Patent Publication Number: US-11386781-B1

Title: Vehicle identification system and method

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     Statement Re: Federally Sponsored Research/Development 
     Not Applicable 
     BACKGROUND 
     1. Technical Field 
     The present disclosure relates generally to a system and method for vehicle identification. More particularly, the present invention relates to a system adapted to provide an indicator on a mobile communication device of a user having requested a ride service to allow the user to identify a vehicle prior to boarding the vehicle. 
     2. Related Art 
     The rapid technological advances in the Internet, mobile communications technologies, and social networking have opened up opportunities for tech-enabled transportation services and transportation network companies (“TNC”) that provide on-demand transportation. In one ride-hailing model, drivers and riders use mobile phones connected to a web service to arrange rides. Before riding with UBER, for example, customers are required to create an account with their personal and payment information, and rides can only be requested through the application. 
     To varying degrees, TNC&#39;s and on-demand transportation service providers employ ideas from social networking, reputation systems, and Global Positioning System (GPS) tracking to provide service. Although these companies may appear to be taxi companies to riders, they are actually dispatching services which serve both riders and drivers. 
     Technology-enabled transportation services, such as UBER and LYFT, may help to improve the public&#39;s transportation options. Expanding the availability of on-demand transportation modes and technology-enabled tools may give more people the freedom to live “car-free” or “car-light” lifestyles—avoiding the cost of owning, insuring, maintaining and garaging a private vehicle. Especially in view of those individuals who do not and/or are not able to drive. 
     There are numerous barriers that have prevented people from using non-driving modes of transportation. Public transportation use, for example, is often limited by perceptions of personal security in public transportation travel. Rider safety is fundamental to the continued success of transportation services, but driver safety has also become an issue. 
     A continuing need exists for systems and methods adapted for use by transportation services to ensure rider and driver security. 
     BRIEF SUMMARY 
     According to an aspect of the present disclosure, vehicle identification systems and methods are provided. The vehicle identification system includes one or more displays associated with a vehicle, and a network-accessible controller. The one or more displays are located to be visible from an exterior of the vehicle. The controller is adapted to generate a first signal to be transmitted to a mobile communication device associated with a driver of the vehicle when it is determined that the vehicle is within a predetermined distance of a specific location. The mobile communication device associated with the driver is adapted to generate a second signal to be transmitted to the one or more displays. The second signal represents an indicator. In addition, the controller is further adapted to receive an ad request signal from the mobile communication device associated with the driver, and transmit a response signal in response to the ad request signal. 
     According to another aspect of the present disclosure, a method of identifying a vehicle dispatched to a location of a user having requested a ride from a transportation service is provided. The method includes: when it is determined that the vehicle is within a predetermined distance of the location of the user, generating a notification signal to a mobile communication device associated with the driver; generating an indicatory signal representing an indicator in response to receiving the notification signal; and displaying, on a display associated with the vehicle, the indicator based on the notification signal. The display is located to be visible from the exterior of the vehicle. The method also includes: displaying the indicator on a mobile communication device associated with the user; and identifying the vehicle based on appearance of a match between the indicator being displayed on the mobile communication device associated with the user and the indicator being displayed on the display associated with the vehicle. The method also includes: receiving an ad request signal from the mobile communication device associated with the driver, and transmitting a response signal in response to the ad request signal. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       Objects and features of the presently-disclosed systems and methods for vehicle identification will become apparent to those of ordinary skill in the art when descriptions of various embodiments thereof are read with reference to the accompanying drawings, of which: 
         FIG. 1A  is a diagrammatic illustration of an exemplary system for vehicle identification in accordance with an embodiment of the present disclosure; 
         FIG. 1B  is a diagrammatic illustration of an exemplary system for vehicle identification in accordance with another embodiment of the present disclosure; 
         FIG. 2  is schematic illustration of the system for vehicle identification of  FIG. 1A  servicing multiple riders in accordance with an embodiment of the present disclosure; 
         FIG. 3  is a flowchart illustrating an exemplary method of identifying a vehicle in accordance with an embodiment of the present disclosure; 
         FIG. 4  is a flowchart illustrating an exemplary method of displaying advertising in a vehicle in accordance with an embodiment of the present disclosure; and 
         FIG. 5  depicts an exemplary advertisement for display in accordance with the method of  FIG. 4 . 
