a supporting elevated horizontal surface.
Another embodiment of the present invention may include a method of communicating between two or more display systems, where one system is on a floor and includes an electronic display screen in a plane substantially parallel to the floor and configurable to display an electronically modifiable verbal content and an electronically modifiable graphic content. The method may also include receiving a first signal at the first display system. Further, the method may include presenting at least one of an electronically modifiable verbal and an electronically modifiable graphic content on the first display system based at least in part upon the first signal. A method may also include detecting an identity device proximate the first display system, wherein detecting an identity device comprises receiving information from the identity device; receiving a second signal at the first display system indicating the detection of the identity device proximate the first display system and providing the information from the identity device; and/or presenting at least one of an electronically modifiable verbal content and an electronically modifiable graphic content on the first display system based at least in part upon the second signal. A method may also include providing at second display system comprising an electronic display screen in a plane substantially parallel to the floor and configurable to display an electronically modifiable verbal content and an electronically modifiable graphic content; sending a second signal from the first display system to the second display system; receiving the second signal at the second display system; and/or presenting at least one of an electronically modifiable verbal content and an electronically modifiable graphic content on the second display system based at least in part upon the second signal. A method may also include sending a third signal from the second display system to the first display system; receiving the third signal at the first display system; and/or presenting at least one of an electronically modifiable verbal content and an electronically modifiable graphic content on the first display system based at least in part upon the third signal. A method may also include detecting an identity device proximate one of the first and second display systems, wherein detecting an identity device comprises receiving information from the identity device; receiving a third signal at the display system to which the identity device is proximate, the fourth signal indicating the detection of the identity device proximate the display system to which the identity device is proximate and providing the information from the identity device; and/or presenting at least one of an electronically modifiable verbal content and an electronically modifiable graphic content on the display system to which the identity device is proximate based at least in part upon the third signal. A method may also include sending a fourth signal from the display system to which the identity device was proximate to the other display system, wherein the fourth signal comprises at least one of the information from the identity device, an indication of the content presented on the display system to which the identity device was proximate when the identity device was detected proximate the display system, an indication of the content presented on the display system to which the identity device was proximate after the identity device was detected proximate the display system, and the location of the display system to which the identity device was proximate; receiving the fourth signal at the other display system; detecting the identity device proximate the other display system, wherein detecting the identity device comprises receiving information from the identity device; receiving a fifth signal at the other display system, the fifth signal indicating the detection of the identity device proximate the other display system and providing the information from the identity device; and/or presenting at least one of an electronically modifiable verbal content and an electronically modifiable graphic content on the display system to which the identity device is proximate based at least in part upon the fourth and fifth signals.
Yet another embodiment of the present invention may include computer program product comprising a computer-useable medium having control logic stored therein for controlling content presented on a plurality of display systems. A computer program product of an embodiment of the present invention may include control logic to perform one or more of the methods described above. The characteristics describe above, as well as additional details, of the present invention are described below. Similarly, corresponding and additional embodiments of the present invention and related systems, methods, and computer program products therefore are also described below.
Countertop display systems and other display systems that are adapted for “horizontal space” have been overlooked and have a great potential for advertising and messaging particularly in combination with other horizontal displays, including floor displays and elevated horizontal displays. The embodiments of the present invention provide the new tools to display content, such as advertising information, in locations and at times that are strategically geared toward the consumer.
Having thus described the invention in general terms, reference will now be made to the accompanying drawings, which are not necessarily drawn to scale, and wherein:
The present invention now will be described more fully hereinafter with reference to the accompanying drawings, in which some but not all embodiments of the inventions are shown. Indeed, the invention may be embodied in many different forms and should not be construed as limited to the embodiments set forth herein; rather, these embodiments are provided so that this disclosure will satisfy applicable legal requirements. Like numbers refer to like elements throughout.
A floor display system and one or more additional display systems may be arranged in a public place, such as a commercial establishment or other public building or a private establishment, and be configured to display electronically modifiable content, such as advertising or other informational content.
“Floor” as used herein means floor, ground, or any surfaces thereof including concrete, asphalt, carpeting, wood, linoleum, tile, rubber, vinyl and the like. A floor may include stairs, a stage floor, an elevator floor, an escalator, a moving walkway, or the like surface upon which individuals may stand, walk, dance, etc.
“Electronically modifiable” as used herein means changing images through the use of electronics. It includes presenting a first image on a display and then presenting a second image on the display. However, electronically modifiable does not include such functions as illuminating and de-illuminating static graphics or simply turning lights on and off that are arranged to form an image. An example of electronically modifiable is the dynamic changing of images on a television screen.
“Content” as used herein means text, graphics, sound, and the like. Content includes various types of information in various forms, such as images displayed on a television screen or computer monitor.
A floor display system and additional display systems may have many different arrangements. For example, one or more floor display systems may be used along with one or more elevated display systems. An elevated display system may be a display system configured to be on or in an elevated horizontal surface such as a countertop, tabletop, desktop, or bar top (collectively referred to herein as a “countertop”), or any other elevated horizontal surface. An elevated display system may be a display system configured to be on, in, or in a plane parallel to a vertical surface such as a wall, side of a piece of furniture, or any other vertical surface. In another example, a floor display system may be used with a countertop display system and a vertically-oriented display system.
