WO2001052155A1

WO2001052155A1 - Dynamic incentive points management

Info

Publication number: WO2001052155A1
Application number: PCT/US2001/001188
Authority: WO
Inventors: Steven L. Strasnick; Lance H. Mortensen
Original assignee: Rstar Corporation
Priority date: 2000-01-13
Filing date: 2001-01-12
Publication date: 2001-07-19
Also published as: WO2001052155A8; CA2362852A1; AU2001229458A1

Abstract

The present invention provides a method and apparatus for dynamically adjusting incentive points. Methods and apparatuses describes herein allow the rate (430) at which incentive points are awarded to be dynamically adjusted (450) based on various factors (e.g., the balance of incentive points available to be awarded, the actual vs. projected incentive point awards). By dynamically adjusting the rate at which incentive points are awarded, the invention provides better control over the overall cost of an incentive points scheme as compared to more static programs.

Description

DYNAMIC INCENTIVE POINTS MANAGEMENT

This U.S. Patent application is a continuation-in-part of U.S. Patent application number 09/213,238, filed December 17, 1998, entitled "METHOD AND APPARATUS FOR INCENTIVE POINTS MANAGEMENT."

FIELD OF THE INVENTION

The present invention relates to incentive point management. More particularly, the present invention relates to dynamically adjusting the value of incentive points.

BACKGROUND OF THE INVENTION

Incentive points schemes are typically based on awards for purchases. Perhaps the most common incentive point scheme is a frequent flyer program. One such computerized implementation of such a scheme is disclosed in U.S. Patent No. 5,774,870 entitled "FULLY INTEGRATED, ON-LINE INTERACTIVE FREQUENCY AND AWARD REDEMPTION PROGRAM" issued to Thomas W. Storey ('870 Patent). However, the '870 Patent provides awards for purchases only. Therefore, a participant must be a consumer of related products and must be in the market to purchase the products. Thus, non-consuming individuals are not provided with the incentive points, which may result in a less than optimal audience for the provider of the incentive points.

Another incentive program is disclosed in U.S. Patent No. 5,794,210 entitled "ATTENTION BROKERAGE" issued to Goldhaber, et al. ('210 Patent). The '210 Patent is based on a concept of "negatively priced information" that requires a participant to actively choose to be involved in advertising. The '210 Patent further discloses a concept of "orthogonal sponsorship" where sponsorship in the form of advertising is not linked to specific programming. A user chooses to receive advertising in order to obtain an award. Thus, the '210 Patent describes a system that is solely driven by individual user's explicit participation on a spot-by-spot basis.

However, these incentive schemes are rigid and may not provide a satisfactory experience for parties that award or parties that accumulate incentive points. For example, incentive points can be accumulated at a faster than expected rate, or the items/services that incentive points can be exchanged for can change. Therefore, what is needed is a flexible, dynamically adjustable incentive point management scheme. BRIEF DESCRIPTION OF THE DRAWINGS

The present invention is illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings in which like reference numerals refer to similar elements.

Figure 1 is one embodiment of a computer system suitable for use with the invention.

Figure 2 is one embodiment of a network configuration suitable for use with the invention.

Figure 3 is one embodiment of a network operations center coupled to a network suitable for use with the invention.

Figure 4 is one embodiment of a flow diagram for awarding incentive points. DETAILED DESCRIPTION

A method and apparatus for incentive points management is described. In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of the present invention. It will be apparent, however, to one skilled in the art that the present invention can be practiced without these specific details. In other instances, structures and devices are shown in block diagram form in order to avoid obscuring the present invention.

Reference in the specification to "one embodiment" or "an embodiment" means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the invention. The appearances of the phrase "in one embodiment" in various places in the specification are not necessarily all referring to the same embodiment. The present invention provides a method and apparatus for dynamically adjusting incentive points. Methods and apparatuses described herein allow the rate at which incentive points are awarded to be dynamically adjusted based on various factors (e.g., the balance of incentive points available to be awarded, the actual vs. projected incentive point awards). By dynamically adjusting the rate at which incentive points are awarded, the invention provides better control over the overall cost of an incentive points scheme as compared to more static programs.

