Abstract:
Described are a shared messaging device and method of messaging using shared messaging devices. An electronic messaging device has a display for communicating multiple messages to consumers using a single messaging device. Using the electronic messaging device, advertisers and others are able to display messages to consumers, while sharing the messaging cost among the providers of the multiple messages.

Description:
TECHNICAL FIELD  
       [0001]     This patent application claims priority from U.S. Provisional Patent Application Ser. No. 60/571,048, filed May 14, 2004, which is hereby incorporated by reference for all purposes. This disclosure relates to messaging, and, more specifically, to a system for advertising using shared messaging devices.  
       BACKGROUND  
       [0002]     Advertising is a fiercely competitive business in which retailers vie for the attention of the consumer with the hope of enticing the consumer to purchase products or services provided by the retailer. In pursuit of this goal, advertisers are continually seeking new avenues for approaching the consumer and further maximizing the opportunities that already exist. Within this competition, resources such as space, manpower, and computing power are often limiting factors. As a result, advertisers are interested in maximizing their exposure to consumers while simultaneously minimizing their cost and effort. One such known approach is to attempt to market products to captive audiences, such as consumers undertaking daily activities, such as buying groceries or purchasing gasoline.  
         [0003]     Retailers, such as convenience stores with gasoline pumps, frequently employ light emitting diode (LED) signs in an effort to market or advertise products to consumers. Such messaging devices have historically been used for state lottery programs, where the messaging device conveys the jackpot amount. These messaging devices have also been used, on occasion, to convey public service information, such as Amber Alert bulletins. The messaging devices are generally stand-alone devices and are operated through an agreement between the retailer or host and the state lottery. Lottery sales often act as loss leaders, with retailers counting on lottery purchasers to purchase additional items while in the store to buy their tickets. As a rule, with the exception of Amber Alert bulletins, these lottery messaging devices are not used for another purpose. Retailers might also use their own separate LED displays to advertise products they are offering for sale.  
         [0004]     The result of single users using stand-alone devices is that floor space, or alternatively wall space, becomes a premium. Each advertiser wishing to use such a sign has to have his or her own sign. Additionally, such users must pay to service and maintain these signs, as well as pay for their operation. Users must also make decisions on messaging, and whether their messages will have one-way or two-way functionality, and must also deal with problems associated with updating the messages. For small advertisers, stand-alone devices require a lot of know-how, expense, and manpower to operate.  
         [0005]     This historical approach also has considerable configuration problems. Although the LED displays can be bought relatively cheaply, they are difficult to configure because a user must manually type each message to each sign using a remote control device. When the user wants to change the message, he must again manually type in the new message. Alternatively, the user can purchase a program to allow him to configure the message through his own personal computer and then transfer the complete message to the sign, but again, this approach adds cost and maintenance and works only with a single display. As a result, these steps would have to be repeated for each display.  
         [0006]     In the state lottery model, and others attempting to link public signs, several mechanisms have been attempted to reach a workable solution. For example, linking has been attempted through paging networks using 900 MHz band radio frequency. However, this approach has significant drawbacks. It requires short message text, well below that of the capacity of the LED signs, is limited in range, preventing the messages from reaching all markets at one time, and raises security concerns as the signal can be surreptitiously received by others. Additionally, it requires the use of pagers and a third party paging network, which again add to the complexity and cost, and generally do not offer confirmation of the arrival of the message.  
         [0007]     Other attempts to publicly link messaging devices have involved using hidden signals on an FM radio band. Again, this solution limits the amount of text that can be displayed, requires the use of additional equipment, such as antennas, requires a location station or subscriber, and can cause space issues, limiting the areas where such signs can be placed.  
         [0008]     Another approach has involved sole users employing installed, dedicated systems to provide messaging and information through their networks. These systems can deliver a dedicated message to a given location but are expensive to implement and are therefore typically dedicated to the sole user. As a result, sole users typically have proprietary or protected market share for their systems and generally cannot share, lease or sell space to other users. As such, they are not neutral carrier/providers. Sole users with proprietary or secure data are generally unable to become neutral carriers.  
         [0009]     A major drawback of user-dedicated systems is that image devices, networks, bandwidth and connectivity are expensive and take space. An advertiser attempting to have a series of such systems at remote locations would quickly run out of money. Facilities attempting to benefit from multiple user-dedicated systems would quickly run out of space.  
