Abstract:
A system comprising a database containing information concerning uniquely identified entities is described. The database further contains a list of attributes describing the entities and describing products, skills, or services provided by that entity. A server compares the desired referral of a first entity to one or more second entities having the desired product, skill, or service, and by evaluating the relationship between the first entity and second entities presents those second entities in the order of their value as a referral.

Description:
RELATED APPLICATION 
       [0001]    The present application claims the benefit under 35 U.S.C. 119(e) of U.S. Provisional Patent Application Ser. No. 61/328,595, filed on Apr. 27, 2010, which is incorporated herein by reference in its entirety. 
     
    
     COPYRIGHT NOTICE 
       [0002]    A portion of the disclosure of this patent document contains material that is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosure, as it appears in the Patent and Trademark Office patent files or records, but otherwise reserves all copyright rights whatsoever. The following notice applies to the software and data as described below and in the drawings that form a part of this document: Copyright 2010, Jake Knows, Inc, All Rights Reserved. 
       TECHNICAL FIELD 
       [0003]    Example embodiments relate to discovering, and determining the value of, referrals from an entity or entities having relationships with one or more people, based on a database that links the entity requesting the referral, such that the requesting entity will be given a list of one or more referrals with a ranked score indicating the relative value of each referral. 
       BACKGROUND 
       [0004]    In one&#39;s business and personal life, a referral to a reliable source for a product, service or skill is frequently needed but often proves difficult to find, resulting in many referrals having undesired outcomes. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0005]      FIG. 1  is a representation of the environment, according to an example embodiment. 
           [0006]      FIG. 2  is a drawing of the cell phone client architecture, according to an example embodiment. 
           [0007]      FIG. 3  is a drawing of an Internet appliance architecture, according to an example embodiment. 
           [0008]      FIG. 4  is a drawing of the server architecture, according to an example embodiment. 
           [0009]      FIG. 5  is a representation of the entity table entry, according to an example embodiment. 
           [0010]      FIG. 6  is a representation of a contact list entry, according to an example embodiment. 
           [0011]      FIG. 7  is a representation of a referral request query, according to an example embodiment 
           [0012]      FIG. 8  is a representation of the communications log, according to an example embodiment 
           [0013]      FIG. 9  is a representation of an attribute descriptor, according to an example embodiment. 
           [0014]      FIG. 10  is a diagram of a representative attribute graph, according to an example embodiment. 
           [0015]      FIG. 11  is a flow diagram of the referral selection process, according to an example embodiment. 
           [0016]      FIG. 12  is a block diagram of machine in the example form of a computer system within which a set instructions for causing the machine to perform any one or more of the methodologies discussed herein may be executed. 
       
    
    
     DETAILED DESCRIPTION 
       [0017]    In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of some example embodiments. It will be evident, however, to one skilled in the art that the present embodiments of the invention may be practiced without these specific details. 
         [0018]      FIG. 1  is a block diagram illustrating an environment in which various example embodiments may be deployed. Elements  101  through  108  are smart phones and feature phones (collectively referred to as phones) which are connected through various wireless networks that are currently in place to support communications with the devices. In an example embodiment, the phone  101  connects, via the most accessible cell tower  106 , to a central office  109 , via a trunk line  107 , using standard technology. Additionally, one or more Internet appliances  113  are connected through the Internet  112 . Each phone  101 - 108  may have a software structure similar to a cell phone client architecture  200  described below. (See  FIG. 2 ). As shown in  FIG. 2 , a phone may host a client application  204  that collects information about an entity using the phone, and transmits the information through links (e.g., through a cell phone radio transmission link  130 , one or more trunk lines  107 , and the Internet  112 ) to an application server (also referred to as an referral server)  110  connected to a database  111 . The referral server  110  has a server architecture  400  described below. (See  FIG. 4 ). As shown in  FIG. 4 , the referral server  110  includes a server application  406  that receives the information and adds it to the database  111 . After the information is added to the database  111 , it is processed by a server application (see  406  of  FIG. 4 ) by executing the processes describe herein. 
