WO2002065314A1

WO2002065314A1 - Transaction multimedia platform

Info

Publication number: WO2002065314A1
Application number: PCT/US2001/012446
Authority: WO
Inventors: Robert Dimarco, Jr.; Fabrizio Cabianca
Original assignee: Eactive, Inc.
Priority date: 2001-01-12
Filing date: 2001-04-17
Publication date: 2002-08-22

Abstract

A method for distributing transactional multimedia over a computer communications network can include combining multimedia in a transactional multimedia envelope (TME) or a transactional multimedia banner (TMB); including a reference to the TME or TMB in a hypermedia document; distributing the hypermedia document in the computer communications network; delivering the TME or TMB to a hypermedia document browser; and, presenting the multimedia contained in the TME in the hypermedia document browser. The method can further include obfuscating the TME or TMB. In one aspect of the invention, the method can further include wrapping the TME or TMB in an executable wrapper and delivering the executable wrapper to a client computer. Subsequently, the multimedia contained in the TME or TMB can be extracted from the wrapper; and, a hypermedia document containing a reference to the multimedia can be launched. Additionally, the method can include arranging the multimedia in the hypermedia document browser, wherein the arrangement forms a transaction interface. Subsequently, a transaction can be processed in the transaction interface. Notably, the processing step can include connecting to a database server over the computer communications network; and, communicating data between the transaction interface and the database server.

Description

TRANSACTION MULTIMEDIA PLATFORM

BACKGROUND OF THE INVENTION

Technical Field

This invention relates to the field of multimedia content network delivery and more particularly to a method, apparatus and system for providing transactional multimedia in a computer communications network.

Description of the Related Art

Recently, it has been estimated that in the future consumers will receive over 250 billion electronic mail messages annually. Moreover, it has been estimated that consumers will view over 500 billion Web banners annually. Still, it remains unclear how conventional multimedia can be incorporated efficiently into electronic mail messages and Web banners so that users can interact with the multimedia in order to complete an electronic transaction. For example, in the December 1999 television program "Business Unusual" broadcast by CNN, the Chief Executive Officer of About.com and the Executive Vice-President of 24/7, an internet advertising agency, recognized a need for combining conventional multimedia with electronic mail messages and Web banners. These multimedia executives also implicitly recognized a future need for consumers to combine instant interaction and immediate sales without the inconvenience of the consumer leaving the presently viewed Web page or Internet site. Thus, what is needed is a platform upon which high-quality, television-like advertising content can be delivered to consumers via Web banners, online catalogs and electronic mail.

SUMMARY OF THE INVENTION

Transactional Multimedia ("TM") is an interactive advanced technology window that seamlessly provides Web banners, email and online catalogs with full multimedia content and complete transaction processing capabilities. TM greatly enhances advertising mediums, such as online catalogs and Web banners, by enabling them with television commercials, movie trailers, music video clips and other multimedia advertising content without redirection, multiple click-throughs or long download times. TM products also allow end-users to conduct transactions in the Web banner or Web catalog insert, thus providing for secure purchases without leaving the window in which the user views the TM content. Importantly, TM delivers television-like commercials to end-users that combines interaction and immediate sales without the customer leaving the page or the site they are viewing. Finally, TM can provide a chat medium or bulletin board function.

TM targets end-users and it advertises products more effectively, while coupling transaction capabilities that significantly benefit the buyer's experience. TM includes the following benefits: TM does not require a separate window to facilitate the transaction and the final sale. Sales are made directly from the message itself. TM combines message and online marketplace into one transaction area. TM allows customers to view streaming video images embedded within an interactive window without the need for opening a separate window. TM uses interactive windows that provide high-quality streaming video while using very little bandwidth to transmit. TM uses compression technology that compresses video into a small file. TM allows users to interact with the advertisement. TM allows companies to mine databases for targeted end-users that will receive streaming commercials. TM can facilitate the display of high-resolution, low-bandwidth 20-40 second streaming videos in banners in product catalogs. TM streams data smoothly and quickly. TM notifies senders of the advertisement when the ad was opened, viewed and what action was taken by the end-user. TM enables advertiser to track ad campaign results with almost real-time analysis and feedback.

