U.S. patent application number 14/816662 was filed with the patent office on 2016-04-14 for authoring and delivering wrap packages of cards with custom content to target individuals.
The applicant listed for this patent is Wrap Media, LLC. Invention is credited to Kunal K. BHASIN, Jared L. FICKLIN, John M. GARRIS, Eric H. GREENBERG, Mark E. ROLSTON.
Application Number | 20160104211 14/816662 |
Document ID | / |
Family ID | 55655549 |
Filed Date | 2016-04-14 |
United States Patent
Application |
20160104211 |
Kind Code |
A1 |
GREENBERG; Eric H. ; et
al. |
April 14, 2016 |
AUTHORING AND DELIVERING WRAP PACKAGES OF CARDS WITH CUSTOM CONTENT
TO TARGET INDIVIDUALS
Abstract
A method for using analytics to define and deliver wrap packages
of cards with insight content. The method includes the steps of
generating insight content by applying analytics to a set of data,
inserting or associating the insight content into one or more
content component container(s) included in a set of cards of a wrap
package, and generating a wrap descriptor for the wrap package.
Inventors: |
GREENBERG; Eric H.; (Ross,
CA) ; GARRIS; John M.; (San Francisco, CA) ;
FICKLIN; Jared L.; (Austin, TX) ; ROLSTON; Mark
E.; (Austin, TX) ; BHASIN; Kunal K.; (San
Francisco, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Wrap Media, LLC |
Larkspur |
CA |
US |
|
|
Family ID: |
55655549 |
Appl. No.: |
14/816662 |
Filed: |
August 3, 2015 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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14747436 |
Jun 23, 2015 |
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14816662 |
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62062056 |
Oct 9, 2014 |
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62062061 |
Oct 9, 2014 |
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62084171 |
Nov 25, 2014 |
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62091866 |
Dec 15, 2014 |
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62114675 |
Feb 11, 2015 |
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62133574 |
Mar 16, 2015 |
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62144139 |
Apr 7, 2015 |
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62170438 |
Jun 3, 2015 |
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62170569 |
Jun 3, 2015 |
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Current U.S.
Class: |
705/14.72 |
Current CPC
Class: |
G06Q 30/0276 20130101;
G06F 40/103 20200101; G06F 3/0485 20130101; G06F 3/0484 20130101;
G06F 16/287 20190101; G06F 40/106 20200101; H04W 4/025 20130101;
H04L 67/02 20130101; G06F 40/186 20200101; H04W 4/021 20130101;
H04W 40/244 20130101; G06F 3/04842 20130101; G06F 16/24575
20190101; G06F 16/285 20190101; G06Q 30/0635 20130101; G06F 40/14
20200101; G06Q 30/0643 20130101 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02 |
Claims
1. A method, comprising: (a) defining a set of cards of a wrap
package with one or more variable content container(s); (b)
ascertaining if a predefined trigger event has occurred; (c)
defining custom content to be associated with the one or more
variable content container(s) when the predefined trigger event is
ascertained; (d) associating the custom content with the one or
more variable content container(s) of the set of cards of the wrap
package when the trigger event occurs; and (e) distributing the
wrap package to a target individual after the trigger event occurs,
the distributed wrap package having the custom content associated
with the one or more variable content container(s) of the set of
cards of the wrap package.
2. The method of claim 1, further comprising: specifying a content
type for each of the one or more variable content container(s); and
associating the custom content to the one or more variable content
container(s) by the specified content type respectively.
3. The method of claim 1, wherein each of the one or more variable
content container(s) comprises one of the following: a variable
text content component container; a variable photo/image content
component container; a variable video content component container;
or a variable trigger content component container.
4. The method of claim 1, wherein defining the custom content
further comprising applying analytics to a set of data.
5. The method of claim 4, wherein the one or more analytics pertain
to the target individual and include one or more of the following:
(a) age; (b) gender; (c) location; (d) buying history;
6. The method of claim 1, wherein defining the set of cards of the
wrap package further comprises performing one or more of the
following: (a) defining one or more styles for the set of cards of
the wrap package; (b) defining one more behaviors for the cards of
the wrap package; (c) defining one or more triggers in the set of
cards for triggering an action when selected during consumption of
the wrap package; (d) defining one or more attributes for the cards
of the wrap package.
7. The method of claim 1, further comprising generating a set of
card descriptors for the set of cards of the wrap package
respectively, the set of card descriptors including one or more
data objects representative of the custom content associated with
the set of cards of the wrap package.
8. The method of claim 1, further comprising generating a wrap
descriptor for the wrap package, the wrap descriptor including a
set of card descriptors including one or more data objects
representative of the custom content associated with the set of
cards of the wrap package.
9. The method of claim 1, further comprising generating a wrap
descriptor for the wrap package, the wrap descriptor defining the
wrap package by: (a) specifying the set of cards of the wrap
package; and (b) specifying a set of card descriptors for the set
of cards respectively, each of the card descriptors defining the
content, including any of the associated custom content, structure
and layout for the corresponding card among the set of cards
respectively.
10. The method of claim 1, wherein the predefined trigger event is
a conditional event.
11. The method of claim 1, wherein ascertaining if the predefined
trigger event has occurred further comprises: defining one or more
analytics associated with the predefined trigger event; and
ascertaining that the predefined trigger event has occurred at
least partially based on the one or more analytics.
12. The method of claim 1, wherein defining the set of cards of the
wrap package with the one or more variable content container(s)
further comprises: defining the set of cards of the wrap package
from one or more card templates; and defining the one or more
variable content container(s) in the set of cards.
13. The method of claim 1, wherein defining the set of cards of the
wrap package with the one or more variable content container(s)
further comprises: using an authoring tool that specifies one or
more card templates; creating the set of cards of the wrap package
from the one or more card templates respectively; and authoring the
set of cards created from the one or more card templates to include
the one or more variable content container(s).
14. The method of claim 1, wherein defining the set of cards of the
wrap package further comprises authoring one or more linear
sequences for rendering the set of cards, the one or more sequences
including: (i) a horizontal sequence; (ii) a vertical sequence; or
(iii) both the horizontal and the vertical sequences.
15. The method of claim 1, wherein defining the set of cards of the
wrap package further comprises defining a card type among a
plurality of card types for each of the cards of the wrap package,
the plurality of card types including: (a) a textual card; (b) an
image or photo card; (c) a video card; (d) a document card; (e) a
gallery card; (f) a chat card; (g) a location or GPS functionality
card; (h) a transact card; (i) an appointment making card; and (j)
an end of the wrap package card.
16. The method of claim 1, wherein defining the set of cards of the
wrap package further comprises selectively defining a component
into a select card of the wrap package.
17. The method of claim 16, wherein the component authored into the
select card is a dynamic component that is capable of dynamically
updating when the select card is rendered.
18. The method of claim 16, wherein the components is selected from
the group consisting of: (a) text; (b) an image or photo (c) video;
(d) a document; (e) a chat function; (f) a location or GPS
function; (g) a transact function; or (h) an appointment making
function.
19. The method of claim 1, further comprising assigning a unique
wrap identifier to the wrap package, the wrap identifier used for
accessing the wrap package.
20. The method of claim 1, further comprising associating a cover
with the wrap package, the cover defining a wrap identifier for
identifying and accessing a wrap descriptor associated with the
wrap package.
21. The method of claim 1, further comprising associating meta data
with the wrap package.
Description
CROSS REFERENCE TO RELATED APPLICATIONS
[0001] This application is a Continuation of U.S. patent
application Ser. No. 14/747,436 (P020), filed on Jun. 23, 2015.
This application also claims the benefit of U.S. Provisional Patent
Application Nos. 62/062,056 (P001P) and 62/062,061 (P002P), both
filed on Oct. 9, 2014 and both entitled "Wrapped Packages of Cards
for Conveying a Narrative With Media Content, Providing Application
Functionality, and Engaging Users in E-Commerce". This application
further claims priority of U.S. Provisional Patent Application No.:
62/084,171 (P005P), filed Nov. 25, 2014; 62/091,866 (P005P2), filed
Dec. 15, 2014; 62/114,675 (P005P3), filed Feb. 11, 2015, and
62/133,574 (P005P4) filed Mar. 16, 2015, each entitled "Card Based
Package for Distributing Electronic Media and Services. This
application also claims the benefit of U.S. Provisional Application
No. 62/144,139 (P016P), entitled "Authoring Tool for Creating Wrap
Packages", filed Apr. 7, 2015; U.S. Provisional Application No.
62/170,438 (P016P2), entitled "Authoring Tool for the Authoring of
Wrap Packages of Cards", filed Jun. 3, 2015 and U.S. Provisional
Application No. 62/170,569 (P018P), entitled "Integration of Social
Media with Card Packages", filed Jun. 3, 2015. All of the
above-referenced applications are incorporated herein by reference
for all purposes.
BACKGROUND
[0002] This invention relates to authoring and delivering wrap
packages of cards, and more particularly, to using analytics to
define custom content to be included in a wrap package of cards
prior to delivery.
[0003] The above-listed non-prior art related applications describe
a new media content type, referred to as "wrap packages". The terms
"wrap" or "package" are interchangeably used herein to refer to
wrap packages.
[0004] A wrap package is a collection of cards that are each
selectively authored to include (i) one or more types of media
content such as text, images, photos, video, etc., (ii) application
functionality and/or (iii) e-commenrce related services. The cards
in a wrap are also typically authored to define one or more linear
sequence(s) when consumed. With wrap packages, an author thus has
the ability to select media content, combined with application-like
and website functionality, and combine them all into an elegant,
card-based, narrative. As a result, the author can create
compelling stories using media, interwoven with interactive
functionality and/or e-commerce services. Wrap packages are,
therefore, ideal, but not necessarily limited to, delivering a
unique, interactive, "book-like", experience over the mobile web,
which previously has been not possible.
[0005] The cards of wrap packages are navigation metaphors. Each
card can be authored to group related information that can be
easily consumed within a user interface experience by swipe (or
other simple gesture) navigation from card-to-card.
[0006] Cards have a visual representation intended to evoke
similarities to their physical counterparts. They have a fixed
portrait aspect ratio that makes them ideally suited to current
mobile computing devices as well as easy to scale up to and arrange
to fit other display form factors, such as provided on laptop and
desktop computers as well as smart TVs. The physical card metaphor
can also extend to the interactive behavior of cards in a wrap, as
the user can use gestures that evoke the "flipping" of cards in a
deck or bound booklet to navigate between them.
[0007] In addition, each card in a wrap has defined content that is
displayed in a predefined layout. In general, the cards in a wrap
have the same size and aspect ratio. The aspect ratio is preferably
device independent and is preferably maintained regardless of
device orientation and/or display window size.
[0008] Cards are like containers for holding and distributing media
content, such as text, images, photos, audio, video and the like.
In addition, cards may also contain or hold executable objects that
provide or enable real-time features, such as application
functionality (i.e., the ability to schedule appointments, engage
in online chats or conversations) and support e-commerce related
services (i.e., the ability to purchase goods and/or services). The
multimedia content and/or interactive services contained by any
given card can be determined entirely in advance or as late as the
moment the wrap is consumed by the end-user. Such media content and
executable objects are sometimes referred to herein as card
"assets."
[0009] Cards, however, can differ from their physical counter-parts
in ways that provide for unique presentations of content or the
aforementioned application functionality and/or e-commerce
services. For example, a gallery card provides the ability to
present an expanded amount of content in a vertically stacked
orientation such that the overall length (i.e., the number of cards
or in a horizontal sequence) of the wrap is not affected by the
amount of content in the wrap. This aids in navigation since the
user can flip to the previous or next card regardless of their
current position in the gallery.
[0010] Wrap packages are delivered and rendered in a browser as a
sharable and savable message. Wrap packages thus provides an
app-like user experience that is delivered as a live, interactive,
message from a cloud-based platform, using for example, the
Software as a Service (SaaS) model. A wrap is thus a portable
container of multimedia content, and interactive services, designed
for ease of delivery, exchange, and consumption.
[0011] Wrap packages are also consumable anywhere, meaning they
have the ability to be resolved and displayed on just about any
type of device (mobile phones, laptops, tablets, wearable computing
devices such as smart watches, desktop computers, smart TVs, etc.),
regardless of the platform (e.g., iOS, Android, Microsoft, etc.).
Wrap packages are thus platform and device independent. Wraps do
not have to be written for any specific platform, such as iOS or
Android, or for any specific device or class of devices (e.g. smart
phones, tablets, desktops, etc.).
[0012] Wrap packages are thus a mobile-first marketing and commerce
platform that ideally provides a beautiful world of storytelling in
bite-size moments that get and hold attention. In addition, the
unique characteristics of (i) authoring once and running on almost
any device, regardless of the operating system or the type and (ii)
the ability to easily distribute wrap packages similar to messages,
together are a powerful construct that potentially can make the use
of wrap packages near universal.
[0013] By creating wrap packages, businesses and other
organizations can simply and cheaply create, distribute, and manage
storytelling mobile web user experiences. app like functionality
and e-commerce, all in the context of wrap packages delivered
directly to consumers. Where businesses used to have to build
destinations (websites) or use monolithic systems (apps), they can
now provide consumers, particularly mobile device users, with a
user experience that delivers the content they want combined with a
complementary palette of functions and/or e-commerce related
services.
[0014] Wrap packages thus solves a number of current problem with
the mobile web. Unlike web sites, wrap packages are easy to consume
on mobile devices and offer the opportunity to create compelling
narratives and user experiences. In addition, the ability to
incorporate app-like functionality into wraps provides a
multi-function app-like experience, without having to develop an
app, be in an app, download an app, or open several apps.
[0015] The uniqueness of wrap packages creates opportunities for
business and other organizations alike to innovate and improve
marketing efforts, customer support, and user experiences in ways
previously not possible, because an enabling interface and platform
did not exist. Wrap packages can thus potentially define the next
generation interactive web paradigm, particularly for mobile,
although for desktop and other types of devices as well.
[0016] Data analytics is the science of examining raw data for the
purpose of discovering insights, conclusions and/or meaningful
patterns. Analytics typically relies on the simultaneous
application of statistics, computer programming and operations
research to quantify some desired measure of performance. In many
industries, data analytics is used to allow companies and
organization to make better business decisions. For example, many
businesses and organizations commonly apply analytics to business
data, to describe, predict, and improve business performance.
Specific areas within analytics include predictive analytics,
enterprise decision management, retail analytics, store assortment
and stock-keeping unit optimization, market optimization, market
mix modeling, and web analytics, sales force sizing and
optimization, price and promotion modeling, predictive science,
credit risk analysis and fraud analytics.
[0017] In the above-mentioned non-prior art U.S. Provisional
Application No. 62/170,438, an authoring tool for the authoring of
wrap packages is described. With this tool, one or more authors can
manually create wrap packages. During the course of one or more
authoring sessions, author(s) may author a set of cards of a wrap
package by (a) selecting a card type among a plurality of different
card types, (b) selecting a card template from one or more card
templates of the selected card type, (c) authoring a new card by
copying and modifying the selected card template of the selected
card type, (d) repeating steps (a) through (c) for authoring a
plurality of cards of the wrap package and (f) defining one or more
sequence order(s) for rendering the plurality of cards in the wrap
package.
[0018] Although the above-referenced authoring tool is a powerful
tool that enables the creation of beautiful, graphic-intensive wrap
packages with embedded application functionality and/or e-commerce
services, the process is labor intensive since the authoring is
manual. The authoring tool thus has limited application in certain
circumstances, such as in situations where it is desirable to
create and distribute a large number of wrap packages, each with
custom content. A system and method for automatically authoring and
delivering wrap packages of cards with custom content to target
individuals is therefore needed.
SUMMARY
[0019] The present invention is directed to a method for authoring
and delivering wrap packages of cards with custom content to target
individuals. The method involves (a) authoring a set of cards of a
wrap package without custom content, (b) predefining the custom
content to be included in the set of cards of the wrap package, (c)
ascertaining if a predefined trigger event has occurred, (d)
inserting the custom content into the set of cards of the wrap
package when the trigger event occurs, and (e) distributing the
wrap package to a target individual after the trigger event occurs,
the distributed wrap package including the custom content in the
set of cards.
[0020] In a non-exclusive embodiment, authoring the set of cards of
the wrap package without custom content includes the steps of
defining one or more empty component(s) in the set of cards of the
wrap package and defining one or more content type(s) for insertion
into the one or more empty component(s) in the set of cards of the
wrap package respectively.
[0021] In yet another non-exclusive embodiment, analytics can be
used to generate the custom content inserted into the empty
components of the wrap package.
BRIEF DESCRIPTION OF THE DRAWINGS
[0022] The invention and the advantages thereof, may best be
understood by reference to the following description taken in
conjunction with the accompanying drawings in which:
[0023] FIG. 1 is a diagram illustrating a wrap package layout that
includes a plurality of cards threaded together so as to be
viewable in linear arrays in accordance with the principles of the
present invention.
[0024] FIG. 2 is a diagram depicting the design, functionality and
data integration capabilities of a representative card in a digital
companion wrap package according to the principles of the present
invention.
[0025] FIG. 3 is a diagram illustrating the media content and
distribution model for distributing digital companion wrap packages
in accordance with the principles of the present invention.
[0026] FIG. 4 is a block diagram of a representative system for
authoring, storing, distributing, and consuming wrap packages in
accordance with the principles of the present invention.
[0027] FIG. 5A diagrammatically illustrates selected components
associated with defining and rendering a representative wrap
package.
[0028] FIG. 5B diagrammatically illustrates selected components
associated with defining and rendering a representative wrap
package in accordance with another embodiment that utilizes state
descriptors and/or behavior extensions.
[0029] FIG. 6 is a diagram illustrating the hierarchy of a wrap
descriptor in accordance with the principles of the present
invention.
[0030] FIG. 6A is a diagram illustrating the hierarchy of a
particular card descriptor in accordance with the principles of the
present invention.
[0031] FIG. 6B is a diagram illustrating the hierarchy of a second
card descriptor embodiment.
[0032] FIG. 6C is a diagram illustrating the hierarchy of a gallery
card wrap descriptor embodiment.
[0033] FIG. 6D is a diagram illustrating the hierarchy of a trigger
component descriptor embodiment.
[0034] FIG. 6E is a diagram illustrating a feed card in accordance
with another non-exclusive embodiment of the present invention.
[0035] FIG. 7 is a home screen for an authoring tool used for
authoring wrap packages in accordance with a non-exclusive
embodiment of the invention.
[0036] FIG. 8 illustrates an exemplary window for defining a title
for a new wrap to be authored according to a non-exclusive
embodiment.
[0037] FIG. 9 illustrates a non-exclusive embodiment for an
authoring workspace space for the authoring of wrap packages using
the authoring tool of the present invention.
[0038] FIGS. 10A through 10C illustrate a header of the workspace
for the authoring of wrap packages using the authoring tool of the
present invention.
[0039] FIGS. 11A through 11C illustrates the authoring of a textual
card using the authoring tool of the present invention.
[0040] FIGS. 12A through 12C illustrate the authoring of an image
card using the authoring tool of the present invention.
[0041] FIGS. 13A through 13B illustrate the authoring of a video
card using the authoring tool of the present invention.
[0042] FIGS. 14A through 14C illustrate the authoring of a document
card using the authoring tool of the present invention.
[0043] FIGS. 15A through 15C illustrate the authoring of a chat
card using the authoring tool of the present invention.
[0044] FIGS. 16A through 16F illustrate the authoring of an
appointment card in accordance with multiple embodiments using the
authoring tool of the present invention.
[0045] FIGS. 17A through 17F illustrate the authoring of a
location/GPS card in accordance with multiple embodiments using the
authoring tool of the present invention.
[0046] FIGS. 18A through 18E illustrate the authoring of a transact
card using the authoring tool of the present invention.
[0047] FIGS. 19A through 19E illustrate the authoring of a gallery
card using the authoring tool of the present invention.
[0048] FIGS. 20A through 20B illustrate the authoring of an end of
wrap card using the authoring tool of the present invention.