Figure 1 is one embodiment of a computer system suitable for use with the invention. The computer system of Figure 1 can be used in various capacities with the present invention. For example, the computer system can be a terminal used by a user to access local or remote resources, the computer system can be a server providing remote access to a resource, or the computer system can be a proxy server providing access to remote computer systems.

Computer system 100 includes bus 101 or other communication device for communicating information and processor 102 coupled to bus 101 for processing information. Computer system 100 further includes random access memory (RAM) or other dynamic storage device 104 (referred to as main memory), coupled to bus 101 for storing information and instructions to be executed by processor 102. Main memory 104 also can be used for storing temporary variables or other intermediate information during execution of instructions by processor 102. Computer system 100 also includes read only memory (ROM) and/or other static storage device 106 coupled to bus 101 for storing static information and instructions for processor 102. Data storage device 107 is coupled to bus 101 for storing information and instructions.

Data storage device 107 such as a magnetic disk or optical disc and corresponding drive can be coupled to computer system 100. Computer system 100 can also be coupled via bus 101 to display device 121, such as a cathode ray tube (CRT) or liquid crystal display (LCD), for displaying information to a computer user. Alphanumeric input device 122, including alphanumeric and other keys, is typically coupled to bus 101 for communicating information and command selections to processor 102. Another type of user input device is cursor control 123, such as a mouse, a trackball, or cursor direction keys for communicating direction information and command selections to processor 102 and for controlling cursor movement on display 121.

Computer system 100 further includes network interface 130 to provide access to a network, such as a local area network. One embodiment of the present invention is related to the use of computer system 100 to provide all or a portion of an incentive points management scheme. According to one embodiment, dynamic incentive points management is performed by one or more computer systems in response to processor(s) executing sequences of instructions contained in memory.

Instructions are provided to memory from a storage device, such as magnetic disk, a read-only memory (ROM) integrated circuit, CD-ROM, DVD, via a remote connection (e.g., over a network via network interface 130), etc. In alternative embodiments, hardwired circuitry can be used in place of or in combination with software instructions to implement the present invention. Thus, the present invention is not limited to any specific combination of hardware circuitry and software instructions.

Figure 2 is one embodiment a network configuration suitable for use with the invention. The configuration of Figure 2 is described in terms of both land based communications and satellite communications; however, the manner of communication is not central to the present invention. Therefore, the present invention is applicable to any interconnection of devices that provide access to local and remote resources.

Wide area network 200 provides an interconnection between multiple local area networks (e.g., 220 and 230), individual terminals (e.g., 260) and one or more network operations centers (e.g., 250). In one embodiment, wide area network 200 is the Internet; however, any wide area network (WAN) or other interconnection can be used to implement wide area network 200.

Terminal 260 is an individual terminal that provides access to network resources as well as local resources for a user thereof. In one embodiment, terminal 260 is a personal computer connected to wide area network 200 via a modem, a wireless connection, etc. Alternatively, terminal 260 can be a set-top box such as a WebTV™ terminal available from Sony Electronics, Inc. of Park Ridge, New Jersey, or a set-top box using a cable modem to access a network such as the Internet. Similarly, terminal 260 can be a "dumb" terminal or a thin client device such as the ThinSTAR™ available from Network Computing Devices, Inc. of Mountain View, California.

Local area network 220 provides an interconnection of devices at a local level. For example, local area network 220 can interconnect multiple computers, printers, and other devices within one or more buildings. Local area network 220 is coupled to wide area network 200. Similarly, local area network 230 provides an interconnection of devices. However, local area network 230 is coupled to satellite communications devices 240 as well as wide area network 200.

Network operations center 250 is coupled to wide area network 200 and provides access to network resources for terminal 260, local area network 220 and local area network 230. Communication between network communications center 250 and either terminal 260 or local area network 220 is accomplished by wide area network 200. As described in greater detail below, network operations center 250 and local area network 230 communicate via wide area network 200 and/or satellite communications devices 240.