     
    
    
     DETAILED DESCRIPTION 
     Hereinafter, embodiments of a system and method for vehicle identification are described with reference to the accompanying drawings. Like reference numerals may refer to similar or identical elements throughout the description of the figures. 
     This description may use the phrases “in an embodiment,” “in embodiments,” “in some embodiments,” or “in other embodiments,” which may each refer to one or more of the same or different embodiments in accordance with the present disclosure. 
     As used herein, the term “controller” may include any type of computing device, computational circuit, or any type of processor or processing circuit capable of executing a series of instructions that are stored in a memory associated with the controller. As it is used herein, “mobile communication device” generally refers to any portable wireless device. In one instance, the mobile communication device has one or more processors and memory capability. Examples of mobile communication devices include, without limitation, cellular (cell) and mobile telephones, smart mobile telephones, mobile e-nail devices, digital personal assistants, wearable devices, etc. 
     Various embodiments of the present disclosure provide vehicle identification systems and methods adapted to provide an indicator on a mobile communication device of a user having requested a ride service to allow the user to identify a vehicle prior to boarding the vehicle. Various embodiments of the presently-disclosed vehicle identification systems and methods are adapted to provide a notification signal for activating a driver&#39;s mobile communication device or another mobile communication device associated with the vehicle to generate a signal representing an indicator, whereby the indicator is displayed on a display visible from the exterior of the vehicle. The indicator may additionally, or alternatively, be displayed on a display associated with an article of clothing (e.g., coat or hat) worn by the driver and/or displayed on a remote hand-held display device (e.g., tablet computer) held by the driver. The presently-disclosed vehicle identification systems and methods for vehicle identification may be used in coordination with services that use mobile fleets of vehicles or personnel in a variety of scenarios. Vehicle identification systems and methods described herein may be used in combination with chauffeured driving services, such as taxi cab providers, car sharing and car services (e.g., UBER, LYFT, FLYWHEEL), limo services, shuttles (e.g., airport-operated shuttle buses, door-to-door shuttles), police dispatch, package delivery services (e.g., UPS, FEDEX, couriers, drones), and/or mobile military units. Vehicle identification systems and methods described herein may be implemented, in whole or in part, as an application running as a standalone program or may be embedded into third-party applications, e.g., UBER, LYFT, etc. Embodiments of the presently-disclosed vehicle identification system can be implemented as software, hardware, firmware or any combination thereof. Where a component is implemented as software, it can be implemented as a standalone program, but can also be implemented in other ways, for example, as part of a larger program, as a plurality of separate programs, as a kernel loadable module, as one or more device drivers or as one or more statically or dynamically linked libraries. Those skilled in the art will readily appreciate that where the presently-disclosed vehicle identification system is implemented in whole or in part in software, the software components thereof may be stored on computer readable media as computer program products. Any form of computer readable medium may be used in this context, such as magnetic or optical storage media. Additionally, software portions of the present invention may be instantiated (for example as object code or executable images) within the memory of any programmable computing device. 
       FIG. 1A  shows a vehicle identification system  10  in accordance with an embodiment of the present disclosure. The vehicle identification system  10  includes a controller  110 , optionally a transceiver  120 , and one or more displays associated with a motor vehicle  20 . In the illustrative embodiment shown in  FIG. 1A , a first display  130  is associated with a passenger side rear window  21  of a motor vehicle  20 , and a second display  131  is associated with the front windshield of the motor vehicle  20 . In some embodiments, the controller  110  may be a computer network controller or a server. In some embodiments, the controller  110  is communicatively coupled to the transceiver  120 . The transceiver  120  may consist of one or more cell phone towers of a tower network. It is to be understood that the transceiver  120  may be any device capable of wireless communication with a mobile communication device associated with the vehicle  20  including, for example, a mobile communication device  150  associated with the driver D and/or mobile communication device disposed within the vehicle such as, for example, a WiFi hot spot communication device (not shown), as well as a mobile communication device  140  associated with a rider, such as the user P. For example, the transceiver  120  may consist of satellites instead of land-based cell towers. 