[0049] FIG. 21 is a flow chart illustrating the steps of authoring
and distributing a wrap package with custom content in accordance
with a non-exclusive embodiment of the present invention.
[0050] FIG. 22 is a flow chart illustrating the steps of generating
a card descriptor for a card of a wrap package in accordance with a
non-exclusive embodiment of the present invention.
[0051] FIG. 23 is a flow diagram illustrating the steps of
generating a wrap descriptor from one or more card descriptors of a
wrap package in accordance with a non-exclusive embodiment of the
invention.
[0052] FIG. 24A through 24D are a set of diagrams illustrating the
authoring and distribution of active receipt wrap packages with
custom content and an infrastructure for doing the same.
[0053] FIG. 25 is a flow diagram illustrating the use of beacons to
automatically generate and deliver wrap packages of cards with
custom content to target individuals in accordance with yet another
non-exclusive embodiment of the invention.
[0054] FIG. 26 is a diagram illustrating a plurality of beacons
arranged in different departments of a department store in
accordance with a non-exclusive embodiment of the present
invention.
[0055] FIGS. 27A through 27C illustrate two exemplary wrap packages
automatically generated with custom content and delivered to target
individuals in response to beacons in accordance with the
principles of the present invention.
[0056] FIG. 28 is a flow diagram of another embodiment for creating
and distributing wrap packages with custom content.
[0057] In the drawings, like reference numerals are sometimes used
to designate like structural elements. It should also be
appreciated that the depictions in the figures are diagrammatic and
not to scale.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
[0058] The invention will now be described in detail with reference
to various embodiments thereof as illustrated in the accompanying
drawings. In the following description, specific details are set
forth in order to provide a thorough understanding of the
invention. It will be apparent, however, to one skilled in the art,
that the invention may be practiced without using some of the
implementation details set forth herein. It should also be
understood that well known operations have not been described in
detail in order to not unnecessarily obscure the invention.
[0059] The cards of the wrap packages are ideally authored in one
or more linear sequences so that a book-like narrative unfolds, not
only through the cards themselves, but also by the transition
between the cards, as they are sequentially browsed. In addition,
the wrap packages are portable objects that may exist within a
social feed or within a custom application. Wrap packages are also
readily distributed, similar to electronic messages, through
e-mail, messaging, social-media, or via a variety of other
electronic communication platforms. As a result, wrap packages are
consumable, sharable and savable objects. As the cards are browsed
in the one or more linear sequences during consumption, the user
experiences the unfolding of the authored narrative, including the
defined media content interwoven with the complementary application
functionality and/or e-commerce related services. As a result, the
entire user experience including any application functionality
and/or e-commerce related services is substantially contained
within the context of the wrap package itself, typically (but not
necessarily) without the need to navigate to other sites.
[0060] Referring to FIG. 1, a diagram of a non-exclusive embodiment
of a wrap package 10 viewable on a computing device 12 is
illustrated. The wrap package 10 includes a plurality of cards 14
that are threaded together so as to enable browsing by swiping in
one or more linear sequences. Any of the cards 14 may optionally
include various types of media, such as text, images or photos,
audio, video, a live or streaming feed of media, 3-D objects, or
content from other wrap packages (not illustrated). Any of the
cards 14 may also optionally provide application functionality,
such as the ability to receive input data or display dynamically
generated data, a calendar for scheduling or booking appointments
or making reservations for goods and/or services, location/GPS,
etc. In addition, any of the cards 14 may optionally provide or
support e-commerce services, such as the ability to browse products
in a catalog, communicate with an online sales representative,
and/or purchase product(s).
[0061] By way of example, in the schematically illustrated wrap
package 10, card 14.sub.A includes text, card 14.sub.B presents a
gallery, card 14.sub.C includes images or pictures, card 14.sub.D
includes a video, card 14.sub.E includes e-commerce related
service(s), card 14.sub.F includes a calendar function for
scheduling appointments and/or booking reservations, card 14.sub.G
includes a user approval function, 14.sub.n-1 includes a data entry
function, card 14.sub.N includes location or GPS services, etc.
[0062] On computing devices with touch sensitive screens, the cards
14 of wrap packages 10 can be navigated linearly by swiping or by
using other suitable interfaces, such as a stylus or pen. In
devices without a touch sensitive screen, alternative user
interfaces are provided to facilitate transition (e.g., flipping)
from one card to the next. In the context of the present
application, the terms "swipe-browsing" or "swiping" is intended to
mean the navigation from one card to an adjacent next card. With
devices with touch sensitive screens, swipe browsing is typically
implemented by the sliding of a finger or other input device across
the display. With devices without touch-sensitive screens, other
navigation tools such as a mouse, keyboard or remote control, can
be used for swipe browsing. When a swipe is performed, the content
of the next card in the sequence is displayed. For example, by
swiping either right to left or vice versa, the next card,
depending on the swipe direction, in the horizontal sequence is
displayed. Similarly, by swiping up and/or down, the next card in
either the up or down sequence is displayed. Thus, the user
experience when consuming a wrap package is the wrap package itself
(as opposed to a remote web site for example), viewable via a
swipe-able interface.
[0063] Additionally, some cards may also include one or more
embedded link(s) that, when selected, enable navigation to either a
non-adjacent card not in linear sequence or to another wrap
package, a web page or some other location entirely outside of the
wrap package.
[0064] It should be noted that the particular layout of cards 14 in
the wrap package 10 illustrated in FIG. 1 is merely illustrative.
Both the number of rows and/or columns, and the number of
sequential cards 14 within any given row or column, may vary widely
as appropriate to deliver the desired user experience, narrative,
content, functionality and services of the wrap package 10.
[0065] With gallery cards, such as card 14.sub.B of FIG. 1, swiping
allows for the scrolling through of the contents of a card 14,
which are typically too voluminous to be displayed within the size
of a fixed screen display, such as that provided on a mobile phone.
In an illustrative example, a particular wrap package 10 may
include a plurality of cards organized in a horizontal sequence. By
swiping right to left or vice versa, the next card 14 or the
previous card 14 in the horizontal sequence is displayed. In the
vertical direction, however, one or more selected cards 14.sub.B
may be configured in the gallery format, allowing the viewer to
scroll up or down by swiping through media content of the gallery.
In an illustrative but non-exclusive example, a wrap package 10
authored and distributed by a car rental business may include a
horizontal sequence of cards 10, each dedicated to a category of
information pertinent to a traveler (i.e., cards dedicated to local
hotels, restaurants, local tourist attractions respectively). By
swiping up or down for a given card, relevant material within each
category is displayed in a gallery format. For instance by swiping
up or down the hotel card (not illustrated), a gallery of a number
of local hotels is displayed. In variations of the gallery card
format, the behavior invoked by an up or down swipe may differ. For
example, swiping up or down my result in a continuous "rolling" of
the content of the gallery card. In other embodiments, an up or
down swipe may result in a "snap" action with the next item of
content appearing after the snap, for example, as illustrated as
cards 14Y and 14Z in FIG. 1.
[0066] The wrap package 10 is identified, as described in more
detail below, through the use of a unique identifier (wrap ID 42)
assigned to the package 10. By way of example, the wrap ID 42 may
take the form of a Uniform Resource Identifier (URL). As such, the
wrap ID may thus be provided as a link, which can readily be used
to effectively send or retrieve the wrap package. That is, the wrap
package may effectively be "sent" to a potential viewer as a link
using any of the wide variety of mechanism that can currently--or
in the future--be used to send a link or convey the URL. By way of
example, this may include e-mail messages, text messages, SMS
messages, via a Twitter tweet, as a post on social media such as
Facebook, etc., discussion forums, walls or the like, as a link
embedded in a document, an image, or a web page or any other media
type, in a blog or micro blog (e.g. Tumblr), or any other messaging
or electronic content distribution mechanism or communication
platform currently known or developed in the future.
[0067] Wrap packages are therefore significantly different and more
powerful than web sites. For example with wrap packages, they can
be consumed "on the spot" where it is located (i.e., when delivered
to a mobile device for example). In contrast with the selection of
a banner ad appearing within a web site, where the viewer is taken
to a new web page that is not (a) necessarily designed for mobile
devices and (b) is self navigating, making it very difficult for a
narrative to be conveyed. As a result, the user experience,
particularly on mobile devices, may be very poor. Hence, the
friction of providing a compelling user experience with wrap
packages is far less than with a web site.
[0068] The cards 14 of a wrap 10 can be displayed on the screen of
virtually any type of computing device. It should be appreciated
that the card metaphor is particularly well suited for use on
mobile devices such as smart phones, tablet computers, etc., which
makes the format particularly powerful for authors interested in
developing content tailored for mobile devices. By delivering wrap
packages 10 to mobile devices, users and potential customers can be
won over at their point of intimacy, where they spend their time
and consciousness. Wrap packages thus allow authors, merchants and
other content providers to create compelling narratives and provide
ongoing application functionality and/or e-commerce support
directly delivered anytime and anywhere to users, transforming
their mobile devices into a powerful business tool that enhances
mobile engagement and relationships. As a result, higher customer
satisfaction, better brand engagement, and a higher conversion
(i.e., click-through rates) and repeat e-commerce related activity
compared to other forms of after sale promotions and merchandising
will likely result.
[0069] Referring to FIG. 2, a diagram depicting the design,
functionality and data integration capabilities of a representative
card 14 in a wrap package 10 is shown.
[0070] By using card templates, authoring tools and media
collaboration tools, beautiful, content-rich, cards 14 may be
created either by automation or by individuals with even minimal
design skills and experience. As such, the author, either a person
or an automated process, has the ability to easily create beautiful
content-rich cards 14 that can selectively include text, images,
photos, and other media similar to PDF files, but optionally, with
the added benefit of additional application functionality and/or
e-commerce related services, either embedded in the same card 14,
or other cards 14, in the wrap package 10. In the automated
authoring embodiments, the content of a card 14 can be populated by
a data processing system that automatically uploads predefined
content into various defined fields of a card template.
[0071] By authoring (i) the horizontal and/or vertical sequence
order for swipe-browsing the cards 14, (ii) the media content in
each card 14, (iii) application functionality and/or (iv) the
e-commerce services for each card 14, it is possible to author Wrap
packages 10 that are content-rich, highly interactive, and that
define a palette of services, functions and experiences related to
the wrap package 10, all within the context of a story book-like
narrative that unfolds as the cards 14 are browsed in their
sequence order(s).
[0072] In addition, the use of component libraries and the
authoring tools allow for the authoring of cards 14 with a diverse,
easy to use, reusable, set of component modules that provide a wide
variety of application functions and e-commerce services. Such
application functions include, but are not limited to, for example,
calendar functions, scheduling of an appointment functions,
reserving or booking goods and/or services, such as a car rental,
hotel room, or table at a restaurant, map or GPS related functions,
support for online conversations, streaming live video or other
media feeds, etc. In addition, e-commerce related services include
displaying product and/or service offerings, displaying user
account information, engaging a sales representative in an online
chat session, and enabling the purchase of goods and/or services,
etc. These card services or "plugins" are all part of an ecosystem
supported by a Wrap run-time engine viewer (described in more
detail below), which allows the various plug-in services to all
communicate and inter-operate together. For example, a calendar
plugin could be configured to communicate with a reservation
booking database plugin, which could communicate with a chat
plugin. The communication among the various plug-in services is
accomplished through a common set of APIs. As a result, the
interactivity, functionality and usefulness of wrap packages 10 are
significantly enhanced by such an ecosystem of connected plug-in
services.
[0073] Finally, the integration capabilities of cards 14 enable the
bi-directional flow of data from users browsing a wrap package 10
to other cards 14 in the same wrap package 10, to another wrap
package 10, or a remote data processing system. For example, a card
14 can be integrated with the back end software system for a large
online retailer, which will automatically populate the content of a
card 14 with product images, user account information, prior
purchase information, and a host of other user-related information.
Alternatively, a card 14 can be used to capture data input from a
user and provide it to a retailer's back end e-commerce software
system. For example, a card 14 may display a one-click "Buy Now"
function for a displayed item. When the Buy Now function is
selected, previously saved user account information is
automatically delivered to the back end software system of the
online merchant, which then processes the information to complete
the transaction.
[0074] The data entered by the user and/or the data presented via a
card 14 of a wrap package 10 may thus be integrated with the
back-end database, cloud computing services, web sites, etc.,
regardless if managed by an author and/or distributor of the wrap
package or by a third party. The data processing for the purchase
of goods and/or services, appointments, and/or other application
functionality and e-commerce related services may, therefore, be
performed either within the wrap packages 10 itself or integrated
with a remote data processing resource.
[0075] The data integration capabilities of cards 14 can also be
shared among other cards 14 in the same wrap package 10, with other
wrap packages, with web sites, or just about any other data
processing system.
[0076] Referring to FIG. 3, a diagram summarizing the content and
distribution model for wrap packages 10 is shown. As illustrated in
the left most column, the content that may be included in the
various cards 14 of a wrap package 10 may include photos and/or
images, audio, video, text, 3-D objects, various types of streaming
media (e.g., audio, video, audiovisual, data, biometric
information, tickers, sensor outputs, etc.), other data types,
application functionality and/or e-commerce services. This content
may further be combined with content mixed from other wrap packages
10 as well as live or streaming content. The cards 14 of the wrap
package 10 may be further modified based on analytics, intelligent
personalization based on the demographics of targeted users or
viewers, as well as the integration of either data input or data
output to/from with other cards 14, other wrap packages 10, or
remote data processing systems and processes, as explained
above.
[0077] All of the above are then combined during the authoring
process into a group of digital objects, defined herein as the wrap
package 10. In non-exclusive embodiments where URLs are used as
identifiers (i.e., wrap ID 42), the wrap packages are
"light-weight", meaning content of the wrap package 10 is delivered
over a network to a user only when the wrap ID 42 for the wrap
package 10 and/or each card 14 is identified. As a result, the
media content, application functionality, and/or e-commerce related
services is delivered only when needed. Also, by authoring the
cards 14 using a widely supported language such as HTML, the cards
14 of wrap packages 10 can be written once and are viewable on a
display associated with almost any computing device running a
browser. Accordingly, unlike applications, multiple version of a
wrap package 10 need not be authored for multiple platforms.
[0078] The wrap package 10 is thus essentially a cloud based
portable object that may be readily distributed in a number of
ways. In non-exclusive examples, wrap packages 10 may be
distributed by email, SMS messaging, ad networks, Twitter,
merchant/retailer web sites, photo and/or video sharing web sites
that support messaging, social networking web site such as
Facebook, through the down-loading of applications from aggregators
such as the Apple App Store or Google Play, or just about any means
for electronically distributing data over a network, currently
known or developed in the future.
Authoring and Distribution of Wrap Packages
[0079] Referring to FIG. 4, a block diagram of a non-exclusive
system for authoring, storing, distributing and consuming wrap
packages 10 is illustrated. The system 20 includes a server node
22, a plurality of computing devices 12, including but not limited
to a desktop computer 12A, a laptop computer 12B, a tablet computer
12C, a mobile "smart" phone 12D, a wearable computing device, such
as a smart watch 12E or smart glasses 12F and "smart" TVs 12G. The
server node 22 and the computing devices 12A-12G communicate with
one another over a network 24. In various embodiments, the network
24 may be the Internet, an intranet, a wired or wireless network, a
Wi-Fi network, a cellular network, other types of communication
networks, or any combination thereof.
[0080] The server node 22 includes a "wrap" engine 26, which
defines a web application framework 28, a storage device 30 and
cache 32, each for storing wrap packages 10 and other data. The
server node 22 also may include a suite of tools, such as an
authoring tool (as described in detail below), an analytic engine
tool, a media collaboration tool and a data transformation tool,
for authoring wrap packages 10.
[0081] The web application framework 28 is a software platform
designed to support the manual and/or automated authoring of wrap
packages 10. The framework 28 is designed to alleviate the overhead
associated with common activities performed during the authoring of
many wrap packages 10. For example, the framework 28 may include
one or more libraries to help with the authoring of common tasks,
and modularizes and promotes the reuse of code designed to perform
specific tasks, such as implementing application functionality
and/or supporting e-commerce. In various embodiments, the web
application framework 28 may be implemented using, but is not
limited to, Ruby, Rails, JavaScript, Angular-JS, and/or any other
language or framework currently known or developed and used in the
future.
[0082] In a non-exclusive embodiment, the web application framework
28 of the wrap engine 26 also performs content management as a way
of organizing, categorizing, and structuring the media and other
content resources such as text, images, documents, audio files,
video files and modularized software code so that the content of
wrap packages 10 can be stored, published, reused and edited with
ease and flexibility. The content management function is also used
to collect, manage, and publish content, storing it either as
components or whole documents, while maintaining dynamic links
between the components and/or cards 14 of a wrap package 10.
[0083] In yet another non-exclusive embodiment, the web application
framework 28 of the wrap engine 26 is structured around multiple
tiers, including but not limited to a client tier, an application
tier and a database tier. The client tier refers to the browser
enabled communication devices 12 that execute and display cards 14
of wrap packages 10, as well as web pages written in HTML or
another mark-up language. The database tier, which is maintained in
storage 30, contains the one or more libraries of user and/or
platform provided media content, software components, modules, etc.
used for the authoring of wrap packages 10. The application tier
contains the software that runs on the server node 22 and that
retrieves and serves the appropriate wrap package 10 from storage
30 and/or cache 32 when requested by a computing device 12.
[0084] Since wrap packages 10 are essentially data objects, they
can be both cached and delivered over a Content Delivery Network
Interconnection (CDN), both of which can be effectively used to
deliver wrap packages 10 with minimal delay. For example, commonly
requested wrap packages 10 may be cached in the cache 32, which
provides faster access and delivery times than storage 30. Also
other caching techniques, such as pre-caching, may be used with
popular wrap packages 10, to speed up delivery times. Since the
amount of storage in the cache is typically limited, cached wrap
packages 10 and other data may be periodically replaced by any
known replacement algorithm, such as first-in, first-out or least
recently used for example.
[0085] During the composing of a wrap package 10, one or more
author(s) 34 may access the server node 22 over a network 36, which
may be different or the same as network 24. The author(s) 36
interact with the wrap engine 26, including the web application
framework 28, and the above-mentioned suite of tools for the
creation, editing, optimization and storing of wrap packages 10. In
yet other embodiments, the one or more author(s) 34 can also access
third party content 38 for inclusion into a wrap package 10. As
previously noted, wrap packages 10 can be authored manually by one
or more individuals or electronically in an automated process.
[0086] For more details on the authoring of cards 14 of wrap
packages, see U.S. provisional applications 62/062,056 and
62/062,061, both entitled "Wrapped Packages of Cards for Conveying
a Narrative With Media Content, Providing Application
Functionality, and Engaging Users in E-commerce", both filed Oct.
9, 2014, and both incorporated by reference herein for all
purposes.
[0087] Once the authoring of a wrap package 10 is complete, it is
maintained in storage 30 and possibly cached in cache 32. In
response to receiving an identifier, the wrap engine 26 accesses
the corresponding wrap package 10 from storage 30 or the cache 32
and serves it to the requesting computing device 12 for consumption
in a format customized for the viewing device.
[0088] It should be noted that the authoring and distribution
diagram of FIG. 4 is merely representative and should not be
construed as limiting. For example, multiple server nodes 22 for
the authoring and/or distribution of wrap packages 10 may be
provided at the same or different locations. In addition, multiple
instantiations of a given wrap package can 10 be stored at multiple
server nodes 22, typically located at different geographic
locations. With this arrangement, the server node 22 that is most
capable of quickly delivering a requested wrap package 10,
sometimes referred to as the "publication server", is the node 22
that will deliver the wrap package to the requesting device 12.
The Wrap Package
[0089] As diagrammatically illustrated in FIG. 5A, a wrap package
10 includes a set of one or more cards 14. Each card 14 may contain
one or more components 16 that serve as containers for content
objects 17. The content objects 17, together with the behaviors
associated with the cards and components 16, define the content and
functionality of the cards. The content objects 17 may be simple or
complex. Simple content objects 17 include standard web-based
content types such as text, images, video clips, etc. More complex
content objects 17 may include objects having more complicated
structures and/or behaviors, as will be described in more detail
below.