In one embodiment network operations center 250 includes multiple servers (not shown in Figure 2) that provide access to network and other resources. For example, in an Internet service provider (ISP) implementation, network operations center 250 can include a Web proxy server that provides access to the World Wide Web (WWW, or the Web) for devices of local area network 220, local area network 230 and terminal 260. Network operations center 250 can also include other devices, such as a middleware server or a file server that provide information to devices coupled to network operations center 250.

In one embodiment, information is communicated between network operations center 250 and local area network 230 via uni-cast, multicast or broadcast satellite communications devices 240, which includes necessary components to provide communications between network operations center 250 and local area network 230. In one embodiment, satellite communication are accomplished using Transmission Control Protocol/Internet Protocol (TCP/IP) embedded within a digital video broadcast (DVB) stream; however, alternative communication protocols can be used. In one embodiment, satellite communications are bi-directional. Alternatively, if satellite communications are uni-directional, wide area network 200 can be used to provide a hybrid, asymmetric bidirectional communications system such as the SkySurfer™ platform available from Gilat Satellite Networks, Inc. of McLean, Virginia.

Figure 3 is one embodiment of a network operations center coupled to a network suitable for use with the invention. With respect to description of Figure 3, wide area network 200 and satellite communications devices 240 are implemented as described above in Figure 2. Notwithstanding being described as including certain types of servers and other devices, network operations center 250 can include different or additional components as well as multiple components, for example, multiple web servers. Each server can be one or more software and/or hardware components.

Network operations center (NOC) 250 provides resources to local area networks and individual terminals (not shown in Figure 3) as well as a gateway to a larger network such as the Internet. Thus, network operations center 250 can be used to provide a controlled set of resources while being part of a larger network. This is particularly advantageous in situations where users of the local area networks are somewhat homogenous. For example, students in similar grade levels, professionals, and other shared interest groups.

Additional uses and details of the network of Figure 2 and the network operations center of Figure 3 can be found in U.S. Patent application number 09/216,016, filed December 16, 1998, entitled "OPTIMIZING BANDWIDTH CONSUMPTION FOR DOCUMENT DISTRIBUTION OVER A MULTICAST ENABLED WIDE AREA NETWORK," U.S. Patent application number 09/216,018, filed December 16, 1998, entitled "A METHOD AND APPARATUS FOR SUPPORTING A MULTICAST RESPONSE TO A UNICAST REQUEST FOR DATA," and U.S. Patent application number 09/213,614, filed December 17, 1998, entitled "AN ENTITY MODEL THAT ENABLES PRIVILEGE TRACKING ACROSS MULTIPLE TERMINALS," all of which are assigned to the corporate assignee of the present invention. NOC router 300 is coupled to NOC LAN 305 and provides routing and firewall functionality for the servers and other components of network operations center 250. NOC router 300 can be implemented in any manner known in the art. In one embodiment, database 360 is coupled to NOC LAN 305.

Database 360 can be used, for example, to store information about authorized users of associated local area networks, or to store information about resources that are available on each terminal connected to the network. Database 360 can also be used to store statistics about network usage, advertisements to be downloaded to devices of the local area networks, etc. In one embodiment database 360 is used to maintain incentive point balances for multiple users and/or multiple organizations. Data store 365 represents data stored by database 360 and can be one or more physical devices and logical data tables. In one embodiment, data store 365 is used to maintain incentive point balances.

Master proxy server 370 is also coupled to NOC LAN 305 to provide World Wide Web resources to devices of the connected local area network(s) or individual terminals. In one embodiment web server 310 is a Hypertext Markup Language (HTML) and/or Secure Sockets Layer (SSL) server. Of course, Web server 310 can be another type of server. Web cache 320 is used to store Web resources (e.g., Web pages) that are most often accessed, most recently accessed, etc. In one embodiment, Web cache 320 stores a predetermined set of Web resources that are provided to the local area networks. In a school network environment, the cached Web resources can be, for example, a preapproved set of Web pages. In one embodiment all or a portion of the contents of Web cache 320 are replicated on local networks.