         [0010]     An additional drawback of conventional messaging is that the messages are required to be of the lowest common denominator. With one-way messaging, which is generally less expensive than two-way messaging, the message stream goes from the home base to the receiver, generally located some distance away. The home base has no way of knowing whether the proper message has arrived, or whether the message has arrived at all. Although two-way messaging can solve this problem, it adds considerable expense and complexity, which make the advertising opportunity less appealing to advertisers. Even installations with technologically advanced systems are therefore limited by the technology level of other users receiving the same messages. As a result, the messages are simple and generally short.  
         [0011]     As a result of these limitations, current systems cannot operate even at the level of the available art. There is a great lag time in the breadth and scope of available infrastructure and capability. Users are losing the benefit of structural capacity and particularized options.  
         [0012]     Embodiments of the invention address these and other deficiencies in electronic point-of-sale advertising systems. 
     
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0013]     The description may be best understood by reading the disclosure with reference to the accompanying drawings.  
         [0014]      FIG. 1  is a block diagram showing an electronic messaging device used for embodiments of the invention.  
         [0015]      FIG. 2  is a block diagram showing components of a shared advertising network according to embodiments of the invention.  
         [0016]      FIG. 3  is an example retail floor plan illustrating the location of messaging displays according to embodiments of the invention.  
         [0017]      FIG. 4  is a diagram illustrating various participants in a shared advertising network according to embodiments of the invention.  
         [0018]      FIGS. 5A and 5B  are examples of a shared message generated by embodiments of the invention.  
         [0019]      FIG. 6  is a flow diagram showing processes that can be performed by the network of  FIG. 2 , including the creation of a shared message.  
     
    
     DETAILED DESCRIPTION  
       [0020]     Embodiments of the invention include an electronic messaging system that displays messages to consumers using shared messaging devices. The system is capable of operating on a preexisting data communications backbone, or alternatively on a new system designed specifically for the purpose. A pipeline brings data into a given store or installation. This pipeline can be through phone or cable lines, such as DSL or T1, satellite hookups, or other communication paths. Receivers/transceivers or controllers receive, store and distribute the received data. One or more Electronic Messaging Devices (“EMDs”) display the data, which may include text messages, images, sounds or other communication methods.  
         [0021]     Using the example of the convenience store, a given store may include a single data hub that sends signals to different EMD&#39;s throughout the store location. The data hub can be located within the store, but need not. Electronic messages can be sent simultaneously to each of the EMD&#39;s based on a pre-loaded script that can be displayed at a predetermined time, or entered for display immediately or in real time. Each EMD can receive messages on separate message tracks, the content of which is owned, leased or managed by different advertisers and facilitated through a neutral provider or network administrator.  
         [0022]     Although the present invention is discussed in the context of a small retail outlet, more specifically a convenience store selling gasoline, any retail outlet with electronic point-of-sale displays, or the potential for such displays, is contemplated and within the scope of the invention.  
         [0023]     Turning to  FIG. 1 , an electronic messaging device (“EMD”)  12  according to an embodiment of the invention is shown. The EMD  12  includes a display  10  capable of displaying messages delivered through a shared messaging network  14 . The EMD further includes a housing  19  to contain the EMD electronics  18 . Each EMD  12  can be a stand-alone device, or it can be combined with some other functionality in a retail setting, such as housed within a lottery ticket dispenser, mounted flush in a counter, or mounted to some other fixture to permit the display  10  to be seen by consumers, for example. The display  10  can be a light emitting diode (LED), liquid crystal display (LCD), cathode ray tube (CRT), plasma screen, touch screen, front or rear projector, or any other type of display capable of being configured to display a message. One such example is an Alpha® 215 series. The display  10  contains one or more message tracks  16 , each message track being configurable to display a different message. Because they are separable, each message track  16  can display messages from different users or message providers. Alternatively, a single message can be displayed across multiple message tracks. The message tracks  16  may be adjacent or physically separable. The EMD electronics  18 , receive signals from a controller, described below, manage the central operations of the EMD  12 , and permit the EMD to communicate with a configurable user interface  26  and other EMDs. The EMD  12  can also optionally contain speakers (not shown) for allowing the EMD to emit sound.  