[0090] The structure of the wrap 10, including the structure,
layout and components 16 of each of its cards 14 is preferably
defined by a wrap descriptor 40. The actual structure of the
descriptor 40 may vary widely and a few different suitable
descriptor structures are described in more detail below with
respect to FIGS. 6-6D. Some content objects 17, such as text, may
be directly included (in-line) in the component 16. Other content
objects 17, such as images or video clips, may be included by
reference, e.g., through simple URL references, or in-line through
an encoding method such as MIME (Multi-Purpose Internet Mail
Extensions). Complex content objects 17 may be specified in-line or
by reference and may (a) contain other components 16 or content
objects 17 and/or (b) specify abstract behaviors.
[0091] Referenced content objects 17 stored outside of the wrap
descriptor 40 are sometimes referred to herein as assets 65. The
referenced assets 65 may take the form of almost any type of
content that can be included in the wrap package. This can include
text, photos, images, 3-D objects, audio, video, and other media
content or streams and/or a variety of executable objects, services
and/or other functionality. Sometimes an asset may take the form of
a stream and the wrap descriptor 40 is arranged to identify the
source of the stream (i.e., the feed). By way of example, the
stream could be a live audio or video stream, a data feed such as a
stock ticker, sensor outputs, biometric information, etc.
[0092] In certain circumstances, some or all of the assets 65
associated with a wrap 10 may be stored and accessible from a
dedicated wrap server. However, that is not a requirement. Rather,
an asset can be retrieved from any location that would be
accessible by the consuming device (e.g., through the Internet, an
intranet or private network or any other reliable means), and there
is no need for the various assets 65 to be located in a single
asset store, although that may be desirable in many
circumstances.
[0093] The wrap package 10 has an associated identifier, the wrap
ID 42, that uniquely identifies the wrap 10. The wrap ID is
preferably a globally unique identifier (GUID). In some
embodiments, the wrap ID 42 takes the form of a URL, or any other
identifier that can be converted to, or extracted from, a URL,
which facilitates access to the wrap 10 over the Internet using
conventional mechanisms. An example of a conversion of the wrap ID
to a URL might be adding a domain as a prefix to the wrap ID to
form a URL (e.g., www.wrap.com/wrap/<wrapID>).
[0094] FIG. 5A also diagrammatically illustrates selected
components associated with defining and rendering a representative
wrap package 10. The illustrated components may optionally include
one or more covers 15, a wrap descriptor 40, a wrap runtime viewer
50 and various referenced external assets 65. As previously noted,
the wrap descriptor 40 defines the structure, layout and components
16 of each of the cards 14 within the wrap package 10. The wrap
descriptor 40 typically includes the wrap ID 42 and a set, deck or
array of card definitions or card descriptors 46, each defining the
structure of an associated card (as described with respect to FIG.
6 for example). The wrap descriptor 40 may also include other
information of interest such as a wrap name/title 44 and optionally
one or more cover identifier(s) 43 and/or other information or
metadata 45 about the wrap package 10.
[0095] To facilitate rendering the wrap package 10 on various
different devices, the wrap is preferably stored in a data format
that separates the data from the presentation. At the time of this
writing, JavaScript Object Notation (JSON) is a popular,
light-weight, data-interchange format that can be used to describe
the wrap package 10. Thus, by way of example, the definition of the
wrap package 10 may be stored as a JSON data object at the
server(s) 22. That is, the descriptor 40 may take the form of a
JSON object. In other embodiments, a BSON (Binary JSON) data object
may be used. Although the use of JSON or BSON data objects is
described, it should be appreciated that in other embodiments, the
wrap package 10 may be stored in a variety of other suitable
formats, whether now existing or later developed.
[0096] The optional cover 15 of the wrap package 10 is typically a
graphic object that contains an embedded hyperlink to the wrap
(e.g., the URL used as wrap ID 42) and can be placed in any
suitable type of electronic media to represent the wrap package 10.
Thus, a wrap 10 may be accessed by clicking on or otherwise
selecting the cover 15 or by clicking on, or otherwise selecting
any other type of link containing the wrap ID 42. As such, in order
to "distribute" a wrap package 10, either the cover 15 or a link
can be distributed to potential viewers of the wrap package 10
using any available tool. For example, the wrap package 10 may be
distributed by: (i) placing the cover 15 or a link on a webpage, in
an ad or in any other location that can be accessed by a potential
viewer via a browser; (ii) by posting the cover 15 or a link on a
blog, a micro blog, a forum, a wall etc. or any social media
distribution mechanism such as Facebook, Twitter, etc.; (iii) by
including the cover 15 or a link in a message such as e-mail, SMS
message, a Twitter Tweet, text messages, etc.; or (iv) using any
other available distribution mechanism or platform, either known
now or developed in the future. Therefore, in many circumstances,
it is desirable to create a cover 15 that is attractive and entices
viewers to access the associated wrap package 15. In some
instances, the cover 15 may take the form of an image from the wrap
package 10 itself (e.g., the first card); however, that is not a
requirement.
[0097] The wrap package 10 is configured to be rendered on a
consuming device 12 in conjunction with a wrap runtime viewer 50,
which is also sometimes referred to as the wrap run-time engine or
simply the viewer. The runtime viewer 50 provides a set of tools
and functionalities that are helpful for viewing and/or interacting
with the wrap. In some circumstances, the viewer 50 will take the
form of a dedicated, platform specific, wrap viewer application
(e.g., an applet or app in the context of a mobile device), a
plug-in (e.g. a browser plug-in) or other mechanism installed on
the viewing device that provides the necessary functionality. In
other circumstances the wrap viewer functionality may be
incorporated into other types of applications. However, limiting
the rendering of wraps to devices which have preinstalled wrap
viewing applications/functionality would greatly reduce their
portability since users are not always motivated to install such
applications unless or until they see a compelling need. Therefore,
as will be explained in more detail below, the delivery of a wrap
packages 10 may optionally be accompanied by a run-time viewer 50
that includes a set of associated tools and functionalities
suitable for use by a conventional browser to generate and/or
render the runtime instance of the wrap based on the wrap
descriptor 40 and to facilitate user interaction with the wrap
package 10. These tools and functionality can be thought of, and
are often referred to herein as a wrap toolset that is part of the
wrap runtime viewer 50. By providing the wrap construction, viewing
and interaction toolset in a browser executable form together with
the wrap descriptor 40, the wrap package 10 can be consumed on a
wide variety of different devices and operating system platforms
(e.g., iOS, Android, Microsoft, etc.) without requiring the users
to download and install a device and/or platform specific viewer
application. This is a powerful construct for enhancing the
portability and viral distribution of wrap packages among a myriad
of devices and operating system platforms
[0098] In the embodiment illustrated in FIG. 5A, the viewer toolset
provided with the wrap viewer 50 includes navigational tools 51,
sharing tools 52, storing tool 53, various e-commerce tools 54,
presentation engine/tools 55, security and access control tools 56,
a rendering engine 57, and application functionality tools 58. Of
course, it should be appreciated that not all of these tools are
required in all implementations and that in other implementations,
a variety of other tools and functionalities may be provided as
well. The navigational tools 51 facilitate navigation within the
wrap package 10. The sharing tools 52 provide mechanisms by which a
consumer of the wrap 10 may share the wrap with others, e.g., by
e-mail, by SMS message, via a social media post, etc. Storing tool
53 allows a user to persistently store the wrap and/or when
applicable, the wrap state, either locally or remotely. The
e-commerce tools 54 may include a variety of functionalities that
can help facilitate a variety of e-commerce tasks including
purchasing, making reservations, etc. Application functionality
tools 58 enable "app-like" functionality within the wrap package
10, such as conducting online chats, GPS functionality, etc.
Presentation engine 55 controls the presentation. In some
embodiments, the presentation engine 55 may be arranged to present
the wrap on the consuming device at a scale and in an aspect ratio
that is at least somewhat optimized for the device.
[0099] Security and access control tools 56 provide security and
access control functionality, which might include encryption
functionality and user authentication services. For example, in
some circumstances, the publisher of a wrap may want to limit the
circulation of the wrap to specific users or groups of users. A
few, nonexclusive examples of such circumstances include when the
wrap is created for use as: (i) an active receipt for a purchase as
described in U.S. Provisional Application Nos. 62/062,056 and
62/075,172 (both incorporated by reference herein for all purposes)
and (ii) a ticket for an event as described in U.S. Provisional
Application No. 62/079,500; (also incorporated by referenced herein
for all purposes); (iii) an item customized for a customer such as
a travel itinerary; and (iv) an employee manual as described in
U.S. Provisional Application No. 62/114,731 (also incorporated by
reference herein for all purposes); etc. Encryption services may be
desirable to protect confidential information. Of course, there are
a very wide variety of other circumstances where security and/or
access control/permission functionality may be desired.
[0100] With certain embodiments, the viewer 50 may optionally also
include a rendering engine 57 arranged to create and/or render a
runtime instance of the wrap on a consuming device 12 based on the
descriptor 40. In such embodiments, the rendering engine is arrange
to dynamically generate the HTML (or other markup language) use by
a browser or other viewing mechanism on the device 12 to render the
wrap at runtime. In some implementations, the rendering engine 57
is arranged to create an object graph based on the descriptor 40
and a document object model (DOM) based on the object graph. The
browser or other suitable app or application may then use the DOM
to render the wrap package 10.
[0101] With yet other embodiments, the viewer 50 may also
optionally have any number of card behaviors definitions 60. As
will be described in more detail below, different cards can be
designed to exhibit a wide variety of different behaviors. In order
to simplify the card, and card template creation processes, various
desired behaviors can be defined separately from the cards
themselves. The behaviors are known to or accessible by the wrap
viewer 50 (e.g., desired behaviors may be defined through behavior
definitions 60 or may be accessible as behavior extensions 62 as
seen in FIG. 5B). Thus, the descriptor for any particular card or
component may simply declare the desired behavior and the viewer 50
will know how to impart such behavior to the wrap/card/component
and/or how to obtain an extension that imparts such behavior.
[0102] In FIG. 5A, the behavior definitions and the various tools
are illustrated as separate items to facilitate their description.
However, in practice, some of the illustrated tools are simply sets
of associated behaviors, and therefore, the illustrated distinction
between the behaviors and such tools is/are largely for
emphasis.
[0103] As discussed above, the wrap package 10 may be rendered on a
wide variety of different devices 12A through 12G. These devices
may have a wide variety of different screen sizes, capabilities,
and viewing mechanisms. When a particular device 12 requests a wrap
package 10, a determination is effectively made as to whether a
suitable wrap runtime viewer is already present on the requesting
device. If not, a browser compatible runtime viewer 50 is provided
in addition to the wrap or wrap descriptor 40. The browser
compatible run-time viewer may be written in any format that is
appropriate for execution by a browser. By way of example,
JavaScript (JS) is a dynamic programming language that is currently
popular and supported by most general purpose browsers and many
other rendering mechanisms. Thus, JavaScript works well for the
browser compatible viewer since the same wrap viewer can be used
for a wide variety of different browsers. However, it should be
apparent that in other embodiments, the wrap viewer 50 may be
implemented using a wide variety of other now existing or future
developed frameworks and/or languages. For example, the DOM
rendering may be replaced with a React framework or another
suitable framework currently known or developed in the future. When
the wrap viewer is incorporated into a native application, it will
sometimes be desirable to write the viewer (or portions of the
viewer) in a format that executes more efficiently or is otherwise
preferred for execution on the underlying operating system,
etc.
Defining Card Behavior
[0104] Different cards 14 within a wrap 10 can be designed to
exhibit a wide variety of different behaviors. To simplify the card
authoring process, the card descriptor 46 within a wrap 10 can be
arranged to declare the behavior of the card 14 without internally
defining that behavior. Rather, in such circumstances, the desired
card 14 behaviors are defined within the wrap viewer 50 as part of
the behavior definitions 60 or through behavior extensions 62. With
this arrangement, a card template designer can define the behavior
for cards 14 authored using the template, or can define a set of
available behaviors from which a card author can choose. If a set
of behaviors are available to the card author, then the authors
selects the desired behavior from the available set. In either
case, the desired behavior is declared as part of the card. With
this arrangement, different cards 14 within a wrap 10 can exhibit
different behaviors and such behavior remains with the card even if
the card is used in a different wrap. If a new card behavior is
desired, the new behavior can be created and added to the behavior
definitions 60. In this manner, the newly defined behavior becomes
available to other template designers and/or card authors.
[0105] The card descriptor 46 for the gallery card includes a
behavior declaration that identifies the desired behavior for the
card, which can then be bound to the card at run-time by the wrap
viewer (e.g., browser based viewer, native viewer, etc.). For
example, this could take the form of a statement such as: [0106]
"Behaviors": ["vertical-snap-to-card"] Further examples are shown
in Appendix I of U.S. Provisional Application No. 62/133,574.
[0107] The developer of the wrap viewer 50 can define any number of
card behaviors that are supported by the viewer, such as but not
limited to the different scrolling techniques in the example above.
Third parties can provide extensions that define still other
behaviors (e.g., a scrolling behavior in which a two finger swipe
reacts differently than a one finger swipe, etc.). The developer of
a card template can define which of the available behaviors are
available for use with the template (e.g., a subset, or all of the
defined scrolling behaviors). Wrap and card authors using the
template can then select which of the behaviors available to the
template they would like to associate with the card, and the chosen
behavior is declared as part of the card descriptor 46.
[0108] Although the specific example of scrolling behavior in a
gallery card has been given, it should be appreciated that
virtually any desired type of card behavior can be defined and
declared in a similar manner. It should be appreciated that
differences in card behavior may take a wide variety of different
forms. For example, different types of cards may have different
accompanying behaviors; the behavior of a particular type of card
may be different based on its position within the wrap 10; and/or
the animations associated with transitions may vary with respect to
card position.
[0109] The actual structure of the descriptor used to define a
gallery card may vary significantly. By way of a representative
card descriptor structure suitable for implementing a gallery card
is described in more detail below and is illustrated in FIG.
6C.
Triggers
[0110] A card can have one or more triggers embedded therein.
Triggers are hooks associated with displayed items that can cause
an action or behavior in response to an event (e.g. a user input).
That is, a predetermined user action or other event (such as the
selection of the displayed item) triggers a defined action. In
general, a trigger is a component 16 of a card. The trigger has
associated behaviors and one or more associated handlers. When a
triggering event is detected, the associated handler causes
execution of the desired behavior.
[0111] Virtually any type of computer detectable event can be used
to activate a trigger. In many circumstances, the triggering event
may be a user input such as the selection of a displayed trigger
component (e.g., by tapping or performing another appropriate
gesture relative to a displayed item configured as a trigger
component). However, in other circumstance, the activating event
may be system generated. System generated events can include sensor
input based events, time or timer based events, the receipt of a
particular message, the determination that a particular
navigational sequence has occurred within a wrap, geo-location or
proximity based events (e.g., the viewing device is located within
a particular store or geographic area, or near to other users
viewing the same wrap) or any of a wide variety of other computer
detectable events.
[0112] Once activated, a trigger may exhibit any desired behavior
which can be associated with the trigger through appropriate
behavior declarations 95. Virtually any type of computer
implementable behavior can be associated with a trigger. By way of
example, a linking trigger may be used to link the user to another
card within the current wrap, to send the user to another wrap,
webpage or other destination. The linking trigger may also be
arranged to define a desired linking behavior (e.g., open in same
tab, open in new tab, etc.). Other triggers may initiate a wide
variety of other action.
[0113] The ability to generally define triggering events and the
resulting behaviors is an extremely versatile construct that
provides wraps with tremendous flexibility and power. Thus,
triggers can be used to enable a wide variety of actions, including
invoking of a number of different application-like functionalities
or e-commerce related services. For example, a trigger may be used
to initiate an action (e.g., order a product, conduct an online
chat, sharing the wrap with others, book or reserve a table at a
restaurant, a hotel room, a rental car, etc.). Almost any type of
wrap component/asset can be associated with a trigger, which gives
authors tremendous flexibility in guiding the user experience.
[0114] The wrap 310 illustrated in FIG. 7 has a number of triggers.
These include purchasing trigger 340 (FIGS. 7F-7K), subscription
trigger 360 (FIG. 7L) and social media triggers 381, 382, 383 (FIG.
7M). The purchasing trigger 340 is arranged to facilitate a user
purchase of the displayed product. As an illustrative example, the
trigger 340 of FIG. 7F, is associated with a generally rectangular
region that bounds the text and graphic located at the bottom of
the card, including the text "pomegranate $18 for 12 16-ounce
bottles" and the adjacent "Buy Now" button. The region that
involves the trigger is generally shown by a dashed box in FIG. 7F.
Selection of the trigger 340 links the user to a mechanism that
facilitates the purchase of the identified item. The other
above-identified triggers in the wrap 310 are characterized by and
operate in a manner similar to the Buy Now trigger 340 of FIG.
7F.
[0115] The implementation of a purchase mechanism within a wrap
package 10 may be widely varied. For example, in some
implementations, the user may be linked to the vendor's website,
where the purchase may be made in a conventional manner through the
website. If this approach is taken, it is often desirable to access
the target website through a "Cul-de-sac" so that the user is
returned to the wrap when finished with any transactions they wish
to make (a Cul-de-sac has the property of returning to the
initiating wrap card/page when the user closes the target website).
In another approach, the selection of the trigger causes the wrap
to transition to a purchasing card (or sequence of cards) within
the same wrap where the desired transaction can occur. One such
approach is described below with respect to FIGS. 8A-8C.
Alternatively, the transition could be to a separate purchasing
wrap. Regardless of the mechanism, it is often desirable (although
not necessary) to use a cul-de-sac approach so that the user is
returned to the card from which the transaction was initiated after
the transaction is completed. In still other implementations, the
transaction can be completed without leaving the current
card--particularly when the user is using a secure viewer that
knows the user's identity and relevant purchase related
information. In such an embodiment, the transaction can be
completed using a "one-click" purchasing option, where previously
stored customer billing, shipping and other account information is
used to process the purchase.
[0116] In a non-exclusive embodiment, the specific behavior
associated with the link may be declared in the same manner
described above. For example, consider a situation where the
trigger activates a link to an external website. There are several
ways that such a link could be implemented. One approach might be
to link to the target web page in the currently active browser tab,
which has the effect of navigating away from the wrap. A second
approach might be to open a new browser tab and open the target
webpage in that new browser tab. A third approach might be to
initiate a Cul-de-sac in the current browser tab and open the
target webpage in the Cul-de-sac (a Cul-de-sac has the property of
returning to the initiating wrap card/page when the user closes the
target website). In such an arrangement, the card template
developer can make these three link behaviors available to the
trigger and the card author can select the desired behavior. The
card developer can also define a default link behavior selection in
the event that the card author does not affirmatively make a
selection. As can be seen in Appendix I of U.S. Provisional
Application No. 62/133,574, trigger 340 in card 316 has these three
possible linking behaviors in response to activation of a
trigger.
[0117] The ability to direct a user to a target website to complete
a transaction can be helpful in many scenarios. However, a drawback
is that it can be more difficult to track or guide user behavior
after the user has navigated away from the wrap. Therefore, it is
often preferable to design the wrap in a manner that facilitates
handling user side interactions involved with a transaction from
within the wrap itself.
[0118] The actual structure of the descriptor used to define a
trigger may vary significantly. By way of example, a representative
trigger component descriptor structure is described in more detail
below and is illustrated in FIG. 6D.
Wrap Descriptors
[0119] Referring next to FIGS. 6-6D, a variety of specific
descriptor structures suitable for use in defining various wraps,
cards and/or components will be described. Although specific
descriptor structures are illustrated, it should be appreciated
that the structure of the various descriptors can be widely varied.
In general, the descriptors are arranged to define the structure,
layout, content and behaviors of the wrap without details of its
presentation on a particular device. That is, the descriptors
capture the functional and behavioral intent of the author, in a
platform independent way, such that the runtime may implement the
described structures and behaviors in a way optimal for the
platform in question.