As shown in
A display system 100 according to embodiments of the present invention may include a display screen 101 associated with a surround 102. More specifically, the display screen 101 may be at least partly connected to, supported by, received within or otherwise associated with the surround 102. A surround 102 and an electronic display screen 101 may be specifically designed to be used in specific places, including where there is foot traffic or other types of traffic on horizontal surfaces, such as products placed upon countertops. The surround 102 may be affixed to a floor or a countertop or may be portable so that it can be easily moved to different places. Accordingly, a surround 102 and a display screen 101 may be sturdy and durable enough that they may be repeatedly stepped on, walked over, or have a wheeled shopping cart or other rolling or sliding object traverse them, with negligible adverse effect on the surround 102 and the display screen 101.
A surround 102 of a display system 100 may be rectangular, oval, or various other shapes. A surround 102 of a display system 100 may have a smooth, inclined surface, a rough surface, or various other types of surface textures. A surround 102 of a display system 100 may include Corian®, rubber, plastic, metal, wood, urethanes, or the like. A surround may have a decorative appearance. For example, a surround may be decorated with pictures of balloons and the word “Celebration” pictured near the balloons.
As shown in
A display system 100 may also include a modular surround 102 that can be removed and interchanged with other surrounds. For instance, surrounds with different colors, textures, or shapes may be attached to the display system 100 without disassembling the display system 100. Also, a surround may be adjustable such that the surround can be inclined at various angles or the like. Also, as shown in
U.S. Pat. No. 6,417,778, which is incorporated herein by reference in its entirety, discloses a system for electronically conveying information via a floor display. More specifically, the floor display may incorporate an electronic display comprising, for example, one or more liquid crystal display. The display could be connected to a computer and a computer generated image could be electronically displayed on the display. Thus, the image displayed on the display could be modified by generating a different computer image and displaying that computer image on the display. The electronically modifiable display could utilize a plurality of different graphics that can be displayed in any of a variety of manners on the display. For example, the graphics could be displayed in a generally fixed position on the display or could scroll across the display, with both exemplary methodologies displaying multiple graphics either individually or in combination. Display systems of the present invention, which may be configured on a countertop or the like, may include similar features as a floor display system like that described in the '778 patent.
Display technologies that may be utilized in embodiments of the present invention include liquid crystal displays (LCDs), light-emitting diodes (LEDs), organic light-emitting diodes (OLEDs), electroluminescent (EL) displays, plasma display panels (PDPs), field emission displays (FEDs) including printable field emitters, ferroelectric displays, polymeric light emitting diodes (PLEDs), light emitting polymers (LEPs), electronic paper, and light-emitting ceramic or other light-emitting inorganic materials. Additional display technologies that may be utilized in embodiments include optical fiber technology, such as where a remote image is formed electronically and transmitted utilizing a light guiding source to fiber arrays or bundles. The remote image light source could be internal or external to a surround. All such known or future developed display technologies that are configured to provide electronically modifiable displays may be used.
Alternatives to modifying graphics displayed on the display systems as disclosed above include using light emitting polymers to create, and thus change, the graphics. The light emitting polymers can be applied to, attached to, or woven into a display system 100. The light emitting polymers may be utilized on any portion of the different embodiments for a display system 100. Light emitting polymers are known and described in U.S. Pat. Nos. 5,945,502, 5,869,350, and 5,571,626, which are incorporated herein by reference in their entirety. Other options for a display are to use electronic ink or electric paper.
A display system 100 of the present invention is capable of displaying at least verbal and graphic images. The displayed content may include verbal images alone, graphic images (e.g., pictures) alone, or combinations of the two, either static, moving, or both static and moving, in accordance with selected video content. Moving verbal and graphic images may, for example, be scrolled. The verbal and graphic images could be black and white or in full color. A display system may include more than one distinct electronic display. That is, the display screen of a display system may be electronically and/or physically partitioned with respect to content. For example, the display screen could include two or more different “windows,” each displaying different content. Such a virtual partitioning of a screen is well known, for example, in “split-screen” TV and through the widespread use of various graphics software applications, including the ubiquitous “Windows” software by Microsoft®. Similarly, virtually correlating two or more physically distinct electronic displays to create the perception of a single electronic display is well known.
An electronic display screen may be coupled by a wired or wireless connection 52 to a controller and modifiable via the controller to display any content chosen by a user. For example, as shown in
As shown in
Components of a display system 100 may be powered by a power supply 114 as described further below. A floor display system 100 may further comprise a sensing device 113 to provide for a variety of interactive applications on the floor display system, as described in more detail below. The sensing device 113 could be coupled to the controller 103 and provide signals thereto. The connection of the sensing device to the controller could be wired or wireless.
