Abstract:
A network based indoor positioning and geofencing system and method is described. Beacons are disposed within a physical premises and each beacon transmits a signal containing identifying information. A networked indoor positioning module receives measured reference points that include a measured beacon identifier and a measured signal strength. The networked indoor positioning module uses the measured reference points to generate calculated signal strength values for at least one detected beacon. At least one geofence is associated with the physical premises and the geofence includes some of the calculated signal strength values. A wireless device receives a beacon identifier and a beacon signal strength, when the wireless device is in or near a geofence associated the physical premises. The networked indoor positioning module determines that the wireless device is within at least one geofence by comparing the received beacon identifier and the received beacon signal strength with the calculated signal strength values corresponding to the detected beacon.

Description:
CROSS-REFERENCE 
       [0001]    This patent application is a Continuation of patent application Ser. No. 14/189,905, which is a Continuation of patent application Ser. No. 12/821,852 filed on Jun. 23, 2010 that is entitled MOBILE AUTONOMOUS DYNAMIC GRAPHICAL USER INTERFACE APPLICATION FRAMEWORK, which claims the benefit of Provisional patent application 61/223,565 filed on Jul. 7, 2009 and entitled MOBILE AUTONOMOUS DYNAMIC GRAPHICAL USER INTERFACE; 
         [0002]    patent application Ser. No. 12/821,852 is a Continuation-In-Part of patent application Ser. No. 12/413,547 filed on Mar. 28, 2009 that is entitled MOBILE AUTONOMOUS DYNAMIC GRAPHICAL USER INTERFACE, which claims the benefit of provisional patent application 61/040,661 filed on Mar. 29, 2008 that is entitled AUTONOMOUS DYNAMIC GRAPHICAL USER INTERFACE; 
         [0003]    patent application Ser. No. 12/821,852 is a Continuation-In-Part of patent application Ser. No. 11/948,007 filed on Nov. 30, 2007 that is entitled PLAYER TRACKING USING A WIRELESS DEVICE FOR A CASINO PROPERTY, which claims the benefit of provisional patent application 60/872,351 filed on Nov. 30, 2006 that is entitled and 
         [0004]    all the above are hereby incorporated by reference in their entirety. 
     
    
     FIELD 
       [0005]    The present invention relates to a network based indoor positioning and geofencing system and method. More particularly, the present invention relates to a network based indoor positioning and geofencing system and method for determining the location of a wireless handset and delivering content to the handset when it is located near or within a geofence. 
       BACKGROUND 
       [0006]    The wireless handset presents new opportunities for merchants to communicate with customers. The merchant may wish to provide information to the customer regarding a product or service, offer incentives to the customer to enter a premises or make a purchase, or provide services that utilize the capabilities of the wireless handset. 
         [0007]    When a merchant premises is large or the merchant offers a complex variety of products, the customer may require assistance to find a desired product or to attain the information needed about a product to make a purchase decision. An employee of the merchant may be able to provide the needed assistance provided the employee&#39;s training and knowledge are sufficient. If the employee is not available or unable to assist, the customer may use a web browser on a wireless handset to find additional information about a desired product or service. However, the small display and interface format of a wireless handset may hinder the customer&#39;s effort to use a wireless handset to find information. Thus, there is a need for a custom interface specific to the merchant&#39;s offerings, allowing the merchant to provide information to the customer in an efficient and easily navigable fashion. 
         [0008]    A merchant wishing to advertise to the customer may wish to leverage the functionality of the customer&#39;s wireless handset by providing highly targeted advertising to the user. Although a merchant may use a sign or an LCD display to provide advertising at a specific location on the merchant premises, these advertising mechanisms will typically be directed at the entire range of potential customer demographics, due to the inability of these mechanisms to distinguish among customers. There is a need for a platform allowing the merchant to provide advertising to the customer taking into account the customer&#39;s location on or near the merchant premises and personal information about the customer which the customer has chosen to make available to the merchant. 
         [0009]    Merchants having loyalty programs or other programs to increase interactions with the customer may rely on postal mail or e-mail to communicate with customers. However, the merchant lacks a means to incorporate the program into the customer experience on the merchant premises. Thus, there is a need for an application running on a wireless handset that allows a merchant to provide the benefits of the loyalty program to the customer while the customer is on or near the merchant&#39;s premises. 