         [0019]      FIG. 2  is a block diagram depicting the cell phone client architecture  200 , according to an example embodiment. The cell phone client architecture  200  includes entity information  210 , client application data  201 , contact information  202 , a call log  203 , a client application  204 , a data manager  205 , a communications control  206 , a database  207 , an operating system  208 , and a cell phone application  209 . 
         [0020]    The operating system  208  provides base hardware control mechanism to applications, tasks, and services running on the phone  101 . In example embodiments, the operating system  208  is provided by the manufacturer of the phone (e.g.,  101 , see  FIG. 1 ) or, in other example embodiments, by a third party. The services communications control  206 , the database  207 , and the data manager  205  are built on the services of the operating system  208 . The communications control  206  is an interface from the client application to the communications network. In the case of the cell phone based systems, the communications network may be the common carriers network, represented by trunk line  107  and central office  109 , linked to the Internet  112 . For the Internet appliances  113 , the communications network may be the Internet  112 . The communications control  206  interfaces with the client application  204  and acts as the port for the client application&#39;s  204  communications with the referral server  110 . The data manager  205  controls the physical storage in the client and controls access, security, space management for various modules of the phone  101 , such as the client application  204 , the cell phone application  209 , and the database  207 . The client application  204  provides an interface to the various services provided by the referral server  110 . The cell phone application  209  is provided by the cell phone vendor to provide cell phone services to a user. The database  207  stores, retrieves, and manages information in the various databases, including, for example, the entity information  210 , the client application data  201 , the contact information  202  and the call log  203 , and provides the query and update services for these data. The entity information  210  includes information describing a user. The entity information  210  may be extended by the client application  204  to further include information useful to support the referral server  110  applications. The client application data  201  contains data structures that support the client application  204 . The contact information  202  supports cell phone or web application contact list features. The contact information  202  is, in some example embodiments, augmented by the client application  204  to support the functions of the referral server  110  applications. The call log  203  is provided by the cell phone or web application. The call log  203  includes information about the user&#39;s contacts. The call log  203  may be accessed by the client application  204  to support the functions taught herein. 
         [0021]      FIG. 3  is a block diagram depicting an Internet appliance client architecture  300 , according to an example embodiment. The Internet appliance client architecture  300  includes other contact sources&#39; data  310 , client application data  309 , email contact information  301 , email folders  302 , a database  306 , a client application  303 , a third party application  308 , a communications control  305 , a data manager  304 , and an operating system  307 . 
         [0022]    The operating system  307  provides base hardware control mechanism to the modules of the Internet appliance client architecture  300 . The operating system  307  may be provided by a manufacturer of the client system or a third party. The communications control  305 , database  306 , and data manager  304  are built on the services of the operating system  307 . 
         [0023]    The communications control  305  is an interface from the client application  303  to a communications network. As described earlier, in the case of the cell phone based systems, the communications network may be the common carriers network, represented by trunk line  107  and central office  109  (of  FIG. 1 ), linked to the Internet  112 . For the Internet appliances  113 , the communications network is the Internet  112 . The communications control  305  is interfaced with client application  303  and acts as a port for the client application&#39;s  303  communications with the referral server  110 . 
         [0024]    The data manager  304  controls the physical storage in the client by controlling access, security, and space management for the client application  303 , third party applications  308  and database  306 . The client application  303  provides an interface to the various services provided by the referral server  110 . The third party applications  308  are provided by a number of sources (e.g., third party developers) and share the Internet appliance  113  with the client application  303 . The database  306  manages the information in the various databases of other contact sources&#39; data  310 , client application data  309 , email contact information  301  and the email folders  302 , and provides various database services, such as query and update services for these data  310 ,  309 ,  301 , and  302 . Other contact sources&#39; data  310  includes information about the user contact such as photograph, likes, dislikes, activities participated in, and other user information. The client application data  309  includes the new data structures to support the client application  303 . 