[0120] A wrap generally will include multiple cards and the
corresponding wrap descriptor will typically have discrete
descriptors for each of the cards. The card descriptors each
include a unique card identifier and define the structure,
behavior, layout and content of the corresponding card. Behaviors
associated with any particular card can be applied at the card
level (i.e., associated with the card as a whole), at a component
level (i.e., associated to a particular component alone--which may
or may not include subcomponents) or at any subcomponent level.
Since the card descriptors are discrete, self-contained, units with
a unique identifier, it is very easy to mix wraps (i.e., use cards
created for one wrap in a second wrap). When cards are mixed, their
components and associated behaviors remain the same--although it is
possible to define behaviors that are context or state aware and
therefore exhibit different states/properties/responses/etc. in
different circumstances.
[0121] The components are encapsulated units that may have defined
content (although such content may be dynamic) and, when desired,
specific defined behaviors, styles and/or other attributes. In some
preferred embodiments, each component has a unique identifier and
could optionally also have an associated type and/or name. The use
of encapsulated components with unique component identifiers makes
the components highly modular such that an authoring tool can
readily use and reuse the same components in different cards and/or
wraps. Behaviors can be associated with the component and any
component can be composed of one or more subcomponents which
themselves are fully defined components.
[0122] Regardless of the level to which they are applied (i.e.,
wrap level, card level, component level, subcomponent level, etc.),
the behaviors are preferably declared in the descriptor rather than
being explicitly defined within the descriptor. In that way, the
behavior declaration acts as a hook which can be used to associate
virtually any programmable logic with a card/component/etc. The
behaviors are preferably defined (or at least obtainable) by the
runtime viewer.
[0123] FIG. 6, diagrammatically illustrates the structure of a
first representative wrap descriptor 40. In the illustrated
embodiment, the wrap descriptor 40 includes the wrap ID 42, the
wrap title 44, and a card descriptor 46 for each of the cards 14.
Each card descriptor 46 describes of the structure, layout and
content of the associated card. The wrap descriptor 40 may also
optionally include cover identifier(s) 43 and/or any other desired
information or metadata 45 relevant to the wrap. The cover
identifier(s) 43 identify any cover(s) 15 associated with the wrap.
Other information and metadata 45 may include any other information
that is deemed relevant to the wrap, as for example, an indication
of the creation date and/or version number of the wrap,
attributions to the author(s) or publisher(s) of the wrap, etc.
[0124] The card descriptors 46 may be arranged in an array, deck,
or in any other suitable format. In the diagrammatically
illustrated embodiment, each card descriptor 46 includes: a unique
card identifier (card ID 71); a card layout 75; and optionally, an
associated card type 73. The card layout 75 preferably includes at
least one of a layout identifier (layout ID 76) and a layout
definition 78 and optionally, a layout name 77. When the layout
definition is not explicitly provided in the card descriptor 46, it
may be obtained by reference through the layout ID 76. The layout
definition 78 may be provided in a variety of different format. By
way of example, Cascading Style Sheets (CSS) works well. As will be
appreciated by those familiar with the art, CSS is a style sheet
language used for describing the look and formatting of a document.
Of course, in alternative embodiments, other style sheets and/or
other now existing or future developed constructs may be used to
define the layout of the cards.
[0125] The card ID 71 is preferably a unique identifier that
uniquely identifies the associated card 14. An advantage of using
unique identifiers as card IDs 71 is that the cards 14 are not wed
to a particular wrap package 10, but rather, can to be used in or
shared among a plurality of wrap packages. That is, once a card is
created it can be used in any number of different wraps by simply
placing that card's descriptor 46 at the appropriate locations in
the card decks of the desired wrap package. Thus, the unique card
IDs 71 can be used to help streamline the process of using one or
more cards 14 from one wrap package 10 in a second wrap (sometimes
referred to as the "mixing" of cards 14 and/or wrap packages 10),
which can help simplify the process of creating the second wrap
package. In some implementations, the card IDs 71 may also take the
form of URLs, although this is not a requirement. A potential
advantage of using URLs as the card IDs 71 is that the URLs can
potentially be used to allow a card in the middle of the wrap to be
more directly accessed from outside of the wrap.
[0126] The card layout 75 defines the layout of the components 16
of the associated card 14. Preferably the card layout 75 includes a
card layout ID 76 which uniquely identifies the associated layout.
In some embodiments, the descriptor itself defines the layout using
a conventional web presentation definition mechanism such as
Cascading Style Sheets (CSS). In other embodiments, the layout
definition may be accessed from a server using the layout ID 76. As
will be familiar to those skilled in the art, CSS is a style sheet
language used for describing the look and formatting of a document
written in a markup language. CSS enables separation of document
content from the document presentation, including elements such as
the layout, colors and fonts. Thus, CSS is very well adapted for
inclusion within the wrap descriptor 40.
[0127] It should be noted that the layout ID 76 is also useful in
the context of the aforementioned authoring tool used to create and
author wrap packages 10. Specifically, in some embodiments, the
authoring tool is provided with a number of pre-defined templates
(card layouts) from which an author of a new card can choose. Each
template has one or more containers/components 16, which are
arranged on the card in a predetermined manner for holding card
content 17. The template itself can have any particular layout, or
can be used to create a particular layout. In either case, the
particular layout can be assigned a unique layout ID 76, and
thereafter, be used and reused in conjunction with different cards
thereby simplifying the card creation process.
[0128] The card type 73 (which is optional in the descriptor)
relates primarily to such an authoring tool. For convenience, the
templates may be categorized into different groups or classes. By
way of example, the classes/groups may relate to their intended
uses, the entity for which the templates are to be used, to the
creator of the templates or any other logical grouping of
templates. For example, card type 73, can be assigned to one or
more predefined card templates, depending on their intended
function. For instance, an authoring tool may include one or more
card templates, each centric for the display of text, visual media
such as photos or images, the playing of video, live or streaming
media, application functionality (e.g., scheduling appointments,
GPS, etc.), or supporting e-commerce (e.g., displaying products
and/or services for purchases, chatting with online sales
representative, etc.) respectively. Thus for each template type and
class/grouping, card type ID 73 may be assigned.
[0129] With the template-based approach, the author(s) of a wrap
package 10 can easily select a desired template/card layout that
meets their need from a set of available templates and create a new
card by readily inserting or otherwise associating the desired
content, functionality and/or services into the predefined
containers. Such a template based approach can greatly simplify the
authoring of cards 14 and wrap packages 10, since the author(s)
need not be an expert in HTML, scripting or other typical web page
language constructs required in order to create the card(s) 14 as
typically required with creating conventional web pages. Rather,
those details are embodied in the selected template itself, which
translates to a specific layout 75, which in turn is identified by
the layout ID 76. When a run-time instance of the wrap package 10
is created, layout 75 is used to format the associated card 14.
[0130] The associations between components 16 and their contained
content objects 17, whether explicit in the card descriptors, or
implicit and anonymous, are sometimes referred to herein as "pins"
80. When explicit, pins 80 are identified in the card descriptors
46 by a universally unique Pin ID 81, and by a symbolic pin name
82. When implicit, pins are anonymous at runtime, but may at design
time be instantiated in order to provide operable constructs to the
authoring tools, in which case they will share the name and ID of
the component they bind and associate.
[0131] Whether implicit or explicit, these conditions are
equivalent, and one representation may be trivially transformed
into the other and vice versa, with no loss of meaning. The
runtime, authoring environment and other tools are free to
transform the object graph as they see fit, and whether the
association is treated as intrinsic or extrinsic is irrelevant for
the purposes of the determination of the structure of the wrap and
its contents, this transformation being a matter of
convenience.
[0132] The symbolic name of a pin (pin name 82) or component is
both Human and Machine-Readable, for example, "Headline", "Glyph",
"Body", "Image", "Video", "Cul-de-sac", or any other heading that
the template designer deems appropriate. The symbolic name is used
to identify its function; can be used and bound to by constraints
and layouts to further constrain their display, behavior and
function; and is used by the authoring tools to identify the role
of the thus-associated component and map fields from one layout to
another when changing the layout associated with a card. Multiple
pins or components can share the same symbolic name. When they do,
it implies that they serve the same role in the system, and that
the same rules will apply to them.
[0133] Components 16 contain there associated content 17 and may
also contain or reference zero or more attributes or constraint
objects, specifying metadata to manage or modify the display of, or
behavior of, that component. Constraint objects may specify
abstract symbolic data used by the runtime to determine how to
display or manage the object containing it, (the Constrained
Object,) or the behavior of that object. Examples of such abstract
symbolic data are CSS class names, behavior names, or other
symbolic names acted on by other objects in the system. Constraints
may also contain concrete specifications to modify the display or
behavior of the object, or its container or any contained objects.
An example of the former is containing CSS rules applied to the
content. An example of the latter is inclusion inline or by
reference of JavaScript code that acts on the constrained
object.
[0134] The various constraint objects may be thought of as
attributes that define the style, format, behaviors, source/feed,
and/or constraints associated the corresponding content 17. In the
illustrated embodiment, these attributes include style attributes
86, source attributes 87 and other constraint objects such as
behaviors 60, 62. Of course, other attributes of a component can be
defined and declared as appropriate for the associated content.
[0135] The style attributes associate various styles with the
content 17 and may take the form of style sheets (e.g. CSS) or
other conventional style definition mechanisms. By way of example,
if the content 17 is a text string, the style attributes 86 may
include features such as the font, size, case, color,
justification, etc. of the text. If the content is a glyph, the
style attributes may include the color of the glyph, the size,
etc.
[0136] The source attributes 87 indicate the source of the
associated content 17. In some circumstances, the source attribute
may simply be a reference or pointer (e.g. a URL) that identifies
the location of a static content object (e.g., an image, a photo, a
video, etc.). However, it should be appreciated that the content
can also be dynamic. For example, the content object associated
with a component of a wrap could be the current price of a
particular stock. In such a case, the source attribute identifies
the feed from which the current price will be retrieved when the
card is rendered.
[0137] The ability to incorporate feeds into a wrap is a powerful
construct that facilitates a wide variety of different
functionalities including the dynamic updating of information
presented in a wrap after the wrap has been rendered. In general, a
feed is a structured source having content that can be dynamically
updated after the wrap has been rendered. As will be appreciated by
those familiar with the art, there are a wide variety of different
types of feeds and different feed structures. For example, a live
streaming feed may present a live stream that is progressively
rendered as the stream is received. Examples of live streams
include live video streams, audio streams, biometric streams, stock
ticker streams, etc. Other feeds are server side event driven as is
commonly used to facilitate live updates--as for example, sports
score updates, stock price updates, etc. Still other feeds are
polling feeds in which the wrap periodically polls a source.
[0138] The source attribute 87 may take the form a feed descriptor
that defines the nature and structure of the feed as well as its
feed characteristics including source location, data format(s),
update semantics, etc. For example, some feeds (e.g. live feeds and
live update feeds) require that a socket be opened and kept open as
long as the feed is active. Polling feeds require the
identification of the desired polling frequency. In other
embodiments, the source attribute may include a reference to a feed
object (note shown) that defines the feed.
[0139] It should be appreciated that there are a very wide variety
of different types of information/content that a wrap author may
desire have updated dynamically while a wrap is being displayed.
These might include items that may be expected to update frequently
and others that may update very slowly. By way of example, a few
examples of items that may be desirable to update dynamically
include sports scores, stock prices, the number of tickets still
available for purchase for an event, number of units of a product
that are available or simply an indication of whether a product is
in our out of stock, breaking news headlines, etc. A number of
services can also benefit from the ability to dynamically update
content based on information that can change while a wrap is
displayed such as, the user's geographic location, social
networking group information (e.g. friends or peers that are
nearby, online, etc.), featured information, etc. For example, a
card in a wrap for a sports stadium could show the nearest
concession stands, restrooms, etc. which can vary as the user roams
around the stadium. Another card could show the stats of a baseball
player currently at bat. A social networking card may inform a user
when their friends or others sharing similar interests are nearby.
A retailer may wish to run special offers that update periodically.
Of course, these are just a few examples. The types of content that
an author may wish dynamically update is limited only by the
creativity of the author. Other constraint objects may include
declarations of specific behaviors that are intended to be
associated with the component 16 and/or content 17. Such behaviors
may include behaviors 60, 62 known to or accessible by the runtime
viewer 50 as discussed above.
[0140] FIG. 6A diagrammatically illustrates an alternative pin
based card descriptor structure 46A. Appendix II of U.S.
Provisional Application No. 62/133,574 illustrates a representative
wrap descriptor 40A that takes the form of a JSON object that
utilizes the pin based card descriptor structure 46A illustrated in
FIG. 6A. FIGS. 14A-14E illustrate the wrap defined by the wrap
descriptor of Appendix II of the referenced provisional. To
facilitate correlation between the Appendix and FIG. 6A, various
descriptor elements are labeled with corresponding reference
numbers in Appendix II of the referenced provisional.
[0141] In the embodiment of FIG. 6A, the card descriptor 46
includes a unique card ID, 71, a card name 72, card type 73 and a
card layout 75. The layout 75 includes a layout ID 76, optionally a
layout name 77 and an explicit layout definition 78. In the
illustrated embodiment, the layout definition takes the form of
style sheets (e.g., cascading style sheets (CSS)). Although the
illustrated embodiment includes both the layout ID 76 and an
explicit layout definition 78, it should be appreciated that either
could be eliminated from the descriptor if desired. For example, if
the explicit layout definition is not part of the descriptor
structure, it could be accessed through the use of the layout ID.
Alternatively, when the layout definition 78 is explicitly
provided, the explicit use of the layout ID 76 may be eliminated.
However, it is generally preferable to explicitly provide the
layout ID.
[0142] The descriptor 46A also includes an array of zero or more
pins 80, with each pin 80 corresponding to a first level component
16. Each pin 80 includes a pin ID 81, a pin name 82 and an
associated component 16. The component 16 includes a component ID
88, a component type 89, and the component content 17. As indicated
above, the content may be provided in-line or by reference. Any
desired attributes and behaviors may then be associated with the
component through a set of zero or more component attributes 86
which potentially include any desired component style class
declarations 91, component style sheets (CSS) 93 and component
behavior declarations 95. In the illustrated embodiment, the style
class declarations 91 refer and bind to CSS classes defined in the
layout definition 78 that are used to define the format of the
associated component 16. Numerous examples of this binding can be
seen in the Appendix II of the referenced provisional. By way of
example, the first pin 80(1) in Appendix II has an associated
component style class declaration 91(1) that refers to and binds
the font size style "font size-x1" 96 defined in layout 78 to the
associated text content 17(1).
[0143] Component style sheets 93 provide an alternative component
level mechanism for associating specific styles and formatting with
a component 16. In general, it is expected that the card layout
definition 78 will define the styles and formats associated with
each component in a robust manner that is satisfactory to the card
author. In such implementations, there is no need to include any
component level style sheets 93, and it is expected that in many
(indeed most) such card implementations, no component style sheets
would be provided. Rather, the associated styles may be bound
through the use of class declarations 91. However, the component
style sheets 93 provide a mechanism by which the style assigned to
the component by the layout definition 78 may be overwritten, which
gives card authors great flexibility in defining the stylistic
presentation of their content without altering the card layout
definition. In other implantations, it may be desirable to define
some of the style attributes at the component level rather than the
card level. In such implementations more aggressive use of
component level style sheet 93 would be expected. In still other
embodiments, the availability of component level style sheets can
be eliminated altogether. In the illustrated embodiment, style
sheet are used to assign styles to the components since they are
currently a popular format for associating different styles with
HTML content. However, it should be appreciated that other now
existing or later developed constructs can readily be used to
associate styles with the content as appropriate.
[0144] Behaviors 60, 62 can be associated with a component on the
component level in the same manner as the style sheets. This can be
accomplished, for example, through the use of behavior declarations
95 which declare specific behaviors 60, 62 with their associated
component. It should be appreciated that the ability to associate
specific behaviors with specific components in a general manner
provides tremendous flexibility in the card creation process that
facilitates the creation of cards having an incredibly wide range
of functionality and behaviors while maintaining a simple, compact,
and highly portable wrap structure. Even though there is an ability
to associate behaviors with specific components, it is expected
that the behavior set may be null for many components because they
would have no need to have any specific behaviors associated
therewith.
[0145] The card descriptor 46A also associates any desired card
level attributes and/or behaviors with the card through a set of
zero or more attributes 86C that are associated with the card at
the card level. Like the component attributes 86, the card
attributes 86C potentially include any desired card level style
class declarations 91C, card level style sheets 93C and/or card
level behavior declarations 95C which work in substantially the
same way as the component attributes, except that they operate at
the card level. When desired, the wrap descriptor 40 can also have
similar wrap level attributes 86W. Similarly, when the content of a
component includes one or more subcomponent(s), the various
subcomponent(s) may have their own associated component attributes
86 regardless of the tier of the component/subcomponent. Still
further, when desired, attributes can be associated with groups of
components.
[0146] FIG. 6B diagrammatically illustrates an alternative card
descriptor structure 46B that does not utilize pins 80. The
structure of card descriptor 46B is generally similar to the
structure of card descriptor 46A described above with respect to
FIG. 6A except for the use of pins. Therefore, the attributes
(e.g., styles and behaviors) are associated with their
corresponding components 16 rather than with pins 80. Like in the
embodiment of FIG. 6A, the card descriptor 46B includes a card ID
71, a card name 72 and a layout 75. The layout 75 includes a layout
ID 76, layout name 77 and layout definition 78. The descriptor then
includes an array of zero to many components 16.
[0147] Each component 16 includes a component ID 88, a component
name 84, a component type 89, the associated content 17 and the
associated attributes 86. Like in the previously described
embodiment, the associated attributes may include associated
classes 91, component style sheets or definitions 93, behavior
declarations 95 and/or their associated behaviors 60, 62. Thus it
can be seen that card descriptors 46B are functionally
substantially equivalent to the card descriptors 46A described
above.
[0148] Appendix III of U.S. Provisional Application No. 62/133,574
illustrates a representative wrap descriptor 40B that takes the
form of a JSON object that utilizes the component based card
descriptor structure 46B illustrated in FIG. 6B. To facilitate
correlation between Appendix III and FIG. 6B, various descriptor
elements are labeled with corresponding reference numbers in the
Appendix. It is noted that the attributes container 86 is labeled
"Styles" in the JSON code of Appendix III.
[0149] Although only a few particular card descriptor structures
have been described, it should be appreciated that equivalent
functionality can be obtained using a wide variety of different
descriptor arrangements.
Gallery Card Descriptors
[0150] FIG. 6C illustrates a representative gallery card descriptor
46G. The illustrated embodiment uses the component based descriptor
approach of FIG. 6B although it should be appreciated that other
card descriptor hierarchies (such as those illustrated in FIGS. 6
and 6A can be used as well. Gallery card descriptor 46G includes
card ID 71G, card name 72G (in this case "Gallery Card"), and card
layout 75G with layout ID 76G, layout name 77G and CSS layout
definitions 78G, which together define a layout suitable for a
gallery card. The initial component is gallery component 16G, which
has a component ID 88G, a component name 84G, a component type 89G,
gallery component content 17G, and any associated attributes 86G
(including class declarations 91G, style sheets 93G and behavior
declarations 95G).
[0151] In the illustrated embodiment, both the component name 84G
and the component type 89G are "Gallery." The "content" of the
gallery component 16G is a set of one or more gallery item
components 116. Each of the gallery item components 116 typically,
although not necessarily, has the same component structure
previously described and can be thought of as subcomponents. This
introduces a powerful feature of the described architecture. That
is, the "content" of any particular component may be one or more
"subcomponents". Similarly, the content of any of these
"subcomponents" may also include one or more next tier components
and so on, with the components at each tier having the same generic
structure. Thus, each gallery item component 116 includes: a
component ID 88, which may be thought of as a gallery item ID; a
component name 84, a component type 89, content and any associate
attributes 86 (potentially including class declarations 91, style
sheets 93 and behavior declarations 95).