         [0010]    While the customer may realize a number of benefits from the solutions described above, the customer will be discouraged if the merchant&#39;s use of the application fails to meet the customer&#39;s needs or exceeds the customer&#39;s desire for the information that can be provided to the wireless handset. Thus, there is a need for a feedback system which allows the customer to chose or rank which of the provided information is desired and/or helpful. Such a feedback system would ensure that the customer and other future customers would continue to receive the most desirable and useful information provided by the merchant. 
         [0011]    Further, customers may only be willing to share personal information that will allow the provided information to be targeted at the customer if the customer has control over what information is provided to the merchant. Thus, there is a need for an information privacy management system which the customer uses to control the information available to the merchant. 
       SUMMARY 
       [0012]    A network based indoor positioning and geofencing system and method is described. The system includes a plurality of beacons, a networked indoor positioning module, at least one geofence, and a wireless device. The beacons are disposed within a physical premises and each beacon transmits a signal containing identifying information. The networked indoor positioning module receives measured reference points that include a measured beacon identifier and a measured signal strength. The networked indoor positioning module uses the measured reference points to generate calculated signal strength values for at least one detected beacon. At least one geofence is associated with the physical premises and the geofence includes some of the calculated signal strength values. The wireless device is communicatively coupled to the networked indoor positioning module. The wireless device receives a beacon identifier and a beacon signal strength, when the wireless device is in or near the physical premises. The networked indoor positioning module determines that the wireless device is within at least one geofence by comparing the received beacon identifier and the received beacon signal strength with the calculated signal strength values corresponding to the detected beacon. 
         [0013]    In one illustrative embodiment, the system and method includes a fixed sensor within the physical premises that is communicatively coupled to a network, in which the fixed sensor receives the measured reference points that include the measured beacon identifier and the measured signal strength. The networked indoor positioning module then receives the measured reference points from the fixed sensor and uses the measured reference points to generate the calculated signal strength values for at least one detected beacon. 
         [0014]    In one illustrative embodiment, the beacon is associated with a slot machine. In another illustrative embodiment, a player reward card feature disposed on the wireless device converts loyalty program points to rewards. 
         [0015]    The network based indoor positioning and geofencing system can also integrate with a networked content management module that is also communicatively coupled to the wireless device. The networked content management module includes at least one content item that corresponds to a particular geofence. In one illustrative embodiment, the content item includes a coupon. In another illustrative embodiment, the content item includes an advertisement. In yet another illustrative embodiment, the content item includes an ordering menu. In a further illustrative embodiment, the content item includes a price tag. In a still further illustrative embodiment, the content item includes a shopping list. 
     
    
     
       FIGURES 
         [0016]    The present invention will be more fully understood by reference to the following drawings which are for illustrative, not limiting, purposes. 
           [0017]      FIG. 1  shows an illustrative system architecture for the Mobile Autonomous Dynamic Graphical User Interface (MADGUI) Application Framework. 
           [0018]      FIG. 2  shows an illustrative local network layout relative to a floor plan. 
           [0019]      FIG. 3  shows an illustrative virtual reference point grid relative to a merchant premises. 
           [0020]      FIG. 4  shows an illustrative flow chart for detecting the location of a wireless handset within a merchant premises. 
           [0021]      FIG. 5  shows an illustrative content bubble layout relative to a merchant premises. 
           [0022]      FIGS. 6A-6B  show an illustrative content interface. 
       
    
    
     DESCRIPTION 
       [0023]    Persons of ordinary skill in the art will realize that the following description is illustrative and not in any way limiting. Other embodiments of the claimed subject matter will readily suggest themselves to such skilled persons having the benefit of this disclosure. 
         [0024]    The Mobile Autonomous Dynamic Graphical User Interface (MADGUI) Application Framework enables a merchant to communicate within the geographic boundaries of the merchant premises. The term “merchant” as used below may refer to, for example, a retail establishment, service provider, vendor, hotel, casino, resort, or other commercial business. Additionally, the MADGUI Application Framework may be used in free trade zones where information about different merchants is served up to the handset to an area beyond the merchant premises, such as the common area of a shopping mall. The goal of the MADGUI Application Framework is to communicate “links” and enable access to applications to a wireless device as a function of location, time, and user preference profile. 