Data may be stored in the storage medium 104 using, for example, a data port 106 coupled to a common system bus. The bus could be, by way of example only, a USB (Universal Serial Bus). The display system may further comprise a wireless port 107 implemented, for example, using a wireless WAN/LAN card. Through the wireless port 107, the display system 100 may be coupled to and communicate with a network 125. The network could be any kind of network, including a wide area network (WAN) such as the Internet, or a local area network (LAN) including, for example, other display systems. Through the network 125, the display system 100 may be coupled, for example, via a wireless communication device 112, to a server computer 108 of the network. The server computer 108 may be coupled to a database 109. The database 109 may store information relevant to operation of the display system 100. For example, the database may contain video and audio content or control software that is downloadable to the storage medium 104 of the display system. Thus, the display system 100 may be remotely controllable. Similarly, a display system 100 may be coupled to a POS (point of sale) system of one or more establishments, such as a commercial chain of grocery stores. The display system may be coupled, by wired connection or wireless connection, to the POS system through a network 125 or directly, such as through a data port 106 or a wireless port 107. A POS system may be used, for example, to gather and provide information about consumer preferences and inventory and sales data. Information about the effectiveness of specific advertising content in generating sales could be gathered, for example, by correlating sales of a given item in an establishment with the timing of given content displayed on a floor display system. This could be accomplished, for example, by electronically cross-referencing sales transactions, at the time they occur, with the scheduling of particular advertising for display on a floor display system. The floor display system 100 could transmit this advertising scheduling and/or actual display information to the POS system. Alternatively, a server computer of a LAN, for instance, could control the scheduling of content on the various floor display systems of an establishment, and provide the scheduling information to a server of the POS system so that it could be correlated in “real time,” i.e., contemporaneously, with sales transactions. Alternatively, the scheduling information could be correlated with sales records “offline” at a later time. However, the display system 100 need not be networked, and could be controlled locally by, for example, downloading content and control software locally via data port 106. Also, while wireless communication methods and systems are illustrated in
Various digital video formats may be used to generate images on the display 101, including MPEG (Moving Picture Experts Group), DVD (digital versatile disc or digital video disc), Flash, ASF, WMV, AVI, MOV, DivX, and other known and further developed compressed and uncompressed digital video formats. Further, conventional analog video content, used, for example, in broadcast network television, could be converted into digital video content for display on a display system according to embodiments of the present invention. One such converting process involves taking conventional NTSC (National Television Systems Committee) video from a tape, and capturing it on a computer through a video capture card. An example of this type of card is a Targa 2000 RTX board. Once captured, the video may be compressed into a file with a format that can be played by digital equipment. The file could be saved in MPEG 1 or MPEG 2 format, for example.
According to embodiments, components of the display system as described above could be housed completely internally to the surround, completely externally to the surround, or some components could be internal to the surround, while others are external.
Embodiments of the invention may comprise a sturdy protective cover for the electronic display screen. The display system may have, for example, a sturdy protective cover that is transparent or semi-transparent to allow the electronic display screen to be viewed there through, and that protects the electronic display screen from damage, such as scratches, cracks, chips, tears, or damage caused by environmental dirt. Further implementation details, according to possible embodiments, for such a protective cover are discussed below with reference to
As shown in
Sections of surfacing material 68, such as wood, metal, plastic, carpet, rubber or the like, may be placed over structure 66, to form a surround, such as inclined surfaces 212, 213, 214, 215. A plate of tempered glass including support ribs 70 may be used as a protective cover 201 for the electronic display screen 101. Components of the display system may be held together, for example, with adhesive, epoxy or mechanical fasteners. A plurality of separable protective sheets 72 may be placed over the tempered glass 201.
While not shown, an audio device 111 could be included in the above-described assembly. The audio device could be formed, for example, from thin profile speakers or piezoelectric speakers.
Heat generated by electronics of the display system could be managed and dissipated using potting compounds known for such purposes. The electronics could, for example, be potted and bonded to a thin metal plate that would act as a heat sink to dissipate heat, and various other heat transfer and dissipation methods and devices may be employed.
Embodiments of the present invention may further comprise waterproofing elements, to prevent moisture from, for example, foot traffic or spills from damaging electronic components. Such waterproofing elements could include, for example, potting compounds used as sealants in interstices which could admit damaging moisture. For example, a potting compound could be used in spaces between the electronic display screen and the surround to block out moisture. A water-resistant substance such as silicone could also be used for such a purpose. Further, for example, a water-resistant seal could be formed between a protective cover of the electronic display screen and other surfaces of the display system. A sealant such as silicone could be used to form the water-resistant seal.
As shown in
The display system 100 may include specialized inverters 4,5, such as one or more miniaturized inverters 5 that are configured (shaped and sized) to be co-located with the electronic display device and fit into the thin height of a display system 100 or inverters 4 that are remote from the electronic display device and coupled or integral with the power supply 114. Of course, inverters that are not specialized may be also implemented, such as conventional inverters. The connection 52 between the controller 103 and the electronic display screen 101 may be wired and include cables, which may attach via DVI hookups or any other commercially available or other known connectors. The power and video signals may travel through the same cable connection. Alternatively, the power and video signals may be separate connections, such as where both the controller 103 and the electronic display screen 101 include wireless hardware components for transmitting video and other control signals.
Embodiments of a display system according to the present invention may include interactive features, as discussed below.
Embodiments of the present invention may include the capabilities of asking consumers for information and recording the requested information. An illustrative example is shown in
As discussed above, such as with reference to
The sound-sensing device could be adjustable to detect only predetermined frequencies of sound, and send an activation signal to the display system in response thereto. More particularly, the sound-sensing device could be either an omni-directional or a directional microphone depending upon how noisy the general environment is. An omni-directional microphone has a constant sensitivity regardless of the direction from which sound is coming, and thus would be effective in a quiet environment to detect someone approaching from any direction. The omni-directional microphone could be implemented as one or more small electret microphones placed within or embedded in the surround. While electret microphones are one example, dynamic and condenser microphones could also be used. Commercially available omni-directional microphones include, by way of example only, Audio Technica MT830R, DPA Type 4060, and MMC4041.
