K E N O TA ( PAT E N T L A W Y E R )1. Purpose of the research2

1. Background- Idea putting out that assumes existing patent to be theme(1) Patent evasion (detour design)(2) Invention strengthening (improved design)
2. Problem(1)Technical field
Possible application to IT system (information system)?
There is little structural element (A functional = element is essence).
→The content is an advantage with too unnecessary clearness andtechnical knowledge.
(2)Strong complaint
Does the idea come out really?

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2-1. Outline of object patent3

 Patent No.2756483
 【 filing date 】July 14, 1995
 Toppan Printing Co., Ltd.

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2-2. Claim
4【 claim 1】By the computer system for the supply method of the advertising informationthat supplies the advertising information
Registration step To an advertising client The input of the advertising information is pressed.
 The map is displayed based on map information memorized beforehand, and positional
specification of an advertising object is pressed on a map concerned.
 Coordinates of an advertising object for which the position is specified on the abovementioned map are related to the input advertising information and it memorizes it indetail.
Output step To an advertising recipient The map based on the above-mentioned map information is displayed. It is a point on
a map concerned, and advertising concerned, object "* "made a chart image in thepoint that corresponds to coordinates of the memorized advertising object isdisplayed. And, the selection of the desired advertising object is urged.
 The advertising information related to the selected advertising object is read.
 The read advertising information is output to the above-mentioned advertising
recipient.
- Iconizing Supply method of advertising information characterized by preparing.
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3. Procedure and method
5A.
Modeling ofclaim

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B.
Grasp ofsituation
andproblem

C.
Idea
puttingoutD.
Conceptdecision

E.
Evaluation

A. Modeling of invention
6

Output step

Claim

Registration step

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B. Situation awareness7
2.1. High-ranking system system subordinate position system
2.1.3. Environment of high-ranking system and system･Map information･Real store･Advertising content + location information･Player?
･Structure of corporate profits･Account model･Development with other businesses
2.2.1 Function of system･The presentation from registration is early.
･It is possible to register by an easy operation.
･Is desired advertisement found by an easy operation?
2.2 Input process output
2.2.2. Input to system･Map information･Advertising information (content)･Input operation･Selection operation (specification of store position)･Selection (positional specification of desired advertising object)
2.2.3. Output of system･The probing intellectual curiosity is filled.
･ The appearance of the store in my town (current state andchange) can be understood.
･The inquiry increases .
･Advertising expenses are cheap.
･The user's evaluation is understood (CL6).
･Information enters the manager side.
Information: Change of information and land (real estate)
information and stores of commodity and consumer(system user) who wants ex advertiser

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2.3. Cause-problem-result･･･
2.4. As of past- - the future
2.4.2. Time in front of process of system- Map information is acquired (purchase and update).
･Store purchased, update timing, the capital preparation,and comparison- Business･Diving. Decision of net target- Decision of screen composition･Registration, confirmation, and change- Method of collecting money- Decision of advertising content- Advice of advertisement
2.4.3. Time after process of system
Collecting money (payment confirmation)
Confirmation of result of advertisement
Diversion of data (the second use)
CouponConfirmation of store visit
It assists in the visit (guide).
It is possible to reserve it.
(addition)Proposal of shopping
The fact of the celebrity visit is taught.

C. Idea generation (example 1)
8The map based on map
information is displayedin the recipient terminal.

Map information

The map is displayed based on map information.

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C. Idea genration (example 1)
9The map based on
map information 2 isdisplayed in therecipient terminal.

Mapinformation 2
Mapinformation 1

The map is displayed based on map information 1.

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C. Idea generation (example 2)
10The readadvertisinginformation isoutput.

Desiredadvertisinginformation isobtained for aneasy operation.

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Advertisinginformation

The advertisinginformation related
to the selected
advertising object isread.

The recipient
selects anadvertisingobject.

The selection of thedesired advertisingobject is urged.

C. Idea generation (example 2)
11

The readadvertisinginformation isoutput.

Advertisinginformation

The advertising information
related to the selected
advertising object is read.

Selection
information

The advertisinginformation is obtained
for an easy operation.
Desired advertisinginformation is obtained.

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The recipient
selects anadvertisingobject.

The selection of thedesired advertisingobject is urged.

C. Idea generation (example 2)
12The readadvertisinginformation isoutput.

Advertisinginformation

The advertising information
related to the selected
advertising object is read.

Selection
information

The advertisinginformation is obtained
for an easy operation.
Desired advertisinginformation is obtained.

The recipient
selects anadvertisingobject.
Means to specify
desiredadvertisement

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The selection of thedesired advertisingobject is urged.