         [0025]    Email contact information  301  is used by email programs for the entity&#39;s contacts. It is augmented by the client application  303  to support the applications hosted on the referral server  110 . Email folders  302  contain the email that has been received and sent by the user. The email folders  302  are the analog of the call log  203  of cell phone client architecture  200 . (See  FIG. 2 ). The email folders  302  are accessed by the client application  303  to support the functions taught herein. 
         [0026]      FIG. 4  is a block diagram depicting a server architecture  400  for the referral server  110 , according to an example embodiment. The server architecture  400  includes a conventional operating system  409  like IBM&#39;S Z/OS, LINUX, UNIX, MICROSOFT WINDOWS 7 and other operating systems. From an architectural standpoint, an input/output (I/O) system  408  operates on top of the operating system  409  to provide services to manage I/O devices (e.g., disk storage and communications hardware). The other components of the system may interface with the I/O system  408  to perform these services. Database services  407  provide a repository for data structures of the server application  406 . These data structures may be stored in a variety of forms, such as flat files, relational, hierarchical, and object databases. The web services  405  provide the protocols and controls to connect to the Internet  112 . The web services  405  are used by the server application  406  to communicate with the various client machines. The member portal  404  receives requests for referrals from the clients from the web service  405  and passes them to the server application  406 , which executes the various processes described herein. The server application  406  can be further subdivided into sub-functions including, in an example embodiment: identity services  410  (e.g., registration, login, and verification), contact management  401  (e.g., discovery, validation, and association analysis), query processing  402 , and client data control and analysis  403 . The structure and arrangement of the components of server architecture  400  is one of a number of implementations that one skilled in the state-of-the-art could design. 
         [0027]      FIG. 5  is table showing content of an entity table  500 , according to an example embodiment. An entity table describes an entity or an aspect (of an entity) of either a member or a contact of the member. The entities can be people, companies, businesses, organizations, etc. The entries of the entity table  500  are stored in a database and can be accessed by one or more of the fields. The fields in the entity table  500  shown in  FIG. 5  are exemplary. 
         [0028]    Entity ID  501  is the unique ID for an entity table entry. Table entry mode  502  indicates if this is the root entry for the entity, and contains one entity ID  501  that identifies the entity. The entity table  500  further includes:
       one or more phone numbers  503  associated with that entity; one or more addresses  504 , postal or street, associated with that entity;   one or more email addresses  505  associated with that entity; one or more entity&#39;s names  506  that entity uses;   aspect IDs  507 , which list the ways in which the entity has elected to be known;   attribute list pointer  508 , which specifies a list of attribute names which apply to this entity;   a log pointer  509 , which is used to locate log entries;   a contact list  510  containing a list of entity IDs for all the contacts of the entity; and   an aspect referral value  511  which contains the referral value for the corresponding aspect ID  507 .       
 
         [0036]    Aspects such as “carpenter”, “machinist”, etc. indicate skills with entities and their attributes describe the services that they offer. For a carpenter, the services include: “furniture”, “framing”, and “restoration” among others. Aspects such as “retailer’, “service station owner”, etc, have attributes indicating the kinds of products they offer. For a retailer the products are quite diverse. For example, a retailer may be in the furniture business, in which case the attributes for the retailer might include: “furniture”, “recliners”, “bedroom sets”, etc. The structure of the aspect allows the rich description of the skills, products, and services that one might need a referral to. The fields in this structure were picked as representative and should not be construed to limit what is taught herein. 
         [0037]      FIG. 6  is a table showing content of a contact list table  600 , according to an example embodiment. As shown, the contact list table  600  includes:
       a contact&#39;s entity ID  601 , which is the unique identifier of the entity stored in the entity table  500  (see  FIG. 5 ), and has a entity ID  501  that corresponds (e.g., is identical) to a contact&#39;s entity ID  601 ;   a contact type  602  indicates whether the corresponding contact is a direct or implied contact; and   a relationship strength  603 , a value that indicates how strong a relationship exists between an entity and the contact.       
 
         [0041]      FIG. 7  is a table showing a referral query  700 , according to an example embodiment. A referral query, in some example embodiments, may contain:
       entity ID  501  indicating the entity requesting the query  700 ;   degree  701  which specifies the number of contact links allowed between the requester of a referral and the reference selected by the query  700 ; and   one or more query groups  702  with each having one aspect name  703  and the aspect name being modified by zero or more attribute names  704  through attribute name n  705 , if appropriate.       