In noisy environments, or if there is a particular direction from which the approach of a person is to be detected, a directional microphone may be preferable. A directional microphone is a microphone with a well-defined directional response, and is therefore better able than an omni-directional microphone to filter through sounds coming from a particular direction, while blocking out random environmental noise. Examples of commercially available directional microphones that could be utilized include cardioid microphones, super cardioid microphones, and shotgun microphones. Examples of cardioid microphones include the DPA® Type 4021, the Earthworks® A30X, and the Shure® SM57. Examples of super-cardioid microphones include the Peavey® PVM 480 and the Electrovoice® ND767A. Examples of shotgun microphones include the Beyerdynamic® MCE86 S.1, the Sennheizer® K6 ME-66, and the Shure® SM89. Depending upon how noisy the environment in which the microphone was used, a microphone with greater directional sensitivity might yield better results than a microphone with lesser directional sensitivity. For example, in a very noisy environment, a microphone with high directional sensitivity, such as a super-cardioid or shotgun could be preferable.
In yet another embodiment providing for interactivity, the sensing device 113 may be a motion-detection device. The motion-detection device 113 could be located within the surround 102, or may be located at some distance from the surround, for example, in or on a ceiling or wall near the surround. The motion-detection device could be configured to detect an individual as he or she approached the display system, and to cause a corresponding response to be generated. For example, the motion-detection device could be coupled via a wired or wireless connection to the display system 100 and be configured to send a signal via the connection to activate the display screen 101 upon the detection of motion indicating the approach of a person. The display screen 101 could generate some desired display upon activation; the display system 100 could also generate corresponding audio output. The motion detection device could be adjustable, so that it only detects motion that is within a certain area or perimeter around the display. The motion-detection device could also be directionally sensitive, so that, for example, only customers entering an establishment would trigger the motion-detection device and corresponding display. Motion-detection devices that could be used in association with the display include active and passive motion detection technologies, such as, by way of example only, motion detection devices that utilize IR technology, simple radar, a light beam, and pyroelectric sensors.
The display system of the present invention could use any of the above system and methods, or combinations thereof, or systems and methods not disclosed herein, to implement a motion-detection device 113.
A display system 100 according to embodiments of the present invention may also be made interactive by detecting the presence or movement of a person based on other events within the physical environment. For example, the display system could be coupled via a wired or wireless connection to a door in an entry way or other door of a commercial establishment or other building. Through the connection, the display system could detect the opening of the door, and activate the display in response.
In still further embodiments providing for interactivity, a display system in a commercial establishment could display information customized to a particular individual. Such embodiments could comprise mechanisms for automatically determining a person's identity. For example, as shown in
The display system 100 and associated interactivity devices may be arranged, for example, in a convenient location in a commercial establishment. The display system 100 could generate requests for information, either visually or audibly, to customers passing by. The display system could generate the requests when the proximity of persons was sensed by sensing device 113. In the requests for information, the display system could, for example, request consumer opinion regarding pricing, product specifications, product preferences, coupons, or any other kind of desired information. The display system could prompt a customer to reply, for example, by speaking into the speech input device 89, by keying in information on the keyboard/keypad 90, by pressing certain fields in a display of the touch-sensitive screen 91, by stepping on specified portions of the display system to register responses via pressure on the pressure sensors 98, or by any combination of these.
The display system 100 could record customer responses in a storage medium such as storage medium 104. When enough responses had been collected, the information could be downloaded and analyzed, for example, by brand marketers to determine customer preferences.
The display system 100 could also be configured to respond, either by visual or audio output, to a request from a person, where the request is made either by speaking or by entering data using any of the interactivity devices described above (e.g., keyboard/keypad 90, touch-sensitive screen 91).
The card reader 92 could be used, for example, to obtain identity information from customers. Such identity information may include, but is not limited to: name, age, history of purchases, frequency of store visits, most commonly purchased items, store credit amount, information pertaining to a store discount, and the like. The identity information could be, for example, magnetically encoded on a card 93 readable by the card reader 92. The card 93 could be, for example, a “smart” card. Smart cards (or electronic cards) are known devices that typically contain an embedded computer chip and are typically the size of a conventional credit or debit card. The chip typically contains a microprocessor and memory, which may hold an operating system and application data that may be protected by state-of-the-art security features. Several types of smart card technologies are available in today's marketplace. One example is a memory card. A memory card contains a memory chip and is similar to a small floppy disk or PCMCIA (Personal Computer Memory Card International Association) PC Card device. This type of (memory) chip can store identity information as well as other kinds of information, such as a store credit amount. Based on the relevant information, the display system could be caused to display information specifically relating to or directed to the person. By way of example only, the display could include a personal greeting. Additionally, the controller of the display system could cross-reference the purchase history of the person with the sales or promotional items that are currently available in the commercial establishment. Based on the person's purchase history, the display system could display information notifying the person that a certain item potentially of interest to the person is on sale, and display the aisle location of the item. In addition, the display system could generate a coupon for the item, thus further encouraging the person to purchase the item.
In other embodiments, cards known as microprocessor cards could be used to provide individual identification for purposes of customized displays. Microprocessor cards contain a microprocessor chip that can add, delete, change, and update information. A microprocessor card may further comprise an input/output port, operating system and hard disk, and is thus viewed by many as essentially a miniature computer.
