Patent ID: 7676398

Claim:
A method for conducting an electronic commerce transaction between a receiving device and a service provider in an open cable environment, the method comprising: generating, by the receiving device, a combination of a host ID and a POD ID as a correct pair; receiving an open cable broadcast comprising information on a product to be purchased; transmitting purchase information on the product, and the combination of the host ID and the POD ID, as a purchase request, to a service provider to request purchase of the product; receiving, in response to the service provider validating the combination of the host ID and the POD ID as a correct pair and determining payment can be made, a purchase confirmation request comprising the combination of the host ID and the POD ID, and a unique service ID corresponding to the purchase request; and transmitting the combination of the host ID, the POD ID, and the service ID to the service provider as confirmation of the purchase request, wherein the confirmation authorizes the service provider to complete the product purchase.