[0152] In the illustrated embodiment, the component name 84 and
component type 89 for the gallery item 116 is "Gallery Item". The
content of the gallery item 116 is a set of components
(subcomponents) that make up the gallery item (that is, gallery
items 116, which are subcomponents of the gallery component 16G,
themselves have subcomponents which might be thought of as third
tier components). Each of these gallery item components has the
same structure as any other component. By way of example, the
gallery item components may include a headline component 16H, and
an image component 16I (shown in Appendix III of U.S. Provisional
Application No. 62/133,574). Only the headline component 16H is
shown illustrated in FIG. 6C, but the corresponding JSON descriptor
is shown and labeled in Appendix III.
[0153] With the described structure, specific behaviors or styles
can be associated with components at any level. Thus, for example,
a behavior can be associated at the card level, the gallery item
level, the component of a gallery item level or at any other level
at which components are used. An example of a card level behavior
might be the aforementioned gallery card "snap to item" behavior
60C, which can be seen in the aforementioned Appendices I, II and
III. An example of a gallery item subcomponent level behavior might
be a trigger as described below.
[0154] Although a particular gallery card descriptor structure has
been described, it should be appreciated that equivalent
functionality can be obtained using a wide variety of different
descriptor arrangements.
Trigger Descriptors
[0155] Referring next to FIG. 6D, a descriptor structure for a
representative trigger component will be described. Like other
components, the trigger component 16T includes an optional trigger
component ID 88T, a component type 89T, a component name 84T,
content 17T and any associated attributes 86T (including any class
declarations 91T, style sheets 93T and behavior declarations 95T).
In the illustrated embodiment, the component type 89T is labeled
"trigger" and the component name 84T is labeled "transact"
indicating that the trigger is a transaction trigger.
[0156] The content 17T of the trigger component 16T in this
illustrative example includes three subcomponents. The
subcomponents include a text box 16T, an image 16TI that takes the
form of a "buy button" and a link 16L The link 16L has an
associated behavior "open-in-new-tab", which causes the browser to
open the target URL in a new tab when the trigger is activated by
tapping on a touch sensitive display anywhere within the region
defined by the trigger or by otherwise activating the trigger. The
described link trigger behavior is a good example of a component
level behavior.
[0157] In the illustrated embodiment, the link component 16L is a
first level component of the trigger and therefore the link is
activated by tapping on (or otherwise selecting) any component
within the trigger--as for example either the text box 321 or the
buy button 327. If the card creator preferred to have the link
activated only by selection of the buy button 327, that can readily
be accomplished by making the link 327 a component of the buy
button rather than a first level component of the trigger--or, by
moving the text box component definition out of the trigger--as for
example to the same component level as the trigger itself. Any tap
or click in the bounding rectangle of the trigger, as defined by
the components contained by the trigger, results in the trigger
being activated.
[0158] It should be apparent that the trigger component may be
included as a first tier component in the card descriptor or as a
subcomponent at any level within the card descriptor hierarchy.
Although a particular trigger descriptor structure is illustrated,
it should be appreciated that equivalent functionality can be
obtained using a variety of different descriptor arrangements. It
should further that FIG. 6D is illustrative for providing an
example for the purchase of an item for sale. It should be
understood, however, the cards can be authored with triggers for a
wide variety of actions besides purchasing an item, such as the
reservation or booking of goods and/or services, online chats, GPS
related services and functionality, etc.
Feed Descriptors
[0159] As indicated above, there are a wide variety of different
types of feeds and feed structures that may be desirable to
incorporate into any particular wrap. To facilitate the use of
feeds, any wrap descriptor 40 or individual card descriptor 46 may
include one or more feed descriptors. As described below, each feed
descriptor has a number of descriptive elements that together
define an associated feed in a manner that can be used by the
runtime to integrate information from the feed into a rendered wrap
instance in the manner desired by the wrap author.
[0160] Referring next to FIG. 6E, a representative feed descriptor
187 in accordance with a nonexclusive embodiment will be described.
In the illustrated embodiment, the descriptive elements of feed
descriptor 187 include a feed type 1005, a feed source 1007, a
desired lifecycle 1009, a feed target 1011, an update frequency
indicator 1013 and any required feed parameters 1015. Of course,
not all of these descriptive elements are required in every feed
descriptors and any particular feed descriptor may include one or
more additional descriptive elements as appropriate. The feed
descriptor 187 may also optionally include a feed ID 1003 and/or a
feed name 1004.
[0161] The feed type 1005 indicates the type of the associated
feed. In general, most feeds can be categorized into categories or
"types" that share similar traits and/or requirements. As
previously discussed, some of the feed types might include "live"
(server side event driven) feeds, polling feeds, streaming video
feeds, streaming audio feeds, etc. When the feed descriptor is
processed by the runtime, the feed type can be used to help
identify the resources that may be required to support the feed.
For example live streaming feeds and server side event driven feeds
may require the opening of a socket for the feed and keeping the
socket open for the duration of the defined feed lifecycle
1009.
[0162] The feed source 1007 indicates the location from which the
feed can be obtained. Often, the feed source 1007 takes the form of
a URL, although other endpoints or source identifiers may be used
in alternative embodiments.
[0163] The lifecycle 1009 indicates the feed's lifecycle semantics.
That is, when and how the feed in activated, the conditions under
which it remains active and potentially, when it is closed. For
example, a few potential lifecycles might include: (a)
"while-card-visible" which opens the feed when that associated card
is displayed and keeps the feed active as long as the associated
card is the visible card within the wrap; (b) "always" which opens
the feed when the associate wrap is rendered and keeps the feed
active as long as the wrap is displayed; (c) "on-card-open"--which
activates a feed any time the wrap transitions to the associated
card; (d) "on-wrap-load" which opens the feed when the wrap is
loaded; (e) "on-user-selection" which opens and/or updates the feed
in response to a user input (e.g., the selection of a displayed
button or other user activated trigger). Some of the lifecycles,
such as "while-card-visible" and "always" may be more appropriate
for live and streaming feeds, or feeds that affect globally-visible
wrap state (e.g. in a globally visible sports score ticker or stock
ticker) whereas others, such as "on-card-open" or "on-wrap-load"
may be more appropriate for polling feeds. Which type of feed is
most appropriate is highly context-dependent, and will be
determined by wrap authors.
[0164] In addition, the lifecycle 1009 may optionally include
functionality to terminate the feed. In accordance with various
embodiments, the termination may occur in any number of ways. For
example, the feed may "time-out" after a predetermined period of
time or manually in response to an input from the viewer of the
wrap. For example, if the viewer closes and is no longer consuming
the wrap, then the feed may be terminated. Alternatively, the feed
may automatically terminate 10 minutes after a baseball game that
is being streamed has ended. Again, these are just a few examples.
The terms and/or conditions for termination of a feed may widely
vary.
[0165] The target 1011 indicates the callback endpoint for the
feed--which may be the method to call when an event happens. In
many implementations, the target will be a container within the
wrap that the feed is to be associated with. In many circumstances,
the intended container will be the component or other structure
(e.g., card/wrap) within which the feed descriptor 187 is defined
within the wrap descriptor 40. That is, when the feed descriptor
187 is included as part of a particular component definition, it
might be assumed that the feed is intended to be bound to that
particular component. Alternatively, if the feed descriptor 187 is
included as part of a card descriptor 46 outside of any of the
associated component descriptions, it might be assumed that the
feed is intended to be bound to the associated card. Still further,
if the feed descriptor is included as a part of a wrap descriptor
40 outside of any of the associated card descriptors 46, it might
be assumed that the feed in intended to be bound to the wrap as
opposed to any particular card or component.
[0166] The frequency 1013 is particularly relevant to polling feeds
and indicates how often the feed should be polled. In some
circumstances it will only be desirable to poll the feed
once--e.g., when the associated card is opened, which can be
uniquely defined by the combination of Lifecycle: on-card-open and
Frequency: once. In other circumstances it may be desirable to
periodically poll the feed, as for example, every minute, every 15
seconds, every 5 minutes, etc. In still other circumstances it may
be desirable to poll when the card or wrap is first opened and
thereafter only poll in response to user inputs or other events, as
for example in response to the user selection of an "update" button
(not shown). Of course, a very wide variety of other update rules
can be defined through the use of different frequency and lifecycle
constraints, and the feed may itself update the polling frequency
for subsequent reads, over the life of the interaction.
[0167] Some feeds may require the passing of specific parameters to
the server that may be used by the server for various control,
tracking or authentication or other purposes. Feed parameters 1015
can be used to pass such parameters to the feed server. In the
illustrated embodiment, the feed parameters take the form of
name/value pairs although other data structures can be used in
other embodiments. In some circumstances, the feed parameters 1015
may be static and explicitly included in the wrap descriptor. For
example, if a card employing a feed is associated with a particular
ad campaign, it may be desirable to identify the ad campaign
through the use of campaign identifier passed a feed parameter. In
other circumstances the feed parameters may be variables. For
example, a card arranged to provide current MLB scores sports may
use team identifier parameters to identify the teams of interest to
the user, with the user being given the ability to select the teams
of interest--as for example, through a menu of teams provided on
the card. Of course the specific parameters that are appropriate
for any given feed and the manner in which the parameters are
obtained may vary widely and will often depend in large part on the
APIs associated with the feed.
Maintaining State Information
[0168] In many circumstances it may be desirable to transitorily or
persistently maintain state information associated with a user of a
wrap 10 and/or state information associated with a wrap 10. Some
information, such as general information about the user, may be
shared state information that is relevant to a number of different
wraps. Other state information may be specific to a particular wrap
(e.g., a particular user selection or input within a wrap, etc.).
Still other relevant state information can be more global state
information that is relevant to all instances of a particular wrap
independent of the specific user.
[0169] State information can be stored in a number of ways and the
appropriate storage techniques will vary in part based on the
nature of the state information. By way of example, general
information about a user and other user specific shared state data
can be maintained in a cookie, or when the user has a persistent
viewer application, the user state information can be persistently
stored locally in association with the viewer application. If
desired, any or all of the shared state information can also be
stored on the server side. The shared state information may be
useful to support a wide variety of different services including:
user login and/or authentication; e-commerce applications where the
identity, contact info, mailing address, credit card information
etc. of the user may be necessary; integration with other
applications (e.g. a calendar application, a chat application,
etc.); and many other services. User specific shared state
information can also be used to affect the navigation within a
wrap. For example, user demographic information can be used to
determine which card to display next in a set of cards.
[0170] There are also a variety of circumstances where it will be
desirable to persistently maintain state information about the
state of a particular wrap. For example, if a card includes a
dialog box that receives a user selection or a textual input, it
may be desirable to persistently store such selections/inputs in
association with the wrap itself so that such information is
available the next time the wrap is opened by the same user (or
same device).
[0171] In a nonexclusive embodiment, a state descriptor 68 is
created and used to maintain state information associated with a
particular wrap as illustrated in FIG. 5B. The state descriptor 68
is associated with both a specific wrap and a specific user and
thus can be used to store state information relevant to that
specific user's interaction with the wrap. When persistent state
descriptors are used, the state descriptor 68 may be stored with
the wrap on the publication server 22. When the user has a
persistent viewer application, the state information can
additionally or alternatively be stored locally in association with
the viewer application either in the state descriptor form or in
other suitable forms. Generally, a state descriptor 68 will include
a wrap ID 42 and a user ID that identify the wrap and user that the
descriptor is associated with respectively. The state descriptor 68
also stores the relevant state information in association with the
card and component IDs for which the state information applies.
[0172] In certain embodiments, it may also be desirable to
synchronize different instantiations of state information,
depending on the where the state information is stored. For example
if a user updates their credit card or shipping address information
at a publication server 22, then the corresponding state
information residing within any particular wraps associated with
the user, or within a persistently stored wrap viewer residing on a
communication device belonging to the user, would preferably
automatically be updated. Conversely, any state information locally
updated within a wrap and/or a persistently stored viewer would
also selectively be updated in any other instantiations of the
state information, such as but not limited to, other wraps,
publication servers 22, on a network, or any other remote data
processing location for example.
Authoring Tool
[0173] Wrap packages 10 are composed by authors 34 using an
authoring tool 100. In various embodiments, the authoring tool may
operate in a desktop computing environment or a mobile
communication environment, such as on a mobile or cellular phone, a
tablet, or other mobile device, such as a laptop computer.
[0174] Referring to FIG. 7, an exemplary "home screen" 102 of a
computing device running the authoring tool 100 is illustrated. In
this example, the home page includes a number of existing wrap
packages 104A through 104N. For each wrap package 104, options are
provided to "Copy", "Preview", "Edit" and "Share". By selecting any
of these options, the corresponding wrap package 104 may be copied,
previewed, edited or shared respectively.
[0175] For the purpose of explaining the operation of the authoring
tool 100, the authoring of a new wrap package is described below.
By selecting a "New Wrap" icon 106 appearing within the home screen
102, an author can begin the process of authoring a new wrap
package.
[0176] Referring to FIG. 8, a window 108 for assigning a title for
the new wrap appears on the screen of the computing device running
the authoring tool 100 after the icon 106 is selected. Within this
screen, a text field 110 is provided for entering an appropriate
name or title for the new wrap package. Once the title has been
entered, the author 34 selects the "Create" icon 112 to begin the
authoring process for the new wrap package.
[0177] Referring to FIG. 9, an exemplary authoring workspace 114 is
shown, which appears on the display screen of the computing device
executing the tool 100 after the title for the new wrap has been
defined. Within the workspace 114, the author 34 is provided a work
area and a set of tools for the composing of wrap packages.
[0178] The workspace 114 includes a header field 116, a card type
selector field 117 for specifying the type of card to be authored,
an authoring space 118 for defining the components and content of
cards the of the wrap package as they are authored, an add
component field 119 for adding component(s) to the cards appearing
in the space 118, a preview and configure space 120 for previewing
and configuring the card defined in the authoring space 118, and a
layout selector space 122 for defining various card templates used
for creating and configuring the various card types of the wrap
package.
[0179] Referring to FIGS. 10A through 10C, features of the header
field 116 of the workspace 114 are illustrated.
[0180] As shown in FIG. 10A, the header field includes the
previously defined title of the wrap package 10, a title editing
tool 124 for revising or changing the title of the wrap package, a
save tool 126, a publish tool 128, and a discard tool 130. The
tools 126, 128 and 130 are respectively used for saving, publishing
and discarding cards 14 of the wrap package 10 as they are
authored.
[0181] The header field 116 also includes a card sequencing space
132. Within this space 132, the author can arrange the cards and
define the one or more linear sequences in which the cards are to
be rendered when the wrap package is consumed.
[0182] As the individual cards of the wrap package are authored,
they are added to the sequencing space 132 in the numerical order
(e.g., 1, 2, 3, 4, etc.) in which they are created. In the event
the author 34 wishes to re-order the sequence, one of several
operations may be used.
[0183] As shown in FIG. 10B, an exemplary re-sequencing operation
is illustrated. In this particular example, Card 2 is moved after
Card 3 using a drag and drop operation. When the operation is
complete, the cards are renumbered to reflect their new sequence
order. In another embodiment (not illustrated), cards can be copied
and pasted. In yet other embodiments, cards can be moved or
re-sequenced using any technique.
[0184] By moving the various cards to different positions within
the space 132, the horizontal sequence of the cards can be arranged
in any order as determined by the author 34. In addition, one or
more of the cards can also be configured as a gallery card(s),
which are navigable in the vertical direction. Thus, by defining
(a) any gallery cards in the horizontal sequence in space 132 and
(b) the horizontal order of the cards, including any gallery cards,
in space 132, the horizontal and/or vertical sequence for rendering
the cards when the wrap package is consumed is defined by the
author 34.
[0185] The header 116 also includes left and right scrolling icons
131. When either the left or right scrolling icon 131 is selected,
the cards appearing in the card sequencing space 132 scroll in
either the left or right direction respectively. By providing the
scrolling icons 131, all of the cards of the wrap package can be
viewed, even in situations where the number of cards in the wrap
package are too numerous to conveniently all fit into the sequence
space 132 at the same time. The scrolling icons 131 thus allow the
author 34 to navigate, view and edit all of the cards of the wrap
package.
[0186] As illustrated in FIG. 10C, the header 116 also includes a
"New Card" tool 134. When the author selects this tool, two actions
occur. First, a new card 140 is created in space 132. Implicitly,
the new card 140 appears next in the horizontal sequence order in
space 132. However, as noted above, the sequence order of the card
can be changed by the author 34 if desired. Second, a new card type
selector tool 136, which lists a number of different possible card
types, appears. In a non-exhaustive list, the types of cards that
are provided within the card type selector tool 136, include, but
not limited to, a textual card, an image/photo card, a video card,
a gallery card, a document card, a chat card, a transact card, an
appointment card, a feed card and an end of wrap card. By selecting
any one of these card types, and then the create icon 138, the new
card 140 is defined as the selected type.
[0187] In this particular example, the new card 140 appears as card
4 in the sequence order. A number of examples are provided below
illustrating the authoring of the new card 140 for each of the card
types listed above.
[0188] Referring to FIG. 11A through 11D, the authoring of an
exemplary textual card 140 is illustrated.
[0189] As shown in FIG. 11A, a number of textual card templates are
provided in the layout selector space 122. Each of the templates is
labeled Template 1, Template 2, through Template N. Each of the
various templates includes a different structure and layout. For
example, each may include different arrangement of predefined
headlines, sub-headlines, and/or components. In this particular
example, Template 2 is selected, resulting in a card having the
same structure and layout as the selected template appearing in the
authoring space 118 and preview and configure space 120. In this
particular example, the selected template includes a headline 142
and a sub-headline 144.
[0190] As illustrated in FIG. 11B, the author 34 types text into
the headline 142 and the sub-headline 144 within the authoring
space 118. As the text is typed, it appears in the corresponding
headline 142 and sub-headline 144 of the card appearing in the
space 120. In this particular example, the author has typed "Wrap"
into the headline component 142 and "The narrative web . . . " into
the sub-component 144. Since this card includes text components, a
set of style tools 146 are provided to enable the author to
configure the font, size, justification and color of the text
contained in the components 142 and 144 respectively. It should be
understood, however, that the style tools 146 may optionally not be
provided for cards that do not contain text. The style tools 146
are, therefore, not necessarily constrained to all the different
card types.
[0191] Additional tools, provided in the authoring space 118,
enable the author to further modify the selected card template if
desired. For example, a headline tool 148 enables the author to
modify the card template with another header and sub-headline tool
158 enables the author to create another sub-heading. When either
is selected, a text box appears in the image of the cards appearing
in space 118 and space 120. The author can then type into the text
box(es), similar to that described above. In addition, the text
box(es) can be positioned or moved in the image of the card
appearing in space 120 to any location desired by the author and
the style tools 146 can be used to define the style of the entered
text.
[0192] Referring to FIG. 11C, a number of exemplary textual cards
are illustrated. In each instance, a different card, each derived
from a template with different layouts, structures, headers and/or
sub-components, is illustrated. Also in each case, the style tools
146 are available to the author to define the different fonts,
sizes, justification and potentially color (not visible) of the
text in each of the cards. It should be noted that these examples
are not exhaustive. Various templates of different structures,
layouts and/or arrangements of components can be used to create an
almost infinite number of textual card styles.
[0193] Referring to FIGS. 12A through 12C, a series of diagrams
showing how the new card 140 is configured as an image card is
illustrated.
[0194] As illustrated in FIG. 12A, in this particular example, the
author selects a particular image template from space 122. In
response, a card corresponding to the selected template with an
image box 154 appears in spaces 118 and 120 respectively. To define
the image to include in the image box 154, the author selects the
select image icon 156.
[0195] As illustrated in FIG. 12B, an "Add Image" box 158 appears
in response to the selection of the select image icon 156. Within
the box 158, the author may selectively either (i) drag and drop or
otherwise select and image or photo from an existing library (i.e.,
image 1, image 2, image 3, etc.), upload and image, or provide a
URL or other identifier for accessing the image from a remote
location when the card is rendered when the wrap is consumed. The
defined image is then inserted into the component box 152 when the
Add icon 160 is selected.