     The vehicle identification system  10  may be adapted to generate one or more signals representing an indicator, which may be displayable as a “code” (e.g., a text string or an alphanumeric string), an icon, or other identifier, on the display  130  and on a mobile communication device  140  associated with the user P to enable the user P to identify the vehicle that he/she has requested for a ride service. Although one display  130  is shown associated with a passenger side rear window  21  of the motor vehicle  20 , it is to be understood that one or more displays  130  may be mounted on or otherwise associated with the front windshield, rear shield, passenger side front window, passenger side rear window, driver side rear window, and/or driver side front window of the ride-service vehicle. Those skilled in the art will readily appreciate that the display may be disposed on other areas of the vehicle, e.g., door and body panels. Display  130  may be operatively connected to a receiver. As described in more detail below, the vehicle identification system  10  may be adapted to generate a first signal that is transmitted via the transceiver  120  to a mobile communication device  150  associated with the driver, wherein, in response to receiving the first signal, an application on the mobile communication device  150  associated with the driver D generates a second signal  17  representing an indicator  111  that is transmitted to the display  130 . 
     It is to be understood that the dashed lines indicative of wireless links between various components of the vehicle identification system  10  shown in  FIG. 1A  and the vehicle identification system  11  shown in  FIG. 1B  are merely illustrative and non-limiting examples of wireless connections, and that vehicle identification system embodiments of the present disclosure may utilize many different configurations of wireless connections, some with additional, fewer, or different links than depicted in  FIGS. 1A and 1B . For example, in some embodiments, the display  130  may be adapted to establish a wireless connection with a mobile communication device  140  associated with the user P. 
     A signal from a mobile communication device  140  of a user P may be provided to a taxi cab service, in order to have a taxi driver D dispatched to the location of the user P. A signal from a user&#39;s mobile communication device  140  may be provided to a car service, e.g., the UBER service, in order to have a driver from the service dispatched to the location of the user P. Those skilled in the art will readily appreciate that various different transportation services, e.g., UBER, LYFT, limos and any other kind of ride service, may be requested by the user P. Once a ride service has been requested by the user P, a request may be sent to the user P to download an application to the user&#39;s mobile communication device  140 . The application may be adapted to receive an indicatory signal and display an indicator, as described in more detail below, and may provide other functionality, e.g., a panic button for sending to law enforcement and/or emergency services providers information related to the mobile communication device  140  including its location, information about the user P associated with the mobile communication device  140 , and/or information recorded by the mobile communication device  140  during and subsequent to the time the panic button is activated. It is to be understood that although various components are illustrated and described above as separate entities, each illustrated component represents a collection of functionalities which can be implemented as software, hardware, firmware or any combination of these. 
     The controller  110  may generate a first signal (also referred to herein as a “notification signal”) that is transmitted via the transceiver  120  to the mobile communication device associated with the vehicle including a mobile communication device installed within the vehicle or a mobile communication device  150  associated with the driver D. In some embodiments, the vehicle identification system  10  is adapted to generate a notification signal once the vehicle  20  approaches the pickup location, e.g., within a predetermined distance based on GPS location. Preferably, the predetermined distance is a suitable distance to provide the user P an opportunity to view the display  130  as the vehicle  20  approaches the pickup location. In an embodiment, the predetermined distance is approximately one quarter mile from the pickup location. In other embodiments, the vehicle identification system  10  may be adapted to generate a notification signal once the vehicle  20  arrives at the pickup location. 
     In some embodiments, in response to receiving the notification signal, an application on the mobile communication device  150  associated with the driver D generates a second signal  17  (also referred to herein as an “indicatory signal”) representing an indicator. The indicatory signal  17  transmitted by the mobile communication device  150  may be received by the display  130  and/or a receiver operatively associated therewith. Responsive to receiving the indicatory signal  17 , the display  130  displays the indicator  111 . The indicatory signal  17  representative of indicator  111  transmitted by the driver&#39;s mobile communication device  150  may additionally, or alternatively, be received by the mobile communication device  140  associated with the user P. In some embodiments, as shown for example in  FIG. 1A , a second indicatory signal  19  representative of the indicator  111  is transmitted by the driver&#39;s mobile communication device  150  to the mobile communication device  140  associated with the user P. Responsive to receiving the indicatory signal  19 , the mobile communication device  140  displays the indicator  111 . 