 
         [0045]      FIG. 8  is a table showing content of a communications log  800 , according to an example embodiment. The communications log  800  describes the phone calls and other communications made and received by an entity ID  500  from any of the communications devices for the entity. The fields contained in the communications log  800  may include, for example:
       comDevice ID  801  is a unique ID assigned to the phone or Internet appliance;   start timestamp  802  contains the date and time the communication started;   stop timestamp  803  contains the date and time the communication stopped;   communication type  804  indicates the type of call, e.g., call out, call in, call missed, voicemail received, text, email, Facebook posting, etc; and   event data  805  contains any text, image, or other digital information associated with the communication.       
 
         [0051]    The communications log  800  is used to identify communications between an entity requesting a referral and the one or more entities or companies that were referred. 
         [0052]      FIG. 9  is a table showing attribute descriptor data  900 , according to an example embodiment. The attribute descriptor data  900  may, in some example embodiments, be composed of an attribute descriptor indicator, which is a fixed value that identifies the data structure as an attribute descriptor. The attribute descriptor data  900  also includes:
       attribute descriptor ID  901 , which is a normalized description of the attributes in the field attribute description  902 ;   a list of alternative forms  903  of the attribute description  902 . The alternative forms  903  is a list of attribute descriptor IDs  901  that are synonyms for the attribute (e.g., “Dr.” is an alternative to “MD” but not vice versa); and   a normalized form pointer  904  points to the attribute descriptor that has an appropriate attribute description.       
 
         [0056]    An appropriate attribute description is used when adding attributes to the database. For example, when adding the attribute “Baseball Referee” to an entity&#39;s profile, the system would substitute “Baseball Umpire”. 
         [0057]    This list is created and updated in the process of adding entities and contacts to the system, and while updating the various entities and contacts information. Attribute descriptors are maintained in a separate table in the database and can be queried by various query languages including SQL. The attribute descriptors are stored in a database table with one entry for each unique attribute. The fields in this structure were picked as representative and should not be construed to limit what is taught herein. 
         [0058]      FIG. 10  is a diagrammatic representation of a representative attribute graph  1000 , according to an example embodiment. The attribute graph  1000  describes how the attribute list pointer  508  (block  1001 ) and the attribute descriptor (see  FIG. 9 ) compose a graph structure that represents the person specified in a person table entry (see  FIG. 5 ). Each person table entry describes an entity that is a member of the system or is a contact of a member. Node  1020  is a person table entry and is the root node of the attribute graph  1000 . Node  1020  contains the attribute list pointer  508  to a list pointing to the next level of the graph  1000  containing the primary attributes of the individual or persona. These nodes may be described in a node control block (e.g.,  1001  to  1016 ). Nodes  1001 ,  1004 ,  1006 ,  1008 ,  1009 ,  1012  and  1014  are the highest level attributes or personas for the individual. Each of them can be linked to other attributes through additional node control blocks. In the case of node  1008 , there are no subservient nodes. Nodes  1002 ,  1005 ,  1007 ,  1010 ,  1013 , and  1015  are second level attributes or personas and are further linked to third level attributes represented by nodes  1003 ,  1011 , and  1016 . As many levels as appropriate may be used to represent an individual. This attribute graph  1000  may not be a separate entity, in some example embodiments, but may exist as a result of the IDs and pointers in the various data structures. 