[0196] As illustrated in FIG. 12C, the added image appears in both
the card template provided in space 118 and space 120. Furthermore,
within space 120, the author 34 may further stylize the image by
adjusting its size and/or location within the card, as represented
by author manipulating the image box containing the image.
[0197] FIGS. 13A and 13B are diagrams showing how the new card 140
is configured as a video card is illustrated.
[0198] As illustrated in FIG. 13A, the author selects a particular
video template from space 122. In response, a card corresponding to
the selected template, including a video component box 162, appears
in the preview and configures space 120. Next, the author 34
selects the icon 164 for defining the video for insertion into the
component box 162.
[0199] As illustrated in FIG. 13B, a box 166 for inserting a URL or
other identifier for a chosen video appears. In addition, a preview
icon 168, and add icon 170 and a clear icon 172 also appear. By
selecting the preview icon 168, the selected video defined in box
166 can be previewed in the component box 162 of the video card 160
appearing in the space 120. The add icon 170 results in the video
being inserted into the card 160, whereas the clear icon 172 will
remove the URL. Again, the author may resize and position the video
within the card in the space 120 as illustrated.
[0200] It should noted that with each of the examples provided
above, an add component tool 119 appears in the space 118. The add
component tool 119 allows the author to add a new component to a
card that was not previously defined by whatever template was used
to create the card in the first place. Thus, by using the add
component tool 119, the author 34 has the option to add additional
text, an image, video or other action component beyond what was
originally defined in the starting template, as described in more
detail below.
[0201] Referring to FIGS. 14A through 14C, a series of diagrams
showing how the new card 140 can be configured as a document card
is illustrated.
[0202] As illustrated in FIG. 14A, the author selects a particular
document template from space 122. In response, a card 170
corresponding to the selected template, including a document
component box 172, appears in the preview and configure space 120.
By selecting the document icon 174, and either dragging and
dropping or uploading the document, the author can define the
document for insertion into the component box 172. In the
particular example shown, the author has selected a PDF document,
which appears within the component box 172 of the document card
170.
[0203] The author may also elect to add an additional component to
the document card 170, for example, a descriptor or title for the
uploaded PDF file. To do so, the author selects the Add tool 119,
as also illustrated in FIG. 14A.
[0204] As illustrated in FIG. 14B, an add component window 182
appears in response to the selection of the Add component tool 119.
Within the component box 182, the author may select text, image or
some other action component. In this particular example, the author
selects the text component.
[0205] As illustrated in FIG. 14C, a text box 184 in the authoring
space 118 and a text box 184 appearing within the card 170 in the
space 120 appear in response to the selection of the text option in
box 182. By typing into text box 184 (e.g., "User Manual", the
corresponding text appears in the text box 184 of the card 170.
Again, the author may adjust the style of the card 170 by resizing
and positioning both the PDF document and/or the text box in space
120. Also, the author may change the font, size, justification and
color of the text using style tools 146.
[0206] In various embodiments, behaviors or tools may also be
inherently provided within document templates that enable or
facilitate navigation of any inserted document within a card. For
example, for PDF, Word or PowerPoint documents, scrolling bars,
pointers, or a page flipping behavior may be embedded in the card
templates so that a view of the wrap package can flip from page to
page within the document when the card is consumed.
[0207] Referring to FIGS. 15A through 15C, a series of diagrams
illustrating how new card 140 is configured as a chat card is
illustrated.
[0208] As illustrated in FIG. 15A, the author selects a particular
chat template from space 122. In response, a chat card 190,
corresponding to the chat template, appears in the preview and
configure space 120. The card 190 includes a chat function that
enables a chat session to take place between a consumer of the wrap
package and a remote person when the card 190 is rendered. The chat
functionality of card 190 can be implemented in a number of
different ways. For example, the chat function can be embedded as a
widget that appears in an i-frame within the card 190. When the
viewer interacts with the widget, a chat server is accessed, and
the viewer may engage in a chat session with another party via the
chat server. For more details on implementing widgets into cards of
wrap packages, see U.S. Provisional Application No. 62/193,830,
entitled "Card Based Package for Distributing Electronic Media and
Services", filed Jul. 17, 2015, incorporated by reference herein
for all purposes. In another embodiment, the chat may be
implemented using a cul-de-sac method. In other words when the
viewer is consuming card 190 and would like to engage in a chat,
the viewer is taken to another web page or location to engage in
the chat. When done, the viewer is returned to page 190. In yet
another embodiment, the chat functionality can be built into as a
component of the card 190. For example, the chat card 190 may
include the ability to establish a session with a remote server and
exchange media during the session. Thus, when the viewer would like
to engage in a chat, a session is established between the card 190
and a chat server, enabling the chat to take place.
[0209] As illustrated in FIG. 15B, the author may also elect to add
an addition component to the chat card 190 by selecting the Add
tool 119, which causes the add component box 194 to appear. Within
the component box 194, the author may select text, image or some
other action component.
[0210] As illustrated in FIG. 15C, the author in this example
selects the add image component, which results in an image box 196
appearing in the authoring space 118 and a corresponding image box
198 appearing within the card 190 in the space 120. By adding an
image into box 196 (e.g., a Nieman Marcus store), the corresponding
image appears in the image box 198 of the card 190. Again, the
author may resize and position image box 198 within the card 190.
In addition, other components may be added in a similar manner. For
example, the author 34 may also elect to ad a text component, such
as "Chat with an online sales representative" (not illustrated), by
selecting the Text option within the add component window 194,
similar to that described above.
[0211] Referring to FIGS. 16A through 16F, a number of diagrams
showing the new card 140 authored as an appointment card for making
an appointment is illustrated.
[0212] As illustrated in FIG. 16A, the author selects a particular
appointment template with a built-in calendaring function from
space 122. In response, an appointment card 220, corresponding to
the selected appointment template, appears in the preview and
configure space 120. The card 200 as shown has already been
authored to include text (i.e., "Rancho Relaxo Spa"), and image,
and a "Book and Appointment" button using the Add tool 119, as
described above.
[0213] The card 200 may implement the appointment
booking/reservation function in a number of ways. For example, the
function can be implemented via (i) a widget embedded in the card
and that allows interaction with a remote reservation/booking
server; (ii) by cul-de-sacing to a remote location, such as a
reservation/booking web site, or building the reservation/booking
functionality into the card itself. With the latter embodiment, the
card 200 would include the ability to create a session with a
remote reservation/booking database and the appropriate information
needed to book an appointment/reservation would be exchanged during
the session.
[0214] In accordance with one embodiment as illustrated in FIG.
16B, a number of calendar related icons appear in the authoring
area 118 when the appointment function 202 is selected. In this
example, the author can specify the year, month and time increments
for receiving appointment requests from a consumer of the wrap
package. In response, the selected parameters are set into the
appointment function of the card 200. In this latter embodiment, a
session is established between the wrap package and the remote
reservation or booking database when the card 200 is being
consumed. During the session, state information is exchanged,
meaning the remote database provides the wrap package with
appropriate feed information, such as booked and/or available
time-slots for reservations. In response, the feed information is
presented within the card 200, allowing the viewer of the wrap to
book an available time-slot. In this embodiment, the card 200
captures the required information, such as the date and time
specified by the viewer, along with optionally user information
(name, contact information, credit card, etc.), and provides it to
the remote database for reserving the requested time slot.
[0215] Referring to FIGS. 16C through 16F, an alternative
embodiment of authoring the "cul-de-sacing" to a remote
reservation-booking location is illustrated. In this example as
illustrated in FIG. 16C, the author 34 selects the add component
tool 119, which results in the appearance of the add component
window 194, as illustrated in FIG. 16D. Next, the author 34 selects
the "Action" icon, which results in the appearance of a set of
tools in space 118, including a button tool 202 and a link tool
204, as illustrated in FIG. 16E. By selecting the button tool 202,
the user can create a "Book Now" trigger within the card 200. By
selecting the link tool 204, as illustrated in FIG. 16F, the author
can define a URL of the remote reservation booking database. Thus
when a viewer selects the Book Now trigger, a web page associated
with the remote reservation booking system appears. Once a
reservation is made, or the viewer opts to not make a reservation,
the viewer is returned back to card 16F of the wrap package.
[0216] FIGS. 17A through 17C, are diagrams showing new card 140
configured as a location/GPS card.
[0217] As illustrated in FIG. 17A, the author selects a particular
GPS/location template with GPS/location functionality from space
122. In response, GPS/location card 220, corresponding to the
selected template, appears in the preview and configure space
120.
[0218] As illustrated in FIG. 17B, the author 34 can add additional
components to the GPS/location card 210 by selecting the add
component tool 119. As previously described, the author can add
text and/or image component(s) as described above. In addition, the
author can add a location component, as is provided in this
example.
[0219] As illustrated in FIG. 17C, a component box 212 appears in
the authoring space 118 and in the card 210 in the space 120. In
this example, the component box 212 enables the author 34 to define
GPS functionality in the card 210. For example, the wrap package
may be authored on behalf of a merchant located at 923 Elm Street
in San Francisco. By including an action component into the card
allowing a consumer of the wrap package to enter their current
address, the card 210 is configured to interact with the GPS
functionality of the consuming device, such as the Google Maps
application running on the device, to provide GPS related services.
For example, the viewer of the wrap may enter their current
location into the card 210, which would result in the card
providing directions to the location of the merchant, located at
923 Elm Street in San Francisco.
[0220] In an alternative embodiment, FIGS. 17D through 17F
illustrate a sequence of diagrams for authoring a cul-de-sacing"
action to a remote web site providing GPS/location functionality,
such as Mapquest or the like. In this example as illustrated in
FIG. 17D, the author 34 selects the add component tool 119, which
results in the appearance of window 194, as illustrated in FIG.
17E. In response, the author selects the Action item, which enables
the insertion of a URL to a remote web page providing GPS/location
functionality. Again, as a cul-de-sac, the viewer is returned to
the wrap package after they are done accessing the remote
GPS/location web page by closing the window 194. In yet other
embodiments, the GPS/location functionality can also be implemented
using a widget or by building the functionality into the card
itself.
[0221] Referring to FIG. 18A through 18F, a sequence of diagrams
illustrating new card 140 authored as a transact card 220 is
shown.
[0222] As illustrated in FIG. 18A, the author selects a particular
transact template from space 122. In response, a transact card 220,
corresponding to the selected template, appears in the preview and
configure space 120. In addition, a number of options for adding
component(s) specific to transactions are provided in the authoring
space 118. In this particular example, an image component 222, a
headline component 224, a button component 226 and a link component
228 are provided.
[0223] As illustrated in FIG. 18B, the image component 222 is
selected. As a result, the author may add an image to the card 220,
similar to that described above.
[0224] As illustrated in FIG. 18C, the headline component 224 is
selected. As a result, the author may add headline to the card 220,
similar to that described above.
[0225] As illustrated in FIG. 18E, the button component 226 is
selected. As a result, the author may add a "Buy Now" button
similar to that described above.
[0226] As illustrated in FIG. 18F, the link component 228 is
selected. In this non-exclusive example, the author can then enter
a URL into box 230, which will result in the cul-de-sacing to a
remote web site location when the Buy Now icon is selected. For
instance, a web page that allows the consumer of the wrap to
purchase goods and/or services appears. When the transaction is
complete, the viewer is returned to the wrap package.
[0227] It should be noted that transact cards are not necessarily
limited to cul-de-sacing for the processing of transactions. On the
contrary, transactions can also be conducted within the context of
a transact card while it is being consumed. For example, the
transact card can be configured to establish a session with a
back-end transaction server and the ability to synchronize data
during the session. For example within the context of the wrap, the
viewer may peruse a number of items for purchase. While viewing the
wrap, current data pertinent to the items, such as number in stock,
size information, color choices, etc., are updated and presented to
the viewer while consuming the wrap. The viewer may then elect to
place one or more items into a shopping cart for purchase. When
ready to complete the transaction, the viewer prompted to enter the
appropriate user information, such as mailing address, billing
address and credit card information, to complete the transaction.
Alternatively, all this information may be previously stored, in
which case, the purchase can be completed with a "one-click"
operation or the like.
[0228] In yet another embodiment, the processing of a transaction
within a card can be implemented using a transaction widget as a
component in the card. With such an embodiment, the widget appears
inline an i-frame of the card. When accessed by the viewer, the
content from a remote location, referenced using for example a URL,
is presented in the i-frame, enabling the viewer to complete the
transaction.
[0229] Referring to FIGS. 19A through 19D, diagrams illustrating
the authoring of new card 140 as a gallery card are shown.
[0230] Unlike the above-described cards, the layout selector space
122 is modified to include a vertical gallery container sequencing
area 123, a new gallery container icon 125 and a behavior
declaration 250 that enables the author to define if the individual
gallery containers of the gallery card will have a "snap" action or
"rolling" scroll action when swipe navigated. In one embodiment, a
gallery container may have the same frame size as the other cards
in a wrap. But the size of a gallery container matching the frame
size of cards is by no means a requirement. In other embodiments, a
gallery container can be smaller or larger than the frame size of
other cards.
[0231] When a new gallery container "N" is to be added to the
vertical sequence of the gallery card, the icon 123 is selected.
Thereafter, the author selects a template for the new gallery
container, which could be any of the above-listed card types. In
addition, the vertical sequence of the individual gallery
containers of the gallery card can be changed using a drag and drop
or analogous operation, similar to that described above with regard
to the horizontal sequence. Consequently, the author 34 may compose
a gallery card by creating, authoring and sequencing new gallery
containers one after the other.
[0232] As illustrated in FIG. 19A, a first gallery container
230.sub.(1) of the gallery card is illustrated. In this example,
the first gallery container 230.sub.(1) is selected from a
text-based gallery container template that has been authored to
include the text component "See the New 2015 Mustang".
[0233] As illustrated in FIG. 19B, the same first gallery container
230.sub.(1) of the gallery card is illustrated. In this example,
the second gallery container 230.sub.(1) is selected from an
image-based gallery container template that has been authored to
include an image of the 2015 Mustang.
[0234] As illustrated in FIG. 19C, a second gallery container
230.sub.(2) of the gallery card is illustrated. In this example,
the second gallery container 230.sub.(2) is selected from a
document-based template that has been authored to include a PDF
article about the 2015 Mustang published by the magazine Car &
Driver.
[0235] As illustrated in FIG. 19D, a third gallery container
230.sub.(3) of the gallery card is illustrated. In this example,
the third gallery container 230.sub.(3) was selected from a video
based gallery container template that has been authored to include
a video of the 2015 Mustang.
[0236] As illustrated in FIG. 19D, an "N" and final gallery
container 230.sub.(N) of the gallery card is illustrated. In this
example, the fourth gallery container 230.sub.(N) was selected from
an end-of-gallery template and has been authored to include a link
to the Ford Motor Company web site as well as icons for sharing the
wrap package.
[0237] In the above-described example, each gallery container in
the gallery was authored to include different types of content,
such as text, an image, a video, etc. It should be understood,
however, that the above example should not be construed as
limiting.
[0238] In an alternative embodiment, each of the gallery item
containers may be essentially same. In other words, each gallery
container of a gallery card may include the same arrangement of
components, including (but not limited to) for example (i) a text
container for displaying the name or label of a product, (ii) an
image container for displaying an image of the product, (iii)
another text box for displaying the purchase price for the product
and (iv) a "BUY NOW" trigger for purchasing the product.
[0239] The above example is thus highly suitable for displaying a
multiplicity of similar items. For instance with a gallery card of
shoes, each gallery container would include the name or style of a
shoe in the first text container, an image of the corresponding
shoe in the image container, the cost of the shoe in the second
text container, and the BUY NOW trigger. Since the location, styles
and/or attributes of each of the components is the same, the look,
feel and functionality of each of the gallery containers will
essentially be the same, while only the specific content relevant
to each pair of shoes will differ.
[0240] The gallery container templates used for authoring the
individual gallery containers of gallery cards are similar to card
templates. As such, gallery container templates have the same or
similar features and functionality as described herein with respect
to cards.
[0241] Referring to FIGS. 20A and 20B, diagrams showing the
authoring of new card 140 as an end of wrap card is shown. When the
end of wrap card is selected within the card type selector 136, a
number of appropriate templates appear in the space 122. The author
can then select one of the templates and begin the process of
defining the last card 240 in the wrap package. For example, the
author may select a template with "Share", "Like" and "Tweet"
functionality built-in to the card, as illustrated in FIG. 20A. By
selecting any of these options, the wrap package may be shared like
a message, and included for example in a Facebook feed or a Twitter
feed.
[0242] In addition, the author may, by selecting the add component
tool 119, add image, text, video or other media, actions and/or
behaviors to the card, as described above. For example as
illustrated in FIG. 20B, the author has added an image of a woman
in a dress and text in a sub-header that reads "Fall Fashion at the
Gap". This is just one example of an almost infinite number of
different card arrangements that can be authored as the last card
in a wrap.
[0243] In each of the examples provided above, the new card 140 can
be either saved using 126, discarded using icon 130, or published
using icon 128. When saved, the card 140 is stored in its current
state and can be later accessed for additional authoring. When
discarded, the card 140 is removed from the sequence space 132.
When published, the card 160 is included in the wrap package. At
any point in time, the wrap package, or any particular card in the
package, can be edited, removed, re-ordered, etc., using the
above-described tools.
[0244] It should be understood that the card authoring examples
provided above are merely exemplary and should in no way be
construed as limiting. In various alternative embodiments, the
authoring tool 100 may use an almost limitless number of different
card templates, components, styles and attributes, functionality
and card types, resulting in an almost infinite number of different
cards that may be used in wrap packages.
Analytics
[0245] Analytics can be used to gain insights into defining content
that may be defined and used in wrap packages. This custom content,
derived at least partially with the use of analytics, is hereafter
sometimes referred to as "insight" content. As described in detail
below, a wide variety of different types of analytic tools may be
used to generate insight content that may be used in wrap
packages.
[0246] Companies, businesses and other organizations often use
analytics to determine the outcome of marketing campaigns and to
guide decisions for investment and consumer targeting. Demographic
studies, customer segmentation, conjoint analysis and other
techniques allow marketers to use consumer purchase, survey and
related data to understand and communicate marketing strategy.
Analysis techniques frequently used in marketing include marketing
mix modeling, pricing and promotion analyses, sales force
optimization, customer analytics, etc. Thus, in a similar manner,
insight content for wrap packages can be defined using
analytics.
[0247] Similar to Web site analytics, analytics can also be used to
measure, comment and analyze the use of wrap packages for the
purpose of better understanding and optimizing their use. Wrap
specific analytics can help companies and other organizations
measure the results of wrap packages, including the number of views
of the wrap package, views of individual cards, the click-through
rate, etc. Wrap package analytics can also be used to specify the
structure, layout and sequence of the cards, in addition to any
content including insight content, included in the set of cards of
the wrap package. For example, wrap analytics can be applied to
specify the number of cards and their sequence order in the
horizontal and/or vertical directions. Analytics can thus be used
as a tool by businesses and other distributors of wraps to improve
their effectiveness. By applying analytics, useful marketing
information, such as usage, distribution, popularity, etc. of wrap
packages, can all be measured, gauged and applied to increase the
potency and usage of wraps
[0248] In other embodiments, the analytics can be applied to target
recipients of the wrap package. For example, analytics related to
age or age group, gender, geographic location, buying history,
demographics, income, etc. of target recipient(s) can all be
selectively applied to again define the content, including insight
content, structure, layout and sequence of the cards of wrap
packages.
[0249] In yet other embodiments, the analytics pertain to
marketing, risk, portfolio, predictive, security, and or analytics
specific to wrap packages can also be applied. In yet other
embodiments, one or more of the above analytics tools, along with
others not listed herein currently known or developed in the future
may be used. Regardless of the analytic tool(s) used, conclusions
and/or meaningful usage patterns can be used to define insights
into the content, organization, layout of wrap packages, all of
which may used to increase the effectiveness of wrap packages.