         [0025]    The MADGUI Application Framework can be applied to a handset using a location positioning system such as GPS. Alternatively, the location of the handset may be determined using a custom positioning network, such as the Location Positioning Engine (LPE) described below. In some embodiments, the MADGUI Application Framework can determine and update the location of handsets on users traveling at driving speeds. The MADGUI Application Framework may further be able detect the position of a handset moving through an indoor environment at walking speeds. The MADGUI Application Framework is flexible and can operate as a stand-alone system or can be implemented as a middleware application. 
         [0026]    The MADGUI Application Framework may be comprised of one or more of the following layers: Location Positioning Engine (LPE), Content Management System (CMS), Group Profile layer, and an Application layer that includes a portal page referred to as the Mobile Autonomous Dynamic Graphical User Interface (MADGUI). 
         [0027]    The MADGUI Application Framework can integrate with a merchant&#39;s wireless communications systems, e.g. Wi-Fi, merchant content management systems, and the merchant customer relations management system. Additionally, the MADGUI Application Framework solution supports building merchant-specific applications. 
         [0028]    In operation, the merchant may elect not to use one or more layers of the MADGUI Application Framework. In a first illustrative embodiment, a simplified MADGUI Application Framework may include: extracting location information from a carrier, accessing the merchant&#39;s Content Management System, and communicating the associated content to the MADGUI; providing an autonomous mobile search solution. Associated content may include endpoint content, links to endpoint content, applications, or links to applications. The applications and links provided to the handset may be associated with a time, location, user attribute, or any combination thereof. 
         [0029]    The MADGUI Application Framework may comprise one or more of the components presented below. The Merchant Control Plane (MCP) layer allows the merchant to associate content with location, time, and/or user attributes. The Location Positioning Engine (LPE) layer may be used to identify the location of the wireless handset. The Content Management System (CMS) layer supports the geocoding of content and creation and tear-down of geofences associated with the content, i.e. content bubbles. The Group Profile layer provides various functions including serving as a means for anonymizing the communication of content. Additionally, the Group Profile layer enables filtering of the content based on the user preference profile. Furthermore, Group Profile content can also be filtered based on a set of the merchant&#39;s preferences. The Applications layer includes the MADGUI portal page and provides a means for communicating content to the handset in an organized and prioritized manner, without requiring input from the user. The Application layer may include merchant specific applications that may be dependent on time, location, user preference profile, or any combination thereof. 
         [0030]    The MADGUI Application Framework can be applied to a variety of different “vertical” markets. The illustrative vertical markets that are described include casino applications, food and beverage applications, retail applications, and free trade zone applications. The free trade zone refers to communications with the user handset outside the merchant geographic boundaries. Although illustrative vertical market applications have been described that are merchant-specific, the solutions described herein may also be applied to various enterprise applications including utilities, healthcare, environmental, military, refining, and manufacturing. 
         [0031]    The MADGUI Application Framework may be integrated with existing system architectures. Since the illustrative MADGUI Application Framework operates as a web service it may be integrated into client/server architecture or offered as a software-as-a-service web application. Additionally, the MADGUI Application Framework can be used to operate and build applications that run on a specific platform. Furthermore, the MADGUI Application Framework can operate in a peer-to-peer or hierarchical peer-to-peer environment, can use intelligent agents, and can utilize other such system architectures that are not presently widely adopted. 
         [0032]    Referring to  FIG. 1 , an illustrative system architecture  100  for the MADGUI Application Framework is shown. The system comprises wireless handset  102 , wireless area network (WAN)  104 , server  106 , and local network  108 . Local network  108  comprises signal emitters  110 ,  112 , and  114  and signal sensors  116 ,  118 , and  120 . In this patent the terms transmitters and emitters are used interchangeably, as shall be appreciated by those of ordinary skill in the art. The signal transmitters (“beacons”) may be, for example, access points or femtocells. The signal sensors may be RF sensors. The sensors may be used to track the location and received signal strength profile from the beacons. 
         [0033]    In some embodiments, hybrid units capable of both signal transmission and signal sensing are used in lieu of or in combination with units capable of only signal transmission or signal sensing. The hybrid units may be capable of simultaneous transmission (beacon mode) and signal detection (sensor mode). The switching from beacon mode to sensor mode can occur at regular intervals or may be triggered by other sensor inputs or feedback, e.g. temperature, humidity, number of people, number of RF radiators, and other such variables affecting or causing changes to the RF environment. 