Middleware server 330 manages database applications in network operations center 150. For example, middleware server 330 can determine which users have access to Web server 310. In one embodiment, middleware server 330 is central in the incentive points management scheme of the present invention. Middleware server 330 can also be replicated on local area networks, such as local area networks 220 and 230 of Figure 2, while providing the incentive points management scheme of the present invention. Operation of middleware server 330 in connection with the present invention is described in greater detail below.

In one embodiment, middleware server 330 provides management of incentive points. Middleware server 330 can manage points by monitoring user sessions as the sessions occur (i.e., dynamic points management) or by evaluating sessions after the end of the respective sessions (i.e., retroactive points management). With either monitoring scheme, middleware server 330 stores point information in database 360. Points can also be awarded according to both dynamic and retroactive schemes.

Application server 340 provides applications programs to devices coupled to network operations center 250. Application server 340 conceptually represents two different types of servers. Application server 340 can be part of a client-server architecture where the server provides data to a client (e.g., HTML server, e-mail server, bulletin board server). Application server 340 can also be a software distribution and management server.

In one embodiment, middleware server 300 awards points as the points are earned. For example, if a user accesses a participating computerized resource for a predetermined period of time the user's incentive points balance stored in database 360 is incremented at the end of the predetermined period of time. In such an embodiment, a point balance can be continuously displayed to the user, which provides immediate feedback to the user when incentive points are earned effecting a slot machine or lotto style feedback.

In an alternative embodiment, middleware sever 330 analyzes session logs after the session is completed to determine whether points should be awarded. In one embodiment, middleware server 330 uses a session identifier for a particular session to identify the user to which points should be awarded, if appropriate. The session identifier is also used to analyze logs of other servers, such as master proxy server 370, to determine whether the user accessed participating computerized resources and information related to the access (e.g., length of access, transactions completed, information provided). In response to the session analysis, incentive points are awarded by middleware server 330 and stored in database 360. Figure 4 is one embodiment of a flow diagram for awarding incentive points. By awarding incentive points based on time, the scheme of Figure 4 can provide a more robust and more finely tuned incentive points scheme compared to more static incentive points management schemes.

The example of Figure 4 is described in terms of two predetermined time periods and two rates at which incentive points are awarded; however, predetermined time periods are not required. In general, the rate at which incentive points are awarded are dynamically adjustable. In one embodiment, the rate at which incentive points are awarded are evaluated in response to a predetermined event that can be, for example, one or more of: a change in incentive point balance, a rate of incentive point acquisition that crosses a predetermined threshold rate value, a change in incentive point value, a change in items for which incentive points can be redeemed, a change in sponsorship, and a change in participants. Additional and/or different events can also be used.

Incentive points awards are dynamically adjustable to provide a flexible incentive points scheme that can satisfy multiple goals such as, for example, awarding a predetermined number of incentive points, awarding incentive points that are redeemable for a predetermined set of products and/or services, and exhausting the balance of incentive points at the end of a predetermined period without a remaining balance or exhaustion of the incentive point balance before the end of the predetermined period. In alternate embodiments, other goals can also be supported.

In one embodiment, a client application used to access computerized resources determines when a user accesses a resource that is participating in the incentive points scheme. In alternative embodiments, other devices, such as a middleware server or the computerized resource determine when the user accesses a participating resource. In one embodiment, only authorized users that are included in the incentive points management scheme.

The device(s) that manage the incentive points scheme determine the number of incentive points to be awarded over a time period, 410. The time period can be, for example, a month, a week, a day, or any other time period. The number of incentive points to be awarded can be based on, for example, the monetary value of items to be available in the incentive points program, a fixed number of incentive points, the number of items to be exchanged for incentive points, or any other valuation scheme.