[0250] A number of examples are provided below where wrap packages
are created and delivered in response to various triggers and/or
beacons. In variations of these embodiments, analytics can be used
to generate or define insight content that then can be used in the
wrap package.
Authoring and Automatically Delivering Wrap Packages with
Custom/Insight Content
[0251] Referring to FIG. 21, a flow chart 300 illustrating the
steps of authoring and automatically delivering wrap packages with
custom content, including possibly insight content derived from
analytics, is illustrated.
[0252] In the initial step 302, the author creates a wrap package
without certain content. This step typically involves the author
generating a wrap package of cards using the authoring tool 100, as
described above with respect to FIGS. 7 through 20B. During one or
more authoring sessions, the author creates a set of cards and
defines their horizontal and/or vertical sequential order(s). The
cards may be of any card type as specified above, including but not
limited to, textual, image/photo, video, transact, gallery,
appointment/reservation, chat, GPS/location, and end of wrap.
[0253] During the authoring process as defined in step 304, the
style(s), behavior(s), trigger(s) and/or attributes of the various
cards of the wrap are defined. As the cards are created, the author
relies on the various tools described herein to specify the user
experience when consuming the wrap by defining the style (e.g.,
font type, size, color of text and the like), card behaviors (i.e.,
scrolling or snap to frame), triggers (e.g., "Buy Now", "Book Now",
etc.). However, as described in more detail below, certain content
is not included in the wrap package at this point.
[0254] In step 306, the author defines a class of custom content
that is to be included in the wrap package when it is delivered to
a target recipient. Most often, although not necessarily, the class
of custom content falls into a broad category of content that is
readily defined, but the specific content (i.e., a variable) is not
yet known at the time of authoring. For example, the wrap package
may be an "active receipt" that accompanies the purchase of a good
and/or service. As such, the specific classes of custom content may
fall into a number of broad categories, such as customer name,
customer account information, purchased product details, etc. Since
none of specific transaction variables can be known until an actual
transaction takes place, however, the author will create during the
authoring process "empty container" components in the various cards
for each broad class of content. When the specific variable content
becomes known or defined, the "empty container" components are then
filled prior to distribution of the wrap package.
[0255] In a non-exclusive, but more specific embodiment, the empty
containers can be defined by component type. For example, the empty
containers can be specified as an empty text component type, an
empty image component type, an empty video component type, and
empty transact component type, etc. As such, the variable content
in each case is limited to the corresponding component type. In
other words, only text, images/photos, video, transactions, etc.
can be inserted into or associated with empty text, image, video,
and transact empty containers respectively. Thus while the content
in each is variable, each empty container is limited to its
component type.
[0256] In an optional variation of step 306, the author may specify
that analytics be applied when the custom variable content is
generated. For example, with a purchase of a product, analytics can
be used to generate variable custom content, again sometimes
referred to as "insight" content, that is insightful with respect
to the both the purchase item and the target recipient, as opposed
for example, randomly generated content. Such marketing analytics
may include, but are not limited to, the age, gender, location,
purchase history, demographics, etc., of the target recipient, the
trigger event, or other parameters. Other product or marketing
analytics can also be applied specific to the purchased item for
the purpose of generating variable insight content that can then be
included in the wrap prior to distribution.
[0257] In step 308, the authored wrap package with the empty
content container(s) and any analytics rules, algorithms,
parameters, or methods used to draw insights, or otherwise define
the variable insight content using analytics is stored. In
addition, the author specifies a trigger event for triggering the
access, application of the analytics, and the insertion or
association of the resulting insight variable content into the
appropriate empty container components(s) in the card(s) of the
wrap package.
[0258] In various embodiments, the trigger event can be defined as
any conditional event. Although the number of events that could be
used as a trigger is too numerous to exhaustively list, several
examples will be described herein, pertaining to a purchase of a
product at a department store. When the trigger event happens, it
triggers the delivery of an "active receipt" wrap package with
variable custom content, including possibly insight content as
described in more detail below. It should be understood that these
examples are provided merely for illustrative purposes. In no way
should these examples be construed as limiting.
[0259] As provided in decision step 310, when the trigger event
occurs, then a series of steps, as described below, are performed
that result in the creation and distribution of the wrap package
with custom and/or insight content to a target individual.
[0260] As provided in step 312, the variable custom content is
defined and accessed from storage or otherwise associated with the
wrap. For example, if a particular customer purchases a specific
product, then the corresponding customer and product records are
accessed from database(s) and the relevant information is
retrieved. As previously noted, analytics may optionally be applied
to provide useful insights into defining the variable custom and/or
insight content that is inserted or otherwise associated with the
wrap. In various embodiments, the variable custom content,
including any insight content, can be included inline or referred
to using an identifier such as a URL.
[0261] Thereafter, as specified in step 314, the variable custom
and/or insight content is/are inserted into or otherwise associated
with the appropriate empty container component(s) of the cards of
the wrap package.
[0262] As specified in step 316, card descriptors are generated for
each card of the wrap package. In this step as explained in more
detail below, data object(s) are created for each component in a
card, including the components containing custom/insight content,
for each card in the wrap.
[0263] In the next step 318, a wrap descriptor is generated from
all of the card descriptors generated in the previous step. Since
the card descriptors include objects that correspond to the custom
and/or insight content, the wrap descriptor also defines the custom
and/or insight content.
[0264] Finally, in step 320, the wrap package with the variable
custom and/or insight content is ready for distribution to the
target recipient once the wrap descriptor is defined. As previously
noted, the wrap descriptor may be distributed numerous ways,
including but not limited to, by including the wrap ID 42 in an
email, as a message, in a social media feed, or any other
method.
[0265] Referring to FIG. 22, a flow chart 450 illustrating the
steps of generating card descriptors (i.e., step 316 of FIG. 21)
for each card in the wrap is shown. As previously noted, a card
descriptor is a collection of data objects. Thus, generating a card
descriptor generally involves generating and assembling individual
data objects for all the component(s), content(s) and feature(s)
contained in the card, including any custom and/or insight
content.
[0266] In initial step 452, a first component of the card is
selected. Thereafter, data object(s) are generated for the
component (step 454) along with any content in the card, regardless
if the content was originally authored into the card or later added
as variable custom and/or insight content (step 456). In addition,
data object(s) are generated for attribute(s) (step 458), style(s)
(step 460), trigger(s) (step 462) and/or defined and/or declared
behavior(s) (step 464) associated with the component. In decision
step 466, it is determined if there are any additional components
associated with the card. If yes, then steps 454 through 466 are
repeated for each component. If not, then in step 470, any meta
data is associated with the card. Finally, the card descriptor is
generated from all the data object(s) and the meta data (step 472).
The card descriptor thus contains everything needed to render the
card at runtime, including any variable custom and/or insight
content.
[0267] It should be noted that the flow chart 450 described above
similarly applies to gallery cards. For each gallery container of
the gallery card, the above process is repeated for each component.
When all the components have been exhausted for a given gallery
container, the process is repeated for the next gallery container.
A card descriptor is then generated for the gallery card when the
above-described iterative process is complete for all of the
gallery containers.
[0268] Referring to FIG. 23, a flow diagram 480 illustrating the
steps of generating a wrap descriptor (step 320 of FIG. 21) is
illustrated. In the initial step (482), a first card of the wrap is
selected and its card descriptor is generated (step 484) using the
process described above with respect to FIG. 22. Thereafter, in
decision 486, it is determined if there are any additional cards in
the wrap package. If yes, then the next card in the wrap is
incremented (step 488) and the card descriptor for that card is
generated in step 484. This process is repeated until a card
descriptor is generated for all the cards in the wrap, as
determined in decision 486. In step 490, any meta data is
associated with the wrap package. Finally, in step 492, the wrap
descriptor is generated from all the card descriptor(s) and any
meta data associated with the wrap.
[0269] The wrap descriptor is thus a collection of card
descriptors, each specified in terms of a collection of data
objects defining the structure, layout and content, including any
variable custom and/or insight content, for each of the cards of
the wrap package respectively. As such, the wrap descriptor
includes everything necessary to render the wrap upon runtime,
including any variable custom and/or insight content.
Example
Active Receipts with Variable Custom/Insight Content
[0270] Referring to FIG. 24A, an exemplary wrap package 498
authored without custom and/or insight content is illustrated. In
this example, the wrap package 498 is for distribution to customers
as an "active receipt" for purchase of product(s) at the department
store, Neiman Marcus.
[0271] In this example, the wrap package 498 has been authored to
include a total of five (5) cards.
[0272] The first card 498A provides the Neiman Marcus logo and
includes variable text component containers for custom and/or
insight content, including the yet to be defined name of a
purchasing customer and the location of the local store where the
customer purchases an item.
[0273] The second card 498B includes a variable image and/or text
component container for custom content, including a text and/or an
image of a receipt for the yet to be defined purchased
product(s).
[0274] The third card 498C is a gallery card that includes three
gallery containers. In each, a variable image component container
is provided for displaying an image/photo of a yet to be defined
accessory product that is related to the yet to be purchased item.
In addition, a variable text component container is provided for
the display of the purchase price for the displayed item once it
has been defined. Since each gallery component includes a transact
trigger, selecting the "BUY" button initiates a transaction process
for purchasing the displayed item at the displayed price using any
of the above-mention transaction techniques.
[0275] The fourth card 498D is a chat card that includes variable
text and image component containers for custom content, including
the name and photo of a yet to be defined personal shopping
assistant. Since card 498D is a chat card, selection of the "Chat"
trigger initiates an online chat session with the designated sales
assistant using any of the above-mentioned methods for implementing
a chat function within a card.
[0276] Finally, the fifth card 498E is an end of wrap card. This
card includes a variable image component container for an
image/photo appropriate for the end of the wrap.
[0277] Referring to FIG. 24B, an exemplary logical computing
infrastructure 500 for authoring and automatically distributing
wrap packages 498 with variable custom content for Neiman Marcus is
illustrated. The infrastructure 500 includes a server 520, a wrap
engine 522, an analytics tool 524, the authoring tool 100, a
customer database 526 containing a plurality of customer records
528, a product database 530 including a plurality of product
records 532, and a sales assistant database 534 that includes
records 536 for personal sales assistants for Neiman Marcus. In
addition, the infrastructure 500 includes a transaction engine 538
for processing transactions that originate in the wrap package
498.
[0278] In this example, the author uses the authoring tool 100 to
author the wrap package 498, including the empty custom content
container components as described above. Once the authoring process
is complete, the wrap package 498 and the trigger event are stored
at the wrap engine 522. When the trigger event occurs (i.e., a
customer purchases an item at a Neiman Marcus store), the wrap
engine 522 interacts with the customer database 526, the product
database 530 and sales assistant database 534 via the server 520,
retrieving the appropriate records to fill the empty component
containers of the cards 498A through 498E respectively.
[0279] As previously noted, the analytics engine 524 may optionally
be used to ascertain at least some of the variable custom and/or
insight content, based on insights and other conclusions, inserted
into or associated with some of the content container components.
Thereafter, the card descriptor and the wrap descriptor for the
final wrap package, including the custom and/or insight content, is
generated and stored at the wrap engine 552. Thus, when requested
by the purchasing customer 540, a wrap package with custom and/or
insight content, derived from wrap package 498 of FIG. 24A, is
delivered over the network 542. In the examples discussed below,
two wrap packages with custom and/or insight content, 550 and 560,
are provided to two different purchasing customers.
[0280] Referring to FIG. 24C, the wrap package 550 with variable
custom and/or insight content, derived from the wrap package 498,
is shown after the purchase by a customer. In this example, the
first card 550A, the variable custom content including the name of
the purchasing customer (Andrea Smith) and the local Neiman Marcus
store (San Francisco, Calif.) appear in the two defined variable
text components containers. In card 550B, variable custom content
including an electronic receipt of the item(s) purchased (e.g.,
Prada shoes) by the customer appears in the variable component
container. In gallery card 550C, a number of variable insight
content items (purse, necklace, and sun glasses) that accessorize
the original purchase appear in the variable component containers
of the three gallery containers. In card 550D, an image and name of
the personal shopping assistant (Mary Cruz) for Andrea Smith appear
in the variable component containers. Finally, in the end of wrap
card 550E, variable insight content (e.g., an image of a woman in a
Fall dress) appears in the variable component container.
[0281] Referring to FIG. 24D, a second wrap package 560 with
variable custom and/or insight content, derived from the wrap
package 498, is shown after the purchase by another customer. In
this example, the first card 560A, the custom content including the
name of the purchasing customer (Mark Jones) and the local Neiman
Marcus store (Dallas, Tex.) where the purchase occurred appears in
the two variable components containers. In card 560B, the custom
content of the purchased item (e.g., an Armani suit) appears in the
variable component container. In gallery card 560C, a number of
custom and/or insight content items (men's dress shoes, neckties,
and dress shirt) that accessorize the original purchase appear in
the variable component containers of the three gallery containers.
In card 560D, an image and name of the personal shopping assistant
(Brad Newman) for Mark Jones appear in the variable component
containers. Finally, in the end of wrap card 560E, an image of a
man in a Fall sports jacket appears in the variable component
container.
[0282] As previously noted, analytics can optionally be applied
when generating the variable content to be inserted into or
associated with the various empty components of the cards of a wrap
package. In the Neiman Marcus example, a number of analytics can be
used to gain insights into the type of accessory items that should
be included in the gallery cards. For example, the age, gender,
demographics, location, type of item purchased, etc., can all be
used to intelligently define the types of items (i.e., the insight
content) that should appear in the gallery and/or the end of wrap
card in each example.
[0283] Again, it should be noted that the examples of custom
content wrap packages as provided herein are merely exemplary and
should not be construed as limiting in any way. On the contrary, a
wide variety of wrap packages with just about any type of custom
content, under a wide variety of circumstances, using any relevant
analytics, can be authored and distributed.
Using Beacons to Generate and Deliver Wrap Package of Cards with
Custom/Insight Content to Target Individuals
[0284] In yet another embodiment, beacons can be used as the
trigger event to generate and deliver wrap packages of cards with
variable custom and/or insight content.
[0285] Referring to FIG. 25, a flow diagram 600 illustrating the
use of beacons to automatically generate and deliver wrap packages
of cards with custom and/or insight content to target individuals
is illustrated. As described below, this process is similar,
although not identical, to the process described above with respect
to FIG. 21.
[0286] In the initial step 602, the author creates a wrap package
without custom content. This step typically involves the author
generating a wrap package of cards using the authoring tool 100, as
described above with respect to FIGS. 7 through 20B. During one or
more authoring sessions, the author creates a set of cards and
defines their horizontal and/or vertical sequential order(s). The
various cards of the wrap may include any card type as specified
above, including but not limited to, textual, image/photo, video,
transact, gallery, booking/reservation, chat, GPS/location, and end
of wrap, etc.
[0287] During the authoring process as defined in step 604, the
style(s), behavior(s), trigger(s) and/or attributes of the various
cards of the wrap are defined. As the cards are created, the author
relies on the various tools described herein to create the intended
user experience when consuming the wrap by defining the content
(e.g., images, photos, video, etc.), style (e.g., font type, size,
color of text and the like), card behaviors (i.e., scrolling or
snap to frame), application or web-site like functionality (chats,
GPS, transactions, etc.) and triggers (e.g., "Buy Now", "Book Now"
buttons, etc.). However, as described in more detail below, certain
custom and/or insight content is not included in the wrap package
at this point.
[0288] In step 606, the author defines variable custom and/or
insight content that is to be included in the wrap package when it
is delivered to a target recipient. Most often, although not
necessarily, the custom and/or insight content falls into a general
category or class of content that is readily defined, but the
specific variable content is not yet known at the time of
authoring. For example, the wrap package may be a promotional wrap
that advertises the sale of a category of goods and/or services
that are delivered to a target consumer when they trigger a beacon
upon entering a particular department of a department store. Since
none of variable custom and/or insight content for completing the
wrap can be known when the wrap is authored, "empty container"
components are defined within the various cards of the wrap that
are later filled or associated with the variable custom and/or
insight content when a beacon is triggered. For example, one set of
custom and/or insight content may be inserted into or associated
with the empty container components when a customer enters the
Men's department, whereas a different set of custom and/or insight
content may be inserted into or associated with the empty component
container(s) when another customer enters into the Women's
department.
[0289] In step 607, once the authoring of the wrap package with the
empty component container(s) is complete, the wrap package is
saved. For example in a non-exclusive embodiment, the wrap package
is saved by the wrap engine 522 of the wrap infrastructure
described above with respect to FIG. 24B.
[0290] In decision 608, it is determined if a target recipient of
the wrap package has roamed into a range of a beacon.
[0291] If yes, then the target recipient is identified in step 610.
In a non-exclusive embodiment, the target recipient is identified
using an iBeacon as developed by Apple of Cupertino, Calif.), which
are compatible with the well-known Bluetooth Low Energy protocol.
Such beacons broadcast an identifier to any nearby mobile
communication device that may roam into range, such as smart phones
and/or tablets. In reply, the mobile communication device, such as
those running either iOS or Android operating systems, are
configured to listen for the broadcasts. When in range and the
broadcast is identified, the mobile device responds with location
information and unique identifier information, which can be used to
identify the target and their specific location (e.g., a name of a
customer and a specific department in a department store). In an
alternative embodiment, an application (i.e., an "app") can be
preinstalled onto mobile communication device. When the mobile
communication device enters into the range of a beacon, the unique
identifier of the device, as well as its location, are provided
during a session between the beacon and the mobile device. With
either embodiment, the target recipient and his/her specific
location can be ascertained.
[0292] In optional step 612, analytics specific to the identified
target recipient may be applied to obtain insights into defining
the custom and/or insight content to be included in the wrap. For
example, a wide array of analytic parameters, such as gender, age,
location, past buying history, location, and other demographics,
such as income, personal preferences, etc., may be applied in
generating or defining the insight content to be included in the
empty component container(s) of the wrap package. For instance, the
custom and/or insight content defined for a 20 year-old female
student will be different than a 55 year-old businessman.
[0293] In an optional step 614, analytics specific to the triggered
beacon are applied to gain insights into defining the custom
content to be included in the empty component containers of the
wrap package. Different custom content can be specified depending
on a wide variety of analytic factors, such as a given department
(e.g., men's shoes vs. woman's formal wear), a time period in which
the beacon was triggered (e.g., the time period or season of the
year (winter, spring, summer or fall)).
[0294] For example, if the aforementioned businessman enters the
jewelry department in a department store, then analytics based on
demographics, past buying history, season of the year, etc. can all
optionally be applied to gain insight into defining the custom
and/or insight content that is most likely to entice and peak the
interest of the target into making another purchase. If the
businessman had previously purchased jewelry for his wife, then
customized insight content specific to jewelry items for his wife
can be delivered to the businessman in the form of a wrap package
when a beacon detects he has entered the jewelry department during
the holiday shopping season for example.
[0295] Similarly, for the 20 year-old female student, analytics can
also optionally be applied to again gain insights into defining the
custom content. For instance, if the student enters the women's
causal wear department in the month of June in a department store
located in Florida, then custom and/or insight content relative to
summer or beach clothing (e.g., tee-shirts, shorts, bathing suits,
etc.) would be defined. However, if the same student entered a
similar department in a department store located in New England
during the month of February, then winter-related custom and/or
insight content (e.g., coats, sweaters, boots, etc.) would be
defined.
[0296] It should be noted that the above examples are merely
illustrative The look, feel, content, and functionality of wrap
packages, along with the custom content, and optionally any
analytics used to define the custom content, can all widely vary.
The above examples, therefore, should not be construed as limiting
in any manner.
[0297] In step 616, the custom and/or insight content for insertion
into or association with the empty component containers of the wrap
package is defined, optionally by applying the analytics as
discussed above with respect to steps 612 and/or 614.
[0298] In step 618, the defined custom and/or insight content is
associated with the appropriate empty component containers of the
wrap package. In various embodiments, the custom and/or insight
content can be inserted inline into the cards are referenced using
an identifier, such as a URL.