TM provides streaming video using minimal bandwidth and integrates it with e-commerce functionality, allowing users to immediately interact with the advertisement. Depending on the user, interaction can take the form of completing a purchase transaction, search or stream additional information, request demonstrations, complete surveys, and dynamic message delivery via multiple channels. TM can be deliverable and accessible via e-mail, banners and product catalogs. TM can provide for delivery of a 20-60 second streaming multimedia advertisement in high resolution full-color video and stereo with minimal download time. TM can provide a powerful call-to-action for the end user. TM can include dynamic visual aids and text which can allow for co-branding and cross-over marketing.

TM can include an immediate response capability. That is, users can complete a purchase transaction at any time during delivery of the TM message. TM can include dynamic panels within a TM window which can allow users to interact further by requesting related/detailed information or entering registration data. Each data transaction can be completed through Secured Socket Layer (SSL) transaction technology ensuring confidentiality. Finally, TM also can provide statistical tracking and data-mining. More particularly, TM can include detailed up-to-the minute and aggregate report generation for every campaign. TM also can collect and archive all demographic and interaction/transaction information for future campaigns. The following are samples from TM-based advertising campaigns:

(a) Streaming Video in which content can be looped as long as viewer has envelope open.

(b) A Text Panel in which a unique, static text message displays product descriptions, promotion information, instructions or any other information the client wishes to incorporate into the presentation.

(c) A Secure Transaction Screen in which user information is collected. User information can include names, physical and e-mail address and payment data. The Secure Transaction Screen can connect to a relational database upon submission of the data.

(d) A 3-D Tour Module for presenting graphics, virtual tours and streaming video.

(e) A Product/Services offering in which products and services can be offered to a user and can change according to users interaction from contest participation to information solicitation.

(f) A Transaction / Interaction Panel which can allow the user to choose the product or service they would like to purchase or receive more information on. This panel interacts with the Secure Ordering Screen.

(g) A Customizable User Interface which can allow the user to choose from a number of images and features to represent their products throughout the TM envelope.

BRIEF DESCRIPTION OF THE DRAWINGS

There are presently shown in the drawings embodiments which are presently preferred, it being understood, however, that the invention is not limited to the precise arrangements and instrumentalities shown.

Figures 1 and 2, taken together, are a flow chart illustrating a process for developing a TM envelope.

Figure 3 is a block diagram illustrating the creation of an executable wrapper for encapsulating the TM envelope of Figures 1 and 2.

Figure 4 is a block diagram illustrating the extraction of the TM envelope of Figures 1 and 2 from the executable wrapper of Figure 3.

Figure 5 is a flow chart illustrating an exemplary use of a TM envelope for sending electronic mail. Figure 6 is a flow chart illustrating a generic use of a TM envelope for performing database oriented transactions.

Figures 7 and 8, taken together, are a flow chart illustrating a method for developing a TM banner.

DETAILED DESCRIPTION OF THE INVENTION

The present invention is a Transaction Multimedia Platform ("TMP"). The TMP is an interactive marketing and advertising engine. The TMP engine itself can be based on a cross-platform, network-enabled, distributable programming language, for example the Java programming language. Such a programming language can provide for robust multidimensional coding practices to allow flexible product delivery. Two predominate complementary technologies based on the TMP can include the Transactional Multimedia Envelope ("TME") and the Transactional Multimedia Banner ( TMB ).

A. Development of TMEs and TMBs

The TME/TMB development process involves the creation of base classes, the assembly of the envelope for encapsulating Transactional Multimedia ("TM"), and if the TME is to be converted to a standalone executable, wrapping the TME in an executable, deliverable wrapper. Figures 1 and 2, taken together, are a flow chart illustrating a process for developing a TME. Figures 7 and 8, by comparison, are a flow chart illustrating a process for developing a TMB.

(1 ) Development of Main Class

Typically, specific advertiser requirements for the TME/TMB, graphics, and multimedia components contained within the envelope can be specified by the advertiser. More particularly, these multimedia components can be combined to form the multimedia presentation to be delivered to viewers through a computer communications network. Based upon those specified advertiser requirements, the TME/TMB can be generated. More particularly, desired graphics objects, images, audio objects and other multimedia objects can be developed independently from the development of the TME/TMB, but within established parameters based on the technological requirements of the functionality of the TME/TMB.