         [0034]    The wireless handset  102  receives a received signal strength indication (RSSI) from the signal transmitters and communicates the RSSI data to the server  106  via WAN  104 . The server processes the RSSI values to determine the location of the wireless handset relative to the beacons. The server then transmits content to the wireless handset as a function of location, time, and/or user attributes. 
         [0035]    Merchant Control Plane 
         [0036]    The MADGUI Application Framework enables a merchant to control the content communicated to a wireless handset located within the merchant&#39;s geographic boundaries. Additionally, the MADGUI Application Framework enables the merchant to control the “wireless” content that is being communicated within the merchant premises as a function of location, time, user attribute, or any combination thereof. The MADGUI Application Framework also supports the development of merchant specific applications that are dependent on time, location, user preference profile, or any combination thereof. 
         [0037]    Location Positioning Engine (LPE) 
         [0038]    The MADGUI Application Framework may comprise a MADGUI Location Positioning Engine (LPE). In some embodiments, the LPE makes use of radio frequency (RF) to determine location. The RF space is highly dynamic and affected by background noise, the number of individuals in a particular location, and the number of radios/radiators. In the illustrative example presented herein, the MADGUI LPE operates in conjunction with a Wi-Fi network and also includes an RF sensor network. Alternatively, other wireless standards (e.g. CDMA, GSM, or WiMAX) can also be used. The Wi-Fi network comprises a plurality of access points. In some embodiments, femtocells may be used as access points. 
         [0039]    Referring to  FIG. 2 , an illustrative local network layout  200  is shown relative to a floor plan. The network comprises beacons  202 ,  204 ,  206  and sensors  208 ,  210 , and  212 . The network components may be mounted, for example, on a shelf or slot machine, as shown at  202  and  204 ; on a wall, as shown at  208 ; to the underside of a table, as shown at  210  and  212 ; ceiling mounted, as shown at  206 ; or mounted at any other location to accommodate the needs of signal coverage and the protection of network components. The placement of network components may be determined through an optimization process as described below. 
         [0040]    The MADGUI LPE may comprise three (3) modes: a set-up mode, a real-time calibration mode, and a location positioning mode. The set-up mode optimizes the location of the beacons by establishing a grid, analyzing the locations for each beacon within the grid, ranking the location of the beacon based on “open space” and high traffic areas, choosing an optimal location for each beacon, and continuing the process until the cost of installing an additional beacon exceeds the value of the communications associated with the beacon. Once the optimal locations for the beacons are determined, the method proceeds to determine the optimum location for the sensors using an optimization algorithm similar to beacon optimization. In one embodiment, the operations of the beacon and the sensor are performed by the same device. 
         [0041]    The next mode is the real-time calibration mode for the RF fingerprint model. The real-time calibration mode includes gathering an initial RF fingerprint and iteratively updating the RF fingerprint model. In general, the RF sensor RSSI data is used to generate a real time geospatial statistical model. In the illustrative embodiment, the sensors are distributed throughout the merchant premises to collect received signal strength indication (RSSI) data; the RSSI data from each of the RF sensors is served up to the LPE and is used to generate a real time RF fingerprint of the merchant premises. 
         [0042]    The RF fingerprint model includes Measured Reference Points (MRPs) that can be generated using sensors (e.g. Wi-Fi RSSI sensors) that can relay actual measured signal strengths on a recurring and regular basis. Updates of the readings at the MRPs can be scheduled to run at specified intervals and the Virtual Reference Point (VRP) and kriging process (described below) can be triggered to run when MRPs have updated. This process provides a complete real time fingerprint model for an entire area while minimizing time required for the initial survey definition process. MRP sensors can be geographically positioned on an area map with absolutely no required measurements using the Wi-Fi area mapping software. Additionally, the geographic positioning of the MRP sensors can be “optimized” with computer models that identify the optimal location for the MRP sensors. 
         [0043]    For example, the RF fingerprint model can use the merchant&#39;s existing Wi-Fi infrastructure or any other nearby access points in most cases. In the illustrative embodiment, additional beacons can be used to augment the existing Wi-Fi landscape and enhance the LPE accuracy. Additional beacons can simply be mounted in areas of interest and then location can be quickly mapped using the LPE Mapping Utility. 