In one embodiment, a middleware server causes a database at a network operations center to increase the balance of incentive points for a user accessing a computerized resource. Alternatively, the middleware server and/or the database maintaining the incentive points balance for the user can be replicated to a local area network on which the user is using a terminal to access the computerized resource. In an alternative embodiment, the client application initiates the award. In such an embodiment, the client application sends a message to the middleware server at the conclusion of a session to report incentive point balance changes. The middleware server in turn changes point balances accordingly.

A first rate at which incentive points are to be awarded is determined, 420. In one embodiment, the first rate is determined based on one or more points in time. For example, after 8:00 a.m. or between 8:00 a.m. and 5:00 p.m., incentive points are awarded at a first rate. Any rate at which incentive points are awarded can be used. For example, the amount of time a person accesses a particular Web page, an on-line purchase, responding to a questionnaire, signing up for a service, or any other activity for which incentive is to be provided. Different rates can be used for different activities.

Points are then awarded at the first rate, 430 until the first predetermined period of time expires, 440. If, for example, past experience has shown that activities that accrue incentive points occur at a higher rate during a known period of time, incentive points can be awarded as a lower rate during that period of time. If parties that receive incentive points access a Web page at a 50% greater rate during business/school hours, incentive points can be awarded at a 50% lower rate during business/school hours to compensate for the higher volume.

As another example, if a predetermined number of incentive points are allotted to be awarded during a predetermined period of time, for example, one million points over one month, and incentive points are awarded at a faster than expected rate, the overall rate at which incentive points are awarded can be scaled back appropriately such that the incentive points are not consumed prior to the end of the month. This can allow a incentive points administrator to guard against overexposure of providing too many incentive points and not having the resources to cover the associated liabilities.

In one embodiment, incentive point balances are maintained for individual users and an additional incentive point balance is maintained for an organization to which multiple users belong. For example, multiple students in a school system can have access to one or more terminals such as terminal 260 of Figure 2 or the terminals can be included in local area networks 220 or 230 of Figure 2. The students can individually have incentive points balances and the school that the students attend can have an incentive points balance that is based, at least in part, on the individual student incentive balances.

In one embodiment, an organization automatically receives an increase in its incentive point balance equal to the sum of the incentive points earned by members of the organization over a predetermined period of time. For example, at the end of each month a school can automatically receive the number of incentive points earned by students of that school. The number of points received by the organization is not required to be equal to the number of points earned by members of the organization.

The organization can distribute points either manually (e.g., as awards for an essay contest) or automatically (e.g., by the middleware server based on attendance data). The organization can also redeem the points for organizational purposes. Redemption of incentive points is described in greater detail below. Of course, other schemes for distribution of incentive points to organizations can also be implemented.

At the expiration of the first predetermined period of time, a second rate at which incentive points are awarded is determined, 450. The second rate can be greater than or less than the first rate based on various factors selected to determine the rate at which incentive points are awarded. Exemplary factors include: time of day, day of the week, month, the number of incentive points previously awarded, the number of incentive points available to be awarded, the rate at which incentive points have been awarded, the type of items available for "purchase" with incentive points. Multiple and/or additional factors can also be used. In one embodiment, points earned during a predetermined period of time must be redeemed during the predetermined period of time or their value is lost. For example, points can be earned by students during a quarter or semester and lose their value if not redeemed during the quarter or semester. Alternatively, each individual point can have an independent life span during which the point is valid. Of course, points can also be valid indefinitely.

In one embodiment, the validity of either individual points or groups of points are maintained on a middleware server and stored in the data store in a network operations center. As described above, the middleware server can be replicated to a local server. Validity of points can also be maintained on a terminal used by a user, for example, by a client application that the user uses to earn points. If point balances are maintained by the client application, the client application can communicate point balances to the middleware server for storage when the user is not using the client application.

Incentive points can be redeemed in one or more of the following manners. An award pool can be determined at the beginning of a predetermined period of time. Points can be redeemed for the awards in the award pool either through an auction or through a fixed redemption schedule. Points can be redeemed at an online store that provides awards at fixed prices like an ordinary store.