         [0059]      FIG. 11  is a flow diagram of the referral selection process  1100 , according to an example embodiment. The flow diagram describes how the aspect referral value  511  (see  FIG. 5 ) is developed. Operation  1101  gets control when the referral query  700  (see  FIG. 7 ) is received and then passes control to operation  1102 , which parses the query  700  and using entity ID  501  accesses the entity table for that entity. It then traverses the tree formed by the contact list  510  to the depth specified in degree  701 . The process backtracks each time a leaf of the degree  701  criteria is met after recording the contents of the leaf&#39;s entity table  500  and the associated attribute graph  1000 . Additionally each entity table  500  traversed and its associated attribute graph  1000  is recorded. Then control passes to operation  1103 , which queries the recorded aspects to find those that meet the criteria specified in each query group&#39;s  702  aspect name  703  and attribute name  704  through  705 , producing a candidate table containing the entity IDs, their aspects, degree, referral value for each level of degree, and relationship strength between each level of relationship. Then control passes to operation  1104 , which calculates the referral value for the aspects each entity represented in the candidate table. The calculation of a referral value (RV) is of the form: 
         [0000]      RV= c 1 f 1(degree)□ c 2 f 2(strength)□ c 3 f 3(aspect referral value),
 
         [0060]    Where c 1 , c 2 , and c 3  are fitting constants derived by data mining the history contained in database  111 , and f 1 , f 2 , and f 3  are functions derived from the database  111  by data mining. The value RV, entity ID  501 , and aspect ID  507  are recorded in a temporary table and then sorted into descending order by RV; then the topped ranked entities are presented to the entity ID  501  specified in the referral query  700 . The process operations in this diagram were picked as representative and should not be construed to limit what is taught herein. 
         [0061]    Example embodiments may utilize a variety of metrics to indicate the value of potential referrals to a first entity. For example, as described above, the referral value may include a calculation based on degree, strength or aspect referral value, or some combination thereof. Other example embodiments may utilize the call logs to determine a metric based on experience. That is, an entity that communicates often with another entity may have a stronger relationship, for example. Other example embodiments may include actions that are stored in the database that are used to update the second entity&#39;s referral value, responsive to a request. 
       Modules, Components and Logic 
       [0062]    Certain embodiments are described herein as including logic or a number of components, modules, or mechanisms. Modules may constitute either software modules (e.g., code embodied on a machine-readable medium or in a transmission signal) or hardware modules. A hardware module is a tangible unit capable of performing certain operations and may be configured or arranged in a certain manner. In example embodiments, one or more computer systems (e.g., a standalone, client or server computer system) or one or more hardware modules of a computer system (e.g., a processor or a group of processors) may be configured by software (e.g., an application or application portion) as a hardware module that operates to perform certain operations as described herein. 
         [0063]    In various embodiments, a hardware module may be implemented mechanically or electronically. For example, a hardware module may comprise dedicated circuitry or logic that is permanently configured (e.g., as a special-purpose processor, such as a field programmable gate array (FPGA) or an application-specific integrated circuit (ASIC)) to perform certain operations. A hardware module may also comprise programmable logic or circuitry (e.g., as encompassed within a general-purpose processor or other programmable processor) that is temporarily configured by software to perform certain operations. It will be appreciated that the decision to implement a hardware module mechanically, in dedicated and permanently configured circuitry, or in temporarily configured circuitry (e.g., configured by software) may be driven by cost and time considerations. 
         [0064]    Accordingly, the term “hardware module” should be understood to encompass a tangible entity, be that an entity that is physically constructed, permanently configured (e.g., hardwired) or temporarily configured (e.g., programmed) to operate in a certain manner and/or to perform certain operations described herein. Considering embodiments in which hardware modules are temporarily configured (e.g., programmed), each of the hardware modules need not be configured or instantiated at any one instance in time. For example, where the hardware modules comprise a general-purpose processor configured using software, the general-purpose processor may be configured as respective different hardware modules at different times. Software may accordingly configure a processor, for example, to constitute a particular hardware module at one instance of time and to constitute a different hardware module at a different instance of time. 
         [0065]    Hardware modules can provide information to, and receive information from, other hardware modules. Accordingly, the described hardware modules may be regarded as being communicatively coupled. Where multiple of such hardware modules exist contemporaneously, communications may be achieved through signal transmission (e.g., over appropriate circuits and buses) that connect the hardware modules. In embodiments in which multiple hardware modules are configured or instantiated at different times, communications between such hardware modules may be achieved, for example, through the storage and retrieval of information in memory structures to which the multiple hardware modules have access. For example, one hardware module may perform an operation, and store the output of that operation in a memory device to which it is communicatively coupled. A further hardware module may then, at a later time, access the memory device to retrieve and process the stored output. Hardware modules may also initiate communications with input or output devices, and can operate on a resource (e.g., a collection of information). 