Identification cards such as the smart cards, memory cards and microprocessor cards described above need not be read by a contact-less mechanism. Instead, for example, they could be read or scanned by physical application of the card by a person to a reading device located in a convenient place in the commercial establishment. The reading device may be coupled to, or a component of, an identification system. The identification system could, for example, be implemented in a computer 108 and database 109, coupled to the display system of the present invention. The identity information obtained by the identification system could then be communicated to the display system.
Some types of cards that specifically require physical application by a person to a reading device could also be used with the display system of the present invention. Such cards are known as “contact” cards. Contact cards may have a gold chip embedded in the card. This kind of card requires insertion into a smart card reader and a direct connection with the physical contact points on the card to transmit data. Contact cards are used frequently in banking, communications, health care and loyalty (such as storing automotive service histories) applications.
Cards known as hybrid/twin cards could also be used to provide identification of a person to a display system. These cards have two chips embedded in them: a contact-less chip and a contact chip. The two chips are typically not connected to each other. Instead, typically one chip serves the consumer needs and the other the card issuer needs. In yet other embodiments, combination cards could be used. These cards are also known as dual-interface cards, and they contain one chip that is designed to support both contact and contact-less readers.
Using technology along the lines described above, further embodiments of the present invention could be configured to track movements of persons in a commercial establishment or other public place. In such embodiments, persons could carry identification cards readable by a contact-less mechanism as described above. A plurality of display systems equipped with contact-less detection mechanisms could be arranged in predetermined locations in the establishment, and track the movements of persons by detecting the identification cards. The cards could be personalized (i.e., identify an individual) as described above, or could be generic, and, for example, attached to a shopping cart or basket. Information detailing the movements detected by the floor display systems could be recorded in a database, and used by merchants to, for example, help optimize the layout of a store, help identify where to place impulse-buy items, help determine the content presented on and how to control the content presented on display system of the present invention, and the like. Examples of technologies that may be utilized to track persons carrying or otherwise transporting contact-less identification devices include Bluetooth technology, IRDA, RF link, and other local area network technique to link the display systems.
As is well known, some commercial establishments (e.g., Wal-Mart, Target, large grocery superstores, large department stores, outlet centers, malls, etc.) and do-it-yourself stores (e.g., Home Depot and Lowe's) are very large and contain a vast amount of merchandise. As a result, some individuals shopping in these stores and other commercial establishments have difficulty finding the item(s) for which they are looking. Accordingly, display systems according to embodiments of the present invention may further provide for assisting a person in finding his or her way around a large commercial establishment and finding desired items.
According to such embodiments, upon entering the store, a shopper would either orally (for example, by using a microphone or other sound recording device) or manually (for example, using a keyboard, keypad, or touch monitor type device) enter a desired product or list of products into a machine. The machine would then produce a “trip ticket” detectable by a plurality of display systems arranged in predetermined locations throughout the store. Such desired products or lists of products could also be provided before the shopper arrived at the store, such as through a store website, or from past shopping history. This may be useful for stores that are repeatedly visited by the same customers, such as do-it-yourself stores and grocery stores, which often already provide customers with some type of loyalty identification card or device. Further, this may be particularly useful for stores that are repeatedly visited by the same customers and in which the customers repeatedly purchase the same or similar products, such as grocery stores.
The trip ticket may be a device such as a “smart card” described above, capable of storing information such as the product list entered by the shopper. The information on the trip ticket may be readable via a contact-less technology as discussed in connection with various embodiments described above. Display systems distributed throughout the store may be equipped with contact-less technology for reading the trip tickets. As the shopper moves through the store and approaches the various display systems, the systems may detect and read the trip ticket. Upon detecting a trip ticket and reading a product list thereon, a display system may be configured to display the direction the shopper should walk to locate the desired product(s). Alternatively, the trip ticket might not actually store the product list itself. Instead, the product list or other information corresponding to an identifiable trip ticket could be stored in a database accessible by the display system, and retrieved upon detecting and identifying the trip ticket.
In still further embodiments of the present invention, detection of mobile phones may be provided. Social frictions have been occasioned by the increased use and rising popularity of mobile phones. In many situations, it is considered inappropriate and impolite to have a mobile phone ring and disturb nearby persons. Accordingly, embodiments of the present invention may include a mobile-phone-detection device, using a configuration as shown in
A bar code scanner 94, as shown in
The bar code scanner 94 could also be used, for example, to enable a customer to scan a coupon 95. In response, the display system could generate a visual and/or audio message concerning the coupon. The message might, for instance, inform the customer that the coupon is still valid, or that it is worth double, or the like. The customer might also be enabled to scan a product at the bar code scanner 94, and receive a coupon in response. A coupon 97 could be printed or otherwise generated, and dispensed by the coupon dispenser 96. The coupon dispenser 96 could include a counter to count how many coupons are dispensed and for what products. This information could be recorded by and used by marketers, for example, to gauge consumer reaction to advertisements, prices, and so on.