The "Main" class drives the TME/TMB. Specifically, the Main class generally controls the overall presentation and format of TM contained in the TME/TMB. The Main class primarily instantiates and initializes TM objects contained in the TME/TMB. Subsequently, the Main class can receive operating system events and can respond to each operating system event in kind using a message loop/message handling architecture. Finally, the Main class can contain clean-up code for performing program housekeeping in response to a request to terminate execution of the TME/TMB.

As an example, in a TMB containing an interactive banner, the Main class can instantiate and initialize the graphics objects associated with the banner. Subsequently, the Main class can receive mouse-over and mouse-click events from the operating system. In response to receiving a mouse-over or mouse- click event, the Main class can execute functional code for responding to such mouse events, for instance requesting a Web browser to load a Web page having an association with the banner. Finally, in response to a window-close message, the clean-up code of the Main class can remove objects from display and can free memory. Still, the invention is not limited in regard to the precise implementation of the Main class. Rather, any suitable architecture able to instantiate, initialize and control TM contained in the TME/TMB can suffice in accordance with the inventive arrangements.

(2) Development of Custom Classes

Preferably, code reuse is emphasized in developing the TME/TMB classes. As such, a class hierarchy can be provided in support of the development of TMEs and TMBs. Appendix A illustrates an exemplary Java class hierarchy for use in developing TMEs and TMBs. Hence, based on the requirements of a TME, if a suitable class has been previously created for another TME, then the previously created class can be modified to fit the advertiser requirements of the new TME. Otherwise, a Main class can be newly developed. Moreover, there are instances when the requirements of a particular transaction to be implemented in a TME necessitates the development of new classes. Furthermore, there are instances when existing classes can be further customized for optimized performance, size or effects. Still, when a new special effect is created, it is stored in the custom class library for subsequent reuse.

(3) Assembly of Envelope

After the Main class and custom classes have been developed, the assembly of the TME/TMB can be completed. During this process, the TME/TMB can be changed to achieve the best look, feel and presentation of the TME/TMB. Notably, after the TME/TMB has been launched, the TME/TMB still can be changed in real-time. For example, particular videos or sounds can be changed while the TME/TMB is executing. Once the final look and feel of the TME/TMB is complete, the TME/TMB source code can be processed by an obfuscation algorithm. The obfuscation process utilizes a tool to optimize code, rename components, rename variables, and class files. The obfuscation process reduces unused code components and complicates the reverse engineering of the source code.

(4) Applying the Wrapper

Figure 3 is a flow chart illustrating an exemplary process for wrapping a TME in a stand-alone executable. In particular, if the TME is to be delivered over the computer communications network in an executable format, the TME source code can be inserted into a wrapper program. The wrapping program can create source code files for subsequent compilation into an executable. Although the invention is not limited in regard to the particular type of source code generated by the wrapping program, in one embodiment of the present invention, the wrapping program generates C + + header files and source code which can be compiled by a conventional C + + compiler. Still, in other embodiments of the present invention, the wrapping program can generate source code which conforms to any number of programming languages, for example PASCAL or C.

In operation, once the source code and the images of the TME have been perfected, the source code files and supporting multimedia files can be processed by the wrapping program. The first step of the wrapper program can include processing the input files, including the TME source code, images, graphics and multimedia files, into two header files. The first header file can include file and directory details, such as directory name, file name, and file size, while the second header file can include each input file appended together. More particularly, the first header file can include an inventory of all files to be included in the distributable package, for instance the various classes and TM. In addition, the first header file can include a specification for the various directory locations into which the various classes and TM are to be installed.