[0299] In step 620, a card descriptor is generated for each card,
including any custom and/or insight content, included in or
associate with the wrap package, using the process described above
with respect to FIG. 22.
[0300] In step 622, a wrap descriptor for the wrap package,
including the custom and/or insight content, is generated from the
card descriptors using the process described above with respect to
FIG. 23.
[0301] Finally, the wrap descriptor is delivered to the target
recipient in step 624. In one non-exclusive embodiment, a wrap
cover including a URL that contains a unique wrap ID 42 for the
wrap package is sent to the target recipient in the form of a
message, such as an email or other message type, such as a text or
other multi-media message. When the target recipient accesses the
cover in the message, the URL is accessed, causing the wrap ID 42
to be requested. In response, the wrap descriptor is delivered to
the target recipient.
[0302] Referring to FIG. 26, a diagram 640 illustrating a plurality
of beacons provided at different locations of a Neiman Marcus
department store located in Palo Alto, Ca is illustrated. In this
example, the various departments in the store each have their own
beacon 646 that defines a range designated by a dashed circle 468.
Specifically, the beacon and corresponding range for the Men's
Casual, Men's Shoes, Men's Suits, Women's Shoes, Cosmetics and
Women's Dresses departments are represented by reference numerals
646A/648A, 646B/648B, 646C/648C, 646D/648D, 646E/648E, and
646F/648F respectively.
[0303] As described in more detail below, wrap packages with custom
and/or insight content are generated and delivered to target
recipients as they enter the various departments of the store. In a
non-exclusive embodiment, the wrap packages with custom and/or
insight content are generated and delivered using a logical
computing infrastructure 500 similar to that described above with
respect to FIG. 24B.
Examples
[0304] Referring to FIG. 27A, an exemplary wrap package 550 with
empty component containers is illustrated. This wrap has been
authored to deliver custom content to customers as they enter the
various departments of the Neiman Marcus store of FIG. 26.
[0305] The wrap package 550 has a first card 550A that includes the
store name "Neiman Marcus" and a message "Welcome to our Store in
Palo Alto". In addition, the card includes a variable text
component container 552A for the name of an identified target
recipient.
[0306] The second card 550B includes another variable text
component container 552B and a variable image component container
554B for naming and depicting a particular department in the store
respectively. When a target triggers one of the beacons 646A-646F,
text and an image pertinent to the corresponding department are
inserted into or associated with the two containers 552B and 554B
respectively.
[0307] The third card 550C is a gallery including a plurality of
gallery containers. The intent of the gallery card 550C, in this
example, is to populate the various gallery containers with
variable text and variable images related to products in the
department the target entered. Each gallery container includes a
variable text component container 552C for naming a product, a
variable image component container 554C for presenting an image of
the named product, another variable text component container 556C
for displaying the cost of the displayed product, and a "BUY"
trigger 558C. As previously discussed, the BUY transaction can be
processed in a number of ways, including cul-de-sacing to a remote
web site, using a transaction widget embedded in the card 650C or
elsewhere in the wrap, or building in the functionality necessary
to process and complete the transaction within wrap 650 itself.
[0308] The fourth card 550D is a chat card. Variable text and image
component containers 552D and 554D are provided for the name and
picture of a yet-to-be defined personal shopping assistant. In
addition, a "Chat" trigger 559D is provided. When selected, an
online chat session is established between the target and the
identified personal assistant.
[0309] Finally, the fifth card 550E is an end of wrap card. This
card includes variable text and image component containers 552E and
554E for appropriate text and an image or photo for the end of the
wrap.
[0310] In one example, a customer named Tom Casey enters the range
648B of the beacon 646B associated with the Men's shoe department.
As a result, the beacon 646B is triggered, resulting in the
identification and location of Tom Casey in or near the department.
In response, the computing infrastructure 500, as described above,
optionally using analytics, generates a wrap package 660 with
custom and/or insight content.
[0311] In this particular example, Mr. Tom Casey's customer records
528 (e.g., name, address, purchase history, account information,
profile, etc.) are accessed in the database 526. In addition, since
the triggered beacon corresponds to the Men's shoe department, the
product database 530 including records pertaining to a number of
men's shoes are also accessed. Once the databases are accessed,
analytics may optionally be applied to gain insights and define the
specific custom and/or insight content to be included or otherwise
associated with the wrap.
[0312] For example, the income, demographics, past buying history,
cost and brand of past shoe purchases, etc. of Tom Casey are
considered. In addition, because Palo Alto is a warm climate, warm
weather shoes, as opposed to cold weather shoes or boots, are
considered. Using these or similar analytics, the analytics tool
524 defines the custom and/or insight content that is likely to
enhance the possibility that Mr. Casey will make another shoe
purchase while visiting Neiman Marcus that day or in the near
future.
[0313] Referring to FIG. 27B, an exemplary wrap package 660 for Tom
Casey with custom and/or insight content is illustrated. The wrap
package 560 is derived from the authored wrap package 550 with the
various variable component containers filled with custom and/or
insight content.
[0314] In the first card 660A, a message welcoming Tom Casey to the
Neiman Marcus store in Palo Alto is provided. The name "Tom Casey"
is inserted into or associated with the text component container
552A of card 550A to create this card.
[0315] In the second card 660B, text "Semi Annual Sale on Men's
Shoes" and graphics pertinent to the relevant department is
inserted into or associated with the variable component containers
552B and 554B of card 550B respectively to create the card.
[0316] In the gallery card 660C, a gallery of men's shoes is
provided in the various gallery containers. Again, text, image and
price content are inserted into or associated with the variable
component containers 552C, 554C and 556C of each gallery container
respectively. By scrolling up and down when the wrap is being
consumed, the various displayed shoes can be purchased by selecting
the corresponding BUY trigger.
[0317] In the fourth card 660D, a chat card enabling a chat with a
personal shopping assistant named Brad Newman is provided. Again,
the name and a photo of the assistant are inserted into or
associated with the variable component containers 552D and 554D to
create the card.
[0318] Finally, in the fifth card 660E, an end of wrap card is
provided. In this example, text reciting "See the Latest Fall
Fashions" and an image of a man in a suit are inserted into or
associated with text and image variable component containers 552E
and 554E of card 550E to create the card.
[0319] Referring to FIG. 27C, another exemplary wrap package 670
with custom and/or insight content is illustrated. In this example,
the target customer is a woman, named Tina Dean, who entered into
the Women's Dress department in the same Neiman Marcus department
store 640, triggering the beacon 646F. In a manner similar to that
described above, including optionally the use of analytics, the
wrap package 670 with custom and/or insight content relevant to
Tina Dean and women's dresses is generated and delivered. In the
first card 670A, a message welcoming Tina Dean to the Neiman Marcus
store in Palo Alto is provided. In the second card 670B, text and
graphics informing Tina Dean of the new spring dresses is provided.
In the third card 670C, a gallery of spring dresses by various
designers is provided. By scrolling up and down, the various
dresses can be viewed and purchased by selecting the corresponding
BUY button. In the fourth card 670D, a chat card allowing or
enabling a chat with a personal shopping assistant named Mary Jones
is provided. Finally, in the fifth card 670E, an end of wrap card
is provided with text and an image of a handbag accessory.
[0320] In each of the examples provided above, the wrap packages
660 and 670, is each delivered to a customer as they enter a
particular department in the store 640. By timely delivering custom
content, especially when intelligently using analytics, wrap
packages can effectively be used to reach out and contact
customers, increase sales, improve customer experiences and brand
loyalty in ways previously not possible.
[0321] The examples provided in FIGS. 27A through 27C are merely
illustrative and in no way should be construed as limiting. It
should be understood that the circumstances and situations,
including the type of custom content that can be included in a wrap
package that is delivered in response to the triggering of a beacon
may widely vary and should not be limited by any examples provided
herein.
[0322] In the aforementioned embodiments, a wrap descriptor is
generated after the custom and/or insight content is defined and
inserted into or otherwise associated with a wrap package. It
should be noted, however, that in alternative embodiments, the wrap
descriptor for a wrap package can be generated before a trigger
event and/or any containing custom and/or insight content is
defined.
[0323] Referring to FIG. 28, a flow diagram 700 illustrating the
steps for generating a wrap descriptor for a wrap package before a
trigger event and/or any containing custom and/or insight content
is defined is illustrated.
[0324] In the initial step 702, cards of a wrap package are
authored with one or more variable content component containers. As
previously described, these variable content component containers
may text, images, photos, triggers, or any other type of component
or behavior.
[0325] In step 704, the style(s), attribute(s), trigger(s), and/or
attribute(s) for the cards of the wrap package are defined.
[0326] In steps 706 and 708, the card descriptors and wrap
descriptor for the wrap package are generated using a process
similar to that described above with respect to FIGS. 22 and 23.
This embodiment differs, however, in that the data objects define
variables for the various types of content to be later defined and
associated with the cards. Once the wrap descriptor is generated,
with the variables, it is stored in step 710.
[0327] In step 712, a trigger event occurs. As previously
discussed, the trigger can be entering the range of a beacon. In
other embodiments, the trigger can be any event, such as the
purchase of a good or service, or any other predefined and/or
conditional event.
[0328] In step 714, the custom and/or insight content, optionally
using analytics, is generated or otherwise defined after the
trigger event has occurred.
[0329] In step 716, the generated or defined custom and/or insight
content is/are associated with the various variables referenced in
the data objects defining the cards of the wrap package
respectively.
[0330] Finally, in step 718, the wrap descriptor is distributed to
a target upon request.
[0331] In an alternative embodiment, the trigger event can be the
opening of a wrap by the target recipient. In other words, steps
702 through 710 and step 718 would all occur prior to ascertaining
if the trigger has occurred. When the target opens and starts to
consume the wrap, then step 714 for ascertaining custom and/or
insight content and step 716 for associating the ascertained custom
and/or insight content with the corresponding content component
containers occurs. This embodiment has the advantage of potentially
delivering content that is more timely and relevant than simply
using beacons as the trigger event as discussed above. For example
as a customer roams from department to department at a store, they
may receive multiple wraps as various beacons are triggered. As a
result, previously received, but un-opened and un-consumed wraps,
may become stale after the customer wonders into another
department. With this embodiment, however, a first trigger when the
customer enters the store may result in the delivery of a wrap, but
without any custom and/or insight content. Then, when the wrap is
opened and consumed, steps 714 and 716 are performed, resulting in
the delivery of timely and relevant content. For example, if the
wrap is opened and consumed while in the men's shoe department, or
alternatively the woman's dress department, then either shoe or
dress related content is ascertained and delivered.
Wraps as Messages
[0332] The described wrap packages 10 are essentially cloud based
portable data objects that can readily be distributed using a wide
variety of electronic techniques including messaging, posting and
inclusion as links in documents, articles or other electronic
communications. The wrap package 10 thus allows authors to take
applet and website functionality and make them consumable as a
message, delivered in a narrative storytelling format. This allows
the transformation of an app or website functionality into a
portable, sharable, and savable wrap package 10, that can be
distributed like electronic messages (e.g. email, SMS, text) are
disseminated today. For example as illustrated in FIG. 7M, the
media triggers 381 and 383 can be used to share the wrap package
310 with others via Facebook Twitter. Although in this embodiment
actual triggers for sharing are provided within or embedded in the
wrap itself, this is not always necessary for sharing the wrap.
Alternatively for example, the cover 15 that includes a URL
associated with the wrap (e.g., the wrap ID 42) can be posted on a
social media site or feed, email to others, or otherwise
distributed using an electronic communication protocol or
platform.
[0333] Not only are the wrap packages 10 easy for publishers and
others to distribute, but viewers and other recipients of a wrap
may also readily share a wrap with their friends, family,
coworkers, colleagues, etc. This is a powerful construct that can
greatly extend or enhance the market (or other target segment)
reach and penetration of a well designed wrap since a "message"
from a friend or acquaintance is often more favorably received than
a message from an unknown party. Neither applets nor websites are
well suited for such viral distribution.
[0334] Since the set of cards 14 that make up a wrap package 10 are
encapsulated as a data object and can be sent as a unit, the wrap
package 10 can also readily be stored on a viewer's device if the
viewer so desires. Contrast this with a conventional multi-page
website which is not designed to be persistently stored on a
viewer's device as a unit, even if individual pages may sometimes
be cached. It also eliminates third party aggregator (e.g., the
Apple App Store; Google Play, etc.) control over the delivery of a
company's services/messages to its customers as occurs in the
distribution of conventional apps.
Benefits and Advantages of Wrap Packages
[0335] Wrap packages 10 offer a number of benefits and attributes
currently not available with conventional methods of distributing
content, such as with PDFs, web sites, or stand-alone apps. Since
cards 14 can be sequenced and authored to include media content,
application functionality, and e-commerce related services, wrap
packages 10 have the unique ability to narrate a story, in a
book-like format, that captures and holds the attention of the
viewer, while also offering an "app" like user experience. As such,
wrap packages 10 offer a new web-based platform for storytelling,
communicating ideas, and delivering highly visual and functional
user experiences. Wrap packages 10 thus enable a new business
paradigm for selling, advertising, publishing, increasing brand
loyalty, offering services, and contacting and engaging new and old
customers alike, all ideally delivered to consumers on their mobile
devices, where they spend their time and consciousness. Where
businesses used to have to build destinations (e.g., websites) or
monolithic systems (e.g., "apps"), they can now, instead, provide
consumers with wrap packages 10, that are delivered like messages,
and that provide the user experiences and functionality they really
want and need. As a result, wraps 10 create opportunities for
business to innovate and improve products and services, leveraging
the mobile web in ways not before possible, because a convenient,
enabling interface and platform did not previously exist.
[0336] Wrap packages 10 are also like interactive messages that can
be easily shared, delivered over the mobile web, and locally
stored. With the ability to share, distribute over the mobile web
and locally store, popular wrap packages can readily go viral.
[0337] Wrap packages 10 are also preferably delivered using a SaaS
(Software as a Service) model, meaning wrap packages are delivered
only on an as-needed basis.
[0338] Wrap packages can be authored by anyone, from an individual
with little technical or design skills, to large and sophisticated
enterprises.
[0339] Wrap packages 10 can be distributed narrowly to a specific
or targeted person or persons or widely distributed to many, many
persons.
[0340] Wrap packages 10 can be written once and can run on just
about any browser enabled device. As a result, wraps are not
platform, operating system, or device dependent.
[0341] Since wrap packages 10 can be easily generated and
optionally dynamically updated with new content, wrap packages can
be used as a digital "corollary" or "companion", accompanying the
sale or rental of goods and/or services. For example, wrap packages
can be created and distributed as an "Active Receipt" accompanying
the sale or rental of a good or service. The merchant can thus
provide through the wrap package 10 ongoing contact and support to
on-board, up-sell and/or cross-sell the customer with ancillary
goods and/or services, potentially for the entire life cycle of the
product or service, all delivered in a digital format that never
gets lost or misplaced. Accordingly, wrap packages can be used as
an essential component of any product or service, delivering better
customer service and creating new selling opportunities.
[0342] In summary, wrap packages 10 introduce the "narrative web",
which is a storytelling mobile user interface, delivered over a
cloud-based platform, ushering in a digital evolution of mobile
marketing and customer relationship management. As a marketing
tool, wrap packages 10 have the unique ability to increase mobile
engagement, lead generation, and conversion, enabling businesses to
increase sales, improve loyalty, and enhance customer relationships
and loyalty. Wrap packages 10 thus offer a compelling business
proposition by solving one of the biggest problems in the mobile
space of today; namely the lack of connectivity between apps. With
wrap packages 10, however, consumers and other users can enjoy a
multi-function app-like experience, without having to be in an app,
download an app, or open any apps.
[0343] Finally, while many of the benefits and attributes of wrap
packages 10 are realized on mobile devices operating on the mobile
web, it should be made clear that there is nothing inherent with
wrap packages 10 that limit their usefulness or functionality in
non-mobile environments. On the contrary, wrap packages 10 can also
be used, and all the same benefits and attributes realized, on
non-mobile devices, such as desktop computers and/or smart TVs for
example.
[0344] The present invention is thus intended to be broadly
construed to cover any system and method, such as carousel ads for
example, that enables publishers and marketers to tell sequenced
stories with (i) a combination of images, photos, text, video and
other types of media, (ii) a swipe-able format that enables viewers
to navigate the media displayed in one card or gallery container of
a gallery card to the next, and (iii) includes embedded app-like
functionality and/or links to other locations that provide
additional information or such functionality and/or services.
Consequently, the present application should not be construed to
just those specific embodiments as described herein.
[0345] In the primary described embodiments, all of the behaviors
are declared rather than being stored in-line within the
descriptor. Thus, the descriptor itself does not have any
programmable logic. In many embodiments, the declared behavior are
all defined within the runtime viewer such that the runtime view
can readily associate the desired behavior with the wrap, card or
component as appropriate in a runtime instance of the wrap. It
should be appreciated that this is a particularly powerful
framework for enhancing portability of the wraps. With the
descriptor/runtime viewer approach, a single item (the descriptor)
can be used to define all of the content and functionality of a set
of cards that can be rendered on virtually any platform. The
declared functionality is provided (or obtained) by the runtime
viewers when the wrap is to be rendered so that the author of the
wrap is not required to know or understand any of the
idiosyncrasies of any particular platform. The runtime viewer may
be a generic runtime viewer (e.g., a viewer executable by a
conventional browser) or may be native viewer customized for a
particular platform. Regardless of the underlying platform, the
runtime viewer handles the tasks of associating the declared
behaviors with the wrap/cards/components which frees the wrap
author and/or authoring tool from having to ensure that desired
behaviors are programmed correctly for all of the different
platforms that the wrap may be rendered on.
[0346] In most implementations, all of the sizeable assets that
serve as content of the wrap are referenced in the wrap by
appropriate identifiers rather than being stored directly in the
wrap. This again significantly enhances portability by keeping the
size of the descriptor small while facilitating the use of rich
media content.
[0347] From the foregoing it should be apparent that the described
wrap packages provide businesses with a powerful tool for engaging
their customers, suppliers, employees or other constituents in a
format that is particularly well tailored for display on mobile
devices.
[0348] Although only a few embodiments of the invention have been
described in detail, it should be appreciated that the invention
may be implemented in many other forms without departing from the
spirit or scope of the invention. For example several specific wrap
descriptor structures have been described. Although such descriptor
structures work well, it should be appreciated that the actual
descriptor structure may vary widely. For example, in some
embodiments some special behaviors can be defined within a wrap
descriptor if desired. Such in-line behavior definition might be
particularly useful in association with certain behavior extensions
that are not otherwise readily available. For example, JavaScript
can be included within a JSON object and various other descriptor
structures. Thus, when JSON descriptors are used, selected
behaviors or behavior overrides can be defined in-line using
JavaScript if desired. Although programmed functionality can be
included in some circumstances, it should be appreciated that
liberal definition of behaviors within a wrap tends to defeat some
of the primary advantages of the described descriptor/runtime
viewer framework.
[0349] In many implementations much of the actual content of the
wrap will be referenced by the descriptor rather than being stored
in-line within the descriptor. However, the balance between in-line
storage and references to external assets in any particular wrap
descriptor may be widely varied anywhere from 100% referenced
content to (at least theoretically) 100% in-line content--although
the later is less desirable for media rich content and again,
begins to defeat some of the advantages of using the descriptor
approach. The choice between in-line and referenced content will
typically be dictated in large part by the relative size of the
content. For example, text, which tends to be very compact, is
generally more suitable for inclusion in-line, whereas more graphic
media, images, videos and/or audio files are typically more
efficiently referenced.
[0350] A few different methods of and architectures for serving
wrap packages and constructing runtime instances have been
described herein. Although only a few approaches have been
described in detail, it should be apparent from the foregoing that
a wide variety other methods and architectures can be used as well.
Therefore, the present embodiments should be considered
illustrative and not restrictive and the invention is not to be
limited to the details given herein, but may be modified within the
scope and equivalents of the appended claims.
* * * * *
References