         [0024]     An example shared messaging network  14  is illustrated in  FIG. 2 . In the illustrated messaging network  14  a number of EMDs  12  are organized in groups and communicate with a common hub  24 , which can be need not be for example a Linksys® WAP55AG. Individual hubs  24  can be coupled to almost any number of EMDs  12 . Additionally, although two hubs  24  are shown, any number of hubs is possible in the messaging network  14 . It is not necessary that EMDs  12  sharing a hub  24  even be located in the same physical location. Likewise, the EMDs  12  associated with a particular hub  24  can be of different types, for example stand-alone, counter mounted, floor mounted, or projected overhead. Those skilled in the art will appreciate that embodiments of the invention can operate on any acceptable network, even if it differs from the one illustrated in  FIG. 2 .  
         [0025]     Each hub  24  is controlled by a controller  22 , which can be coupled to each EMD  12  by a communication cable (not shown) or wireless network. Where a wireless network is employed, a bridge adapter is used to permit communication between the EMD  12  and controller  22 . One such example is a WET  11 . Additionally, an Ethernet II adapter can be used to permit communication between the controller  22  and EMD  12 . The controller  22  facilitates data communication between the EMDs  12  in its associated hub and the other components on the messaging network. In some embodiments, the controller  22  need not be present, and the EMDs  12  communicate directly with the other portions of the messaging network  14 . The data containing the messages to be displayed on the EMDs  12  may be generated or changed responsive to commands issued over the network  14  to the controller  22 . The messages, including sounds and images, generated by the controller  22  may be identical for each of the EMDs  12  connected to the controller or elsewhere on the network  14 , or the messages for each EMD can be different. The controller  22  can likewise control scrolling, graphics and flashing, and the rate at which messages are displayed on the display  10  on the EMDs. Configuration data for the messaging network  14  can be created at a data interface  26  and stored in one or more network data repositories  28  associated with the concentrator  20 . In other embodiments, the data interface  26  may store the data directly.  
         [0026]     Details of how the system in  FIG. 2  generates, transmits and displays messages are described with reference to  FIGS. 3 through 6 . For brevity, functions relating to messaging will be referred to as occurring in the concentrator  20 , although they could be performed in other parts of the network  14 .  
         [0027]      FIG. 3  illustrates an example store layout where various physical components of the network  14  can be situated. The network  14  can be contained within a single store or can be distributed throughout several installations. The store  30  of  FIG. 3  includes a storage/office area  32 , which can act as an entry point for messaging data to be transmitted to the various EMDs  12 . Messaging data can enter the store by phone or cable lines, such as DSL or T1, or through satellite hookups, or can originate within the given store  30 . The store  30  also includes a sales counter area  34 , where retail transactions take place. The counter area  34  is generally the primary location for point-of-sale displays  34  because it is where sales generally occur. As a result, an EMD  12  is likely located on or near the counter area  34 . EMDs at this location are likely located within the customer&#39;s line-of-site on the counter, above the counter, or contained within the counter. Messages delivered by these EMDs  12  are likely short, targeted messages directed to customers paying for purchases or waiting in line to pay for purchases. The EMD  12  in the counter area  34  is also the likely location of an In Counter Merchandiser (ICM). Operators of a state lottery, for those states having lotteries, are motivated to pay for the ICM, because it is primarily a retail device for instant win lottery tickets. Therefore, one message or message string found at this location would likely be a lottery message or update. Additional messages displayed on this EMD  12  would also likely include high margin items such as cigarettes.  
         [0028]     The store  30  also has a window  36 , which can serve as a location for a second EMD  12 . This EMD  12  is visible to customers entering the store  30 . Additional EMDs  12  can be located by a cooler  38  or some other merchandising area of the store. In the illustration of  FIG. 3 , the store  30  also includes a gas pump island  40 , which can serve as an additional location for an EMD  12 .  
         [0029]      FIG. 4  illustrates in block form the various strategic partners to a messaging community  40 . At the core of the messaging community  40  is a neutral provider/network administrator  42 . The neutral provider  42  contracts with various strategic partners to create the shared messaging community  40 . The members of the messaging community  40  can include the host  44  or store owner. The host  44  provides the physical location of the EMDs  12  and provides access to the consumer. The host  44  can be a small independent host, like a “mom and pop” store, a regional retailer, or a national retailer. As such, the host  44  might operate in one or more cities, in one or more markets, or in one or more time zones.  