A similar functionality could be provided if a contact-less identification reader not relying upon line-of-sight, such as a near-field RF receiver rather than and by comparison an optical bar code scanner 94, were used as a contact-less input device 41 in a display system and in conjunction with products that carry contact-less identification devices, such as RF ID tags. For example, a customer may roll a cart filled with groceries over a floor display system causing the display system to display the name and price of each grocery item. Or a customer could walk across the floor display system with items for purchase in the customer's hands or in any type of carrying device, such as a basket. Or a customer could place a basket, bag, or other carrying device containing items for purchase onto an elevated horizontal display system including a contact-less scanner. This may be particularly useful if the customer were to use a carrying device such as a re-usable shopping bag, thereby permitting the customer to essentially bag his or her groceries as he or she shops without having to empty a basket upon checkout to individually scan each item and then bag the groceries. Such batch processing for product purchase or checkout may be useful to improve customer service and decrease checkout times. Further, where a floor display system of the present invention is used, such functionality may easily be implemented without any particular change of infrastructure or operation by merely requiring the customer to roll their shopping cart over the floor display system.
A display system may occupy an area of a floor (floor display system) or an elevated surface, such as an elevated horizontal surface (elevated horizontal display) or a vertical surface (vertical display). An elevated horizontal display system may be separable from, removable from, or integral with an elevated horizontal surface. Separable may be, for example, a display system that simply sits on top of an elevated horizontal surface without being attached to the elevated horizontal surface in any way. Removable may be, for example, a display system that is attached to an elevated horizontal surface but can be unattached without causing damage to the elevated horizontal surface for example or leaving a noticeable void. A display system may be attached to an elevated surface by a bolt, hook and loop fasteners, and/or suction cups or like fastener. Integral with may be, for example, a display system that is integrated with an elevated horizontal surface so that separating the display system from the elevated horizontal surface may require causing damage to the elevated horizontal surface or leaving a noticeable void. A display system may be integrated with an elevated horizontal surface by being positioned within a recess of the elevated horizontal surface. A display system may be integrated with an elevated horizontal surface, for example, by forming the two as one unit, gluing or otherwise permanently affixing the display system to the elevated horizontal surface.
As previously shown in
As shown in
A control platform including a controller 103 and any other devices used for operating a display system 100 may be configured to wirelessly communicate with its electronic display screen 101. A control platform may also be configured to communicate with at least one network 125 by a wired or wireless connection. Furthermore, a control platform may be configured to communicate with a different display system through its control platform by a wired or wireless connection. In other words, display systems 100 and component parts thereof, particularly controllers 103 and interfaces 106, 107, 41, may be configured to communicate with one another or with other devices by way of wired or wireless communications. A wireless connection from one display system 100 to another display system 100 could be used to transmit content and control information. Such implementations may be beneficial for temporary or ad hoc situations where a network infrastructure is not available or not economical or practical to implement to support the display systems. Wireless connections between devices could be implemented in many different technologies.
Wireless communication links can be ultrasonic, optical light wave (IR, visible, ultraviolet), lasercomm, radio frequency (RF), terahertz, microwave, electromagnetic, inductively coupled, electrostatic or any other form of propagating electromagnetic energy between a transmitter and a receiver. The mode of data transfer can include time division, frequency division, or code division, and can also be multiple access or spread spectrum. One mode of wireless transmission that is well-suited for contemplated applications of display systems 100 is the Ultra-Wide Band (UWB) mode of transmission. Contemplated commercial applications of display systems 100 include use in electronically noisy environments such as, by way of example only, grocery stores, department stores, appliance stores, industrial facilities, restaurants, hotels, airports, apartments, and residential housing. Ultra-Wide Band (UWB) transmissions work well in these types of environments, among other reasons because when other electronically noisy sources such as machinery, remote door openers, bar-code readers, other RF, TV, low-band transmissions are present, UWB allows high-speed data communications with low power spectral density over a wide spectral range, typically 3-10 gigahertz. UWB also eliminates small-scale fading for arbitrary antenna position or orientation, which may be very useful for a display system positioned on a floor. UWB also is more effective against the deleterious effects of multi-path induced fading that is typical of more narrow-band wireless techniques.
Wireless communications may also include other techniques, either known today or in the future, which may be useful in communicating with and controlling display systems 100. For example, the wireless communications could be compatible with existing and future WiFi standards. Also, wireless communication may be performed using token ring, Bluetooth, cellular, or various other types of technologies and networking architecture, including LANs and WANs.
It is contemplated that display systems 100 according to embodiments of the present invention may be deployed in many types of public buildings, including commercial establishments (e.g., markets, stores). In an individual building, there could be a plurality of display systems deployed. The plurality of display systems could be used, for example, to announce sales and prices, provide product descriptions, direct customers to specific locations within an establishment, and the like. Thus, it could be advantageous to control display systems, individually or in groups, at a single location or across multiple locations to generate particular content output, such as video, graphics, text, audio, etc., based on the specific or relative locations of the display systems, and possibly also the locations of individuals in relation thereto. More specifically, the content output by a given display system could, for example, relate to nearby products, such as products on adjacent shelving, or direct an individual to goods that interest the individual as revealed by a smart card or the like. And a display system may relate to the presence of other display systems located nearby and operating together as a cooperation of display systems. Accordingly, embodiments of present invention relate to configuring display systems to generate particular video/audio output, as described below.
Referring to
Referring to
Referring to
Referring to
As a variation of the WAN download technique described above, satellite network download could be used where the wide area network is provided via a satellite or a satellite constellation. Here, a satellite may broadcast data point-to-multi-point to receivers (e.g., dish receivers) of configuring devices 80, network servers 108, or in establishments containing display systems. The data may then be disseminated, e.g., via LAN to respective display systems, or by any other method described above. Satellite systems such as Motorola's Iridium, Hughes' Direct TV, and Boeing Digital Cinema have already demonstrated such capabilities.