       FIG. 1B  shows a vehicle identification system  11  in accordance with an embodiment of the present disclosure. The vehicle identification system  11  is similar to the vehicle identification system  10  shown in  FIG. 1A , except for the configuration of the wireless links. As seen in  FIG. 1B , vehicle identification system  11  is adapted to generate an indicatory signal  14  to be transmitted to the mobile communication device  140  associated with the user P and a notification signal  15  to be transmitted to the mobile communication device associated with the vehicle including, for example, the mobile communication device  150  associated with the driver D. In this embodiment, the driver&#39;s mobile communication device  150  does not communicate with the user&#39;s mobile communication device  140 , being an accommodation for users who prefer to communicate directly with the dispatching service, rather than the driver D. 
     In an illustrative example wherein a dispatched vehicle  20  arrives at the pickup location and waits for the user P who requested the ride service, the vehicle  20  may be parked by itself or parked among other similar and/or not similar vehicles. When the user P who requested the ride service approaches the pickup area, in order to locate his/her ride the user P need only visually observe a vehicle  20  with the display  130  displaying the indicator  111  that is a match to the indicator  111  (e.g., A 22  shown in  FIGS. 1A and 1B ) being displayed on the user&#39;s mobile communication device  140 . Once the user P has identified the vehicle  20 , the user P may be requested to show the indicator  111  displayed on his/her mobile communication device  140  to the driver D, e.g., to allow the driver D to verify that he/she is picking up the person who actually requested the ride service. In an alternative embodiment, the controller  110  may generate the indicator upon receiving a signal indicative of a ride request independent of the distance of the vehicle  20  to the user P. The generated indicator, may be unique for a geographic region proximate the pickup location and/or for a corresponding period of time after receiving the signal indicative of a ride request or relative to a scheduled pickup time. 
     In some embodiments, the indicator  111  may be a “code” such as an alphanumeric string, e.g., A 22 , B 11 , C 44 , and so on. Preferably, the code would not be duplicated in the same pickup location. In some embodiments, when the driver D turns on the fare meter, the code (or other indicator) is deleted. If there is a need for the driver D to pick up another person, when the driver D approaches the second location (or third location, etc.), the vehicle identification system  10  may generate another notification signal. Alternatively, the vehicle identification system  10  may be adapted to allow the driver to enter a command on the driver&#39;s mobile communication device  150  so that another code (or other indicator) can be generated for the next rider who is going to share the same vehicle. In some embodiments, the vehicle identification system  10  may be adapted to allow the user P who originally requested the ride service that was picked up at the first location to text the code, or otherwise send the indicator, to another person who is going to share the ride. 
     It is to be understood that multiple drivers and vehicles may be dispatched to the same or different locations, e.g., concurrently or sequentially, and the vehicle identification system  10  (and/or the vehicle identification system  11 ) may generate any number of notification signals. In an illustrative embodiment of the vehicle identification system  10  shown in  FIG. 3 , four ride service requests VEHICLE REQUEST-A, VEHICLE REQUEST-B, VEHICLE REQUEST-C, and VEHICLE REQUEST-D are received from four users (also referred to herein as “riders”) for pickup. The controller  110  generates four different notification signals, NOTIFICATION-A, NOTIFICATION-B, NOTIFICATION-C, and NOTIFICATION-D, to be transmitted by the transceiver  120  to a first DRIVER&#39;S MOBILE DEVICE  150 A, a second DRIVER&#39;S MOBILE DEVICE  150 B, a third DRIVER&#39;S MOBILE DEVICE  150 C, and a fourth DRIVER&#39;S MOBILE DEVICE  150 D, respectively. 