         [0030]     Another member of the shared messaging community  40  can be a participating state or multi-state lottery  48 . State lotteries  48  would likely be interested in providing an EMD  12 , as the state lottery has been the historical user of other types of signs. However, it is contemplated that any member of the messaging community, including a neutral provider, can provide the EMD  12 . Other members of the messaging community can include a national advertiser  50 , a regional advertiser  52 , and/or a local advertiser  54 . The advertising members  50 ,  52 ,  54  can provide capital to support the messaging community  40 . Of course, it is not necessary that a messaging community have these particular members  50 ,  52 ,  54 , as membership may vary according to the needs and wants of the host  44  and the members of the messaging community  40 .  
         [0031]     Although the present example of a messaging community  40  is described as having particular member types with particular arrangements between members, any community of two or more members sharing messages is contemplated and within the scope of the invention.  
         [0032]     The neutral provider  42  operates the messaging community  40  and prevents competing retailers from having to rely on their competitors for message track placement on the EMDs  12 . The neutral provider  42  can provide contracting with the host  44  to provide placement for the EMDs  12 . In so doing, the neutral provider  42  frees the host  44  from itself having to contract with members of the messaging community  40 , or provide the technical support to operate the community. To compensate for hosting one or more EMDs  12 , the host  44  can, but need not, be provided with message track space or time.  
         [0033]     The neutral provider  42  can likewise contract with advertisers, which can, include the local advertiser  54 , the regional advertiser  52 , and the national advertiser  50 . The neutral provider  42  typically obtains and approves messages, coordinates message plays, and ensures that each member of the messaging community  40  is meeting its obligations, such as payment, message delivery, message content, and message placement.  
         [0034]     The advertisers  50 ,  52 ,  54  provide payment for message plays on the EMDs  12 . The amount of the payment can be determined by contract between the parties and may include such factors as the number of EMDs  12  at which messages will be displayed, the frequency with which messages will be displayed, the time of day or day of week the messages will be displayed, the length of the message which can be displayed, and the number of message tracks  16  involved in displaying the message. These payments can be used to compensate the neutral provider for coordinating the messaging community  40 , pay the system and connectivity costs associated with operating the messaging community  40 , and purchase EMDs  12  for use in the messaging community.  
         [0035]      FIGS. 5A and 5B  are examples of a shared message  60  that can be generated by embodiments of the invention. In  FIG. 5A  the shared message  60  is displayed in a vertical fashion and appears together on the display  10 . In  FIG. 5B , the shared message is played horizontally in ticker fashion. In the example of  FIG. 5A , messages are shared by the state lottery  62 , the store or host  64 , the local retailer  66 , and the brand advertiser  68 . Additional types of messages could include public service announcements, which do not belong to any one member of the message community  40 . Examples of the types of messages each might purchase or lease are provided in Table 1 below.  
                   TABLE 1                       Message Origin   Message Content                   State Lottery   Jackpots, Next Drawing, Unclaimed Wins       Host   Specials, Hours, Job Openings, Time until Closing       National Brand   Specials, Cross-promotions, Product Features       Local Business   Address, Hours of Operation, Promotions, Reviews       Public Service   Amber Alerts, power outages, public transportation           disruptions, smog warnings                    
         [0036]     An example EMD  12  could be shared by the state lottery, the host convenience store, a national brand, a local business, such as an auto repair service, and a public service provider, such as the local transportation system. Each member of the messaging community  40  can be allocated a “portion” of the EMD  12 , with each portion representing a message track  16 . The message tracks  16  in  FIG. 1  can be displayed simultaneously, or each can be displayed sequentially. In another embodiment, a touch-screen display can provide a menu of available messages, giving a consumer the opportunity to select which message track is played.  
         [0037]     The lottery message might indicate that the next drawing is on April 1, and the jackpot amount is $5,000,000. The host, or convenience store, might wish to advise customers that there is special on hot dogs, 2 for $1.00. This special could be associated with a national brand special, thus serving as a cross promotion between the host and national brand. Similarly, two national brands might run a cross promotion. For example ABC Coca and Big Dog Hotdog might run a cross promotion offering consumers a 12 oz drink and a hotdog for $1.50. The local auto repair service might want to provide its address and hours to attract convenience store buyers to visit its shop. Finally, the local transportation system might want to alert riders to a service disruption in an outlying area. Although  FIG. 5  illustrates an example with four message tracks, any number of such message tracks  16  is contemplated and is within the scope of the invention. The number of tracks is limited only by the size of the display, or the repeat time between messages.  