According to embodiments of the present invention, data may be transmitted directly from one display system to another display system. This may be accomplished, for example, through the use of wired or wireless communication. In particular, two or more display systems may be directly linked via a wired or wireless connection between the display systems, as well as possibly also being connected to various networks, as discussed above. Accordingly, one display system may attain data by downloading from a network, receiving from another display system, manual input, or the like, and send this, related, or resulting data to a different display system.
As shown in
The configuring device or server may also transmit control signals such as control instructions and/or control software to the floor display system, as shown at line C in
As a further example, lines H and I of
As described above, the content displayed by a display system may change depending upon any number of variables available to a display system and upon which the display system is configured to rely upon and/or respond to in presenting content. For example, the time of day, recent sales volumes, or various other variables may be used as describe above or in any like manner. For example, a computer or display system linked to a network or the like may receive data from another computer, display system, or other device. In particular, a computer may receive data from any type of network described above, as well as manually entered data. Processing of the data received may include simply storing the data in a storage medium and determining the display system or systems that the data should be sent to, as well as other types of processing. The data received may include content, such as verbal and graphical images, and/or a schedule for displaying content by display systems at predetermined times. For instance, the schedule may direct the display systems to display breakfast advertisements in the morning and dinner advertisements in the evening. Likewise, the schedule may include instructions for the display systems to display special messages on holidays, such as the Fourth of July. The data received may also include sales volume information or other information directed to the store or company where the display system or systems are located.
The computer or similar device that received the data may transmits at least a portion of the received data to at least one display system or another device using any of the communication means described above. The data transmitted may include instructions for display systems, for example, to display certain types of content. The content may already be saved in the controller of the display system or received at the same time as the instructions. For example, the controller of a display system may include several advertisements relating to breakfast cereal. In such case, the instructions transmitted to the display system may include a selection of the order of advertisements of breakfast cereal, as well as the timing of the display.
At least one display system may receive the data sent from the computer or display system. The display system may then process the data received, which may include determining the appropriate content to display in view of the received information. A controller, whether integrated or separate from an electronic display screen, may modify the displayed content on the electronic display screen based upon the received data and hard-wired information in the controller, stored information in the controller, such as a schedule, or the like.
According to one aspect of the present invention, the functions performed by one or more of the entities of a display system, such as a controller 103, server 108, or configuring device 80 may be performed by various means, such as hardware and/or firmware, including those described above, alone and/or under control of a computer program product. The computer program product for performing one or more functions of embodiments of the present invention includes a computer-readable storage medium, such as the non-volatile storage medium, and software including computer-readable program code portions, such as a series of computer instructions, embodied in the computer-readable storage medium. Similarly, embodiments of the present invention may be incorporated into hardware and software systems and subsystems, combinations of hardware systems and subsystems and software systems and subsystems, and incorporated into network devices and systems and display systems thereof. In each of these network devices and systems and display systems, as well as other devices and systems capable of using a system or performing a method of the present invention as described above, the network devices and systems and display systems generally may include a computer system including one or more processors that are capable of operating under software control to provide the techniques described above.
In this regard, each element, communication, or step of a diagram or flowchart, and combinations of elements, communications, and steps in a diagram or flowchart, may be implemented by various means, such as hardware, firmware, and/or software including one or more computer program instructions. As will be appreciated, any such computer program instructions may be loaded onto a computer or other programmable apparatus (i.e., hardware) to produce a machine, such that the instructions which execute on the computer or other programmable apparatus create means for implementing the functions specified in the elements or steps of the diagrams and flowcharts. These computer program instructions may also be stored in a computer-readable memory that can direct a computer or other programmable apparatus to function in a particular manner, such that the instructions stored in the computer-readable memory produce an article of manufacture including instruction means which implement the functions specified in the elements or steps of the diagrams and flowcharts. The computer program instructions may also be loaded onto a computer or other programmable apparatus to cause a series of operational steps to be performed on the computer or other programmable apparatus to produce a computer-implemented process such that the instructions which execute on the computer or other programmable apparatus provide steps for implementing the functions specified in the elements or steps of the diagrams and flowcharts.
Accordingly elements, communications, and steps of a diagram or flowchart support combinations of means for implementing the elements, combinations of means for performing the specified communications, combinations of steps for performing the specified functions, and program instruction means for performing the specified functions. It will also be understood that one or more elements, communications, and steps of a diagram or flowchart, and combinations of elements, communications, and steps of a diagram or flowchart, can be implemented by special purpose hardware-based computer systems which implement the specified elements and perform the specified functions or steps, or combinations of special purpose hardware and computer instructions.
Provided herein are improved display architectures, systems, methods, and computer program products for advertising and other content delivery using one or more floor display systems. A floor display system and an elevated horizontal display system, which may be configured on a countertop, may be used and able to communicate with one another. The display systems may be able to send and receive signals between each other and with a network server or configuring device to operate in cooperation with one another and as instructed. Display systems may be configured to interface with customers to obtain information and configured to detect information about customers proximate the display systems and to use the information to provide improved content delivery to the customer.