     As seen in  FIG. 2 , in response to receiving the NOTIFICATION-A the first DRIVER&#39;S MOBILE DEVICE  150 A transmits an indicatory signal CODE-A to the DISPLAY PANEL  130 A, in response to receiving the NOTIFICATION-B the second DRIVER&#39;S MOBILE DEVICE  150 B transmits an indicatory signal CODE-B to the DISPLAY PANEL  130 B, in response to receiving the NOTIFICATION-C the third DRIVER&#39;S MOBILE DEVICE  150 C transmits an indicatory signal CODE-C to the DISPLAY PANEL  130 C, and in response to receiving the NOTIFICATION-D the fourth DRIVER&#39;S MOBILE DEVICE  150 D transmits an indicatory signal CODE-D to the DISPLAY PANEL  130 D. 
     In some embodiments, wherein the vehicle identification system  10  is utilized, the first RIDER&#39;S MOBILE DEVICE  140 A may receive the indicatory signal CODE-A from the first DRIVER&#39;S MOBILE DEVICE  150 A, the second RIDER&#39;S MOBILE DEVICE  140 B may receive the indicatory signal CODE-B from the second DRIVER&#39;S MOBILE DEVICE  150 B, the third RIDER&#39;S MOBILE DEVICE  140 C may receive the indicatory signal CODE-C from the third DRIVER&#39;S MOBILE DEVICE  150 C, and the fourth RIDER&#39;S MOBILE DEVICE  140 D may receive the indicatory signal CODE-D from the fourth DRIVER&#39;S MOBILE DEVICE  150 D. In other embodiments, wherein the vehicle identification system  11  is utilized, an indicatory signal to the rider&#39;s mobile communication device may be generated by the controller  110 . 
       FIG. 3  shows a flowchart illustrating a method of identifying a vehicle being dispatched to a location of a user having requested a ride from a transportation service in accordance with an embodiment of the present disclosure. At block  310 , when it is determined that the vehicle  20  is within a predetermined distance of the location of the user P, a notification signal  15  is generated to a mobile communication device  150  associated with the driver D. 
     At block  320 , an indicatory signal  17  representing an indicator  111  is generated in response to receiving the notification signal  15 . However, it should be readily understood that the identifier  11  may generated by the controller  110  at any time after the controller receives a signal associated with a ride request. 
     At block  330 , an indicator  111  based on the indicatory signal  17  is displayed on a display  130  associated with the vehicle  20 . The display  130 ,  131  is located to be visible on the exterior of the vehicle  20 . 
     At block  340 , the indicator  111  is displayed on a mobile communication device  140  associated with the user P. 
     At block  350 , the vehicle  20  is identified based on appearance of a match, by visual observation of the user P, between the indicator  111  being displayed on the mobile communication device  140  associated with the user P and the indicator  111  being displayed on the display  130 ,  131  associated with the vehicle  20 . 
     In an alternative aspect of the present disclosure, the controller  110  may transmit the indicatory signal signals  14  and/or  15  in an encrypted or coded manner to add a further level of security. 
     In a further alternative aspect of the present disclosure, an advantageous additional level of security to the rider, i.e., user P, and driver D may also be added by the method  300  by including a further step in which, for example, the notification signal (indicating that the vehicle and rider are at the pickup location) is generated by either of the mobile communication device of the rider  140  or the mobile communication device of the vehicle  150 , and transmitted to the controller  110  based on receiving information from the other of the mobile communication devices  150  or  140 , wherein the received information is indicative of the identifier. Such additional step advantageously provides a means of dual verification of the driver D and user P. In one exemplary embodiment, the mobile communication device  140  or  150  receiving the information from the other mobile communication device  150  or  140  by sensing an image using, for example, a camera of the receiving mobile communication device  140  or  150  to sense a produced image (indicative of the identifier) on a display of the other mobile communication device  150  or  140 . Such produced image may be the identifier, or a code representing the identifier such as, for example, a bar code or quick response (QR) code. 
     In response to receiving the notification signal containing identifier information from the mobile communications devices  140  and  150 , the controller  110  may process such identifier information to verify that the rider P has found the proper and intended vehicle  20 . If the result of such processing provides such verification, the controller may transmit a verification signal to at least one of the mobile communications devices  140  and  150 . In addition, in response to receipt of such a verification signal, the mobile communication devices  150  may transmits a signal to the display  131  to provide an indication to the rider and driver that rider have been verified. Such indication provided by the display  131  may be, for example, a change in a displayed images, generated sound, e.g., ringing sound, music or voice message, or the illumination of lights associated with the display  131 . It should be readily understood that alternatively the mobile communication device  140  or  150  receiving the information from the other mobile communication device  150  or  140  may process such information to perform the verification instead of the controller  110 , and then communicate whether verification was successful to the controller  110 . 