         [0044]    The readings found at the location corresponding to the hybrid sensor/beacon module may then be uploaded as an MRP, with a value that ranges from “0” RSSI (strongest value) for the beacon&#39;s own MAC/SSID to a low value that corresponds to the RSSI from the beacon that is furthest away. 
         [0045]    For the illustrative embodiment presented herein, there are instances while the MRPs are being collected and the modules are in “RSSI sensor” mode, that the LPE determination may have to be postponed because of the absence of beacon signals being communicated from the modules; the lack of beacon signals communicated from the modules can result in large inaccuracies when matching the RSSI fingerprints. To overcome this limitation, the hybrid sensor/beacon can operate in one mode for a predefined time interval or for a particular location, instead of combining operations for that time interval or for that location. 
         [0046]    In operation, the RF fingerprint model generates Virtual Reference Points (VRPs) that are included in a grid of “theoretical” RSSI values that are calculated using a geospatial statistical analysis that is also referred to as “kriging.” In the illustrative kriging process, a linear regression is performed on the RF sensor RSSI values, and a balanced approach is used to remove outliers affecting the regression. The result is that for each latitude, longitude, and altitude associated with each VRP, a “theoretical” RSSI value is calculated for each beacon. 
         [0047]    Referring to  FIG. 3 , an illustrative Virtual Reference Point grid is shown relative to a merchant premises. Each VRP in the grid is indicated by an X, for example, the X indicated at  314  is a VRP. At VRP  314 , as well as the other VRPs indicated in the grid, a theoretical RSSI value is calculated for each of beacons  302 ,  304 , and  306  and each of sensors  308 ,  310 , and  312 . 
         [0048]    In the location positioning mode, the location of the mobile handset is determined by the LPE. In an illustrative embodiment, wireless handset  102  measures RSSI information from beacons  110 - 114  (shown in  FIG. 1 ) and communicates the handset RSSI data to server  106 . The LPE server receives the handset RSSI values and identifies “theoretically” calculated VRPs with similar RSSI values. A location is estimated based on the results of the comparison of handset RSSI values with the associated VRPs. The latitude, longitude, and altitude of the indoor location are subsequently identified. The LPE server(s) may be local, i.e. on the merchant property, or can be off-site on a Wide Area Network, such as the Internet. 
         [0049]    Referring to  FIG. 4 , an illustrative flow chart  400  for detecting the location of a wireless handset within a merchant premises is shown. The method begins at block  402 , at which the wireless handset receives RSSI information from each beacon having a sufficient signal strength for the wireless handset to detect the beacon. The method continues to block  404 , at which the wireless handset communicates the RSSI data to the server. At block  406 , an application running on the server estimates the location of the wireless handset based on the comparison of handset RSSI values with each VRP in the VRP group. For example, the wireless handset may be determined to be located at the VRP at which there is the least difference between VRP RSSI values and handset RSSI values. At optional block  408 , the wireless handset location determined by the server is compared to the known location of the wireless handset in a test mode. At optional decision diamond  410 , if the determined handset location matches the actual handset location within acceptable parameters, the method ends. However, if the determined location does not match the actual location within acceptable parameters, the VRPs are updated to reflect the data collected by the handset and the measurement is repeated, as indicated at block  412 . 
         [0050]    Additional VRP correction is performed by sensors  116 ,  118 , and  120  in realtime as the sensors gather information about the dynamic RF space, periodically or manually, and correct for changes to the RF space by updating the RF fingerprint model and subsequently update the “theoretical” RSSI value associated with each Virtual Reference Point. The LPE can be easily integrated into the Content Management System described below. 
         [0051]    Content Management System (CMS) 
         [0052]    The Content Management System (CMS) supports the formation and tear-down of content bubbles. Content bubbles are boundaries (“geofences”) surrounding all or part of an area on or proximate to a merchant premises. The merchant may associate content bubbles with “endpoint content,” such as text, information, advertising, a coupon, a web page, or an application. Content bubbles may also be associated with “link content,” which are links to other content, e.g. hyperlinks or menus comprised of links. In operation, when a wireless handset enters the content bubble, the handset can receive the associated link or content. Content bubbles enable the merchant to determine the type of content communicated to a predefined area within or proximate to the merchant premises, a time range during which the content is communicated, and a target audience for the content communicated. 