C. Evasion idea (list)
135（地図上にアイコンを表示）

Processing and１（地図を表示し、広告情報の入力を促す）＜アイコンの表示位置＞
output system#20.ＵＲＬで編集対象を規定（地図を提示しない）（１,２）#7. 「地図に相当する位置」ではなく、対象店舗の近隣の#24. 広告情報以外の情報を登録する（１,２）
スポット（ランドマーク等）を表示する（５）#30. 広告情報を入力させない代わりに口コミ情報を取得する＜アイコンを用いない＞#27. 広告情報に変えて検索キーワードを登録する（１,２）#34.点滅（輝度変化）や色変化で店舗の所在を表現する#26. 広告情報に変えてＨＰのリンクを登録する（１,２）#32. 記号を表示する（５）２（位置情報の入力を促す）#31. テキスト情報を表示する（５）＜地図上で登録させない＞#33. 音声・振動で報知（５）#1. 「地図上において」、ではなく、住所の直接入力を促す#38. 歩行ルートを表示（５，７）＜位置情報を登録させない＞
Input and6（アイコンの選択を促す）#37. 位置座標でなく、路地（道路）を登録する
generation system#5. 「地図上で」ない画面領域で、選択を促す（６）#25.座標に代えて、基準点とルート情報（写真など）を登録す#36A促さないる#36.ユーザが選択に迷ってる状態を検出する
３（座標と広告情報とを紐付け）
7（広告情報の読み出し）＜記憶タイミング＞
読み出しタイミングをユーザの選択前にする#28. 「逐一」でなく記憶する（３）Movement#8.
広告情報を複数読み込んでおいて必要に応じて（表＜紐付けない＞system
示領域に対応するものすべて）を提示する（3,７）#23.座標を広告情報と無関係に登録する#3. ユーザの選択した位置とは無関係な広告情報を表示#29. 広告情報を座標でない情報と関連付けて記憶する（３）
する（意外性）４（端末に地図を表示する）
Processing and8（広告情報の出力）#6. 端末に地図を表示しない
output system＜情報内容＞#4-B 座標データのみ提供する#40. 「読みだされた広告情報」ではない情報を出力する＜地図情報に基づかない地図を表示する＞＜出力先＞#4A. 地図データが二種類ある（登録するための地図データと#42.第三者が加工した広告情報を提供
ユーザに提供する地図データ）#41.要求者以外の端末を介して要求者に提供する

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C. Reinforced idea (list)
14○出力ステップ（４～８）
Processing and＜提供内容（５~８）＞○登録ステップ（１～３）
output system#11. 付加情報
情報入力方法#15.広告情報に対するアクセス数を表示する#2. 音声入力#22. 関連業務を表示
Input and
登録内容
#18.ユーザに対する行動提案
generation system#43. 有名人来訪の事実を加える#9. ３次元地図情報を活用する#44.買い物内容の提案#49同一ビル内の他の店舗の情報#45.クーポンの提供
広告情報以外の情報を付随的に登録する#46.店舗で提供するサービスの予約を受け付ける
検索キーワードを登録する#47.広告文面作成についてのアドバイス
口コミ情報を取得する#12. 動的
内容が時間変動する
店舗のＨＰのリンクを登録する#10. アイコンの外観が時間変化する#21. 位置の範囲を登録する#13. 時間に応じた広告内容を表示○他のビジネス展開
他の情報を加味する#19. ＳＮＳと連携#14. ユーザ属性を加味してアイコンを変更#39. 仮想空間に適用
ユーザ操作#35. 同一対象を複数回指定されたときに異なデータの転用る情報を表示する#51.ユーザの閲覧履歴＜提供方法（６～８）＞
Movement#50.不動産情報(店舗の移り変わり）#17.アイコンが指定された時の動作(音声・振動）(feedback) system#49.ユーザの店舗についての評価#16. プッシュ配信#48.ユーザの行動予測情報

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C. Idea (summary)
15

Reinforced idea

Evasion idea

Icon(UI composition)

Presented content

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D. Concept
16- Combination and evaluation of idea
 Viewpoint 1. Certain evasion (Clearance; Intellectual

Property matter)―Even application possibility and indirect violation
correspondence, etc.

 Viewpoint 2. Realizability (Business approval; businessmatter)―Earnings estimates and profit, etc.

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E. Evaluation and verification of idea (1)17- Example 1 (information generation system)#4A. There are two kinds of map data (map data toregister and map data offered to the user).
→It is along today's technological trend.
(GIS information and open data)

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E. Evaluation and verification of idea (2)18- Example 2 (information movement system)#8. Two or more advertising information is read and it
presents if necessary (all things corresponding tothe display area).
→The same behavior as Google map

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6. Summary
19(1)Number of ideas→More than expectation(2)Level and quality of idea
･A similar idea executes or has already been applied for.
→The level of each idea is high. There is a possibility that this has come out at the application thistime.
(3)Attitude and tendency to idea
･It accompanies the evasion idea and a reinforced idea comes out.
･As well as an actual application tendency (element that element/doesn't go out easily go out easily)
Putting out of the idea of the TRIZ base that makes an existing patent a starting point is effective in
the IT field.
 The patent is used as priming of the idea putting out.
 The grasp of the tendency distribution of the idea is easy (Especially, when the object patent is a morebasic patent).
→The possibility that the weak point of the right and the other companies in the future execute (detourdesign) or strengthen (make to the right) is understood beforehand.
 The patent clearance work that will be needed in the future reduces or is unnecessary.
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Thank you for your attention

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