In the second step, the two header files can be combined and additional code directed to extraction and cleanup procedures can be added. More particularly, as shown in Figure 4, the extraction code can perform the following steps: First, the first header file can be parsed and specified directories can be created in the target client into which the TME/TMB is to be installed. Second, once the directories have been created, the files contained in the second header file and referenced in the inventory of the first header file can be decompressed and saved into the directories specified by the first header file. Third, the Main class can be launched. Finally, upon termination of the launched application, the cleanup routine can execute, removing each extracted file and the associated directory structure. Subsequent to the execution of the cleanup routine, only the executable wrapper remains. Each of the additional extraction and cleanup code and header files subsequently can be compiled using a compiler thereby forming the executable wrapper program. (5) Compression

Once an executable has been generated by the wrapping process, the executable can be subjected to a compression process. In the present invention, any suitable compression tool can suffice for performing the compression process. The compression process can produce the smallest possible executable file. Finally, once the executable has been compressed, a digital certificate applied thereto for integrity and security purposes.

B. Features of the TME and TMB

(1 ) Progressive Feature Download

The Progressive Feature Download allows users to view a multimedia presentation at an accelerated rate. When a viewer calls the TME or TMB, the Main class can be downloaded over the computer communications network in order to engage the viewer in an initial presentation. While the viewer views the initial presentation, the Main class file can call additional functional elements resulting in their download on a time-delayed basis. These additional functional elements can include additional hypermedia document pages, audio-visual objects, images, etc.

(2) Secure Data Communication

Transactions performed through TMEs and TMBs can be encrypted using SSL technology. Still, communication of data from the end user product and the TMP can be performed with or without SSL. The communication of data can be in the form of transactions, chat, bulletin boards, streaming data elements or another form of bi-directional data transfer.

(3) Alternative Mediums of Delivery

Since the TME and TMB are based on cross-platform, network-enabled technology, for example Java, the TME and TMB can accommodate other forms of network delivery. Other forms of network content delivery can include both wireline and wireless methods, for instance the Wireless Application Protocol (WAP), box-top conversion, etc.

(4) Profile Pull

The Profile Pull feature allows a TME to be customized based upon a user profile. This customization occurs when the initial recipient of a TME opens the TME. When the TME is opened, a unique key can be transmitted over the computer communications network to a central server. The profile of the user can be retrieved based on the unique key and data can be streamed to the envelope in order to create a customized interactive multimedia experience. This process can also be used to update the components of the TME each time the TME is opened.

(5) MAC/PC Hybrid Package

Although executables files typically are not executable across multiple operating systems, the TME can be delivered as a DOS/Windows executable and an accompanying package designed specifically for the MacOS. The accompanying package can integrate the DOS/Windows executable with additional translation functions in order to obtain MacOS compatibility. As an example, during an e-mail campaign, an e-mail can include two attachments: the DOS/Windows executable and the accompanying MacOS package. DOS/Windows users can launch the TME by saving and launching the DOS/Windows attachment, while MacOS users can launch the TME by saving both the DOS/Windows attachment and the accompanying MacOS package attachment and launching the MacOS package attachment.

(6) Scratch-off

The Scratch-off feature allows an advertiser to improve the response rate of an e-mail campaign. Specifically, a scratch-off based e-mail can include the message, "Open the presentation, scratch the icon and take your chance to win a videotape right away," thereby making the message much more appealing and convenient to interact with. The activation of the scratch-off icon can trigger communications over the computer communications network with a back-end procedure on a TM server. The TM server can release a scratch-off winner on a daily basis. Moreover, the TM server can manage contest drawings and can post winners on the advertiser's Web site. Notably, each of these contest procedures can be subjected to high personalization.

(7) Online Coupons

The TMP can offer the ability to customers to create a unique coupon for special product offerings. These coupons can be distinctly labeled through which a particular user can be tracked. Accordingly, the distinct label permits an advertiser to offer a unique coupon to customers based on customer profile, previous customer spending patterns, customer actions performed in the TM, etc. Online coupons can be distributed by transmitting a unique coupon retrieval key in an e-mail or embedding the coupons in a uniform resource locator (URL). Notably, when a customer opens a TME reads the information contained therein, the presentation layer can be adjusted through the use of through Java paint- overs.