Many modifications and other embodiments of the inventions set forth herein will come to mind to one skilled in the art to which these inventions pertain having the benefit of the teachings presented in the foregoing descriptions and the associated drawings. Therefore, it is to be understood that the inventions are not to be limited to the specific embodiments disclosed and that modifications and other embodiments are intended to be included within the scope of the appended claims. Although specific terms are employed herein, they are used in a generic and descriptive sense only and not for purposes of limitation.
This application claims the benefit of the earlier filing date of and is a continuation-in-part of commonly owned co-pending application Ser. No. 11/769,418, filed Jun. 27, 2007, which is a continuation of application Ser. No. 11/735,908, filed Apr. 16, 2007, which is a continuation-in-part of application Ser. No. 11/316,928, filed Dec. 27, 2005, which is a continuation of application Ser. No. 10/454,631, filed Jun. 5, 2003, and issued as U.S. Pat. No. 7,009,523 on Mar. 7, 2006, which claims the benefit under 35 U.S.C. 119(e) of Provisional Application Ser. No. 60/385,579, filed Jun. 5, 2002, and which is a continuation-in-part of co-pending application Ser. No. 10/438,923, filed May 16, 2003, and issued as U.S. Pat. No. 6,982,649 on Jan. 3, 2006, which claims the benefit under 35 U.S.C. 119(e) of Provisional Application Ser. No. 60/378,070, filed May 16, 2002, and which is a continuation-in-part of co-pending application Ser. No. 10/285,639, filed Nov. 1, 2002, and issued as U.S. Pat. No. 6,873,266 on Mar. 29, 2005, which is a continuation of application Ser. No. 10/137,357, filed May 3, 2002, and issued as U.S. Pat. No. 6,507,285 on Jan. 14, 2003, which is a continuation of application Ser. No. 09/767,846, filed Jan. 24, 2001, and issued as U.S. Pat. No. 6,417,778 on Jul. 9, 2002, which is a continuation of application Ser. No. 09/418,752, filed Oct. 15, 1999, and now abandoned, which is a continuation-in-part of application Ser. No. 09/304,051, filed May 4, 1999, and issued as U.S. Pat. No. 6,219,876 on Apr. 24, 2001. Application Ser. No. 11/735,908 is also a continuation-in-part of application Ser. No. 10/804,090, filed Mar. 19, 2004, which claims the benefit under 35 USC 119(e) of Provisional Application Ser. No. 60/457,115, filed Mar. 21, 2003, and Provisional Application Ser. No. 60/460,353 filed Apr. 3, 2003, and which is a continuation-in-part of application Ser. No. 10/682,435, filed Oct. 10, 2003, and issued as U.S. Pat. No. 6,917,301 on Jul. 12, 2005, which claims the benefit under 35 U.S.C. 119(e) of Provisional Applications identified as follows: Ser. No. 60/418,626, filed Oct. 12, 2002; Ser. No. 60/428,387, filed Nov. 21, 2002; and Ser. No. 60/429,044, filed Nov. 22, 2003, and which is a continuation-in-part of application Ser. No. 10/438,923, previously identified. Application Ser. No. 11/735,908 is also a continuation-in-part of application Ser. No. 10/759,167, filed Jan. 20, 2004, and issued as U.S. Pat. No. 7,205,903 on Apr. 17, 2007, which claims the benefit under 35 U.S.C. 119(e) of Provisional Application Ser. No. 60/441,408, filed Jan. 22, 2003, and which is a continuation-in-part of co-pending application Ser. No. 10/682,435, previously identified. Application Ser. No. 11/735,908 is also a continuation-in-part of application Ser. No. 11/199,130, filed Aug. 9, 2005, which claims the benefit under 35 U.S.C. 119(e) of Provisional Application Ser. No. 60/599,878, filed Aug. 10, 2004, and which is a continuation-in-part of co-pending application Ser. No. 11/002,276, filed Dec. 3, 2004, and issued as U.S. Pat. No. 7,145,469 on Dec. 5, 2006, which claims the benefit under 35 U.S.C. 119(e) of Provisional Application Ser. No. 60/526,271, filed Dec. 3, 2003, and which is a continuation-in-part of co-pending application Ser. No. 10/454,631, previously identified. Each of the above-identified applications is fully incorporated herein by reference. Also incorporated herein by reference are the following applications: application Ser. No. 11/298,668, filed Dec. 12, 2005, which is a divisional of application Ser. No. 10/413,219, filed Apr. 15, 2003, which claims the benefit under 35 USC 119(e) of Provisional Application Ser. No. 60/448,598, filed Feb. 20, 2003; and application Ser. No. 11/298,668, filed Dec. 12, 2005, which is a divisional of application Ser. No. 10/413,219, filed Apr. 15, 2003, which claims the benefit under 35 USC 119(e) of Provisional Application Ser. No. 60/448,598, filed Feb. 20, 2003.
| Number | Date | Country | |
|---|---|---|---|
| 60385579 | Jun 2002 | US | |
| 60378070 | May 2002 | US | |
| 60457115 | Mar 2003 | US | |
| 60460353 | Apr 2003 | US | |
| 60418626 | Oct 2002 | US | |
| 60428387 | Nov 2002 | US | |
| 60429044 | Nov 2002 | US | |
| 60441408 | Jan 2003 | US | |
| 60599878 | Aug 2004 | US | |
| 60526271 | Dec 2003 | US |
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