Points can be used as part of a bartering process. For example, points can be traded for goods and/or services in an open market environment. For example, a chat room can be established for trade and/or redemption of points. Points can be redeemed for cash or a cash equivalent, such as electronic case (e-cash). coupons and/or gift certificates.

In the foregoing specification, the present invention has been described with reference to specific embodiments thereof. It will, however, be evident that various modifications and changes can be made thereto without departing from the broader spirit and scope of the invention. The specification and drawings are. accordingly, to be regarded in an illustrative rather than a restrictive sense.

Claims

CLAIMSWhat is claimed is:

1. A method of dynamic incentive points management, the method comprising: determining a first rate for awarding incentive points; awarding the incentive points at a first rate until one or more of a set of predetermined events occur; determining, dynamically, a second rate for awarding incentive points; and awarding the incentive points at the second rate.

2. The method of claim 1 wherein the set of predetermined events comprises one or more of: a change in incentive point balance, a rate of incentive point acquisition that crosses a predetermined threshold rate value, a change in incentive point value, a change in items for which incentive points can be redeemed, a change in sponsorship, and a change in participants.

3. The method of claim 1 wherein incentive points are awarded based on one or more predetermined actions taken by a user with a computerized resource.

4. The method of claim 3 wherein the predetermined action comprises an online interaction with the computerized resource.

5. The method of claim 1 further wherein the incentive points have associated expiration periods.

6. The method of claim 1 wherein an incentive point balance is maintained for an organization with which a user is associated.

7. The method of claim 1 wherein the incentive points are maintained on a storage device coupled to a network operations center and a device that a user is using is coupled to a local area network.

8. A machine-readable medium having stored thereon sequences of instructions that, when executed by one or more processors, cause one or more electronic systems to: determine a first rate for awarding incentive points; award the incentive points at a first rate until one or more of a set of predetermined events occur; determine, dynamically, a second rate for awarding incentive points; and award the incentive points at the second rate.

9. The machine-readable medium of claim 8 wherein the set of predetermined events comprises one or more of: a change in incentive point balance, a rate of incentive point acquisition that crosses a predetermined threshold rate value, a change in incentive point value, a change in items for which incentive points can be redeemed, a change in sponsorship, and a change in participants.

10. The machine-readable medium of claim 8 wherein incentive points are awarded based on one or more predetermined actions taken by a user with a computerized resource.

11. The machine-readable medium of claim 10 wherein the predetermined action comprises an online interaction with the computerized resource.

12. The machine-readable medium of claim 8 further wherein the incentive points have associated expiration periods.

13. The machine-readable medium of claim 8 wherein an incentive point balance is maintained for an organization with which a user is associated.

14. The machine-readable medium of claim 8 wherein the incentive points are maintained on a storage device coupled to a network operations center and a device that a user is using is coupled to a local area network.

15. An apparatus for dynamic incentive points management, the method comprising: means for determining a first rate for awarding incentive points; means for awarding the incentive points at a first rate until one or more of a set of predetermined events occur; means for determining, dynamically, a second rate for awarding incentive points; and means for awarding the incentive points at the second rate.

16. The apparatus of claim 15 wherein the set of predetermined events comprises one or more of: a change in incentive point balance, a rate of incentive point acquisition that crosses a predetermined threshold rate value, a change in incentive point value, a change in items for which incentive points can be redeemed, a change in sponsorship, and a change in participants.

17. The apparatus of claim 15 wherein incentive points are awarded based on one or more predetermined actions taken by a user with a computerized resource.

18. The apparatus of claim 17 wherein the predetermined action comprises an online interaction with the computerized resource.

19. The apparatus of claim 15 further wherein the incentive points have associated expiration periods.

20. The apparatus of claim 15 wherein an incentive point balance is maintained for an organization with which a user is associated.

21. The apparatus of claim 15 wherein the incentive points are maintained on a storage device coupled to a network operations center and a device that a user is using is coupled to a local area network.