     In another exemplary embodiment of the present disclosure providing dual verification, the mobile communication device  140  or  150  receiving the information (indicative of the identifier) from the other mobile communication device  150  or  140  receives such information in the form of a signal, such as an electrical or optical signal, transmitted by such other mobile communication device  150  or  140 . Suitable signals for use in such embodiment include, for example, signals compliant with Bluetooth®, Wi-Fi, Near Field Communication and Zigbee wireless communication standards. In yet another exemplary embodiment, the rider&#39;s mobile communication device  140  transmits the notification signal further based on receiving additional information associated with the vehicle  20  by, for example, detecting a code, such as a bar code or QR code, disposed within the vehicle  20  with the controller  110  confirming that the detected vehicle code corresponds to the indicator associated with correct ride request. Upon receiving the notification signal that the vehicle  20  and rider (user P) are at the pickup location containing the received information, the controller  110  may process such information to verify that the rider (user P) has located or entered the correct vehicle  20 , and transmit an associated verification signal. 
     In yet another exemplary embodiment of the present disclosure, the vehicle identification system  10 ,  11  may be advantageously operated to support the display of advertisements via the one or more displays  130  that are provided on the motor vehicle  20 . In accordance with the positioning of the displays  130 , ads are thereby presented to enable viewing by primarily by individuals located externally to the vehicle  20  (for example, on a sidewalk adjacent to a street on which the vehicle  20  is parked, moving or stopped at a stop sign). 
     By way of example,  FIG. 4  presents a flowchart illustrating one method for displaying one or more ads on one or more of the displays  130 , in such manner to avoid interference or conflict with embodiments of the present disclosure directed to identify a vehicle  20  to a user once the vehicle  20  reaches a user location. 
     The method depicted in  FIG. 4  may, for example, be performed by the driver&#39;s mobile device  150  in combination with the one or more of the displays  130 . The ad request of block  406  may be directed by the mobile device  150  via the transceiver  120  to the controller  110 , or alternatively to an ad server in communication with the transceiver  120 . Alternatively, the ad request may be directed to the controller  110  and forwarded to an ad server in communication with the transceiver  120  or an alternate transceiver in communications with the driver&#39;s mobile device  150 . In this case, the controller  110  may preferably in addition transmit a confirmatory signal to the driver&#39;s mobile device  150  to indicate that the request has been forwarded. At block  408 , the controller  110  or alternative ad server may then direct an ad to be transmitted to the driver&#39;s mobile device  150  in response to receiving the ad request of block  406 . 
     As depicted at block  402  in  FIG. 4 , and with reference to block  310  of  FIG. 3 , when it is determined that the vehicle  20  is within a predetermined distance of the user location, and ad display that may be provided on one or more of the displays  130  is terminated, and that display  130  is prepared for displaying the indicator  111  displayed at block  330  of  FIG. 3 . 
     When it is determined at block  404  of  FIG. 4  that the user has arrived at the vehicle  20  (and, for example, has been seated within the vehicle  20 ), the display of the indicator  11  may be terminated so that the display  130  may be prepared for an ad display. 
     At block  406 , an ad request is prepared and transmitted, for example, by the mobile device  150  via the transceiver  120  to the controller  110 , or alternatively to the ad server in communication with the transceiver  120 . The request may be initiated automatically by the device  150 , or alternatively be manually initiated by the driver of the vehicle  120 . The request may preferably include or otherwise reference selection information to be used by an ad service to select and provide an ad for display. For example, selection information may include one or more of a current vehicle location, vehicle destination, vehicle identification, driver identification, date, day of week, or time of day. This information may preferably be obtained and or stored by the application on the driver&#39;s mobile device  150 , for example, in conjunction with one or more of a native Global Positioning System (GPS) application and calendar and clock applications of the device  150 . 