         [0038]      FIG. 6  is an example flow diagram that illustrates the creation and transmission of a message to be displayed on a message track  16  on an EMD  12 . A flow  100  begins at process  110  with the strategic partner and the neutral provider contracting for services. The contract identifies the terms of the strategic partnership and contribution of each party. At a process  120  the particulars of the message is devised. The strategic partner may be responsible for determining the content of the message, although the neutral provider could have editorial control to ensure, among other things, that public decency and obscenity standards are maintained. At a process  130  the messaging network  14  is configured to display the message, at which time preselected options can be made available to the strategic partner and neutral provider for input at the data interface  26  in  FIG. 2 . Table 2 lists possible options that could be considered in formatting the message.  
                   TABLE 2                       Option Type   Option Variables                   Message type   Scripted, real time, hybrid, emergency,           standard, custom       Duration of Message   Number of seconds/minutes of display       Frequency of Repetition   Number in hour/day/month/year           Season/sporting event/weekend       EMDs selected   All, regional, zip code, area code, store type,           store hours       Enhancements   Images, sounds, colors, fonts, typeface, flash           rates                    
 For example, a given bundle of shared messages  60  could be on a “play list” that changed several times during the day. Because each EMD  12  has two or more message tracks  16 , each message could run, for example, five to six seconds, repeating every 20 to 25 seconds. 
 
         [0039]     Returning to  FIG. 6 , at a process  140  the message is displayed throughout the network on the preselected EMDs  12 . It is not necessary for all the EMDs  12  at a given location to run the same bundle of shared messages  60 . For example, a local auto repair shop might want to run messages only at EMDs  12  located at gasoline islands  40 , but not want to run messages on EMDs  12  located above coolers  38 . Likewise, a nationally branded beer seller might want to run a promotion on EMDs  12  at coolers  38 , but in the interest of responsible alcohol consumption might not want to run the same promotion at gasoline islands  40 . Alternatively, a national retailer might want to run a promotion on all EMDs  12  at all stores in a certain geographic area that are open after 10:00 p.m.; as such not all stores in a given network will be selected to display all the same messages.  
         [0040]     Messages can be pre-scripted to run at a predetermined time or can be entered in real time at the data interface  26  ( FIG. 2 ). For example, Ambert Alert bulletins or transportation outages could be entered in real time for immediate transmission. Advertisements are preferably scripted in advance so their content can be approved by the message provider, but advertisements could also be entered in real time. The same message could repeat for a specific time period, for example one week, or each Wednesday or Saturday, or the message could repeat a given number of times, for example 20 times per day. Alternatively, a single message track  16  could be used by a single user alternating messages, or by a series of users sharing a single message track. Message tracks  16  can be sold or leased for a fixed time, for example 5 seconds. Alterantively, longer blocks of time can be sold or leased to be used by a single user wishing to convey a large message or a series of smaller messages by the same or different users that can run together. The messages can be simple words or sounds, or could be words enhanced by graphics and sound. The neutral provider  42  could charge a premium for enhancements, or use enhancements as a bonus for entering into a certain length of contract.  
         [0041]     Returning back to  FIG. 6 , at a decision  150  the system decides whether to repeat the message. This decision will be determined based on the agreement between the message provider and the neutral provider  42 , and is configured at the time the message is entered into the system, although messages and message repeat frequency could be modified after entry. If the message is not repeated, the system returns to process  110  to begin the flow with a new message. If the message is repeated, the system returns to process  140  and continues to repeat the message. Some neutral providers  42  may find it advantageous to sell message space in given increments, such as in daily or weekly blocks to reduce the configuration and effort associated with changing the messages and ensuring that message tracks  16  do not go unused. However, it is contemplated that messages may or may not be repeated, and that the frequency of repeat is within the discretion of the neutral provider  42  and message provider.  
         [0042]     Although particular embodiments for shared electronic point-of-sale messaging have been discussed, it is not intended that such specific references be considered as limitations upon the scope of this invention, but rather the scope is determined by the following claims and their equivalents.