         [0066]    The various operations of example methods described herein may be performed, at least partially, by one or more processors that are temporarily configured (e.g., by software) or permanently configured to perform the relevant operations. Whether temporarily or permanently configured, such processors may constitute processor-implemented modules that operate to perform one or more operations or functions. The modules referred to herein may, in some example embodiments, comprise processor-implemented modules. 
         [0067]    Similarly, the methods described herein may be at least partially processor-implemented. For example, at least some of the operations of a method may be performed by one or more processors or processor-implemented modules. The performance of certain of the operations may be distributed among the one or more processors, not only residing within a single machine, but deployed across a number of machines. In some example embodiments, the processor or processors may be located in a single location (e.g., within a home environment, an office environment or as a server farm), while in other embodiments the processors may be distributed across a number of locations. 
         [0068]    The one or more processors may also operate to support performance of the relevant operations in a “cloud computing” environment or as a “software as a service” (SaaS). For example, at least some of the operations may be performed by a group of computers (as examples of machines including processors), these operations being accessible via a network (e.g., the Internet) and via one or more appropriate interfaces (e.g., Application Program Interfaces (APIs)). 
       Electronic Apparatus and System 
       [0069]    Example embodiments may be implemented in digital electronic circuitry, or in computer hardware, firmware, software, or in combinations of them. Example embodiments may be implemented using a computer program product, e.g., a computer program tangibly embodied in an information carrier, e.g., in a machine-readable medium for execution by, or to control the operation of, data processing apparatus, e.g., a programmable processor, a computer, or multiple computers. 
         [0070]    A computer program can be written in any form of programming language, including compiled or interpreted languages, and it can be deployed in any form, including as a stand-alone program or as a module, subroutine, or other unit suitable for use in a computing environment. A computer program can be deployed to be executed on one computer or on multiple computers at one site or distributed across multiple sites and interconnected by a communication network. 
         [0071]    In example embodiments, operations may be performed by one or more programmable processors executing a computer program to perform functions by operating on input data and generating output. Method operations can also be performed by, and apparatus of example embodiments may be implemented as, special purpose logic circuitry, e.g., a field programmable gate array (FPGA) or an application-specific integrated circuit (ASIC). 
         [0072]    The computing system can include clients and servers. A client and server are generally remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client-server relationship to each other. In embodiments deploying a programmable computing system, it will be appreciated that that both hardware and software architectures should be given consideration. Specifically, it will be appreciated that the choice of whether to implement certain functionality in permanently configured hardware (e.g., an ASIC), in temporarily configured hardware (e.g., a combination of software and a programmable processor), or a combination of permanently and temporarily configured hardware may be a design choice. Below are set out hardware (e.g., machine) and software architectures that may be deployed, in various example embodiments. 
       Example Machine Architecture and Machine-Readable Medium 
       [0073]      FIG. 12  is a block diagram of machine in the example form of a computer system  1200  within which instructions for causing the machine to perform any one or more of the methodologies discussed herein may be executed. In alternative embodiments, the machine operates as a standalone device or may be connected (e.g., networked) to other machines. In a networked deployment, the machine may operate in the capacity of a server or a client machine in server-client network environment, or as a peer machine in a peer-to-peer (or distributed) network environment. The machine may be an entity computer (PC), a tablet PC, a set-top box (STB), a entity Digital Assistant (PDA), a cellular telephone, a web appliance, a network router, switch or bridge, or any machine capable of executing instructions (sequential or otherwise) that specify actions to be taken by that machine. Further, while only a single machine is illustrated, the term “machine” shall also be taken to include any collection of machines that individually or jointly execute a set (or multiple sets) of instructions to perform any one or more of the methodologies discussed herein. 