     In response to the ad request and associated selection information, the ad service may proceed to select an ad for display and transmit the ad via the transceiver  120  at block  408  for receipt by the driver&#39;s mobile device  150  and display by at least one of the one or more displays  130 . Assisted by the selection information, the ad service may select the ad, for example, based upon the entry of the vehicle into a current or destinational geographic area (for example, a geofence) assigned to a target advertiser, on an estimated time duration of the ride, and/or traditional ad campaign metrics (for example, including a cumulative number of showings overall or for the vehicle or driver). The ad transmitted via the transmitter  120  may also preferably include information concerning its intended display. For example, this information may include instructions for starting and concluding the ad display as a function of time, distance and/or a current vehicle location. 
     Alternatively, in accordance with aspects of the present disclosure, the ad service as administered by the controller  110  or other ad server may proceed to deliver an ad to the driver&#39;s mobile device  150  automatically and without receiving an ad request. In this case, a current location of the vehicle is continuously tracked (for example by the controller  110 ), and an ad for delivery to the vehicle may be selected, for example, from an ad queue and as a function of the current location of the vehicle. In addition to ads that are selected according to a local presence of the advertiser (for example, ads that are geo-fenced), ads may be provided for advertisers and products that have a nationwide or otherwise broad notoriety and appeal. Ads may be queued, for example, to achieve a contractual agreement fora certain number of plays in certain geographic regions over a certain period of time. In addition to providing single ads, a group of ads may be delivered by the controller  110  or ad server to the vehicle at the same time serial display. 
       FIG. 5  depicts an exemplary ad for display on the one or more displays  130 . As depicted, for example, the ad presents a logo of the advertiser (“DUNKIN DONUTS”) and a promotional code to be used by a user in redeeming a benefit from the advertiser (for example, a purchase discount of 15%, or a free donut). The promotional code may preferably be used to identify one or more of the driver, the vehicle or the transportation service as a means for the advertiser to gauge the effectiveness of the ad. 
     At block  410 , the application on the driver&#39;s mobile device  150  preferably monitors the ad display in view of the instructions. If it is determined that the ad has expired in accordance with the instructions, the device  150  returns to block  406  to prepare another ad request for transmission to the controller  110  or ad server. Alternatively, the initial request at block  406  may have included a request for at least a second ad, which may have been transmitted to the device  150  with the first ad at original block  408 . 
     At block  412 , the driver&#39;s mobile device  150  preferably monitors whether the vehicle  20  has traveled to within a predetermined distance of a location of a next user, and if so, returns to block  402  to terminate the ad on the one or more of displays  130  and prepare the displays  130  for displaying the indicator  111  displayed at block  330  of  FIG. 3 . At the conclusion of the ride, or alternatively at the expiry of each ad, the driver&#39;s mobile device preferably transmits a confirmatory signal to the controller  110  or ad server via the transceiver  120  to confirm that the requested ad was displayed. The confirmatory signal may preferably include summary display information for displayed ad including, for example, actual time of display, route and distance information, and/or the like. 
     In a further alternative aspect of the present disclosure, the controller  110  transmits a display control signal to the mobile communication device of the vehicle  150  to further communicate with the display  131  to cause the display to display at least one message, other than the indicator, stored in a memory associated with the display  131  or the mobile communication device ISO. Such message may, for example, be an alert message such as a medical emergency or safety message. In addition, such display control signal may control the display  131  to alternatively display for predetermined periods of time the indicator and other messages such as, for example, stored in a memory associated with the display  131  or the mobile communication device  150 . 
     In a still further alternative aspect of the present disclosure, the controller receives a requested identifier from either of the mobile communication devices  140  and  150 , and confirms that the requested identifier is unique for a geographic region proximate the pickup location at a predetermined time, and then communicates such confirmed requested identifier to the other of the mobile communication devices  150  and  140 . If such requested identifier is not unique for at least one of the geographic region proximate the pickup location or a predetermined time period, the controller  110  then creates a unique identifier for the geographic region proximate the pickup location at a predetermined time. 
     Although embodiments have been described in detail with reference to the accompanying drawings for the purpose of illustration and description, it is to be understood that the disclosed systems and processes are not to be construed as limited thereby. It will be apparent to those of ordinary skill in the art that various modifications to the foregoing embodiments may be made without departing from the scope of the disclosure.