         [0053]    The CMS may be implemented as a Web application for creating and managing HTML content. The content associated with a content bubble may be stored on the wireless handset, stored locally on system located at the merchant premises, or stored on a server remote from the wireless handset and the merchant premises. Content may be buffered on the wireless handset, in a merchant system, or on a remote server. 
         [0054]    Referring to  FIG. 5 , an illustrative content bubble layout  500  is shown relative to an illustrative merchant premises site map. The merchant has defined content bubbles  502 ,  504 , and  506  within the merchant premises. The merchant has additionally defined content bubble  508  surrounding the walkway proximate to the merchant premises and content bubble  510  surrounding a parking lot area proximate to the merchant premises. When a wireless handset enters one of the content bubbles, the wireless handset receives signals from one or more of beacons  512 ,  514 , and  516 . The RSSI received by the wireless handset from the beacons is transmitted to the server, which compares the RSSI from the one or more beacons to the VRPs in the VRP grid. Each VRPs is indicated with an X in  FIG. 5 . For example, the X indicated at  518  is a VRP. In one embodiment, the wireless handset may be determined to be located at the VRP having an RSSI profile for one or more beacons that most closely resembles the RSSI data received by the wireless handset. If the wireless handset is determined to be within, for example, content bubble  506 , the server may send content associated with content bubble  506  to the wireless handset. If the position of the wireless handset changes, the new RSSI data received by the handset is sent to the server. For example, if the wireless handset has entered content bubble  502 , the server may send new content to the wireless handset that the merchant has associated with content bubble  502 . In addition to filtering content by location according to the content bubble definitions established by the merchant, the server may also filter location according to a time range or user attributes the merchant has associated with the content. 
         [0055]    Users may provide feedback regarding content that is recorded and used to continually update the Content Management System. With respect to the content bubbles, user feedback communicated to the merchant&#39;s CMS includes, but is not limited to, information such as CPM (cost per thousand), CPC (cost per click), and CTR (click through rate). Thus, the user feedback from an illustrative advertising campaign or promotion can effectively be tracked in real time on the merchant&#39;s CMS. 
         [0056]    Additionally, the user feedback may also be stored and/or buffered by the Group Profile layer described below. 
         [0057]    Group Profile 
         [0058]    The Group Profile layer provides a repository for the user preference profile and associates the user&#39;s group attributes with one or more merchant defined groups. The user preference profile may associate the user with groups selected or defined by the user or another entity. The process of using “group” dynamics provides a means for filtering and a means for anonymizing user information. 
         [0059]    In operation, the MADGUI Application Framework relies on serving up the most relevant link content and/or endpoint content to each user as a function of user preference profile, location, and time. 
         [0060]    The Group Profile layer relies on a user preference profile, so it gathers user-defined input. It enables the user to generate user-defined or user-selected groups and enables the merchant to generate merchant-defined groups. The Group Profile layer also enables the merchant to associate group attributes with a user preference profile, such as an attribute provided to the merchant by the user. Content is filtered based on the user preference profile, group attributes, or combination thereof. The Group Profile layer provides session-based control and supports the weighting of user preference profile, group attributes, or the combination thereof according to user feedback. The location of the wireless handset relative to the merchant premises may be logged. Additionally, a search string may be geocoded according to location and time and used to update the user-preference profile, group attributes, or combination thereof. Users may be able to share feedback with other users or similar users from similar groups. Feedback may also be tracked according to content visits as a function of location, time, and user preference profile. The merchant may produce and generate content and applications that are location-centric and merchant specific. 
         [0061]    The Group Profile layer obtains real-time feedback through the MADGUI interface. The MADGUI interface provides a dynamic portal page that changes as a function of location. 
         [0062]    Mobile Autonomous Dynamic Graphical User Interface (MADGUI) 
         [0063]    The MADGUI is the portal page for the MADGUI Application Framework and is an application. The MADGUI portal page enables the merchant to serve up links automatically and without user input. Additionally, the MADGUI provides search engine-like results without requiring user input and gives results based on location, time, and user preference profile. 