         [0074]    The example computer system  1200  includes a processor  1202  (e.g., a central processing unit (CPU), a graphics processing unit (GPU) or both), a main memory  1204  and a static memory  1206 , which communicate with each other via a bus  1208 . The computer system  1200  may further include a video display unit  1210  (e.g., a liquid crystal display (LCD) or a cathode ray tube (CRT)). The computer system  1200  also includes an alphanumeric input device  1212  (e.g., a keyboard), a user interface (UI) navigation device  1214  (e.g., a mouse), a disk drive unit  1216 , a signal generation device (e.g., a speaker) and a network interface device  1220 . 
       Machine-Readable Medium 
       [0075]    The disk drive unit  1216  includes a machine-readable medium  1222  on which is stored one or more sets of data structures and instructions  1218  (e.g., software) embodying or utilized by any one or more of the methodologies or functions described herein. The instructions  1218  may also reside, completely or at least partially, within the main memory  1204  and/or within the processor  1202  during execution thereof by the computer system  1200 , the main memory  1204  and the processor  1202  also constituting machine-readable media. 
         [0076]    While the machine-readable medium  1222  is shown in an example embodiment to be a single medium, the term “machine-readable medium” may include a single medium or multiple media (e.g., a centralized or distributed database, and/or associated caches and servers) that store the one or more data structures and instructions  1218 . The term “machine-readable medium” shall also be taken to include any tangible medium that is capable of storing, encoding or carrying instructions for execution by the machine and that cause the machine to perform any one or more of the methodologies of the present embodiments of the invention, or that is capable of storing, encoding or carrying data structures utilized by or associated with such instructions. The term “machine-readable medium” shall accordingly be taken to include, but not be limited to, solid-state memories, and optical and magnetic media. Specific examples of machine-readable media include non-volatile memory, including by way of example semiconductor memory devices, e.g., Erasable Programmable Read-Only Memory (EPROM), Electrically Erasable Programmable Read-Only Memory (EEPROM), and flash memory devices; magnetic disks such as internal hard disks and removable disks; magneto-optical disks; and CD-ROM and DVD-ROM disks. 
         [0077]    Transmission Medium 
         [0078]    The instructions  1218  may further be transmitted or received over a communications network  1226  using a transmission medium. The instructions  1218  may be transmitted using the network interface device  1220  and any one of a number of well-known transfer protocols (e.g., HTTP). Examples of communication networks include a local area network (“LAN”), a wide area network (“WAN”), the Internet, mobile telephone networks, Plain Old Telephone (POTS) networks, and wireless data networks (e.g., Wi-Fi and WiMax networks). The term “transmission medium” shall be taken to include any intangible medium that is capable of storing, encoding or carrying instructions for execution by the machine, and includes digital or analog communications signals or other intangible media to facilitate communication of such software. 
         [0079]    Although an embodiment has been described with reference to specific example embodiments, it will be evident that various modifications and changes may be made to these embodiments without departing from the broader spirit and scope of the invention. Accordingly, the specification and drawings are to be regarded in an illustrative rather than a restrictive sense. The accompanying drawings that form a part hereof, show by way of illustration, and not of limitation, specific embodiments in which the subject matter may be practiced. The embodiments illustrated are described in sufficient detail to enable those skilled in the art to practice the teachings disclosed herein. Other embodiments may be utilized and derived therefrom, such that structural and logical substitutions and changes may be made without departing from the scope of this disclosure. This Detailed Description, therefore, is not to be taken in a limiting sense, and the scope of various embodiments is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled. 
         [0080]    Such embodiments of the inventive subject matter may be referred to herein, individually and/or collectively, by the term “invention” merely for convenience and without intending to voluntarily limit the scope of this application to any single invention or inventive concept if more than one is in fact disclosed. Thus, although specific embodiments have been illustrated and described herein, it should be appreciated that any arrangement calculated to achieve the same purpose may be substituted for the specific embodiments shown. This disclosure is intended to cover any and all adaptations or variations of various embodiments. Combinations of the above embodiments, and other embodiments not specifically described herein, will be apparent to those of skill in the art upon reviewing the above description.