(8) Multi-Threaded Banner

The TMB can be a multi-threaded banner. A multi-threaded banner is defined as a fixed area in a hypermedia document, for example a Web page, that contains a rich media presentation. Typically, the banner can be a standard size of 468 X 600 pixels although the invention is not limited in this regard. Moreover, the banner can be placed near the top of the hypermedia document so that a viewer need not scroll through the document to view the banner, although, again, the invention is not limited in the placement of the banner. A multi-threaded TMB can include multiple presentation features, such as slide transitions, text effects, mouse over effects, sliding wall features which allows for an image to appear as though it is sliding from one side to another revealing an image beneath it, along with many other enhancements to increase the effectiveness of the banner presentation. The multi-threaded TMB can be an applet, for example a Java-based applet, to present the multimedia and to control the functionality of the multimedia presentation. As in the case of the TME, a multi-threaded TMB can be assembled by first creating and/or collecting multimedia to be included in the banner, developing the classes for controlling and presenting the multimedia, and third assembling the multimedia and classes into a composite TMB.

In operation, the multi-threaded TMB uses the applet to present predefined images and other rich media elements, as well as controlling the overall functionality fo the banner. The rich media consists of text, multidimensional graphics, graphical transitions, slides, slide shows, multidimensional animations, video, images (pictures), and sound. Each media piece may have several different effects in order to enhance the presentation. For example, cross-fading of images to create a slide show or having sound piece or sound track play when the mouse moves over the banner area.

The banner can be locally or remotely hosted, and can be integrated into a hypermedia document such as a Web page, as a hyperlink. Importantly, the banner is multi-threaded which allows the banner form, graphics and rich media elements to be downloaded and presented individually, but concurrently. More particularly, separate threads are used to concurrently load the banner form, download the sound files, graphics files, image files, etc. Separate threads also control various presentation aspects concurrently, such as slide transitions, playing the sound tracks, diplaying graphics, etc. The multi-threaded downloading and presentation of the multimedia elements can result in decreased banner download time and improved performance. Thus, the multi- threaded aspect of the TMB vastly extends the capabilities of an advertising banner.

(9) Tracking and Reporting Systems

A detailed report is available on line, updated in real time, and password protected. The advertiser easily can access personal statistics, categorized according standard parameters or tailored to suit specific analysis requirements. Data are displayed in sessions, each representing a different campaign. Upon click on campaign-name, user gains access to a table-like structure that can easily be moved into a custom user-friendly format, such as spreadsheet format. Each single click in the envelope/application is tracked and instantly saved in a centralized database.

Claims

CLAIMSWe claim:

1 . A method for distributing transactional multimedia over a computer communications network comprising: combining multimedia in a transactional multimedia envelope (TME); including a reference to said TME in a hypermedia document; distributing said hypermedia document in the computer communications network; delivering said TME to a hypermedia document browser; and, presenting said multimedia contained in said TME in said hypermedia document browser.

2. The method of claim 1 , further comprising: obfuscating said TME.

3. The method of claim 1 , further comprising: wrapping said TME in an executable wrapper.

4. The method of claim 3, wherein said step of delivering comprises: delivering said executable wrapper to a client computer; extracting said multimedia contained in said TME from said wrapper; and, launching a hypermedia document containing a reference to said multimedia.

5. The method of claim 1 , further comprising: arranging said multimedia in said hypermedia document browser, said arrangement forming a transaction interface; and, processing a transaction in said transaction interface.

6. The method of claim 5, wherein said processing step comprises: connecting to a database server over the computer communications network; and, communicating data between said transaction interface and said database server.

7. A method for distributing transactional multimedia over a computer communications network comprising: combining multimedia in a transactional multimedia banner (TMB); including a reference to said TMB in a hypermedia document; distributing said hypermedia document in the computer communications network; delivering said TMB to a hypermedia document browser; and, presenting said multimedia contained in said TMB in said hypermedia document browser.

8. The method of claim 7, further comprising: obfuscating said TMB.

9. The method of claim 7, further comprising: wrapping said TMB in an executable wrapper.

10. The method of claim 9, wherein said step of delivering comprises: delivering said executable wrapper to a client computer; extracting said multimedia contained in said TMB from said wrapper; and, launching a hypermedia document containing a reference to said multimedia.

1 1. The method of claim 7, further comprising: arranging said multimedia in said hypermedia document browser, said arrangement forming a transaction interface; and, processing a transaction in said transaction interface.

12. The method of claim 1 1 , wherein said processing step comprises: connecting to a database server over the computer communications network; and, communicating data between said transaction interface and said database server.