         [0064]    Referring to  FIG. 6A , an illustrative MADGUI  600  is shown on a wireless handset.  FIG. 6A  includes five ranked content links  602 - 610  provided by the server to the wireless handset in accordance with the location of the wireless handset relative to the merchant premises, time range, and one or more attributes provided via the user preference profile. Content item  612  is an endpoint link which is a sponsored advertisement, banner ad, mobile ad, a mobile coupon, or other such advertisement. Alternatively, the sixth link may simply provide a sixth ranked link according to location, time, and user preference profile. The user may select search button  614  if the user wishes to see additional content beyond that provided in the received content links. Pressing the search button allows the user to enter information in a search field. Referring to  FIG. 6B , search field  622  is shown. The user has entered text in the search field using keypad  624 . The keypad may be a physical interface, as shown, or a touchscreen or other interface configured to receive text, numbers, characters, or a combination thereof. After the user enters text, the search text is sent to the server, which filters merchant content by the search text. The server may additionally filter content by location, time range, and or user attributes. For example, in  FIG. 6B , the user has entered the search text “Movies.” The server may deliver content corresponding to movie showtimes in a time range following the current time, for example, movies showing in a time range between the current time and two hours after the current time. The find process can also include cookie tracking features that are well known in the art of searching. 
         [0065]    The illustrative screenshot presented above can be activated when the user activates a merchant application on the user&#39;s handset or similar wireless device. The merchant application then proceeds to grab RSSI readings and communicate these readings to the Location Positioning Engine residing on a local intranet. 
         [0066]    The illustrative MADGUI portal page is then served up to the user based on location, time, and user preference profile. In a second illustrative embodiment, the merchant activates the MADGUI application on the user handset. In a third illustrative embodiment, the MADGUI application is activated by the carrier or service provider; thus, the MADGUI may be selected by the carrier as a portal search application that is running in the background or foreground of a user&#39;s handset. In a fourth illustrative embodiment, the MADGUI is an application that is preloaded on a handset and is a user selected portal page so that the MADGUI application is enabled when the user opens the browser, or when a user opens an application such as the MADGUI application. 
         [0067]    Applications 
         [0068]    As previously mentioned, the foundational application for the MADGUI Application Framework is the MADGUI. The MADGUI portal page has links to content including applications. The MADGUI Application Framework applications operate in conjunction with the MADGUI Application Framework. Four illustrative niche applications for the deployment of the MADGUI Application Framework are identified below. 
         [0069]    Casino Applications. A variety of casino applications have been identified including, but not limited to: 
         [0070]    Locating the player; 
         [0071]    Triggering changes to a display based on the location of the player; 
         [0072]    Incorporating player reward card features onto a player&#39;s handset and converting loyalty program points to rewards in real time; 
         [0073]    Changing signs and/or TV channels based on a user&#39;s location; 
         [0074]    Informing casino host that player is leaving the premises; and 
         [0075]    Routing players to locations with little or no activity and/or to move players away from locations with too much activity (Casino Route Management). 
         [0076]    Food &amp; Beverage Applications. An illustrative set of food &amp; beverage applications is described including, but not limited to: 
         [0077]    Communicating real-time coupons with shortened expiration periods, e.g. offer expires in 10 minutes; 
         [0078]    Communicating specials to a particular group of users; 
         [0079]    Tracking historical order and generating an ordering menu specific to the user; 
         [0080]    Minimizing wait time and staffing requirements because ordering is off-loaded to user. 
         [0081]    Retail Applications. A variety of retail applications have been identified that include, but are not limited to: 
         [0082]    Enabling a merchant to change a price tag for a particular customer or group, thereby allowing a merchant to move more inventory; 
         [0083]    Enabling automated list generation for the user based on historical transactions, e.g. a shopping list; 
         [0084]    Enabling a merchant to support reverse auctions with the merchant premises. 
         [0085]    Free-Trade-Zone Applications. Free trade zone content can be supported such as ad-based Cost-Per-Click advertisements, targeted advertisements, and targeted coupons. The handset may also convert a handset to a remote control for a TV or other display. 
         [0086]    The MADGUI Application Framework is flexible and may be deployed as a middleware platform. This solution provides a platform to communicate highly targeted content to a wireless handset based on user preference profile, location, and time. Additionally, this solution supports user generated content and sharing this content as a function of user preference profile, location and time. 
         [0087]    It is to be understood that the detailed description of illustrative embodiments are provided for illustrative purposes. The scope of the claims is not limited to these specific embodiments or examples. Therefore, various process limitations, elements, details, and uses can differ from those just described, or be expanded on or implemented using technologies not yet commercially viable, and yet still be within the inventive concepts of the present disclosure. The scope of the invention is determined by the following claims and their legal equivalents.